By Emma Peterson. 

Exploring IFD’s history, growth and commitment to connecting roofers through education, networking and shared best practices. 

Recently, our team got the chance to sit down with Henrik Mosegaard-Johansen for an interview about his involvement with IFD. Henrik has a long history in the roofing industry, with over three decades spent with VELUX. Today, he is their international key account director for region north. In addition to his work with VELUX, Henrik has been a passionate participant in IFD (International Federation of the Roofing Trade). In his own words, “I started engaging myself with the IFD back in 2011 and eventually was elected as an observer of the board, which is kind of like a board member.” He went on to describe what he does on the board, sharing, “Inside the board, we have split up the responsibilities, as you would in a company. So, my responsibility is within marketing as well as partnerships.”  

Over the course of his 12+ years spent on the board, Henrik has gotten to know IFD and their history well. He shared a bit of his knowledge with us:  

IFD was founded in 1952, with four members: Austria, Switzerland, Germany and Luxembourg. The first many years it was a Western European Association, and then the Berlin Wall fell and national associations from Eastern Europe, like Slovakia, Hungary and Russia joined. And now today, we have associations from other continents, like the National Roofing Contractors Association (NRCA). 

This incredible growth has been a boom to the industry on a whole in many different ways. For one, they have helped raise standards of quality and craftsmanship internationally. Henrik explained, “The IFD helped organizations to grow specifically within international technical guidelines. As more countries develop and build their own national association, IFD is there to help them create a foundation of guidelines and best practices that are harder to build when you have less experience. IFD offers that experience.” 

And guidelines aren’t the only way they’ve done this. By simply creating a space for roofers around the world to meet, IFD has built a community that can uplift each other and its industry. As Henrik put it, “Historically, in Western Europe, roofers would learn new techniques and tools by sending their apprentices to go on what we call the walls. During this, the apprentice would go outside their hometown to the next town, county or even country to learn about how roofers were doing things. Then they’d bring that info back and everyone would improve.” 

The goal with the IFD is to create this type of collaborative, learning environment in a modern era. How are they doing that? One big push within the IFD has been creating in-person events that promote the industry. This includes their highly anticipated Championship of the Young Roofer, their biannual Congress and their newest initiative, the Connection Forum (which will be held for the first time on 14-15 October 2026 in Vienna, Austria)!  

Henrik shared a bit about this new event, saying, “In our Congresses, the focus is really on getting information through presentations from experts. The Connection Forum’s goal is to focus more on giving people the chance to discuss and network. Kind of like those apprentices back in the day.” The event will also host some events, including a speech from The Coffee Shops™ CEO Heidi J. Ellsworth and international guideline development workshops. 

Overall, the development of the Connection Forum in addition to their already established events is a prime example of how IFD continues to serve modern roofers. As Henrik put it, “Our umbrella goal is always to find ways for IFD to add more value to the community, to the industry and to our associations.”  

Por RoofersCoffeeShop® En Español. 

Abad Zárate comparte cómo la perseverancia, la disciplina, la educación y las conexiones dentro de la industria lo ayudaron a construir Azapro Roofing. 

Cuando Abad Zárate llegó a Canadá con poco más de 20 años, no sabía qué era el roofing. Como muchos inmigrantes, buscaba una oportunidad para trabajar y salir adelante. Lo que comenzó como un empleo inesperado terminó convirtiéndose en una carrera que años después lo llevaría a fundar Azapro Roofing. 

"Como todo inmigrante, empiezas a buscarle, empiezas a picar piedra," recordó Abad. Sin dominar completamente el inglés y sin experiencia en techado, comenzó trabajando sobre los techos en Toronto, Canadá. Con el tiempo compró sus propias herramientas y una camioneta, y empezó a conseguir sus propios proyectos. 

Su trayectoria posteriormente lo llevó a trabajar en California y Hawái. Fue precisamente en Hawái donde, trabajando como capataz para una empresa que describe como profesional y dedicada, comenzó a cambiar su perspectiva sobre cómo debía realizarse el trabajo y decidió prepararse para algún día tener su propia compañía. 

