Before forming S-5! In 1992, Haddock was a metal roofing contractor and consultant. During his consulting years, Haddock was often confronted with determining why metal roofs failed. This served as the impetus for S-5!, drawing on his expertise to create dependable attachments for rooftop ancillaries, such as snow guards, solar and HVAC systems.

Understanding Metal Roofing: Parts I and II

Speaker: Rob Haddock, founder and CEO of S-5!

Date: Jan. 21
(Part I) 8:30 a.m. to 9:30 a.m.
(Part II) 9:45 a.m. to 10:45 a.m.

Location: W315

S-5! has since earned multiple accolades, including numerous Industry Advocate Awards from the Metal Building Manufacturers Association. Haddock has spoken at industry tradeshows like METALCON and IRE for more than 35 years.

Haddock brings this knowledge to the IRE with his two-part session, presented in a commonsense fashion to make grasping the science and mechanics behind metal roofing easy to digest.

Part I covers the essentials, including the history of metal roofing, different metals and metallic coatings, and specifics about metallurgy, galvanic weathering and proper material selection. Haddock will also explain fabrication and manufacturing techniques, seam types and panel profiles. Beginners and veterans alike are encouraged to attend.

Part II builds on the knowledge presented in Part I. Attendees will learn about the coil coating process, wind issues, curved applications, and common and popular critical details of steep-slope and low-slope construction. The session also covers system design and selection criteria as well as drainage principles. Haddock also covers water-shedding and hydrostatic designs.

Why You Should Go

Metal roofing remains a popular choice for homeowners and businesses alike due to its durability and its ability to be recycled following its lifespan.

RC’s 2026 State of the Industry Report shows 67% of roofing contractors currently offer metal roofing. Contractors say it accounts for an average of 11% of their annual revenue, and 66% of residential and commercial contractors alike say they expect metal sales to increase in 2026.

Additionally, RC’s 2025 Homeowner Survey shows only 9% of customers currently have a metal roof, and 27% say their current roof is 21 to 30 years old, making the market ripe with opportunity.

Contractors, architects, specifiers, roof consultants, engineers, building owners and maintenance staff alike can benefit from the sessions. They are labeled as one of the best “crash courses” available for sales personnel.

What You Will Get

• The fundamentals of metal roofing explained in a clear, concise fashion
• Expert advice on metal roofing systems for both steep-slope and low-slope roofs
• Tips on fabrication and manufacturing techniques, various seam types and panel profiles
• Information on underlayments, sealants, seam technologies and panel anchorage
• Valuable principles and insights that apply to any metal roofing project