About Maverick Drycleaners
A mentor who's already built what you're building.
You're working too many hours. You're wearing every hat. And the freedom you got into this business for keeps slipping further away. That was me too. One counter in Wichita, $2,000 a week, wondering why I did this to myself. What changed everything wasn't theory. It was building the systems that turned that single store into a nearly $7M business that is now self-operating and self-growing. That's the path you'll walk here. We give you the exact strategies behind a self-operating business, and a room of owners who get it, right beside you.
Mentoring for dry cleaning owners,
by a dry cleaning owner.
Most coaching talks about business in general. This is about business - the thin margins, the long hours, the fact that nothing runs unless you're standing there. We bring you into an elite group of like-minded owners chasing the same goal, each one invested in seeing the others win, and we mentor you with the exact systems that took a single Wichita business from survival mode to $7M a year: more revenue, less owner-dependence, and a business that finally runs on systems instead of on you. More than 257 owners have already walked this path with us.
You're next.
Two businesses, one obsession.
The Wichita drycleaning business at the heart of it all, eleven stores, two kiosks, six routes, 35,000+ clients, and nearly $7M a year.
Where you are given the exact blueprint to replicate our proven systems and strategies in your business, with mentorship along the way.
Our story
From a single counter to a
$7M operation
From the outside, I'd made it. One dry cleaning counter in Wichita had grown into a real business and I was near the top of the industry. From the inside, I was the problem. Nothing moved unless I moved it. 70-hour weeks, trading every hour I had for money, the single biggest bottleneck to my own business.
The day it turned around was the day I stopped blaming revenue and named the real issue: I had a systems problem. My business ran on me, and me alone. So I got to work building the thing I'd avoided for years. I reverse-engineered how everything worked, from pricing to marketing to plugging the margin leaking out the back door, and turned each piece into a system that produced the same result whether I was standing there or not.
Building the machine
One by one, those systems took the business off my back. Revenue climbed and my hours dropped, and over twenty-five years that single counter became eleven retail stores, six delivery routes, sixty-plus team members, and more than thirty-five thousand regular clients. Today it runs close to $7M a year, and it runs without me. That's the difference between owning a business and being owned by one, and it's the difference I'd spent years trying to find.
Why Maverick Drycleaners exists
Once I had a business that ran without me, I got to ask a question most owners never make room for: For me there was only one answer - take everything I learned clawing my way from week-to-week survival to the top 1%, and hand it to the owners still stuck where I used to be. I made every mistake there is to make in this industry, and Maverick exists so you don't have to make them too. This isn't theory and it isn't borrowed from some other business; it's the exact playbook that took my business from running on me to running without me. The systems, the numbers, the team, the mindset shifts, all passed to you by someone who's already walked the whole road. I've done the hard part. Now we help you build the business, and the life, you actually got into this for.
Twenty-five years, one trade.
1996
Dave graduates from Arizona State with a degree in Economics and Business Management
2000
In The Bag Cleaners is founded in Wichita, KS
2001
Navigated the economic fallout of 9/11
2002
Launched Pickup & Delivery Service
2008
Acquired largest competitor during the real estate crash
2009
Reached 23 stores
2014
Acquired second largest competitor, College Hill Cleaners
2020
Survived COVID after a 75% drop in revenue
2021
Launched Maverick Drycleaners to help other dry cleaners build a Business By Design
2026
11 locations, 6 routes, $6M revenue with 20%+ profit
The Team Behind the Mavericks
The best decision I ever made was to stop trying to figure it all out alone. So when you join Mavericks, you don't just get me. You get a team that has lived every piece of what we teach, built inside a real dry cleaning business, tested for twenty-five years, and refined until it runs without the owner standing over it. When you have a question, someone on this team has already solved it.
Dave Coyle
Founder and Mentor
Dave Coyle
Founder and Mentor
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Aram Coyle
Strategic Advisor
Aram Coyle
Strategic Advisor
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Hannah Cook
Director of Operations
Hannah Cook
Director of Operations
Hannah Cook serves as Director of Operations and is passionate about helping business owners grow and scale their businesses. Known for her organization, industry knowledge, and hands-on guidance, she enjoys helping members connect the dots and turn ideas into actionable plans.
As a natural problem-solver and "doer," Hannah loves creating innovative resources and systems that make implementation faster and easier for members. Her commitment to integrity, honesty, loyalty, and dedication drives her approach to serving both members and the team.
When she's not working, Hannah enjoys spending time with her husband and two children, camping, and exploring the outdoors. A lifelong horse enthusiast, you'll find her happiest on a ranch surrounded by horses.
Courtney Spurgeon
Community Manager
Courtney Spurgeon
Community Manager
Courtney Spurgeon serves as Community Manager and is passionate about helping members grow, connect, and achieve success. After joining the team nearly a year ago, she embraced the opportunity to challenge herself, continue growing professionally, and make a meaningful impact on the lives of others.
Known for her organization, positive energy, and outgoing personality, Courtney never meets a stranger. She enjoys building relationships, supporting members, and creating an environment where people feel encouraged and valued. Her favorite part of the role is seeing members succeed and forming friendships with people across the country.
