By Jenny Yu.  

Attendees of the 2026 IIBEC Convention gained insights, education and networking opportunities. 

On March 12-15, 2026, the 2026 IIBEC International Convention and Trade Show delivered on its promise to bring together roofing and building enclosure professionals for education, collaboration and innovation. In an episode of Roofing Road Trips®, Heidi J. Ellsworth spoke with Brian Pallasch, EVP and CEO of the International Institute of Building Encloser Consultants (IIBEC), about the key takeaways that continue to shape how contractors, consultants and manufacturers work together. 

For Brian, one central theme for the conference was collaboration. “It really is about the partnership,” Brian stated. “When the contractor, the architect, the building enclosure consultant and the manufacturer work together, it’s to the benefit of the owner and the building. It’s a team.” As building systems grow more complex, this team approach is becoming essential across the industry. 

Brian also emphasized that IIBEC members play a critical role in ensuring quality and performance. “Our members are there to help the owner, the roofing contractor and the manufacturer get the job done — well done and right,” he said. That focus on quality was evident in both the educational sessions and conversations happening on the trade show floor. 

In addition, another key topic present throughout the conference and trade show was the long-term durability of building performance. “The idea of commissioning is, as buildings get more complex, you want to make sure that plans are actually being followed on the job site,” Brian explained, adding that building owners are increasingly focused on results: “They want to make sure that the building that they paid for is the building that they’re getting.” 

The Coffee Shops™ was thrilled to be part of such a successful event, recording live interviews that highlighted the innovation, learning and networking in strong supply. One standout moment included a Coffee Conversations® sponsored by Western Colloid Fluid Applied Roofing and Coating Systems, featuring a panel of industry experts who discussed the factors shaping the future of the roofing and building enclosure industry. 

“We had Lauren Morley, owner and president of R3NG Roofing and Gutters; Greg Hlavaty,  president of Western Colloid; and two amazing consultants, Sean Connolly and Dustin Smoot,” Megan Ellsworth of The Coffee Shops shared. “It was a fabulous conversation.” 

Other highlights included a state-of-the-industry address by RCS Influencer and Adams & Reese LLP Partner Trent Cotney; a live demo showcasing the strength of USG Securock® cover boards; and visits with Johns Manville and Polyglass at their hospitality booths. 

Overall, as the industry continues to evolve, IIBEC remains a hub for innovation, connection and professional growth. 

Listen to the full podcast to hear more insights about the 2026 IIBEC International Convention and Trade Show.

By Emma Peterson. 

Learn why more professionals are treating fluid-applied roofing as membranes.  

Fluid-applied roof systems are exactly what they sound like – roofing systems that are applied in a liquid (fluid) form. Once they are installed, they then cure into a seamless, waterproof barrier across the roof substrate. Made from a variety of materials, such as polyurethanes, acrylics, rubberized asphalts and acrylics, they have grown popular because they don't have weak points in the form of seams found in traditional sheet membranes.  

These fluid-applied systems have often been used as coatings. Roof coatings are typically installed in thin layers with the purpose of “protect[ing] against UV exposure, improv[ing] reflectivity and/or provid[ing] limited waterproofing.” Traditionally, this is the only role that fluid-applied has filled in roofing. But there is a shifting sentiment in the industry that fluid-applied systems can also be installed as full-on membranes. Membranes, in contrast to coatings, are considered the primary waterproofing system on a roof and must handle movement, all types of weather and long-term use.  

What is driving this change in perspective? Developments in the technology behind fluid-applied systems that make them more durable and higher performance! These include:  

• Seamless finish: As we mentioned, fluid-applied roofing avoids seams as it cures into one continuous layer. This avoids one of the most common sources of roof failure. 
• Easy installation: Fluid-applied systems do not require complex installation steps like mechanical fastening or heat welding; this lowers safety risks and labor requirement.  
• Long-term sustainability: Many fluid-applied products are low-VOC and can be re-coated at the end of their service life, rather than completely torn off. This makes them both more environmentally sustainable and financially affordable. 
• Monolithic coverage: The same continuous coverage that avoids seams also makes it easy to apply around penetrations, irregular surfaces and complex roof details. Further, these systems have no layered assemblies that could separate or delaminate. 

