In this episode of Conversations With ICA, ICA CEO Eric Wulf sits down with ICA Research Director Bob Klein for a deep dive into the Q3 2025 state of the car wash industry, consumer behavior, and economic trends. Together, they explore how today’s market dynamics—rising costs, shifting customer expectations, and a changing economy—are shaping the way both retailers and suppliers approach growth, customer experience, and long-term strategy.
What You’ll Learn in This Episode
Episode Highlights
(1:05) Eric invites Bob to provide his “headline” for the current state of the economy and how this effects people’s wanting to go to a car wash.
(2:56) Eric questions the existence of “customer fatigue” in washing their cars. Bob talks about where the retailer’s focus is today…enriching the customer experience with differentiation.
(5:57) With a customer focus on value and a retailer focused on experience…can the two co-exist? Bob addresses the critical nature of a good experience.
(8:53) Is this customer experience an investment for all customer types – subscribers and transactional/retail?
(12:19) The percentage of subscribers who look forward to their washes is notably larger that a transcriber customer. What can be be done to increase this transcriber experience? Bob explains the three types of customer cohorts – acquaintances, friends and lovers – and how to communicate with each.
(15:30) On the retail side the data shows that optimism has declined. Bob explains why following record growth rates during Covid.
(18:42) What are the concerns retailers have about over-saturation? And yet, retailers are still very optimistic about the potential growth in subscriptions.
(20:20) What about supplier sentiment? Bob addresses this can cost-of-goods and the state of the economy.
(23:15) What key points will Bob be watching as future indicators in Q4 2025? Bob is actually excited about customers’ future intended behavior and the emotions they are feeling. Look for abundant attitudinal research.
That was a segment from the latest in Conversations with ICA. If you want to hear the full version, visit car wash magazine dot com to listen for free. While you’re there, subscribe to ICA to always receive the latest stories, insights and research from the International Carwash Association.
In this episode of Conversations with ICA, Kendra Johnson SVP Growth - ICA talks with Derrick Burton Creative Design Supervisor DRB/Suds and Tasha Luttrell Account Coordinator DRB/Suds to explore what it really means to create a VIP experience in the car wash industry. SUDS is DRB’s marketing and data insights division that provides actionable analytics, creative strategy, and customized marketing solutions to help car wash operators grow memberships, increase customer engagement, and fine-tune their business performance. By turning data into strategy, SUDS empowers operators to better understand and serve their customers.
Together, Derrick and Tasha dive into how car wash operators can elevate their customer journey through thoughtful design, organization, and authenticity—ensuring their brand stands out in a crowded market.
What You’ll Learn in This Episode
• What defines a true VIP experience—and why it matters for your brand.
• How exclusivity can backfire if not carefully balanced.
• The role of design and marketing in shaping the customer experience.
• Steps to get started creating your own VIP program.
• How SUDS leverages data and insights to enhance customer relationships and drive growth.
Episode Highlights
(1:08) Derrick kicks off the conversation by defining a VIP experience. The three points paramount t this is being true to your brand, being novel/unique and personal.
(4:25) Why is being too exclusive possible detrimental?
(5:48) How does the design and marketing of the VIP experience effect the customer?
(8:40) Why should an operator go through the process of creating a VIP experience?
(9:36) What are the best placements for the customer experience…what’s important? Start with being organized and clean in your overall presentation.
(13:53) What are the steps to get started on a VIP experience? Derrick walks through the steps.
(14:40) Tasha reiterates being true to your brand and being part of a neighborhood.
(15:45) And now…what’s unique about SUDS?
(16:57) Derrick adds that SUDS has an amazing amount of data they share with their customers
(18:47) Kendra summarizes the conversation and points out the memorable points from the conversation.
In today’s express tunnel environment, your point-of-sale system isn’t just how you process transactions—it’s your operational heartbeat. From managing memberships to powering reporting and capturing customer data, it runs the show. But the biggest results appear when your POS connects seamlessly with other systems like license plate recognition, CRM platforms, tunnel controllers, and marketing automation tools. Integrations transform a simple gate scan into a churn alert, a personalized upsell, or a perfectly timed win back offer—without anyone lifting a finger.
