Though the world has come a long way from traditional ideas of “women’s work,” it’s probably fair to say that, even today, car wash owner/operator doesn’t top the list. But women leaders are making their mark on the car wash industry and finding success and satisfaction as they do so.

Women make up 46.8% of the U.S. labor force and own four out of ten businesses in the United States, according to Status of Women in the States.. Since 2007, the number of women-owned businesses has increased by 58%, per Women’s Business Enterprise National Council. Also, according to the National Association of Women Business Owners, more than 12 million companies in the United States are owned by women, employing nearly 9 million people (some 8% of the total private-sector workforce) and producing 4.2% of revenues. In the car wash industry, as across the board, these numbers are growing.
CAR WASH Magazine caught up with some of the women who are bringing their skills and vision to the industry and learned about why they do what they do and how it’s changing the industry, their community and the world.

First Impressions Matter

How the industry looks from the outside is important to attracting women leaders. While their first impressions weren’t necessarily rosy, these women jumped into the thicket and have bravely forged a path for others to learn from and follow.

My impression of the industry was that it was really far behind. My first role with our wash was managing social media and assisting with reputation management and I found that, digitally, most car washes did not have a strong presence at all. Fast forward three years and it’s amazing how much the industry has advanced. It’s incredible and exciting to see this industry really pushing forward and showing the public that they are about more than just washing cars.
— Tara Crawford,
Rainforest Car Wash

My husband and I purchased a 21-year old, 5-bay self-service car wash in 2003. By 2013, we had decided to divorce, and my knee-jerk reaction was to sell the car wash. I was afraid of the financial debt and the responsibility of running it on my own. Although I felt unprepared and overwhelmed, I’ve never been a quitter. I began spending more time on-site making improvements. The more time I spent there, the happier I became, and more money flowed in. Eventually, I remodeled the car wash and added in-bay dryers, custom fencing and new signage, which brought in more customers. My car wash has become that vibrant, colorful car wash that I’d dreamed about, full of happy customers washing their cars!
— Kimberly Berg,
Citrus Heights Car Wash

Coming into car washing, I quickly realized how male-dominated the industry was. I say “was” because I have seen a switch in that and have been encouraged by all of the women in the field!
—Shayla Barnes,
Wash N’ Go Depot

I knew that I felt great when I had a clean car, but I hadn’t considered what it took behind the scenes to create that clean car feeling. I learned quickly working with our CEO. What is so refreshing about this industry is how down-to-earth the people are, and how willing they are to help one another despite engaging in friendly competition.
— Megan Ragsdale,
Soapy Joe’s

An Attractive Industry

There are lots of great reasons why women may be drawn to a career in the car wash industry. Family, opportunity or a desire to get out from what’s familiar are all draws.

Car washing found me! I worked in real estate development and specialized in green, urban mixed-use projects. When I founded my own real estate development company, one of my first projects was to envision, finance and build Gleam. Throughout the course of this adventure, I never cease to be amazed by the complexity of a flex car wash: Gleam has 40 employees, and literally every day is a challenge, complete with sobering failures and euphoric successes.
— Emilie Baratta,
Gleam Car Wash

I used to tell myself that I was never going to work in my family’s car wash business. I really didn’t think I wanted anything to do with it! However, when my dad asked if I would come help with some projects, I agreed to help with a “few.” That was 18 years ago. This industry sucks you in. Although it seems big, it is a small. Life is about the relationships you make and there are so many to be made in this industry.
— Mandi Brower,
Quality Car Wash

I was looking for a change from working in the mortgage department at a local bank. I applied with Silverstar on a whim because it was so different from what I was doing at the time, but after interviewing with the owners of Silverstar for a Site Manager position, I knew it felt like a good fit. Luckily, they offered me the job, and I’ve been here for six years now.
— Andrea Vetos,
Silverstar Car Wash

Something new happens every day, which means we are constantly learning and growing. Not to mention, it keeps you on your toes!
— Shayla Barnes,
Wash n’ Go Depot

A Sense of Accomplishment

A career in the car wash industry can offer a great deal of satisfaction. These professional women share some examples of what makes them happy at the end of each day.

