By The Coffee Shops.

From connection to leadership, the roundtable will explore the NWIR story and the future of women in roofing. 

Raise the Roof has become a leading voice for women in the U.K. roofing industry, bringing together professionals from across the sector to support career development, foster connections and champion greater diversity and inclusion. Through networking, education and advocacy, the organisation is helping create more opportunities for women while building a stronger future for roofing. That mission makes it a natural fit for a special roundtable discussion featuring Heidi J. Ellsworth, president and CEO of The Coffee Shops™ and a founding member and first chair of National Women in Roofing (NWIR). During the discussion, Heidi will share the story of NWIR's founding, the growth of the organisation and the work it continues to do today to recruit, mentor, educate and connect women across the roofing industry. 

As a founding member and the first chair of NWIR, Heidi has had a front-row seat to one of the most significant movements in modern roofing. What began as a small group of women looking for ways to connect and support one another has grown into an organisation that has helped transform opportunities for women across the industry. Today, NWIR continues to focus on its four pillars of recruitment, mentoring, networking and education while helping women advance into leadership positions throughout roofing. 

More than a presentation, the event will be an interactive conversation with the women of Raise the Roof as they discuss and visualise the future growth of their organisation. During the discussion, Heidi will share the story of NWIR's founding, the growth of the organisation and the work it continues to do today to recruit, mentor, educate and connect women across the roofing industry. By exploring both the successes and challenges experienced during NWIR's evolution, participants will have the opportunity to exchange ideas, share experiences and consider how those lessons might help shape Raise the Roof's next chapter. 

As a founding member and the first chair of NWIR, Heidi has had a front-row seat to one of the most significant movements in modern roofing. What began as a small group of women looking for ways to connect and support one another has grown into an organisation that has helped transform opportunities for women across the industry. Today, NWIR continues to focus on its four pillars of recruitment, mentoring, networking and education while helping women advance into leadership positions throughout roofing. 

A key theme of the discussion will be empowerment. Heidi believes that supporting women in roofing is not simply about creating opportunities for individual success. It is about helping women build confidence, develop leadership skillsand create opportunities for others. When women are empowered through education, mentoring and networking, entire companies and communities benefit. 

The discussion will also explore the remarkable growth of women in roofing. From company owners and executives to association leaders and entrepreneurs, more women are helping shape the future of the industry. Heidi will share her firsthand perspective on this transformation and discuss how organisations such as NWIR and Raise the Roof play an important role in creating pathways for future leaders. 

For Heidi, one of the most exciting aspects of the roundtable is the opportunity to connect with the women who have built and continue to build something special in the U.K. Through Raise the Roof, they have created a growing community dedicated to supporting, connecting and advancing women throughout the roofing industry. Heidi sees many of the same qualities that helped launch NWIR: vision, passion, collaboration and a commitment to helping others succeed. Together, participants will explore how strong communities, meaningful connections and intentional leadership can create lasting change for generations to come. 

“Connection creates change,” Heidi said. “When women come together to share experiences, support one another and invest in future leaders, they create opportunities that last for generations. That has been the story of NWIR, and it is exciting to see that same spirit growing through Raise the Roof.” 

As the roofing industry continues to evolve, organisations such as Raise the Roof and NWIR are demonstrating the value of community, mentorship and leadership. Through conversations like this roundtable, women across the globe are helping shape a stronger and more inclusive future for roofing. 

The details of the session

Title: From Connection to Leadership: The NWIR Story and the Future of Women in Roofing 
Presenter: Heidi J. Ellsworth 
Date: October 19, 2026 
Hosted by: Raise the Roof, UK Women in Roofing 

By Heidi J. Ellsworth.

Making room for innovation beyond traditional markets.

Some of the best business opportunities come from looking beyond our own industries. Throughout my time at the National Parking Association Convention, I was reminded that many of the challenges faced by parking professionals mirror those faced by contractors working in waterproofing, restoration and protective coatings. Facility owners are focused on extending asset life, improving safety, enhancing customer experiences and preparing for the future. Those priorities create opportunities for contractors who understand infrastructure preservation, maintenance and long-term performance.

In the first two articles of this series, I focused on the people driving the industry and the importance of service, maintenance and restoration. What became equally apparent as I walked the expo floor was the amount of innovation taking place throughout the parking industry. From advanced materials and architectural systems to emerging technologies and transportation solutions, the convention showcased ideas and products that have applications well beyond parking structures.

One of the most interesting exhibits I visited was Solmax. Their membrane technologies are designed to enhance the performance and longevity of both concrete and asphalt infrastructure. As conversations around asset preservation continue to grow, membranes play an increasingly important role in protecting structures from water intrusion and environmental exposure. For contractors involved in waterproofing, coatings and restoration, these technologies reinforce the importance of protecting assets before deterioration begins.

I was also impressed by GKD Metal Fabrics and its architectural metal fabric systems. Parking structures today are no longer expected to function as simple concrete boxes. Owners, municipalities and architects are increasingly looking for ways to create visually appealing facilities that enhance the surrounding environment. The metal facade systems showcased by GKD demonstrate how parking structures can combine aesthetics, ventilation and functionality while creating attractive architectural features. The applications extend well beyond parking and can be incorporated into commercial, institutional and mixed-use projects.

