Holcim Elevate Roofing Systems in Appleton, WI
Elevate RubberGard EPDM and UltraPly TPO on Fox Valley Low-Slope Roofs
Elevate is the roofing systems business long known in the industry as Firestone Building Products, carrying the RubberGard EPDM and UltraPly TPO lines forward under new ownership after Holcim's acquisition. The product names and assembly documentation carried over through the rebrand, which is the main thing that matters to us when specifying a membrane against a roof's actual conditions rather than tracking corporate ownership changes.
RubberGard EPDM and Sheet Width on Large Roofs
RubberGard EPDM is available in wide sheet formats, up to 50 feet in some configurations, which cuts down the number of field seams on a large, open roof compared to standard-width sheet. On the big flat-roof footprints common at paper mills and converting plants around Kaukauna and Combined Locks, fewer field seams means fewer linear feet of splice to inspect during a roof survey and fewer potential leak points over the membrane's service life.
The EPDM chemistry itself performs the way EPDM generally does: strong UV resistance, wide temperature flexibility that matters through a Wisconsin freeze-thaw cycle, and a track record on low-slope roofs that predates most of the single-ply alternatives now on the market. Black EPDM is still the more common choice on unconditioned industrial space where solar reflectance is less of a priority than membrane cost and proven durability.
UltraPly TPO for Reflective and Energy-Code Applications
UltraPly TPO covers the white reflective membrane side of Elevate's portfolio, welded at the seams and published with fastening and wind uplift assemblies across a range of deck types. On office and medical buildings around Neenah and Grand Chute where cooling load and energy code both point toward a reflective roof, UltraPly gives us a documented option under the same manufacturer as the EPDM line, which keeps warranty and assembly review simpler on a mixed portfolio.
Modified Bitumen and Insulation Products
Elevate also carries an SBS modified bitumen line and a range of polyisocyanurate insulation products, both inherited from the Firestone-era manufacturing footprint. That insulation lineup is relevant on tapered re-cover projects where we're building slope to drains over an existing low-slope deck, since the same manufacturer publishes the combined insulation-and-membrane assembly rather than leaving us to reconcile two separate technical packages.
Cover board options in the same catalog round out the assembly for roofs that need an added layer of impact or puncture resistance, which comes up on buildings with rooftop foot traffic from HVAC service or roof-mounted equipment.
The modified bitumen line matters most on Fox Valley buildings that already carry a built-up or asphalt-based roof history, including older commercial blocks around Menasha's marina-district retail strip, where an owner wants to stay within a familiar asphalt-based assembly rather than switch a roof over to single-ply during a re-cover.
Fastening Patterns and Wind Uplift for Fox Valley Exposure
Wind uplift pressure on a given roof depends on building height, exposure category, and roof zone geometry, and Elevate publishes assembly-specific fastening data covering mechanically attached, fully adhered, and induction-welded systems. We match that published data to the specific pressures calculated for a roof rather than defaulting to a standard perimeter or corner spacing, which matters more on taller buildings and open industrial sites around the airport-adjacent distribution space in Greenville, where exposure category runs higher than a sheltered downtown block.
What We Look At With Elevate Product Lines
- RubberGard EPDM available in wide sheet formats that reduce field seams on large roofs
- UltraPly TPO reflective membrane with published fastening and wind uplift data
- SBS modified bitumen for older asphalt-based roof assemblies
- Compatible polyiso insulation and cover board products for tapered and re-cover assemblies
- Continuity of product lines and technical documentation through the Firestone-to-Elevate rebrand
How Elevate Fits Into a Broader Manufacturer Comparison
We evaluate Elevate's product lines the same way we evaluate any manufacturer: against the deck condition, drainage, insulation needs, and wind exposure of the specific roof in front of us. Wide-sheet EPDM has a real advantage on some large industrial roofs, and that advantage gets weighed against other manufacturers' offerings rather than assumed automatically.
We do not represent a specific certification tier or exclusive dealer relationship with Elevate or Holcim. Any reference to these product lines in a proposal reflects a technical match to the roof, not a promotional arrangement.
Owners sometimes ask whether the Holcim ownership change affects warranty terms on an existing Firestone-branded roof. Warranty administration continued under the new corporate structure, and the published product data we reference for new specs carries the same technical grounding as it did under the previous name.
Questions Fox Valley Owners Ask About Elevate Roofing Systems
Is Elevate the same company as Firestone Building Products?
Elevate is the current name for the roofing systems business previously operated as Firestone Building Products, now under Holcim ownership. The RubberGard and UltraPly product lines carried over through the rebrand.
What is RubberGard EPDM known for?
RubberGard is Elevate's EPDM membrane line, available in wide sheet widths that reduce the number of field seams on large low-slope roofs.
Is EPDM or TPO the better fit for a Fox Valley roof?
It depends on the building's cooling load, energy code requirements, and roof exposure. Black EPDM suits unconditioned industrial space, while reflective TPO fits buildings where solar reflectance and energy code matter more.
Does Elevate publish wind uplift data for Wisconsin wind exposure categories?
Yes. Elevate publishes fastening and wind uplift assembly data across a range of deck types and exposure categories, which we reference directly when calculating a roof's fastening pattern.
Do you have an exclusive relationship with Elevate or Holcim?
No. We do not represent any specific certification tier or exclusive dealer status. Product selection is based on matching the manufacturer's published assembly to the roof's requirements.