Firestone Building Products
Elevate (formerly Firestone Building Products) manufactures commercial single-ply roofing membranes (EPDM, TPO, PVC), polyiso insulation, metal edge systems, and wall/geomembrane products, selling to building owners, certified contractors, and architects across the Americas, EMEA, and Asia-Pacific as a subsidiary of Amrize.
- Company typePrivate
- Founded1980
- HeadquartersNashville, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingHardware or Manufacturing
What Firestone Building Products does
Elevate (formerly Firestone Building Products) is a Nashville-headquartered manufacturer of commercial roofing, wall, and lining systems, operating as a subsidiary of Amrize following its 2025 spin-off from Holcim. The company's core product portfolio centers on single-ply roofing membranes—EPDM (RubberGard), TPO (UltraPly), and PVC (MAX PVC, Elevate PVC KEE)—complemented by Isogard and Resista polyiso insulation, cover boards, composite boards, SBS modified bitumen systems, the V-Force FR vapor barrier, and the AdvantEdge metal edge system. Wall products include concealed and exposed fastener metal panels, while lining products span PondGard and GeoGard EPDM geomembranes plus FPP flexible polypropylene membranes for water containment.
Elevate serves three primary customer segments: commercial building owners seeking long-warranty roofing solutions for data centers, restaurants, cold storage, and general commercial properties; commercial roofing contractors organized through a Master Contractor recognition program; and architects and design professionals supported via an Architect's Toolbox, continuing education, and specification tools such as the Wind Uplift Calculator and Roof Explorer. The company operates across the Americas, EMEA, and Asia-Pacific with regional sales representatives and a certified contractor channel; pricing is quote-based and project-specific rather than publicly disclosed. Notable product technologies include proprietary knitted scrim in MAX PVC, Secure Bond self-adhered TPO, Invisiweld concealed weld systems, and a 2026 partnership with 3M integrating Smog-Reducing Granules into SBS Premium cap sheets.
The business is a physical materials manufacturer rather than a software or AI company, with revenue generated primarily through one-time sales of membrane systems, insulation, accessories, and wall/lining products distributed via direct enterprise field sales and a certified contractor channel. Competitive positioning is anchored by 40 years of brand heritage (originating as Firestone Building Products in 1980), a portfolio of registered product trademarks, and a Master Contractor ecosystem that creates specification and installer lock-in. In April 2017 the company acquired Gaco Western to broaden its waterproofing portfolio, and in June 2025 the business became part of Amrize following Holcim's spin-off; the 2026 rebrand to Elevate signals a strategic repositioning for the post-spin-off independent operating model.
Firestone Building Products firmographics
Firmographics- Name
- Firestone Building Products
- Legal name
- Elevate
- Website
- https://firestonebpco.com
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Elevate (formerly Firestone Building Products) manufactures commercial single-ply roofing membranes (EPDM, TPO, PVC), polyiso insulation, metal edge systems, and wall/geomembrane products, selling to building owners, certified contractors, and architects across the Americas, EMEA, and Asia-Pacific as a subsidiary of Amrize.
- Ownership category
- akta.pro rank
Firestone Building Products industry classification
Industry- Product category
- Commercial Roofing Materials
- NAICS
- Asphalt Paving, Roofing, and Saturated Materials Manufacturing (32412), Asphalt Shingle and Coating Materials Manufacturing (324122), Paint and Coating Manufacturing (325510), Synthetic Rubber Manufacturing (325212)
- SIC
- Asphalt Paving & Roofing Materials (2950), Plastic Materials, Synth Resins & Nonvulcan Elastomers (2821)
- akta.pro primary industry
- Roofing Systems & Waterproofing (Membranes, Shingles, TPO/EPDM, Liquid-Applied) (IMAFAMAA)
Keywords
Where Firestone Building Products is headquartered
LocationHeadquarters
- HQ city
- Nashville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Firestone Building Products business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel
Revenue model
- Commercial Roofing Products: Sale of commercial roofing membrane systems (EPDM, TPO, PVC), insulation, and accessories to contractors and building owners through direct sales and distribution channels
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Commercial roofing products sold via quote-based pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Firestone Building Products product offering
Product offeringCore offering
Elevate (formerly Firestone Building Products) manufactures and sells commercial roofing membrane systems, including EPDM (RubberGard), TPO (UltraPly), and PVC (MAX PVC, Elevate PVC KEE) single-ply membranes, polyiso insulation boards, SBS modified bitumen systems, metal edge products, vapor barriers, and wall and lining products. Its offering is targeted at commercial building owners, roofing contractors, and architects/design professionals through direct sales and certified contractor channels.
