By Heidi J. Ellsworth.  

Moving beyond the hype around AI to focus on the technology's real business value. 

Artificial intelligence (AI) is moving incredibly fast, and every day seems to bring another platform, application or AI agent promising to transform the way companies do business. For roofing contractors, that speed can make it difficult to determine what is truly valuable and what is simply hype. The potential of AI is very real, but so is the need to understand what it can realistically accomplish inside an actual roofing business.  

Brian Behe, chief technology officer at RIIG Technology, has become an important resource for understanding that distinction. With more than 15 years of experience in AI, data science and cybersecurity, he brings a practical perspective to a technology that can quickly become complicated. In his recent LinkedIn post on AI strategy, hype and use cases, Brian captured the issue clearly: “AI deserves better than hype.” His point is not that AI lacks value, but that companies need to move past the noise and focus on practical, business-driven applications that can work in the real world.  

One of the biggest challenges surrounding AI is the difference between what companies see demonstrated and what happens when technology enters the real world. According to Brian, “The story they hear is that AI can do everything. But the reality they run into is very different.” Business leaders are often presented with AI capabilities under controlled conditions, making the technology appear capable of doing almost anything, but implementation is very different when AI must work alongside existing software, data, employees and established business processes.  

That distinction is especially relevant for roofing contractors. Roofing companies manage estimating, sales, production, service, accounting, customer communications and field operations, often using several different technology platforms along the way. As Brian notes, “Building an AI strategy based on hype won’t survive in the real world. When companies are dealing with messy data, systems that do not integrate cleanly, teams that are not sure how to use or trust the output and no clear plan for monitoring the technology once it is live, they run into trouble. An AI solution that performs perfectly during a demonstration may face very different conditions when it needs to work inside the day-to-day realities of a roofing business."  

“That’s the problem with AI hype,” states Brian. “It sets expectations around what AI can do in perfect conditions instead of what it takes to make it work in everyday business operations.  When those expectations are not met, leaders may not only question the implementation.  They start questioning the technology itself, and adoption slows down.” In reality, the issue often has much more to do with how technology was selected, implemented and integrated into the business.  

Successful AI adoption does not begin by asking which AI platform a company should purchase.  It begins by identifying the business problem that needs to be solved and understanding the people, processes and data surrounding that problem. Brian explains, “That is why I steer conversations away from hype and back to basics. We need to focus on what the problem is that we’re trying to solve and how does it best fit in the business?”  That shift in thinking helps contractors move away from chasing technology and toward using AI as a practical tool that supports better business decisions.  

For roofing contractors, that could mean looking closely at areas where the company is already experiencing challenges or inefficiencies. Estimators may be spending too much time gathering information while sales teams may be struggling with follow-up alongside the production teams having difficulty accessing information when they need it. Customer service, documentation, scheduling and internal communications will see opportunities where AI can help employees work more effectively.  

Once the problem is clearly understood, contractors can determine whether AI is the right solution and what success should look like. Technology should support the operation and create measurable value rather than becoming another system employees are expected to manage. When an AI solution saves time, improves decision-making, strengthens customer service or creates greater efficiency, its value becomes much easier to understand and measure.  

The answer is not to become skeptical of AI because of the hype surrounding it but as Brian notes, “The irony is, AI is genuinely powerful. But it’s not magic. That distinction matters because unrealistic expectations can slow adoption of technology that has tremendous potential when it is implemented correctly.” His larger point is that AI strategy and AI use cases need to stay connected, because companies gain the most value when they understand both the business outcome and the operational realities that shape implementation.  

For roofing companies, this means moving beyond the question of what AI can do and asking what AI should do for their organization. Contractors who understand their business challenges, involve the people closest to those challenges and establish realistic expectations will be in a much stronger position to take advantage of AI as it continues to evolve.  

The roofing industry does not need AI magic. It needs technology that works in the real world, supports the people doing the work and delivers results that make the business stronger. By cutting through the hype and focusing on practical applications, roofing companies can turn AI from an interesting technology into a valuable business tool. Brian concludes, “When you get that part right, AI doesn’t need to be sold. It proves its value on its own.” 

By Heidi J. Ellsworth. 

NRCA’s people-centered initiatives strengthen leadership, workforce opportunity and well-being across the roofing industry. 

Throughout my years in the roofing industry, I have learned one simple truth: Our greatest asset is our people. They are the ones who create the products we rely on, run the equipment that keeps projects moving and install the roofs that protect homes and buildings. They show up every day ready to work and solve problems while supporting their teammates. 

