By Heidi J. Ellsworth.

Impactful conversations are reshaping jobsite safety and workforce wellbeing across the roofing industry. 

For years, the roofing industry carried an unspoken rule: Push through, stay tough and keep moving, with little room for conversations around stress or mental wellbeing. Mental health was rarely acknowledged as part of the job, let alone something that could directly impact performance or safety. But that mindset is shifting as contractors, crews and industry leaders begin to recognize a critical truth: Mental health is not separate from the work, it is embedded in it. 

Every day, stress and burnout show up in subtle but important ways, from missed details and slower reaction times to lack of focus and disengagement. These are not just operational challenges; they are often early warning signs that something deeper is affecting the workforce. That growing awareness is exactly why the upcoming webinar, “From the Ground Up: Mental Health, Safety and Total Worker Wellbeing in Roofing,” is so timely and relevant.  

Promoted by the Colorado Roofing Association (CRA), this live online session reflects the association’s commitment to supporting its members not only through technical education but also through initiatives that strengthen workforce culture and long-term business success. By bringing this topic to the forefront, the association is helping normalize the conversation and encouraging roofing professionals at every level to take a more proactive approach to mental health as part of overall safety. 

Led by the National Roofing Contractors Association (NRCA) Director of Safety and Risk Management Adrianne Anglin, the session is designed to be practical, direct and grounded in real-world experience. Rather than offering abstract concepts, it focuses on what roofing professionals are seeing on jobsites and in offices today, and how those realities connect to stress, burnout and mental wellbeing. Participants will gain a clearer understanding of how these challenges present themselves in everyday work environments, along with the early signs to watch for before they escalate into safety concerns or performance issues that can impact entire crews. 

Equally important, the webinar will address one of the most common barriers in the industry: knowing how to talk about mental health in a way that feels natural and productive. Many professionals want to support their teams but are unsure how to start the conversation without creating discomfort or resistance. This session will offer practical guidance on how to check in with team members, what to say and how to build trust so that employees feel supported rather than singled out. It also emphasizes that creating a culture of awareness does not have to slow down operations or add unnecessary complexity but instead can be integrated into existing safety practices in a way that strengthens both performance and morale. 

Attendees will also walk away with simple, actionable strategies that can be applied immediately, whether they are managing a crew, running a business or working on the roof. These include ways to support coworkers without disrupting workflow, recognize when someone may need help and reinforce a jobsite culture where safety includes both physical and mental wellbeing. The roofing industry has long been a leader in advancing safety standards and expanding that focus to include mental health is a natural and necessary evolution, especially as labor challenges continue and the demand for skilled workers grows. 

Webinar details

Date: April 30, 2026 
Time: 12:00 p.m. – 1:10 p.m. 
Location: Live on Zoom 
Cost: Free for Colorado Roofing Association members (2 CIUs) 

To register, visit the Colorado Roofing Association website and secure your spot for this important session. You can also learn more about the association, its events and ongoing education by visiting the CRA directory. 

Whether you join from your truck, bring your office team together or share it with your crew on the jobsite, this is one hour that can have a lasting impact on how your organization approaches safety and performance. Taking the time to invest in your people ultimately strengthens every part of the business, leading to better outcomes, safer jobsites and a more resilient workforce. 

Register today and take the next step toward building a healthier, safer roofing industry. 

By Emma Peterson. 

Dive into the key role that company culture plays in building and retaining top talent.  

At the core of the roofing industry are the people who represent and advocate for it. Our businesses are all about serving customers, and a strong, talented internal team is the key to success. But building that team can be hard in an industry that has a seemingly constant labor shortage. To learn more about building and retaining a base of reliable employees, Heidi J. Ellsworth hosted Amy Staska, the National Roofing Contractors Association (NRCA)’s VP of workforce development; Maureen Greeves, Tremco Roofing’s director of field operations; and Mandy McIntyre, WTI's CM development manager for an episode of Coffee Conversations®. 

