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.

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.

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.

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.