That is why I love the strong focus that National Roofing Contractors Association (NRCA) continues to place on people-centered initiatives. As an NRCA board member, I have the privilege of seeing firsthand how the association invests in developing leaders, creating opportunities for workforce growth and supporting the well-being of the individuals who make our industry so strong. Those efforts matter because when we invest in people, we invest in the future of roofing.

Building leaders 

One of the recent topics highlighted by NRCA was about leadership and the importance of creating positive workplace cultures. That message resonated with me because great companies are built by great leaders. The best leaders are not simply experts in roofing. They are people who listen, communicate, mentor and create an environment where others can succeed. Every person in our industry wants to know that their contributions matter, and leadership plays a critical role in making that happen. NRCA’s focus on helping companies recognize the impact of leadership is an important reminder that the way we treat people directly influences the success of our businesses and our industry. 

That same people-first philosophy is reflected in NRCA’s partnership with The GLO Group. As our workforce continues to grow and evolve, communication becomes more important than ever. Through this partnership, they are able to offer an Executive Leadership Bilingual Program. This program is about far more than language; it is about helping individuals become confident leaders, strengthening relationships among team members and ensuring talented people have opportunities to advance within their organizations. When companies invest in leadership development, they are investing in the people who will guide the industry forward for years to come. 

Commitment to people 

I also love NRCA’s focus on and promotion of National Hispanic Heritage Month. The association recently highlighted that Latinos make up 35.4% of the construction workforce, and that statistic tells an important story about our industry. Every day, Hispanic professionals contribute their talents, dedication and leadership to roofing by manufacturing products, managing crews, operating equipment, running businesses and installing roofs in communities across North America. Their work helps drive our industry forward, making it essential that we recognize their impact while continuing to create opportunities for growth. We are proud to share these initiatives on RoofersCoffeeShop en Español because celebrating people and expanding access go hand in hand. 

It is this recognition that supporting our workforce means caring about the whole person, not just their training, that I appreciate most about NRCA. Roofing is demanding work, and recent resources have highlighted physical wellness, nutrition and mental health awareness. The ongoing conversation around mental health and suicide prevention in construction is especially important because it acknowledges that the people who make this industry great need support both on and off the jobsite. Through initiatives like BeToughEnough.com, NRCA is helping bring needed tools and awareness to the industry. When we invest in people’s well-being, we create stronger teams, stronger companies and a stronger industry. 

Closing thoughts 

As I look at these initiatives together, I see an association that understands what truly drives success in roofing. Yes, we need innovation. Yes, we need outstanding products and technical expertise. But at the center of every achievement is a person. It is the contractor developing the next generation of leaders, the supervisor helping a crew work more effectively, the manufacturer training employees for advancement and the team member who shows up every day committed to excellence. Roofing has always been a people business and NRCA’s continued investment in people is helping ensure a strong future for all of us. 

As someone who believes deeply in this industry and the people who make it great, I encourage you to become involved with NRCA. Together, we can continue building stronger leaders, stronger companies and a stronger roofing industry by investing in the people who make it all possible. After all, roofing has always been about people, and the stronger we make our people, the stronger we make our industry. 

Por Heidi J. Ellsworth, traducido por Alberto Torres. 

Las iniciativas centradas en las personas de NRCA fortalecen el liderazgo, las oportunidades para la fuerza laboral y el bienestar dentro de la industria del techado. 

A lo largo de mis años en la industria del techado, he aprendido una verdad muy sencilla: nuestro mayor activo son las personas. Son quienes fabrican los productos en los que confiamos, operan los equipos que mantienen los proyectos en marcha e instalan los techos que protegen hogares y edificios. Son quienes llegan cada día listos para trabajar, resolver problemas y apoyar a sus compañeros de equipo. 

Por eso me entusiasma el fuerte compromiso que la National Roofing Contractors Association (NRCA) continúa demostrando a través de iniciativas centradas en las personas. Como integrante de la junta directiva de NRCA, tengo el privilegio de ver de primera mano cómo la asociación invierte en el desarrollo de líderes, crea oportunidades para el crecimiento de la fuerza laboral y promueve el bienestar de las personas que hacen tan fuerte a nuestra industria. Estos esfuerzos son importantes porque cuando invertimos en las personas, invertimos en el futuro del techado.

