MCS Influencer Anthony Ortega says social media isn't just about marketing; it's about alignment.

I used to think social media was mostly marketing. Post a finished project; say something funny, entertaining or polished and move on. 

Over time, I’ve changed my mind. 

In our world, especially in metal and roofing, culture shows up in the field long before it shows up online. It’s in how crews problem-solve when something doesn’t line up. It’s how a project manager handles pressure. It’s in whether leadership owns mistakes or hides from them. 

Social media just exposes what’s already there. 

At Viotell Metal Concepts, we started sharing more of the real work. Not just the hero shots at sunset, but the fascia folds, the sequencing conversations, the crew leads walking details with superintendents. The good installs. The tough conditions. The in-between moments. 

It's funny; people are camera shy but something interesting happened. 

Our team started taking even more pride in the work because it was being seen. Young guys in the field would send posts to their families or show up at the office and want to share their install techniques or finished scope. PMs would point to a detail and say, “That’s how we do it.” It wasn’t about going viral. It was about reinforcing what we care about. 

There is a lot of noise on social... 

If collaboration is a value, show the coordination meetings. 

If craftsmanship matters, show the close-up of the metal work. 

If accountability matters, talk about what you fixed and why. 

The feed becomes a reflection of your standards. 

We’ve also seen how this helps externally. Builders and architects get a feel for how we operate before we ever step into a precon meeting. Potential hires know what kind of environment they’re walking into. That matters in a skilled trades industry that’s fighting for talent. 

For me, social media stopped being about marketing and started being about alignment. It keeps us honest. If we’re going to talk about excellence, we better be willing to show it consistently. 

At the end of the day, culture isn’t built online. But it can be reinforced there. And when it’s real, people can tell. 

MCS Influencer Anthony Ortega says women bring another level of expertise and insight into male-dominated industries.

Editor's note: The following is the transcript of a live interview with Anthony Ortega of Viotell Metal Concepts. You can Read the interview below, Listen to the podcast or Watch the recording.

Jenny Yu: Hi everyone. My name is Jenny Yu with MetalCoffeeShop® and today I'm here for an influencer response with Anthony Ortega of Viotell Metal Concepts. How are you today, Anthony?

Anthony Ortega: What's up everybody? How you doing? Doing well. Thanks for having me jump on, Jenny. 

Jenny Yu: Yeah, so happy to have you. And this month for February, we're talking about women in metal. We were wondering if you could share your thoughts specifically about the role of male allies and leadership to advance women in the industry.

Anthony Ortega: Yeah, I think it's 100% critical for those male advocates and those male leaders to be looking and to be supporting women in typically male-dominated trades, metal roofing. They just bring another level of expertise, they bring another level of insight and what they can do to a team dynamic, especially in a male-dominated industry. The industry is crazy awesome.

Before I was in roofing and metal, I was in another male-dominated industry which was a service-based industry, For uniform service and typically service-based district service managers that would run the routes. It was very hard work, and I brought in this woman, and she completely revolutionized the team, the expectations, eliminating excuses. It was a lot of fun to have her input, to have to watch her grow and build. We took her from a supervisor and then we made her a district manager, so she was out there running and gunning. She was out there pushing the limits of like, hey, I'm just as awesome as you guys, and in fact, I'm better. It really helped push the team to a high level.

I just think it's so important to advocate and to champion women that want to get into roles and get into industries like this because they can basically write their own ticket. If they go in there do the work, and what they bring to the table, they just run circles around guys. It's so awesome to be part of that and to see folks, to see women, go in and do that. So, I'm a huge champion of women in these kind of industries and think that there's a ton of opportunity for them to just come in and kick butt.

Jenny Yu: I love it. Thank you so much. We're really excited to have you.

By Anna Lockhart.   

METALCON 2025 offered attendees a front row view of the latest design trends and innovations hitting the market.  

Live from the trade show floor at the 2025 METALCON expo in Las Vegas, Nevada, host Heidi J. Ellsworth sat down with a panel of metal professionals to discuss the state of the industry and the latest trends entering the market. This special episode of Coffee Conversations®, sponsored by MetalVue by Sherwin-Willams, featured notable panelists Luiz Sánchez of Sherwin-Williams, Chandler Barden of CIDAN Machinery, Nigel Kreft of Elevate Structures and Anthony Ortega of Viotell Metal Concepts. 

