TOP 100 MAGAZINE

Rich Light
From Blue-Collar Beginnings to Car Care Titan

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Rich Light, founder and CEO of Gloss It, has carved an indelible mark in the car care industry. With over 30 years of dedication and extensive experience in automotive appearance and surface technology, Rich has elevated his brand to global prominence, achieving over $50 million in sales in the car detailing business. His journey is a quintessential success story, marked by his relentless drive, hustle, and determination.

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This is the story of a man who turned down a lucrative offer from Steve Wynn, defied the naysayers like Grant Cardone, who doubted Gloss It’s potential, and rescued a critical demonstration for Peterbilt at an international truck convention. These pivotal moments highlight his evolution from a blue-collar Boston kid into a car care pioneer who built an empire and conquered Las Vegas.

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With over three decades in the automotive business, generating eight figures in gross revenue, Rich has mastered the art of scaling and doubling sales in the automotive service industry. Now, after transforming his company into an empire, he’s sharing his expertise and helping others create their own success stories.

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Early Beginnings: From Neighborhood Detailer to Business Owner

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The history of Gloss It begins with Rich’s father, an avid car collector who built an auto parts store into a 70-location franchise. As a child, Rich was tasked with maintaining his father's diverse collection of cars, from exotics to classics. “At a very young age, my dad put me to work maintaining his cars, which I took great pride in. My pride must have shown through my work because the word spread quickly and before I knew it, I had everyone in the neighborhood bringing me their cars to be detailed,” Rich recalls.

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By the age of seven, Rich was already running a car detailing business in his neighborhood. This early entrepreneurial spirit set the stage for the official launch of Granite Auto Grooming in Boston, Massachusetts, in 1990. Five years later, Rich moved his business to Las Vegas, Nevada, rebranding it as Gloss It Design & Detail Studio. His reputation for excellence quickly grew, earning him the moniker “the Boston kid that invades Vegas.” It was during this time that Rich began working for car dealerships, private individuals, car collectors, and wealthy celebrities.

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Building an Empire

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In Las Vegas, Rich's hustle caught the attention of prominent figures, including Steve Wynn. His journey is marked by pivotal moments and bold decisions that shaped his career and the success of Gloss It.

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The Steve Wynn Encounter

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One day in the early 2000s, Mark Shore, Steve Wynn’s brother-in-law, drove a brand-new Ferrari 360 Stradale into Rich’s shop. Impressed by Rich’s work on his Ferrari, Shore introduced him to Wynn. “Steve said, ‘Mark speaks very highly of you. My wife and I want you to work on all our cars. I’m going to give you all the keys and you’re going to be in charge of my personal fleet at my Shadow Creek property,’” Rich recounts.

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At just 27 years old, operating out of a modest shopping center, Rich was entrusted with Wynn’s entire fleet. Wynn was so impressed that he offered Rich a lucrative position managing his transportation department, complete with stock options. However, Rich turned it down, saying, “Mr. Wynn, I really respect you and this opportunity, but I can’t do it. I have my own business; I don’t want to work for somebody else.” This bold decision underscored Rich’s commitment to his vision. Although it meant severing ties with Wynn’s fleet, it solidified Rich’s resolve to build his own empire.

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The Peterbilt Challenge

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Another defining moment came in the late 1990s when Rich received an urgent call from the Rolls Royce dealership about a truck company’s predicament at the Bellagio’s International Truck Show. “I met the executives at Bellagio, and we go to the ballroom. It was dark. They pulled back the curtains on the stage, and I saw four Peterbilt black semis that looked like somebody had taken steel wool to them, destroyed the paint—and the show was the next day,” Rich describes. The executives needed the trucks detailed by 8:00 AM the following morning. Rich and his team worked through the night, using Gloss It products he was developing. By morning, the trucks looked brand new. The Peterbilt president was so impressed that he hired Rich to teach his team in his Texas factory for two years.

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Reflecting on this pivotal event, Rich recalls, “I called my father. He said, ‘Son, let me tell you the difference between the people who make the biggest money and the littlest. You are now getting paid for what you know, not what you do. Your value has escalated, and people are willing to pay for your expertise.’”

