After cutting men’s hair for 25 years, Natalie Craig understands how to craft the perfect male grooming experience. Imagine masculine decor, aromatherapy shaves and whiskey tastings. In short, it’s the man cave for grooming – and REGIMEN™ is the franchise behind the concept. By Sarah Lindauer
After cutting men’s hair for 25 years, Natalie Craig understands how to craft the perfect male grooming experience. Imagine masculine decor, aromatherapy shaves and whiskey tastings. In short, it’s the man cave for grooming – and REGIMEN™ is the franchise behind the concept.
The idea stemmed from Craig’s time cutting men’s hair in a multinational salon. The grooming experience was anything but masculine, and Craig recognized the potential that is within an estimated $81.2 billion global men’s grooming market, according to a 2019 report by Research and Markets. She decided to open a one-stop grooming emporium for men and hasn’t looked back.
“Our clients come in every two weeks for 30 minutes, whereas some women don’t get their hair cut for six months,” said Craig. “Once you break down all of the products that they use and the time that it takes to do their highlights and hair, we make more money on the 30 minutes versus a woman’s ticket.”
Beyond profitability, franchisees enjoy a lively work environment. REGIMEN is amid an exciting rebrand centered around the man-cave concept, where clients will go to mingle, network and enjoy a drink with friends. Craig and her team are introducing design elements, like darker colors and dimmable lighting, as well as after-hours events.
“Even if you’re an owner, you may want to come in sometimes and hang out for the whiskey tastings, because you never know who you’re going to meet,” Craig said. Her clientele includes football players, mayors, coaches and the like.
Fortunately, you don’t have to be a hairdresser to enjoy the fun.
REGIMEN supports franchisees through a robust training program that teaches old-school barber techniques and offers annual customer service-focused education opportunities. When it comes to marketing and growth, franchisees are buying into a salon with strong customer loyalty. “Our clients keep coming back to REGIMEN because they love the branding. They love the atmosphere,” shared Craig.
And so it goes: A perfect cut with a shot of whiskey is the key to a man’s heart – and a profitable business.
Sarah Lindauer