Splash Car Wash names Jason Frank as chief operating officer
The Connecticut chain promoted a 25-year company veteran to oversee operations as its footprint grows to 83 locations.
By The Car Wash News Staff
3 min read
Splash Car Wash has promoted Jason Frank to chief operating officer, elevating a longtime insider to lead the Milford, Connecticut operator's day-to-day operations. Frank has spent 25 years at the company and brings 34 years of car wash industry experience overall, having started in the business at age 15.
The move, announced in October 2026 according to the International Carwash Association, reflects a chain that has grown from seven locations to 83 during Frank's tenure.
A quarter century climbing the ranks
Frank joined Splash in February 2001 as an assistant manager at the company's Norwalk, Connecticut site, when the chain ran just seven washes. He was promoted to site manager within six months and later earned the company's internal "Best of Splash" recognition. His path continued through district manager in 2004, where he oversaw five locations, followed by regional manager, regional director in 2020, and senior vice president of operations in 2025.
Across those roles, Frank worked on multi-site operations, equipment maintenance, site selection, new location development, facility design and layout, and mergers and acquisitions. In his new position he will oversee operational strategy and execution, with a focus on operational consistency, team development, customer experience, and support for the company's continued expansion.
CEO Dan Petrelle said Frank "understands our business from the ground up," citing his growth alongside the company. Frank, for his part, reflected on the chain's trajectory, noting that he started when Splash had seven locations and now operates 83. Splash framed the promotion as evidence of its commitment to developing leaders from within.
Why it matters for operators
Frank's promotion is a case study in internal talent development, a recurring challenge for multi-site operators trying to staff leadership as they scale. His progression from assistant manager to COO shows what a defined internal ladder can produce when a company retains and advances people over decades. For operators struggling with manager turnover, the Splash example underscores the value of promoting from within: a leader who has worked every level understands site-level realities that an outside hire may not.
The appointment also signals continued expansion ambitions at Splash. Naming an operations-focused executive with direct experience in site selection, new location development, and mergers and acquisitions suggests the chain intends to keep growing its 83-site footprint, likely through both greenfield builds and acquisitions. Operators watching consolidation in their regions should take note that Splash is positioning its leadership bench for more deals.
Finally, the emphasis on operational consistency and customer experience across a larger footprint reflects the central tension every growing chain faces. As location counts climb, maintaining uniform service standards becomes harder, and installing a COO whose background spans equipment maintenance and facility design indicates Splash views operational discipline, not just acquisition, as the engine of sustainable growth.
