PowerClean 2024

PowerClean 2024

Written by Diane Calabrese | Published July 2024

PowerClean 2024 LogoBy now PowerClean requires minimal introduction. Besides offering a trade show with distributors, manufacturers, suppliers, and contractors in attendance, the event provides robust opportunities to learn in formal and informal settings, discuss, and socialize.

There are so many famous places in the Sunshine State, from Cape Canaveral to Key West. Yet only Orlando has “famous’” built into its name. Orlando’s star power spans the world, making the Florida city a perfect location for PowerClean® 2024. (Dates: October 31 through November 3. Venue: Rosen Shingle Creek® Hotel.)

The Cleaning Equipment Trade Association (CETA) will again co-locate with the Power Washers of North America (PWNA) for PowerClean. Co-location allows the organizations to capitalize on the strength of two teams that share a single vision: advancing the industry.

A members-only event, PowerClean 2024 engages participants with the sort of intensity that seeds connections, ideas, and innovations across the industry. Not yet a CETA member? Visit CETA.org and join today.

“There are so many reasons to be a part of PowerClean as both an exhibitor and an attendee,” says Aaron Auger with BE Power ® Equipment, which is headquartered in Abbottsford, BC, Canada. “Every year the show is sold out for exhibitors, which means the number of booths for attendees keeps getting better and better.”

Auger’s company is one of the many exhibitors that will give attendees the chance to exchange thoughts with manufacturers and examine equipment and ancillaries. It’s the equivalent of being able to figuratively kick the tires at an auto show and more.

“In addition to the exhibit floor, the educational seminars, golf tournament, and social functions give attendees from both CETA and the PWNA a number of opportunities to expand their knowledge of the industry,” says Auger. “It’s the one time each year we all have a chance to get together in one venue. And as an exhibitor, the number of people that we can spend time with in just a few days is well worth our time to be there.”

Auger notes that his experience with PowerClean starts near the inception of the event. And the person-to-person, real-world connections matter.

“It all comes down to the interaction with your peers,” says Auger. “I’ve attended PowerClean for over 20 years, and I always benefit from something at the event. From meeting new people to seeing new products, it’s definitely the most valuable event on our company’s calendar each year.”

Attendees gain knowledge not only by the hours they spend visiting exhibits but also from the scheduled seminars. They benefit, too, from peer-to-peer conversations.

“As a member of CETA for 29 years, I have always received great information from listening to other successful pressure washer dealers,” says Paul Middlecoop, owner of 3R Sales & Service in Barberton, OH. “It’s always a benefit to staying on top of new developments in your industry.”

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Middlecoop recalls some of the most valuable sessions he has attended in the past. He recalls “CARB awareness, benchmarking, and roundtables” as standouts.

CARB, the well-known California Air Resources Board, plays a leading role—even ahead of the Environmental Protection Agency [EPA]—in efforts to cut emissions from fossil fuels. The SORE [small off-road engine] rules affecting the industry originated with CARB.

Benchmarking, one of the many benefits of CETA membership, makes it easy for distributors to assess their performance (against their colleagues and competitors) in a confidential, anonymous, and unvarnished way. Roundtables, of course, give attendees the chance to sit down and talk about specific complicated issues, such as SORE and other regulatory expectations.


The digital world will be as much part of PowerClean 2024 as it is everything else. Even so, although it will not be subordinated to the real world, it will get some stiff competition from attendees talking and perhaps even shaking hands.

“In this day and age where email and messaging are king, it’s often hard to achieve the level of relationship necessary for a strong and longlasting business partnership,” says Erik Spurling, director of sales and marketing at ProPulse, a Schieffer Company based in Peosta, IA. The company is an exhibitor.

“Meeting with attendees allows us the opportunity to put a face with a name and be reminded of the other’s humanity,” says Spurling. “In the end, it’s all about relationship building and laying that foundation of trust, openness, and availability.”

The significance of being in attendance is appreciated long after the event ends. “Many new relationships are formed at PowerClean, and familiar associations are developed and deepened,” says Spurling. “It’s worth the time and effort to attend because human interaction is foundational to authentic, resilient relationships.”

From the opening reception through all the events—including special activities such as the gathering of Women of CETA and the golf tournament— attendees will find that choices must be made, and priorities set. That’s how rich—a veritable surfeit of riches— PowerClean 2024 will be.

Even with its many dimensions, one stands out. “The interaction at PowerClean is one of the biggest benefits of CETA,” says Karl Loeffelholz, distributor division manager at Mi-T-M Corporation in Peosta, IA.

“By displaying a variety of our products on the show floor, it allows us to educate attendees on our company and enables each individual to look over the equipment, see how things are assembled, and compare the fit and finish to other brands,” explains Loeffelholz. That serves as a catalyst.

“Being face to face with attendees creates a lot of dialogue that you might not ever accomplish over a phone call, and best of all builds relationships directly with each person,” explains Loeffelholz. He adds that a manufacturer knows “each customer has multiple choices on what brand of equipment to purchase,” and meeting with suppliers and manufacturers can help a distributor make the best choices for his or her business.

PowerClean makes it easy “to see all the key players” and “their most popular product offerings all in one location,” says Loeffelholz. He emphasizes that the exhibitors at the many booths share the commitment to give the best assistance possible to businesses.

“By attending PowerClean, you will go away knowing you are on the right path for your business,” says Loeffelholz. “Best business practices” are among the takeaways.

Synergy—cooperation and collaboration even among competitors—fortifies an industry. Working together is not always easy, but it leads to great things (e.g., see Cape Canaveral).

Alkota Cleaning Systems highly values in-person interactions with customers and vendors,” says Scott Hansen, the president of the company, which is based in Alcester, SD. “Our company enjoys building and strengthening relationships that are crucial for its success.”

Hansen’s firm is an exhibitor, but the event also allows him the advantages of being an attendee. He says he relishes how much he has “learned from everyone” when attending PowerClean.

“From the technical side to the innovative new products, I always learn something new every year I attend,” says Hansen, “along with forming great relationships with everyone in the industry.”

Real-time give and take defines PowerClean 2024. For that reason alone, the event should not be missed.

“CETA and PWNA host demonstrations, workshops, and presentations to educate attendees about their offerings and how they can benefit their businesses,” says Gus Alexander, the CEO of FNA Group in Pleasant Prairie, WI. “This interactive approach can be very engaging and informative for both parties.”

Exhibitors increase their visibility, explains Alexander. “A well-designed booth, engaging presentations, and positive interactions with attendees can help enhance brand awareness and recognition.”

The feedback exhibitors receive about products, services, and industry challenges proves invaluable. “It can be used to improve offerings, address pain points, and stay competitive in the market,” says Alexander.

Learn, banter, brainstorm, query, regroup, and even relax a little. Attend PowerClean 2024.

Not yet registered? Want the most up-to-date schedule? Start here: https://ceta.org/annual-convention/

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