By Heidi J. Ellsworth. 

Honoring 40 years of innovation, culture and contractor commitment. 

There are moments in this industry that feel personal. Milestones that are not just about years in business, but about relationships, resilience and the kind of leadership that shapes roofing for generations. Celebrating 40 years of BITEC® is one of those moments. 

I have had the privilege of knowing the people behind BITEC since the earliest days of my own career. From trade show floors to jobsite conversations, BITEC has always represented something more than products. It has represented passion, innovation and a deep commitment to contractors. And I have to say, one of my favorite products from those early days were the Pattern-Design Modified Bitumen cap sheets. BITEC truly led the industry with innovative colors and designs that brought a whole new level of aesthetics to low-slope roofing. I remember thinking every building owner should be looking down at their roof with pride, not just seeing a roof, but seeing a finished system that looked as good as it performed. 

Their story begins in 1986 with a bold vision to bring modified bitumen technology to the U.S. market. With international collaboration and technical exchanges from partners in Europe, BITEC quickly built a strong foundation rooted in innovation and expertise. What stands out most is how quickly that vision became reality. Within just over six months of breaking ground, the company was producing its first products and entering the market with confidence. 

From those early days of small production runs, BITEC grew rapidly. By the early 1990s, they had expanded nationwide with a strong sales force and growing contractor relationships. It was a pivotal moment that proved their model worked and that there was real demand for what they were bringing to the industry. 

Over the years, BITEC has continued to stand out through innovation. From introducing visually appealing mineral surface rolls to expanding into international markets and supporting global technology development, they have consistently looked ahead. They have not just followed trends, they have helped shape them. 

Like every company with longevity, BITEC has faced challenges. Economic shifts, global events and industry changes have tested their resilience. Yet time and again, they have adapted. During periods like the post-9/11 slowdown and even the uncertainty of COVID-19, BITEC found ways to not only endure but grow. In fact, their business saw significant expansion during COVID, reinforcing the strength of their relationships and their ability to respond quickly to market needs. 

What has always set BITEC apart is its culture. From the earliest days, there has been a focus on people, not just as employees, but as partners and as part of a greater community. That culture is built on humility, hard work and a commitment to long-term relationships. It is about hiring individuals who want to grow, contribute and take ownership. It is about creating an environment where people feel valued and supported. 

That same culture extends directly to their customers. Contractors are not simply customers to BITEC, they are the reason the company exists. That contractor-first mindset has built trust and loyalty that spans decades and continues to drive the company forward. 

In recent years, BITEC has embraced evolution in a powerful way. With new leadership and a renewed focus on growth, they have expanded their offerings beyond modified bitumen to include sealants, adhesives, coatings and single-ply systems. Strategic acquisitions and product development have positioned them to deliver complete roofing systems from the deck up, all from a single source. 

This evolution is not about chasing growth for its own sake. It is about meeting the real needs of today’s contractors. The industry is changing. Workforce challenges, the need for faster installation and the demand for cleaner, more efficient systems are reshaping roofing. BITEC is responding by staying agile, innovative and focused on providing solutions that help contractors succeed. 

Looking ahead, the message from BITEC leadership is clear. Stay focused on the contractor. No matter how technology evolves, roofing will always rely on skilled professionals. Supporting those professionals with quality products, responsive service and true partnership will remain at the core of their business. 

Growth, innovation and strategic expansion will continue to define the next chapter. But those efforts will always be grounded in the same principles that built the company over the last 40 years. Do it right. Deliver quality. Take care of the contractor. 

As BITEC celebrates its 40th anniversary in 2026, it is not just a reflection on the past. It is a launch point for the future. From its beginnings in Arkansas to its impact across the industry today, BITEC represents what is possible when vision, culture and commitment come together. 

Congratulations to the entire BITEC team from The Coffee Shops™ for an incredible 40 years. To learn more, connect with their team and explore their full line of solutions, visit the BITEC directory on RoofersCoffeeShop®.

