Por John Kenney, traducido por Alberto Torres.

Las empresas de techado no mejoran simplemente porque sus trabajadores se esfuercen más. Mejoran cuando sus líderes ayudan al equipo a enfocarse en lo que realmente importa.

Visita cualquier empresa de techado durante la temporada de mayor actividad y encontrarás una escena muy similar. Los teléfonos no dejan de sonar. Los estimadores preparan cotizaciones. Los gerentes de proyectos coordinan varios trabajos al mismo tiempo. Las cuadrillas pasan de un proyecto a otro. Los propietarios responden preguntas antes de terminar la conversación anterior. Desde afuera, todo parece productivo. Todos están ocupados. El problema es que estar ocupado nunca ha garantizado que una empresa avance en la dirección correcta.

A lo largo de los años, he observado que algunas de las empresas de techado más trabajadoras que he conocido no necesariamente eran las más rentables. Contaban con personal talentoso, buena reputación y mucho trabajo. Sin embargo, constantemente sentían que estaban tratando de ponerse al día. Al mismo tiempo, he trabajado con empresas que parecían operar con mucha más tranquilidad. No trabajaban menos ni estaban menos comprometidas. En muchos casos, incluso crecían más rápido. La diferencia no estaba en el esfuerzo, sino en el enfoque.

Una de las lecciones que esta industria me ha enseñado a lo largo de mi carrera es que la eficiencia y la eficacia no son lo mismo. La eficiencia consiste en realizar el trabajo rápidamente. La eficacia consiste en asegurarse de que, desde el principio, se esté haciendo el trabajo correcto. Son dos conceptos que frecuentemente se confunden.

Un gerente de proyectos puede responder cincuenta correos electrónicos en un día y, aun así, evitar la conversación que habría prevenido un problema de programación para la siguiente semana. Un estimador puede preparar más cotizaciones que cualquier otra persona en la oficina, pero dedicar tiempo valioso a proyectos que no se ajustan a las fortalezas de la empresa. Un propietario puede pasar todo el día en reuniones sin tomar una sola decisión que impulse el crecimiento del negocio. Todos fueron eficientes. Pero muy poco de lo que hicieron fue realmente eficaz.

He aprendido que las empresas de techado generalmente no se sienten abrumadas porque sus trabajadores sean flojos. Se sienten así porque todos están ocupados reaccionando a las tareas que surgen, en lugar de dirigir el trabajo de manera intencional. Esa diferencia lo cambia todo. Piensa en la frecuencia con la que las interrupciones determinan el rumbo del día. Un cliente llama con una pregunta urgente. Un proveedor necesita una aclaración. Un supervisor de cuadrilla encuentra una condición inesperada. El departamento de contabilidad solicita información. Llega otra oportunidad para presentar una cotización. Todas estas situaciones merecen atención, pero no todas requieren atención inmediata.

Una de las características que he observado constantemente en los líderes excepcionales es su capacidad para distinguir entre actividad y prioridad. No se limitan a preguntar: "¿Qué tenemos que hacer?". También preguntan: "¿Qué es lo más importante en este momento?". La pregunta parece sencilla, pero en la práctica es increíblemente difícil de responder, especialmente en la industria del techado.

En la construcción, casi todo puede parecer urgente. El clima cambia. Las entregas se reprograman. Los clientes llaman. Las cuadrillas necesitan respuestas. Sin disciplina, el problema que hace más ruido rápidamente se convierte en el más importante, incluso cuando no debería serlo.

He visitado suficientes obras para saber que algunos de los mayores problemas operativos comenzaron cuando los líderes se concentraron tanto en resolver lo urgente que descuidaron lo verdaderamente importante. Se pospusieron reuniones de planificación. Se retrasaron revisiones de proyectos. Las capacitaciones se dejaron para la siguiente semana. La comunicación se volvió más limitada. La documentación quedó pendiente para el día siguiente. Nadie tenía la intención de que eso sucediera. Todos simplemente intentaban sacar adelante el trabajo del día. Con el tiempo, las actividades diarias comenzaron a controlar el negocio, en lugar de que los líderes dirigieran las operaciones.

