The Salon Growth Summit took place at Olympia London on Sunday 1 and Monday 2 March.
Designed for salon and clinic founders, owners and managers, the event focused on building strong business connections with leading brands, networking with like-minded individuals, and gaining new skills to help achieve success in 2026 and beyond.
Discussing the success of the event, Leanne Roche, national trainer at Matis Paris, shared, “The event has allowed us to connect with lots of viable customers, and we’ve been having really valuable conversations. It’s been great to introduce more people to the brand.”
Meanwhile Ami Coutts, attendee and owner of Halo Hair Design in Basingstoke, shared, “I wanted to say how much I valued the last two days. The openness in the room, the honesty around the realities of growth, and the focus on operational leadership rather than surface-level motivation felt refreshing and aligned with the direction our industry needs to move in. Thank you for such a well-run and energising event. I’m excited about what you’re building.”
Kelly Tobin, country director for Dermapenworld, said, “ It’s been really lovely to meet with like-minded professionals, salon owners and clinic owners. We’ve had some really great conversations, not only here at the Salon Growth Summit, but also at the Professional Beauty Awards, which took place last night. So collectively we’ve had some really great business conversations. If I could describe the Salon Growth Summit in one word, it would be innovation.”
Sarah Zadmehr, regional sales lead for Treatwell, shared, “We’ve been having some amazing conversations, connecting with so many people who want to partner with Treatwell. I’ve also learnt so much, including what businesses need and how we can help them, and how we can partner with each other. It’s just been a great networking event. It’s probably one of my favourites!”
Professional Beauty Group managing director Mark Moloney added, “The content on the stages hit the mark. I think owners from beauty and hair salons were positively surprised how much they learnt from one another. People really enjoyed the serious networking and discussions they had with the brands.
He added, “For 2027, we’ll be working closely with Olympia to elevate the ambience, creating an even more premium setting. We’ll also introduce a pre-booked appointment service, allowing visitors to schedule meetings with brands in advance. We’ll be sending out a short survey shortly – if it lands in your inbox, please do take a moment to complete it. Your feedback will directly shape the 2027 Summit.”
If you didn’t get the chance to attend, here’s a rundown of what you missed on our main stage…
Salon Growth Summit – Sunday 1 March
Charge your worth: Pricing strategies that equal profit
Business coach and owner of K Spa Whiteley, Kelly Shaw; educator and founder of Winslow Skincare, Elle Winslow; and award-winning hairdresser and owner of Dorato Marlow, Andrea Dorata, came together to discuss how to devise a pricing strategy that factors in therapist expertise, service offering and, crucially, your bottom line.
Dorata noted that because many hairdressers see themselves as artists, conversations around pricing can feel uncomfortable. However, he stressed that when setting your salon prices, you must look at the numbers first and the emotions second.
Shaw echoed this sentiment: “We’re taught how to deliver these incredible treatments, but not how to price them for profit – and that education is missing from our industry.”
For salon owners looking to implement pricing changes, Winslow advised leading with positivity. By focusing on new treatments, enhanced retail offerings and exciting team additions, you can help clients understand the value behind any increases.
Competing with clicks: Salon retail tactics for 2026
With online retail continuing to challenge salons and clinics, Jo Wong, business development consultant and founder of Let’s Grow BFF; Gemma Jarvis, director of Beauty Lounge Tankerton; Patrick Gildea, owner of Patrick Gildea Hairdressing & Beauty; and Andrew Magnani, co-founder of Mayflower Spa, explored how to boost retail sales through effective consultations, thoughtful service packages and improved merchandising.
Gildea emphasised that knowledge builds trust. “Consumers aren’t silly – they know when you’re trying to pull the wool over their eyes,” he said. “It becomes obvious if you or your team are forcing a sale and can’t clearly explain how a product works or how it benefits them personally.”
Wong acknowledged that, for many creatives, selling can feel “icky”. The key, she explained, is reframing it. “Your team aren’t dirty salespeople for recommending a conditioner. They’re good therapists. They’re extending the positive experience your client had in the salon.”
KPIs every salon owner should track
Tracking performance is non-negotiable for sustainable growth. Award-winning salon owner Michael Van Clarke, Jessica White, founder of Blanc Studios, and Lorenzo Colangelo, managing director and owner of The Gallery, shared the metrics they believe matter most.
Van Clarke warned against drowning in data and instead focuses on four core KPIs: revenue, rebooking rate, retail sales and new client requests.