En 2021, ese objetivo se convirtió en realidad con el lanzamiento de Azapro Roofing en Washington. Hoy, la empresa también cuenta con operaciones en Kansas City y continúa explorando oportunidades de crecimiento en otros mercados. 

Para Abad, gran parte de ese crecimiento está relacionado con valores que considera fundamentales tanto en su vida como en su empresa. 

"La humildad es una de ellas. La disciplina es otra," explicó. También destacó la resiliencia, la honestidad y la pasión por el trabajo como características que han influido en su manera de liderar y atender a sus clientes. Dentro de Azapro Roofing, su equipo se reúne regularmente para analizar los proyectos, hablar sobre las experiencias con los clientes e identificar áreas donde pueden mejorar. 

El aprendizaje constante también ha sido fundamental en su trayectoria. Abad forma parte de un comité de la National Roofing Contractors Association (NRCA) y es director de la Roofing Contractors Association of Washington (RCAW). A través de su participación en estas asociaciones ha podido conectarse con otros líderes, aprender más sobre seguridad, códigos y nuevas tendencias, además de participar en eventos internacionales de la industria. 

Para Abad, formar parte de organizaciones como NRCA y RCAW también representa una oportunidad para apoyar a otros contratistas, especialmente a los hispanohablantes que pueden enfrentar barreras con el idioma o no saber a quién acudir cuando están comenzando. En RCAW, cuando un contratista de habla hispana se comunica buscando información, Abad tiene la oportunidad de orientarlo en español y compartir los recursos disponibles. 

"Es bien importante estar unidos en estas asociaciones," señaló. "Hay muchas ganas de las personas que estamos ahí de poder ayudar al contratista." Para Abad, acercarse a profesionales con más experiencia, hacer preguntas y aprovechar los recursos de estas organizaciones puede ayudar a los contratistas a evitar errores y encontrar nuevas oportunidades para crecer. 

También reconoce que el crecimiento requiere saber cuándo descansar. Como dueño de negocio, aprendió que desconectarse por un momento y recuperar energía puede ser una inversión que permite regresar con mayor claridad para tomar mejores decisiones. 

"Es una de las mejores inversiones que uno puede tener como empresario: darte un tiempo, descansar," compartió. Para Abad, cuidar esa parte personal también forma parte de la disciplina necesaria para seguir avanzando. 

Para quienes están comenzando su camino en el roofing, su mensaje es sencillo: mantener una visión clara, aprovechar los recursos disponibles y no tener miedo de pedir ayuda. 

"Hay que pensar en grande, hay que soñar en grande," afirmó. "El tema es no tener miedo a preguntar, acercarte con las personas correctas." 

La historia de Abad demuestra que comenzar desde cero no limita hasta dónde se puede llegar. Con educación, humildad, perseverancia y el apoyo de una comunidad dentro de la industria, cada experiencia puede convertirse en un paso más hacia el crecimiento. 

Explora más historias de éxito de contratistas en el próximo boletín, Informando Desde El Techo.

By Alex Tolle.

When a Southern California camp serving children with cancer needed some help, nearly 70 roofing professionals joined forces to deliver five brand new cabin roofs.

On August 18, 2026, roofing professionals gathered at Camp Ronald McDonald for Good Times in Southern California to install new roofs on five of the camp’s 14 cabins. The work was made possible by volunteers who contributed their time and professional expertise, along with companies that provided the labor and materials needed to complete the installations. Participating companies included Antis Roofing and Waterproofing, Gabella Construction, GAF, Howard and Sons Inc., QXO and Shell Roofing Solutions.

About the camp

The project helped protect a place where children with cancer can step away from hospitals and treatments and spend time simply enjoying being kids. As described on their website: 

Camp programs provide children with cancer and families the opportunity to pause, connect with others who are facing similar challenges, and renew a sense of hope. We help youth build courage and independence, and experience a sense of belonging in a healing, medically safe environment. Learn which program is right for you.

About the project

Together, the participating professionals addressed more than one-third of the camp’s cabins in a single day. Their contributions supported the camp’s ability to continue providing children with a special place to get away from the medical environments that are often part of their daily lives.