By Jesse Sanchez. 

Discover how this manufacturer’s membrane portfolio delivers flexibility, durability and installation options for commercial and industrial roofing systems. 

In commercial and industrial roofing, system performance depends on more than surface protection, it requires engineered layers designed to handle movement, temperature swings and long-term exposure. At the center of that approach are Advanced Bitumen Technology membranes from BITEC®, developed to combine proven strength with modern flexibility across a range of demanding applications. 

The product line includes styrene-butadiene-styrene (SBS) and atactic polypropylene (APP) cap plies and high-temperature underlayments. Together, these components are engineered to provide durability and versatility in built-up and modified bitumen roofing systems, supporting consistent performance across varied jobsite conditions. 

For contractors seeking faster dry-in and simplified installation, self-adhered options include pressure-sensitive caps, bases and underlayments designed to reduce fumes, torches and extra equipment. MAT-40, a high-temperature tile and metal roof underlayment, is built to resist punctures and tears while delivering waterproofing protection in both residential and commercial applications. 

APP modified bitumen membranes are designed to provide waterproofing protection in extreme weather conditions and can be used in a variety of applications. For projects that demand greater flexibility and multiple installation methods, SBS membranes deliver strength and performance tailored to specific objectives, with fiberglass and polyester reinforcement options available. To support both systems, adhesives, primers and flashing accessories are engineered to integrate seamlessly, helping contractors create stable, watertight assemblies. 

Across the broader membrane portfolio, performance features are designed to address real-world jobsite challenges, including flexibility for cold climates and high-movement structures, ultraviolet-resistant and heat-weldable cap and base sheets for long-term durability, reliable layers that enhance system stability and heat- and moisture-resistant barriers suited for metal and steep-slope roofs. 

By offering multiple membrane types and installation approaches, Advanced Bitumen Technology membranes provide contractors with adaptable solutions designed to meet the structural and environmental demands of modern roofing projects. 

Learn more about Advanced Bitumen Technology membranes and how they support durable, flexible and watertight commercial roofing systems!

Por Alberto Torres. 

Conozca la historia detrás Bitec’s RepairBoss®, una línea completa pensada para el profesional. 

En este episodio de La Voz de los Ruferos, Santiago Garces nos comparte la trayectoria de Bitec, una compañía con más de cuarenta años de experiencia en la industria del roofing. Desde sus inicios, la misión ha sido clara: "Productos que funcionan, que son fáciles de instalar y que realmente les facilitan la vida a los contratistas,” explica Santiago. Además, destaca que Bitec es reconocida por su calidad, durabilidad y por apoyar constantemente a quienes están arriba en el techo haciendo el trabajo duro.  

Santiago cuenta con más de diez años de experiencia en la industria. Su trayectoria comenzó trabajando para un contratista, luego pasó al área de distribución y actualmente forma parte del equipo de Bitec. “Amo trabajar para Bitec,” comparte. Actualmente está encargado de un territorio que abarca desde Belmont hasta Brownsville, donde apoya a contratistas que buscan soluciones efectivas para techos comerciales. Su objetivo es ayudarlos a encontrar el mejor producto para cada necesidad.  

Uno de esos productos es RepairBoss®, que nació a partir de escuchar directamente a los contratistas. Según Santiago, muchos profesionales compartían frustraciones con otros productos en el mercado, describiéndolos como lentos, sucios, complicados o poco duraderos. A partir de esas conversaciones, Bitec diseño un sistema de reparación que responde a esas preocupaciones. Así nació RepairBoss, un sistema rápido, seguro y diseñado para durar. 

RepairBoss es una línea completa de reparación para distintos tipos de techos. Sus productos ofrecen soluciones permanentes, con la flexibilidad de aplicarse en diversas condiciones climáticas. Además, son resistentes a los rayos UV y amigables para el medio ambiente. El enfoque no solo está en la calidad del producto, sino también en la eficiencia. Santiago explica que estos sistemas permiten ahorrar tiempo y dinero a los contratistas, ya que el proceso de instalación es ágil y el resultado prolonga la vida útil del techo.  

