Holcim Elevate Membrane Systems for Lincoln Buildings
Holcim Elevate is the rebranded commercial roofing division formerly known as Firestone Building Products, now operating under Holcim ownership since 2021 while continuing the legacy EPDM and TPO product lines that many Lincoln buildings already carry from earlier re-roofs. Familiarity with the older Firestone naming still matters when we're evaluating an existing roof for re-cover work.
RubberGard EPDM Line
RubberGard is the long-running EPDM product line now under the Elevate brand, available in black and white, in ballasted, mechanically attached, and fully adhered configurations. On Lincoln buildings where an existing RubberGard roof is approaching end of service life, a matched re-cover keeps membrane chemistry consistent with the original installation, which simplifies flashing and detail compatibility.
RubberGard's rubber compound carries the same thermal-swing flexibility advantage as other EPDM products, holding elongation properties through Nebraska's wide seasonal temperature range better than more rigid membrane types.
UltraPly TPO Line
UltraPly is Elevate's heat-welded TPO line, offered in multiple gauges and in fleece-backed configurations for added puncture resistance. The white UltraPly finish delivers the reflective performance we look for on Lincoln back-office buildings targeting lower summer HVAC load, and published wind uplift and impact data by configuration lets us match fastening density to the specific building's exposure.
We reference Elevate's current technical documentation directly during specification, since product naming and test data have carried forward from the Firestone era with some updates under the new ownership structure.
Product Line Comparison for Lincoln Conditions
- RubberGard black EPDM for maximum thermal-swing flexibility on re-cover projects
- RubberGard white EPDM where reflectivity matters alongside rubber-membrane durability
- UltraPly TPO for reflective, heat-welded performance on new installations
- Fleece-backed UltraPly for buildings with documented hail claim history
- Insulation and accessory products designed to work as a tested system with either membrane line
Warranty Continuity Through the Rebrand
Existing warranties issued under the Firestone name remain valid, and Elevate has continued the manufacturer's warranty programs under the new brand. For buildings we're evaluating for re-cover work, we check the original warranty documentation to confirm what coverage terms carried forward and what the current Elevate program offers for the new installation.
What Changed and What Stayed the Same After the Rebrand
The shift from Firestone Building Products to Elevate under Holcim ownership changed the corporate name and parent company, but the core RubberGard and UltraPly product formulations and testing standards have carried forward with continuity. For Lincoln buildings with an existing Firestone-branded roof, that continuity is useful information when we're scoping a re-cover, since the membrane chemistry an installer would be tying into hasn't fundamentally changed.
We confirm current product names and specification sheets directly with Elevate's technical resources on every project, since naming and packaging details have updated even where the underlying membrane technology is largely consistent with the earlier Firestone versions.
Accessory Products and Insulation Packages
Elevate manufactures polyiso insulation, tapered systems, and edge metal designed to pair with its RubberGard and UltraPly membrane lines, letting us size a full insulation package to a specific building's R-value target using components from one tested system. That matters on re-cover projects where matching insulation to existing roof height constraints while still hitting an energy performance goal takes some coordination.
Using Elevate accessory products alongside Elevate membrane keeps the full assembly warranty-eligible as a system rather than piecing together components from different manufacturers.
Local Availability and Certified Installation
As a certified Elevate applicator, we maintain training and access to the manufacturer's current technical bulletins, which matters when a product update or installation detail changes between projects. We check for bulletin updates before starting any Elevate installation rather than relying on specification knowledge from a prior project.
Documentation Needs for Insurance and Financing Purposes
Insurance carriers and lenders sometimes request specific manufacturer documentation for a commercial roof, particularly wind and hail rating certificates tied to the installed system. We pull the correct current Elevate documentation for whichever RubberGard or UltraPly product was installed rather than relying on older Firestone-branded paperwork that may not reflect the present product name, which keeps insurance and financing submissions accurate.
Sustainability and Recycled Content Programs
Elevate has continued Firestone-era programs around recycled content and membrane take-back for some product lines, which occasionally factors into specification for Lincoln institutional buildings with sustainability procurement requirements, such as university or government properties. We confirm current program availability for a specific product line rather than assuming every legacy Firestone sustainability initiative carried forward unchanged under Elevate.
Owners evaluating an older Firestone roof for warranty status should expect us to pull the original registration paperwork first, since coverage terms and any prior repairs on file affect how we scope a re-cover or repair project.
Common Questions on Holcim Elevate Products
Is Holcim Elevate the same company as Firestone Building Products?
Elevate is the rebranded successor to Firestone's commercial roofing division, now under Holcim ownership, continuing many of the same product lines.
Can I re-cover an old Firestone RubberGard roof with new Elevate RubberGard?
Often yes, since it's the same product line under new branding, though we confirm substrate condition before proposing any re-cover.
Does UltraPly TPO come in a fleece-backed option?
Yes, fleece-backed UltraPly adds puncture resistance we consider for hail-exposed properties.
Are Elevate's warranty terms different from the old Firestone terms?
Current warranty programs reflect Elevate's present offering, which we review against the specific product and installation type for each project.
Does Elevate publish wind uplift ratings by product?
Yes, published data covers specific tested configurations, which we use to match fastening patterns to a building's exposure category.