Roofing Manufacturers
Holcim Elevate Roofing Systems in Midland, TX
Holcim Elevate's Roofing Line, Formerly Firestone, Still on Our Trucks
A lot of owners still know this manufacturer by its old name, Firestone Building Products, before the rebrand to Elevate under Holcim. The product lines and warranty structure carried over largely intact, and it remains one of the single-ply manufacturers we spec regularly on Midland reroofs, particularly EPDM, where the company has one of the longest track records in the industry.
EPDM Heritage and Current Line
Elevate's EPDM systems cover black and white-faced membrane options, in mechanically fastened, fully adhered, and ballasted attachment configurations. Given how long this manufacturer has been producing EPDM specifically, their seam tape and adhesive chemistry for rubber membrane is mature and well-proven — which matters on EPDM more than most single-ply systems, since adhesive seams depend on chemistry and workmanship in a way welded TPO seams don't.
We reach for Elevate EPDM on unconditioned storage and equipment buildings around Midland's service yards where cost and flexibility matter more than reflectivity, and on recover projects extending an existing EPDM roof that's already performing well.
TPO Line and Reflective Performance
Elevate's TPO membranes come in the standard thickness range with fleece-backed variants for recover work, and the white reflective surface performs the way any solid TPO sheet should under Midland's UV load — cutting surface heat gain relative to darker membranes, which matters for any conditioned building carrying real cooling demand across a big flat roof.
Where Elevate's TPO line comes up most in our specs is on straightforward warehouse and light-industrial buildings, and occasionally on retail and office roofs where an owner is comparing multiple manufacturers on price and warranty terms before making a final call.
Insulation and Cover Board Options
Elevate carries a full insulation and cover board line engineered to pair with their membranes, and board density selection is where hail resistance actually gets built into the assembly — the membrane alone doesn't determine impact performance, the board underneath does most of that work by spreading impact energy before it reaches the deck. We size board specification to a given building's hail exposure history rather than defaulting to a standard spec across every job.
Where we've specified Holcim Elevate systems in Midland
- Unconditioned storage and equipment buildings at oilfield service yards
- Recover projects extending existing EPDM roofs still performing well
- Warehouse and light-industrial buildings comparing TPO options across manufacturers
- Buildings needing ballasted EPDM where structural loading and wind exposure allow it
- Retail and office roofs specified in white TPO for reflectivity
Coating Products for Life Extension
Elevate also carries silicone and acrylic coating products for extending an aging but structurally sound roof rather than proceeding straight to tear-off. On an existing Elevate EPDM roof with sun-related surface chalking but sound seams, a compatible reflective coating can add real service years at a fraction of reroof cost, provided the substrate passes moisture testing beforehand. We treat this as a maintenance strategy with a defined recoat cycle rather than a one-time fix, the same way we'd approach any manufacturer's coating line, and we test substrate moisture across the roof deck before ever recommending a coating in place of a full reroof.
Warranty Structure
Elevate structures warranties similarly to other major manufacturers — material-only coverage as a baseline, with system-level warranties covering labor for warranted repairs when the full assembly is Elevate-specified and installed by an approved contractor. Warranty length and wind-uplift rating both scale with membrane thickness and attachment method, and ballasted EPDM warranties in particular come with specific requirements around ballast weight and roof structural capacity that need verifying before that attachment option gets specified on any given building.
We review the specific warranty tier with owners before finalizing a spec, since the difference between a basic material warranty and a full system warranty is significant both in coverage and in what it implies about required installation documentation.
Wind and Exposure Considerations
Midland County's flat, open Exposure C terrain means every attachment method we run under an Elevate warranty gets engineered to the specific building's height and wind exposure, with tightened fastening at perimeter and corner zones to handle the higher negative-pressure loads those areas see during the straight-line wind events that roll through ahead of dryline storms. Ballasted systems get an extra layer of scrutiny given how exposed most Midland sites are to open wind approach.
Questions About Holcim Elevate Systems
Is Elevate the same company as Firestone Building Products?
Yes, Elevate is the rebranded name for what was formerly Firestone's commercial roofing division, now operating under Holcim. Product lines and warranty structures carried over from the previous branding.
Does Elevate EPDM perform differently than other manufacturers' EPDM?
The core rubber chemistry is broadly similar across manufacturers, but seam tape and adhesive formulations differ, and Elevate's long production history with EPDM specifically is part of why we trust their seam system.
Is ballasted EPDM a good fit for Midland's wind exposure?
It can be on the right building, but only after a real evaluation of wind exposure and structural capacity for the ballast load. We don't default to ballast on an exposed site without that review.
How does Elevate's warranty handle hail damage?
Material defect coverage is separate from storm damage coverage, and impact resistance is rated by the specific membrane and cover board pairing, not guaranteed against any hail size.
What's needed to keep an Elevate system warranty valid?
Installation following Elevate's published details, manufacturer-matched accessories, and in most cases an approved installer designation for full system-level coverage.