A Show in Recovery Mode

Let’s call it what it is: this year’s show felt like a reboot. After not being held for several years, Heartland is clearly still in recovery mode. That said, the bones of something valuable were there. Attendance was light—especially on the operator side—but given the circumstances, it wasn’t surprising. The show had originally been scheduled for September but was bumped up, leading to some understandable confusion and hesitation among vendors. There wasn’t a major promotional push leading into it either, and from what we heard on the floor, there was uncertainty right up until the final weeks about whether the show would even take place.

Despite the setbacks, there were bright spots.

A Bare-Bones Setup, But Valuable Content

Visually, the expo floor was sparse. Booths were simple—think folding tables and standing banners. It wasn’t a flashy, big-budget showcase. But what Heartland lacked in polish, it made up for in some surprisingly strong content.

Mel spoke on behalf of OhmCo about building brand loyalty through targeted social media campaigns. We’re obviously a little biased, but the session was well-received, and the feedback was encouraging. One standout presentation came from Nikita Klinisovs with McClean Solutions, who delivered a practical and engaging talk on boosting self-serve and in-bay automatic (IBA) revenue through site maintenance and strategic upgrades. His no-nonsense approach to improving profitability at underperforming sites was something attendees could take home and implement immediately.

The event itself was organized in part by Brad Quay of Quality Wash Solutions, a current board member of the Heartland Carwash Association. Brad was one of the more energizing forces behind this year’s show, and it’s clear he’s passionate about turning Heartland into a hub for meaningful regional connection. For those unfamiliar, Brad’s company, QWS, has been gaining traction across the Midwest with its focus on quality installs and customer service. It’s worth watching their growth.

We believe Heartland is one to keep on the radar. Next year’s event will be held at the same venue in Council Bluffs, and if the right steps are taken to improve marketing, vendor confidence, and attendee engagement, it could become a strong player in the trade show circuit.

Opportunity for In-Bay Thought Leadership

If you’re someone with expertise in the IBA space, there’s real opportunity to bring some much-needed thought leadership to the Heartland stage. There wasn’t a ton of focus on the IBA model this year, which feels like a missed opportunity considering how many operators in the Midwest are working with aging equipment and looking for solutions. A well-structured presentation on modernization, ROI-focused upgrades, or revenue diversification for in-bays could resonate deeply with this audience.

If that sounds like something you'd be interested in for 2026, let us know. We’d be happy to facilitate an introduction to Brad Quay if you haven't connected already. He’s been instrumental in keeping the association moving forward and would be a great resource as the Heartland team plans next year’s agenda.

Beyond the Booth: Four Innovators to Watch

While we’re on the topic of car wash innovation, we also wanted to float a few names your way—folks we’ve worked with or been following who are doing standout work in their respective corners of the industry. If you’re building out podcast content, working on media features, or simply looking to broaden your network, these people are worth a closer look.

1. James & Subeth Vanderwiele – Sgt. Sudz

We’ve worked with James and Subeth for several years now, and their approach to manufacturing Motor Control Centers (MCCs) is a breath of fresh air. Sgt. Sudz is a family-run business that prides itself on doing things the right way—no outsourcing, no fluff. They build what they sell, and they do it with a huge emphasis on quality and backroom efficiency.

What sets James apart is his ability to break down complex automation into plain English. He’s a natural storyteller, especially once he gets behind a mic. For anyone interested in exploring the backbone of automation in car washes—from MCC wiring to logic flows—James could deliver a killer podcast episode or feature interview.

2. Brian Donegan – AllWater Technologies

Brian is another standout voice in the water treatment and reclaim space. We’ve been collaborating with AllWater for a few months now, and their bio-based reclaim system has some truly wild use cases—especially for closed-loop environments and difficult soil conditions.

Brian is currently seeking media partners who can help tell their story. Their product line offers an alternative to chemical-heavy reclaim systems and helps car washes cut down on sludge, maintenance costs, and odor issues. If you're looking to feature environmentally conscious (and cost-conscious) innovations, this would be a fascinating angle.

3. Meddy – Hello Wash

We met Meddy a few years ago, and his company, Hello Wash, is really starting to turn heads after a strong debut at the SCWA show this year. Their flagship product is an AI-driven virtual assistant built entirely in-house. Unlike some of the larger tech players in this space, Hello Wash has created a lightweight, open-source system that’s significantly more affordable—and, honestly, more intuitive—than many of the incumbents.

The software can answer incoming calls, hold natural-sounding conversations, and even create service tickets automatically. It’s futuristic, but very grounded in car wash customer service needs. PC&D has already reached out to Meddy to appear on their Wash Talk podcast, so now would be the perfect time to connect before they start getting too much mainstream attention.

4. Brad Quay – Quality Wash Solutions

We already mentioned Brad, but he deserves another shoutout. In addition to helping organize Heartland, he’s built QWS into a standout service and installation company across the Midwest. They’re fast, transparent, and customer-obsessed. Brad’s experience on both the vendor and association side makes him a great candidate for a deeper conversation—especially if you're interested in what it takes to grow a brand in a highly fragmented market.

Marketing Momentum: Petit’s Growing Investment

On a side note, we were excited to meet Jay last week and hear more about Petit’s growing investment in marketing and internal talent. It’s a good sign. As equipment manufacturers, there's a natural tendency to focus heavily on engineering and technical innovation—which is great—but it’s even better when companies start telling their story more proactively.

Having more in-house marketing support can be a game-changer. You can already feel the momentum building, and we’re hoping it translates to stronger outreach, more consistent messaging, and a bigger footprint at events like Heartland and SCWA.

Wrapping It Up

So yeah, this message might have started as a bit of a brain dump, but there are some solid takeaways in here:

• Heartland’s rebuilding – It’s not perfect, but it’s got potential. Low attendance this year doesn’t mean it can’t rebound. It just needs better prep and positioning.
• Next year is a shot to contribute – If you've got expertise in in-bay systems or modernization strategies, consider speaking. That voice is missing right now.
• New voices are emerging – From reclaim systems to automation tech, there are people doing great work who haven’t gotten much spotlight yet.
• Petit’s marketing ramp-up is encouraging – If they keep investing in outreach, they’ll see dividends.

Let us know if you want intros to any of the folks we mentioned—we’d be more than happy to connect the dots. Between podcasts, trade media, or future collaborations, there’s plenty of room to build valuable conversations around what’s coming next in the car wash world.

And hey, if you’re still knee-deep in website chaos, we feel you. We’ve all been there. Let us know if we can jump in and help out.

Thanks for reading,
—Your Friends at OhmCo