Bitec también ofrece recursos educativos en línea para aprender a utilizar correctamente sus productos, así como contacto directo con representantes para capacitación y entrenamiento. Más allá de vender productos, la compañía busca ser un aliado estratégico para los contratistas, brindándoles herramientas que faciliten su trabajo y contribuyan al crecimiento de sus negocios. 

!Escucha ele episodio completo para descubrir más sobre los productos de Bitec!

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!

Across the show floor, soundstage interviews and educational sessions, IRE 2026 made it clear that the roofing industry is not standing still. 

While community defines the heart of the International Roofing Expo (IRE), innovation defines its pace. From AI-driven tools and smarter products to immersive booths and hands-on demonstrations, our crew experienced IRE 2026 as a snapshot of where the industry is headed. Here’s a deeper look at how it went, as told through the voices of our crew members who spent the week capturing it. 

Technology everywhere 

One of the most immediate takeaways from IRE 2026 was just how visible technology has become across the show floor. Megan Ellsworth, multimedia director, shared: 

One theme that did stand out for me at IRE was the sheer amount of technology and AI companies at the show and the innovations through technology that big name distributors and manufacturers are implementing. Contractors were a buzz with all the new technology at their fingertips through either their distributor, CRM or manufacturer that is for sure. 

That buzz extended to manufacturers, distributors and long-established brands bringing tangible, jobsite-ready solutions to the floor. Karen Edwards, COO, emphasized, “I was most impressed by the manufacturers that continually innovate and bring new solutions that help contractors work smarter, more efficiently, the products that perform better. It’s incredible.” Startups and established brands showcased tools that have the potential to fundamentally change how contractors work day to day.  

Innovation on display: Booths, launches and customer stories 

For crew members walking the show floor, innovation stood out not only in the products themselves, but in how exhibitors chose to present their stories. Lauren White, editor-in-chief, explained: 

It’s always so fun to see the same people each year, and also to see how some of our customers’ booths have grown over the years. Some companies who started with a single table and a small footprint now have the biggest LED screen that Informa has ever seen, like Roof Scout. Central States Manufacturing had a huge, amazing booth as well and it looked really great and made a statement. 

Everyone puts so much time and energy into making their booths look good and flow, and they’re really proud of them. There’s a lot of intentional planning that goes into that. For us to go onto the show floor and highlight those booths – asking what they want to showcase and positioning ourselves where they feel best – is really special. People are so grateful for the opportunity to talk about their latest products and recent launches and show them off in their booth. 

Drake Porter, industry relations coordinator, echoed this sense of creativity and experimentation they witnessed across the show floor: 

Just seeing what all these folks are doing, whether it's tools or materials or an amazing Trash Rocket or a giant screen at Roof Scout was really cool. My favorite interview of the day was Western States Metal Roofing, where she talked about different shingle sizes, metal and the 3D-printed display she created for the booth. 

Across the span of three days, Lauren and Drake had the chance to dance with the Pink Panther from Owens Corning®, assist the BITEC® magician in passing cards around to the crowd and made custom hats with TRA Snow and Sun, further highlighting the vastness of this year’s exhibitor booths. 

Education contractors can use 

Education once again proved to be one of IRE’s strongest assets, especially as conversations around AI moved from theory to application. Heidi J. Ellsworth, president and CEO, moderated a panel discussion focused on AI in practical business settings: 

We were fortunate enough to be part of the Roofing Technology Think Tank (RT3) panel talking about AI in real-life situations. It really talked about not only where the roofing industry is going, but what you need to look at and be aware of. 

The IRE educational courses throughout the week really help contractors build their business, so they can leave IRE with a strong to-do list, which I think is really important. 

