General Coatings Manufacturing Corp.
Building a more versatile business with spray foam
By Dani Sheehan. Contractors looking to differentiate in 2026 are finding new opportunities in spray polyurethane foam (SPF) roofing systems that solve challenges traditional systems can’t always address. For contractors looking to grow their commercial capabilities, spray polyurethane foam (SPF) can be more than another system to offer. It can ...
Why the future of spray foam is about more than growth
By Dani Sheehan. Advances in chemistry, safety and building science are helping spray foam roofing outperform traditional systems. During a live Coffee Conversations® sponsored by Handifoam at the SprayFoam 2026 Convention and Expo, industry leaders Will Lorenz from General Coatings Manufacturing Corp and Josh Winkler of ICP Group delivered a ...
Spray foam stands out
By Emma Peterson. How one system delivers insulation, protection and long-term value. In a recent CoatingsCast™, Karen Edwards sat down with Will Lorenz from General Coatings. The conversation focused on the brand’s lineup of coating products, particularly their spray foam offerings. Will opened the episode with a quick explanation ...
Enter General Coatings Ever-Silic HS Giveaway Contest!
EVERROOF® is giving away 5-gallon buckets of EVERROOF’s Ever-Silic HS, the high-performance silicone coating trusted by roofing pros nationwide. Engineered for unbeatable adhesion, weatherproof durability, and lasting energy efficiency, Ever-Silic HS stands strong under the sun and goes on easy for a flawless finish every time. Extend the life of your ...
When can spray foam be used on your roof?
AAR Expert Will Lorenz spray foam is a great product to put over an existing roof system and on new construction. Editor's note: The following is a transcript of a conversation with Will Lorenz partner of General Coatings. You can listen to the interview or read the transcript below. Lauren White: Hello, ...
To sell coatings, build a relationship first
CCS Influencer Will Lorenz says the central parts to being a trusted partner are discussing the customer's roof condition, budget and future property plan. Editor's note: The following is the transcript of a live interview with Will Lorenz of General Coatings Manufacturing Corp. You can read the interview below, Listen to ...
To face insurance market volatility, control what you can control
RCS Influencer Will Lorenz says that for roofing contractors, safety is number one. Editor's note: The following is the transcript of a live interview with Will Lorenz of General Coatings Manufacturing Corp. You can read the interview below, Listen to the podcast or Watch the recording. Dani Sheehan: Hi, my name ...
Test before you invest: Win a free roof coating
By The Coffee Shops™. See how a proven coating system can elevate your restoration projects without the upfront risk. General Coatings Manufacturing Corp is bringing back its popular giveaway to give contractors a risk-free way to put one of its top-performing EVERROOF® coatings to the test. Enter by May 1, ...
Why FM approvals matter
By Dani Sheehan. FM approvals are helping shape the future of our industry by defining durability, accountability and risk management for commercial roofing systems. At its core, Factory Mutual (FM) is a unique organization with a dual mission. On one side, it operates as a global insurance provider. On the ...
What first-time attendees can expect at Roofing Day
By Dani Sheehan. Roofing Day in D.C. isn’t about being perfect – it's about being present. It’s about learning, connecting and making sure your voice is represented. If you’ve never been to Roofing Day in D.C., it’s easy to feel unsure about what you’re signing up for. You might be ...