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The Grant Cardone Experience

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Rich’s journey is also marked by his encounters with industry titans. In 2019, he attended one of Grant Cardone’s business mastermind events, seeking advice on scaling his business. “My wife and I were in a private Q&A session with about 50 other attendees, and most people were fawning over him, telling him how fantastic he was,” Rich recalls. I asked him, “You talk about how you were stuck at the $2-$3M a year while building your business. Who did you have to become to scale to $100 million?” Cardone asked Rich what his business was. When Rich told him, Cardone dismissively replied, “Sell it. It's not scalable,” and turned off his mic.  However, this interaction led to a chance meeting with direct marketing legend Frank Kern, who had witnessed the encounter. “Frank said, ‘You got 20 minutes? Let’s chat.’ We sat outside, smoked cigars, and talked. He said he wanted to bring me on as a client and help me with direct marketing, lead generation, advertising,” Rich recounts. Frank brought along Wayne Helena and two other marketing and branding mavericks. This partnership propelled Gloss It to new heights.

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Gloss It: A Global Leader

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Today, Gloss It stands as a global leader in surface technology as the manufacturer of Evo Ceramic Quartz Coating and other cutting-edge car care products. The company is divided into three divisions: Gloss It Design and Detail Studio, Gloss It Products, and Gloss It University. Based in Las Vegas, Nevada, Gloss It manufactures ceramic coatings, detailing equipment, and a full line of car care products ranging from cleaners, protectants, and conditioners to polishes, waxes, and sealants.

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Gloss It University: Helping Car Care Entrepreneurs Soar to Unimaginable Heights

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Gloss It University has become a cornerstone of Rich’s empire, drawing over 2,500 people globally from countries like Australia, Bermuda, Britain, and Germany. The University offers a comprehensive course focused on detailing fundamentals and live training that saves time and increases productivity. Participants in the program often see a revenue increase of 15-20% almost immediately.

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The University offers two primary programs: All Access Virtual Training and Live Bootcamp. The All-Access Virtual Training provides everything needed to gain a competitive advantage and dominate the market. The Live Bootcamp, held twice a month at Gloss It’s Las Vegas facility, is a hands-on training class where Rich personally coaches committed individuals. “The training is done within 1 to 3 days depending on the course, and all who attend leave with an in-depth know-how and enriched knowledge of how to start or move their detailing business forward to the next level,” Rich explains.

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Influencing the Industry

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Rich’s influence extends beyond his business. He is a notable automotive influencer, real estate investor, coach, mentor, and teacher. He’s appeared on shows like Counting Cars, Jay Leno’s Garage, and Corvette Nation, worked with the owners of Pawn Stars, and shared his stories on VinWiki, the number one car story channel.

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The Future of Gloss It

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Looking ahead, Rich remains committed to innovation and education. “Our mission is to provide a superior line of car care products and to educate through videos, articles, discussion forums, and detail classes,” he says. Gloss It continues to expand its product line and educational programs, ensuring that it remains at the forefront of the automotive appearance industry.

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Rich Light’s journey from a blue-collar Boston kid to a car care titan is a testament to the power of determination, innovation, and strategic relationships. His story is one of resilience and vision, showing how a relentless drive to succeed can transform a neighborhood car detailing business into a global leader in automotive surface technology. As Rich Light continues to influence and shape the car care industry, his legacy as a pioneer and mentor will undoubtedly inspire future generations of entrepreneurs.

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Rich's innovative approach and unwavering dedication have earned him a clientele list that reads like a who's who of the automotive world and reflects the immense trust and respect he has garnered over the years.

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One of the defining features of Rich's success is his ability to build and nurture relationships. His father's wisdom about the importance of relationships has been a guiding principle throughout his career. Rich has strategically connected with influential figures and industry leaders, paving the way for opportunities that have solidified his standing in the car care industry. His knack for understanding the needs of his clients and exceeding their expectations has been instrumental in his ascent to the top.

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Rich's story is also one of resilience and vision. He has faced numerous challenges and made bold decisions that have shaped his path. From turning down lucrative offers to betting on his own abilities, Rich has consistently chosen to forge his own path, a testament to his entrepreneurial spirit and confidence in his vision.

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As Rich's vision and perseverance pushed him over the last three decades, his biggest obstacle was not to overcome the forces outside of him, but the things within him, and identify who he had to become to take Gloss It to the next level. “It’s not about time or the destination. It’s about not quitting and pursuing your dreams. There is no finish line. Never quit,” he shares.

