LOS ANGELES— Hundreds of roofing contractors gathered this weekend at GAF’s Latinos in Roofing West Summit & Expo, where industry leaders pointed to steady demand and long-term growth opportunities, even as labor, freight and insurance pressures reshape the market.
“We are in a wait-and-see environment,” GAF CEO John Barkhouse told attendees, pointing to uncertainty around interest rates and home sales. “But the need hasn’t changed.”
During his speech to an audience of Latino contractors and family, he said that after a challenging second half of 2025, demand has remained stable in early 2026, with the second quarter expected to provide a clearer picture of where the year is headed.
Steady Demand Led by Reroofing
With new construction and existing-home sales still below historical levels, reroofing continues to drive the industry.
“Most of the roofing demand is still being driven by steady reroofing, and that’s good business,” Barkhouse said.
During his remarks, the CEO noted that while demand remains steady, the environment in which contractors operate is becoming more complex.
Logistics has emerged as one of the most visible challenges. Freight disruptions earlier this year were driven not only by fuel costs, but also by a shortage of drivers and available trucking capacity. He even cited that at one point, the imbalance reached “80 loads needed to be moved per driver”.
That shift reflects broader changes in the labor market.
A post-pandemic contraction in trucking has reduced capacity, while tighter commercial driver’s license (CDL) requirements and immigration policies have influenced the available workforce.
“We’ve seen a clampdown on commercial driver’s licenses… and if you factor in our immigration policies, also having an effect,” he said.
Workforce availability remains another key factor.
“Finding available labor, finding labor that really wants to do the jobs we need them to do… is challenging,” he added.
The Role of Insurance Companies
Barkhouse also noted that insurers are also reshaping how roofing work is generated, using tools to assess roofs and require proactive replacements to maintain coverages.
“They’re using drones… they’re using AI to say, if you don’t replace your roof, I’m not going to insure you.” he said.
While those shifts are changing the traditional replacement cycle and placing more responsibility on homeowners, they are also creating opportunities, particularly for contractors who can help customers plan and navigate financing options.
As these pressures mount, many contractors are looking for practical ways to adapt, a focus that was front and center at this year’s Latinos in Roofing event.
What Contractors are Looking for: Training, Business Growth
For many contractors in attendance at Latinos in Roofing, the goal is clear: build stronger, more resilient businesses.
“The biggest blessing for us has been getting certified and finding people who were willing to train us and help us, not just to sell roofing, but to grow as individuals every time we attend a training,” said Roger Urena, of Urena Roofing, in an interview with Roofing Contractor. He attended the event with his two sons, who also play key roles in the company.
At GAF’s Latino-focused event, bilingual educational sessions centered on training, operations and practical tools to help contractors grow, from improving crews and workflows to navigating a more competitive market.
That emphasis on education resonated with newer business owners as well. Gladys Bautista and Alejandro Hernandez, who launched Lake Acer LLC in northern Indiana last December, said the support and training have been key to getting started.
“As long as you start informing yourself… there’s nothing stopping you,” Bautista said in an interview with Roofing Contractor.
The setting also reflected a broader shift in the industry, where many Latino contractors are not only part of the workforce but are also increasingly leading companies looking to scale.
According to data cited by Barkhouse, Latinos represent 64% of the U.S. roofing workforce and account for a growing share of homeownership.
“The importance that you play has never been more significant, and it’s only going to grow,” he said.
Throughout the full-day event, it was common to see contractors exchanging contact information, sharing tips, and speaking with representatives from key industry players’ companies such as SRS, ABC, QXO, RWC, Pacific Coast Supply, LLC, or Gulfeagle Supply.
For attendees, the value of the event goes beyond networking. It’s about gaining insights they can apply directly to their business and staying competitive in a market that continues to evolve.
GAF will host its next Latinos in Roofing event on Sept. 19 in Hyattsville, Md., offering training, product updates and networking opportunities for contractors.