Technology was another major theme throughout the expo. One company that immediately caught my attention was UMOJO. Their camera and monitoring systems are designed to improve visibility, security and operational awareness within parking environments. As I learned more about their capabilities, I could not help but think about the potential applications for construction sites. Contractors are continually seeking ways to improve safety, monitor projects and protect assets and solutions originally developed for parking facilities may offer valuable ideas for jobsite management and security.

Another company that stood out was Barrier Cable Systems. Their products are designed to improve safety within parking environments while maintaining functionality and durability. The emphasis on protection, risk mitigation and user safety aligns closely with the priorities of roofing, restoration and construction professionals. It was another example of how solutions developed for one industry can often translate into opportunities in another.

Beyond the products and technologies, the people I met throughout the convention reinforced many of the themes highlighted in the first two articles. Conversations with professionals from Parking Management Company (PMC) and Royal Valet Tulsa, a women-owned valet company based in Oklahoma, provided valuable insights into the service side of the industry. Both organizations demonstrated the professionalism, innovation and customer focus that continue to drive growth across the parking sector.

The convention also celebrated emerging leaders through the industry's 40 Under 40 program. It was encouraging to see the next generation of professionals being recognized for their leadership, creativity and commitment to advancing the industry. A lively Family Feud competition added some fun while sparking honest conversations about workforce development, operational challenges and opportunities for continued improvement.

Another memorable highlight was hearing from former NFL player and broadcaster Howie Long. His message focused on authenticity, preparation, family and showing up every day ready to do your best. While his career has spanned professional sports and broadcasting, his advice resonated with many business leaders in attendance. The importance of building relationships, staying true to your values and consistently delivering on commitments are qualities that apply to every industry.

As I reflected on everything I learned throughout the week, one theme continued to emerge. The parking industry is evolving rapidly, driven by technology, changing transportation patterns and growing customer expectations. Parking facilities are becoming much more than places to leave a vehicle. They are increasingly serving as transportation hubs that integrate EV charging infrastructure, autonomous vehicle planning, valet services, shuttle operations and enhanced customer experiences.

For waterproofing, restoration and protective coatings contractors, that evolution creates opportunity. Every modernization effort, infrastructure upgrade and maintenance program requires facilities that are safe, durable and properly protected. Contractors who understand those needs and are willing to engage with adjacent industries can discover valuable markets and long-term client relationships.

Throughout every conversation, introduction and educational session, I came away with a deep appreciation for the National Parking Association and its members. The industry is filled with professionals who are committed to innovation, dedicated to supporting one another and focused on delivering the services the public depends on every day.

For CoatingsCoffeeShop®, that is exactly why exploring industries like parking matters. By understanding the challenges, opportunities and innovations shaping adjacent markets, contractors can uncover new ways to apply their expertise, expand their businesses and build stronger futures.

Editor's note: This article concludes a three-part series from the National Parking Association Convention. Part one explored leadership and mentorship through Women in Parking, while part two highlighted the value of proactive service and maintenance. Together, these experiences demonstrate how learning from adjacent industries can help contractors identify opportunities, build valuable relationships and better understand the markets that depend on waterproofing, restoration and protective coatings expertise.

By Heidi J. Ellsworth.  

In the business of asset preservation, developing long-term maintenance strategies is the key to success. 

One of the greatest benefits of attending industry events outside our own market segments is the opportunity to learn how other professionals approach the challenges of maintaining and protecting critical infrastructure. During my time at the National Parking Association Convention & Expo, I discovered that parking professionals share many of the same priorities as roofing, waterproofing and restoration contractors. They are focused on extending service life, protecting valuable assets and developing long-term maintenance strategies that reduce risk, control costs and ensure facilities continue serving the public for decades.  

In my previous article, "Women in parking continue to redefine leadership in a growing industry," I highlighted the people, mentorship and leadership development helping shape the future of the parking industry. Equally impressive was the industry's commitment to preventative maintenance and asset preservation. Throughout the convention, conversations repeatedly returned to one central theme: the most successful organizations do not wait for infrastructure to fail. They plan, budget and invest in maintenance long before problems become costly repairs.  

One of the most insightful conversations I had during the event was with a team from a large municipal parking operation. As we discussed the challenges of maintaining parking structures, they shared their philosophy on preventative maintenance and long-term asset management. Rather than viewing restoration as a reaction to deterioration, they approach it as a planned process that protects the entire structure throughout its lifecycle. 

Their strategy includes scheduled evaluations and maintenance programs every three to five years, bringing together engineers, waterproofing specialists and restoration contractors to assess the condition of facilities. These reviews help identify potential issues before they become major problems while ensuring paving surfaces, walls, waterproofing systems and structural components continue to perform as intended. It is a disciplined approach that prioritizes preservation instead of emergency repairs.  

Another fascinating conversation was with professionals responsible for parking operations at an international airport. Their perspective expanded the maintenance discussion beyond restoration and into the future of transportation infrastructure. They shared how contractors regularly bid on projects involving paving, concrete restoration, architectural facades, barrier systems and other improvements designed to keep parking facilities safe, attractive and functional.  

What stood out most was their comprehensive approach to planning. Along with routine maintenance and weather-related repairs, they are evaluating seismic upgrades and infrastructure improvements that will help accommodate evolving transportation needs. Their focus is on ensuring parking facilities continue meeting public expectations while adapting to emerging technologies and services. 

