San Antonio roofing leader addresses 15,000+ industry professionals with systematic framework for growth
What Is the International Roofing Expo?
The International Roofing Expo concluded Thursday, January 23, 2025, in Las Vegas, marking its 65th year as the industry’s premier marketplace for roofing and exterior construction professionals. This year’s International Roofing Expo drew an unprecedented 15,337 industry professionals from 57 countries.
With 654 exhibiting companies and 84% of attendees holding purchasing roles, the International Roofing Expo represents the epicenter where roofing innovation meets business opportunity. The event’s prestige is reflected in its 97% exhibitor satisfaction rate and 93% planning to return for the 2026 International Roofing Expo.
Being selected as a speaker at the International Roofing Expo represents significant recognition of expertise and industry leadership—a honor bestowed on only a select few each year.
Mammoth Roofing CEO Addresses International Roofing Expo
Scott Edwards, CEO and founder of San Antonio-based Mammoth Roofing and Solar, took the stage at the International Roofing Expo Wednesday morning, delivering his keynote session “From Chaos to Culture” to a packed conference room of contractors and business leaders.
The 8:30 a.m. time slot at the International Roofing Expo presented a unique challenge—attendees were fresh off Tuesday night in Las Vegas. Yet the room filled with contractors eager to learn from Edwards’ experience scaling Mammoth from a one-man operation to a $43 million company with 19 employees across four Texas locations.
“I know it’s early on a Wednesday morning coming off of a Vegas convention,” Edwards acknowledged to International Roofing Expo attendees. “It means a lot to me that you’re here. That means you’re really committed to your growth.”
The Framework Shared at International Roofing Expo
Edwards’ International Roofing Expo presentation centered on what he calls “The Three C’s That Eliminate Chaos”—a systematic approach developed through years of trial and costly mistakes in the Texas roofing market.
“When you’re running at that fast pace, especially in the Texas market where we do insurance restoration, things move fast and a lot of stuff slips through the cracks,” Edwards told International Roofing Expo attendees. “We had to develop a way to standardize and create accountability.”
The framework addresses the critical “$1-5 million trap” that many contractors face at the International Roofing Expo sessions each year—having too little revenue to hire necessary staff while needing to maintain high sales to afford the team they do have.
Culture: The Foundation Every International Roofing Expo Speaker Emphasizes
The first pillar Edwards shared at the International Roofing Expo focuses on culture—not as a buzzword, but as behavioral standards that guide companies when owners aren’t present.
“Culture is what happens when you’re not in the room,” Edwards explained to International Roofing Expo participants. “Your core values guide the company when you’re not there.”
For Mammoth, developing their purpose statement required six hours of intensive work using principles from Simon Sinek’s “Start With Why”. The result: “Mammoth exists to guide and protect our neighbors by humanizing the restoration experience.”
“There’s a lot of people who think of homeowners as just another paycheck,” Edwards told the International Roofing Expo crowd. “Our customers are our lifeblood. They pay our bills and support our families.”
Values Must Be Enforced, Not Posted
At Mammoth, core values permeate weekly meetings through recognition programs like “Tuskout Awards”—referencing Aesop’s fable of four oxen who stay protected when their backs face each other.
“Values are behavior, not words,” Edwards emphasized at the International Roofing Expo. “When you create a core value, this is who we are as a company. When you talk about it every week, it creates a subconscious way for people to look for it.”
Consistency: The System That Scales (International Roofing Expo Session Highlight)
The second pillar Edwards presented at the International Roofing Expo addresses operational chaos through documentation and automation.
“If it’s not documented, it’s optional,” Edwards stated flatly to International Roofing Expo attendees. “The one source of truth needs to be written down. I cannot stress that enough.”
He shared a costly example that resonated throughout the International Roofing Expo conference room: Mammoth once installed the wrong color roof due to inadequate systems.
“That’s a big uh-oh, especially when the missus comes home,” Edwards recalled. “Our answer isn’t ‘deal with it.’ We rip it off and put a new one on. That was an expensive mistake—one of many. But that’s what happens without systems.”
The Mammoth Method Revealed at International Roofing Expo
Edwards walked International Roofing Expo participants through Mammoth’s documentation process:
- List every process (sales, operations, production)
- Break into 7-10 step sequences
- Create sub-processes for complex procedures
- Automate delivery through CRM triggers
- Single source of truth accessible company-wide
“We created automated emails that deliver process documents when specific phases are hit,” Edwards explained to the International Roofing Expo audience. “When an appointment is set, the rep gets the inspection process. There are no excuses because they’re getting trained every single time.”
Clarity: The Metrics That International Roofing Expo Speakers Emphasize
The final pillar shared at the International Roofing Expo focuses on measurement—specifically, leading indicators rather than lagging sales numbers.
“Sales is a lagging indicator,” Edwards told International Roofing Expo contractors. “We look up at the end of the month and someone didn’t hit their numbers. When did that start? It started four weeks ago when they stopped hustling.”
