Building Durable Businesses: How Nick Raehsler Is Rethinking the Modern Laundromat

In an industry where the phrase “passive income” gets thrown around far too loosely, Nick Raehsler is quick to tell you the truth: running a successful laundromat business is real work. Capital‑intensive, technical and often unforgiving. But when done right, incredibly durable.

28 Mar, 2026 8 min read

Nick Raehsler is Rethinking The Modern Laundromat

In an industry where the phrase “passive income” gets thrown around far too loosely, Nick Raehsler is quick to tell you the truth: running a successful laundromat business is real work. Capital‑intensive, technical and often unforgiving. But when done right, incredibly durable.

Raehsler used his background in entrepreneurship, real estate and hands‑on operations to set himself up for success.

Entrepreneurship, Learned Early and Lived Ever Since

Raehsler’s entrepreneurial spirit was apparent from an early age. At just 16, he launched a skincare and cosmetic brand, which he ran for a decade. During that time, he benefited from something many young entrepreneurs never get: mentorship. “I had the blessing of having two mentors who believed in me,” Raehsler said. “Those relationships gave me early exposure to building systems, cash flow, financing structures and the realities of operating assets.”

Those early lessons translated into ownership of additional businesses, including a haircare brand, a car wash and eventually rental properties. Each step reinforced the same theme: long‑term value is built through discipline, not shortcuts. “Everything I have built has been hands-on, learned through experience, and refined through trial and error,” he said. “That foundation shaped how I approach business today with a strong focus on durability, efficiency and long-term value creation.”

Commitment to creating spaces that feel high-end make a big impact for Raehsler.

Why Laundromats? A Real Estate Lens on an Overlooked Industry

Laundry didn’t start as a passion project for Raehsler – it started as a real estate decision. “As I evaluated different asset classes, laundromats stood out as one of the most resilient and misunderstood businesses in commercial real estate,” he said. “Demand is consistent regardless of economic cycles, and when operated correctly, laundromats can be both stable and scalable.”

But what really attracted him to the business was the opportunity to improve the industry itself. “I saw a significant disconnect between what customers actually want and what many laundromats were providing,” Raehsler said. “That gap represented an opportunity to rethink the experience while maintaining the strong fundamentals of the business.”

A Steep Learning Curve with No Margin for Error

Despite his experience with starting and running a business, the transition into laundry wasn’t smooth.

“My goal is to show operators how not to make the mistakes I made with a system that works.”

“Laundry is capital intensive, highly technical and unforgiving when mistakes are made,” Raehsler said. “Equipment selection, layout, utility capacity and service strategy all matter. There is little margin for error. I made many mistakes.”

What helped him adapt was his background in infrastructure and real estate. He approached laundromats not simply as equipment rooms, but as operating infrastructure embedded within a community. That mindset influenced everything from build quality to long‑term maintenance planning.

Still, he’s candid about the mistakes and what he had to do to overcome them. “The industry has a steep learning curve. I had to learn quickly, ask the right questions and surround myself with experienced professionals to refine my approach,” Raehsler said.

He was also fortunate to have enough cash reserves to survive the learning curve, something he warns new operators not to underestimate.

What Keeps Him Coming Back

For Raehsler, laundry isn’t just about numbers, it’s about service. Laundromats serve everyone: families, renters, seniors, professionals and small businesses. “When a store is operated at a high level, it becomes part of a customer’s routine and quality of life,” he said. That community role is what keeps him engaged in the business.

He’s also driven by the challenge of pushing the industry forward.

“Through design, customer experience and operational excellence, there is constant opportunity to improve efficiency, elevate standards and rethink what a modern laundromat can be,” said Raehsler. “That challenge keeps the work engaging.”

Growth, With Discipline

Raehsler’s laundry business began with just two locations in St. Paul, Minn. Growth was deliberate, with each new store coming only after the previous one was fully stabilized and operating at a high standard. Today, the business has grown to four locations, a point where he notes that without traveling management staff, expansion quickly becomes multiple full‑time jobs.

