Car washing is a century-old business, but memberships are just a decade in the making. That shift has created new opportunities — and new challenges — for operators.

In this episode of Account-Based Beverages, host Jim Gilkey sits down with Braxton McKee, Senior Content Marketing Manager at Rinsed. Braxton brings a unique perspective: he grew up in the car wash industry, led CRM and incremental revenue for a 150-location operator, and was a Rinsed customer for years before joining the team.

From speaking the operator’s language to connecting white-collar tools with blue-collar realities, Braxton shares how empathy, strategy, and winbacks fuel account-based growth.

Guest Bio

• Braxton McKee is Senior Content Marketing Manager at Rinsed, helping turn 3,500+ car washes into subscription and loyalty machines. With deep roots in the car wash industry, he grew from the pit to leading CRM and incremental revenue for a 150-location operator before joining Rinsed. Today, he helps bridge technology and operations by speaking the operator’s language and enabling customers with empathy. Connect with him on LinkedIn.

What We Cover

• Why speaking the operator’s language beats pushing features
• How empathy drives enablement in tough industries
• Bridging the gap between white-collar tools and blue-collar realities
• The role of strategic accounts and multi-site operators in growth
• Why churned customers are still full of opportunity
• The surprising stat: 54% of churned members still wash at the same wash
• How winbacks restore the original customer story

Resources Mentioned

• Rinsed
• Scrappy ABM free ABM in a day workshop