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Education

Inspiration awaits at the Phenix Rodeo Round Up National Convention. Learn about the topics that are shaping the beauty industry. Gain the latest information on professional trends and learn about the most current in best practices specific to operating suites. Gain actionable insights through our guest speakers and the Phenix corporate team. Explore every aspect of the salon suites business including development ideas, strategies for growth, opportunities to increase revenues, and unique options for networking. Our unique, personal–based approach creates the ultimate experience to help every beauty brand, franchisee and salon professional thrive in the fast-moving salon suite space.

Gina Rivera

Founder & Beauty Expert, Phenix Salon Suites

Gina Rivera is the Founder of Phenix Salon Suites and a globally recognized beauty expert.  Her family history is steadfast in the beauty industry dating back to 1929 with 27 beauty professionals in her family consisting primarily of hairstylists and barbers. Gina opened her location in 2007 and franchised the concept across the United States in 2012. Today, there are over 420 locations in the United States and the UK where over 13,000 Lifestyle Professionals operate their businesses, including hairstylists, aestheticians, barbers, nail technicians, lash and brow artists, tattoo artists, massage therapists, and more. Expansion continues in the United States with development underway in countries such as Sweden, Japan, Spain, and several others. In 2018, Gina curated her own colour line, COLOURS By Gina. It’s a unique line consisting of 60 shades making it perfect for the independent stylist who doesn’t have the space or revenue stream to carry the usual brands of more than 120+ colour combinations. Gina also created Gina’s Platform; a free business app used by Professionals to manage their businesses from the ease of their phones. The app includes touchless payment processing, easy client notifications, product and revenue tracking, advanced booking options, and trending beauty education. Gina’s latest venture is the launch of XOXO Gina, an exclusive collection of lip crayons, make up and wellness products designed to enhance beauty and health. XOXO Gina was recently featured in US Weekly’s Hollywood’s Favorite Products. At the root of her success, she is a hairstylist with over 30 years working behind the chair. Gina also contributes to her position in the beauty world as a relevant social media influencer with approximately 236,000 followers on TikTok (@beautyexpertginarivera) and more than one million global followers in total inspiring lifestyle professionals around the world. She has appeared on multiple TV shows, such as Extra, and was a featured guest on the Emmy award-winning how UNDERCOVER BOSS. She is regularly seen at red carpet events such as the Grammys and the Coachella Music Festival.

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Jason Rivera

Co-Founder, Phenix Salon Suites, Chairman of Phenix 1929 Holdings

Jason Rivera is the Chair of Phenix 1929 Holdings, LLC, the parent company of Phenix Salon Suites Franchising LLC and Phenix Company Store LLC. Rivera co-founded Phenix Salon Suites Franchising in 2007 with his wife, Gina Rivera, who is the Founder of Phenix Salon Suites. With over 25 years of experience in leadership roles, strategic planning, marketing expertise, and executive management positions, he has a strong background in various aspects of business. As the former CEO of Phenix 1929 Holdings, LLC, Rivera oversaw the company’s activities in consulting, sales, marketing, corporate alliances, finances, and strategic partnerships. He continues to contribute to the company’s global expansion plans and develops solutions for corporate challenges with the current CEO and Executive Team. Rivera regularly communicates the company’s strategy and vision to customers, franchise partners, and shareholders. Under his leadership, Phenix Salon Suites has received numerous industry and franchising awards, including being named to Entrepreneur magazine’s Top 500 Franchise list ten times and their Top 25 Franchise list in 2018. The company currently operates over 400 locations with more than 13,000 Beauty Professionals working in Phenix Salon Suites locations. Rivera currently is CEO of XOXO Gina, LLC, a direct sales makeup company founded by his wife Gina Rivera, and CEO of Colours by Gina LLC, a professional hair color line also founded by his wife Gina Rivera. In addition to his business endeavors, Rivera has a background in sports, having been a former Olympic hopeful in Judo. He lived for four years as a full-time resident athlete at the US Olympic Training Center in Colorado Springs, CO. After retiring from competition, he served on an elected 10-person Board of Directors for the Olympic National Governing Body, USA Judo, during which the organization captured its first-ever United States Olympic Gold Medal in the sport at the London Olympic Games. He also coached high school wrestling from 2003 to 2008, served as a USA Judo National Team Coach from 2008 to 2012, and coached Pop Warner Football from 2012 to 2015, leading his team to the National Pop Warner Championships at the ESPN Sports Complex located in Disney World. Rivera graduated from the University of Colorado, earning a bachelor’s degree in marketing and business administration.

