By Jesse Sanchez. 

Drawing in roofing pros with hands-on impact demos, cold-weather trials and a contractor program built to strengthen year-round performance. 

Under bright show lights and a chorus of radar-gun beeps, TAMKO® turned its Western Roofing Expo booth into a proving ground for impact resistance, cold-weather performance and contractor support. The company combined hands-on demonstrations with program updates to show roofing professionals how performance-focused solutions can help support job continuity and business stability — even when weather conditions create challenges. 

For Clayton Putman, the message starts at home. “I'm a territory manager for TAMKO and I live and work in Denver, Colorado,” he said, noting that his territory stretches from the Front Range to Grand Junction and down through southern Colorado. He calls it the “most beautiful territory out of all the TAMKO® regions” and has no intention of giving it up. 

The first thing many contractors notice at the booth is the baseball setup. Clayton shared, “If you have not stopped by the TAMKO® booth yet, we have a baseball throw.” Guests were invited to throw baseballs at Class 4 impact rated* shingles while a radar gun tracked pitch speed, creating an interactive demonstration designed to highlight durability and reinforce confidence in product performance under repeated impact. 

Behind the fun is a serious push around TAMKO’s Proline ®  - Titan XT ® and StormFighter FLEX ® shingles. The company is emphasizing reinforced nail zones, advanced sealant technology and SEBS additives designed to help support performance in real-world conditions. Clayton pointed out that “both of those shingles have 160 MPH wind warranty,”† a spec that matters in hurricane-prone regions as much as it does in high-elevation, high-wind markets like Colorado.‡ 

Cold weather is where the StormFighter FLEX ® shingle separates itself. As Clayton noted, “Standard install temps for shingles are 40° F and rising,” which traditionally shuts down roofing work for months across northern states. TAMKO’s Class 4 impact rated StormFighter FLEX ® shingle is warranted for installs down to 25° F** and in his words, “you can roof year-round.” Keeping production going in winter supports cash flow, helps retain crews and gives sales teams a reason to stay in front of customers instead of waiting for spring. 

From impact demonstrations to fire ratings and cold-weather installation discussions, TAMKO® used the Western Roofing Expo to introduce a broader set of tools and resources designed to help contractors stay active, supported and differentiated in the bid room, with deeper insights available through continued conversations and program materials. 

Watch the full interview to learn more about TAMKO’s Proline shingles, contractor program and regional support network!

* StormFighter FLEX® shingles are classified by UL for compliance with UL 2218 Class 4 impact resistance. UL 2218 testing utilizes a dropped steel ball which may not correlate with real world rooftop experience with the impact of storm driven hail or other objects. 

†160 MPH wind warranty requires TAMKO® starter and TAMKO® hip and ridge. See TAMKO’s full High Wind Application Instructions for all requirements and restrictions.  

‡TAMKO’s Limited Warranty and High Wind Application covers properly installed Titan XT ® shingles up to 160 mph. Hurricane results generally demonstrate the performance of our products; however, our Limited Warranty does not cover hurricanes. Please consult TAMKO’s Limited Warranty and Application Instructions for all requirements. 

** Please consult TAMKO’s Limited Warranty and Application Instructions for requirements. 

By Jesse Sanchez. 

At the Western Roofing Expo, BITEC leaders highlight company evolution and a renewed focus on contractor partnerships for 2026 and beyond. 

BITEC, a trusted name in the roofing industry, is celebrating its 40th year of business. Speaking from the RoofersCoffeeShop sound stage at the Western Roofing Expo, sponsored by General Coatings and EVERROOF,  Shane Milwood and Joel Shealey shared how BITEC is positioning itself for long-term growth and deeper contractor alignment. 

“We’ve just changed the fabric of who we are,” said Shane, vice president of sales and marketing. “Joel took us from BITEC 1.0 to 2.0, I think we’re on three or four now. But we’re having a lot of fun and planning to grow this thing to what it can be.” 

President Joel Shealey, who joined BITEC six years ago, described the company’s evolution from its roots as a modified bitumen (mod bit) manufacturer into a broad-based supplier. Joel shared, “Today, we offer pretty much every system that is out there, minus one or two. From the deck up, basically.” 

