North America's largest roofing and exteriors event returns in February with 700+ exhibitors signed on, NFL leadership Keynote and industry’s most prestigious awards

The International Roofing Expo (IRE), North America’s largest roofing and exteriors event, returns to Las Vegas, February 16-18, 2027, bringing together thousands of residential and commercial contractors, remodelers, builders, distributors, suppliers and manufacturers actively seeking the latest products, technologies and business solutions that are reshaping the industry.

For three power-packed days, decision-makers from around the world will converge to discover cutting-edge innovations and forge connections that drive business growth. With technological advancements and surging urban construction activity fueling unprecedented market expansion, IRE 2027 is the must-attend event for professionals determined to stay ahead of industry transformation.

What to expect at IRE 2027

This year's expo delivers an unmatched experience with expanded products, education and networking:

• 700+ exhibitors showcasing thousands of industry-leading and new products across every category, shingles, single-ply roofing, coatings, caulks and sealants, gutters and roof drains, bitumen/asphalt, solar, windows, siding and more.
• 60+ expert-led sessions organized into nine specialized tracks: General Business, Leadership, Legal/HR, Money Matters, Sales/Service, Sustainable Building, Technical, Exteriors and Workplace Safety.
• A dedicated Latino Track (en Español) recognizes the vital contribution of Spanish-speaking professionals who comprise approximately 30% of the roofing workforce.
• New workforce development hub, a dedicated education hub on the show floor designed to cultivate the next generation of roofing professionals and address critical industry workforce challenges.
• New for 2027, IRE is taking the experience outdoors. This brand-new activation area will come alive with hands-on product demos, interactive brand experiences, entertainment, food trucks and opportunities to connect. It will be a new destination to discover, engage, recharge and experience the roofing industry in action.
• Live, hands-on learning with show floor education centers, real-world job site demonstrations featuring metal roofing, roof details, single-ply roofing and home improvement techniques presented by top industry experts.
• General session: Tackle Your Biggest Challenge Head-On: Workforce Development remains the roofing industry's most critical challenge, and IRE 2027's General Session will deliver the playbook to solve it. Eric Boles, leadership authority and former NFL wide receiver for the Green Bay Packers and New York Jets, reveals how to maximize your most valuable asset: your people. Drawing from elite sports and corporate experience, Boles shares actionable strategies to attract next-gen talent, bridge generational gaps, retain peak performers and build intentional cultures that drive commitment and success. Attendees will leave with a definitive playbook to transform the workplace into a destination for elite talent.
• Qualifying competition for the world championship for young roofers: A prestigious international competition with a 60-year history is coming to IRE. The Team USA Qualifying Competition will take place on the show floor at the International Roofing Expo. Two-person teams will compete in one of the selected disciplines. Winners of the competition at IRE will represent Team USA at the International Federation of the Roofing Trade’s World Championship for Young Roofers in Budapest, Hungary, in November 2027.

Innovative Product Showcase and Awards (IPSA)

The International Roofing Expo® Innovative Product Showcase and Awards Program (IPSA) recognizes the standout products and solutions revolutionizing today's marketplace. A distinguished panel of industry judges evaluates entries across these categories:

• Business Software and Technology Products
• Coatings, Caulks and Sealants
• Gutters and Roof Drains
• Roofing Products (Including Single Ply, Metal Panels, Shingles, Synthetic Roofing & Flashing)
• Safety and Fall Protection
• Siding and Insulation
• Solar Panels and Products
• Tools, Equipment and Machinery
• Waterproofing, Flashing, Vapor Barriers, Underlayments and Insulation
• Windows, Doors, Skylight and Roof Windows

Attendees can discover which innovations are setting new industry standards.

What Industry Leaders Are Saying

"This year's IRE will bring even more opportunities to discover new products and technologies, experience expanded show-floor features and live demonstrations and make meaningful connections with the people driving our industry forward,” shares Rich Russo, Show Director, International Roofing Expo. “We have been working hard to create new experiences throughout the event, and we cannot wait for attendees to see what is in store. Whether you have been coming to IRE for years or you are joining us for the first time, there will be more to see, learn and experience than ever before."

"IRE provided me with the opportunity to network with existing partners and develop new key relationships for years to come. It gave me the ability to learn current market trends and witness new cutting-edge products all in one place."

