By Jesse Sanchez. 

A manufacturer’s contractor-first approach is driving rapid growth, product innovation and expanded production capacity. 

Fluid-applied roofing is gaining renewed attention as contractors look for systems that improve efficiency while extending roof life. As labor constraints persist and project timelines tighten, that demand is shifting focus toward solutions that streamline applications while maintaining long-term performance. That shift is reflected in the growth of Fluid Applied Roofing (FAR), where a contractor-driven approach is shaping both product development and market adoption. For CEO Sonny Arwood, that direction is rooted in firsthand experience. After decades of working as a contractor, Sonny saw persistent limitations in how roof coatings were perceived and applied in the field. “We felt like these systems are designed as a fluid applied roof, not just coating,” Sonny said in this episode of CoatingsCast™. The distinction is not semantic. It reflects a broader effort to reposition these systems as complete roofing solutions rather than temporary fixes. 

That philosophy carried into the company’s development process. Instead of relying solely on controlled laboratory testing, Fluid Applied Roofing prioritized real-world application. Products were installed on active job sites and observed across changing weather conditions, allowing the company to identify performance variables early and refine its systems accordingly. By the time the product line reached the market in 2019, it had already been tested under the same conditions contractors face daily. 

That groundwork helped support rapid growth, even as the industry navigated supply chain disruptions. With product availability remaining consistent during a period of widespread shortages, contractors were able to adopt the system without the delays that often stall projects. As Sonny explained, “We had such a unique technology and we were able to leverage having product available in a time when product wasn't readily available to get that technology pushed out and when contractors and building owners were seeing the results, speed of application, and just a really high-end system, it really launched us really quickly through our first three years.” As adoption has increased, the company expanded its operational footprint, including the addition of a new manufacturing facility in the Midwest. 

The facility represents a shift toward greater control over production. Designed with integrated automation and enhanced quality control systems, it allows the company to scale output while maintaining consistency. At the same time, it addresses a critical operational priority: speed of delivery. Sonny noted, “We can generally ship the same day, but sometimes within a few days to no more than a week.” 

That emphasis on responsiveness extends beyond manufacturing. The company’s model places equal weight on contractor support, particularly in training and field applications. Sales representatives are trained not only on product specifications, but on roofing systems more broadly, enabling them to troubleshoot issues ranging from substrate conditions to equipment challenges. The goal is to provide practical, jobsite-relevant guidance rather than product-specific instruction alone. 

As the company continues to expand, its focus remains centered on product evolution and market stability. With several new products in development and additional capacity coming online, Fluid Applied Roofing is positioning itself to meet growing demand while reinforcing a consistent message: when conditions allow, preserving an existing roof can be a more efficient and practical path forward than replacement. 

Listen to the podcast or Watch the interview to learn more about how Fluid Applied Roofing combines contractor insight, real-world testing and advanced manufacturing to drive efficiency! 

By Heidi J. Ellsworth.

Join RCMA this October in Atlanta for the 2026 Fall Meeting.

At The Coffee Shops™, we are committed to sharing timely industry information while supporting the associations that move roofing forward. Organizations like the Roof Coatings Manufacturers Association (RCMA) play a vital role in advancing education, advocacy and innovation, and we are proud to help promote their work and encourage membership across the industry. 

That momentum is clear in 2026. Under the leadership of President Josh Poole, RCMA continues to expand its impact through growing contractor engagement, strong technical initiatives and new leadership guiding the association forward. 

RCMA recently welcomed new board leadership, including George Daisey of Dow Chemical Company as supplier vice president, along with Brent Crenshaw of EPS Materials and Jayne Rollason of Polyglass USA, Inc. as directors. Their experience and commitment reflect the strength of leadership shaping the future of roof coatings. 

A key focus continues to be RCMA’s growing Contractor Membership, bringing applicators into the conversation around codes, standards and best practices. This inclusion ensures that real-world insights are helping guide the industry while giving contractors access to technical resources, education and valuable industry connections. 