I strive to make a positive difference, to let my customers know I care about them, and to truly appreciate their business. A little kindness goes a long way, and customers will remember the gesture; as Maya Angelou wrote, “People don’t always remember what you say or do, but they will always remember how you made them feel.” At the end of the day, I’m often tired, but feel an enormous sense of satisfaction and joy.
— Kimberly Berg,
Citrus Heights Car Wash

Seeing my staff work together to serve our community is the greatest sense of accomplishment at the end of the day. It’s so much more than washing cars! It’s helping the community where we can.
— Shayla Barnes,
Wash N’ Go Depot

I really enjoy when I can step back and look at what our team has built, not just with the number of locations we’ve added, but with how we’ve been able to grow people. We have invested a lot of time into creating training resources so people can move up with us. It’s rewarding to see people using these resources and being promoted into new positions as we grow.
— Andrea Vetos, Silverstar Car Wash

Looking Ahead: The Future of the Car Wash Industry

These women leaders have their eyes forward, ready for what the future will bring — and this is what they predict is coming for the car wash industry.

It’s going to explode! There are going to be more disrupters and exponentially more new brands entering the market. Private equity firms have provided money and are gobbling up real estate or companies. For example, ABC Liquor announcing they are taking their underperforming stores and converting them to car washes. How many other “ah ha!” moments happened after this announcement with the retail and brick-and-mortar owners?
— Karen Hutton, ModWash

This is a really interesting inflection point for our industry: We have some big plays happening nationally that are garnering even more attention on the industry from investors, developers and even one-shop operators. I think there will continue to be larger acquisitions, hopefully improvements on technology, and more automation. The simultaneous growth of electric and autonomous vehicles, coupled with the continued green movement, will push operators to make significant business changes in the next five to ten years.
— Megan Ragsdale, Soapy Joe’s

I’m excited for the car wash industry! It’s growing worldwide, it’s profitable, it’s astonishingly resilient to economic downturns, and it’s better for the environment when people wash their vehicles
at car washes with water reclamation systems.
— Emilie Baratta, Gleam Car Wash

Shayla Barnes

Chief Executive Officer
Wash N’ Go Depot

3 locations: Central Point, Medford, and White City, Ore.

What skills do you bring to your position?
Empathy, respect, ambition and loyalty. Empathy and respect are so important when dealing with customer or employee issues. Ambition and loyalty are what push us to continue to grow and learn.

What are you happiest doing when you aren’t working?
I am happiest being with my family! Being a mom and a wife is the greatest gift I could ask for. We love going to the lakes, rivers, going to the snow, riding quads, going camping and really just anything outdoors!

What is your dream car?
I do love sports cars, especially the new Corvettes, but I would have to go with a premier Chevy Suburban. It’s the car I currently have and I couldn’t be happier! As a mom, I have plenty of room for my littles, and can tow our trailer and ATVs. There isn’t much more I could ask for!

What are some causes you care about?
I am very passionate about helping children. Currently our company is working alongside Sparrow Clubs, an organization that empowers kids to help kids. Sparrow Clubs “exist to set the stage for simple, yet heroic, acts of kindness in schools and youth culture by empowering kids to help kids in medical need.” It’s an honor to work alongside them and help where we can.

Megan Ragsdale

Chief Operating Officer/ Development
Soapy Joe’s
14 locations in California

What challenges have you conquered, despite the odds being against you?
Our COVID response is something we are all very proud of at Soapy Joe’s. In addition to keeping our team operating, we reached out to our local community in meaningful ways. We offered free washes to our frontline health care teams and donated to the local children’s hospital’s COVID-relief efforts. When people were really struggling, we gave away cash and gift cards purchased from other local businesses every day. The response from our community was overwhelming. It felt really good to focus not on ourselves, but on those we serve and who had fallen on some very hard times. It truly felt like an all-hands-on-deck team building moment, and we came out of that time stronger, more compassionate, and closer as a company and community.

Has anyone ever truly surprised you (in a good way)?
Absolutely. This is my favorite thing about human beings — our ability to adapt and change and grow. As an executive coach, I have seen people transform who they are in deep and profound ways many times. I’ve seen angry people soften their words and actions overnight. I’ve seen insecure people find their bravery and step into rich, fulfilling lives. I try to always stay open to people surprising me. The minute I think I have someone figured out, they can prove me wrong — and I love it!