As the largest and only specialized trade show dedicated to the metal construction industry, METALCON was buzzing with exciting new product launches and demonstrations of the latest technologies. The energy was impressive, and the ability to see these up-and-coming innovations firsthand gave attendees a look at the ways they can elevate their business. Nigel shared, “What really struck me, being on the construction side of it, is the diverse product offerings. Roofing types, sheet metal types, colors, finishes, etcetera. The industry has really evolved into a more mature palette with colors and stuff like that, and I think some of the stuff that is out there is really cool.” 

Whether contractor, builder or a professional working in another side of the trade, the trade show floor offered a wonderful opportunity for all metal professionals to network and experience the aspect of community. Chandler shared, “I’ve been coming to the show for the last 14 years. The industry is growing, and it’s great getting to see familiar faces and your friends, getting to catch up and meet new people.”  

The show has also provided exhibitors with the opportunity to showcase their products and services firsthand with eager, new customers who might not have seen their offerings before METALCON. Luis explained, “There's a lot of questions that a lot of customers coming by have. They might not know all the things we have to offer and we get to explain to a lot of people all of the options that we offer in every business. It's been very good.” 

Even for installers, the trade show has been a great success. Anthony shared, “It's a little unique for us, because we're coming in as the installers, as the one providing the end product. We always love coming to METALCON because we get to see all the fun toys. It’s really exciting for us to come down here and see what we are seeing in the field and then connect it with great suppliers to figure out if there's a solution out there for our clients or a better way to do it, a way to optimize.” 

Watch the full conversation to get the highlights from the show and the panelists’ big takeaways from their time on the trade show floor.

Metal Influencers bring knowledge, experience and vision to contractors nationwide, shaping the future of metal construction. 

The Coffee Shops™, the award-winning websites where the industries meet for technology, information and everyday business, announces the 2026 Influencers for MetalCoffeeShop®(MCS).     

MCS Influencers share their expertise each month on MetalCoffeeShop through interviews, videos and articles covering key issues in metal construction. Representing every corner of the industry — from contractors to associations to service providers — these leaders bring valuable insight and perspective. Their contributions are highlighted in a dedicated section of the site called MCS Influencers.  

“We are dedicated to amplifying the voices of our MCS Influencers,” said Heidi J. Ellsworth, president of The Coffee Shops. “Each one offers a distinct perspective on issues that matter to contractors and the wider metal industry, and we are grateful for their willingness to share their insights.”  

We are proud to announce the following 2026 MCS Influencers: 

1. Jon Olson – Malco Tools 
2. Josh Nowlin – Burrows Supply 
3. Corey Lincoln – Metal Sales 
4. Junny Lee – Sherwin-Williams 
5. Nigel Kreft – Elevate Structures 
6. Lee Ann Slattery – ATAS International 
7. Anthony Ortega – Viotell Metal Concepts 
8. Sasha Demyan – Metal Building Contractors and Erectors Association (MBCEA) 
9. Randy Chaffee – Source One Marketing   
10. John Chan – The Durable Slate Company   
11. Stacee Lynn/Oliver Bell – The Barndominum Company 
12. Renee Ramey – Metal Roofing Alliance (MRA) 
13. Robert Tiffin – Metal Building Contractors and Erectors Association (MBCEA) 
14. Paul and Emily Marshall – Mr. and Mrs. Post Frame  
15. John Sheridan – Sheridan Tools   
16. Bob Mesmer – RMG Erectors   
17. Brad Van Dam – Carlisle Architectural Metals 
18. MetalForming 

For more information on the 2026 MCS Influencers, meet them here.

About MetalCoffeeShop 

MetalCoffeeShop is committed to being an advocate and supporter of the metal construction industry.  With Sherwin-Williams and industry thought leader’s contributions, the site supplies consistent information, education and networking avenues for all metal construction professionals. Visitors to the site will not only find education and information but thought-leading editorial, multimedia and Influencer content that elevates the metal construction industry. Like RoofersCoffeeShop, MetalCoffeeShop is “Where the Metal Industry Meets!” For more information and involvement opportunities, visit www.metalcoffeeshop.com.  