Daily Accountability System Presented at International Roofing Expo
Mammoth tracks specific daily metrics through WhatsApp group chats:
- Knocks (door contacts)
- Appointments set and run
- Referrals obtained
- Commercial prospects contacted
- Program contacts (realtors, insurance agents, property managers)
- Signed contracts
- Jobs submitted
- Revenue
“Every single day I talk with team leaders and sales reps,” Edwards shared at the International Roofing Expo. “It’s a five-minute conversation. We go through the numbers, then discuss what went right, what went wrong, and what we can do better.”
This creates what Edwards calls the “reticular activating system”—subconscious awareness that keeps critical activities front-of-mind throughout the day.
From Struggle to Success: The International Roofing Expo Keynote Story
What distinguished Edwards’ International Roofing Expo presentation from typical conference talks was his candid sharing of failures alongside successes.
He detailed scaling too quickly to 27 employees and creating bloat instead of efficiency. He discussed making bad hires that cost the company significantly. He acknowledged losing great people because culture systems weren’t in place.
“I’ve made a lot of mistakes,” Edwards admitted to International Roofing Expo attendees. “But even with those mistakes, we’ve done some things right. And that’s what I want to share with you.”
The No-Pitch Approach That Resonated at International Roofing Expo
Unlike many International Roofing Expo speakers, Edwards made clear from the opening: “I don’t have anything to sell. I’m not a coach. I have nothing to offer you after what I tell you here. My only goal is to give you value.”
This philosophy drew on abundance mindset principles from thought leaders like John Maxwell and Alex Hormozi.
“I wish somebody would have helped me instead of trying to sell me something every time I sought advice,” Edwards told the International Roofing Expo crowd. “I just believe in helping people and following the golden rule.”
He even provided his personal cell phone number to International Roofing Expo participants—a gesture that drew appreciative responses from contractors navigating similar challenges.
Practical Takeaways From the International Roofing Expo Session
Beyond the three-pillar framework, Edwards’ International Roofing Expo presentation included tactical advice contractors could implement immediately:
Create training calendars where different processes are reviewed weekly, ensuring consistency never fades. “Training never stops,” Edwards emphasized at the International Roofing Expo. “Standards don’t change.”
Align team goals with company vision. Edwards described sitting with top performers to understand their personal dreams—new homes, trucks, family security—then building compensation plans that make those dreams achievable through company success.
Recruit systematically, not desperately. Mammoth conducts weekly Zoom recruiting calls where Edwards personally presents the company story, culture, and expectations. “I talk to about 75 people a week,” he told International Roofing Expo attendees. “We maybe hire one every other month. But those people are crushers.”
What the International Roofing Expo Recognition Means for San Antonio
While Edwards addressed an international audience at the International Roofing Expo, the implications resonate locally in San Antonio’s rapidly growing market.
Having a San Antonio-based company recognized at the International Roofing Expo elevates standards across the entire regional market. It demonstrates that Texas contractors can compete at the highest levels of industry innovation and business systems.
“Roofing changed my life,” Edwards told International Roofing Expo participants, referencing his transition from stockbroker to roofing entrepreneur. “I used to be a stockbroker with professional licenses in mortgage banking. Roofing changed everything.”
For San Antonio homeowners selecting roofing contractors, Edwards’ International Roofing Expo presentation serves as a meaningful differentiator. It signals that Mammoth isn’t just focused on the next roof—they’re systematizing excellence at levels recognized by 15,000+ industry professionals from 57 countries.
The company’s commitment extends beyond conference stages through initiatives like Mammoth Gives Back, which provides free video and photography services to San Antonio nonprofits.
Industry Leadership Beyond the International Roofing Expo
As the International Roofing Expo concluded Thursday, contractors from Wisconsin to international markets approached Edwards with questions about QuickBooks integration, CRM automation, and recruiting systems.
Several exchanged contact information, hoping to continue learning from his experience—exactly the kind of collaborative spirit the International Roofing Expo has fostered for 65 years.
“If there’s anything I can do to help you guys, I’m an open book,” Edwards told International Roofing Expo participants. “The best thing I’ve done is offer help without any expectation of anything in return.”
The International Roofing Expo Legacy Continues
The International Roofing Expo 2026 is scheduled for February 16-18, returning to Las Vegas with anticipated growth based on this year’s record attendance. With 93% of exhibitors planning to return, the event continues its 65-year tradition of connecting roofing excellence with business opportunity.
For Edwards and Mammoth Roofing and Solar, the International Roofing Expo 2025 presentation represents more than personal recognition—it’s validation that systematic approaches to culture, consistency, and clarity can transform chaos into sustainable growth.
The three C’s framework shared at the International Roofing Expo may have been developed to solve Mammoth’s internal challenges, but its impact now extends to thousands of contractors across dozens of countries who walked away from the International Roofing Expo with actionable roadmaps for their own businesses.
As Edwards concluded his International Roofing Expo session: “My only goal is to give you as much value as humanly possible. I’m prayerful that what I’ve shared today will help you in your business.”
Based on the standing-room-only crowd and enthusiastic response at the International Roofing Expo, that prayer was definitively answered.