In this episode, Kendra Johnson, SVP of Growth at the International Carwash Association, talks with two experts from Rinsed: Braxton McKee, Senior Content Marketing Manager, and Jon Murphy, Team Lead for Car Wash Infrastructure. Together, they break down why POS integrations are non-negotiable, how they influence membership and marketing strategies, and what operators risk if they don’t connect their systems.
What You’ll Learn in This Episode
Episode Highlights
(:30) Meet Braxton McKee, Sr. Content Marketing Manager at Rinsed.
(1:45) Now meet Jon Murphy, Team Lead at Rinsed and learn the unique perspectives he brings to the table.
(2:45) What does a modern, well-connected Point of Sale System look like?
(3:53) How does Braxton position data integration and use?
(5:20) What are some real-time applications for this data?
(7:03) Has it been proven that using data will move the needle on what matters to operators?
(8:03) How does this data interactivity affect the back of the hours? Tunnel controls, 3rd party camera systems and POS.
(9:46) What are the two biggest barriers faced in using data? Layering data and expense.
(11:49) What’s the biggest risk of NOT integrating?
(12:55) What’s the biggest risk for the mid-tier operator?
(15:20) Look forward to more insights from Rinsed coming soon!
Be sure to join ICA at Roadmap, November 3–4 in Dallas, TX, for two days of learning across Sales, Marketing, HR, and Operations. Registration is open now at carwashroadmap.com.
Listen to full episodes at carwashmagazine.com and subscribe to ICA for timely data, trusted insights, and business intelligence built for the car wash community.
In this episode of Conversations with ICA, Kendra Johnson SVP Growth - ICA sits down with Alison Amira, Senior Director of Product for Engagement Solutions at DRB - a leading provider of technology solutions in the car wash industry, specializing in point-of-sale (POS) systems, tunnel management software, and business optimization tools. Established in 1984, DRB serves a diverse range of car wash operators, from single-site businesses to large multi-location chains.
Alison brings extensive experience helping car wash operators leverage technology to drive revenue, grow memberships, and reduce churn. They discuss the challenges the industry faced in 2024, current operational pressures, and strategies for success in the latter half of 2025.
What You’ll Learn in This Episode
Episode Highlights
(:49) Going back to 2024, What were some of the challenges the car wash industry faced? Higher interest rates, labor pressures, membership churn and rising cost of goods to start.
(3:45) Fast forward to today, what pressures are operators facing now?
(4:57) What are the front lines facing technology wise? These are both challenges AND growth!
(6:30) Ali talks about dashboards and how mismatched data reports can affect sales.
(10:42) Ali addresses three critical pillars …revenue, membership and churn.
(14:00) What are some of the modern strategies available to market to customers and prospects? SMS vs. email! Make it easy to say yes…AND say no!
(17:33) How are operators addressing churn both voluntary and involuntary?
(20:46) What does Alison encourage operators to focus on the latter half of 2025? Look for customer apps!
Be sure to join ICA at Roadmap, November 3–4 in Dallas, TX, for two days of learning across Sales, Marketing, HR, and Operations. Registration is open now at carwashroadmap.com.
Listen to full episodes at carwashmagazine.com and subscribe to ICA for timely data, trusted insights, and business intelligence built for the car wash community.
In this episode, Kendra Johnson, SVP of Growth at the International Carwash Association, sits down with Bethany Adams, Associate Director of Marketing & Strategy for Villanova University’s Graduate Programs in Human Resource Development. With more than 15 years of experience across small businesses, Fortune 500 companies, and higher education, Bethany brings a unique and practical perspective on the evolving role of HR.
She is an educator, strategist, and consultant whose passion lies in helping organizations cultivate authentic engagement, develop leaders at every level, and align culture with business goals. At Roadmap 2025, Bethany will lead a workshop on recruitment, retention, and the critical shift in how organizations think about employee expectations.
What You’ll Learn in This Episode
Episode Highlights
(1:00) Working with small businesses, Fortune 500 companies and now higher education gives Bethany a unique perspective on the role of HR. She explains the finer points of her perspective.
(1:49) Why is it timely to learn about leading the leader? It’s the societal shift! She outlines the new employee expectations and how she will address these in her workshop at this year’s Roadmap conference.
