From Defender to Tycoon: Alexandre Piccinini, former Criciúma player, earns millions with his Lavup chain, a remarkable entrepreneurial success.
The career transition for professional athletes into the business world is often a minefield of uncertainties and challenges. However, success stories like that of Alexandre Piccinini, a former soccer player who played for clubs in Rio Grande do Sul and Santa Catarina, prove that the discipline learned on the field can be a springboard for entrepreneurship. His journey, marked by a bold pivot, transformed him from a defender into an entrepreneur leading one of the fastest-growing self-service laundromat chains in Brazil.
What makes Piccinini’s trajectory even more inspiring is the scale of his achievement. Twelve years after hanging up his boots, he commands Lavup, a chain that already boasts 200 operational units and projects an impressive revenue of R$ 30 million by the end of 2026. It’s the materialization of an entrepreneurial vision that saw a vast ocean of opportunities in the franchise and self-service sector, a market still expanding.
The Post-Pitch Pivot
The decision to leave professional soccer came at age 29, at a moment of great personal significance: the birth of his daughter. Alexandre Piccinini, who played for clubs like Criciúma and Inter de Santa Maria, sought a new passion that would allow him to be more present at home. This choice marked the end of a phase dedicated to the soccer fields and the beginning of a new journey in the corporate world.
In 2021, this new phase took definitive shape with the founding of Lavup. Alongside his wife and a couple of partners, Piccinini laid the groundwork for a business that would revolutionize the concept of laundromats in the country. The proposal was simple and efficient: offer a self-service where customers themselves wash and dry their clothes in industrial machines, without the need for attendants.
Lavup’s Exponential Growth
The first Lavup unit was inaugurated in Lajeado, in the rural area of Rio Grande do Sul. In a short time, the chain reached the milestone of 200 open stores, with over 320 units sold across virtually the entire national territory. This significant growth reflects the potential of a sector that, although still in its infancy in Brazil, shows a strong appetite for innovation and convenience.
The self-service laundromat market in Brazil is promising, but also selective. According to Piccinini, the high mortality rate among non-franchised operations — “for every 10 self-service laundromats that open, 9 close. And of those 9 that close, the vast majority are not franchised” — highlights the importance of a robust franchise model for success. The revenue projection for 2026, exceeding 30 million Brazilian Reals, with 200 to 240 units inaugurated, represents a 70% increase compared to the previous year, solidifying Lavup as a success story.
The Strategy That Conquered the Market
In a segment with many similar operations, Lavup bet on a strategic differentiator: aesthetics and comfort. While the industry standard was characterized by white and metallic environments, Lavup introduced a woody touch, seeking to create a more welcoming atmosphere.
It was a stroke of genius that resonated with customers and franchisees. As Piccinini explained: “We realized that laundromats were white and metallic inside. Lavup brought a woody tone. In other words, it’s a cozy feel, an extension of your home into the laundromat.” This vision transformed laundromats into inviting spaces, a crucial factor for entrepreneurs choosing the brand.
The Journey from Athlete to Entrepreneur
Born in Estrela, Rio Grande do Sul, Alexandre Piccinini had soccer in his blood, encouraged by his father, who was also a professional athlete. His career led him to play for Estrela Futebol Clube, Criciúma at 17 — where he signed his first professional contract — and Camboriú in the Campeonato Catarinense, among other clubs across the country.
After leaving the field, Piccinini demonstrated his versatility by working as a sales representative and, later, as a franchisee for Prudential do Brasil, a life insurance company. This experience provided him with a complete understanding of the franchise model, both from the franchisee’s and the franchisor’s perspective, paving the way for his future business.
Building Lavup: From Idea to Empire
The idea of investing in self-service laundromats emerged after Piccinini noticed the limited adoption of this model in Brazil, unlike what was already established abroad. He and his wife envisioned a lean operation with more accessible costs compared to other franchises, which would facilitate expansion.
The partnership with a couple of experienced partners in the franchise sector, who already owned a pizza chain with over 20 stores in Rio Grande do Sul, added expertise to the project. Today, the initial investment to set up a Lavup unit is around R$ 170,000, ensuring robust equipment and a preventive maintenance network every six months, guaranteeing the longevity of the business.
Smart Expansion and Challenges
Lavup’s growth strategy is not limited to large metropolises. The company seeks strategic locations, considering the region’s tourism potential and the franchisee’s integration into the local community. This approach allows the chain to flourish in cities of various sizes, from small towns in the interior of Ceará to major centers like São Paulo.
However, even with an innovative business model, challenges persist. Alexandre Piccinini points to the shortage of qualified technical labor for machine maintenance as the main bottleneck. The rapid growth in the number of laundromats has not been matched by the training of skilled professionals, demonstrating that, even in self-service operations, human expertise is irreplaceable.
Alexandre Piccinini’s story is a vibrant testament to passion, vision, and adaptability. From the soccer field to leading a successful self-service laundromat chain, his journey inspires and reinforces the belief that, with strategy and dedication, it’s possible to build an empire from an idea. Lavup, with its ambitious expansion and revenue projections, is not just a business; it’s proof that Brazilian entrepreneurship has the power to transform and innovate, even in sectors that seemed saturated. Piccinini’s and Lavup’s next goal? To exceed 370 units sold by the end of 2026, further solidifying its market leadership.
