16/10/2026
Five lessons from a career in the car wash industry.
At Car Wash Show Australia 2026, Eric Wulf, CEO of the International Carwash Association (ICA), shared five personal lessons shaped by his experience across the car wash industry.
His reflections offered valuable perspectives on building stronger businesses, creating lasting customer relationships, and supporting sustainable industry growth.
Five key takeaways:
1. Change the habit. Moving consumers from washing at home to commercial car washing represents one of the industry’s greatest growth opportunities. Quality, safety, convenience, community engagement and environmental education all have a role to play.
2. Build recurring relationships. Customer loyalty extends beyond subscriptions. Creating meaningful connections and giving customers reasons to return can build lasting relationships.
3. Use technology that serves the customer. From personalised communications and offers to loyalty initiatives, technology should enhance the customer experience, not complicate it.
4. Discipline beats scale. Growth means little without consistency. Strong teams, systems and operational standards allow businesses to maintain quality as they expand.
5. Capital follows quality. Investment follows well-managed, high-quality businesses. Building a premium asset means thinking beyond today’s performance to future ownership, exit opportunities and the legacy being created.
As an ICA Board Member, CWSA’s Rory Hilton works alongside Eric and other international industry leaders, bringing an Australian perspective to conversations shaping the future of car washing.
Having experienced industry leaders share their personal learnings creates valuable opportunities for operators to reflect on their own businesses, challenge established thinking and consider what comes next.
Because building a successful car wash business isn’t just about where you are today, but what you’re creating for tomorrow.