Formando líderes 

Uno de los temas recientes destacados por NRCA fue el liderazgo y la importancia de fomentar culturas laborales positivas. Este mensaje tuvo un gran impacto en mí porque las grandes empresas se construyen con grandes líderes. Los mejores líderes no son solo expertos en techado. Son personas que saben escuchar, comunicarse, orientar y crear un entorno donde otros puedan tener éxito. Todos en nuestra industria quieren saber que sus aportaciones tienen valor, y el liderazgo desempeña un papel fundamental para que eso suceda. El enfoque de NRCA en ayudar a las empresas a reconocer el impacto del liderazgo es un importante recordatorio de que la manera en que tratamos a las personas influye directamente en el éxito de nuestros negocios y de toda la industria. 

Esta misma filosofía centrada en las personas también se refleja en la alianza de NRCA con The GLO Group. A medida que nuestra fuerza laboral continúa creciendo y evolucionando, la comunicación se vuelve más importante que nunca. Gracias a esta colaboración, se ofrece un Programa Ejecutivo de Liderazgo Bilingüe. Este programa va mucho más allá del idioma; busca ayudar a las personas a convertirse en líderes seguros de sí mismos, fortalecer las relaciones entre los miembros de los equipos y garantizar que los profesionales talentosos tengan oportunidades para avanzar dentro de sus organizaciones. Cuando las empresas invierten en el desarrollo del liderazgo, están invirtiendo en las personas que guiarán a la industria durante los próximos años.

Compromiso con las personas 

También me encanta el enfoque de NRCA en la promoción del Mes Nacional de la Herencia Hispana. Recientemente, la asociación destacó que los latinos representan el 35.4 % de la fuerza laboral de la construcción, una estadística que cuenta una historia importante sobre nuestra industria. Todos los días, los profesionales hispanos aportan su talento, dedicación y liderazgo al sector del techado mediante la fabricación de productos, la supervisión de cuadrillas, la operación de equipos, la administración de empresas y la instalación de techos en comunidades de toda Norteamérica. Su trabajo ayuda a impulsar nuestra industria, por lo que es esencial reconocer su contribución mientras seguimos creando oportunidades para su crecimiento. En RoofersCoffeeShop en Español nos sentimos orgullosos de compartir estas iniciativas porque celebrar a las personas y ampliar el acceso a oportunidades van de la mano.

Lo que más aprecio de NRCA es el reconocimiento de que apoyar a nuestra fuerza laboral significa preocuparse por la persona en su totalidad, no solo por su capacitación. El trabajo de techado es exigente, y los recursos recientes han puesto énfasis en el bienestar físico, la nutrición y la salud mental. La conversación continua sobre la salud mental y la prevención del suicidio en la industria de la construcción es especialmente importante porque reconoce que las personas que hacen grande a esta industria necesitan apoyo tanto dentro como fuera del lugar de trabajo. A través de iniciativas como BeToughEnough.com, NRCA está ayudando a proporcionar herramientas y generar conciencia sobre estos temas. Cuando invertimos en el bienestar de las personas, creamos equipos más sólidos, empresas más fuertes y una industria más resiliente.

Reflexión final 

Cuando observo todas estas iniciativas en conjunto, veo una asociación que entiende qué es lo que realmente impulsa el éxito en la industria del techado. Sí, necesitamos innovación. Sí, necesitamos productos de alta calidad y experiencia técnica. Pero detrás de cada logro siempre hay una persona. Es el contratista que desarrolla a la próxima generación de líderes; el supervisor que ayuda a su cuadrilla a trabajar de manera más eficiente; el fabricante que capacita a sus empleados para que puedan crecer profesionalmente; y el integrante del equipo que se presenta todos los días comprometido con la excelencia. La industria del techado siempre ha sido un negocio impulsado por las personas, y la inversión continua de NRCA en el desarrollo y bienestar de su gente está ayudando a garantizar un futuro sólido para todos nosotros. 

Como alguien que cree profundamente en esta industria y en las personas que la hacen posible, los animo a involucrarse con NRCA. Juntos podemos seguir construyendo líderes más fuertes, empresas más sólidas y una industria del techado más robusta al invertir en quienes hacen posible todo esto. Después de todo, el techado siempre ha sido una industria de personas, y cuanto más fortalezcamos a nuestra gente, más fuerte será nuestra industria. 

Obtenga más información sobre la National Roofing Contractors Association (NRCA) en su directorio de Coffee Shop o visite su sitio web en www.nrca.net. 

By Heidi J. Ellsworth.

Construction Suicide Prevention Week reminds us that every company can help employees find support before a crisis becomes a tragedy. 

The construction industry knows how to protect people from physical hazards. We hold safety meetings, conduct jobsite inspections, require fall protection and make sure crews understand the procedures that can save their lives. During Construction Suicide Prevention Week, September 14-18, 2026, we must bring that same commitment and consistency to mental health and suicide prevention. 

