The Coin Laundry Association (CLA) has partnered with five leading laundromat equipment providers in a bold new sponsorship initiative that will have benefits for the entire industry. Launched this month, CLA’s Strategic Corporate Ally programme aims to strengthen services for association members and ensure a growing and prosperous industry at large.

“We’re thrilled to announce our inaugural class of Strategic Corporate Allies,” said Brian Wallace, CLA president and CEO. “The commitment by these generous and visionary companies will enhance the vital work of our association and allow us to work together in a more strategic way toward shared goals.”

CLA’s 2023 Strategic Corporate Allies are Alliance Laundry Systems, Cents, Dexter Laundry and Girbau North America—all at the Elite level—and Laundrylux at the Premier level.

“As our industry experiences unprecedented change, it’s important for CLA to evolve as well,” Wallace said. “This new programme will enable us to even better support our members as they navigate uncertain waters.”

This support includes educational resources, networking opportunities and business services as well as critical advocacy work. For example, when the pandemic hit, CLA immediately pushed for laundromats to be deemed essential businesses, ensuring their doors could stay open.

The industry also benefits from CLA’s LaundryCares Foundation. Among other efforts, LaundryCares has equipped hundreds of laundromats across the country with library corners. These spaces provide a valuable service to customers—particularly in areas with low literacy rates and little access to books—and they boost the image of member businesses.

The Strategic Corporate Ally programme not only funnels more resources into these efforts, but it also streamlines companies’ support of CLA (dues, advertising, event sponsorships, LaundryCares gifts) into cohesive annual commitments. In turn, the companies receive a custom set of benefits, from member engagement to thought leadership.

CLA’s Strategic Corporate Ally program will run in year-long segments and renew annually. Participating companies will receive special recognition to make CLA members aware of their next-level support. Sponsorships are limited, but additional companies are welcome to join the inaugural class of 2023 by contacting CLA at or 800-570-5629.