Holcim Elevate Membrane Systems, Formerly Firestone Building Products
Elevate is the commercial roofing division formerly known as Firestone Building Products, now operating under global building-materials company Holcim after the acquisition and subsequent rebrand. The product lines and manufacturing carried over from the Firestone name, so buildings with older Firestone-branded roofs on the coast are, in most practical terms, dealing with the same underlying manufacturer under a new name. We evaluate Elevate's current product range the same way we evaluate any manufacturer's line.
Product Lines Under the Elevate Name
Elevate's core commercial products include UltraPly TPO membrane, RubberGard EPDM, and PVC options, along with insulation, adhesives, and cover board products that let a roof be specified from a single manufacturer's component range. RubberGard in particular has a long history in the EPDM category, which matters for owners with existing Firestone/Elevate EPDM roofs looking for a compatible repair or extension rather than switching membrane families entirely.
As with every manufacturer, the specific product and tested assembly, not the company name, determines the actual wind-uplift, reflectivity, and durability performance for a given roof.
Continuity for Buildings With Existing Firestone Roofs
A meaningful number of commercial roofs around Gulfport were installed under the Firestone name before the rebrand, and for those buildings, Elevate's continuity of manufacturing and warranty support matters practically, repairs, recover work, or partial replacements can often use compatible current-production Elevate materials rather than requiring a full membrane-family switch. We check compatibility against the original installed system before recommending repair versus full replacement on any older Firestone-branded roof.
Wind-Uplift Performance and Tested Assemblies
Elevate publishes tested wind-uplift data for specific UltraPly and RubberGard assemblies, combining membrane, attachment method, and insulation, and that documentation is what actually determines whether a given system meets Harrison County's coastal wind-exposure requirements. We pull the specific assembly data for the Elevate system under consideration and confirm perimeter and corner fastening are engineered to the building's real exposure category before recommending it, the same standard we apply across every manufacturer.
Where Elevate Products Fit a Gulfport Project
We consider Elevate systems in situations including:
- Repair or recover work on existing Firestone-branded EPDM or TPO roofs where material compatibility matters
- EPDM projects where RubberGard's long track record and cold-flexibility are the priority
- TPO scopes where UltraPly's specific tested wind-uplift assembly matches the building's exposure category
- Projects sourcing insulation and membrane from a single manufacturer for warranty simplicity
- Buildings with existing warranty coverage under the Firestone name that Elevate now administers
- Portfolios with multiple buildings already using Firestone/Elevate systems, favoring consistency across properties
Evaluating Elevate Against Other Manufacturers
Elevate is one of several major manufacturers whose product lines we compare for Gulf Coast commercial projects. Whether Elevate is the right fit for a given roof depends on the specific tested assembly's wind-uplift rating, the building's existing roof history if applicable, and practical factors like warranty terms and material availability, not on brand recognition from the Firestone name alone.
What the Rebrand Means for Filing a Warranty Claim
For owners with a roof installed under the Firestone name a decade or more ago, filing a warranty claim now means working through Elevate's current claims process rather than a company that technically no longer exists under its old name. Original installation records, warranty registration paperwork, and documentation of any prior repairs all still matter for a claim, and we help pull that history together before submitting anything, since gaps in the paper trail are the most common reason a legitimate claim gets delayed.
Elevate typically requires a roof inspection to confirm the failure falls within warranty scope before approving repair or replacement work, the same standard practice Firestone followed before the name change. We coordinate that inspection and document the roof's condition as part of any warranty claim we assist with.
Coastal buildings tend to have thicker claim files than inland ones, simply because salt-air corrosion and repeated storm exposure show up in the inspection photos over the years. Keeping that documentation organized as a roof ages makes any future claim, whether it's a warranty issue or a storm-damage insurance claim, move faster once it's actually filed.
We keep a copy of every inspection report and photo set we take on a building's Elevate roof, so if a claim comes up years after the original installation, the supporting history is already assembled rather than something we're piecing together from memory under a deadline.
Questions Owners Ask About Holcim Elevate Products
Is Elevate the same company as Firestone Building Products?
Elevate is the current name for the commercial roofing business formerly operating as Firestone Building Products, now under Holcim ownership. The product manufacturing lineage carried over through the rebrand.
Can I repair my existing Firestone EPDM roof with current Elevate materials?
In many cases yes, since RubberGard EPDM has continued production under the new name. We verify compatibility with your specific existing system before recommending repair materials.
Is UltraPly TPO rated for hurricane-force wind uplift?
Specific UltraPly assemblies carry tested wind-uplift data that can meet high-wind requirements when fastening is engineered to the building's exposure category, which we confirm before recommending any system.
Does my existing Firestone warranty still apply under Elevate?
Existing warranties are generally administered by Elevate following the rebrand, though specific terms and transferability should be confirmed against your original warranty documentation.
Why would I choose Elevate over a different manufacturer?
Mainly when continuity with an existing Firestone/Elevate roof matters, or when the specific UltraPly or RubberGard tested assembly best fits your building's wind and exposure requirements compared to other manufacturers' options.
