By Heidi J. Ellsworth.

From classroom concepts to real-world execution, University of Florida students demonstrate excellence in roofing and construction management. 

The Roofing Alliance 2026 Student Competition brought together leading construction management programs from across the country, challenging students to solve real-world roofing scenarios while gaining invaluable industry experience. Among the top performers was the University of Florida, whose team earned an impressive second-place finish through strong collaboration, technical expertise and months of dedicated preparation. 

Representing the University of Florida were Nicholas Fredette (team alternate), Tyler Isaacson, Sophia Petrandis, Rylee Rauktis (team captain) and Christian Walker. The team was guided by faculty advisor Professor Jim Sullivan and mentored by a former student competition competitor, Caleb Stauss of Big D Roofing. 

The Roofing Alliance Construction Management Student Competition is one of the industry’s premier workforce development initiatives. Each year, participating universities develop a comprehensive bid proposal for a real project tied to the location of the International Roofing Expo. In 2026, that project focused on the Cannery Casino and Hotel in Las Vegas, where teams prepared detailed estimates, logistics plans, safety protocols and delivered oral presentations to a panel of industry judges. Written proposals and oral presentation scores were combined to determine final rankings. 

The competition results highlighted the strength of roofing education programs nationwide, with Auburn University taking first place, the University of Florida earning second and Clemson University placing third. In addition to the team’s success, Sophia Petrandis was recognized as one of the competition’s top individual presenters, placing second in the category, highlighting the depth of talent within the Florida program. 

During an interview with RoofersCoffeeShop® at the International Roofing Expo, the University of Florida team shared insights into their experience, from months of preparation to presenting on a national stage. 

Throughout the competition, the University of Florida team operated as a mock roofing company, assigning leadership roles and collaborating across disciplines. From estimating and logistics to safety planning and quality control, each team member contributed to building a comprehensive and competitive bid package. 

One of the most impactful elements of the experience was visiting the project site in person. After months of reviewing drawings, walking the roof of the Cannery Casino and Hotel brought a new level of understanding. 

Students noted that the scale of the building was significantly different than anticipated. Elevations estimated from plans appeared much larger in person, and details that seemed straightforward on paper required deeper consideration in the field. The experience reinforced the importance of understanding real-world conditions and how they influence project planning, material selection and installation strategies. 

The opportunity to explore the expo floor further expanded their understanding of the roofing industry. For many team members, the competition marked their first in-depth exposure to roofing and cemented just how diverse and innovative the industry has become. 

From membranes and shingles to advanced safety systems and specialized components, the students saw firsthand how interconnected the roofing industry is and how rapidly the technology continues to evolve. The experience emphasized the importance of combining technical knowledge with leadership, communication and adaptability. 

As these students prepare to enter the workforce, they are focused on finding companies that align with their career values. Company culture, integrity, transparency and opportunities for growth were consistently highlighted as key factors in choosing an employer. They are seeking organizations that invest in people with a focus on long-term success. 

The University of Florida team’s performance in the Roofing Alliance Student Competition reflects not only their technical capabilities but also their commitment to excellence through education. Their second-place finish represents months of hard work, strong mentorship and the ability to perform at a high level on a national stage. 

The Roofing Alliance Student Competition continues to play a critical role in developing the next generation of roofing professionals, connecting students with contractors, manufacturers and industry leaders while providing meaningful, hands-on experience. 

For the University of Florida team, the experience was more than a competition. It was a gateway into an industry filled with opportunity, innovation and long-term career potential. 

Watch the full interview.

To learn more about the Roofing Alliance, its Student Competition and workforce development initiatives shaping the future of the roofing industry, visit roofingalliance.net. 

By Emma Peterson. 

Celebrate your crew and share your story with NRCA this June. 

Roofing is the hidden hero in many people’s lives; roofs protect their homes, families, businesses and possessions from the elements. To raise awareness about the significance of roofing and the important work of professionals across the roofing industry, the National Roofing Contractors Association (NRCA) will be hosting their annual National Roofing Week from June 7-13, 2026. 

During the week, NRCA will be sharing stories from professionals around the industry across their social media platforms. NRCA encourages members to “share their stories of charitable giving, crew and staff appreciation and signature roofing projects” by using the #NationalRoofingWeek2026 tag.  