What gives you the greatest sense of accomplishment at the end of the day?
Like anyone else, I love to close a day with a great round of reviews and sales, but my favorite end to the day is to catch up on our “Magic Moments” channel, a program we created internally for reward and recognition. It’s a peer-driven program that allows anyone on the team to give a shout-out to any person or group in the company. The stories that go along with these recognitions are so touching. I feel a burst of gratitude every time — it tells me that we have grown true leaders who understand that leadership is about bringing out the greatness in others. It’s such a feel-good moment for the recipient, the team and the nominator. It’s really taken off here and we can see it in our membership feedback — those feel-good moments reach all the way through to our on-site experience.

If you could transport back in time, what would you tell your 15-year-old self?
I would tell my 15-year-old self to take big, bold risks. The downside of risk is never as bad as you think, and the upside is building confidence and reaching your potential as a human being.

Tara Crawford

Operations Manager
Rainforest Car Wash
4 locations: Brunswick, Medina, Cleveland Heights and Avon, Ohio

What aspect of the industry is most intriguing to you?
From the equipment, to technology, and even marketing, there is so much room for creativity and advancement, for growth and innovation in this industry. We have only scratched the surface of what is possible. Events, automation, OEM partnerships… It really feels like the sky is the limit and it’s yours to run with. I’m so grateful to be working in an industry that is just starting to realize its potential!

What event in your life would you consider adventurous or especially meaningful?
It may surprise some people to know that I was a horse trainer for a large part of my life. Training horses has taken me all over the country, I’ve met the most wonderful people and experienced some amazing things. I traveled cross country on my own with nothing but what fit in my car. I learned a lot about myself during these years and about what is important to me.

The skills and experiences I picked up along the way will follow me for a lifetime. I would not have been able to tackle my current position with confidence without those adventures I endured all by myself. I miss and appreciate those wild carefree years, they have shaped me into the person I am today and given me endless stories to tell.

What do you think the future holds for the car wash industry?

I believe that car washes will be seen as more essential. With ride shares and advances in self-driving vehicles, keeping your vehicle clean will become a must. Customer service will be first and foremost in our industry: With advances in technology and chemicals, many competing washes can put out the same clean vehicle, so customer experience will be key to setting yourself apart.

What gives you the greatest sense of accomplishment at the end of the day?
I really enjoy helping people grow and giving them the tools to achieve their professional goals. Spotting potential in attendants and helping them grow a career with us is an incredible feeling. We promote almost entirely from within and watching our managers gain confidence within themselves and their roles is so rewarding!

Emilie Baratta

Founder & Co-General Manager
Gleam Car Wash
2 locations: Denver and Aurora, Colorado

What was your first impression of this industry, and has it changed since then?
The biggest surprise was the realization that a car wash is an amazing, occasionally cranky, computer IT system (DRB) that controls a 130-foot-long robot (Sonny’s equipment), which lives in a very wet cave full of chemicals (the tunnel) and requires constant maintenance and cleaning. All of which is operated by humans of different skills and maturity levels, servicing anywhere from 200 to 900 customers a day, any one of whom might, at any point, go off the rails — literally or figuratively!

What are some causes you care about?
I care about environmental issues: the state of our fragile earth keeps me up at night. I want a nice world for all of us — fewer droughts, less worry about clean water, beaches that we can enjoy for generations to come. I care about biodiversity, health care, education, women’s rights. They are all intertwined. One reason I love car washing and am proud to be a part of it is that it can have a big impact on all those areas.

What gives you the greatest sense of accomplishment at the end of the day?
I’m very proud of the Gleam Team. We are a diverse crew: individuals with cognitive disabilities, teenagers, people working their way through the judicial system, individuals who don’t speak English, and more. Gleam is essentially a mini-water-treatment plant but not one of us is an engineer. People trust us with their vehicle, often their most valuable possession. Yet we still, more often than not, manage to work as a team, to care deeply about the quality of work and our customers, and to respect and enjoy one another and the work.

If you could transport back in time, what would you tell your 15-year-old self?
Be as fierce as you were at 12. It’s OK to be fierce if that’s who we are. The world needs us to be ourselves.