Product overview
Elevate (formerly Firestone Building Products, now part of Amrize) offers a comprehensive portfolio of commercial roofing, wall, and lining solutions. The product ecosystem centers on three core single-ply membrane technologies: EPDM (RubberGard), TPO (UltraPly/Platinum TPO), and PVC (MAX PVC and Elevate PVC KEE lines). Supporting the membrane portfolio is Isogard/Resista polyiso insulation, cover boards, and composite boards for thermal performance. Roof enhancement products include the AdvantEdge metal edge systems and V-Force FR vapor barrier. Wall offerings feature concealed and exposed fastener profile panels with soffits and flat sheet/coil accessories. Lining products include PondGard and GeoGard EPDM geomembranes plus FPP geomembranes for water containment. Digital tools such as Roof Explorer and Wind Uplift Calculator support specification. Recent innovation includes MAX PVC with knitted scrim technology (2026 People's Choice Award winner) and SBS Premium systems with 3M smog-reducing granules.
Differentiator
Problem solved
Functional benefit
Brands
- RubberGard EPDM: EPDM roofing membranes with superior durability, flexibility and UV resistance
- UltraPly TPO
- MAX PVC
- IsoGARD
- PondGard
- GeoGard
- Elevate AdvantEdge
Products and services
- RubberGard EPDM Roofing Membrane Ethylene Propylene Diene Monomer (EPDM) single-ply roofing membrane with superior durability, flexibility, and UV resistance, sold to commercial roofing contractors and building owners.
- UltraPly TPO Roofing Membrane Thermoplastic polyolefin (TPO) single-ply roofing membrane that is heat-reflective and energy efficient with exceptional resistance to ultraviolet, ozone, and chemical exposure, for commercial roofing applications.
- MAX PVC Roofing Membrane Polyvinyl Chloride (PVC) single-ply roofing membrane with strong knitted scrim delivering industry-leading resistance to punctures, tearing, and breaking; features inherent fire resistance and strong resistance to chemicals and grease for demanding commercial environments.
- Elevate PVC KEE Roofing Membrane PVC membrane with KEE (Ketone Ethylene Ester) formulation for enhanced chemical resistance and durability in commercial roofing.
- V-Force FR Vapor Barrier Next-generation vapor barrier with FM Class 1 fire rating for direct-to-steel applications; primer-free, self-adhered solution with temporary UV resistance and weather protection for up to 180 days, installing in temperatures as low as 20°F.
- SBS Premium Roofing Systems Styrene-Butadiene-Styrene (SBS) modified bitumen roofing systems with cap sheet membranes, now available with 3M Smog-Reducing Granules for sustainable, high-performance commercial roofing solutions.
- Isogard Polyiso Insulation High performance polyiso insulation delivering high R-value per inch in cold temperatures, used as thermal insulation beneath commercial roofing membrane systems.
- Resista Polyiso Insulation Board Polyiso insulation board with enhanced durability and performance characteristics for commercial roofing assemblies.
- Composite Insulation Boards Composite insulation boards combining multiple materials for enhanced performance in commercial roofing systems.
- Cover Boards Insulation cover boards for protection and enhanced performance in commercial roofing assemblies.
- Elevate AdvantEdge Metal Edge System Metal edge products for perimeter protection, performance, and visual appeal in commercial roofing projects, including seamless edge terminations, coping, and gutter systems.
- Concealed Fastener Wall Panels Metal wall panels with concealed fasteners for clean aesthetic appearance on commercial buildings.
- Exposed Fastener Wall Panels Metal wall panels with exposed fasteners for cost-effective installation on commercial buildings.
- PondGard EPDM Lining EPDM geomembrane lining system for residential water features including ponds and decorative water containment.
- GeoGard EPDM Geomembrane Commercial-grade EPDM geomembrane for water containment and lining applications in commercial projects.
- FPP & FPP-R Geomembrane Flexible Polypropylene geomembrane for commercial lining applications.
Quantifiable outcome
- 20,000 square feet of roofing materials with 3M Smog-Reducing Granules has smog-fighting power equivalent to 120 trees
- +1 more outcomes
Companies that use Firestone Building Products
Customer profileSegments3 records
Ideal customer profiles3 records
Firestone Building Products technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Firestone Building Products partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- 3Mcore3M provides Smog-Reducing Granules technology for Elevate's SBS Premium cap sheet membranes. The partnership enables sustainable roofing products where 20,000 square feet of materials have smog-fighting power equivalent to 120 trees.