The project continued the longstanding partnership between Ronald McDonald House and the Roofing Alliance. Since 2017, Roofing Alliance and National Roofing Contractors Association (NRCA) members have donated millions of dollars in roofing materials and labor to assist Ronald McDonald House programs across the country.

Reflecting and looking forward

For contractors, manufacturers, distributors and other roofing professionals, efforts like this show how industry knowledge can serve communities beyond the jobsite. Every volunteer and participating company played a role in protecting the facilities that help make the camp experience possible.

This day of service represented the roofing industry at its best: Professionals coming together, sharing their talents and making a meaningful difference for children and their families.

Learn more about how the Roofing Alliance and NRCA members support Ronald McDonald House programs through donated roofing materials and labor.

By Jesse Sanchez. 

Proposed legislation would create a payroll tax credit designed to reduce the cost of registered apprenticeship programs for roofing contractors and other employers. 

Finding and retaining skilled workers remains a major challenge for roofing contractors, making long-term workforce development an important industry priority for the National Roofing Contractors Association (NRCA). Proposed federal legislation could help reduce some of the upfront costs associated with training the next generation of roofing professionals. 

On April 30, Sen. Todd Young, R-Ind., and Rep. Nathanial Moran, R-Texas, introduced the Workforce Apprenticeship Growth and Education Support (WAGES) Act in both chambers of Congress. The legislation would create a refundable payroll tax credit for employers that hire and train workers through Registered Apprenticeship Programs (RAPs) certified by the Department of Labor. 

Under the proposal, employers could receive a payroll tax credit equal to 50% of qualified wages paid to an apprentice during their first two years in a program, along with certain program-related training expenses. The incentive is intended to offset costs associated with wages, supervision, classroom instruction and other investments required to develop skilled workers. 

For roofing contractors, registered apprenticeships offer a structured approach to bringing new employees into the industry while developing the skills, safety practices and technical knowledge needed for long-term careers. Apprentices also have the opportunity to earn wages while combining classroom instruction with hands-on training. 

NRCA endorsed the WAGES Act, citing its potential to reduce upfront costs that can prevent roofing contractors and other employers from establishing registered apprenticeship programs. Addressing members’ workforce needs remains NRCA’s top advocacy priority, and the organization plans to work to expand support for the legislation in the Senate and House during the remainder of the 119th Congress. 

As contractors continue looking for sustainable ways to recruit, train and retain skilled employees, the WAGES Act places renewed attention on apprenticeship as a pathway for building the roofing workforce. 

Learn more about the WAGES Act and its potential impact on registered apprenticeship programs!

By Brittany Wykle, Leister.

By investing in students today, Leister is helping build a stronger, more skilled workforce for the future of the roofing industry.  

The roofing industry is essential to protecting homes, businesses and communities from the elements. It is a rewarding trade that offers financial stability, job security and the satisfaction of building something that lasts. However, as more young people are encouraged to pursue technology-focused careers, fewer are entering the skilled trades, creating a growing workforce shortage throughout the industry. 

To help address this challenge, organizations across the roofing industry are investing in education and training programs that introduce students to the opportunities available in the trades. One organization leading this effort is SkillsUSA, which partners with high schools and post-secondary institutions to help students develop valuable career skills through hands-on training and competition. 

From June 2–5, 2026, over 19,000 attendees from across the country gathered in Atlanta for the SkillsUSA National Leadership & Skills Conference. Hosted by the National Roofing Contractors Association (NRCA), the roofing competition featured 22 students who demonstrated their knowledge and craftsmanship by installing a complete roofing system on a 6' x 6' mock roof deck. Competitors were responsible for everything from insulation installation to membrane welding and pipe and curb details, showcasing the skills required on real-world roofing projects. 

To complete the welding portion of the competition, each student was equipped with a Leister Triac ST. The Triac ST has long been a trusted tool in the roofing industry, known for its reliability, durability and consistent welding performance. By using professional-grade equipment, students gained hands-on experience with the same tools used daily by roofing contractors across the world. 