— Troy Wormley, W.B.R. Roofing, Inc.

Some of the exhibiting companies signed on

World-leading companies in roofing and exteriors will present the latest innovations in the Expo Hall. Companies include GAF, QXO, ABC Supply, Carlisle, SRS Distribution, Sika, CertainTeed LLC, ContractorHUB, EverPro, Atlas Roofing Corporation, Amrize, Owens Corning, Kingspan and Johns Manville and hundreds more.

Beyond the show floor: Connect, compete, celebrate

IRE 2027 extends far beyond the exhibition hall with exclusive events designed to build lasting relationships and celebrate industry excellence:

Community service Day: Give back to the Las Vegas community alongside fellow professionals by revitalizing local homes and making a tangible difference.

Welcome Party: Kick off the expo connecting with industry peers in a relaxed, energizing atmosphere.

Tomorrow's roofing leaders compete today: The Roofing Alliance Construction Management Student Competition. Watch the next generation demonstrate their roofing knowledge, master project planning and excelling under pressure at this annual signature event.

NRCA Industry Awards and Reception: Celebrate excellence as the industry honors the distinguished winners of its most prestigious awards.

Registration now open

Secure your spot at North America's largest roofing and exteriors event. Register today at www.theroofingexpo.com.

The Official Show Sponsor of the International Roofing Expo is the National Roofing Contractors Association (NRCA).

About International Roofing Expo

The International Roofing Expo is the premier event for both the commercial and residential roofing and exterior construction industries. The IRE brings the professional community together to help them stay current on trending knowledge and to see the largest selection of products and services. The event helps professionals improve their business through education, exhibitions and networking. The International Roofing Expo is owned and operated by Informa Markets. The official show sponsor is NRCA and the official show publication is Roofing Contractor. For more information, please visit www.theroofingexpo.com.

By The Coffee Shops™.  

A closer look at the genius behind the ImpactR-7™, a sustainable and hardy polyiso solution for the modern roof.   

Proper insulation is vital to completing a proper roofing installation, and many contractors turn to polyiso insulation panels as their go-to solution. In particular, looking at polyiso, contractors must keep in mind the best value and function that a product option provides; the higher the thermal value (R), the better. To provide contractors with a strong, reliable product, Versico Roofing Systems has introduced the ImpactR-7™, marking a leap in innovation and ingenuity.  

To discuss the features of ImpactR-7, Aparna Jaggi, innovation manager for Versico, joined Karen Edwards in an episode of Roofing Road Trips®. Tasked with bringing the next generation of revolutionary products to the market, Aparna is passionate about the benefits of polyiso solutions, and what the brand’s ImpactR-7 means for the industry. 

ImpactR-7 is the next generation polyiso board from Versico, offering next-level protection in a more sustainable way. The closed-cell polyisocyanurate insulation panels are designed to deliver the highest thermal value – R-7 per inch – which is a major jump from the standard polyiso product many contractors are used to, which typically yield around R-5 or R-6. 

Aparna shared, “It has the highest R-value per inch polyiso board that exists on the market. No one else has it. We even took home awards at the International Roofing Expo (IRE) this year after we debuted the product, landing the award for Expert Choice, too.”  

A significant part of the innovation process that leads to breakthroughs like the ImpactR-7, as Aparna explains, is thinking outside the box and striving to look beyond the limitations of what came before. “With the increasing regulations on building codes, larger quantities and values of insulation being necessary and even height restrictions, we knew there was a significant need in the market for a product that offered a higher R-value per inch. A bigger bang for your buck.”  

With a laser focus on innovating and engineering, there’s now a product available to bridge the gap that has existed on the market for years. Now, contractors look to Versico and the ImpactR-7 as a path toward a more efficient and sustainable tomorrow. 

Listen to the conversation to learn more about the innovation behind the ImpactR-7!

Por Jessica Bravo. 

Una alianza que ha impulsado la capacitación, conexión y el crecimiento de los profesionales hispanohablantes de la industria del roofing. 

La colaboración entre SRS Para Latinos y RoofersCoffeeShop comenzó en 2020, incluso antes del lanzamiento del nuevo y mejorado micrositio en español. En ese entonces, Julissa Chavez presentó el contenido en español de RoofersCoffeeShop en el video "SRS para Latinos presenta RoofersCoffeeShop," mostrando el inicio de una relación que con el paso de los años no ha dejado de crecer. 

