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Summary: Amanda Beckett, Director of Marketing for Wild Water Express and Ocean Express Car Washes in Southern California, joins Rich DiPaolo to talk about effective car wash marketing—from the messages customers see on-site to digital, traditional and community-based strategies.Amanda explains why clearly communicating value is critical to converting retail customers into members, how operators can balance digital and traditional marketing, and why defining your goals should come before deciding how to structure your marketing team or use AI. She also shares why every car wash location is its own “mini brand” within its community and offers practical examples of community marketing that can build lasting customer connections.       Clarityand consistency matter on-site. Don’t simply promote anunlimited membership—clearly communicate its value and why it matters to the customer.   Connectyour on-site and off-site messaging. Customers should encounter a consistent message whether they’re at the wash, seeing a billboard, receiving a mailer or encountering the brand in the community.   Usea mix of digital and traditional marketing. Social media, Metaand Google remain important, but Amanda says there is still a place fortraditional channels such as billboards and mailers.   Knowwhat you're trying to accomplish. Before building a marketing team, hiring vendors or deciding what AI can handle, establish the primary goals.   AIshould support the strategy—not define it. The balance between AI and human involvement depends on the brand, its goals and how much of a community-oriented voice the business needs.   Everywash is part of its local community. Even within a largerchain, individual locations have different customers, interests and community priorities.   Listento your site-level employees. Site managers, leads andemployees often know their communities better than anyone at the corporate level—and can identify which local partnerships will actually resonate.       Communitysponsorships can build long-term relationships. Supportinglocal sports and other organizations can create positive associations with the brand, including among future customers and employees.   Episode Notes: In car wash marketing, there’s noshortage of ways to reach customers—but are you delivering the right message, in the right places, with enough consistency to make an impact? On this episode of Car Wash Exchange, Rich DiPaolo talks with Amanda Beckett, Director of Marketing for Wild Water Express and Ocean Express Car Washes in Southern California. Amanda shares her approach to on-site marketing and membership conversion, the balance between digital and traditional media, and why defining your goals should come before deciding where to spend your marketing dollars—or what you should hand off to AI. And then there’s community marketing. Amanda explains why every wash is really its own mini brand within its community, how local employees can help identify what matters most to customers, and how everything from sporting-team sponsorships to customer appreciation events can build lasting connections. It’s a conversation about marketing as both science and art—and putting a little heartinto the equation.    Join ICA: https://www.carwash.org/join-ica

Jenny Beadle, Vice President of Client Experience at Micrologic, joins Rich DiPaolo to explain why car wash operators need to think beyond individual technology platforms and focus on a revenue operating system. She discusses the complexity created by multiple disconnected systems, where operators are leaving revenue on the table, and how better data can help identify members at risk of churn while strengthening relationships with retail customers. Jenny also shares a real-world example of an operator who consolidated systems and improved visibility, reporting, marketing and team performance. Key Takeaways: • Complexity is becoming a major challenge for operators as they add sites, members, employees and technology platforms. Multiple disconnected systems can make it difficult to get the right information when it is needed. • Membership churn is one of the biggest opportunities for operators. Usage is important, but other warning signs — including upgrades, downgrades and expiring credit cards — can help identify members who may be at risk. • Retail customers represent another significant opportunity. Operators should be thinking about how to stay connected with retail customers and deliver the right message to the right customer at the right time. • A revenue operating system puts revenue at the center by connecting the data and functions that directly affect revenue, including POS, CRM and marketing. • Operators often have multiple systems running simultaneously. Jenny cites research suggesting the average car wash operator has about six systems operating at once. • The goal isn't more technology — it's better technology. As Jenny puts it, operators should look for technology that helps them run a better business, serve customers better, grow revenue and help their teams succeed. Episode Notes: On this episode of Car Wash Exchange, we're taking a closer look at a concept that's becoming increasingly important as car wash operations become more complex — the revenue operating system. Rich DiPaolo is joined by Jenny Beadle, Vice President of Client Experience at Micrologic, to talk about what a revenue operating system actually is, why operators need one, and how it can bring together the many systems that impact revenue. Jenny explains where operators may be leaving money on the table, from membership churn to missed opportunities with retail customers, and why operators need to look beyond usage when identifying members