What stood out most to Karen was the engagement: “It’s impressive to have 100 people in a room who want to learn about AI at 8:30 in the morning and nobody was scrolling through their phone during that presentation. They were engaged and eager to learn.” 

Telling the industry’s stories 

One of the ways innovation came to life at IRE 2026 was through storytelling itself. James Ellsworth, CFO, exclaimed, “The soundstage did 89 recordings over the course of three days. We had experts from around the industry all wanting to share on the soundstage.” As Karen hosted the majority of these interviews, she reflected, “Being able to bring a little piece of the show to those people who weren’t able to come was heartwarming. They can tune into our videos, and they can see what’s new.” The theme that consistently emerged was adoption. As Lauren noted, “People are really adopting tech and AI, which is great to see in an industry that’s typically slow to adopt. 2026 is the year of growth.” Across tools, technology, education and storytelling, IRE 2026 highlighted real solutions, real learning and real momentum. And the industry is clearly ready for what’s next. 

Check out our YouTube playlist to hear from the experts themselves!

En todo el piso de exhibición, las entrevistas en el escenario y las sesiones educativas, IRE 2026 dejó en claro que la industria del techado no se está quedando quieta. 

Mientras la comunidad define el corazón de la International Roofing Expo (IRE), la innovación define su ritmo. Desde herramientas impulsadas por IA y productos más inteligentes hasta stands inmersivos y demostraciones prácticas, nuestro equipo vivió IRE 2026 como una muestra clara de hacia dónde se dirige la industria. Aquí te presentamos una mirada más profunda a cómo se desarrolló todo, contada a través de las voces de los miembros de nuestro equipo que pasaron la semana capturando cada momento. 

Tecnología en todas partes 

Uno de los principales aprendizajes inmediatos de IRE 2026 fue lo visible que se ha vuelto la tecnología en todo el piso de exhibición. Megan Ellsworth, directora de multimedia, compartió: 

Un tema que realmente destacó para mí en IRE fue la gran cantidad de empresas de tecnología e inteligencia artificial presentes en el evento y las innovaciones tecnológicas que los grandes distribuidores y fabricantes están implementando. Los contratistas estaban muy entusiasmados con toda la nueva tecnología disponible a través de su distribuidor, CRM o fabricante, sin duda. 

Ese entusiasmo se extendió a fabricantes, distribuidores y marcas consolidadas que llevaron al piso soluciones tangibles y listas para el trabajo. Karen Edwards, COO, enfatizó: “Lo que más me impresionó fueron los fabricantes que constantemente innovan y traen nuevas soluciones que ayudan a los contratistas a trabajar de manera más inteligente y eficiente, con productos que ofrecen un mejor rendimiento. Es increíble.” Nuevas empresas y marcas establecidas exhibieron herramientas con el potencial de cambiar fundamentalmente cómo trabajan los contratistas en su día a día. 

Innovación en exhibición: Stands, lanzamientos e historias de clientes 

Para los miembros del equipo que recorrieron el piso de exhibición, la innovación destacó no solo en los productos en sí, sino en la forma en que los expositores eligieron presentar sus historias. Lauren White, editora en jefe, explicó: 

Siempre es muy divertido ver a las mismas personas cada año, y también ver cómo los stands de algunos de nuestros clientes han crecido con el tiempo. Algunas empresas que comenzaron con una sola mesa y un espacio pequeño ahora tienen la pantalla LED más grande que Informa haya visto, como Roof Scout. Central States Manufacturing también tuvo un stand enorme y espectacular; se veía realmente bien y dejaba una gran impresión. Todos dedican mucho tiempo y energía a asegurarse de que sus stands se vean bien y fluyan correctamente, y están realmente orgullosos de ellos. Hay mucha planificación intencional detrás de eso. 

