Member Spotlight: Rigoberto Santana, CD-SV, RIT

Rigoberto Santana, CD-SV, RIT, is the owner of Xtreme Xcellence Detailing. How did he get started on his detailing journey? What has he accomplished in the years since? We had the opportunity to speak to him and find out!

International Detailing Association (IDA): How did you get into the detailing industry?
Rigoberto Santana (RS): Growing up in the rough streets of the South-Central section in Los Angeles, CA, I dreamed of becoming a business owner. As I got older, the idea of owning a car wash came to mind, but the investment wasn’t within my reach. However, I purchased my first auto detailing mobile van, which gave me the opportunity to become a business owner as a mobile detailer to start my vision.

IDA: In what products or services does your company specialize? 
RS: My company specializes in entry detail packages that include paint corrections, ceramic coatings, and paint protection film. In 2017, I formed “New Generation of Detailers” with a humble start and with the intention to educate the Hispanic community. Currently, I am proud to say that we have expanded with diverse education and training within the detailing industry.

IDA: What do you think is the most important factor to being successful in the detailing industry?
RS: The most important factor is to have your business plan laid out and stay focused with an unobstructed vision. Know where you are headed to avoid being diverted. That will  help prevent you from being unable to carry out your goal.

IDA: Are there any awards/certifications/accomplishments that you or your business has earned and would like to share with us?
RS: There are so many accomplishments that I am proud to have completed throughout my detailing career! In 2009-2010, I joined and became one of the first members of the IDA. Since then, I have continued to climb the ladder, obtaining my CD-SV certification and becoming a Recognized Independent Trainer.

My company is eco-friendly and certified by Green America. My biggest accomplishment is being 1 of 3 recognized Master Trainers for SONAX in the USA. In addition, I had the great opportunity to professionally train Little Steve, the youngest certified detailer in the world, through New Generation Detailers and skills validated through the IDA.

IDA: What is the best advice you ever received?
RS: That in business, nothing is personal. It’s just business, and you always need to be ready for the everyday challenges that come with the day-to-day operations. Another important piece of advice that was highly emphasized, was to attend SEMA and other detailing associated conventions throughout my detailing career, and to continue to network with other individuals within the industry.

IDA: What tips do you have for the new detailer? For the experienced detailer?
RS: The tip that I would have for the new detailer is to get trained by a professional trainer with a history and knowledge of being a trainer, not just any individual that is an overnight success. Another tip is to research before investing and making any financial decision.
For the experienced detailer, always be open to learning and receiving the latest information, because the day you close your mind, you’ll limit your possibilities.

IDA: Funniest business moment?
RS: I have had many funny moments throughout my personal and career life. However, one of my most memorable is the time my daughter and I went to the store to buy detailing supplies. I recall when I turned around, she was in the red basket with the biggest smile. She had me laughing. As a proud and devoted individual, both as a father and a detailer, seeing my daughter with that smile, where I was doing what I am passionate about, brought so much happiness and fulfillment.

IDA: Why did you decide to get involved with the IDA?
RS: I got involved with the IDA because I wanted to educate myself, and I knew that if I was going to educate myself, I had to be part of the industry. I knew being part of the IDA was a great choice and would help me obtain the proper knowledge that I may share with others. With time, being part of such a great organization has evolved to passing on the message and educating my Hispanic community and detailers around the world.

*The views and opinions expressed in this article are those of the author(s) and do not necessarily reflect the official policy or position of the IDA.