About The Coffee Shops 

Award-winning websites and online communities make up The Coffee Shops. Starting with RoofersCoffeeShop, which launched in 2002, the growth of the sites has been explosive for the construction trades of roofing, metal, coatings and their customers. Currently featuring four sites, RoofersCoffeeShop, MetalCoffeeShop, CoatingsCoffeeShop and AskARoofer, all the sites are committed to advocating for the construction trades by supplying consistent information, education and communication avenues for all contractors, while promoting positive growth, education and success of construction industries overall. Visitors to the site continue to find excellent opportunities for sharing information while participating in important ongoing conversations concerning new technologies, safety and overall construction information and education. The Coffee Shops are “Where the Industries Meet!” For more information, visit www.thecoffeeshops.online. 

By Jenny Yu. 

Metal contractors from across the nation highlight growth, regional differences and workforce concerns in a special panel of industry leaders.  

On August 6, 2025, METALCON and MetalCoffeeShop® joined forces to host a special webinar titled “Metal Contractors Share the Real Deal.” The panel featured leaders from RMG Erectors & Constructors, Red Dog’s Roofing, Viotell Metal Concepts and Elevate Structures moderated by Heidi J. Ellsworth, owner of The Coffee Shops™.  

Anthony Ortega, CEO of Viotell Metal Concepts, spoke to the growth of opportunity in the metal roofing industry. “I think everybody here can speak to the crazy amount of opportunity that there is in metal,” he stated. “I think that there’s double-digit growth across the nation for metal, and specifically here in ski resort economies and market footprints like Park City, we’re seeing metal be the preferred choice for roofing and exterior. A lot of that has to do with sustainability, longevity and design intent.”  

While Anthony pointed to rapid expansion in the market, Patrick Cochran, CEO of Red Dog’s Roofing, emphasized the growth of consumer knowledge and education. “Our customers that want metal are very much reaching out for it,” Patrick said. “A lot of the time, they’ve done their homework, especially with the metal. They really know what they want.” Patrick explained that these uncertain times are driving educated homeowners to invest in metal for its longevity and resilience. 

Nigel Kreft, vice president of sales at Elevate Structures, pointed to demand differences by region. “The west coast is slow to respond to what we're seeing in the rest of the country simply because the entitlement process is so much longer,” he shared. “But in Florida and into the Carolinas, business is booming because the demand is there, people are moving into those areas. Every market has a very unique perspective. We don’t have a homogenous look at markets.” He observed that environmental concerns and insurance pressures are also fueling adoption of metal solutions as durable alternatives to traditional materials.  

Bobby Mesmer, CEO of RMG Erectors and Constructors, shared a global perspective. “In the pre-engineered sector, it’s continuously growing. Everybody wants to go pre-engineered because of its efficiency through design, manufacturing, erection.” Bobby stressed that while pre-engineered metal buildings are expanding globally, success depends on skilled labor, quality control and strict safety standards. 

Despite concerns about tariffs and interest rates, the panel agreed that demand for sustainable, long-lasting products is keeping the industry strong. Their message was clear: metal construction remains a sector of growth and innovation, even in the face of uncertainty. 

Watch the webinar to learn more about the state of the metal industry today, and join the conversation in person at METALCON 2025, October 21-23 in Las Vegas! 

Editor's note: The following is the transcript of a live interview with Viotell Metal Concepts, CEO and Founder Gonzalo Tellez and COO, Anthony Ortega. You can read the interview below, listen to the podcast or watch the recording.

Intro: Welcome to MetalCast, the podcast where we're turning up the heat on all things metal roofing. On this show, we'll explore the world of metal roofing from its durability to design, expert insights and more. Join us as we bang out the details on the toughest roofs in the game. Get ready to unleash the power of metal roofing. 