Durante 2025, la colaboración alcanzó nuevos logros. CertainTeed y SRS Para Latinos celebraron la graduación de contratistas que aprovecharon los recursos y programas de capacitación ofrecidos por ambas compañías. También se compartió contenido sobre el desarrollo de planes de negocio junto con Owens Corning y SRS Distribution, además de destacar cómo el deporte puede fortalecer a la comunidad con el artículo "Fútbol, comunidad y negocios: Una alianza que trasciende la cancha." Ese mismo año también marcó un momento muy especial para RoofersCoffeeShop En Español, ya que fue el primer gran evento cubierto después del lanzamiento oficial del micrositio, donde se destacó la importancia de crear "Un espacio para la comunidad de habla hispana." 

La colaboración no se detuvo en 2026. Al contrario, continuó fortaleciéndose con nuevas iniciativas para seguir reuniendo, capacitando y conectando a la comunidad hispana del roofing. Entre ellas destacan "Las voces que dieron forma a un espacio que fue más que un evento de roofing," la cobertura de IRE 2026 que resaltó el crecimiento del talento hispano en la industria, un episodio de Coffee Conversations: Voices of Impact: SRS Para Latinos MVPs y una entrevista con Julissa Chavez durante el International Builders' Show 2026, donde compartió la historia detrás del nacimiento de SRS Para Latinos. 

Y esto es apenas el comienzo. La colaboración entre SRS y RoofersCoffeeShop continuará impulsando capacitaciones, noticias y espacios para fortalecer la conexión con la comunidad hispanohablante del roofing.  

Conoce las historias de los líderes de la industria en La Voz de los Ruferos, Almuerzo y Aprendizaje y nuestro canal de YouTube.  

By Emma Peterson. 

We had a great time sharing stories and photos over social media with our roofing community!  

National Roofing Week is an annual event hosted by the National Roofing Contractors Association (NRCA) that aims to raise awareness of the roofing professionals who keep our communities safe and secure. The event also acts as a way to build community with other professionals, both near you and across the country.  

Participation in National Roofing Week is primarily conducted online by posting photos and videos through the #NationalRoofingWeek2026 hashtag. And NRCA has created themes for each day of National Roofing Week to guide posts.  

Sunday – Kickoff  

The week kicked off with posts about the importance of roofers. NRCA started everything with a post sharing the schedule for the week and some highlights from last year’s National Roofing Week! Here at The Coffee Shops™ we joined in the fun on all our social media pages, making sure to thank the coating installers, roofing professionals and contractors who make our community amazing. 

Monday – Signature projects 

For the Monday theme, NRCA invited National Roofing Week participants to share photos showcasing their company’s signature residential and commercial projects. There were too many amazing projects posted to put them all here, but some that stood out to us came from QXO, Sika and Eagle Roofing Products!  

QXO’s post was a carousel of some of their customers projects, including one from Toitures Scott, one from Nedlaw Group and one from RUHS in California. Likewise, Eagle Roofing Products’ post showcased signature projects featuring their concrete roof tiles from across the country.  

As for Sika, they took the opportunity to shine the spotlight on their 2025 Sika Project of the Year award winners, which includes stunning projects like the Samuel Oschin Air and Space Center project in Los Angeles, California and the South Station Tower project in Boston.  

Tuesday – Charitable projects 

The next day of National Roofing Week was all about giving back, and the National Women in Roofing (NWIR) Oregon Council stole the show with a free roof!

The replacement went to a community member in need, which is an incredible reminder of the power our industry has to do good.

They put it best in their post:  

Seeing contractors, manufacturers, distributors and industry partners come together with a shared purpose — without competition, without agendas, and focused solely on helping someone else — is truly inspiring. For one day, company names and logos took a back seat to teamwork, generosity and service. 

Projects like this showcase the heart of our industry. The relationships we build, the willingness to lend a hand, and the collective impact we can make when we work together are some of the best parts of being in roofing. 

NWIR extended huge thanks to industry partners, like Malarkey Roofing Products, ABC Supply, SRS Building Products, Owens Corning, Bliss Roofing and Raindrop Roofing NW, for making this incredible charitable project possible. 