Over time, those locations evolved into multiple brands focused on essential services and real estate‑backed operations. “While the footprint is primarily in Minnesota, we plan to expand franchised locations once WOW in St. Paul is stabilized,” said Raehsler. “My goal is to show operators how not to make the mistakes I made with a system that works.”

Hard‑Earned Advice for Operators

If there’s one message Raehsler emphasizes to new and expanding operators, it’s this: think long-term.

“This is not an industry that rewards shortcuts,” he said. “Cutting corners on construction, equipment or infrastructure almost always leads to higher costs later.” He also noted that burnout is real, and there are moments when walking away feels like an enticing option. “Laundry is many things, but passive isn’t one of them,” he said.

Understanding the numbers is also critical, especially utilities, maintenance and debt structure.

But above all else, Raehsler believes the customer is at the center. “Just as important, respect the customer experience,” Raehsler said. “Cleanliness, lighting, safety and layout are no longer optional. Expectations are rising, and operators who fail to adapt will struggle.”

Beyond the Washers and Dryers

To keep himself balanced while juggling the fruits of his entrepreneurial tendencies, Raehsler values personal growth, health and relationships, which feed him personally and in business. His interests in design, architecture and systems show up clearly in how he approaches both real estate and operations. And his entrepreneurial spirit continues to keep him busy. “I also just launched a new brand of tanning salons called Epic Tan & Skin,” he said. “To my surprise, that has surpassed my expectations.”

To anyone who knows him, it’s no surprise at all.

STORE DETAILS

Deep Dive: WOW Wash Coin Laundry
We asked Raehsler to share a few details about his WOW Wash Coin Laundry on Rice Street in St. Paul, Minn. Here’s what he had to say.

Location

WOW Wash Coin Laundry
1030 Rice Street
St. Paul, MN

Equipment Mix

A commercial grade mix of high-capacity washers and dryers from premium manufacturers, designed to handle everything from standard loads to HUGE oversized items. Larger washers from Electrolux Clarius Vibe and new stainless steel drum dryers.

Square Footage

Approximately 3,450

Service Offerings
We are self-serve only. Wash-Dry-Fold (WDF) is another business in itself. We have experimented with it, but that system is very labor-intensive and only for operators who want to be owner-operators for at least the first few years. Systems take time to develop. WDF will provide great revenue, but you will not be “passive” for many years going that route. If self-serve is not making enough money to pay the bills, my recommendation would be to reassess your marketing and systems.

Unique Features and Amenities

Ultra high-end and modern
Bright and secure environment
Premium seating and finishes
Starbucks Self-Serve Kiosk
Exceptional lighting and visibility
Efficient layout designed to reduce congestion
Private Parking Lot
Stand Alone Building
Best bathroom in the industry
Fully staffed self-serve (virtually unheard of!)

What’s your favorite feature about this location?
The overall atmosphere. The store does not feel like a traditional laundromat. It feels intentional, modern and welcoming. It’s an experience. How you make people feel is what will bring them back, not price.

What makes this location stand out and attract attention from others?

This location challenges long-held perceptions of what a laundromat can be. From the site selection to the build quality, it was designed for long-term performance rather than short-term returns. We also have a partnership with Starbucks for a branded experience for customers in store.

It is also rare to see a standalone laundromat in such a prominent and visible location with this level of investment. The cost reflects premium construction, top tier equipment and infrastructure designed for longevity. This was not a value-engineered build. It was intentionally designed to operate efficiently and remain relevant for decades.

When viewed through a long-term lens, the investment makes sense. The goal was not to build the cheapest store possible, but to build one of the best. We built an experience, not a laundromat. That combination immediately stands out to investors and industry professionals.

Building Durable Businesses: How Nick Raehsler Is Rethinking the Modern Laundromat

Nick Raehsler is Rethinking The Modern Laundromat

STORE DETAILS

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