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Brian Kelley

CEO, Phenix Salon Suites

Brian Kelley joined Phenix Salon Suites headquartered in San Diego, CA in 2019 as president & COO in February 2019.  In 2021, Brian was promoted to CEO. Since joining Phenix, the company has sold 274 franchise licenses throughout the U.S. and 83 internationally while opening 190 locations including the brand’s first 6 international location in the UK. Under Brian’s direction, the company acquired & developed a total of 45 Phenix locations across multiple states. Prior to joining Phenix, Brian served as the managing partner of a restaurant group that owned over 100 restaurants in multiple concepts including Hardee’s, Jersey Mike’s, Blaze Pizza, and Donovan’s Steak & Chophouse with locations in the northeast, southeast, Texas and California. Previous experience includes 12 years in corporate and merchant banking positions with companies such as Citicorp, GE Capital and Atherton Capital specializing in the restaurant, petroleum and automotive industries.  Brian received a BA in Business Economics from Brown University, Providence, RI and a MBA from the University of Southern California, Los Angeles, CA.  Over the years, Brian has been involved with various local charities including the SD Sports Medicine Foundation, SD Sports Counsel, La Jolla Youth Soccer (coach), the Nicholas Conor Institute (Faster Cures for Childhood Cancer) and served as co-founder of the BraveCort Foundation raising funds for pediatric brain cancer research.  Brian served two times as president of the Hardee’s Independent Franchisee Association.  Accomplishments include CKE Franchisee of the Year, Hardee’s Franchisee of the Year, CKE Developer of the Year, CFO of the Year (San Diego Business Journal) and recipient of the coveted William Boddie Founders Award.  Brian Kelley and his wife, Andrea, reside in La Jolla, CA.

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Jerry Griffith

Executive Senior Vice President

As Executive Senior Vice President of Phenix Salon Suites, Griffith helps to drive the vision and mission of Phenix Salon Suites at all levels of the company. He works closely with franchisees providing directions on store operation, development and retention.  Griffith joined Phenix Salon Suites in 2011 alongside Co-Founders, Gina and Jason Rivera. He later opened multiple franchise locations of his own as well as provided advisement to others. He has been instrumental to developing the processes that are now in place for Phenix Salon Suites and has greatly contributed to the company’s success. Prior to his role with Phenix, Griffith worked as the Regional Manager of Corporate Accounts for Enterprise Rent-A-Car in Tennessee.

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Michael Benfante

Keynote Speaker

Michael Benfante became a national hero for his actions on September 11, 2001, when he and a co-worker carried a disabled woman in a wheelchair down sixty-eight flights of stairs and out of the World Trade Center North Tower to safety, just minutes before the tower imploded. He is the recipient of a host of honors and international recognition and has testified at a US Senatorial special hearing about his 9/11 experience. Benfante is a 1987 Brown University graduate. He currently lives with his wife and his son in Bloomfield, New Jersey.

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Engage in a Q&A session with our expert panelist on a wide variety of topics that are relevant to today’s fast moving beauty industry. Panelist discussions are designed to ignite conversation, engage attendees and spark conversation.

Panel One

Step into the future of hair and beauty where independence meets intelligent business. Facilitated by John Gillespie, an accomplished industry expert and Managing Director of Phenix Salon Suites UK & Europe. Hear from exciting top influencers and industry leaders as they explore emerging trends, pricing confidence, wellness, and smarter income strategies equipping both professionals and salon suite franchisees to grow sustainable businesses and to thrive in a rapidly evolving industry.

Bruce Vermeulen

CEO and Co-Founder, GetHair MD

Bruce Vermeulen, CEO of GetHair MD, is a seasoned healthcare executive who has helped physicians open more than 300 med spas and led teams of 30 plus consultants focused on implementation, ROI, and profitability. A former Deloitte partner and CFO of two banking groups in South Africa, he has spent decades advising and investing in early-stage cosmetic medical businesses.

