Por Alex Tolle, The Coffee Shops®, traducido por Alberto Torres 

Explora oportunidades educativas enfocadas en temas que van desde el rendimiento de los techos y la evolución de los códigos hasta el diseño de la envolvente del edificio y la administración de negocios durante el evento de este año. 

La educación continua brinda a los profesionales del techado la oportunidad de alejarse por un momento de las exigencias del día a día y conocer más a fondo los sistemas, materiales, requisitos y factores económicos que influyen en su trabajo. En el Western Roofing Expo 2026, organizado por la Western States Roofing Contractors Association, los asistentes podrán explorar una amplia variedad de seminarios diseñados para fortalecer sus conocimientos sobre techado, relacionar las decisiones técnicas con edificios de mejor rendimiento y ayudarlos a tomar mejores decisiones de negocio. 

El programa comienza con la evolución de los principales sistemas de techado. Ken Klein analizará cuatro décadas de sistemas de membrana de una sola capa (single-ply), incluyendo los cambios en materiales, métodos de fijación y detalles de instalación que han surgido a partir de la experiencia en el lugar de trabajo. Trent Cotney y John Kenney ofrecerán una perspectiva más amplia de la industria al analizar cómo los materiales para techos, la mano de obra especializada, los códigos y la tecnología han evolucionado con el paso del tiempo.

La resistencia al fuego es otro tema importante. Marco Sieber y Maury Alpert hablarán sobre cubiertas y capas base para techos que pueden ayudar a reducir los efectos de las llamas y las brasas en las zonas donde las áreas naturales se encuentran con las comunidades. Continuando con este tema, Jess Grandy analizará las nuevas regulaciones de ventilación y las opciones de ventilación resistentes al fuego diseñadas para ayudar a los propietarios de viviendas a preparar sus propiedades y cumplir con los códigos correspondientes. 

Los asistentes también podrán ampliar sus conocimientos sobre la humedad y el rendimiento de los techos ante diferentes condiciones climáticas. Phil Dregger compartirá los resultados de un estudio de tres años sobre la acumulación de agua y el deterioro de la madera debajo de sistemas de techado reflectantes. Mindy Dahlquist analizará cómo la retención de nieve, la ventilación, la geometría del techo y la selección de materiales afectan el rendimiento de los techos en climas fríos y mixtos del oeste de Estados Unidos. 

Varias sesiones se enfocarán en las responsabilidades de diseño y los cambios en los requisitos de construcción. Brian Chamberlain explicará las diferencias entre las expectativas de diseño y la cobertura incluida en las garantías publicadas por los fabricantes. Matt Braun analizará los nuevos requisitos para las barreras de aire en proyectos de reemplazo de techos y explicará cómo interactúan las capas de control de aire, humedad y temperatura. Brian también dirigirá una sesión sobre las conexiones entre el techo y los muros, abordando las filtraciones de aire, la resistencia al viento, la compatibilidad de los productos y la coordinación entre los diferentes oficios en uno de los puntos más importantes de la envolvente del edificio. 

Además de las sesiones enfocadas en temas técnicos, habrá otras dedicadas a la administración de negocios. Una de ellas será impartida por nuestra presidenta y directora ejecutiva, Heidi J. Ellsworth! En la sesión Roofing Trends That Matter, Heidi compartirá información del RoofersCoffeeShop 2025 Trends Report, que recopiló datos de encuestas realizadas a más de 200 profesionales del techado, incluyendo contratistas residenciales, comerciales y mixtos de empresas de diferentes tamaños. 

Durante esta presentación, los asistentes conocerán cómo los contratistas se están adaptando mediante la tecnología, el marketing digital y cambios en sus operaciones. También recibirán consejos prácticos sobre cómo utilizar el marketing, la tecnología y la participación en la comunidad para generar confianza, aumentar la visibilidad y fortalecer la estabilidad del negocio a largo plazo. 

En conjunto, estos seminarios ofrecen educación práctica para los profesionales que buscan mejorar la instalación, el diseño, el cumplimiento de códigos y normas, y el rendimiento de los techos a largo plazo. Algunas sesiones también ofrecen oportunidades de educación continua a través del American Institute of Architects (AIA) y el International Institute of Building Enclosure Consultants.

