Our Highlights From The Phorest Salon Owners Summit 2026

Fresh ideas, sharp strategies and a whole lot of buzz

by ZURI | INFORM

Over three days in Dublin, the Phorest Salon Owners Summit put the industry firmly in the spotlight. From breakthrough tech to powerhouse speakers, every session had salon owners and stylists snapping up ideas, brushing up their strategies and leaving feeling freshly inspired. If the goal was to future-proof salons, consider it a flawless finish.

1. Where The Real Buzz Started: Phorest’s Newest Features

Excitement built quickly as Phorest unveiled its latest features, including WhatsApp integration, tipping tools, zero-minute add-ons and team goals. Live demonstrations gave attendees a clear, hands-on view of how these updates fit seamlessly into real salon workflows.

These updates aren’t about flashy tech for tech’s sake. They’re designed to simplify daily operations, support teams and free stylists up to focus on what they do best: creating exceptional client experiences. No more chasing deposits or battling scheduling chaos, just smart, intuitive tools built specifically for the realities of running a modern salon.

2. Caroline Hirons And The Power Of The 3 T’s

‘Queen of skincare’ Caroline Hirons delivered a hilarious, no-nonsense talk on running a business and working with Gen Z. She highlighted the importance of language in the beauty industry, the second-largest employer of women after the NHS, and showed how she built a community on honesty, not hype.

Her 3 Ts – Trust, Truth and Transparency – are a masterclass in marketing without fluff. Whether promoting a salon or growing a personal brand, her message was clear: authenticity wins, community matters and knowledge beats gimmicks.

3. Front Desk AI – The Innovation Owners Can’t Stop Talking About

Of all Phorest’s latest innovations, Front Desk AI stole the show, and it’s easy to see why. Handling SMS bookings, cancellations, reschedules and general queries, it answers more than 85 per cent of messages automatically, freeing stylists and front desk teams to focus on clients instead of juggling phones, chats and social media. Paired with cheat sheets summarising client history, colour notes, retail purchases and service preferences, teams walk into appointments fully prepped, confident and present. Finally, technology that actually getswhat running a salon is like! And yes, the default name is IVY, but it responds just as well to ‘miracle worker’.

4. Calvin Stovall: Never Lose The Beat

Motivational speaker Calvin Stovall had the crowd on their feet from the start. Using music as a metaphor for business, he dropped his ICONIC framework: be unique, be authentic, be passionate and be consistent. They’re the keys to keeping teams inspired, connecting authentically and running a salon that hits every note.

He kept it moving with lines that landed like chart-topping hits:

By the end, the crowd was pumped with ideas and inspiration, a reminder that running a salon isn’t just strategy; it’s about keeping the team in rhythm.

By the end, the crowd was pumped with ideas and inspiration, a reminder that running a salon isn’t just strategy; it’s about keeping the team in rhythm.

5. Katie Piper: Resilience That Resonates

Activist Katie Piper closed the Summit to a standing ovation, leaving the room united in awe.  With honesty, humour, and grace, she courageously recounted her journey through trauma, having survived an acid attack at 24.  What could have broken her instead became a source of strength, a reminder that we are not defined by what happens to us, but by how we choose to move forward.

At the centre of her message was the call to find your why. Who are you when the lights go down? Why are you here? What legacy do you want to leave? Katie reminded us that while the past cannot be changed and the future can’t be controlled, today is where our power lies. How we show up in this moment – with purpose, presence and conviction – is what truly shapes who we become.

The Phorest Salon Owners Summit left one thing crystal clear: technology exists to enhance human connection, not replace it. From AI that preps appointments to tools that simplify tipping, booking, and upselling, the future of salons is about saving time, empowering teams, and creating unforgettable client experiences.

And just when attendees thought the Summit couldn’t get any better, Phorest dropped the ultimate tease: next year’s event is heading west to Killarney! Keep your eyes peeled for more…

From AI To The Power Of Emotion – What We Learned At Wella RED Business Network Live 2026

Legendary salon leaders event returns for 28th year

by AMANDA | INFORM

The return of Wella RED Business Network Live to its spiritual home of The Belfry saw more than 300 gather for two days of learning, collaboration and inspiration.  From keynote speakers to insightful panel discussions and thought-provoking conversations, it was a fusion of meaningful content that will fuel salon owners, managers and their teams for the year ahead.

Steph McGovern, Simon Morris

The speaker line up is always impressive. TV presenter and journalist Steph McGovern encouraged the audience to “stay authentic, don’t try to fit in and focus only on what you can control”. She was so moved by what she heard from attendees at the event that within 24 hours she had recorded an episode of her ‘The Rest Is Money’ podcast discussing the challenges specific to salons with co-host Robert Peston, ITV’s political editor. She invited the Salon Employers Association co-founder Toby Dicker – whom she met at Business Network Live – to explain just how rising employment costs and VAT rates specifically unfairly hit hairdressing businesses. You can watch the podcast here .

