By Jesse Sanchez. 

Jeff Cole discusses Palisade® underlayments, growing interest in metal roofing and shifting market demand during FRSA 2026. 

Intertape Polymer Group (IPG) brought its Palisade roofing underlayment line to Florida Roofing and Sheet Metal Contractors Association (FRSA) 2026, giving contractors an opportunity to experience the material’s traction firsthand. Jeff Cole, who has worked in the roofing industry for 20 years, represents Intertape Polymer Group’s ECP division, which specializes in building materials. His responsibilities include products across the building envelope, from roofing underlayment and house wrap to crawl space fabric. 

Jeff described Palisade as one of the company’s premium roofing underlayment brands. At the show, its distinctive surface drew attendees into the booth for a hands-on demonstration. Reflecting on those interactions, Jeff explained, “Everybody comes up and the first thing they want to do is walk on our material because it is patented. It is unique.” 

The material features a polka-dot grid designed to provide slip resistance. According to Jeff, users do not need to press the ball of their foot into the surface to gain traction, allowing contractors to understand the product’s value through a direct demonstration. Emphasizing the stability of the surface, Jeff added, “You can almost stand on it flatfooted and play tennis on it. It’s very sure-footed stuff and that’s why people tend to like it.” 

Beyond underlayments, Jeff identified metal roofing as a major topic on the show floor. He pointed to severe weather, insurance pressures and homeowner interest in longer-lasting roofing systems as factors contributing to the conversation. Summarizing the broader shift, Jeff observed, “The buzz is metal roofing. That seems to be a bigger and bigger component and the roofing numbers show that.” 

IPG is also promoting Palisade Butyl-HT Plus, one of two product launches planned for 2026. Jeff described the product as a pure extruded butyl with strong tack and a broad operating temperature range. The product had already launched by the time of the event, with FRSA serving as a key promotional opportunity. 

Jeff also noted a recent shift in customer demand. After shingles were down about 10% in the first quarter, he said several major customers had contacted the company asking it to increase production to help prevent material shortages. 

Watch the full interview to learn more about the roofing underlayment innovations and market trends Jeff Cole discussed at FRSA 2026! 

By Jesse Sanchez. 

Employers can strengthen recruitment and retention by aligning workplace practices with Gen Z’s priorities around growth, flexibility, purpose and connection. 

As more members of Generation Z enter the workforce, employers are finding that traditional hiring and retention strategies may not be enough to keep younger workers engaged. The Florida Roofing and Sheet Metal Contractors Association (FRSA) advises companies seeking to build lasting relationships with Gen Z employees to look beyond compensation and focus on workplace culture, professional growth and meaningful communication. 

Although salary remains important, Gen Z workers also value purpose, flexibility and a healthy work-life balance. They are drawn to inclusive workplaces, opportunities to develop their skills and employers that demonstrate responsibility toward their communities and the environment. 

Recruitment efforts can begin on the social media platforms Gen Z already uses. Companies can feature younger employees in recruitment content, share authentic testimonials and highlight workplace values through videos and other digital materials. Interactive hiring events can also give candidates a clearer sense of a company’s mission, leadership and culture. 

Flexibility is another significant consideration. Hybrid work models, adjustable schedules and results-based expectations can show employees that their employer values autonomy and trust. Once an offer is accepted, personalized welcome messages or videos from future managers and teammates can help new hires feel connected before their first day. 

During onboarding, FRSA recommends pairing new employees with both a peer and an experienced mentor. Cross-generational conversations can further strengthen workplace relationships by creating opportunities for employees to share experiences and better understand one another. 

Long-term retention also depends on continued learning. Experienced employees can share practical lessons in communication, time management, conflict resolution and teamwork, while professional development classes can help younger workers build skills and advance their careers. Employers can also invite Gen Z team members to contribute their knowledge of social media or artificial intelligence tools. 

