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Integrations · Machine starts

Speed Queen API Integration with Wash-Dry-Fold POS and Alliance Insights

Brian Henderson and Ian Gollahon join Randy Radtke on Alliance’s Laundry Nerd Podcast to walk through the first point-of-sale system that starts Speed Queen and Huebsch machines directly, at the exact value the customer paid.

The short version
  • ●Brian Henderson and Ian Gollahon walk Randy Radtke through the Speed Queen API integration, the connection that lets Wash-Dry-Fold POS start Alliance washers and dryers directly from the counter.
  • ●The POS sends the exact value the customer paid. Pay for twelve dollars of wash and the machine receives twelve dollars of start value, so there is no stretching the credit into a bigger cycle.
  • ●Attendants start wash-dry-fold machines by selecting the order first, which ties every machine start to a real ticket instead of to a handful of quarters out of the drawer.
  • ●Ian says the stores he talks to that track it see a vend value to order value ratio near 37 percent, which gives an owner a per-attendant number to watch rather than a gut feeling.
  • ●Alliance did not publish an open API. Wash-Dry-Fold POS negotiated the access, piloted it live in Sharon Brinks’ stores for about a year and launched it at the Clean Show in Orlando.

The Speed Queen API integration between Wash-Dry-Fold POS and Alliance Insights is the first time a laundromat point-of-sale system has been able to start a Speed Queen or Huebsch washer or dryer directly, at the exact dollar value taken at the counter. This article covers what that connection actually does, why it matters most on the wash-dry-fold side, what the machine start ratio tells an owner about attendant behavior, and the two steps it takes to switch it on.

This article is based on an episode

Speed Queen and Huebsch Integration with Wash-Dry-Fold POS

Laundromat Ownership · Episode 14 · a recast of the Laundry Nerd Podcast with Randy Radtke, Alliance Laundry Systems

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This episode is audio only. It is a recast of the Laundry Nerd Podcast, Alliance’s own show, hosted by Randy Radtke, so the conversation is aimed squarely at owners running Speed Queen, Huebsch or Quantum equipment. Alliance owns both Speed Queen and Huebsch, which makes it one of the largest manufacturers of the commercial washers and dryers sitting on laundromat floors.

How the Speed Queen API integration works

A machine start integration is a direct connection between a laundromat point-of-sale system and the washers and dryers themselves, so that taking payment at the counter is also what starts the machine. That is what the Speed Queen API integration does. Wash-Dry-Fold POS talks to the Alliance Insights platform, which also powers Huebsch Command on Huebsch-branded equipment, and Insights passes the start command down to the machine.

It runs in two directions that matter to an owner. An attendant working a drop-off order selects the order on the order tracking screen and then picks the machines and the vend values to apply to that order. The act of recording the machine is the act of starting it. On the self-serve side, the attendant rings the wash up on the register, takes the payment and the POS pushes that value to the machine the customer is standing at.

Owners also get remote control of time already on a machine. Clearing remaining dry time or checking a machine’s status happens from the POS rather than by opening the unit up or standing there running the timer down. The full setup and behavior is documented on the Speed Queen integration page.

🔑 Insider Key

The value matters as much as the start. Other ways of reselling a machine start hand over a generic start, which is where free upsells and extra dry time leak out. Through the Speed Queen API integration the POS sends the exact vend value purchased, behaving the way the customer-facing app would.

Starting a machine by credit card at the register

Ian says the first question on almost every sales call with an Alliance store is the same one, and it has nothing to do with theft. The owner already runs Alliance Insights. They have a customer who will not download the app, because they are older or because they simply do not want another app on their phone, and that customer wants to start the washer with a credit card.

The Speed Queen API integration answers that directly. The machine gets set the way the customer wants it, upsells included, and payment for that start is taken at the point-of-sale system. An attendant can walk over to the customer with the terminal rather than making them come to the counter. Because Wash-Dry-Fold POS takes cash, Apple Pay and EMV chip cards, every one of those becomes a way to start an Insights machine.

If the customer paid twelve dollars, twelve dollars of start value goes to the machine. They cannot turn that into a fourteen dollar load.

The point-of-sale system acts exactly like the customer-facing app would, without the customer needing the app.

Training gets simpler too, which is the part owners tend to underrate. Attendants learn one interface and identify themselves with a four-digit PIN, rather than holding usernames and passwords for two or three separate systems. As Brian put it on the episode, one four-digit PIN is a far more realistic thing to expect a staff member to remember.

Employee theft and the machine start ratio

The reason most owners end up on a call about this is the wash-dry-fold side. Drop-off creates an opening that self-serve does not: attendants run the machines, attendants handle the money and attendants decide which machines were used. Tie those three things together and the opening closes. Leave them separate and you are trusting people with no way to check.

Because a machine start now has to be attached to an order, the record and the action are the same event. An attendant cannot quietly run a side job on the store’s machines without it landing against a ticket. That is the same problem the employee theft prevention tools in the POS are built around, and it is what Sharon Brinks went through in detail on her own episode.

The machine start ratio is the vend value spent on machine starts divided by the wash-dry-fold order value it was spent on, tracked per attendant. Ian’s number from the stores he has talked to that track it is around 37 percent, meaning a hundred dollars of wash-dry-fold work uses roughly thirty-seven dollars of machine starts. He is clear it will run higher or lower depending on your market, your machine mix and your prices.