People are taking notice of this shift, the brand’s transformation turning heads on the show floor. While traffic flow to their booth was strong, Joel noted a shift in the questions coming in. “People are inquiring about specialty products, drain domes, scuppers, elastic sealants and even our walkway pads,” he said. “It’s the different little things that are garnering attention.” 

The change is a welcome one, making space for more opportunities to bring in customers and build industry relationships. Shane, who’s attended previous expos, said the industry’s family feel is still going strong, and that BITEC’s goal remains clear. He said, “Our vision is to be partnered with as many great contractors as we can and to serve them in any way possible.” 

While the company is keeping its 2026 Q1 product announcements under wraps for now, Joel confirmed there are new approvals on the horizon. “We’re really close on a couple things,” he said. “This year’s been different than last year, but we’re looking for a strong finish and a fast start.” 

Watch the full interview to learn more about BITEC’s latest innovations and contractor partnerships!

By Emma Peterson. 

This IIBEC education session is a great opportunity for contractors and other professionals interested in the legal landscape of construction. 

In just a couple weeks, March 12-15, 2026, over 1,700 consultants, architects, engineers, design professionals and other professionals working in the building envelope industry will convene in Sacramento, California for the 2026 International Institute of Building Enclosure Consultants (IIBEC) Convention and Tradeshow.  

This event is not only a great opportunity to network with your peers in the industry and explore an extensive expo hall full of the latest advancements in building science technology, but it is also an opportunity for you to learn from industry leaders in education sessions designed to help you grow professionally! One such session is the “State of the Industry: A Look at Contract Provisions and Other Emerging Trends” led by Trent Cotney of Adams and Reese. 

Trent is one of the leading construction lawyers in the field. With over 25 years of legal experience, Trent is licensed in nine different states and serves as general counsel for more than 10 trade associations and organizations, including the National Roofing Contractors Association (NRCA), Florida Roofing & Sheet Metal Association (FRSA), Roofing Technology Think Tank (RT3) and Western States Roofing Contractors Association (WSRCA). 

In his IIBEC education session, which will be hosted Friday, March 13, 2026 from 9:15 a.m. to 10:30 a.m., Trent will share an up-to-date overview of the industry’s legal landscape and guide attendees through an exploration of “how recent legal developments, regulatory changesand market conditions are reshaping risk allocation, project delivery and compliance strategies.” Participants will walk away with actionable strategies that equip them to:  

• Navigate contract provisions confidently: Whether it’s scope of work, indemnification, payment terms or dispute resolution provisions, Trent’s session will help attendees recognize and navigate these key elements of a contract.  
• Analyze and respond to emerging trends: You will walk away with a better understanding of current and anticipated policy trends, such as those related to labor and immigration.  
• Evaluate risk management options: Attendees of the session will learn about evolving contract language as related to risk management for owners, general contractors and subcontractors. 
• Adapt their businesses to new market realities: Ultimately, this session will give you the skills needed to adapt your business to reflect new market realities. 

Not only is this a great opportunity for you to get a better understanding of your industry and boost your career, but Trent’s session has been approved for 1.25 IIBEC CEH and 1.25 AIA LU/Elective!  

If you haven’t already, make sure you are registered to attend the 2026 IIBEC Convention and Expo! And if you’re interested in learning more about Trent’s session or any of the other education opportunities at the show, check out the full schedule online.

By Jesse Sanchez. 

How long-term industry experience and user feedback are shaping the next phase of roofing technology. 

Technology adoption in roofing has shifted from optional to essential, driven by labor shortages, tighter margins and the need for clearer operational visibility. In this episode of Roofing Road Trips®, recorded during a Western States Roofing Contractors Association (WSRCA) board meeting in Monterey, California, host Heidi J. Ellsworth sat down with Brian Cook, chief operating officer of Dataforma, to talk about how contractor-driven software continues to evolve with the industry. 

The conversation reflected a familiar industry arc. Dataforma began more than two decades ago as a commercial service platform and has grown into a web-based system designed to help contractors manage their entire business. Brian, who has been with the company for eighteen years and now serves as COO, described the foundation of the platform as the “building file,” a single address-based record that tracks every interaction, visit and decision tied to a property over time. 