When salons are looking to increase their bottom line, White notes that filling white space isn’t always the solution.
“Sometimes the best approach is to nurture the clients you already have. Increase customer spend by a slight percentage, and if you do that across your whole client base, you’ll see improvement,” she says.
AI in the salon: Tech that pays you back
The penultimate panel of the day explored how salons and clinics can use smart technology to streamline bookings, reduce no-shows, personalise marketing and enhance the client journey – all without compromising the human connection at the heart of the industry.
Noel Halligan, co-owner and creative director of NOCO Hair Bristol; Clare Porter, owner of The Fountain Beauty Therapy; Dawn Kubicek, founder of Leaders in Digital, an AI-search strategic consultancy; and Fergal Doyle, owner of Fergal Doyle Hair, shared practical insights from their own businesses on how to introduce tech in a way that genuinely supports teams and elevates client experience.
Doyle highlighted how AI can be used to enhance, not replace, personal service. From taking notes during appointments – logging client preferences, upcoming birthdays or even their drink of choice – to prompting reminders ahead of visits, AI can free up headspace for therapists and stylists, allowing them to stay fully present with the client in the chair.
Porter added that these automated prompts can be particularly valuable for new team members, helping to ensure consistency in service and maintain the same high standard of customer care at every appointment.
AI remains a divisive topic, particularly within creative industries. Sharing his perspective, Halligan said, “We need to remember that our businesses are human-led and AI-assisted. The gut instinct and intimacy that comes with working in our industry is incredibly powerful, but we can use AI to automate the background tasks that support us.”
When it comes to implementation, Kubicek emphasised the importance of easing teams in gradually. “Change in any organisation can feel big,” she explained. “In my experience of introducing systems into salons, I’d advise starting with one person and testing it first.
“It often creates a ripple effect. Once one team member starts seeing results – perhaps they’re hitting targets faster – word spreads quickly, and others naturally become more open to embracing the system too.”
5 ways to future-proof your salon
Rounding off the first day at the Salon Growth Summit, Sean Hanna, owner of Sean Hanna Salons; Rosie Kefford, owner of Rosie’s; Hannah Curlita Dennis, owner of Curlita Beauty Clinic and Academy; and Sheona Will, owner of Bloom Group Salons, came together to explore the five key areas business owners should focus on to future-proof their salons and clinics: financial control, team and culture, client experience, marketing and brand, and innovation and technology.
When it came to where investment should be prioritised, the panel agreed that building a strong team outweighed spending on technology or interiors. As Will noted, it’s your team that shapes the client experience, protects your culture and ultimately drives your profitability.
Salon Growth Summit – Monday 2 March
The 30-minute social strategy: Build visibility, sales and bookings fast
With social media dominating such a large portion of modern life, questions around how it can be used to support your business are inevitable. In this panel, educator and co-founder of Menspire, Josh Lamonaca; Rob Wood, founder and creative director of Novo Cabelo; Jessica Mee, founder of JM Medispa; and Francesca Otote, co-founder of Cactus Laser Clinic, combined their expertise to guide attendees on how to use social media strategically to drive growth and bookings.
When asked about the biggest mistakes businesses make on social media, Wood replied, “Following trends – whether it’s the latest dance or meme – even if it doesn’t align with your business identity.”
Otote agreed, adding: “Sometimes people think that trends will equate to bookings. Trends can be great for exposure and awareness, but they don’t necessarily lead to sales, so that’s something to watch out for.”
Mee then balanced the conversation by noting that if you do find a trend that works for your business, don’t be afraid to repeat and repurpose it.
Meanwhile, Lamonaca suggested that another key mistake businesses make when it comes to social media is feeling unworthy of posting in the first place.
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The final panel of the event was packed with expertise. Tracy Tamaris, co-founder of iiaa, was joined by award-winning hairdressers Jordanna Cobella and Alison Haynes, owner of Alison Haynes Skin Clinic; Clare Porter, owner of The Fountain Beauty Therapy; Yana Galiyeva, co-founder of So.Shell; and salon and brand owner Phil Smith.
One point all the panellists agreed on was that clients are becoming increasingly educated on ingredients, formulations, and techniques. Because of this, Tamaris explained, now more than ever, it’s crucial for businesses to partner with the right brand – one that can supply high-quality products that align with your clients’ expectations, and support your team with training and resources to confidently recommend treatments and retail items.
