Diversifying Your Product Offerings Can Help You Meet Evolving Roofing Market Demands

By Adam Cabrera 

By being adaptive and open to change, MetalForming serves as an example for success in a rapidly evolving roofing landscape. 

In a recent episode of Roofing Road Trips, host Heidi J. Ellsworth sat down with MetalForming leaders Stephen Gosk, president and CEO, and Ken McLauchlan, vice president of architectural sales. The discussion covered critical topics affecting the metal roofing and fabrication industry, such as innovation, private equity ownership and shifting end-user demands. 

MetalForming is carving a niche for itself by focusing on representing world-class suppliers, offering fabrication expertise and acting as a listening and learning organization. "We share, we do quarterly all employee meetings... we make sure they understand the good and sometimes the bad," Stephen said, emphasizing the company's transparent and collaborative culture. 

The business model of MetalForming revolves around customer-centricity. Stephen highlighted how the company serves a diverse customer base, ranging from large fabricators to smaller roofing contractors wanting to step into the fabrication sector. 

Ken also spoke about technology's pivotal role, noting how the industry has evolved from manual processes to automation and digital solutions. He noted that technology is key for increasing productivity and tackling labor shortages, stating, "it's the hardest thing, just adding people doesn't make you more profitable. It's really focusing on profitability and accountability within the company." 

The podcast also touched on the importance of diversification and adaptability. While many companies focus on a niche market, Stephen and Ken emphasized that MetalForming is seeking to broaden its horizons, offering a diversified range of products and services to meet the ever-changing needs of the market and end-users.  

Afterall, as the roofing industry continues to evolve, taking an innovating approach to problem-solving and customer service will better prepare companies for a technology-driven future. "There's no ivory tower," Ken said. "Tell us what your problems are. Give us an opportunity to try to help you and let's try to work through it together." 

Read the transcript or listen to the full Roofing Road Trips episode to learn more about how MetalForming is transforming and improving their business.