Strategic, Hands-on Workshops for HR, Marketing, Operations, and Sales Leaders
November 3, 2025 | Sheraton Dallas
MASTER YOUR LANE
Your car wash doesn’t run without you — and it doesn’t grow without the right tools and training. ROADMAP by International Carwash Association (ICA) is a two-day executive leadership event built to help HR, marketing, sales, and operations professionals take their strategies to the next level.
Day One features hands-on workshops across four distinct tracks: HR, marketing, operations, and sales. You’ll dive deep into your specific area alongside like-minded peers, exploring smarter ways to hire and retain employees, promote your brand, maximize upsell opportunities, and more. No theories — just real-world strategies and tools you can put to work right away. Whether you’re growing your team, boosting your numbers, or solving daily challenges, ROADMAP helps you move forward with confidence.
Networking allows us to discover innovative people strategies and programs that haven’t been tried in our industry. It’s an opportunity to gather new ideas that can transform and modernize our practices.
Mary Porter Mister Car Wash
There are impressive educational resources within the HR sector, SHRM being the most popular. It’s critical for HR partners to truly know the car wash business in order to best support our partners.
Robin Dye Whistle Express Car Wash
The growth of professional marketing in the car wash industry is crucial because it helps drive both customer acquisition and retention, especially as we navigate the competitive landscape.
Kellie Martin Metro Express Car Wash
FEATURED SESSIONS
Marketing
Jay Baer was voted the world’s #1 global guru for marketing, and the #2 global guru for customer experience. And he’s combining both his areas of expertise exclusively at Roadmap.
Learn how to acquire more customers using word of mouth and responsiveness. And then, later in the day, Jay will show you how to retain more customers with optimized language, clarity, and empathy while winning the reviews game in 2024 and beyond.
In each session, Jay (who has advised more than 700 brands, including 40 of the FORTUNE 500), will give you specific, practical, viable frameworks that you can put into practice immediately in your own business.
In this episode of CAR WASH The Podcast, ICA is joined by marketing expert and ROADMAP headliner, Jay Baer. Jay gives us a sneak peek of his ROADMAP presentation on Destination 1: PEOPLE, where he'll dive into how to take subscription models to the next level.
HUMAN RESOURCES
Presented in partnership with the Society for Human Resources Management (SHRM), the ROADMAP program for human resources has been designed to walk you through key HR issues facing your business so you leave the event with a framework for a talent strategy.
SHRM will explore the critical role of human resources in driving business success by harnessing the power of the talent lifecycle. From recruitment to development, and from engagement to retention, optimizing each stage of the talent lifecycle is key to building a thriving workforce that aligns with strategic business goals.
In this episode of CAR WASH The Podcast, we were joined by Alexander Pullen, HR consultant with Society of Human Resources Management (SHRM) to talk about the importance of building a robust people strategy at your car wash and preview the HR track at Destination: PEOPLE at ROADMAP.
Pullen emphasizes the critical role that continued education plays in the talent lifecycle, where investment in future leadership has become a massive priority in the car wash industry and how at ROADMAP they'll dive into building your own custom talent strategies.
FREQUENTLY ASKED QUESTIONS
Do I need to choose between the Marketing, Human Resources, Sales, and Operations tracks?
Yes, please choose only one track for Day 1: PEOPLE. The sessions take place at the same time and are tailored to specific leadership roles.
Should I only attend Day 1: PEOPLE or can I attend both days of ROADMAP?
You can attend one or both days of ROADMAP, depending on your area of focus. But we believe there is valuable information for car wash leaders and your team on both days!
When can I register for ROADMAP - and what is the cost to attend?
ROADMAP registration is now open. The cost to attend Day 1: PEOPLE is $995, and the price to attend both days is $2,495.
Is this event just for car wash leaders or should I bring my managers?
PEOPLE is for all car wash professionals seeking opportunities for professional growth and development. Whether it's you or a member of your team, ROADMAP promises to deliver the tools and knowledge to drive for success heading into 2026.
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