Para nosotros, poder caminar por el piso de exhibición y destacar esos stands —preguntar qué quieren mostrar y colocarnos donde mejor se sientan — es algo muy especial. La gente está muy agradecida por la oportunidad de hablar sobre sus productos más recientes, sus nuevos lanzamientos y mostrarlos en sus stands. 

Drake Porter, coordinador de relaciones industriales, destacó ese mismo sentido de creatividad y experimentación que vio por todo el evento: 

Ver lo que toda esta gente está haciendo, ya sean herramientas, materiales, un increíble Trash Rocket o una enorme pantalla en Roof Scout, fue realmente genial. Mi entrevista favorita del día fue con Western States Metal Roofing, donde ella habló sobre diferentes tamaños de tejas, metal y la exhibición impresa en 3D que creó para su stand. 

A lo largo de tres días, Lauren y Drake tuvieron la oportunidad de bailar con la Pantera Rosa de Owens Corning®, ayudar al mago de BITEC® a pasar cartas entre la multitud y hacer sombreros personalizados con TRA Snow and Sun, resaltando aún más la magnitud de los stands de este año. 

Educación que los contratistas pueden usar 

Una vez más, la educación demostró ser uno de los mayores activos de IRE, especialmente cuando las conversaciones sobre IA pasaron de la teoría a la aplicación práctica. Heidi J. Ellsworth, presidenta y CEO, moderó un panel centrado en el uso de la IA en entornos reales de negocios: 

Tuvimos la fortuna de ser parte del panel del Roofing Technology Think Tank (RT3) hablando sobre IA en situaciones reales. La conversación trató no solo sobre hacia dónde se dirige la industria del roofing, sino sobre lo que necesitas observar y tener en cuenta. 

Los cursos educativos de IRE durante la semana realmente ayudan a los contratistas a fortalecer sus negocios, para que puedan salir de IRE con una sólida lista de tareas, lo cual es muy importante. 

Lo que más le llamó la atención a Karen fue el nivel de atención: “Es impresionante tener a 100 personas en una sala que quieren aprender sobre IA a las 8:30 de la mañana y que nadie estuviera revisando su teléfono durante la presentación. Estaban comprometidos y ansiosos por aprender.” 

Contando las historias de la industria 

Una de las formas en que la innovación cobró vida en IRE 2026 fue a través de la narración. James Ellsworth, CFO, exclamó, “El escenario de grabación hizo 89 entrevistas durante tres días. Tuvimos expertos de toda la industria queriendo participar en el escenario.” Mientras Karen condujo la mayoría de esas entrevistas, reflexionó, “Poder llevar un pedacito del evento a quienes no pudieron asistir fue conmovedor. Pueden ver nuestros videos y descubrir qué hay de nuevo.” 

El tema recurrente fue la adopción. Como señaló Lauren, “La gente realmente está adoptando la tecnología y la IA, lo cual es genial de ver en una industria que típicamente adopta los cambios con más lentitud. 2026 es el año del crecimiento.” 

A través de herramientas, tecnología, educación y narración, IRE 2026 destacó soluciones reales, aprendizaje real y un impulso genuino. Y la industria está claramente lista para lo que viene. 

¡Consulta nuestra lista de videos en YouTube para escuchar directamente a los expertos!

By Emma Peterson. 

Join The Coffee Shops™ crew and our industry partners in Sacramento for four days of education, innovation and industry connection. 

The Coffee Shops™ crew is putting the finishing touches on our travel plans to get to Sacramento, California March 12–15, 2026 for the International Institute of Building Enclosure Consultants (IIBEC)’s International Convention and we want to see you at our booth and soundstage, sponsored by Western Colloid!  

This year’s show is predicted to host “1,700 consultants, architects, engineers, design professionals and other experts” for four days of learning, networking and more! With national sponsors like Carlisle, Elevate™, GAF, IB Roof Systems™, Johns Manville, Polyglass USA Inc., Sika Corporation, SOPREMA and Versico, this show is a must-attend for professionals in all parts of the roofing world.  

