160. David Murillo, CEO of Compass Management Solutions and ED of WCA, on Private Equity, Rebranding an Association, and Creating Superior Experiences
Update: 2025-10-23
Description
How do you lead when your industry is undergoing rapid transformation? How does an association respond when traditional revenue streams like trade shows are no longer viable?
In this episode of Associations Thrive, host Joanna Pineda interviews David Murillo, CEO of Compass Management Solutions and Executive Director of the Western Carwash Association (WCA). David discusses:
- How Compass Management Solutions serves nearly a dozen associations with full-scale and à la carte management services.
- The diversity of the car wash industry, which mom-and-pop operations, full service car washes, express models, and self-serve stations.
- How the Western Carwash Association (WCA) represents 900–1,000 car wash locations across 12 Western states.
- Why members join WCA today, especially for advocacy in highly regulated states like California and Arizona.
- The decision to integrate WCA’s once-thriving trade show into The Car Wash Show and how they planned for the post-trade show future.
- How WCA doubled down on regional advocacy and launched targeted education for underserved segments like self-serve and in-bay automatic operators.
- WCA’s recent rebrand to “Wash, Connect, Achieve” to reflect a more national and values-driven identity.
- Compass Management’s internal framework of “Superior Experience Engineering,” which emphasizes empathy and intentionality in everything from board meetings to signage at events.
- David’s approach to cultivating association talent, including hiring for leadership traits and supporting professional development and volunteer engagement.
- His experience as a DELP scholar and the profound impact it’s had on his leadership journey and network.
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