Heidi J. Ellsworth: Hello and welcome to MetalCast from MetalCoffeeShop. My name is Heidi Ellsworth and we have a very special podcast today. We have in the field one of the coolest metal contracting companies Viotell Metal Concepts here on the show. And I have to tell you, we've seen their work, they've sent in pictures. I've been so excited to meet these gentlemen because they're just doing some of the coolest, coolest metal works in metal roofing. I am so happy to introduce Gonzalo Tellez and Anthony Ortega to the show. Hello, gentlemen. 

Anthony Ortega: How you doing? 

Gonzalo Tellez: Hello. Hi, how you doing? How are you? 

Heidi J. Ellsworth: Ah, I am great. I'm so happy to have you here. I have to tell you, we've really over here at the MetalCoffeeShop, we've been looking at the pictures of your roofs, what you're doing. It's so unique, so different. Congratulations on just some amazing work. 

Anthony Ortega: Thank you. It's pretty cool stuff for sure. And thanks for having us on. We love listening to all the guests that you have on and the things that you guys are doing. So it's exciting for us on our side to be part of your show. So thanks for having us on. 

Heidi J. Ellsworth: That is so cool. I love this. So let's start with some introductions. If you could both introduce yourselves and tell us a little bit what you do with Viotell. And so let's start with Gonzales, could you tell... Gonzalo, sorry, could you tell us your story, introduce yourself? 

Gonzalo Tellez: Well, yeah, well thank you. Yeah, well my name is Gonzalo Tellez and I'm the CEO and founder of Viotell. I've been on the metal industry for, well the roofing industry for about 32 years. Yeah, it's been a minute. So it's been very exciting. But with Viotell, we are been working under Viotell for about 10 years. So yeah, it's exciting and we are excited to be here and just talk a little bit of what we do and how we do and to share with the rest of our industry. It is exciting. So that's who I am. 

Heidi J. Ellsworth: Well I tell you what, you and I started in roofing about the same time. So I'm looking at 32 years myself. So it's a great place to be, huh? 

Gonzalo Tellez: Yeah, no, it's perfect. It's nice to be here and see the next generation and teaching the next generation, it's exciting. And just to be able to be part of it's exciting every day. So that's... 

Heidi J. Ellsworth: As a funny side note, right before we got started this podcast, we actually had to bring the next generation on to help with the technology to get me on here and that was Megan. So yes, I agree with you. 

Gonzalo Tellez: That was just backstage tech. It's just [inaudible 00:03:13]- 

Anthony Ortega: ... technology work. 

Heidi J. Ellsworth: Bring them in. So speaking of the next generation, Anthony, can you introduce yourself? 

Anthony Ortega: Yeah, hi. Anthony Ortega. I am newer to roofing, but been in business a long time. Came on as Gonzalo's business partner about four years ago. I'm the COO, so I oversee the operations and help building the vision and help building the path for our business. And I'm just grateful to be part of such an awesome vision with Gonzalo and the things that our team can do and the projects we put together, it's very cool to be a part of. So I'm super happy to be here. 

Heidi J. Ellsworth: Yeah, that is so cool. Okay, well let's start with, Anthony, tell us about Viotell Metal Concepts. Just tell us about the business. 

Anthony Ortega: Yeah. So foundationally, we're a roofing and metal envelope contractor. We handle all sorts of roofs from custom high-end residential resort style homes, estates, to commercial in that same niche, high-end residential or high-end custom like town homes, condominiums, things of that nature for ski-in/ski-out neighborhoods, exclusive neighborhoods up in Park City, Wasatch Peaks, Promontory, those kind of areas. So we're lucky enough to be paired up with some of the best general luxury contractor builders in those areas and help bring to life these beautiful projects that it's not just roofing material and metal materials, they're true pieces of art. It's awesome. 

So like Gonzalo said, we've been around for 10 years, Viotell has and we've got a fabrication shop here on the west side of Salt Lake City where we custom make all of our own stuff. And yeah, we've got a passion for metal. That's what we're known for. That's what Gonzalo has built a name on. And we continue to give our crews and our guys that craftsman, that passion to execute in those kind of scopes. 

Heidi J. Ellsworth: I love it. I was just in Park City and you're right, the roofs, the homes, the buildings, so beautiful. So beautiful. And I can just see you want to crown it, you want to crown it with that beautiful roof. 

