In the competitive world of car washes, where convenience and price often dominate customer decisions, Rising Tide Car Wash has carved out a unique niche. Generating $6 million annually across three locations in the Fort Lauderdale area, this family-run business isn’t just cleaning cars—it’s changing lives. Founded by Tom D’Eri and his father, with inspiration from Tom’s brother Andrew, who has autism, Rising Tide employs a workforce where 100% of entry-level employees are on the autism spectrum. This social mission, combined with strategic business decisions and operational excellence, has propelled Rising Tide to success while challenging societal perceptions of disability. In this blog post, we’ll explore the journey of Rising Tide Car Wash, the car wash industry’s evolution, and the lessons Tom shares for aspiring entrepreneurs.

The Car Wash Industry: A Landscape of Opportunity and Challenges

The car wash industry in the United States has seen steady growth over the past two decades, driven by rising car ownership, urbanization, and a growing preference for professional cleaning services over DIY methods. According to IBISWorld, the U.S. car wash industry was valued at $15 billion in 2024, with an annual growth rate of 4.2% over the previous five years. The industry includes a mix of full-service car washes, self-service bays, in-bay automatics, and conveyor tunnel systems, catering to diverse customer needs.

Before the 2000s, car washes were often small, family-owned operations or part of gas stations, with limited innovation in technology or customer experience. The rise of chain operators like Mister Car Wash, which now operates over 400 locations, introduced scale and standardization, pushing smaller players to either adapt or fade. Technological advancements—such as automated payment systems, eco-friendly water recycling, and high-pressure cleaning systems—further transformed the industry, making it more efficient but also more capital-intensive.

Despite these advancements, the industry faced challenges. High fixed costs, including real estate, equipment, and labor, made profitability elusive for many operators. The average car wash nets a 20% profit margin, but only if it can achieve high volume—washing thousands of cars per month. Additionally, competition is fierce, with price wars and the need for differentiation driving many businesses to focus on speed, quality, or unique branding. Before Rising Tide emerged, few car washes leveraged social missions to stand out, leaving a gap that Tom and his family would soon fill.

The Birth of Rising Tide: A Mission-Driven Venture

Tom D’Eri’s journey into the car wash business was deeply personal. Growing up in Fort Lauderdale with his younger brother Andrew, who has autism, Tom developed a profound sense of empathy and responsibility at a young age. Andrew, just 20 months younger, experienced the world differently, requiring structure, routine, and patience. This relationship shaped Tom’s worldview, teaching him to care deeply about others and seek ways to make a meaningful impact.

The idea for Rising Tide Car Wash was born from a stark statistic: 84% of adults with autism are unemployed, despite 84% being capable of holding most jobs. Tom and his father saw this as a societal failure—not a lack of ability, but a lack of opportunity. They believed that people with autism, like Andrew, excelled in environments with clear processes, routine, and detail-oriented tasks. A car wash, with its repetitive workflows and community-facing nature, seemed like the perfect fit to challenge perceptions of autism while building a viable business.

Tom’s family didn’t rush in blindly. Recognizing their lack of experience in both car washing and employing people with autism, they took a methodical approach. They partnered with Sunny’s Enterprises, a car wash equipment provider with a training platform called Car Wash College, to learn the fundamentals of the industry. They also collaborated with disability employment consultants who had worked with companies like Walgreens, gaining insights into inclusive hiring practices. To test their concept, they spent a summer working at a Sunny’s-owned car wash, training 17 individuals with autism alongside Andrew. This pilot confirmed their hypothesis: people with autism could thrive in this environment, setting the stage for Rising Tide’s launch.

Building the Business: From Struggles to Success

Rising Tide’s first location in Parkland was an existing car wash that was struggling, washing just 35,000 cars a year—about $600,000 in revenue. Tom and his father purchased it using seller financing, as banks were hesitant to lend to a failing business with unproven operators. The early months were brutal, with losses peaking at $3,000 a month as they worked to improve quality and build a customer base. Tom admitted to daily moments of wanting to quit, overwhelmed by equipment breakdowns, customer complaints, and employee challenges.

What kept him going was the mission. Interacting with his employees—many of whom were a “joy to be around”—reminded Tom why he started: to create opportunities for Andrew and others like him. By October of their first year, just four months after opening, they achieved their first break-even month. A turning point came when Rising Tide was featured on NBC Nightly News, exposing their story to a national audience. That month, they washed 8,000 cars, and within six months, they were washing 15,000 cars a month, achieving a 50% gross margin and a 20% net profit—industry standard for a high-performing car wash.