RCMA is also advancing technical excellence with resources like Coatings Tech Note 6 on white roof coatings, providing practical guidance on performance, application and energy efficiency. At the same time, member companies are driving innovation across the industry, with SOPREMA USA and Fluid Applied Roofing (FAR) recognized at the 2026 International Roofing Expo (IRE) for their award-winning technologies. Collaboration remains at the core of RCMA’s success, with new members like BITEC® and AB Specialty Silicones strengthening the association’s network and expertise. 

Looking ahead, the RCMA 2026 Fall Meeting, taking place October 7–8 in Atlanta, Georgia, will bring together industry leaders, technical experts and decision-makers for two days of collaboration and forward-thinking discussion. For contractors, manufacturers and suppliers, this is the time to get involved.

Plan to attend the Fall Meeting and be part of the conversations shaping the future of roof coatings. 

By Jenny Yu.  

Through Fluid Applied Roofing (FAR)’s immersive training program, contractors gain product knowledge and hands-on fluid-applied roofing application experience.  

Fluid Applied Roofing (FAR) is taking a hands-on approach to contractor education with a training program designed to blend technical expertise with real-world business strategy. Through its interactive sessions – the next one coming up on April 23, 2026, in Daytona Beach, Florida – FAR aims to equip contractors with both the knowledge and confidence needed to successfully implement fluid-applied roofing & wall coating systems in the field. 

Dani Sheehan of The Coffee Shops™ recently spoke with Joseph Lambert, who manages FAR’s Southeast distribution and training center in Daytona Beach, Florida, and serves as an account executive, along with Sonny Arwood, founder and CEO of FAR, about the company’s approach to training.  

According to Joseph, one of the key differentiators of FAR’s training is its engagement with contractors. “It's a very interactive contractor training,” Joseph stated, noting that the program is intentionally structured to keep contractors involved from start to finish. 

The first half of the day takes place in a classroom setting within a FAR training location where Sonny and Joseph deliver information about FAR products, technology, the sales process and the company itself. After this detailed first session, lunch is provided, followed by a hands-on afternoon application session. For this part of the training, attendees are usually split into two groups; the first enters the FAR warehouse for an in-depth look into the particulars and strengths of various products, while the second group heads to the roof.  

“It’s great because it’s a real-life work environment, where we’re getting on a roof and showing contractors how our FiberSeal Base™, our flagship product, works,” Joseph shared. “We’re showing them the spray application and the setup of the spray rig. We really try to not leave any stone unturned.” 

Sonny emphasized why this immersive experience is essential. “We're not just showing them how to do it; they're doing it, so they get to experience the technology and see it in real application,” Sonny said. “It gives them a chance to see it’s 15 times faster, and on the leak-proofing application, they see that for themselves.” 

Beyond these one-day opportunities, FAR extends its education into the field through onsite certifications; two days of learning run by FAR trainers. “We take training very seriously,” Sonny expressed. “It’s important for the contractors to understand the application. The training protects our brand and the contractor, while connecting us very tightly to the contractor. It’s a true win-win for everybody.” 

Learn more about FAR’s contractor training opportunities and register for the next FAR Contractor Training.

By Dani Sheehan. 

Fluid-applied systems are becoming a smarter, faster way to address both roofs and walls without forcing contractors to rethink how they work. 

Roof coatings have long played a role in roofing repairs, but their place in our industry is shifting. In a live sound stage interview at the International Roofing Expo (IRE), Sonny and Teri Arwood from Fluid Applied Roofing (FAR) explained how fluid-applied technology has expanded to give contractors practical tools to work smarter, expand their services and deliver durable results across more applications. 

“I started as a contractor, actually, 30 years ago,” said Sonny, founder of FAR. “Fluid-applied roofing – the innovation of that product line – was created around 2012.” FAR’s contractor-first origin is evident in how their technologies are being designed: to solve real problems in the field, reduce labor steps and perform where traditional materials struggle. 

