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EP 64: This Guy Knows How To Get Things Done! | FT. Craig Brigham

In Episode 64 of the Suds To Success Podcast, Andrew St-Pierre and Ercan Hurmuzlu sit down with UK detailing leader Craig Brigham for a powerful, no-BS conversation. From high-pressure IT roles to building a thriving mobile detailing business, Craig shares the mindset, discipline, and relationship-first approach that fuels his success. This episode dives into leadership, consistency, customer loyalty, and real-life lessons from his journey—including his time as IDA President. It’s not just about detailing—it’s about growth, resilience, and doing things the right way.

Andrew St-Pierre

4/17/20264 min read

🚀 EP 64: THIS GUY KNOWS HOW TO GET THINGS DONE! | FT. CRAIG BRIGHAM

Welcome back to another powerful episode of the SudsToSuccess Podcast! 🎙️🔥

In Episode 64, Hosted by ~~ Andrew St-Pierre and Ercan Hurmuzlu

sit down with one of the most respected names in the Detailing Industry ~~ Craig Brigham - a well-known UK detailer and former IDA (International Detailing Association) President.

Craig is not just a detailer… he’s a leader, a strategist, and a guy who truly understands how to build relationships, run a long-term business, and create a real impact in the industry.This episode goes deep into his journey, his mindset, and the real-life lessons that shaped him into the person he is today.

🌍 MEET THE LEGEND: CRAIG BRIGHAM

Craig Brigham is based in the UK, around 200 miles away from London, in the Midlands near Yorkshire. And as Andrew mentioned, when people think “UK detailer,” Craig is usually one of the first names that comes to mind.

Craig has been in professional car care for nearly 10 years, but his passion for clean cars started long before that.He grew up in a family of funeral directors, which taught him from a young age that vehicles must always be spotless, presentable, and respected.

Craig even shared that he has a childhood picture of himself standing on the back of a Mercedes limousine at just two years old, holding a sponge — already cleaning cars.

That’s not a hobby… that’s destiny. 💯🧽

🧠 FROM IT CAREER TO DETAILING SUCCESS

Before Craig became the detailing powerhouse he is today, he actually worked in the IT industry for over 8 years, managing healthcare systems.

And this wasn’t regular IT work.

Craig described intense situations where he’d receive calls saying:

“If you don’t fix this, someone is going to die.”

That type of pressure builds a different kind of mindset — calm under stress, focused under chaos, and trained to solve problems quickly.Eventually, Craig reached a crossroads in his life. His contract ended, and he had to decide whether to move forward in IT or take the leap into business.

With the support of his wife and brother, Craig me the bold decision:

It’s now or never.And that moment changed everything.

🚐 THE MOBILE DETAILING MODEL THAT WORKS

Craig runs his detailing business as a mobile operation, and unlike many detailers, he has built his business around something rare:

✅ Cleaning CLEAN Cars for a Living

Craig’s client base is built on loyal, long-term relationships.He shared that nearly 80% of his customers have stayed with him for over 5 years, and many of them schedule regular cleanings on fixed monthly routines.Some vehicles are so consistently clean that Craig spends more time creating fresh carpet stripes just to prove he vacuumed! 😄That’s the level of consistency he delivers.

💰 WHY CRAIG DOESN’T OFFER MONTHLY SUBSCRIPTIONS

Andrew asked Craig if he runs a monthly subscription-style model where customers pay upfront each month.Craig explained that he prefers a case-by-case payment system, because:

He likes consistent income flow each month
He tracks business numbers closely
It gives clients flexibility
It opens more upsell opportunities

Some clients have paid for 12 months upfront, but Craig’s system allows the business to stay balanced and predictable.

🏢 WHY HE NEVER WANTED A SHOP

Craig also shared why he has never wanted a detailing shop.

He enjoys:

🚗 meeting different people

🌎 working in different locations

🧍‍♂️ building real relationships

Craig mentioned that many detailing shops in the UK are not as “controlled” or “perfect” as people imagine — and coatings can still be applied successfully outdoors when done correctly.He has only had one coating failure, and it turned out to be a product issue, not his installation.

❤️ DETAILING IS MORE THAN CLEANING… IT’S THERAPY

One of the most powerful parts of the episode was when Craig and Andrew discussed how detailing becomes more than a job.Craig explained that many clients keep him around because:

🧍‍♂️ He’s the only person they see that week.

Especially during COVID lockdowns, people needed human interaction, and Craig became that familiar face.This is where the episode became incredibly real and emotional.

Andrew also shared personal stories from his past work in a cemetery and how that shaped his ability to stay calm in intense situations.

Both hosts and Craig agreed on one truth:

**People don’t just pay you to clean their car.

They pay you for trust, comfort, and connection.**

🏆 CRAIG’S INCREDIBLE IDA JOURNEY

Craig’s story in the IDA is truly inspiring. He joined the IDA early in his career and became deeply involved with the UK chapter. Even though he admitted:

“Everyone on this call is a better detailer than me.”

Craig leaned into what he was good at — business systems, leadership, structure, and process. Eventually, he rose through the ranks:

📌 UK Chapter President

📌 Global Board Member

📌 President of the IDA

And he didn’t do it for fame. He did it to make a real difference.Craig shared how he worked behind the scenes, handling stress, hate messages, criticism, and heavy responsibility — all while still running his own detailing business.

🔥 THE POWER OF COMMUNITY & RELATIONSHIPS

Craig emphasized a major point that every detailer needs to hear:

✅ Build relationships with your customers.

He referenced how industry leaders like Grant Cardone constantly talk about relationship-building and how it leads to long-term success. Craig believes customer loyalty is the true key to consistent income.

🧩 THE PERFECT ENDING: REAL PEOPLE, REAL STORIES

As the episode wrapped up, Craig shared how meaningful it is to be seen as a normal person, not just an industry name. Andrew and Ercan thanked Craig for coming on and appreciated the raw honesty he brought into the conversation.

Craig’s mindset, leadership, and life experience made this episode one of the most meaningful discussions on the podcast.This was not just about detailing…

This was about life, pressure, growth, and becoming better. 💯

🎧 FINAL THOUGHTS

Episode 64 is a must-listen if you're a detailer, business owner, or someone trying to grow a service-based business. Craig Brigham proves that success isn’t about being the best polisher in the world, it’s about:

🔥 mindset

🤝 relationships

📊 structure

💪 leadership

❤️ consistency