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 Automation
Mitsubishi 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 Hider
Tim 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.

In this episode, ICA SVP of Growth Kendra Johnson sits down with Kyle Doyle, Vice President at Salespath, to discuss what separates high-performing frontline sales teams from those that struggle—especially in the car wash industry. Salespath is a sales enablement and coaching platform built specifically for frontline teams, integrating point-of-sale data, performance tracking, and AI-powered coaching tools to help operators improve consistency, accountability, and conversion rates at the site level.

Kyle shares how simple, repeatable sales scripts, consistent coaching, and data-driven insights create muscle memory for frontline employees, reduce sales fatigue, and improve the customer experience. The conversation explores the critical role of site managers in reinforcing best practices, how small behavioral improvements compound over time, and why even modest gains in conversion rates can drive meaningful revenue growth.

(1:40) Kyle talks about the indicators he’s seeing in the marketplace that identifies the difference between the high and lower performers. Scripts and practice sessions are key. Let’s also talk about muscle memory!

(5:20) What are the four important components of a good script? Warm greeting, explain value, validate, make the offer.

(7:46) Learn how to validate customer choices.

(8:50) Kyle explains coaching and what it looks like for the operator and site managers.

(13:00) Learn about how to hold weekly sales meetings and how make them effective.

(16:10) Kyle explains how consistent practice of small behaviors compound and have great results.

(16:57) Learn the 36-month value of a member vs. the value of a retain customer and the difference that small conversion rates can make.

(17:46) How does someone get started with Salespath?

(19:20) What is Kyle seeing in the shifts in culture from those who are working on a sales system?

(21:26) How do you begin to layer in Salespath and make it actionable?

(23:40) How often does Salespath check in with clients using Salespath

(26:30) Join Kendra and Kyle in future episodes for updates on sales tips and trends

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, ICA CEO Eric Wulf sits down with a living legend of the car-wash world: Henry Dubinsky, founder of Waterway Carwash and the newest inductee to the Car Wash Hall of Fame. Named among the industry’s greatest, Dubinsky joins a long line of pioneers whose innovations shaped the way America washes cars. 

Henry reflects on a storied career — from law school and a stint at a major accounting firm, to the unlikely path that led him into the car-wash business. He shares how Waterway evolved from its humble beginnings in a St. Louis suburb in 1970 to become a respected, multi-state operation. 

(1:00) Henry begins with his story…where he grew-up and how he got into the carwash business. Hear his story about law school, working for Arthur Anderson and how this pointed him on the road to the car wash business.

(4:26) What were his businesses’ clear points of differentiation? And hear about his third-generation employees.

(6:09) How did Henry navigate working with family…and having his son Bob work with him? What advice would he offer to families in similar situations?

(7:55) How have Bob’s business ideas evolved? Learn about The Clean Car Club membership program.

(10:55) How had the industry evolved since Henry’s involvement? And how does Hanry maintain a sense of closeness with his employees?

(12:55) What are some of the charitable groups Henry spends his time supporting?

(14:10) He talks about his early days with the ICA and some of the key decision points he’s seen shape the industry.

(15:45) What advise does Henry have for private investors wanting to get into the industry? Would he do it again today and why?

(18:04) What were henry’s thoughts as he accepted the ICA Award?

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 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

• The “headline” trends defining the current state of the economy and their impact on car wash consumer behavior
• Why customer fatigue may be more perception than reality
• How retailers can balance value-driven customers with experience-focused business models
• The emotional and behavioral differences between subscribers and retail customers
• What data tells us about optimism and market confidence in the post-COVID era
• The outlook for retailer and supplier sentiment heading into 2025
• Key indicators and research areas ICA is watching for in the year ahead

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.