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LaundroLab Corporate Team Adds Three

Reeves, Carache, Martinez join growing franchise

CHARLOTTE, N.C. — As laundromat franchise LaundroLab continues working to exceed 100 licenses awarded by year’s end, its corporate team has added three new members: COO David Reeves, Director of Finance & Accounting Jason Carache and New Store Opening Project Manager Keith Martinez.

“There’s no dominant player in our space, and we’ve had some early traction,” says Dan D’Aquisto, co-founder and president of LaundroLab. “As we continue to realize our goals, having these three experts on board will allow us to supercharge our growth by providing even stronger, more thorough support to the franchise network.”

Reeves is an operations professional that has worked for companies like Amazon and GoPuff during their early stages of growth, LaundroLab says. He says he’s thrilled to support a growth trajectory similar to what he’s experienced in the past.

“It’s exciting to be at the forefront of something that is going to be magic. LaundroLab is something that the industry needs, and it’s something that people need,” he says. “As much as I love to build, I also like to disrupt. I’m looking forward to the journey ahead of us as we work toward that magical end goal.”

With nearly a decade of financial planning and analysis experience, Carache had spent time at larger organizations like PepsiCo forecasting sales, supporting marketing programs and developing budgets. He says he began to feel a pull toward smaller business models and happened to reunite with two college friends: LaundroLab CEO Alex Smereczniak and Director of Franchise Operations Beck Miller. After some conversations about the brand and its mission, Carache decided to join the team.

“There are multiple functions that, ideally, a finance professional would be handling. That has been my goal — what are the areas that members of this organization have had to bootstrap previously?” Carache says. “Now that we’re getting a bit more specialized, what can I take off the business and handle myself to ensure it's all flowing properly?”

Lifting these responsibilities from other team members will not only allow them to focus more closely on their primary responsibilities but will also bring an eye for finance into the equation, LaundroLab says, ensuring that things like labor projections, bookkeeping and taxes are done as accurately and efficiently as possible.

Martinez has a varied professional background, having worked in community development, marketing, nonprofits, real estate, franchising and more. In his position at LaundroLab, he collaborates with franchisees from the time they sign an agreement to the time they open their doors.

“I love small business, and I see very much how communities are lifted up by small businesses — especially something like LaundroLab where giving back is such a key part of our ideals,” Martinez says. “The brand blends very well with my beliefs. I love to see that we’re providing a high-quality five-star service to communities that usually don’t get that type of service or treatment.”

LaundroLab Franchise Launches

Have a question or comment? E-mail our editor Bruce Beggs at [email protected].