With the first location stabilized, Rising Tide expanded to Margate in 2017, followed by Coral Springs. Each new location cost around $5 million to develop, including $1.3-$1.5 million for real estate, $1 million for equipment, and additional costs for site development and construction. South Florida’s stringent building codes, requiring concrete and steel structures to withstand hurricanes, drove up costs compared to other markets, where a similar setup might cost half as much. To fund these expansions, the D’Eris used SBA loans, covering 80% of the project cost, later refinancing into commercial debt. They also leveraged equity from the first location, a smart move that allowed them to scale without depleting their capital.

A Social Mission as a Competitive Edge

Rising Tide’s defining feature is its workforce: 100% of entry-level employees are on the autism spectrum. This isn’t just a feel-good story—it’s a strategic advantage. In 2017, when Margate opened, regional unemployment was 3.4%, making it nearly impossible to staff 45 new jobs. Rising Tide, however, had a waitlist of over 600 people with autism eager to work, allowing them to fully staff the location in just two weeks. This talent pool, often overlooked by other businesses, proved to be a game-changer.

The company’s focus on structure and routine—key for employees with autism—also enhanced operational efficiency. Tom developed tools like the “money mat,” a visual system to organize cash during nightly closings, reducing errors and stress for employees. Customer service protocols, such as the “3-minute rule” (handling any request under three minutes for free), were scripted and trained extensively, ensuring consistency. These systems not only empowered employees but also delivered a reliable, high-quality experience for customers, setting Rising Tide apart from competitors.

The mission resonated deeply with the community. Customers chose Rising Tide not just for a clean car but for the story behind it—a premium service tied to a purpose. Media coverage amplified this narrative, with features on NBC Nightly News, the Today Show, Entrepreneur magazine, Inc., and National Geographic. Unlike most car washes, Rising Tide spends almost nothing on paid advertising, relying instead on earned media driven by their mission. This exposure helped them grow to $6 million in annual revenue across three locations, with a 20% net profit margin.

Operational Excellence: Systems, Technology, and Customer Experience

Rising Tide’s success isn’t just about its mission—it’s also about operational discipline. Tom emphasized the importance of consistency in quality, speed, and customer experience. Their Margate location, the largest, offers both exterior conveyor washes (starting at $8-$9) and interior cleaning (up to $37), catering to a range of customer needs. Pricing is competitive, within 10% of local competitors, but positioned slightly higher to reflect their premium service.

To handle customer claims—a common issue in the industry—Rising Tide invested in technology. A $5,000 camera system with six 4K cameras scans every car before washing, allowing them to identify pre-existing damage. A management system called Live Reach enables them to clip footage, send it to customers, and resolve claims professionally, often within 72 hours. This approach diffuses tense situations and saves thousands in unwarranted claims, a smart move for any car wash operator.

Tom also highlighted the importance of community engagement for hiring. By building relationships with local high schools’ special education programs, Rising Tide taps into a steady stream of talent while fostering brand advocates within the autism community. This grassroots approach has strengthened their reputation and customer loyalty.

Lessons for Entrepreneurs: Differentiation and Hard Work

Tom’s journey offers valuable lessons for aspiring entrepreneurs. First, differentiation is key. As he noted, “Most businesses fail not because they’re bad, but because they’re average—and today, average isn’t good enough.” Rising Tide’s social mission gave them a unique selling point, but their commitment to operational excellence ensured they could deliver on that promise. Entrepreneurs in any industry can apply this principle by finding a way to stand out—whether through a cause, superior service, or innovation.

Second, hard work precedes success. Tom’s father advised, “There’s no magic, just hard work.” Rising Tide’s growth wasn’t an overnight success but the result of years of incremental progress, from early losses to media-driven breakthroughs. Tom’s advice to work in the industry first—something he wishes he’d done—underscores the importance of learning the ropes before diving in.

Finally, systems and processes are critical for scaling. Books like The E-Myth Revisited by Michael Gerber, which Tom recommends, helped him build the structure needed to support his team and grow the business. Tools like the money mat and customer service scripts demonstrate how clarity and consistency can drive success, especially in businesses with diverse workforces.