Retention is a key part of a successful business. Amy explained, “When people leave, you’re not only losing their specific talents, but you’re also losing money and having to spend more time and energy to recruit a replacement for them.”  

So, how do you build a company that people want to stay at? It’s all about building a company culture that is comfortable and supportive. Amy elaborated, “I'm a huge proponent of Maslow’s hierarchy of needs and truly believe that when people feel like they're safe and secure, when they feel like they belong, they're going to be able to work better and they're going to stay.” 

A simple way to start building such a culture i by having individual conversations with employees. Mandy shared:  

A lot of building a culture that retains employees is having one-on-one, face-to-face time, where you touch base with new hires, get to know them as a person and see how things are going. It sounds small, but it really goes a long way to build that psychological safety, build that confidence and build engagement. That is the foundation for a strong culture.  

This is something that Maureen and the team at Tremco are working to implement in their operations. She explained, “Culture starts at the top, and our president James McDonald takes the time to have what he calls ‘James unfiltered calls.’ In these calls he talks to individuals in the company at the field technician/foreman level to hear what’s going on, to know them as people and build that culture that retain people.”  

Want to learn more about building a culture of retention? Tune in to the whole podcast with Amy, Mandy and Maureen!

By Emma Peterson. 

Sherri Miles explains how SkillsUSA is creating a stronger talent pipeline for the roofing industry. 

Across the United States, SkillsUSA regional competitions are heating up in preparation for the 2026 SkillsUSA National Championship, which will be held at the Georgia World Congress Center in Atlanta, Georgia this June! To learn more about how students competing in the roofing trade are preparing for this national stage, Coffee Shops editor in chief Lauren White sat down with Sherri Miles, a fourth-generation roofing contractor in Virginia whose company, Miles Roofing, is closely involved in their local SkillsUSA chapter.  

Roofing is a relatively new addition to the SkillsUSA competition roster. The Roofing Alliance first became a partner organization in 2019 with Skills USA nationally.  The National Roofing Contractors Association (NRCA) has expanded the relationship and held first a “demo” competition in 2022!  This occasion was something that Sherri remembers well, as she was involved. She explained, “When NRCA started talking to SkillsUSA, one of the big initiatives was to get boots on the ground around the country to build relationships with local CTE teachers.  I befriended the head of the CTE for Virginia Beach Schools and told them, 'I really want commercial roofing to be a part of this. And I want you guys to be the first ones to participate.” 

That head of CTE got Sherri in contact with a carpentry teacher in the school system who invited the Miles Roofing team to present to his class a couple times. Through that relationship, Sherri and her team prepared the first Virginia team to compete in SkillsUSA for commercial roofing. She recalled, “We got some kids ready for competitions... One of my favorite parts has been when we have rainy days and getting to see my guys who are ProCertified roofers teach these kids. They love connecting with them and sharing the world of roofing with them.” 

That first year they sent one student from Virginia to Nationals, the second year it was two, the third year they sent one and this year, Sherri and Miles Roofing are part of a fundraising effort to send a student named Nick to the competition. She shared a bit of his story:  

The SkillsUSA director from Virginia was one of the teachers and administrators the NRCA brought to the International Roofing Expo (IRE).  After her return to Virginia she got us in contact with a student from a school system we had not worked with before in commercial roofing. He was interested in roofing but had not done any hands-on training with the products. He wasn’t quite prepared for the competition.  SkillsVA and the Virginia Association of Roofing Professionals (VARP) had him come to the state competition and compete as a demonstration and this kid was fantastic. He welded better than some of my guys who have been doing it for a while. He was a really quick study and we immediately knew that he needed to compete at Nationals.  

VARP gave him our endorsement to move on to Nationals and  then I received a text from his teacher saying, ‘Hey, we don’t have the money, I don’t think we can get him there.’   I started calling various organizations because this is a great kid, a great competitor who should be there representing Virginia. How do we get him to Atlanta? 