(4:30) What are a couple of the areas Bethany will cover? She will highlight how to action and strategize engagement and how to create culture and make this a part of your strategy. Think emotional intelligence!
(7:50) So, what strategies aren’t working? Well, engagement and what it really means regarding the responsibility of the organization to create an atmosphere that allow people to be engaged. It doesn’t always have to be big…sometimes a simple check in is powerful.
(10:47) What is the “Action Lab” portion of her workshop? It’s about thinking creatively about problems you face during the day and how to solve for them.
(13:12) What does Bethany find powerful going forward? She talks about the future “check-in”.
Seats are limited for Bethnay’s November 3rd workshop at Roadmap – so sign up today!
Join ICA at Roadmap, November 3–4 in Dallas, TX, for two days of learning across Sales, Marketing, HR, and Operations. Registration is open now at carwashroadmap.com.
Listen to full episodes at carwashmagazine.com and subscribe to ICA for timely data, trusted insights, and business intelligence built for the car wash community.
In this episode ICA Senior Vice President/ Growth Kendra Johnson sits down with the leadership team Adam Trien – CEO/CTO, Dylan von Kleist VP of Marketing and Sales and Matt Osher CFO and Head of Data Analytics from AMP, a technology company focused on helping car wash operators thrive through data-driven insights, customer engagement tools, and innovative app-based solutions.
Adam, Dylan and Matt share the story of how AMP’s app was developed, the challenges and game-changing moments that shaped its growth, and how the company has partnered with NCS to further expand its reach.
The conversation highlights how AMP leverages the massive amount of data it collects—turning numbers into meaningful, actionable insights for operators. From customer behavior and demographics to marketing strategies and loyalty programs, the team discusses how their reports are designed to answer the real-world questions operators face every day.
Episode Highlights:
This episode offers a behind-the-scenes look at how technology and analytics are shaping the next generation of success for the car wash industry.
Listen to the full episode at carwashmagazine.com and subscribe to ICA for timely data, trusted insights, and business intelligence built for the car wash community.
In this episode, Kendra Johnson SVP Growth at ICA sits down with Cormac Acevedo Lean Coach at Lean Enterprise Institute (LEI) – a nonprofit education, publishing, research, and conference organization dedicated to advancing lean thinking and practice across industries - for a preview of what he and his team will share at this year’s ICA Roadmap in Dallas. Cormac draws from his experience at the Lean Enterprise Institute to explain how lean principles can help car wash operators solve problems, improve processes, and create stronger, more resilient businesses.
What You’ll Learn in This Episode
Episode Highlights
Join ICA at Roadmap, November 3–4 in Dallas, TX, for two days of learning across Sales, Marketing, HR, and Operations. Registration is open now at carwashroadmap.com.
Listen to the full episode at carwashmagazine.com and subscribe to ICA for timely data, trusted insights, and business intelligence built for the car wash community.
In this episode, Kendra Johnson ICA SVP/Growth sits down with Josh Taylor, CMO at OptSpot. Josh provides a preview of his session at this year’s Roadmap event in Dallas.
In this episode, Kendra Johnson speaks with Josh Taylor, Chief Marketing Officer at OptSpot a leading customer engagement platform designed to help car washes connect with customers through automated text, email, and loyalty solutions. Josh offers a preview of his upcoming Roadmap session in Dallas, where he will share how the Story Brand Framework can transform the way car washes communicate with their customers.
What You’ll Learn in This Episode
Episode Highlights
(1:20) Defining the Story Brand Framework and its importance in helping car washes stand out in a crowded market.
(4:50) Why positioning the customer as the hero creates more impactful messaging.
(8:15) Preview of actionable takeaways from Josh’s Roadmap session and how attendees can apply them right away.
(12:30) What to expect during the interactive presentation at Roadmap Dallas.
(15:23) Josh shares his ultimate goal: making life easier for operators when it comes to marketing their car wash.
Join ICA at Roadmap, November 3–4 in Dallas, TX, for two days of learning across Sales, Marketing, HR, and Operations. Registration is open now at www.carwashroadmap.com.
