By Heidi J. Ellsworth

Clear processes and human accountability help roofing businesses put responsible AI into practice.

In my ongoing conversation with Brian Behe, chief technology officer of RIIG Technology, Inc., we continue to explore what practical AI adoption looks like in the roofing industry. One issue deserves more attention, and that is responsibility. As businesses decide where AI fits into their operations, they must also determine how they will respond when a tool produces an unexpected result.

Brian addressed this challenge directly. “Most people have a well-prepared answer for what responsible AI means. That is, at least until something goes wrong.” His observation raises an important question for roofing professionals. Does your team have a process for handling a problem or simply an expectation that the technology will work?

It is easy to discuss responsible use when everything is going smoothly. A company may agree that employees should review AI-generated information and protect customer data. But those expectations become meaningful only when employees know how to apply them during a busy workday—especially after an error has reached a customer or influenced a decision.

Brian’s perspective comes from experience with systems in which failures carry significant consequences. “I’ve spent a significant part of my career working on systems where failure isn’t just inconvenient; it matters in a critical way and directly impacts a person’s safety and security,” he wrote. That experience shapes his emphasis on establishing clear protocols before something goes wrong.

Consider an AI-assisted customer message that gives an incorrect project start date. The immediate question is who will catch the mistake and contact the customer. The broader question is how the company will trace the error to its source and prevent other customers from receiving the same inaccurate information.

An estimating workflow presents a different risk. If an AI tool helps prepare a proposal but omits information that affects the scope of work, employees need to know how to flag the omission and who has authority to approve a correction. A review requirement is effective only when the reviewer knows what to check and how to respond when information is incomplete.

These examples show why responsibility must become part of everyday operations. As Brian explained, “Responsible AI isn’t the values statement you write down. It’s what happens when something goes sideways. It’s how your organization responds under pressure.” That response must be clear enough for employees to act without guessing.

Responsibility begins with clear ownership. When an employee notices an unexpected result, a designated person should evaluate the issue and decide whether to pause the affected workflow. Employees also need a straightforward way to report concerns, particularly when they do not know how widely an error may have spread.

Brian drew a direct distinction between good intentions and an established process. “If those processes aren’t clear, you don’t really have governance. You have intent.” For roofing companies, governance can start with practical instructions that identify who reviews an AI output and who handles an exception.

Those instructions should reflect the work and its risks. An AI-generated marketing draft may require editorial review before publication. Information that influences a technical roofing decision should be reviewed by someone qualified to evaluate it. In each case, the level of oversight should match the consequences of an error.

Training should also cover what happens after an error is discovered. Employees need to know how to preserve the information required to investigate the problem and, when necessary, shift the affected work to an established manual process. Walking through a realistic scenario can expose gaps that are easy to miss in a written policy.

A company can learn from these situations by looking beyond the individual mistake. Was the source information inaccurate, or did the review process fail to catch a problem? Identifying what happened allows the team to improve the workflow before resuming normal use.

Brian’s message is that accountability must be built into how a system operates. “Because in reality, responsible AI isn’t about what you say you will do. It’s about how your system behaves when it actually matters.” For roofing businesses, the system includes not only the technology but also the people and processes around it.

As our conversation continues, contractors can use this issue to examine their own AI practices. Choose one workflow in which your team uses AI and walk through what would happen if the output were wrong. Make sure employees know whom to contact and how to keep the work moving responsibly. Then use what you learn to strengthen the process.

Hosted by wienerberger and supported by main sponsor VELUX: Two days of knowledge sharing and personal connections in Vienna.

The IFD Connection Forum 2026 brought together representatives of national roofing associations, roofing contractors and industry partners at wienerberger’s headquarters in Vienna on 14 and 15 October. Personal dialogue and the exchange of experience across borders were at the heart of the event, organised by the International Federation for the Roofing Trade (IFD).

wienerberger: Partnering with roofing contractors

Following the opening by IFD President Dirk Bollwerk, Gerhard Hanke, Interim CEO of Wienerberger AG, and Franz Kolnerberger, Head of Product Management Roof Solutions of Wienerberger AG, welcomed guests. wienerberger presented developments in the European roofing market, energy-efficient building renovation and complete roofing systems. Collaboration with roofing contractors was a key focus: practical experience helps shape product and system development, while training and digital tools support contractors.

VELUX supports the forum as main sponsor

As main sponsor, VELUX supported the IFD Connection Forum 2026 and its focus on direct contact between roofing contractors, associations and industry.