Obtén más información sobre las oportunidades educativas disponibles en el Western Roofing Expo 2026.

Conoce más sobre Western States Roofing Contractors Association (WSRCA) en su Coffee Shop Directory o visita www.wsrca.com. 

By Alex Tolle, The Coffee Shops®.

Explore education focused on everything from roof performance and evolving codes to building-envelope design and business management at this year's show.

Continuing education gives roofing professionals an opportunity to step away from daily demands and take a closer look at the systems, materials, requirements and economic forces shaping their work. At the Western Roofing Expo 2026, hosted by Western States Roofing Contractors Association, attendees can explore a broad seminar lineup designed to strengthen roofing knowledge, connect technical decisions to better-performing buildings and help them make better business deciscions. 

The program starts with the evolution of core roofing systems. Ken Klein will examine four decades of single-ply roofing, including changes in materials, attachment methods and detailing driven by jobsite experience. Trent Cotney and John Kenney will offer a wider industry perspective by tracing how roofing materials, craftsmanship, codes and technology have developed over time.

Fire resilience is another important focus. Marco Sieber and Maury Alpert will discuss roof coverings and underlayments that can help mitigate the effects of flame and embers in the wildland-urban interface. Building on that conversation, Jess Grandy will review developing ventilation regulations and fire-resistant vent options intended to help homeowners prepare their properties and meet applicable codes. 

Attendees can also deepen their understanding of moisture and climate-related performance. Phil Dregger will share findings from a three-year study involving water accumulation and wood decay below reflective roofing. Mindy Dahlquist will explore how snow retention, ventilation, roof geometry and material selection affect roof performance in cold and mixed climates across the western United States. 

Several sessions turn attention to design responsibilities and changing building requirements. Brian Chamberlain will clarify the differences between design expectations and manufacturers’ published warranty coverage. Matt Braun will examine emerging air-barrier requirements for reroofing and explain how air, moisture and thermal-control layers interact. Brian will also lead a session on roof-to-wall connections, addressing air leakage, wind resistance, product compatibility and trade coordination at one of the building envelope’s most important junctions.

In addition to the technically focused sessions, there are sessions that focus on business management. One such session will be taught by our President and CEO, Heidi J. Ellsworth! In the session, Roofing Trends That Matter, Heidi will share about the RoofersCoffeeShop 2025 Trends Report, which collected contractor survey data from more than 200 roofing professionals representing residential, commercial and mixed contractors of all sizes. Attendees of this presentation will "gain insight into how contractors are adapting through technology, digital marketing and operational changes" and get practical tips for using "marketing, technology and community involvement to build trust, increase visibility and strengthen long-term business stability."

Together, these seminars offer practical education for professionals working to improve installation, design, compliance and long-term roof performance. Select sessions also provide continuing education opportunities through the American Institute of Architects and the International Institute of Building Enclosure Consultants.

Learn more about the education available at the Western Roofing Expo 2026.

By Heidi J. Ellsworth. 

Organizations see greater AI success when operational teams shape technology decisions from the beginning instead of treating AI as a separate initiative. 

One of the most common questions surrounding artificial intelligence (AI) today is how organizations can align AI with their business strategy. While that may sound like a logical objective, Brian Behe, CTO of RIIG Technology, believes the question itself reveals a larger issue. When leaders speak about aligning AI with the business, they often imply that AI and business operations are separate entities that need to be connected later. According to Brian, that mindset can create silos from the very beginning and make successful adoption far more difficult than it needs to be. 

As the chief technology officer at RIIG Technology, Brian Behe is recognized for helping bridge the gap between advanced artificial intelligence and real-world business applications, bringing more than 15 years of experience in AI, data science and cybersecurity to the roofing and construction industries. We continue to reach out to Brian to help unravel the AI puzzle. 

This challenge appears frequently across the roofing industry. Organizations often launch AI initiatives within technology departments or leadership teams while the individuals who understand the day-to-day work remain largely on the sidelines. Yet estimators understand proposal bottlenecks, production managers know where scheduling inefficiencies exist, customer service teams recognize recurring communication challenges and sales professionals understand the customer journey better than anyone. When these perspectives are absent from AI planning conversations, solutions can be technically impressive while failing to address the realities of the business. 

