Four pillars, one complete strategy

By Dani Sheehan. 

From modified bitumen to single ply and restoration, learn how BITEC’s four-pillar approach helps you continue evolving with the market. 

In commercial roofing, contractors are balancing building performance, environmental conditions, restoration opportunities, warranty expectations and evolving customer demands, all while navigating a growing range of roofing technologies. That’s why BITEC® developed its four pillars of roofing, a framework designed to simplify roofing system selection while helping contractors match the right solutions to the right buildings. 

In a recent episode of Roofing Road Trips®, Heidi J. Ellsworth sat down with Shane Millwood of BITEC to discuss how the company’s product portfolio has evolved over the last four decades and why clarity is so important. 

A simpler way to understand roofing systems 

“You can look at it from a marketing aspect,” Shane explained. “But more importantly [the four pillars] really simplify BITEC’s offerings to the contractors.” 

These pillars organize the company’s solutions into distinct categories: 

• Advanced Bitumen Technology (ABT) 
• StrongHold™ single-ply systems 
• Storm Breaker™ coatings 
• Repair Boss™ service and repair products 

Together, the structure gives contractors a clearer understanding of where each system fits and how to better align products with building performance goals. More importantly, it reinforces BITEC’s broader philosophy that no single roofing system is right for every building. 

As Shane emphasized, roofing decisions should never be one-size-fits-all. Instead, contractors need to evaluate environmental conditions, building use and owner expectations before recommending a system. Rather than promoting a single solution, each pillar represents roofing systems designed for different applications and performance needs. BITEC’s ABT pillar includes APP, SBS and self-adhered modified bitumen systems, as well as built-up roofing and coal tar solutions. Meanwhile, the StrongHold™ line offers TPO, PVC and KEE single-ply membranes designed for different environmental demands.  

He noted that roofing selection is not only about climate, but also about what happens inside the building itself. “It could be just what’s underneath that roof system, what they’re actually doing and what’s coming out and getting on that roof,” he said, pointing to environments like restaurants or industrial facilities where grease and chemical exposure can influence system performance. 

Evolving with the market 

The four pillars of roofing also highlight how BITEC has evolved alongside broader industry trends. Historically, the company was heavily focused on modified bitumen and asphaltic systems. “What we’ve seen across our roofing industry is that the asphaltic side is not as dominant in the market as it used to be,” Shane said. “There’s more single ply in the industry than anything else. So, what did that tell us? As a company, we had to enter the single ply market.” This is the evolution that led to the acquisition of Viking Products Group and the addition of StrongHold™ single-ply systems to BITEC’s portfolio. 

Still, Shane made it clear that modified bitumen and multi-ply roofing systems remain a critical part of the commercial roofing landscape. “If you’ve got a building that’s got a billion dollars' worth of gear inside of it, you want to protect it,” he said. “That redundancy becomes very helpful in those situations.” 

BITEC’s expansion hasn’t stopped at membranes and systems. The company’s Storm Breaker™ coatings line reflects the rapid growth of roof restoration in the commercial market, while Repair Boss™ products help contractors improve efficiency in their service departments. 

Taken together, the four pillars showcase a manufacturer adapting to contractor needs, changing markets and the growing demand for lifecycle-focused roofing solutions. Listen to the full podcast episode to hear more about how BITEC can help you navigate complex roofing decisions.