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EP 92: The Untold Story of Levi Gates: From The Rag Company to Liquid Elements!

Join Andrew St-Pierre and Ercan Hurmuzlu on the Suds To Success Podcast as they sit down with Levi Gates, the “Master of Shine,” to explore his incredible journey through the detailing industry. From growing up around car detailing to building his own business and spending years with The Rag Company, Levi shares the experiences that shaped his career. Discover the story behind Liquid Elements North America, its innovative products, accessible pricing, polishing machines, and vision for the future. Tune in for industry insights, valuable lessons, and inspiration for detailers ready to grow!

Andrew St-Pierre

10/30/20265 min read

EP 92: THE UNTOLD STORY OF LEVI GATES: FROM THE RAG COMPANY TO LIQUID ELEMENTS!

MIC ON

ANDREW ST-PIERRE ~ ERCAN HURMUZLU 🎤

FEATURING LEVI GATES

(THE MASTER OF SHINE!)

What does it take to build a career in the detailing industry, become a familiar face in educational content, and start a new chapter with an international detailing brand? In Episode 92 of the Suds To Success Podcast, Andrew St-Pierre and Ercan Hurmuzlu sit down with Levi Gates from Liquid Elements to explore his incredible journey, lessons learned, and vision for the future of car care! 🚀

From growing up around detailing to helping introduce products and techniques to a wider audience, Levi shares the experiences that shaped his career and continue to influence his work today.

FROM A FAMILY DETAILING BACKGROUND TO 30 YEARS IN THE INDUSTRY!

Levi's story began long before he became known as the “Master of Shine.” Raised by parents who detailed vehicles as a side hustle, he grew up surrounded by car washing, waxing, vacuuming, and the hands-on work of keeping vehicles looking their best.

He started his professional journey at a car wash before moving into detailing bays, managing operations, and working in high-volume shops. The work was demanding, involving intensive interior cleaning, carpet shampooing, engine cleaning, and multi-step paint correction.

Although the workload eventually became exhausting, those years taught Levi valuable lessons about efficiency, product performance, and getting quality results within real-world business constraints.

BUILDING HIS OWN DETAILING BUSINESS AND DISCOVERING BETTER PRODUCTS!

After years of working in high-volume detailing, Levi took a leap and opened his own shop, Hawk's Detail Masters of Shine. This gave him more control over his services, pricing, and the quality of work he delivered.

He began refining his processes, exploring ceramic coatings, investing in polishing technology, and learning more about the products professionals used every day.

His curiosity also led him deeper into the world of microfiber towels. Realizing that not every towel was suited to every task, Levi began researching manufacturers and learning how different materials could improve detailing results.

That curiosity would eventually lead him to an opportunity that changed the direction of his career.

THE RAG COMPANY: FROM A CONVERSATION TO A MAJOR CAREER CHAPTER!

Levi discovered that The Rag Company was based in Boise, Idaho, and reached out to learn more about its microfiber products. What began as a simple visit turned into hours of learning and, eventually, a close working relationship.

At the time, the company was primarily serving the janitorial and sanitation markets, and its team needed help answering automotive detailing questions from customers.

Levi began helping with product knowledge and customer service before joining the company full-time. He ultimately sold his detailing business and committed himself to helping grow The Rag Company.

Over the years, he helped educate detailers, explore products, and create content that made detailing techniques and efficiencies easier to understand. His early videos helped many people discover better ways to work, improve their processes, and learn about microfiber.

THE POWER OF EDUCATIONAL CONTENT AND REAL-WORLD EXPERIENCE!

Levi reflects on the early days of making videos with limited equipment, small teams, and plenty of creativity. Instead of relying on elaborate productions, they focused on practical demonstrations and useful information.

Some videos were filmed after hours in his detailing shop, with borrowed cameras and help from local students. The goal was simple: demonstrate techniques, solve problems, and share knowledge that detailers could put into practice.

The conversation explores why authentic, educational content can be so powerful. Sometimes, showing a technique clearly and explaining why it works can be more valuable than creating a highly polished production.

A NEW CHAPTER: FROM THE RAG COMPANY TO LIQUID ELEMENTS!

After leaving The Rag Company, Levi moved to Colorado to work with AutoWash. When that opportunity ended unexpectedly, he faced a difficult career transition.