Another great way to show your support for this initiative is by decking your crew out in National Roofing Week swag! These shirts are a great way to show your roofing pride with style. You can find more detailed information about participation and National Roofing Week assets to use in your photos and videos online. 

This year’s event is sponsored by a variety of industry-leading companies, including Georgia-Pacific, SRS Distribution, International Roofing Expo, Hanover Architectural Products, OMG Roofing Products, Roofing Alliance, SOPREMA and TuffWrap. If you need more information on National Roofing Week, contact NRCA Director of Communications Krista Berns (847-493-7531 or kberns@nrca.net) or NRCA Social Media Manager Madison Mahoney (847-493-7548 or mmahoney@nrca.net). 

Join the NRCA in celebrating the essential work your crew does each day and promote the importance of hiring professionals!

By Heidi J. Ellsworth 

From competition stage to career path, Clemson students showcase teamwork, innovation and the future of roofing. 

The Roofing Alliance 2026 Student Competition, once again, brought together some of the brightest emerging talents in the construction industry. The team from Clemson University stood out with a strong, collaborative performance that reflected months of dedication and preparation.  

Representing Clemson University were Remi Nguyen (team captain), Drake Hamlin, Ben Reynolds, Grant Thomas and Sean Linnane (team alternate), under the guidance of faculty advisor Dr. Dhaval Gajjar and industry mentor Will Fort of  Aqua Seal Manufacturing & Roofing Inc.  

Clemson University earned an impressive third-place finish in the national competition, following first-place Auburn University and second-place University of Florida. Adding to the team’s success, Remi Nguyen was recognized as the top individual presenter in the competition, highlighting both individual excellence and the strength of Clemson’s program.  

The Roofing Alliance Construction Management Student Competition is one of the industry’s premier workforce development initiatives. Each year, universities are challenged to develop a comprehensive bid proposal for a real-world roofing project tied to the location of the International Roofing Expo. For 2026 the project focused on the Cannery Casino and Hotel in Las Vegas, where teams were required to submit a detailed bid package and present their solutions to a panel of industry judges.  

During an interview with RoofersCoffeeShop at the International Roofing Expo, the Clemson team shared insights into their experience, from months of preparation to presenting on a national stage. 

For the Clemson team, the competition represented the culmination of extensive effort, teamwork and problem-solving. From early planning stages to final presentation, the students worked through the same processes used by professional contractors, including estimating, scheduling, safety planning and project management. 

When the final presentation wrapped, the feeling was both relief and pride. The experience left a lasting impression, not only because of the work involved but also because of the opportunity to collaborate closely and perform on a national stage. 

One of the most impactful aspects of the competition was the opportunity to visit the project site in person. After months of studying plans, touring the roofing location provided a new level of understanding. 

Students noted that being on site added perspective that simply cannot be gained from drawings alone. Details related to layout, access and conditions became clearer, reinforcing how important field experience is in roofing. For one team member with prior roofing experience, the visit confirmed what many contractors already know. Seeing the project firsthand changes how you approach planning and execution. 

“It gives you a whole other aspect of what you’re looking at,” says team member Drake Hamlin. 

Like many student teams, Clemson participants were also struck by the scale and innovation on display at the International Roofing Expo. For students with limited prior exposure to roofing, the breadth of technology and specialization within the industry was eye-opening. From materials and equipment to advanced systems and processes, the expo demonstrated just how dynamic and evolving the roofing sector has become. 

“Walking around and seeing how different people do different things is really interesting,” team member Sean Linnane notes. 

The experience helped broaden the team’s understanding of potential career paths and highlighted the many opportunities available within the roofing industry. As these students prepare to enter the workforce, many are already considering careers in roofing, thanks in part to their experience in the competition. When discussing what matters most in an employer, one theme stood out above all others: company culture. 

Students emphasized the importance of working for organizations where respect, collaboration and teamwork are prioritized at every level. “Having that culture and knowing that you’re part of a team is really something I look for,” team member Ben Reynolds explains.   

This perspective reflects a broader shift among emerging professionals, who value not only career growth but also a positive and inclusive work environment. 

