ELEVATE 2026: PWNA/IWCA Convention Delivers Record-Breaking Attendance and Unforgettable Energy

A Recap of the Industry's Premier Gathering for Exterior Cleaning Professionals

The exterior cleaning industry showed up — and showed out — at the 2026 ELEVATE PWNA/IWCA Convention, and the numbers say it all. With 1,039 total attendees including exhibitors and over 800 contractors walking through the doors, this year's event set a new benchmark for what the industry's premier convention can be. It was, by every measure, a record-breaking gathering and a powerful reminder of just how far this profession has come.

From certification classes and hands-on training to a buzzing trade show floor, meaningful networking, and a memorable awards ceremony, ELEVATE 2026 delivered on every front. The energy was palpable from the moment the doors opened, and it didn't let up until the final gavel fell. If you were there, you already know. If you weren't — keep reading, because this one's worth understanding.

Tuesday, February 17th — The Deep Dive Before the Storm

For the contractors who arrived early, Tuesday was a full day of serious, focused education before the convention crowd descended. These pre-convention intensives are designed for professionals who want to go deeper than a standard session allows, and this year's lineup delivered exactly that.

Steve Williams of ISCA led a full eight-hour Solar Safety & Cleaning course that drew contractors eager to position themselves ahead of one of the fastest-growing service categories in the industry. Solar panel cleaning isn't a niche anymore — it's becoming a genuine revenue driver for exterior cleaning companies across the country, and the safety considerations that come with it are not something you want to learn on the job. Williams walked attendees through the proper protocols, safety standards, and technical nuances that separate contractors who do it right from those who create liability. For the contractors in that room, Tuesday was worth the trip on its own.

Running simultaneously, Carlos Gonzales filled the day with his Niche Market & Gas Station Cleaning training — a course that had 61 contractors enrolled by the time all was said and done. Gas station and fleet cleaning represents a significant commercial revenue opportunity that many residential-focused contractors haven't fully explored, and Carlos brought the kind of real-world, boots-on-the-ground knowledge that you can't find in a YouTube video. His ability to break down complex chemical applications and surface-specific challenges into practical, actionable technique is exactly why he's one of the most sought-after educators in this space.

Tuesday wrapped up with the PWNA Enterprise Member Welcome Social, giving the association's top-tier members a chance to connect in a relaxed, informal setting before the week hit full speed. These early evening gatherings tend to produce some of the best conversations of the entire convention — the kind that turn into referral relationships, partnerships, and friendships that last well beyond the event itself.

Wednesday, February 18th — The Engine Warms Up

Wednesday was the day the convention truly came to life. The morning was dedicated to exhibitor move-in and setup, with vendors transforming the show floor into what would become one of the most active trade environments this industry has seen in years. While that was happening, certification classes and hands-on training were already running full steam, giving early-arriving contractors the chance to knock out credentials before the trade show opened.

By mid-afternoon, the outdoor demo area was drawing crowds. Watching equipment perform in real conditions — seeing chemical reactions happen on actual surfaces, watching operators work through real-world scenarios — is the kind of hands-on education you simply cannot replicate in a classroom. Contractors huddled around demonstrations, asking questions, comparing notes, and picking up techniques they could bring home and put to use immediately.

Then came the Opening Reception, and if there's one moment that captures the spirit of ELEVATE, it's this one. A DJ kept the energy high while contractors, vendors, and industry professionals mixed and mingled in a setting that was equal parts celebration and community. The Corn Hole Tournament became an instant hit — competitive enough to get people fired up, relaxed enough to break the ice with someone you'd never met before. By the end of the night, business cards had been exchanged, plans had been made, and the tone for the rest of the week had been set perfectly.

Thursday, February 19th — Education, Empowerment, and the Trade Show Floor Opens

Thursday hit the ground running with a packed morning of technical, business, sales, and marketing classes — and the rooms were full. This is where ELEVATE separates itself from a standard industry gathering. The educational programming isn't filler. It covers the full spectrum of what a modern exterior cleaning business needs to operate and grow: advanced technical training for the crew in the field, business development strategies for the owner in the office, and sales and marketing guidance for the professional trying to scale. Attendees bounced between sessions that spoke directly to where their businesses were and where they wanted to go.

Midday brought one of the convention's most talked-about events — the Women's Wine & Wash. Running from 11:30am to 1pm, this gathering has become a genuine tradition at ELEVATE, bringing together some of the most accomplished and driven women in the exterior cleaning industry for meaningful conversation, connection, and community. It's more than a social event. It's a space where women in a traditionally male-dominated trade can share experiences, exchange ideas, and build the kind of professional relationships that support long-term success. The energy in that room is something special, and its growth year over year reflects how much this industry is evolving.

When the afternoon arrived, the trade show floor opened its doors — and the energy was immediate. Giveaways were flowing, exhibitors were demonstrating products, and the floor buzzed with the kind of activity that only happens when over a thousand industry professionals are under one roof with a shared purpose. Contractors who had been in class all morning were now getting their hands on equipment, talking directly to the people behind the products they use every day, and discovering solutions to problems they'd been carrying for months. This is the trade show experience done right.

