“Your Service is Only as Strong as Your Worst Tool.”
It all began with Emanuel Hershberger. He began his journey in the metal roofing industry at the age of 17 helping his dad in his construction business. At the age of 21 he established and opened his own metal roofing installation enterprise installing hundreds of metal roofs for homeowners and contractors in the Southern Tier of New York. Some of the projects included metal roofs for executives at Corning Glass and installing metal roofing at the Watkins Glen International Race Track. In 2012 Hershberger sold his business and moved back to Michigan
New Direction
Upon relocating to Michigan in early 2013, he identified an opportunity for metal roofing within the predominantly traditional shingle roofing market. Drawing upon his decade of success and expertise, he embarked on a new venture alongside his wife, Esther, founding a roofing business in 2015. With a shared vision and collaborative effort, the business, Central Michigan Roofing, was born. However, it had its own set of challenges; the new market was a bit different from the New York market. Faced with difficulties in finding roofing supplies efficiently, they eventually decided to start roll forming their own panels. Initially, they used a New Tech machine to roll 1” standing seam panels and an MRS Pro-Rib machine for agricultural panels.
Recognizing that others might also struggle to obtain metal panels, Hershberger saw an opportunity to fill this gap in the market.
They began offering their panels to others and quickly discovered a significant demand. Consequently, they transitioned from installation services to full-time manufacturing of metal trim packages, and roofing and siding panels.
Tools For Success
To expand their product offerings, the company invested in an additional New Tech machine, a hemmer from Marion Manufacturing, a slit line from CIDAN Machinery, a board and batten machine from Eastside Machine Company, and a Variobend brake from Hershey’s Metal Meister.
By 2019, their thriving operation had outgrown its original premises, prompting the construction of a new 22,000 sq. ft. facility. At the same time, they completely rebranded to closer align with their mission and vision. Thus, The Metal Shop was born.
Hershberger emphasized the importance of investing in new machinery, selecting the best available tools to ensure high-quality service. He believes that a business is only as strong as its weakest tool, driving his commitment to choosing machines that provide the best performance and minimize downtimes.
Getting up to speed on new machines has been mixed he said. A couple of machines they struggled with at first, but the training they received from the manufacturers was, for the most part great, and service on the machines has been pretty good!
Hershberger is a hands-on guy, and he has a few guys on the team who are good problem-solvers, so if a manufacturer can’t get out to the facility immediately, the team can usually figure it out between them. “We haven’t had much downtime over the years,” he said.
Markets Served
The Metal Shop services the entire state of Michigan, including shipping projects to the Upper Peninsula. Their customers primarily include the agricultural sector, pole buildings, and residential roofing projects. Over the years, they have also supplied commercial trim packages for projects such as hotels and storefront accents, for contractors, and also helped many DIY enthusiasts install their own projects .
Company offerings include a 36’’ 5-rib ag panel, multiple standing seam profiles, board and batten panels and trim packages, and all metal roofing and siding accessories.
Their customer base has been built primarily by word-of-mouth, which has kept them busy and fueled their growth.
Recently, they invested in a Thalmann double folder from CIDAN Equipment, upgraded their old machine from Hershey’s to a new one coming in 2025, and are planning further expansions to their facility.
Employees and Partners
The company has nine employees currently, and Hershberger said that while finding the right employees has been hit and miss through the years, they have been blessed to find many great people who make up their current crew. They all pull together to create value for their customers and try not be price-focused, ensuring they have the products their customers are looking for. They are all about forging long-term relationships with customers.
Over the years, The Metal Shop has established strong partnerships with Everlast Metals (now Progressive Metals) and Hixwood, sourcing the majority of their metal coils from these companies. Additionally, they offer a range of metal roofing tools from Malco Tools, along with various other suppliers who provide similar tools and accessories.
“Secrets to Success”
“There are no secrets to success,” Hershberger said, “it requires a lot of hard work, long days, and sometimes even long nights. It takes grit. You need to stay true to your values and be honest with everyone.”
That said, Hershberger does have some advice for people starting out. “If you don’t have much experience, find people who do have experience and people who are smarter than you are and hire them,” he said. “There is always someone who you can partner with, befriend, or hire that can help you with the answer.”
Hershberger also emphasized the importance of having a personal reason for your business. For him, it’s about helping others and the privilege of working with his family every day. His wife has always been part of the business, and his children are increasingly involved, growing into their roles each day.
The company is experiencing growth, and Hershberger hinted at some significant news to be announced in the fall.
“There are many niches and opportunities in roll forming and metal roofing right now,” he added. “It’s a great time to join the industry.” RF