Otra observación que siempre he tenido presente es que los líderes eficaces aprenden a sentirse cómodos diciendo "no". No porque no les importe, sino porque entienden que cada "sí" tiene un costo. Cada reunión innecesaria consume tiempo que podría dedicarse a orientar a un gerente de proyectos. Cada proyecto aceptado sin contar con suficiente capacidad de gestión afecta a los clientes actuales. Cada interrupción atendida sin evaluar su importancia desvía la atención de algo que podría ser mucho más relevante.

El tiempo es uno de los pocos recursos que una empresa de techado no puede comprar en mayor cantidad. Los mejores líderes lo protegen cuidadosamente. Con frecuencia les he dicho a los propietarios de empresas que uno de los ejercicios más valiosos que pueden realizar es revisar cómo utilizaron su tiempo durante la semana anterior. No se trata únicamente de analizar lo que lograron, sino de evaluar cómo invirtieron su tiempo. ¿La mayoría de sus decisiones ayudaron a que el negocio avanzara? ¿O pasaron otra semana reaccionando a cada situación que se presentaba? La respuesta generalmente explica mucho sobre el desempeño operativo de la empresa.

Sin duda, la tecnología ha mejorado la eficiencia. Los programas para elaborar estimaciones son más rápidos. Las plataformas de gestión de proyectos permiten organizar mejor la información. La inteligencia artificial está ayudando a los contratistas a completar tareas que antes requerían una cantidad considerable de trabajo manual. Estos son avances importantes.

Sin embargo, la tecnología no determina la eficacia. Simplemente permite que las empresas realicen sus procesos actuales con mayor rapidez. Si el trabajo está guiado por prioridades equivocadas, una tecnología más rápida solo ayudará a que las organizaciones sean más eficientes avanzando en la dirección incorrecta. Es una idea incómoda, pero también importante.

Las empresas que más he admirado a lo largo de mi carrera no eran necesariamente las más ocupadas. Tampoco eran las que hacían más ruido ni las que constantemente celebraban la cantidad de proyectos que tenían bajo contrato. Lo que realmente me impresionaba era algo mucho más sencillo: parecían tener perfectamente claro dónde debían concentrarse sus líderes. Los propietarios se enfocaban en dirigir la empresa. Los gerentes de proyectos se concentraban en administrar los proyectos. Los supervisores de cuadrilla se dedicaban a ejecutar los trabajos.

Todos comprendían sus prioridades. Y como las prioridades estaban claras, las decisiones también eran más claras. Al tomar mejores decisiones, las operaciones se volvían más predecibles. Y cuando las operaciones eran más predecibles, generalmente también mejoraba la rentabilidad.

Hay una lección que nunca he olvidado: las empresas de techado no mejoran simplemente porque sus trabajadores se esfuercen más. Mejoran cuando sus líderes ayudan al equipo a concentrarse en lo que realmente importa. Eso es la eficacia. La eficiencia permite que las empresas trabajen más rápido. La eficacia permite que trabajen mejor. Las empresas de techado más exitosas entienden que necesitan ambas. Pero si tuvieran que elegir entre las dos, siempre darían prioridad a la eficacia. Porque avanzar rápidamente en la dirección equivocada nunca ha sido una estrategia para alcanzar el éxito.

By Emma Peterson.

How wienerberger grew from a brick manufacturer to one of Europe’s leading sources for clay roof tile.

While at the 2026 International Federation of the Roofing Trade (IFD) Connection Forum, we were lucky enough to have the time to record an episode of Roofing Road Trips® with Gerhard Hanke! Gerhard is currently the interim CEO of wienerberger, the world’s largest producer of bricks and the European market leader in clay roof tiles. During the conversation, we learned all about the origins of the brand and what's driving their growth and success.

Gerhard shared a little about the company’s history, saying, “This company was the second company ever to be on the Vienna Stock Exchange, over 150 years ago. We’ve been a brick company that entire time, and then, about 25 years ago, we evolved from just a brick company to a much more diversified building material and infrastructure solution supplier.”

More recently, the company has turned its sights onto a different type of growth – geographic. This growth began back in 1989 with expansion beyond Austria into other parts of Europe. Gerhard recalled:

In 1989 our former CEO Heimo Scheuch started our expansion. He bought a company in Germany and from there we began growing across Europe. In Eastern Europe we were the front runners on technology and in Western Europe we were expanding our suppliers by buying companies that were producing all types of bricks.