Clemson University’s continued involvement in the Roofing Alliance Student Competition highlights the strength of its program and its commitment to preparing students for industry success. With a top three national placement and recognition for the competition’s best individual presenter, Clemson is helping set the standard for roofing education and leadership development. 

The Roofing Alliance Student Competition remains one of the most powerful ways to connect students with the industry, offering real-world experience, mentorship and exposure to national events like the International Roofing Expo. For the Clemson team, the experience was more than a competition. It was a gateway into an industry filled with innovation, opportunity and long-term career potential. 

To watch the full interview, visit: https://www.youtube.com/live/RV1wsnO5qyk.  To learn more about the Roofing Alliance, the Student Competition and its workforce development initiatives, visit roofingalliance.net. 

Charleston expansion pairs Golden Door-winning sales leadership with Capital City Roofing’s growth platform, certifications and operating systems.

Capital City Roofing today announced its expansion into the Charleston, South Carolina market through the company’s Capital City Roofing Licensing Platform, launching a new market presence in partnership with Blake Grissom of Revive Roofing & Exteriors in Charleston, South Carolina. Capital City Roofing already identifies Charleston as part of its South Carolina service footprint and positions the market around coastal roofing systems built for wind exposure, storm resilience and insurance-driven performance requirements.

The Charleston expansion is designed to combine strong local market leadership with a proven growth platform built on brand infrastructure, process discipline, sales enablement, advanced technology and manufacturer-certified roofing excellence. Capital City Roofing describes its broader operating model as one built on disciplined execution, automation and scalable service systems, while BuilderLync positions itself as an all-in-one contractor operating system built to help contractors streamline sales, quoting, marketing, project flow and operations.

“Expanding into Charleston is a major milestone for Capital City Roofing and for the long-term vision of our Licensing Platform,” said Brad Strawbridge, founder and ceo of Capital City Roofing. “Blake brings elite, Golden Door-caliber sales leadership and proven market execution. I bring the sales architecture, process development, and operating systems that allow great contractors to scale with consistency. Together, we are building a Charleston operation designed for disciplined growth, exceptional customer experience and long-term market leadership.”

Grissom brings substantial sales credibility and local market experience to the Charleston launch. He is identified publicly as a co-founder and chief sales officer at BuilderLync, and recent podcast listings describe him as a multi-year Golden Door Award winner and founder of Revive Roofing & Exteriors, with reported annual sales performance exceeding $7 million.

“This partnership brings together local market knowledge, elite sales performance and a platform that is built to scale,” said Blake Grissom. “Charleston is a high-opportunity market, and we are entering it with the leadership, systems and execution needed to build something substantial.” “This strategic collaboration is ultimately meant to give Revives clients the best all around service and best in class customer experience.” said Grissom.

Capital City Roofing’s Charleston market positioning emphasizes wind-rated roofing systems, impact-resistant shingles, metal roofing and commercial roofing systems tailored to the demands of the Lowcountry climate. Across its public-facing service pages, the company also highlights broader capabilities in residential roofing, commercial roofing, multi-family roofing, storm damage response, gutters, siding and insurance claim support, aligning the Charleston launch with its larger Southeast growth strategy.

The expansion also reflects the strength of the Capital City Roofing brand and its professional standing in the roofing industry. Capital City Roofing is identified publicly as GAF Master Elite^®, GAF Certified™ Commercial Contractor and CertainTeed ShingleMaster™ PREMIER. The company also highlights memberships and affiliations with the National Roofing Contractors Association (NRCA), Roofing Alliance, Roofing Technology Think Tank (RT3), Atlanta Apartment Association, Georgia Apartment Association and National Apartment Association.

Through the Capital City Roofing Licensing Platform, the company is building a scalable expansion model by aligning with qualified operators in high-growth markets who want to grow under a differentiated brand with elite manufacturer credentials, modern operating systems and a strong customer-experience framework. With Charleston, Capital City Roofing continues to expand its footprint across the Southeast, where its public materials show active presence in Georgia, Tennessee, South Carolina and Texas.