The Future of Rising Tide and the Car Wash Industry

Looking ahead, Rising Tide plans to continue refining its operations while staying true to its mission. Tom envisions technology that could improve customer communication, such as a better point-of-sale system to engage retail customers more effectively. The car wash industry as a whole is likely to see further innovation, with trends like subscription models, waterless cleaning, and AI-driven automation gaining traction. However, Rising Tide’s focus on human connection and social impact will likely remain its greatest asset.

For aspiring car wash entrepreneurs, Tom advises starting small if capital is limited. Mobile detailing, with low entry costs, can be a stepping stone to a full-scale operation. For those with access to capital, buying an existing, struggling car wash—like Rising Tide did—can offer a faster path to profitability, especially with seller financing or SBA loans.

Conclusion: A Blueprint for Purpose-Driven Success

Rising Tide Car Wash proves that a business can thrive by combining a social mission with operational excellence. From a struggling car wash to a $6 million-a-year empire, Tom D’Eri and his family have shown that purpose can be a powerful differentiator. Their commitment to employing people with autism not only addressed a societal gap but also built a loyal customer base and a resilient business model. For entrepreneurs, Rising Tide’s story is a reminder to find your “why,” work hard, and never settle for average.

Ready to start your own car wash or purpose-driven business? Take inspiration from Rising Tide: leverage your unique story, build robust systems, and engage your community. Whether you’re cleaning cars or pursuing another venture, the path to success starts with a clear mission and relentless effort.