Brian points out that this separation often results in stalled pilots with low adoption and mismatched expectations. Technology teams attempt to build solutions they believe the business needs, while operational teams struggle to see how those solutions fit within existing workflows. As a result, AI projects frequently become disconnected innovation efforts rather than practical business improvements. The excitement remains high, but measurable outcomes become increasingly difficult to achieve. 

The more effective approach is to bring AI conversations directly into operational planning. Instead of asking how AI fits into the organization, leaders should examine the business processes that drive performance. Where are employees spending excessive time? Which processes create friction for customers? Where are opportunities being lost because information is difficult to access or analyze? Once those challenges are clearly identified, AI can be evaluated as one of several tools that may help improve outcomes. 

This philosophy places ownership where it belongs — with the people closest to the work. Brian advocates for involving operations, security, compliance, leadership and frontline users in AI discussions from the beginning. When AI initiatives are tied directly to workflows, key performance indicators, governance and accountability, the technology becomes embedded in the business rather than existing alongside it. This approach not only improves adoption but also strengthens trust and ensures that AI investments remain connected to meaningful business objectives. 

For roofing companies navigating rapid technological change, this distinction may prove to be one of the most important factors influencing long-term success. The organizations creating lasting value are not trying to force AI into the business after the fact. They are building AI into the business from the start, ensuring that operational expertise, strategic priorities and technology investments work together to achieve measurable results. 

By Heidi J. Ellsworth. 

Education, industry partnerships and workforce development are helping contractors capitalize on growing opportunities beyond the roofline. 

Homeowners are increasingly looking for contractors who can provide complete exterior solutions and siding has become one of the fastest-growing opportunities for roofing companies seeking to expand their services. But selling siding and installing it successfully are two very different things. True growth beyond the roofline requires contractors to build the product knowledge and installation expertise needed to deliver quality results. 

For roofing contractors, adding siding services creates opportunities that increase the potential project value while strengthening customer relationships and diversifying revenue streams. Yet success depends on much more than simply offering a new product category. Contractors need a deeper understanding of how siding systems perform and how they should be installed through strong operational processes that support quality results. 

That need for education and workforce development has become a major focus for the Polymeric Exterior Products Association (PEPA). Long recognized for its leadership in advancing vinyl siding and polymeric building products, PEPA has expanded its efforts to support the broader exterior products market by connecting advocacy and standards development with meaningful industry education. As the association continues to grow, workforce training remains one of its most important priorities, ensuring contractors have the knowledge and skills needed to meet increasing demand for siding and other exterior solutions. 

The importance of training was highlighted during the recent RoofersCoffeeShop® Coffee Conversations webinar, Beyond the Roofline: Growing Your Business With Siding. Sponsored by QXO and featuring Josh Wilens and Alex Birnbaum of QXO alongside Kristina Hill of HomeShield Roofing & Exteriors, the conversation focused on how siding has evolved from an occasional add-on into a strategic business opportunity. The panel explored how homeowners increasingly expect complete exterior solutions and why contractors who invest in training and strong operational planning are better positioned to capitalize on that demand. 

Training impacts every aspect of a siding business by helping sales teams understand product advantages, preparing crews to install systems correctly and building confidence throughout the organization. That confidence helps contractors deliver a better customer experience while reducing callbacks and warranty issues. When contractors invest in education, they create a stronger foundation for sustainable growth. 

PEPA is helping facilitate that growth by bringing together manufacturers, contractors and distributors with other industry stakeholders to address the industry's most pressing challenges. Through technical resources and educational programming supported by advocacy, the association is working to strengthen the entire polymeric exterior products sector. That commitment recently took an important step forward with the addition of QXO as the first company to join PEPA's new distributor membership category, creating stronger connections throughout the supply chain and expanding opportunities to deliver education and resources directly to contractors in the field. According to PEPA President and CEO Kate Offringa, distributors play a critical role in connecting manufacturers with contractors and builders while helping advance shared industry priorities around workforce development and market growth. She noted that QXO's leadership in distribution and technology makes the company an ideal partner as PEPA continues expanding its efforts to support the industry through collaboration, training and advocacy. 

