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
- 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.
- 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.
- 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.