About The Company


ICWG was acquired by Driven Brands in August 2020 and is led by an experienced team of car wash and investment professionals committed to delivering value to both customers and investors. The team is focused on developing and growing the ICWG brand through a combination of acquisitions, greenfield expansion, continuous innovation and consumer engagement.

ICWG is internationally known as the brand “IMO” in Europe and the Asia Pacific. Trading at nearly 740 sites in 13 countries, every year the IMO brand washes nearly 29 million cars. Founded in Germany in 1965, the IMO brand has expanded to include over 310 sites in Germany, 254 in the UK and over 175 sites throughout the rest of Europe. Europe provides strong growth opportunities with IMO ideally positioned to add new sites in existing markets and expand into new territories. The first IMO location was opened in Australia in 2006 and since then has grown steadily to 23 sites with the most recent site opened in October 2018. The country provides significant growth opportunities for the brand with the aim to more than double the number of existing sites.

The United States offers significant growth potential for the group. With a vehicle population of over 270 million vehicles, growing at a 2.4% annual rate, it’s estimated that in 2018, US car wash revenues exceeded $12.8 billion, with conveyors expected to account for nearly half of all income. Every day over eight million vehicles are washed in the US with over 2.3 billion vehicles washed annually. ICWG entered the US in August 2015 and already has over 150 sites, which makes it one of the major players in the market. The US sites operate under three key brands: Car Wash USA Express; Goo-Goo 3 Minute Express Wash; and Supersonic in the state of Utah.


Board of Directors

Ezra Field

Co-Chief Investment Officer Roark Capital and ICWG Board of Directors

Ezra Field

Ezra joined Roark in 2007, and currently leads Roark’s investments in CKE, Driven Brands, International Car Wash Group, Jim ‘n Nick’s Bar-B-Q, Massage Envy, Miller’s Ale House, Naf Naf Grill and Pet Retail Brands.

Michael Sharkey

Principal Roark Capital and ICWG Board of Directors

Michael Sharkey

Mike joined Roark in 2007. He is actively involved in Roark’s investments in International Car Wash Group, Drybar and Primrose, and was involved in Roark’s prior investment in Wingstop (NASDAQ: WING).


Chairman ICWG Board of Directors

Mike Smith

Mike joined ICWG in 1999 and currently serves on the Board in his role as Chairman.  Prior to this he worked for BP as Head of Planning and Strategy for BP’s global retail business and before that, Mobil Oil Company as head of their UK retail business.    Mike is also a Non-Executive Director of Avant Homes, one of the UK’s leading privately-owned housebuilders. Mike graduated from the University of Aston in Birmingham, UK with an honours degree in Business Studies.


Managing Director Roark Capital and ICWG Board Member

Sarah Spiegel

Sarah joined Roark Capital in 2019. Prior to joining Roark, she was the President & CEO of Coffee & Bagel Brands, which comprises Einstein Bros. Bagels, Caribou Coffee, Bruegger’s Bagels, Noah’s New York Bagels and Manhattan Bagel Company.  Prior to Coffee & Bagel Brands, Sarah served as Executive Vice President in the Portfolio Group at Bain Capital. Earlier in her career, Sarah was the Director of Strategy at The LEGO Group in Denmark and worked at McKinsey & Company.

Markus Hockenson

Chief Executive Officer

Markus Hockenson

Markus brings over 25 years of both domestic and international leadership experience in multi-unit consumer brands.  His career covers the health wellness and fitness, consumer services and automotive industries with numerous fortune 500 companies ranging from Starbucks Coffee Company to Enterprise Holdings International.  While at TBC Corp (Midas, Tire Kingdom), Markus introduced and led an M&A strategy with a focus on local, independent businesses where he successfully expedited significant growth.  

Senior Management


Chief Financial Officer

Avi Levine

Avi brings over 15 years of experience in corporate finance, strategy and M&A. Most recently Avi led Finance and Business Development at Driven Brands, the largest automotive aftermarket franchisor in North America, parent company to Meineke, MAACO, CARSTAR and Take 5 Oil Change. Avi received his MBA with honors from the University of Chicago Booth School of Business. 

Jonathan Booth

Deputy CEO

Jonathan Booth

Jonathan joined IMO in 2000 as UK Managing Director from BP. Prior to that he was at Mobil where he held a wide variety of operational roles, latterly as head of the BP European Fuel Card Business. In 2007 Jonathan was appointed Managing Director of IMO’s Continental operations before taking up his current position. Jonathan received an honours degree in Economic History and Politics from Leicester University.



Kerry Sewell

ICWG launched its US platform with the initial acquisition of Kerry’s original 16 in sites in the greater Memphis market. A car wash veteran of over 15 years, Kerry co-founded Car Wash USA Express in 2006. As part of the ICWG team, Kerry played an integral role in building the operations teams and US footprint while leading the group’s domestic greenfield strategy. Prior to joining the industry, Kerry spent ten years in professional sports as an executive with the Triple-A affiliate of the St Louis Cardinals. 

Brian Goodman for ICWG website

Chief Technology Officer

Brian Goodman

Brian has 20 years leading remarkable teams in high-tech design, build and run. Former IBM Distinguished Engineer and Vice President at JP Morgan, Brian brought his passion for technology to the startup space being an alumnus of  companies such as MongoDB, ActionIQ, Kalibri Labs and most recently CTO and co-founder of DADO, a residential real estate mobile app.


