Bringing coastal-grade metal to the west

By East Lake Metals.  

Growing our local presence to better serve coastal builders.

The West Coast’s building industry just got a major upgrade. East Lake Metals, known for its premium steel and aluminum products, is pushing into the Western U.S. by adding local sales support through The Flatirons Group (TFG), helping us better serve coastal builders with premium metal products. This isn't just a handshake deal, it's a strategic move that brings together deep industry expertise, a coast-tested product lineup and boots-on-the-ground relationships that could reshape how metal solutions reach demanding coastal environments.  

Explore this remarkable collaboration and its many advantages for Western markets, including Armored Coast™.  

With 25 years of experience in building envelope products and 15 years in metal products, Tom Martinelli is a highly esteemed industry expert. Renowned for his vast network and deep industry knowledge, he has worked with some of the biggest names in metal products over his time.  With decades in the metal industry, Tom Martinelli has built a powerful network and worked with some of the biggest names in the business. His career has seen continuous results for top names in the metal products industry.

Tanner Martinelli, Tom's son, is an expert in business development and has become an invaluable ally in expanding East Lake's brand throughout Western markets. He’s known for securing new business, building loyal customer relationships, and driving real growth in competitive markets.

East Lake Metals' primary goal in expanding into coastal markets is to meet the unique requirements of coastal regions. These areas demand materials that can withstand salt air and harsh weather.   

The Flatirons Group's presence is helping to strengthen our ability to deliver top-of-the-line solutions that meet the requirements of builders, architects and contractors in the Western U.S.  

Armored Coast™ a coastal roofing solution  

Within East Lake Metals' product lineup, Armored Coast™ is the leading solution for coastal roofing needs. Boasting increased durability and corrosion protection thanks to its Zinc-Aluminum-Magnesium (ZAM®) coating, Armored Coast™ was specifically created for coastal environments and designed specifically to withstand any harsh climate.  

Here are some of the key features of Armored Coast™:  

• Superior corrosion resistance: Our ZAM® coating offers powerful cut-edge protection. Exposed edges in metal roofing systems are at particular risk from rust and corrosion damage, making their protection essential.  
• Simple installation: Armored Coast™ panels can be quickly and cost-effectively installed using standard galvanized clips, providing both time and cost savings compared to traditional aluminum roofing.  
• Longevity: Armored Coast™ offers long-term performance and reliability thanks to its 20-year substrate warranty and 40 year paint warranty.  
• Formability: Built for flexibility on the job site, Armored Coast™ forms cleanly without cracking, giving contractors the familiar handling of standard steel with the added protection of ZAM®.

How our growing team benefits East Lake Metals' customers

Customers will benefit from access to premium products designed specifically to withstand harsh environments. East Lake Metals' dedication to quality, combined with The Flatirons Group's regional knowledge provides customers with several advantages, including expert support and cost-effective solutions.  

East Lake Metals, a leading metal supplier, is thrilled at the possibilities this partnership opens for meeting the unique needs of Western U.S. markets. Working alongside The Flatirons Group, we look forward to reaching more customers and expanding access to innovative roofing systems such as Armored Coast™.  

Original article and photo source: East Lake Metals