Then, around 2003, wienerberger made their first move beyond bricks and into roof tiles. Since then, they’ve continued to grow, expanding into even the United States through the purchase of Ludowici, a terracotta roof tile company.

Looking at this explosive growth, both in terms of product offerings and markets, in the last few decades, Gerhard pointed to joining IFD as a key part of their success. He shared, “We entered the roof tile business in 2003 or 2004 and being a part of IFD made a lot of sense for us. The craftsmen are so important in the roofing business, that getting to hear their feedback and thoughts through IFD was crucial.”

Listen to the whole episode or Watch the recording to learn more about how wienerberger has become a global company.

Historic metal roof wins prestigious recognition. 

The Metal Roofing Alliance (MRA) has named a beautiful re-roofing project, installed by Miller Custom Exteriors and featuring two different styles of metal roofing as the winner of its Best Metal Roofing Project competition for third quarter of 2026.

Located in Wooster, Ohio, the award-winning metal roof was installed on a historic 1,800 square foot house in 2025. The homeowner, a contractor himself, had first-hand familiarity with installing metal roofs and loved the look and sturdiness of quality metal roofing. Inspired by other slate style metal roofing projects he had seen, he decided to replace his original metal roof with a top-quality version made from today’s high tech manufacturing processes. This “bucket list” roof fits perfectly with the other high-quality improvements he has made throughout the rest of the home over time.

The roof design is unique in that it blends two different designs of material manufactured by both EDCO Products and Sheffield Metals. To help give the home a truly custom look, installers used Arrowline steel slate in Stone color made by EDCO Products and a standing seam style from Sheffield Metals. The roof is a crowning touch to other exterior improvements and updates Miller Custom Exteriors also has completed on the home, which includes building new porches, a deck, a garage and adding seamless steel siding, new gutters, fascia, windows and entry doors.

"We love working on older homes with the goal of refreshing the look as well as protecting the homes' exterior for many years to come,” said Lorin Miller, president of Miller Custom Exteriors. “We've found steel products to be an excellent choice for both of those things. The homeowner allowed us the opportunity to make this happen and our employees did not disappoint.”

With this phase of the competition now closed, the search is on for MRA’s Best Residential Metal Roofing project for the fourth quarter of 2026. Open to U.S. and Canada homeowners, contractors, installers and manufacturers, honors are awarded for project appearance, performance and originality/use of materials. Interested participants can find information about how to enter and competition rules online at https://www.metalroofing.com/mra-contest-form.

About Metal Roofing Alliance (MRA)

Representing the residential metal roofing industry in the United States and Canada, the Metal Roofing Alliance (MRA) was formed to help educate consumers about the many benefits of metal roofing. For more information about MRA membership, residential metal roofing resources and tools, visit MRA at www.metalroofing.com.

By Emma Peterson.

Former lawmakers and roofing advocates discuss one of the most consequential elections in decades and what it means for contractors.

In a brand-new Coffee Conversations® episode, sponsored by Elevate, Heidi J. Ellsworth sits down with a panel of experts to discuss the historic events of Tuesday, November 3, 2026 and what the future looks like for roofers. This panel included Reid Ribble, Denver Riggleman and Brad Stine.

Reid spent six years representing Wisconsin in the U.S. House of Representatives. Beyond that, he has experience as a contractor and was even the CEO of the National Roofing Contractors Association (NRCA). Denver is also a former congressman, having represented Virginia in the House of Representatives. He is also an Air Force veteran and technology entrepreneur. Brad has also spent some time in Congress working with legislative assistants and directors. Today, he uses that experience in his work as NRCA’s director of federal affairs.

When we asked about the midterms, Reid shared some historical context to help us understand how significant the wave was. He shared, “For a historical event that looks similar to this, we have to go back to 1932 to find an election that would look similar with this big of a wave.”

In 1932, 12 U.S. senate seats and 95 house seats flipped in response to President Hoover passing the Smoot–Hawley Tariff Act. Looking at this year’s election, the panel saw similar factors at play. Denver explained:

The fact that we saw such a huge wave this year in favor of the Democrats isn’t just an outlier, it’s a repudiation of economic policy...It's not really about red or blue, it's about economic and fiscal policies that people on the street don’t see helping their families. And when that happens, you have this kind of groundswell in this election.

