Leaders of the Spray Foam Roofing Industry

Over the past 25 years, General Coatings has developed
a reputation as a company that provides exceptional products for industrial, commercial and residential use.

Our products are manufactured with an emphasis on quality, ensuring they will perform over the years no matter what the environmental challenges.

Each product has been tested and certified by the authorities in the industry, to provide you with the assurance that they will meet your specific 
project needs.

Visit our website.

Contractor Panel at the 2024 RCMA Meeting: Sponsored by General Coatings

Davis Memorial Foundation Auction

Win tickets to The Sphere Experience in Las Vegas!

Each year, the Davis Memorial Foundation, a foundation of the Western States Roofing Contractors Association (WSRCA), awards scholarships to students looking to further their education. That’s why every year, they have been hosting an auction to help raise funds for their cause. This year, Will Lorenz, president of General Coatings, has graciously donated four tickets to The Sphere Experience in Las Vegas! 

The tickets are for a showing at The Sphere on Tuesday, October 1, 2024 at 7 p.m.! You can either enter the virtual silent auction online or bid for the tickets at the Davis Memorial Foundation’s Live Auction on Sunday, September 29, 2024! The live auction will be held in the Paris Las Vegas champagne ballrooms 1&2 from 5:30-7:30 p.m. with food, drinks and other great items up for auction. 

See what others are bidding on this auction item and get your bid in today! 

General Coatings at SPFA

Spray foam roofing is gaining momentum, and who better to shed light on this burgeoning sector of the roofing industry than Will Lorenz, President of General Coatings Manufacturing Corp.? We caught up with Will at the 2024 SprayFoam Convention and Expo hosted by the Spray Polyurethane Foam Alliance (SPFA).

The surge in the spray foam roofing industry is palpable, evident in the overwhelming attendance at this year's convention. Thousands of roofing contractors flocked to delve deeper into the realm of spray foam roofing and explore its integration into their roofing businesses. In our conversation with Will, he delves into his company's involvement in the event and the remarkable turnout.

"This year has been exceptional with a turnout of 2,400 attendees," remarked Will. "The convention floor is bustling with contractors eagerly seeking insights, engaging with exhibitors, and specifically gravitating towards our booth. It's been an immensely rewarding experience."

Watch on YouTube.

You Could Win FREE Roof Coatings Training!

Heidi J. Ellsworth road trips south to catch up with an amazing friend of RoofersCoffeeShop, Will Lorenz. Will is the newly appointed president of General Coatings and Everroof and the immediate past president of the Roof Coatings Manufacturers Association (RCMA).

He will share information about the upcoming Spray Foam
show and how foam and coatings are making a huge difference
in combatting the material shortage while also providing a long-term sustainable solution. Listeners will have a chance to win
free training modules for the RCMA roofing coating educational courses.

Enter the contest today!

Polycoat Lax's Legacy "HisStory"

"HisStory" demonstrates what is core to Lax's legacy, the continuation of our family-centric business to the third generation. Great chemistry, great manufacturing, great people, and great relationships have built this company.

Spray Foam Roof Details: Residential Flat Roof Recover

Latest Promotions and Rebates

Listen to Podcast and Win Roof Coating Training!

Accessing high-quality roof coating training has never been easier! By filling out this form and sending a photo of yourself listening to the podcast with Will Lorenz, the newly appointed president of General Coatings and Everroof and the immediate past president of RCMA, you'll be entered to win roof coating ...
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eBooks

Learn How Spray Foam Cures Aging Roof Problems for Cancer Research Facility

Complex Cool Roof Coating System in California a Success Thanks to General Coatings. A leader in cancer-focused genetic testing services, NeoGenomics, had strict requirements that the roof retrofit meet the highest safety standards and not disrupt its sensitive laboratory environment. Find out the right choice for this complex roof. ...
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Top Ten Coffee Conversations from Season Two

The Coffee Conversations podcast from RoofersCoffeeShop® invites you to pour a cup of coffee and sit with experts for conversations about what is top of mind for roofing contractors and the overall roofing industry right now. Held every other Thursday morning (6 a.m. PT), the team at RCS video chats ...
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Latest Contests and Games

Listen to Podcast and Win Roof Coating Training!