That long view matters, especially as contractors navigate uncertainty and increasing complexity. Brian explained that software leadership is rarely static. Tools must continuously adapt as user expectations change and competitors catch up. “So, there's times when you're the leader and then people catch up and you have to leapfrog again, become the leader again,” Brian said. 

As contractors confront shifting economic conditions and rising expectations around service, speed and transparency, the ability to see and act on accurate data becomes a competitive advantage. The conversation in Monterey demonstrated that effective roofing technology is not built in isolation; it is shaped by ongoing dialogue with the contractors who rely on it every day. When software evolves alongside the realities of the field, it does more than streamline tasks; it strengthens decision-making, protects margins and positions companies to grow with confidence in the year ahead. 

Listen to the entire podcast to learn more about how contractor-driven technology is evolving to meet the demands of today’s roofing businesses!

By Jenny Yu.  

Heidi J. Ellsworth has been elected as one of the new NRCA directors. 

Here at The Coffee Shops™, we are proud to share that our president and CEO, Heidi J. Ellsworth, has been elected as one of the new National Roofing Contractors Association (NRCA) directors. The announcement was made as part of the NRCA's 139th Annual Convention, held from January 18 to 22, 2026, in Las Vegas.  

“It is a true honor to be nominated and selected to serve on the NRCA board of directors,” Heidi shared. “What the NRCA does for the roofing industry is critical to advancing professionalism, supporting contractors and protecting the long-term strength of our trade. The association’s leadership of technical services along with their commitment to career technical education and advocacy continues to move the industry forward. I am excited to contribute at a higher level.” 

With over 30 years of service to the industry, Heidi has developed the experience, connections and leadership skills that make her an invaluable voice and advocate for the roofing community. From holding positions with Malarkey Roofing Products®, Carlisle Construction Materials and Eagleview to serving on the boards of Western States Roofing Contractors Association (WSRCA), National Women in Roofing (NWIR), METALCON and the International Roofing Expo (IRE), Heidi is more than ready to help guide NRCA through an evolving landscape. 

“Having been actively involved with NRCA for more than 20 years, I look forward to supporting not only the U.S. market but also the organization’s growing global initiatives,” Heidi said. “RoofersCoffeeShop® has a long history of supporting NRCA by amplifying its educational efforts, promoting workforce development and elevating the issues that matter most to roofing professionals.” 

NRCA’s board of directors focuses on strategy and accountability, keeping the interests of its members at the forefront of its work. Heidi will serve a three-year term from 2026 to 2029, starting June 1, alongside eleven other newly appointed board members.  

“By standing together as one voice, we can expand opportunities and build stronger businesses for our contracting community while also better serving the consumers,” Heidi expressed. “Everyone needs shelter, and I am proud to be part of an industry that provides the ultimate protection — the roof.” 

Learn more about the mission of the NRCA and its vision for the future of roofing.

The foundation continues to support vocational career paths through SkillsUSA grants. 

The Davis Memorial Foundation, a leading roofing industry foundation that is committed to promoting education, announced the 2025 recipients of the Davis SkillsUSA Grant: Valley Academy of Career and Technical Education in Cottonwood, Arizona, and MacArthur High School in Irving, Texas. Each school has been awarded a $2,500 grant to support student participation in SkillsUSA roofing competitions. 

The Davis SkillsUSA Grant was created to help remove financial barriers that limit student participation in hands-on trade competitions while introducing young people to rewarding, long-term careers in the roofing and construction industries. As the first roofing foundation to offer dedicated SkillsUSA grants, the Davis Memorial Foundation continues to lead the industry in workforce development initiatives. 

Valley Academy of Career and Technical Education, located in Cottonwood, Arizona, is a public charter school focused entirely on career-driven, hands-on education. While the school is not currently teaching a formal roofing curriculum, Valley Academy is highly engaged with SkillsUSA and has demonstrated strong interest in launching roofing education opportunities. The program benefits from active contractor support and industry relationships that are helping lay the groundwork for future roofing instruction. MacArthur High School in Irving, Texas offers comprehensive Career and Technical Education pathways that introduce students to construction fundamentals, jobsite safety and workforce readiness. The school has an active roofing curriculum and a well-established SkillsUSA program, making it a strong candidate for the Davis SkillsUSA Grant.  