Leister's involvement extends well beyond supplying tools for the competition. Dave Nordentoft of Leister USA says, "Sponsoring the SkillsUSA program provides Leister a unique opportunity to connect with and encourage the next generation of young roofing professionals. Along with the NRCA and other key industry partners in manufacturing, distribution and contracting, we stand together to support and inspire while demonstrating the benefits of a career in commercial roofing."

As a leader in roofing welding technology, Leister is committed to helping train and support the next generation of roofing professionals. Through contractor training programs, distributor events, jobsite demonstrations and partnerships with manufacturers and industry organizations, Leister helps roofers develop the skills and confidence needed to produce high-quality welds and successful roofing installations.

For many of the students competing at SkillsUSA, the Triac ST used during the competition was the same tool they had been learning and practicing with throughout their training. This hands-on experience helps bridge the gap between the classroom and the jobsite, ensuring students are prepared to enter the workforce with practical skills and familiarity with industry-standard equipment.

As the roofing industry continues to face workforce challenges, programs like SkillsUSA play a critical role in attracting and developing future talent. Leister is proud to support these efforts and contribute to the education and training of tomorrow's roofing professionals. By investing in students today, Leister is helping build a stronger, more skilled workforce for the future of the roofing industry. 

By The Coffee Shops®.

NRCA has released new recommendations for the design, preparation and application of roof coating systems. 

Roof coatings have become an increasingly important solution for extending the service life of existing roof systems, improving reflectivity and delaying costly replacements. Recognizing the growing role coatings play in the roofing industry, the National Roofing Contractors Association (NRCA) has released an updated edition of its NRCA Guidelines for Roof Coatings. 

The NRCA’s coating guidelines have always offered contractors “valuable information about the application of various types of roof coating systems, preparations necessary for their successful performance and quality control guidelines for on-site evaluation.”  

The updated edition emphasizes the importance of proper roof evaluation and preparation before any coating application begins as successful coatings projects depend on assessing the condition of the existing roof, identifying necessary repairs and ensuring the substrate is suitable for the selected coating system. The document also provides quality control recommendations to help contractors verify coating performance during installation and throughout the project lifecycle.  

As more building owners look for restoration-focused solutions that maximize the value of existing roofing assets, having access to current industry standards and application practices through the NRCA guidelines is a powerful resource for contractors, consultants and installers.   

Access the 2026 updated edition today through NRCA. 

Por Emma Peterson, traducido por Alberto Torres. 

Desde el campo de golf hasta el piso de exhibición, la WRE 2026 ofrece a los profesionales del roofing innumerables oportunidades para aprender, conectar y hacer crecer sus negocios. 

¡Estamos a menos de dos meses de la Western Roofing Expo (WRE)! Este evento, que se llevará a cabo del domingo 27 de septiembre de 2026 al martes 29 de septiembre de 2026 en el Paris Las Vegas Hotel & Casino en Nevada, es el encuentro más importante de la Western States Roofing Contractors Association’s (WSRCA). Con una exposición comercial de dos días, más de 30 seminarios educativos, demostraciones de productos y una gran variedad de eventos especiales, este es el lugar ideal para estar este otoño. 

Para ayudarte a planear tu agenda durante la WRE, aquí te compartimos algunos de los eventos más destacados. 

Torneo de Golf Bob Porter 

La WRE dará inicio oficialmente el domingo 27 de septiembre a las 5:30 p.m. con la fiesta de bienvenida. Sin embargo, antes del arranque el evento oficialmente, tendrás la oportunidad de salir al campo de golf a las 7:30 a.m. junto a tus colegas en él Davis Memorial Foundation Bob Porter Golf Tournament!  

Patrocinado por QXO, este torneo te permite disfrutar del recorrido de 18 hoyos del Revere Golf Club, de 7,143 yardas y par 72, mientras apoyas una buena causa. Todos los fondos recaudados benefician al Fondo de Becas de la Davis Memorial Foundation, que ofrece apoyo económico a estudiantes de preparatoria, licenciatura y posgrado vinculados con la industria del roofing. 

