As Chris Coryell has delved into different business ventures, he has honed a pragmatic approach to overcoming obstacles. This approach is now a part of his character and forms the foundation of his distinctive leadership style as he disrupts norms within the roofing world.

From launching Coryell Roofing in 2011 as a residential contractor to being named Roofing Contractor’s 2024 Commercial Contractor of the Year, his career arc within the roofing industry has what could be described as a melodic quality. And, as it turns out, it tracks well.

The firm’s founder is quintessentially a Big Sky type who dons a Stetson hat as if he was born wearing it. Hailing from a small town in Colorado, closer to the Kansas border than Denver, with a population roughly equivalent to that of a large city high school, Coryell is an astute businessman. And, as I discovered, a Renaissance man as well after asking about the 18-year-old he was. (Coryell is now a youthful 50, trim and athletic.)

“The 18-year-old Chris dropped out of college … I had a college scholarship to go to Oklahoma Christian University of Science and Arts,” he said. “And it was a vocal scholarship.”

It turns out Coryell has some pipes. At Oklahoma Christian, the freshman was a member of an esteemed group known as the OCU Chorale; it is the university’s largest choral ensemble, half of whom are music majors.

“Out of Burlington, Colorado, a town of 2,500 people, it was such an honor, such a privilege,” he explained somewhat sheepishly, “But when I got to college, I quickly realized I was not meant for college. I'm not the type; I'm not built for that. I'm truly a visionary high-flying. I could not adapt to it very well.”

Being a pragmatist, he dropped out, adding that he “learned a lot” before he started working.

When we first spoke last July, Coryell shared the outlines of his collaboration with FM Approvals, a leading third-party certifier of products and services for property loss prevention and safety.

The companies have teamed up to push a uniform adoption of high minimum standards for elementary and secondary school roof systems in severe weather-prone areas.

Don’t forget those pipes! Chris Coryell took to the stage in June 2023 during a fundraising event on behalf of the Cooperative Council for Oklahoma School Administrators during its Summer Leadership Conference.

Boot-Strap U

At 19, Coryell said his first business was working alfalfa hay. I didn’t ask about it further when his pivot was to The Coca-Cola Company, which, he added, he used as his “university.” From a branding perspective, it’s hard to argue with the analogy.

“I learned from the greatest trademark on the planet, a brand that people see on average seven times a day,” he says with inculcated pride. “I learned so much from Coca-Cola; not only branding and marketing but salesmanship and placement and product positioning.”

As he learned, he grew with the company. Because Coryell possesses the earnest demeanor legacy brands often reflect on when telling their origin stories, he found his success within the company’s sales division, where, by all accounts, he thrived.

Being a salesman is a skill that can be more easily refined than learned. Coryell’s easy, direct and interested manner spelled trouble for Coke, as his success led to his being poached by another company and then another.

One job he really seemed to love was in electronics, which offered up the sense he’s a tech guy, too.

“[We] worked with NASA … very high-end … we did precision display devices that you see on the Grammys, Academy Awards … very high-end stuff; Texas Instruments was a partner,” he says.

The price was steep despite the success and evident joy for the gadgets industry. Coryell spent a significant amount of time on the road, and eventually, the cost became too high for the married father of three.

“I was out of town on a Saturday; I'd been gone for like a week at this conference trade show,” he shared. “My wife called me … and said you just missed your son scoring his first touchdown.”

Any father reading that can likely see the wheels still turning in Coryell’s head. Did he really need to be out of the house so much? By his acknowledgment, he had at least two successful businesses back in Oklahoma, and missing your 5-year-old son, the quarterback for the Newcastle Racers, run a quarterback sneak up the middle for a 40-yard touchdown is priceless.

“And Then I Started a Roofing Company.”

Drawn in by its potential for progress, he entered the roofing sector.

"It's an industry with its fair share of challenges," Coryell said. "Especially because there are so many old-school mindsets out there."

His company would prioritize excellence and customer service, standing out amidst a "lowest bidder" mentality that prevails among many contractors even now.

Coryell Roofing initially targeted residential projects and swiftly gained traction, forging preferred partnerships with major insurance carriers like Safeco, Liberty Mutual, MetLife, and USAA, he recalled.

Yet, success has never been a limitation for Coryell to shake things up. Within the first two years of opening, the entrepreneur believed commercial roofing offered a greater chance to make a significant impact. He made the strategic decision to pivot the company entirely toward commercial projects.

