WAYNE, PA – Argosy Private Equity has announced its acquisition of a controlling interest in Mr. Splash Car Wash, Central Wisconsin’s largest express car wash chain. The deal is set to accelerate the company’s growth and solidify its market leadership across Wisconsin, with major expansions and a strategic partnership on the horizon.
Mr. Splash operates six sites in the Greater Madison area along high-traffic corridors such as I-90 and I-94, with two additional locations under development in Stoughton and Madison set to launch by the end of 2025. Fueled by strong customer membership growth, the chain has established itself as a community favorite since its founding in 2019 by co-owners Jeff Joos and Tony Ruiz.
Argosy’s investment comes with a clear growth strategy leveraging its Value Acceleration Methodology (VAM™). The approach will focus on scaling both organically and through acquisitions, building on Mr. Splash’s strong geographical presence and efficient cost structure through established contractor relationships. Plans include refining the company’s brand strategy, professionalizing IT infrastructure, and utilizing sales automation to optimize pricing and data management.
Leadership at Mr. Splash remains steady, with CEO Jeff Joos continuing to lead the business while retaining significant ownership. Tony Ruiz will also maintain a key ownership position. “At Mr. Splash, we are more than just a car wash—we are a community united by care, trust, and pride in our brand,” said Joos. He emphasized the importance of staying connected to local roots as the company scales under Argosy’s guidance.
The chain’s success has been fueled by a disciplined approach to development and a focus on efficiency. Notably, rising construction costs are mitigated by its long-standing relationships with Wisconsin-based subcontractors, making new projects as attractive as acquisitions. Adding to its growth trajectory, a forthcoming high-profile strategic partnership aims to strengthen its standing in the region, allowing for deeper community engagement and broader market reach.
“Mr. Splash is led by a seasoned management team with deep industry experience and strong local connections,” said Jack Nugent, Partner at Argosy Private Equity. He praised the company’s “proven expansion playbook” and metrics-driven growth strategy that aligns well with Argosy’s vision for the business.
Argosy and Mr. Splash are set to pursue new development opportunities while expanding the brand’s footprint across Wisconsin. The collaboration promises to fortify Mr. Splash’s long-term success, cementing its role as a leader in the car wash industry throughout the Badger State. With strong local ties and a clear roadmap for growth, the company is poised for sustained momentum in the years ahead.
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