Seasoned Business Owner Excels with Grizzly Auto Detailing

This Grizzly Auto Detailing Owner Contributes to Brand's Success

Emerging Mobile Concept Offers Growth Opportunity with Semi-Absentee Model

With prior experience as a franchise owner, Juan Martinez had an idea about what he wanted in a new business opportunity — specifically, the ability to grow alongside the brand. Martinez chose Grizzly Auto Detailing and opened his business in February 2023. “As they are relatively new to the franchise scene, not only does Grizzly facilitate collaboration with franchisees, but they also actively encourage the submission of ideas and the leadership of projects that contribute to the collective success of the entire Grizzly community,” he says.

Martinez also liked the Grizzly business concept. “The corporate structure outlined operations in a remarkably uncomplicated manner for franchisees, making it practical to maintain a semi-absentee role,” he says. Martinez’s previous experience included owning and operating Subway franchises with his family. After selling those ventures and transitioning into real estate, “we desired to embark on another business venture that would offer a more hands-on approach, albeit not as intensive as managing Subway outlets,” Martinez says. “This is precisely why Grizzly proved to be the perfect fit for us.”

Franchise President Joshua "The Griz" Hagen with Martinez
Franchise President Joshua “The Griz” Hagen (left) with Martinez

A Truly Mobile Franchise

Grizzly Auto Detailing was founded in 2019 by a group of military service members then stationed at Bagram Airfield, Afghanistan. They conceptualized, designed and operated the company in its initial stages remotely and then launched the mobile auto detailing service in 2020. Grizzly now has locations in Pennsylvania, Virginia, Tennessee, North Carolina, Florida and Texas.

The innovative business model includes the use of technology in scheduling via iPhone and Android app, with services performed at customers’ homes, offices or other preferred locations. Customers include owners of family vehicles, high-end sports cars, plus fleet and commercial vehicles.

Grizzly Aito Detailing franchise business

Grizzly’s Services

Grizzly Auto Detailing services range from a basic maintenance wash to interior and exterior protection extending the life of the vehicle. A variety of customizable packages is available, including auto interior steam cleaning, stain removal, leather and plastic protection, engine bay detailing, ozone generation to remove odors, headlight restoration, de-badging and sticker removal, car waxing, paint protection film, paint correction, and ceramic coating.

Martinez initially acquired six Grizzly territories and has three of them open in Virginia and Tennessee. The biggest challenge in his business’s early days was in hiring and retaining quality contractors, he says. “Interestingly, it’s not always about compensation, as some of them learn more than professionals with college degrees. The difficulty lies in finding individuals who are willing to put in the effort and commitment required for the job, regardless of the financial incentives offered.”

Semi-Absentee Ownership

Martinez now has two committed contractors. “These individuals have seamlessly integrated into the operation and brought forward innovative ideas that have significantly streamlined my responsibilities, making my work life more manageable,” he says. And while his workload was demanding during the first six to eight months of operation as he laid the foundation for the company, Martinez says his day-to-day responsibilities have eased. “I’ve now reached a point where my main task is to connect with contractors daily, ensuring everything is running smoothly and addressing any concerns. Additionally, I handle payroll once a week,” he says.

“The initial hectic months were crucial for establishing the business, but thanks to the continuous support from the corporate team, we’ve successfully transformed into a semi-absentee business,” Martinez says.

“I am a firm believer in the potential of the Grizzly concept. However, as with anything in life, success requires hard work and the establishment of a solid foundation. To make it work, you have to be proactive and put in the effort to build connections. This involves reaching out to dealerships, office buildings, and firms to actively promote and expand your sales. Without this hustle and engagement, it’s challenging to generate the level of action and success you aim for in the Grizzly business.”

The Numbers Behind the Auto Detailing Market

Consumers are increasingly willing to invest in maintaining the appearance and value of their vehicles, leading to a steady growth in the auto detailing market. According to Grizzly’s website, the $12 billion auto detailing industry is an important part of the $33 billion car wash market. With over 276 million registered vehicles in the U.S., there are ample opportunities for franchise owners to reach car enthusiasts looking to detail their vehicles. Since individuals are holding onto their cars an average of 11.8 years, older cars will continue to need care.

For more information about the Grizzly Auto Detailing franchise, visit

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Lisa Ocker’s career began at her hometown paper, The Baytown Sun, covering everything from city government to chemical plant disasters, a hurricane and a controversial FEMA buyout of a flood-plagued neighborhood. From there, she moved to South Florida, reporting for the Palm Beach Post and South Florida Sun-Sentinel newspapers, and serving as editor of the regional magazine, Boca Raton. Returning to her home state, she led the re-launch of SUCCESS magazine as editor after a Texas-based entrepreneur bought the 100-year-old brand.

Lisa’s work also has appeared in The New York Times, Chicago Tribune and Newsweek. She has covered major news events including the space shuttle Challenger explosion and the rape trial and acquittal of William Kennedy Smith, nephew of the late President John F. Kennedy and Sen. Edward Kennedy. Her coverage of immigration issues included reporting on Haitian and Cuban refugee crises while traveling with the U.S. Coast Guard and from the U.S. Naval Base at Guantanamo Bay, Cuba. Her work with SUCCESS included profiles of entrepreneurs Steve Case, Ted Turner and the late Tony Hsieh.

Now living in and working from Santa Fe, NM, Lisa enjoys sharing the challenges and successes of franchisees and franchisors as a contributor to FranchiseWire and Franchise Consultant Magazine.
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