In this episode, ICA SVP of Growth Kendra Johnson sits down with renowned sales strategist Colleen Francis—President and Founder of Engage Selling Solutions and a featured speaker at ROADMAP 2025, happening November 3–4 in Dallas, Texas.
Colleen brings powerful insights into how car wash operators can attract more customers, deliver better experiences, and differentiate themselves in a rapidly evolving market. She explores:
You'll also discover what truly makes a car wash stand out:
Colleen shares practical local marketing strategies—especially through social media—and how to position your wash as a trusted, go-to destination.
Don’t miss Colleen’s full session at ROADMAP 2025
Dallas, TX | November 3–4
Listen to the full episode at carwashmagazine.com and subscribe to ICA for timely data, trusted insights, and business intelligence built for the car wash community.
In this special episode, recorded live at the April 2025 Car Wash Show, International Carwash Association CEO Eric Wulf is joined by industry leaders Pete Nani (CEO, True Blue Car Wash/Circle K), Jesse Wurth (CEO, National Carwash Solutions), and Jessica Zazworsky (Owner, Bubble Barn Car Wash). Together, they explore the critical question:
How do you differentiate yourself and your
business in today’s competitive environment?
Eric sets the stage with an industry-wide look at key data:
• Store performance trends
• Unit growth and market saturation
• Consolidation and sale/leaseback dynamics
• Shifts in consumer sentiment and investor activity
The conversation shifts to what matters most to operators now. The panel dives into:
• Data-driven decision making
• Customer needs and pain points
• The importance of staff training and culture
• Strategies for member conversion and loyalty
• Predictive maintenance and the growing impact of AI
They also examine how evolving workforce expectations are reshaping hiring, training, and retention strategies—especially as a new generation enters the labor force.
The episode wraps with key takeaways on where operators should be focusing next—and an open forum where audience members pose questions to the panel.
Listen to the full episode at carwashmagazine.com and subscribe to ICA for more industry insights!
In this episode we bring together Remus Pop (Partner, Concept Reply), Luke Bame (Sr. Director, Ascentek and Reliable Plus), and David Meffe (SVP Sales, OnLogic) to discuss a powerful new solution redefining predictive maintenance in the car wash industry. Discover how next-generation technology is transforming the car wash experience.
This isn’t just another OEM tool—this is a manufacturer-agnostic, collaborative innovation designed to give operators more control, reduce downtime, and harness real-time data like never before.
Episode Highlights
• The Why Behind the Innovation
Luke lays the foundation for this partnership-driven solution, created to give all operators—not just those tied to one manufacturer—access to predictive insights.
• Hardware that Drives It
Remus explains how Concept Reply brought the solution to life and why OnLogic hardwarewas the right fit. Built for tough environments, their edge gateway enables remote access and avoids excessive cloud dependency.
• Technology Built for the Real World
David discusses the need for highly configurable tech that stands up to the heat, moisture, and vibration found in everyday car wash operations.
• Industry 4.0 in Action
Remus defines Industry 4.0 as “connecting assets within a factory and delivering them to the people who can act on them the fastest”—a critical function for car washes managing high traffic and tight margins.
• Why This Matters to Operators
The payoff: up to 95% more uptime, fewer surprises, lower liability, and reduced costs. Down the road, aggregated data may even personalize wash recommendations for each vehicle.
Learn more at www.carwashofthefuture.com
Listen to the full episode at carwashmagazine.com and subscribe to ICA for more industry insights!
Join International Carwash Association CEO Eric Wulf in a quick but powerful conversation with Alex Chausovsky, Director of Analytics and Consulting at Bundy Group, as they unpack key insights from the Q2 2025 Pulse Report.
Alex shares how a broader “erosion of life satisfaction” is shaping consumer sentiment—and what that means for the car wash industry. From interest rate uncertainty to unchanged subscription cancellation intent, Alex explains how current economic trends are creating a lag between how people feel and how they act.
What’s behind the Fed’s balancing act? How does consumer sentiment truly align with economic behavior? Get the expert breakdown in this insightful short.
Listen to the full Pulse Report episode at carwashmagazine.com and subscribe to ICA for timely data, trusted insights, and business intelligence built for the car was community.
"It’s the whole totality of the experience and how we treat our customers to show that they’re valued.”
