The membership model has revolutionized the car wash industry. It has altered car wash development, operations, marketing, investment, and more — helping to redefine and reimagine the industry.
Recurring revenue has been a godsend for operators and investors who have leveraged these dependable income streams into numerous and technologically advanced sites. However, it has also been a boon for customers, allowing them to visit their favorite wash as often as they like for a single, convenient price. In fact, the more regularly a customer utilizes the facility, the more economical their membership becomes.
And as is the case for chains like Wyoming’s Let ‘Er Buck, it has allowed brands in harsh climates to bring top-notch facilities to otherwise underserved communities. Traditionally, rural communities were serviced by self-serve bays and perhaps an in-bay automatic or two. But thanks to the attractiveness of the membership model for both operators and customers, it now makes economic sense to build a modern conveyorized car wash in small markets.
“Our sites are typically around 60 to 70 percent membership,” says Let ‘Er Buck’s regional director Colin Thiel. “That is very substantial for the size of the communities we are in. In fact, in Sheridan, around 25 percent of the town is signed up. Those membership numbers insulate us from potential weeks where we might not be able to open because of extreme cold.”
Let ‘Er Buck was founded by Dave Wills and Mark Law in 2012, who opened their first location in Sheridan, WY. At the time, they were the only conveyor car wash in town, with their chief competition consisting of at-home washers and a local self-serve location.
Over the next few years, they built a loyal following, expanding their customer base and introducing the concept of car wash membership to the community. The popularity of the Let ‘Er Buck wash club allowed the brand to expand successfully into Casper, WY. Fueled by the triumph of its first Casper site, the partners purchased a second Casper location, remodeling and opening it during the pandemic, and successfully operating it for the next couple of years.
At that point, in 2022, the partners decided to sell Let ‘Er Buck to Hazelwood Auto Group, based in Washington State, and exit the car wash business. Hazelwood’s primary business is a chain of car dealerships, but the company also owns and operates a self-serve/IBA site and a conveyorized tunnel in Washington. The Let ‘Er Buck acquisition more than doubled its car wash holdings.
Under Hazelwood’s leadership, Let ‘Er Buck acquired a fourth site in Gillette, WY, in January 2024 and began a complete remodel in July. The site reopened with new branding, equipment, and an updated concept in December.
While Let ‘Er Buck has been acquired, much of the core team has remained on board, and its very successful branding continues to define the chain. The name pays homage to the University of Wyoming’s slogan “Powder River Ler ‘Er Buck,” and employs the school’s colors and a subtle nod to its logo. The university’s logo features a cowboy on a bucking bronco, which has been embraced by the express car wash chain and morphed into a cowboy riding a bucking Ford Mustang.
“We try to play on the Western theme quite a bit,” says Thiel. “For example, most of our locations have window coverings with pictures of dirty buffaloes entering the car wash and getting sprayed off by a cowboy. Two of our menu options are named after mountain ranges, and one is named after the horse in the university’s logo.”
The yellow and brown Let ‘Er Buck sites have architectural touches reminiscent of a cattle ranch, helping to complete the cowboy theme. Three of the four locations feature converted food trucks that house the point of sale.
“We sanded those food trucks ourselves, got them wrapped, and gutted the interiors,” says Thiel. “Inside, we installed the point of sale, heat, and Internet. Our cashiers are there to service both our retail customers and members from inside the truck.”
Cashiers are incentivized to educate customers about Let ‘Er Buck’s popular membership options. Staff are paid a $5 commission for each member they sign up, regardless of the wash level or the customer’s membership duration.
The chain’s aggressively low multiplier makes club membership a compelling offer — the top three packages cost just $10 more for an unlimited plan. Many customers regularly travel on dusty country roads and require frequent car washes to keep their cars clean and dust-free, which helps add to the membership appeal.
Not only are most customers unlimited members, but a large percentage are opting for the top end of the menu. Right around half purchase the top-of-the-line Wyoming Works package, which comes with wax, sealant, ceramic treatment, dash wipe, wheel cleaner, and much more. The package costs $25 for a single wash and $35 for unlimited membership.
The popularity of the unlimited plans has allowed Let ‘Er Buck to thrive even in the frigid winter months. Wyoming is known for its harsh, unforgiving winters, and although the wash opens for business whenever possible, there are times the weather just doesn’t allow it. However, a steady and reliable stream of membership revenue ensures that the wash remains economically viable year-round.
“As long as it’s going to hit 10 degrees and conditions are safe for our staff to come to the wash, we will open,” says Thiel. “We have heated entrances and exits and infrared tube heaters that go down the tunnel to keep the ice off the wraps. We handle our snow removal, and the staff will come in early to shovel snow in areas that are inaccessible with the plow. We make sure all the concrete is clear of any snow and ice where customers are going to be using the vacuums.”
While the winter months can be a challenge, the warm weather of spring and summer brings numerous opportunities for fundraising and community building. Let ‘Er Buck is always willing to lend a helping hand to local organizations looking to partner with the wash on a charity event. Organizations are invited on-site to assist customers, provide refreshments, and collect customer donations. In addition, Let ‘Er Buck donates a dollar from every car wash to the cause while the charity is at the wash.
In addition to the community organizations, Let ‘Er Buck is big into breast cancer awareness. Donating a dollar from every wash sold in October, as well as donating funds from its first-ever haunted car wash tunnel this past Halloween to the Wyoming Breast Cancer Initiative.
Let ‘Er Buck’s charitable contributions, coupled with its unique customer experience and popular membership program, has made it a hit with the communities it serves. Its value-laden club plan has fueled its growth, allowing it to bring high-end conveyorized car washing to an area that would otherwise remain underserved.