This year's theme, "Building on Progress," recognizes that progress is being made while reminding us that the work is far from finished. The Centers for Disease Control and Prevention continues to identify construction as one of the industries with the highest suicide rates, making this an issue every roofing and construction company must be prepared to address. 

For company owners and leaders, the first step does not require becoming a mental health professional. It begins with creating a workplace where people know it is safe to speak up, supervisors know how to respond and everyone understands where immediate help is available. 

One of the most important resources we can share is 988. The 988 Suicide & Crisis Lifeline gives employees and employers an easy-to-remember number they can use when they or someone they know needs emotional support. 

The Lifeline is available 24 hours a day, seven days a week across the United States and its territories. Employees can call or text 988 or chat online to connect with a skilled crisis counselor for free, confidential and judgment-free support. 

A person does not need to be actively considering suicide to reach out to 988. The Lifeline can also help people experiencing depression, anxiety, substance-use concerns, financial worries, relationship problems, loneliness or other forms of emotional distress. Employers, supervisors and coworkers can also call 988 when they are concerned about someone and need guidance on how to help. 

Construction companies should make 988 as visible and familiar as every other emergency and safety resource. Put it on jobsite posters, safety boards, hard-hat stickers, employee handbooks, company intranets and payroll communications. Include it in new-employee orientation and regularly remind employees that using 988 is a sign of strength, not weakness. 

Most importantly, talk about it often enough that employees remember it when they need it. A phone number only helps when people know what it is, understand when to use it and believe they will not be judged for reaching out. 

This is where toolbox talks can make an immediate difference. Construction companies already use these short conversations to address fall protection, heat stress, personal protective equipment and other jobsite hazards. Mental health and suicide prevention deserve a place in that same safety routine. 

A toolbox talk can explain what 988 is, identify warning signs that someone may be struggling and remind employees to check on one another. It can also give supervisors the language they need to begin a difficult conversation with care and respect. Employers do not have to wait until someone is in crisis to make mental health part of their safety culture. 

The resources available through Construction Suicide Prevention Week make these conversations easier. Companies can register their participation, take the pledge and access toolbox talks and other materials that can be shared with crews. The 2026 pledge asks participants to learn at least one new way to seek help for someone in need, including learning about 988, company Employee Assistance Programs and toolbox-talk resources. 

Roofing companies should also visit the National Roofing Contractors Association's Be Tough Enough website. NRCA has developed roofing-specific mental health and suicide prevention resources, including a toolbox talk, suicide prevention fact sheet, break room poster, educational programs, hard-hat stickers and its powerful "Be Tough Enough" video. Many of these resources are available in both English and Spanish, helping companies bring this vital message to their entire workforce. 

The message behind Be Tough Enough is one our industry needs to embrace. Real toughness includes being willing to say you are struggling, asking someone if they are okay and standing beside a coworker as they connect with help. NRCA's materials give contractors practical ways to make those actions part of everyday business. 

I also encourage roofing and construction leaders to learn from Mandy McIntyre, a dedicated advocate for mental health in our industry. Mandy has worked tirelessly to help companies move beyond awareness by developing people who can recognize when someone may need support and help connect that person with appropriate resources. 

Through Mental Health First Aid, individuals can learn how to notice signs of mental health or substance-use challenges, approach a person with care and guide them toward professional help. Mandy's Mental Health First Aider resources are designed for the roofing and construction community, helping trained employees bring practical tools and greater understanding back into their businesses. 

Having trained Mental Health First Aiders within a company does not replace professional care. It gives employees trusted people who are prepared to listen, respond without judgment and help someone take the next step. Just as employees are trained in CPR or first aid, mental health training prepares them to respond when the warning signs are emotional rather than physical. 

At The Coffee Shops®, we are committed to spreading the word about suicide prevention and the lifesaving support available through 988. As part of that commitment, we will host two special Coffee Conversations, sponsored by Tremco, during Construction Suicide Prevention Week. 

On September 15, 2026,  we will be joined by Mandy McIntyre of Tremco for an English-language Coffee Conversation focused on mental health, suicide prevention and the actions companies can take to support their employees. On September 17, 2026, we will present a Spanish-language Coffee Conversation with Lorna Rojas of Tremco, ensuring this important information reaches Spanish-speaking roofing professionals, crews and their families. 

These conversations are intended for owners, managers, safety professionals and every person who works in roofing and construction. We encourage companies to watch as a team, share the programs with employees and use them to begin ongoing conversations within their organizations. We are grateful to Tremco for sponsoring both programs and helping us bring this message to English- and Spanish-speaking members of our industry. 

