Building Company Culture: Lessons Learned from Experience

In a business built on repeat visits, the people who stay are the ones who keep customers coming back.

Retention is one of the quieter challenges in the car wash business. As the industry grows and consolidates, keeping experienced people, including the attendant a customer recognizes, is what separates an operation that runs smoothly from one that is always training someone new. At Motor City Wash Works® (MCWW), that reality shaped our company from the start.

When we launched in 2004 with fewer than 10 employees, creating a welcoming, enjoyable company culture was a clear priority — and it remains one today. Strong employee tenure does not happen by luck. It is built through intentional effort: creating a workplace where employees feel valued, supported and given room to grow. That culture reaches every part of the business. When employees feel respected and invested in, they show up differently — for each other, for customers and for the entire company.

Our company is proud of the opportunity for career growth and longevity we offer to our employees. We see it as one of our strongest attributes, especially in a growing industry that can start to feel less personal. There is real value in calling the same number year after year and receiving a response from someone who knows you, your business and your needs.

It’s important to deliver this same value at a car wash site. When customers pull onto the lot and see a familiar attendant, especially someone who may have helped them feel confident and safe during their first visit, it builds comfort, trust and loyalty over time.

Learning from experience

So, what does it take to keep people and give them room to grow? Our COO and co-founder Richard Belanger shares, “The culture of Motor City Wash Works reflects the character of our founders and our core people. Our culture revolves around integrity, respect, trust and family style relationships. It’s who we are as individuals, and it’s who we are collectively as Motor City Wash Works. We trust our employees to do the right thing and treat our customers and vendors with respect and integrity, which leads to everlasting foundational relationships. Our character is our culture and it’s good for business.”

Those quiet, consistent actions become visible to employees and customers. People want to know their money is going toward a product or service they can rely on. Keeping that mindset at the center of the business helps protect customer trust.

Reliability is especially important in the car wash industry. Customers expect a consistent result every time they leave the wash. Having a trained, experienced team that understands how the wash operates is invaluable — not only to customer satisfaction, but also to long-term success and lower turnover. Investing in people means building a team that can continue doing the work required to maintain a strong wash for years to come. Trust cannot be bought.

When a customer pulls up to the car wash and sees a face they recognize — someone who also recognizes them right back — that relationship builds confidence. The same is true at Motor City Wash Works, where several employees have been with us for more than 20 years. That longevity has strengthened confidence in our team’s industry knowledge and experience.

Customers want to feel confident in the partner they choose. That is why investing in employees’ skills and development is so important. When employees stay, grow and continue to share their experience, knowledge becomes part of the customer experience.

Growth, recognition and longevity

Growth is something we all strive for because no one wants to feel stuck. Building a culture that supports employees’ goals is an important factor that can be easy to overlook. A workplace that promotes from within, encourages ownership and gives people opportunities to grow creates stronger engagement at every level.

Travis Yaconis is currently a senior manager of regional sales but started his journey with Motor City at our Wixom plant 20 years ago.

“The last 20 years working with Motor City has been a journey. Watching this company evolve from what it was when I started to what it is today has been amazing and I’m honored to have been a part of it. I have made so many industry friendships that have truly impacted my life in many positive ways. I am very grateful to be part of the Motor City family,” Yaconis explains.

Recognition also plays a powerful role. Leaders who acknowledge good work, both publicly and privately, can create a ripple effect across the organization. When people know their efforts matter, they gain the confidence and motivation to lead by example. That kind of leadership does not have to be limited to a title. It can be as simple as thanking a coworker for helping, recognizing a job well done, encouraging others to take pride in their work and setting the tone every day.

If you’re wondering how much tenure really matters, consider Catherine Killmar, our vice president of operations, who has been with Motor City Wash Works for more than 22 years and has worked with the Belanger family for more than 40 years.

“Looking back on my career, I feel incredibly grateful for the years I have spent in a workplace that has always felt like more than just a job,” says Killmar. “Being part of a family-oriented organization has given me the opportunity to build lasting relationships, share important milestones and grow alongside people who genuinely care about one another. Over the years, I have seen changes, celebrated successes, faced challenges and made memories that I will always treasure. I am proud of the contribution I have made and especially appreciate sharing this experience with so many new team members.”

Well-balanced approach delivers great results

Taking care of employees is not separate from business performance — it is a key part of it. We asked our CEO and co-founder Lee Belanger, “What does the experience and knowledge of long-term employees mean to MCWW?”

“Experience and knowledge cannot be replaced. At Motor City Wash Works, we believe a well-balanced team drives the greatest results. Long-term employees provide essential leadership, while newer employees bring ambition and a willingness to learn. New and long-term employees form the core of the company, applying experience and confidence to daily responsibilities. Leadership roles provide direction, keep teams focused, set expectations and help meet company deadlines. However, all employees reinforce our values, showcasing MCWW is more than a paycheck, and offer support during both professional and personal challenges. Through guidance, encouragement and example, employees at all levels help sustain the culture they have experienced over time. In more ways than one, they represent what the company is,” concludes Lee.

We think it’s simple: take care of your people, and they will take care of the business. Then, we all succeed. Treating employees like family creates loyalty, pride and trust that customers can see and feel. At Motor City Wash Works, that belief has helped build lasting relationships, deep professional and industry experience and a culture people want to join.