¿Te interesa poner a prueba tus habilidades en el campo de golf, convivir con colegas y apoyar una gran causa? Regístrate hoy mismo.

Torneo de Tiro al Plato 

Si el golf no es lo tuyo, pero buscas una forma divertida de convivir y apoyar a la  Davis Memorial Foundation antes del inicio oficial de la WRE, también podrás participar en el Sporting Clays Tournament que se realizará la mañana del domingo 27 de septiembre a partir de las 9:00 a.m.

El evento se llevará a cabo en el Pro Gun Club de Boulder City y también es patrocinado por QXO. Está diseñado tanto para principiantes como para expertos, ya que las estaciones cambian constantemente para ofrecer nuevos desafíos durante toda la competencia.

Al igual que el torneo de golf, todos los ingresos se destinarán al Davis Memorial Foundation Scholarship Fund, que ha ayudado a cientos de estudiantes relacionados con la industria del roofing a alcanzar sus metas educativas.

Inscríbete hoy mismo.

Almuerzo legislativo 

Durante el primer día completo de la WRE, la National Roofing Contractors Association (NRCA) ofrecerá un evento que no te puedes perder: un almuerzo legislativo. Esta será una excelente oportunidad para que los profesionales se mantengan al día sobre los desarrollos políticos y regulatorios que impactan a la industria del roofing.

El almuerzo se llevará a cabo de 11:30 a.m. a 1:00 p.m. y contará con la participación de Craig Brightup (The Brightup Group) y Chad Collins (NRCA). Además de presentar un resumen anual de los acontecimientos más importantes del sector, durante el evento se anunciarán los nominados para la Junta Directiva de la WSRCA y se reconocerá a los beneficiarios de las Becas Davis Memorial 2026.

Si planeas asistir a la WRE, asegúrate de agregar este almuerzo al registrarte.

The Roofing Games™ 

Patrocinados por Malarkey Roofing Products®, The Roofing Games son la primera serie oficial de competencias avaladas por una asociación de roofing y producidas en conjunto con la Western Roofing Expo. Estos juegos se han convertido en una de las tradiciones más emblemáticas de la WRE y destacan el conocimiento técnico, las habilidades y la calidad artesanal de los participantes. ¿Quieres competir? Visita el stand de Malarkey Roofing Products (#429) antes de que comiencen las competencias. 

Ya sea que participes o simplemente observes, no te pierdas la competencia el lunes 28 de septiembre de 4:00 p.m. a 5:00 p.m. en el escenario de demostraciones. 

Conferencista principal 

El martes 29 de septiembre se llevará a cabo otro almuerzo especial, programado de 11:30 a.m. a 1:00 p.m. Patrocinado por Malarkey Roofing Products, este evento contará con la presentación de Shereen Thor, conferencista principal de la WRE 2026. Shereen es comediante y coach profesional que trabaja con personas en todos los niveles de una organización, desde colaboradores de inicio de carrera hasta ejecutivos de alta dirección. Su misión es ayudarlos a desarrollar su máximo potencial y alcanzar sus objetivos.

Conoce más sobre su presentación.

Capacitación de IIBEC 

Después de concluir la expo, el miércoles 30 de septiembre de 2026, el International Institute of Building Enclosure Consultants (IIBEC) ofrecerá una jornada especial de capacitación. El programa se desarrollará de 9:00 a.m. a 2:30 p.m. e incluirá dos presentaciones diseñadas para fortalecer los conocimientos de los profesionales de la industria de envolventes de edificios. 

La primera sesión será sobre los fundamentos de los sistemas de techado y otorgará 3.0 CEH de IIBEC. La segunda analizará las actualizaciones 2027 al International Building Code y al International Energy Conservation Code, otorgando 1.5 CEH de IIBEC. Ambas sesiones han sido enviadas para aprobación ante AIA CES. 

El costo es de $295 USD para miembros de IIBEC y $450 USD para no miembros. Regístrate aquí.

Eventos adicionales 

¡Y eso no es todo! La WRE 2026 está llena de oportunidades para aprender, hacer networking y desarrollar relaciones de negocio. Aquí te compartimos algunos eventos adicionales. 