Consistent feedback and recognition help complete the strategy. Regular check-ins, two-way communication and public acknowledgment of employee accomplishments can reinforce that each person’s ideas and contributions matter. 

Learn more about FRSA's guidance for attracting, supporting and retaining Gen Z employees!

By Jesse Sanchez. 

Regional Sales Manager Blake Reed shares how FlashCo products help contractors save time while supporting code-compliant roofing installations. 

At the Florida Roofing and Sheet Metal Contractors Association (FRSA) show, FlashCo Regional Sales Manager Blake Reed joined Megan Ellsworth on The Coffee Shops™ Sound Stage, sponsored by TAMKO®, to discuss the manufacturer’s commercial roofing accessories, expanding presence in the Southeast and newest edge metal offering. Blake recently joined FlashCo after working elsewhere in the roofing industry. His new position marks his first oppertunity to work on the manufacturing side of the business, where he now oversees a territory stretching from Mississippi to North Carolina and from Tennessee to Florida. 

FlashCo manufactures commercial roof accessories and flashings designed to arrive ready for installation. According to Blake, contractors visiting the company’s booth quickly recognized how these products could simplify work in the field. He shared, “Light bulbs are clicking. These are ready-to-install products that we can throw on our roof. Super easy and saves a lot of time.” 

That time-saving focus was central to FlashCo’s presence at the show. The event also allowed the company to connect directly with contractors, strengthen relationships with distribution partners, and meet with private-label strategic partners. Blake said, “One of the big things that we wanted to present is our new ES1-compliant edge metal system.” Although FlashCo has offered edge metal in the past, he explained that the system is new to the market and was being introduced to attendees on the show floor. 

The response was encouraging, particularly in a region where code compliance and reliable performance are major priorities. Blake said customers need confidence that the products they install will work as intended without requiring repeated service visits. FlashCo is also strengthening its Florida presence through local representative Aaron Foster, a former contractor who brings established industry relationships and firsthand knowledge of contractor needs. 

Watch the full interview to learn more about FlashCo’s time-saving commercial roofing accessories, new ES-1-compliant edge metal system and growing presence in the Southeast!

By Jesse Sanchez. 

Atlas Roofing leader discusses her recognition from the Florida Roofing and Sheet Metal Association and the industry’s growing focus on resilient roof assemblies. 

At the Florida Roofing and Sheet Metal Association (FRSA) convention, Heidi J. Ellsworth welcomed Stephanie Daniels of Atlas Roofing to the sound stage to discuss industry service, professional development and the future of resilient roofing. Stephanie, senior director of strategy and innovation for Atlas Roofing Corporation, has worked in the roofing industry for nearly 30 years. After Atlas transferred her to Florida 20 years ago, she quickly recognized the importance of understanding the state’s demanding codes and wind-mitigation requirements. 

Joining FRSA became an important part of Stephanie’s education. By participating in committees and listening to experienced roofing professionals, she developed knowledge that helped shape her career. Reflecting on that experience, Stephanie said, “I would not be where I am in my career development without time spent in those rooms.” 

Her years of involvement were recognized during the convention when she received the Beer Award for enthusiasm, professionalism and getting things done in roofing. Stephanie explained that the recognition was especially meaningful because it came from professionals who contributed to her development. She noted, “When they tell me that I’m doing well, it means the world.” 

Stephanie is now helping address one of the industry’s most urgent priorities: resiliency. She emphasized that performance depends on the complete roof assembly, including the roof covering, decking, insulation, ventilation and underlayment. 

Resilient roofing systems can support contractors, homeowners and insurers as they navigate financial pressures, changing requirements and concerns about maintaining insurance coverage. Stephanie is also involved in standards-development efforts intended to strengthen impact and wind testing, although she noted that those processes can take years. 

In the meantime, contractors can prepare by monitoring changing code requirements, evaluating products and pursuing available programs such as the Fortified RoofTM contractor certification. Stephanie stated that Atlas has worked to ensure their roofing products and accessories meet the FortifiedRoof standards, helping contractors identify products that meet program requirements. Emphasizing the value of clearer guidance, Stephanie concluded, “I think  another big thing is just eliminating as much confusion as possible.” 