who may be at risk. She also shares a real-world example of an operator who brought multiple systems together and saw significant changes in reporting, marketing and team performance. And while technology can play an important role, Jenny has one important message for operators: you don't need technology just for the sake of having technology. You need technology that helps you run a better business, serve customers better and grow revenue. (1:15) What are the primary challenges operators face today (complexity) and how does Micrologic help them? (2:26) Where does Jenny see operators leave the most money on the table? Two key areas…membership churn and retail customers (3:37) In addition to usage, what else should operators track with members? (4:28) Revenue Operating Systems…what are they and why are they needed? Jenny explains. (6:46) On average, how many systems do operators have going at once? (7:23) Jenny provides a case study of an operating system instillation and success (9:53) Are these systems only for the larger enterprise clients or can single site operators use them too? (11:49) What should operators ask of vendors when they are considering these systems? (12:40) Final words from Jenny…you don’t need tech for the sake of tech! For more information, please visit Micrologic at www.micrologic.net. Join ICA: https://www.carwash.org/join-ica

In this episode of Car Wash Exchange, Rich DiPaolo talks with John Briggs, author of Take Breaks, Work Better, about why taking intentional breaks can actually make business owners and employees more productive. John challenges the “hustle culture” mindset that equates long hours with productivity and explains how structured recovery can improve focus, profitability, employee retention and performance. He also shares his 3.3 Rule and practical ways car wash owners can apply the approach—from line workers to entrepreneurs and growing multi-location operations. • Busy doesn’t always mean productive. John challenges the belief that working longer and harder automatically produces better results. • Breaks are a productivity strategy. The brain naturally cycles between focus and distraction, and intentional breaks allow people to return with greater focus. • The 3.3 Rule: Work for up to three hours, followed by a 30% recovery break. For line workers, • Pay employees for their breaks. Research discussed in the episode found that additional break time did not reduce productivity—and providing paid breaks may help improve retention. • Take the first break yourself. John encourages owners to schedule a real break during the day rather than waiting until everything on the to-do list is finished. • Audit your time. Track what you're actually doing and identify lower-level tasks that can be delegated, freeing owners and key employees to focus on higher-value work. • Measure outcomes, not just activity. For car washes, metrics such as memberships, membership close rates, errors and employee retention may be more meaningful than simply measuring cars per hour. • Deadlines create focus. “All human performance works to a deadline.” Creating intentional limits around work time can help people focus on what really needs to get done. • The approach can work during growth. John says the process works whether a company has 20 employees or 290 because the human brain still needs recovery. • Try it as an experiment. Owners who are skeptical can start with a pilot program and measure the results. (1:43) John talks about his inspiration for his book Take Breaks – Work Better (3:23) What’s the biggest myth about productivity that owners buy into – and it actually works against them? (4:58) How does knowing when not to work…work in a business that never stops? Learn why taking breaks is of paramount importance to line workers. (11:56) What’s the 3.3 Rule? (12:58) How do you sell this approach to someone who is paid by the shift and not the outcome? (15:05) What’s the first break entrepreneurs should take and what’s stopping them from taking it? (18:46) How do you measure implementing this idea? (21:55) What’s one piece of advice can John provide to encourage owners to try this approach? (23:45) “All human performance works to a deadline”! Learn what this is and what it means! (25:36) How does John’s process work in a fast growth structure/culture? (29:08) Is John seeing more owners trying this process?

In this episode of Car Wash Exchange, host Rich DiPaolo talks with Keith Lutz, CEO of Kleen-Rite and an ICA Board member, about the resurgence of the self-serve car wash market. Keith explains what is driving new investment, how self-serve operators can compete with express washes, and why professionalism, reinvestment and operationalexcellence are creating new opportunities in the segment. They also discuss Kleen-Rite’s approach to supply-chain challenges, company culture and recentacquisition · The self-serve segment is benefiting from the overall growth and professionalization of the car wash industry, attracting both new and existinginvestors. · Self-serve can offer an attractive investment model because it generally requires less capital and fewer employees than an express tunnel. · Operators shouldn't fear competition from express washes. Instead, they should focus on making their own locations inviting, reliable, well-maintained and easy to use. · Reinvestment matters. Equipment, appearance, curb appeal and operational excellence can make a major difference in a location's ability to compete. ·  Membership and club programs aren't limited to express washes; self-serve and in-bay automatic operators can also use them to create value and encourage repeat customers. · The supply-chain disruptions of the past several years reinforced the importance of investing in inventory, distribution and infrastructure to maintain continuityfor customers. · Kleen-Rite is balancing its family-business legacy with growth by investing in its people, technology, distribution and professional management while staying grounded in its mission and values. · Keith sees continued opportunity across all car wash models, with the industry's growing focus on professionalism and operational excellence benefitingoperators across the board.  