For many operators, their car wash career starts with family business ties, real estate development experience, or equipment knowledge. But for Jessica Zazworsky, it started with marketing.
Long before she opened her first Bubble Barn Car Wash, Zazworsky was building brands for some of the country’s largest corporations. Her résumé included marketing roles with companies such as General Mills, Best Buy, and Novartis. The work was rewarding, but over time, she found herself wanting something different.
“I grew up in a small-business-owning family,” she says. “As I got further into my career, I wanted to be involved in my community in a way that only small business owners really can be.”
That aspiration ultimately led her to an industry she had never seriously considered. Knowing her desire to strike out on her own, her father encouraged her to take a closer look at a modern express wash operating in his town. At first, she brushed off the suggestion. But eventually she agreed to meet the owner — Express Wash Concepts founder John Roush — and spend a day learning about the business. The experience changed her perspective completely.
“What I saw was so different from what I thought a car wash was,” Zazworsky recalls. “It was clean, welcoming, and full of people from all walks of life. Everyone was there. It felt accessible.”
For someone whose career had centered on understanding consumers and creating memorable experiences, the opportunity was impossible to ignore. Soon afterward, she purchased a parcel of land and opened her first location in 2020, followed by a second two years later.
Today, the company continues to grow by combining sound operations with something Zazworsky believes has often been overlooked in the industry: customer experience.
“As a woman, a lot of times when I went to a car wash, my car would be clean, but I would feel pretty dirty,” she says. “The facilities weren’t always the best, and the experience wasn’t perfect.”
That insight became foundational to the Bubble Barn brand. When Zazworsky founded Bubble Barn, express washing was still relatively new in and around Minneapolis, and she believed customers were looking for a better overall experience.
Drawing inspiration from the agricultural roots common throughout the region, the company adopted a barn-themed identity that feels approachable, welcoming, and memorable. The goal wasn’t simply to clean vehicles. It was to create an environment that customers enjoy visiting.
The facilities are meticulously maintained. Team members are trained to be friendly and conversational. And the atmosphere is intentionally lighthearted.
“We want it to be fun,” Zazworsky says. “There are a lot of things in life that are serious. Going to the car wash doesn’t have to be one of them.”
That philosophy extends throughout the customer journey. New customers receive personal guidance through wash options and the tunnel process. Families with children are greeted with complimentary lollipops, and even four-legged passengers receive a treat. Those small touches have become a signature part of the Bubble Barn experience.
Rather than overwhelming customers with numerous menu packages and options, the company focuses on a straightforward, good, better, best approach. “I feel very strongly that three wash options is the right approach,” she explains. “It gives customers choice without creating confusion.”
The strategy appears to be working. Bubble Barn’s premium wash package consistently ranks as the most popular option among both retail customers and members. Zazworsky attributes that success to clear differentiation between service levels and a pricing structure that naturally guides frequent users toward membership.
And the company backs its offerings with a satisfaction guarantee. If a customer isn’t satisfied with a wash, employees are empowered to provide a rewash without debate or resistance. That mindset has helped build trust and loyalty while reinforcing Bubble Barn’s reputation for service.
While Zazworsky is involved in all aspects of the business, she can’t do it all alone and relies on strong leadership to keep operations running smoothly.
“I have great managers who make all of this possible,” she says. “I try to empower them to really feel like they own their stores.”
That empowerment philosophy reflects a lesson many multi-site operators eventually learn. “If you’re at your wash every day, you’re going to be at your wash every day,” she says.
In other words, owners who want to grow must build teams capable of operating independently. For Zazworsky, that trust has created the flexibility needed to focus on strategy, marketing, and future development opportunities.
Digital marketing remains central to the company’s growth strategy. Social campaigns, membership incentives, and seasonal promotions help keep the brand visible without overwhelming consumers. Traditional direct-mail tactics, meanwhile, have largely taken a back seat.
Community involvement also plays an important role. Bubble Barn regularly participates in food drives, local sponsorships, and fundraising efforts. The company supports youth sports teams, school activities, and nonprofit organizations throughout its service areas. “It’s about helping your neighbors when you can,” Zazworsky says about the wash’s community-building efforts.
While the wash continues to grow its community, Zazworsky is taking a fiercely structured approach to future expansion. While she would welcome a third location, none of the many potential sites she has evaluated have met the company’s standards. Between increasing construction costs, regulatory requirements, and site selection challenges, Zazworsky knows the potential downfalls of building on a less-than-perfect site and is prioritizing patience.
For now, the focus remains on strengthening Bubble Barn’s existing footprint while continuing to deliver the experience that has fueled its success. That experience — part operational excellence, part hospitality, and part community connection — reflects the unique perspective Zazworsky brought to the industry.
She may not have started her career in car washing, but perhaps that is precisely what helped her see opportunities others missed. It is also part of the reason she was selected as a member of the ICA’s board as a retail director for the third consecutive year, allowing her to give back to the industry she loves.
By combining marketing expertise, operational excellence, and commitment to community, Zazworsky has built more than a car wash brand. She has created a place where clean cars, friendly faces, and even the occasional dog treat help transform a routine errand into something customers genuinely enjoy.
In an increasingly competitive marketplace, that is Bubble Barn’s greatest differentiator.