Watch the full interview to learn more about how industry service, evolving standards and resilient roof assemblies are shaping the future of roofing!

By Jesse Sanchez. 

Industry leaders explain why financial discipline, diversification and customer education matter as roofing businesses navigate economic and insurance pressures. 

During a live Coffee Conversations® discussion at the Florida Roofing and Sheet Metal Association (FRSA), roofing professionals examined the pressures impacting contractor success across the United States. The panel agreed that shrinking backlogs, insurance changes and aggressive pricing are forcing companies to strengthen their operations rather than chase every available project. 

What market shifts are creating the most concern for contractors? 

As contractors adjust to a changing business environment, John Kenney, chief executive officer of Cotney Consulting Group, said several challenges are creating uncertainty at the same time. He shared: 

“I think insurance claims and understanding the industry’s new insurance rules are causing a lot of angst for contractors. AI, robotics and other technologies are also major issues people are trying to understand. Contractors are also watching prices, fuel costs and shrinking backlogs.”  

John encouraged contractors to use slower periods to improve their companies and pursue work that fits their established capabilities. Bridget Jenkins Wilson, owner of Cardinal Roofing, added that roofing is cyclical and contractors should prepare during strong years for the slower periods that follow. 

How can contractors move from storm-dependent work to retail sales? 

Changes in the insurance market are also pushing some roofing businesses to pursue more retail work. Adam Bensman of TAMKO® and the Roofing STRONG Alliance said this transition requires more than simply finding a different type of customer. He explained: 

“The hottest trend in roofing is the shift from storm-dependent to retail-driven business. I am seeing roofing companies that were built to catch or chase storms, but lack formal sales processes and structure, now trying to learn how to sell retail.”  

Adam warned that companies without structured sales processes may respond to pressure by discounting projects below sustainable levels. Bridget emphasized educating homeowners about policies, deductibles, materials and payment responsibilities rather than relying on high-pressure sales tactics. 

What should contractors prioritize during an economic slowdown? 

Although contractors cannot control the economy, John said they can improve their decision-making by developing a detailed understanding of their financial position. He noted, “Right now, you need to know your numbers, understand exactly what your overhead is and focus on the work your business is best suited to perform.”  

That financial clarity can help contractors avoid pursuing unprofitable work simply to keep crews busy. Marc Hansen of JobNimbus agreed that contractors need reliable systems for estimating, customer communication, payment collection and follow-up. Bridget also encouraged companies to examine everyday expenses, material waste and internal financial controls. 

The panel’s message was clear: Contractors cannot control market cycles, but they can control their pricing, processes and customer experience. Companies that understand their costs and serve homeowners transparently will be better positioned for the next phase of the market. 

Listen to the entire podcast or Watch the conversation to learn more about adapting a roofing business to economic and insurance changes. 

By Emma Peterson. 

The latest company milestones include a bold new shingle color and the construction of IKO's eighth North American plant. 

2026 marks the 75th anniversary of IKO Industries’ operations. And over those decades, IKO has grown a lot. The story starts back in the 1950s in Calgary, Alberta, Canada with Isidore Koschitzky founding the company. Their first manufacturing plant was located in Brampton, Ontario and produced rolled roofing and shingles. As the years went on, IKO continued to grow and quickly became an industry leader. In the 1960s they were the “first shingle manufacturer to process its own asphalt on site” and in the early 1970s they opened a new manufacturing plant in Ham, Belgium.  

By the 1980s, IKO had opened their first factory in the United States – located in Wilmington, Delaware. Later, in the late 1990s and early 2000s, a plant would be opened in Sumas, Washington featuring IKO’s first four-wide laminator, another would be opened in Danville, Illinois to process glass fiber and then another one opened in Clarksville, Tennessee for glass mat manufacturing.  