The answer, bring the roofing community together. Already, Sherri has gotten in contact with NRCA about scholarship money to help Nick’s journey to the SkillsUSA competition, “We will make sure this happens, he will be going. And looking to the future, I am already emailing and calling as many other players as I can to make sure that we have a more robust system in place in the future so other students don’t have to worry about not having the funding to go to Nationals.”  

Because at its core, SkillsUSA is so much more than just a competition. Sherri explained, “SkillsUSA isn’t just a competition. It’s the way we can start the pipeline of kids who are coming out of school credentialed, inspired and ready to join the trades.”  

Want to learn more about helping students make it SkillsUSA? Reach out to Sherri!

Por Emma Peterson, traducido por Alberto Torres. 

IFD y The Coffee Shops™ esperan expandir y fortalecer juntos a la comunidad global de la industria del roofing. 

Recientemente, The Coffee Shops™ anunció nuestra asociación con la International Federation of the Roofing Trade (IFD). Para quienes no están familiarizados, IFD es una organización global que actúa como una plataforma para que asociaciones nacionales de techado, socios de la industria y profesionales trabajen en conjunto para promover y hacer crecer el oficio de techado. 

En nuestra alianza con IFD, nos enfocaremos en promover las iniciativas globales de IFD, como el Connection Forum y la IFD Young Roofers World Competition. Veamos más de cerca estos eventos: 

• El Connection Forum reúne a techadores de todo el mundo con el objetivo de compartir experiencias reales de proyectos, fomentar el intercambio entre países y reforzar las directrices técnicas. Programado para octubre de 2026 y con sede en Viena, Austria, el equipo de The Coffee Shops no solo ofrecerá cobertura en vivo del evento, sino que también presentará temas sobre marketing digital, tendencias de la industria y la globalización del sector de roofing. 
• La IFD Young Roofers World Competition se llevará a cabo en noviembre de 2027 en Budapest, Hungría. Al igual que en el Connection Forum, The Coffee Shops proporcionará cobertura en vivo del evento. Esta tampoco será la primera vez que asistimos a este evento, ya que participamos y cubrimos la Young Roofers World Competition junto con la National Roofing Contractors Association (NRCA) en 2024, cuando se llevó a cabo en Austria. 

Estos dos eventos son solo el comienzo de lo que esperamos sea una larga alianza entre IFD y The Coffee Shops. Como compartió nuestra CEO y presidenta, Heidi J. Ellsworth: “La conexión con las numerosas asociaciones nacionales que forman parte de IFD es importante para el futuro de la industria del techado. Están reuniendo a profesionales y jóvenes techadores para compartir las mejores prácticas y fomentar el desarrollo de la fuerza laboral... Estamos orgullosos de asociarnos con IFD para compartir su misión y promover sus eventos que unen a la industria de roofing a nivel global.”

By Emma Peterson. 

IFD and The Coffee Shops™ are looking forward to expanding and strengthening the global roofing community together. 

Recently, The Coffee Shops™ announced our partnership with the International Federation of the Roofing Trade (IFD). For those who are unfamiliar, IFD is a global organization that acts as a platform for national roofing associations, industry partners and professionals to work together to promote and grow the roofing trade.  

In our partnership with IFD, we will be focusing on promoting IFD’s global initiatives, such as the Connection Forum and the IFD World Championship for Young Roofers. Let’s take a closer look at these events: 

• The Connection Forum brings together roofers from around the world with the goals of sharing real project insights, fostering exchange between countries and strengthening technical guidelines. Planned for October 2026 and to be hosted in Vienna, Austria, The Coffee Shops’ crew will not only provide live coverage of the event, they will also be presenting on digital marketing, industry trends and the globalization of the roofing industry.  
• The IFD World Championship for Young Roofers will be hosted in November of 2027 in Budapest, Hungary. Similar to the Connection Forum, The Coffee Shops will provide live coverage of the event. This will also not be the first time we have attended this event, as we attended and covered the IFD World Championship for Young Roofers with the National Roofing Contractors Association in 2024 when it was hosted in Austria.  