One such product is their new FiberFlex Pro, which is a hybrid polyurethane sealant designed specifically for repair applications across virtually all substrates. “It can be used on all types of substrates and is used for repair,” Sonny explained. “One of the great things is it sticks to silicone, and so many things do not stick to silicone.” Silicone-coated roofs can be difficult to modify or fix without extensive surface prep or system changes. A product that bonds directly to silicone opens the door to faster, more reliable repairs. 

The company is also introducing FiberSeal Wall Coating, a single-component, high-build wall coating designed to simplify exterior wall applications. “This is going to change wall applications for contractors who want that quick but very durable application,” Sonny added. With its one-pass application, it reduces labor steps and supports more predictable project timelines. The system is engineered to fill large gaps and cracks in a single pass application, making it especially valuable for commercial wall projects. 

While the technology continues to advance, FAR hasn’t lost sight of jobsite training and support. “We do on-site training with contractors. We literally go to their project with one of our trainers and train them,” Sonny shared. The company believes that innovation only matters if contractors can use that new technology effectively. “Building those relationships with contractors is a really big part of what we do,” Teri added. 

As fluid-applied systems continue to evolve, contractors have an opportunity to rethink their approach to repairs, wall applications and the full building envelope. Watch the full interview to learn more about FAR’s newest products and how they’re being applied in the field. 

By Dani Sheehan. 

Discover a simpler approach to roof restoration that saves time, labor and headaches with every installation. 

Roof coatings offer a valuable way to extend the life of aging roof systems, allowing building owners to avoid costly tear-offs while restoring performance, improving energy efficiency and adding years of service life to an existing roof. Fluid Applied Roofing (FAR) has developed a system that simplifies installation for contractors while delivering the durability needed for a restoration solution. 

Faster installations mean more jobs completed 

One of the biggest challenges contractors face with coatings projects is working around unpredictable weather. Long cure times can delay progress and expose freshly applied coatings to potential wash-off if rain arrives too soon. FAR’s system is designed with rapid curing technology, allowing the material to become rain-resistant in as little as about 30 minutes. This means faster project completion, less risk from weather events and increased production capacity over the course of a season. 

Additionally, FAR approaches reinforcement differently. Many traditional coating systems rely on polyester fabrics or seam tapes to reinforce seams, penetrations and transitions. While effective, these materials add additional steps to the installation process. FAR’s FiberSeal Base is a sprayable, fiber-infused base layer designed to seal seams and strengthen the entire roof surface without requiring separate reinforcement fabrics. By eliminating some of the most time-consuming parts of the process, you can move more efficiently from prep to final coating. 

Strength where roofs need it most 

Because FAR’s system creates a fully adhered, seamless membrane across the roof surface, it helps reduce the number of vulnerable points where water can enter the system. The hybrid coating technology combines strength and flexibility to help the membrane withstand movement, weather exposure and long-term wear. 

Offering restoration solutions like FAR can open new opportunities with customers who may not have budgeted for a complete reroof. Not only are you strengthening the system, you can also provide these additional benefits: 

• Reduced disruption to building operations 
• Less landfill waste compared to tear-offs 
• Extendable warranties that add long-term value 

Built with contractors in mind 

At the end of the day, you need roofing systems that work efficiently in the field. Simplified installation, dependable performance and faster project timelines all help your crews stay productive while delivering quality results for your customers. 

Unlock the potential of the FAR system for your next commercial project.

By International Roofing Expo (IRE).

Congratulations to all of the 2026 IPSA winners – Their innovations are set to transform and shape the future of our industry!

The votes are in, and the future of roofing has been decided! Meet the winners of the 2026 International Roofing Expo® Innovative Product Showcase and Awards Program (IPSA) – the game-changing innovations that are officially taking our industry to new heights.

After an incredible response from roofing professionals who cast their votes both online and on the show floor in Las Vegas, these groundbreaking solutions have risen to the top, proving they're not just products – they're the tools that will reshape how we work and drive our businesses forward. From cutting-edge materials to revolutionary tools and services, these winners represent the very best of what's possible when our industry comes together to celebrate innovation.