These are just some of the many reasons the industry is shifting towards thinking about fluid-applied systems as more than just coating options. To be clear, when we think about fluid-applied as a membrane, rather than just a coating, it is important to note that the systems must be installed accordingly. Western Colloid explained:  

When fluid-applied systems are treated only as coatings, they’re often under-specified or applied too thinly. But when they’re treated as membranes, they’re designed and tested to meet — or even exceed — the performance standards of traditional systems like TPO, PVC, EPDM or modified bitumen. 

At the end of the day, as roofing technology and products evolve, it is natural to discover new ways to use products and systems.  

Learn more about using fluid-applied roof systems as membranes.

Understanding the FM approval process and why they are the gold standard for roofing insurance testing. 

While many home and business owners think of roofs as singular entities, here in the roofing industry we know that they are actually a collection of different products that work together to create a strong assembly. And because all parts of the assembly must work together, choosing what roofing products to use is a key part of building a long-lasting, healthy roof system.  

So, how do you choose what products to use? One trick is to look for something called an FM approval! FM, otherwise known as Factory Mutual Global, is one of the largest insurance carriers in the world. They were founded back in 1835 and provide some of the industry’s most thorough testing for product and system performance.  

To learn more about FM testing and why you should use their approvals to help choose products for your next project, Western Colloid's Greg Hlavaty and Hal Leland stopped by for an episode of the Understanding Roof Restoration (URR) podcast.  

FM truly is the gold standard of insurance carrier approvals. Prior to FM, testing roofs for insurance purposes hadn’t been done as robustly. And under FM, testing isn’t as simple as a one and done test. Instead, approved products will be tested quarterly to ensure the products are produced to the same FM standard. Greg described how the process went when the team at Western Colloid sent in products and systems for approval:   

We had inspectors at our plants for FM and UL and ICC-ES, but especially FM, quarterly to make sure we're making the exact same products. They take tests of the products just to make sure the formulas are the same... Everything is rigorously followed up on quarterly. 

The long story short is that if you want to know a product has been tested, time and time again, and proven to perform as intended, look for the FM approval diamond. Hal added, “[Getting an FM approval] says a lot about your company and the commitment to having that FM approvals mark on your product. If your product has an FM-approved mark, that means it's been through the certification testing process to verify its functioning as intended.” 

Want to learn more about choosing high-performance products, like FM-approved options? Listen to the whole Understanding Roof Restoration episode!

By Emma Peterson. 

A panel of industry experts discusses the growth and evolution of the roofing industry. 

Earlier this month, The Coffee Shops™ crew headed to the International Institute of Building Enclosure Consultants (IIBEC)’s 2026 Conference and Trade Show. While there, we had the opportunity to host a special, live Coffee Conversations® that brought contractors and other building envelope experts together for a panel discussion about the show and state of the industry. 

The panel was made up of four incredible professionals: Greg Hlavaty of Western Colloid, Sean Connolly of Walker Consultants, Lauren Morley of R3NG and Dustin Smoot of Terracon Consultants. Together, this panel offers expert insights into all sides of the industry they serve, and how contractors and manufacturers are moving forward into 2026. 

When asked about this year’s show, Greg highlighted the incredible turnout, sharing, “In the past, it was a show that only the big manufacturing firms were at, but today we’re really seeing a great turnout.” Sean had a similar takeaway, adding, “It's bigger and better than ever, I'm seeing more and more manufacturers participating, which is fantastic.” 

One of the main talking points of this year’s show was the significant changes that the building industry has gone through in recent years. Dustin elaborated, “I've been in the industry for about 25 years. I started out as a roofer as a kid. And I’ve seen a lot of change in the way we think about roof performance...” One of the biggest changes being that we now think about how an entire building envelope functions, rather than just thinking about how individual elements perform. This outlook has shifted how brands must market their products and services.  

With this perspective shift, building consultants have become more important than ever.  Lauren explained, “Of course, I try to stay on top of the trends and think about the big picture, but having consultants involved is really helpful. They know what's happening and they know what to design, and I'm lucky that I can just kind of trust them to think about the whole envelope so I can focus on my part.”  