That forward-thinking approach includes preparing for expanded EV charging infrastructure, the growth of autonomous vehicles and the continued demand for valet and shuttle services. For restoration contractors, this is an important reminder that parking structures are no longer simply places to store cars. They are becoming increasingly sophisticated transportation hubs that must evolve alongside the changing ways people travel.  

As I listened to these conversations, I could not help but think about the parallels to roofing and building envelope management. Too often, owners delay maintenance until leaks, deterioration or operational problems force action. Parking professionals, however, increasingly view preservation as an ongoing investment. By scheduling assessments and addressing issues early, they can avoid much larger and more expensive repairs while extending the useful life of their assets.  

For waterproofing, restoration and protective coatings contractors, that mindset creates significant opportunities. Parking structures rely on systems designed to protect concrete and steel from moisture intrusion, corrosion, freeze-thaw cycles and daily wear. Maintaining those systems requires expertise in inspections, restoration, waterproofing, coatings and long-term maintenance planning.  

The conversations also highlighted the collaborative nature of successful preservation programs. Owners, engineers, architects and contractors work together to develop strategies that address current needs while preparing for future demands. Whether that future includes structural upgrades, new technologies or changing transportation patterns, facility owners understand that investment today protects performance tomorrow.  

Perhaps the biggest takeaway from my discussions with parking professionals was simple: maintenance is not an expense. It is an investment. The organizations achieving the greatest success are those that view preservation as a critical component of asset management rather than a response to failure. Every dollar spent on maintaining infrastructure today helps protect against much larger costs in the future while ensuring facilities remain safe, functional and relevant. 

As CoatingsCoffeeShop® continues exploring industries that depend on waterproofing, restoration and protective coatings, the parking industry stands out as a market that truly appreciates the value of long-term planning. For contractors looking to expand their businesses, it offers important lessons on asset preservation and a growing number of opportunities tied to modernization, transportation technology and infrastructure maintenance.  

Editor's Note: In Part One of this series, Women in Parking Continue to Redefine Leadership in a Growing Industry, we explored how mentorship, leadership development and a strong culture of support are helping shape the future of the parking industry. This second installment shows that the same commitment to long-term success extends to the facilities themselves, where proactive maintenance, restoration and modernization continue to create value for both owners and the communities they serve. 

By Heidi J. Ellsworth.

A closer look how fire-resistant ventilation helps protect homes from wildfires.

As wildfire seasons grow longer and more intense across North America, homeowners, builders and roofing professionals are taking a closer look at every component of the building envelope. Roofing materials, underlayments and exterior wall assemblies often receive the most attention, but one critical area is frequently overlooked: ventilation. 

Proper attic ventilation is essential for maintaining a healthy roof system, yet in wildfire-prone regions it must do more than manage heat and moisture. Ventilation products also need to contribute to the overall fire resistance of the roofing assembly. That balance between airflow and protection is increasingly important as contractors seek solutions that improve building performance without creating vulnerabilities. 

According to Roof Saver®, effective attic ventilation begins with a balanced intake and exhaust system that continuously removes hot, moisture-laden air from the attic while drawing in fresh air through soffit vents. This natural airflow helps reduce cooling costs, discourages mold growth and protects the structural integrity of the roof system. The company notes that excessive heat and trapped moisture can shorten roof life, contribute to wood rot and reduce insulation performance. 

While ventilation has traditionally been discussed primarily from an energy efficiency standpoint, today's roofing professionals must also consider wildfire resilience. During a wildfire event, wind-driven embers can travel miles ahead of the main fire front. Any opening in the building envelope, including ventilation systems, must be designed to perform as part of a fire-resistant roof assembly. 

This is where certified ventilation products become particularly important. Roof Saver rolled ridge vent carries a UL Class A fire rating, the highest classification available for resistance to external fire exposure. The product also meets nationally recognized building code requirements and has undergone extensive independent testing for weather resistance, including wind-driven rain and snow conditions. 

For contractors, the significance of a Class A rating extends beyond code compliance. Fire ratings evaluate how roofing components work together as a complete assembly. Every part of the roof system, including ventilation products, contributes to the performance of the tested assembly. Choosing components that have been evaluated for fire resistance helps ensure the roof performs as intended when exposed to extreme conditions. 

Roof Saver's approach to ventilation demonstrates how performance and protection can coexist. Manufactured from natural coconut husk fibers, the ridge vent is designed to provide continuous airflow while maintaining durability and long-term reliability. The dense bristled structure allows for straightforward installation beneath ridge shingles while delivering consistent exhaust ventilation across the roofline. The product's design supports airflow without sacrificing the fire performance required in many regions. 

The role of ventilation becomes even more important when considering overall roof longevity. Research cited by Roof Saver highlights how attic temperatures can climb well above outdoor temperatures during the summer months. Excessive heat increases the strain on HVAC systems and can accelerate aging of roofing materials. During colder seasons, moisture generated within the home can migrate into the attic, creating conditions that lead to condensation, mold growth and structural deterioration if not properly ventilated. Continuous ridge ventilation helps address both challenges by allowing warm, moist air to escape naturally. 

As communities continue adapting to increasing wildfire threats, contractors are finding that resilience is built through systems rather than individual products. Fire-rated roofing assemblies, ember-resistant design strategies and properly engineered ventilation all play a role in protecting homes and businesses. Homeowners are also becoming more aware that resilience involves more than selecting a fire-resistant roofing material. The complete roof system, including ventilation, contributes to long-term performance and protection. 