Students supported by the Davis SkillsUSA Grant will have opportunities to participate in 2026 SkillsUSA regional and state competitions, which serve as qualifiers for national competitions. In California, regional leadership and skills contests will be held during the winter and early spring, with top competitors advancing to the California State Leadership & Skills Conference in Ontario, California in April 2026. Arizona students will compete in the Arizona SkillsUSA State Leadership & Skills Conference in Phoenix, where state champions will qualify for national competition. The culmination of the SkillsUSA competitive year is the 2026 National Leadership & Skills Conference, taking place in June 2026, where top students from across the country will compete on the national stage in more than 100 skilled and leadership event categories. 

By providing grant funding to vocational and CTE programs, the Davis Memorial Foundation enables schools to send their most talented students to local, regional, state and national SkillsUSA competitions. These experiences allow students to showcase commercial roofing skills, connect with industry professionals and gain valuable exposure to career opportunities. 

“This grant program is extremely important to the Trustees of the Davis Memorial Foundation and the membership of the Western States Roofing Contractors Association,” said Davis Memorial Foundation Chairman Chuck Chapman, president of Tecta America Arizona. “We believe supporting CTE programs and SkillsUSA competitors is critical to the future of roofing. These students represent the next generation of skilled professionals, and we are proud to help provide the funding that allows them to participate and succeed.” 

For more information about the Davis SkillsUSA Grant, eligibility requirements and the application process, please visit www.wsrca.com. 

About the Davis Memorial Foundation 

The Davis Memorial Foundation was established in honor of Larry and Mary Davis, who dedicated their lives to advancing education within the roofing industry. Tragically lost in a 1995 airplane accident, their legacy lives on through the foundation's commitment to fostering education and industry growth. The foundation continues to support future leaders by funding scholarships, grants and initiatives that promote career advancement in roofing and related trades. The Davis Memorial Foundation invites schools, industry professionals and supporters to participate in this transformative initiative to cultivate the next generation of roofing experts. Donations to the program are always encouraged. 

By Jesse Sanchez. 

How Western States Roofing Contractors Association delivers technical safety, business growth and community value across the region. 

Western States Roofing Contractors Association (WSRCA) continues to shape contractor success by pairing practical resources with a culture rooted in connection and shared experience. In this episode of Roofing Road Trips®, host Megan Ellsworth spoke with Stan Robinson of Pacific West Roofing, Kris Heitzman of Capitol Roofing Group and Ron Lloyd of Kokua Roofing about the ways the association supports companies navigating technical challenges, safety demands and business growth across the Western region. 

For Stan, technical guidance sits at the heart of the association’s value. “My love and passion are details and details and details,” he said, emphasizing how access to technical director Ken Klein provides a trusted sounding board. That expertise helps contractors solve problems efficiently while building confidence in both day-to-day decisions and long-term planning. 

Safety resources and bilingual education have also expanded both the reach and day-to-day usability of association tools for members. Kris pointed to the evolution of WSRCA’s Toolbox Talks and their shift toward mobile-friendly access. “The Toolbox Talks, now that they’re out and they’re in English and Spanish, the guys can have them all in their phone,” Kris noted, explaining how on-demand, bilingual training makes safety education more practical and accessible for crews at every level. 

Beyond tools, members consistently pointed to people as the differentiator. Ron described decades of membership shaped by collaboration and trust. “You never feel like you’re sitting with your competitors,” Ron said, recalling early moments of encouragement that turned uncertainty into leadership. 

That culture carries practical value for contractors facing legal, safety and compliance concerns. Members regularly tap legal counsel and safety experts through the association, reducing risk and helping smaller contractors compete with greater confidence. 

Equally important is the association’s focus on inclusion and future leadership. Expanded Spanish language programming, broader representation and Young Roofing Professionals initiatives are opening doors for the next generation while honoring decades of experience. 

Together, these elements position Western States as more than just an association. WSRCA functions as a working network built to guide contractors through complexity while keeping people at the center. 

Listen to the podcast or Watch the interview to learn more about Western States Roofing Contractors Association membership resources events education opportunities today! 