The self-serve car wash segment is experiencing a resurgence, attracting newinvestors and renewed interest from longtime operators. In this episode of Car Wash Exchange, Rich DiPaolo sits down with Keith Lutz, CEO of Kleen-Rite and an ICA Board member, to explore what’s behind that growth and what it means for the future of the industry. Keith shares insights on competing with express washes, creating value for customers, reinvesting in existing locations andrunning a self-serve business with greater professionalism and operational excellence. He also discusses Kleen-Rite’s lessons from recent supply-chain challenges, maintaining its family-business culture and the strategy behind its recent acquisitions. (:56) Keith and Rich will talk about theresurgence of the self-serve car wash market. (1:58) Keith talks about the factorsthat are influencing the self-serve segment. (4:51) Keith talks about the types ofinvestors are coming to the self-serve market (9:33) How can a self-serve operatorremain competitive with the larger car washes? (13:57) What can a self-serve locationdo to offer the same value as a membership? (17:56) What lessons has Kleen Ritetaken from the current industry…and has the industry normalized? (21:44) How does Kleen Rite balancepreserving a legacy culture with market demands? (23:56) What gaps and capabilities isKleen Rite looking for in their recent acquisitions? (26:38) What excited Keith most aboutthe Car Wash industry? JoinICA: https://www.carwash.org/join-ica

As Benny's Car Wash celebrates its 75th anniversary, ICA Editor-in-Chief Rich DePaolo sits down with Justin Alford, CEO of Benny's Car Wash and Past President of the International Carwash Association, for an insightful conversation about the evolution of the car wash industry. Justin reflects on the key themes emerging from The Car Wash Show 2026, including the rapid adoption of artificial intelligence, the changing investment landscape, rising construction costs, and the continued importance of independent operators. Drawing on three generations of family leadership, Justin explains why people—not technology or profits—remain the foundation of Benny's success. He shares the remarkable history of Benny's, discusses the company's newest location in Baker, Louisiana, celebrates his father Ben Alford's induction into the Baton Rouge Business Report Hall of Fame, and offers thoughtful advice for operators navigating today's increasingly complex marketplace. The conversation concludes with Justin's passionate support for the International Carwash Association and its critical role in protecting and advancing the industry.   Key Takeaways: Benny's Car Wash celebrates its 75th anniversary in 2026, marking three generations of family ownership and leadership. Artificial intelligence is becoming an everyday business tool, helping operators improve reporting, decision-making, hiring, and operational efficiency. Rising construction costs have dramatically increased the financial risk of developing new car wash locations. Independent operators continue to play a vital role in the industry despite the growth of private equity and regional chains. Exceptional customer service, consistent wash quality, and employee care remain the biggest competitive advantages for smaller operators.   Episode Notes:  In this episode, Rich DePaolo sits down with Benny's CEO Justin Alford, a third-generation operator and Past President of the International Carwash Association, to discuss the company's remarkable legacy and the future of the professional car wash industry. From artificial intelligence and rising construction costs to the challenges facing independent operators, Justin shares practical insights gained from decades in the business. He also reflects on Benny's newest location in Baker, Louisiana, honors his father Ben Alford's leadership, and explains why putting people first has been the foundation of Benny's success for three generations—and why it will continue to drive the company forward for years to come.  (1:11) Join ICA Editor-In-Chief Rich DePaolo as he chats with a Past ICA President – now CEO of Benny’s Car Wash - Justin Alford. (1:45) Celebrating 75 years in Business – Benny’s is a mainstay in the industry. Justin talks about his personal takeaways from the recent 2026 Car Wash Show (4:45) What topics do operators discuss when they meet at a show like Car Wash? (6:44) How about the costs to build/run a new wash? (7:54) How would Justin describe the current start of the car wash industry? (10:35) Is this still a good industry for the smaller washes and how do they compete with the larger-regional companies? (13:02) Richard Enning was just inducted into the 2026 Car Wash Hall of Fame. Justin talks about why he was such a worthy honoree. (16:43) What did it take to hit the 75-year milestone? What will it take for another 75 years? Justin shares the family history and that of Benny’s. (19:32) Justin talks about his father Ben Alford – his 2026 induction into Business Report Hall of Fame and what he wants people to know about his dad! (20:59) Justin talks about Benny’s new location in Baker, LA. (25:15) What special plans do they have for the 75th Anniversary celebration? (26:40) And how about those LSU Tigers?! (28:32) Justin’s final words in support of the ICA!