Reid echoed Denver’s point, “The story of this election is really about what the American people said and they said that they wanted to see something different. That’s why such a big wave happened.”

Looking ahead, as these new congresspeople head into session, there’s a lot of opportunity there for the construction industry. Brad shared, “From a roofing industry perspective, we need to take advantage of this change. And the change, whether you like it personally or not, was a referendum on the Trump administration policies, especially on things like immigration.” He continued, “What I see is an opportunity for our industry to make our voices heard and really push for political changes, like immigration reform, that will help our businesses and communities succeed.”

Learn more by watching the podcast recording on YouTube.

Military veteran receives new roof.

TAMKO, the Official Shingle Partner of the Kansas City Chiefs, is honored to announce U.S. Army Reserve veteran Sgt. Nicholas Tincher of Spring Hill, Kansas, as the 2026 Operation Rooftop recipient. Tincher was recognized during the Chiefs' Tribute to the Troops salute at the October 18 home game against the Chargers at Arrowhead Stadium.

Launched in 2024, Operation Rooftop brings TAMKO and the Kansas City Chiefs together to recognize the service and sacrifices of U.S. military members, past and present. The program recognizes the dedication and sacrifices of U.S. service members by providing the winner with innovative, high-performance roofing built with award-winning Titan XT® shingles, known for their 160 MPH wind warranty* and Class 3 impact rating.† For the 2026 project, JR&CO,‡ a TAMKO Pro Platinum® Certified Contractor, installed a new roof on Tincher's home using TAMKO Titan XT® shingles.

Before the October 18 game, Tincher shared what the recognition meant to him. "I've been a Chiefs fan my whole life, since I grew up in the Kansas City area," he said. "I never thought I would have won [Operation Rooftop], but the acknowledgement during the game is going to be surreal!"

Tincher joined the Army Reserve in 2012 and served six years with the 348th Engineer Company, based in Kansas City, Missouri. His father and grandfather also served in the military, and Tincher said he had wanted to follow in their footsteps for as long as he could remember. As a horizontal construction engineer, Tincher operated heavy equipment including bulldozers, excavators and graders. He also served as a squad leader, responsible for fellow soldiers during drill weekends.

Tincher now lives with his wife and children in Spring Hill, Kansas. He says, “This is the first house we've ever owned. I knew the roof needed to be worked on, so it's awesome that TAMKO provided this awesome new roof that we're going to be getting for our home.”

"Operation Rooftop gives TAMKO and the Kansas City Chiefs an opportunity to recognize the men and women who have served our country," said Chris Freeborg, vice president and chief marketing, communications & product development officer at TAMKO. A U.S. military veteran himself, Freeborg added, "Sergeant Tincher's commitment to his fellow soldiers and to his community reflects the service this program was created to honor. We are proud to be part of providing a new roof for his home."

"Honoring military service is an important part of our organization’s legacy and one of our key gameday traditions, and Operation Rooftop allows us to extend that recognition beyond the stadium," said Tyler Kirby, chief revenue officer and executive vice president of business development for the Kansas City Chiefs. "We are proud to partner with TAMKO in recognizing Sergeant Tincher and thanking him for his service."

The program continues the shared commitment of TAMKO and the Kansas City Chiefs to honor service members and their families. For more information about Operation Rooftop, visit //tamko.com/chiefs.

About TAMKO

TAMKO Building Products LLC is a leading independent manufacturer of residential roofing products. For more than 80 years, TAMKO has been committed to continuous innovation, manufacturing excellence and helping strengthen the contractors, distributors and communities it serves. Guided by a commitment to getting stronger every day, TAMKO continues to deliver high-performing roofing solutions that embody its promise of Performance That Protects™. 

* 160 MPH wind warranty requires TAMKO® starter and TAMKO® hip and ridge. See TAMKO's full High Wind Application Instructions for all requirements and restrictions.

† Titan XT® shingles are classified by UL for compliance with UL 2218 Class 3 impact resistance. UL 2218 testing utilizes a dropped steel ball, which may not correlate with real-world rooftop experience involving storm-driven hail or other objects.

‡ TAMKO Pro Certified Contractors are not employees, agents or representatives of TAMKO; however, they may receive certain benefits, such as marketing support, product rebates, access to third-party discounts and the ability to offer Enhanced Limited System Warranties.