Also on stage in a fireside chat with Wella Professionals’ own Tatiana Suvorova, serial entrepreneur and creative director Simon Morris shared his emotional story of both addiction and mental health struggles alongside exceptional business success at brands such as Amazon and Love Film.

Oh, and a special shout out to Medusa’s Colin McAndrew, who brought Burns Night to The Belfry with bagpipes and a freshly cooked haggis.

So, what did we scribble down in our notebooks? Here are our key takeaways from this year’s event:

Andrew Grill, Natalie Nahai 

AI – It Pays To Be Curious, But Cautious

In what was probably the overriding topic of the event, futurist and technology advisor Andrew Grill recommended ‘digital curiosity’. He argued that the role of AI being that of an assistant rather than a replacement for human creativity and empathy From ChatGPT’s Deep Research button to Perplexity, he urged the audience to “try one thing” to see just what was possible.

On the flip side, behavioural science expert Natalie Nahai highlighted the need for a more nuanced understanding of AI, noting its limitations in simulating human experiences and the potential for misuse in accuracy (those hallucinations, where the responses are simply wrong). She stressed the need for responsible AI use to maintain human values and authenticity.

Salon owner and Wella artist Fergal Doyle shared a personal and practical example of AI’s support. He lost a salon manager, and was forced to handle that job on top of his clients. He turned to ChatGPT to help with reports and KPIs, with staff receiving texts that appear to be from Fergal but are AI generated, updating them on key stats such as their rebookings and retail. He’s also set to launch a new consultation service online that will be powered by AI. “I use AI as my business partner,” he said, and for him it’s undoubtedly working.

Rory Sutherland

Think Emotion Rather Than Transaction

Rory Sutherland – a definite highlight – urged the room to keep things personal. “Clients think they’re in a marriage,” he joked, “while finance departments thing they’re running an escort agency.” “To economists, price is a number. To consumers, price is a feeling. People don’t pay for what they get; they pay for how you make them feel,” he added.

What will make something special? Often the people breaking the rules are the ones that deliver something extra, because following the rules condition you to deliver average. Think how you can reframe something (look at Klarna and pricing as an example), or reverse benchmarking – find something your competitors don’t do well or at all, and excel at it.

Those Who Focus On Quality Will Thrive

For luxury wedding photographer Maddy Christina, it was all about the importance of client experience, emphasising the need for consistent, high-quality service. The mid-market has been squeezed, and by 2030, 80 per cent of market growth will come from the premium and luxury segments. Her advice? Create signature processes, offer complimentary gifts that keep you in a client’s mind while in-between salon visits and keep in touch to boost client loyalty and retention.

Alex Brown and Kate Roberts from Campfire

Leveraging Social Media Can Grow Your Business

We all know that, but are we maximising what we do on social? Alex Brown and Kate Roberts from agency Campfire urged salons to drive impactful content to build a strong personal brand. That means clear positioning, trust-building content and including efficient booking. They shared some insight on just how vital social media now is on small businesses – 41 per cent rely on it for revenue, while 74 per cent of consumers use it to guide their purchasing decisions.

Fresha Hire Barber Legend To Lead Global Hair Education

MENSPIRE’s Josh Lamonaca takes on role in “significant step” for the software brand

by AMANDA | INFORM

Multi-award-winning barber Josh Lamonaca, co-founder of the iconic MENSPIRE brand, is joining forces with salon software leaders Fresha as their first-ever head of hair education.

In his new role, Josh will lead Fresha’s global approach to hair education, working directly with professionals to help them turn skills into sustainable, profitable growth. His remit spans technical education, commercial thinking, content and community-led initiatives – with a strong focus on real-world application, rather than theory.

The creative and educational director behind MENSPIRE has spent years developing talent, mentoring teams and embedding education into the core of his business. Josh has travelled internationally to teach and support stylists at different stages of their careers, helping build a culture of continuous learning grounded in practical, commercial reality.

The appointment marks a deliberate shift for Fresha – which has just kickstarted a revolutionary five-year deal to power HairCon – by putting an active, practising hairdresser and educator into a leadership role to help guide how technology supports the industry.

“I’ve almost got everything I wanted out of this industry without any real support. Now, with the backbone of Fresha, it excites me to see how far beyond my own achievements we can take this industry,” said Josh.

“Honestly, I want to see millionaires come through hairdressing. And with the ambitions I’ve seen from inside Fresha, I want to stand beside professionals on innovative ideas and future goals.” Josh Lamonaca 

“Josh brings a rare mix of credibility: an award-winning career, real experience building and educating teams at MENSPIRE and a clear belief in what this industry can become,” added James Hayward-Browne, head of brand and marketing at Fresha. “That perspective is critical when you’re building technology used by millions of professionals worldwide. Our role is to provide the infrastructure; Josh’s role is to help raise the ceiling for everyone using it.”

Fresha said that Josh’s appointment marks a significant step in the company’s long-term commitment to education across the self-care industry globally, helping professionals “move beyond filling diaries, beyond short-term wins and towards businesses with real confidence, capability and longevity”. “This isn’t a campaign. It’s an investment in educating and lifting the entire selfcare industry.