Today, IKO continues to build upon that legacy. Diana Swigert, their marketing services manager, shared a bit about that in a recent interview with Megan Ellsworth from the 2026 Florida Roofing and Sheet Metal Association’s (FRSA) show.  

The first thing Diana highlighted was their newest colorway – Blackstone. She described it, saying,  “It’s our darkest color that we've ever come out with at this point, but it’s not just black. It's a blend of dark granules with just a touch of gray to give it a stunning depth.” This color is currently available for the IKO Dynasty® collection, which is distributed throughout Canada and the United States.  

The other big announcement that Diana spoke about in her interview was the development of IKO’s next manufacturing facility! She told Megan, “Outside of Jacksonville, Florida is a town called Clay Hill and it’s the location of our eighth manufacturing plant in North America. The creation of this plant is in response to the demand of roofing shingles and we’re just really proud to be building on the legacy of IKO!” 

Want to hear more about IKO, their new color Blackstone or their new facility? Check out Diana’s full interview!

By Jesse Sanchez. 

IB Roof Systems representatives explain how building use, climate and performance expectations should guide membrane selection. 

During a live Coffee Conversations® at the Florida Roofing and Sheet Metal Contractors Association (FRSA), IB Roof Systems™ representatives Jamie Treglio and Rob Dehaan discussed the growing role of single-ply roofing. Jamie, director of brand and marketing, and Rob, the company’s Florida representative, emphasized that successful specifications begin with understanding the building rather than defaulting to one membrane. 

Why are single-ply systems gaining ground in Florida? 

Florida’s population growth has increased demand for hospitals, restaurants, entertainment facilities, retail centers and other infrastructure. Rob said single-ply systems can support these projects by offering installation efficiency, reflectivity and tested performance. 

“You can cover a lot of ground and it’s a clean product to put down, too. That’s what people really like. [It’s] highly reflective, so it checks a lot of the boxes they’re looking for in many situations.”  

Those advantages can make single-ply roofing an effective option for projects where contractors and building owners must balance installation speed, energy considerations, code requirements and long-term performance. 

How should contractors choose between TPO and PVC? 

Although thermoplastic polyolefin (TPO) and polyvinyl chloride (PVC) are both single-ply membranes, Jamie explained that they should not be treated as interchangeable solutions. The building’s use, operating conditions and expected service life should guide the selection. 

“Just knowing how to move between those thermoplastics and which one works where is super important. And then, while we love single ply, there’s a need for it all.”  

TPO can provide an economical option when budgets are constrained, while certain buildings may require a thicker or more robust PVC system. Contractors should evaluate the conditions of each project before recommending a membrane. 

Why must the entire assembly be considered? 

Membrane selection is only one part of designing an energy-efficient and durable roof. Rob said contractors must consider how every component contributes to the performance of the complete assembly. Rob noted, “I think the big thing with energy savings is you have to look through the whole roof system. I think sometimes we focus on one component and it’s like, if all the other components are fighting against that component, what’s the point?”  

Jamie reinforced that system-based approach by pointing to components that can be overlooked during design and value engineering. Jamie shared, “The key word in all of that, to me, was system. It’s going to include the membrane, the cover board and often-overlooked components like vapor barriers.” Membrane type, insulation, cover boards, vapor control and reflectivity must work together. Building use, expected service life, rooftop conditions and warranty goals also influence membrane thickness and system design. 

Selecting the right single-ply assembly requires collaboration among the building owner, contractor, manufacturer, consultant and design professional. That system-based approach becomes even more important when Florida’s wind requirements and severe weather are added to the specification. 

Listen to the entire podcast or Watch the conversation to learn more about selecting single-ply roofing systems! 

By Brenda Littau. 

Turn routine maintenance into lasting loyalty. 

