Market Focus: ICWG makes two marketing appointments - Professional Carwashing & Detailing

Market Focus: ICWG makes two marketing appointments

This week, we cover new hires, a charity recap, a new website, new construction and a grand opening.

This week, we cover new hires at ICWG, a charity recap, a new website, new construction and a grand opening.

ICWG strengthens marketing operation with two key appointments

DENVER — The International Car Wash Group (ICWG) has announced two appointments to its marketing team, significantly emboldening the ability of the company and its portfolio brands to expand its visibility, awareness and customer relationships, according to a press release.

Rebecca Fretty has assumed the role of vice president of marketing, the release continued.

She will draw upon her nearly 20 years of marketing experience and consumer insights to help propel ICWG and deliver against the company’s goal of leading the industry in innovative customer service, the release noted.

During her work for such iconic companies as Unilever, Ogilvy & Mather, Hartz Mountain Pet Supplies and several consumer-facing tech start-ups, Fretty honed her expertise in a wide range of functions that are particularly salient for ICWG, the release stated.  

Some of her past accomplishments include setting up and analyzing customer conversion funnels and thorough attribution modeling, driving organic top line growth and profitability through new product launches and community engagement campaigns, and building digital communities and mobile apps, the release added.

David Stuhlfire is joining ICWG in the newly created role of director of B2B sales and business development, the release continued.

In this position, Stuhlfire will be responsible for building and maintaining national, regional and local accounts across ICWG’s three regional U.S. carwash brands and seamlessly integrating with the regional management teams to drive even stronger business relationships in every market where they operate, the release stated.

He was previously with Enterprise Fleet Management, a subsidiary of Enterprise Holdings, the release added.  

There, he built the fleet management division for the Ohio region from the ground up, delivering a significant new revenue stream for the company and winning numerous awards for client retention, the release noted.  

He is world-class in building cross-functional teams and external business relationships that drive customer loyalty and profitability, the release stated.

“We are thrilled to have these talented marketing experts putting their knowledge and skills to work for ICWG. Their experience and insights into both the consumer and business-to-business markets will be invaluable as we seek to scale our companies,” said Tom Mangas, CEO of ICWG.

Nonprofits garnered over $580,000 in donations in 2018 via Autobell® Car Wash fundraising program

CHARLOTTE, N.C. — As it entered the third decade of assisting charities, schools and other nonprofits with fundraising needs, the Autobell Car Wash Fundraising Program helped organizations raise more than $580,000 during 2018, according to a press release.

The program began in 1998 and has brought nonprofits more than $9.5 million in donations to date, the release continued.

Popular for its simplicity and as an environmentally friendly option, Autobell provides 501(c)(3) nonprofit groups with $20 gift cards that do not expire and are redeemable at all Autobell locations in the Carolinas, Georgia, Virginia and Maryland, the release stated.

Nonprofits sell the cards at full price and keep 50% of the proceeds, the release noted.

A repeat participant in the Autobell Fundraising Program, the Myers Park High School Field Hockey team in Charlotte raised more than $11,000 in 2018, the release continued.

As field hockey is a non-sanctioned school sport in North Carolina and therefore operates as a club sport, the multi-year state champions utilized the funds for expenses such as field rentals, coaches’ salaries, referees, EMTs, uniforms and insurance, the release noted.

Myers Park parent representative Stephanie Wick said, “We have used the Autobell Fundraising Program as our main fundraiser for four years. It’s easy to sell, as Autobell is a valued service and business in our community. The Autobell team makes the entire process very easy. We have been so very pleased with the outcome year after year.”

Other notable examples of the 533 Autobell fundraisers held in 2018 include a Greensboro, North Carolina, counseling service that garnered $8,600; a Raleigh, North Carolina, senior class that raised $7,250; a Boy Scout Troop in Charlotte with donations of $9,600; a Cumming, Georgia, middle school booster club that collected $3,150; and a gymnastics team in Suffolk, Virginia, that brought in $2,000.

