Patrick Santoro is a third-generation cleaning professional, owner of ATC Rug Washing, and a founding member of the Textile Cleaning Research & Education Institute (TCREI). With over 20 years of experience in the cleaning and textile care industry, Patrick has worked in nearly every role—from technician and salesperson to trainer and owner—giving him a deep, practical understanding of both field work and business operations.

ATC was originally founded by Patrick’s great uncle as a commercial cleaning company. When COVID drastically changed commercial work patterns, Patrick led a strategic pivot into rug washing and fine textile care, recognizing the growing need to serve clients in their homes. Today, ATC Rug Washing specializes in cleaning antique rugs, high-end designer textiles, and the “things no one else knows how to clean,” processing more than 5,000 rugs per year and earning a reputation as New York’s most watched cleaning company.

Patrick’s technical expertise includes pet urine removal, textile restoration cleaning, and post‑installation care for designers and their clients. He frequently collaborates with interior designers and is an active participant in the Interior Design Society (IDS), helping bridge the gap between design intent and long‑term textile preservation. His work focuses on protecting high-value furnishings and floor coverings so they continue to perform and present as intended long after installation.

In addition to his hands-on work, Patrick is a coach, mentor, and educator. He has taught rug cleaning classes and is regularly invited to speak on marketing for cleaning and home service businesses, particularly around social media and content-driven growth. He is especially passionate about helping cleaners understand that the modern cleaner/owner must also be the marketer of their services in the age of AI and social media.

As a founding member of TCREI, Patrick is committed to training, outreach, and building public awareness of the value of properly educated cleaners. He has seen firsthand how poor or incomplete education can lead cleaners to walk away from opportunities—or worse, damage high-end items and bear the cost of replacement. His goal within TCREI is to connect end consumers with qualified, TCREI‑certified professionals and to help the institute communicate its mission clearly to both the industry and the public.

Patrick’s career reflects a belief that the future of textile care depends on two things: higher technical standards and better communication. By combining advanced cleaning knowledge with modern marketing, he aims to help lead the next generation of cleaners—raising expectations, protecting designer intent, and making it easier for clients to find and trust true textile care experts.