Roof Saver demonstrates that contractors do not have to choose between sustainability, ventilation performance and fire protection. By combining natural materials, balanced airflow and a UL Class A fire rating, the company offers a solution that supports healthier buildings while helping meet the demands of modern wildfire-resistant construction.  As wildfire concerns continue to influence building practices, fire-resistant ventilation is becoming an increasingly important part of creating safer, more durable roofing systems. 

For roofing professionals looking to help customers protect their homes from both everyday attic moisture issues and the growing threat of wildfires, choosing fire-rated ventilation products is a smart place to start. Learn more about Roof Saver's fire-rated, sustainable products.

By Heidi J. Ellsworth. 

Exploring new markets for growth.  

As part of CoatingsCoffeeShop®'s ongoing commitment to bringing business growth opportunities and market intelligence to protective coatings contractors, we are exploring industries that rely on waterproofing, restoration and protective coatings to maintain critical infrastructure. One of the best ways to identify new opportunities is to understand the owners, architects, engineers and facility managers who depend on those services every day. Parking structures are a prime example. From waterproofing systems and traffic coatings to concrete restoration and maintenance programs, these facilities require specialized solutions that help protect valuable assets and extend service life. 

For contractors looking to diversify and grow their businesses, the parking industry offers unique opportunities. With that in mind, I attended the National Parking Association Convention & Expo to learn more about the industry, the people who drive it and the opportunities it presents for coatings and restoration professionals. What I found was an industry built on relationships, education and a genuine commitment to helping people succeed.  

The first day of the convention focused on Women in Parking (WIP), and it was inspiring to see the growth of women leaders throughout a traditionally male-dominated industry. Similar to what we have experienced in roofing, waterproofing and construction, women are taking on leadership roles, driving innovation and helping shape the future of their profession. 

One of the most impactful sessions was "When the Ground Shifts: Leading, Rebuilding and Defining Moments of Change." The discussion focused on navigating challenges, adapting to change and developing stronger leadership skills. While there were many valuable lessons shared, one message stood out consistently throughout the day: meaningful professional growth starts with relationships.  

The speakers encouraged attendees to step outside their comfort zones, introduce themselves and engage with the people around them. Mentorship was a major theme, not only finding mentors but also being willing to mentor others. It was a reminder that some of the most important career opportunities begin with a simple conversation.  

That lesson came to life throughout the event. During the luncheon, educational sessions and networking opportunities, I met remarkable professionals who were eager to share their experiences and knowledge. The willingness to connect, collaborate and help others grow created an atmosphere that felt both welcoming and empowering.  

What impressed me most was the intentional focus on developing future leaders. As more women enter the parking profession and advance into operations, technology, management and executive leadership positions, they are helping create a culture centered on collaboration, innovation and continuous learning. Their influence is helping strengthen an industry that touches nearly every community across North America. 

As someone attending the event to learn more about the parking industry's connection to waterproofing, restoration and protective coatings, I quickly realized that the most valuable takeaway was not about structures or infrastructure. It was about people. The professionals I met were passionate about their work, proud of their industry and committed to supporting one another's success.  

Throughout the day, I saw firsthand how the National Parking Association brings people together to learn, share ideas and build meaningful connections. That culture of support is helping attract new talent, develop future leaders and strengthen the industry as a whole.  

The future of parking is bright, and the women helping lead that future are making a tremendous impact. Their commitment to leadership, mentorship and professional growth is creating opportunities for the next generation of industry professionals while showing what is possible when people invest in one another.  

For CoatingsCoffeeShop, the experience reinforced an important lesson. Sometimes the best way to discover new opportunities for contractors is to step into adjacent markets, learn from their leaders and understand the challenges they face. The parking industry is filled with professionals who value maintenance, asset preservation and long-term planning, making it a market well worth exploring for waterproofing, restoration and protective coatings contractors. 

By Heidi J. Ellsworth.  

Moving beyond the hype around AI to focus on the technology's real business value. 

Artificial intelligence (AI) is moving incredibly fast, and every day seems to bring another platform, application or AI agent promising to transform the way companies do business. For roofing contractors, that speed can make it difficult to determine what is truly valuable and what is simply hype. The potential of AI is very real, but so is the need to understand what it can realistically accomplish inside an actual roofing business.  

Brian Behe, chief technology officer at RIIG Technology, has become an important resource for understanding that distinction. With more than 15 years of experience in AI, data science and cybersecurity, he brings a practical perspective to a technology that can quickly become complicated. In his recent LinkedIn post on AI strategy, hype and use cases, Brian captured the issue clearly: “AI deserves better than hype.” His point is not that AI lacks value, but that companies need to move past the noise and focus on practical, business-driven applications that can work in the real world.  

One of the biggest challenges surrounding AI is the difference between what companies see demonstrated and what happens when technology enters the real world. According to Brian, “The story they hear is that AI can do everything. But the reality they run into is very different.” Business leaders are often presented with AI capabilities under controlled conditions, making the technology appear capable of doing almost anything, but implementation is very different when AI must work alongside existing software, data, employees and established business processes.  