The value is not the figure. It is having the same figure for every attendant, in reporting you can pull on a Monday, so one person drifting well off the group becomes a question you can actually ask.

🔑 Insider Key

Treat 37 percent as a starting point for your own baseline, not an industry rule. Run it per attendant for a month, see what your normal looks like and then watch for the person who sits well outside it.

See the counter workflow on the real system

The demo walks intake, order tracking, machine starts and attendant reporting end to end.

Watch the demo

Why the Speed Queen API integration was negotiated, not published

This is the part operators most often get backwards. Alliance did not release an open API that any vendor could plug into. The Speed Queen API integration exists because Wash-Dry-Fold POS negotiated the access directly with Alliance’s leadership and digital product teams, and was the first point-of-sale system to ship it.

Brian had asked other equipment manufacturers for the same kind of external communication before and been told no flat out. In one case the conversation reached a development team that was openly hostile to outside developers, and it was obvious the leadership team and the product team were not talking to each other. Alliance came back with a single voice: here is what we want to make available, and here are the controls that go with it.

The Wash-Dry-Fold POS side was already built for it. The software already tracked which washers and dryers were used for each drop-off order and already ran an equipment problem log, so an attendant flagging a machine out of service emails the owner or the technician with the detail, and the technician’s fix comes back the same way. That is now the machine repair tracking feature. With the fleet already modeled in the software, adding real communication with the machines was the last link rather than a rebuild.

A store in Missouri that stopped using quarters

Brian’s example on the episode is a customer named Philip in Missouri who had both Alliance Insights and Wash-Dry-Fold POS installed and was not yet running them together. His attendants were pulling quarters out of the cash drawer to start washers and dryers for drop-off orders, which is exactly the cash handling that makes wash-dry-fold leak.

After he turned the integration on, the order tracking screen became the only way to start a machine. The cash drawer stopped being a source of machine starts, and nobody had to remember to record a machine, because recording it was how it started.

How to enable the Speed Queen API integration in your store

From an owner’s chair this is a short job. Request an API key for your store from Alliance, paste it into your Wash-Dry-Fold POS store settings, then check that the equipment list Alliance reports matches the washers and dryers in the POS so the two pair correctly. The systems sync equipment and start commands from there.

All the complexity sits on the development side, which is where the year of work went before the public launch. Wash-Dry-Fold POS publishes step-by-step setup tutorials for both Speed Queen and Huebsch equipment.

🔑 Insider Key

Sharon Brinks ran the live pilot at The Laundry Station in the Wichita, Kansas area for about a year before the integration went public, starting in August 2024. Sharon also made the introduction to the Alliance leadership team in the first place. A year of a real store using it daily is why the feature set already matched how attendants work when it launched at the Clean Show in Orlando.

The ten-year story behind Wash-Dry-Fold POS

Wash-Dry-Fold POS hit its ten-year mark the same month this episode aired. Brian started it after years of running Liberty Laundry, his family’s three stores in the Tulsa, Oklahoma area, on seven or eight separate software programs. The moment he points to is a shift on the floor: a self-serve customer with a loyalty card for the washers could not pay at the register, because nothing was integrated. His thought was that he wished all of this stuff was talking to each other.

The first sale came through the CLA forums and industry events, and the list of leads outgrew what one person still running three laundromats could handle. Brian had met Ian at a local entrepreneur meetup and they were playing tennis regularly. With the Clean Show coming up, Brian asked Ian to start taking sales calls, and Ian came on as co-founder.

The inflection point was the complete in-house rebuild of the platform as a cloud system. The business was sustainable and profitable before that, but growth went vertical after. Today Wash-Dry-Fold POS is past 1,200 systems sold across all fifty states, and Brian and Ian bought Liberty Laundry from Brian’s parents, so they run the software company and the laundromats at the same time. Every feature, the Speed Queen API integration included, gets used in their own stores.

Ian’s framing for why the product looks the way it does is that the company stayed an inch wide and a mile deep. Systems built for dry cleaning or for delivery-first businesses solve a different problem than the in-store laundromat with a wash-dry-fold counter.

What is next for the integration

Brian was direct that development is not finished. The Alliance Insights and Huebsch Command platforms expose more than the current integration uses, and equipment status, cycle progress and machine-level telemetry are all live candidates for future builds.

The requests driving that list come from owners running it. Sharon still sends in what her attendants run into day to day, and the team is collecting the same from everyone else on the integration. If you have an “I wish it did this” for the Speed Queen API integration, that is how the next version gets decided.

What to do this week

  • 01Find out where your drop-off machine starts come from. If the answer is quarters out of the till or an attendant punching machines by hand, there is no record tying a start to an order.
  • 02Request your Alliance API key. It is one credential per store from the Insights platform, and it is the only thing standing between you and the integration.
  • 03Reconcile your equipment list. Check the washers and dryers Alliance reports for your store against the machines in your POS before you go live, so starts land on the right units.
  • 04Set your own machine start ratio baseline. Run vend value against wash-dry-fold order value per attendant for a month before you draw any conclusion about a single person.

Questions owners ask

Is the Speed Queen API integration available to any POS or software vendor?