Wednesday – Employee appreciation 

The midpoint of the week was all about the people who get things done – the employees that keep our industry moving. For this theme, the #NationalRoofingWeek2026 hashtag was flooded with pictures and appreciations for hardworking workers around the country. 

Drexel Metals posted some behind-the-scenes of their team hard at work, captioning it, “To everyone who continues to show up ready to learn, teach and push the industry forward: thank you. Your commitment is what drives stronger partnerships, better projects and continued progress year after year.” 

IKO Industries and CertainTeed also posted, shouting out the ROOFPROS who get the job done every day and recognizing the “craftsmanship, innovation, and dedication of the teams who help bring CertainTeed products and solutions to life” respectively.  

Thursday – Training and learning 

For Thursday, NRCA chose training as the theme, inviting contractors and companies to share the ways they keep learning and growing on the job. For this theme, GAF joined the party, sharing an incredible milestone from their GAF Roofing Academy – since 2020, the tuition-free program has helped more than 3,000 individuals find employment in the roofing industry!  

And this is just one of the many stories added to the #NationalRoofingWeek2026 hashtag! The Durable Restoration Company posted about the hard work their craftspeople put into their apprenticeship program and QXO shared how they connect their team with everything from stand downs to plant tours. 

Friday – Celebration 

And you can’t have National Roofing Week without taking the time to celebrate the amazing industry we are all a part of! For this theme, the Roofing Contractors Association of Texas (RCAT) took their followers on a trip down memory lane, sharing the “conferences, tournaments, regional events and industry gatherings where Texas roofing professionals connect, learn and celebrate together.”  

Drexel Metals also posted, sharing a common sentiment of thanks related to the power of the industry, “From the shop floor to the jobsite, your dedication, craftsmanship and collaboration are truly what make a lasting impact. We’re proud to be part of an industry built on innovation, resilience and strong partnerships.” 

Saturday – Wrap up 

Overall, this year’s National Roofing Week was a resounding success. From everyone that posted to event sponsors like International Roofing Expo, Georgia-Pacific Building Products, SRS Distribution, Roofing Alliance and SOPREMA, it was all made possible thanks to the incredible roofing community.  

The Coffee Shops crew already can’t wait for next year’s roofing week! As Atlas Roofing put eloquently in their final #NationalRoofingWeek2026 post, “This week gave us the opportunity to celebrate the people, organizations and partnerships that make the roofing industry such a rewarding one to be part of. Here’s to another year of collaboration, innovation and success.” 

By Jesse Sanchez. 

Roofing contractors are under more pressure than ever to move faster, communicate better and keep every project detail from slipping through the cracks. But for many companies, the biggest problem is not the roof itself — it is everything that happens between the office, the field and the customer. 

That is where roof data has become a major competitive advantage. 

Centerpoint Connect showcased new integrations and mobile app enhancements during the International Roofing Expo (IRE) in Las Vegas, highlighting how contractors are using connected software systems to improve communication between the office, field teams and customers. 

Speaking from The Coffee Shops™ sound stage, sponsored by SRS Distribution Inc., Will Riley of Centerpoint Connect explained that the platform focuses on the “front end” of roofing operations by helping contractors manage workflows from inspections and estimating to proposals, project management and customer communication. 

“What happens from the office, to the field, to the office, to the customer, is a lot,” Will said. “From visiting sites, gathering the data, doing the estimating, pulling proposals together, selling the work and producing the work.” 

For contractors managing multiple jobs, service calls, inspections and customer expectations, that “a lot” can quickly become overwhelming. Photos get buried. Notes live in too many places. Estimates take longer than they should. Reports become harder to build. And customers are left waiting for answers. 

Centerpoint Connect is working to solve that problem by helping contractors centralize roof data and turn field information into actionable workflows. 

One of the company’s biggest focuses this year has been expanding integrations with accounting and enterprise resource planning systems. According to Will, Centerpoint Connect launched eight integrations over the past year, including connections with Sage Intacct, Acumatica and Foundations, while continuing support for QuickBooks Online and QuickBooks Desktop. 

For roofing contractors, those integrations matter because operational data and financial data cannot afford to live in separate worlds. When field information, estimating, project management and accounting systems are connected, teams can reduce duplicate entry, improve visibility and make faster decisions. 