Gonzalo, tell me a little bit about how you got into metal roofing, a little bit of the history of the company. 

Gonzalo Tellez: Well, I guess it just has to be just even before I realized that I like metal or that I even know even roofing. A little bit of my history, back when I was a kid, my dad owned a welding shop. So I learned a lot of the trade on metal through my dad and he kind of teach me what metal can be used for with your own hands. And I was at early age and I didn't know nothing about roofing and nothing about the trade of metal. Through life I went through different stages and one is just took me roofing. I did all kinds of roofing from tear offs and clean outsides and shingles shakes, all roofs, all types of roofing. 

When I start doing metal roof, it just connect that my path, what I liked with metal and it was just natural to me to understand and be able to bring something different or to see it in a different way than most people does. And that's why I connected and it was natural. It was like a love of first sight if you want to put it that way. 

Heidi J. Ellsworth: That is awesome. And now look where it is today. I mean when those passions come together, it all happens, right? Good karma. So I'm kind of curious with what both of you and maybe we'll start with you, Anthony, what you're seeing with the growth of metal roofing and siding. I love how the building envelope, definitely in your area, but I know you talked to a lot of contractors across the country too. What are you seeing with the growth of metal? 

Anthony Ortega: I think you can see from the statistics at a high level that metal is leading the charge on roofing and exterior applications. There's double-digit growth in those categories and a lot of people are seeing the benefits of metal, the longevity, the sustainability and then obviously the aesthetic. And so holistically as an industry, there's a big charge and metal is kind of the tip of the spear pushing innovation forward and really, really grabbing large pockets of the market in the roofing arena. 

So the way we see metal and the future of it is really limitless. There's so much that you can do with metal. There's so many different ways to apply it. There's a wide array of aesthetics that you can achieve with metal. So it's just very exciting to be part of that, to be on the bleeding edge of innovation for those things. I think metal is unique in the minds of architects and can really ground the design intent and give it this modern aesthetic and then durability and performance metrics that other materials don't. So it's awesome and exciting. We see a very bright future for metal, whether it's roofing to exterior claddings, coping, whatever it is, there's going to be a good runway for that for a long time. 

Heidi J. Ellsworth: Yeah. And I think especially and I mean I know you're out of Utah in the western states, I'm out of Oregon, there is a lot that we are dealing with when it comes to natural events. Whether it's fire, hail, just intense thunderstorms, wind uplift. So Gonzalo, over the years and seeing what metal can do to protect our homes, that has to have a big... I mean are you seeing that trend with homeowners also looking for that protection? 

Gonzalo Tellez: Yeah. Yeah. And I think that's the first part, that's the first thing that the metal attracts to the owners, the benefit of metal on their building, on their house protection-wise. But I think and going back to your question before this, it's just metal can bring is metal can be now, not only the benefits of the metal carpet, but if you use like a form of art, because art, it doesn't have a limit, art doesn't have a color, it's an expression. And now metal roofs or metal systems, they're becoming that. It's just a way to protect the house like you mentioned, but it just serves another purpose on aesthetics of the house. It's becoming more important. 

Heidi J. Ellsworth: The beauty of the home and the art of the home. Yeah, I love that. That's so true. So you do different types of metal patterns too. You aren't just taking what you get off the shelves, you are designing and building. Tell us a little bit about that, Anthony, we'll start with you. 

Anthony Ortega: Yeah, we're a hundred percent self-fabrication on all of our metal systems. Obviously there is roofing systems and assemblies that are the foundational basis and requirements for performance and per job or per project we have to do. But beyond that, really, the sky is the limit on what we can fabricate in our shop. And we take a very... Because of the work that we do, it's highly custom, it's highly integrated in different aspects of trades and different roof lines and different things that have to be considered. And those pieces to make those systems work have to be custom. The chimney shroud or the side laps or the end walls, the valleys even sometimes have to be custom-made. And so we're able to produce that and do that through our technology innovations here at our fabrication shop. 