Domingo 27 de septiembre de 2026 

• La Davis Memorial Foundation celebrará su fiesta anual de bienvenida y subasta de 5:30 p.m. a 7:30 p.m. Este año el evento es patrocinado por GAF. Al igual que los torneos, los fondos recaudados se destinarán al programa de becas.

Lunes 28 de septiembre de 2026 

• Se llevará a cabo un Spanish Lunch and Learn de 11:45 a.m. a 1:00 p.m. Esta primera sesión estará enfocada en maximizar reclamaciones comerciales. Es patrocinada por SRS Distribution y GAF, contará con Victor Maya, de Advantage Roofing, como presentador invitado.
• Polyglass realizará una demostración en el piso de exhibición de 1:30 p.m. a 2:00 p.m.
• A las 2:30 p.m., TAMKO Building Products tomará el escenario de demostraciones.
• Posteriormente, de 3:30 p.m. a 4:00 p.m., el equipo de Johns Manville realizará otra demostración en el área de exhibición.

Martes 29 de septiembre de 2026 

• El segundo Spanish Lunch and Learn se llevará a cabo de 11:45 a.m. a 1:00 p.m. Esta sesión será patrocinada por National Women in Roofing (NWIR). El evento inicia a las 7:00 a.m. y ofrecerá una hora y media de conversaciones dinámicas en formato rotativo. La inscripción cuesta $55 USD e incluye desayuno.
• El segundo Spanish Lunch and Learn se llevará a cabo de 11:45 a.m. a 1:00 p.m. Esta sesión será patrocinada por CertainTeed y contará con Imelda Pérez, quien abordará el concepto de "bueno, mejor y excelente". 
• También habrá más demostraciones en el piso de exhibición. La primera comenzará a las 2:30 p.m. y será patrocinada por nosotros en RoofersCoffeeShop. En ella participarán el presidente entrante y el presidente saliente de la WSRCA Ron Lloyd y Stan Robinson, respectivamente.

Obtén más información sobre estos eventos y el resto del programa en el calendario oficial de la WRE. Y si aún no lo has hecho, asegura tu lugar en la WRE 2026. 

By The Coffee Shops.

The IFD has already demonstrated the power of international collaboration. Now, the opportunity is to expand that impact by welcoming new voices and nations into the fold.  

The roofing industry may look different from one country to the next, but the challenges it faces are often more similar than one might expect! For example, labour shortages and a changing climate are challenging professionals around the world to innovate time-saving technologies and develop new sustainability programs. 

In light of this globalization of the roofing community, organisations like the International Federation for the Roofing Trade (IFD) emerge as key players. Recently, we sat down with Ulrich Marx from the ZVDH, Germany's roofing association, to talk about how being a member of global organisations like IFD help their company thrive.  

ZVDH’s history goes all the way back to IFD’s founding. As Ulrich put it, “We are a founding member; because we have a strong belief in a worldwide roofing community...Roofs are built all over the world and it is very important to exchange knowledge with the professionals working all over the world.” 

When reflecting on how being a member of IFD has helped ZVDH grow over the decades, Ulrich highlighted the World Championship of Young Roofers, “The biggest benefit of the IFD is the World Championship. This is the most important factor to link young professionals all over the world and create a huge network for young roofers and also for the experts.” 

And it truly is these networks and connections that exemplify the power of IFD. It has been felt firsthand by the team at ZVDH who have developed both valuable professional relationships through the IFD as well has friendships that strengthens the entire global community and industry. Ulrich has personally experienced the importance of these connections, sharing:  

I remember a discussion with my American colleague Bill Good, the former CEO of NRCA. That was about ten years ago. Bill told me about their research institute and how it works. That impressed me much and together with my people in Germany we started planning our own institute to implement more technical knowledge combined with scientific input. Last year we founded the German Institute for roof and facade technology. A true value of the IFD connections.  

Overall, Ulrich and ZVDH’s experiences with IFD are just one example of the power of an international organisation. And as the federation looks toward the future, one priority stands above the rest: Bringing more countries into the conversation. 