The addition of QXO comes at a time when contractors are actively searching for ways to differentiate themselves in a competitive marketplace. With labor shortages continuing to challenge the construction industry, access to quality training and educational resources has never been more important. Distributors are uniquely positioned to help bridge that gap, connecting manufacturers' expertise with contractors who need practical guidance and support. The partnership between PEPA and QXO reflects a broader industry recognition that workforce development is essential to future growth. 

PEPA's expanding membership also demonstrates how the association has evolved beyond its traditional focus. Today, the organization represents a wide range of polymeric exterior building products, bringing together expertise from siding and roofing to trim, decking and other exterior solutions. That expanded perspective creates opportunities for cross-industry collaboration and education, helping contractors better understand how products work together across the entire exterior envelope. 

For roofing contractors considering a move into siding, the message is clear, opportunity follows education. Companies that commit to training their teams and leveraging industry resources will be better prepared to deliver quality installations and exceptional customer experiences. As the demand for complete exterior solutions continues to grow, training will remain the foundation that turns opportunity into long-term success. 

Organizations like PEPA, supported by engaged industry leaders such as QXO, are helping pave the way. By investing in workforce development and fostering collaboration across manufacturers, distributors and contractors, they are ensuring the future of siding is built on the knowledge and professionalism that lead to excellence. 

Find additional information about PEPA's advocacy, education and workforce development initiatives through the PEPA directory and learn more about QXO's expanding role in distribution, training and contractor support through the QXO directory on RoofersCoffeeShop.  

By Heidi J. Ellsworth. 

Why successful AI adoption depends on connecting technology to the way roofing companies work every day, long after implementation. 

Artificial intelligence (AI) is part of the roofing industry conversation and is not going away. It is important for contractors to engage in practical ways to use AI to strengthen the way they run their business. Wanting to understand how it can help is leading companies to compare platforms and research both licensing and implementation costs. While those numbers are important, they are only one part of what it takes to create lasting value.  

We once again reached out to Brian Behe, chief technology officer at RIIG Technology, who is a veteran AI strategist and data scientist with a career that spans government, cybersecurity and commercial innovation.  He is widely respected for making enterprise AI practical, secure and results driven. According to Brian, one of the biggest misconceptions organizations make is assuming the vendor proposal reflects the actual investment required for success. He notes that technology itself is often just the starting point. The larger challenge is building the right company structure around data so AI can use it effectively for useful, trusted and aligned operations. 

For roofing businesses, AI is not simply another software purchase. It is an operational capability that needs care and attention long after implementation. Contractors who achieve meaningful results understand that artificial intelligence must be supported by information people can trust. It requires clear ownership inside the company with processes that keep the technology aligned to daily operations. That means companies need to look at how information is gathered, how systems talk to one another and how teams use AI-powered insights in the real flow of their work. Brian frequently emphasizes that AI should be treated as a system that must be operated then monitored and improved rather than a tool that can simply be purchased and deployed. 

This reality is especially important in roofing because information often lives in different places across the business. A contractor may have customer history in one system, measurement information in another, production schedules somewhere else and financial details in yet another platform. When those systems are not connected, even the most sophisticated AI solution can only go so far. The true opportunity emerges when organizations build workflows that allow AI to support better decision-making across the company rather than leaving it as an isolated technology initiative. 

Brian has also observed that many AI discussions begin in the wrong place. Leaders often start by asking which platform to buy or which model has the most advanced capabilities. While those are understandable questions, they rarely lead to the strongest outcomes. The organizations seeing the greatest success begin with the business challenge first. They look at what is affecting performance and then determine whether AI can help create a better way forward. That shift moves the conversation away from technology features and toward results that can be seen in the business. 

For roofing contractors, the lesson is clear. AI should not be viewed as a separate initiative competing for attention alongside the work that keeps the company moving every day. Instead, it needs to become part of the broader business strategy and the operating model that supports the team. The software itself may be the most visible investment, but the greatest value comes when AI is connected to the people, processes and decisions that drive the business forward. Organizations that understand this distinction will be far better positioned to realize the full potential of AI in the years ahead. 