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Angie Parris

Director of Strategic Partnerships for Associated Professionals

For more than 20 years, Angie Parris has listened to the stories of independent beauty and wellness professionals and champions the associations’ 130,000+ members who have found community as they build their independent businesses. She connects members to trusted resources that help safeguard, elevate, and sustain thriving careers. As Advertising Director, she also builds meaningful partnerships with leading skin, hair, and body care brands and educators, creating powerful connections through the associations’ publications, podcasts, educational events, and digital media. Angie is also featured in ABMP’s Meditate & Move series on ABMP’s YouTube Playlist, as well as several episodes of The ABMP Podcast. For 18+ years, she ran a private part-time practice that explored physical, emotional, mental, and spiritual health. She also co-founded the nonprofit, Project Inti, an organization that provides aid, education, and healing touch to underserved communities, primarily in Peru. 

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Jim Kartelias

Director of Suite Development, Salon Centric

Jim Kartelias is a business development leader in the professional beauty industry and currently serves as Director of Suite Development at SalonCentric, a subsidiary of L’Oréal USA. In this role, he leads strategic initiatives focused on building and expanding partnerships with salon suite operators and independent beauty professionals, helping them successfully integrate SalonCentric’s products, tools, and business resources into their operations. With a background in sales leadership and partnership development, Jim is dedicated to supporting the growth and sustainability of modern salon businesses. He is actively engaged in industry networking and community events nationwide, fostering meaningful connections that strengthen the professional beauty ecosystem.

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Ted Gibson

Founder, Ted Gibson Beauty Wellness Science

Ted Gibson is a globally recognized beauty entrepreneur, celebrity hairstylist, salon owner, and educator, and the founder of TED GIBSON BEAUTY WELLNESS SCIENCE—a next-generation brand redefining beauty through the integration of performance, wellness, science, and artistry. With a career spanning decades, Ted is one of the industry’s most sought-after stylists, with work featured in leading publications including Vogue, Harper’s Bazaar, Elle, Vanity Fair, and Allure, and backstage credits with iconic fashion houses such as Chanel, Prada, and Dolce & Gabbana. Beyond his editorial and celebrity work, Ted is a familiar media presence and trusted industry voice, appearing on major television platforms and global podcasts. Inspired by his family’s personal health journey, his work today centers on building a holistic beauty ecosystem that bridges internal wellness and external transformation, shaping a new era where beauty and science converge.

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Elizabeth Faye

The Vitality Project

Elizabeth Faye is a globally recognized coach, speaker, and author who serves heart-led leaders and organizations across the beauty and wellness industry. A hairstylist by trade turned industry advocate, she has worked with tens of thousands of clients, thousands of educators, and more than 100 brands and school networks worldwide. Elizabeth is a trauma-informed business and life coach, breathwork expert, and creator of the Sacred Success Method—a holistic framework that integrates science, somatic healing, subconscious rewiring, spirituality, and strategy to create lasting transformation. A sought-after corporate wellness speaker and retreat host, she is on a mission to elevate leadership and wellbeing through an inside-out approach to personal growth, business, and culture.

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John Gillespie (Moderator)

Managing Director UK & Europe, Phenix Salon Suites

A global voice in the hair and beauty industry. John Gillespie, the Managing Director of Phenix Salon Suites Europe, is a globally recognized hair industry professional with over 40 years of experience, performing in 60 countries worldwide. He has an established track record in driving improved business performance and continuous innovation through the management of his own businesses as well as positions with the globally operating brands; Schwarzkopf, Amway Corporation and L’Oreal. He offers an invaluable level of knowledge and critical business expertise to help an organization achieve sustainable change, enhanced revenue generation and maximum customer engagement. His areas of expertise include Training Programs; Sales/Marketing Processes; International Business Knowledge, Market Awareness; Sales Generation; Maximizing Market Presence.

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Panel Two

This expert panel brings together leaders in real estate, construction, finance, and emerging micro-concept brands to examine the current expansion landscape within the Phenix system. Panelists will discuss market capacity and site availability, post-COVID construction dynamics, financing strategies for acquisition and development, and the growing opportunity for micro-concepts expanding within the Phenix footprint.