VP Acquisitions

Jeff Maize

Jeff was the original ICWG person on the ground (or in the air!) in the U.S. and has been with the group for 5 years leading the acquisition activities. Jeff entered the car wash business in 2000 and managed car wash equipment manufacturer MacNeil Wash Systems for 13 years. Prior to the car wash industry, Jeff enjoyed a diversified career in corporate banking and management consulting.

Jean Jacquemetton

General Counsel

Jean Jacquemetton

Jean joined the company in 2016, as Vice President of Acquisitions for the US.  After acquiring more than 100 car washes, he became Group General Counsel in 2018.  Prior to ICWG Jean, was President of the French and German subsidiaries of Amrestavia SLU. Jean obtained his Juris Doctor degree from The George Washington University National Law Center in 1990, and is based in Denver.


Senior VP of Operations

Christian Seem

Christian brings 25 years of experience in Retail Operations, Strategy, and Integration.  Most recently, Christian led the Retail Division for TBC Corporation under both the NTB and Tire Kingdom brands.  Prior to this he held positions with Advance Auto Parts and Best Buy. Christian brings a results-oriented leadership to operations and sales in the U.S. leveraging his proven success in managing both traditional and high touch service chains.


Vice President and Controller

Anne Webster

Anne has over 15 years of experience in various progressive accounting roles, most recently serving as Senior Director at AECOM. Prior to that, Anne spent 10 years in public accounting with the audit firms of Crowe Horwath and EY.


Vice President Marketing

Rebecca Fretty

25 years driving profitable organic growth, Rebecca brings world class consumer package goods and services expertise to the car wash industry. Most recently she built marketing and customer service teams in two tech start-ups after significant tenure in global consumer package goods with Unilever, Hartz Mountain Pet Supplies and PE backed Phoenix Brands.


Vice President Human Resources

Jana Huntsman

Jana has over 20 years of Human Resources experience with an emphasis in leading and transforming global compensation and benefits programs.  Jana has spent most of her career in the high-tech industry working most recently for Arrow Electronics and CSG International.  Jana is a results driven leader who enjoys implementing cutting-edge programs and technologies that meet the needs of the business.  Jana is a member of two non-profit Boards and enjoys giving her time outside the office to the Denver community and her family.



Tim Walton

Tim Walton, MD, UK joined ICWG in 2009 having previously had over 20 years’ experience in retail operations with Marks and Spencer, Aldi, Phones 4U, Tchibo and latterly as Managing Director for a privately owned company.


MD, Germany

Marcel van Brakel

Marcel van Brakel, MD, Germany joined ICWG in 2013. Marcel’s previous experience was in operations, marketing and finance across Europe, including Germany, in businesses such as Arthur Andersen, Pepsi-Cola, Eurobike, Kamps and latterly Intratuin, a garden centre franchise business.


MD, Rest of World

Wayne Munnelly

Wayne Munnelly joined ICWG in 2014 as Managing Director of the Rest of Europe from Travelodge Hotels Limited, where he held various positions latterly as Commercial & International Director for owned and managed properties. Prior to this Wayne had a number of positions at Scottish & Newcastle Retail and Whitbread PLC.


International Car Wash Shop

ICWG acquired Car Wash USA Express


Acquired by ICWG in 2015, Car Wash USA Express consists of over 60 sites covering Alabama, Arkansas, Colorado, Georgia, Ohio, Mississippi, Tennessee and Texas. It is currently the largest express exterior car wash in the Mid-South offering a wash that takes just three minutes, coupled with free vacuums. ICWG is pursuing a consistent growth strategy in this key market and is continuously acquiring and developing new sites.

International Car Wash Shop

ICWG acquired Supersonic Car Wash

August 2015

Supersonic Car Wash was founded in Ogden, Utah in 1959 and was Utah’s only full service car wash at the time. Supersonic has both full-service and express exterior locations in Salt Lake, Utah and Weber Counties. Acquired by ICWG in August 2015, Supersonic provides additional opportunities to grow within the state of Utah with a number of locations already identified.

International Car Wash Shop

ICWG acquired Goo-Goo 3 Minute Express Wash

July 2017

Since 1945, Goo-Goo 3 Minute Express Wash has met the needs of the driving public by giving customers a quality carwash with fast, economical, and great service. As one of the oldest car wash brands in the United States, Goo-Goo has led the way by developing the concept to meet the needs of the driving public for over 60 years. Acquired by ICWG in July 2017, there are over 50 express wash outlets in seven states primarily in the southern United States and Ohio.

Roark Capital Group

Roark Capital purchased ICWG

August 2017

ICWG was purchased by Roark Capital in August 2017 and is led by an experienced team of car wash and investment professionals committed to delivering value to both customers and investors. The team is focused on developing and growing the ICWG brand through a combination of acquisitions, greenfield expansion, continuous innovation and consumer engagement.

International Car Wash Shop

ICWG is actively expanding through both acquisition and development across the globe


Today, ICWG is actively expanding through both acquisition and development across the globe. Plus, existing car wash locations are continuously bringing new innovation to the carwash experience and results for our customers’ vehicles. Such an example is the exclusive global launch of Polymer Pro sealant that protects paintwork long after our customers leave the car wash, dispelling road dirt and water for a shine you thought you could only get by hand.


Driven Brands acquires ICWG

August 2020

With ICWG, Driven Brands encompasses more than 4,000 locations across 15 countries and approximately $3.8 billion in annual system-wide sales, making it the largest automotive aftermarket services company by location count in North America.