The car wash industry is evolving rapidly, but according to Jeff Pavone, Founding Partner of Amplify Capital Group, and Chris Jenks, Amplify Partner and CEO, the fundamentals have never been stronger. While higher interest rates and changes in private credit have lengthened deal timelines, investor appetite remains strong, with nearly half a billion dollars in Amplify-led transactions completed during the first half of the year alone. They also discuss why successful operators are shifting their focus from rapid expansion to operational excellence, disciplined growth, and long-term value creation. Key Takeaways Amplify puts operators first. The firm's mission is to level the playing field by representing operators' interests while helping them maximize long-term business value through education, strategic guidance, and fair transactions.  The market hasn't slowed—it has matured. Transactions are still happening at a significant pace, but buyers are conducting deeper due diligence and taking a more disciplined approach to acquisitions.  Operational excellence is now the primary driver of value. Investors are rewarding businesses with strong operations rather than simply large numbers of locations.  Membership programs continue to prove resilient. Subscription customers remain highly loyal, helping operators weather economic uncertainty and softer retail traffic.  Industry consolidation is accelerating. The largest operators are expanding strategically by strengthening existing markets instead of pursuing growth solely for scale.  Independent operators can still thrive. Community involvement, exceptional customer experience, and differentiated service give smaller operators advantages that larger chains often cannot replicate.  Artificial intelligence is becoming a practical business tool. AI can automate reporting, analyze operational data, identify trends, and free management teams to spend more time improving customer experience.  Good data leads to better decisions. Understanding KPIs, customer behavior, and operational performance is becoming increasingly important for both growth and future business valuation.  The outlook remains optimistic. Despite economic uncertainty, Jeff and Chris believe the industry is entering another active period of investment, acquisitions, and long-term growth for well-run operators. (:23)Kendra Johnson sits down at ICA Headquarters with Jeff Pavone, Founding Partner of Amplify Capital Group and Chris Jenks, Amplify Partner and CEO (2:09) Jeff talks about the “why” of Amplify. (2:43) Chris Talks about operator first vs. opportunity first (3:57) People say the market has slowed down. Jeff talks about this point of view and what’s surprised him most in the market this year. (6:54) With the movement in the credit shift – Kendra asked about the appetite for investment. (8:38) Jeff identifies one of the biggest lessons learned (9:52) Chris talks about value creation and his biggest surprise and new tunnels vs. reloads (12:30) Operational excellence – who is Jeff keeping his eye on? And, why he thinks we’re at the single best time of alignment between buyers and sellers. (16:50) Are some of the regions coming up surprising Jeff? (18:22) What are retail customers telling us today that they weren’t telling us a year ago? (20:33) What are the things popping up that make Jeff so optimistic about the car wash industry? (23:11) Chris talks about what shifts he’s seeing that might be a signal for things to come. (24:00) What about fragmentation? (26:36) How does a smaller site operator succeed? (28:31) How can companies use AI to be more successful? (33:33) Jeff talks about what “good” looks like. (32:26) Crystal ball ideas from both Jeff and Chris…let’s look forward. (35:02) And Chris adds…as far as activity in the next year…”buckle up”! (32:12) Both Jeff and Chris address the amount and accuracy of information…and how Amplify helps people learn what’s meaningful.

What does it take to transform a struggling car wash into a thriving business—and then successfully double in size within a year? In this episode of Car Wash Exchange, host Rich DiPaolo sits down with Jonathan Roldan, co-owner of Brightside Car Wash, to discuss the lessons he's learned since acquiring and revitalizing his first location before expanding to a second. Drawing on his background as a U.S. Army veteran, Jonathan explains how military leadership principles, disciplined operating systems and a culture of leading by example have shaped Brightside's rapid growth. He shares why success depends on building systems instead of relying on one person, how preventive maintenance and standard operating procedures have become the backbone of his operation, and why customer memberships are critical to long-term stability. Beyond operations, Jonathan discusses his commitment to serving the Naperville community through Brightside's "Wash With a Purpose" initiative, which donates a portion of membership sales to local nonprofits selected by customers. He also shares his long-term vision for Brightside University, a program designed to help military veterans transition into successful careers—and eventually business ownership—within the car wash industry. Whether you're an owner looking to scale, an entrepreneur considering the industry, or a veteran searching for your next mission, Jonathan offers practical advice on leadership, planning, teamwork and building a business with purpose. .   Key Takeaways ·  Scaling requires systems, not superheroes. Jonathan explains why operating multiple locations demands standardized procedures, clear documentation and strong training rather than relying on one person.  ·  Military leadership translates well to business. Principles like accountability, preventive maintenance, teamwork and leading by example have become the foundation of Brightside's culture.  ·  Community creates customer loyalty. Brightside's "Wash With a Purpose" program allows customers to support local nonprofits while purchasing memberships, strengthening both customer relationships and community impact.  ·  Memberships provide stability. After experiencing every season in business, Jonathan says recurring memberships help offset weather-related fluctuations and create predictable revenue.  ·  Leadership means earning respect. Jonathan believes leaders should never ask employees to do work they aren't willing to do themselves, regularly working alongside his team.  ·  Veterans have valuable business skills. Leadership, discipline and work ethic make veterans strong candidates for careers in the car wash industry, and Jonathan hopes to build a pathway for them through Brightside University.  ·  Do your homework before buying a car wash. Jonathan stresses researching demographics, traffic patterns, equipment condition, maintenance history and financial performance before making an investment.  ·  Build a team that complements your strengths. No owner excels at everything, making trusted advisors and skilled team members essential for sustainable growth.  ·  Always maintain access to capital. Unexpected expenses are inevitable, making financial reserves a necessity rather than a luxury.  ·  Growth is fueled by purpose. As Brightside celebrates its first anniversary and second location, Jonathan remains focused on serving customers, supporting his community and creating opportunities for others.

