The Next Industry Disruptor Is Here, and It Is Called Soapbox
- Brainz Magazine
- Dec 4
- 6 min read
Updated: Dec 7
Written by Robb E. Sullivan, Speaker & Sales Strategist
Robb Sullivan is the creator of The U Factor Strategy™, a method that has helped him close deals with over 150 A-list celebrities, athletes, and executives. He now teaches audiences how to uncover what people really need, understand it deeply, and move unfettered toward results.
Seemingly every few years, a familiar industry gets rewritten. Uber changed how we move. Airbnb changed how we stay. Cash App changed how we send money. Now, Soapbox is modernizing the entire laundry experience. Soapbox and SoapDog are modular, self-contained, fully automated public laundry and pet-wash systems that fit in three parking spaces and operate with dramatically lower overhead than traditional brick and mortar locations, creating a smarter and more profitable footprint for investors.
The problem that has barely evolved
Every week, more than 30 million people walk into laundromats across America. Ask them what is wrong, coin machines, harsh lighting, loud TVs, no comfort, no convenience, an essential task stuck in another era. Most will tell you the same thing, everything about the experience feels outdated. Yet even without significant upgrades, laundromats maintain a 95 percent five-year success rate and generate more than 6 billion dollars per year nationwide. Industry analysts project the market to grow to more than 7.5 billion dollars within the next five years as population density increases, multifamily housing expands, and in-home water and washer-dryer costs continue to rise. It is a large, stable, essential service that keeps growing even before any real innovation is applied.
It’s not a place where a homemaker, washing a stack of comforters after a houseful of guests, or a coed finishing laundry after studying late, would typically feel at ease. Now imagine a space designed for safety, where you can wash your dog while your clothes spin in high-end machines nearby, sit in peace for a moment, and know the entire location is secure, clean, and monitored. Laundry has always been a universal need. Soapbox set out to solve every frustration that made traditional laundromats feel outdated.
Together, Soapbox and its companion, SoapDog, have reimagined it into an experience built for modern life – smarter, safer, and effortlessly profitable for communities and investors alike.
The Soapbox solution for customers
Soapbox was built to change how laundromats look, feel, and function in today’s world, just as modern coffee shops and express car washes redefined convenience for their industries while creating a smarter and more effortless opportunity for investors.
Each modular site blends advanced laundry technology with app-based simplicity. No coins, no cash, no confusion, and safety always comes first. Customers start, pay, and monitor from their phones. Our proprietary detergent system automatically dispenses professional-grade cleaning agents with no soap or softeners required from the customer. Locations are safe, bright, water-efficient, and monitored 24 hours a day.
The secret ingredient: Elite-level clean
The Soapbox experience goes deeper than design. Our proprietary cleaning system uses the same performance-grade soaps trusted by NFL, NBA, and NHL teams. Among laundries, these products are exclusive to Soapbox. They deliver a deeper clean with less water and energy, creating both environmental and financial savings.
This is not a rebrand of an old idea. It is a smarter ecosystem built around efficiency, quality, and transparency.
The Soapbox solution for investors
The Soapbox investor model is as simple and pain-free as the customer model. There are no employees to manage, no inventory to restock, no supplies to refill, and no maintenance responsibilities. Investors can simply track performance and collect results. Everything is fully managed by the Soapbox team and designed to deliver solid, reliable returns.
Each unit also qualifies for the Section 179 tax deduction. We recommend consulting your tax advisor to understand how this potential benefit may apply to your individual situation.
It is a true passive income investment built around a product everyone needs. Early adopters can own a complete Soapbox site for $295,000, which includes setup, technology, and ongoing management.
Built for scale
Each Soapbox unit is modular and can be placed near campuses, neighborhoods, or high-traffic corners. Every site reports real-time usage and performance through a transparent dashboard.
