Broadway Equipment Company
Broadway Equipment Company is a third-generation, family-owned Minneapolis manufacturer of car wash systems (rollover, stationary, conveyor, touchless) sold exclusively to automotive dealerships across the United States, with in-house design, manufacturing, and 50-state service operations.
- Company typePrivate
- Founded1963
- HeadquartersMinneapolis, United States
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What Broadway Equipment Company does
Broadway Equipment Company is a Minneapolis-based manufacturer of car wash systems and accessories built exclusively for automotive dealerships. Founded in 1963 by Robert Schleeter as a retail car wash operator who began manufacturing his own equipment, the company has remained a third-generation family-owned private business and self-describes as the only car wash manufacturer dedicated solely to the dealership segment. Its product portfolio covers four core wash types, Rollover, Stationary (Flex Wrap), Conveyor, and Touchless, complemented by accessories such as 45 HP car dryers, Reverse Osmosis spot-free rinse systems, water reclaim units, side blasters, entry systems, and pressure washers.
The company's underlying technology is hydraulic-driven, built primarily from aircraft-grade aluminum, with proprietary features including the Dual Drive Sprocket System, UHMW dolly and triple track components, Tuff Shield coating, and the Wonder Bar AI-integrated proximity cleaning system. Broadway manufactures, designs, and services entirely in-house at its Minneapolis headquarters, then deploys local Broadway-only installation and service teams across all 50 states, supporting direct enterprise sales to dealership fixed-operations buyers and partnerships with most major OEM tool and equipment programs for over 30 years.
Revenue is generated through a hybrid model: capital equipment sales at quote-based pricing (entry-level systems referenced around $115,000), recurring three-tier preventative maintenance programs (Basic, with Parts, and All-Inclusive with Parts and Chemicals), proprietary car wash chemicals and consumables, replacement parts ordered via a mobile service app, and accessories. Customer outcomes document equipment lifespans exceeding 10-20 years with reported chemical costs of $0.10-$0.20 per car for rollover systems, well below retail car wash benchmarks, and throughput of 200-250 cars per day for rollovers and 400-800 cars per day for conveyor systems.
Broadway Equipment Company firmographics
Firmographics- Name
- Broadway Equipment Company
- Legal name
- Broadway Equipment Company
- Website
- https://broadwayequipment.com
- Company type
- Private
- Founded year
- 1963
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Broadway Equipment Company is a third-generation, family-owned Minneapolis manufacturer of car wash systems (rollover, stationary, conveyor, touchless) sold exclusively to automotive dealerships across the United States, with in-house design, manufacturing, and 50-state service operations.
- Ownership category
- akta.pro rank
Broadway Equipment Company industry classification
Industry- Product category
- Commercial Car Wash Equipment
- NAICS
- Car Washes (811192)
- SIC
- Wholesale-Professional & Commercial Equipment & Supplies (5040)
- akta.pro primary industry
- Pressure Washing & Jetting Equipment (IMAHALAB)
Keywords
Where Broadway Equipment Company is headquartered
LocationHeadquarters
- HQ city
- Minneapolis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Broadway Equipment Company business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Car Wash Equipment Sales: Sale of car wash systems including rollover, stationary, conveyor, and touchless models. Equipment is sold directly to car dealerships with full installation and project management services included.
- Preventative Maintenance Programs: Three tiers of maintenance programs: Preventative Maintenance Program (50-point monthly inspection), Preventative Maintenance with Parts (includes parts replacement), and All-Inclusive Maintenance with Parts and Chemicals (covers all maintenance, repairs, parts, soap, and drying agent for designated monthly car volume).
- Chemical Products: Sale of car wash chemicals including presoak, drying agents, and car wash soap concentrates specifically formulated for Broadway Equipment systems. Products include Super Car Wash Concentrate, Drying Agent, Broadway Presoak #1 and #2, and Liquid Car Wash Soap Ultra Concentrate.
- Replacement Parts: Sale of replacement parts for Broadway car wash systems ordered through service app or phone support.
- Car Wash Accessories: Sale of accessories including car dryers, spot-free rinse systems, water reclaim systems, high-pressure side blasters, pressure washers, entry systems, and presoak/rinse arches.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Broadway Preventative Maintenance Program |
| Other | Monthly | Broadway Preventative Maintenance with Parts |
| Hybrid | Monthly | All-Inclusive Maintenance with Parts and Chemicals |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Broadway Equipment Company product offering
Product offeringCore offering
Broadway Equipment Company manufactures and installs automated car wash systems — including rollover, stationary, conveyor, and touchless models — along with accessories such as dryers, water reclaim systems, and entry controls, sold exclusively to car dealerships across the United States. The company also provides custom project design, installation, preventative maintenance programs, and proprietary car wash chemicals and replacement parts.
Product overview
Broadway Equipment Company is a specialized car wash equipment manufacturer serving exclusively the auto dealership market. The product portfolio centers on four core wash system types: the Rollover Car Wash (flagship cloth-based system), Stationary Flex Wrap Car Wash, high-volume Conveyor Car Wash tunnel system, and Touch Free (touchless) Car Wash. These systems are complemented by a comprehensive accessory line including 45 HP Car Dryers, Reverse Osmosis Spot-Free Rinse System, Water Reclaim Systems (Hydro 25/70), High-Pressure Side Blasters, Variable Frequency Drives, Entry Systems, Presoak & Rinse Arches, and Pressure Washers. The company provides integrated services including free CAD design drawings, project management, and installation through Broadway-dedicated teams. Post-installation support includes preventative maintenance programs (Basic, with Parts, and All-Inclusive), a mobile service app for iOS and Android, and phone support.