By Heidi J. Ellsworth.  

CertainTeed's Business Building Workshop demonstrates that relationships remain the foundation of roofing success.  

There are many industry events throughout the year, but every once in a while, you attend one that reminds you why you love this industry. That was exactly how I felt participating in CertainTeed's Business Building Workshops (BBW). Through several BBW events, everywhere I looked, contractors were sharing ideas, comparing business strategies and talking openly about the challenges they face every day. CertainTeed team members weren't simply presenting products, they were listening, asking questions and connecting contractors with resources and one another.  

That atmosphere says a great deal about what Business Building Workshops are all about. They are an investment in people. Contractors leave with new ideas, stronger relationships and practical business strategies they can immediately put to work. In today's roofing market, where the economy is challenging and we continue to deal with labor shortages along with one of the fastest growing technology booms we have seen, BBWs offer the type of investment that is more valuable than ever.  

Looking out over historic Fenway Park during the Boston BBW, I had the opportunity to sit down with Mark Rayfield, senior vice president and chief executive officer of Saint-Gobain North America. Having spent more than 27 years with Saint-Gobain and CertainTeed, Mark has helped lead one of the world's largest building products organizations while maintaining a deep connection to the roofing industry. When I asked why the company continues investing in Business Building Workshops, his answer immediately focused on the people who make roofing successful.  

"Our contractor partners are what make this business happen," Mark said. "This is a great way to give them the tools to expand their business, whether it be marketing tools, sales tools or product knowledge. We couldn't do it without them."   

That answer resonated with me because it reflects something I have witnessed throughout my career. Manufacturers that consistently invest in contractor education are investing in the future of the entire industry. When contractors become stronger business owners, everyone benefits: projects run more smoothly, customers receive better service and manufacturers earn long-term loyalty that cannot be created through products alone.  

For years, RoofersCoffeeShop has focused on sharing ideas that help contractors build stronger businesses. We know technical expertise is essential, but we also know successful contractors must be exceptional leaders, communicators, marketers and employers. The workshop embraces that same philosophy by providing education that extends well beyond products and installation.  

As I walked through BBW interviewing contractors, one message surfaced again and again. They appreciated the education, but what they valued most were relationships. They talked about CertainTeed territory managers who understand their businesses, technical representatives who help solve difficult challenges and leadership teams that genuinely want contractor feedback. Those relationships cannot be created with a brochure or a sales presentation. They are built over years of working together, listening and earning trust.  

Mark believes those relationships have always been part of the company's culture. "It's a people company," he explained. "The teams we have in the field connect with contractors, understand their challenges and build these great partnerships. First and foremost, it's always been a strong relationship company."   

I couldn't agree more. One of the reasons roofing remains such a strong industry is because relationships still matter. Contractors choose manufacturers they trust. Manufacturers invest in contractors who share their commitment to quality. Homeowners choose contractors based on confidence and reputation. Even as technology transforms how we communicate and operate our businesses, trust continues to be the foundation that connects every part of the roofing supply chain.  

Those relationships are strengthened every time contractors gather to learn from one another. Some of the best conversations I heard during BBW didn't happen during presentations. They happened in hallways, over coffee and between sessions, where contractors openly shared ideas that had worked in their businesses and discussed challenges they were still trying to solve. Those conversations are often just as valuable as formal education because they remind us that no one succeeds alone.  

Relationships naturally led many of the conversations at BBW to another important topic — workforce development. Every contractor interview talked about recruiting, training and retaining quality employees. It is one of the greatest challenges facing roofing today and Mark spoke passionately about the investments Saint-Gobain and CertainTeed are making to help prepare the next generation of industry professionals.  

CertainTeed continues expanding training opportunities for employees while partnering with vocational schools and technical education programs to introduce young people to careers in manufacturing and construction. Those investments recognize that building tomorrow's workforce requires long-term commitment rather than short-term solutions. It is another example of how education strengthens not only individual companies but the entire roofing industry.   

As someone who has spent decades promoting careers in roofing, I found that especially encouraging. Our industry offers incredible opportunities, but we must continue telling that story. We need to show young people that roofing is about innovation, technology, leadership and entrepreneurship just as much as it is about installing roofs.  

