Will Lorenz is the president of General Coatings Manufacturing Corp. In this role, he also works as their brand leader for their spray foam roofing and roof coatings sector. Will received his undergrad in chemistry from the College of Wooster in 1985 and attended the University of California, Irvine for his master's in business administration in 1996.

Prior to joining General Coatings, he worked all over the industry with companies such as Arnco Corporation, Henry Company, Resin Technology Company, ICI Polyurethanes and Mobay Corporation. In addition to this, Will served at the RCMA president from 2020-2022 and was a committee leader on the Spray Foam Coalition in 2021-2022. Today, he is an active member of SPFA’s board of directors and NRCA’s government affairs committee. Over the course of this career, he has also published articles with Mason Knowles and taught classes at SPFA shows.

Will lives in Orange County, California with his lovely wife of 35 years, Nicole. Together they have two beautiful daughters and an amazing rescue dog.

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The Coffee Shops™ Announce 2025 Influencers

Our Influencers program celebrates its ninth year of giving back to the industries it serves. The Coffee Shops™, the award-winning websites where the industries meet for technology, information and everyday business, announces the 2025 Influencers for RoofersCoffeeShop (RCS), MetalCoffeeShop® (MCS), CoatingsCoffeeShop® (CCS) and RCS en Español. Each month, ...
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Roofing's Take on Tariffs

Join us for this important Coffee Conversations where experts, including Trent Cotney from Adams & Reese and Will Lorenz from General Coatings, will break down the policies, prices and pressures shaping the roofing world in light of the new administration's tariff policies. With changes happening every day, the industry is ...
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