“We realized that if we wanted to make a true impact, we needed to specialize,” he states, recalling that when he announced the shift to his team, it surprised many — including his wife and business partner Theresa.

“We were doing millions in residential work and excelled at it,” he reflects. “But I wanted to focus entirely on commercial roofing.”

The pivot allowed Coryell to sink his teeth into larger, more complex projects, particularly within the education sector. He recalled a crucial moment during this transition: a massive tornado struck El Reno, Okla., causing widespread destruction.

Coryell Roofing secured a critical contract with United Trailers, a commercial client who urgently needed roofing solutions to maintain their operations.

“We were awarded a $1.7 million contract for immediate implementation on their facilities,” Chris explains. "They never missed a single day of production afterward and saw a 30% decrease in building temperatures, boosting both productivity and morale."

The project highlighted the company’s capacity to handle large-scale projects, affirmed Coryell’s conviction that he could fill an essential niche in commercial roofing, and helped burnish his reputation within the commercial sector.

A high-water mark for the company, Coryell and his team were called to the stage after being honored as Duro-Last’s 2023 “Contractor of the Year.”

Becoming an Expert

Few companies understand the stakes of school roofing systems like Coryell Roofing. Today, the company is renowned for its expertise in roofing large low-slope buildings — particularly schools and hospitals — across Texas, Oklahoma, Kansas, Arkansas, Tennessee, and Missouri.

The shift toward educational facilities stemmed from Coryell's recognition of market vulnerabilities related to weather impacts and insufficient preventative maintenance. Over the years, the company has become a trusted name and enjoys earned respect for high-quality installations that cater to the evolving needs of educational institutions throughout the central United States.

As extreme weather events increase in frequency, Coryell’s commitment to proactive and robust roofing solutions has intensified. This led to the innovative partnership with FM Approvals, which established more comprehensive industry standards for school roofs that we discussed last summer.

School districts often lack roofing expertise and operate under tight financial constraints, historically leading them to select systems based on cost rather than resilience.

“School boards are educators — not roofing experts — they’re trying to maximize every dollar for students,” he said.

Worse, Coryell observed that school districts are struggling to stay insured because relatively new roof systems require replacement as severe weather becomes more common, and the roof systems many schools have or recently replaced do not consider factors like severe weather.

To counter this challenge, Coryell Roofing began providing consultative services to educate districts on investing in durable roofing systems for long-term benefits. His approach emphasizes thoughtful preparation and tailored solutions, vital for critical public infrastructure like schools, where roofing decisions impact safety and budgets.

“When we saw that schools were struggling to stay insured, it indicated we needed to do something different,” Coryell states. "And we knew we could help."

Coryell's decision to forge a partnership with FM Approvals — a firm renowned for its rigorous standards on building products and systems — was not by accident. Given the stakes and the audience, there are few independent facilities whose weight is more measured than FM’s.

"I approached FM Approvals with one belief: 'Your standards will protect our clients,'" Chris explains.

This collaboration became integral to Coryell Roofing's strategy, ensuring clients received roofs designed for local weather conditions — particularly important in high-risk hail areas.

“Schools often react only when water enters their buildings,” Coryell explains. "We wanted them proactive — to prevent issues before they arise."

By introducing guidelines focused on resilience against hail and high winds, among other severe weather phenomena, Coryell Roofing, alongside FM Approvals, aims to foster a standardized approach capable of protecting schools while reducing claims — and ultimately lowering premiums.

Coryell Roofing’s emphasis on quality and client education has distinguished it within an industry often driven solely by price competition. This is no more apparent than when dealing with school boards and state legislatures.

The Woodward Early Childhood Center in Woodward, Okla., which garnered Coryell Roofing an award for innovative color usage of the membrane, consisted of 109,600 total square feet using Duro-Tuff 60 mil membrane in white, blue, green and copper; Duro-Last Vinyl Ribs; Duro-Guard EPS Flute Fill Combo; DEXcell coverboard; DensDeck coverboard, and; EXCEPTIONAL Metals’ 2-Piece Snap-On Compression, gutters and downspouts.

Show Don’t Tell

Newton Independent School District in Texas had long assumed its location provided immunity from hurricanes until Hurricane Laura brought extensive damage in 2020. Following repeated claims, struggles regarding insurance coverage left the district stalled for three years before finally hiring Coryell Roofing for roof replacements.