That distinction is especially relevant for roofing contractors. Roofing companies manage estimating, sales, production, service, accounting, customer communications and field operations, often using several different technology platforms along the way. As Brian notes, “Building an AI strategy based on hype won’t survive in the real world. When companies are dealing with messy data, systems that do not integrate cleanly, teams that are not sure how to use or trust the output and no clear plan for monitoring the technology once it is live, they run into trouble. An AI solution that performs perfectly during a demonstration may face very different conditions when it needs to work inside the day-to-day realities of a roofing business."  

“That’s the problem with AI hype,” states Brian. “It sets expectations around what AI can do in perfect conditions instead of what it takes to make it work in everyday business operations.  When those expectations are not met, leaders may not only question the implementation.  They start questioning the technology itself, and adoption slows down.” In reality, the issue often has much more to do with how technology was selected, implemented and integrated into the business.  

Successful AI adoption does not begin by asking which AI platform a company should purchase.  It begins by identifying the business problem that needs to be solved and understanding the people, processes and data surrounding that problem. Brian explains, “That is why I steer conversations away from hype and back to basics. We need to focus on what the problem is that we’re trying to solve and how does it best fit in the business?”  That shift in thinking helps contractors move away from chasing technology and toward using AI as a practical tool that supports better business decisions.  

For roofing contractors, that could mean looking closely at areas where the company is already experiencing challenges or inefficiencies. Estimators may be spending too much time gathering information while sales teams may be struggling with follow-up alongside the production teams having difficulty accessing information when they need it. Customer service, documentation, scheduling and internal communications will see opportunities where AI can help employees work more effectively.  

Once the problem is clearly understood, contractors can determine whether AI is the right solution and what success should look like. Technology should support the operation and create measurable value rather than becoming another system employees are expected to manage. When an AI solution saves time, improves decision-making, strengthens customer service or creates greater efficiency, its value becomes much easier to understand and measure.  

The answer is not to become skeptical of AI because of the hype surrounding it but as Brian notes, “The irony is, AI is genuinely powerful. But it’s not magic. That distinction matters because unrealistic expectations can slow adoption of technology that has tremendous potential when it is implemented correctly.” His larger point is that AI strategy and AI use cases need to stay connected, because companies gain the most value when they understand both the business outcome and the operational realities that shape implementation.  

For roofing companies, this means moving beyond the question of what AI can do and asking what AI should do for their organization. Contractors who understand their business challenges, involve the people closest to those challenges and establish realistic expectations will be in a much stronger position to take advantage of AI as it continues to evolve.  

The roofing industry does not need AI magic. It needs technology that works in the real world, supports the people doing the work and delivers results that make the business stronger. By cutting through the hype and focusing on practical applications, roofing companies can turn AI from an interesting technology into a valuable business tool. Brian concludes, “When you get that part right, AI doesn’t need to be sold. It proves its value on its own.” 

By Heidi J. Ellsworth. 

NRCA’s people-centered initiatives strengthen leadership, workforce opportunity and well-being across the roofing industry. 

Throughout my years in the roofing industry, I have learned one simple truth: Our greatest asset is our people. They are the ones who create the products we rely on, run the equipment that keeps projects moving and install the roofs that protect homes and buildings. They show up every day ready to work and solve problems while supporting their teammates. 

That is why I love the strong focus that National Roofing Contractors Association (NRCA) continues to place on people-centered initiatives. As an NRCA board member, I have the privilege of seeing firsthand how the association invests in developing leaders, creating opportunities for workforce growth and supporting the well-being of the individuals who make our industry so strong. Those efforts matter because when we invest in people, we invest in the future of roofing.

Building leaders 

One of the recent topics highlighted by NRCA was about leadership and the importance of creating positive workplace cultures. That message resonated with me because great companies are built by great leaders. The best leaders are not simply experts in roofing. They are people who listen, communicate, mentor and create an environment where others can succeed. Every person in our industry wants to know that their contributions matter, and leadership plays a critical role in making that happen. NRCA’s focus on helping companies recognize the impact of leadership is an important reminder that the way we treat people directly influences the success of our businesses and our industry. 

That same people-first philosophy is reflected in NRCA’s partnership with The GLO Group. As our workforce continues to grow and evolve, communication becomes more important than ever. Through this partnership, they are able to offer an Executive Leadership Bilingual Program. This program is about far more than language; it is about helping individuals become confident leaders, strengthening relationships among team members and ensuring talented people have opportunities to advance within their organizations. When companies invest in leadership development, they are investing in the people who will guide the industry forward for years to come. 

Commitment to people 

I also love NRCA’s focus on and promotion of National Hispanic Heritage Month. The association recently highlighted that Latinos make up 35.4% of the construction workforce, and that statistic tells an important story about our industry. Every day, Hispanic professionals contribute their talents, dedication and leadership to roofing by manufacturing products, managing crews, operating equipment, running businesses and installing roofs in communities across North America. Their work helps drive our industry forward, making it essential that we recognize their impact while continuing to create opportunities for growth. We are proud to share these initiatives on RoofersCoffeeShop en Español because celebrating people and expanding access go hand in hand. 