Eric Wulf, CEO of the International Carwash Association (ICA), and ICA Research Director Bob Klein discuss the findings of ICA’s 2025 Q1 Pulse Report, covering the health of the industry, customer satisfaction, and the balance between price and wash value for car wash customers.
Top 5 Episode Highlights:
Eric and Bob begin the conversation by examining the overall health of the car wash industry, which is closely tied to consumer sentiment. They emphasize that while customers may resist price increases, strong value perception—especially among subscribers—helps mitigate dissatisfaction.
The discussion then shifts to how car wash owners should interpret the Pulse Report’s price/value findings. Eric and Bob stress that customer experience is in the operator’s control. They highlight how Quick Service Restaurants (QSRs), like Chick-fil-A, focus on hospitality and engagement to reinforce customer loyalty—a model the car wash industry can learn from.
Bob also references an article he authored in the 2025 Q1 issue of Car Wash Magazine, which explores the five key principles used by the QSR industry to enhance the value proposition and customer experience.
The episode also covers the behavior of subscribers who become transactors, noting that 54% of former members continue to use the car wash where they had a subscription. This presents a valuable opportunity for operators to create a dialogue with past members and encourage repeat business.
For the past nine years, the Pulse Report has surveyed both customers and operators about loyalty strategies. The data shows that customers strongly value loyalty programs, yet operators do not prioritize them, highlighting a gap in retention efforts.
On the growth and supplier side, there is a slight uptick in year-end growth projections from 5% to 6%, and 6 in 10 retailers increased prices in 2024. Looking ahead, the Q2 issue of Car Wash Magazine will explore 12 key factors businesses should consider before implementing price increases.
Supplier sentiment, however, is less optimistic, with a softening outlook despite a projected 5% increase. The top three concerns for suppliers remain hiring, rising costs, and employee retention. To stay ahead, suppliers are focusing on training initiatives and working to help car wash operators deliver stronger customer value.
Sarah Mellinger AI Implementation Strategist with OnLogic joins host Kendra Johnson, , International Car Wash Association Senior VP of Growth, for an adventure into the amazing world of AI and how it will shape the carwash of the future. They cover everything from predictive maintenance to AI-powered chatbots—and why this technology isn’t as intimidating as it sounds.
Sarah also highlighted some of the most exciting ways AI is already transforming car washes:
Sarah emphasized that the most successful businesses start with a strategy—identifying a few key use cases before expanding AI adoption.
Sarah’s final piece of advice: Keep an open mind and surround yourself with the right people to help make AI work for you. Check out www.carwashofthefuture.com for more information
The car wash industry is evolving fast, and AI is playing a huge role in shaping its future.
Want to hear more? Listen to the full episode at carwashmagazine.com and subscribe to ICA for the latest industry insights!
In this episode of (insert podcast name here) host Josh Taylor, Chief Marketing Officer at OptSpot, sits down with Donald Miller, CEO of StoryBrand, to discuss how car wash owners can transform their marketing strategies by clarifying their messaging. Miller explains how businesses can position themselves as guides rather than heroes in their customers' journeys. The conversation covers actionable strategies for increasing customer engagement, boosting retention, and driving revenue.
Josh Taylor is a marketing strategist dedicated to helping car wash owners grow their businesses through automated customer retention and engagement tools. As a certified StoryBrand expert, he specializes in turning complex marketing messages into simple, high-converting campaigns.
Donald Miller is a New York Times bestselling author and marketing expert who has helped brands like Ford, Chick-fil-A, and Intel clarify their messaging and increase revenue. His books include Building a StoryBrand, Marketing Made Simple, and How to Grow Your Small Business. Through StoryBrand, he has helped thousands of business owners cut through the noise and connect with customers.
Key Takeaways
The StoryBrand Framework: Shifting Your Messaging
Affirmation Calls to Action: Go Beyond “Join Now”
Value Stacking: Make Your Offer Irresistible
Clarity is Key: Make Your Marketing Simple
Training Your Team: Messaging Consistency Matters
Today’s guest is someone who knows a thing or two about business growth and profitability—Mike Michalowicz the entrepreneur behind three multimillion-dollar companies and the bestselling author of Profit First, Clockwork, The Pumpkin Plan, and his latest book, All In. He’s also been a small business columnist for The Wall Street Journal and a business makeover expert on MSNBC. These days, he travels the world helping entrepreneurs simplify their businesses, grow sustainably, and—most importantly—avoid burnout.
