When he founded Best Choice Roofing (BCR) in 2009, Wayne Holloway had the vision of creating the finest full-service roofing company in America. Less than 20 years later, Holloway has transformed the industry and the company, taking the Best Choice brand to 90 branches operating in 29 states.
“Hopefully, we will celebrate our 100th branch in Q3 of this year,” says Holloway. “As of now, it’s all been greenfield expansion, which means we do them ourselves.” As founder, CEO, and president, Holloway has taken the company to enviable heights, with the team having installed well over 60,000 roofs in its time.
By the numbers
With a skilled staff of around 1,800—an increase from 1,600 in just a year—the team performed about 24,000 jobs last year. With the average roof costing about $11,500, that works out to almost $280 million in 2024 alone. Holloway is not shy about his company’s achievements and is quick to praise his dedicated team members. At BCR, he says, quality doesn’t just happen on its own; it comes from hiring the best people.
Unlike many competitors in the roofing industry, BCR doesn’t have a hard time finding subcontractors because it hires the best people and pays them well. The roofing companies that struggle to find labor are, says Holloway, “the guys who want a deal on every single job. We’re proud of paying our subcontractors at the higher end of the market, and of the relationship we have with them.”
To ensure the right roofers for the job, BCR does its due diligence, which includes public record searches, ensuring applicable licenses are up to date, checking references and previous work, and more, to ensure all subcontractors are held to the highest industry standards.
To the next level
Last August, respected private equity firm Brightstar Capital Partners™ acquired BCR, a move benefiting the company and Brightstar alike.
“Best Choice Roofing has built a strong reputation in the market by providing essential services to their customers and excelling at customer service,” said Bruce Roberson, partner at Brightstar, in a media release. “We believe that we’ll be able to enhance their systems and infrastructure to support continued rapid geographic expansion.”
Matthew Allard, partner at Brightstar, added, “BCR’s founder-led culture, impressive track record of sustained growth, and position of leadership in the industry make them an ideal partner for us. The company operates in a highly fragmented industry with tremendous growth opportunities, and we look forward to partnering with Wayne and his team going forward.”
In under a year, the acquisition has already shown many benefits. “What Brightstar has done is beef up our infrastructure and get us ready for the next level,” Holloway shares. “We’d gotten to almost $300 million a year in revenue with our infrastructure model and have always been focused on being the biggest and the baddest roofing company in all of America. And for us to get to that point—the next step—we needed to look at some mergers and acquisitions.”
Bold thinking
With his dream of building a more robust corporate infrastructure across America, Holloway saw the benefits of bringing in a partner and access to capital. At the same time, the acquisition opened BCR up to bold new ideas and different ways of doing business, including welcoming a new C-Suite executive team.
The moves have also resulted in BCR strengthening its technology infrastructure, incorporating a new collaboration suite and a new financial system. For years, BCR has embraced technology for the benefit of the company and its many customers, and this includes building its own app from the ground up. “It allows employees to really capitalize on opportunities, and is a great training module,” Holloway explains.
The app collects data all day long, analyzes key performance indicators (KPIs), and provides links to a learning management system (LMS) and a database. From there, staff can access videos on learning and improvement. Through its retail division, the company uses programs that equip employees with information about potential customers including name, income, likely credit scores, and more.
Holloway explains that BCR has also been able to tap into Brightstar’s talent recruiting resources. “They have been a great partner in bringing fresh ideas to the table,” he says. “Most importantly, they helped us create a new partnership model.”
Before the acquisition, BCR had a few partner models operating in different branches nationwide; while the approach worked, it wasn’t necessarily sustainable. On January 1, BCR announced the creation of a new management layer and new operating partners with equity in the organization, motivating them to more profitable goals. “For the company, it certainly has had a positive impact,” says Holloway.
In the first quarter of 2025, investment in infrastructure enabled BCR to open 10 branches, a record for the organization. And at BCR, nothing is left to chance, including the best locations for new branches. Before entering a potential market, the team analyzes large amounts of data, including storm activities and weather patterns, re-roof activity, population demographics, and more. “A lot of data goes into making our decisions, and we lean heavily on a lot of partners we have to help guide us as well,” says Holloway.
Award-winning business
From word-of-mouth recommendations to being recognized as one of America’s Top 100 Roofing Contractors by Roofing Contractor, BCR has risen to the top of many industry lists, and is Owens Corning’s largest platinum-preferred contractor.
Owens Corning is famous worldwide for its many roofing, insulation, and fiberglass products. First honored by the manufacturer as a Top 1% Roofing Contractor in 2022, BCR was once again recognized in February at a celebration attended by 1,200 guests.
“We were recognized as the Southeastern Division MVP, and also for selling the most Owens Corning warranties,” says Holloway. “When I say ‘sold,’ I mean we gave them away. So, we provided more Owens Corning warranties than anyone else in the nation, which extends the labor warranty up to a lifetime.”
On every street
From its first location to plans for 100 branches and beyond, Best Choice Roofing continues to build on its reputation for professional craftsmanship and the best customer service in the business.
“The goal is to get Best Choice Roofing on every street in America,” says Holloway. “We want to make sure that when anybody thinks of a roof, we are the first brand they think of. In addition, we are looking at doing some roof rejuvenation products and ancillary options,” he tells us.
“Right now, we are laser-focused on giving our people the opportunity to grow with this new partnership model. What I’ve always said—and it’s been proven time and time again—is that when you give people the opportunity to grow, your company grows along with them. And that’s a very positive thing to happen.”
