The CLA’s Journey from Planet Laundry to Full Cycle

The laundromat industry is undergoing a massive transformation, shifting from its “coin-op” roots to a modern era of premium branding, high-tech operations, and customer-centric experiences. In a recent episode of the Laundromat Ownership Podcast, host Ian Gollahon sat down with Matt DeWolf, the Editor-in-Chief of the CLA’s newest media venture: Full Cycle.

Matt, who joined the industry in March 2025 after 15 years in car wash media, shared his vision for why the CLA decided to retire the long-standing Planet Laundry brand in favor of a more robust, multimedia approach that reflects today’s “modern laundry entrepreneur.”

Why the Rebrand? Beyond the “Coat of Paint”

For decades, Planet Laundry served as a reliable reporting tool for the industry. However, as the industry evolves, the CLA recognized that owners need more than just news; they need deep, strategic storytelling that offers actionable business insights.

Matt explained that Full Cycle isn’t just a name change—it’s a complete structural shift in how information is delivered:

• ●Quarterly Frequency: Moving from monthly to quarterly allows the editorial team more time to research, refine, and provide quality content rather than just “chasing a deadline.”
• ●Premium Physical Experience: The new publication features heavier paper and “perfect binding” rather than staples, giving it a richer, more robust feel that owners can be proud to display.
• ●A “Media Brand” Approach: Full Cycle is designed as a holistic brand, encompassing a revamped podcast, high-production YouTube case studies, and a retooled digital presence.
• ●Aesthetic Evolution: Moving away from standard white-box trade magazine layouts to a more colorful, visually pleasing design that mirrors the high-end look of modern stores.

Learning from Adjacent Industries: The Car Wash Connection

One of the most fascinating parts of the conversation centered on the parallels between the laundry and car wash industries. Matt noted that laundromats are currently following a similar “consolidation curve” and evolution that car washes experienced a decade ago.

“It has been unreal to me how much I’ve talked about car washing with people in the laundry industry… there’s such an interesting amount of crossover in those two industries.” — Matt DeWolf

Key takeaways for laundromat owners looking at the car wash trajectory include:

• ●The “A+” Location: While a premium build is important, a great location remains the ultimate competitive advantage. Even the nicest stores can struggle if placed in “B” or “C” locations.
• ●The Consolidation Curve: Much like car washes saw an influx of private equity and public-to-private shifts, the laundry industry is seeing increased capital and investment.
• ●Focus on the Core: As long as you stay true to being a good operator and put the customer at the center of the business, you can thrive regardless of who buys what or what brands enter the market.

The CLA: Connect, Learn, Advocate

Beyond the magazine, the CLA continues its mission to support laundry professionals through its three core pillars, which Matt uses as an acronym for the organization:

• ●Connect: Building the relationships and networking opportunities owners need to succeed.
• ●Learn: Accessing the tools, education, and resources to become a better entrepreneur.
• ●Advocate: Protecting the industry’s interests at a large scale—from microfiber issues to ensuring laundromats were designated as “essential businesses” during the pandemic.

The First Cycle Has Begun

The debut issue of Full Cycle is hitting mailboxes in late March 2026. This issue promises to “broaden the aperture,” featuring deep-dive stories like a profile on Nick Raesler, an operator who successfully integrated an officially licensed Starbucks kiosk into his laundromat.

Whether you are a veteran operator or a newcomer looking to reinvest, the move toward “Full Cycle” represents a new chapter for the industry—one that values storytelling, premium experiences, and proactive business strategy.

How to connect with Matt and the CLA:

• ●Website: FullCycleMagazine.com
• ●Email: Matt@laundryassociation.org

Questions owners ask

What replaced Planet Laundry magazine?

Full Cycle replaced Planet Laundry. It is the Coin Laundry Association’s publication, relaunched as a quarterly with a revamped podcast, high-production YouTube case studies and a retooled digital presence rather than a monthly news magazine.

Why did the CLA move Full Cycle from monthly to quarterly?

Moving from monthly to quarterly allows the editorial team more time to research, refine, and provide quality content rather than just chasing a deadline.

Who is the Editor-in-Chief of Full Cycle?

Matt DeWolf is the Editor-in-Chief of Full Cycle. He joined the industry in March 2025 after 15 years in car wash media, and can be reached at Matt@laundryassociation.org.

What does the CLA acronym Connect, Learn, Advocate mean?

Connect is building the relationships and networking opportunities owners need to succeed. Learn is accessing the tools, education, and resources to become a better entrepreneur. Advocate is protecting the industry’s interests at a large scale, from microfiber issues to ensuring laundromats were designated as essential businesses during the pandemic.

What can laundromat owners learn from the car wash industry?

Matt DeWolf noted that laundromats are following a similar consolidation curve to the one car washes experienced a decade ago, with an influx of capital and investment. His takeaways are that an A+ location remains the ultimate competitive advantage even over a premium build, and that a good operator who puts the customer at the center of the business can thrive regardless of who buys what.