It is this recognition that supporting our workforce means caring about the whole person, not just their training, that I appreciate most about NRCA. Roofing is demanding work, and recent resources have highlighted physical wellness, nutrition and mental health awareness. The ongoing conversation around mental health and suicide prevention in construction is especially important because it acknowledges that the people who make this industry great need support both on and off the jobsite. Through initiatives like BeToughEnough.com, NRCA is helping bring needed tools and awareness to the industry. When we invest in people’s well-being, we create stronger teams, stronger companies and a stronger industry. 

Closing thoughts 

As I look at these initiatives together, I see an association that understands what truly drives success in roofing. Yes, we need innovation. Yes, we need outstanding products and technical expertise. But at the center of every achievement is a person. It is the contractor developing the next generation of leaders, the supervisor helping a crew work more effectively, the manufacturer training employees for advancement and the team member who shows up every day committed to excellence. Roofing has always been a people business and NRCA’s continued investment in people is helping ensure a strong future for all of us. 

As someone who believes deeply in this industry and the people who make it great, I encourage you to become involved with NRCA. Together, we can continue building stronger leaders, stronger companies and a stronger roofing industry by investing in the people who make it all possible. After all, roofing has always been about people, and the stronger we make our people, the stronger we make our industry. 

Por Heidi J. Ellsworth, traducido por Alberto Torres. 

Las iniciativas centradas en las personas de NRCA fortalecen el liderazgo, las oportunidades para la fuerza laboral y el bienestar dentro de la industria del techado. 

A lo largo de mis años en la industria del techado, he aprendido una verdad muy sencilla: nuestro mayor activo son las personas. Son quienes fabrican los productos en los que confiamos, operan los equipos que mantienen los proyectos en marcha e instalan los techos que protegen hogares y edificios. Son quienes llegan cada día listos para trabajar, resolver problemas y apoyar a sus compañeros de equipo. 

Por eso me entusiasma el fuerte compromiso que la National Roofing Contractors Association (NRCA) continúa demostrando a través de iniciativas centradas en las personas. Como integrante de la junta directiva de NRCA, tengo el privilegio de ver de primera mano cómo la asociación invierte en el desarrollo de líderes, crea oportunidades para el crecimiento de la fuerza laboral y promueve el bienestar de las personas que hacen tan fuerte a nuestra industria. Estos esfuerzos son importantes porque cuando invertimos en las personas, invertimos en el futuro del techado.

Formando líderes 

Uno de los temas recientes destacados por NRCA fue el liderazgo y la importancia de fomentar culturas laborales positivas. Este mensaje tuvo un gran impacto en mí porque las grandes empresas se construyen con grandes líderes. Los mejores líderes no son solo expertos en techado. Son personas que saben escuchar, comunicarse, orientar y crear un entorno donde otros puedan tener éxito. Todos en nuestra industria quieren saber que sus aportaciones tienen valor, y el liderazgo desempeña un papel fundamental para que eso suceda. El enfoque de NRCA en ayudar a las empresas a reconocer el impacto del liderazgo es un importante recordatorio de que la manera en que tratamos a las personas influye directamente en el éxito de nuestros negocios y de toda la industria. 

Esta misma filosofía centrada en las personas también se refleja en la alianza de NRCA con The GLO Group. A medida que nuestra fuerza laboral continúa creciendo y evolucionando, la comunicación se vuelve más importante que nunca. Gracias a esta colaboración, se ofrece un Programa Ejecutivo de Liderazgo Bilingüe. Este programa va mucho más allá del idioma; busca ayudar a las personas a convertirse en líderes seguros de sí mismos, fortalecer las relaciones entre los miembros de los equipos y garantizar que los profesionales talentosos tengan oportunidades para avanzar dentro de sus organizaciones. Cuando las empresas invierten en el desarrollo del liderazgo, están invirtiendo en las personas que guiarán a la industria durante los próximos años.

Compromiso con las personas 

También me encanta el enfoque de NRCA en la promoción del Mes Nacional de la Herencia Hispana. Recientemente, la asociación destacó que los latinos representan el 35.4 % de la fuerza laboral de la construcción, una estadística que cuenta una historia importante sobre nuestra industria. Todos los días, los profesionales hispanos aportan su talento, dedicación y liderazgo al sector del techado mediante la fabricación de productos, la supervisión de cuadrillas, la operación de equipos, la administración de empresas y la instalación de techos en comunidades de toda Norteamérica. Su trabajo ayuda a impulsar nuestra industria, por lo que es esencial reconocer su contribución mientras seguimos creando oportunidades para su crecimiento. En RoofersCoffeeShop en Español nos sentimos orgullosos de compartir estas iniciativas porque celebrar a las personas y ampliar el acceso a oportunidades van de la mano.

Lo que más aprecio de NRCA es el reconocimiento de que apoyar a nuestra fuerza laboral significa preocuparse por la persona en su totalidad, no solo por su capacitación. El trabajo de techado es exigente, y los recursos recientes han puesto énfasis en el bienestar físico, la nutrición y la salud mental. La conversación continua sobre la salud mental y la prevención del suicidio en la industria de la construcción es especialmente importante porque reconoce que las personas que hacen grande a esta industria necesitan apoyo tanto dentro como fuera del lugar de trabajo. A través de iniciativas como BeToughEnough.com, NRCA está ayudando a proporcionar herramientas y generar conciencia sobre estos temas. Cuando invertimos en el bienestar de las personas, creamos equipos más sólidos, empresas más fuertes y una industria más resiliente.