The roofing industry is often at the centre of some of the world's most pressing challenges and greatest opportunities — particularly in areas such as solar integration, energy efficiency and building envelope performance. By bringing more countries into the IFD community, who each add their unique perspectives, ideas and expertise, the global roofing industry grow stronger. And a stronger global industry is key to creating safer, more efficient, and more sustainable buildings.  

By Emma Peterson. 

Sherri Miles’ journey to leadership and her new role as the Roofing Alliance’s president. 

Recently, we had Sherri Miles of Miles Roofing on an episode of Roofing Road Trips® to talk about her roofing career. Her journey to becoming a contractor started even before she was born, as she’s a fourth-generation roofer. She recalled, “My company was started in 1910 by my great-grandfather, who was a tinner. We've been here in Chesapeake for 116 years now and still get calls from people who we put their roof on five or six decades ago.”  

Over the course of Sherri’s roofing career, she has not only worked her way up to taking the helm as president of the family business, but also taking the helm of Roofing Alliance, the National Roofing Contractors Association (NRCA)’s charitable arm. As Sherri described it, “The Roofing Alliance is a foundation for the roofing industry as a whole. We're based on four pillars – supporting philanthropy, innovating with sustainability, developing the workforce and revolutionizing roofing technology.” 

Taking on the role of president is a huge undertaking, but one that Sherri is excited for. She shared, “I'm so proud and happy to be president during this really cool time. We’re 30 years young this year and everyone working at the Alliance is excited to build on that legacy.” And that legacy is especially important to Sherri, as she explained, “My dad, Dudley, was a former NRCA president in the early nineties and he was going around with Bill Good and Melvin Krueger to raise funds and to this day he still remains involved with whatever he can do with the Alliance...So taking on this role is really amazing.” 

Want to learn more about Sherri, her journey and her plans as the Roofing Alliance’s newest president? Listen to the whole episode or Watch the recording. 

By The Coffee Shops™. 

Industry leaders share how contractors can adapt to economic pressures while building stronger customer relationships. 

During the National Roofing Contractors Association (NRCA) mid-year meetings in Chicago, industry leaders gathered for a Read Listen Watch® (RLW) webinar to discuss a topic many contractors are facing in 2026: economic uncertainty and its effect on roofing businesses. 

Moderator Heidi J. Ellsworth was joined by Wendy Marvin of Matrix Roofing and Home, Dean Curtis of Wagner Roofing Company and Fred Castonguay of Reworked.ai for a conversation about labor challenges, rising material costs, changing customer behavior and the increasing role of technology. 

While conditions vary by region, the panel agreed that many contractors are working harder to achieve the same results. Wendy pointed out that labor availability, pricing pressures and slowdowns in new construction have affected the market. Customers are taking longer to commit to major investments, making service and maintenance work increasingly important. 

As homeowners and building owners delay projects, the panel emphasized the value of education and long-term relationships. “Because we’ve always focused on building relationships and trust and earning business in the community by helping, I think that has really helped our company,” Wendy shared. Rather than focusing solely on roof replacements, contractors are exploring repair options, maintenance programs and phased approaches that help customers manage costs while protecting their properties. 

Technology was another key theme. Contractors today face a growing number of software and artificial intelligence offerings, which can feel overwhelming. Still, Fred encouraged contractors to stay engaged and informed rather than ignore emerging tools. Instead, he urged contractors to evaluate if a technology product fits their needs. “You could have the best product in the world, and it does so much and it’s priced perfectly. It just doesn’t match up with what I’m doing right now,” he said. 

The discussion repeatedly returned to relationships as the industry’s greatest strength. Whether helping homeowners understand maintenance requirements, navigating insurance concerns or evaluating technology investments, trust remains critical. Dean emphasized the lasting value of people-focused business practices, saying, “It is about the people and about how we adapt as people and bring on these technologies and continue to be able to service our customers no matter what is going on.” 

The panel closed with a reminder that despite economic headwinds, the core need for roofing services remains unchanged. As Fred put it, “The roofs are still aging.” 

Listen to or Watch the webinar to learn more about navigating economic uncertainty and technology adoption in the roofing industry.