Meet Paulo Cumino | Designer and FlipWash CEO

We had the good fortune of connecting with Paulo Cumino and we’ve shared our conversation below.

Hi Paulo, what is the most important factor behind your success?
Innovation is the word. In a market where few companies are concerned with innovating and evolving, we see a lack of professionalism and innovation in customer service, mainly, in providing quality service. We create an inviting environment for car wash customers, providing customized and differentiated service and high performance, focusing on quality and sustainability.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
My business is called FlipWash. FlipWash is an innovative car wash model that arose, 9 years ago in Brazil, from the need that we identified in the car wash industry for companies that provided quality services, in a professional manner, with well-defined processes, trained employees, an inviting spaces, and, above all, environmental concern. After studying a lot and researching the car wash market, we developed a proprietary technology that uses just about 30 FlOz of water to clean a car, in a two-step process. Much faster, cleaner, and greener than any other kind of car wash. We opened our very first US unit in Coral Gables and we already have an expansion plan for 1 location per month for the next 12 months.
Our biggest challenge was to prove to the public that, until then, they were used to washing their cars with water, that our process was safe for their cars and more efficient than conventional car washes. We do not use products that are harmful to the car or the environment. We have developed a system where it is possible to clean the car using only biodegradable carnauba wax. Which consequently guarantees the vehicle a superior shine, a smooth touch and longer paint protection.
Our units are located in convenient places for customers, such as inside the parking lot of buildings, shopping malls, hospitals, airports, and condos. They are optimized facilities to serve the local public, and even so, people found it strange when they saw our space, which looks more like a cafeteria than a car wash. But when they see the final result of our services, they don’t want to take their cars to another place anymore.
When we decided to venture into another country, we were faced with a huge competitor market. It took at least 5 years of research and testing to understand the consumption habits of the new public and adapt our services to local needs. And we definitely understand that time and patience to carry out a project are essential to achieve success, and entering a new market, with so many established competitors, it is essential to have something new to show. And I can say that who was extremely important for this process, was my wife Vanessa Cumino, who is a marketing specialist and can guide this entire path of development and brand building in the US, always managing my anxiety.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I would start with Little Havana. That place has so much energy on the streets and tells a lot about the people who helped to build Miami, with a stop at Old’s Havana Cuban Bar. The food and the drinks are so tasteful And the atmosphere is party, always with live Cuban music. After that, I would go to Brickell, to check out the view from Sugar, the bar at the East Hotel rooftop, where is possible to relax enjoy a good drink, and understand a little bit of Miami’s geography, Brickell City Center is also a great place for those who like to shop, which is not my case.
Following to bayside area, a good option to visit is the recent open walkway and sculpture gardens between palm trees and grassy paths at the Phillip and Patricia Frost Science Museum, which finishes with a big white head sculpture looking out over the bay, where you have a view of the port, the cruise ships, and in the background, Miami Beach.
From the bayside to downtown, I would say that it is worth stopping at the La Fontana restaurant to eat authentic Italian pasta made inside Parmigiano cheese accompanied by a Fiorentina steak. But if the subject is to eating, another really cool recently opened place is Julia & Henry’s, where you can find a big variety to eat or drink in a futuristic atmosphere. A huge 3-story cylindrical tower filled with liquor bottles impresses at the center of the space.
As I am from Brazil, I also always stop at Las Palmas downtown to satisfy my longing for homemade food, in an unpretentious place with family service. The simple and tasty homemade food, served at the counter, always by waiters with a smile on their faces, reminds me of the local places I used to go to in Brazil.
And as I always prefer outdoor walks, especially for those with dogs, a good option is to take your friend for a walk in the David T. Kennedy Park, in Coconut Grove. The park is on the water’s edge and has a large dog park, trails, and sand volleyball courts. There, you can also walk over the water on a wooden walkway and take beautiful pictures. And while we’re on the subject of Coconut Grove, another good option for relaxing and chatting by the water is the Monty’s, a bar with a beach vibe, open space with wooden log columns and thatched roofs where you can enjoy American bar-style drinks, nothing fancy in plastic cups and portions of fried calamari and shrimp.
And to close the itinerary, we are now going to Wynwood. But not for the famous graffiti on the walls, but for the wood-fired pizza. A stop at Piacere is well worth it if you really like good pizza the traditional way. The pizza comes out of the wood-fired oven and is then served on a plate where you can enjoy it right there at the small tables in the garden, to the sound of live jazz bands accompanied by Italian beer. The dough is light and thin, with a toasted edge and fresh ingredients, such as mozzarella, parma ham, or even Italian mortadella with pistachio.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
My wife for supporting me and believing in my decisions. We moved from Brazil because I had a dream and realized a market opportunity in the US to introduce a new car wash and sustainable company concept. And she was always by my side, supporting and encouraging me, no matter how complicated and difficult the changes were. She gave up being close to her family, friends, and her own company to be by my side, believing in my business vision.

Website: flipwash.com

Instagram: @flipwashusa & @paulocumino