If we need a custom valley, no big deal. We're not going to amazon.com looking for a valley metal to work. We're going to make it here in the shop. It's going to be custom fit to that condition for that roof. Obviously meeting certain performance metrics and specifications. That is the uniqueness of metal and being able to produce it. You've got a metal genius here in Gonzalo and some of the designs and some of the systemic intricacies that him and our team come up with to execute on these homes is bleeding edge and really is beautiful and it's wonderful to watch. 

Heidi J. Ellsworth: I love that. Gonzalo, I would love you to talk about your sheet metal shop and what it's taken to build this shop. And in fact, next time I'm there I want to come see it because I love this stuff. But I'd love you to talk about your shop, the type of machines that you have and just really what has inspired you to create this beautiful sheet metal shop manufacturing of your own roofs and siding. 

Gonzalo Tellez: Yeah, I mean, yeah, the metal shop, the metal shop is just pretty much shears, folders, CNC machines, compressor hose, pretty much nothing out of the ordinary than any other metal machine or metal fabrication shop across the country. There's same equipment, the same thing. I think the different thing that we have is the people. The passion of these people working on these different metals because those are the people that they're working the machines to make and bring their vision into something solid and to bring solutions to the contractors. Those are the people, they're very special. I think I'm very lucky and very fortunate to have that kind of team, of course, moving the shop. But I think that's where the key is. I think that's what the shop and we have excellent group of people that they're willing to push the limit and to bring solutions and try something new. And so that's what the shop, is the most important part of the shop. 

Heidi J. Ellsworth: Yeah. Well and I love how you say that because you usually think of equipment operators, but to me what I'm hearing from you is artists. These are artists who are passionate about what they're making and then that passes on to the team on the roof. So you have to have pretty excellent communication between the two groups, right? 

Anthony Ortega: Yeah. We love to have that connection, like you said and our shop is just as excited to try to make new pieces, new profiles, custom things for guys in the field. And they're talking and they're like, well that's not going to work here and how do we do this with that? And the shop is just very much involved in the artistic creation that ends up on these houses. And so sometimes there's a separation of those two people. The shop people are just stuck in the shop bending trim edge and they're like, man, I don't care about this. But our folks are engaged, they love it, they're connected to the crews. It's a true team effort and everybody's rowing in the same direction. And we try to provide that culture. And in that environment, failure is okay. Let's try something. If it works, wonderful. If it doesn't, rip it off, try it again, let's figure out a new way. And everybody feels comfortable and confident to have their own flair on the metal that we're making. 

Heidi J. Ellsworth: And you're creating your own designs. I mean that's the thing that is so unique and different that you are putting designs on roofs that people can tell are your custom designs. 

Gonzalo Tellez: Yeah, I mean each roof has its own unique challenge, especially on high country, but it's not elevate [inaudible 00:16:50]. There's different challenges not only for the aesthetic part, but the functionality of the roof. It has to be the most important thing is to protect the owners' invest. So that needs to be protected, but that's not limit to that only. We can make the functionality come in a different way so it just aesthetically better and looks better even if it takes a little longer. And that's where we come and that we are make our print on that part. We not just do the one and B, we can go to the 1B, C and D and let's just try something new after that too. If we have to make it not only be a good roof and functional roof, but a good-looking roof. 

Heidi J. Ellsworth: Yeah. And you mentioned this at the beginning that you work with a lot of architects. I'm guessing architects absolutely love this. 

Gonzalo Tellez: They're the artists. We just the people that we just- 

Anthony Ortega: We're the paintbrush. 

Gonzalo Tellez: We just the paintbrush. I don't want to take their... 

Anthony Ortega: Yeah. The credits to them and the general contractors, we truly feel like iron sharpens iron. We are a trade partner, we're not a subcontractor. We really value collaboration and being in the trenches with the general contractor and the architect at a high level to make these things come alive. We don't show up, they say the roof's ready, we show up, slap on some metal and then we leave. It is a collaboration through project management, design intent approval mocks with architects to make sure that the designs we're coming up with or we're executing for the design intent purposes are, one, going to perform, but then two achieve what the client, the homeowner and the architect have in mind. 