These two events are just the start of what we hope will be a long partnership between IFD and The Coffee Shops. As our CEO and president Heidi J. Ellsworth shared, “The connection to the many national associations that are part of IFD is important for the future of roofing. They are bringing professionals and young roofers together to share best practices and encourage workforce development... We are proud to partner with IFD to share their mission and promote their events that bring the roofing industry together globally.”

By Emma Peterson. 

Celebrate your crew and share your story with NRCA this June. 

Roofing is the hidden hero in many people’s lives; roofs protect their homes, families, businesses and possessions from the elements. To raise awareness about the significance of roofing and the important work of professionals across the roofing industry, the National Roofing Contractors Association (NRCA) will be hosting their annual National Roofing Week from June 7-13, 2026. 

During the week, NRCA will be sharing stories from professionals around the industry across their social media platforms. NRCA encourages members to “share their stories of charitable giving, crew and staff appreciation and signature roofing projects” by using the #NationalRoofingWeek2026 tag.  

Another great way to show your support for this initiative is by decking your crew out in National Roofing Week swag! These shirts are a great way to show your roofing pride with style. You can find more detailed information about participation and National Roofing Week assets to use in your photos and videos online. 

This year’s event is sponsored by a variety of industry-leading companies, including Georgia-Pacific, SRS Distribution, International Roofing Expo, Hanover Architectural Products, OMG Roofing Products, Roofing Alliance, SOPREMA and TuffWrap. If you need more information on National Roofing Week, contact NRCA Director of Communications Krista Berns (847-493-7531 or kberns@nrca.net) or NRCA Social Media Manager Madison Mahoney (847-493-7548 or mmahoney@nrca.net). 

Join the NRCA in celebrating the essential work your crew does each day and promote the importance of hiring professionals!

The survey is an industrywide effort to collect information about the reroofing market spearheaded by a coalition of trade associations.

The National Roofing Contractors Association encourages roofing professionals to join industry trade associations representing contractors, consultants and manufacturers in the U.S. and Canada in taking part in the latest Quarterly Market Index Survey for Reroofing to evaluate business conditions during the first quarter of 2026.

For more than two years, the survey has taken the pulse of the reroofing industry and continues to serve as a regular barometer of the industry’s business conditions. By asking a handful of business questions and measuring responses across several demographics, the survey helps indicate the reroofing market’s strength and trajectory. Your response provides valuable insight.

The results of the Quarterly Market Index Survey for Reroofing are made available to all survey participants via an online dashboard that enables users to filter results by region and other metrics.

For the previous survey that measured business activity during the fourth quarter of 2025, 75% of responses came from roofing contractors and 25% came from roof consultants.

The survey is an industrywide effort to collect information about the reroofing market spearheaded by a coalition of trade associations, including the Asphalt Roofing Manufacturers Association, Canadian Roofing Contractors Association, Chemical Fabrics & Film Association Inc., EPDM Roofing Association, International Institute of Building Enclosure Consultants, Metal Construction Association, Metal Roofing Alliance, National Roofing Contractors Association, National Women in Roofing, Polyisocyanurate Insulation Manufacturers Association, Roof Coatings Manufacturers Association and Single Ply Roofing Industry.

The Quarterly Market Index Survey for Reroofing is available at bit.ly/RoofingSurvey. Survey responses may be submitted through April 20.

About National Roofing Contractors Association (NRCA)

Since 1886, the National Roofing Contractors Association has been the home for generations of entrepreneurial craftsmen and enterprises who shelter and protect America’s families and businesses and each other. Our vision is the recognition of our members as professionals and to unite the industry to that purpose. NRCA is one of the construction industry’s most respected trade associations and the voice of roofing professionals and leading authority in the roofing industry for information, education, technology and advocacy. It represents all segments of the roofing industry, including contractors; manufacturers; distributors; architects; consultants; engineers; building owners; and city, state and government agencies. For information about NRCA and its services and offerings, visit www.nrca.net.

By Emma Peterson. 

Learn about engaging and retaining new hires through intentional training. 

