If you’ve been in the roofing world for any length of time—whether as a contractor, homeowner, or industry observer—you’ve probably heard about roof rejuvenation. It’s quickly gaining traction as a cost-effective, eco-friendly way to extend the life of an existing roof without the hassle and expense of a full replacement. But before “roof rejuvenation” became a buzzword, Roof Maxx was blazing the trail. In fact, the word roof rejuvenation was coined by Roof Maxx and it is now an entire industry.
In this article, we’ll take a closer look at the history of Roof Maxx—from its humble beginnings to its status as a national brand recognized for innovation—and explore why Roof Maxx remains the earliest and biggest innovator in roof rejuvenation solutions.
The story of Roof Maxx begins with Mike Feazel, co-founder and longtime roofing professional. Decades ago, Mike borrowed his dad’s ladder and started Feazel Roofing. Eventually, he and his brother Todd grew it into one of Ohio’s largest residential roofing companies—and it still carries the family name today.
As the company thrived, Mike and his team witnessed firsthand how homeowners struggled with the high costs and environmental impact of roof replacements. This made Mike aware of the potential market for more affordable solutions.
The story of Roof Maxx begins with Mike Feazel, co-founder and longtime roofing professional. Decades ago, Mike borrowed his dad’s ladder and started Feazel Roofing. Eventually, he and his brother Todd grew it into one of Ohio’s largest residential roofing companies—and it still carries the family name today.
As the company thrived, Mike and his team witnessed firsthand how homeowners struggled with the high costs and environmental impact of roof replacements. This made Mike aware of the potential market for more affordable solutions.
In the early days, Mike came across a company in Canada called Shingle Life that was working on a product aimed at replenishing asphalt in shingles. Enthusiastic about the potential, Mike licensed their formula.
Patent complexities and missed filings eventually left a gap in protecting the technology. But this setback soon turned into an opportunity.
As Roof Maxx was getting off the ground, Barry McGraw from the Ohio Soybean Council (OSC) caught wind of Mike’s experiments. Barry recognized the potential of using soy-based oils to reintroduce lost flexibility and moisture into aged shingles.
Working together, OSC provided grants to support product development and spearheaded testing at Battelle Labs. Their support throughout the years has allowed Roof Maxx to keep innovating and refine our product even further.
By 2016, Mike had officially rebranded the concept under the name “Roof Maxx.” Over the next few years, the product gained traction among roofers and homeowners alike, thanks to its proven ability to add an extra five to ten years of life to an existing roof—for a fraction of the cost of replacement.
One early adopter recalled, “When I walked on the roof, it was crunchy before, and then after treatment, the flexibility was back. It’s a complete game changer.”
Word spread quickly as more people recognized an eco-friendly, cost-effective alternative to roof replacement. Roof Maxx soon began licensing dealer territories across the United States. By 2018, the company had ramped up dealer recruitment, culminating in a milestone: Roof Maxx in all 50 states. Over time, hundreds of dealers joined the cause, helping homeowners save money and reduce landfill waste across the country.
No industry disruption comes without challenges. Roof Maxx faced lawsuits, patent issues, the COVID-19 pandemic, and brand recognition hurdles. Through it all, the company remained laser-focused on improving the product, supporting its dealer network, and offering homeowners a viable alternative to premature roof replacement.
Collaborations with Battelle Labs led to a Generation 2 formula—an even more refined, soy-based product with improved efficacy. Roof Maxx’s dedication to research and development ensured they stayed at the forefront of roof rejuvenation technology. Recently, Airable Labs stepped in to continue product development, signaling an ongoing commitment to innovation.
Roof Maxx’s driving mission is to help homeowners and commercial property owners save thousands of dollars by restoring an existing roof rather than replacing it prematurely. In addition to the financial perks, there’s a substantial environmental benefit: fewer torn-off shingles end up in landfills.
“Non-toxic, not harmful to animals or plants, and extremely easy to apply,” one Roof Maxx homeowner explained. “There was no demolition, no mess—it took only about an hour to do the entire roof.”
Over the years, Roof Maxx has been featured in major publications and media segments, from local TV stations to Forbes Magazine. The company has also earned recognition for its eco-innovation, snagging awards that prove a roof rejuvenation product can indeed disrupt an entrenched industry.
From the first National Dealer Conference in 2023 in Orlando to the second in 2025 in New Orleans, Roof Maxx continues to invest in its growing dealer network. By August 2024, the company projected having 400 dealers, and it’s on track to keep expanding across North America—and beyond.
Because Roof Maxx holds worldwide exclusive rights to its patented soy-based rejuvenation technology, it can continue to refine and advance roof restoration solutions that push the entire industry forward. With Gen 2 rolling out and further R&D initiatives on the horizon, homeowners can look forward to even more robust, sustainable options for extending the life of their roofs.
Roof Maxx didn’t just create a new product—it created a new category. By championing the concept of roof rejuvenation, Mike Feazel and his team have challenged an industry norm of “replace over repair,” making roof care more affordable, more sustainable, and more accessible than ever before.
As the earliest and largest innovator in this space, Roof Maxx continues to break new ground, refine its product, and empower dealers and homeowners everywhere. If you’re looking to extend the life of your roof, avoid steep replacement costs, and be kinder to the environment, Roof Maxx remains the undisputed leader to turn to—now and for years to come.
With our five-year, transferable warranty, you’ll enjoy the peace of mind that your roof and entire home are protected.
Roof Maxx Technologies LLC
