Under The Roof

In this special in-person episode of Under The Roof, Todd Kavanaugh and Matthew Elban sit down with Frank and Prentiss Baker, grandsons of founder W.P. Baker I and former owners of the company, to uncover the stories behind Baker’s early years. From memories of their grandfather’s humility, discipline, and impeccable dress, to hard-earned lessons carrying sheet metal up 32 stairs, falling off roofs, and learning on the job, this conversation brings the company’s history to life in a deeply personal way.

What You’ll Learn:

• How the early values and work ethic of founder W.P. Baker I shaped the culture of Baker Roofing Company
• The lessons Prentiss and Frank Baker learned growing up working in the family business
• What working in the roofing industry looked like decades ago, before modern equipment and systems
• Why humility, discipline, and respect for people became defining principles in the company’s leadership
• How the Baker brothers navigated disagreements while leading the company together
• The stories and experiences that helped shape Baker Roofing’s legacy across generations
  
  

Frank and Prentiss are third-generation leaders of Baker Roofing Company, one of the largest and most respected roofing contractors in the United States. As grandsons of founder W.P. Baker I, they grew up around the business and began working in the company at a young age, learning the trade from the ground up through hands-on work in the shop and on job sites.

Over the course of their careers, the brothers helped guide Baker Roofing through significant growth, expanding the company’s reach while preserving the values their grandfather built the business on: hard work, humility, craftsmanship, and respect for people. Their leadership helped shape Baker Roofing into the industry leader it is today while continuing the family legacy of delivering “Always Good Work.”Under The Roof is handcrafted by our friends over at: fame.so 

When most people think about building a thriving roofing operation in a new market, they picture aggressive sales tactics, competitive pricing, and technical expertise. They imagine crews moving fast, closing deals quickly, and establishing market dominance through operational efficiency. However, Auston Batts has different ideas.

In this episode of Under The Roof, Auston, Commercial Service Sales Manager at Baker Roofing, joins hosts Todd Kavanaugh and Matthew Elban to talk about what it really takes to build a new market and how life outside work can reshape the way you lead inside it.

What You’ll Learn:

• Why genuine community support is non-negotiable during a crisis
• How to become the first line of support in your market
• The tactical power of being present over rushing through difficult seasons
• How personal resilience translates to market-building credibility
  
  

Auston Batts is the Commercial Service Sales Manager at Baker Roofing, where he is establishing the company's first presence in Southwest Florida. With nine years at Baker Roofing, Austin has built a career defined by growth and resilience, progressing from entry-level residential roofing in Wilmington, North Carolina, to leading market expansion in Savannah, Georgia, and now spearheading the company's strategic growth in Southwest Florida. His expertise spans operational excellence, team building, and relationship-driven business development.Under The Roof is handcrafted by our friends over at: fame.so 

Precision Walls’ transition to employee ownership represents a deliberate commitment to protecting culture, rewarding the people doing the work, and building long-term value beyond short-term profit.

In this episode of Under the Roof, hosts Todd Kavanaugh and Matt Elbon sit down with Brian Allen, President and CEO of Precision Walls, to discuss the company’s transition to 100% employee ownership through ESOP, exploring the leadership decisions behind the move, the realities of implementation, and Brian’s vision for building long-term strength through ownership, quality, and stewardship.
What You’ll Learn:

• Why Brian walked away from a strong private equity offer to protect culture and employees
• How Precision Walls diversified from less than 2% outside drywall to nearly half of revenue across other divisions
• What changes on job sites when people start thinking like owners
• Why it takes about four years for many employees to truly believe ESOP ownership is real
• How education and repeated communication create real ESOP alignment
• What Brian would do differently in the early years of an ESOP rollout
• Why “sign your name to it” creates pride, accountability, and better quality
• How ESOPs help create real wealth-building for field employees over a long career
• Why customer relationships, safety, schedule, and quality deserve priority thinking not just budget pressure
• What servant leadership looks like when you stop relying on title and start earning trust

Brian Allen is President and CEO of Precision Walls, a top-ranked specialty contractor consistently recognized among the top firms in the country. A second-generation leader, Brian helped grow Precision Walls from a drywall-focused business into a diversified construction company with expanding divisions and acquisitions, including the purchase of a glass company in 2023. In 2019, Brian led Precision Walls through a transition to 100% employee ownership (ESOP), driven by a commitment to long-term culture, employee retirement outcomes, and sustainable growth. He now serves as an independent board member on Baker Roofing’s ESOP board, supporting Baker’s employee ownership journey with real-world experience.


