Flatirons Group To Lead East Lake Metals' Push Into Western U.S. Market

Whiting, IN - A double shot of Martinelli is adding experience and fresh energy, joining with and propelling East Lake Metals into its next phase of growth. In a strategic partnership with The Flatirons Group (TFG), led by father-son duo Tom and Tanner Martinelli, East Lake Metals is expanding its presence across the Western U.S. and the Hawaiian Islands. This dynamic collaboration highlights East Lake’s commitment to delivering high-quality aluminum and steel products to a broader market, with a particular focus on coastal environments. Based in the greater Los Angeles Region and Colorado, TFG will play a pivotal role in driving sales and fostering new business opportunities in the region.

Tom Martinelli brings over 25 years of experience in the building envelope industry, with 15 years dedicated to metal products. Throughout his career, he has represented some of the largest players in the metal industry, and his deep expertise and longstanding relationships make him a key asset in establishing East Lake Metals as a trusted supplier in the Western U.S. market. Tom’s industry acumen is matched by his son, Tanner Martinelli, whose deep expertise in business development and unwavering focus on customer relationships have made him a key driver of success at TFG. Tanner’s commitment to putting clients first and fostering strong partnerships ensures that the company is well-positioned for continued growth and success in the industry.

Tom Martinelli shared his excitement about the partnership, saying, "We’re excited to partner with East Lake Metals in the Western United States, bringing their expertise and professionalism to new markets. What really sets us apart is the opportunity to introduce Armored Coast™ to the West Coast and Hawaiian Islands. This innovative product is truly a game-changer, designed specifically to tackle the unique challenges of coastal environments."

Armored Coast™ is East Lake Metals’ flagship coastal roofing solution, featuring a hot-dip Zinc-Aluminum-Magnesium (ZAM®) alloy coating that provides superior corrosion resistance and cut-edge protection. The product is designed for extreme environments, offering enhanced durability for areas like the Pacific coastline and the shores of the Hawaiian Islands. Armored Coast™ also simplifies the installation process by using standard galvanized clips, reducing costs and time compared to traditional aluminum roofing systems. With a 20-year substrate warranty and strong paint protection, Armored Coast™ is engineered for long-term performance and reliability, making it a top choice for coastal projects.

In addition to their collaboration with East Lake Metals, The Flatirons Group manages the U.S. market for Alutec ACM and other key building envelope products. TFG’s approach is rooted in a 'Sphere of Influence' strategy, servicing a wide range of industry stakeholders including architects, consultants, general contractors, design-build firms, installers, and building owners.

With Tom and Tanner Martinelli at the helm, East Lake Metals is poised to strengthen its presence in the Western U.S., delivering exceptional products and service to meet the evolving needs of customers. This partnership marks a significant step forward in the company’s growth strategy, underscoring their commitment to quality, innovation, and customer care.

To learn more about East Lake Metals and their offerings, including the Armored Coast™ product line, visit www.eastlakemetals.com.

About East Lake Metals

East Lake Metals is a leading provider of prepainted and mill finish steel and aluminum coil and sheet products to fabricators and independent formers of metal roof and wall systems for commercial, industrial, and architectural applications. For projects in coastal regions, the company distributes ZAM® coated steel products under the Armored Coast™ label. East Lake has in-house slitting and sheeting capacity and a network of partners to supply a wide range of accessories, fasteners, underlayment and roll forming machines. To learn more visit www.eastlakemetals.com.