Our Story
We founded BAAH in late 2024 with a vision: to build something meaningful, stable, and principled in a fast-moving world. While this is our first venture together in Thailand, it’s rooted in years of experience across business and technology.
Our first major step: launching a modern laundromat under the WashEnjoy brand.
Why We Built This
We didn’t want to invest in ideas — we wanted to operate something real. We wanted a company that could navigate uncertainty, uphold integrity, and support people who share our values.
We also wanted to challenge ourselves: to grow something from scratch in a new context.
What We’re Building
BAAH is a holding company. We invest in — and help build — practical, customer-focused businesses. Our approach strikes a balance between long-term strategic thinking and tactical operational detail.
WashEnjoy Lasalle is just the beginning. More lines of business will follow, each carefully selected and operated.
Our Journey So Far
- October 2024 – Company founded and registered
- December 2024 – Explored laundromats as our first line of business
- January 2025 – Walked away from the first franchise due to concerns over support and viability
- February 2025 – Discovered WashEnjoy, evaluated as a viable franchise partner
- March 2025 – Paid rental deposit on a potential location, later walked away due to ethical concerns
- April 2025 – Recovered deposits, began scouting better-aligned properties
- May 2025 – Secured a new site with improved visibility and community access
- June 2025 – Began build-out for our first WashEnjoy location
- August 2025 – Equipment installation and staff onboarding
- Mid-August 2025 – Targeted soft launch
Meet the Founders
Founder, Managing Director
Ben Abrams is a cybersecurity and infrastructure expert turned entrepreneur. With over two decades of experience spanning high-growth startups, regulated industries, and public companies, he brings technical depth and business discipline to every venture.
Before founding BAAH, Ben led security and infrastructure teams across the U.S. tech landscape — from supporting IPO-readiness at Doximity to advising companies on complex systems and risk. His consulting work has helped dozens of organizations align security strategy with long-term business goals.
In 2024, Ben relocated to Thailand to build something new from the ground up: a company rooted in operational integrity, pragmatic execution, and long-term thinking. BAAH is the result — a holding company focused on systematized, customer-focused businesses. Its first venture, a WashEnjoy laundromat, merges physical operations with thoughtful infrastructure and automation.
Ben holds certifications including CISSP and Security+, and he is the author of High-Performance DevOps (launching 2025), a guide to aligning engineering, leadership, and enterprise value.
TODO: Add founder bios here.
We believe in transparency and accountability. Our bios will share the context of who we are and how we approach the work ahead.