General Coatings Manufacturing Corp.
Bringing innovative restoration solutions to Florida’s flat roofs
By Dani Sheehan. Fluid-applied systems offer a smart path forward to extend the life of a roof without a costly tear off. With record-breaking attendance at the 2025 Florida Roofing and Sheet Metal Contractors Association (FRSA) Annual Convention and Roofing Expo, roofing professionals gathered to explore the latest solutions for ...
Grill Season Giveaway: A salute to hardworking crews
By Dani Sheehan. This Labor Day season, General Coatings is giving back with a Grill Season Giveaway — no photo needed, just your info and your love for a good cookout. Roofing is tough work. While everyone else is lounging by the pool or road tripping across the country for ...
Building resilience amid uncertainty
By Dani Sheehan. From customer communication to sustainable roofing systems, prepare your business to adapt and grow. Despite recent economic uncertainty and industry turbulence, Will Lorenz, president of General Coatings Manufacturing Corp, believes Americans – and roofing contractors in particular – are resilient. In a recent CoatingsCast™, Heidi J. Ellsworth ...
Cool city, cool people and cool surfaces
By Lauren White. There’s no voodoo involved when talking about cool surfaces at the CRRC Annual Meeting. Between ghost tours, vampire apothecaries and beignets, the Big Easy hosted the Cool Roof Rating Council (CRRC) annual meeting. From June 10-12, 2025, members of the CRRC, committee members, sponsors and ...
Will Lorenz - Opportunities in Uncertainty - PODCAST TRANSCRIPT
Editor's note: The following is the transcript of a live interview with Will Lorenz from General Coatings. You can read the interview below or listen to the podcast. Intro: Welcome to Roofing Road Trips, the podcast that takes you on a thrilling journey across the world of roofing. From fascinating interviews ...
Work hard. Grill hard.
By Emma Peterson. Show off how your roofing crew throws a BBQ with this photo contest! From rooftop to grill top, no one works harder than roofing crews. That’s why General Coatings Manufacturing Corp. wants to celebrate with their BBQ and Roofing Crew photo contest! This is a fun opportunity ...
Sustainability sells, spray foam delivers
By Dani Sheehan. Break into spray foam roofing with comprehensive training, tech support and product guidance from General Coatings. If you’ve seen the dazzling, dome-shaped marvel lighting up the Las Vegas skyline, then you’ve seen what’s possible when innovative construction materials meet exquisite design. While its exterior is a canvas for LED ...
Staying steady in a volatile market
By Dani Sheehan. Boost revenue and strengthen customer relationships even when budgets tighten in uncertain times. In a recent CoatingsTalk®, Megan Ellsworth sat down with Will Lorenz of General Coatings Manufacturing Corp and Todd Farr of EVERROOF to unpack how economic uncertainty is reshaping the roofing landscape and why that can be ...
Roof restoration made easy with spray foam
By Dani Sheehan. Learn why more contractors are turning to spray foam and coatings for long-term roof performance. When a commercial roof hits the end of its service life, building owners are faced with two options: tear it off and start fresh — or get smart and restore it. More and more, ...
What you need to know about tariffs and government policy
By Dani Sheehan. With changes happening every day, learn from industry experts to understand the policies, prices and pressures shaping roofing this season. From material price hikes to supply chain slowdowns, federal tariffs and trade negotiations are quietly reshaping the roofing industry. In a recent Coffee Conversations®, made possible by supporters like ...
