( ENSPIRE She Did That ) ElevateHer is Empowering Women While Fostering a Safe and Supportive Environment
ENSPIRE Contributor: Seanna Nona
A leading car wash group called Summit Wash Holdings, with operations in Schenectady, New York, Connecticut, Florida, etc., has launched ElevateHER, a groundbreaking initiative designed to create a more inclusive, empowering space for women in the car wash industry.
In an industry dominated by men, women are making their voices heard with a first-of-its-kind initiative called ElevateHer, co-founded by Stephanie Mak (head recruiter) and Jay Iraheta (regional VP).
Designed to foster a more inclusive and supportive environment for women in the car wash
sector, ElevateHER was launched in 2024 and has already gained significant traction. Mak and Iraheta’s vision was simple yet meaningful: to create a safe, supportive, and empowering space for women to grow, lead, and thrive in an industry that has long overlooked their potential.
What began as a grassroots initiative with just five passionate individuals has grown
into a company-wide movement. Mentorship, professional development, career advancement, and leadership training have been the key building blocks of ElevateHer. The program has expanded its reach and deepened its impact by fostering allyship among male colleagues and leadership. ElevateHER empowers women to step into leadership roles by equipping them with the tools, resources, and support needed to advance their careers.
The program has driven measurable success:
25% of leadership roles at Summit Wash Holdings are held by women, surpassing the industry average of 16%. Commitment to equal pay, addressing industry disparities where women typically earn $5,000 less on average. A growing network of female professionals and allies, strengthening support and career pathways for women.
We were lucky enough to have Stephanie Mak answer a few questions.
What challenges or gaps in the car wash industry led Stephanie Mak and Jay Iraheta to co-found the ElevateHER initiative?
“The car wash industry, like many other traditionally male-dominated sectors, has long struggled with representation and advancement opportunities for women. When Jay Iraheta and I looked at our organization and the broader industry, we recognized a glaring gap—women were significantly underrepresented in leadership and operational roles, not because of a lack of capability, but due to a lack of access, mentorship, and intentional development. We launched ElevateHER to address this head-on. Our goal was to dismantle systemic barriers, create structured pathways for advancement, and cultivate an environment where women enter the industry and thrive in it.
How does ElevateHER structure its mentorship, professional development, and leadership training programs to ensure women are supported and actively prepared for advancement into leadership roles?
“ElevateHER is structured around three core pillars: Mentorship, Professional Development, and Leadership Readiness—each designed to empower women with the tools, connections, and confidence to advance. When a woman joins ElevateHER, she completes an enrollment form that captures her personal and professional goals. This allows us to tailor her journey and connect her with the right resources and mentors. We facilitate regular development calls where women across the company gather to discuss real-world leadership topics, share insights, and hear from guest speakers. These sessions focus on building the soft and strategic skills critical for advancement, like communication, conflict resolution, and self-advocacy.
With women now holding 25% of leadership roles at Summit Wash Holdings—compared to the 16% industry average—what organizational changes or cultural shifts have contributed most to this increase?
“This progress didn’t happen by accident—it resulted from deliberate and sustained change. Through ElevateHER, we’ve created psychological safety for women to speak up, show up fully, and be seen as leaders. We normalized career ambition for women in every part of our business. We also highlighted and promoted family-forward policies, flexible scheduling, and equitable pay core to our operations, removing the practical barriers that often stall women’s advancement. These aren’t perks; they’re the foundation for lasting gender equity.”
What role do male colleagues and leaders play in supporting the ElevateHER initiative, and what concrete steps has the program taken to build allyship and inclusive practices throughout all levels of the organization?
“My co-founder is a male, so I would say male allyship is essential to ElevateHER’s success. We framed this as a collective leadership challenge from day one, not just a “women’s issue.” Our male colleagues are mentors, sponsors, advocates, and learners. We’ve focused on recognizing bias and building allies. Additionally, we’ve embedded inclusive practices and training sessions with every car wash leader, ensuring these conversations aren’t isolated but part of our daily rhythm. ElevateHER is not a side project—it’s a mindset shift that permeates everything we do.”
Considering the car wash industry’s history of gender-based wage disparities, how is ElevateHER working to close the gender pay gap, and what policies or accountability measures have been implemented?
“Tackling the gender pay gap is one of the most critical—and measurable—ways we hold ourselves accountable. We implemented pay transparency across the whole organization. Compensation decisions are tied to role benchmarks, not negotiation outcomes—a shift that particularly benefits women, who are statistically less likely to negotiate. Equity is not just a goal—it’s a standard, and ElevateHER ensures we uphold it.”
The need for ElevateHER is clear. Many industries historically lacked female representation, particularly in leadership roles, and the car wash industry is no different. Summit Wash Holdings breaks these barriers and sets a new standard for inclusion, innovation, and employee empowerment.
To learn more, follow: ElevateHer, Stephanie Mak
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