Featured panelists include R.C. Heaton of ApplePie Capital, Ian Laskowski of national brokerage firm Morrow Hill, David Huffman of Huffman Construction, Nikki Ong of Slick Marketers, and Zack Zarrilli, Founder of SureFire CPR. The discussion will be moderated by Phenix Salon Suites CEO, Brian Kelley.

Nikki Ong

Founder, Slick Marketers

Nikki Ong is the founder and driving force behind Slick Marketers, a results-focused marketing agency dedicated to helping brands scale with clarity, strategy, and measurable impact. With a strong background in digital marketing, brand positioning, and growth strategy, Nikki specializes in transforming ambitious ideas into high-performing campaigns. Known for her data-driven approach and creative problem-solving, Nikki has worked with startups, entrepreneurs, and established businesses to refine their messaging, strengthen their online presence, and accelerate revenue growth. She combines strategic insight with hands-on execution—ensuring that every initiative not only looks great but delivers tangible business results. Under her leadership, Slick Marketers has built a reputation for transparency, innovation, and client-centered service. Nikki is passionate about empowering businesses to stand out in competitive markets through smart branding, performance marketing, and scalable systems. When she’s not leading campaigns or mapping out growth strategies, Nikki stays at the forefront of industry trends, continuously refining her approach to help clients thrive in an ever-evolving digital landscape.

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David Huffman

CEO David Huffman Construction

David Huffman is the founder and owner of David Huffman Construction, a residential and commercial construction firm based in Escondido, California. Established in 2015, the company specializes in building and remodeling projects with a focus on quality craftsmanship, client satisfaction, and personalized service. With hands-on leadership and deep industry experience, David guides projects from initial concept through completion, ensuring they meet both design goals and budgetary expectations. Under his direction, David Huffman Construction has built numerous Phenix Salon Suites locations since the inception of the company. He has completed a range of construction work that reflects a commitment to durability and detail. David’s approach emphasizes clear communication and tailored solutions for each client, helping homeowners and businesses bring their visions to life with professionalism and integrity.

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Ian Laskowski

Managing Director of Retail, Morrow Hill

Ian Laskowski is a seasoned real estate executive with more than 18 years of industry experience. He began his career with Cushman & Wakefield in New York and has since worked with leading national and regional developers, landlords, and tenants across the United States. Throughout his career, Ian has managed thousands of transactions totaling more than 10 million square feet of retail space. For the past 12 years, Ian has focused on serving franchisees and franchisors across multiple retail categories. He has spent four years with Morrow Hill, where he has led teams and initiatives to support large-scale franchise growth and has overseen expansion efforts for some of the fastest-growing franchise concepts in the industry. Ian brings deep market knowledge and relationships across primary and secondary markets nationwide, providing strategic insight into real estate markets and transactions in an evolving landscape.

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R.C.Heaton

Senior Relationship Manager, ApplePie Capital

R.C. Heaton is a Senior Relationship Manager at ApplePie Capital, a leading franchise financing platform dedicated to helping entrepreneurs access the capital they need to start, grow, and scale their franchise businesses. ApplePie Capital focuses exclusively on the franchise sector and has facilitated billions in loans through a combination of proprietary products and an extensive lender network. R.C. brings deep expertise in franchise finance, with nearly two decades of experience in the industry. Since joining the team in 2017, he has originated over 500 franchise loans and works closely with both new and existing franchisees to understand their goals and secure the right financing solutions for their business journeys. As a graduate of the University of Michigan, he combines his strong financial acumen with a client-first approach, building trusted relationships that support sustainable growth for franchise owners across a wide range of brands and sectors. Known for his commitment to service and deep knowledge of the lending process, he helps demystify financing and guide entrepreneurs through each stage of their franchise journey.

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Zack Zarrilli

CEO, Surefire CPR

Zack Zarrilli is the founder and CEO of SureFire CPR, a leading provider of American Heart Association–aligned CPR, first aid, and emergency response training focused on building real confidence and lifesaving competence. Before launching the company in 2008, Zack spent 15 years as a firefighter and paramedic, where he saw firsthand how lack of confidence often prevented bystanders from taking action in emergencies. That experience inspired him to transform how lifesaving skills are taught through practical, engaging, real-world training. Today, SureFire CPR operates nationwide with 24/7 certification stations and thousands of classes each month, serving individuals, businesses, schools, and healthcare organizations. Under Zack’s leadership, the company has trained tens of thousands of learners and continues to expand its impact in emergency education.