Watch the whole recording from the show to hear more from Greg, Sean, Lauren and Dustin.

By Emma Peterson. 

From fire resitance to very severe hail ratings, learn how USG has built a catalogue of products that can take on whatever elements are thrown at them.  

Recently, The Coffee Shops™ crew hosted a sound stage, sponsored by Western Colloid, at the International Institute of Building Enclosure Consultants (IIBEC)’s 2026 Convention. One of the incredible guests that stopped by to chat with us was Rob Cox, the technical sales manager at USG Securock.  

Rob opened the conversation by highlighting the alignment between USG and IIBEC’s missions, sharing, “We produce higher performance cover board products that add value to a roof system. So we’re really focused on making roof systems more resilient, which goes hand-in-hand with what the IIBEC engineers and consultants are doing.” 

And when it comes to roofing cover boards, USG offers one of the most comprehensive catalogues of products. Rob explained, “We have five different coverboards, so each one has its own place. And, depending on what type of building is being worked on, each has its place. Some are ideal for high-traffic and puncture resistance, where others are better against fire or handling a high wind zone.”  

In fact, USG recently announced an expansion of their catalogue with the development of the cover boards that can pass a very severe hail test (not being punctured or damaged when a 2-inch ball of ice hits the board at 160 feet/second). Rob spoke a bit about this, explaining, “Over the last few years, we’ve seen the very severe hail map grow in terms of what regions are impacted...And so we made a board that can be put underneath a membrane to protect the insulation on a roof, which is actually one of the most expensive parts of the roofing system!”  

Learn more about USG’s coverboards and the Weather Defense Board by watching the whole interview with Rob.

By Emma Peterson. 

Western Colloid’s Greg Hlavaty explains why it’s time to think about fluid-applied systems as membranes.  

Fluid-applied roof coating systems have long been compared to traditional membrane systems. However, as fluid-applied grows more popular for its efficient application, durability and versatility, there has been a push for a mindset shift. Some professionals are arguing that the industry should start thinking of fluid-applied systems as membranes, rather than categorizing them as something else. To learn more about these divisive opinions on classifications and why it matters, Megan Ellsworth sat down with Greg Hlavaty of Western Colloid for an episode of CoatingsTalk™.  

The push to think about fluid-applied systems as membranes is largely due to the need to raise standards in the coatings industry. Greg mentioned that he has seen a lot of fluid-applied coatings pitched as “miracles in a bucket,” which is incorrect. He explained, “Too often terms like band-aid technology or miracle in a bucket have been used in the coatings industry. This isn’t accurate and often leads to specifications that are written just to sell a product. By thinking of them as membranes, you foster the creation of good specifications.” These specifications include everything from how much product needs to be put down for efficient function to what tests need to be conducted to approve the product.  

The result of writing better specifications for fluid-applied systems? Equal or even better performance rates than traditional membranes at an often more cost-effective price tag. Greg shared an example, explaining, “Here at Western Colloid, we have many FM4470 Class 1 rated systems. That's kind of the gold standard in the roofing industry and you don't have a single ply membrane or a modified bitumen that can have a better rating than that.” 

At the end of the day, by thinking about and specifying fluid-applied systems like a membrane, contractors can open up a whole world of opportunity for their businesses. Greg put it best, sharing, “Properly specified fluid-applied is durable and high-performance. And for contractors, you don't have to have a fleet of trucks and a crew of 500 to put on a fluid-applied roof. With a crew of three to six guys, a pickup truck and a trailer, you can go toe-to-toe with the biggest contractors out there and eventually make 20-30 million dollars a year in coatings.” 

Listen to the whole episode or Watch the recording to learn more about why fluid-applied systems should be thought about like traditional membranes.

By Emma Peterson. 

The Coffee Shops™ crew is heading for California, along with a variety of our industry friends for the 2026 IIBEC Convention and Trade Show! 

We are just over two weeks away from the International Institute of Building Enclosure Consultants (IIBEC)’s 2026 Convention and Trade Show! This annual event, which runs from March 12 –15, 2026, sees hundreds of professionals from across the building enclosure industry come together for a weekend of networking, education and exploration!  