By Emma Peterson. 

We sat down with roofing industry leaders to hear their thoughts about 2025 and predictions for 2026.  

For the last Coffee Conversations® of 2025, we hosted a panel of professionals from all sides of the roofing industry to reflect on 2025 and look ahead to 2026. This powerful conversation, sponsored by SRS Distribution, is a great resource for any professional moving forward in the roofing world this year. Keep reading to hear some insights from each professional.  

Trent Cotney 

Trent is the construction team lead at Adams and Reese, as well as the general counsel for industry associations such as the National Roofing Contractors Association, Western States Roofing Contractors Association and Florida Roofing and Sheet Metal Contractors Association.  

When asked about the roofing industry in 2025, Trent highlighted the importance of preparation in relation to challenges like immigration and tariffs. He explained, “What you're starting to see coming out of 2025 and moving into 2026 is contractors embracing the idea that preparation is key.” Whether that looks like organizing tax forms or adding supply clauses to contracts, contractors are improving when it comes to preparation in the last year according to Trent. 

This is a testament to the resilience of roofers, which Trent sees as a key force in the new year. He explained, “There's nothing more resilient than roofing... There will always be issues, struggles and hardships, but we’ve proven this year that we can course correct as they crop up. I see nothing but positivity for 2026.” 

Elizabeth Hurst 

In her role at Sherwin-Williams, Elizabeth examines external market indicators in order to help the Sherwin-Williams sales team stay competitive. She talked about the larger economic picture of the roofing industry sharing what she saw in 2025: “There a lot of uncertainty around things like tariffs that changed the game... But in response I saw a lot of leaders in the industry fall back on the adage of control what you can control.”  

In other words, Elizabeth shared about the same resilience that Trent was talking about. She explained, “A lot of leaders were investing in a growth mindset because they trusted that it was all going to work out. Their perspective was, ‘It's going to shake out, as long as I do what I need to be doing and focus on what I need to focus on.’” And that perspective is what will carry our industry through whatever 2026 throws at us and beyond. 

Steve Little 

As for Steve, he is not only the owner/head coach of K-Post Roofing and Waterproofing, but also a founding partner of National Roofing Partners, which includes over 200 contractors across the United States.  

In both these ventures, Steve has seen firsthand how contractors have risen to the challenges that Trent, Elizabeth and Patrick mentioned. He shared an example: “It's very challenging right now, but we’re seeing a lot of contractors adapt. For example, capital projects were down. In response, a lot of contractors invested in the service side of the business with coatings and other options that extend the life of the roof.”  

Additionally, as we continue to face labor challenges, whether that comes from the pre-existing shortages or more recent immigration policy changes, Steve has seen the industry come together to adapt. He explained, “The Roofing Alliance and NRCA have really come together through SkillsUSA to introduce young people to roofing. There’s also the program at Clemson’s Center for Roofing and the Merit Shop apprenticeship will launch soon...On the immigration side, Congress is working on a Dignity Bill that would allow for a seven-year work permit, which would be huge for our economy and immigrant workers... So there’s a lot to be hopeful about in the new year.”  

Patrick Garcia 

And last but not least, Patrick is responsible for “digital engineering, AI and innovation” for both SRS and Heritage. He had similar insights to Elizabeth, sharing, “This year had a variety of challenges, from labor shortages to cost pressures, but these challenges also offered opportunities.” The main opportunity? A chance to step back and truly think about and improve the collaboration between manufacturers, distributors and contractors. 

Looking ahead at 2026, Patrick hopes this collaboration continues to develop and grow. He shared, “Today, we have a more connected, data-driven ecosystem across distribution contractors and manufacturers. And as we face challenges, this connection is driving deeper conversations about creating a win-win-win mindset wherein, if the manufacturers win, the distributor wins and the contractors win... If we can achieve that, we move the whole industry forward to a more connected, inclusive and resilient future.” 

Listen to the whole episode or Watch the recording to hear more expert insights as we move into the new year.

By Jesse Sanchez. 

At the Western Roofing Expo, WSRCA leaders highlight inclusion, education and growth as the path forward for the industry. 