The People’s Choice

People’s Choice is determined by the industry, roofing professionals casted their votes both online and onsite at IRE 2026, early January through February 5th. Here are this year's winners: 

• Business, technology software and services: VILPE Sense Leak Detectors by VILPE Oy
• Coatings, caulks and sealants: FiberSeal Base by Fluid Applied Roofing
• Gutters and roof drains: Sasquatch Structural Gutter Protection System by E-Z Gutter Guard
• Roofing products: Elevate Max PVC Single-Ply Roofing Membrane by Elevate
• Safety and fall protection: LifeGrab Upper and Lower Ladder Stabilizers by On Top Safety
• Siding and insulation: ThermaThin™ 7 by Carlisle Syntec Systems
• Solar panels and products: KAST Connect by KAST
• Tools, equipment and machinery: Burro Volt by Donkey Forklifts
• Water proofing, flashing, vapor barriers, underlayments and insulation: AeroNet by Benjamin Obdyke

The Experts’ Choice

The Experts’ Choice award winners were selected by industry experts. The winners stood out from the competition in their ability to boost performance, drive sales, enhance customer satisfaction, improve worker safety or establish a new industry standard in the field. 

• Seal Bond® FlexCurb™ Universal Curb Kit by Seal Bond
• Duro-Last PVC to TPO Tie-In by Duro-Last
• LifeGrab 360° Roof Bracket and LifeGrab Elevated Roof Bracket by On Top Safety
• ThermaThin™ 7 by Carlisle Syntec Systems
• SOPREMA MINI-MACADEN® by SOPREMA
• AeroNet by Benjamin Obdyke

Learn more about these incredible products!

The second win highlights the industry's demand for more efficient and reliable products.

Fluid Applied Roofing (FAR) has once again earned the "People's Choice Award" from the International Roofing Expo (IRE) Innovative Product Showcase, marking its second consecutive win. This back-to-back victory in the Coatings, Caulks and Sealants category shows that roofing contractors continue to choose FAR’s FiberSeal Base as the go-to solution for commercial roof preservation.

The "People's Choice Award" is decided by votes from industry peers, making it a clear sign of what contractors trust and use in the field. The award recognizes the impact of FiberSeal Base, a fiber-reinforced, sprayable product designed to get rid of slow, manual methods like seam tape and polyester fabric. The technology helps contractors do better work, faster.

Sonny Arwood, founder/CEO of Fluid Applied Roofing, sees this win as confirmation that the company is solving real-world problems for roofers. "We intentionally set out to create a new category in this industry," said Arwood. "For years, the term 'roof coating' carried a stigma of being a temporary fix or a 'miracle in a bucket.' We are changing that narrative. We aren't just coating a roof; we are installing a monolithic fluid applied roofing system. This award confirms that contractors understand the difference our fiber-infused technology makes in preserving the life of a building."

The second win highlights the industry's demand for more efficient and reliable products. FiberSeal Base reduces the chance of application errors that can happen with old-school fabric systems and significantly speeds up jobs. The product is now also approved for use as a wall coating, making it even more versatile. For contractors, this means lower labor costs, happier clients and healthier profit margins. FAR is increasing its manufacturing output to keep up with the growing demand from roofing professionals.

About Fluid Applied Roofing

Fluid Applied Roofing (FAR) is changing the game with advanced and cost-effective fluid-applied systems that make sense for contractors. Based in Beavercreek, Ohio, FAR is dedicated to providing roofing solutions that save time on the job, improve efficiency and deliver outstanding results. The company focuses on preserving roofs instead of replacing them, offering business solutions that reduce risk and increase profitability for roofing professionals.

By Dani Sheehan. 

See how FAR®’s development process, naming strategy and new facility are shaping the future of restoration systems. 

In a recent episode of CoatingsCast™, Sonny Arwood, CEO of Fluid Applied Roofing™ (FAR®), walks Megan Ellsworth through the company’s journey and explains how FAR is redefining roof coatings. 

“The concept was born in 2012,” Sonny explains. “I found a chemist with some very cool technology, and together we developed the product line. But we were very intentional – we wanted to get it right before we took it to market.” 

