Holcim Elevate Roofing Systems in Fort Collins, CO

Holcim Elevate: Firestone's Old Product Lines Under a New Name

If a building owner mentions a Firestone roof from a few years back, there's a good chance they're describing what's now sold under the Elevate name. Firestone Building Products was acquired by Holcim and rebranded as Elevate, and the product lines carried over largely intact, just under new labeling and new packaging, which owners with older roofs sometimes don't realize until they call for a warranty question and hear a different company name on the other end.

Why the Name Change Confuses People

We get this question constantly on older buildings. An owner pulls up an old roof warranty or spec sheet that says Firestone, and the current sales rep or product literature says Elevate, and they assume something's wrong. Nothing's wrong. It's the same manufacturing operation and largely the same core product formulations under new corporate ownership and a new brand identity. Existing Firestone warranties remain valid and are honored under the Elevate name, since the underlying company didn't disappear, it changed hands and rebranded.

For new installations, Elevate's warranty programs function like any other major manufacturer's, tiered by product, installation method, and contractor certification. For buildings with legacy Firestone roofs still under warranty, the practical guidance is to keep the original warranty documentation, since claims still route through the same underlying company under its new name.

UltraPly's TPO Membrane Line

Elevate's UltraPly TPO line covers the standard thickness range used across most commercial reroofs, including heavier-gauge products relevant to hail-exposed buildings here on the Front Range. As with any TPO product, we compare published impact class and wind uplift data for the specific thickness and attachment method against competing manufacturers before recommending it for a given building, rather than assuming brand history alone settles the choice.

The RubberGard Rubber Roofing Line

On the EPDM side, RubberGard is one of the longest-running rubber membrane product lines in the industry, tracing back through the original Firestone EPDM business. That long production history means a deep bench of accessory products, seam tape systems, and flashing details that installers across the industry are broadly familiar with, which can simplify sourcing replacement parts or matching materials on a partial re-roof of an older RubberGard installation. On buildings around Loveland and Greeley with EPDM roofs pushing twenty years old, matching a repair section to the existing RubberGard sheet rather than a competing manufacturer's rubber keeps the seam chemistry consistent across old and new material.

PVC and Coating Products

Elevate also manufactures PVC membrane and a line of restoration coatings, giving us a single-manufacturer path when a project calls for a coating system over an aging Elevate or legacy Firestone membrane. Sourcing the coating from the same manufacturer as the original membrane sometimes simplifies warranty continuity, though we confirm the specific compatibility and warranty terms rather than assume it automatically applies. That coating option gets discussed most often on older RubberGard roofs that are structurally sound but showing UV wear at high altitude, where a full tear-off isn't yet justified.

Where We See Elevate Products Locally

Given the legacy RubberGard installed base across the Front Range, we run into existing Elevate and Firestone-branded EPDM roofs regularly on older commercial buildings, particularly on:

• Older strip retail and light industrial buildings originally roofed 15-25 years ago under the Firestone name
• Ballasted EPDM roofs on structurally sound decks where a straightforward re-cover in the same product family makes sense
• Buildings needing partial repair or patching that should match the existing RubberGard membrane rather than mix product chemistries
• New TPO installs where UltraPly's published specs compete favorably against Carlisle, GAF, or Johns Manville for the specific project

Comparing Elevate to Its Competitors

Elevate's core strength is really the depth of its EPDM heritage, which gives it an edge on rubber membrane specification and on matching or repairing older Firestone-era roofs. On TPO and PVC, it competes on comparable footing with Carlisle, GAF, Johns Manville, and Sika Sarnafil, and the right choice usually comes down to current published performance data and warranty terms for the specific product under consideration rather than brand alone.

As with any manufacturer, we pull the current data sheet and warranty document for the exact product and thickness being proposed, since specs and warranty terms shift between product revisions and shouldn't be assumed static from an older brochure or a prior project's paperwork. That's especially true for a rebranded product line, where owners sometimes assume a spec sheet from five years ago still applies word for word.

Common Questions About Holcim Elevate

Is my old Firestone roof warranty still valid after the rebrand?

Generally yes. The underlying company continues to honor existing warranties under the Elevate name. We recommend keeping original documentation on file regardless.

Is Elevate the same quality as when it was Firestone?

The core manufacturing operations and many product formulations carried over through the acquisition, though it's worth confirming current specs for any specific product rather than assuming nothing changed.

Can Elevate TPO be used to repair an old Firestone TPO roof?

Often yes, since it's effectively the same product line under new branding, though we confirm compatibility for the specific product generation involved.

Does Elevate make impact-rated TPO for hail-prone areas?

Yes, UltraPly TPO is available in heavier-gauge, higher-impact-class options suited to hail alley exposure.

How do Elevate's warranties compare to Carlisle or GAF?

Broadly comparable in structure, tiered by product and installation method. We compare the actual current warranty documents rather than assume parity across manufacturers.