During Construction Suicide Prevention Week, please visit ConstructionSuicidePrevention.com, explore NRCA's resources at BeToughEnough.org and bring a suicide prevention toolbox talk to your company. Share 988 with your employees, participate in The Coffee Shops' upcoming Coffee Conversations and consider Mental Health First Aid training for members of your team. 

We build businesses, roofs, buildings and communities together. We must also build workplaces where people look out for one another, where difficult conversations are welcomed and where every employee knows they do not have to struggle alone. 

If you or someone you know needs emotional support, call or text 988 or visit 988Lifeline.org. If there is an immediate, life-threatening emergency, call 911. These resources should be shared now, before someone needs them, because one conversation and one connection to help can save a life. 

By Heidi J. Ellsworth.

SpeedFlash® is a flashing system designed to simplify solar photovoltaic installations on slate roofs.

One of the greatest opportunities created by the launch of RoofersCoffeeShop® U.K. has been discovering innovative products developed specifically for the British roofing market. While roofing professionals around the world share many of the same challenges, the materials, installation practices and architectural traditions of each region inspire unique solutions. The U.K. roofing industry is filled with manufacturers and inventors who understand those differences and are finding smarter ways to protect the roof while helping contractors work more efficiently. 

During the 2026 NFRC U.K. Roofing Awards, our team had the pleasure of meeting the people behind Genius Roof Solutions. The awards offered an incredible look at the craftsmanship and technical knowledge found throughout the U.K., but our conversation with the Genius team stayed with us. They are roofers developing practical solutions for roofers, and that experience is clearly reflected in their products. 

One product that immediately caught our attention was SpeedFlash®, a flashing system designed to simplify solar photovoltaic installations on slate roofs. As demand for renewable energy continues to grow, roofing and solar professionals must find ways to add new technology without compromising the performance or appearance of existing roofs. That is especially important with slate, where incorrect cutting, drilling or loading can lead to cracked slates, water ingress and costly call-backs. 

SpeedFlash provides a no-drill-through-slate installation method that helps preserve the integrity of the roof. Unlike the company’s original SolarFlash® system, SpeedFlash does not require installers to remove the slates. The bracket is secured to the rafter while the flashing system maintains weather protection around the penetration point. According to Genius Roof Solutions, the approach reduces the amount of slate cutting required and can make retrofit installations significantly faster. 

That combination of speed and roof protection is increasingly important as more property owners consider solar for homes and buildings with traditional slate roofs. Slate is one of the U.K.’s most recognisable and enduring roofing materials, but it can present challenges for solar installers who do not have extensive roofing experience. A purpose-designed solution helps bridge the gap between the solar and roofing trades while supporting better installation practices. 

The innovation has already earned significant industry recognition. SpeedFlash received the Innovation Award at the 2025 Solar & Storage Live Awards, where Genius Roof Solutions was selected from a strong group of companies representing solar technology and energy innovation. It was also named Most Innovative Product at the 2024 Pitched Roofing Awards, while company founder and inventor Jimmy Hall received the Outstanding Contribution to the Roofing Industry award. 

What makes the Genius Roof Solutions story especially compelling is the experience behind the product. SpeedFlash grew from Jimmy’s decades of roofing knowledge and his determination to solve a real installation problem. Rather than asking roofers to adapt a generic product to a slate roof, the company started with the roof itself and developed a solution around maintaining its integrity. That contractor-led approach is exactly the type of innovation we love discovering and sharing. 

It is important for installers to follow the company’s technical guidance and confirm compatibility for each roof. SpeedFlash is designed primarily for slates measuring 18 inches and above, although it may be used with some 16-inch slates when the bracket and working area are suitable. It is compatible with modern composite slates installed with a three-inch headlap, but Genius Roof Solutions recommends its SolarFlash system for composite slates configured with a four-inch headlap. 

Launching RoofersCoffeeShop U.K. has opened the door to new relationships, regional expertise and products that deserve greater visibility. Genius Roof Solutions and SpeedFlash are excellent examples of what we hope to bring to our readers: practical innovation rooted in roofing knowledge and designed to help contractors deliver quality work. 

We look forward to sharing many more discoveries as RoofersCoffeeShop U.K. continues to grow. By connecting contractors, manufacturers, associations and innovators, we can celebrate the people and products shaping the future of roofing across the U.K. and beyond. 

By Jesse Sanchez.

Contractors can reduce liability, strengthen customer relationships and protect profitability by addressing the growing complexity of today’s rooftops. 

