Contractor feedback drives product innovation

By Jesse Sanchez. 

This roofing solution reflects a broader shift toward listening, adapting and evolving with industry demands. 

BITEC® is making waves with its update to the Imperflex™ line by listening closely to contractors and adapting to meet their needs. In this episode of Roofing Road Trips® hosted by Karen Edwards, BITEC President Joel Shealey offered an inside look at how the company’s latest innovation, Imperflex SA2, represents a new chapter, not just in product design but in BITEC’s evolution as a brand. 

The original Imperflex self-adhered system, a two-ply modified bitumen solution, has long been praised for its durability and safety. But as more manufacturers moved toward thinner, two-square base sheets, BITEC knew it needed to make some adjustments to their thicker, square-and-a-half version. Contractors wanted easier calculations, better efficiency and parity with the rest of the market. 

BITEC responded with the launch of Imperflex SA2, aligning itself with current contractor workflows. “At the International Roofing Expo (IRE) we were very excited to roll out our Imperflex SA2, which is a two-square base sheet that’ll get us more in line with what our competition is doing,” Joel explained. “It makes it easier on the contractors where one roll of base equals two rolls a cap.” 

This shift marks more than just a product adjustment, it signals what Joel calls BITEC 3.0. The company, which has undergone significant growth and has expanded into coatings and single-ply systems, is evolving from a trusted manufacturer to a more dynamic player in the market. 

The move to BITEC 3.0 reflects a culture of change, one that embraces market signals instead of resisting them. And it’s this agility that’s earning them a reputation as a disruptive force in roofing. 

When asked about industry feedback, Joel admitted, “There’s a buzz. All the work and the effort that we’ve been doing for the last few years, people in the industry are starting to take notice.” 

Read the transcript or Listen to the podcast to learn more about BITEC 3.0 and how the company plans to keep raising the bar!