There’s no doubt that 2009 was a difficult year for a lot more people than Tiger Woods.

And just as many have had to rethink their image of Tiger, many are rethinking some long-held assumptions about the cleaning industry such as its immunity to normal or abnormal business cycles.

For years, the professional cleaning industry had been considered recession “resistant,” only marginally impacted by economic declines, said Mike Schaffer, president of Tornado Industries, a manufacturer of professional cleaning equipment. But, he says, that’s no longer the case.

As it begins to show signs of coming back, with most firms in the industry leaner, more focused, and responsive to customer needs and economic changes, Schaffer says the industry is more “recession resilient” than resistant.

This may be of little solace to contractors and staffers who have lost bids and jobs as building owners and managers try to reduce costs while at the same time not sacrificing health or appearance.

If 2009 has taught us anything, said Schaffer, it’s that end-users want to reduce cleaning costs without sacrificing the health of building occupants or a facility’s appearance. “They are turning to distributors and cleaning contractors for products and technologies that, for example, reduce costly floor finishing cycles and carpet cleaning frequencies.”

Perhaps, there is a silver lining here. Yes, buildings will always require cleaning and maintenance, but the recession and environmental concerns have, quite possible, led the industry to become more productive and sustainable. For instance, along with becoming greener, more floor care equipment manufacturers are developing equipment that use less water, chemical, and energy.

Schaffer and others found in 2009 that cleaning and health have become forever linked. What may have started as a marketing slogan is now scientifically supported in the industry, and end-users increasingly associate proper cleaning with improvements in health, hygiene, and the environment.

Another industry watcher says this link will only get stronger. More cleaning products will be green certified and the first green disinfectant will debut in 2010, said Stephen Ashkin, a green cleaning consultant and founder of the Green Cleaning Network and Green Cleaning University.

Ashkin believes the following are not only “in the cards,” but will likely materialize in 2010:

• More consumer and household cleaning products will be Green certified; this will also bolster the use of Green certified cleaning products in the professional cleaning industry;
• The industry’s first Green certified disinfectants will be available in the United States;
• More state and local governments will require Green Cleaning products and systems be used in educational and government facilities, and
• Organizations, such as the Healthy Schools Campaign, Practice Greenhealth, the Green Hotel Association, and others, will grow in membership and influence.

Looking back, Ashkin says he recalls a time not too long ago when his annual prediction was simply that “our industry would start taking a closer look at cleaning products that have less impact on the environment, users, and building occupants.

“I am pleased to say we have come a very long way in the past few years,” said Ashkin, who also believes 2010 may be the year that the professional cleaning industry is recognized for the leadership role it has played in promoting Green Cleaning and environmental responsibility.

If Ashkin and Schaffer are right, 2010 could be a good year for the building services industry. Hopefully, the same will be true for Tiger Woods.