Originally from South Africa, Bryan Mitchell is a seasoned veteran of the commercial roofing industry with nearly two decades of leadership and operational experience. He began his stateside career at Best Roofing, where he played a pivotal role in building the service department from the ground up. Under his guidance, the company earned the prestigious title of Commercial Roofing Contractor of the Year by Roofing Magazine. Bryan eventually rose to the position of Vice President in 2006, where he oversaw key operations and led strategic initiatives.
Motivated to help others avoid common industry pitfalls, he shifted his focus to coaching and developments by sharing his proven systems and leadership strategies with roofing professionals across the country.
Bryan co-founded ServiceAdvantEdge to help contractors grow sustainable, profitable service divisions. Known for his practical approach, industry insight, and commitment to excellence, he continues to mentor contractors through video training, one-on-one coaching, and structured programs tailored specifically for commercial service growth.
Ross Friedman is a trusted coach, consultant, and advisor to commercial roofing contractors seeking to optimize and scale their service and maintenance divisions. With a proven track record of guiding hundreds of roofing businesses nationwide, Ross specializes in helping companies build service operations that drive recurring revenue, operational consistency, and long-term client value.
Through the ServicEdge Program, Ross equips contractors with the systems, processes, and leadership tools needed to transform service from a side offering into a strategic growth engine. His expertise bridges field execution with business strategy, enabling organizations to establish service as a central pillar of profitability and market differentiation.
Pat has more than 2 decades of experience at successfully leading business transformations and driving strategic growth, in both traditional corporate environments and the private sectors.
Pat’s roles have covered the spectrum of Owner, Chief Operating Officer, Chief Revenue Officer, Business Consultant, Franchising Consultant, High Performance Coach and as a Turnaround Specialist certified by the Department of Treasury and the US Bankruptcy Courts. He has hands-on experience working with owners, executives and entrepreneurs in a variety of industries, including Commercial Roofing, Healthcare Administration, Consulting & Coaching, Hotels & Resorts, Large Wineries, Health & Fitness, Retail, and Financial sectors, to name a few.
Pat values helping people accomplish their dreams of creating long term financial safety and security for our clients, their families and employees. His unique ability to create trusting, comfortable environments with open communication helps him to be of significant service to our partners. Without doubt, his approach is serving others with a caring, motivating, loyal, intelligent upbeat yet bottom-line attitude (with a dry sense of humor sprinkled in).
Nicole Nietfeldt is a hands-on coach and trusted partner to roofing contractors looking to build, grow, or streamline their commercial service divisions. Whether helping companies expand beyond residential or optimize an existing service operation, Nicole brings a practical, process-driven approach rooted in real-world experience.
With a background in roofing software implementation and service operations, she understands what it takes to turn big ideas into structured, scalable systems. As a lead coach for the ServicEdge Program, Nicole equips contractors to operate as professional service organizations — not just roofing companies — by building repeatable systems, training high-performing teams, and delivering consistent value to clients.
Her coaching empowers teams to move from reactive to proactive, turning commercial service into a strategic growth engine that drives revenue, retention, and long-term success.
Sean Murphy brings over a decade of B2B sales and coaching experience from a wide variety of verticals including Finance, Digital Marketing, and Commercial Roofing. Over the last 3+ years, Sean has been working exclusively with contractors to develop the strategies and tactics needed to thrive in an ever-evolving competitive environment. This experience has equipped him with the tools necessary to support the transformation of teams of all shapes and sizes into highly-professionalized and effective Sales Organizations.
Since joining the team at Service AdvantEdge, Sean has been tasked with two key responsibilities: ensuring that every SAE client receives the support they need to build a top-notch Service Division – and bringing more and more growth-minded owners into the SAE network with solutions custom-built to drive long-term success.
“At ServiceAdvantEdge, our mission is to foster a dynamic, supportive community where residential and commercial roofing contractors can learn, grow, and excel.
We provide the tools, processes, and expertise to help companies build scalable, profitable service divisions in a fun, positive environment.
Our collaborative network of coaches, clients, and partners generously shares industry knowledge, empowering roofers to break free from traditional limitations, secure recurring revenue, and become professional service organizations that thrive in any economy.”
Our team has decades of experience in the commercial roofing business. You’ll learn all about:
& more!
ServicEdge is a comprehensive coaching and support program designed specifically for residential and commercial roofing contractors that are eager to expand or improve their commercial service divisions.
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