Our Purpose

Are you a roofing company owner who has built a company by sheer will, but can’t seem to get it to the level of success you know is attainable?

Are you frustrated and feel “stuck” spending your time doing work that you shouldn’t be because you can’t seem to get your team to perform at the levels needed to give you the time to work on the things you should?

RoofCoach is a coaching and training organization dedicated to helping residential roofing contractors build organizations that are scalable and can be designed to meet their personal and financial needs.

Our motto is to
“Get you off the field and into the owner’s box”

To achieve that, we provide tools and training that:

Create a plan so detailed you know what will happen to the day up to 12 months from now.

Teaches you how to build recruit, hire and manage the RIGHT team to achieve your goals.

Teaches you a financial model that ensures your success.

Gives you a sales process and training designed to win more sales at higher profit margins.

Create marketing plans that determine what you need, and what to expect for the money you invest.


Best of all, our programs are designed to provide you with training that actually gets implemented into the fabric of your company. Not some manuals that get dusty on a shelf, or a website you can access with training that never gets logged into or used.

If you are ready to level up your game and build a championship team, schedule a complimentary initial consultation today!

About our Founders

Aaron Santas

Aaron Santas is the chairman of RoofCoach. Has spent over 30 years in the roofing and home improvement industry starting in supply and manufacturing before moving into working in and then starting and growing a roofing business from start up to a successful exit. He has scaled multiple companies over the years, including a market leading 8-figure residential retail roofing company with nearly 100 employees before selling in 2016. Since then, he has helped many companies develop their businesses and sales processes who are seeking to have scalable organizations that they can predictably operate and design to fit their lifestyle.

Aaron and his wife have been married for over 20 years and are the proud parents of twin sons.

Todd Liles

Todd Liles is the Co-Founder of RoofCoach. Has spent over 20 years consulting business in the Residential Service space. He was the director of training for the largest best practice group before he partnered in a Texas based Plumbing and HVAC business. He then founded Service Excellence and partnered with Aaron Santas in RoofCoach. His influence as a trainer and motivator in the Residential Service space has gained him great respect from his peers. His personal mission in life it to empower tradespeople with the Hope of a better life, and the Power to make that life a reality.

Todd and his wife have been married for over 20 years and are the proud parents of daughter and a son.

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