What does it take to scale from a regional operator to one of the industry's fastest-growing car wash companies? On this episode of Car Wash Exchange, Rich DiPaolo sits down with Dan Pittman, Chairman and CEO of Summit Wash Holdings, to explore the strategy behind Summit's remarkable expansion—particularly its rapid growth in New Jersey. Founded in 2021, Summit Wash Holdings has quickly become one of the nation's largest express car wash operators, with more than 100 locations across multiple states. Rather than chasing growth for growth's sake, Summit has focused on building a scalable organization rooted in culture, operational systems, data intelligence and talent development. Dan explains that the company's headline-making acquisition of 22 New Jersey locations in less than a year was actually the result of more than three years of preparation. That groundwork included investing heavily in employee training, building a sophisticated "data lake" that integrates operational, financial, marketing and customer information, and creating processes capable of rapidly integrating acquisitions. You’ll hear why Summit viewed New Jersey as an overlooked opportunity despite its permitting challenges and fragmented ownership, how patience ultimately led to acquiring CJ's Car Wash, and why culture remains the foundation of every growth decision. Dan also shares how Summit balances discipline with aggressive expansion, the importance of hiring "humble, hungry and smart" team members, and why flexibility, trust and strong relationships have been just as critical as financial analysis in the company's success. Whether you're managing a single location or planning your next acquisition, this conversation offers valuable insights into building an organization that can grow without sacrificing its culture. Episode Notes:  Rapid growth doesn't happen overnight—it happens through years of preparation. On this episode of Car Wash Exchange, Rich DiPaolo welcomes Dan Pittman, Chairman and CEO of Summit Wash Holdings, to discuss how one of the industry's fastest-growing operators built the foundation for explosive expansion. Summit Wash Holdings has grown to more than 100 locations by focusing on scalable systems, intentional culture and disciplined acquisitions. Dan shares the lessons behind the company's successful New Jersey growth strategy, why investing in people and data came long before rapid expansion, and how Summit continues to identify opportunities while staying true to its values. It's an inside look at the leadership principles driving one of the industry's most ambitious growth stories. (1:35) Dan talks about the years of dramatic growth for Summit Wash. Think of Culture, Systems and Talent that are all scalable! (5:39) What did Summit see in the New Jersey market that they felt it was an untapped market and a great opportunity? (7:44) Dan tells the story of the acquisition of CJ’s Car Wash. (9:28) How did the on-the-ground systems they implemented work for them? (11:05) Learn about Summit’s commitment to culture and what that actually means…humble, hungry, smart! Also, be fast and flexible! (12:54) Hear about their data lake and what they do with the information they have. (14:18) Dan walks us through an example of having to make tough choices in selecting sites (17:20) What other places are under consideration in addition to New Jersey? (18:28) What did the growth pace reveal about Summit, and would they do it again or differently?

At The Car Wash Show 2026 in Nashville, Kendra Johnson sits down with Carl Howard, Founder and CEO of GenrRev and owner of Autobell Car Wash, and Sam Short, Co-Founder and Chief Technology Officer of GenrRev, to discuss the future of technology in the car wash industry. Born from years of frustration with legacy systems, GenrRev was created to address common operator challenges such as expensive hardware, system downtime, disconnected software platforms, and customer experiences that fail to meet modern expectations. Drawing on Carl's decades of operational experience and Sam's background in hospitality technology, the pair explain how today's consumers expect the same seamless convenience they receive from brands like Starbucks, Uber, and Amazon. The conversation explores how operators can eliminate friction, simplify technology stacks, improve membership management, gain real-time operational insights, and create a better experience for customers and employees alike. Carl and Sam also explain why innovation isn't simply about adopting new technology—it's about solving real operational problems, improving efficiency, and making life easier for everyone involved. Whether you're a single-site owner or a large multi-location operator, this episode offers practical insights into how cloud-based technology, operational intelligence, and customer-first thinking can help drive growth, reduce complexity, and position your business for the future.

