Q&A: El Car Wash: Turning Suds into Success

Geoff Karsas & Justin Landau

Miami, FL – February 12, 2025 – Based in Miami and founded in 2011, El Car Wash is Florida’s largest express car wash and soon a top operator in Michigan, borne out of entrepreneurship.

“My co-founder Geoff and I were working in private equity when he came across some opportunities in the car wash sector,” shares Justin. “At a wedding, he mentioned a company in Miami and said, ‘We should take a look at this business. It’s one of the best I’ve ever seen.’ We spent some time looking into it further and immediately agreed that we needed to acquire it and build the business.”

From that moment, both Geoff and Justin quit their jobs in New York City and placed all their bets on El Car Wash in 2019. As the two raised the funds along the way, the original investors agreed to support the business duo, but only if they ran the company themselves.

So what did they do? They packed their bags and moved to Miami.

El Car Wash has since then transformed the car wash experience with cutting-edge technology, eco-friendly practices, and unbeatable service. Their unlimited wash programs, premium amenities, and commitment to employees and the community make the homegrown company stand out.

“We were at the forefront of understanding the power of membership and with our finance backgrounds quickly got a handle on the analytics of the business,” Justin continues. “That combined with a strong eye for branding and marketing let to a clear vision of what the brand should look and feel like and a framework for the entire brand.”

Proudly the Official Car Wash of the Stanley Cup Champion Florida Panthers and Detroit Lions, El Car Wash also partners with UCF Athletics, Baptist Health, and more. With over 60 locations throughout Florida and Michigan, El Car Wash has plans to continue expanding beyond the two states and across the continent.

WRE: How did you get into the car wash industry?

Justin Landau: My co-founder, Geoff Karas, and I were working in private equity when he came across some opportunities in the car wash sector. At a wedding, he mentioned a company in Miami and said, “We should take a look at this business. It’s one of the best I’ve ever seen.” We spent some time looking into it further and immediately agreed that we needed to acquire it and build the business.

We quit our jobs to raise a fund, and as we secured the capital, the original investors agreed to back us, but only if we ran the company ourselves. We had a vision for what the business could become and realized opportunities like this are rare, so we packed our bags, moved to Miami, and went all in.

WRE: Where are you from and when did you see an opportunity to come down to Miami?

JL: I’m from New York City, and Geoff is from Boston, but we were both living in New York and working in finance. When we came across the business, we initially planned to bring in a management team. But when we couldn’t find the right people to run the business, we decided to do it ourselves. That’s what ultimately brought us down to Miami.

Geoff Karsas & Justin Landau

We had a vision for what the business could become and realized opportunities like this are rare, so we packed our bags, moved to Miami, and went all in.

Justin Landau

WRE: Tell us about the brand and how El Car Wash was created.

JL: When we bought the company, it had four locations, and the name was El Car Wash. After we developed our plan, the name was pretty much the only thing we kept. If you look up the original store on Bird Road in Google Maps, you can still see what it used to look like—a non-descript blue building with no real identity. But we saw value in the name. It reflected the fact that this was a Miami-based company, created by Miami locals, serving the Miami community.

We loved the name but knew the brand needed to be reinvented, supported by the best service in the industry. Other than that, we changed everything—new logo, colors, uniforms, buildings and most importantly, strategy. We were at the forefront of understanding the power of membership and with our finance backgrounds quickly got a handle on the analytics of the business. That combined with a strong eye for branding and marketing, we developed a clear vision of what the brand should look and feel like and a framework for the entire brand.

That vision evolved into the pink and teal aesthetic that’s iconic to South Florida and Miami. From the beginning, we knew we wanted something that replicated the best retail brands in the US rather than a traditional car wash. We took the existing name and transformed it into something modern, distinctive, and unmistakably Miami.

Geoff Karsas & Justin Landau

We focus on delivering high-quality service and maintaining exceptional customer experience at every touchpoint while fostering a fun and engaging experience.

Justin Landau

Joe Natoli, Joseph Panoff, & Jane Mendes

WRE: What makes El Car Wash unique to other car wash companies?

JL: There are a number of factors that set us apart. It starts with the culture we’ve built throughout the organization. We focus on delivering high-quality service and maintaining exceptional customer experience at every touchpoint while fostering a fun and engaging experience. We are a customer service first business and we take pride in best-in-class customer service.

Additionally, the branding and aesthetic we’ve developed helps us stand out and build a brand with true affinity. It’s a combination of small details done to the highest standard, paired with prime real estate and visually striking facilities. All these elements come together to create a company that feels unique inside and out and elevated in an otherwise traditional industry.

WRE: 50 Locations is a big deal. What do you attribute to the brand’s success?

JL: The success of El Car Wash comes down to our people. With over 1,000 team members and soon to be 2,000, everyone is focused on building the best organization. It starts with Geoff and me treating people fairly, offering growth opportunities, and creating a supportive environment that excites our team every day. At the core, it’s our people who execute and make the difference.

We also take an all-in approach to customer service and create an experience that goes beyond just washing cars. In an industry where the service is often seen as a necessity rather than a luxury, we’ve built a model that brings out all the best elements.

Success is always a combination of factors, but ultimately, it’s the people who interact with our customers every day that make the biggest impact — they are the business. We treat customers with respect. We provide a great product with high-quality service at a price point that is fair. All of this, combined with strong branding and prime real estate, creates a brand that truly stands out. That’s what makes El Car Wash special.

Carly Klein

Carly Klein & Manny Cid

WRE: How many locations do you have at the moment and what’s next for El Car Wash?

JL: We currently have 65 locations open, and we plan to double that within the next two and a half years, reaching about 125 locations by the end of 2027. The real question is how many more we can expand to, but it’s a big operation and we want to be thoughtful and get it right. 

We started in 2019 with just four locations, and at this point, all we care about is building a great company with purpose that can last well into the future.  There’s no specific store count in mind; we’re focused on making investments in our future, creating something special, and knowing how to spot the right opportunities.

Jane Mendez & Joseph Mantoff

Geoff Karsas & Justin Landau

WRE: What’s next for El Car Wash?

JL: We’re looking at some major partnerships and exploring new, innovative projects. More stores in our core markets is a core competency of the business and expansion is also on the horizon as we plan to move beyond Florida and Michigan into a new state.

Marisa Beazel, Geoff Karas, Justin Landau, Carly Klein, Joe Natoli, Joseph Lantoff, & Jane Mendes