Tabor Westbrook, director of operations at Newton ISD, shared his district’s experience: “We relied heavily upon Coryell’s expertise during our decision-making process regarding differing roofing systems."

Ultimately, they chose Coryell's solution over less durable options primarily because of the reputation earned through years of serving similar institutions; they installed Duro-Last systems specifically designed to withstand changing weather patterns, including increasingly severe hail now affecting their area.

Just months after installation, Newton ISD faced another major hail event — with stones measuring at least one inch in diameter hurled toward facilities — and the results were astounding.

"Our school roofs remained intact," enthused Westbrook, conveying gratitude that the roofs prevented potentially costly damage claims.

Newton ISD’s experience is not uncommon and highlights concerns within the industry about the lack of resilient roof designs in educational facilities. Coryell, no environmental extremist, nonetheless recognizes climate change is both real and fueling an increasing frequency of claims. Those claims, often traced back to poor-quality installations, translate into higher premiums from insurers while limiting coverage options for districts seeking protections. That, in a nutshell, was the driver for his partnership and latest crusade.

Continuing education is a cornerstone tenet at Coryell Roofing. Pictured are company field crews watching the proper way to seam seal large sheets of TPO membrane.

Structure is Fundamental

Because Coryell is both the consummate salesman and a tested road warrior — and the swatch of the country that now falls within very severe hail, tornado and hurricane weather has grown within the last decade — his successful company required a structure befitting the mission. Coryell and his FM Approvals counterparts have spent the last year traveling to states across the central U.S., meeting with school boards, contractors, and state legislators to promote their approach. The response, he says, has been positive overall, with many districts seeing the value in a proactive, resilient roofing system.

“This isn’t about placing blame; it’s about working together to solve a problem,” Coryell says. “At the end of the day, we’re all responsible for making sure our schools are safe.”

At the beginning of May, the company announced restructuring its Board of Directors “to include a more diverse and experienced group of individuals to offer the company guidance, leadership, and strategic direction,” according to a company news release. Besides his wife, Theresa, who is CFO, and himself, Coryell added several seasoned educators from Texas, Arkansas, Oklahoma, Missouri and Kansas. At the end of September, a more significant announcement came out of company headquarters: Ken Wells was named president and general manager.

Janelle Nightingale, the company’s marketing and communications manager — herself a relatively recent hire — explained that Coryell’s role in the company hadn’t changed, but given the increased role his push with FM involved, he is but one man. Nightingale said Wells’ elevation to president was necessary to fill the role and was a net gain for the company, and Wells, in that release, said his elevation "[is] all about maintaining our integrity and core values as we grow; we don’t want to lose sight of what brought us here.”

The flurry of C-suite and other operational changes had been more than a year in the planning, Coryell explained and credited the popular EOS operation model with helping to determine the proper role for the right person.

“This is a constant evolution in our company that will never stop,” he explains, noting that when you approach municipalities and legislatures, there is an expectation of organizational structure required to be taken as a serious player. “[Given the] sophisticated clients that we work with, we want to offer them equal or better sophistication than what they're used to and what they're used to internally.”

The Peak Innovation Center, an 181,000-square-foot facility in Fort Smith, Ark., is part of the Fort Smith Public School District and opened in March 2022 after a $13.7 million renovation of a former commercial building. The center is designed for career and technical education in manufacturing, healthcare, technology, and construction.

Change is Not Always Easy

Even with the restructuring and Coryell’s reputation preceding him — Coryell Roofing was named Contractor of the Year last January by Duro-Last — establishing new standards has not been without its challenges.

Coryell admits there has been resistance from various stakeholders in the industry, including some school districts and other contractors.

“Some people are hesitant because it’s a departure from how things have always been done,” he says. Yet, he believes that persistence and education are the keys to driving change.

Coryell’s dedication to his mission is evident as he prepares to present these findings at the upcoming Best of Success conference this December, a prominent industry event allowing him to share this vision nationally.

For Coryell, personally, the journey is about more than business.

“This is our calling,” he says. “We have a responsibility to the communities we serve, and we’re just getting started.”

Through its partnership with FM Approvals, Coryell is setting that new standard — one district at a time.

Coryell Roofing’s commitment to doing things “the right way,” backed by a culture of integrity and excellence, has driven the company’s success. Reflecting on the journey, Coryell emphasizes the importance of his team and the trust they’ve earned.

“We proved it to ourselves, the industry, and our customers,” he says. “We’re a championship-level team, and we’re just getting started.”