By Jenny Yu.  

By prioritizing customer service and distributor relationships, ASC is building long-term value for contractors and partners. 

ASC Building Materials is doubling down on a values-driven strategy centered on distribution partnerships and customer-first service, positioning itself for continued growth in the competitive roofing market. 

At the 2026 International Roofing Expo, Megan Ellsworth spoke with Sales Director Gabe Rodriguez about the company’s long-standing commitment to working through trusted distribution channels. “We don’t sell direct,” Gabe said. “We heavily believe in partnership through distribution. We truly value our partners; they’re amazing for us.” That approach includes key relationships with major distributors such as SRS Distribution, ABC Supply and QXO, along with regional partners that help ASC reach contractors where they do business. 

Gabe emphasized that while ASC continues to expand its product portfolio from coatings to self-adhered membranes and sealants, its competitive edge lies in a company constant. “Product is product, but it’s the customer service you get at the end of the day that’s going to make you want to come back,” he explained of ASC’s commitment to its customers. 

That philosophy extends to how ASC supports contractors beyond the sale. Through initiatives like its contractor certification program, the company aims to equip customers with the tools, knowledge and confidence to grow their businesses. Gabe noted that ASC takes pride not only in supplying materials but also in contributing to contractor success. “Even watching them grow their business is amazing to see,” he said. “When someone grows, we all grow.” 

Trade shows also play a key role in reinforcing ASC’s customer-centric approach. Events like the International Roofing Expo and upcoming appearances at the Western Roofing Expo provide opportunities to reconnect with partners, gather feedback and better understand contractor pain points. “The shows are great to see customers you don’t see on a regular basis,” Gabe said. “It’s a laid-back platform where you can just talk, see how they’re doing and ask what’s next for them.” 

As ASC continues to grow, its focus remains clear: strengthen distribution relationships, prioritize service and meet customers where they are. 

Watch the full interview to hear more insights from ASC Building Materials.

By Jesse Sanchez. 

How personal relationships and steady support can help commercial roofers thrive in challenging economic cycles. 

Service First Solutions took center stage at the Western Roofing Expo with a message that resonated across the trade show floor: commercial roofers can strengthen their businesses by investing time in customers and building dependable service programs that carry clients through uncertain economic periods. 

Speaking from the RoofersCoffeeShop® soundstage, Tracey Donels of Service First Solutions drew on more than 20 years in commercial roofing as he explained why the company continues to expand its coaching and support programs for contractors nationwide. He shared, “I’ve built a team that goes around the country and helps commercial roofers start, grow and scale their commercial service departments.” 

Tracey shared that many booth visitors asked the same question: how to keep customers engaged when capital spending is on pause. He said roofers across the industry are hearing from clients who ask to “extend your pricing to three more months, 60 more days, 90 more days,” because their capital budgets are tightening. His advice was consistent and direct. “We have to have a good repair and maintenance department to be able to take care of the customer’s needs through these times so they’re there and ready for you when that re-roof money becomes available,” he said. 

The conversation kept returning to one theme: face time matters. “You have to go see your customers,” Tracey said. “In business-to-business sales, nobody ever hires someone they don’t like.” He added that trust builds through repeated interactions and that commercial customers already have a roofer, so contractors must show why they are the stronger choice. 

He also shared updates about how Service First Solutions is growing its coaching team. Tracey highlighted the addition of industry veteran Ellisha Loftus, which has allowed the company to create new programs tailored to smaller and busier contractors. These plans require as little as one or two hours a week of coaching. He stated, “If we can just spend one hour a week making our business better, you’re just going to be that much better off for it.” 

Watch the full interview to learn more about how Service First Solutions supports roofing contractors!

By Heidi J. Ellsworth.

This educational session in Salt Lake City focuses on protecting people, property and roofing professionals in high snow regions. 

RoofersCoffeeShop® and MetalCoffeeShop® recently attended a powerful and eye-opening snow retention training hosted by TRA Snow and Sun at the AGC of Utah Training Center in Salt Lake City. Roofing contractors from across Utah and the western United States gathered to better understand one of the most dangerous and often underestimated risks in roofing, the weight and movement of snow. 