Episode Highlights:

• [00:00] Introduction
• [01:03] Meet Brian Allen: President and CEO of Precision Walls
• [03:13] Growing Up with "No Such Thing as Good Enough"
• [04:56] Building a Top 10 Specialty Contractor: From Drywall to Diversification
• [10:21] The ESOP Decision: Rejecting Private Equity for Employee Ownership
• [13:44] Addressing Fear: How to Communicate ESOP to Shareholders and Employees
• [15:54] Real Stories: Field Supervision Making Long-Term Decisions
• [17:07] The "Sign Your Name" Quality Commitment Framework
• [19:05] Why Brian Joined Baker's ESOP Board as Independent Member
• [20:18] Early ESOP Success: Education, Timing, and Share Sustainability
• [23:21] ESOPs vs. Private Equity: Why Employee Ownership Wins Long-Term
• [25:02] Vision for Baker Roofing: Service Growth and Frontline Intelligence Sharing
• [29:05] Collective Ownership: The Power of Aligned Employee-Owners
• [30:24] Servant Leadership: Leading Through Belief, Not Title
• [31:34] Key Takeaways and Final Thoughts

Episode Resources:

• Todd Kavanaugh on LinkedIn
• Matt Elban on LinkedIn
• Baker Roofing Company Website

Under The Roof is handcrafted by our friends over at: fame.so 

In this second part of our ESOP conversation, John Matthews, President of Baker Roofing Company, joins hosts Todd Kavanaugh and Matthew Elban to get brutally honest about what employee ownership really means for Baker Roofing Company. John unpacks why ESOP isn’t a magic switch but a game enhancer that amplifies what already made Baker special: pride in craftsmanship, long-term relationships, and a culture that puts people and families first.

What You’ll Learn:

• How to leverage the economy of culture as a measurable business advantage
• Why loss of control and administrative complexity are actually advantages in disguise
• The honest trade-offs between ESOP and maximum financial returns
• How to recognize the starting line mentality for sustainable long-term growth
• The heritage framework for driving a daily ownership mentality
  
  

John Matthews is a seasoned industry veteran at Baker Roofing Company who spearheaded the strategic transition to 100% employee ownership, bringing decades of roofing industry expertise to the conversation. With deep knowledge of market consolidation, competitive positioning, and organizational strategy, John provides invaluable insights into how employee ownership creates tangible competitive advantages beyond philosophy.
Episode Highlights:

• [00:00] Introduction
• [00:43] Pride, Family, and Ownership
• [05:21] Competing with National Platforms
• [08:32] The Economy of Culture
• [11:36] Why ESOP Isn’t for Everyone
• [17:14] Heritage, Legacy, and the Medal of Honor Analogy
• [21:27] Waking Up as an Owner
  
  

Episode Resources:

• Todd Kavanaugh on LinkedIn
• Matt Elban on LinkedIn
• Baker Roofing Company Website

Under The Roof is handcrafted by our friends over at: fame.so 

As the roofing industry faces rapid consolidation and private equity rollups, Baker stands apart as one of the few large independent contractors left. In this episode of Under The Roof, hosts Todd Kavanaugh and Matthew Elban sat down with John Matthews, President of Baker Roofing Company, to break down how employee ownership creates real, practical advantages.

What You’ll Learn:

• Why the roofing industry remains fundamentally people-dependent despite technological disruption
• How to leverage the economy of culture as a competitive advantage that rivals traditional economies of scale
• The difference between private equity consolidation and independent growth
• How to position employee ownership as a credibility signal to major customers
• The talent recruitment and retention multiplier effect of ownership mentality
  
  

John Matthews is a seasoned industry veteran at Baker Roofing Company who spearheaded the strategic transition to 100% employee ownership, bringing decades of roofing industry expertise to the conversation. With deep knowledge of market consolidation, competitive positioning, and organizational strategy, John provides invaluable insights into how employee ownership creates tangible competitive advantages beyond philosophy.

Episode Highlights:

• [00:00] Introduction
• [01:51] How Consolidation and Private Equity Reshaped Roofing
• [03:45] What Independence Really Means
• [07:18] Economy of Culture vs. Economy of Scale
• [11:05] What Customers Actually Value
• [17:20] Private Equity’s Growing Role in Roofing
• [19:56] The Real Advantage: People
• [22:38] Part 1 Episode Wrap

Episode Resources:

• Todd Kavanaugh on LinkedIn
• Matt Elban on LinkedIn
• Baker Roofing Company Website

Under The Roof is handcrafted by our friends over at: fame.so 

The roofing industry stands at a critical crossroads. With private equity firms acquiring major contractors, workforce shortages persisting, and young generations seeking different career paths, how does the industry maintain its entrepreneurial spirit while evolving for the future?