FAQs: Car Wash Industry and Rising Tide Car Wash

What is the car wash industry’s annual revenue in the U.S.?
The U.S. car wash industry was valued at $15 billion in 2024, according to IBISWorld, with a growth rate of 4.2% annually over the previous five years.
How has technology impacted the car wash industry?
Technology has introduced automated payment systems, water recycling, high-pressure cleaning, and AI-driven processes, improving efficiency and reducing environmental impact.
What are the main types of car washes available today?
Car washes include full-service, self-service bays, in-bay automatics, and conveyor tunnel systems, each catering to different customer preferences and price points.
Why is the car wash industry capital-intensive?
High fixed costs like real estate, equipment (often $1 million per location), and construction make starting a car wash expensive, often requiring millions in investment.
What is the average profit margin for a car wash?
The industry standard net profit margin is around 20%, though gross margins can reach 50% during high-volume months with efficient operations.
How does competition affect car wash businesses?
Fierce competition drives price wars and the need for differentiation, pushing operators to focus on speed, quality, or unique branding to stand out.
What role does location play in a car wash’s success?
Location is critical, as high-traffic areas with favorable demographics (e.g., affluent neighborhoods) ensure steady customer flow and higher revenue potential.
How can car washes reduce their environmental impact?
Car washes can adopt water recycling systems, use eco-friendly chemicals, and implement energy-efficient equipment to minimize water and energy usage.
What are the benefits of a subscription model in the car wash industry?
Subscriptions provide recurring revenue, increase customer loyalty, and ensure predictable cash flow, helping car washes weather seasonal fluctuations.
How does the car wash industry handle seasonal variations?
Car washes often see higher demand in spring and summer, using promotions, subscriptions, and indoor services to maintain revenue during slower seasons like winter.
What are the challenges of hiring entry-level staff in the car wash industry?
Low unemployment rates and high turnover make it hard to find reliable staff, often requiring competitive wages and strong retention strategies.
How does customer perception impact car wash businesses?
Customers prioritize consistency, speed, and quality; a poor experience (e.g., scratches or long wait times) can damage reputation and drive them to competitors.
What is the societal impact of hiring people with autism in businesses?
Hiring people with autism challenges stereotypes, promotes inclusivity, and provides economic opportunities, fostering greater community acceptance and diversity.
How can a car wash differentiate itself in a crowded market?
Differentiation can come from a unique mission (e.g., social impact), superior service, competitive pricing, or innovative technology like touchless washing.
What are the risks of buying an existing car wash?
Risks include inheriting outdated equipment, poor location viability, or a damaged reputation, requiring significant investment to turn the business around.
How does media exposure benefit small businesses like car washes?
Media exposure boosts brand awareness, attracts customers, and can reduce advertising costs, especially for businesses with compelling stories or missions.
What is the role of SBA loans in starting a car wash?
SBA loans provide up to 80% of project costs for new businesses, reducing the capital needed upfront and making it easier to enter the capital-intensive industry.
How does community engagement benefit car wash businesses?
Engaging with the community builds loyalty, attracts local talent, and creates brand advocates, driving word-of-mouth marketing and customer retention.
What are the advantages of ground-up construction for a car wash?
Ground-up construction allows for custom design, modern equipment, and immediate asset appreciation, though it requires more capital and time than buying existing.
How can car washes improve customer service consistency?
Clear scripting, scenario-based training, and visual systems (e.g., money mats) ensure employees deliver consistent, high-quality service across all interactions.
What is the impact of high fixed costs on car wash profitability?
High fixed costs mean car washes need high volume (thousands of cars per month) to break even, making scalability and efficiency critical for profitability.
How does the car wash industry address customer damage claims?
Sophisticated camera systems and claim management processes help identify pre-existing damage, reducing liability and maintaining customer trust.
What are the benefits of hiring locally for a car wash?
Hiring locally fosters community ties, reduces commute times for employees, and builds a loyal customer base that values supporting local businesses.
How can car washes attract eco-conscious customers?
Offering waterless washing options, using biodegradable soaps, and promoting water recycling can appeal to environmentally conscious consumers.
What is the role of mentorship in starting a car wash business?
Mentors provide industry knowledge, operational insights, and guidance, helping new operators avoid costly mistakes and build a successful business.
How does the car wash industry adapt to economic downturns?
During downturns, car washes may lower prices, offer promotions, or focus on subscription models to maintain customer retention and revenue.
What is the impact of automation on car wash employment?
Automation reduces labor costs and improves efficiency but may limit job opportunities for entry-level workers, requiring a balance with human interaction.
How can car washes leverage social media for growth?
Social media can showcase a car wash’s story, mission, and customer experiences, attracting media attention and building a loyal online following.
What are the challenges of scaling a car wash business?
Scaling requires significant capital, reliable systems, and trained staff, with risks of overexpansion if processes aren’t robust enough to support growth.
How does a mission-driven business model benefit car washes?
A mission-driven model creates customer loyalty, attracts media attention, and differentiates the business, providing a competitive edge in a crowded market.
What services does Rising Tide Car Wash offer at its Margate location?
Margate offers both exterior conveyor washes (starting at $8-$9) and interior cleaning services (up to $37), catering to a range of customer needs.
How many employees with autism does Rising Tide Car Wash hire?
100% of Rising Tide’s entry-level employees are on the autism spectrum, comprising about 80% of their total team across three locations.
What is the revenue of Rising Tide Car Wash across its three locations?
Rising Tide generates $6 million annually across its Parkland, Margate, and Coral Springs locations, with a 20% net profit margin.
How does Rising Tide Car Wash handle customer damage claims?
They use a $5,000 camera system with 4K cameras to scan cars, paired with Live Reach software to clip footage and resolve claims within 72 hours.
What is the money mat system at Rising Tide Car Wash?
The money mat is a visual tool that organizes cash during nightly closings, reducing errors and ensuring clarity for employees with autism.
How did Rising Tide Car Wash fund its locations?
They used SBA loans covering 80% of project costs, later refinancing into commercial debt, and leveraged equity from their first location for expansion.
What media outlets have featured Rising Tide Car Wash?
Rising Tide has been featured on NBC Nightly News, the Today Show, Entrepreneur magazine, Inc., and National Geographic, boosting their visibility.
How does Rising Tide Car Wash recruit employees with autism?
They partner with local high schools’ special education programs and job coaches, building relationships to attract candidates and community advocates.
What is the cost to develop a Rising Tide Car Wash location?
Each location costs around $5 million, including $1.3-$1.5 million for real estate, $1 million for equipment, and additional site development costs.
What books does Tom D’Eri recommend for entrepreneurs?
Tom recommends The E-Myth Revisited by Michael Gerber, The Checklist Manifesto by Atul Gawande, Power of Moments by the Heath Brothers, and Radical Candor by Kim Scott.
What is Rising Tide Car Wash’s pricing strategy?
They use competition-based pricing, staying within 10% of local competitors, with exterior washes at $8-$9 and interior services up to $37, reflecting a premium service.
How many cars did Rising Tide Car Wash wash on its busiest day?
Their busiest day saw 1,200 cars washed at the Margate location, showcasing their capacity to handle high volume with efficiency.
What is the mission of Rising Tide Car Wash?
Rising Tide aims to employ people with autism, challenge societal perceptions of disability, and provide a premium car wash experience with a purpose.
How does Rising Tide Car Wash ensure employee success?
They provide structured systems, visual tools like the money mat, and scenario-based training to support employees with autism in thriving at work.