Sharing the industry’s stories, feeling the momentum

From packed aisles and live demonstrations to soundstage interviews and meaningful conversations, WOC 2026 showcased the innovation and heart of the industry. 

World of Concrete (WOC) 2026 defined the scale and energy of the construction trades coming together this year. Our crew had the unique opportunity to be present at both the International Roofing Expo (IRE) and World of Concrete, moving between two massive shows, two soundstages and countless conversations. Here’s a closer look at how it went and what it means to capture the stories that matter most to the industry. 

For Heidi J. Ellsworth, president and CEO of The Coffee Shops™, the week was all about participation: 

We were able to really tell the stories of those in this industry through interviews on the floor, live conversations on our soundstage and just through all the activities that we participated in, from National Women in Roofing Day to Roof Coating Manufacturers Association (RCMA) meeting, ROOFPAC, Roofing Alliance Student Competition and RT3 panel. I feel that we not only told the stories, but we participated in a way that really helps to elevate the industry.  

It was a truly spectacular week, and big shout out to Informa and NRCA for everything that they do to make this show such a success.  

Experiencing the scale and energy 

Moving between both shows gave the crew a front-row seat to the size, diversity and momentum of the construction and coatings industries. Dani Sheehan, content strategist, described the experience of opening day at WOC: 

Day one, when everything opened, Camden and I had the chance to walk the show floor and people were literally shoulder to shoulder. You couldn’t move; it felt like a school of fish just moving through the crowd, but the energy was palpable. It was so cool to see it, to witness it and to watch as that energy carried into conversations and demonstrations with our partners. 

World of Concrete offered the opportunity to explore new dimensions of familiar brands. Dani and Camden highlighted time spent with manufacturers and coatings experts: 

Our first interview of the day was Sika. Learning about all their wall coatings and the trainings they lead was really interesting – it was a part of their business I was unfamiliar with. Then, we got to hang out in the outdoor demonstration area with our friends from ICP Group. APF Polymer Surfaces and Pli-Dek were there showing us some amazing decorative floor coatings. It was almost hard to get to the interview because so many people were at the demo. We loved engaging in these conversations and having the chance to ask them questions in real time. 

Bringing the industry together 

While much of her week centered around IRE, Karen Edwards, COO of The Coffee Shops, had some time to experience WOC firsthand, emphasizing that whether our crew is on the soundstage or walking the show floor, the mission remained the same: 

In the last two hours of the show, I was able to go over to WOC with Heidi, visit some existing customers, talk to some new customers and really see the size and breadth of the show. It’s really impressive and incredible. We’ve been using the tagline recently, ‘Your industry, Your stories,’ and that’s our goal, really, is to focus on the industry, telling the stories, having those conversations, sharing those interviews and uplifting the entire industry. 

For Karol Weyman, product and business development director, WOC was unlike anything she had experienced before: 

World of Concrete did not disappoint — it was the largest show I’ve attended in my career. CoatingsCoffeeShop™ was located right in the lobby, and we had an incredible number of people stop by to share their stories. The passion across the industry was contagious. My role at the show was to oversee the booth and serve as a soundstage host, which gave me the opportunity to connect with contractors who have been in the industry for over 40 years, as well as manufacturers, distributors and service providers who are truly committed to supporting and advancing the industry. We also attended several outstanding charity-focused events, which reinforced one clear takeaway: this is an industry that genuinely values giving back and paying it forward. 

Evelyn Witterholt, content developer, shared a similar sentiment: 

World of Concrete lives up to its name, both in size and impact. It was our first time exhibiting at WOC and being positioned in the lobby meant we got to be on the frontlines of this incredible show. We got to meet people from all sectors of the industry, many of which were excited to talk to us about their businesses. With three indoor halls and two outdoor exhibits, there was plenty of exploring to do at the show. I particularly enjoyed watching the concrete double disc trowel agility course competition. I can't wait to see what WOC 2027 has in store! 

Training, competition and innovation 

From outdoor exhibits to emerging technology, innovation was everywhere. Megan Ellsworth, multimedia director, was struck by how much hands-on learning and competition took place throughout the event: 

There was the brick layer competition, and that was super fun to watch all the brick laying teams competing out in the bronze lot exhibit area working so hard to get every brick laid right.

The outdoor exhibits were my favorite – it was really cool to see big name brands like DeWalt, Makita, Milwaukee and even more! One thing that I love that is growing in the trades right now is women joining crews. There weren't many out there, but there were more than I have ever seen before, and I loved seeing that. I spoke to so many companies that were exploring the world of 3D printing, especially with concrete and that fascinated me. Quikrete was a standout in their capabilities of 3D printing with concrete, and the creations they had on display were somewhat mind-blowing. It is brilliant to see the innovations and what will be taken back home with contractors from the show and how the building trades industry grows after shows like World of Concrete. 

For our crew, World of Concrete was inspiring to participate in – listening, learning and amplifying the voices shaping what comes next. 

Check out our YouTube playlist for more insights from industry experts!