During this Coffee Conversations® sponsored by Anchor Products, Heidi J. Ellsworth joined Anchor Products founder Joel Stanley, attorney Trent Cotney of Adams and Reese and roofing technical expert Mark Graham to examine how contractors can better manage rooftop risks. Joel explained that managing rooftop risk requires contractors to look beyond the roofing system itself and consider how equipment, penetrations and other rooftop conditions can affect the overall performance of the building. As rooftops become more complex and more trades interact with them, clearly understanding those conditions can help contractors identify potential issues before they become larger problems. That broader responsibility is especially important from the building owner’s perspective. As Joel put it, “We can't keep pointing the finger at other people because, quite frankly, the building owner doesn't care. He wants water off the floor.” 

That makes planning and clearly defining project scope increasingly important. Trent stressed that contractors should understand their responsibilities before submitting a bid or signing a proposal, particularly as rooftop systems and code requirements become more complex. Pointing to a common weakness in project documentation, he explained, “Contractors do a great job at explaining what they are going to do. They do a horrible job at explaining what they are not going to do.” 

Documentation can provide another layer of protection, especially when equipment, penetrations or other rooftop components are added after a roofing contractor completes a project. Mark encouraged contractors to create a clear record of completed conditions, recommending, “We should be taking post installation photos.” Those records can help establish what was present when the contractor left the project and provide valuable context if questions or claims arise later. 

The panel also emphasized routine inspections, service and maintenance as opportunities to identify unsecured equipment, damaged supports and other developing hazards. By communicating those conditions to building owners, contractors can reduce risk, strengthen trust and uncover additional opportunities to provide valuable rooftop services. 

Safety remains central to that effort, particularly as more trades and building occupants access rooftops. Understanding responsibilities, documenting conditions and addressing hazards proactively can help contractors protect people, projects and profitability. 

Listen to the podcast or Watch the Webinar to learn more about how proactive planning and rooftop risk management can help contractors protect their work and strengthen long-term customer relationships!

By Jesse Sanchez. 

An upcoming RLW will help contractors make the right call when deciding whether to re-roof or recover an existing commercial roofing system. 

In an upcoming RLW, Making the Right Roofing Decision, September 23, 2026, at 11 a.m. PT / 2 p.m. ET, Heidi J. Ellsworth meets with Jesse Sutton from Versico Roofing Systems and additional contractor guests to explore how contractors can determine whether re-covering an existing commercial roof or completing a full tear-off and re-roof is the best approach for a project.  

As more commercial roofs reach the end of their service lives, building owners are looking for solutions that balance cost, performance and disruption. The right answer is not always a complete tear-off. Contractors must evaluate the condition of the existing roof, moisture concerns, insulation and thermal requirements, local building codes and the owner’s long-term plans before recommending a solution. Understanding those factors can help contractors provide better options while setting realistic expectations for building owners. 

Versico Roofing Systems brings valuable system and product knowledge to this conversation. Jesse will discuss how solutions including FlexDASH®, VersiFleece® and RapidLock can support different project conditions. Attendees will learn what questions to ask during the roof evaluation process, including whether the existing roof is dry and suitable for recovery, whether the insulation meets thermal code requirements and whether local codes permit a recover installation. Jesse will also discuss how contractors can factor building ownership and maintenance goals into the decision and how they can clearly communicate the differences between re-roofing and recovering without focusing only on upfront cost. 

Contractors will leave with practical ways to apply these lessons to upcoming projects. From improving inspection and proposal processes to educating crews, project managers and customers, the discussion will help roofing professionals better identify opportunities for both recover and re-roof approaches.  

If you want to make more informed commercial roofing recommendations and better explain those options to your customers, this is an RLW you will not want to miss. 

Register for this RLW and learn how to evaluate re-roof and recover opportunities with greater confidence! 

Por Alex Tolle, The Coffee Shops®, traducido por Alberto Torres 

Explora oportunidades educativas enfocadas en temas que van desde el rendimiento de los techos y la evolución de los códigos hasta el diseño de la envolvente del edificio y la administración de negocios durante el evento de este año. 

La educación continua brinda a los profesionales del techado la oportunidad de alejarse por un momento de las exigencias del día a día y conocer más a fondo los sistemas, materiales, requisitos y factores económicos que influyen en su trabajo. En el Western Roofing Expo 2026, organizado por la Western States Roofing Contractors Association, los asistentes podrán explorar una amplia variedad de seminarios diseñados para fortalecer sus conocimientos sobre techado, relacionar las decisiones técnicas con edificios de mejor rendimiento y ayudarlos a tomar mejores decisiones de negocio. 