Reflexión final 

Cuando observo todas estas iniciativas en conjunto, veo una asociación que entiende qué es lo que realmente impulsa el éxito en la industria del techado. Sí, necesitamos innovación. Sí, necesitamos productos de alta calidad y experiencia técnica. Pero detrás de cada logro siempre hay una persona. Es el contratista que desarrolla a la próxima generación de líderes; el supervisor que ayuda a su cuadrilla a trabajar de manera más eficiente; el fabricante que capacita a sus empleados para que puedan crecer profesionalmente; y el integrante del equipo que se presenta todos los días comprometido con la excelencia. La industria del techado siempre ha sido un negocio impulsado por las personas, y la inversión continua de NRCA en el desarrollo y bienestar de su gente está ayudando a garantizar un futuro sólido para todos nosotros. 

Como alguien que cree profundamente en esta industria y en las personas que la hacen posible, los animo a involucrarse con NRCA. Juntos podemos seguir construyendo líderes más fuertes, empresas más sólidas y una industria del techado más robusta al invertir en quienes hacen posible todo esto. Después de todo, el techado siempre ha sido una industria de personas, y cuanto más fortalezcamos a nuestra gente, más fuerte será nuestra industria. 

Obtenga más información sobre la National Roofing Contractors Association (NRCA) en su directorio de Coffee Shop o visite su sitio web en www.nrca.net. 

By Heidi J. Ellsworth.

Construction Suicide Prevention Week reminds us that every company can help employees find support before a crisis becomes a tragedy. 

The construction industry knows how to protect people from physical hazards. We hold safety meetings, conduct jobsite inspections, require fall protection and make sure crews understand the procedures that can save their lives. During Construction Suicide Prevention Week, September 14-18, 2026, we must bring that same commitment and consistency to mental health and suicide prevention. 

This year's theme, "Building on Progress," recognizes that progress is being made while reminding us that the work is far from finished. The Centers for Disease Control and Prevention continues to identify construction as one of the industries with the highest suicide rates, making this an issue every roofing and construction company must be prepared to address. 

For company owners and leaders, the first step does not require becoming a mental health professional. It begins with creating a workplace where people know it is safe to speak up, supervisors know how to respond and everyone understands where immediate help is available. 

One of the most important resources we can share is 988. The 988 Suicide & Crisis Lifeline gives employees and employers an easy-to-remember number they can use when they or someone they know needs emotional support. 

The Lifeline is available 24 hours a day, seven days a week across the United States and its territories. Employees can call or text 988 or chat online to connect with a skilled crisis counselor for free, confidential and judgment-free support. 

A person does not need to be actively considering suicide to reach out to 988. The Lifeline can also help people experiencing depression, anxiety, substance-use concerns, financial worries, relationship problems, loneliness or other forms of emotional distress. Employers, supervisors and coworkers can also call 988 when they are concerned about someone and need guidance on how to help. 

Construction companies should make 988 as visible and familiar as every other emergency and safety resource. Put it on jobsite posters, safety boards, hard-hat stickers, employee handbooks, company intranets and payroll communications. Include it in new-employee orientation and regularly remind employees that using 988 is a sign of strength, not weakness. 

Most importantly, talk about it often enough that employees remember it when they need it. A phone number only helps when people know what it is, understand when to use it and believe they will not be judged for reaching out. 

This is where toolbox talks can make an immediate difference. Construction companies already use these short conversations to address fall protection, heat stress, personal protective equipment and other jobsite hazards. Mental health and suicide prevention deserve a place in that same safety routine. 

A toolbox talk can explain what 988 is, identify warning signs that someone may be struggling and remind employees to check on one another. It can also give supervisors the language they need to begin a difficult conversation with care and respect. Employers do not have to wait until someone is in crisis to make mental health part of their safety culture. 

The resources available through Construction Suicide Prevention Week make these conversations easier. Companies can register their participation, take the pledge and access toolbox talks and other materials that can be shared with crews. The 2026 pledge asks participants to learn at least one new way to seek help for someone in need, including learning about 988, company Employee Assistance Programs and toolbox-talk resources. 

Roofing companies should also visit the National Roofing Contractors Association's Be Tough Enough website. NRCA has developed roofing-specific mental health and suicide prevention resources, including a toolbox talk, suicide prevention fact sheet, break room poster, educational programs, hard-hat stickers and its powerful "Be Tough Enough" video. Many of these resources are available in both English and Spanish, helping companies bring this vital message to their entire workforce. 

The message behind Be Tough Enough is one our industry needs to embrace. Real toughness includes being willing to say you are struggling, asking someone if they are okay and standing beside a coworker as they connect with help. NRCA's materials give contractors practical ways to make those actions part of everyday business. 

I also encourage roofing and construction leaders to learn from Mandy McIntyre, a dedicated advocate for mental health in our industry. Mandy has worked tirelessly to help companies move beyond awareness by developing people who can recognize when someone may need support and help connect that person with appropriate resources. 

Through Mental Health First Aid, individuals can learn how to notice signs of mental health or substance-use challenges, approach a person with care and guide them toward professional help. Mandy's Mental Health First Aider resources are designed for the roofing and construction community, helping trained employees bring practical tools and greater understanding back into their businesses. 

Having trained Mental Health First Aiders within a company does not replace professional care. It gives employees trusted people who are prepared to listen, respond without judgment and help someone take the next step. Just as employees are trained in CPR or first aid, mental health training prepares them to respond when the warning signs are emotional rather than physical. 