Expert-led education  

This show gives attendees a chance to learn from a variety of industry leaders and experts through their cutting-edge education sessions. Here are some of the incredible presenters that will be at this year’s show:  

• Trent Cotney of Adams and Reese will be hosting a “State of the Industry” session that will explore contract provisions and other emerging regulatory trends.  
• Darren Perry of SOPREMA has a session that discusses how low slope roofing can be enhanced in response to severe climate risks. 
• Amrize’s National Technical Manager Victor Rosenthal and Project Manager Rachael DeMeio will be teaching about trends in roof re-cover applications this year. 
• Jennifer Stephan from Benchmark’s session will dive into the world of Refrigerated Processing and Cold Storage Operations in relation to industrial roofing projects.  

Check out the full speaker list online!

An expo floor route 

The Coffee Shops crew will be on the expo floor hosting a soundstage at booth #1113! Here’s just a few of the other Coffee Shops friends and partners that can be found on IIBEC’s 2026 International Convention expo floor:  

• All Weather Insulated Panels (booth #1216) 
• Anchor Products (booth #907)  
• ATAS International (booth #728)  
• BITEC Inc. (booth #1023) 
• Brava Tile (booth #208) 
• CertainTeed (booth #227)  
• General Coatings Manufacturing (booth #926) 
• H.B. Fuller (booth #113) 
• ICP Building Solutions Group (booth #133) 
• IKO Industries (booth #426) 
• Leister (booth #619) 
• Malarkey Roofing Products (booth #213) 
• MuleHide (booth #814) 
• Roof Hugger (booth #707) 
• S-5! (booth #1019) 
• Sheffield Metals International (booth #625) 
• Sherwin Williams Roofing Solutions (booth #422) 
• Tremco (booth #321) 
• USG Securock (booth #401) 
• Western Colloid (booth #923) 
• Westlake Royal Roofing Solutions (booth #433) 

Explore the full expo floor map!

Register today and make sure you stop by to say hi to us and our industry friends at the IIBEC’s 2026 International Convention!

BITEC, Inc. is a leading manufacturer and distributor of some of the industry’s highest-quality solutions for low-slope roofs in North America. 

In 2026, BITEC, Inc. is celebrating its 40th anniversary. Founded in 1986 by Bruce Shealey, who recently retired after serving the roofing industry for 60 years, BITEC has its roots in a modified bitumen technology that originated in Italy. 

According to BITEC CEO, David Allen, who was originally hired by Bruce as operations manager when the company was founded, the goal of the fledgling business was “to make modified bitumen the right way without sacrificing quality.”

In the years that followed, the company has lived up to its slogan “When Quality Matters,” by fostering a culture of respect for its family of employees and its contractor customer base. 

BITEC recently merged with Viking Products Group, expanding both its offerings and its sales channels. Today, BITEC offers four distinct product pillars:

• ABT (Asphalt Bitumen Technology), which includes not only our asphalt modified products but also coal tar pitch solutions
• StrongHold™ single ply products and accessories
• The Storm Breaker™ coating line, with offerings available in a variety of chemistries 
• RepairBoss® products that can handle almost any type of roof repair

Bruce’s son, Joel Shealey, current president of BITEC, who joined the company in 2019, reports. “When I joined the company, we offered modified bitumen and acrylic and aluminum coatings…Today, we can build a roof from the deck up.”

BITEC, Inc. is a leading manufacturer and distributor of some of the industry’s highest-quality solutions for low-slope roofs in North America. For more information, visit https://BITEC.com/ or call 800.535.8597.

By Jenny Yu.  

BITEC’s Viking system helps contractors move faster while delivering long-term performance. 

When it comes to commercial and industrial flat roofs, built-up roofing and coal tar pitch are some of the oldest, most reliable systems. Joel Shealey, president of BITEC, joined The Coffee Shops™ for a conversation to offer insight into the tried-and-true material and why contractors should consider adding it to their service offerings. 

