Ep. 056: Building a Car Wash Empire with His Siblings w/ Spenser Jeshani
- colin2951
- Aug 4
- 4 min read
Building a Local Empire: Scaling a Family Business in Des Moines with Spenser Jeshani
In the latest episode of the Rhymes With Odd podcast, host Ryan Snaadt sits down with Spenser Jeshani, the driving force behind Executive Laser Wash. This isn’t just a story about soap and water; it’s a masterclass in the American Dream, second-generation business transitions, and the grit required to maintain a service-based empire in the volatile climate of Central Iowa.
For Des Moines business owners and marketers, Spenser’s journey offers a roadmap for moving a legacy business into the modern era without losing the core values that built it.
The Origins of a Des Moines Staple: From Uganda to Southwest 9th
Every great Iowa business has a foundation of hard work, but the story of Executive Laser Wash starts further away than most. Spenser’s father arrived in Cedar Rapids in the 1970s as a refugee from Uganda. After a decade of working at Wells Fargo, he realized he wasn’t built to be an employee.
In 1985, he took a gamble on a struggling car wash on Southwest 9th Street in Des Moines—a property no one else wanted. At the time, he knew nothing about the industry. Fast forward nearly 40 years, and that single, risky investment has blossomed into a six-location enterprise with 31 automatic bays across the metro.
Key Takeaway for Entrepreneurs: Success in the Des Moines market often comes down to identifying "unloved" opportunities and out-working the competition to revitalize them.
Debunking the "Passive Income" Myth in the Car Wash Industry
One of the most valuable parts of Ryan Snaadt’s interview with Spenser is the dismantling of the "passive income" myth. Many marketers and investors view car washes as "set and forget" businesses. Spenser quickly corrects this misconception.
"People think it’s just soap and water," Spenser tells Ryan. In reality, running a high-end wash in Iowa involves:
Industrial-Scale Infrastructure: Two-story equipment rooms filled with boilers, water reclaim systems, and high-voltage electronics.
Skilled Trades: Spenser notes that a technician at Executive Laser Wash needs a resume that includes plumbing, hydraulics, and electrical engineering.
Environmental Adaptation: Dealing with the "lovely Mother Nature" of Iowa—from 100-degree summers to 20-below winters—requires constant mechanical adjustments.
Strategic Maintenance: Why "Good Enough" Doesn’t Work in Central Iowa
A major differentiator for Executive Laser Wash is their aggressive maintenance schedule. While most corporate or franchised car washes follow a "build it and leave it" model, Spenser’s team takes a proactive approach.
Most manuals suggest greasing machinery every six months. Spenser’s team does it every three weeks.
By over-maintaining their equipment, they ensure that when a massive Iowa blizzard hits and every car in Des Moines needs the salt washed off, their bays are 100% operational. For local business owners, this is a lesson in Brand Reliability. In a service industry, your marketing is only as good as your uptime.
Navigating the Second-Generation Transition
One of the most difficult hurdles for any family-owned business in Iowa—whether it’s a farm in Granger or a retail shop in West Des Moines—is the hand-off from the founder to the children. Ryan Snaadt and Spenser dive deep into how the Jeshani family handled this with "The 50% Rule."
Spenser’s father didn’t hand him a paycheck; he made him earn it.
Work Elsewhere First: Spenser was required to work for other companies (including Wells Fargo and satellite TV sales) before he was allowed to join the family business. This provided perspective and a professional "thick skin."
The Matching Principle: When Spenser finally joined, his father only matched the salary he was making elsewhere. No "son of the boss" bonuses.
Asking "Why": Spenser spent his first two years simply asking questions and identifying inefficiencies.
Modernizing a Legacy Brand for the Digital Age
When Spenser took over operations, the business was still being run on paper checks. One of his first "marketing" and operational wins was moving the company to digital bill pay and automated management systems.
For Des Moines marketers, this highlights the importance of Operational Marketing. If your backend processes are slow, your customer experience suffers. Spenser took the administrative weight off his father’s plate, allowing the founder to "finally admit he’s retired" while the business continued to scale.
The Power of a "Sibling Dream Team"
Executive Laser Wash is a true family operation, and Spenser credits their success to defined roles. By removing egos and focusing on individual strengths, the siblings have created a resilient leadership structure:
Spenser (Oldest): Operations, Technology, and "The Boss."
His Sister: Customer Service, Accounting, and Banking.
His Brother: Mechanical side, high-level maintenance, and onsite execution.
As Spenser explains to Ryan, they don't get caught up in titles; they focus on who can solve the problem at hand to lower the collective stress of the team.
Marketing Through Community and Consistency
In the Des Moines metro, word-of-mouth is king. Spenser’s approach to growth isn't just about flashy ads; it's about being the most reliable option in the neighborhood. Whether it's the night-shift worker at midnight or the executive on their lunch break at noon, the goal is a consistent, high-quality wash.
By staying local and "custom-building" their locations rather than using cookie-cutter franchise models, they have created a brand that Des Moines residents trust.
Final Thoughts from Rhymes With Odd
The conversation between Ryan Snaadt and Spenser Jeshani is a reminder that the "American Dream" is alive and well in Iowa, but it requires more than just an idea. It requires a willingness to be out in a parka at 2:00 AM fixing a 50-cent part so your customers stay happy.
Are you a Des Moines business owner looking to scale? Take a page out of Spenser’s book:
Don't be afraid to modernize.
Value your skilled tradespeople.
And most importantly, build a team that shares a common goal.
To hear the full interview and get more insights on Iowa business, subscribe to Rhymes With Odd with Ryan Snaadt on your favorite podcast platform.
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