In a new episode of Coffee Conversations®, Heidi J. Ellsworth is joined by a panel of industry leaders to talk about the importance of contractors helping new hires engage and connect with their company. This panel included Amy Staska, the National Roofing Contractors Association (NRCA)’s VP of workforce development; Maureen Greeves, Tremco Roofing’s director of field operations; and Mandy McIntyre, WTI's CM development manager.  

Amy has been with the NRCA for over 20 years, and bringing new talent to the roofing industry has been a top concern during her tenure. She explained, “Training’s not cheap and a lot of contractors worry about if new hires are going to stick around...” The problem with this is that it creates a bit of a self-fulfilling prophecy where contractors hold new hires at an arm’s length to make sure they’re serious about the job, and new hires are unable to show their interest in the job because of that distance.  

So, how do you build a company that can avoid this pattern? Mandy shared, “I think the industry sometimes forgets about the human component of hiring. Those new people have emotions, they have goals, they have questions, they have fears and if you can cultivate people to be the best versions of themselves, that’s when you’re going to engage them and retain talent.” 

The key to cultivating them into the best version of themselves? Intentionality. Amy explained:  

At NRCA, we talk constantly about the idea of doing intentional training. It’s impossible to train all your new people to be experts immediately. But if you work towards conversational competence, so that someone can go up onto a roof and at least is going to understand a little bit of what's happening, and will be able to have better conversations with the crew there, they’re going to be more connected to your company and more likely to stay to keep learning. 

This is something that Maureen and the others on her team at Tremco have implemented over the last couple of decades. She shared, “We grew very fast, and one of the downsides of that is you can lose some of that intentionality that Amy mentioned. We realized that was happening, so we made changes.” Some changes were bigger, like hiring Mandy into her current role, but others were smaller, like opening conversations. Maureen elaborated, “We started simply talking to people and making sure they knew that they were a part of something bigger. And just that has been tremendous.”  

Mandy summed the entire conversation up well, saying, “At the end of the day, it's all about actions and feelings. If you're having a problem retaining people and recruiting people, take a good, hard look at what's going on and make some intentional changes to help people belong.” 

Watch the entire Coffee Conversation to hear more of Amy, Mandy and Maureen’s discussion.

Driving global collaboration through education, events and industry engagement.

RoofersCoffeeShop® (RCS), the award-winning place where the industry meets for technology, information and everyday business, is proud to announce a new partnership with the International Federation of the Roofing Trade (IFD), bringing together two influential industry leaders committed to advancing the roofing profession through collaboration, education and innovation. 

This partnership will focus on promoting IFD’s global initiatives and events, including the Connection Forum taking place in October 2026 in Vienna, Austria and the Young Roofers WORLD Competition in October 2027 in Budapest, Hungary. Through this collaboration, RCS will help amplify awareness and engagement across North America and beyond, connecting roofing professionals to international opportunities and resources. 

As part of the partnership, RCS will be live on-site at the 2026 Connection Forum, delivering comprehensive event coverage through LIVE streaming, interviews and real-time content. In addition, RCS will present to attendees, sharing insights on industry trends, digital marketing and the growing importance of global connectivity within the roofing sector. 

IFD serves as a unifying force for the roofing industry worldwide, bringing together national associations, manufacturers and service providers to address shared challenges and advance best practices. With members that include leading organizations such as the National Roofing Contractors Association (NRCA), Zentralverband des Deutschen Dachdeckerhandwerks (ZVDH) and the National Federation of Roofing Contractors (NFRC), IFD plays a critical role in fostering collaboration across borders. By connecting professionals globally, the organization helps elevate standards, support workforce development and drive innovation throughout the industry. 

“Partnering with RoofersCoffeeShop is an exciting step forward for IFD as we continue to expand our global reach and impact. This collaboration allows us to better share the work we are doing to unite national associations, support workforce development and elevate roofing practices worldwide,” stated Gary Howes, IFD board member. “By working together, we are creating more opportunities for contractors, manufacturers and young professionals to connect, learn from one another and strengthen the future of the roofing industry on a truly international level.” 

