We had the good fortune of connecting with Seth & Kim Luague and we’ve shared our conversation below.

Hi Seth & Kim, maybe we can start at the very start – the idea – how did you come up with the idea for your business?
I first discovered dry ice cleaning through a YouTube channel called Contempo Concept back in early 2020. Based in Singapore, they showcased full vehicle restorations using this innovative method. I was immediately intrigued and wanted the same for my cars—something that could clean the undercarriage and engine bay thoroughly, yet safely, without compromising the vehicle’s original finish. However, after extensive research, I couldn’t find any local providers offering this service.

Despite this, I held onto the hope of one day finding a solution. In November 2021, my wife and I attended Tony Robbins’ UPW event. During the event, Tony emphasized the importance of aligning your passion with your work—finding a way to earn a living doing what you truly love. His words stuck with me. I reflected on my deep passion for cars, detailing, and the joy I experienced caring for my own vehicles. It was then I began seriously contemplating starting my own business centered around dry ice detailing.

At the time, I was working full-time as an enterprise account executive in corporate America, which presented its own challenges. Adding to this was the niche nature of dry ice detailing, making it difficult to find reliable data or assess the required investment. Time after time, I hit roadblocks. Then, after weeks of researching on YouTube, I came across a shop in California called I AM Detailing, run by Jakub. I reached out to him on social media, not expecting a response—his videos suggested he was incredibly busy. To my surprise, Jakub replied and even agreed to a phone call.

During our conversation, we asked countless questions, and Jakub was generous with his time and knowledge. By the end, we asked if we could visit his shop in person to learn more and determine if this could work in Houston, Texas. He graciously invited us to come see his operations, which was a game-changer for us.

Dry ice cleaning for cars was still a relatively new concept, and we realized we’d be the first in Houston to offer it. Jakub shared insights into his processes, equipment, and experiences, even recommending specific machinery. Interestingly, the machine he used had only been developed five years earlier, further solidifying our belief that this was the right time to bring this innovative service to our local market.

On January 6, 2022, we flew to Costa Mesa, California, to celebrate my birthday and visit Jakub. He was incredibly transparent, walking us through his shop and answering all our questions with patience and generosity. Jakub didn’t know us and had no obligation to help, yet he selflessly shared his expertise and advice. We are forever grateful for his kindness and willingness to guide us.

When we returned to Houston, we were determined to turn this idea into reality. We created a business plan, researched equipment, set a budget, brainstormed names, and laid the groundwork. On January 27, 2022, we officially registered Dry Ice Detailing Pros, LLC.

What started as a dream fueled by curiosity and passion has now become a business born from determination, hard work, and the generosity of others who believed in sharing their knowledge.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
I have been in corporate america since I graduated college, mostly sales which paved the way for me starting this business. When I had this idea I knew that I was going to need to work on it after work hours or on the side for a while. Juggling was challenging but I always kept my eye on the goal. It helped that my wife and I did not have young children. I have adult step daughters and grandkids. So I had more flexibility. Since this was a brand new service no one had heard about, we both hit every car event every weekend telling anyone who would listen what we were doing. We sponsored almost any kind of car event. The goal was to get as much exposure as possible. Some people couldn’t understand why were were always out every weekend, every evening, but when you have a dream, you will do whatever it takes to bring it to life. We knew it would take a couple of years, but we were okay to put the work in.
Not giving up was the main lesson. Relationships are key. The one we wanted to convey was that even if another company popped up, the difference in ours is that it is fueled by a passional owner and operator, is a labor of love and not just an opportunity to chase profits.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Houston is the best place for all types of food. We are foodies. Katy Asian Town on the west side has some great spots. Phat Eatery, Thaicoon, 85 degrees bakery for some goodies and any of the boba shops. Don’t forget to visit the cat cafe or the claw machines. You can also get many more food & boba choices, karaoke, and massages over at Chinatown
Can’t forget to get some BBQ from Truths
Race some go carts at Andretti or at MSR
Art lovers, visit Menil or the Museum of Fine Arts Houston
See some amazing cars Sunday morning at Catalina coffee for the weekly car meet
Check out the Post HTXfor all the amazing food stalls there.
Go Shopping at the Galleria or at Houston Premium Outlets

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?
God of course. Without his presence and direction, I wouldn’t have been able to act on this.
Of course from the previous questions. Tony Robbins for lighting that fire, Kim my wife for not only supporting me but being my COO and handling the business aspect as well as immersing herself in this industry to better understand it. Jakub owner of I Am detailing out of Costa Mesa Califorinia for his kindness to share his knowledge.
The Houston Car Community for embracing us even though they didn’t know what it was that we were offering at first. So many individuals that we met that further helped us grow.
All of our friends and family who showed up for events or told people what we were doing.

Website: https://Www.dryicedetailingpros.com

Instagram: dricedetailingpros

Other: we also have an atlanta location
IG dryicedetailingpros_atl

Image Credits
Most are ours.
Our main pic was caught by Nick Dennis on IG nickdennisphoto

Nominate Someone: ShoutoutHTX is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.