Friday, February 20th — Final Push, Awards, and the Moment Nobody Forgets

Friday carried the energy of a week well spent. The morning once again featured a full slate of technical, business, sales, and marketing sessions, with contractors squeezing every last bit of education out of the convention before the afternoon arrived.

The trade show floor opened for its final run alongside a live auction that added a charge of excitement to the afternoon. Giveaways continued drawing crowds, exhibitors made their final push, and the floor had the kind of controlled chaos that makes you want to stay just a little bit longer before it's all over.

And then came the Awards Ceremony — the moment that brought the entire convention together in the most meaningful way.

Awards: Honoring the People Who Make This Industry What It Is

In a deeply moving moment that set the tone for everything that followed, Jan Walters took the stage to present the Joseph Walters Award on behalf of her late husband. Joseph Walters left an indelible mark on this industry and on PWNA, and having Jan there to carry his legacy forward was a reminder of why this association exists — not just to do business, but to honor the people who built something worth being proud of. There was not a distracted person in the room when she spoke.

This year's award recipients represent the full range of what excellence in this industry looks like:

Joseph Walters Award — Carlos Gonzales, Enviro Bio Cleaner: Carlos has spent years being more than a vendor to the contractors he serves. He's an educator, a problem-solver, and a genuine advocate for the success of every operator he works with. His Niche Market Training at this very convention drew 61 contractors — which tells you everything you need to know about the trust and respect he's built. Receiving this award from Jan Walters herself made the moment all the more significant. Congratulations, Carlos. It's well earned.

PWNA Award of Excellence (Contractor) — Ronny Estrada, Ferretti Softwash: Ronny leads Ferretti Softwash with a relentless focus on safety, compliance, and technical proficiency. As a PWNA Enterprise Member, he doesn't just hold a membership — he uses it. He's brought PWNA education and resources directly into his operation, building a team that reflects the values this association champions. Ronny is the kind of contractor who makes the whole industry look better. Congratulations.

PWNA Award of Excellence (Contractor) — Chuck Doherty, Pressure Kleen: Twenty-plus years of PWNA membership. Let that sink in. Chuck Doherty has been showing up for this association and this industry longer than many of today's contractors have been in business. His commitment to professionalism, ethical practice, and continuous improvement is a model worth following at any stage of a career. Congratulations, Chuck — and thank you for everything you've given to this community.

PWNA President's Award — Trevor Shamblin, PWNA Board Member: Trevor's work on behalf of PWNA and its members doesn't always happen in the spotlight, but it matters deeply. This recognition is the association's way of saying what the membership already knows — that the work Trevor puts in for this organization makes a real difference. Thank you, Trevor.

The Numbers Behind the Education

If the awards were the emotional heartbeat of ELEVATE 2026, the certification numbers were the backbone. This year saw a record enrollment across PWNA's full certification curriculum — over 500 credentials being pursued in a single week:

• Concrete and Paver Sealing — 120 enrolled
• Flatwork Certification — 118 enrolled
• PWNA Roof Cleaning — 104 enrolled
• House Washing — 86 enrolled
• Niche Market Training with Carlos Gonzales — 61 enrolled
• Fleet Washing — 52 enrolled

These numbers reflect a workforce that is taking professionalism seriously. Contractors aren't just showing up to walk the trade show floor — they're showing up to get better, get certified, and go home with credentials that set them apart in their markets.

What Contractors Who Didn't Attend Actually Missed

Let's be honest — sitting this one out was costly.

Over 800+ contractors spent the week getting certified, getting educated, and getting connected in ways that don't happen behind a screen. They walked a trade show floor packed with vendors who actually wanted to talk, discovered solutions to problems they'd been working around for months, and left with credentials that carry real weight in their markets.

They made the kind of connections that turn into referral relationships, partnerships, and mentorships — because there is no substitute for being in a room with so many people who understand exactly what your life looks like. The contractor you grab dinner with on Wednesday might be the one who sends you a major commercial account in the spring. It happens every year.

Start Planning for ELEVATE 2027

PWNA is already looking ahead to ELEVATE 2027, taking place February 4–6, 2027, at Kalahari Resorts & Conventions in Round Rock, Texas. After the momentum and growth seen at this year’s convention, 2027 is shaping up to be another major gathering for the exterior cleaning industry.

ELEVATE is more than a trade show. It is an investment in your business, your education, your network, and your future in this industry. Contractors who attend are not just showing up for a few days of classes and exhibits — they are positioning themselves to grow, lead, and stay ahead in a rapidly evolving market.

With expanded opportunities for education, connection, and industry engagement, ELEVATE 2027 will be a place for contractors, vendors, and leaders to come together and move the industry forward. If you have been waiting for the right time to get involved, this is it.

Mark your calendar, make your plans early, and get ready to join PWNA in Texas for ELEVATE 2027.

We'll see you at ELEVATE 2027