From coatings to covering the full building envelope

By Jenny Yu.  

ASC Building Materials is positioning itself as a rising force in the roofing and building materials space. 

Momentum is building for ASC Building Materials as the company continues to expand its footprint through their product offerings and industry presence. At the 2026 International Roofing Expo, Megan Ellsworth of The Coffee Shops™ spoke with Gabe Rodriguez, sales director for ASC, about the company’s rapid growth trajectory and evolving identity.  

Originally founded as a coatings manufacturer under the name American Standard Coatings, ASC has expanded into a broader building materials provider in recent years. “About three years ago, we started making APP and some smooth membrane,” Gabe shared. “Last year, we launched our self-adhered line and a brand-new line of sealants — a caulking for concrete, windows and doors. We’re trying to get into the whole building envelope. It’s a great time for us.” 

At the trade show, contractors and distributors alike showed a strong interest in the company’s expanding offerings and future direction. “They’re asking us about our new product lines and what else we are going to get into,” Gabe said of the positive feedback and excitement surrounding their booth. “It’s been a great show.” 

This growing visibility comes as ASC looks beyond its California roots and pushes into new markets, with Arizona, New Mexico and Texas representing key opportunities for expansion. By broadening both its geographic reach and product portfolio, the company aims to better serve contractors seeking comprehensive, high-quality solutions. 

With all this expansion and change, Gabe assured that the core of ASC’s solutions will remain. “For us, it’s always been customer service first. What can we do to help you?” Gabe expressed. “That’s what’s going to make you want to come back.” 

Watch the full interview to learn more about ASC Building Material’s growth, product innovation and plans for the future.