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As we delve into this Q&A session with Rich, we gain insights into the mindset and strategies that have propelled him to the forefront of the industry. His experiences offer valuable lessons for aspiring entrepreneurs and seasoned professionals alike.

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Join us as Rich shares the secrets behind his extraordinary success and the principles that continue to drive Gloss It forward.

Q&A

 

Rich, your clients include casinos, celebrities, auto dealerships, business luminaries, and professional athletes. To what do you attribute your extraordinary success?

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The number one thing I learned from my father is that relationships are everything. It's about finding the right people to surround yourself with—those who have the skills and success you aspire to achieve. When I was building my business in Vegas, connecting with casino owners and other successful individuals like Stephen Cloobeck, Mark Shore, Steve Wynn, the Becker family, and Dan Towbin of Bentley & Rolls Royce and Ferrari of Las Vegas was crucial. These relationships helped me build credibility as an expert in my field, and they trusted me to customize their cars and bring their visions to life. My reputation grew from there. I always say, 'Every car has a story and every customer has a story. That’s what makes Gloss It different.'

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While you were leading a thriving group of Gloss It companies, you chose to make time to mentor, teach, and start Gloss It University. Why?

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There are a lot of talented people in our industry, but I realized the one thing they often lacked was a solid understanding of marketing and sales—how to build a business in automotive detailing, coatings, or wrap design. Many struggle because they don’t realize that marketing drives sales. My years of hustle could only take me so far, and I knew I needed to build a bigger audience and scale my business. To do that, I had to develop new habits and skills and surround myself with people who had expertise I didn’t possess.

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I wanted to share my knowledge to help others achieve the same success. So, I'm providing them with a blueprint of what took me 30 years to build, showing them how they can achieve it in just a few years. What I’m teaching at Gloss It University can work for any industry, not just car detailing. It's about giving back and empowering others to reach their full potential, using the lessons I've learned throughout my journey.

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Can you share a few success stories from graduates of your training and Gloss It University?

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There are so many, it’s difficult to choose just one. One couple, Saul and Sandra Rico, have owned Xtreme Auto Glass and Window Tint in Addison, IL, for 13 years. They were struggling to push it to the next level. Sandra was apprehensive about our training classes because they’d done a variety of others from other companies, with no results. Five months after completing our two-day training, they’d increased revenue by 30%, over $220,000.

 

Another couple from a small town in Texas came to me; they were cleaning cars for used car lots for around $200-$300 per car. They didn't know how to position themselves as experts, which is key to attracting clients from major cities. They went through my training and even supported us at a SEMA convention. Now, they’re getting $2,000-$3,000 per car and have a thriving business!

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I have countless success stories like these. I want to see everyone succeed and win, and it's incredibly rewarding to see how my guidance has helped so many people transform their businesses and lives.

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What is one piece of advice you’d give to aspiring entrepreneurs or business owners who want to scale their businesses as you’ve done?

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There are three fundamental elements you need to start your journey. First and foremost is your mindset. Your mindset will drive your vision and keep you motivated. Second, you need to identify and develop the skill sets that will help you build a successful business. Third, you must create and maintain the right habits, both in yourself and your team, to achieve your goals. These three things are key.

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It's important to understand that success is a process. Learning from your failures is crucial. The reason I was able to become successful at this level is because I never quit. There is no finish line. It’s about embracing discomfort and learning to love the process of being uncomfortable. It’s not about getting knocked down; it’s about getting back up every time. Surrounding yourself with the right people, maintaining focus, and having grit are essential. There are no shortcuts. If it were easy, everybody would be doing it. Being an entrepreneur is about having a vision and relentlessly pursuing it.

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What’s next on the horizon for the Gloss It empire?

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I’m taking Gloss It national through franchises, with Gloss It facilities co-owned by us across the country. We’ll be opening locations in West Palm Beach, Florida, and Austin, Texas, in Q4. My two-year goal is to launch 10 facilities nationwide with students who we believe are ready for this . We’d take a 20% ownership stake and implement comprehensive advertising, direct marketing, and lead generation programs to support these franchises. Stay tuned!

 

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Rich Light

Founder/CEO

Gloss It

Website: https://glossituniversity.com

Website: gidetail.com 

Website: glossituni.com 

LinkedIn: https://www.linkedin.com/in/glossit

Facebook: @glossit 

Instagram: @glossit

Tiktok: glossitofficial

YouTube: Glossit.tv