Heidi J. Ellsworth: Man, I love that. So if you were to give some advice to other contractors around the country who are interested in moving into metal, maybe they haven't... Like you said, you start out a lot of times with shakes, shingles and stuff and then you find metal and you're like, here's the connection, this is what great. So what's some of your advice to contractors across the country who maybe want to start doing metal but aren't quite sure how to get in to that, Gonzalo? 

Gonzalo Tellez: I think for me something that really work is just you need to get to know the industry. I think just study, research and get involved and get with people that like the same things that you like. I think that's a great help. Go to trade shows about metal, learn about the capabilities and what the industry has to offer. It's very rewarding, but you have to do your homework just to know why it's ahead of you. It is not difficult, but it just needs a little bit of planning. I think that's the most important thing, just that. Get involved on the industry, the metal industry and that will trigger the next stages. 

Heidi J. Ellsworth: And it seems like there's kind of steps, right? Exactly what you're saying, research, get involved in the industry, see what it's all about and then maybe some contractors try metal tiles and then some are working with manufacturers and then they get their own sheet metal shop. I mean it's kind of a little bit of a journey it seems like. 

Anthony Ortega: Yeah, absolutely. I think if you go into it don't be afraid to take on a job, but don't be blind to the fact that you're going to need to make sure to do your research to make sure you understand the details, to make sure that you partner with a good fabricator or you have a person that is skilled in knowing what it takes to put together a roof that will perform. But be patient, have perseverance and a little grit and metal will reward. You just have to put in the time. It's like growing a plant, right? You pop seed in there, you water it, you fertilize it, you say nice things to it- 

Heidi J. Ellsworth: Nice music. 

Anthony Ortega: Yeah, nice music. You got to nurture it. I think a lot of companies that either are afraid to get into it or get into it and then fail, they miss that nurturing piece of it and that investment side of it to really understand it, own it and not just to slap some sheets of metal up there, but to be like, how can I get this to perform correctly and make sure that I'm treating it with the respect that it deserves? 

Heidi J. Ellsworth: Right. Right. I love that. And I see there's just a lot of contractors out there who want to, because they see this growth in metal and they realize it's a lot of the future that it's not going away. It's only growing and how much we use it. And obviously around the world, metal's been used forever. 

So culturally, one of the things I loved that you said earlier is how the culture of your company, everyone in your company embraces the metal from the sheet metal shop to the crews, across the whole board. What's some of your advice to contractors on... It's one thing as a contractor to go out and go to METALCON, do the research, come to MetalCoffeeShop, listen to all this. But then you have to get your whole team and you have to get everybody and find the right crews and put all that together. What's some of your advice on building that culture of metal and high performance? Because I know one of the things you say is we don't need to be the biggest, we just want to be the best and that seems to keep making you much bigger when you're the best. But what's some of your advice to contractors on building that culture? 

Anthony Ortega: I think there's two things. One, I'll let Gonzalo speak to, is to create the culture. A foundational management 101, leadership 101 is to be in the trenches with your guys and support them through positive, proactive training, showing them things, investing in proper tools for them, spending the time to understand the job that they're about to tackle or the scope that they're about to tackle and really go elbow to elbow with them on that. So I would say that's probably the number one thing, lead from the front and nurture people. I mean, at the end of the day, that's all people want. They want a runway for, a pathway of success. Inherently people want to do good work and do a good job. And us as leaders, we have to give them the tools, the love, the support and then the accountability part of that comes second, what the expectation is. 

Gonzalo Tellez: Nope, he's exactly right. That's how the Viotell culture starter. That's how I teach my guys. Before I was a leader I was a teacher because I work next to my guys from sunrise to sunset and that's how they learned the trade and that's how I was able to pass that teaching and the knowledge. And then they pass it on to the next and the next and the next and that's the culture, it becomes what we are and how we go about things. Embracing changes, embracing trying new things and if we didn't, it is not a failure, we just haven't get it right. If it's something that's not right, we just get it out and we put the thing that we think it's just not failing. It's just always... 

Heidi J. Ellsworth: Figuring it out. 

Gonzalo Tellez: Figuring it out. And I think that it's been embedded since the beginning of Viotell and everybody understands that and that's why we drive. It's just not two guys. They all drive on this and the passion and then to be proud of doing a good job and turn around and say, I did that. 

