ABOUT OHMCO
OhmCo didn't start as a biz plan. It started with a designer who fell in love with the carwash industry. Today we're a full studio with a proprietary tech stack, an in-house creative team, and a focus: making carwash operators the best in their market.
It started with a wash and a 2nd kid...
Mel Ohlinger didn't set out to build a carwash marketing agency. She was a Navy veteran and Cryptology specialist (a CTR/Morse Code operator) who learned graphic design and website design, working across the automotive, hospitality, and children's apparel industries.
Her path into carwash started in the automotive industry, which eventually led her to Washworld, Inc. where she got to learn so much about in-bay automatic manufacturing, and designed and launched the Washworld Razor's EDGE while working with Washworld distributor in the USA and Canada. Her designs began appearing at car washes all over North American. After the birth of her second child, Mel did some design work from home to help her carwash buddies, which eventually grew and grew until these requests and favors turned into OhmCo.
"Our designs started appearing at washes we'd never visited. That's when we knew something big was happening."
Mel Ohlinger
CEO & Founder
OhmCo grows...
What started as freelance graphic design grew into a full marketing agency. Design requests became website requests, and website requests became social media requests. Each time the tides changes, Mel built a new platform and process to accommodate the new requests. In 2022, it became more than she could do on her own and her husband, Mike Ohlinger, joined as Director of Operations and Organizational Development (the DOOD) bringing with him a background in technical writing from the water treatment industry.
Between the two of them, OhmCo had graphic design, operations, client relationships, and deep industry knowledge all under one agency umbrella.
Today OhmCo serves carwash operators across the country (and the world) with six specialized labs for web design, social media, graphic design/project management, signage, data, and now digital signage too! OhmCo's labs are built on a proprietary platform we own and run ourselves. We're independent, we're carwash-centered, and we're still the same studio that gets genuinely excited about a well-designed wash menu or a weird mascot.
OhmCo Keeps Growing
6
Built on six powerful Labs designed for carwash operators.
60+
Combined years of carwash and water treatment industry experience.
7 yrs.
Serving carwashes globally from our Wisconsin roots.
100+
Carwash businesses trusting OhmCo for design, websites, and marketing.
A VERY
UNPREDICTABLE JOURNEY.
We've gone around the world for the carwash industry... and to the White House! Here's how it happened:
BEFORE OHMCO
Mel built her background in design, fine art, and digital security through military service. After serving in the U.S. Navy, she went to college as a new mom with a clear focus: technology and design. Her introduction to the carwash industry came through the automotive industry, designing websites and digital assets for Volkswagen, BMW, and Toyota.
2017
Washworld & the Razor's EDGE
Mel joins Washworld, Inc. and digs into the world of inbay automatics, designing and launching the Washworld Razor's EDGE. It was the first industry that she didn't learn everything too fast and get bored. There was always something new to learn.
2019
OhmCo Founded
OhmCo (originally Rule of Design) is born after the birth of Mel’s second child. Built on the back of Mel's graphic design work, Mel's designs quickly started showing up at car washes across North America.
2020
Incorporated & Growing
OhmCo evolves into a full-service marketing agency due to client request's and Mel's ability to problem solve technology issues. She soon built and launched a websites platform for carwashes. After launching Web.Lab, Mel becomes known for understanding carwash equipment and speaking to wash operators and leads the rebrand of Petit Auto Wash Equipment.
2021
Rebranded to OhmCo
Rebranded to OhmCo, Mel's Labs system continues to develop with the launch of Co.Lab for social media and Design.Lab for secure, client access project storage. Mel sets up the first carwash to accept crypto-currency (Bitcoin and Ethereum) payments at Best Express in O'Fallon Missouri.
2022
Mike Joins The Team
Mike Ohlinger, Mel's husband, joins the OhmCo team full-time as Director of Operations and Organizational Development (the DOOD) bringing technical writing and systems thinking. OhmCo shifts into scaling mode as Data.Lab and Sign.Lab enter R&D.
2023
Data Lab Launches
Data.Lab's analytics and paid ads process launch alongside our first international photoshoot. Web.Lab's template program rolls out and the first version of OhmCo's AI websites, which totally failed, but it was an early step that shaped what came next - a shift to building systems for multi-location express operators with a repeatable, scalable tools. And if that wasn't enough for one year, Mel added E-commerce to Web.Lab as an alternative to Wash Books and coupons.
2024
AI Technology at The Car Wash Show
Mel speaks at The Car Wash Show on AI Technology Development, how to use it in marketing and design, and addresses early AI fears. Early AI websites launch as OhmCo expands Web.Lab to accommodate the future of AI search and ADA compliance.
2024
Mel goes to Washington
Mel represents small businesses and the carwash industry at the White House Small Business Forum in Washington D.C. She speaks on the difficulty of access to capitol, issues with covid funding, and helps pass paid family leave in Minnesota. OhmCo continues expanding and growing nationwide.
2024
The Australian Carwash Show
Mel and Mike jet across the world to go down under to support their carwash industry buddies and help launch the Petit in-bay automatic equipment into the Australian market.
