Women in Carwash to launch first European conference in Utrecht

The Women in Carwash organization is bringing its conference format to Europe for the first time, with a two-day event scheduled for Nov. 10 and 11, 2027, in Utrecht, Netherlands. The gathering, called the Women in Carwash Europe Conference, will take place at the Crowne Plaza Utrecht Central Station.

The launch marks an expansion of a long-running U.S. event and is aimed at women working across the European car wash market, according to reporting from Professional Carwashing & Detailing. Organizers say the conference will draw operators, suppliers, entrepreneurs and emerging leaders for a program centered on practical learning, industry insight and peer connection.

Program and audience

The European edition builds on the established Women in Carwash event in the United States and is positioned as a milestone for women in the region's car wash sector. The program is designed for attendees across operations, leadership and supplier organizations, and will follow the speaker formats used at the U.S. conferences while tailoring topics to a European audience.

Founder Brenda Jane Johnstone, who is hosting the event, framed the conference as a way to strengthen the industry through shared learning and community. "This conference is about bringing women together in a way that strengthens the industry," Johnstone said.

Connie-Lee Bennett, director of Women in Carwash Europe, emphasized that the agenda is shaped by participants themselves, with attendees influencing breakout session topics and each conference evolving based on feedback and current market needs. Bennett said attendees typically leave with greater confidence to step into leadership roles. The format, she noted, prioritizes collaboration over competition, and the resulting network continues after the event ends.

Event details

The conference runs Nov. 10 to 11, 2027, at the Crowne Plaza Utrecht Central Station, located at Catharijne Esplanade 13, 3511 WK Utrecht, Netherlands. Additional program details align with the formats featured at the organization's main website.

Why it matters for operators

For European operators, the arrival of an established industry networking brand signals a maturing market where peer-to-peer learning and supplier relationships are becoming more formalized. Conferences like this one give owners and managers a structured setting to compare operational practices, evaluate vendors and recruit or develop talent, particularly among women who remain underrepresented in many wash leadership roles.

The participant-driven breakout model is worth noting for operators deciding whether to attend. Because session topics respond to attendee input and current market conditions, the content can be shaped toward practical concerns such as staffing, site operations and leadership development rather than generic presentations. Operators who send team members may find value in the professional development angle, which organizers describe as extending beyond the workplace.

With registration windows and speaker lineups still to come, operators interested in the European market have roughly a year to plan attendance. Events that cultivate ongoing communities, rather than one-off programming, can pay off through year-round connections that help with hiring, problem-solving and keeping pace with regional trends.