Fortunately, he had maintained a relationship with Sebastian from Liquid Elements, a German car-care company he had met through industry events. That connection opened the door to a new opportunity.

Levi teamed up with Brian Guy to help lead Liquid Elements North America, bringing his experience in detailing, product knowledge, education, and brand development into a new business venture.

Rather than simply representing products, Levi now has the opportunity to help build the brand's presence in North America, develop its market, and connect with detailers who want effective tools without unnecessary complexity.

LIQUID ELEMENTS: SIMPLE CAR CARE AND THE HONEST PRICE MOVEMENT!

One of the biggest themes in this episode is Liquid Elements' approach to product development and pricing. The company focuses on making products in-house wherever possible, improving manufacturing efficiency, and maintaining quality while keeping prices accessible. Its philosophy, described as the “Honest Price Movement,” centers on the idea that quality detailing products shouldn't become unnecessarily expensive.

Levi explains how this approach connects directly to the realities of running a detailing business. Professionals need tools and chemicals that work reliably, help them complete jobs efficiently, and leave enough room in the budget to operate successfully.

Liquid Elements aims to simplify car care by offering practical product choices rather than overwhelming customers with endless variations.

POLISHERS, PADS, COMPOUNDS AND PRODUCTS BUILT FOR PERFORMANCE!

Levi shares insights into the Liquid Elements product lineup, including its polishing machines, pads, compounds, polishes, microfiber towels, and cleaning products.

The company's polishing machines are designed with performance and reliability in mind. Levi discusses the T4200 dual-action polisher, its accessible price point, and the company's two-year full-replacement warranty.

He also explains how Liquid Elements approaches pad design and its straightforward compound-and-polish system. Even the scents of the compounds add a distinctive touch, with heavy cut, medium cut, and ultra-fine products featuring raspberry, banana, and green apple scents, respectively.

The conversation also highlights the brand's practical microfiber range and affordable everyday products, including its glass cleaner.

QUALITY WITHOUT THE UNNECESSARY PRICE TAG!

For Levi, product pricing is about more than simply setting a number. It's about understanding what detailers experience every day.

Having spent years working in detailing shops, he knows how quickly equipment, chemicals, and supplies can affect a business's operating costs. Liquid Elements seeks to keep prices as close to its European pricing as possible while accounting for expenses such as shipping and tariffs.

The goal is to give detailers access to reliable products while helping them preserve more of their hard-earned money.

Because when products perform as expected and make the work easier, both professionals and hobbyists can benefit.

BUILDING A NORTH AMERICAN BRAND WHILE STAYING LEAN!

Starting over with a new company brings challenges. Levi discusses the uncertainty of changing roles, managing expectations, learning new systems, and building relationships across international teams.

Working with Liquid Elements also gives him and Brian the opportunity to shape the business more directly. They handle day-to-day operations while collaborating with the wider team in Germany.

Looking ahead, Levi wants Liquid Elements to become a recognizable name in North America without losing the creativity, teamwork, and hands-on approach that made earlier stages of his career so rewarding.

His vision is to grow the brand while keeping its team focused, adaptable, and passionate about what they do.

WHAT'S NEXT FOR LEVI GATES AND LIQUID ELEMENTS?

The next chapter is about building a strong foundation, expanding awareness, creating more educational content, and showing detailers what the brand can offer.

Levi also emphasizes that good tools and products should make detailing easier to learn and perform. Whether someone is an experienced professional or a beginner trying paint correction for the first time, a well-designed system can help make the process more approachable.

This episode is a reminder that careers don't always follow a straight line. Sometimes, unexpected changes open the door to opportunities that better match your experience, values, and ambitions.

WATCH, LISTEN & JOIN THE CONVERSATION!

Ready to hear the full story behind Levi Gates' journey from detailing shops and The Rag Company to Liquid Elements?

Tune in to EP 92 of the Suds To Success Podcast for an honest conversation about career growth, product innovation, detailing education, business efficiency, and the future of car care.

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🔗 CHECK OUT LEVI GATES / LIQUID ELEMENTS

🌐 Website: https://www.liquid-elements.com/

📸 YouTube: https://www.youtube.com/c/MasterOfShine

📱 Facebook: https://www.facebook.com/leviticus.gates