Israel McMillan, founder of Powerwash, had a clear vision when he started the business in 2016. After spending eight years in Australia gaining management and sales experience, Israel returned to Auckland at 32 with a realisation that truck washing in New Zealand lacked the efficiency and standards seen overseas.

Here was an opportunity, and Israel was going to seize it.

“I wrote a list of what I wanted my business to be,” Israel recalls. The list of requirements was simple – niche, scalable, opportunity to improve, and operable with a very low level of debt. 

With that drive, Israel started Powerwash, a fleet washing service. Today, eight years on, they wash over 50,000 trucks annually across the Auckland and Waikato regions.

Overcoming obstacles with innovation

Israel’s entrepreneurial journey was not without its challenges. “Getting the business off the ground was the hardest part. From cash flow to building customer trust, it all took much more time than I could have imagined,” Israel shares.

For instance, he spent $70k to buy equipment at the start – a mobile truck wash. “I washed for free for about a month, testing how much water and chemicals were being used. I did some time and motion studies on my own. Finally when someone asked me what I charged, I made an educated estimate.”

He came to see why this was such a niche offering. A truck is 14 times bigger than a car, so washing it is much more demanding. “It’s a big physical ask,” explains Israel. But by looking again at how they were doing it in the US, Australia and Europe, he found systems and techniques that reduced the time and energy. The operation became streamlined over time, as he kept bringing in new ideas for improvement. Within a few months, Israel hired his first employee – still with him almost nine years later – and grew and grew until he reached a staff 15, then 30 people on his team.

Then Covid hit, along with a severe water shortage in Auckland. “Our operating costs went up by 40% when we had to start sourcing our own water,” he says. But learning and moving forward was the name of the game.

“I asked myself, ‘What would a real entrepreneur do right now?’ People have operated businesses through wars and all sorts of things, so what can I do now, in this particular environment, to keep moving forward?” That was the kick to lease a pre-existing wash bay and continue operations with different odds.

Scaling and self-development with EO

Joining EO in 2022 marked a transformative period for Israel both professionally and personally. “EO has been fantastic for my development. The forum, in particular, has helped me mature as a business leader. Being surrounded by people who have been in the game for ages gives you insights you wouldn’t get anywhere else,” he explains.

Israel emphasizes how EO fosters reflection and accountability. “Having monthly meetings forces you to think about your actions and intentions. In my forum, most of the members have more life experience than me; they’ve been there, done that. So that’s really helped with my business maturity. You learn from every conversation.”

This network has been instrumental in helping Israel manage the growing demands of Powerwash while maintaining balance in his personal life.

“What you tell yourself becomes reality. If you say, ‘I have to do this,’ it can become overwhelming.”

The result isn’t just that he’s making more time for himself, but that he’s also pushing to expand and create an empire.

“We’re not far from the tipping point,” he says, excited about the phases on the horizon for Powerwash. “I always wanted to create a business that would provide me with stability and flexibility, and have a playground that I can operate in and be in control of. That hasn’t changed.”

As Israel reflects on his journey, one message is clear: “Always be testing in real life, not just in theory. You learn from every experience, and that’s what allows you to grow.”