No. It is not a public API release. Wash-Dry-Fold POS negotiated the access directly with Alliance’s leadership and digital product teams and was the first point-of-sale system to ship a machine start integration with Alliance Insights and Huebsch Command.

Does the Speed Queen API integration work with Huebsch machines too?

Yes. Alliance owns both Speed Queen and Huebsch, and the same underlying platform powers Alliance Insights for Speed Queen and Huebsch Command for Huebsch-branded equipment. Wash-Dry-Fold POS supports both through the same integration.

How does the Speed Queen API integration help prevent employee theft?

Attendants start wash-dry-fold machines by selecting the order first, so the machine start is recorded against a ticket as part of starting it. Wash-Dry-Fold POS then reports each attendant’s vend value against the order value they applied it to, which gives an owner a number to compare across staff.

What is the machine start ratio?

The machine start ratio is the vend value spent on machine starts divided by the wash-dry-fold order value it was spent on, tracked per attendant. Ian’s figure from stores that track it is around 37 percent, though it moves with your market, machine mix and prices, so it is best used as your own baseline.

Can a customer start a machine with a credit card without downloading the Insights app?

Yes. The attendant sets the machine the way the customer wants it, takes payment at the point-of-sale system by cash, Apple Pay or EMV chip card, and the POS sends that exact vend value to the machine. The customer never needs the app.

Can the POS clear remaining dry time on a machine?

Yes. Remaining time on a dryer can be cleared and machine status can be checked from Wash-Dry-Fold POS, rather than opening the unit or running the timer down by hand.

What machines does the integration work with?

Speed Queen and Huebsch washers and dryers connected to the Alliance Insights or Huebsch Command platform, including current Quantum-equipped models.

How do I turn the integration on in my store?

Request an API key for your store from Alliance, paste it into your Wash-Dry-Fold POS store settings, then confirm the equipment list Alliance reports matches the washers and dryers in your POS so the two pair correctly.

Full episode transcript

Here is the transcript of the audio file:

—

**Ian Gollahon:** Hello and welcome to the Laundromat Ownership Podcast. I'm your host, Ian Gollahon. Me and my business partner, Brian Henderson, own three laundromats in the Tulsa, Oklahoma area called Liberty Laundry. In 2025, those laundromats did $2.5 million in revenue—top-line revenue. We're also the owners and founders of the original point-of-sale system for laundromats, Wash-Dry-Fold POS, sometimes abbreviated as WDFPOS.

Today, I'm going to be playing an episode for you from our friends at Alliance. Now, Alliance owns Speed Queen and Huebsch, which are two of the largest brands in the manufacturing space for actual commercial washers and dryers inside of the laundromats. They're about a $5 billion company, just went public recently. And this episode, they talk a little bit about our story, so if you want to know more about us, but then also we talk specifically about the integrations that we've built. And we were actually the first to build these integrations with Alliance, and they are what we call machine start integrations, and that means when your attendants need to start the machines to do the wash-dry-fold orders, they can just start those machines from the point-of-sale system.

And it really works in cooperation with the software that they have. That gives you a lot more data points, but it also really the probably the best purpose of it or the main purpose of it is that it helps prevent employee theft, because when with our system, you can then see on the back end how much those employees have spent for those wash-dry-fold orders, and that allows you to ensure that they're not starting machines for friends and family or for a little side business that that we know attendants like to start without our knowledge or approval.

We'll we'll basically be talking a little bit about past but also a little bit about the technology that we've built together. And if you have Speed Queen or Huebsch in your stores, especially if you have the any of the new Quantum machines or you're thinking about getting the new Quantum machines, this would probably be a good episode to listen to as we dive into all the functionality—the cross-functionality that Alliance Insights has with Wash-Dry-Fold POS. And without further ado, here's our friend, Randy Radtke, from Alliance.

[Music]

**Randy Radtke:** Welcome to the Laundry Nerd Podcast, where laundry nerds unite. I'm your host, Randy Radtke. Wash-dry-fold—let's face it, if you're not doing it, you're missing out on a major revenue stream. You're tapping into a customer base that's probably not in your immediate laundromat's area. So, tremendous upside, and I think that's why we've seen such growth in wash-dry-fold, pickup and delivery. But for those folks that aren't doing it, I get it. It's a major undertaking, and really, like anything else, it's all about the systems that allow you to do it efficiently and well. And with that in mind, we've brought a couple of the experts in wash-dry-fold, co-founders of Wash-Dry-Fold POS, Ian Gollahon and Brian Henderson. Welcome to the show, gentlemen.

**Brian Henderson:** Hey, thanks for having us.

**Ian Gollahon:** Yeah, thanks.

**Randy Radtke:** Super excited to talk about this because, again, I think I feel like the folks that aren't doing it aren't doing it for a reason. There's there's so much to it and you want to have the right systems in place. So, I guess start out, tell us a little bit about Wash-Dry-Fold POS. How long you've been in business? How'd you guys get started?