On this episode of Car Wash Exchange, we’re joined by Dee Ann Turner, former Vice President of Talent at Chick-fil-A and a leading voice in organizational culture and people development. With more than three decades of experience helping shape one of the most recognized service cultures in business, Dee Ann brings a powerful perspective on what it really takes to build—and sustain—a high-performing team. She shares why most organizations overcomplicate culture, and how focusing on just three core elements can transform both employee engagement and customer experience. From hiring for character to creating “second mile” service moments that customers never forget, this conversation is packed with insights tailored specifically for car wash operators navigating today’s workforce and customer expectations. If you’re looking to strengthen your team, improve retention, and create a culture that truly sets your business apart—this is an episode you won’t want to miss.   Key Takeaways 1. Culture isn’t complicated—most businesses just overcomplicate it. 2. Purpose drives performance. 3. Hire for character, not just skill. 4. Owners are the Chief Culture Officers. 5. Hospitality exists—even without people. 6. “Second mile service” creates loyalty. 7. Culture shows up most when things go wrong. 8. Avoid the “fad of the month” trap. 9. Be transparent and involve your team. 10. Great culture reduces turnover—and fuels hiring.   (2:50) Dee Ann talks about her time at Chick-fil-A and how culture can be done right. And the three parts that make up a remarkable culture. Choose a meaningful purpose – Have a challenging mission – Demonstrate the core values. (5:19) Why are these three parts important to today’s car wash culture? (6:22) Is there any reason for an owner/operator to not be transparent? (7:40) What’s the difference between what’s being invested in and what’s being delivered? And what does hospitality look like when there are no people on site? (10:31) What does the 10-minute hiring conversation look like? Start with character. (13:00) What separates a team that rises to the occasion from a team that falls apart? Being remarkable….  Hear stories of “being remarkable”!  (17:03) Dee Ann tells a personal story of her car and why it means so much to her. (18:12) What’s “first mile” and “second mile” service? (19:05) What’s a common mistake that leaders make in trying to create culture? (21:18) At one point when does culture become difficult to scale? (23:16) What are two or three things that signal to the team that the leader is serious and committed to culture? (25:11) How is the car wash business the same as Chick-fil-A? (26:58) What’s Dee Ann most looking forward to at The Car Wash Show? Come hear Dee Ann speak at this year’s Car Wash Show! Find out more about The Car Wash Show happening on May 11 -13, 2026

We all know a clean, dry, shiny car isn’t enough anymore. In today’s competitive car wash landscape, the real question is—what makes a customer choose your wash, stay loyal, and spend more? In this episode of ICA’s Car Wash Exchange, we dive into new data that answers exactly that. Host James Risley is joined by Laura Moriarty, Creative Director at National Car Wash Solutions, and Bob Klein, Director of Research at ICA, to explore a custom Pulse Intelligence study on branded chemistry—featuring Armor All, Rain-X, and Black Magic. What they found is striking: customers are willing to pay more, drive farther, and even switch car washes based on trusted brands. This isn’t just perception—it’s measurable behavior.  If you’re looking for real ways to differentiate your wash, increase revenue, and strengthen customer loyalty, this is an episode you don’t want to miss. Key Takeaways  66% of consumers say brand-name chemistry matters Customers will pay ~$3 more per wash for branded chemistry Drivers are willing to travel up to 10 minutes farther 61% of members would upgrade for branded offerings 52% of non-members would consider switching washes  Branding isn’t just marketing—it directly impacts revenue, retention, and acquisition (1:23) What challenge did NCS have when they reached out to ICA? (2:18) Why was this research important today? (2:52) why did NCS Choose to reach out to ICA? (3:58) Bob gives an overview of the project and what ICA needed to do. (4:35) What did the research look like – Bob lays out the problem and process. (5:44) What stood out in the survey’s results? Laura walks through the numbers.  (10:00) Was there anything that surprised Laura about the results? (11:05) Bob goes deeper into the results. (11:50) What did NCS do with the results – how did they leverage them? (14:02) Bob talks about more of the specifics about how the data was used with Pulse Custom Intelligence. (15:20) Laura talks about the biggest value the study provided. (16:23) What was it about Pulse Custom Intelligence made working with ICA and Bob the right decision? (19:18) James talks more about this study and ICA Pulse Custom Intelligence For more information on NCS go to https://ncswash.com/branded-chemistry/.  Reach out to Bob Klein at [email protected] for more information on Pulse Custom Intelligence Find out more about The Car Wash Show happening on May 11 -13, 2026