For homeowners, a roofing relationship often begins with a problem: a leak, missing shingles or water appearing where it should not be. For roofing contractors, that first service call can become much more than a small repair. It can be the start of a long-term relationship that leads to future maintenance work and, eventually, the replacement job. 

Tracey Donels, owner of Service First Solutions, believes contractors can grow their businesses by focusing on repair and maintenance as a relationship-building strategy. Rather than viewing smaller jobs as distractions from larger reroofing projects, contractors should see them as opportunities to prove their value when homeowners need help most. 

“The customer’s issue isn’t that they need a new roof,” Tracey said. “Often the customer’s issue is they have a roof leak and they think they need a new roof.” 

That distinction matters. A homeowner dealing with an active leak is looking for someone who will respond quickly, explain the issue clearly and provide a solution that fits the situation. In some cases, a repair may be enough. In others, maintenance can extend the life of the roof and give the homeowner time to plan for a future replacement. Either way, the contractor who solves the immediate problem earns something more valuable than one service ticket: trust. 

A strong maintenance program gives contractors a reason to stay connected with homeowners between major projects. Regular inspections, minor repairs and proactive recommendations help homeowners understand the condition of their roofs before an emergency forces a decision. It also gives contractors a better understanding of each roof’s history, recurring concerns and likely replacement timeline. 

When the time comes for a reroof, that history can make the decision much easier for the homeowner. They are not starting from scratch, gathering estimates from unfamiliar companies or wondering who they can rely on. They already know the contractor, have seen the quality of the work and have experienced the company’s communication and service firsthand. 

Speed is a major part of that experience. Tracey emphasized that quality workmanship is essential, but responsiveness can be just as important when water is entering a home. Homeowners may not remember every technical detail of a repair, but they will remember who answered the phone, showed up quickly and helped protect their home. 

That level of service can set a contractor apart in a competitive market. It also creates a steadier source of revenue when homeowners are reluctant to commit to a full replacement because of economic uncertainty or rising costs. Maintenance and repair work help keep crews active while building a customer base that can support future growth. 

For contractors, the goal is not to push a replacement before it is needed. The goal is to become the trusted roofing resource homeowners call first, whether they need a small repair, preventative maintenance or a complete reroof. 

Service First Solutions is also expanding that growth-focused mindset through new owners-only peer forum groups. Designed for roofing company owners who want to build their businesses rather than prepare them for sale, the groups will include five to six companies that meet twice a year in person and four times a year virtually. Participants will share challenges, tour one another’s operations, build accountability and learn from peers who understand the day-to-day realities of growing a roofing company. 

For contractors looking to strengthen their customer relationships and their businesses, the path may start with the smallest job: solving a homeowner’s problem today so they know exactly who to call tomorrow. 

Listen to the full conversation here!

Por Emma Peterson, traducido por Jessica Bravo.  

Un vistazo a las conexiones, conversaciones y el sentido de comunidad que se vivieron en FRSA 2026. 

A principios de junio, Florida Roofing and Sheet Metal Association (FRSA) celebró su esperada Convención y Expo. Considerado el evento regional de roofing más grande de Estados Unidos, reunió a cientos de expositores y miles de asistentes en el Gaylord Palms Resort & Convention Center de Kissimmee, Florida, para tres días de educación, networking y diversión. 

El evento comenzó con una Recepción de Bienvenida patrocinada por nuestros amigos de Adams and Reese, que incluyó comida y barra libre. Fue una excelente manera de marcar el inicio de la convención y prepararse para los días de actividad que estaban por venir. ¡Y vaya que fueron días ocupados! 

Hubo innumerables sesiones educativas y oportunidades de aprendizaje, entre las que destacaron la sesión Table Talks de National Women in Roofing (NWIR) y el Almuerzo de Negocios de FRSA. Además, los asistentes pudieron disfrutar de eventos como el Beer Bust, patrocinado por Mid-Atlantic Roofing Supply y GAF, así como de la tradicional Foundation Auction. Por supuesto, también estuvo presente la amplia área de exhibición comercial, donde empresas líderes como GenFlex, Gaco, Elevate, MetalVue, Sherwin-Williams Coil Coatings, H.B. Fuller, Marco Industries y Progressive Metals, mostraron sus productos y servicios para que los asistentes los exploraran entre sesiones y actividades. 