**Brian Henderson:** Yeah, we're um actually just this month coming up on our 10th anniversary as a company. Uh my family was in laundromats. Uh my dad built his first store, Liberty Laundry, in Broken Arrow, Oklahoma back in 2005. So, I've been in the industry for about 20 years now. Saw a need in the industry for a technology company focused just on laundromats, specifically through the point-of-sale system as kind of the main entry point, but really more as a platform for modern technology tools for managing modern laundromats, and realized a point-of-sale system was the best way to do that. And the best way to help other laundromat owners was to create a company to provide that product, to be kind of a one-stop-shop.

So, kind of put it the feelers out there and made our first sale in February 2016. And very quickly, through messaging on the CLA's online forums and things like that and talking to other laundromat owners at industry events, uh had a long list of leads that I personally couldn't possibly get to because I was still busy running my family's three laundromats, and met Ian at a local entrepreneur meetup type of place a few months prior basically, and we had become quick friends and were playing tennis regularly. And I knew I wanted to exhibit at the Clean Show in 2017, and so I asked Ian if maybe he would come on and start taking some some sales calls and helping me to build this thing out.

And he learned the industry so quickly and was able to help these laundromat owners with their needs so fast, as if he had been in the laundromat industry his whole life, [Laughter] that he quickly became my business partner and uh co-founder of the company. So, yeah, that was mid mid-2016, wasn't it, Ian?

**Ian Gollahon:** Oh, yeah. Yeah, I remember it fondly.

**Randy Radtke:** This idea comes to you, Ian. "Hey, let's do technology in laundromats." What's your what's your first reaction to to this idea?

**Ian Gollahon:** You know, when I think about this, I think about you we were playing tennis, cause we kind of became friends at this, you know, entrepreneurship event.

**Randy Radtke:** That's that's where all good companies start, right? On the tennis court. [Laughter]

**Ian Gollahon:** Right, right, right. We well, one day he was like, "Hey, my family's laundromat was uh featured…" I think I think it was on the cover of this magazine called Planet Laundry. I was like, "That's hilarious. That's a good joke." And he's like, "No, no, no. There's…"

**Brian Henderson:** [Laughter] No, it's literally called that.

**Ian Gollahon:** Just really a magazine called Planet Laundry and my family's laundromat was really on the cover. And I was like, "Are you kid-…" Like, it's funny because like, once you're in laundries for a while, you realize there's a whole industry, there's a whole thing around it. But if you don't go to laundromats regularly and someone tells you that there's like a laundromat magazine, and that they were on the cover, it sounds it sounds kind of far-fetched. But then um, you know, it's just funny kind of looking back on that, how uh, you know, 10 years later, that's really all I'm doing is is laundromat stuff. [Laughter] So, my how the times have changed. But uh, I do remember that moment and thinking that like, I just thought this was like, you know, just like some little asset that someone has on the side. And, you know, you you just don't think about how there's a whole efficiency game and there's real money to be made, and it's a real business just like just like anything else, you know. I'm sure everything else is like that, but um unless you've really spent some time to to investigate it, then uh it it almost sounded uh, yeah, sounded funny to me. But um…

**Brian Henderson:** Well, it's funny telling people, especially when we first got started, that "Yeah, I'm making a technology company for laundromats," and usually the response you get is, "I didn't know laundromats needed technology. [Laughter] I didn't know they had technology."

**Randy Radtke:** I feel like the outside the outsider's reaction would be like, "Well, you can do that over the weekend?"

**Brian Henderson:** Yeah, it's like, "Yeah, oh, computers for laundromats. Uh, good luck with that," you know, or uh… [Laughter] I, shortly after I created the company, I went to a few trade association meetings for uh retail solutions providers. So, companies that make point-of-sale systems for all sorts of industries and uh credit card processing and payment solution technologies and all of that. And talking to these people about my startup and the thing I'm doing, and they would look at me like I was nuts and say, "Well, why don't you go focus on convenience stores? Why don't you focus on grocery stores or liquor stores?" And it's like, "Well, first of all, I know laundromats, and secondly, I know no one's currently serving this market. So, that's where I'm going to focus on that."

And even when we first started down this path, Ian and I, when we were trying to figure out the total addressable market, you know, what types of laundromats would need our solutions, how many laundromats are there in the country and where we'll go with all of that, we thought that maybe once we had maxed out this vertical, maybe we'd go look at other verticals. But here we are 10 years later [Laughter] and we're an inch wide and a mile deep. You know, we realize that there's just so much more to go with laundromats. And so, now, not only do we serve laundromats in all 50 states around the country—over 1,200 systems sold to date—uh we also own those three laundromats that belonged to my parents. We purchased those back in 2023. And so now we run both companies. And so now we're on both sides of it, not only creating solutions for the industry but also owning our own stores. And it's just this great virtuous cycle of improving both sides at the same time.

**Randy Radtke:** Yeah, I want to kind of dig into that a little bit because you have technology companies out there that get involved in spaces, they learn about the industry and then they come up with solutions. But you guys have a different take because you're in the business. So, how does that guide your business different than maybe another company that's coming at it from a different angle that has to learn it all?

**Brian Henderson:** [Laughter] Well, certainly the marketing is easier in terms of we know exactly who we're targeting because he's me, you know, or he's my dad, you know. That that kind of, "I know the problems you're running into, and I have these solutions because I've already used them in our own stores." We're not a solution in search of a problem. It's like we ran into this ourselves, came up with solutions, worked great, tried sharing this information for years with other laundromat owners. In fact, I was even a guest speaker at the Clean Show in Atlanta in 2015 to a standing-room-only audience uh about uh a presentation about some of the technology that we use for running Liberty Laundry and some of the results we've gotten. And so, it was a very hungry audience.