El programa comienza con la evolución de los principales sistemas de techado. Ken Klein analizará cuatro décadas de sistemas de membrana de una sola capa (single-ply), incluyendo los cambios en materiales, métodos de fijación y detalles de instalación que han surgido a partir de la experiencia en el lugar de trabajo. Trent Cotney y John Kenney ofrecerán una perspectiva más amplia de la industria al analizar cómo los materiales para techos, la mano de obra especializada, los códigos y la tecnología han evolucionado con el paso del tiempo.

La resistencia al fuego es otro tema importante. Marco Sieber y Maury Alpert hablarán sobre cubiertas y capas base para techos que pueden ayudar a reducir los efectos de las llamas y las brasas en las zonas donde las áreas naturales se encuentran con las comunidades. Continuando con este tema, Jess Grandy analizará las nuevas regulaciones de ventilación y las opciones de ventilación resistentes al fuego diseñadas para ayudar a los propietarios de viviendas a preparar sus propiedades y cumplir con los códigos correspondientes. 

Los asistentes también podrán ampliar sus conocimientos sobre la humedad y el rendimiento de los techos ante diferentes condiciones climáticas. Phil Dregger compartirá los resultados de un estudio de tres años sobre la acumulación de agua y el deterioro de la madera debajo de sistemas de techado reflectantes. Mindy Dahlquist analizará cómo la retención de nieve, la ventilación, la geometría del techo y la selección de materiales afectan el rendimiento de los techos en climas fríos y mixtos del oeste de Estados Unidos. 

Varias sesiones se enfocarán en las responsabilidades de diseño y los cambios en los requisitos de construcción. Brian Chamberlain explicará las diferencias entre las expectativas de diseño y la cobertura incluida en las garantías publicadas por los fabricantes. Matt Braun analizará los nuevos requisitos para las barreras de aire en proyectos de reemplazo de techos y explicará cómo interactúan las capas de control de aire, humedad y temperatura. Brian también dirigirá una sesión sobre las conexiones entre el techo y los muros, abordando las filtraciones de aire, la resistencia al viento, la compatibilidad de los productos y la coordinación entre los diferentes oficios en uno de los puntos más importantes de la envolvente del edificio. 

Además de las sesiones enfocadas en temas técnicos, habrá otras dedicadas a la administración de negocios. Una de ellas será impartida por nuestra presidenta y directora ejecutiva, Heidi J. Ellsworth! En la sesión Roofing Trends That Matter, Heidi compartirá información del RoofersCoffeeShop 2025 Trends Report, que recopiló datos de encuestas realizadas a más de 200 profesionales del techado, incluyendo contratistas residenciales, comerciales y mixtos de empresas de diferentes tamaños. 

Durante esta presentación, los asistentes conocerán cómo los contratistas se están adaptando mediante la tecnología, el marketing digital y cambios en sus operaciones. También recibirán consejos prácticos sobre cómo utilizar el marketing, la tecnología y la participación en la comunidad para generar confianza, aumentar la visibilidad y fortalecer la estabilidad del negocio a largo plazo. 

En conjunto, estos seminarios ofrecen educación práctica para los profesionales que buscan mejorar la instalación, el diseño, el cumplimiento de códigos y normas, y el rendimiento de los techos a largo plazo. Algunas sesiones también ofrecen oportunidades de educación continua a través del American Institute of Architects (AIA) y el International Institute of Building Enclosure Consultants.

Obtén más información sobre las oportunidades educativas disponibles en el Western Roofing Expo 2026.

Conoce más sobre Western States Roofing Contractors Association (WSRCA) en su Coffee Shop Directory o visita www.wsrca.com. 

By Alex Tolle, The Coffee Shops®.

Explore education focused on everything from roof performance and evolving codes to building-envelope design and business management at this year's show.

Continuing education gives roofing professionals an opportunity to step away from daily demands and take a closer look at the systems, materials, requirements and economic forces shaping their work. At the Western Roofing Expo 2026, hosted by Western States Roofing Contractors Association, attendees can explore a broad seminar lineup designed to strengthen roofing knowledge, connect technical decisions to better-performing buildings and help them make better business deciscions. 

The program starts with the evolution of core roofing systems. Ken Klein will examine four decades of single-ply roofing, including changes in materials, attachment methods and detailing driven by jobsite experience. Trent Cotney and John Kenney will offer a wider industry perspective by tracing how roofing materials, craftsmanship, codes and technology have developed over time.