See the full video here!

By The Coffee Shops®.

Join the Metal Construction Association at the end of January in Carlsbad, California for their annual winter meeting.

As the last quarter of 2026 comes to a close, it’s time to start thinking about Q1 of 2027. And what better way to kick off the new quarter and new year than to gather with other professionals to learn and grow together at the Metal Construction Association (MCA)’s 2027 Winter Meeting?

This meeting is taking place January 26-28, 2027, at Omni La Costa Resort & Spa in Carlsbad, California. Located approximately 40 minutes from the San Diego airport, this 400-acre, Spanish Mission-style resort provides offers a memorable backdrop for education, networking and recognition. Attendees need to reserve a room by Wednesday, December 30, to receive MCA’s negotiated rate of $309 per night and a 50% discount on the nightly resort fee.

This event has something for everyone who's working to promote metal in construction including sales and marketing personnel, technical professionals and newer staff who would benefit from making connections throughout the supply chain.

• Industry-focused education: gain perspective on the issues shaping metal construction, including market trends, technical topics, business strategy and advocacy priorities.
• Member-led collaboration: participate in council and committee meetings, exchange ideas with peers and help move MCA initiatives forward in the year ahead.
• Recognition, networking and fun: Celebrate MCA service award recipients at the awards reception, build new connections throughout the meeting and participate in the charity golf competition.

View the program schedule with more complete information here.

Interested in attending? Individuals can register today! Want to get your company involved? There are still sponsorship opportunities available for this meeting.

By The Coffee Shops®.

The event features more than 150 manufacturers and suppliers, technical seminars, safety education and networking opportunities.

The 2027 Chicago Roofing Contractors Association (CRCA) Trade Show and Seminars will bring roofing and waterproofing professionals together January 20-22, 2027, for three days of education, networking and product discovery.

Since 1983, the CRCA Trade Show and Seminars has provided roofing and waterproofing contractors, architects, specifiers, roof consultants, building officials and other industry professionals with opportunities to expand their knowledge of technology, safety, products and services.

The event includes two days of exhibits, with more than 150 manufacturers and suppliers displaying and demonstrating the roofing and waterproofing industry’s newest products and technologies. Attendees can also participate in industry-specific educational programs covering artificial intelligence, licensing and subcontracting laws, wind uplift, safety and low-slope roofing.

The sessions will include technical and safety education on artificial intelligence in commercial roofing, roofing licensing and subcontracting laws, wind uplift and low-slope roofing. Presenters and panelists will include Trent Cotney of Adams & Reese LLP, Matt Dupuis of SRI Consultants, Philip Siegel of Hendrick, Phillips, Salzman & Siegel, P.C., Rod Petrick of Ridgeworth Roofing and Mark Graham of NRCA.

The event will also feature a keynote breakfast and trade show exhibits showcasing products and technology from roofing and waterproofing manufacturers and suppliers.

Networking opportunities will include Roofing Week in Chicago Kick-off Cocktail Party. A voluntary, tax-deductible $10 donation to the CRCA Foundation is strongly recommended and all seminars are subject to change.

About CRCA

The Chicago Roofing Contractors Association is the leading trade association for roofing and waterproofing contractors in Illinois. Its members include roofing and waterproofing contractors, manufacturers, distributors, manufacturers’ representatives, allied service suppliers and consultants. Members come together to address issues affecting the steep-slope and low-slope roofing and waterproofing industries.

Learn more about the opportunities at the 2027 CRCA Trade Show.

13 Veterans, Gold Star families and facilities that support veterans will receive a new roof or siding at no cost.

In honor of Veterans Day, QXO, Inc. (NYSE: QXO) announced today the launch of its annual QXO for Veterans initiative, honoring veterans, Gold Star families and the communities that stand behind them. Now in its eighth year, the 2026 QXO for Veterans program is expanding beyond roofing to include siding.

The 2026 program will provide 13 veterans, Gold Star Families and facilities that support veterans with property improvements at no cost. Each winner will receive a new roof or siding installed by local professionals using products from TRI-BUILT®, QXO’s private label brand and materials from CertainTeed, the 2026 exclusive program partner.

