SPEAKERs
ATLANTIC CITY, NEW JERSEY
CARWASH CON:
GET READY TO LEARN:
With the emphasis on education, we bring our guests and speakers in to meet you and to inspire our favorite east coast car washers. Pull up a seat and get some face time with these speaker right in Atlantic City, New Jersey
KEYNOTE
SPEAKER
DATE: OCT 6, 2026
TIME: 11:00–11:50 am
Harley Davidson’s Ken Schmidt Is Sure to Make Some Noise at 2026 NRCC
Selecting a Keynote Speaker for the Northeast Regional Carwash Convention (NRCC) is never easy. In fact, it can take months to find and secure just the right fit, said Dave DuGoff, 2026 Co-Chair. “We search for a speaker with just the right message who we think will be relatable to our attendees. It’s not an easy task, but one we take great pride in.”
For the 2026 show, Harley-Davidson’s Ken Schmidt was a unanimous choice. Schmidt played a key role in the extraordinary turnaround of the legendary Harley-Davidson Motor Company in the early 1990s—but it didn’t come easy. He was tasked with restoring the company’s image, improving competitiveness, and creating demand for its motorcycles, all while shifting internal thinking from what the company makes to how it connects with people.
The author of Make Some Noise: The Unconventional Road to Dominance did exactly that. He became a leading voice for the brand, sharing insights on nontraditional communication, customer attraction, and brand-building.
While times have changed, what people want and need from the businesses they support hasn’t, according to Schmidt. In his keynote presentations, he emphasizes the importance of being memorable—not for what you do, but for how you connect with your customers. “His message is spot on,” said Mike Ashley, Co-Chair. “He is relatable, entertaining, and what he shares can be taken back to your own operation.”
About Schmidt
In 1997, Schmidt left Harley-Davidson to take an ownership position with the Chicago-based marketing firm VSA Partners. In 1999, he sold his share and launched the Ken Schmidt Company, combining two of his passions: motorcycling and speaking. He often uses motorcycles as a metaphor to introduce audiences to ideas and concepts they may not have considered before.
In addition to speaking and consulting, Schmidt is a co-founder of Torque Sessions Leadership Training and the host of Tailgating with Geniuses, where he interviews innovative leaders across industries about their perspectives on leadership, challenges, and success. As Schmidt puts it, “Never do what’s expected, make yourself as noticeably different as possible, and have a lot more fun than you’re supposed to.”
Schmidt’s keynote takes place Tuesday, October 6 at the Atlantic City Convention Center.
To learn more about the 2026 Carwash Con East, visit www.carwashcon.com
First published in the Northeast Carwasher magazine.
NRCC:
Meet The Speakers
Top-tier education brings speakers from across the country to connect and inspire. Join them in Atlantic City. New Jersey for real face time and ideas you can use.
WHAT WE DO:
WE BRING THE CARWASH INDUSTRY TOGETHER
Carwash Con isn’t just another trade show—it’s where operators, vendors, and ideas collide. We bring the people behind the industry into one place to share what’s working, see what’s new, and push carwashing forward.
WHY THIS SHOW EXISTS
Back in 1988, a group of carwash operators got together in Connecticut with a simple idea: create a space for Northeast operators to learn, connect, and grow—without needing to travel across the country.
That idea turned into the first show in 1989.
Since then, it’s grown into one of the most important carwash events in the region.
WHAT YOU’LL FIND HERE
- Operators who are actively growing their businesses
- Vendors showcasing equipment, chemistry, and technology that actually works
- Education sessions built around real-world experience—not theory
- Networking that turns into real relationships (and real deals)
WHY ATLANTIC CITY
We’ve hosted this show all over the Northeast—but Atlantic City consistently brings the biggest crowds and the most energy.
It’s easy to get to, easy to navigate, and built for events like this.
WHO RUNS THIS
Carwash Con is powered by five regional associations:
Connecticut Carwash Association (CCA)
New England Carwash Association (NECA)
New York State Car Wash Association (NYSCWA)
Car Wash Operators of New Jersey (CWONJ)
Mid-Atlantic Carwash Association (MCA)
Each year, one group takes the lead—but all five help shape the show.
BY THE NUMBERS
- Attendance has grown from a few hundred to 1,900+ industry professionals
- 380+ exhibit booths (and growing)
- High-quality education sessions and keynote speakers
WHY PEOPLE COME BACK
Because it works.
Operators come to find better ways to run their business. Vendors come to meet serious buyers. Everyone leaves with something they can actually use.
YOUR NEXT MOVE
- Want to grow your wash? → Attend
- Want to sell to operators? → Exhibit
- Want your brand seen everywhere? → Sponsor