Differentiator
Problem solved
Functional benefit
Products and services
- Rollover Car Wash
- Stationary Car Wash (Flex Wrap)
- Conveyor Car Wash
- Touch Free Car Wash
- 45 HP Car Dryers
- Reverse Osmosis Spot-Free Rinse System
- Water Reclaim Systems (Hydro 25 and Hydro 70)
- High-Pressure Side Blasters
- Variable Frequency Drive (VFD)
- Entry Systems
- Presoak & Rinse Arch
- 5 HP Pressure Washer
- Car Wash Design & Installation Services
- Preventative Maintenance Programs
- Broadway Service App
- Broadway Car Wash Chemicals
- Replacement Parts
Quantifiable outcome
- 200-250 cars per day throughput for rollover systems; 400-800 cars per day for conveyor systems
- +4 more outcomes
Companies that use Broadway Equipment Company
Customer profileNamed customers10 records
Segments1 record
Ideal customer profiles1 record
Broadway Equipment Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature13 records
Broadway Equipment Company partnerships and signals
Strategic signalScale indicators9 records
Recent moves5 records
Expansion highlights5 records
Broadway Equipment Company competitors and assessment
Company assessmentDirect peers
- PDQ Manufacturing: PDQ Manufacturing is a direct competitor designing and manufacturing in-bay automatic and tunnel car wash equipment, including touchless systems. It competes head-to-head with Broadway for dealership and retail wash installations across the U.S.
- Wash World (N/S Corporation): Wash World manufactures in-bay automatic car wash systems and conveyor equipment primarily for the retail and convenience/fuel channel but also serves dealerships. Comparable product portfolio (rollover, touchless, conveyor) with similar go-to-market.
- Mark VII Equipment: Mark VII Equipment is a U.S. manufacturer of tunnel and in-bay car wash systems, chemicals, and accessories. It overlaps Broadway's product breadth and competes in dealership, retail, and fleet accounts.
- Sonny Enterprises (AutoButler): Sonny Enterprises markets the AutoButler automatic car polisher and wash equipment that Broadway itself links to on its sitemap. Direct peer in the dealership in-bay automatic space with shared distribution touchpoints.
- Hanna Car Wash Systems: Hanna Car Wash Systems manufactures conveyor and in-bay automatic car wash equipment with proprietary brush and dryer technology. Direct competitor in dealership and retail tunnel equipment.
Broad incumbents
- Belanger (Ryko Solutions): Belanger, part of Ryko Solutions, manufactures in-bay automatics, conveyors, and vehicle wash chemistry for a broad set of end markets including dealerships, retail, and fleet. Larger incumbent with broader portfolio than Broadway's dealer-only focus.
- Istobal: Istobal is a Spanish manufacturer of car wash systems (rollover, tunnel, self-service) supplying global automotive and dealership customers. Competes with Broadway in the rollover/tunnel space while operating at a larger international scale.
- Kärcher: Kärcher is a global cleaning equipment manufacturer with a deep pressure-washer and vehicle-wash portfolio. Overlaps Broadway in dealership pressure-wash accessories and competes for parts/accessory spend.
Regional players
- D&S Car Wash Equipment: D&S Car Wash Equipment is a regional U.S. distributor/integrator of car wash systems and chemistry. It competes with Broadway for dealer and retail accounts in its geographic footprint.
- Sherman Car Wash Equipment: Sherman Car Wash Equipment designs, builds, and services car wash systems primarily in the Midwest. Regional competitor to Broadway in dealership and retail installations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Broadway Equipment Company social profiles
Digital presenceBroadway Equipment Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
Broadway Equipment Company leadership team
Management profileNumber of profiles
Broadway Equipment Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Broadway Equipment Company M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Broadway Equipment Company
What does Broadway Equipment Company do?
Broadway Equipment Company manufactures and installs automated car wash systems — including rollover, stationary, conveyor, and touchless models — along with accessories such as dryers, water reclaim systems, and entry controls, sold exclusively to car dealerships across the United States. The company also provides custom project design, installation, preventative maintenance programs, and proprietary car wash chemicals and replacement parts.
Is Broadway Equipment Company a public or private company?
Broadway Equipment Company is a private company. It is classified as family owned and is currently operating.
When was Broadway Equipment Company founded?
Broadway Equipment Company was founded in 1963. It employs 101 to 250 people.
Where is Broadway Equipment Company based?
Broadway Equipment Company is headquartered in Minneapolis, United States, in the North America region.
How does Broadway Equipment Company make money?
Five revenue lines are on record. Car Wash Equipment Sales are the primary driver. The others are preventative Maintenance Programs, chemical Products, replacement Parts and car Wash Accessories.
Who are Broadway Equipment Company's main competitors?
Direct peers on record are PDQ Manufacturing, Wash World (N/S Corporation), Mark VII Equipment, Sonny Enterprises (AutoButler) and Hanna Car Wash Systems. Broad incumbents are Belanger (Ryko Solutions), Istobal and Kärcher. Regional players are D&S Car Wash Equipment and Sherman Car Wash Equipment.
Does Broadway Equipment Company have an API?
No public API is recorded for Broadway Equipment Company.
What industry is Broadway Equipment Company in?
Broadway Equipment Company's product category is Commercial Car Wash Equipment. Its primary akta.pro industry code is IMAHALAB, Pressure Washing & Jetting Equipment. Its NAICS code is 811192 and its SIC code is 5040.