Overview
Elevate
Elevate is a commercial roofing brand with headquarters at 26 Century Boulevard, Suite 205, in Nashville, Tennessee. Firestone Building Products roofing systems became Elevate in 2022. Elevate became part of Amrize in 2025, after Holcim spun off its North American business, and it is the flagship commercial roofing brand in the Amrize Building Envelope portfolio. All Elevate locations are registered to the ISO 9001 quality standard.
The roofing range includes EPDM, TPO and PVC single-ply membranes, polyiso insulation, asphalt roofing systems, metal components, accessories and specialty solutions. Named products on the Elevate site include RubberGard EPDM, UltraPly TPO, MAX PVC and UNA-CLAD metal roofing. The company also makes concealed fastener metal wall panels, cavity wall solutions, and geomembrane and rubber lining systems.
The Technical Library holds seven Elevate products. RubberGard EPDM, RubberGard MAX and EcoWhite EPDM are EPDM membranes. UltraPly TPO, UltraPly TPO XR, UltraPly TPO SA and UltraPly TPO Coated Metal are products in the UltraPly TPO family. Older specifications for these products may carry the Firestone name.
EPDM is made in Prescott, Arkansas. Thermoplastic membranes are made in Muscle Shoals (Tuscumbia), Alabama, and Wellford, South Carolina. Asphalt-based products are made in Beech Grove, Indiana, and metal products in Anoka, Minnesota. Polyiso insulation is made in Bristol, Connecticut; Corsicana, Texas; DeForest, Wisconsin; Florence, Kentucky; Jacksonville, Florida; Salt Lake City, Utah; and Youngwood, Pennsylvania. Distribution centers are in Mt. Joy, Pennsylvania, and Plainfield, Indiana.
The commercial roofing markets listed are data centers, manufacturing facilities, schools, healthcare environments, logistics centers and cold storage, for both new construction and reroofing. The lining products serve decorative commercial water features and containment in agriculture, aquaculture and mining. The website lists regional divisions for the Americas, EMEA, Asia and Oceania.
Relevant manufacturer history
Elevate's product history starts under the Firestone name. RubberGard EPDM was introduced in 1980, and the first RubberGard EPDM plant opened in Arkansas in 1983. UltraPly membranes were launched in 1986, which brought the company into the thermoplastic roofing market. In 1988 the company acquired Teltex/ICM and began making polyiso insulation.
The QuickSeam Tape System was introduced in 1993. UltraPly TPO was introduced in 1999, and the first TPO plant opened in South Carolina that year. RubberGard EPDM Platinum, with a 30-year warranty, followed in 2003. The company acquired Copper Sales, Inc. in 2005 and began offering UNA-CLAD metal roofing. It built the Global Technical Center in Indiana in 2012 and developed SecureBond Technology in 2015.
The company rebranded as Elevate in 2022, when it adopted the Holcim identity. MAX PVC and MAX PVC XR were launched in 2024. Elevate became part of Amrize in 2025.
