For many people, a car wash is simply another errand—a quick stop between work, school pickup and weekend plans. But for Michael Roberts, head of multi-site operations at Glow Car Wash, the experience is about much more than clean vehicles. It's about creating meaningful connections, building community and making customers feel valued long after they leave the wash tunnel.
Roberts oversees Glow Car Wash's four New Jersey locations in Long Branch, Neptune, Edison and Old Bridge with a focus on frontline execution, team leadership, and delivering an outstanding customer experience.
While he has spent the last six years in the car wash industry, his career path began elsewhere. Originally from Ohio, Roberts worked his way up through the cellular phone industry, eventually managing multiple locations as a district manager before transitioning into the car wash business.
After several years in Ohio, a recruiting opportunity brought him to New Jersey in 2023. Although the move took him away from familiar hometown favorites and Cincinnati sports teams, it also opened the door to a new chapter focused on operational leadership and customer experience.
Today, Roberts brings years of multi-unit management experience to Glow, where he leads teams across multiple locations while helping shape the company's culture and growth strategy.
At the heart of Glow's mission is a simple philosophy: presentation matters.
"When people think about style, they often think about clothing or fashion," Roberts says. "For vehicles, style starts with cleanliness."
Regardless of a vehicle's age, make or model, Roberts believes a clean car reflects pride, care and attention to detail. It's one of the primary reasons customers continue returning to Glow.
That focus on presentation is supported by a modern express wash model designed around both speed and quality. Customers can move through the wash process in just a few minutes before taking advantage of complimentary vacuums and other self-service amenities. Glow's teams follow detailed daily maintenance schedules that include cleaning and inspecting equipment throughout the wash tunnel.
"Hundreds of cars go through every day," he explains. "If you're not maintaining the equipment, the quality of the wash suffers."
The company pairs that operational discipline with advanced wash technology, biodegradable soaps and polishes, water-recycling systems and soft foam materials designed to safely clean vehicles while minimizing environmental impact. Glow recycles approximately 85% of the water used in its washes and uses non-toxic cleaning products throughout its facilities.
Yet when Roberts talks about what truly separates Glow from competitors, he rarely mentions equipment.
Instead, he talks about people.
"Our people are what set us apart," he says.
That customer-first mentality is visible in the small touches Glow incorporates throughout the year. During colder months, team members have surprised customers with complimentary hot chocolate. Around Easter, Glow locations distributed thousands of candy-filled eggs, including special prizes such as free washes.
"We want people to come in and think, 'I've never experienced this at another car wash before,'" he says.
Roberts regularly sees customers who know team members by name and employees who have built genuine relationships with the communities they serve. Some loyal customers even stop by with snacks, water or small gifts for staff members during busy seasons.
"That's when you know you're doing something right," Roberts says. "People feel connected to the team."
That sense of connection also drives Glow's membership program. While unlimited wash plans provide convenience and savings, Roberts believes the real value comes from helping customers understand how frequently maintaining their vehicle can protect and preserve an important investment.
Rather than focusing solely on sales, Glow team members spend time educating customers about their options and helping them determine which membership best fits their needs.
"We're not selling just to sell," Roberts says. "We're educating customers and helping them see the value."
The company's emphasis on consistency extends beyond customer service. Branding, site layouts and operational processes are carefully designed to create a seamless experience across all locations. Whether customers visit Edison, Old Bridge, Long Branch or Neptune, they can expect the same welcoming atmosphere and commitment to service.
As Glow continues to grow, Roberts believes the company's smaller size remains one of its greatest strengths.
Unlike larger chains with dozens of locations, Glow maintains a close-knit, family-oriented culture that allows teams to build stronger relationships with both employees and customers.
For Roberts, success ultimately comes down to creating positive interactions—whether through a spotless vehicle, a friendly conversation or an unexpected gesture that brightens someone's day.
"The more you make customers feel valued," he says, "the more they'll want to come back."
In an industry often viewed as transactional, Glow Car Wash is proving that exceptional service isn't just about clean cars. It's about creating experiences that leave communities shining, too.
Visit GlowCarWash.com to learn more.