And giving this information away and showing people, and articles for trade magazines and on forums, literally step-by-step walking people through it, it still wasn't enough to solve it for them. Uh it was just a bridge too far. And so, I realized that creating a company, creating a product to deliver that just does all this for you—it's it's all together, here it is, here's the one-stop-shop solution—was the way to help them with that. Yes, of course, it was to be profitable and and be self-sustaining on its own merits, but it was very much, here's the vehicle to help these other laundromat owners. And that's the origin of that.

And from there, you know, that was the initial seed of the idea, but then every single feature and the way we've packaged everything has come from that real feedback from real laundromat owners who are trying to accomplish these things in their stores and saying, "Could you just?" or "I wish you could," you know, dot dot dot. "I wish you could I wish that the credit card processing was integrated. I wish the weight scale was integrated. I wish this would message customers automatically as soon as their laundry is ready. I wish I could see which attendant handed out an order when it was finished. Uh, I wish I could track the machine starts that were used." And it's like, "Oh, yeah, those are great ideas." [Laughter]

And then uh, one of the big ones was, "I wish it was cloud-based so that I could access this from any of our stores."

**Randy Radtke:** Right.

**Brian Henderson:** And so, it was in 2020 when we rolled out our complete revamp of our software that we built entirely in-house uh that was cloud-based, and that was a a clear inflection point for us, kind of that midway mark of the company, you know, so far about kind of our journey. That's when we we really ramped up, and and have grown several times larger since that point in time, because it was it was a good sustainable, profitable business that was helping people along the way from 2016 to 2020. But it was when we launched that cloud-based version of our software that we've just kind of exploded in growth.

**Randy Radtke:** I want to back up to that starting point again just for a second. I feel like Brian was in the laundry one day and said, "You know what? I'm sick and tired of X, Y, Z. I'm going to design a solution." There had to be a pain point. So, what was like the top pain point that you hit and you're like, "You know what? There has to be a better way." And this idea was born.

**Brian Henderson:** It's that is almost literally how it went. I can clearly remember the day I was working a shift—this is before I ever started Wash-Dry-Fold POS, years before. We were one of the very first laundromats in the nation, maybe the first in Oklahoma, I don't know, to add credit card acceptance for self-service on our washers and dryers. And uh, literally just paying at the machines and I remember working a shift at the store. It was a long day and feeling frustration that if a customer purchased a laundry, you know, loyalty card for self-service for our washers and dryers, they couldn't pay at our register because there was no integration available for that system at that time. And that clear thought of, "Man, I wish this stuff was all talking to each other," because your customer is your customer, and if they're a self-serve customer now, maybe they want to be a drop-off laundry customer some other time. But if their money is siloed away on this separate payment system, how can you build that bridge between that?

And then extended along that same lines of thoughts is all the different disparate systems needed to run a modern laundromat. At that time, we were using maybe seven or eight different software programs to manage all these different parts of the business. And just that desire to just bring it all into one place, certainly so I don't have to train my attendants to remember their username and password for five or six different programs. Good luck with that. [Laughter] That's uh that's tedious and painful. If they could just remember one four-digit number that they use like say for the alarm system and for the register system, you know, that kind of thing, then that's a lot more realistic. And then lastly, that realization that the point-of-sale system is kind of that central touchpoint for the business. A lot of things revolve around that. Attendants have access to that daily. It's an internet-connected device, so I can push updates to it. And kind of all rolled together into into one thought there.

**Randy Radtke:** Now, I want to I want to dig into the system itself. And, Ian, I'm going to ask you to put your your sales hat on. I'm a customer and I'm looking at a variety of systems. What separates Wash-Dry-Fold POS from others on the market? Sell me on on the features and what you guys bring to the table that others cannot.

**Ian Gollahon:** Yeah, appreciate you asking that. So, it's funny, I feel like in other industries, you might have to like make some huge spreadsheet and like really think really hard about this. But in the laundry industry, it's literally usually either in the name or in the logo or in like the H1, which is like, you know, like, what's the main thing it says on the website, you know what I mean? And that really tells you a lot about the company. So, I always joke that we don't have the most creative name. It's Wash-Dry-Fold POS. It's a point of sale for for doing wash-dry-fold.

And I've talked to people that have maybe tried other things that are maybe based more around maybe dry cleaning or delivery, or, you know, maybe it's something that, you know, they're trying to revolutionize the industry and kind of like take advantage of the gig economy or do something different. And then they'll use our system and they're like, "This is like half the cost and it's so much better than everything else out there. Like, what? How did I not know about you guys or how have I not used you guys?" And it's like, "Well, it's not so much that like we're just half the cost and twice as good as everything at everything, that's that's not really the case. The case is we're literally the only ones who have been trying to solve problems for laundromat owners for 10 years straight now for actual in-the-store laundromat versus everyone else has come at it and it's, you know, this isn't a secret, you can just go on their websites, it's originally for dry cleaners or it's originally for delivery or it's originally to revolutionize the industry."