“QXO’s commitment to serving veterans is one of the reasons I chose to join the company,” said Sherri Leach, a U.S. Army veteran and vice president and deputy chief information security officer at QXO. “QXO for Veterans puts that commitment into action by helping protect the homes of veterans returning home. This year, I’m proud that we’re expanding beyond roofing to include siding, helping address another critical need for veterans and their families.”

The nomination period opens today, Veterans Day and runs through December 31, 2026. The program is open to all military veterans in the U.S. and Canada, and Gold Star Family members. Nominations can be submitted online at go.qxo.com/qxoforveterans or by emailing QXOforVeterans@QXO.com.

A panel of judges, including QXO executives and veterans, the publishers of Roofers Coffee Shop and Roofing Contractor and executives from CertainTeed and other organizations, will review all submissions and select the winners.

Since launching in 2018, QXO for Veterans has partnered with local roofing contractors and suppliers across North America to install 70 new roofs for veterans, Gold Star Families and facilities that serve veterans. The initiative is a key part of QXO’s broader commitment to support neighbors, strengthen communities and give back to those who have given so much.

To learn more about QXO for Veterans, including nomination details, past recipients and official program rules, visit go.qxo.com/qxoforveterans.

About QXO

QXO is a leading distributor and installer of building products serving an $800 billion market. The Company’s mission is to modernize the building products industry through advanced technology and a best-in-class customer experience. QXO is North America’s largest distributor and installer of insulation, the second-largest distributor of roofing products, the second-largest publicly traded distributor of lumber and building materials and the largest distributor of waterproofing products. The Company is targeting $50 billion in annual revenue within the decade through accretive acquisitions and organic growth. For more information, visit QXO.com.

By Heidi J. Ellsworth.

Award-winning content, strategic planning and authentic industry conversations are the foundation for a successful year ahead.

As we move into the final months of 2026, marketing teams across the building envelope and construction industries are looking ahead to 2027. The most successful companies are not waiting until January to start planning. They are identifying the stories they want to tell, the customers they want to reach and the content they need to create now so they can begin the new year with momentum. The Coffee Shops® has built its reputation on helping manufacturers, distributors, service providers and associations connect with industry professionals through trusted content, community engagement and multimedia storytelling. This month, we are focusing on one important message: start building your 2027 marketing plan today with multimedia opportunities that keep your brand visible, searchable and part of the industry conversation all year long.

As we move through the final months of 2026, it is also time to celebrate the wins that shaped the year and plan how those stories will carry into 2027. Awards do not happen by accident. They happen when companies take the time to recognize strong work, gather the right stories and submit them for industry recognition. The Coffee Shops was honored with a MarCom Award for our media kit, and while that is one example, it reinforces an important point: taking the time to submit your best work matters. Award submissions, podcasts, articles, videos, eNews features, social media and live event coverage all work together to capture success, validate your expertise and create content that can be shared across multiple channels long after the original moment has passed.

That is the strength of incorporating The Coffee Shops into your 2027 plan. Our partners gain far more than advertising. We become an extension of their marketing team through integrated multimedia programs designed to educate customers, launch products, build thought leadership and strengthen brands. Every article, podcast, webinar, video and live event can work together to improve SEO, increase AI discoverability and create meaningful connections with decision makers. Instead of treating each marketing opportunity as a separate tactic, companies can build a connected content strategy that starts with a great story and expands into year-round visibility.

One of the best ways to strengthen that strategy is by investing in original content that can be used throughout the year. That is why we encourage companies to reserve an on-location shoot as part of their upcoming campaign planning. There is no substitute for capturing your people, products, projects and expertise in real-world settings. An on-location shoot creates a content engine that can fuel articles, videos, social media, podcasts, eNews content, sales presentations and AI-searchable online resources throughout the year. Rather than creating marketing pieces one at a time, forward-thinking companies are building content libraries designed to deliver long-term value across every platform where customers are learning, searching and making decisions.

Trade shows and industry events should be part of that same multimedia plan. At key 2027 shows, The Coffee Shops offers interviews on our sound stage along with in-booth interview and video opportunities that help companies spotlight their people, products and expertise in front of the industry. These events are the perfect place to capture executive conversations, customer testimonials, product launches and thought leadership that can be repurposed into articles, podcasts, videos, eNews features and social media throughout the year. Better yet, sponsor the sound stage at a 2027 show and put your brand front and center as contractors, manufacturers and industry leaders gather to talk about what is new, what is next and what will shape the year ahead.

