07/08/2026
A Little Clarification From Ultrasoft
I’ve been away in Brisbane for the past week and came across some interesting information while I was there. It made me realise it was probably time for a little clarification.
I’ve been biting my tongue about some of these things since 2020.
Over the years, we have watched claims made about products, equipment and cleaning methods that simply don't stand up when you look closely. We've seen products misrepresented in relation to their country of origin, equipment performance exaggerated, and some claims that are genuinely amusing to anyone with even a basic understanding of the subject.
We've also seen product labelling practices that concern us. Some products have appeared with older-style labels rather than newer labels carrying the required health and safety warnings. The people purchasing these products and using them deserve clear, accurate and visible information about what they are handling so they can protect themselves, their employees and their customers.
We've also heard some truly remarkable stories about ourselves. Some of the people behind those stories were also instrumental in making sure our voice was silenced within parts of the industry.
So seeing some of those same people now attempting to mimic Ultrasoft, or at least borrow heavily from the language and concepts we developed, deserves a little attention.
Over the years, we have watched Ultrasoft develop from an idea into a complete system. Along the way, we have also watched our terminology, concepts, marketing language and even some of our approaches appear in other businesses and supplier offerings.
Some of the people now promoting remarkably familiar ideas were once some of the most vocal critics of what we were doing.
Some wanted to join us, some wanted to know how we did things, and others wanted access to our products, equipment, knowledge and processes. When they couldn't become part of Ultrasoft, some chose to create their own version.
The problem is, you can copy the language without understanding the system behind it.
We have watched businesses and suppliers that once proudly promoted using ten times the chlorine levels we were using suddenly appear to have discovered the secret to low-chemical cleaning almost overnight. Yet the products they sell haven't fundamentally changed, the equipment hasn't changed, and the underlying process hasn't changed.
Only the marketing has.
That's not innovation. That's mimicry.
And this isn't limited to cleaning operators. We've seen suppliers adopt terminology and concepts that sound remarkably familiar while continuing to sell the same chemistry and equipment they always have.
We've also had national franchise businesses attempting to find out how Ultrasoft works, along with people approaching us under false pretences in an attempt to extract information about our system. We've even had individuals representing other suppliers pretend to be frustrated with their current employment, hoping we would share information that could then be taken back and used to claim expertise in something they had little or no experience developing themselves.
We learned a long time ago that not everything needs to be shared.
Ultrasoft represents years of development, testing, refinement, equipment development, chemistry development, field experience and accumulated knowledge. There is a reason we protect it.
Ultrasoft Isn’t Something You Just Buy
We don't offer Ultrasoft to just anyone.
Our foundation licensees took a genuine leap of faith in us. In the early days, they benefited from significantly lower annual licence fees and startup costs because we valued their commitment and trusted them to help build the foundation of the Ultrasoft network.
We will always appreciate the people who backed us when the path ahead was far less certain.
Interestingly, some people at the time questioned why anyone would pay for our products, with comments along the lines of “I'm not paying for soap.” Those comments highlighted something much bigger about the industry — the belief that the soap or chemical itself was the golden goose.
It isn't.
Chemistry can be an important part of the process, but it is only the tip of the iceberg.
The real value sits in understanding why a particular chemistry is being used, how it interacts with different surfaces, how it should be applied, what equipment should deliver it, how much is actually required, how the surface responds, when to change the approach, and how everything works together to achieve the desired result without unnecessary damage.
This misunderstanding is also reflected in the increasing use of stronger chemicals by some operators and suppliers, including the addition of sodium hydroxide or caustic-based products into cleaning solutions.
The question we always ask is simple:
Is stronger always better?
Would you use a paint stripper on a painted house simply because it removes dirt faster?
Of course not.
Painted surfaces, coatings and building materials require care and understanding, not just more aggressive chemistry.
Another area customers should be aware of is the increasing use of neutralisers and powerful post-wash fragrances and colognes after exterior cleaning.
These products are designed to hide the use of a strong chlorinated mix, they can leave a long-lasting scent after a clean. However, customers need to understand that a heavy fragrance can also mask the chemical odours associated with higher chlorine cleaning mixes.
A strong perfume-like smell after a wash is not proof of a safer or better cleaning process.
The true measure of a professional cleaning system is not how impressive the property smells immediately after the job. It is the knowledge behind the process — understanding the surface, selecting the appropriate chemistry, using the correct concentration, applying it correctly, and protecting the property long after the initial clean.
Customers deserve transparency.
A fragrance should enhance a cleaning experience, not distract from understanding what has actually been applied to their home.
The product is only one part of the system.
The knowledge behind choosing, mixing and applying that product is what determines whether you are protecting a property or slowly damaging it.
Today, joining Ultrasoft requires a significant financial commitment and substantial startup investment. But that investment isn't simply the price of buying equipment or buying soap.
Unlike suppliers who assemble a skid of components, add a margin and send an operator on their way, we provide a complete system — equipment, chemistry, training, business structure, marketing, ongoing support, knowledge and processes.
Money alone isn't enough.
Potential operators must meet strict characteristics and standards before we will even consider them.
We are looking for the right attitude, professionalism, willingness to learn, commitment to the system and understanding of what it means to represent the Ultrasoft name.
We aren't trying to put an Ultrasoft system in every operator's hands or trying to build a massive network.
We are building a network of professionals who understand why the system works — not simply how to turn it on.
There is a huge difference between buying equipment, buying chemicals and becoming part of a complete business system.
We don't sell a skid. We don't sell a bottle of soap and call it a system. We build businesses, develop operators and support our licensees.
You can copy the words. You can copy the colours. You can copy the marketing. But you cannot copy years of knowledge, development and experience.
Something can sound like Ultrasoft and still be very much traditional softwashing underneath.
Responsible Chemistry isn't a marketing phrase. It's a standard.
And it's one we intend to keep protecting.
new website coming soon.