2024
Small Business Day of Action
Mel and Mike head to the Wisconsin State Capitol in Madison, Wisconsin to advocate for small businesses, to expand postpartum coverage for new moms, and push lawmakers to understand the business need for more affordable healthcare.
JAN 2026
Women in Carwashing Charleston
Mel teaches two classes on digital advertising, tracking, and how to use your website to make your advertising results stronger.
2025
OhmCo in the top 15 New Tech Biz in Wisconsin
Mel reaches the Top 15 in the Wisconsin Governor’s Business Plan Contest, standing out among more than 15,000 businesses statewide.
2025
OhmCo has the 1st inflatable booth at ICA
Mel designs and launches the first inflatable booth at ICA, built from scratch, it sets a new standard across carwash tradeshow floors.
2025
Winning The Pitch
Mel wins the BEAR pitch contest in Chippewa Falls, WI and moves on to Minnesota, presenting OhmCo to investors and the St. Paul business community.
2025
Pitch Momentum
Mel advances to present OhmCo at a timed pitch contest and business seminar at the Hill Capital Corporation Summit in St. Paul, Minnesota. While there, Mike and Mel get to visit some of the carwashes they've worked with.
SEP 2025
CAP Annual Dinner & Tabletop Show
Mel spoke to the Carwash Association of Pennsylvania about leaving a pebble trail - how links, keywords, cookies, and a little effort build marketing momentum at the automobile museum in Hershey, PA.
SEP 2025
Car Wash Show Europe
Mel got the chance to tour some amazing carwashes at The Car Wash Show Europe (Amsterdam), teaching carwash menu design and the psychology of sales. She also got to the Van Gogh museum, which was the highlight of a lifetime.
SEP 2025
Netherlands Car Wash Tours
Mel got to participate in the European Car Wash Tours and visit three state-of-the-art car wash locations in and around Amsterdam on a guided bus tour, she got exclusive behind-the-scenes access and firsthand insights from innovative operators.
OCT 2025
NRCC Speaker for AI Tech & SEO Website Updates
Mel spoke to Governor Tony Evers and Secretary of Health, Senator Johnson about the issues facing small business with ACA healthcare costs in Green Bay, Wisconsin.
OCT 2025
Mel Advocates for Small Business Healthcare Reform
Mel spoke to Governor Tony Evers and Secretary of Health, Senator Johnson about the issues facing small business with ACA healthcare costs in Green Bay, Wisconsin.
2025
Mel & Mike Advocate for Small Business Healthcare Reform
Mel and Mike meet with other Wisconsin small business owners, Governor Tony Evers, Fitchburg Pharmacist Thad Schumacher, Chef and ACA Health Care Advocate Dave Heide to advocate for the healthcare needs of small businesses and their employees.
NOV 2025
Mike Advocates for Small Business Healthcare Reform
Mike interviewed with the news to break down the costs of healthcare on small businesses and families and adovocates for healthcare subsidies.
DEC 2025/ JAN 2026
Top Podcast for PC&D
Mel’s podcast interview with PC&D becomes the most-listened and liked carwash podcast for Professional Carwashing & Detailing in 2025.
JAN 2026
Mike Advocates for Small Business Healthcare Reform
Mike interviews with Protect Our Care about how small business owners in Wisconsin's need better options for healthcare and how the current prices impacts of the ongoing health care crisis.
JAN 2026
Women in Carwashing Florida
Mel teaches two classes on digital advertising, step-by-step digital ad creation and targeting strategies for Facebook and Instagram in Clearwater, Florida.
FEB 2026
Teaching Texas (SCWA) the Changes in AI Search for 2026
Mel speaks at the Southwest Car Wash Association show, teaching marketing and AI search functions to a packed room, and follows it up the following day with a full table at the Q&A quick talk sessions.
MAR 2026
Mike teaches a class on AI at the Heartland Carwash Show
Mike teaches a class on generative AI at the Heartland Carwash Association and how it is transforming how we create content, run campaigns, and connect with customers in Omaha, Nebraska.
MAR 2026
Heartland Carwash Bus Tours
Mike got to participate in the Heartland Carwash Bus Tours and visit three state-of-the-art carwash locations in and around Omaha, Nebraska.
MAR 2026
Wisconsin Governor's Forum on Healthcare
Mel and Mike met with Governor Tony Evers and Secretary of Health, Senator Johnson, about healthcare issues facing women, small businesses, and Wisconsin families.
2026
What's Next?
Hard to top 2025, but we’re not slowing down. So far this year, we’ve taught and led Q&As at SCWA, published new articles, and joined the Heartland Carwash Association Board of Directors. We’ve also opened a new office in Appleton, Wisconsin. Right now, we’re gearing up for a new podcast and ICA. What’s next? We’ll let you know when we get there.
Take a look at these nerds.
A small, tight team of carwash and water treatment obsessed designers, strategists, and operators who care about the work., the people, and have a great sense of humor.
