Excel Roofing has been named the 2026 Large Business of the Year in the Central Colorado region of the BBB Torch Awards for Ethics. Out of hundreds of applicants across the region, Excel Roofing was selected for the top honor in the large business category. The award is widely considered the most prestigious honor the Better Business Bureau gives to a business.
Excel Roofing was one of three finalists in the large business category. When accepting the award, J Bretz, Founder and CEO, said the company’s values and the BBB’s mission are closely aligned.
“The values of Excel Roofing and the Better Business Bureau align so closely,” Bretz said. “That’s why our motto, ‘You don’t pay a cent until you’re content,’ is so important.”
For a company that has been replacing and repairing roofs across Colorado and Wyoming since 1993, the recognition is less about a trophy and more about confirmation. It signals that the way Excel Roofing treats homeowners, employees, and the community holds up under independent review.
What Is the BBB Torch Award for Ethics?
The BBB Torch Award for Ethics honors businesses that show an outstanding commitment to integrity and ethical practices. It is not a popularity contest and it is not based on advertising spend. Businesses apply, describe how they operate, and are scored against a set of trust-focused standards.
The Torch Awards for Ethics is a program of BBB Foundation, the 501(c)(3) social impact arm of the Better Business Bureau. The program honors businesses that lead with ethics, build strong workplace cultures, value their customers, and support their communities.
The BBB Great West and Pacific program covers businesses in Alaska, Central Colorado, Hawaii, Idaho, Western Wyoming, Montana, Oregon, and Washington. Within each region, winners are recognized in three size tiers: Small Business of the Year, Medium Business of the Year, and Large Business of the Year. Excel Roofing earned the top honor in the Large Business tier for Central Colorado.
How Are Torch Award Winners Chosen?
The BBB does not simply hand out Torch Awards. Finalist applications go to an external, independent panel of judges made up of past BBB award winners. Each judge scores every application independently, and the combined scores determine the winners.
That process matters. It means Excel Roofing was evaluated by business owners who have already proven their own commitment to ethics, not by a marketing committee or a paid ranking service.
What Criteria Does the Torch Award Use?
Torch Award applicants are judged on four core areas, often called the four Cs of trust:
- Character: the integrity and values of the organization’s leadership.
- Culture: whether the workplace fosters an authentic, ethical environment for employees.
- Customers: how transparently and fairly the business treats the people it serves.
- Community: the positive impact the business makes where it operates.
These criteria build on the BBB’s Eight Standards for Trust: build trust, advertise honestly, tell the truth, be transparent, honor promises, be responsive, safeguard privacy, and embody integrity.
Character: Founder-Led Since 1993
J Bretz founded Excel Roofing in 1993, and the company has remained founder-led for more than three decades. That continuity shapes how decisions get made. The same standards that guided the first roof still guide the company today, across the Englewood headquarters and offices in Colorado Springs, Sheridan, and Casper.
Culture: A Team That Stands Behind the Work
Ethical roofing depends on the people on the roof and in the office. Inspectors who document damage accurately, project managers who communicate clearly, and crews who install to manufacturer specifications all contribute to the reputation that earned this award. As an Owens Corning Platinum Preferred Contractor, Excel Roofing is held to installation and training standards that only a small share of roofing contractors meet.
Bretz gave the credit to the people who do that work every day. “I’d like to thank our team, all of our roofers, office staff, production staff, everybody that has contributed to this,” he said. “We really appreciate it.”
Customers: You Don’t Pay A Cent Until You’re Content
Excel Roofing’s customer promise is simple: You Don't Pay A Cent Until You're Content. Homeowners are not asked to pay for the work until it is finished and they are satisfied with it. That policy removes one of the biggest risks homeowners face when hiring a contractor and puts the burden of proof where it belongs.
The results show up in the company’s track record: more than 55,000 completed projects and a 4.9-star average across more than 600 Google reviews.
Community: Serving the Front Range and Wyoming
Colorado and Wyoming see some of the most severe hail in the country, and every major storm brings out-of-state contractors who disappear once the claims are paid. Excel Roofing has stayed put for more than 30 years. Being a local company that is still here to honor its warranties years later is one of the most meaningful ways a roofing contractor can serve its community.
What Does the Torch Award Mean for Homeowners?
Roofing is one of the industries where trust matters most. A roof replacement is a large investment, the work happens out of sight, and many projects involve insurance claims that most homeowners only deal with once or twice in their lives. Unfortunately, it is also an industry where storm chasers and high-pressure sales tactics are common after a hailstorm.
Bretz spoke to that directly at the ceremony. “Let’s face it, roofers are one of the most distrusted companies that get the most complaints to the Better Business Bureau,” he said. “So we’re very honored to get this award.”
A BBB Torch Award gives homeowners an independent, third-party signal that a contractor has been examined on how it treats customers, not just on what it charges. For homeowners comparing roofing companies, it is one more piece of evidence that can be checked rather than taken on faith.
How Should Homeowners Vet Any Roofing Contractor?
Whether or not a homeowner chooses Excel Roofing, the same checklist applies to every contractor:
- Look up the company’s BBB profile, rating, and how it responds to complaints.
- Confirm the business has a permanent local office, not just a phone number or a hotel room.
- Ask for proof of insurance and any required local licensing.
- Get a written, itemized estimate before signing anything.
- Be cautious of anyone asking for large payments up front, especially after a storm.
- Check manufacturer certifications, which affect the warranties a contractor can offer.
Excel Roofing covers this process in more detail in How to Compare Roofing Quotes in Colorado: A Line-by-Line Checklist.
What Comes Next for Excel Roofing?
Local Torch Award winners are eligible to compete in the BBB International Torch Awards for Ethics for up to three years after their regional win. That competition, presented since 1996, recognizes businesses across North America that set the standard for ethical practices.
Excel Roofing also congratulates its fellow 2026 Central Colorado honorees, The Weather Changers Heating and Air Conditioning (Small Business) and VAMP Stucco (Medium Business). More information about the program is available at bbb.org/torch.
Most importantly, the award is a reminder of the responsibility that comes with it. Every inspection, estimate, and installation is an opportunity to earn that trust again.
Frequently Asked Questions
What award did Excel Roofing win?
Excel Roofing won the 2026 BBB Torch Award for Ethics as Large Business of the Year in the Central Colorado region, presented by the BBB Foundation serving the Great West and Pacific region.
What is the BBB Torch Award for Ethics?
It is the most prestigious honor the Better Business Bureau presents to businesses. It recognizes companies that demonstrate an outstanding commitment to integrity and ethical business practices.
Who chooses the Torch Award winners?
An external, independent panel of judges made up of past BBB award winners. Each judge scores every finalist application independently, and the combined scores determine the winners.
What criteria are Torch Award applicants judged on?
Applicants are judged on four areas: the Character of leadership, the Culture of the workplace, the treatment of Customers, and the impact on the Community.
Can Excel Roofing compete for a national Torch Award?
Yes. Regional Torch Award winners are eligible to enter the BBB International Torch Awards for Ethics for up to three years after their local win.
Schedule a Free Roof Inspection
Excel Roofing serves homeowners across Colorado and Wyoming from its Englewood headquarters at 4510 S Federal Blvd and its offices in Colorado Springs, Sheridan, and Casper. Homeowners can schedule a free roof inspection with the 2026 BBB Torch Award winning team.
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