Guided by her values of faith, family, and friendship, Courtney approaches each day with a simple goal: putting a smile on someone's face. Outside of work, she enjoys spending time with her husband and two daughters. And while she proudly admits she's a bit of a nerd, she considers it one of her best qualities.
Andrew White
Route Concierge
Andrew White
Route Concierge
Andrew White serves as Route Concierge and brings more than 15 years of customer-focused experience to the team. After spending much of his career in the automotive industry, he was ready for a new challenge and found his passion in helping businesses build stronger route operations, create exceptional customer experiences, and develop successful teams.
Known for his strong communication skills and service-first mindset, Andrew enjoys helping others succeed. Whether supporting team members, coaching route staff, or working with members to strengthen their route programs, he believes that trust, accountability, and great communication are the foundation of every successful relationship. He is constantly looking for ways to improve processes, test new ideas, and create better outcomes for those he serves.
Andrew's favorite part of his role is being part of a growing team and watching the impact that growth creates for members and their businesses. Outside of work, he's a passionate sports fan who enjoys cooking, grilling, and spending time with family and friends. He also has a fascination with space and can happily talk for hours about the universe, distant galaxies, and the science behind it all.
Chris Shrader
Owner & CEO, Best and New Brand Cleaners
Chris Shrader
Owner & CEO, Best and New Brand Cleaners
Chris Shrader has spent 34 years in the dry cleaning industry, including 29 years as the owner of Best Drycleaners of Columbia. Although he entered the industry by accident, it quickly became a lifelong passion and a way to give back to an industry that has given so much to him and his family.
Known for his generosity, love of people, and forward-thinking mindset, Chris enjoys helping others succeed and is always looking ahead to what’s next. As a dreamer and visionary leader, he brings energy, fresh ideas, and a lively atmosphere to the people and projects around him.
One of Chris’s greatest joys is working alongside three generations of his family and creating a culture rooted in relationships, service, and growth. Outside of work, he enjoys spending time with family and fishing whenever he gets the chance.
Kurt Lucero
Owner & CEO,
The Cleanery
Kurt Lucero
Owner & CEO, The Cleanery
With more than 30 years of experience in the dry cleaning and laundry industry, Kurt Lucero brings a wealth of operational knowledge, leadership expertise, and real-world business experience to Maverick members. As the owner of The Cleanery, a premier dry cleaning and laundry company serving Albuquerque and Santa Fe, Kurt has spent decades building a culture of excellence while continually evolving his business through innovation, technology, and exceptional customer service.
Kurt is passionate about helping business owners and their teams grow. Having worked in nearly every area of the business, he understands both the day-to-day operational challenges and the strategic decisions required for long-term success. He enjoys helping members develop stronger teams, improve operations, create better customer experiences, and build businesses that provide opportunities for both personal and professional growth.
Guided by the values of integrity, trust, accountability, continuous improvement, and respect for others, Kurt believes that investing in people is the foundation of every successful organization. Outside of work, he enjoys spending time with his girlfriend Leanne, golfing, working out, and pursuing personal growth. His commitment to resilience and continuous self-improvement has shaped both his leadership philosophy and his approach to helping others succeed.
Sandra Haralson-Litchfield
Coach & Consultant
Sandra Haralson-Litchfield
Coach & Consultant
With 45 years of industry experience, Sandra Haralson-Litchfield brings a wealth of knowledge and hands-on expertise to every team she works with. She began her career at just 17 years old as a customer service representative and has spent decades working in virtually every area of the business before transitioning into consulting and coaching in 2000.
Sandra is known for her ability to relate to every member of a team because she has personally performed the jobs she coaches others to improve. Whether identifying production flow challenges, troubleshooting mechanical issues, or helping teams achieve greater success, she approaches each business with honesty, integrity, and the same level of care she would give her own company.
Passionate about helping people grow and succeed, Sandra is guided by a commitment to continuous improvement, sincerity, and leading by example. Outside of work, she enjoys photography, antiquing, and classic cars. She's also a proud Margaritaville fan and never misses a chance to show off her favorite Parrothead gear.
Three things we believe about running
a profitable dry cleaning business.
One
Work on the business, not in it
Most owners are stuck being the manager - running the press, putting out every fire, the single bottleneck everything depends on. But your job was never to run the machine. It's to build it, then lead it. The day you step out of the daily grind and start working the business instead of it is the day it finally starts working for you.
Two
Systems, not goals, set you free
Everyone has goals: hit $X in revenue, get to Y% margin. Goals are fine, but they're not what gets you there. Systems are. A system is a process that produces the same result whether you're standing there or not, and enough of them, built right, are what let a business run without its owner.
Three
Nobody succeeds alone
The best decision was to stop trying to figure it all out by myself. Everything changed when I got in a room with people who'd already done it. That's what we've built for our owners - a mentor who's walked the road, and a group of like-minded owners all chasing the same thing, every one of them invested in seeing the others win. You'll never build this alone, and you were never meant to.
Maverick Drycleaners—mentoring, trainings, and
community for successful dry cleaning owners.
