Founder Gina Rivera’s Vision is Helping Salon Professionals Succeed on Their Own Terms
Phenix Salon Suites founder Gina Rivera (above) never planned on creating an international franchise system with hundreds of locations, but her passion for her profession inspired her path. A trained cosmetologist, Rivera comes from a long line of professionals with a rich history of working in salons: More than 30 of her family members have worked in the industry. “Gina practically grew up in salons,” says Brian Kelley, President & CEO of Phenix Salon Suites Franchising.
The idea for the business came from a very personal experience. While working as a cosmetologist in Colorado Springs, Rivera gave birth to her son, Phenix. After taking some time off, she received a call that many salon professionals dread: “Send in your rent, or I’ll have to rent your chair out.” That call made her want to empower all beauty professionals with more flexibility and opportunity. It inspired her to create a space where salon professionals could be in business for themselves and have more control over their careers without the stress of traditional salon ownership.
From One Location to Hundreds
In 2007, Rivera opened the first Phenix Salon Suites location, offering individual suites that beauty professionals could customize and call their own. The concept took off, and by 2011, Phenix was ready to franchise. Fast-forward to today, and the brand has expanded to nearly 400 locations, 29 of which are company-owned. Phenix Salon Suites continues to grow internationally and has a significant presence in the UK. Phenix recently sold the entire Ireland market and has just started site development there.
Rivera’s husband, Jason, has played a crucial role in the franchise’s growth. An Olympic wrestler with a background in marketing, he helped drive the expansion of Phenix Salon Suites. “Jason and Gina have always shared a vision for this company,” Kelley explains. “It’s about creating a supportive environment where salon professionals can thrive.”
What Makes Phenix Salon Suites Different?
Phenix Salon Suites offers a unique business model compared to traditional salons. Instead of renting chairs like in traditional salons, beauty professionals license individual suites (below) from Phenix that they can customize. “This model allows professionals to truly run their own businesses,” Kelley notes. “They get the freedom to create their own brand and the flexibility to manage their time. This model aligns well with the gig economy, where independence and flexibility are highly valued.”
Each Phenix location typically has 30 to 35 suites, run by a variety of professionals — from hairstylists and nail technicians to estheticians and acupuncturists. The diverse mix of services creates a unique environment where professionals can cross-refer clients and grow their businesses together.
“We provide more than just a space,” Kelley says. ”We offer a free mobile app that helps professionals run their business, build an online presence, and even create additional revenue streams. We’re here to support them in every way possible.”
The suites aren’t for recent beauty school graduates. “Typically, we rent to experienced professionals who come with their own book of business. And the best part is that they often recruit their friends or former colleagues. This is very much a referral business,” Kelley says.
The Phenix Salon Suite Franchise Opportunity
Phenix Salon Suites offers a unique semi-absentee opportunity for anyone with an entrepreneurial mindset — no beauty background required. “90% of our franchisees have no salon experience. It’s a great option for someone looking for a side business or even a retirement gig,” says Kelley. ”You don’t need to be on-site every day. Most franchisees hire a site manager to handle the day-to-day operations.”
Franchisees focus mainly on marketing to salon professionals, and Phenix provides plenty of support through programs like its Marketing Mania, which offers everything from ad templates to banners. “Our model is simple,” Kelley adds. ”Salon professionals run their businesses, and franchisees license the suites. It’s a feel-good business — you’re helping entrepreneurs get started.”
Looking Ahead
Phenix Salon Suites is poised for continued growth, both in the U.S. and internationally. “We’re just scratching the surface,” says Kelley. “The billion-dollar beauty and wellness industry is constantly evolving, and we’re excited to be at the forefront of that change.”
The Riveras and the entire Phenix team are committed to their mission: empowering beauty professionals to succeed on their own terms. “It’s all about creating opportunities and supporting our salon professionals,” Kelley explains. “We’re proud of what we’ve built and excited for what’s to come.”
To learn more about the Phenix Salon Suites franchise opportunity, visit https://phenixsalonsuitesfranchising.com/.
