Turning Churn Into Opportunity: 54% of Former Members Still Wash at the Same Car Wash

I’m the type of person who listens to car wash podcasts while driving. (My Apple Podcast algorithm is deeply confused.) Last week, after dropping my daughter off at school, I heard a stat that made me tap the brakes:

👉 According to the International Carwash Association’s Pulse Report, 54% of former unlimited members still wash their cars at the same location- even after canceling their subscription.

That number is worth sitting with. We usually treat “churn” like the end of the road. But this data suggests it’s more like a detour. Let’s unpack why that matters.

What It Really Means

1. Retention doesn’t end with the subscription: Over half of churned members still come back in a retail capacity. The relationship isn’t severed- it’s just changed.
2. Churn ≠ total loss: These customers aren’t gone; they’re in what I’d call “soft churn.” They may not want the commitment right now, but they’re still loyal enough to keep coming back.
3. Behavior reveals opportunity: If you understand why they left- price, frequency, value perception- you can design smarter win-back strategies.

How Operators Can Capitalize

• Win-back Campaigns: Email or SMS to former members, offering discounted membership rejoin, “come back” bonus washes, or limited-time upgrades.
• Segmented Promotions: Create special offers tailored just for former members (“we miss you” pricing, or “trial” membership periods). Don't discount UNLESS the customer stated they left due to price or price-like reason.
• Loyalty & Rewards Program Adjustments: Even as retail customers, give them points or rewards that accumulate toward value- this helps maintain engagement without membership.
• Feedback Loops: Survey why members left: price sensitivity, frequency, dissatisfaction, etc. Then iterate or adjust subscription features.
• Communication & Value Reinforcement: Regular reminders of what membership offers- even if they aren’t currently members: benefits, cost savings, perks.

Why It Matters

• Revenue Resilience: Retail dollars from former members soften churn’s blow.
• Customer Equity: These people already know and trust your wash. It’s cheaper to re-activate them than to acquire someone new.
• Competitive Edge: Churned members are still yours- until a competitor convinces them otherwise. Use your time wisely.

Final Thought

Churn isn’t always the end. Data proves it: more than half of former members still show up at the tunnel. The real question is what you do with that.

Treat churn as a new stage in the customer journey- not a dead end- and you’ll find hidden revenue, loyalty, and growth.