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Brian Kelley (Moderator)

CEO, Phenix Salon Suites

Brian Kelley assumed his role of CEO in 2021 after joining the company as President & COO in 2019. Under his leadership, Phenix has sold more than 350 franchise licenses domestically and internationally and opened 190 locations, including its first six in the UK, while also acquiring and developing 45 company-owned locations. Prior to Phenix, Brian was Managing Partner of a multi-brand restaurant group operating more than 100 locations nationwide, including Hardee’s, Jersey Mike’s, Blaze Pizza, and Donovan’s Steak & Chophouse. He also spent 12 years in corporate and merchant banking with Citicorp, GE Capital, and Atherton Capital. Brian holds a BA in Business Economics from Brown University and an MBA from USC. He is active in charitable initiatives focused on youth sports and pediatric cancer research. Today, Brian will be serving as the moderator for this panel.

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Learn the latest techniques and tools available to market a Phenix Salon Suites location. Hear about industry trends and find out what’s resonating with today’s Lifestyle Professional.

Darby Parker

Director of Marketing

As Director of Marketing for Phenix Salon Suites, Darby manages our national digital marketing strategy, oversees print and digital creative for company and franchise-owned locations helping Managing Partners use in their local markets, and provides other marketing support as needed. Darby has been with Phenix Salon Suites for three years; however, she has been supporting franchisees for over 10 years in different industries including home services, restaurants, health, wellness, and beauty. She has experience in both marketing and operations which aids in strategy and execution of marketing initiatives. She and her husband have 2 wee-little ones and reside in Louisville, KY.

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Dorothy Gillespie

Director of Marketing UK

Dorothy Gillespie has over 30 years of experience spanning retail, visual merchandising, and brand development. She began her career with Gap Inc. in the U.S., eventually taking on regional leadership roles across the UK, where she played a key role in shaping brand and marketing strategies. Simultaneously, with her corporate career, Dorothy supported the expansion of her family’s salon business, collaborating with global beauty brands such as L’Oréal, Schwarzkopf, and Oribe. This dual experience deepened her insight into both global retail and the evolving hair and beauty industry. Following, Dorothy launched her own marketing consultancy, specialising in brand strategy, education, events, and digital marketing within the salon and beauty sector. In 2020, she joined Phenix Salon Suites UK, where she oversees brand positioning, campaign development, digital growth, and collaboration with U.S. partners. Under her leadership, the brand has successfully launched six locations across major metropolitan areas in the UK, significantly strengthening national presence and brand recognition.

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Operations is essential to Phenix Salon Suites because it ensures a seamless, consistent, and high-quality experience for both salon professionals and guests across every location. Strong operational execution keeps suites clean, safe, fully functional, and on-brand, while supporting franchisees and owners with reliable systems, processes, and compliance standards. From maintenance and technology to vendor management and customer experience, Operations is the backbone that allows beauty professionals to focus on their craft, protects the brand’s reputation, and enables scalable, sustainable growth as Phenix continues to expand.

DeLaura Scholfield

Director of Franchise Relations

As the Director of Franchise Relations, DeLaura Scholfied joined the Phenix Salon Suites team in 2014. Her early roles with the company included Real Estate and Operations Administrator and Executive Assistant. In her current position, DeLaura works closely with franchisees to ensure successful launches of new stores and continuous success with existing stores in ongoing operations. She also manages the corporate stores in the San Antonio region. Prior to her employment with Phenix Salon Suites, she worked in the mortgage industry as well as has managed multiple salons for various companies. DeLaura will discuss the roadmap forward for all new franchisees from lease signing to opening and beyond.  She will also explore learnings from market tours and discussions with franchisees that struggle from time to time.  She will highlight common issues and strategies she has suggested in turning underperforming situations around emphasizing the importance of quality site level management, a solid marketing strategy and “go-to” tactics important in building/maintaining occupancy. 