In part 2 of our conversation with Reid Ribble on Under The Roof along with hosts Todd Kavanaugh and Matthew Elban, we explore what it really means to lead with heart in an industry facing rapid change, from revolutionizing roofing's presence in Washington through Roofing Day DC to addressing workforce challenges.

What You’ll Learn:

• How independent roofing contractors can effectively compete against private equity-backed companies through community connection and service excellence
• Why the roofing industry needs to improve its self-respect to attract the next generation of workers
• How to transform the roofing industry's advocacy efforts through grassroots engagement
• Why immigration reform is crucial for addressing workforce challenges in the roofing industry
• The principle of interested versus interesting in building lasting business relationships and respect
• How to create pathways for career advancement in roofing
  
  

Reid Ribble is a unique figure in the roofing industry, having served as a roofing contractor, U.S. Congressman, and CEO of the National Roofing Contractors Association (NRCA). After running his family's roofing business in Wisconsin for 30 years, he served three terms in Congress, representing Wisconsin's 8th District. In 2017, he became CEO of the NRCA, where he spearheaded major initiatives to professionalize the roofing industry.

Episode Highlights:

• [00:00] Introduction
• [02:36] Lessons From Washington
• [05:22] Nonsense in Congress vs. the Real World
• [07:00] Infrastructure Isn’t Just Roads
• [10:29] Making Roofing Visible in Washington
• [13:07] Workforce Crisis and Pro Certification
• [15:44] Legal Immigration, Trade Schools, and the Broken System
• [19:46] Roofing as a Gateway to the American Dream
• [22:10] Respect Starts with on the Jobsite
• [26:13] Anxiety, Optimism, and Hiring With Heart
• [28:55] Work-Life Balance and Coaching for 25 Years
• [33:00] 5 Things Reid Would Tell His 20-Year-Old Self
  
  

Episode Resources:

• Reid Ribble on LinkedIn
• National Roofing Contractors Association Website
• Todd Kavanaugh on LinkedIn
• Matt Elban on LinkedIn
• Baker Roofing Company Website

Under The Roof is handcrafted by our friends over at: fame.so 

What do you call someone who’s been a roofer, a congressman, and the CEO of the NRCA? You call him Reid Ribble.

In this episode of Under The Roof, hosts Todd Kavanaugh and Matthew Elban dive deep into his extraordinary career journey, from his humble beginnings in Wisconsin, running a small roofing business, to shaping national roofing policy and pushing the industry toward professionalization.

What You’ll Learn:

• How the roofing industry's self-perception impacts its professional standing and future growth
• Why respect for the roofing trade must start from within before external recognition can follow
• How changing demographics and succession planning are reshaping the roofing industry
• Why employee ownership models like ESOPs may offer superior long-term industry benefits
• How to attract the next generation by highlighting technology, sustainability, and innovation in roofing
  
  

About the Guest: 

Reid Ribble is a unique figure in the roofing industry, having served as a roofing contractor, U.S. Congressman, and CEO of the National Roofing Contractors Association (NRCA). After running his family's roofing business in Wisconsin for 30 years, he served three terms in Congress, representing Wisconsin's 8th District. In 2017, he became CEO of the NRCA, where he spearheaded major initiatives to professionalize the roofing industry.

Episode Highlights:
 

• [00:00] Introduction
• [02:42] What Golf and Redemption Taught Reid
• [05:38] Roofing Roots and NRCA Beginnings
• [07:54] From Just a Roofer to Professional
• [12:18] No Parent Hopes Their Kid Becomes a Roofer
• [15:12] Making Roofing Cool Again
• [18:22] Selling a Family Business
• [20:50] Private Equity vs. Employee-Owned

 Episode Resources:

• Reid Ribble on LinkedIn
• National Roofing Contractors Association Website
• Todd Kavanaugh on LinkedIn
• Matt Elban on LinkedIn
• Baker Roofing Company Website

Under The Roof is handcrafted by our friends over at: fame.so 

Baker Roofing's transition to employee ownership (ESOP) represents a bold commitment to preserving company culture while creating lasting value for its workforce.
In this episode of Under the Roof, hosts Todd Kavanaugh and Matthew Elban sit down with Mark Lee, CEO of Baker Roofing, to discuss the company's groundbreaking move to become employee-owned, exploring the motivation, implementation, and vision for the future of this significant transition.
What You’ll Learn:

• Why employee ownership made strategic sense for Baker Roofing's future and culture
• How the ESOP structure creates long-term value for employees while maintaining company values
• The evolution of leadership responsibility from private ownership to stewarding an employee-owned organization
• Why experience and longevity in the roofing industry create unique advantages for employee ownership
• How Baker's ESOP structure differs from traditional corporate models and private equity ownership
• The importance of maintaining long-term strategy over short-term financial gains in an ESOP environment
• Why stewardship becomes a shared responsibility across all levels of an employee-owned organization
• How employee ownership can enhance recruitment, retention, and company culture while securing retirement benefits for workers

