Meet The New Model of the Future, Elevate — RoofersCoffeeShop®

January 22, 2023 at 6:00 a.m.

By Cass Jacoby. 

On this RCS podcast, Holcim’s Michelle Lane talks about their acquisition of Firestone Constructing Merchandise and the way they’re growing it into the future-focused Elevate. 

In Season 4, Episode 69 of the Roofing Highway Journeys Podcast, Heidi J. Ellsworth meets in individual with Michelle Lane, vice chairman of promoting and communications for Holcim Constructing Envelope, which encompasses the Elevate portfolio of merchandise. The 2 speak about Holcim buying Firestone Constructing Merchandise and transitioning the model into Elevate. Michelle solutions the questions: Who’s Holcim? What’s Firestone Constructing Merchandise? And the place does Elevate slot in? 

“Holcim, as a lot of you already know, is a world group historically targeted within the cement, concrete, ready-mix space, however they’ve truly been actually aspirational in getting in deeper into the constructing resolution house,” says Michelle. “With the acquisition of Firestone Constructing Merchandise, they’ve expanded into the constructing envelope division… As a part of the transition, Firestone Constructing Merchandise, the corporate, is transitioning to Holcim.” 

A part of that transition is revealing the brand new model for Firestone Roofing, Wall and Lining Programs, Elevate. Michelle tells us that Elevate is bringing the way forward for roofing merchandise to the trade whereas honoring the 40-year legacy of Firestone. As Elevate, they’re evolving the corporate into one thing higher than earlier than. 

“Over the course of the final 12 months we went by means of quite a lot of analysis, speaking to prospects, spending quite a lot of time being intentional about developing with that new model,” says Michelle. “We’re elevating the model, however quite a lot of the issues that our prospects recognize in regards to the legacy of Firestone actually have not modified… It is the identical nice merchandise, the identical nice folks, however we’re taking this to the following degree sooner or later.” 

Clients will nonetheless see the identical nice merchandise like UltraPly TPO and RubberGard EPDM, it’s simply the model itself that’s setting its objectives in direction of the long run. 

“What you will notice from Elevate is innovation. There’s going to be numerous issues that we’re investing in when it comes to innovating round new merchandise. We’ll even be investing in quite a lot of areas which might be vital for contractors as nicely,” says Michelle. “Elevate is the brand new model of the long run.” 

Be taught extra about Elevate of their RoofersCoffeeShop® Listing or go to

Take heed to the podcast to study extra about Elevate and what’s on the horizon for this thrilling new model. 

About Cass  

Cass works as a reporter/author for RoofersCoffeeShop, AskARoofer and MetalCoffeeShop. When she isn’t writing about roofs, she is placing her Grasp diploma to work writing about motion pictures and dancing along with her crops.

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