Carwash marketing agency leaders press Wisconsin on small business healthcare costs

Two leaders of a carwash-focused marketing agency used a state reception in Madison to keep pressure on an issue that hits many wash operators directly: the cost of health coverage for small business owners.

Mel Ohlinger, founder and CEO of OhmCo, and Mike Ohlinger, the agency's director of operations and data, attended Governor Tony Evers' Year of the Neighbor Celebration on August 18 at the Wisconsin Executive Residence, according to reporting from Car Wash Business Center. The event, hosted by the governor and First Lady Kathy Evers, honored residents who serve their communities across the state. A tornado warning briefly pushed the indoor-and-outdoor reception fully inside during the evening.

Healthcare affordability in focus

The Appleton-based agency, which provides websites, design, photography, and marketing services to wash operators nationwide, framed the appearance as part of ongoing advocacy on small business healthcare. Mel Ohlinger said a highlight of the night was reconnecting with Wisconsin Department of Health Services Secretary Kirsten Johnson, described in the source as a supporter of the Ohlingers' work on the issue.

The two have been vocal about the burden that health coverage costs place on wash owners and detailers, and they have worked with the administration and lawmakers to expand affordable options. Their stated goal is to keep operators from having to weigh health coverage against business growth.

Mike Ohlinger tied the effort to the broader industry. "Healthcare costs are one of the biggest barriers facing small business owners in this state," he said, adding that having Johnson champion the issue makes change possible for the carwash and detailing community.

Why it matters for operators

Health insurance is one of the largest and least controllable line items for independent wash owners, particularly those trying to offer benefits to attract and keep staff in a tight labor market. For single-site and small-chain operators, premium costs can directly limit hiring, wages, and expansion plans.

The story is a reminder that policy decisions at the state level shape what operators can afford. Programs that broaden access to group coverage, association health plans, or small business pools can change the math on offering benefits. Operators who want lower costs or more plan choices have a stake in how these debates play out in their own statehouses, not just in Wisconsin.

There is also a practical takeaway on engagement. When industry voices show up in front of policymakers and build relationships with agency leaders, specific business concerns get a hearing they might otherwise miss. Operators do not need a marketing agency to do this. State and regional carwash associations, along with broader small business groups, offer channels to raise the same concerns and to track legislation that affects coverage costs.

For owners feeling squeezed by premiums, the concrete steps are straightforward: review current group plan options, ask whether an association or pooled plan is available in the state, and stay informed on pending healthcare legislation. Rising benefit costs are unlikely to reverse on their own, so knowing what relief measures are under consideration can help operators plan hiring and budgets with more confidence.