Meet the Coach
Steve Marsh is the creator of the Be Competition Free™ philosophy and the Single Truck Success™ training system. He is a 30-year veteran of the carpet cleaning industry, an IICRC-approved instructor, and a Senior Carpet Inspector.
Over the years, Steve developed and taught practical strategies that helped owner-operators rise above price competition, attract higher-quality clients, and build simpler, more profitable businesses. While the original Be Competition Free program is not currently available in its original form, the principles behind it remain just as relevant today.
Steve Marsh
Director and Program Creator
- Established the model for profitable owner/operator businesses
- Cleanfax Magazine’s Single Truck Success columnist
- Author of best-selling audio seminar, Single Truck Success
- Creator of the Be Competition Free philosophy
- Recognized for building highly successful owner/operator businesses
- Expert on attracting high-end customers
- IICRC Industry instructor
Humble Beginnings
When I started my career, the top cleaner in my area shared a simple and profound thought:
It’s crowded at the bottom.
Marketing Differently
Referrals & RepeatI grew my clientele almost entirely from referrals and repeat customers. As my client base improved, my prices rose naturally, and so did the quality of the work and the relationships with my clients.
I focused on serving the clients I wanted — not competing for the ones I didn't (budget price shoppers).
Top Dollar
Booked OutBy 2004, my final year of hands-on cleaning, I was charging more than double the going rate. During peak seasons I was booked out over two months in advance. At that point, competition simply stopped being relevant.
Carpet cleaning remains an incredible business opportunity. The challenge has never been the industry — it's about really standing out among all the competition. The Be Competition Free™ philosophy still provides that roadmap.
From Philosophy to the Modern Era
While the original Be Competition Free™ program is not currently offered for purchase,
its philosophy continues, and it's more relevant than ever.
In 2026, the same principles are being carried forward and applied to modern visibility,
credibility, and internet marketing through an ambitious new organization called Owner Operators First™.
Owner Operators First™ takes the core ideas of Be Competition Free™ — differentiation, authority, expertise, attracting more and better customers, fairly charging higher prices, and eliminating expensive marketing tactics — and applies the philosophy to today's online marketing landscape. Its mission is to help owner-operators stand out online without chasing price shoppers or using expensive advertising gimmicks.
Learn About Owner Operators First!