Heidi J. Ellsworth, President
Heidi J. Ellsworth is a nationally recognized leader in the roofing and building industries, serving as president of The Coffee Shops™, an award-winning group of digital platforms including RoofersCoffeeShop®, MetalCoffeeShop®, CoatingsCoffeeShop®, OutdoorCoffeeShop® and AskARoofer. With more than 30 years of experience in roofing sales, marketing and business development, she has played a pivotal role in advancing how the industry connects, communicates and grows.
Heidi began her career in roofing in 1993, holding leadership roles with major manufacturers and technology companies before launching HJE Consulting and later helping grow The Coffee Shops into one of the industry’s most influential media and community platforms. Through these channels, she champions education, innovation and collaboration across contractors, manufacturers, associations and service providers. A passionate advocate for workforce development and industry inclusion, Heidi is a founding member and past chair of National Women in Roofing (NWIR), where she continues to support initiatives that empower women and promote leadership across the trades.
She is also deeply engaged in industry advancement through her service on the boards of the National Roofing Contractors Association (NRCA) and the Roofing Alliance, where she contributes to strategic initiatives focused on education, technology and the future of roofing. Heidi is widely known for her thought leadership, serving as a frequent speaker, podcast host and published author covering marketing, technology and industry trends. Through her work, she continues to drive meaningful conversations that support business growth, workforce development and the long-term success of the roofing and construction industries.
Episode 29: This Woman in Roofing is Changing the Industry
Heidi J. Ellsworth joins Jonathan Goldhill in this episode of the Disruptive Successor Podcast. Heidi shares her extensive knowledge in the roofing industry, and how she helps companies associated with the roofing industry by supporting marketing strategies, sales, success and content development.
NRCA Workforce Wednesday: RoofersCoffeeShop®
Workforce Wednesday: RoofersCoffeeShop® helps companies attract workers. NRCA is hosting a series of Workforce Wednesday webinars in 2022 that will help you recruit, engage, onboard and train entry-level and transitioning employees. During the webinar, Heidi Ellsworth of RoofersCoffeeShop will discuss significant industry challenges and explain how contractors can approach workforce recruitment and use branding to help attract workers.
The Power of Networking - In-Person at METALCON!
MCA 2023 Winter Meeting - Future Leaders Panel
RCAW Marketing Panel 2023
Latest Spanish Content
Invertir en las personas es invertir en el futuro de la industria del techado
Por Heidi J. Ellsworth, traducido por Alberto Torres.
Las iniciativas centradas en las personas de NRCA fortalecen el liderazgo, las oportunidades para la fuerza laboral y el bienestar dentro de la industria del techado.
A lo largo de mis años en la industria del techado, he aprendido una verdad muy ...
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Building a safer construction industry starts with a conversation
By Heidi J. Ellsworth.
Construction Suicide Prevention Week reminds us that every company can help employees find support before a crisis becomes a tragedy.
The construction industry knows how to protect people from physical hazards. We hold safety meetings, conduct jobsite inspections, require fall protection and make sure crews understand the ...
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Latest International Content
An exclusive look above London: The roofing restoration of admiralty arch
By Heidi J. Ellsworth.
Traditional slate craftsmanship and master leadwork are preserving one of Britain's most iconic landmarks for generations to come.
For most visitors to London, Admiralty Arch is recognized as the grand ceremonial gateway linking Buckingham Palace to Trafalgar Square. For more than a century, the landmark has ...
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How IFD is expanding international collaboration through the connection forum
By Heidi J. Ellsworth.
Building on more than 70 years of Congress tradition, IFD’s Connection Forum creates new opportunities for roofing and façade professionals to exchange ideas, strengthen relationships and collaborate across borders.
Since its founding in the early 1950s, the International Federation of the Roofing Trade (IFD) has supported ...
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Latest Canada Content
The Weekly Blend - Episode 158
Join us every Friday to learn the latest news in the roofing, metal and coatings industry.
The 158th episode of The Weekly Blend is live! Join The Coffee Shops’ President Heidi Ellsworth and COO Karen Edwards for the latest episode of this Coffee Shop original web series.
This week, Heidi and Karen ...
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Episode 60 - Get Ready for Roofing Day 2023, National Women in Roofing Day - Canada, and New Coffee Conversations
Join Heidi and Karen every Friday to hear about the latest news in the roofing industry.