Unlike systems that are tested primarily in labs, FAR’s products spent years on actual roofs across different climates and temperatures, long before the commercial launch in 2019. Sonny says his contracting background made that possible. “I was able to put the product in real-world applications and see it cycle through weather events,” he says. “That helped us flesh out issues that would’ve shown up later. It was hard to be patient, but it was the right move.” 

Why the name matters 

If you’ve been in the industry long enough, you’ve heard skepticism about coatings. Sonny had too. Early in his career, he often heard comments like “miracle in a bucket” or “all you’re doing is painting my roof.” 

“I realized there was a stigma around the term roof coating,” he shares. “The name just wasn’t doing the technology justice. Our technology has fiber-infused reinforcement. It’s more of a roofing system, not just a coating.” 

FAR’s new Midwest manufacturing plant 

FAR recently opened its new manufacturing facility in the Midwest, designed to support growing demand and improve product consistency. But the growth came faster than expected. “Wildly, as we’re having this grand opening, we’ve actually outgrown the plant,” Sonny says. “We can produce enough product, but we don’t have the space for the raw materials and finished goods. So, we’re already looking for a new space.” 

Still, the added automation and quality controls in the new facility are already improving turnaround times for contractors. “We work really hard to make sure we have product available to ship,” Sonny explains. “Depending on the size of the order, we can generally ship same day or within a few days — not more than a week.”  

Fast shipping times are only one piece of FAR’s approach. The company operates a direct-to-contractor model, giving crews immediate access not just to products, but to technical help when they need it. “As a contractor, one thing I felt was missing in the industry was a real support system,” he says. “Not just answering the phone — but truly understanding roofing and how to troubleshoot problems.” FAR’s reps are trained extensively on roof systems, spray equipment and application techniques, ensuring you can deliver the best solutions to your customers. 

Listen to the full episode to hear what’s next in fluid applied roofing systems and how these innovative solutions are shaping the commercial roofing market.

The awards program is an industry recognition program that celebrates the most cutting-edge solutions that are available in the roofing and exteriors sector.

Informa Markets, The International Roofing Expo® (IRE), announced the winners of their annual Innovative Product Showcase and Awards Program for People’s Choice and Experts’ Choice. The awards program, powered by the International Roofing Expo, is an industry recognition program that celebrates the most cutting-edge solutions that are available in the roofing and exteriors sector.

The Innovative Product Showcase and Awards Program entries were on display at the International Roofing Expo 2026, January 20-22 in Las Vegas. Attendees viewed the products and services in the showcase area and cast votes for the People’s Choice Award across eight categories. The People’s Choice Award is presented to one winner in each program category. Voting opened in early January and ended on February 5.

“Our warmest thanks to all companies that brought their innovations to the 2026 IRE Innovative Product Showcase and Awards program this year, and to all who voted to recognize industry excellence,” Rich Russo, show director for the International Roofing Expo. “Spotlighting the products and services that are redefining possibilities in our market is fundamental to our collective progress. Congratulations to our remarkable 2026 award winners for setting new standards of innovation!”

The People’s Choice winners:

• Business & technology software & services: VILPE Sense Leak Detectors by VILPE Oy
• Coatings, caulks and sealants: FiberSeal Base by Fluid Applied Roofing
• Gutters and roof drains: Sasquatch Structural Gutter Protection System by E-Z Gutter Guard
• Roofing products: Elevate Max PVC Single-Ply Roofing Membrane by Elevate
• Safety & fall protection: LifeGrab Upper and Lower Ladder Stabilizers by On Top Safety
• Siding & insulation: ThermaThin™ 7 by Carlisle Syntec Systems
• Solar panels & products: KAST Connect by KAST
• Tools, equipment and machinery: Burro Volt by Donkey Forklifts
• Water proofing, flashing, vapor barriers, underlayments and insulation: AeroNet by Benjamin Obdyke

The Experts’ Choice award winners were selected by industry experts. The winners stood out from the competition in their ability to boost performance, drive sales, enhance customer satisfaction, improve worker safety or establish a new standard in the field.