About Capital City Roofing

Capital City Roofing is a fast-growing roofing company headquartered in Alpharetta, Georgia, serving residential, commercial, multi-family and storm restoration clients across the Southeast. The company combines elite manufacturer certifications, advanced technology, strong operating systems, and a customer-first service model to deliver roofing solutions built on quality, innovation, and integrity. Through the Capital City Roofing Licensing Platform, the company partners with qualified operators to expand into new markets under a shared brand and operating standard.

Roofing Alliance members play a pivotal role in shaping and driving innovative advancements in the roofing industry.

The Roofing Alliance proudly welcomes Capital City Roofing, headquartered in Alpharetta, Georgia, as an esteemed Guarantor Member. As the 208th member to join this distinguished network, Capital City Roofing strengthens a powerful coalition of forward-thinking industry leaders committed to advancing innovation, education and the long-term success of the roofing industry. 

“We joined the Roofing Alliance because we believe the future of the industry will be shaped by companies that collaborate, innovate and invest in the next generation of roofing professionals,” said founder and CEO Brad Strawbridge. “Being part of the Roofing Alliance allows us to contribute to that mission while learning from the best leaders in the industry.”

The Roofing Alliance has attracted some of the best and brightest roofing professionals in the industry, uniting them in a shared mission to drive the industry forward. Together, they oversee and fund innovative programs and research initiatives that shape, enhance and propel the roofing industry in four critical areas: education and training, technology, sustainability and philanthropy. 

“Active member engagement is the foundation of the Roofing Alliance’s success, and our strength comes directly from the depth and dedication of our supporters,” said executive director Alison L. LaValley. “The roofing industry has a long-standing tradition of generosity. For professionals who want to give back while investing in the industry’s long-term excellence, the Roofing Alliance offers a meaningful platform to collaborate, lead and make a lasting impact.” 

To learn more about the Roofing Alliance, please contact Alison L. LaValley at alavalley@nrca.net or visit roofingalliance.net.  

About Capital City Roofing

Capital City Roofing is a full-service roofing company based in Alpharetta, Georgia, specializing in residential, commercial and multi-family roofing solutions. The company combines elite manufacturer certifications with advanced technology and automation to deliver a faster, more transparent and higher-quality customer experience throughout the Southeast. 

About the Roofing Alliance

The Roofing Alliance serves as the catalyst for industry innovation, bringing together more than 200 leaders who are dedicated to shaping roofing’s future. With commitments exceeding $18 million, the Alliance funds essential research and training, advances education through initiatives like the roofing minor, fosters workforce development, supports scholarships and leads impactful philanthropic efforts including its partnership with Ronald McDonald House Charities®. For more information on becoming a Roofing Alliance member, contact Alison L. LaValley, CAE, Executive Director, at alavalley@nrca.net.

Roofing Alliance members play a pivotal role in shaping and driving innovative advancements in the roofing industry.

The Roofing Alliance is proud to welcome Valcourt Group, headquartered in The Woodlands, Texas, as its newest Governor Member. As the 207th member to join this distinguished network, Valcourt Group strengthens a powerful coalition of forward-thinking industry leaders committed to advancing innovation, education and the long-term success of the roofing industry.

“Valcourt joined the Roofing Alliance to support the advancement of the commercial roofing industry through education, research and workforce development,” said Valcourt Group President, Roofing Brynne Smith. “We believe in investing in the future of our industry and collaborating with organizations that share our commitment to excellence and innovation.”

The Roofing Alliance has attracted some of the best and brightest roofing professionals in the industry, uniting them in a shared mission to drive the industry forward. Together, they oversee and fund innovative programs and research initiatives that shape, enhance and propel the roofing industry in four critical areas: education and training, technology, sustainability and philanthropy.

“Active member engagement is the foundation of the Roofing Alliance’s success, and our strength comes directly from the depth and dedication of our supporters,” said Executive Director Alison L. LaValley, CAE. “The roofing industry has a long-standing tradition of generosity. For professionals who want to give back while investing in the industry’s long-term excellence, the Roofing Alliance offers a meaningful platform to collaborate, lead and make a lasting impact.”

To learn more about the Roofing Alliance, please contact Alison L. LaValley, CAE at alavalley@nrca.net or visit roofingalliance.net. 