- Gaco WesterncoreFirestone Building Products acquired Gaco Western in April 2017, expanding its product portfolio and market presence in the roofing and waterproofing industry.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Firestone Building Products competitors and assessment
Company assessmentDirect peers
- GAF Materials Corporation: Largest U.S. roofing manufacturer with an estimated ~25% market share in flat roofing systems. Directly competes with Elevate across single-ply membranes (TPO, PVC, EPDM) and commercial roofing accessories, serving the same contractor and building owner customer base.
- Carlisle SynTec Systems (Carlisle Companies): Major single-ply membrane roofing manufacturer holding an estimated 18-20% market share. Competes head-to-head with Elevate's EPDM, TPO, and PVC product lines and operates a similar certified-contractor installer network.
- Sika AG (Sika Sarnafil): Global construction chemicals and roofing manufacturer with PVC and single-ply membrane systems (Sarnafil) that directly overlap with Elevate's MAX PVC and UltraPly TPO portfolios in commercial roofing.
- Johns Manville (Berkshire Hathaway): Long-standing manufacturer of commercial roofing membranes (EPDM, TPO, PVC) and polyiso insulation. Competes with Elevate across both membrane and insulation product categories.
- Versico Roofing Systems: Carlisle-branded single-ply roofing systems contractor channel serving the same commercial roofing contractor segment as Elevate, with overlapping EPDM, TPO, and PVC membrane offerings.
- Duro-Last Roofing: Specialized PVC roofing membrane manufacturer competing directly with Elevate's MAX PVC and Elevate PVC KEE lines in the commercial flat-roof segment.
- Tremco Roofing and Building Maintenance: Commercial roofing manufacturer offering built-up, modified bitumen, and single-ply systems that compete with Elevate's SBS Premium and single-ply membrane lines across North America.
- IKO Industries: Global roofing manufacturer with commercial single-ply membranes, modified bitumen, and polyiso insulation that overlaps with Elevate's SBS Premium and insulation portfolio.
- Siplast: Commercial roofing manufacturer specializing in modified bitumen (SBS) and single-ply systems, competing directly with Elevate's SBS Premium Roofing Systems and membrane portfolio.
Broad incumbents
- Holcim (parent of LafargeHolcim legacy roofing assets, pre-Amrize): Former parent of Elevate and broad construction materials conglomerate with overlapping roofing and wall systems interests across global markets; a comparable large-scale building envelope peer rather than a direct membrane competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Firestone Building Products social profiles
Digital presenceFirestone Building Products financial estimates
Financial estimateRevenue estimate
Valuation estimate
Firestone Building Products leadership team
Management profileNumber of profiles
Profiles1 record
Firestone Building Products subsidiaries and ownership
Company hierarchySubsidiaries1 record
Firestone Building Products funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Firestone Building Products M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Firestone Building Products
What does Firestone Building Products do?
Elevate (formerly Firestone Building Products) manufactures and sells commercial roofing membrane systems, including EPDM (RubberGard), TPO (UltraPly), and PVC (MAX PVC, Elevate PVC KEE) single-ply membranes, polyiso insulation boards, SBS modified bitumen systems, metal edge products, vapor barriers, and wall and lining products. Its offering is targeted at commercial building owners, roofing contractors, and architects/design professionals through direct sales and certified contractor channels.
Is Firestone Building Products a public or private company?
Firestone Building Products is a private company. It is classified as corporate owned and is currently operating.
When was Firestone Building Products founded?
Firestone Building Products was founded in 1980. It employs 1,001 to 5,000 people.
Where is Firestone Building Products based?
Firestone Building Products is headquartered in Nashville, United States, in the North America region.
How does Firestone Building Products make money?
One revenue line is on record: commercial Roofing Products.
Who are Firestone Building Products's main competitors?
Direct peers on record are GAF Materials Corporation, Carlisle SynTec Systems (Carlisle Companies), Sika AG (Sika Sarnafil), Johns Manville (Berkshire Hathaway), Versico Roofing Systems, Duro-Last Roofing, Tremco Roofing and Building Maintenance, IKO Industries and Siplast. Holcim (parent of LafargeHolcim legacy roofing assets, pre-Amrize) is listed as a broad incumbent.
Does Firestone Building Products have an API?
No public API is recorded for Firestone Building Products.
What industry is Firestone Building Products in?
Firestone Building Products's product category is Commercial Roofing Materials. Its primary akta.pro industry code is IMAFAMAA, Roofing Systems & Waterproofing (Membranes, Shingles, TPO/EPDM, Liquid-Applied). Its NAICS code is 32412 and its SIC code is 2950.