Centerpoint Connect has also invested heavily in its iOS and Android apps, especially for contractors working in the field. Offline functionality has become a major priority for service crews, production teams and sales representatives who cannot always rely on strong internet access on every jobsite. 

As Will put it, “Contractors need reliability to be able to work offline.” 

That reliability is especially important in commercial roofing, where contractors may be managing large properties with multiple roof sections, different conditions, different life expectancies and ongoing service needs. In those situations, clean data is not just helpful — it is essential. 

Much of the conversation at the booth focused on reporting capabilities and helping contractors quickly generate deliverables using field photos and inspection data. Instead of forcing teams to manually piece information together after the fact, connected software can help contractors document conditions in the field and turn that information into professional reports, proposals and customer updates. 

Will said the goal is simple: better visibility, better transparency and better data collection across the entire team. 

“Visibility and transparency. It’s all about just collecting the data,” Will said. “The more we can empower every person to collect data, the better.” 

For contractors trying to grow, improve communication and deliver a more professional customer experience, the message is clear: roof data is no longer just paperwork. It is part of how modern roofing companies sell, produce, service and retain customers. 

Watch the full interview to learn more about roofing software solutions and contractor technology trends!

By Jenny Yu.  

IKO’s milestone celebration underscores decades of Proven Performance and a continued commitment to contractors. 

Celebrating a milestone moment at the industry’s largest event, IKO Industries marked its 75th anniversary at the 2026 International Roofing Expo (IRE), highlighting a legacy built on performance, innovation and long-standing customer trust. Founded in 1951, the family owned company has grown into a global manufacturer of residential and commercial roofing, insulation and waterproofing solutions, while maintaining a consistent focus on quality and craftsmanship. 

At IRE 2026, IKO used the occasion to reflect on its evolution from a regional manufacturer to a vertically integrated global supplier serving contractors, distributors and building professionals across North America and beyond. With more than seven decades of experience, the company emphasized its continued investment in manufacturing capabilities, product development and customer support to meet the changing needs of the roofing industry. 

“Seventy-five years in, IKO isn’t slowing down — we’re accelerating,” stated Jack Gottesman, marketing and brand director at IKO North America, in a company press release. “Opening three new manufacturing plants this year is part of a multi-year expansion as we continue investing in the future of our business and the roofing industry.” These facilities in Chester, South Carolina, Clay Hill, Florida and Brantford, Ontario, are designed to strengthen supply chains, improve regional access and support growing demand across residential and commercial markets. 

IKO also introduced several product and program innovations that reflect evolving industry priorities. Its new IKO Beyond™ platform brings together sustainability initiatives focused on environmental responsibility, partnerships and long-term business practices. At the same time, the company continues to invest in contractor success through its growing ROOFPRO® loyalty program, which offers training, education and business resources to help roofing professionals scale their operations. 

On the product side, IKO highlighted new shingle color offerings designed to meet both aesthetic and performance demands. Additions like Olde Style Weatherwood, Shoreline Grey and Harbor Black expand design options while maintaining durability and compliance with regional requirements, including California standards. 

As IKO looks ahead, the company is positioning itself for continued growth through innovation, sustainability initiatives and expanded product offerings. Its presence at IRE 2026 not only celebrated past achievements but also showcased a forward-looking vision focused on supporting the next generation of roofing professionals. 

Learn more about IKO’s 75-year legacy of Proven Performance by visiting their website and their directory on RoofersCoffeeShop.com. 

CEO of Rejoice and Restore LLC in Naugatuck, Connecticut, voted grand prize winner, earning $10,000.

QXO, Inc. (NYSE: QXO) today announced Vanessa Fusco, CEO of Rejoice and Restore LLC in Naugatuck, Connecticut, as the winner of its 2026 North American Female Roofing Professional of the Year campaign, a national program that recognizes exceptional women working in the roofing industry across the U.S. and Canada. As this year’s honoree, Fusco earns $10,000 and tickets to the 2027 National Women in Roofing Days and the International Roofing Expo.

Now in its sixth year, the program shines a spotlight on female roofing professionals who are making a difference through innovation, mentorship, safety and a commitment to excellence in their field. Fusco won in a nationwide public vote against four other accomplished finalists.

