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Roscoe Hurry: Putting in the Work

By Julie Deacon, Diamond Certified Research Writer

For Roscoe Hurry, a career in roofing wasn’t part of a long-term plan—it was something he stepped into, grew within and ultimately shaped into a business of his own. “I was looking for work in 2012 and kind of fell into it,” he recalls. “It wasn’t something I mapped out—it just happened step by step.”

Over the next several years, Roscoe worked his way into sales management, gaining a deeper understanding of both the technical and customer-facing sides of the roofing industry. He eventually moved into the solar sector and started working with major companies in the space, but even though the experience broadened his skill set, it also clarified what he was truly looking for. “I didn’t really like the corporate feel of solar,” he admits. “It was a great learning experience, but I just didn’t fit into that kind of structure.”

After spending time traveling internationally, Roscoe returned to the Bay Area and reconnected with Mike Lunneborg, an industry veteran and the founder of Western Roofing Systems. “He was getting ready to retire at the time, so I told him I’d be open to partnering up if it made sense,” he says. “That’s really how everything came together.”

Today, as owner of Western Roofing Systems, Roscoe brings a practical, results-driven mindset to his work. “At the end of the day, there really aren’t any shortcuts in this industry,” he says. “Everything we’ve built comes down to consistency, showing up and putting in the hard work day after day.”

Originally from Johannesburg, South Africa, Roscoe has called the Bay Area home for the past two-plus decades. He says much of the region’s appeal lies in its versatility. “I’ve always liked being outdoors and we have access to pretty much everything here, from surfing to snowboarding to hiking. It makes it easy to stay active and enjoy where you live.”

Earlier in life, Roscoe’s pursuit of dynamic, challenging situations took him even further afield. “I lived in Thailand for a couple of years and competed professionally in Muay Thai,” he explains. “That experience really pushed me physically and mentally, and it’s still one of the most intense and rewarding chapters of my life.”

Roscoe’s experiences across industries, countries, and disciplines have shaped a perspective that values both independence and growth. Looking ahead, he remains focused on continuing that momentum, but if there’s ever time to step away, he already has a plan in mind. “If I had the chance to retire tomorrow, I’d probably take a long golf trip somewhere,” he says. “It would be nice to just travel and enjoy time with my family and friends.”

Ask Me Anything!

Q: If you could time-travel, would you go to the past or the future?
A: The future. I’ve always been more interested in what’s coming next than what has already happened.

Q: What’s your favorite thing to do on a rainy day?
A: Watch a good movie.

Q: What are your favorite movie genres?
A: Action and comedy.

Q: What’s the strangest food you’ve ever eaten?
A: I’ve traveled all over Southeast Asia, so probably balut or deep-fried bugs.

Q: Are you an early bird or a night owl?
A: A night owl.