“We’re honored to be able to provide so many nonprofits an uncomplicated and effective method for reaching their fundraising goals,” stated Autobell CEO Chuck Howard. “This program eliminates the need for organizers to plan and execute a parking lot carwash or other large-scale fundraiser. And since all Autobell locations treat 100% of the wash water used and recycle up to 100%, organizers can be confident they’re encouraging supporters to utilize the most eco-conscious process for washing their cars.”

PRO® launches new website

TUSTIN, Calif. — PRO® Products, the professional division of BAF Industries, has announced the launch of the new, redesigned website and is inviting detailers to explore, according to a press release.  

The new website has been redesigned to offer the ultimate user-friendly experience with improved navigation and functionality while allowing customers to see the full product portfolio PRO® can offer, the release continued.

Created with the user experience in mind, the site includes many new features to help users quickly and easily navigate the site and find the professional car care product they need, the release stated.

New features include:

  • User-friendly design and navigation to more easily navigate the website with fewer clicks
  • Powerful search functionality to easily narrow down the product portfolio by name, number or attributes
  • Modern, clean layout showing off PRO® Products at higher resolutions
  • Responsive web design, allowing the site to be compatible with all browsers and mobile devices
  • Social media links, allowing visitors links to access to the PRO® Instagram, Facebook, Twitter and YouTube social channels
  • Digital PRO® Product catalog, allowing customers an online product catalog flip book experience
  • Checkout process that is functional, clean and simple to use.

In addition, the new site will allow customers to download product bulletins and Safety Data Sheets (SDS) for the complete PRO® Product Line, the release noted.

Visitors to the new site can stay informed with the latest PRO® Products and industry news through the new email subscription, the release added.  

The subscription will contain richer online content, such as technical tips, press releases, featured products and newsletters, the release concluded.

For more information on the PRO® Product Line and to view the site, please visit

Classy Chassy Carwash to open new location

VESTAL, N.Y. — According to, the former Magic Car Wash on Vestal Pkwy. is being brought back to life as a Classy Chassy Carwash.

The site will be modernized during its conversion, the article continued, and in recent weeks, old equipment has been removed as new equipment was delivered for installation.

Classy Chassy currently has 25 locations in upstate New York, the article noted.

It is unknown when the new location will open, the article concluded.

Blue Falls Car Wash opens

NORTH OLMSTED, Ohio — According to, Blue Falls Car Wash opened in mid-June.

“Blue Falls Car Wash is owned by Conrad’s Tire Express, a family-owned business for more than 50 years that decided to get into the car wash business,” Blue Falls Soft-Touch Business Development Manager Wally Kil said. “The North Olmsted location will be our third tunnel wash. We opened our first one in Amherst three years ago. That was followed by a Strongsville location about a year and a half ago. Both are doing very well, so we’re going to be looking to build some more of these. North Olmsted had the right traffic count and household density.”

The carwash will be open from 7 a.m. to 8 p.m. Monday through Saturday and 8 a.m. to 6 p.m. on Sunday, the article noted.

The tunnel features innovative cleaning technology, including a conveyor belt that makes getting in and out of the carwash easy, the article added.

Each vehicle wash uses 10 gallons of water, which is recycled, the article noted.

“When you get to the end, we have 18 high-powered dryers and two big heaters,” Kil said. “So when the car comes out, it’s pretty much dry. We’ll have 11 vacuums set up that are complimentary for customers of the carwash. You can do the vacuums before you go into the wash or afterwards. They’re self-serve.”

According to Kil, the new location can wash upward of 160 per hour, the article stated.

“One of the biggest things we offer is an unlimited wash plan,” Kil said. “It starts at $19.99 for a basic wash and goes up to $40 for our works wash. They’ll get a sticker in their window and they can go through the wash as many times as they want in a month. The price is set up to be two-and-a-half times the normal price [for one wash]. So, if they go through the wash three times in a month, they save money. It’s really popular.”