Investors can see exactly how their site is performing anytime and anywhere. Before any site is developed, Soapbox conducts a thorough site evaluation to determine the best possible locations and the ideal number of units per city. A dedicated logistics specialist uses the latest technology to provide continuous, data-driven insights, not outdated reports, ensuring every placement meets strong visibility, accessibility, and profitability standards.
The participation revolution
We have seen this pattern before. Early Uber riders became investors. Airbnb hosts turned into property owners. They are examples of a new wave. A door opening to participation in essential, technology-driven assets that everyone uses, but no one thought to modernize. Soapbox gives laundry industry investors that door. The model is asset-backed, fully managed, locally operated, and globally scalable.
Short-term rental owners, we hear you
Tired of maintenance calls, guest issues, and the never-ending turnover cycle? You became an investor, not a 24-hour property manager. Even strong returns can start to feel like work when your time is always on call. Soapbox flips that script. You are not managing a business. You are monitoring performance.
There are no tenants, no turnover, and no towels to fold, just a clean and consistent return backed by technology and necessity. Laundromats may not sound glamorous, but neither did ride-sharing nor mobile banking when they started. Disruption often hides in plain sight.
The team behind Soapbox and SoapDog
Matt Thomas is the visionary founder of Soapbox. Matt's background combines business law with a passion for high-rise construction. He spent many years practicing as a business lawyer in Australia, working with clients such as ExxonMobil. His true passion has always been construction, and over the years, he has successfully built some of the most complex high-rise projects in Australia for major companies, including Rio Tinto.
In 2021, Matt leveraged his experience in business law and his love for construction to create Soapbox. The result is the first app-driven, cashless, modular laundromat business, a concept that gained traction in Australia and is now expanding to the US market.
Behind Soapbox and its companion concept, SoapDog, stands Coltman Capital, an investment firm focused on scalable, asset-backed opportunities that combine operational simplicity with strong returns.
Britt Lively, Vice President of Sales and Marketing and a former NFL player, drives market execution with a track record of turning innovative systems into proven revenue.
Together, their leadership gives Soapbox the strength of an experienced, well-capitalized partner. Investors are not buying into a startup idea. They are joining a structured operation with infrastructure, oversight, and growth discipline.
With leadership and systems built for longevity, Soapbox is not chasing a trend. It is redefining an outdated industry.
The bigger picture
Sometimes the smartest opportunities are not in new industries, they are in the ones everyone else forgot to upgrade. That is exactly why our rollout begins in Texas. All Soapbox units are being manufactured in the Fort Worth area, and we are launching 90 to 100 locations in year one across Houston, Dallas, Huntsville, College Station, Hearne, Austin, and Fort Worth, initially, but not limited to these cities. This first wave is the foundation for a controlled expansion across the United States in the years ahead. Investors do not need to live anywhere near their unit because every location is fully managed for them, allowing owners to participate in multiple markets without adding work or oversight.
Full disclosure
After seeing the model firsthand, I (Robb Sullivan) recognized Soapbox and SoapDog as an unbelievable opportunity and chose to join Coltman Capital to help share and expand the vision. My decision reflects the same belief that drives every investor who partners with the company, essential services can be smarter, cleaner, and more profitable.
If you would like to schedule a presentation or learn more about becoming part of the Soapbox family, please reach out. This opportunity is designed for individuals with a net worth of $1 million or more. We also offer referral opportunities for those who help introduce new partners to Soapbox. We want everyone to become a part of the Soapbox revolution.
Contact Robb Sullivan here to learn more or schedule a presentation.
Read more from Robb E. Sullivan
Robb E. Sullivan, Speaker & Sales Strategist
Robb Sullivan is a speaker, sales strategist, and creator of The U Factor Strategy™, a proven method developed from decades of success selling to high-stakes clients, including A-list celebrities and Fortune 500 executives. With experience building a nationally ranked AV company and closing multimillion-dollar deals, Robb now empowers teams and individuals to show up with clarity, empathy, and boldness in every conversation.
