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.

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

• What a modern, well-integrated POS system looks like under the hood
• Why integrations are critical for today’s high-volume express washes
• How POS data drives membership marketing and retention strategies
• The difference between a connected POS and a siloed one
• Common mistakes operators make when marketing without POS integration
• The biggest risks operators face if they don’t integrate their tech stack

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

• Key challenges the car wash industry faced in 2024 and today
• How disconnected technology can affect revenue and customer experience
• Strategies for driving retail sales, growing memberships, and reducing churn
• Practical ways operators can use data and technology to make better decisions
• Trends and tools that will shape the customer experience in the second half of 2025

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

• Why today’s workforce requires a new approach to leadership and engagement
• How HR strategy differs across small businesses, corporations, and higher education
• The concept of “leading the leader” and why it matters now
• Practical ways to make engagement part of everyday culture
• Common strategies that miss the mark and how to rethink them
• How to use creativity in solving day-to-day challenges through “Action Labs”
• What the future of employee check-ins might look like

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:

• How the AMP app was created and the pivotal moments that drove growth
• The impact of becoming a partner with NCS
• What AMP does with the data it collects—and how operators benefit
• Key findings from the report, including volume trends by region and demographics
• How AMP connects data to make it relevant and useful for operators

• Insights into customer behavior: generational differences, gender-based patterns, and loyalty program value
• Practical tips for leveraging AMP reports to improve marketing and reduce churn
• The future promise of the car wash industry and AMP’s role in it

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

• Why lean problem-solving is essential for car wash operators navigating today’s fast-paced environment.
• The critical difference between solving problems (reacting to issues) and solving for improvements (changing the process for the better).
• Why the ability to problem-solve is more valuable than ever in an industry facing workforce, supply chain, and operational challenges.
• The concept of “learn by doing”—why success doesn’t come from practice alone, but from experimenting, applying, and adjusting in real time.
• A preview of how Cormac and his team will help Roadmap attendees not only learn lean principles but also apply them to daily operations.
• An introduction to practical problem solving: what it is, its components, and how to make it part of everyday management.
• A breakdown of PDCA (Plan–Do–Check–Adjust), how it drives continuous improvement, and why it’s a cornerstone of lean thinking.

Episode Highlights

• (1:22) Best practices car wash operators need to adopt now
• (2:45) Problem-solving vs. process improvement explained
• (4:10) Why strong problem-solving skills are mission critical
• (6:22) “Learn by doing” and why it matters
• (9:27) How the LEI team will help audiences at Roadmap
• (12:09) What “practical problem solving” looks like in operations
• (14:40) PDCA and how it drives continuous improvement

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

• The fundamentals of the Story Brand Framework and why it matters for car wash marketing
• How shifting the focus from your business to your customer builds stronger connections
• Practical strategies you can implement immediately to simplify your messaging
• What to expect from Josh’s interactive session at Roadmap Dallas
• How clear storytelling makes marketing easier and more effective for operators

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:

• Why building trust is more critical than ever as consumers’ confidence in themselves continues to shift
• The changing landscape of competition, from traditional rivals to unexpected disruptors
• The critical difference between selling and helping and the concept of making the customer’s life easier.

You'll also discover what truly makes a car wash stand out:

• Being recognized and personally greeted
• Delivering fast, comfortable, and accurate service
• Making a meaningful impact in your local community
• Offering a distinct specialty that customers remember

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!