It’s Conversations with ICA—a new video series created for car wash professionals seeking expert advice, business strategies, tech trends and insights that make a difference in their business.

In our series premiere, ICA Senior VP of Growth Kendra Johnson talks with Mike Michalowicz, bestselling author of Profit First, Clockwork, The Pumpkin Plan and his latest, All In. As a leader in small business finance, Mike offers a practical roadmap for building a more profitable and sustainable car wash business.

Mike introduces his Now, Future, Next (NFN) model—a simple framework to help operators clarify their cash flow and make forward-thinking financial decisions. From there, he dives into strategies for employee retention, explaining how business owners can empower staff through ownership, personalized recognition, and psychological equity.

He also emphasizes the importance of identifying who your most valuable customers really are. By focusing on behavior over feedback, operators can better align with their ideal audience and improve customer loyalty in meaningful ways.

Finally, Mike highlights the power of the subscription model. He shares why annual subscriptions create stronger customer relationships—and how sending a gift right before renewal can significantly increase retention.

🎥 Watch Episode 1 of Conversations with ICA below.

Conversations with ICA | 2025 season, episode 1