20-Year-Old Entrepreneur Opens Auto Spa In Fairfield

FAIRFIELD, CT — For those who care about their cars, Innovation Auto Spa may be the place to give a vehicle the special treatment it deserves.

Alex Geller, 20, a local car enthusiast, recently opened up a shop at 25 Eliot St., just off South Benson Road, where he offers customized ceramic coatings, vinyl wrap, paint correction and more.

“I’ve always been interested in cars, since I was young,” said Geller, who trained in both Arizona and Florida to learn his craft, and, previously, had operated a mobile detailing business from his home.

Innovation Auto Spa offers customers some modern modes of care and protection for their cars’ finish. Along with standard detailing work, other techniques are both cosmetic and protective, including caliper painting, tinting, interior lighting and more.

Taking a break from doing a vinyl wrap on a car that lists for well over $150,000 new, Geller explained why people take such interest in these cosmetic treatments.

“They love their cars,” he said. “If you go and buy a brand-new car, you don’t want to have to worry about the paint getting ruined … People really care about what their cars look like.”

Geller, who grew up in Westport, has always been a resourceful go-getter, having built up a DJ business along with his work with automobiles. When the pandemic hit, however, and demands for music were curtailed, Geller decided to take a risk and open a full-time brick-and-mortar shop, beginning around five months ago.

“We’re overloaded with work,” he said. "We already need a bigger space."

Innovation Auto Spa has taken on a third employee to meet the demand, which — like Geller's reputation — continues to rise.

“I found the business on Google after searching for people that do this work in the area,” said customer George Murray of Fairfield.

Murray brought his Audi R8 to Innovation for a protective ceramic coating and was thrilled to find the quality of the work was “nothing less than amazing.”

“I would highly recommend his business and would not take my cars anywhere else,” he said.

Already proving to be a successful businessman while just out of his teens, Geller encourages other young people to pursue their dreams and never give up.

“I’ve learned that no matter what, you will run into obstacles — and might even seem like you’re failing — but during those times is when you have to push even harder for what you want,” he said. “That’s the only way you can be successful.”

Geller’s father, Bruce Geller of Westport, expressed great pride in his son’s venture, as well as his abilities.

“He has always been incredibly handy and creative, since a very young age,” he said, noting that when Alex was young he would repair iPhones for his classmates and their parents.

“As you can tell,” he said, “I’m proud of what he has done with his skill set.”

While he's ambitious, Alex does not intend to grow his business too large too fast, and instead wants to keep it personal to the point where he can be thoroughly engaged with his customers and their cars.

“We’re about quality over quantity,” he said.