Mandi Brower

Chief Operating Officer
Quality Car Wash
7 locations: Holland, Muskegon, Grand Haven and Cutlerville, Michigan

What skills do you bring to your position?
One of the greatest skills is being creative. Some would call it “thinking outside the box.” Not everyone has it, but in this industry, it is a blessing. When things are breaking down, you have to be creative in how you come up with work-arounds, when shutting down is not an option. It is important to put your mind and the minds of your team together and come up with creative solutions and the next-best things.

What event in your life would you consider adventurous or especially meaningful?
Just before COVID, we took a cruise to Hawaii. My mom and stepdad, parents, kids — we were all there. We flew to Honolulu and took a cruise from there to Canada and Vancouver Island. We went in submarines, ziplining and just had a great experience. We were at sea for five days with no land in sight, which was a little unnerving! It was fun, though, and there were a ton of things to do on board the ship.

What are some causes you care about?
I am very passionate about the work we do with Hand 2 Hand, a food service for kids who do not have food at home on the weekends. Hand 2 Hand collects food and redistributes it to kids on Friday so they can get nourishment on the weekend. The way I see it, when children are better fed, they will grow up to be better educated, better students and great workers. We do many fundraisers with them.

Which job in the industry is the most challenging, but potentially the most rewarding?
The people! The relationships that are built are so rewarding. Knowing that lives are impacted every day by the work we do is so rewarding. Keeping and retaining team members and hiring the right people come with challenges and rewards. Many team members have been with us for many years. It’s great that they’ve given us so much of their life. People are challenging, but the relationships built are rewarding.

Andrea Vetos

Regional Manager
Silverstar Car Wash
Locations in South Dakota, Iowa and Nebraska

What’s a typical day like for you?
There definitely isn’t a “typical day” — the tasks of the day usually depend on what’s going on across the company and at our sites. I may be developing a training manual, spending time on a marketing initiative, working hands-on prepping cars or even completing an equipment repair. I love that every day is different and brings a new challenge!

What aspect of the industry is most intriguing to you?
I don’t think people outside of the car wash industry understand how much is involved in running a car wash at a high level, and how much you can learn. From customer service, to computer repair, to electrical systems, and everything in between, there is really no end to how much you can learn by being a part of this industry.

Do you have any unique skills or talents that most people don’t know about?
I really enjoy home improvement/DIY projects. Some of my recent projects include a swing set for my 4-year-old daughter, built-ins for my living room and kitchen pantry, and some raised garden beds for my backyard. There is something really satisfying about a “before and after” photo of something you’ve built from a pile of lumber.

If you could transport back in time, what would you tell your 15-year-old self?
You don’t have to have it all figured out! I think we put a lot of pressure on people in high school, and even college, to figure out what they want to do with their lives when they graduate, but most people change their minds a few times along the way.

What gives you the greatest sense of accomplishment at the end of the day?
Having started with Silverstar when we opened our second location six years ago, I really enjoy when I get a chance to step back and look at what our team has built, not just with the number of locations we’ve added, but with how we’ve been able to grow people. We have invested a lot of time into creating training resources where people can move up with us, so it’s really rewarding to see people using these resources and being promoted into new positions as we grow.

Which three character traits are most important in a friend?
Honesty, openness and, most importantly, a sense of humor!

Kimberly Berg

Owner
Citrus Heights Car Wash
Location: Citrus Heights, Calif.

What challenges have you conquered, despite the odds being against you?
I discovered that my Hamilton cash machine was being “strung” and we were hemorrhaging quarters. I was considering tokens and was shocked when my local car wash supplier told me, “Customers HATE tokens, and it will KILL YOUR BUSINESS!” Even my ex-husband discouraged me from using them. But no one was offering any viable solutions. I had to ignore the naysayers and trust my instincts. I designed the high-security gold and silver tokens, customized with my car wash name, address and historic Highway 40 symbol. Looking back, converting to $1 tokens was the BEST thing I ever did! The tokens immediately stopped the theft, made it safer for me, more convenient for my customers, and created a fun marketing tool.

