Roofing is a historically male-dominated trade. As recently as 2010, the total number of women working in construction in the US totaled just 807,000—and only a fraction specifically worked in roofing.
Those numbers grew to a celebration-worthy 1.3 million in 2023 as more women began to see the value a career in roofing could bring. It was a record high, but a sobering reminder of the fact that even today, women still account for less than 5 percent of the industry. That means we still have a long way to go if we want to drive meaningful, lasting change.
At the center of that effort is Amy Koch, our Chief Operations Officer (COO). With more than two decades of leadership experience, she’s helping us build business momentum and opening the door for women just like her to lead, grow, and thrive in roofing.
In light of Amy’s many achievements and the growing number of women on our team, we want to share her story and the work Roof Maxx is doing to support female leadership. It’s a chance to celebrate how far we’ve come and the many women who help shape what’s next.
Like so many women in business, Amy faced many challenges in her early career after she graduated from Western Kentucky University—including being repeatedly overlooked for leadership roles.
“I was often told I needed more experience,” she explains, “while watching men with similar backgrounds move ahead.”
It was an unfair but clear message: she had to work twice as hard as her colleagues to prove her worth. But Amy didn’t let this stop her—she leaned into the challenge and continued to deliver results that made her impossible to overlook.
In 2009, Amy’s persistence started to pay off. She built an entirely new business channel for Solo Cup by helping the company break into big box retail stores for the first time. Today, you can find that iconic red cup on the shelves of nearly every major retailer in the US.
In 2017, Amy saw another opportunity for change on the horizon. She left corporate America to help her brothers, Todd and Mike Feazel, develop a new roof rejuvenation product at a then-little company called Roof Maxx.
Her tenacious refusal to back down from any challenge led her to another groundbreaking opportunity for change in 2018. This time, Amy found a way to scale Roof Maxx nationwide through a brand-new Exclusive Dealership program.
Today, Roof Maxx has hundreds of dealer partners across the United States—and Amy is a big part of the reason why.
We sat down with Amy and asked her to share her hard-earned insights with other women who may be building a career in roofing or other male-dominated fields. Here’s what she had to say.
Amy is clear on this point: confidence doesn’t come from waiting around for someone to give you permission to succeed. It’s something you build through action.
“You don’t have to know everything to be successful; you just have to be willing to learn, adapt, and push forward.”
So, what does this look like for the many women in male-dominated sectors? Start by letting go of the idea that you need to have all the answers. If you want to break the glass ceiling, focus on what you take away from every experience and use it to become a better leader.
Amy knows first-hand that success isn’t about perfection—it’s about having the grit and determination to keep moving forward no matter what happens. That’s why her favorite mantra is “Fail Forward Fast!”
“Success isn’t about being the smartest person in the room. It’s about resilience, persistence, and a willingness to work harder than anyone else."
If you’re fresh off a project that just didn’t work out, or your last position didn’t work out, it doesn’t mean you don’t have a future in your industry. Take a minute to breathe and grieve the loss, then pick up the pieces and review what you’ve learned. It’s a marathon, not a race!
It’s a sad but realistic fact that women face constant rejection of their skills and abilities in male-dominated industries even when they deserve to be celebrated. When you’ve been fighting for what feels like forever to break through those antiquated norms, it can start to feel like success will never come.
Amy’s advice here? Keep the faith and focus on persistence.
"Never doubt your abilities, and don’t take ‘no’ as a final answer; it usually just means "not right now," she says. "Be comfortable with being uncomfortable, keep learning, and own your journey."
If doors don’t open for you right away, come back later. Keep showing up to knock on doors until people have no choice but to see what you bring to the table. The more committed you are to your own growth, the harder you will be to overlook.
Amy also believes in the value of reading—especially when the topic at hand includes direct inspiration from other women in leadership. “Lean In” by Sheryl Sandberg and “Dare to lead” by Brene Brown have helped shape who she is and her ability to embrace what it means to be a woman in leadership today.
The takeaway? Look to the women already leading the way in male-dominated industries, and lean on their successes in difficult times. Let their stories fuel you when you need the inspiration to take that next step or refuse to be ignored.
"Never doubt your abilities, and don’t take ‘no’ as a final answer; it usually just means "not right now," she says. "Be comfortable with being uncomfortable, keep learning, and own your journey."
If doors don’t open for you right away, come back later. Keep showing up to knock on doors until people have no choice but to see what you bring to the table. The more committed you are to your own growth, the harder you will be to overlook.
In 2024, Women We Admire took the time to publicly recognize Amy by adding her name to the The Top 50 Women Leaders of Columbus for 2024. In their praise, they mention the same qualities we see in her every day: a keen ability to drive results and rapid growth without ignoring the people at the heart of it all.
It’s an achievement she’s certainly proud of, but in her eyes, it’s also a sign of the impact women are making in male-dominated industries like roofing.”It highlights the success of Roof Maxx and the disruption we’ve created in the roofing industry,” she explained. “I hope it inspires more women to step into leadership roles and see their contributions are valued and much needed.”
As our COO, Amy occupies an incredibly important position—and that means she’s uniquely equipped to create new pathways for women to thrive at Roof Maxx. She’s fostered a more inclusive environment by hiring more women and ensuring that those who come on have the mentorship and guidance they need to become strong leaders in their own right.
But she isn’t the only woman to find success at Roof Maxx in recent years. We’re proud to say we work with so many other amazing women—like 5 Star Certified Roof Maxx Dealer Elaine Johnson. A people person at heart with a strong interest in bioscience, she’s proud to be a part of the push for change.
“I’m out there walking roofs, answering questions, and helping homeowners make smart, affordable decisions,” she told us. “Being a woman in roofing means I get to challenge stereotypes every single day—and show customers they’re in good hands.”
Our Carmichael, California Dealer Teresa Johns is another shining example. She got her start at Roof Maxx when her own mother needed to save money on a roof replacement. Teresa met that challenge head on and used it to grow into a strong leader who’s making a real difference for people.
"Being in roofing has allowed me to help people—especially seniors and those on fixed incomes—find affordable solutions without the pressure of full replacement," she explained. "I’ve learned that you don’t have to fit a certain mold to succeed in this industry. You just need to care, work hard, and be willing to lead."
From the women who serve as our front-line Dealers to the executives who sit in our board rooms, they all collectively reflect the larger shift that’s happening at Roof Maxx—one that’s built on intention, opportunity, and leadership.
We see the momentum building here at Roof Maxx—but Amy is always careful to remind us that this is just the beginning. Progress happens with intention and consistent effort over time; that means we need to keep removing barriers to entry and giving women the tools they need to succeed.
She told us as much when we interviewed her for this article. “Innovation and leadership aren’t defined by gender,” Amy explained. “They’re defined by vision and execution.”
The more we spotlight the women already leading the way, the easier it will be for the next generation of women to step forward and affect change. At Roof Maxx, we’re committed to keeping that momentum going for as long as it takes.
Amy’s story here at Roof Maxx is a masterclass in what women can achieve in roofing, whether they prefer to work hands-on at job sites or from the boardroom instead. We’re proud to stand by her and fully expect her to keep guiding us in a more inclusive direction in the future—and we hope you are, too.
We know the work isn’t done. But with leaders like Amy at the helm, more women will have the opportunity to succeed in roles across every part of the business. Learn more about the people helping to forge a better future at Roof Maxx.
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