About Valcourt Group

Valcourt Group is a national provider of building envelope services, specializing in commercial window cleaning, waterproofing, roofing and building services. With locations across the U.S., Valcourt partners with building owners to maintain and extend the life of our clients’ building and roofing assets, delivering quality craftsmanship, safety and long-term performance on every project. Learn more at www.valcourt.group.

About the Roofing Alliance

The Roofing Alliance serves as the catalyst for industry innovation, bringing together more than 200 leaders who are dedicated to shaping roofing’s future. With commitments exceeding $18 million, the Alliance funds essential research and training, advances education through initiatives like the roofing minor, fosters workforce development, supports scholarships and leads impactful philanthropic efforts including its partnership with Ronald McDonald House Charities®.

From packed aisles and live demonstrations to soundstage interviews and meaningful conversations, WOC 2026 showcased the innovation and heart of the industry. 

World of Concrete (WOC) 2026 defined the scale and energy of the construction trades coming together this year. Our crew had the unique opportunity to be present at both the International Roofing Expo (IRE) and World of Concrete, moving between two massive shows, two soundstages and countless conversations. Here’s a closer look at how it went and what it means to capture the stories that matter most to the industry. 

For Heidi J. Ellsworth, president and CEO of The Coffee Shops™, the week was all about participation: 

We were able to really tell the stories of those in this industry through interviews on the floor, live conversations on our soundstage and just through all the activities that we participated in, from National Women in Roofing Day to Roof Coating Manufacturers Association (RCMA) meeting, ROOFPAC, Roofing Alliance Student Competition and RT3 panel. I feel that we not only told the stories, but we participated in a way that really helps to elevate the industry.  

It was a truly spectacular week, and big shout out to Informa and NRCA for everything that they do to make this show such a success.  

Experiencing the scale and energy 

Moving between both shows gave the crew a front-row seat to the size, diversity and momentum of the construction and coatings industries. Dani Sheehan, content strategist, described the experience of opening day at WOC: 

Day one, when everything opened, Camden and I had the chance to walk the show floor and people were literally shoulder to shoulder. You couldn’t move; it felt like a school of fish just moving through the crowd, but the energy was palpable. It was so cool to see it, to witness it and to watch as that energy carried into conversations and demonstrations with our partners. 

World of Concrete offered the opportunity to explore new dimensions of familiar brands. Dani and Camden highlighted time spent with manufacturers and coatings experts: 

Our first interview of the day was Sika. Learning about all their wall coatings and the trainings they lead was really interesting – it was a part of their business I was unfamiliar with. Then, we got to hang out in the outdoor demonstration area with our friends from ICP Group. APF Polymer Surfaces and Pli-Dek were there showing us some amazing decorative floor coatings. It was almost hard to get to the interview because so many people were at the demo. We loved engaging in these conversations and having the chance to ask them questions in real time. 

Bringing the industry together 

While much of her week centered around IRE, Karen Edwards, COO of The Coffee Shops, had some time to experience WOC firsthand, emphasizing that whether our crew is on the soundstage or walking the show floor, the mission remained the same: 

In the last two hours of the show, I was able to go over to WOC with Heidi, visit some existing customers, talk to some new customers and really see the size and breadth of the show. It’s really impressive and incredible. We’ve been using the tagline recently, ‘Your industry, Your stories,’ and that’s our goal, really, is to focus on the industry, telling the stories, having those conversations, sharing those interviews and uplifting the entire industry. 

For Karol Weyman, product and business development director, WOC was unlike anything she had experienced before: 

World of Concrete did not disappoint — it was the largest show I’ve attended in my career. CoatingsCoffeeShop™ was located right in the lobby, and we had an incredible number of people stop by to share their stories. The passion across the industry was contagious. My role at the show was to oversee the booth and serve as a soundstage host, which gave me the opportunity to connect with contractors who have been in the industry for over 40 years, as well as manufacturers, distributors and service providers who are truly committed to supporting and advancing the industry. We also attended several outstanding charity-focused events, which reinforced one clear takeaway: this is an industry that genuinely values giving back and paying it forward. 

