Roofing Manufacturers
Holcim Elevate Roofing Systems in Green Bay, WI
Elevate, Formerly Firestone, Membrane Options for Green Bay Roofs
Elevate is the commercial roofing brand that resulted from Holcim's acquisition and rebrand of Firestone Building Products, and the product line carries forward decades of EPDM manufacturing history alongside a full TPO offering.
A Long EPDM History Under a New Name
Before the Elevate rebrand, this product line was known as Firestone Building Products, and its RubberGard EPDM system was one of the longest-running EPDM brands in the commercial roofing market. That EPDM line continues under Elevate, and we still evaluate it the same way for large, simple roof planes where rubber's freeze-thaw flexibility and lower material cost make sense.
The TPO side of the business, UltraPly, rounds out their single-ply offering across the standard thickness and attachment method range used industry-wide, giving us a full comparison set within one manufacturer's documentation when a roof is still being narrowed between membrane types.
Insulation Products Under the Same Manufacturer
Elevate also manufactures SecurShield polyiso insulation, which we pair with either their membrane line or, where it makes sense for cost or availability, with another manufacturer's membrane, checking compatibility documentation either way before finalizing a full assembly.
For owners consolidating a roofing spec under one manufacturer's warranty, having insulation, membrane, and accessory products all under the Elevate name simplifies the documentation trail, though we never assume compatibility without checking the current technical bulletin first.
On a cold storage recover, we look at SecurShield's published R-value per inch against the thickness the roof deck and parapet height can actually accommodate, since insulation thickness on a refrigerated building recover sometimes runs up against physical clearance at doors, curbs, and rooftop equipment before it runs up against budget.
Where We Consider Elevate for This Market
On warehouse and light industrial roofs where black EPDM is the right budget-conscious choice, Elevate's RubberGard line is one of the EPDM options we compare on cost, thickness, and fleece-back availability. On roofs where TPO makes more sense, we evaluate UltraPly against the wind uplift and snow load requirements the same as any other manufacturer's TPO line, including current fastening pattern tables published for the region's exposure categories.
As with every manufacturer we spec, we go by the published technical documentation and installation requirements for the specific product, rather than assuming performance carries over automatically from the brand's history under its former name.
We also compare current lead times on Elevate's product line against other manufacturers when a project is scheduled around a tight construction window, since a technically strong spec on paper does not help an owner if the membrane cannot arrive before the roof needs to close in.
- UltraPly TPO membrane in standard mil thicknesses and attachment types
- RubberGard EPDM, including fleece-backed configurations
- SecurShield polyisocyanurate insulation board
- Manufacturer technical bulletins used for fastening and detail specification
- Recover board and cover board products for assembly compatibility
What the Rebrand Means for Warranty and Service History
Buildings roofed years ago under the Firestone Building Products name still carry warranties that Holcim now administers under the Elevate brand, and when we inspect an older RubberGard roof we confirm which entity is currently servicing that warranty before advising an owner on a repair or claim. That confirmation step takes a phone call and a look at the original warranty paperwork, but skipping it has cost owners real time on claims we have seen filed against an outdated company name. That paperwork trail matters more than it sounds, since a warranty claim filed against the wrong entity name can slow down what should be a straightforward repair.
For new installations, we work strictly from current Elevate documentation, since referencing an old Firestone technical bulletin on a roof going in today risks missing a formulation or detail update that came with the rebrand, particularly around fastening patterns and approved cover board pairings.
Comparing Elevate's Warranty Terms Against Other Manufacturers
Elevate's warranty programs, like every manufacturer's, vary by system type, term length, and specific exclusions, and we review those terms against a roof's actual risk profile the same way we would for any other manufacturer before recommending their system. A longer headline term does not mean much if the exclusions do not match the roof's realistic exposure.
We walk owners through the specific warranty document rather than a marketing summary, so the coverage decision is based on what is actually excluded, not only the number of years printed on the front page.
Questions on Holcim Elevate Systems
Is Elevate the same company as Firestone Building Products?
Elevate is the current brand name for the commercial roofing product line previously sold as Firestone Building Products, following Holcim's acquisition and rebrand.
Does the rebrand affect product specifications?
The core membrane technologies carried forward under the new brand name; current technical documentation under the Elevate name is what we reference for any active spec.
Is RubberGard EPDM a good fit for Green Bay warehouses?
It's one of several EPDM options we compare for large, simple roof planes with a budget-conscious spec, alongside other manufacturers' EPDM lines.
Does Elevate make products for cold storage buildings?
Their TPO and EPDM membranes are used on cold storage roofs; the vapor retarder and insulation design around the membrane still has to be engineered for the building's actual refrigeration setpoints.
How do you decide between Elevate and another manufacturer's EPDM?
We compare current published specifications, availability, and cost for the specific project rather than defaulting to one brand across every job.