The Sneaker Shack is a sneaker/trainers laundry service which currently operates in Johannesburg and Cape Town. The business was established in 2015 and started trading in 2017 as an in-store footwear and sneaker laundry service. A need was identified with active individuals, athletes, joggers, trainers, gym members, cross-fitters, hikers as well as avid sneaker and shoe collectors of all ages to have their shoes cleaned by trained professional service technicians - using premium cleaning materials. The target audience for The Sneaker Shack comprises of consumers who are active lifestyle and hygiene conscious as well as the avid collector (Sneaker Heads). These consumers are looking for a quality and reliable service to keep their valued sneakers collection in prime condition. Our business’ main focus is to offer sneaker laundry services to the footwear conscious client. Sneakers have become very expensive over the last few years and taking care of an investment in good shoes is always going to make sense. The first store was established in the upmarket area of Bryanston, Johannesburg - which has a very high concentration of young and old fashion conscious people from all walks of life. The Sneaker Shack is looking to expand its footprint by opening new stores in other retail settings. The business model will be replicable every 6-12 months in other areas which still need to be identified.