That commitment to learning extends throughout Business Building Workshop. Sessions on leadership, sales, marketing, technology, podcasting and installation are designed to help contractors become stronger business owners. Technical knowledge remains critical, but today's contractors also need the skills to lead teams by building strong company culture and communication while adapting to changing markets.  

Mark also discussed the importance of complete roofing and exterior systems. Homeowners no longer look at roofing products individually. They are investing in complete building envelope solutions that protect their homes while improving long-term performance. Contractors who understand how roofing, ventilation, underlayments, weather barriers and siding work together create greater value for customers while strengthening their own businesses. Education gives them the confidence to have those conversations and differentiate themselves in an increasingly competitive marketplace.   

One of the themes that continued surfacing throughout the workshop was listening. CertainTeed doesn't simply develop educational programming and hope contractors find it useful. The company continually asks contractors what challenges they are facing and then builds future workshops around those needs. New classes are added, existing sessions evolve and every year the educational program becomes stronger because it reflects what contractors are experiencing in the real world.  

That approach may have been my biggest takeaway. The best manufacturers listen to contractors. The best contractors listen to customers. The best leaders listen to their teams. Those conversations create better products, stronger businesses and partnerships that continue moving the roofing industry forward.  

As I walked out of Fenway Park that afternoon after visiting with Mark, I found myself thinking about all the conversations that had taken place over the previous two days in classrooms, during lunch or in the hallway. Those are often the moments that have the greatest impact because they remind us that roofing has always been an industry built on people willing to help one another succeed.  

I have had the privilege of attending hundreds of roofing events over the years and the ones that leave a lasting impression all have one thing in common. They invest in people first. Products matter. Innovation matters. Technology certainly matters. But none of those things reach their full potential without contractors who know how to build successful businesses and lasting relationships.  

Business Building Workshop reflects that belief in every session, every conversation and every opportunity to learn. It is more than an educational event. It is a commitment to helping contractors become stronger business leaders, better employers and trusted partners in their communities. When manufacturers invest in helping contractors succeed, they aren't simply building market share. They are helping build a stronger roofing industry and that is an investment that benefits all of us.  

Learn more about how CertainTeed’s Business Building Workshops invest in contractor education, relationships and leadership to strengthen the future of the roofing industry! 

By Heidi J. Ellsworth. 

Business leaders create more value from AI when they focus on solving measurable operational challenges before selecting tools or platforms. 

Artificial intelligence (AI) continues to dominate conversations across the roofing industry and for good reason. As new capabilities emerge at a rapid pace, many are looking at AI to help teams work faster while strengthening decisions they make every day. It is about improving how they work for customers. As vendors introduce innovative solutions, technology demonstrations are becoming increasingly impressive.   

We took this topic to Brian Behe, chief technology officer at RIIG Technology. He is a veteran AI strategist and data scientist whose career spans government, cybersecurity and commercial innovation. He is widely respected for making enterprise AI practical through a deep understanding of security and data while focusing on innovating results-driven technology. We asked him how often businesses are losing sight of what truly drives successful AI adoption. 

Brian has observed that many AI initiatives start with questions about platforms, models and capabilities. Leaders want to know which solution is best while understanding how far technology can go and whether competitors are already gaining ground. While those conversations generate excitement, they rarely produce the strongest business outcomes. Instead, the most successful organizations begin by identifying a specific challenge that impacts performance. They look closely at the operational pressure points and customer frustrations that can be measured then work to understand and improve. Only then do they evaluate whether AI is the right tool to help address those issues. 

The roofing industry offers countless examples of where this mindset can create value. Contractors often feel the pressure of operational slowdowns that affect everything from the first customer inquiry to the final project handoff. Estimating can take longer than it should, leads can fall through the cracks and communication can become difficult to track as teams move quickly between jobs. These are not technology problems; they are business problems. When organizations begin with these operational realities, they gain a much clearer understanding of where artificial intelligence can contribute. AI becomes a strategic enabler rather than the center of the conversation. 