Evelyn Witterholt, content developer, shared a similar sentiment: 

World of Concrete lives up to its name, both in size and impact. It was our first time exhibiting at WOC and being positioned in the lobby meant we got to be on the frontlines of this incredible show. We got to meet people from all sectors of the industry, many of which were excited to talk to us about their businesses. With three indoor halls and two outdoor exhibits, there was plenty of exploring to do at the show. I particularly enjoyed watching the concrete double disc trowel agility course competition. I can't wait to see what WOC 2027 has in store! 

Training, competition and innovation 

From outdoor exhibits to emerging technology, innovation was everywhere. Megan Ellsworth, multimedia director, was struck by how much hands-on learning and competition took place throughout the event: 

There was the brick layer competition, and that was super fun to watch all the brick laying teams competing out in the bronze lot exhibit area working so hard to get every brick laid right.

The outdoor exhibits were my favorite – it was really cool to see big name brands like DeWalt, Makita, Milwaukee and even more! One thing that I love that is growing in the trades right now is women joining crews. There weren't many out there, but there were more than I have ever seen before, and I loved seeing that. I spoke to so many companies that were exploring the world of 3D printing, especially with concrete and that fascinated me. Quikrete was a standout in their capabilities of 3D printing with concrete, and the creations they had on display were somewhat mind-blowing. It is brilliant to see the innovations and what will be taken back home with contractors from the show and how the building trades industry grows after shows like World of Concrete. 

For our crew, World of Concrete was inspiring to participate in – listening, learning and amplifying the voices shaping what comes next. 

Check out our YouTube playlist for more insights from industry experts!

Desde pasillos llenos y demostraciones en vivo hasta entrevistas en el set y conversaciones significativas, WOC 2026 mostró la innovación y el corazón de la industria.  

World of Concrete (WOC) 2026 definió la escala y energía de los oficios de la construcción que se reunieron este año. Nuestro equipo tuvo la oportunidad única de estar presente tanto en la International Roofing Expo (IRE) como en World of Concrete, moviéndose entre dos enormes ferias, dos escenarios y un sinfín de conversaciones. Aquí tienes un vistazo más de cerca de cómo nos fue y lo que significa capturar las historias que más importan para la industria. 

Para Heidi J. Ellsworth, presidenta y directora ejecutiva de The Coffee Shops™, la semana se centró en la participación: 

Pudimos realmente contar las historias de quienes forman esta industria a través de entrevistas en el piso, conversaciones en vivo en nuestro escenario y todas las actividades en las que participamos, desde el National Women in Roofing Day hasta la reunión de Roof Coating Manufacturers Association (RCMA), ROOFPAC, la competencia estudiantil de Roofing Alliance y el panel de RT3. Siento que no solo contamos las historias, sino que participamos de una manera que realmente ayuda a elevar la industria. 

Fue una semana verdaderamente espectacular y un gran agradecimiento a Informa y NRCA por todo lo que hacen para hacer de este evento un éxito. 

Experimentando la escala y la energía 

Moverse entre ambas ferias le dio al equipo una vista privilegiada del tamaño, la diversidad y el impulso de las industrias de la construcción y recubrimientos. Dani Sheehan, estratega de contenido, describió la experiencia del día de apertura en WOC: 

El primer día, cuando todo abrió, Camden y yo tuvimos la oportunidad de caminar por el piso de la feria y la gente literalmente estaba hombro con hombro. No podías moverte; se sentía como una escuela de peces moviéndose entre la multitud, pero la energía era palpable. Fue muy genial verlo, presenciarlo y observar cómo esa energía fluía hacia las conversaciones y demostraciones con nuestros socios. 

World of Concrete ofreció la oportunidad de explorar nuevas dimensiones de marcas conocidas. Dani y Camden destacaron el tiempo que pasaron con fabricantes y expertos en recubrimientos: 

Nuestra primera entrevista del día fue con Sika. Aprender sobre todos sus recubrimientos para paredes y las capacitaciones que ofrecen fue realmente interesante; era una parte de su negocio que yo no conocía. Luego, estuvimos en el área de demostraciones al aire libre con nuestros amigos de ICP Group. APF Polymer Surfaces y Pli-Dek estaban allí mostrándonos increíbles recubrimientos decorativos para pisos. Casi fue difícil llegar a la entrevista porque había tanta gente en la demostración. Nos encantó participar en estas conversaciones y tener la oportunidad de hacer preguntas en tiempo real.