No one else has come at it from the perspective of, you have some problems running the laundromat that you already run. Wash-dry-fold is complicated. Anything that can go wrong will go wrong. And there really is only one company that has made it their goal and their mission statement to solve those problems, you know, at an affordable price point. I would just tell people, you know, "We're half the price, we're twice as good at in-store laundromat point of sale." Now, that doesn't make us twice as good or half the price at everything.

**Brian Henderson:** We're working on it. [Laughter]

**Ian Gollahon:** Well, some things we're working on, but for example, if you own a dry cleaner and you're like, "Hey, I own a dry cleaner, sell me on the system," and I've had people say this, it really throws them off when I'm like, "No, no, no, just go buy CleanCloud, they're great. Like, you'll like CleanCloud, it's built for dry cleaners, that's what you need if you have a dry cleaner." And so, we do refer people to other systems. If you just say, "Hey Ian, I have a laundromat," and especially if you were to say, "I have the, you know, the Insights system," then I would I would love to sell you on our system. But I'm not going to try and make a square peg fit into a round hole. It's kind of one of those deals where we're the best for in-store laundromat POS. It's in our name, it's on our website, it's so evident in the software. And once you understand that, you can kind of look at the other softwares and be like, "Oh, this is actually built more for X, Y, Z than it is built for, hey, how do I train a 65-year-old lady that has never used point-of-sale software before, how do I train her how to, you know, run the laundromat when I'm not there?" We're the only one that has really focused in on that problem and solved for that problem, and everyone else has kind of added that on to what they sell. And I don't think that's a bad or negative thing about those companies, it's just that we've really uniquely gone after that one issue, and I think everyone else has gone after a different issue and then maybe added on the wash-dry-fold POS part of it, if that makes sense.

**Brian Henderson:** Tied into that is laundromats—you're you're managing a fleet of equipment, washers and dryers, and you ask about what are those things that drove me into building our own software. Our equipment problem log—keeping track of when machines are out of service and and all that, too—we built that into Wash-Dry-Fold POS such that if an attendant needs to flag a machine out of order, it'll send me uh or the, you know, the laundromat owner or a technician an email right away with details about what's going on with that equipment, why the attendant flagged it out of service. And then when a technician repairs equipment, then it can also notify you about what the what the fix was. And hope I'm not jumping the gun too much, Randy, but when Alliance approached us and said, "We're thinking about making an API available that communicates directly with the equipment," we jumped at that because we already had the infrastructure in our software of managing your washers and dryers and also tracking which machines are used for drop-off laundry orders. And so, if we could then close the loop of have actual direct communication with washers and dryers, we already had all the infrastructure in place on our side, so it was actually a very straightforward thing to start communicating with it, and uh it fit right in with what we were doing.

**Randy Radtke:** Are other companies doing that? Because I I know this has typically been something that's siloed, right? Equipment manufacturers like like us typically are averse to opening up that architecture. It just it has always been the way it is. So, is that changing or is this kind of a unique situation that was presented?

**Brian Henderson:** I hope it's changing. [Laughter] Because I have approached other equipment manufacturers before who have who have some, you know, technology systems already of their own for communicating with their machines, asking if there's any chance of, you know, external communication with that equipment, and I've been met with a flat "No" before. Or if we did talk with somebody on their team, thinking of a different manufacturer, their development team was so hostile to talking to anybody [Laughter] it was clear that the leadership team was not talking to the product development team, and each had their own agendas. And so, to hear kind of a more unified voice from uh the Alliance team saying, "Hey, we want to make this available, and also here's all these controls," it was it was very much a dream come true. We have Speed Queen washers and dryers in our own laundromats, and so I knew I would be able to test this firsthand uh as we were building it out. So, no, to date, um really it's just been Alliance who has been on the leading edge of making this type of direct control of the machines and interaction with the machines uh available, no one else has.

**Randy Radtke:** For someone who's not very techy, what does this mean? So, I own a laundromat, I've got wash-dry-fold, I'm going to offer wash-dry-fold, what does this bring to me? Like, what what are the top features that are game-changers for me now with API?

**Ian Gollahon:** What I've seen Alliance store owners, when they are on the sales call with me, they typically already have something in mind that they want, right? And so, they're they're already asking me like, "I know exactly what I need. Do you have it? Yes or no?" And the first question that we typically get is, "Okay, I've got the Alliance Insights program and I've got someone who just doesn't want to download the app. Maybe they're a little older or maybe they just don't like new apps on their phone or whatever it is, but they want to start the washer or dryer using their credit card."

And if you don't have the Wash-Dry-Fold POS program, then you don't really have a way of like the way ours works is you can literally just set the machine to the settings you wanted it, including the upsales or or whatever, you know, settings you want on that washer, and then you can just accept payment for starting that washer at the point-of-sale system. Uh we even have a system where you can go walk over to them and and take their credit card so they don't even have to come to the counter if they don't want, but you can start that machine for them and just pay for it through the point-of-sale system. And then it actually sends that exact amount that you used to start the machine to the machine. So, if you, you know, if they paid you $12, they can't go start a $14 load, they'd be $2 short, right? So, it's actually sending $12 worth of start value to that machine through the point-of-sale system. And that's usually the number one problem that they're trying to solve is, "Hey, I love the Insights, I love the app, but some people just won't use the app, but they still, you know, want to start the machine with their credit card. Can you solve for that?" You know, that's the easiest one to say, "Yes, it's designed specifically to do that."