His mission? To lift the weight off the entrepreneurial spirit.
In this episode, Mike sits down with Kendra Johnson, International Car Wash Association Senior VP of Growth, to talk about practical, no-nonsense ways car wash owners can streamline their business and set themselves up for long-term success. You’ll learn:
Simplifying Business Finances – Car wash owners often feel overwhelmed by the numbers, but Mike’s NFN (Now, Future, Next) model cuts through the noise and makes managing finances easier.
Smart Hiring & Employee Retention – Finding and keeping great employees is critical. Mike shares why hiring for the right reasons is key and how business owners can:
The Power of Recognition – Not all employees want recognition the same way—Mike explains how to tailor it, so it actually means something to your team.
Training & Growth – Striking the right balance between employee contribution and personal growth leads to a stronger, more committed team.
Identifying Your Best Customer – Here’s a surprising truth: your best customer might not be who you think! Mike breaks down:
Customer Retention Strategies That Work – Want to keep customers coming back? Mike shares why subscriptions are a game-changer.
As a part of an ongoing series called The Training Experts, this episode features ICA Chief Learning Officer, Claire Moore and Jonathan Delicate, Director of Training at Mr. Clean Car Wash. Jonathan shares his insights on how to effectively implement training programs across multiple locations using innovative tools and strategies.
Key Takeaways:
In this insightful episode of Car Wash The Podcast, host Matt DeWolf is joined by Deborah Jasper, Founder and CEO of Mindset Digital. Deborah shares her expertise on how businesses can capture and hold the attention of today’s consumers—who often decide in just 8 seconds whether a message is worth their time! From building better customer experiences to effective employee retention strategies, Deborah provides actionable insights you can use immediately to level up your communication and business growth.
Key Takeaways:
Reach out to Deborah Jasper at Jasper@mindsetdigital.com for more insights.
In this episode, host Matt DeWolf sits down with Jack Stratton, a Retail Trend Spotter, to discuss the evolving landscape of customer expectations and how businesses can adapt to stay ahead. But first, what exactly is a retail trend spotter? Jack breaks it down—explaining how he uses a combination of qualitative and quantitative data to identify fundamental shifts in consumer behavior that businesses can apply to their everyday operations.
Key Insights:
• Luxury Expectations of Modern Customers
Stratton identifies a major trend in today’s consumer behavior: customers are increasingly expecting luxury experiences, even if it means splurging on things they may not be able to afford. He refers to this as the polarized customer—someone who is willing to pay for premium experiences, regardless of their financial status.
• The Power of Subscription Services
Learn the key to successful subscription models and how customers are now purchasing these services both online and in-store. Jack emphasizes the importance of being available across all channels and touchpoints—the key to driving consistent, positive customer interactions.
To connect with Jack Stratton, you can find him on LinkedIn via Insider Trends: https://www.linkedin.com/company/insider-trends/
Join Car Wash The Podcast as they sit down with Devario Parson, Sales Director, and Tyler Slaughter, CEO/COO of Camel Car Wash, during The Car Wash Show in Nashville. This heartfelt episode highlights the power of community, support, and the human side of the car wash industry.
Key Moments:
• A Life-Changing EventJust a day after the birth of his first child, Devario received devastating news—his home was on fire. His first call? Tyler Slaughter, who immediately stepped up, providing Devario’s family with a hotel stay, clothing, and essential supplies to help them rebuild. As Tyler says, “There’s nothing more important than people. It’s not a requirement in all companies, but it is in ours.”
• Community at the CoreListen as Devario and Tyler share their story, recounting how their Camel Car Wash community—comprised of family, co-workers, and friends—came together in a time of need. This powerful conversation took place in front of an audience that included their extended Camel family, amplifying the message of unity and support.
• More Than Just Car WashingDiscover what makes Camel Car Wash more than just a business—it's a community built on compassion, care, and a commitment to each other.