In this episode of ICA’s Car Wash Connections, host Kendra Johnson sits down with sit down with Josh Taylor CMO of OptSpot and Jenny Beadle Marketing Specialist at Micrologic to talk about the opportunity most operators are missing - retail customers who come a few times a year—and then disappear. Together, they break down how a simple, well-executed loyalty program can transform those anonymous transactions into trackable, repeat behavior—and why connecting that program to SMS marketing is the key to making it actually work. They unpack the real purpose of a loyalty program (hint: it’s not discounts), the massive financial upside of increasing visit frequency, and how connecting loyalty with SMS marketing creates a powerful, automated growth engine. From real revenue numbers to common mistakes operators make, this conversation is all about practical, actionable strategies you can implement right away—no matter what tech stack you’re using. Whether you’re running one location or scaling multiple sites, this conversation delivers a clear, practical blueprint to capture more data, drive more visits, and unlock revenue you’re currently leaving on the table. (1:01) Meet Josh Taylor and Jenny Beetle (2:05) What is the conversation that the industry isn’t having about membership and loyalty programs? (3:33) What are the tech things that operators just aren’t using…even though they already have it? (4:30) Loyalty is more than just showing us…Josh explains what operators are really doing. You can’t grow what you can’t see. (7:56) Jenny explains the operator and customer experiences. (9:54) Kendra and Josh talk about the components of a great loyalty program. (12:24) What kind of revenue is actually being left on the table by operators? Josh explains. (14:14) Jenny talks about some of the hurdles operators face when they create a loyalty program. (15:43) Josh walks us through a good loyalty program with attainable goals. (18:15) Jenny talks about why it’s so important to lean into an SMS program. (19:24) Josh shares the stats for text message marketing. 98% are opened! 90% are read in the first three minutes with a 40% redemption rate. (21:40) Josh explains how to maximize a 160-character SMS message. (25:02) What’s a connected system and how does it work? Jenny explains. (27:40) Hear about the creation of the OptSpot and Micrologic partnership. (29:40) Jenny talks about how the Micrologic team reacted to this partnership. (31:34) How does an operator start a relationship with OptSpot and MicroLogis and what should they be thinking about in the conversation with them? Make sure your program is legal and effective!  (34:35) Final thoughts? Jenny says consider going from reactive to proactive. And Josh adds if you do your program right your system will enable you to see more cars and more revenue. Find out more about The Car Wash Show happening on May 11 -13, 2026

Behind every smooth, efficient car wash is a complex ecosystem of motors, pumps, controls, and data working quietly behind the scenes. In this episode of ICA’s Car Wash Connections, host Kendra Johnson sits down with Tim Hider of Mitsubishi Electric Automation to unpack how those systems come together—and why control, data, and reliability matter more than ever for today’s car wash operators. From variable frequency drives and internal PLCs to predictive maintenance, networking, and embedded AI, this conversation explores how decades of industrial automation experience are shaping the future of the car wash industry. Tim also shares Mitsubishi Electric’s long history in harsh industrial environments, its deep involvement in the car wash space, and what operators should consider as they plan for growth, efficiency, and uptime in 2026 and beyond. About Mitsubishi Electric AutomationMitsubishi Electric is a global industrial technology leader with more than 100 years of history. Mitsubishi Electric Automation, the industrial automation arm of the company, has operated in North America for over 40 years and has supported the car wash industry for more than two decades. Known for high-quality variable frequency drives, PLCs, HMIs, networking solutions, and motion control technologies, Mitsubishi Electric focuses on durability, precision, and long-term reliability—especially in demanding, wet, and harsh environments like car washes. While the Mitsubishi name spans many industries, Mitsubishi Electric Automation specifically designs and manufactures the industrial components that serve as the “brains and nervous system” behind automated operations. About Tim HiderTim Hider is Industry Marketing Manager at Mitsubishi Electric Automation. He brings more than 15 years of experience in automotive automation engineering and has spent the past 10 years with Mitsubishi Electric. His background bridges high-precision automotive manufacturing and the evolving needs of the car wash industry, where automation, data, and uptime are increasingly critical. Tim works closely with OEMs, distributors, and operators to apply proven industrial technologies to real-world car wash challenges. (3:24) Tim explains how all the electronic components come together behind the scenes. (4:41) Tim goes back 100 years to explain Mitsubishi’s history and involvement in the car wash industry where they have been active for more than 20 years. (6:12) Car wash sub-systems? Tim explains what they all are and what they do. (8:55) A carwash is a series of systems. Tim explains several of the technologies that makes this all work together. Learn about internal PLC and PID (11:10) It’s all about giving the operator control – Tim talks about some of the issues related to this and how it helps the team running the car wash. (14:40) What can operators look to do to improve their business in 2026? (16:02) Learn about the history of Mitsubishi’s history in this industry. (17:35) What are the compelling reasons to dive into the Mitsubishi products? (18:58) What impact does AI have? (21:30) What’s IGBT? Tim explains! (23:54) Tim talks about networking and explains why Mitsubishi is a “motion house”! (26:08) What should an operator do with all of the data the get from these systems? Well…it depends! (28:22) What can operators expect from the rare instance of failure? (30:23) Why choose Mitsubishi Electric? Hear the elevator pitch! Find out more about The Car Wash Show happening on May 11 -13, 2026.

