Television host and trades advocate Mike Rowe joined Roof Maxx for a hands-on day in DeLand, Florida—expecting to learn about roof maintenance. What he found was a story of innovation, grit, and a product reshaping the roofing industry one shingle at a time.
Guided by Roof Maxx CEO Mike Feazel and local dealer James Canata, Rowe explored why today’s shingles don’t last like they used to, and how Roof Maxx’s plant-based technology is giving homeowners a smarter, more sustainable way to protect their roofs—and their wallets.
“It’s a great American story—opportunity meets ambition with a little frustration,” Mike Rowe said. “And suddenly, here you are.”
Before taking a closer look at Roof Maxx’s product, Mike Rowe met up with James Gonte—a Florida-based home inspector with over three decades in the field. Though initially skeptical, James had put Roof Maxx to the test back in 2017. Now he recommends it as part of his inspection process when he encounters roofs that are structurally sound but have aging shingles.
Mike’s conversation with James revealed something important: many homeowners are urged to replace roofs too early, often because insurance companies or outdated assumptions push them toward a full tear-off. This can result in them spending thousands of unnecessary dollars—when it likely would have been possible to extend the usable lifespan of their current shingles for years to come.
With a new understanding of the problems facing homeowners—old ways of thinking and a thirsty roofing industry—Mike Rowe moved on to meet James Canata: a local Roof Maxx dealer who spends his days saving shingles and dollars for homeowners.
Before any Roof Maxx treatment is applied, every roof gets a full professional tune-up—because most roof problems don’t start with a storm. They start with small, preventable issues.
Mike Rowe joined James Canata on a 12-year-old Florida roof to see this for himself—and quickly discovered how many issues are often hiding in plain sight.
From the ground, the roof looked fine. But up close? Loose shingles. Popped nails. Dry sealant. Vulnerable flashing.
Roof Maxx offers a tune-up process as part of our service for customers in most areas, which addresses issues like these before our solution is applied. Here are some of the roofing problems we fix most often:
The tune-up doesn’t just prep the surface—it protects the home. Many roof leaks happen in the same few weak points. Roof Maxx’s tune-up is designed to minimize those vulnerabilities before applying the treatment that is proven to restore shingle flexibility.
Mike Rowe gets hands-on with Roof Maxx’s signature treatment
With the tune-up complete, it was time for the final step: applying the Roof Maxx treatment.
Roof Maxx is a soy-based solution that restores dried-out shingles and helps them flex like new. Each treatment comes with a 5-year flexibility guarantee, and, if qualified, roofs can be treated up to three times, for as much as 15 years of added life.
Mike wanted to know exactly what he was spraying. “Why doesn’t it stain anything? Why is it safe?”
Mike Feazel, the Roof Maxx CEO and Co-founder broke it down simply: Roof Maxx is made from soy methyl ester, a plant-based compound that bonds to the asphalt in shingles, replenishing the oils they’ve lost over time.
The treatment goes on in under two hours, and Mike saw the results almost immediately. It began absorbing into the shingles on contact—no mess, no runoff, no damage to plants, pets, or people.
Roof Maxx isn’t just eco-friendly; it’s economically smart, too. It’s a fraction of the cost of a new roof and helps protect the higher-quality shingles already on your home.
A Roof Maxx treatment costs up to 80% less than replacing the shingles on a rooftop. Since older shingles also last longer than newer ones, you also save money by keeping the ones you already have instead of paying for new ones that will have a shorter lifespan.
Learn More: Why Are Shingle Prices Going Up?
Mike wanted to hear it straight from the source. So throughout the day, he made time to speak with several Roof Maxx customers (and future customers) to find out what rejuvenation really means from the homeowner’s point of view. Here’s what they had to say:
The roof Mike helped treat belonged to Dan and Dianne, Florida homeowners eager to get their first Roof Maxx application. Though new to the product, they’d done their research—and were fully bought in.
Mike spoke with them while the application was in progress, offering a real-time perspective on what the experience looks and feels like for new customers.
Aaron Price is a professional home inspector who decided to apply Roof Maxx to his own roof first. Now, he recommends it to clients whose roofs qualify for rejuvenation.
Aaron’s industry credibility gave his personal perspective extra weight. His endorsement serves as a clear example of how Roof Maxx is shifting mindsets among roofing professionals.
Russel Russ owns multiple properties and has used Roof Maxx on more than one. As a long-term thinker who values smart investments, his perspective meant a lot to us.
He gave Mike a peek into the decision-making process of someone who’s seen it all. If rejuvenation makes real financial sense to someone like Russ, who invests in property for a living, it’s a good indicator that the process has value across the board for homeowners.
Mike also visited with Max and Jocelyn, a pair of homeowners who had their roof treated a year earlier—and loved it so much they put up a sign in front of their house.
The Smiths have since become unofficial Roof Maxx ambassadors—sharing their experience with neighbors, church friends, and even their skeptical gardener (who still comes by to tend to their kumquats).
“Earlier today, Mike Feazel told me something I wasn’t sure I believed. Now, looking at these two stacks… it’s kind of staggering.”
What changed? Asphalt. Modern shingles have far less of it. And less asphalt means:
If your roof is 10–15 years old, it may be higher quality than anything on the market today. In most cases, it’s not damaged—it’s just dried out. And Roof Maxx fixes that.
New shingles are often sold as “50-year roofs.” But most fail in 15—and insurance companies know it.
In fact, some home insurance companies will decline to issue coverage for roofs past a certain age—but adding a Roof Maxx treatment can potentially offset this risk. Find out how Roof Maxx could impact your home insurance coverage.
The benefits of rejuvenating your roof with Roof Maxx are backed up by extensive lab testing at Ohio State University. Here’s what the science has to say about using this treatment to make your asphalt shingles last longer:
Why tear off a good roof if you can restore it for less?
Roof Maxx helps you:
Find out if your roof qualifies for the Roof Maxx treatment.
Fill out this simple form to be connected with a local dealer like James and get a free assessment.
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
