There’s a tendency in business to separate passion from performance. As though loving the work somehow makes the work less valuable. The car wash industry proves the opposite every day.
That theme is prevalent throughout this issue as we explore how true passion can not only inspire operators but also help them put out a superior product.
In Anthony Analetto’s “Wash Front” column, he explores what top operators understand instinctively but rarely say out loud — there is real satisfaction in producing a clean, shiny, and well-dried car. The best operators are not simply chasing margins. They enjoy the process. They care about the details. And they are energized watching a clean car exit the tunnel.
That mindset shapes more than wash quality. It shapes culture, innovation, and long-term strategy.
For example, take the subject of this month’s Profile in Success, Clean Car Wash. CEO Ronnie Corbin has spent decades building successful operations, yet what stands out most is not the growth story itself. It’s the enthusiasm behind it. Rather than aggressively chasing scale at any cost, Corbin and Jake Hirsch focus on hospitality, customer interactions, and community connections.
That same passion is prevalent in how successful operators approach marketing and customer communication. In “Stop Playing Small,” Andres Mateus argues that authenticity has become one of the industry’s greatest untapped advantages. Social media no longer rewards only the biggest advertising budgets — it rewards businesses that feel real, local, and connected to their communities. Operators willing to highlight their teams, tell their stories, and share the personality behind the business are the ones building stronger online communities.
Of course, passion alone is enough.
The modern car wash demands operational discipline, technological sophistication, and constant adaptation. And the strongest operators embrace this reality not out of fear, but out of curiosity and a commitment to improvement.
Operators who love the business tend to stay engaged. They experiment. They evolve. They pay attention to customer behavior. They invest in next-gen systems because they genuinely want to create a better experience. Passion becomes the engine that drives continuous refinement.
Customers can usually feel that difference.
They notice when employees are engaged. They notice when operators care about the small things. They notice when a business feels connected to the community instead of simply extracting from it. In an increasingly automated and consolidated industry, that human element is becoming even more valuable.
The operators who continue to love what they do — and let that enthusiasm guide how they build, market, innovate, and serve — are often the ones creating businesses that will endure as trends and market cycles evolve.