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.
Ready to turn strategy into action? Select the hands-on workshop that's right for your role. All workshops are held Monday, Nov. 3 from 9:45 a.m. to 4:00 p.m. View all sessions here.
HR
Track Lead: Bethany J. Adams, Associate Director of Marketing & Strategy at Villanova Graduate Programs in HR Development
The HR program is designed to give you practical, forward-looking tools for today’s toughest people challenges in the car wash industry. You’ll walk away with:
✔️ A clear view of the future of HR – Understand the talent and organizational shifts shaping our industry and how to position HR as a true strategic partner. ✔️ A fresh playbook for engagement – Learn what really drives (and drains) employee motivation and how to keep your teams connected, committed, and performing at their best. ✔️ Stronger leadership through EQ – Discover how emotional intelligence impacts culture and leadership, and sharpen your own style to inspire and influence more effectively. ✔️ An actionable game plan – Leave with specific commitments and next steps you can put into practice immediately to strengthen your people strategy.
Preview the HR Track with Bethany:
MARKETING
Track Lead: Josh Taylor, StoryBrand Coach & CMO at OptSpot
If your marketing isn’t landing—or worse, it’s confusing your customers—this workshop will give you the tools to cut through the noise. Using the proven StoryBrand Essentials framework, you’ll learn how to:
✔️ Clarify your message so customers instantly understand why they need you. ✔️ Put your customer at the center of the story (not your brand) in a way that connects and builds trust. ✔️ Confidently apply a simple framework across all your marketing, from your website to your social posts.
Why attend? Because clear marketing gets results. You’ll leave with a message that resonates, a framework you can use immediately, and the confidence to stop second-guessing your marketing—and start growing your business.
Preview the Marketing Track with Josh:
OPERATIONS
Track Lead: Cormac Acevedo, Principal at Lean Enterprise Institute
This hands-on program is built for car wash operations leaders who want to strengthen their problem-solving skills and bring practical solutions back to their sites. You won’t just learn about problem solving—you’ll practice it. Through interactive simulations, small-group work, and guided coaching, you’ll learn and apply a proven method to tackle the challenges that matter most, like quality and throughput.
By the end of the workshop, you’ll leave with:
✔️ A step-by-step method for solving problems you can use immediately at work. ✔️ Practical tools and templates to guide you through defining issues, finding root causes, and testing solutions. ✔️ Real experience applying the process in a safe, hands-on environment so you can use it with confidence back on the job.
Preview the Operations Track with Cormac:
SALES
Track Lead: Colleen Francis, Founder and President at Engage Selling Solutions
Today’s buyers expect more than a pitch—they expect trusted partners who deliver real results. In this program, sales expert Colleen Francis will share her proven roadmap for sales success, giving you the strategies and tools to sell more, in less time, at higher margins.
You’ll discover how to:
✔️ Boost your team’s productivity and results with a clear, actionable sales roadmap. ✔️ Coach and lead effectively by setting goals, holding your team accountable, and removing sales barriers. ✔️ Unlock new revenue through upselling, cross-selling, and building long-term loyalty. ✔️ Confidently close sales by showcasing your unique value and overcoming objections.
Preview the Sales Track with Colleen:
ROADMAP wasn't just about ideas. It was a gathering where car wash leaders could get the tools to grow smarter - not just bigger.
Beth Martin Express Wash Concepts
Hands down, my favorite event. I will always come back to ROADMAP. It's intimate, all business and full of learning - not selling.
Bryan Doster Camel Express Car Wash
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
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.
WHO YOU'LL SEE AT ROADMAP 2025
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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