What’s a typical day like for you?
When I first arrive, I walk around looking for maintenance issues, empty the garbage, re-stock vending, wipe down vacuums, bay signs, check the chemical pumps, chemical levels and drain the compressor. I may deal with a flooded or muddy bay, confront someone sleeping in one of my wash bays, talk to a customer bucket washing on a busy day, then need to make an unexpected repair, and then empathize with a long-time customer who is struggling with health or money issues. I’m always greeting new customers, explaining the wash options, telling them about the natural hogs-hair foam brushes and new air dryers, and giving away free tokens and custom air fresheners. Occasionally, I pull out the portable battery charger and jump-start a customer’s vehicle. It feels good to be of service and help people when they least expect it!

When did you realize that this industry was for you?
A turning point for me was when I attended the 2015 Western Car Wash Association Convention alone. As I walked into a meeting room, filled with men, I almost walked out! Collectively, there must have been over 300 years of car wash experience in that room. I felt like a fish out of water, and so intimidated. I sat down quietly in the back of the room and tried to calm my nerves. Before the seminar began, one of the panelists got up and mentioned that with the rise in sexual harassment cases, it was important to be sensitive toward female customers. He advised the audience that a woman could feel threatened by a large man approaching her in the wash bay, and not realize that he’s the car wash owner. As I looked around the room full of men, I suddenly realized that my gender and size could be an asset and secret to my success! Being a petite, older woman, I am easily someone’s mother, sister, aunt or friend. Over the years, I have noticed more women, seeking out my car wash to support female entrepreneurs.

Do you have any advice for women entrepreneurs in the car wash industry?
You may not be a skilled plumber, electrician or handyman, but don’t let that discourage you. Find your niche and focus your time and energy on your strengths.

Lacey Curry

Car Wash Leader
Royal Farms Car Wash
Locations: Mid-Atlantic Region

What is at the top of your bucket list?
Hike the Inca Trails in Peru to Machu Picchu.

What are the skills that you bring to your position?
Organization and knowledge. When it comes to organization, it is important to know your numbers, from sales to downtime, or be able to figure them out quickly. I like to use the technology within our 50+ car wash sites to remotely monitor the uptime of every car wash bay. Within a few clicks of the mouse, I can know if a site is down and work with our operations team to get back up and running.

What’s a goal that you want to accomplish in the next year? Five years?
My goal within the next year is for Royal Farms to break into the tunnel market. My goal within the next five years is for Royal Farms to have more than 100 wash locations.
If you could transport back in time, what would you tell your 15-year-old self?
Listen to your own instincts and intuition.

What are you happiest doing, when you’re not working?
I am happiest when I’m with my son watching him play lacrosse. There is nothing like seeing your child live out his passions.

What was your first impression of this industry, and has it changed since then?
I thought it was very overwhelming. There are many components that go into cleaning a car that most would never realize. This impression has changed tremendously. After you start talking to vendors and colleagues, you see that most people are willing to jump in and help and lend advice at any time.

Karen Hutton

Founder
ModWash
Locations: 23 in 8 states

What are the skills that you bring to your position?
My background is in serving the customer, the retailer and some of the most experienced and sought-after in the commercial retail industry, so it’s been very competitive my entire career. Hutton, the development arm for ModWash, and BerryHutton, the construction company, together bring the relevant experience, the passion, the vision and strong teams to execute with a level of certainty, and at a pace that is one of, if not the best, in the United States.

When we find ourselves a bit stagnant or complacent, we create change. This is what happened with the founding of ModWash. The vision to dive into the industry and marrying this up with ModWash, a brand we can influence, grow at our pace, our desire and our drive to be the best.

What’s a goal that you want to accomplish in the next year? Five years?
To grow the team, to be the best and to provide a tremendous opportunity. We have 23 stores open in eight states, 40 by December this year and 100 operating by end of 2022. It’s already in the pipeline and in development so we are driving our own destiny. I don’t plan out further than a year as I might set the bar too low.

If you could transport back in time, what would you tell your 15-year-old self?
Get into the car wash industry sooner.
What are you happiest doing, when you’re not working?
Collaborating, thinking and coming up with ideas while I’m off duty. Having my pets around and making sure they have more than they need.

What are some causes you care about?
People and communities. We support education for underserved communities and reach out to non-profits at each opening to see what the community needs. We want to make a big difference.

Has anyone ever truly surprised you (in a good way)?
My team, every day, by their work ethic, their passion, their leadership and the way they “get it.” That’s key.