Heartland Carwash Association names Mike Jorgensen to its board

The Heartland Carwash Association (HCA) has added Mike Jorgensen, sales manager at Autowash Systems and XpresWash Systems, to its board of directors, according to reporting from Auto Laundry News. The appointment brings a background that mixes hands-on wash operations, equipment sales, and convenience store retail to the regional group's leadership.

Jorgensen has spent more than 25 years in the professional car wash industry. Before moving to Autowash Systems, he worked 18 years in the petroleum sector, including a decade with Holiday Stationstores, now Circle K Northern Tier, where he served as car wash category manager. In that role he oversaw operations and growth strategy for one of the region's largest convenience store car wash programs.

A regional focus on operators

In his current role, Jorgensen works with car wash owners and operators across the Midwest, advising on wash solutions and business growth. HCA executive director and publisher Kristen Corbisiero pointed to that background in announcing the appointment, saying the association is "excited to welcome Mike" to the board. She said his experience and leadership will support the group as it expands educational programming and member engagement.

Jorgensen said his motivation for joining stems from a desire to give back to the industry and to help strengthen the association for current and future members. As a board member, he will help set the association's strategic direction while supporting its educational initiatives, networking events, membership growth, and its annual Product Show.

Why it matters for operators

Regional associations like HCA are a primary source of practical support for independent and small-chain operators who may not have access to national resources or large corporate networks. Board appointments shape what those groups prioritize, from the topics covered in educational sessions to the vendors and peers operators meet at events.

Jorgensen's resume is notable because it crosses several parts of the business operators deal with daily. His time as a convenience store car wash category manager means he has run wash programs at scale, dealt with the economics of tunnel and in-bay operations, and made decisions about equipment and throughput. His current equipment sales role keeps him connected to the technology side and to a wide network of operators across the Heartland.

For operators in the region, the practical takeaway is worth watching how HCA's programming evolves under a board member who understands both the buyer and seller sides of equipment decisions. The association's annual Product Show and its networking events remain useful venues for benchmarking equipment, comparing operating approaches, and building relationships with peers facing similar labor, chemistry, and site selection challenges. Operators who are not members may find that the group's expanding educational offerings justify a closer look, particularly as the industry continues to consolidate and competition for wash customers intensifies across the Midwest.