Coffee Conversations offer another way to bring your 2027 messaging to life through multimedia storytelling. These discussions continue to bring together contractors, manufacturers and industry experts to share ideas, discuss trends and explore the challenges shaping our industry. For advertisers, Coffee Conversations provide more than visibility. They create opportunities to become part of meaningful industry discussions while generating content that can live on as video, podcast, transcript, article and social media content. If you are looking for a way to establish thought leadership, educate the market and connect with roofing professionals in an authentic format, now is the time to reserve your spot.

This month we are also spotlighting Western Colloid, a company that has consistently invested in education, relationship-building and long-term industry engagement. Its commitment to sharing expertise and supporting contractors demonstrates the value of a strategic, content-driven approach that extends beyond traditional advertising. It is a strong example of how companies can use ongoing conversations, educational content and multimedia visibility to build trust with contractors and stay present in the market.

As you prepare for 2027, think beyond individual campaigns and consider how your content, events, advertising and multimedia efforts can work together to tell a cohesive story. The companies that win attention and build trust are the ones that create consistent, valuable touchpoints throughout the year. With The Coffee Shops, a live event can become a podcast. A podcast can become an article. An article can become social media. A video can become an eNews feature, a sales tool and an AI-discoverable resource. That is how multimedia planning turns one opportunity into lasting value.

The Coffee Shops team is ready to help you build that strategy. Whether you are interested in an on-location shoot, Coffee Conversations, sound stage sponsorships, in-booth interviews, live event coverage or a customized multimedia program, now is the perfect time to secure your opportunities and start planning for a successful 2027.

Ready to get started? Contact The Coffee Shops team today to reserve your 2027 opportunities, request additional information or schedule a marketing planning conversation. We would love to help you build a stronger, smarter and more successful year ahead.

Roofing needs are expanding to cope with extreme heat and heavy rain, and this retrofit type, which does not require scaffolding, is ideal for installing roofs on parking lots, parks and sports fields.

A manufacturer of large membrane structures (tent structures), civil engineering and logistics materials, and other products, has developed the “TensoDiaRoof” (Tension x Diagrid x Roof), a lightweight structural membrane roof ideal for parking lots, parks, sports grounds, and other facilities, in collaboration with space structure manufacturer Kyushu Daiichi Industry Co. (Head Office: Fukuoka City, Fukuoka Prefecture; President: Toshiaki Kuroki), a manufacturer of space structures, will launch TensoDiaRoof (Tension x Diagrid x Roof), a lightweight structural membrane roof ideal for parking lots, parks, sports fields, etc., from November 2025.

In recent years, frequent heat waves and torrential rains have increased demand for roofs to protect public spaces such as playgrounds and parks from the sun and rain, where roofs had not previously been installed. In response to these needs, the two companies have developed a new type of membrane roof that can be retrofitted to existing spaces without the need for scaffolding.

The TensoDiaRoof is a lightweight roof structure consisting of a steel purlin covered with a soft, light-transparent membrane material. The lattice purlin is made of square steel tubes rigidly joined in a lattice pattern, increasing the rigidity of the entire roof and ensuring structural strength while reducing the amount of steel used by about 10% compared to a typical structure. In addition, the construction method does not require scaffolding, contributing to a reduction in total construction costs. This lattice main building was developed based on the steel frame technology that Kyushu Daiichi Kogyo has cultivated over many years, and has received a rating from the Building Center of Japan (BCJ).

Taiyo Kogyo devised a design to match the newly developed membrane anchorage hardware to the lattice purlin. The hardware was made larger than before to increase allowable stress and rigidity, and the distance between the fulcrums was extended to 3,000 mm. This allows for flexible adjustment of the support points with the lattice purlin, and the design effect brings variety and design to the steel frame of the membrane base, which tends to be monotonous.

TensoDiaRoof is a new type of membrane roof that combines design, structural rationality and workability while achieving high precision and low cost through unit production at a factory. TensoDiaRoof can be used not only for parking lots, but also for public spaces such as playgrounds and parks, and can be used for a wide variety of applications.