Another challenge Brian frequently highlights is the tendency for AI initiatives to develop their own budgets, roadmaps and objectives separate from the rest of the organization. While this may appear to accelerate innovation, it often has the opposite effect. Projects drift away from actual business priorities, and technology decisions become driven by demonstrations rather than results. Organizations end up implementing solutions that work technically but fail to deliver meaningful improvements where they matter most. 

A consulting-led approach addresses this issue by bringing conversations back to business outcomes. Instead of focusing on what AI can do, leaders concentrate on what the business needs to accomplish. Once those objectives are established, technology can be evaluated by how well it supports day-to-day operations, creating value for customers with long-term sustainability. This methodology results in stronger adoption because teams understand why technology matters and who owns the work; then it can be measured for success. 

For roofing contractors, the greatest opportunity is not simply adopting artificial intelligence. The opportunity lies in creating better workflows and smarter business practices that help teams deliver stronger customer experiences with AI embedded throughout those processes. Organizations that focus on solving real business challenges before selecting technology will ultimately create more value and build a stronger competitive advantage for the future. 

By Emma Peterson. 

Explore the articles that generated the most interest this month. 

In the last month, over 250 articles have been published on RoofersCoffeeShop.com. That’s a lot of reading to keep up with, especially for busy contractors who are going between the office and the field. To make it easier to keep up, we’ve looked at those hundreds of articles and picked out the most popular ones to showcase.  

In this list, there are a couple of articles authored by Heidi J. Ellsworth, the president of The Coffee Shops™. In one article she highlights how the National Roofing Contractors Association (NRCA) is expanding mental health support through suicide prevention training, made possible through a collaboration with LivingWorks. The other article dove into the importance of awards and recognition during the current artificial intelligence boom.  

Our friends over at Cotney Consulting Group also contributed a few articles on our top 10 list, including one about crystalline silica exposure and another about creating an operational preparedness plan to navigate the current global political environment.  

Our number one article of the month showcased FMI Corporation’s 2026 Q2 North America Construction and Engineering Outlook Report and was written by Emma Peterson, senior content developer for The Coffee Shops™. This was not the only article of Emma’s that made the list, as her articles about turning data into business strategies, taking on leadership roles and the development of the metal roof retrofit industry were also featured. 

July 2026’s top articles 

10 - Eagleview warns emergency managers: A below average hurricane season is not a safe season by Eagleview. 

9 - NRCA expands mental health support with free suicide prevention training by Heidi J. Ellsworth. 

8 - NRCA Gold Circle Awards: Why recognition matters more than ever in the age of AI by Heidi J. Ellsworth. 

7 - When global events reach the rooftop by John Kenney, Cotney Consulting Group. 

6 - Building the metal roof retrofit industry by Emma Peterson. 

5 - Finding opportunity in every position by Emma Peterson. 

4 - ARCA’s Lotería Night brings fun and connection to the roofing community by Alex Tolle. 

3 - Connecting the dots between data and strategy by Emma Peterson. 

2 - The silica citation nobody sees coming by Cotney Consulting Group. 

1 - Construction growth expected in the next year by Emma Peterson. 

By Heidi J. Ellsworth.

Industry recognition creates credibility, strengthens marketing efforts and helps contractors stand out in a world where customers and AI tools are constantly searching for proof of expertise. 

Every day, roofing contractors complete exceptional projects, solve complex building challenges and develop innovative solutions for their customers. They invest in skilled craftsmanship, advanced technologies and highly trained teams to deliver results that protect buildings and communities. Unfortunately, many of those accomplishments remain known only to the people directly involved, limiting opportunities to build awareness and showcase expertise. 

That is why applying for industry awards is one of the smartest marketing investments a contractor can make. The National Roofing Contractors Association (NRCA) is currently accepting nominations for its Gold Circle Awards, which recognize outstanding roofing-related projects and services completed between June 1, 2023, and May 31, 2025. Contractors can be recognized in four categories:

1. Outstanding workmanship
2. Innovative solutions
3. Artisan workmanship
4. Wall panels and facades

Entering any of these categories is a huge opportunity for roofing professionals — and not just for the chance to win an exciting award. The application process for this contest is an often overlooked part of the award process, but it is very valuable for contractors.