Uniendo a la industria 

Aunque gran parte de su semana estuvo centrada en IRE, Karen Edwards, directora de operaciones de The Coffee Shops, tuvo tiempo para experimentar WOC de primera mano, enfatizando que ya sea en el escenario o caminando por la feria, la misión seguía siendo la misma: 

En las últimas dos horas del evento, pude ir a WOC con Heidi, visitar algunos clientes existentes, hablar con nuevos clientes y realmente ver el tamaño y la amplitud de la feria. Es realmente impresionante e increíble. Hemos estado usando el lema recientemente, ‘Tu industria, Tus historias’ y ese es realmente nuestro objetivo: enfocarnos en la industria, contar las historias, tener esas conversaciones, compartir esas entrevistas y elevar a toda la industria. 

Para Karol Weyman, directora de desarrollo de productos y negocios, WOC fue algo como nunca antes había experimentado: 

World of Concrete no decepcionó: fue la feria más grande a la que he asistido en mi carrera. CoatingsCoffeeShop™ estaba ubicado justo en el lobby y tuvimos un número increíble de personas que se acercaron para compartir sus historias. La pasión en toda la industria era contagiosa. Mi rol en el evento fue supervisar el stand y servir como presentadora del escenario, lo que me dio la oportunidad de conectar con contratistas con más de 40 años en la industria, así como con fabricantes, distribuidores y proveedores de servicios verdaderamente comprometidos con apoyar y avanzar la industria. También asistimos a varios eventos benéficos excepcionales, que reforzaron una conclusión clara: esta es una industria que genuinamente valora retribuir y apoyar a los demás. 

Evelyn Witterholt, desarrolladora de contenido, compartió un sentimiento similar: 

World of Concrete hace honor a su nombre, tanto en tamaño como en impacto. Fue nuestra primera vez exhibiendo en WOC y estar ubicados en el lobby significó que estuvimos en primera línea de este increíble evento. Conocimos a personas de todos los sectores de la industria, muchos de los cuales estaban emocionados de hablar con nosotros sobre sus negocios. Con tres salas interiores y dos exhibiciones al aire libre, hubo mucho por explorar. Particularmente disfruté ver la competencia de agilidad con la llana de doble disco para concreto. ¡No puedo esperar para ver lo que WOC 2027 tiene preparado! 

Capacitación, competencia e innovación 

Desde exhibiciones al aire libre hasta tecnología emergente, la innovación estaba en todas partes. Megan Ellsworth, directora de multimedia, quedó impactada por la cantidad de aprendizaje práctico y competencia presente durante el evento: 

Hubo la competencia de albañiles y fue muy divertido ver a todos los equipos compitiendo en el área de exhibición “Bronze Lot,” trabajando tan duro para colocar cada ladrillo correctamente.

Las exhibiciones al aire libre fueron mis favoritas: fue genial ver marcas tan grandes como DeWalt, Makita, Milwaukee y ¡muchas más! Algo que amo y que está creciendo en los oficios es que más mujeres se unen a los equipos. No había muchas, pero sí más de las que he visto antes y me encantó verlo. Hablé con muchas empresas que estaban explorando el mundo de la impresión 3D, especialmente con concreto y eso me fascinó. Quikrete se destacó por sus capacidades de impresión 3D con concreto y las creaciones que tenían en exhibición eran realmente impresionantes. Es brillante ver las innovaciones y lo que los contratistas llevarán de vuelta a casa después del evento y cómo la industria de la construcción sigue creciendo gracias a ferias como World of Concrete. 

Para nuestro equipo, World of Concrete fue inspirador de principio a fin: escuchar, aprender y amplificar las voces que están dando forma a lo que viene. 

¡Explora nuestra lista de videos en YouTube para obtener más información y consejos de expertos de la industria!

By Jenny Yu. 

Learn how leaders of the Roofing Alliance work together to embrace different perspectives while achieving common goals. 

