Discovering Power and Potential at the 12th Women In Carwash
By GRETCHEN MATTHEWS
There’s nothing I love more than spending a few days in the company of like-minded women, learning and growing together. This atmosphere is super-charged with positive energy. By the time I left the 12th Women in Carwash conference, held in January in Clearwater, FL, at the Hilton Clearwater Resort & Spa, I was equipped and motivated to move forward again with confidence and vision.
Founded by Brenda Jane Johnstone in 2019, Women in Carwash is a bi-annual event empowering women in the carwash industry through expert presentations, hands-on workshops, networking, and its hallmark – an unforgettably fun dance party! This year’s hilarious theme was 80s Prom. Every woman who wanted one was crowned, just like me, with a queen’s tiara. Then we walked the red carpet in our extra-puffy dresses and danced the night away to Madonna, INXS, VanHalen, and Wham, pausing only to snap pics in the photo booth. Women In Carwash is a not-to-be-missed conference that promotes personal growth, supportive relationships, and a strong sense of community.
In Clearwater, the three-day speaker lineup boasted Women in Carwash newcomers and veterans. It always feels like their messages line up in a cosmic way and coalesce around a theme. This time, we were focusing on unlocking our potential – using the power within to become changemakers.
The Strong Keynote
Andrea Vetos of Mammoth Holdings kicked off the conference talking about Shine Factor. She had everyone in the room tell us what their win was in 2025 and we heard everything — jobs completed early, promotions, even the birth of a first child. Wins are reciprocal; as we celebrate the positive, our spirits are lifted, and we motivate those around us, so the wins keep coming. After her talk, we began our breakout sessions, moving from the power within to the power beyond.
Understanding Personal Power
Many of us never had a mentor to guide us in saving and investing, but Jenny Klismet’s engaging workshop, “Understanding Personal Finances,” offered practical, easy-to-follow advice for building financial security. She is the president/CEO at Fuel & Prosperity. Meanwhile, Connie Lee Bennett, psychologist and international speaker, helped participants overcome anxiety about public speaking and stress management by teaching how to identify and address the root causes of fear, empowering us to deliver results with confidence.
Leveraging Our Strengths to Build Effective Teams
Diane Stafford, CEO of UpTalent Solutions, delivered interactive workshops focused on boosting self-awareness and leadership for better team communication. Carla Thompson-Shealy, director of HR at Caliber Car Wash, shared her expertise in building stronger alliances by fostering kindness, empathy, and shared perspectives. And Janae Warner, Unlimited Wash Club manager at Mammoth Holdings, emphasized that trust and mindset are essential to unlocking individual strengths and driving collective success in business.
Applying Creativity to Fuel Business Growth
A whole team of experienced professionals focused on ways we can change our thinking about the nuts of bolts of business in the 21st century. Mary Hale, consulting CFO for Strategic Accounting Unlimited, explained the analytics behind carwash operations. Jacqueline Goohs, a top international broker who helps her carwash clients buy, sell, and achieve ‘build to suit’ projects, explained key performance indicators (KPIs) and how they can revolutionize a business.
In the world of branding and strategy, Carly Klein is a leader currently serving as director of marketing for El Car Wash. She taught that it’s the emotional and psychological relationship between a company and its customers that fuels buy-in and amplifies growth. Senior Paychex PEO Services Representative Tiffany Cartwright taught us the value of transforming employees into brand ambassadors by integrating your company’s internal culture with its external-facing image. Kayla Knudson, marketing coordinator at WashCard Systems, expanded this topic to share why B2B marketing is important and a trend worth adopting. On the flip side, when you’re trying to reach your competitor’s market, creating the right ads is critical. Mel Ohlinger, CEO of OhmCo, led a creative session on crafting eye-catching Facebook ads.
Developing Skills for Influence
We also examined some elements specific to the carwash industry. Jamilyn Bertsch, chief people officer at Express Carwash Equipment LLC in Kansas City and part-owner of Sudzy Salmon Car Wash in Alaska, helped us identify key safety issues and offered ways to tailor our safety training to industry-specific risks and regulations. Mary Hamilton, chemical technician for D&S Field Sales and Services provided actionable insights for owners and operators on equipment maintenance, water quality, chemistry fundamentals, and customizing wash recipes for vehicle types.
Using Our Business and Personal Power for Good
The closing speaker, Laura Equivel, is a dedicated advocate committed to eradicating sex trafficking. In her work for Atlas Free, she inspires individuals to step outside their comfort zones and use their emotional, mental, and professional resources to create a better world.
Every woman I met said the 12th Women in Carwash consistently met and exceeded her expectations. If you’re a woman in this industry, attend one of our events. If you have, then, attend again! There’s room for you in this amazing sisterhood of powerful women
Applause and More Applause
Women in Carwash speakers deserve praise, but the accolades don’t stop there. Women who attended in Clearwater had nothing but good things to say about the event as a whole.
The Women in Carwash Conference is a great opportunity for ladies from any aspect of the carwash industry to network for business, make new friends, and gain valuable insights not only for career and business success, but also for managing the hustle and bustle that comes with this field. The gathering offers a great balance of professional and personal development, and it’s a lot of fun meeting new friends and alumni!
Patty Little, Event Coordinator/SEO Copywriter
Kleen-Rite Corp
Coming to the Women in Carwash Conference, I have learned so much. Seeing so many powerful women in a male-dominated industry brought me so much more confidence. Alongside that, I learned so much participating in each session.
Cheyanne Chadwell
Big Drip Auto Spa
It’s definitely informative. And it’s good to socialize with others who share the same passion.
Mallory Cushman
Woodies Wash Shack
This is my fourth or fifth time attending the conference, and the speakers are consistently outstanding. I always learn a great deal, and the event offers extensive opportunities for networking.
Laura Lusk
CSC Serviceworks
Gretchen Matthews is a freelance writer and speaker who has enjoyed the camaraderie of Women in Carwash seven times.