One of the highlights of the show is the exhibit hall, which will be open Friday, March 13, 3:15 p.m. – 7:15 p.m. and Saturday, March 14, 8:00 a.m. – 12 p.m. This space will host more than 140 companies who will be showcasing their latest product and service offerings! This is a great opportunity to learn about the newest innovations in the building enclosure industry and make powerful business connections.  

If you’re wandering the floor, make sure to stop by booth #1113 to say hello to The Coffee Shops™ crew! We’ll be livestreaming on our sound stage, hosted by our friend and sponsor Western Colloid. Their team will also be at the show in booth #923, so make sure to share the love with them and check out the high-performance, innovative products they have on display!  

If you want to learn and grow with like-minded peers and professionals, IIBEC’s 2026 Convention and Trade Show is the place to be! 

Check out the full expo map to plan your time at the IIBEC 2026 Convention and Trade Show! And if you haven't already, make sure you’re registered to attend. 

By Heidi J. Ellsworth.

This year’s conversations reflected continued growth in roof coatings as building owners seek sustainable, cost-effective solutions and contractors look for ways to diversify their businesses.

CoatingsCoffeeShop® was proud to be a part of the Roof Coating Manufacturer Association (RCMA) 2026 meeting in Las Vegas. As an RCMA partner and sponsor, our team attended the event to connect with the industry, participate in educational sessions and continue our mission of supporting contractors through information, technology and collaboration. 

With Megan Ellsworth moderating a key panel discussion, CoatingsCoffeeShop had the opportunity to engage directly with roof coating manufacturers, material suppliers, contractors and consultants who are shaping the future of roof restoration. 

The RCMA annual meeting serves as an important gathering for the roof coating industry, providing a platform for open dialogue, education and reporting on the state of the market. The 2026 meeting was proudly sponsored by Western Colloid whose continued support helps make these important industry conversations possible. 

This year’s conversations reflected continued growth in roof coatings as building owners seek sustainable, cost-effective solutions and contractors look for ways to diversify their businesses. 

Throughout the day, attendees participated in educational sessions focused on sustainability, technology, safety and profitability. One session highlighted RCMA’s Environmental Product Declaration (EPD) initiatives and how industry-wide EPDs are helping manufacturers improve transparency and consistency while supporting long-term sustainability goals. 

Technology also played a central role in the discussions with sessions focused on roof diagnostics, measurement accuracy and tools that support smarter decision making. These conversations reinforced the importance of data and documentation in delivering successful coating projects. 

A highlight of the day was a presentation by Will Lorenz, president of General Coatings, who shared the story of using roof coatings on one of the most recognizable architectural focal points in Las Vegas. The project involved a complex sphere-shaped structure that required both spray foam and roof coatings to achieve performance, protection and long-term durability. 

Will walked attendees through the unique challenges of working on curved architecture, the importance of selecting the right materials and how application methods played a critical role in the project’s success. The presentation showcased real-world problem solving and emphasized how coatings can be used creatively and effectively on complex structures when paired with proper planning and expertise.  

Another highlight of the meeting was the panel discussion titled The Competitive Edge, moderated by Megan Ellsworth of CoatingsCoffeeShop. Panelists included Josh Poole with Tremco Construction Products Group and RCMA president, Ryan Blad with 838 Coatings, Chris Huettig with KARNAK Corporation and Cody Wilson with Unicoat Industrial Roofing Corp. 

The panel explored how coatings are helping contractors grow their businesses while providing effective solutions for building owners. Panelists shared how restoration systems extend roof life, reduce disruption and offer owners alternatives to full replacement. 

A strong theme throughout the discussion was the growing number of residential roofing contractors entering the commercial market and finding roof coatings to be a natural starting point. Coatings allow contractors to expand into commercial work without the same level of labor demands, equipment investment or jobsite disruption required for full reroofing. 

As more contractors make this transition, training was emphasized as essential. Onsite training supports proper application, improves crew confidence and ensures contractors get the most from both materials and equipment. Well-trained crews deliver better performance and stronger outcomes for customers. 

The panel also addressed how coatings create opportunities for recurring revenue through maintenance programs, helping contractors build long-term relationships with building owners while stabilizing workflow. 