Heidi J. Ellsworth: I love it. You two have inspired me so much this morning. Thank you. This is amazing. Now will you be attending METALCON in the fall? 

Gonzalo Tellez: That's one of my greatest experience, always. I like it. Everybody thinks that I'm a kid on the candy shop and I'm on the metal jumping around. 

Anthony Ortega: I got to hold him back. I got one of those little kid leashes. 

Gonzalo Tellez: [inaudible 00:26:08]- 

Anthony Ortega: I'm like, no, no, no. You got to stay away form that. 

Heidi J. Ellsworth: Not that machine. No, don't look over there. 

Anthony Ortega: Yeah. We don't need that. 

Gonzalo Tellez: I don't know. I think we need two leashes [inaudible 00:26:18]. 

Heidi J. Ellsworth: Well, we're going to get you both on the sound stage at METALCON because we'll be there and we will be looking for both of you to come and see us and hang out. 

Anthony Ortega: Beautiful. 

Gonzalo Tellez: We'd love to join you. 

Heidi J. Ellsworth: I love it. Thank you for being a part of MetalCoffeeShop and RoofersCoffeeShop, being part of our R-Club. You honestly, so inspirational. And we are going to do this again. So we'll see you at METALCON and we'll keep doing this. I love everything you're bringing to the industry, so thank you so much. 

Anthony Ortega: Let's do it. 

Gonzalo Tellez: Appreciate that. 

Anthony Ortega: Take care. 

Heidi J. Ellsworth: Thank you. 

Anthony Ortega: Appreciate you. 

Heidi J. Ellsworth: Thank you. And thank you all for listening. Wow. I hope you're all as inspired as I am. This is the kind of stuff that I just think is so important for the industry overall. The roofing respect, the metal respect. I mean, it all comes together. So find out more information about Viotell Metal Concepts on the contractor directory on both MetalCoffeeShop and RoofersCoffeeShop. And be sure to check out all of our MetalCasts podcasts under the read, listen and watch section of both sites. Be sure to also subscribe and set those notifications on your favorite podcast channels. We'll be seeing you next time on MetalCast. 

Outro: Ready to raise the metal roof? Subscribe to MetalCasts now and stay tuned for all things metal roofing. Go to MetalCoffeeShop.com to learn more. Rock on and we'll catch you on the next episode. 

By Dani Sheehan. 

The metal construction industry is evolving – are you keeping up? Join METALCON Live! on August 6 for a dynamic panel discussion. 

MetalCoffeeShop® (MCS) is coming to METALCON's online webinar Live! this August 6, 2025, at 10 a.m. PT/ 1 p.m. ET! Join us for an engaging contractor panel discussion to talk about the state of the metal industry. From steel erectors to general contractors and roofing and siding professionals, this conversation dives into what’s really happening in the field, and what’s coming next. Panelists include Bobby Mesmer, CEO and founder of RMG Erectors & Constructors, LLC; Patrick Cochran, CEO of Red Dog’s Roofing; Nigel Kreft, VP of sales at Elevate Structures; and Anthony Ortega, COO of Viotell Metal Concepts. 

Facilitated by MCS President Heidi J. Ellsworth, the panel will explore the state of the metal industry through the lens of the professionals building with it every day. Attendees can expect an honest perspective on: 

• What sectors are driving demand for metal and why 
• How labor shortages, code changes and safety requirements are impacting jobsite productivity 
• The role of sustainability and customer expectations in material selection 
• Why more contractors are investing in their own fabrication shops 
• Predictions for where the industry is headed and how to stay ahead 

This session will be packed with practical insights, hard-earned advice and real-world examples you won’t hear anywhere else. Stick around for a live Q&A at the end of the discussion to ask your own questions and connect directly with the panelists. 

Did you know that METALCON also offers certificates of completion and the opportunity to earn AIA credits for both Live! and on-demand webinars? Check out their extensive library of educational resources and stay up to date on the latest industry news, tradeshow and conference events, business strategies and more! 

Don’t miss your chance to tap into the momentum of metal construction. Register now for free and join the conversation shaping the future of the industry.