At the Western Roofing Expo, the Western States Roofing Contractors Association (WSRCA) leadership passed along the gavel and laid out a vision that blends tradition with progress. In a special episode of Roofing Road Trips®, Megan Ellsworth sat down with outgoing President Kris Hitesman of Capitol Roofing Service, incoming President Stan Robinson of Pacific West Roofing and future President Ron Lloyd of Kokua Roofing to talk leadership, legacy and what the future holds for WSRCA.  

Kris reflected on her tenure and what she is most proud of accomplishing. Inclusivity was a cornerstone of her presidency, from bringing more voices onto the board to ensuring that all communications and publications were available in both English and Spanish. “My mission was to be more inclusive with board members, with members, with everything. For people to feel more included, to feel more involved and to feel like they belonged,” she said. “Because this roofing. We’re all kind of the same. We all love roofing.” 

That momentum is being carried forward with the new leadership. Stan emphasized his priority of grassroots growth with a program called Each One Reach One, encouraging current members to connect with contractors who may be navigating challenges alone. “They don’t know what to do with this legal problem. They don’t know what to do with this safety problem. They don’t know what to do about this technical difficulty on a particular job,” he said. “They just don’t know what they don’t know yet.” 

For Ron, strengthening engagement with Latino contractors is a top priority. He noted the importance of continuing the association’s efforts to connect more closely with the Hispanic community. “We want to continue engaging and supporting our Hispanic community and promoting inclusivity,” he said. “Our goal is to keep expanding these efforts.” 

The growth and inclusivity of the association were recurring themes throughout the conversation, reflecting a clear desire to keep building a stronger, more connected community. As the WSRCA expands its reach, leaders highlighted the importance of continuing to welcome new voices and perspectives. Tools like the Safety Companion App, Toolbox Talks and access to top-tier legal and technical advisors have become vital resources that make membership more valuable than ever.  And what really stood out was the call for fresh voices. “We need to keep bringing new blood into the association,” said Kris. Whether through SkillsUSA programs or the Young Roofing Professionals initiative, the WSRCA is positioning itself as a platform where newcomers are not only welcomed but needed. 

Watch the full interview to learn more about how the WSRCA is shaping the future of roofing through education, advocacy and a growing community of committed industry professionals!

By Jesse Sanchez. 

On the busy show floor, rising interests in AI solutions and a new launch from ROOFLE gave contractors plenty to talk about. 

ROOFLE used its recent appearance at the Western Roofing Expo to showcase growth and a new direction for its platform. The company’s presence stood out among other exhibitors on the trade show floor. Travis Harvego, ROOFLE co-founder and CEO, shared that the show is one of the most notable events out of the dozens of shows they attend each year.  

The Western Roofing Expo, hosted by the Western States Roofing Contractors Association, drew heavy crowds to their booth. Travis said his team saw record activity on the floor. He noted, “Here I think we have set records as far as numbers of signups and demos booked and meetings set.” 

Much of the conversations centered on technology. Attendees approached the ROOFLE booth with questions about where artificial intelligence fits into contractor workflows. “Everyone is talking about AI,” Travis said. “What’s the latest AI trends, what’s happening with AI, what’s the next greatest thing that I got to have within my business?” 

He added that contractors are becoming more serious about adopting new technology and now ask specific questions about texting, calling and automating customer communication. Alongside AI, Travis noted that labor challenges and training the next generation of roofers were also major themes in education sessions. 

ROOFLE’s biggest moment of the event came when they made the official public announcement of Contractor Loan Pro being launched as a standalone product. The financing tool was previously paired with Roof Quote Pro, but the company saw an opportunity to reach far beyond roofing. Travis explained, “Now it doesn’t matter if they’re in pools or if they’re in HVAC or whatever industry they’re in. They can now use our technology.” 

The move opens doors for ROOFLE to enter new markets and new events. According to Travis, industry interest was immediate. “Already we’ve gotten dozens and dozens of people wanting to book meetings with us to be able to see the new platform.” 

ROOFLE continues to position its tools as accessible, fast to adopt and ready for the broader home improvement sector. The Western Roofing Expo offered a visible stage for that shift and a strong response from contractors looking for practical solutions. 

Watch the full interview to learn more about how ROOFLE is helping contractors work smarter across industries!