Getting to Know Your ICA Board: Lex Peters (Preview)

Listening. Challenging yourself. Knowing you’re never finished. Three things Lex Peters, owner of ANAC Carwash, not only advises to others, but follows himself. Three things that have helped Peters not only become one of the most respected car wash operators in the Netherlands, but also happy with how he got there and where he’s headed. And, in true Peters’ style, he’s speeding along really, really fast — if his rally racing times are a reflection of his drive, both in life and on the racecourse.

On Jan. 1, 2024, Peters joined the International Carwash Association’s board of directors, and is now sharing some of what he’s learned in life to help others succeed — as well as a glimpse into what helps him continue to find and experience a continual course of victorious finish lines.

Q: How did you get into the car wash industry?
A: ANAC was founded by my father in 1940. In 1985, I took it over with two brothers. Initially, it was just a gas station with a garage and three self-serve car wash bays. In 1991 we built our first car wash tunnel. At that time, it was a small, single-location business; I mainly worked in the garage. Initially, I didn't pay much attention to the car wash.

In 1993, I went to The Car Wash Show in Las Vegas for the first time. That show was where I first connected with car wash operators and suppliers based in the United States. And the first things I bought there were wash bays and vacuum cleaners.

Las Vegas is where my deep interest in car washing truly began. From that
moment on, I dedicated myself to improving the
entire car wash process. It was a truly wonderful time.

There were only a few car washes in the Netherlands, and everything we did was received with great enthusiasm. And as we grew increasingly larger, we guided our customers along with us and focused on continually providing a more enjoyable experience for them.

If you observe closely and, above all, listen, you'll naturally find solutions and improvements.

Q: What does a typical day look like for you?
A: Six years ago, I acquired my brothers' shares and am now the sole owner of the company. After this acquisition, I decided to work more on the company and less in it. Until then, I was present daily to oversee and manage everything. The management team now handles the day-to-day operations. Now, I'm primarily present in the background, providing advice where needed.

Q: What keeps you coming back every day?
A: The best thing about the company is all the people, both employees and customers. How do you ensure that ANAC is the right destination for everyone? If you observe closely and, above all, listen, you'll naturally find solutions and improvements. My passion is technology; I'm always looking for improvements and I'm still working on them.

This is an excerpt of an article from CAR WASH Magazine.
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