In this episode of Roofing Road Trips®, Heidi J. Ellsworth spoke with Greg Hudson, the newly elected president of the Roofing Alliance, and Alison LaValley, the executive director of the Roofing Alliance, about the role of leadership in their foundation that serves the roofing industry.  

As the new president, Greg discussed his journey leading up to this role. “Fortunately, members have guided me and helped me understand how to best use my voice and my passion and ultimately invited me to sit on the Board of Trustees, participate on committees and then the distinct honor of being the president,” Greg said. “There are some big shoes to fill. The past presidents have set the bar. Every single one of them ties it back to getting everybody rowing in the same direction, working towards a common goal and putting resources around it.” 

Allison emphasized the importance of having fresh leadership every year to add to the wisdom of past presidents who remain active and involved. “It's nice because no one goes away,” Allison shared. “We're all working towards our four pillars, which we continually strive to improve and make impactful, something meaningful for the industry. Everybody's voice is there at our meetings. We all work towards all the same goals, but it's nice to get different perspectives.” 

When reflecting on some of the biggest lessons learned from past presidents of the Roofing Alliance, Greg specified the inclusive disposition that stays steadfast. “It’s not just the president and executive director making decisions,” Greg stated. “If we want to be successful, to grow our membership and our impact, we have to have folks willing to show up and voice their opinions.” 

“That’s how it should be,” Allison added, noting that challenging each other leads to spirited discussions. “Let’s bring it all to the table.” 

Listen to the podcast to learn more about how the Roofing Alliance will continue its mission in the new year. 

By Emma Peterson. 

Learn how roofing associations are able to strengthen the industry by uniting our voices. 

Looking at the news today, it is impossible to ignore the continuous fluctuation of immigration policies in the United States. This nebulous environment has had a devastating impact on the roofing and construction industries where it is estimated that one in three workers are foreign-born. Here at The Coffee Shops™, we have heard stories from across the industry of raids and other harsh policy implementations that are harming crews and industry professionals who are just trying to do their jobs.  

But there are ways that we as an industry can come together to create a better future where borders are secure and our hardworking roofers are protected. To learn how industry leaders and associations are working towards this goal, we sat down with Will Lorenz of General Coatings for an episode of Roofing Road Trips®. 

The importance of associations 

Will is the president of General Coatings and an active member of many industry associations, such as the Spray Polyurethane Foam Alliance (SPFA), Roof Coatings Manufacturers Association (RCMA) and National Roofing Contractors Association (NRCA). In each of these different facets of his professional life, immigration policy has been a huge topic of discussion, and one he has taken seriously. He shared, “The big thing is that these aren’t just local issues, they’re federal. So, to figure out how to navigate them, associations are key.”  

Why are associations so important for issues like this? As Will explained, they have the ability and resources to listen to each individual member and turn those concerns and opinions into cohesive, group action. As Will puts it, “Associations bring together contractors and manufacturers from every area to share what's important to them and what can help the economy grow so we can all work towards getting more people roofs that keep them clean and dry.” 

NRCA and the Dignity Act 

A great example of a roofing association unifying industry voices is the NRCA’s support of the Dignity Act. The Dignity Act is a bipartisan effort to create legal paths for foreign-born workers in the U.S. The bill was brought to the House of Representatives by Veronica Escobar (D-TX) and Maria Salazar (R-FL). Representative Salazar explained the goal of the Act:  

The Dignity Act of 2025 is a revolutionary bill that offers the solution to our immigration crisis: Secure the border, stop illegal immigration and provide an earned opportunity for long-term immigrants to stay here and work. No amnesty. No handouts. No citizenship. Just accountability and a path to stability for our economy and our future. 

Will added, “The Dignity Act is about people who are already here working, not people standing at the border...These are people who are good citizens, who have clean records, who are responsible and offer benefits to America because they have capabilities that we need here to keep our economy moving forward and our industry successful.”  

By publicly supporting the Dignity Act, NRCA is helping professionals like Will get their concerns heard by policymakers on a federal level. "What I really love about NRCA and the Roofing Alliance," Will stated, "is that they're committed to not only just putting on good roofs but building the industry long term with a payback mentality to help lift people up.”  

Listen to the full episode to learn more about how to make your voice heard through industry associations.