Preparing a nomination requires contractors to document what made a project successful, gather photography, organize project details and tell the story behind the work. In many cases, that information becomes some of the most valuable marketing content a company will create all year. What starts as an award submission can quickly become:

• Case studies that demonstrate expertise.
• Photo catalogs that support sales efforts and marketing campaigns.
• Newsletter stories that help customers understand how a contractor solves problems and delivers value.
• Material for customer presentations and social media posts. 

Ultimately, every nomination creates an opportunity to tell a story that reinforces a company's reputation and differentiates it from competitors in an increasingly crowded marketplace. 

That visibility has become even more important as artificial intelligence changes how customers search for information. Today’s customers frequently use search engines and AI-powered tools to research contractors before making buying decisions. These systems look for evidence of expertise, credibility and trust.

Award nominations and recognition contribute directly to that visibility. Every published project profile, news announcement or industry article creates another piece of content that customers and AI tools can discover. Contractors who consistently share accomplishments, publish project profiles and promote industry recognition create a stronger digital footprint that helps them stand out online and increases the likelihood that prospective customers will encounter their expertise during the research process.

In many ways, recognition has become one of the most powerful forms of third-party validation available. And by leveraging it properly, contractors can create future opportunities for themselves, whether that's drawing in a new client through marketing efforts or improving company culture through recognition of hard work and talent. The NRCA Gold Circle Awards provides an outstanding opportunity to do this, to celebrate excellence and create content that supports business growth long after the awards presentation is over.

If you know an NRCA member who completed an exceptional roofing project or service between June 1, 2023, and May 31, 2025, consider submitting a nomination before the September 18 deadline. Past Gold Circle winners can be found on RoofersCoffeeShop, offering strong examples of how award-winning projects can build visibility, strengthen credibility and showcase expertise for years to come. 

By Heidi J. Ellsworth. 

Funding quality craftsmanship and building the future workforce. 

One of the biggest challenges facing the construction industry today is finding and developing skilled workers. For metal building contractors, investing in training is essential not only for workforce development but also for maintaining quality standards and meeting accreditation requirements. A new funding opportunity from the Ketenbrink Education Foundation (KEF) is making that investment easier by helping companies offset the cost of training their teams.

The foundation is currently offering immediate mini grants for companies that enroll employees in the Metal Building Institute (MBI) Quality and Craftsmanship (Q&C) 101 training series. According to information shared by Jacqueline Meiluta, companies can receive $250 in grant funding for each employee who successfully completes and passes the testing portion of the training program, with grants available for up to five employees per company. 

The financial benefit is significant. While the Q&C 101 testing costs $110 per participant, contractors can receive $250 per employee through the grant program, creating a positive return on their training investment while strengthening workforce capabilities. 

The opportunity comes at a critical time as the industry continues to focus on workforce development, safety and installation quality. The Q&C training program is designed to help workers better understand metal building construction standards and best practices. In fact, completion of MBI Quality and Craftsmanship training is a required component of AC478 accreditation, making the program especially valuable for contractors pursuing or maintaining accreditation status. 

The grant funding is being provided through the Ketenbrink Education Foundation, whose mission is to help metal building construction workers and aspiring industry professionals acquire the skills and knowledge needed to succeed in the field. The foundation also works to improve the availability of technical and practical training throughout the metal building industry. 

As noted in the foundation's materials, industry leader Bob Ketenbrink emphasized the importance of proper training, stating that one of the most important needs in the metal construction industry is ensuring workers are trained to safely and correctly install materials so building owners receive the highest quality results from their investment. 

To encourage participation, KEF has allocated $50,000 to the program, enough to support approximately 200 newly trained craftsmen across the industry. The grants are available on a first-come, first-served basis and will close once funding has been exhausted. Each company is eligible for up to $1,250 in total grant funding. 

Programs like this demonstrate how industry associations and foundations continue to invest in the future of construction. By helping contractors reduce training costs while improving workforce competency, the KEF grant program creates a win-win opportunity for employers, employees and the customers who depend on quality construction. 

Contractors interested in taking advantage of the funding should act quickly while grants remain available. Applications can be submitted through the foundation's online application process. 

Learn more about the grant opportunity and apply today through the KEF application portal. Investing in training today can help strengthen your workforce, support accreditation goals and position your company for long-term success.