Fusco built Rejoice and Restore from the ground up. Since completing its first project in 2024, the company has quickly scaled to multi-million-dollar revenue. Fusco leads with a mission-driven approach, creating opportunities for individuals in recovery while delivering strong business results. Her leadership blends operational excellence with a deep commitment to community impact.

“The roofing industry is stronger because of women like Vanessa leading it,” said QXO Chief Human Resources Officer Josephine Berisha. “She and this year’s finalists are setting the standard for what leadership in this industry looks like.”

The four other finalists who will each receive funding to support their professional development are:

• Jennifer George, co-founder and CEO, Northern Arizona Roof Services, Flagstaff, Arizona
• Lauren Marsh, president, Ridgeline Construction HSV, Inc., Athens, Alabama
• Kathleen Maxwell, CEO, Maxwell Roofing & Sheet Metal, Inc., Nashville, Tennessee
• Stacey Oakley, chief of staff, ProFormance Builder Solutions, Winter Garden, Florida

“It’s an honor to accept this award on behalf of the incredible women who are changing the roofing industry,” Fusco said. “I’m proud to share this recognition with the women who mentored me, the team that shows up every day and the customers who trust me with their most important investment. I hope our work inspires more women to pursue careers in roofing and other areas of building materials.”

This year’s finalists were selected from over 2,000 nominations across the U.S. and Canada. The finalist committee included QXO executives, prior winners and female industry leaders who reviewed submissions.

To learn more about QXO’s annual Female Roofing Professional of the Year program, the finalists and the program rules, visit: go.qxo.com/femaleroofpro.

About QXO

QXO, Inc. (NYSE: QXO) is the largest publicly traded distributor of roofing, waterproofing and related products and the second largest publicly traded distributor of lumber and building materials in North America. QXO is the fastest growing company in the $800 billion building products distribution industry and plans to become the tech-enabled leader by delivering best-in-class customer satisfaction and outsized returns for its shareholders. The company is targeting $50 billion in annual revenues within the next decade through accretive acquisitions and organic growth. Visit QXO.com for more information.

Por Emma Peterson, traducido por Alberto Torres. 

¡La Semana Nacional del Roofing 2026 se llevará a cabo del 7 al 13 de junio y es el momento perfecto para mostrar tu orgullo por la industria del roofing! 

Cada año, la National Roofing Contractors Association (NRCA) organiza un evento llamado National Roofing Week. El objetivo de esta iniciativa es crear conciencia sobre el “papel esencial que desempeñan los techos y los contratistas profesionales de roofing en cada comunidad.” 

¿Cómo puedes participar? ¡Es muy sencillo: comparte tu historia! NRCA invita a los profesionales de toda la industria a compartir fotos y videos utilizando el hashtag #NationalRoofingWeek2026. Además, han creado una guía temática para cada día de la semana: 

• Domingo: Inicio de la National Roofing Week 
• Lunes: Proyectos destacados — comparte fotos mostrando los proyectos residenciales y comerciales más representativos de tu empresa. 
• Martes: Proyectos comunitarios — comparte imágenes que muestren las iniciativas benéficas o de apoyo a la comunidad realizadas por tu empresa. 
• Miércoles: Reconocimiento al equipo — comparte fotos de los colaboradores de tu empresa. 
• Jueves: Capacitación del equipo — comparte imágenes que demuestren cómo capacitan a sus trabajadores. 
• Viernes: Celebración — comparte fotos mostrando cómo tu empresa celebró la National Roofing Week. 
• Sábado: Cierre y resumen de la semana. 

Participar en redes sociales no solo ayuda a fortalecer la comunidad y brinda la oportunidad de destacar el increíble trabajo de tu equipo, también contribuye a dar mayor visibilidad a la industria y al papel fundamental que desempeñan los profesionales del roofing en la protección de personas y propiedades. ¿Quieres ir un paso más allá? ¡Consigue camisetas de National Roofing Week para tu equipo! Las existencias son limitadas, así que ordénalas cuanto antes. 

La edición de este año de National Roofing Week es posible gracias al apoyo de varios patrocinadores de la industria: International Roofing Expo, Georgia-Pacific Building Products, Hanover Architectural Products, SRS Distribution, Roofing Alliance, SOPREMA, OMG Roofing Products y TuffWrap. 

