A new era for roofing and resilience

By Jesse Sanchez.

A conversation that provides a fresh vision, a fortified system and a clear reminder that innovation is shaping the future of roofing.

At the International Roofing Expo (IRE) 2025, CertainTeed’s booth wasn’t just showcasing products — it was redefining expectations. James White, senior product manager, brought the company's message into focus: roofing isn’t just about shingles anymore — it’s about systems, sustainability and standing out.

"We don't want to be known as just a shingle manufacturing company," James said during a live interview at the booth, where a golf-themed “Pro Shop” setup turned plenty of heads. With over 8,000 employees and 120 years in business, CertainTeed is leaning on its deep roots to branch into complete building envelope solutions, from siding to insulation.

The new products on display showed how serious they are. James introduced the Presidential TL shingle — part of CertainTeed’s luxury lineup — describing it as “one of my favorites” for its Class 4 hail resistance and sharp, distinctive look. Not far away, the Solstice Solar shingle was drawing just as much attention for its seamless design and sustainable energy features.

Contractors, James noted, are especially eager to offer solar. He explained, "They're really trying to differentiate themselves from the next contractor that's going to come knocking."  

The conversation took a deeper turn with CertainTeed’s unveiling of their Fortified Roofing System, built in partnership with the Insurance Institute for Business & Home Safety. Designed to make homes more resilient against hurricanes, hail and wildfires, the system focuses on preventing water intrusion — a critical move in reducing costly damage.

There’s a financial upside, too. Homeowners could qualify for grants of up to $15,000 to upgrade to a Fortified roof. “It's really a great system,” James said. “I expect it to pick up a ton of momentum moving forward.”

Attendees left CertainTeed’s booth with more than a few golf swings — they left with a clear view of where the roofing industry is headed next.

Watch the full interview to learn more about the products reshaping the market — and how contractors are preparing to lead with them!