Fire resilience is another important focus. Marco Sieber and Maury Alpert will discuss roof coverings and underlayments that can help mitigate the effects of flame and embers in the wildland-urban interface. Building on that conversation, Jess Grandy will review developing ventilation regulations and fire-resistant vent options intended to help homeowners prepare their properties and meet applicable codes. 

Attendees can also deepen their understanding of moisture and climate-related performance. Phil Dregger will share findings from a three-year study involving water accumulation and wood decay below reflective roofing. Mindy Dahlquist will explore how snow retention, ventilation, roof geometry and material selection affect roof performance in cold and mixed climates across the western United States. 

Several sessions turn attention to design responsibilities and changing building requirements. Brian Chamberlain will clarify the differences between design expectations and manufacturers’ published warranty coverage. Matt Braun will examine emerging air-barrier requirements for reroofing and explain how air, moisture and thermal-control layers interact. Brian will also lead a session on roof-to-wall connections, addressing air leakage, wind resistance, product compatibility and trade coordination at one of the building envelope’s most important junctions.

In addition to the technically focused sessions, there are sessions that focus on business management. One such session will be taught by our President and CEO, Heidi J. Ellsworth! In the session, Roofing Trends That Matter, Heidi will share about the RoofersCoffeeShop 2025 Trends Report, which collected contractor survey data from more than 200 roofing professionals representing residential, commercial and mixed contractors of all sizes. Attendees of this presentation will "gain insight into how contractors are adapting through technology, digital marketing and operational changes" and get practical tips for using "marketing, technology and community involvement to build trust, increase visibility and strengthen long-term business stability."

Together, these seminars offer practical education for professionals working to improve installation, design, compliance and long-term roof performance. Select sessions also provide continuing education opportunities through the American Institute of Architects and the International Institute of Building Enclosure Consultants.

Learn more about the education available at the Western Roofing Expo 2026.

By Heidi J. Ellsworth. 

Organizations see greater AI success when operational teams shape technology decisions from the beginning instead of treating AI as a separate initiative. 

One of the most common questions surrounding artificial intelligence (AI) today is how organizations can align AI with their business strategy. While that may sound like a logical objective, Brian Behe, CTO of RIIG Technology, believes the question itself reveals a larger issue. When leaders speak about aligning AI with the business, they often imply that AI and business operations are separate entities that need to be connected later. According to Brian, that mindset can create silos from the very beginning and make successful adoption far more difficult than it needs to be. 

As the chief technology officer at RIIG Technology, Brian Behe is recognized for helping bridge the gap between advanced artificial intelligence and real-world business applications, bringing more than 15 years of experience in AI, data science and cybersecurity to the roofing and construction industries. We continue to reach out to Brian to help unravel the AI puzzle. 

This challenge appears frequently across the roofing industry. Organizations often launch AI initiatives within technology departments or leadership teams while the individuals who understand the day-to-day work remain largely on the sidelines. Yet estimators understand proposal bottlenecks, production managers know where scheduling inefficiencies exist, customer service teams recognize recurring communication challenges and sales professionals understand the customer journey better than anyone. When these perspectives are absent from AI planning conversations, solutions can be technically impressive while failing to address the realities of the business. 

Brian points out that this separation often results in stalled pilots with low adoption and mismatched expectations. Technology teams attempt to build solutions they believe the business needs, while operational teams struggle to see how those solutions fit within existing workflows. As a result, AI projects frequently become disconnected innovation efforts rather than practical business improvements. The excitement remains high, but measurable outcomes become increasingly difficult to achieve. 

The more effective approach is to bring AI conversations directly into operational planning. Instead of asking how AI fits into the organization, leaders should examine the business processes that drive performance. Where are employees spending excessive time? Which processes create friction for customers? Where are opportunities being lost because information is difficult to access or analyze? Once those challenges are clearly identified, AI can be evaluated as one of several tools that may help improve outcomes. 

This philosophy places ownership where it belongs — with the people closest to the work. Brian advocates for involving operations, security, compliance, leadership and frontline users in AI discussions from the beginning. When AI initiatives are tied directly to workflows, key performance indicators, governance and accountability, the technology becomes embedded in the business rather than existing alongside it. This approach not only improves adoption but also strengthens trust and ensures that AI investments remain connected to meaningful business objectives. 

For roofing companies navigating rapid technological change, this distinction may prove to be one of the most important factors influencing long-term success. The organizations creating lasting value are not trying to force AI into the business after the fact. They are building AI into the business from the start, ensuring that operational expertise, strategic priorities and technology investments work together to achieve measurable results.