BARRON, Wis. — Scott Olson never set out to become a laundromat owner.
In fact, back in the late 1990s, he was working in medical equipment service and installations and looking to start an equipment rental business. But when a small-town laundromat near his home came up for sale, he and his wife saw an opportunity to own something local. It was supposed to be a side hustle. Two months later, they were all in.
Fast forward to 2025, when Olson opened Village Spin, his sixth Maytag-equipped laundromat — this time in this small Wisconsin town. Like his very first store more than two decades ago, his latest location is built with hands-on know-how, smart layouts, reinvestment and a fervent belief in the power of community-based businesses.
SMALL TOWNS, BIG POTENTIAL
Olson’s formula for growth has always centered on underserved rural communities — places many operators pass over.
“We look for populations that are around 1,500 to 2,000 or more,” he says. “A lot of operators won’t touch a town that small, but we’ve figured out how to make it work.”
That means buying or building in west-northwest Wisconsin towns like Spooner, Grantsburg and now Barron, where aging, neglected laundromats are more common than clean, functioning ones. Instead of avoiding the competition, Olson embraces it, sometimes even trying to buy the very laundromats he hopes to replace.
“We’ve found that as long as we’ve got clean stores, dependable equipment and a good environment, we can minimize the impact those older stores have on us,” he says.
FROM BROKEN-DOWN TO BUILT-UP
The Barron location was years in the making. Olson originally tried to open a store here eight years ago but had to back out due to a health scare. When the local laundromat later caught fire and closed, he saw another window of opportunity.
A former Kwik Trip gas station building was up for sale, and he was ready to convert it, until the owners of the damaged laundromat insisted he look at their 125-year-old building.
“I had no intention of buying it,” Olson says. “But they made me an offer I couldn’t refuse.”
Good bones, yes. But the rest? “It required a full renovation.”
Olson gutted the place and rebuilt it from the ground up. Like every other store he owns, he did much of the finish work himself — because that's just how he operates.
DESIGNED FOR THE WAY PEOPLE WASH
Olson doesn’t just own laundromats, he designs them.
“It’s like putting a pair of comfortable shoes on,” he says.
After more than two decades in the business, he’s developed a go-to machine mix tailored for rural markets: a few 80-pounders, several 65s and 40s, and a handful of small 20-pound machines.
Layout comes down to the building itself. From converted banks to shotgun-style storefronts, he adapts his store designs to maximize flow and function. “Bigger and better” has become his model — leaving top-loaders in the past and focusing on equipment that delivers speed, durability and volume.
LOYALTY OVER THE LONG TERM
Maytag has been part of Olson’s story from the very beginning. The first two Village Spin stores he bought were Maytag-equipped, and he’s stayed loyal to the brand ever since: “Maytag pretty much had the market sewn up around here. I’ve always liked their equipment.”
Not only does the brand provide the performance Olson needs in rural areas where every dollar counts, but he’s also made a point of understanding the machines inside and out.
When expansion paused due to family life, Olson and his wife raised six kids while running four laundromats. He made money servicing other owners’ equipment. It didn’t matter what brand it was; he could fix it all. But in the end, Maytag remained his go-to because of its value, consistency and the support he receives through his distributor.
“Everybody’s equipment has its issues,” he says. “The key is knowing how to deal with it. Maytag equipment has always been reliable for us.”
THE POWER OF A DISTRIBUTOR RELATIONSHIP
Olson recently began working with Minneapolis-based distributor E. Weinberg Supply & Equipment for his latest build. Although the relationship is new, it’s already proving to be a dependable one.
“My sales rep is quick to respond. I ask a question and usually have an answer within hours. They’ve been responsive and helpful,” he notes.
That kind of support matters when you’re navigating rural America, DIY repairs and delayed contractors. Olson says he needs a partner who can move fast and make things happen, and that Maytag and E. Weinberg have delivered.
ADVICE FROM THE TRENCHES
Now a seasoned veteran, Olson has simple but invaluable advice for anyone looking to get into the laundromat business:
- Know your machines. “If you’re calling someone every time something breaks, you’ll never make money.”
- Find a reliable distributor. “You need someone who knows the equipment and can help you along the way.”
- Reinvest constantly. “Keep the money in the business. Pay down your debt. That’s what keeps you growing.”
- Build good service relationships. “You need people you can call who’ll pick up and help you out.”
- Don’t overextend. “Be smart with what you take on. Do what you can manage well.”
THE NEXT GENERATION
At first, his kids wanted nothing to do with the family business. But as time passed, things changed. One son now owns two laundromats and has taken over the family’s service business. Another wants in, but jokes that the prime locations have already been taken.
“He says we grabbed all the good spots,” Olson laughs.
With his sixth store now open, he shows no signs of slowing down. If the right property becomes available in the right small town, he’ll be ready.
“We’re always looking,” Olson says. “If we can buy one, we’ll build another.”
Have a question or comment? E-mail our editor Bruce Beggs at [email protected].