Equipment selection was another key topic with discussion around spray rigs, rollers and application strategies. Contractors shared the importance of aligning equipment choices with business goals and gradually introducing spraying into operations. One of the most common contractor requests discussed was the growing need for sprayable mastics to improve efficiency and consistency. 

Labor savings were identified as one of the strongest business drivers behind coatings. Compared to full replacement, coating systems can reduce crew size, shorten project timelines and improve overall productivity. 

Panelists also emphasized the importance of evaluating roof conditions honestly before recommending a coating system. Moisture testing and clear communication with building owners are essential. Coatings are not the right solution for every roofand transparency builds long-term trust. 

Cody in particular highlighted the value of working closely with manufacturer representatives during roof walks and evaluations. When contractors and manufacturers collaborate onsite, stronger diagnostics are achieved and better recommendations can be made. This partnership ultimately leads to better outcomes for building owners. 

Manufacturers shared how they continue to support contractors through onsite assistance, evaluations and technical diagnostics. This collaborative approach ensures coating systems are installed correctly and perform as intended. 

CoatingsCoffeeShop is proud to partner with RCMA and sponsor the association as part of our commitment to advancing education, communication and connection across the roof coating industry. Events like the RCMA meeting reinforce the importance of bringing the industry together to share knowledge and support contractor success. 

As the meeting concluded, one message stood out clearly, roof coatings are not simply a product category, they are a strategic solution helping contractors grow, diversify and deliver long-term value to building owners. 

For more information about the Roof Coating Manufacturer Association visit www.roofcoatings.org and for ongoing industry news, education and contractor resources visit CoatingsCoffeeShop.com. 

By Heidi J. Ellsworth.

Collaboration, innovation and contractor engagement highlight a strong start to the year.

The Roof Coatings Manufacturers Association (RCMA) started the year with energy and purpose, hosting a highly successful Spring Meeting in Las Vegas, Nevada, alongside its participation at the International Roofing Expo (IRE). The week brought together manufacturers, suppliers and contractors and industry leaders for meaningful conversations focused on innovation, collaboration and the future of roof coatings.

RCMA extended appreciation to the attendees, presenters, sponsors, exhibitors, committee chairs and members whose engagement helped shape a productive event. Their continued involvement is a testament to the association’s mission to advance the roof coatings industry through technical leadership, advocacy and education.

One of the most significant announcements from the meeting was the launch of RCMA’s new Contractor Membership category, expanding the association’s reach by formally welcoming roofing contractors into the community and strengthening alignment across the entire coatings value chain. The move reflects a growing recognition that collaboration between manufacturers and applicators is essential for driving best practices, quality standards and long-term performance.

Marking the occasion, Unicoat Industrial Roofing of Bradenton, Florida, was introduced as RCMA’s first contractor member. President Cody Wilson accepted the membership certificate from RCMA President Josh Poole during the meeting, symbolizing a new chapter for the association and increased contractor representation within the organization.

Education, innovation and real-world success stories

A highlight of the Spring Meeting was an engaging panel moderated by Megan Ellsworth of CoatingsCoffeeShop®. The session brought together suppliers and contractors to discuss how roofing companies can grow their businesses by adding roof coatings and liquid-applied systems to their offerings. Delivered in a dynamic Q&A format, the panel encouraged audience participation and provided practical insights on diversification, profitability and meeting evolving building owner needs.

Attendees also heard from Will Lorenz of General Coatings, who presented a compelling project spotlight featuring the application of spray polyurethane foam and coatings on a spherical centerpiece structure in Las Vegas. The presentation demonstrated how the combined system delivered an ideal balance of durability, energy performance and long-term protection, underscoring the versatility of spray foam and coatings for complex architectural designs.

The Spring Meeting was proudly sponsored by Western Colloid, whose support helped make the educational programming and industry collaboration possible.

Technical guidance supports growing metal roofing market

RCMA also unveiled Coatings Tech Note 5, a new resource dedicated to best practices for metal roof maintenance and coating applications. As metal roofing continues to gain traction for its durability and longevity, proper evaluation and coating strategies remain critical to maximizing system performance.