Accessing high-quality roof coating training has never been easier! By filling out this form and sending a photo of yourself listening to the podcast with Will Lorenz, the newly appointed president of General Coatings and Everroof and the immediate past president of RCMA, you'll be entered to win roof coating ...
View Contest or Game

Latest Podcasts

Coffee Conversations LIVE From WRE 2024!

You won't want to miss this special Coffee Conversations, sponsored by General Coatings, coming to you LIVE from the Western Roofing Expo! Join us on day one of the show, Monday, September 30, 2024, at 2 p.m. P.T., as we meet with industry leaders and experts from the western region ...
Listen to the Podcast

Will Lorenz - Industry Trends and Expo Highlights

In this episode of Roofing Road Trips®, Megan Ellsworth is joined by Will Lorenz of General Coatings. The two share their excitement about one of the year’s biggest events in roofing, the Western Roofing Expo (WRE) brought to you by the Western States Roofing Contractor Association (WSRCA)! Will and Megan ...
Listen to the Podcast

Will Lorenz - The Best Show for Sprayfoam

S6:E20 In this episode of Roofing Road Trips®, Heidi J. Ellsworth and Will Lorenz of General Coatings share the excitement about the year’s biggest event for spray foam contractors, the Spray Polyurethane Foam Alliance 2024 Convention and Expo! Will and Heidi talk about the state of the spray foam industry and ...
Listen to the Podcast

Latest Webinars

Contractor Panel at the 2024 RCMA Meeting: Sponsored by General Coatings

The 2024 Roof Coatings Manufacturers Association (RCMA) Fall Meeting was held as the premier event for roof coatings professionals. This gathering brought together industry leaders, innovators, and experts for an engaging and informative experience. Taking place from October 23-25, 2024, at the beautiful Intercontinental St. Paul Riverfront, the event provided valuable ...
Watch the Webinar

Coffee Conversations LIVE From WRE 2024!

You won't want to miss this special Coffee Conversations, sponsored by General Coatings, coming to you LIVE from the Western Roofing Expo! Join us on day one of the show, Monday, September 30, 2024, at 2 p.m. P.T., as we meet with industry leaders and experts from the western region ...
Watch the Webinar

Coffee Conversations LIVE from WRE 2023!

You won't want to miss this special Coffee Conversations, sponsored by EVERROOF and General Coatings, coming to you LIVE from the Western Roofing Expo! Join us on day two of the show, September 24, 2023, at 2 p.m. P.T., as we meet with industry leaders and experts from the western ...
Watch the Webinar

Latest Videos

Episode 83 - Trends Report, New Coffee Conversations, Western Roofing Expo

Join Heidi and Karen every Friday to learn the latest roofing industry updates. The 83rd episode of The Weekly Blend is here! Join the Coffee Shops’ President Heidi J. Ellsworth and COO Karen L. Edwards for the latest episode of this Coffee Shop original web series. This week, Heidi and Karen discuss ...
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Episode 37 - Must-Attend Shows, Free Training Opportunities and The Economy of Everything Home!

Join Heidi and Karen every Friday to hear what they have to say about all the happenings within the roofing industry. In this episode of our Weekly Blend series RoofersCoffeeShop® (RCS) President Heidi J. Ellsworth and COO Karen L. Edwards are featured in another exciting installment of this RCS original ...
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General Coatings Video Playlist

Coatings Contractor Panel at the 2023 RCMA Summer Meeting Heidi J. Ellsworth moderates a panel of contractors at the 2023 RCMA summer meeting. They discuss what roofing companies are seeing in the market around coatings, how roof coatings are working for them and what manufacturers and chemical vendors can do better ...
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Partner Photo Gallery