“You see coal tar pitch a lot on very large structures because it is such a durable roof system. Some of these roofs are 50-60 years old,” Joel explained. “Coal Tar is self-healing, so if you stab a screwdriver into it, it's going to flow back and cover itself back up. And it doesn't oxidize as quickly as asphalt that's exposed to UV.” 

These properties make coal tar pitch ideal for weatherproofing and waterproofing large buildings, and it holds up well to heavy foot-traffic. BITEC’s Viking® Coal Tar Pitch (CTP) is specially formulated to a natural resistance to the severe effects of temperature, moisture and corrosive elements found in many environments. 

“It traditionally involves putting down a layer of either asphalt or pitch, followed by a layer of felt. It used to be what they called rag felts, then moved to fiberglass felts,” Joel shared. This is where BITEC positions itself apart from competitors. “In our coal tar system today, we use a polyester felt. Typically, about four layers are applied, and then the top is a flood coat and gravel.” 

In using a polyester felt as opposed to a traditional fiberglass tar felt, BITEC fits more into each roll of product. “Traditional fiberglass tar felt rolls are 4 square and our polyester rolls are 10 square, so when a contractor's working, they can cover a lot more area quickly without having to get more rolls,” Joel stated. “By using our system, we see people able to get on and off jobs a lot quicker. You can get a lot more coverage in one day.” 

For contractors looking to include coal tar pitch in their offerings, Joel emphasized proper training and preparation. “It's not like handling hot asphalt; it does have some unique properties that you need to consider for your crews’ safety,” Joel said. “We've got a technical team that can provide some training and resources to help out in the application of or even the removal of coal tar systems.” 

Learn more about how BITEC’S Viking Coal Tar Pitch is the ultimate option for flat roofing!

By Jenny Yu.  

With new C=O.R.E. values and a clear vision, BITEC^®, Inc. is building a promising future. 

From January 1, 2026-December 31, 2026, BITEC^®, Inc. will be celebrating its 40th anniversary. This incredible milestone offers a unique opportunity for the leading manufacturer to reflect on its historic successes and to look ahead toward future goals. One area in which the company is expanding: building out their brand. 

After several years developing their private label production, BITEC is reasserting its own brand identity. This new era is rooted in a clear set of values that Shane Millwood, Vice President of sales and marketing, shared with The Coffee Shops™. 

Shane developed a philosophy called C=O.R.E., which stands for “Confidence equals Organization, Relationships and Education.” He shared, “You're not born with Confidence; it's a learned behavior. You have to work toward it by having Relationships, being Educated and being Organized. If my team lives in those disciplines, it’s going to create Confidence.” 

Much of BITEC’s recent brand and marketing progress reflects this emphasis on learning and building relationships. Shane said that a key strategy for BITEC is seeing itself as being “in the business of education,” starting not with selling, but listening.  

“We're trying to learn as much about our customer, their business and their current solutions as possible before we ever even offer a solution,” he stated. “If we just go in and start throwing products on them, that's not building a relationship. I want to show every contractor that we shake hands with that, first and foremost, we want to learn about who they are and what they do.” 

This people-first approach also extends to BITEC’s product development, where contractor feedback plays a central role. Shane said that the people installing systems and using repair products provide the most valuable insights. “They're building your systems and they're fixing roofs with your repair products. If they give you input, their input is vital,” Shane shared. “We want to be a company that grows innovatively based on real education from the field.” 

With a commitment to the C=O.R.E. values and a fast-moving vision for the foreseeable future, Shane expressed excitement and confidence about BITEC’s direction. “With our current mindset and vision, we will be a different looking company in five years,” Shane said. “We want to continue to grow the private label sector of our business, but for a decade and a half, growing the BITEC brand kind of went away. It’s front and center now. We're growing the BITEC brand back.” 

Learn more about how BITEC’s commitment to be the premier partner for commercial roofing contractors.