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Business Development and Real Estate are critical to Phenix Salon Suites because they directly drive growth, market presence, and long-term profitability. Strategic real estate selection ensures locations are highly visible, accessible, and positioned in strong demographic and retail corridors that attract top beauty professionals and their clients. Business Development builds on that foundation by cultivating franchise relationships, expanding into new markets, and aligning growth strategies with the brand’s vision. Together, these functions ensure that Phenix grows thoughtfully and sustainably by opening the right locations, with the right partners, at the right time. This approach strengthens the brand’s footprint as well as the competitive advantage nationwide.

Philip Watson

Philip Watson is Vice President of Global Development at Phenix Salon Suites, where he has led the brand’s development for over six years. Prior to joining Phenix, he spent eight years with Tropical Smoothie Cafe, including serving as Director of Franchise Development for corporate territories. A proven leader in franchising, Philip has played a key role in scaling Phenix Salon Suites to more than 430 locations worldwide.

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Robert Aertker

Director of National Real Estate

Robert Aetker has served as the Director of National Real Estate since Phenix’s inception in 2009. In his role he is responsible for site selection, lease negotiations and broker management. During his time with Phenix he has closed approximately 500 deals and continues to add to these numbers. Prior to working with Phenix Salon Suites, Aetker developed shopping centers in Colorado with a focus on Colorado Springs.

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Construction is vital to Phenix Salon Suites because it transforms the brand’s vision into a physical environment that directly impacts functionality, aesthetics, timelines, and return on investment. High-quality, efficient construction ensures each location is delivered on schedule and on budget while meeting brand standards for design, durability, and compliance. Well-executed construction creates beautifully built, soundproof, and fully equipped salon suites that attract top beauty professionals, enhance the client experience, and minimize long-term maintenance issues while establishing a strong foundation for operational success and scalable growth.

Barbara Williamson

Barbara Williamson is a seasoned Construction Project Manager who joined the Phenix team in 2019. Her responsibilities with Phenix include assisting franchisees through the construction build-out process from lease signing to opening. In addition, she assists franchisees with updates and remodels to existing locations and is responsible for maintaining files for each project which can be referenced for future work. Prior to Phenix, Williamson served as the Director of Facilities and Construction for 110 Hardee’s locations under the Paradigm Investment Group. Before Hardees she worked as a Project Superintendent in commercial construction building churches and church related facilities with Cosco & Associates. Williamson also worked for several years on various commercial construction opportunities throughout Virginia, Florida, Mississippi, Louisiana, and Michigan.

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Travis Little

Travis Little joined the Phenix team as the Senior Construction Project Manager in 2021. In his role he is responsible for working with architectural firms and plans, overseeing pre-construction and construction, vendor relations, landlord and tenant relations, and budget management. Prior to his work at Phenix, Little was the President of Apogee Consulting firm for six years where he provided professional consulting for large and small construction projects. Since 2003, Little has held multiple roles in the construction industry ranging from tradesman to Superintendent and Project Manager.

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Phenix Salon Suites is the only salon suite company with a back-office solution dedicated for franchisees to operate their business.  We have designed the platform based on years of prior experience in multi-unit management and actively rely on such tools to oversee our 45 company-owned locations at a level that exceeds system average.  The tool has been widely embraced by franchisees. Join this session and learn how to leverage these important tools to increase efficiency and track LP lead flow from inception to signing and beyond.

Stephanie Haynes 

Client Success Account Manager

Stephanie Haynes is a Client Success Account Manager at Salon Suite Solutions, where she has supported partners on Gina’s Platform since December 2022. She brings an extensive background in customer support, systems training, and documentation development, enabling her to guide clients seamlessly through onboarding, training, and ongoing operational support. Stephanie is committed to delivering a high level of service tailored to each client’s unique needs. Known for building strong, meaningful relationships, she partners closely with clients to help them leverage Gina’s Platform to streamline daily operations and drive business efficiency.

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Calvin Proulx

VP of Finance & Director of Corporate Stores

As the VP of Finance & Director of Corporate Stores, Calvin Proulx is responsible for the management of over 40 corporate stores in multiple states included in the Phenix Salon Suites portfolio. His responsibilities include the oversight of daily operations as well as budget and staff management of the locations. Prior to working with Phenix Salon Suites, Proulx at Paradigm from 2010-2018 running 135+ restaurants in multiple states. In January 2023, Proulx accepted a position with Phenix Salon Suites to oversee 10 newly acquired locations.

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