But then, once you really get to talking to them, there's a lot of other really big benefits, like it starts the machines for the wash-dry-fold attendants when they're doing the orders when they're doing the wash-dry-fold. And then it actually keeps track of efficiencies, so you could look at all your staff and say, "Okay, this person uh their vend value to amount processed ratio is like, you know,…" It's usually like 37% in most of the stores I've talked to that are like keeping track of it. So, if you do $100 worth of wash-dry-fold orders, you'd have $37 worth of machine starts. And that that might be higher or less in your market, but it allows you then to track efficiencies and make sure your employees aren't starting machines for self-serve customers or doing something kind of on the side. So, there's a lot of employee theft preventions and drives efficiencies and all that. But usually the first question we get is just, "Can I use my credit card to start a machine at the point-of-sale system, and it works with Insights seamlessly and and appropriately?"

**Brian Henderson:** Sure. I'll give you an example, real-world. This is um this is actually, Randy, last time I saw you at uh a local distributor event and uh I had a customer of ours out of Missouri, Philip, who approached us who has Speed Queen Insights in his store and he has Wash-Dry-Fold POS, but he didn't want his team, his attendants, to be using different software programs for starting the machines and all of that. And so, he had Insights in his store, but his attendants were using quarters for starting washers and dryers. They were literally pulling cash from the cash drawer to go start washers and dryers for drop-off laundry orders. He enabled the Insights API connection with his Wash-Dry-Fold POS system, and now as his attendants are tracking drop-off laundry orders on the Wash-Dry-Fold POS order tracker screen and they're reporting which washers and dryers are used for a drop-off laundry order, that's also the literal way that they're starting the washers and dryers now. And he said it's been a game-changer for his store and that he doesn't have to worry about attendants pocketing the cash and, you know, lying about which machines were used, or he also doesn't have to worry about his attendants forgetting to say which machines they used for a drop-off laundry order because that's, like Ian said before, wash-dry-fold can be fraught with troubles if you don't have the right systems to monitor everything. And so, the way the attendants are reporting which washers and dryers are used for a drop-off laundry order making that the also the literal way that they're sending the start commands to those washers and dryers, so they can't forget—they literally can't forget to say which machines they used for a drop-off order—it just helps close that loop. Great for reporting and accountability and all that.

**Randy Radtke:** What's been the process in connecting the two systems? Again, I'm I'm not overly techy, so maybe connecting isn't exactly the word, but what has been the process to bringing this all together? It sounds like a decade of work to me, the non-techy guy.

**Brian Henderson:** [Laughter] So, well, it helped that we had, like I mentioned before, we had a lot of that infrastructure in place already in our software, kind of in anticipation of this one day becoming available with different payment systems out there and with different hardware manufacturers. It's been my hope and dream for a long time to be able to be the glue that helps tie all these different things together. There's two sides of it: there's the development side of making everything work, and then for the end-user, for the laundromat owner, how to get these things working together. For the laundromat owner themselves, it's very straightforward. You get this thing that's called a a key, an API credential. It's a It looks like a super long password with all sorts of crazy numbers and letters and all that. And we have tutorials on our website about how to get that key from Alliance for your store, and then copying and pasting it into your store settings in Wash-Dry-Fold POS. That's about it. You would then go through and just make sure that the list of equipment that's coming from Alliance for your store, whether you have Huebsch or Speed Queen equipment, matches the list of washers and dryers you have in your Wash-Dry-Fold POS system just to make sure those are paired up. And very simple, very straightforward. So, it's it's really just kind of one step to get these things talking with each other.

**Randy Radtke:** Is this still in pilot phase or is this a current offering for you guys?

**Brian Henderson:** Oh, it's live. Yeah. It was it was just a I say a week or two before the Clean Show in Orlando, uh August of 2025, that uh Alliance gave the stamp of approval that they had all their ducks in a row to go live with this. We've we've had it in testing for about a year before that time. We've been testing it since August of 2024, but it was it was August of 2025 when it went officially live. And it was a lot of fun at the Clean Show to be able to announce that we were the first point-of-sale system to have this this deep integration with these washers and dryers. Sharon Brinks deserves a little bit of credit for uh helping us the whole year [Laughter] before it went live. Sharon was being the guinea pig at her store, uh The Laundry Station, a couple of stores in in the Wichita, Kansas area.

**Ian Gollahon:** And she was kind of helping… Sharon's Sharon's always involved in anything new. I feel like Sharon's she's in. Like, it's not even a thought. "Hey, we want to do this." "I'm in." [Laughter]

**Brian Henderson:** She gets props for helping make the connection between the Alliance uh leadership team and Wash-Dry-Fold POS uh of saying, "Hey, here is a company I really want you guys to work with. Can you please help make this happen?" and just connecting the right people at the right time.

