At the Booth
Elevate™ Commercial Roofing Systems introduced a range of new products and hosted live demonstrations and educational sessions at this year’s International Roofing Expo (IRE), reinforcing its commitment to innovation and industry impact.
New product releases included the launch of Twin Jet Y Spray Adhesive, an FM-approved spatter-pattern adhesive in canisters for insulation boards, delivering increased coverage and improved efficiency. Elevate also introduced an expanded edge metal portfolio, with five new solutions designed to enhance perimeter protection while offering more flexibility in design and installation. Recently launched MAX PVC roofing membranes were also on display, which feature superior durability, puncture resistance, and fire resistance.
For the first time in its history as an IRE exhibitor, Elevate hosted in-booth product demonstrations, which drew strong participation from listeners in English and Spanish. These sessions provided contractors with hands-on insights into Twin Jet Y, the ISOGARD R-Value cooler demo, and the performance and applications of the new edge metal solutions. The presentations all came from Elevate trainers and product managers.
Elevate speakers led three educational sessions at IRE presentation stages: Testing, Codes, and Standards, and Don’t Scrimp on Scrim. Additionally, the So, You Want to Recycle a Roof? session, presented by Holcim Building Envelope’s sustainability team, highlighted initiatives that repurpose Elevate materials into new roofing solutions.
The Elevate booth also showcased digital innovations, training programs available to customers such as Building Products University online, as well as their industry-coveted recognition programs including Master Contractor, the Elevate Hall of Fame, and more.
“IRE 2025 was an exciting opportunity to introduce new solutions, connect with customers, and demonstrate the value of our innovations firsthand,” said Kim Eckerman, Vice President of Marketing and Communications, Elevate Commercial Roofing Systems. “Our team’s dedication to excellence was on full display, and the overwhelmingly positive feedback from our customers and partners reaffirmed the strength of our people, the quality of our products, and our leadership in the commercial roofing industry.”