One of IFD’s most impactful initiatives is the Young Roofers Championship, which highlights emerging talent and promotes the importance of skilled labor in roofing. By bringing young professionals together from around the world, the competition not only celebrates craftsmanship but also builds lasting relationships that support the future of the trade. 

“We are proud to partner with IFD to share their mission and promote their events that bring the roofing industry together globally,” said Heidi J. Ellsworth, president/CEO of The Coffee Shops. “The connection to the many national associations that are part of IFD is important for the future of roofing. They are bringing professionals and young roofers together to share best practices and encourage workforce development.” 

Through this partnership, RCS and IFD are reinforcing the importance of global collaboration in an increasingly connected industry. By sharing knowledge, elevating innovation and building relationships across continents, both organizations are helping shape a stronger, more resilient future for roofing professionals everywhere. 

For more information visit the IFD directory on RoofersCoffeeShop. 

About The Coffee Shops 

The Coffee Shops is the award-winning digital home of the roofing industry, delivering online communities that connect contractors, manufacturers, distributors and industry professionals. Through platforms including RoofersCoffeeShop®, MetalCoffeeShop®, CoatingsCoffeeShop®, OutdoorCoffeeShop® and AskARoofer™, The Coffee Shops provide trusted information, education and networking opportunities. With a focus on supporting industry growth through content, technology and engagement, The Coffee Shops help roofing professionals build their businesses and stay informed in a rapidly evolving marketplace. 

About the International Federation of the Roofing Trade (IFD) 

The International Federation of the Roofing Trade (IFD) is a global organization representing national roofing associations and industry partners dedicated to advancing the roofing trade worldwide. Through international collaboration, education and events, IFD promotes best practices, supports workforce development and fosters innovation across the industry. By connecting professionals from around the world, IFD plays a vital role in strengthening the global roofing community and elevating standards for the future.

By Emma Peterson. 

What the 2025 Q4 Market Index Survey can tell us about uncertainty and opportunity in the roofing industry.  

Hindsight is 20/20, so now that we're three months into the new year, we wanted to take a moment to look back at 2025. To do this, Heidi J. Ellsworth sat down with McKay Daniels, CEO at the National Roofing Contractors Association (NRCA), and Brian Pallasch, executive vice president and CEO of the International Institute of Building Enclosure Consultants (IIBEC), for a Roofing Road Trips® all about the 2025 Q4 Market Index Survey for Reroofing.  

Hosted by a coalition of industry trade associations and companies, including RoofersCoffeeShop® and the Polyisocyanurate Insulation Manufacturers Association (PIMA), this survey offers a quarterly look at the roofing industry’s business conditions. In the last survey of 2025, about 75% of respondents were roofing contractors and the remaining 25% were building enclosure consultants. Overall, their responses showed some hesitation and uncertainty that, for some, became a defining characteristic of 2025. Brian explained, “I don't want to put too much on it. But it appeared that there was a little bit of a slowdown in customer inquiries...Additionally, they reported that project backlog had fallen a little bit over the course of the last year. All of this indicates that the market was uncertain.” 

It is important to note that this uncertainty does not mean there weren’t areas of the industry that experienced a positive end to 2025. McKay explained, “You have to remember that roofing is not monolithic. For example, public work has slowed down, but data centers or very technical manufacturing facilities are in huge demand. And the folks working in that lane are as busy as they've ever been.”  

With all this in mind, the 2025 Q4 Market Index Survey for Reroofing tells a specific story about uncertainty, hesitancy and endurance. McKay explained, “We’ve been dealing with uncertain economies and world events for six years or more. And I think some of the slowdown we saw in the survey comes from contractors taking a pause to evaluate where they’re and look at reinvesting in training that allows them to get into some of those busy lanes and build a sustainable cadence that can survive that uncertainty.” 

Listen to the episode or Watch the recording to hear more of Daniel and McKay’s insights on the 2025 Q4 Market Index Survey for Reroofing. Do you want to help build a better understanding of the state of the industry? Make sure to participate in the first survey of 2026, which will open in April!