Más información en www.nrca.net/news-events/national-roofing-week. 

By Emma Peterson. 

Learn about the Elevate product that took home the 2026 People’s Choice award at the IRE Innovative Product Showcase. 

At this year’s International Roofing Expo (IRE), professionals from across the roofing industry came together to learn, explore and grow. One of the biggest parts of the show is the Innovative Product Showcase, which features eight judged categories as well as a People’s Choice Award. And the winner of that People’s Choice Award this year was Elevate’s MAX PVC and MAX PVC XR membranes! 

These membranes feature an innovatively thick and strong scrim layer which provides excellent performance in the face of harsh chemicals, grease, biological materials, fire, severe weather and more! Further, a weft-inserted reinforcement and an 18x9 threads-per-inch density make the MAX PVC membranes more durable and resistant to tears and rips that many standard membranes fall victim to.  

And these products benefits aren't limited to structural strength. Other benefits of Elevate’s MAX PVC and MAX PVC XR membranes include:  

• Strong fire protection: PVC roofing, like the Elevate MAX PVC and MAX PVC XR membranes, are made of naturally fire-resistant polymers. 
• Long-lasting support: When installed by a licensed Elevate applicator, these membranes can get a limited warranty for up to 30 years (Elevate Red Shield™). In addition to warranty support, the Elevate team is always ready to help contractors who are installing their products.  
• Easy installation: Both MAX PVC and MAX PVC XR are flexible membranes, which make installation easier. The MAX PVC in particular is designed for heat welded seams, eliminating the need for any solvents, primers or tapes. 
• Outstanding energy efficiency: These membranes have been rated by the Cool Roof Rating Council (CRRC) as highly reflective. This reflectivity can “improve your building's energy efficiency by reducing the workload on HVAC units as less heat is absorbed by the roof during the summer.” 

When asked about Elevate MAX PVC and MAX PVC XR’s win at IRE 2026, Nevin Holly, president of Elevate, shared some thought:  

Being named the People’s Choice winner is a huge honor for Elevate because it comes directly from the pros who know this industry best. We engineered MAX PVC to be a true leap forward in performance, but nothing beats seeing it in the field. I’ve been out on several MAX PVC roofs with our customers recently and seeing that durability in action speaks for itself. This award proves that contractors value innovation that actually works as hard as they do. 

Learn more about Elevate’s MAX PVC and MAX PVC XR membranes!

By Jenny Yu.  

By prioritizing customer service and distributor relationships, ASC is building long-term value for contractors and partners. 

ASC Building Materials is doubling down on a values-driven strategy centered on distribution partnerships and customer-first service, positioning itself for continued growth in the competitive roofing market. 

At the 2026 International Roofing Expo, Megan Ellsworth spoke with Sales Director Gabe Rodriguez about the company’s long-standing commitment to working through trusted distribution channels. “We don’t sell direct,” Gabe said. “We heavily believe in partnership through distribution. We truly value our partners; they’re amazing for us.” That approach includes key relationships with major distributors such as SRS Distribution, ABC Supply and QXO, along with regional partners that help ASC reach contractors where they do business. 

Gabe emphasized that while ASC continues to expand its product portfolio from coatings to self-adhered membranes and sealants, its competitive edge lies in a company constant. “Product is product, but it’s the customer service you get at the end of the day that’s going to make you want to come back,” he explained of ASC’s commitment to its customers. 

That philosophy extends to how ASC supports contractors beyond the sale. Through initiatives like its contractor certification program, the company aims to equip customers with the tools, knowledge and confidence to grow their businesses. Gabe noted that ASC takes pride not only in supplying materials but also in contributing to contractor success. “Even watching them grow their business is amazing to see,” he said. “When someone grows, we all grow.” 

Trade shows also play a key role in reinforcing ASC’s customer-centric approach. Events like the International Roofing Expo and upcoming appearances at the Western Roofing Expo provide opportunities to reconnect with partners, gather feedback and better understand contractor pain points. “The shows are great to see customers you don’t see on a regular basis,” Gabe said. “It’s a laid-back platform where you can just talk, see how they’re doing and ask what’s next for them.” 

As ASC continues to grow, its focus remains clear: strengthen distribution relationships, prioritize service and meet customers where they are. 

Watch the full interview to hear more insights from ASC Building Materials.