Live from IBS Rockwool "Hush Tunnel": What the Show Floor Is Really Telling Us (shhh)
Release Date: 02/26/2026
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info_outlineEpisode Description
Sets the scene at the Hush Tunnel, calls out consolidation and the shifting talent market — enough to make someone curious without over-explaining.
3 bullets:
- Trade show ROI — is a booth actually worth it?
- Musical chairs is coming — talent market read
- Big distributors, bigger stakes — the consolidation question
What We Cover
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The Rockwool Hush Tunnel tradition: How the tunnel — and the podcast — have both evolved since 2019
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Trade show strategy: When IBS is (and isn't) the right show for your product — and why education sessions beat booth-staffing marathons
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IBS as a recruiting event: Tim and Carolina's read on the talent movement likely coming in 2025–2026 and the 'musical chairs' dynamic in building products
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Supplier consolidation: Home Depot/SRS, Lowe's/FBM, QXO — what it means for manufacturers and end users
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Fire protection products: A standout category at this year's show, including the growth of Hilti's fire tape and caulk division
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The NIE Ha booth: New gloss panel in blue, custom color brick, and the two-piece trim that's set to save installers 15–20% on install time
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Selling aesthetic vs. functional products: Why going from 'behind the wall' to visible finishes is easier than the reverse
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The value of tribal knowledge: What the podcast is really for — passing on industry perspective, experience, and guest insights
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