Por Emma Peterson, traducido por Jessica Bravo.  

Un vistazo a las conexiones, conversaciones y el sentido de comunidad que se vivieron en FRSA 2026. 

A principios de junio, Florida Roofing and Sheet Metal Association (FRSA) celebró su esperada Convención y Expo. Considerado el evento regional de roofing más grande de Estados Unidos, reunió a cientos de expositores y miles de asistentes en el Gaylord Palms Resort & Convention Center de Kissimmee, Florida, para tres días de educación, networking y diversión. 

El evento comenzó con una Recepción de Bienvenida patrocinada por nuestros amigos de Adams and Reese, que incluyó comida y barra libre. Fue una excelente manera de marcar el inicio de la convención y prepararse para los días de actividad que estaban por venir. ¡Y vaya que fueron días ocupados! 

Hubo innumerables sesiones educativas y oportunidades de aprendizaje, entre las que destacaron la sesión Table Talks de National Women in Roofing (NWIR) y el Almuerzo de Negocios de FRSA. Además, los asistentes pudieron disfrutar de eventos como el Beer Bust, patrocinado por Mid-Atlantic Roofing Supply y GAF, así como de la tradicional Foundation Auction. Por supuesto, también estuvo presente la amplia área de exhibición comercial, donde empresas líderes como GenFlex, Gaco, Elevate, MetalVue, Sherwin-Williams Coil Coatings, H.B. Fuller, Marco Industries y Progressive Metals, mostraron sus productos y servicios para que los asistentes los exploraran entre sesiones y actividades. 

The Coffee Shops™ también estuvo presente con varios miembros del equipo operando un escenario de entrevistas (patrocinado por TAMKO) ubicado en el lobby de la expo. Una de ellas fue Jessica Bravo, coordinadora de nuestro programa En Español quien compartió un poco sobre su experiencia: 

FRSA es una de mis ferias comerciales favoritas del año. Como se lleva a cabo durante el verano, tiene un ambiente muy familiar y siempre es agradable ver a tantas familias asistir juntas. Este año tuve la oportunidad de ayudar a operar el escenario de entrevistas. Sentada detrás del equipo, con audífonos conectados a los micrófonos, pude escuchar conversaciones y entrevistas realmente interesantes durante todo el evento. 

Nuestra presidenta, Heidi J. Ellsworth, también compartió algunos de los momentos más destacados de la semana, "El escenario patrocinado por TAMKO sirvió como punto de encuentro para las conversaciones de la industria durante todo el evento, albergando más de 30 entrevistas con contratistas, fabricantes, distribuidores, líderes de asociaciones y profesionales del roofing de toda Norteamérica. Además, realizamos dos ediciones completas de Coffee Conversations, donde paneles de expertos analizaron tendencias, desafíos y oportunidades clave que actualmente impactan a la industria del roofing." 

Si deseas ver algunas de esas conversaciones, están disponibles bajo demanda en el canal de YouTube de RoofersCoffeeShop®.

By Emma Peterson.  

A look at the connections, conversations and community at FRSA 2026. 

At the beginning of June, the Florida Roofing and Sheet Metal Association (FRSA) held their much-anticipated Convention and Expo. The biggest regional roofing show in the United States, the event saw hundreds of exhibitors and thousands of attendees come together at the Gaylord Palms Resort & Convention Center in Kissimmee, Florida for three days of education, networking and fun!  

The show kicked off with a Welcome Reception sponsored by our friends at Adams and Reese and featuring food along with an open bar. It was a great way to set the tone for the show and get ready for the business of the next few days. And the next few days were busy! 

There were countless education sessions and opportunities to attend, with highlights including the National Women in Roofing (NWIR)’s Table Talks session and the FRSA Business Luncheon, along with plenty of events to keep you busy, like the Beer Bust, sponsored by Mid-Atlantic Roofing Supply and GAF and the annual Foundation Auction. Not to mention the extensive trade show floor, featuring leading companies like GenFlex, Gaco, Elevate, MetalVue, Sherwin-Williams Coil Coatings, H.B. Fuller, Marco Industries and Progressive Metals, that was waiting for attendees to explore between events and sessions. 

The Coffee Shops™ was in attendance with several crew members running a soundstage (sponsored by TAMKO) in the expo lobby. One such crew member, Jessica Bravo, our En Español program coordinator, shared a bit about the experience: 

FRSA is one of my favorite trade shows of the year. Since it takes place during the summer, it has a great family friendly atmosphere and it's always nice to see so many families attending together... This year, I had the opportunity to help run the soundstage. Sitting behind the equipment with headphones connected to the microphones, I was able to listen in on some truly great conversations and interviews throughout the event. 

Our president, Heidi J. Ellsworth, shared some highlights from the week, saying, “The TAMKO-sponsored sound stage served as a hub for industry conversations throughout the event, hosting more than 30 interviews with contractors, manufacturers, distributors, association leaders and roofing professionals from across North America. In addition, two full-length Coffee Conversations brought together expert panels to discuss key trends, challenges and opportunities impacting the roofing industry today.” 

If you want to check out some of those conversations, they are available on demand via the RoofersCoffeeShop® YouTube channel!

GenFlex’s systems and products provide high-quality solutions to evolving contractor needs. 

The Coffee Shops™, the award-winning online communities where the industries meet for technologies, safety, information and education for the construction trades of roofing, metal, coatings and outdoor living, are pleased to welcome GenFlex™ Roofing Systems — a brand designed to support the contractors and distribution partners driving growth in commercial roofing today. 