In this episode of ICA’s Car Wash Connections, host Kendra Johnson sits down with leaders from Solve Industrial Motion Group to tackle one of the most critical — and often overlooked — drivers of uptime and profitability in a car wash: bearings and power transmission components. Guests Rob Schoenherr, VP of Sales, and Ryan Linke, Regional Vice President, break down how the harsh realities of the car wash environment impact component life, why failures happen, and what operators can do to move from reactive fixes to smarter, predictive maintenance strategies. Solve Industrial Motion Group specializes in bearings, power transmission, and motion control solutions, with a strong focus on total cost of ownership and real-world performance. Their approach blends product innovation, such as car-wash-specific bearing designs, with hands-on field service and engineering support aimed at extending component life, reducing maintenance labor, and keeping washes running when it matters most. Drawing on decades of industry experience — including firsthand ownership of tunnel car washes — Rob and Ryan share practical insights, real success stories, and actionable guidance operators can use to protect revenue, avoid downtime, and get more cars through the wash. (3:23 Rob explains what bearing and transmission components play in a car wash…and why they’re important. (5:05) What type of maintenance do bearings require? (6:07) Why do bearings fail? (6:59) What type of unexpected bearing failures have Rob seen? (8:34) How does the car wash environment affect a smooth bearing operation? (9:55) What are common types of bearing failures? (10:59) Are there predictive maintenance items an operator can take to prevent failure? (12:05) What solutions are available to ease bearing operation? (14:15) Rob talks in-depth about the factors that drive bearing R & D and manufacturing. (16:20) Hear about the measurable benefits in a few success stories. (18:09) They talk “lifetime” of use. (18:44) what other products does Solve provide for their customers? (21:37) Learn about the services of the SOLVE field sales/service team. (22:33) Go to www.solveindistrial.com for more information. Find out more about The Car Wash Show happening on May 11 -13, 2026

In this episode, ICA CEO Eric Wulf sits down with economist Alex Chausovsky, Director of Analytics at The Bundy Group - a business intelligence and analytics firm that helps organizations anticipate change, manage risk, and identify opportunity through data-driven insights, for a clear-eyed look at the U.S. economy and what business leaders should be paying attention to right now. Alex breaks down today’s uneven economic reality through the lens of a K-shaped economy, where growth, opportunity, and pressure are not being felt equally across industries or income groups. The conversation explores how industrial and consumer sectors are diverging, why spending remains resilient despite inflation fatigue, and what jobs data, consumer debt, housing, and interest rates reveal about where the economy may be headed. From AI-driven infrastructure investment to the challenges facing younger workers and middle-income households, Alex helps translate complex data into practical insights for operators, investors, and leaders trying to make informed decisions in a highly uncertain environment. (:40) How is the US Economy doing right now? Alex breaks this into two parts and talks about a      K-shaped economy. (4:45) Jobs, debt and wages. Alex weighs in on each of these, where things are right now and how they could affect future spending. Alex quotes the Consumer Spending Panel Report and the K-Shaped economy. (12:55) Eric asked about job concerns for recent graduates and their concerns about entering the job market. (16:12) What other consumer events and choices might influence on spending…such as mortgages. (70% are on ARM’s right now). Also learn about the Fed’s different interest rates and how they influence the economy. (20:55) Eric asks if the economy is currently building toward growth.