The Experts’ Choice winners:

• Seal Bond® FlexCurb™ Universal Curb Kit by Seal Bond
• Duro-Last PVC to TPO Tie-In by Duro-Last
• LifeGrab 360° Roof Bracket and LifeGrab Elevated Roof Bracket by On Top Safety
• ThermaThin™ 7 by Carlisle Syntec Systems
• SOPREMA MINI-MACADEN® by SOPREMA
• AeroNet by Benjamin Obdyke

The Experts’ Choice honorees received exceptional feedback from judges:

Judges praised the LifeGrab 360 Roof Bracket as “an ingenious solution to keep roofers and rooftop laborers safely tied-off while providing complete mobility and minimizing disconnection from the tie-off point.” This innovative product is redefining safety standards for roofing professionals, ensuring both security and efficiency on the job.

The AeroNet product was commended for its ability to “provide clear-field drainage below steep-slope roof coverings where traditional installations might incur impediments to roof assembly drainage below the roof covering.” This solution addresses a critical need for effective drainage in challenging roofing scenarios, offering a reliable and practical approach to improving roof performance.

To learn more about the 2026 Innovative Product Showcase and Awards Program, please visit www.theroofingexpo.com.

About International Roofing Expo

The International Roofing Expo® is the premier event for both the commercial and residential roofing and exterior construction industries. The IRE brings the professional community together to help them stay current on trending knowledge and to see the largest selection of products and services. The event helps professionals improve their business through education, exhibitions and networking. The International Roofing Expo is owned and operated by Informa Markets. The official show sponsor is NRCA and the official show publication is Roofing Contractor. For more information, please visit www.theroofingexpo.com.

Follow International Roofing Expo on social at Facebook, Instagram, LinkedIn and Twitter to stay in touch for the most up to date information on the 2027 expo.

About Informa Markets

Informa Markets creates platforms for industries and specialist markets to trade, innovate and grow. We provide marketplace participants around the globe with opportunities to engage, experience and do business through face-to-face exhibitions, targeted digital services and actionable data solutions. We connect buyers and sellers across more than a dozen global verticals, including Pharmaceuticals, Food, Medical Technology and Infrastructure. As the world's leading market-making company, we bring a diverse range of specialist markets to life, unlocking opportunities and helping them to thrive 365 days of the year. For more information, please visit www.informamarkets.com.

by Fluid Applied Roofing.

Learn how Fluid Applied Roofing (FAR) systems can elevate your business operations and stimulate growth.

Every commercial roofing contractor eventually faces a growth plateau. That point where your current business model, crew size and service offerings hit maximum capacity. Pushing past this with old methods often leads to burnout and shrinking profit. The key is working smarter, embracing innovative solutions to redefine your business potential. 

Scaling requires a strategic shift: systems that boost efficiency, cut operational costs and expand offerings without sacrificing quality. Fluid Applied Roofing (FAR) systems are a game-changer, offering a clear path to sustainable growth and increased profitability. 

Rethinking growth with FAR® 

Traditional scaling methods – such as hiring more crews and adding equipment – often increase management complexity, raise overhead and make it harder to maintain quality. Many contractors fall into the trap of chasing low-margin projects just to keep teams busy, which can boost revenue but rarely leads to sustainable profitability or long-term stability. 

Fluid Applied Roofing offers a smarter alternative, shifting the focus from disruptive roof replacements to efficient, high-value roof preservation. These systems make it possible to maximize productivity with a streamlined crew, deliver superior results and reduce time on site and project complications. FAR® systems empower contractors to scale intelligently, leading to faster, cleaner and less invasive solutions for clients. 

Your next step 

Overcoming growth plateaus means making strategic choices for a more resilient and profitable business. This requires professional development and expertise in application processes. 

To gain the skills needed to scale with confidence, attend an industry-leading training event. The upcoming Fluid Applied Roofing Contractor Training offers a unique opportunity to learn from seasoned experts, master advanced spray techniques and develop business strategies for real growth. This personalized, hands-on session will elevate your operations and position your company as a market leader.