About the Guest:
Mark Lee is the CEO of Baker Roofing Company, bringing over 25 years of industry experience from his start on roofing crews to his current leadership role. As the driving force behind Baker Roofing's transition to employee ownership (ESOP), Mark has demonstrated his commitment to fostering a culture of shared success and sustainable growth. His journey with Baker Roofing exemplifies the company's values of service, stewardship, and employee development. Under his leadership, Baker Roofing has evolved into an employee-owned organization with more than 1,000 team members, reflecting his vision of creating lasting opportunities for employees while maintaining the company's century-old legacy of excellence in the roofing industry.
Episode Highlights:

• [00:00] Intro: Welcome to Under the Roof with Baker Roofing Company
• [01:32] Mark's Latest Book Recommendations and Corporate America Insights
• [02:57] Origins of the ESOP Decision: Learning from Peer Experiences
• [04:58] Mark's Early Days: Lessons Learned as Project Manager
• [06:41] The Inspiration Behind Employee Ownership
• [08:55] Corporate Leadership: Choosing Service Over Greed
• [13:22] Why Baker Chose 100% Employee Ownership
• [16:34] The Impact of Long-Term Employee Commitment
• [18:35] Balancing CEO Responsibilities in an ESOP Structure
• [21:00] Understanding Stewardship in Employee Ownership
• [24:52] Vision for Baker's Future as an ESOP
• [25:51] Addressing Employee Skepticism About ESOP
• [29:37] Frank's Church Story: Learning from Past Experiences
• [31:45] Closing Thoughts: Building Baker's Employee-Owned Future
  
  

Episode Resources:

• The Baker Roofing Company website 

Under The Roof is handcrafted by our friends over at: fame.so 

In this interesting episode of Under The Roof, hosts Todd Kavanaugh and Matthew Elban sit down with John Matthews, President at Baker Roofing Company, to explore the company’s transitions to an ESOP and how the employees and company can benefit from the transition.

What You’ll Learn:

• Why Baker Roofing chose employee ownership over traditional methods like private equity of going public
• How ESOP blends capitalism and collective ownership, allowing employees to share in company’s profits through share value
• How combining ESOPs shares and 401(k) plans gives an holistic approach to retirement planning
• The key factors that influence company valuable while using the ESOPs structure and how it preserves the company’s culture
• How operational efficiency and quality work can directly impact the company’s value
  
  

About the Guest:

John Matthews serves as a key executive at Baker Roofing Company, bringing extensive expertise in business strategy and organizational leadership. With a master's degree in history focused on war studies, peace, and conflict, Matthews combines analytical thinking with practical business acumen. As a crucial member of the ownership team that led Baker Roofing's transition to an Employee Stock Ownership Plan (ESOP), he played a vital role in shaping the company's future direction. In this episode, Matthews offers valuable insights into employee ownership, company valuation, and the strategic benefits of ESOP implementation, making this discussion particularly relevant for professionals interested in alternative business ownership models and organizational development.

Episode Resources:

• The Baker Roofing Company website 

Under The Roof is handcrafted by our friends over at: fame.so 

In this debut episode of Under The Roof, hosts Todd Kavanaugh and Matthew Elban sit down with Dylan Baker, the fourth-generation leader of Baker Roofing Company, to discuss the company's transition to employee ownership through an ESOP (Employee Stock Ownership Plan).

What You’ll Learn:

• How the “Always Good Work” sign inspires the company’s core values and mission.
• How the company’s transition to employee ownership reflects Rebecca Baker’s employee-first philosophy.
• Why the multi-generational company gains leadership insights from Prentiss and Frank Baker.
• How the ESOP structure benefits the employees and the company.
• The importance of preserving the company’s legacy.
  
  

About the Guest:
Dylan Baker is the fourth-generation leader of Baker Roofing Company, a century-old family business founded by his great-grandfather W.P. Baker in 1915. As a key figure in the company's leadership, Dylan has played a pivotal role in one of the organization's most significant transitions - implementing an Employee Stock Ownership Plan (ESOP). Following in the footsteps of his father Frank and uncle Prentiss, who were instrumental in growing the company, and his mother Rebecca, who served as CFO, Dylan has continued the family legacy of prioritizing employee welfare and maintaining the company's founding principle of "always good work." In this episode, he shares personal insights about the company's transition to employee ownership, discussing how this historic decision aligns with Baker Roofing's values and its commitment to creating lasting value for its workforce of over 1,000 employees.

Episode Resources:

• The Baker Roofing Company website 

Under The Roof is handcrafted by our friends over at: fame.so