Mel Ohlinger
THE CEO
Navy veteran. Morse code specialist. Design Director. Carwash obsessive. Mel founded OhmCo after years designing for the industry and realizing no one was doing it right. She's spoken at The Carwash Show on AI in carwash marketing, represented independent small businesses at the White House Small Business Forum, and helped pass paid family leave in Minnesota. She's also a painter and a mother of two — in no particular order.
Mike Ohlinger
THE DOOD
Director of Operations & Organizational Development
Mike joined OhmCo full-time in 2022, bringing a background in technical writing and documentation from the water treatment industry — user manuals, price books, installation guides. Turns out that translates beautifully to carwash: clear communication, organized systems, zero tolerance for things that don't make sense. He runs operations, keeps the trains on time, and has a deep personal interest in hardware synthesizers if you ever want to go down that rabbit hole.
WHAT WE BELIEVE
We don't want you to feel stupid.
Most agencies found the carwash industry, but we chose it. OhmCo started with a designer who fell in love with the challenge of building brands that actually work in this weird and wonderful industry. Today, we're a full-service studio with our own tech platforms and in-house creative team, helping carwashers with better branding, smarter marketing, and tools that actually make sense to use.
MAKE YOUR WASH SHINE.
01. Empower, Don't Overwhelm
Marketing tech can be complicated. We build tools and run programs that make your wash easier to market - not harder to understand. Clear explanations, real support, no jargon for its own sake.
02. Design Earns Its Price Tag
We believe great design drives sales, builds trust, and justifies every dollar. We don't do templated, generic, or "close enough." Every deliverable is made by our team, for your specific wash.
04. Carwash-Only, Always
We don't take clients outside the industry. That means everything we build, every tool we develop, and every strategy we run is informed by years of carwash-specific experience. You never have to explain your world to us.
05. Technology Forward
We run a full proprietary platform — web, social, signage, SMS. We stay ahead of what's coming so our clients don't have to. Technology should work for you, not pile up as another thing to manage.
03. Independence Is Everything
We're not owned by an equipment company, a PE firm, or anyone with a stake in what you buy. Our advice exists to help your wash — nothing else. That independence is something we protect fiercely.
06. Long-Term Relationships
We grow with our clients. The best results come from operators who stick around — who let us learn their market, refine their brand, and build marketing programs that compound over time.
Friends of OhmCo
Friends of OhmCo are the operators, vendors, and specialists we've worked with, learned from, and built alongside. We don't partner with everyone — just the ones who know their craft, take care of their customers, and play well with others. From carwash to water treatment and everything in between, these are businesses we're proud to stand next to. Good people doing solid work, no nonsense.
PLACES YOU'VE SEEN US:
We get around.
Shows, podcasts, summits, articles, press releases, forums, and the occasional 4th of July parade. We show up where the carwash industry shows up — and a few places it doesn't expect us.
Industry Events & Trade Shows
- The Car Wash Show
- The European Car Wash Show
- The Australian Car Wash Show
- SCWA – Southwest Car Wash Show
- The Heartland Car Wash Show
- NRCC – Northeast Regional Carwash Show
- The PA Carwash Annual Dinner & Tabletop Show
Speaking, Training & Media
- PC&D Podcast (Professional Carwashing & Detailing)
- Leadership Worth Following Growth Summit Women in Carwashing
- Carwash Onsite Training
- Carwash Photoshoots
- ESEEDs Entrepreneur Course
Business, Leadership & Community
- Hill Capital Corporation Business Summit
- Governor’s Roundtable
- Madison Day of Action
- Small Business Summit
- Chippewa Falls BEAR (Business Expansion & Retention Showcase)
- Marketing Masterminds Club
- Main Street Alliance
Industry & Local Involvement
- Bring Your Own Business Local Small Business Forum
- Petit Car Wash Equipment Vendor Dinner
- Neenah Bowling Banquet Sponsors
- Neenah, Wisconsin 4th of July Light Parade
- Birthday Bags for Broken Bread
…and a few more we’ve probably forgotten along the way.
Book OhmCo to Speak
We’re not polished keynote speakers. We’re builders who love to teach. If you want real-world insight from people who have actually built carwash marketing systems and worked alongside operators and manufacturers, we’re a good fit. We teach, run Q&As, speak at events, record podcasts, and lead hands-on sessions. We share what works, what doesn’t, and what’s changing fast. Technology isn’t slowing down and neither are we. Looking for marketing, technology, carwash, or history nerds? You found us.
Request OhmCo to speak.
WE SUPPORT THOSE WHO SUPPORT US
Industry Memberships & Recognition
ICA's Strategic Advisory Group
Southwest Car Wash Convention
Northeast Regional Carwash Convention
Board Members of the Heartland Carwash Association
PA Carwash Association
Leadership Worth Following
Mainstreet Alliance
Northeast Carwasher Magazine
Internatioinal Detailers Association
European Carwash Show
Women in Carwashing
Australian Carwash Show
Talk Car Wash
Car Wash Anything
Professional Carwash & Detailing
Southeastern Car Wash Association