At The Coffee Shops®, we are committed to spreading the word about suicide prevention and the lifesaving support available through 988. As part of that commitment, we will host two special Coffee Conversations, sponsored by Tremco, during Construction Suicide Prevention Week. 

On September 15, 2026,  we will be joined by Mandy McIntyre of Tremco for an English-language Coffee Conversation focused on mental health, suicide prevention and the actions companies can take to support their employees. On September 17, 2026, we will present a Spanish-language Coffee Conversation with Lorna Rojas of Tremco, ensuring this important information reaches Spanish-speaking roofing professionals, crews and their families. 

These conversations are intended for owners, managers, safety professionals and every person who works in roofing and construction. We encourage companies to watch as a team, share the programs with employees and use them to begin ongoing conversations within their organizations. We are grateful to Tremco for sponsoring both programs and helping us bring this message to English- and Spanish-speaking members of our industry. 

During Construction Suicide Prevention Week, please visit ConstructionSuicidePrevention.com, explore NRCA's resources at BeToughEnough.org and bring a suicide prevention toolbox talk to your company. Share 988 with your employees, participate in The Coffee Shops' upcoming Coffee Conversations and consider Mental Health First Aid training for members of your team. 

We build businesses, roofs, buildings and communities together. We must also build workplaces where people look out for one another, where difficult conversations are welcomed and where every employee knows they do not have to struggle alone. 

If you or someone you know needs emotional support, call or text 988 or visit 988Lifeline.org. If there is an immediate, life-threatening emergency, call 911. These resources should be shared now, before someone needs them, because one conversation and one connection to help can save a life. 

By Heidi J. Ellsworth.

SpeedFlash® is a flashing system designed to simplify solar photovoltaic installations on slate roofs.

One of the greatest opportunities created by the launch of RoofersCoffeeShop® U.K. has been discovering innovative products developed specifically for the British roofing market. While roofing professionals around the world share many of the same challenges, the materials, installation practices and architectural traditions of each region inspire unique solutions. The U.K. roofing industry is filled with manufacturers and inventors who understand those differences and are finding smarter ways to protect the roof while helping contractors work more efficiently. 

During the 2026 NFRC U.K. Roofing Awards, our team had the pleasure of meeting the people behind Genius Roof Solutions. The awards offered an incredible look at the craftsmanship and technical knowledge found throughout the U.K., but our conversation with the Genius team stayed with us. They are roofers developing practical solutions for roofers, and that experience is clearly reflected in their products. 

One product that immediately caught our attention was SpeedFlash®, a flashing system designed to simplify solar photovoltaic installations on slate roofs. As demand for renewable energy continues to grow, roofing and solar professionals must find ways to add new technology without compromising the performance or appearance of existing roofs. That is especially important with slate, where incorrect cutting, drilling or loading can lead to cracked slates, water ingress and costly call-backs. 

SpeedFlash provides a no-drill-through-slate installation method that helps preserve the integrity of the roof. Unlike the company’s original SolarFlash® system, SpeedFlash does not require installers to remove the slates. The bracket is secured to the rafter while the flashing system maintains weather protection around the penetration point. According to Genius Roof Solutions, the approach reduces the amount of slate cutting required and can make retrofit installations significantly faster. 

That combination of speed and roof protection is increasingly important as more property owners consider solar for homes and buildings with traditional slate roofs. Slate is one of the U.K.’s most recognisable and enduring roofing materials, but it can present challenges for solar installers who do not have extensive roofing experience. A purpose-designed solution helps bridge the gap between the solar and roofing trades while supporting better installation practices. 

The innovation has already earned significant industry recognition. SpeedFlash received the Innovation Award at the 2025 Solar & Storage Live Awards, where Genius Roof Solutions was selected from a strong group of companies representing solar technology and energy innovation. It was also named Most Innovative Product at the 2024 Pitched Roofing Awards, while company founder and inventor Jimmy Hall received the Outstanding Contribution to the Roofing Industry award. 

What makes the Genius Roof Solutions story especially compelling is the experience behind the product. SpeedFlash grew from Jimmy’s decades of roofing knowledge and his determination to solve a real installation problem. Rather than asking roofers to adapt a generic product to a slate roof, the company started with the roof itself and developed a solution around maintaining its integrity. That contractor-led approach is exactly the type of innovation we love discovering and sharing. 

It is important for installers to follow the company’s technical guidance and confirm compatibility for each roof. SpeedFlash is designed primarily for slates measuring 18 inches and above, although it may be used with some 16-inch slates when the bracket and working area are suitable. It is compatible with modern composite slates installed with a three-inch headlap, but Genius Roof Solutions recommends its SolarFlash system for composite slates configured with a four-inch headlap. 

Launching RoofersCoffeeShop U.K. has opened the door to new relationships, regional expertise and products that deserve greater visibility. Genius Roof Solutions and SpeedFlash are excellent examples of what we hope to bring to our readers: practical innovation rooted in roofing knowledge and designed to help contractors deliver quality work. 

We look forward to sharing many more discoveries as RoofersCoffeeShop U.K. continues to grow. By connecting contractors, manufacturers, associations and innovators, we can celebrate the people and products shaping the future of roofing across the U.K. and beyond.