Insights from different countries

Heidi Ellsworth of RoofersCoffeeShop explained how AI-powered information searches are changing the digital visibility of companies and associations. A presentation by Estonian company Katevara focused on recycling bituminous roofing materials. Projects by Spitzer Dach from Austria and The Durable Slate Company from the USA added practical examples from roofing contractors to the programme.

On the second day, representatives of roofing associations from the USA, the United Kingdom and Germany outlined their processes for developing technical guidelines. Two parallel working groups provided space to discuss the work of the IFD commissions and the leadership of national associations. Chantal Huser of Gebäudehülle Schweiz shared approaches to attracting young talent.

Connections beyond the conference programme

A ride on a historic Viennese tram and an evening at a traditional wine tavern, or Heuriger, offered opportunities to strengthen connections and continue conversations. Participants particularly valued the many opportunities for discussion and the open exchange of ideas, reflecting the spirit of “Connect & Exchange”.

The IFD thanks wienerberger as host and VELUX as main sponsor, along with partners PREFA, Murexin and FAKRO. It also thanks the speakers and participants who contributed their experience and perspectives to the forum.

About the IFD

The International Federation for the Roofing Trade (IFD) brings together national trade associations and other members of the roofing industry. It promotes international knowledge sharing, develops technical recommendations and guidelines, and supports young talent as well as vocational education and continuing professional development.

By Heidi J. Ellsworth

Roofing businesses can get more value from AI by defining a measurable business challenge before choosing a platform.

In my ongoing conversations with Brian Behe, CTO of RIIG Technology, artificial intelligence continues to generate discussion across the roofing industry. Contractors are exploring how it can help their teams work more efficiently and improve customer service. But before choosing an AI platform, contractors should answer a more fundamental question: What does the business actually need to solve? Behe shared his perspective on this important starting point. “A lot of AI strategies start in the wrong place,” he said. “They start with the platform, not the problem.”

It is easy to understand why. A technology demonstration can make new possibilities feel immediate and exciting. For a roofing company managing busy schedules and demanding customers, the promise of saving time can be especially appealing. Yet an impressive demonstration does not prove that a tool will address the challenges employees face every day. Behe understands the excitement, but his conversations with business leaders ultimately return to a practical question: “What are you actually trying to solve?” That, he confirmed, is where the conversation should begin.

For roofing contractors, the answer might involve reducing the time required to prepare a proposal. Before evaluating technology, however, it is important to understand what causes the delay. An estimator may be entering the same information into multiple systems or waiting for missing details from the field. Those situations require different solutions, even though both make proposal preparation take too long.

Customer communication offers another example. If homeowners repeatedly call for project updates, the business should examine how scheduling information is captured and shared. AI may be able to support that workflow, but the team first needs a dependable process for recording accurate information and communicating changes.

Behe also cautions against allowing AI initiatives to become disconnected from business priorities. When an initiative develops its own team, budget and roadmap without a strong connection to daily operations, it can drift. The company may begin focusing on what a platform can do rather than why the investment matters.

As Behe explained, “You end up choosing tools based on impressive demos instead of real business fit.” That distinction matters for roofing companies, where any solution must work within the realities of both the office and the jobsite. A tool can perform as designed and still fail to improve the work that needs attention.

A better starting point is to define the challenge clearly and identify a measurable outcome. If proposal preparation is taking too long, establish how much time it currently requires and where that time is being spent. Then determine what level of improvement would be meaningful without compromising the accuracy customers expect.

That preparation gives the technology conversation a clear purpose. A contractor can ask a vendor how a platform would improve a specific workflow and then evaluate whether the potential benefit justifies the effort required to introduce it. The discussion becomes grounded in the company’s needs rather than a broad promise of transformation.

Employees should be part of that conversation from the beginning. The people preparing estimates or answering customer calls often understand the obstacles in ways that are difficult to see from a leadership meeting. Their experience can help define the problem and show whether a proposed solution will genuinely make their work easier.

Once the challenge is understood, the next question is whether AI is the right tool to address it. As Behe explained, “Sometimes the answer will be yes. Other times, a clearer process or better use of existing software may provide the improvement the company needs.” Evaluating those possibilities keeps the business outcome at the center of the decision because, as he noted, “AI isn’t the strategy. It’s just one tool in the toolbox.”

For roofing professionals, that is a useful reminder to connect every technology investment to the work it is intended to improve. As your company explores AI, begin with one operational challenge and a clear definition of success. Include the employees who understand the work, then evaluate each tool against that need. To continue the conversation, follow Brian Behe’s LinkedIn posts and consider which business problem would be most valuable for your team to solve.

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.