Elevate (formerly Firestone Building Products)

Elevate is a manufacturer of commercial roofing and wall systems in North America. It was known for decades as Firestone Building Products, a unit of the tyre maker Bridgestone, before being sold to Holcim in 2021 and renamed. Since Holcim's June 2025 separation of its North American business, Elevate has been part of Amrize. Its head office is in Nashville, Tennessee.

History

Holcim completed its acquisition of Firestone Building Products on 1 April 2021, and on 21 June 2022 the business was rebranded as Elevate. The company describes itself as having around 40 years of experience in the commercial roofing market, and it operates about 21 manufacturing facilities in North America plus international operations.

Products

• Single-ply membranes: EPDM (RubberGard), TPO (UltraPly) and PVC.
• Asphalt-based membranes for built-up and modified-bitumen roofs.
• Polyiso insulation boards (such as ISOGARD) used beneath membranes.
• Metal and wall products: exposed- and concealed-fastener wall panels, soffits and metal roofing accessories.
• Lining: geomembranes and pond liners derived from its membrane technology.

Market role

EPDM and TPO together cover a large share of North American low-slope commercial roofs, and Elevate is one of a handful of companies that manufacture both. It sells through distributors and a network of authorised contractors, who can obtain system warranties from the manufacturer.

Membrane types

EPDM is a synthetic rubber sheet joined with tapes or adhesives, while TPO and PVC are thermoplastics whose seams are fused with hot air. Each is installed over insulation such as polyiso, and the choice depends on climate, rooftop exposure and owner requirements for reflectivity.