The Car Wash Gold Rush: How Tech and Subscriptions Fuel an Industry Boom

CINCINNATI, OH – December 12, 2025 – On the surface, the grand opening of a new car wash on Montgomery Road in Cincinnati might seem like a minor local event. But the launch of the 19th Flying Ace Express Car Wash is more than just a ribbon-cutting; it’s a single, visible ripple from a tidal wave of strategic expansion reshaping a multi-billion dollar industry. The company behind it, Express Wash Concepts (EWC), now operates 128 locations and is emblematic of a modern "gold rush" where data, technology, and sophisticated consumer strategy are turning suds and water into a highly lucrative, scalable business.

This isn't your father's weekend car wash. The rise of the express tunnel model, championed by rapidly growing chains like EWC, reveals a masterclass in operational efficiency, the power of the subscription economy, and the strategic integration of community goodwill. For business leaders across all sectors, the story of the modern car wash offers critical insights into how technology and consumer-centric models can disrupt even the most traditional service industries.

The Anatomy of Aggressive Growth

The pace of expansion in the express car wash sector is staggering. EWC's announcement of its 128th location comes with a forecast of more than 16 additional openings or groundbreakings by early 2026. This isn't an isolated phenomenon. The industry is in a period of intense consolidation and growth, with major players backed by private equity acquiring smaller chains and developing new sites at a breakneck speed. While publicly traded giants like Mister Car Wash boast over 500 locations, EWC’s consistent appearance on the Inc. 5000 list, citing 119% three-year growth, marks it as a formidable and fast-moving force.

This rapid scaling is fueled by a highly replicable and efficient model. EWC’s strategy involves both organic growth—building new sites like the Cincinnati location—and strategic acquisitions. Earlier this year, the company acquired and rebranded several Zips Car Wash locations in the region, instantly expanding its footprint and eliminating a competitor. This dual approach allows operators to quickly achieve market density, a key factor in the success of their subscription programs.

"Our intentional growth is centered on elevating the customer experience—bringing communities exceptional wash quality, real value, and convenient car care delivered by a dedicated local team," stated John Roush, Founder and CEO of Express Wash Concepts, in today's announcement. This statement points to a core tension: balancing rapid, formulaic expansion with a sense of local presence and quality service. The success of this balancing act is what separates market leaders from those who merely add dots to a map.

The Subscription Economy on Wheels

At the heart of the express wash business model is a concept that has transformed software, entertainment, and retail: the unlimited subscription. EWC’s "Wash Smart Unlimited Club" is the engine of its growth, converting one-time customers into a source of predictable, recurring revenue. The strategy is straightforward and highly effective. Lure customers in with compelling grand-opening promotions—in this case, a week of free top-tier washes (a $22 value)—and then present them with an irresistible offer: 50% off the first three months of an unlimited wash membership.

This model fundamentally alters the customer relationship. Instead of a transactional, weather-dependent purchase, the car wash becomes a utility. For a flat monthly fee, members can wash their car as often as they like, creating immense loyalty and insulating the business from revenue fluctuations. The high perceived value for the customer—especially for those who wash their car more than twice a month—is a powerful psychological hook.

For the business, the benefits are even greater. Subscriptions generate a stable cash flow that funds further expansion, while RFID tags and other tracking technologies provide a wealth of data on customer behavior, visit frequency, and peak usage times. This data is invaluable for optimizing operations, staffing, and future site selection. It’s a playbook borrowed directly from the tech sector, proving that the principles of SaaS (Software as a Service) can be successfully applied to SAAS (Scrubbing as a Service).

Tech-Fueled Efficiency and the Consumer Experience

The express model would be impossible without significant technological innovation. The modern car wash tunnel is a marvel of automation and chemical engineering. Advanced sensor arrays guide vehicles along a conveyor belt, applying precisely metered chemicals, high-pressure water jets, and specialized cloth brushes to clean a car in under three minutes. This process is designed for maximum throughput and minimal labor, allowing a single site to service hundreds of cars per hour with only a handful of employees.

EWC highlights its use of "state-of-the-art equipment," which includes not just the wash tunnel but also the customer-facing technology. Automated pay stations reduce friction at the entrance, while the inclusion of complimentary, high-power vacuum stations adds a significant value proposition. This free amenity, a staple of the express model, addresses a key consumer pain point and cleverly outsources the labor of interior cleaning to the customer, further streamlining the business's operational focus.

Furthermore, environmental considerations are becoming a key technological battleground. Advanced water reclamation systems can recycle up to 80% of the water used in a wash cycle, a critical feature for both cost savings and marketing in an increasingly eco-conscious world. By using professional-grade, biodegradable detergents and controlling runoff, these facilities present a more environmentally friendly alternative to driveway washing, which sends untreated soap and grime directly into storm drains. This blend of speed, quality, and sustainability creates a compelling package for the modern consumer who values both convenience and corporate responsibility.

Beyond Suds: The Strategic Value of Community Integration

In a market that risks becoming commoditized, EWC and its competitors are increasingly turning to community engagement as a key differentiator. The grand opening in Cincinnati is a prime example of this strategy in action. For every new unlimited membership sold during the promotional period, Flying Ace Express will donate $10 to A Kid Again, a nonprofit that provides recreational activities for families of children with life-threatening conditions. Additionally, all proceeds from a special discounted gift card promotion will go to the same charity.

This is more than simple philanthropy; it is a sophisticated form of hyper-local marketing. By embedding the brand within the community fabric and aligning with a beloved local cause, EWC builds an emotional connection with potential customers. It transforms a transactional decision—"Where should I wash my car?"—into a values-based choice. This approach generates goodwill, positive local media coverage, and a loyal customer base that feels good about where it spends its money.

This strategy of "purposeful growth," as the company calls it, is crucial for navigating the challenges of market saturation. As more express washes open, often within blocks of each other, brand loyalty becomes paramount. A company known for supporting local nonprofits, sponsoring youth sports teams, and investing in the community has a powerful competitive advantage over a faceless national chain. It demonstrates that even in a business driven by automation and scalability, the human element—and a genuine commitment to making a "lasting difference"—remains a vital component of sustainable success. This integrated approach shows how modern businesses can achieve rapid growth while simultaneously strengthening the communities they serve.