The Coffee Shops™ también estuvo presente con varios miembros del equipo operando un escenario de entrevistas (patrocinado por TAMKO) ubicado en el lobby de la expo. Una de ellas fue Jessica Bravo, coordinadora de nuestro programa En Español quien compartió un poco sobre su experiencia: 

FRSA es una de mis ferias comerciales favoritas del año. Como se lleva a cabo durante el verano, tiene un ambiente muy familiar y siempre es agradable ver a tantas familias asistir juntas. Este año tuve la oportunidad de ayudar a operar el escenario de entrevistas. Sentada detrás del equipo, con audífonos conectados a los micrófonos, pude escuchar conversaciones y entrevistas realmente interesantes durante todo el evento. 

Nuestra presidenta, Heidi J. Ellsworth, también compartió algunos de los momentos más destacados de la semana, "El escenario patrocinado por TAMKO sirvió como punto de encuentro para las conversaciones de la industria durante todo el evento, albergando más de 30 entrevistas con contratistas, fabricantes, distribuidores, líderes de asociaciones y profesionales del roofing de toda Norteamérica. Además, realizamos dos ediciones completas de Coffee Conversations, donde paneles de expertos analizaron tendencias, desafíos y oportunidades clave que actualmente impactan a la industria del roofing." 

Si deseas ver algunas de esas conversaciones, están disponibles bajo demanda en el canal de YouTube de RoofersCoffeeShop®.

By Emma Peterson.  

A look at the connections, conversations and community at FRSA 2026. 

At the beginning of June, the Florida Roofing and Sheet Metal Association (FRSA) held their much-anticipated Convention and Expo. The biggest regional roofing show in the United States, the event saw hundreds of exhibitors and thousands of attendees come together at the Gaylord Palms Resort & Convention Center in Kissimmee, Florida for three days of education, networking and fun!  

The show kicked off with a Welcome Reception sponsored by our friends at Adams and Reese and featuring food along with an open bar. It was a great way to set the tone for the show and get ready for the business of the next few days. And the next few days were busy! 

There were countless education sessions and opportunities to attend, with highlights including the National Women in Roofing (NWIR)’s Table Talks session and the FRSA Business Luncheon, along with plenty of events to keep you busy, like the Beer Bust, sponsored by Mid-Atlantic Roofing Supply and GAF and the annual Foundation Auction. Not to mention the extensive trade show floor, featuring leading companies like GenFlex, Gaco, Elevate, MetalVue, Sherwin-Williams Coil Coatings, H.B. Fuller, Marco Industries and Progressive Metals, that was waiting for attendees to explore between events and sessions. 

The Coffee Shops™ was in attendance with several crew members running a soundstage (sponsored by TAMKO) in the expo lobby. One such crew member, Jessica Bravo, our En Español program coordinator, shared a bit about the experience: 

FRSA is one of my favorite trade shows of the year. Since it takes place during the summer, it has a great family friendly atmosphere and it's always nice to see so many families attending together... This year, I had the opportunity to help run the soundstage. Sitting behind the equipment with headphones connected to the microphones, I was able to listen in on some truly great conversations and interviews throughout the event. 

Our president, Heidi J. Ellsworth, shared some highlights from the week, saying, “The TAMKO-sponsored sound stage served as a hub for industry conversations throughout the event, hosting more than 30 interviews with contractors, manufacturers, distributors, association leaders and roofing professionals from across North America. In addition, two full-length Coffee Conversations brought together expert panels to discuss key trends, challenges and opportunities impacting the roofing industry today.” 

If you want to check out some of those conversations, they are available on demand via the RoofersCoffeeShop® YouTube channel!