Elevate (Holcim) Roof Systems in Flint, MI

Elevate: The Firestone EPDM Line Under a New Name

Elevate, formerly known as Firestone Building Products before Holcim's acquisition and rebrand, carries one of the longer track records in EPDM manufacturing along with a TPO line and supporting insulation and accessory products. On buildings already carrying their older Firestone-branded EPDM, that continuity is directly useful for us during an inspection.

Recognizing Older Firestone-Branded Roofs

A number of the black EPDM roofs we inspect around Genesee County were installed under the Firestone name before the Elevate rebrand, and the membrane markings and seam tape products from that era are still identifiable in the field. Knowing the product history helps us assess whether a roof's existing seam system is compatible with a re-seam repair versus needing a different splice product entirely.

We ask owners for whatever original installation paperwork they still have on file before we quote a repair, since a warranty or product-generation record can save us a guessing exercise in the field, though a lot of buildings that have changed hands more than once no longer have that paperwork at all.

EPDM Product Range

Elevate's EPDM line covers black and white membrane in multiple thicknesses, along with mechanically attached, fully adhered, and ballasted options, similar in breadth to the other major EPDM manufacturers. That range gives us options when a building's deck condition or wind-uplift requirement rules out one attachment method but not another.

Ballasted EPDM in particular comes up on some of the older industrial roofs around Genesee County where the structure can carry the added stone or paver dead load, and an owner would rather avoid additional fastener penetrations through a deck that's already been modified more than once.

TPO and Recover Assembly Components

Beyond EPDM, Elevate manufactures TPO membrane and the insulation, cover board, and fastening components to build a complete recover or replacement assembly. On a recover job, using an insulation and cover board line engineered to pair with the membrane keeps the assembly's performance and warranty terms tied to a single, coherent spec rather than a patchwork of components.

We compare Elevate's TPO against other manufacturers' lines the same way on every project: current lead time, available thickness options, and how well the published detail drawings match the building's actual flashing conditions.

Seam Compatibility on Long-Standing EPDM Roofs

Seam tape and splice adhesive chemistry has changed across product generations, even within the same manufacturer's line, so a repair on a decades-old EPDM roof isn't always as simple as applying whatever splice tape is currently on the truck. We check compatibility before re-seaming an older roof, since a modern tape applied over a degraded, incompatible older splice can fail to bond properly.

Where compatibility is a real question, we'll cut back to sound membrane and rebuild the splice from clean material rather than layering a new repair over a questionable old one.

• Existing membrane brand and seam tape identification
• Membrane thickness and attachment method against deck condition
• Insulation and cover board pairing for the recover assembly
• Detail drawing match at parapets and penetrations
• Wind-uplift rating against the specified attachment method
• Field inspection scheduling before warranty issuance

Detail Drawings and Field Inspection

Elevate publishes the same category of detail drawings as other major manufacturers for parapets, curbs, and penetrations, and a field inspection against those drawings is required before an NDL warranty issues. We build to those drawings and keep the assembly and inspection documentation as part of every project file.

On buildings with non-standard parapet heights or curb conditions from decades of added rooftop equipment, matching field conditions to a published drawing takes more judgment calls during installation than it would on a newer, unmodified structure.

When Elevate's Line Is the Right Fit

We spec Elevate products when a building's existing membrane, deck condition, or an owner's specific product preference points that direction, evaluated against current lead times and warranty terms the same way we'd weigh any other manufacturer. The fact that a roof was originally installed under the Firestone name doesn't automatically mean the recover has to use Elevate product, but it's one factor in the decision.

We've also worked on buildings where an owner specifically wants continuity with a system they've maintained for years under the Firestone name, and in those cases Elevate's current product line lets us honor that preference without asking them to switch manufacturers for reasons that have nothing to do with the roof's actual performance.

Questions About Elevate and Firestone-Branded Roofs

Is Elevate the same company as Firestone Building Products?

Elevate is the current name for what was Firestone Building Products before Holcim's acquisition and rebrand. The product lines carry forward under the new name, which is relevant when we're assessing an older Firestone-branded roof.

Can you repair my old Firestone EPDM roof even though it's rebranded now?

Yes. We inspect the existing membrane and seam system directly rather than relying on the brand name, and we identify compatible repair materials based on what's actually installed, regardless of the current corporate name on the product line.

Do you have to use Elevate products to recover a Firestone roof?

No. The original brand doesn't lock you into that manufacturer for a recover. We evaluate current product lines from several manufacturers against your building's needs and current lead times before recommending one.

What's the difference between Elevate's EPDM and their TPO line?

EPDM is adhesive-seamed rubber membrane with a long field history; TPO is heat-welded single-ply. Which one fits your building depends on deck condition, budget, and whether reflectivity or seam chemistry matters more for your situation.

How do I know what generation of EPDM is on my existing roof?

We identify it during inspection from membrane markings, seam tape type, and installation-era details. That assessment is part of any recover or repair quote, not an extra step.