An ongoing mission to change industry perceptions

By Dani Sheehan.

Through People Make Roofing, Luke McCormack is ensuring that the next generation sees roofing for what it truly is: an industry built on resilience, opportunity and community.

The roofing industry is often misunderstood. Many believe it’s a field with limited career potential, unsafe working conditions and little room for advancement. Luke McCormack, founder of Roofing Talent America, is on a mission to challenge these misconceptions in his People Make Roofing podcast. Through storytelling, industry leadership and a commitment to giving back, Luke is shaping the future of roofing by shining a light on the people who make it great.

Luke’s roots in roofing run deep. Growing up, he watched his father navigate the industry as an installer, contractor and eventually a sales manager in the supply sector. This early exposure gave Luke a unique perspective on both the contracting and supply sides of the business. When he transitioned into recruitment, he realized his knowledge of roofing – and his father’s industry connections – could give him a competitive edge.

His work in recruitment helped him become an integral part of the National Federation of Roofing Contractors (NFRC). These connections led him to the U.S. market through the National Roofing Contractors Association (NRCA) and he quickly became familiar with influential figures, including Reid Ribble and Steve Little. Over the past decade, Roofing Talent America has helped companies expand into new markets, build sales teams and hire key executives, making a tangible impact on the industry.

The start of People Make Roofing

In 2021, Luke launched People Make Roofing after five years of working in the industry. He was inspired by the number of young professionals entering leadership roles and building stable careers for themselves and their families. He saw an opportunity to create a platform that could showcase these success stories and provide a resource for schools, colleges and job seekers.

“There’s this perception that roofing is a dead-end job,” Luke explains. “But the reality is, this industry offers incredible career paths, financial stability and a strong sense of community. I wanted to highlight those stories and create a free online resource that could inspire the next generation.”

What started as a podcast has evolved into a global campaign to introduce underprivileged and underrepresented individuals to the roofing trade. The podcast aligns with Roofing Talent America’s mission of giving back – the company has donated $50,000 to the Roofing Alliance, supporting initiatives like the Ronald McDonald House Charities and efforts to professionalize the industry.

Building a community through storytelling

One of the defining aspects of People Make Roofing is its emphasis on community. Through his connections, Luke has built relationships with some of the most influential figures in the industry. Among them is Heidi J. Ellsworth, now Luke’s co-host on the podcast. Luke describes her as “one of the most connected people in the industry.” He shared that it has been thanks to his work with RoofersCoffeeShop®, he’s been able to elevate voices in roofing, including sharing his own mission.

Another standout individual who has been a guest on the podcast is Reid Ribble, a former U.S. congressman and industry advocate. “Reid drove two hours to meet me for lunch when he didn’t even know me,” Luke recalls. “He broke down the industry for me, gave me advice and helped me navigate the space. That’s what makes the roofing community special – people genuinely want to help each other succeed.  

Other notable guests include Steve Litte of KPost Roofing and Waterproofing, Charles Antis of Antis Roofing and Waterproofing and Greg Bloom with the Roofing Alliance. Each interview reinforces the industry’s spirit of support.

Changing perceptions, creating opportunities

While roofing faces similar challenges in both the U.S. and the U.K. — including retention struggles and a shortage of skilled labor — Luke has observed a stronger collective effort in the U.S. to professionalize the industry. “People in America are more ambitious, more willing to invest and more willing to give back,” he says. Efforts to integrate roofing education into universities, such as Clemson University, demonstrate this long-term commitment to the industry’s future.

The core message of People Make Roofing is simple: roofing is a career with an incredible spirit and vast opportunities. By amplifying voices and stories from people in roofing, this podcast proves that the future of the industry is bright – and it’s powered by the people who make it great.