QUICK READ: 5 Takeaways

• Roof Rejuvenation is Emerging as a Cost-Saving Alternative to Full Replacements: It offers homeowners an option starting at a few thousand dollars, rather than the $15,000–$30,000 range.
• Soy- and Corn-Based Spray Treatments Restore Lost Oils in Aging Shingles: They improve flexibility, waterproofing, hail resistance, and even fire ratings, according to testing by Battelle Labs and Ohio State University.
• Demand is Growing Nationwide: Demand is driven by rising replacement costs, accelerated shingle aging (especially in Sunbelt climates), and strong consumer interest in sustainable, low-waste solutions.
• Contractors are Split: Some embrace rejuvenation for its affordability and eco benefits, while others question warranty implications and long-term liability.
• Rejuvenation Isn’t a Cure-All: Roofs with structural damage or major leaks still require replacement, but suitable roofs can gain 5–15 additional years of life with repeated treatments.

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When Mike Feazel, CEO of Roof Maxx, tells homeowners they can extend their roof's life by 15 years with a soy-based spray treatment starting at a few thousand dollars, it sounds almost too good to be true. 

With full roof replacements now averaging $15,000 to $30,000, rejuvenation treatments are gaining traction as an alternative solution for aging asphalt shingles. These plant-based formulas — applied like a spray-on vitamin for your roof — promise to restore the flexibility and waterproofing properties that shingles lose over time.

Companies like Roof Maxx and Roof Rejuvenate USA, among others, are betting that homeowners will embrace this middle ground between costly replacements and neglect.

The Science Behind the Spray

According to Feazel, the key lies in understanding how asphalt shingles deteriorate. "Asphalt shingles are essentially limestone and fiberglass backed with petroleum," he said.

Over time, the petroleum-based oils that keep shingles flexible and waterproof naturally evaporate, leaving them brittle and prone to cracking. Roof Maxx's soy-based treatment is designed to penetrate the shingle and replace those lost oils, restoring what Feazel calls the "flexibility and waterproofing power" of the material.

The company supports these claims with testing conducted by Battelle Labs, a private research and development firm, and the Ohio State University. Their studies indicate treated shingles show improved hail resistance and fire ratings, with treated shingles achieving an ASTM Class A fire resistance rating that untreated aged shingles failed to meet.

"We've also been certified by the USDA as 86% bio-based and have received multiple sustainability and innovation awards," Feazel said.

The roof rejuvenation industry recently received a notable endorsement when Mike Rowe, host of “Dirty Jobs” and skilled trades advocate, spent a day with Roof Maxx in Florida documenting the technology. Rowe called it "a great American story" after learning how the Feazel brothers developed the treatment in response to declining shingle quality.

Rowe's observation that today's shingles lack the durability of those made a decade ago underscores a critical point: rejuvenation treatments aren't just about extending roof life — they're addressing a fundamental change in roofing materials themselves.

A Growing Market

Roof Maxx isn't alone in this space. Colorbiotics, a Sika company, has partnered with Roof Rejuvenate USA to offer a similar product described as a "bio-based asphalt shingle rejuvenator." Unlike coating products, these treatments penetrate the shingle to restore lost oils and improve flexibility. Using natural corn oil as its primary ingredient, the company stated that its treatment works at the molecular level, naturally extending roof life over time.

“We’re utilizing corn and the work of our incredible scientists to create a product that is proven to restore asphalt shingles,” said Kent Rotert, vice president of Colorbiotics. “What better way to bring together farmers, manufacturers, and consumers?”

The appeal is clear: for homeowners facing quotes of $20,000 or more for replacement, a less expensive treatment that buys another five to 15 years looks increasingly attractive. Feazel reports that Roof Maxx has treated over 100,000 roofs nationwide, with each treatment lasting five years and homeowners able to apply up to three treatments over a roof's lifetime.

Matt Weeks and his business partner Chase Howe founded Guaranteed Roof in Alpharetta, Ga., in 2022. Weeks entered the roofing industry through his background in real estate, where deals often fell apart due to aging roofs. He repeatedly witnessed buyers, sellers, and families caught in financial hardship because insurers demanded roof replacements the homeowners couldn’t afford.

“We were looking for something that would disrupt the market…and we came across Roof Maxx," Weeks said.

Guaranteed Roof has experienced rapid, year-over-year growth, evolving from a startup into one of the top dealers of Roof Maxx nationwide. After successfully “cracking the code” in Atlanta, where previous Roof Maxx operations had struggled, the company expanded its footprint across the Southeast, expanding its presence in Georgia and moving into Tennessee, North Carolina and South Carolina. Weeks said this strategic growth is fueled by strong demand in the Sunbelt, where thermal shock accelerates shingle aging, as well as the company’s one-stop-shop model that offers cleaning, rejuvenation, repairs, and replacements.

Yet skepticism remains, particularly among roofing contractors who view these treatments as a competitor to complete replacements.

"People, whether that would be homeowners, commercial property owners, or HOAs, are all looking for a cheaper and more sustainable alternative," Feazel said.

The disruption and waste associated with full replacements — which can generate tons of landfill waste — make rejuvenation appealing to environmentally conscious consumers.

Dan Staupe, co-owner of Compass Exteriors in Minnesota, recommends applying a conditioning spray to aging shingle roofs. He’s used a treatment on his own home and says it “majorly helps” by rehydrating the shingles, keeping them flexible, preventing cracking, improving water resistance, and ultimately extending the roof’s lifespan.

Some contractors worry about liability and warranty issues. If a treated roof fails prematurely, who bears responsibility? Feazel says Roof Maxx offers a five-year warranty with each treatment, which is transferable to new homeowners. However, questions remain about how these products interact with existing shingle warranties and whether insurance companies will recognize treated roofs as properly maintained.

When Rejuvenation Makes Sense—And When It Doesn't

Spray-on treatments are not a miracle cure—some roofs are too far gone to rejuvenate—but it fills a crucial gap between cleaning and full replacement.

"If there's significant structural damage, missing shingles, or active leaks, replacement is still the answer," Feazel said.

The timing appears optimal for growth in this sector. With inflation driving up replacement costs and homeowners staying in their properties longer, the appeal of extending a roof's life rather than replacing it becomes more resonant. Additionally, as sustainability becomes a greater concern in construction, the ability to reduce roofing waste while using plant-based products offers a compelling environmental narrative.

For contractors, the emergence of rejuvenation treatments presents both challenge and opportunity. While some may view it as competition, others are beginning to add these services to their offerings, recognizing that not every customer needs or can afford a full replacement.

“These are the products I would advise my grandmother to use,” Weeks said. “We take care of the customers like we treat our families.”