GenFlex isn’t just another roofing manufacturer entering the conversation. It’s a brand engineered to serve a segment of the market that has long been underserved — contractors who need reliable systems, straightforward solutions and real support to grow their business.

With more than 40 years of low-slope roofing expertise, GenFlex brings proven credibility to the table. Its roots trace back to General Tire (1915), an early innovator in polymers and reinforced plastics, and to pioneering advancements in roofing — including being among the first to introduce EPDM systems and the first to bring EPDM seam tape to market.

Today, that legacy shows up in a portfolio designed with purpose, not complexity.

A simpler, smarter approach to commercial roofing

GenFlex delivers complete EPDM, TPO and asphalt roofing systems designed to perform in the field without unnecessary complication. Every product, every system and every interaction is grounded in a clear mission: make high-quality roofing systems easier to install, easier to understand and easier to sell. That philosophy is more than product design — it shapes how GenFlex shows up for contractors every day.

GenFlex’s approach goes beyond products. It’s about enabling contractors to win more work, execute with confidence and grow sustainably.

• A focused, optimized portfolio: Instead of overwhelming contractors with endless variations, GenFlex delivers a streamlined offering across TPO, EPDM and asphalt systems, along with insulation, coverboards, adhesives and accessories.
• Resources that actually support the job: From specifications and system details to warranty clarity, GenFlex provides practical, easy-to-use resources that help contractors make faster, more confident decisions whether in the office or on the roof.
• Training and technical support that scales with you: GenFlex combines accessible field support with structured training through its Licensed Roofer Program, giving contractors the tools, knowledge and direct access they need to improve installation quality and expand their capabilities.

The right brand at the right time

As the commercial roofing industry continues to evolve, one thing is clear: growth isn’t just happening at the top. A large and expanding segment of contractors is looking for a partner that understands their reality, and is built to support it. That’s where GenFlex stands apart, and is the bridge between big-brand capability and everyday contractor accessibility delivering simplicity, reliability and partnership without compromise.

The Coffee Shops are proud to welcome GenFlex Roofing Systems!

By Elevate. 

Find solutions for all parts of the building envelope at the IRE 2026 Amrize booths.

Amrize offers one of the most comprehensive building envelope portfolios in North America, bringing together solutions that span concrete and building materials through advanced roofing, insulation, waterproofing and wall systems.

Foundation to rooftop solutions on display include:

• High-performance roofing systems from Elevate, including  the new and innovative MAX PVC 
• Waterproofing and coatings solutions from Gaco
• Commercial roofing systems and contractor pathways from GenFlex
• Sustainable, high-performance residential roofing from Malarkey
• Custom-fabricated commercial roofing systems from Duro-Last

Guided International Roofing Expo (IRE) booth walkthroughs are available - just let us know what you’re interested in so we can ensure the proper representatives are available for you. 

New product highlights and live demonstrations

Brand representatives will be available to walk through key product areas, with emphasis on the following highlights:

Elevate: MAX PVC

Engineered for maximum durability and resilience in demanding environments, the new MAX PVC is a top choice for data centers, airports and manufacturing facilities. A MAX PVC system for data center applications will be featured in the Innovative Product Showcase and Awards area, and live puncture resistance testing will take place in the booth as part of Elevate’s product demonstration programming.

Elevate: In-booth product demonstrations

A dedicated demo stage within the Elevate booth footprint will host live demonstrations in English and Spanish throughout the show. Sessions include MAX PVC puncture resistance testing, Twin Jet Y spatter application, self-adhered systems, fleece recover solutions, metal retrofit systems and more. Please let us know if you’d like to see the specific schedule. 

Gaco: Waterproofing and coatings

Gaco will showcase its unified portfolio of silicone, urethane and acrylic systems, along with metal roof repair and waterproofing solutions. Reps can also explain Gaco’s licensed applicator program and contractor incentives that support consistent installation quality and system performance.

Additional product walkthroughs across the Amrize Building Envelope portfolio are available upon request.

Educational sessions and exhibitor presentations

Amrize Building Envelope and brand spokespeople will be leading several conference sessions and exhibitor presentations, offering high-level perspective and practical, jobsite-focused education. Please let us know if you’re interested in any of the following, and we’ll be happy to share the locations of the presentations. 

IRE conference presentations

• Beyond the Roof: Building Envelope Integration for Growth
  Tuesday, January 20 | 8:15–9:15 a.m. PT
  Presenters: Rachel Garcia and Stephanie Gssime
• Entendiendo el PVC: No escatime en la malla | Más malla, menos falla (Spanish-language session
  Wednesday, January 21 | 8:30–9:30 a.m. PT
  Presenter: Alan Diaz
• Best Practices in Commercial Roofing: Solutions for Common and Unique Applications
  Wednesday, January 21 | 9:45–10:45 a.m. PST
  Presenters: Jacqueline LaDuke and Charles Allen

IRE exhibitor presentation sessions

• EPDM: Low Slope Roofing Solutions for Solving Real World Challenges
  Wednesday, January 21 | 12:30–1:15 p.m. PT
  Presenter: Matt Michalski
• Reducing Roofing Labor with Innovative Products and Systems
  Wednesday, January 21 | 2:30–3:15 p.m. PT
  Presenters: Christian Hartwig and Chris Meyer