Protecting Commercial Assets: Inside Three Standout Roofing Projects by New Roofs, Inc.
Written by Ethan M. Stone
For commercial property owners, few investments are as critical as a high-performing roof. A well-installed roofing system protects tenants, preserves property value, and ensures buildings can operate without disruption for decades. In the Commercial Roofing industry, success is measured not only by installation quality but also by how effectively contractors solve complex problems for property owners.
New Roofs, Inc., led by CEO Josh Shaw, has built a reputation for delivering high-performance roofing solutions across Wisconsin’s commercial real estate landscape. Rather than focusing solely on company growth or leadership philosophy, some of the firm’s most compelling stories come directly from the projects themselves. Several recent jobs highlight how strategic planning, engineering expertise, and attention to detail can dramatically improve the long-term performance of commercial properties.
Three projects in particular illustrate the type of work that has positioned New Roofs, Inc. as a trusted partner for commercial building owners and property managers.
Revitalizing a 100,000 Square Foot Commercial Facility in Waukesha, Wisconsin
One of the most significant recent projects completed by New Roofs, Inc. involved a full flat roof replacement on a 100,000 square foot commercial building located at 2100 Airport Road in Waukesha, Wisconsin.
Large-scale commercial roofs present unique challenges. Over time, aging materials can compromise insulation performance, increase energy costs, and create the risk of leaks that threaten interior operations. In this case, the property’s existing roof system consisted of a ballasted assembly covered with thousands of pounds of rock.
The New Roofs, Inc. team began by removing the existing system, including more than 22,000 pounds of ballast material. Once the original roof layers were cleared, the team installed 1.5 inches of ISO insulation to increase the building’s thermal efficiency and improve its overall R-value.
From there, the project moved into its most critical phase: installing a new 60-mil TPO Mule-Hide roofing system. TPO membranes are commonly used in Commercial Roofing because of their durability, energy efficiency, and resistance to weather exposure.
Despite the scale of the project, the entire installation was completed in approximately three weeks. After completion, the roofing system was inspected by the manufacturer and approved for a 20-year labor and material warranty, confirming the quality of the installation.
For the building owner, the result was more than a new roof. The upgraded system improved energy performance, enhanced long-term durability, and provided decades of protection for the commercial asset.
Long-Term Planning Pays Off at the Culligan Building
Another notable project demonstrates how Commercial Roofing relationships often develop over time. The Culligan building at 1801 Pewaukee Road in Waukesha initially contacted New Roofs, Inc. years before a full roof replacement became necessary.
The building owner originally reached out to report a leak. Instead of immediately recommending a replacement, the New Roofs, Inc. team provided maintenance and service work over a period of two to three years. This approach allowed the property owner to extend the life of the existing roof while planning for a future upgrade.
When the time came for a full replacement, the project began with the removal of the existing ballast rock system. Rather than completely rebuilding the roof structure, the team strategically overlaid the original rubber membrane with 1.5 inches of ISO insulation.
The new system utilized a fully adhered EPDM rubber membrane. EPDM roofs are widely respected within Commercial Roofing for their flexibility and long-term resistance to weathering. The installation also included new metal trim components to ensure a secure and clean perimeter seal.
After completion, the roofing system underwent manufacturer inspection and received a 20-year labor and material warranty. For the property owner, the project represented the culmination of a long-term maintenance strategy that minimized risk and maximized the building’s operational lifespan.
Creative Problem Solving at the TJ Maxx Brookfield Location
Not every Commercial Roofing project is planned months in advance. Some situations require immediate action, fast coordination, and the ability to deliver solutions on an accelerated timeline.
A recent project at the TJ Maxx location on Bluemound Road in Brookfield highlighted how commercial roofing contractors are often called upon to solve urgent operational challenges during active renovations.
During the remodel, contractors needed immediate roof access to install a new exterior neon sign. However, the section of the building where the sign work needed to take place had no access door or existing entry point. Without a safe and compliant way to reach the roof, the signage installation could not move forward, creating the risk of delays for the larger renovation schedule.
New Roofs, Inc. was contacted on a Thursday to address the issue. Recognizing the time sensitive nature of the request, the team quickly evaluated the building, developed a practical access solution, and mobilized for installation the following Monday.
After assessing the structure, New Roofs, Inc. determined that installing a new roof access door would be the safest and most efficient option. The company managed the project from planning through completion, transforming a blank wall into a fully functional access point in just days.
The rapid turnaround allowed the renovation team to stay on schedule and proceed with the exterior sign installation without extended disruption. For commercial property owners and national retail tenants, speed and execution are often just as important as craftsmanship.
To support long term performance, New Roofs, Inc. also implemented a two year maintenance program for the property, allowing periodic inspections and continued oversight of the completed work. The project demonstrated how experienced Commercial Roofing teams can deliver urgent solutions while maintaining quality, safety, and efficiency.
The Bigger Picture for Commercial Property Owners
Projects like these illustrate a broader reality in Commercial Roofing. Property owners are not simply purchasing materials and labor. They are investing in risk management, operational continuity, and long-term asset protection.From large-scale flat roof replacements to targeted infrastructure upgrades, each project requires technical expertise and strategic planning. For companies like New Roofs, Inc., the ability to deliver consistent results across different property types has become a defining factor in their reputation.
As commercial real estate continues to evolve, roofing systems will remain one of the most critical components of building performance. When installed correctly, they protect tenants, improve energy efficiency, and extend the lifespan of valuable commercial assets.
For property owners across Wisconsin, projects like the Waukesha commercial facility, the Culligan building, and the TJ Maxx renovation demonstrate how effective Commercial Roofing solutions can protect both buildings and the businesses that operate within them.