The reality is simple and sobering. Snow is heavy. When it releases from a roof, it does not gently slide away, it can avalanche with devastating force. The training shared a striking example showing how quickly that weight adds up. In a 100 pound per square foot snow load scenario, just a small section of snow coming off a roof can weigh thousands of pounds. When that mass hits a person, the results can be catastrophic and often fatal. 

But the danger does not stop with human safety. Uncontrolled snow movement can rip gutters from the structure, tear off rooftop accessories, crush landscaping, destroy outdoor furniture and cause significant structural damage. For building owners, this means unexpected costs and liability. For contractors, it introduces a serious level of risk that cannot be ignored. 

Leading the training were Ben Anderson and Mindy Dahlquist, along with TRA teammates including Terry Anderson, founder and CEO, who shared the company’s history and answered questions. Their passion for engineered snow retention systems was evident throughout the day. They emphasized that snow retention is not an accessory, it is a critical part of a complete roofing system in any region that experiences significant snowfall. 

The training also featured Brava Roof Tile, who demonstrated how snow retention systems integrate with their premium roofing products. Their participation highlighted the importance of designing snow retention solutions that work seamlessly with different roofing materials, ensuring both performance and aesthetics. Seeing how snow retention interacts with synthetic roofing systems reinforced the need for a customized, engineered approach for every roof type. 

Also in attendance were leaders from key industry associations, including the Utah Roofing Contractors Association (URCA) and the Western States Roofing Contractors Association (WSRCA), represented by Kris Hitesman of Capitol Roofing Service. Their presence reinforced the importance of collaboration across the industry to promote best practices, safety and ongoing education. 

A key part of the training focused on specific product applications, including the proper use and installation of snow brackets and snow fences. Attendees learned when each system is appropriate, how they perform under load and how to correctly install them to maximize effectiveness. The TRA team also demonstrated the use of their specialized clamp systems for installing snow fences without compromising roof integrity. Another major takeaway was TRA’s deep commitment to testing. The team shared how they rigorously test their systems to ensure the highest levels of performance in real-world conditions. Their approach goes beyond standard requirements, with a focus on making sure every product meets and exceeds building codes and delivers reliable, engineered protection. This dedication to testing reinforces confidence for contractors, architects and building owners alike. 

The training focused on three key areas, proper engineering, correct installation and effective communication with building owners. Contractors learned that every roof in a high snow area should be evaluated for snow retention and that systems must be designed based on load calculations, roof design and site conditions. Guesswork is not acceptable when lives and property are at stake. Equally important was the discussion around liability. Contractors were reminded that when snow avalanches off a roof, building owners often pursue legal action against everyone involved in the project. This includes manufacturers, designers and especially the installing contractor. One of the strongest takeaways was the need to include snow retention in every proposal and contract. If an owner chooses not to include it, contractors should require a formal sign-off acknowledging the risk. This step is critical for protecting roofing professionals from future claims. Beyond risk mitigation, the training also highlighted the opportunity for contractors to build stronger relationships with their customers. By educating owners on the importance of snow retention, contractors position themselves as trusted advisors, not just installers. This creates ongoing sales opportunities and reinforces the value of quality roofing systems that perform in real-world conditions.

Adding a bit of fun to the day, the TRA team also handed out custom trucker hats with unique branded badges, a small but memorable touch that reflected their strong culture and connection to the contractor community. Demonstrating a strong commitment to education and safety for the entire industry, the training was live streamed through TRA’s YouTube channel and will be available on demand through both MetalCoffeeShop and RoofersCoffeeShop YouTube channels as well as within TRA’s directories. This extended access ensures that contractors across the country can benefit from the training, reinforcing TRA’s dedication to making critical safety education widely available. For contractors working in snow-prone regions, the message is clear. Snow retention is not optional. It is essential. By understanding the risks, specifying engineered systems and educating customers, roofing professionals can protect their businesses while delivering roofs that truly perform. 

To learn more about engineered snow retention systems and how to integrate them into your roofing projects, visit TRA Snow and Sun or explore their directories on RoofersCoffeeShop® and MetalCoffeeShop® and view the full training on demand. 

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!