Episode 60 of The Weekly Blend is here! Join the Coffee Shops’ President Heidi J. Ellsworth and COO Karen L. Edwards for the latest episode of this Coffee Shop original web series.
This week, Heidi and ...
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Latest Podcasts
Know Your Niche
In this Contractor Outlook™, Heidi Ellsworth is joined by Eric Voyer from The Farnsworth Group to dive into the latest shifts in the building products market and their impact on contractors. Eric shares insights on how deep customer research is reshaping marketing strategies and product development for building product brands. ...
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Fractional Hiring in Construction
In this Contractor Outlook™, Heidi J. Ellsworth visits with Kristen McAlister of Cerius Executives, a national leader in fractional executive placement, who shares insights into why this model is gaining traction and how it can position construction companies for long-term success. The rise of fractional hiring gives construction companies access ...
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David Allen, Joel Shealey & Shane Millwood - Here’s to 40 more years!
In this episode of Roofing Road Trips®, Heidi J. Ellsworth is joined by David Allen, Joel Shealey & Shane Millwood from BITEC for a look at the company’s roots, its defining moments and the culture that has carried it through four decades in the industry. They explore how BITEC’s product ...
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Latest Webinars
Legal Updates and Open Q&A with Trent Cotney
In this Coffee Conversations®, Heidi J. Ellsworth sits down with Trent Cotney of Adams & Reese for a powerful and candid discussion on the latest legal issues impacting the roofing and construction industries. From evolving tariffs and immigration policies to regulatory changes and emerging legal cases, this “Power Hour” gives ...
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Coffee Conversations LIVE from METALCON - Sponsored by New Tech Machinery
You won't want to miss this special Coffee Conversations, sponsored by New Tech Machinery, coming to you LIVE from METALCON! Join us on day one of the show as we meet with industry leaders and experts from the metal industry. Guests include manufacturers and service providers who will ...
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2022 State of the Industry
Date: October 31, 2022
Time: 10:30 a.m. - 11:30 a.m. (PT)
Heidi J. Ellsworth, President of RoofersCoffeeShop, shares the insights and views seen every day on RoofersCoffeeShop.com. From material and labor shortages to new product and technology trends, Heidi shares what they are hearing on RoofersCoffeeShop from across the country and all ...
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Read Listen Watch - Educational Content
ROCKWOOL - All About Wall & Roof Acoustics
In this RLW, we will learn about roof and wall acoustics and stone wool insulation. Antoine Habellion at ROCKWOOL will visit with Heidi J. Ellsworth in this informative Read Listen Watch (RLW) episode. ROCKWOOL is ready to empower contractors and their customers to rise to the ever-changing trials of modern ...
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Automations – How They Make Business Easy
February 23, 2022 11 AM PT
In this RLW, we will find out why software automations are important in roofing. The experts at JobNimbus visit with Heidi J. Ellsworth on the subject of software automations in this very informative Read Listen Watch (RLW) episode. Today contractors can use automation to ...
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How to Train and Certify your Estimators!
January 26, 2022 11 AM PT
This month’s RLW features John Kenney of Cotney Consulting Group who talks about the importance of estimating training and certification programs. More than ever, employee training is important for recruiting, retention and the ability to differentiate your business. John Kenney and the Cotney ...
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Latest Videos
The Weekly Blend - Episode 224
Join us every week to learn the latest news in the roofing, metal, coatings and outdoor living industry.
The 224th episode of The Weekly Blend is live! Join The Coffee Shops’ President Heidi Ellsworth and COO Karen Edwards for the latest episode of this Coffee Shop original web series.
Tune in to ...
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The Weekly Blend - Episode 221
Join us every week to learn the latest news in the roofing, metal, coatings and outdoor living industry.
The 221st episode of The Weekly Blend is live! Join The Coffee Shops’ President Heidi Ellsworth and COO Karen Edwards for the latest episode of this Coffee Shop original web series.
Tune in to ...
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The Weekly Blend - Episode 216
Join us every week to learn the latest news in the roofing, metal, coatings and outdoor living industry.
The 216th episode of The Weekly Blend is here! Join The Coffee Shops’ President Heidi Ellsworth and COO Karen Edwards for the latest episode of this Coffee Shop original web series.
Tune in to ...
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