The tech note delivers expert recommendations on coating options such as acrylics, polyurethanes and modified asphalt, along with guidance on rust identification, seam and fastener inspections, priming, cleaning and recoat techniques. Whether addressing aging galvanized steel, Galvalume® panels or exposed fastener systems, the document is designed to help industry professionals extend roof life while improving energy efficiency.

Supplier spotlight: Innovation driving the market

The meeting also highlighted the contributions of supplier members helping move the industry forward.

H.B. Fuller, a global leader with more than 130 years of expertise in adhesives, sealants and specialty chemicals, continues to innovate across construction and clean energy markets while delivering responsive service and long-term customer partnerships.

Ravago Chemicals, serving more than 15,000 customers across 24 countries, brings creative technical solutions and a relationship-driven approach to the specialty chemical sector. With over 50 years in North America, the company remains focused on quality, sustainability and innovation.

Get involved and help shape the future of roof coatings

RCMA committees continue to address critical priorities including regulatory developments, environmental product declarations, field studies and technical standards while the Communications, Membership and Education Committee drives industry engagement and growth initiatives such as Roof Coatings Day. At the same time, RCMA’s industry-wide Environmental Product Declaration project is entering its final phase, built on the Product Category Rule published in November 2025 that establishes a 75-year expected service life, incorporates fabric systems and defines service life tiers based on dry film thickness. Draft industry-average EPDs are now in development with final data due February 28, 2026, followed by internal and external reviews.

For professionals looking to play a larger role in the industry, joining one of RCMA’s committees offers a direct path to influencing the future of roof coatings while collaborating with leading experts across the market. Now is the time to be a part of the organization advancing innovation, advocacy and technical excellence. Whether you are a manufacturer, supplier, contractor or industry professional, membership provides access to critical resources, research and a powerful network committed to elevating industry standards.

Learn more about the benefits of membership and how to join by visiting www.roofcoatings.org.

By Jenny Yu. 

Building enclosure professionals won’t want to miss out on this annual industry event!   

The International Institute of Building Enclosure Consultants (IIBEC) is gearing up for its 2026 International Convention and Trade Show, set to take place March 12–15 in Sacramento, California, at the SAFE Credit Union Convention Center. This annual event draws building enclosure professionals, including roofing consultants, architects, engineers and product manufacturers, for education, networking and industry insights. Registration is now open, with early rates available through February 6, 2026.  

Attendees will find a robust program that includes educational sessions covering topics ranging from roofing, waterproofing, sustainability and codes, as well as other related topics designed to advance professional knowledge and earn continuing education hours. A two-day trade show with more than 140 exhibiting companies will spotlight the latest roofing, exterior wall and building enclosure products and services. Participants can connect with manufacturers, consultants and peers on the show floor, which also features product demonstrations and sponsored receptions. The Coffee Shops™ will be there with a sound stage sponsored by Western Colloid — be sure to stop by! 

Beyond the exhibit hall, IIBEC has arranged a wide variety of exciting activities for attendees to participate in. The schedule opens with auxiliary seminars and networking opportunities on March 12, followed by formal welcome receptions, an annual awards ceremony and specialty events such as a golf tournament and an emerging professionals reception. The convention also hosts the Excellence in Building Enclosure Consulting (EBEC) Awards on March 14, recognizing outstanding achievements in the field. 

Hotel accommodations are available in the Sacramento area to assist attendees in securing convenient lodging near the SAFE Credit Union Convention Center. IIBEC has secured official room blocks at the Hyatt Regency, Sheraton Grand Sacramento Hotel, Residence Inn and The Citizen Hotel. Early planning is encouraged, as Sacramento draws visitors from across the United States and beyond for this premier industry gathering. 

A wide range of sponsorship packages are still available, each including prominent recognition and unique opportunities for memorable convention engagement. Current sponsors include Carlisle, Elevate™, GAF, Johns Manville, Polyglass, Sika, SOPREMA and Versico Roofing Systems (platinum sponsors); Anchor Products, H.B. Fuller, IB Roof Systems™ and USG Securock® Brand (gold sponsors); and Georgia-Pacific Building Products.   

Register today to secure early registration and explore the latest developments in roofing, waterproofing and building enclosure design!