Franchisee Builds Momentum With Strong Systems, Smart Hiring and Scalable Growth
Multi-unit Phenix Salon Suites franchisee Greg Demory spent his career in finance and as CEO of a technology company before turning to franchising. His experience spans investment banking to acquiring, growing and ultimately selling a satellite communications company. “I loved running a business, but I didn’t want to build something from the ground up,” he says. “I was looking for a proven model with strong returns and the ability to scale.”
Demory was selective and took his time researching opportunities. He wanted a business with strong financials, a good reputation and values that aligned with his own. That’s what attracted him to Phenix Salon Suites, a salon suite franchise that provides beauty and wellness professionals with private, fully equipped spaces to run their own businesses.
“I really did my homework,” says Demory. “When I learned about Phenix, and especially the story behind its founder Gina Rivera, I knew it was the right fit.” He opened his first location in Rowlett, Texas, in April 2024. Less than a year later, he opened a second in Cedar Hill. Both are located in the Dallas area, and a third is already in the works.
Phenix Salon Suites has more than 418 open facilities and operates in the booming salon suite franchise sector, valued at more than $277 billion, according to Business Research Insights. These businesses provide independent beauty pros — like hairstylists, estheticians and barbers — with individual suites where they can serve clients, build their brand and keep their profits. It’s a win for professionals who want to be their own boss without the hassle of owning an entire salon. The model has taken off in recent years as more beauty professionals seek control over their schedules, prices and work environment. As of now, Phenix has more than 418 locations nationwide and continues to grow.
A Semi-Absentee Franchise Model
For Demory, the appeal went beyond numbers. He was attracted to the semi-absentee model. “This business model is lean. You don’t need a large staff to run it well,” he says. He currently has three team members, including a site manager overseeing both locations and a coordinator at each site. With this team in place, Demory runs his multi-unit Phenix Salon Suite franchise from abroad — mostly from Madrid.
“I’m not in Texas every day, but I don’t need to be,” he says. “I have systems in place and weekly video calls with my coordinators to stay on top of everything.” That kind of flexibility was important to him. “I wanted a business that could support a certain lifestyle but still be scalable and meaningful. With Phenix, I’ve found that balance.”
Still, getting started took time and effort. Demory was closely involved in construction, lease negotiations and hiring. “When you open two locations in under a year, there’s a lot to manage. I was heavily involved.”
Marketing is another part of the business Demory doesn’t leave to chance. He hired a digital marketing agency and focuses on platforms like Instagram, Facebook and Google search rankings. He also joined the local chambers of commerce in Rowlett and Cedar Hill and takes part in networking events when he’s in town. “It’s a combination of online and local efforts,” he says. “You’ve got to show up in search results and in the community.”
Running Multi-Unit Phenix Salon Suite Franchises
Demory believes success as a multi-unit Phenix Salon Suite franchisee comes down to mindset and systems. “You don’t need to be a beauty expert, but you do need to put in the work upfront,” he says. “Build strong processes, hire the right people and know your ‘why.’”
For him, the motivation is clear. “I just want to feel good and help others feel good too,” he says. “Phenix empowers professionals to run their own business and focus on what they do best. That’s a powerful thing to be part of.”
He also shares practical advice for anyone considering the salon suite franchise model. “Location is everything,” he says. “Not just visibility and parking, but also lease terms. Rent is your biggest expense, so understanding your costs is key.”
Demory looks for sites in high-traffic areas, with ample parking and strong anchor tenants like supermarkets. “You want a spot where professionals feel confident bringing their clients and where customers don’t have to worry about finding a space,” he says.
As he prepares to open a third location, Demory says he’s excited about the future. “This model works if you approach it with discipline and focus,” he says. “I’ve been able to build a multi-unit franchise that gives me both freedom and purpose.”
To learn more about the Phenix Salon Suites franchise opportunity, visit the company’s website.