**Ian Gollahon:** And it was nice having someone actually use it like in a live store and then giving us feedback like, "Hey, it works. It's good, but here's how I use it, and can you put this button here or can you make it do this little thing?" And she's been a customer of ours for a long time, so she's helped, you know, even with the point-of-sale side of things on that kind of feedback. Especially with something that, I think again when it gets back to like what sets your your software apart from competitors, well, we actually had a live customer using it for a year. Like, we were actually, you know, the development team that was helping implement this for quite some time before it was even public. We were actually kind of that that bridge between uh Alliance and the point-of-sale system in kind of uh trying to get feedback from people actually using it in a real store and then uh developing it accordingly. Um so usability, I guess is what I'm trying to say, is pretty important, and she's been helpful in that.

**Brian Henderson:** And on the development side, I do want to compliment the Alliance digital product team on their documentation and ease of implementation. Uh it's it's been very impressive, just how thoroughly documented the different functionalities are, and here's how you make this do that, you know. It was uh I am the lead developer for Wash-Dry-Fold POS. We have other team members now, we've grown over time, [Laughter] but uh I was the one taking the lead on this particular project and uh it was it was real pleasant. Shout out to Q, your digital products manager. Uh he's the one I've had the most interaction with. It seems appropriate you got somebody whose nickname is Q [Laughter] doing the technology stuff, but um just the communication on the actual functionality of this connection was very smooth and uh very pleasant.

**Randy Radtke:** Will you continue to add functionalities and features to it, or are we, "Hey, the systems are connected, we can do anything we want now." Like, does it does it continue to develop or is it done? I thought that would be the answer. I… [Laughter]

**Brian Henderson:** Something I've learned from industry veterans, Steve Marcisette of CCI and Michael Schantz of uh Sedamatic Spyderwash and all that, and others who build tech software and technology for the laundromat industry is that development is never done. And that's a good thing, it means that you can keep on improving forever. And uh we have wonderful customers like Sharon Brinks who gives us feedback on a regular basis, and saying, "I wish it did this, I wish it did that." So, we do have some additional features that we're planning on building. The cool thing about the Alliance Insights and Huebsch Command API is that there are a lot of features available, a lot of functionality uh involving checking on the status of equipment and cycles and all sorts of stuff. So, we have plenty more that we can add, and uh we're we are looking for active feedback from current customers about uh what works well for you or what other things do you wish it did, and uh going from there. Yeah, development never finishes, so I have plenty more to do.

**Randy Radtke:** Yeah, I thought that would be the answer. I want to give you guys a chance to to plug, where do we find out more about Wash-Dry-Fold POS? Obviously, there's a podcast we need to we need to give a plug to, so lay it on our folks. Where do we find you in the socials and uh out on the interwebs?

**Ian Gollahon:** So, Wash-Dry-Fold POS, much like the name, is just washdryfoldpos.com. You don't need any hyphens or spaces or anything, you just type out washdryfoldpos and it's washdryfoldpos.com, and, you know, our big headline is, you know, um "Wash and fold made easy," you know, uh "Easy to use, easy to train." It's pretty easy to find, and then you just click how to buy, and that will take you to where you can actually book a call with our team to learn more about the product. We don't take on just everyone, and, you know, like I I said earlier, you know, we do recommend people to other systems if they're not a good fit, and so having that call with our team is a good way to honestly assess, hey, would this be a good fit for you? It's not just we're going to try and sell you on it so hard, we're actually going to ask you the questions to see if this even makes sense for you to do or to buy. That's part of how we keep our churn so low. Um you know, churn is when someone cancels a subscription, is we only want to sell it if you're going to keep it for like 5 years, you know, or more. And so, we kind of have the questions that that we know to ask to make sure it's a good fit and you're going to enjoy it, because if it's not a good fit, let's just save everyone the time and [Laughter] let's just turn you in the direction of what would be a good fit.

And then the the podcast is just laundromat-ownership.com or, you know, you can just look it up on Apple, we've got a YouTube channel with a lot of followers, uh and it's on Spotify, anywhere that you would get podcasts, you could just look up Laundromat Ownership and and you'll see it.

**Randy Radtke:** Fantastic. Well, gentlemen, I think we're going to be talking a lot in the future as wash-dry-fold and pickup and delivery continues its ascent to greater heights and and uh and your system obviously is going to be a part of that. I can't thank you enough for joining us on the podcast.

**Brian Henderson:** Yeah, thank you. Thank you, Randy.

**Randy Radtke:** Absolutely. And we hope that you'll join us again when laundry nerds unite.

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Related links from this episode

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Laundry Nerd Podcast

Alliance’s own show, hosted by Randy Radtke, where this conversation originally aired.

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Speed Queen Commercial

Alliance’s Speed Queen line, and the Insights platform this integration connects to.

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Huebsch

The Huebsch side of Alliance, running the same underlying platform as Huebsch Command.

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Sharon Brinks on employee theft

The pilot store for this integration, on theft, Speed Queen and beating cancer.

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Liberty Laundry

Ian and Brian’s three laundromats in the Tulsa, Oklahoma area, where the integration runs daily.

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Laundromat Ownership Podcast

Every episode, covering operations, finance and growth for laundromat owners.

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Built in real laundromats

Your machines and your register, on the same system.

Wash-Dry-Fold POS starts Speed Queen and Huebsch equipment at the value taken at the counter, ties every wash-dry-fold machine start to an order and reports it per attendant. If you want to talk through what that looks like in your store, the call is with a laundromat industry expert.

Schedule a call See the integration