Rosewood Express Car Wash gears itself to USC female students

ROSEWOOD, S.C. — According to, the new Rosewood Express Car Wash coming to 1350 Rosewood Dr. across from the University of South Carolina track and field facility is gearing itself towards the local female college students.

Owner George Renard said that the carwash is something different from what’s in the Midlands market because it has been designed to be inviting to young, female customers who don’t want to use a self-serve carwash or spend a ton of money at the full service carwash, the article continued.

“USC female students will be the base of my business,” said Renard, who hopes to have the carwash completed by the end of July. “I hope to get all the bugs worked out before the kids come back.”

The carwash will be open 24 hours a day, seven days a week and unstaffed, the article noted.

The fully automatic carwash will have both touch-free and soft-touch functions, the article added.

The carwash will resemble a giant glass box, well-lit with neon and fluorescent lights intended to make customers feel safe using it, the article stated.

“They designed it for female traffic,” Renard said. “It’s very well-lit, and they can see outside for any safety concerns.”

Washes will take three to four minutes, and customer will be able to choose from four different packages, priced from $6 to $12, the article stated; Renard also plans to eventually put in an unlimited wash program.

“It will have all the bells and whistles,” said Renard, who also owns the self-service Rosewood Car Wash just down the street at 1425 Rosewood Dr. and the Edenwood Car Wash in Cayce. “We’ll try to provide a little bit of fun while you get your car washed.”

You May Also Like

Another Opportunity to Grow and Connect – The 9th Women in Carwash™ Conference

FT. LAUDERDALE, Fla. — Attendees from nearly 40 companies gathered for tours, discussions and workshops that enriched their minds, hearts and spirits.

The 9th Women in Carwash™ Conference

FT. LAUDERDALE, Fla. — Women in Carwash™ has experienced a meteoric rise in popularity over the last four and a half years. Its ninth conference was sold out long before the event from. Attendees from nearly 40 companies from across the U.S. and Canada came to the Ocean B Resort in Ft. Lauderdale, Florida, Jan. 15-17, 2024, to engage for two-and-a-half days in meaningful discussions and workshops that enriched their minds, hearts and spirits.

Gallop Brush Co. unveils new website

IMLAY CITY, Mich. — Site visitors can anticipate streamlined navigation and intuitive product discovery for seamless ordering as well as personalized accounts for effortless order management and tracking.

Gallop Brush Co. unveils new website
Autobell Car Wash fundraiser to assist American Red Cross disaster relief efforts

CHARLOTTE, N.C. — Autobell will donate $1 from every Rain Repellent Special carwash sold Feb. 12-25.

Autobell Car Wash sign
Summit Wash Holdings adds to marketing team

PALM BEACH GARDENS, Fla. — Bert Kelly joins the team from National Carwash Solutions, where he was a senior marketing manager.

Summit Wash Holdings adds to marketing team
Orlando Magic, Waters Car Wash announce partnership

ORLANDO, Fla. — In addition to discounts and free washes, the partnership will feature brand integrations at home games including in-arena signage, in-arena hustle stats and in-game promotions.

Orlando Magic, Waters Car Wash announce partnership

Other Posts

Crew Carwash honored in Glassdoor’s Best Places to Work awards

FISHERS, Ind. — The Glassdoor Employees’ Choice Awards are based on the input of employees who voluntarily provide anonymous feedback on Glassdoor.

Crew Carwash honored in Glassdoor’s Best Places to Work awards
Sonny’s Enterprises acquires Washtech and Wash Pros

TAMARAC, Fla. — Washtech and Wash Pros are full-line equipment and supply distributors serving the Calgary and Edmonton markets.

M&A, mergers and acquisitions
Splash opens first Massachusetts wash, continues construction on others

MILFORD, Conn. — The latest wash is the chain’s first location in the state.

Hoffman Car Wash celebrates grand opening in Halfmoon

HALFMOON, N.Y. — This marks the family-owned business’s expansion to its 27th conveyorized tunnel location and its 31st facility overall.

Hoffman car wash logo