Hammer & Nails made its debut in 2017 on an episode of the entrepreneurial TV show “Shark Tank.” On the show, the concept of an elegant nail salon for men was presented. Even though no investments were made from the sharks, Hammer & Nails was destined for something much bigger. It just so happens that entrepreneur John Choi managed to catch Hammer & Nails’ episode and reached out to Aaron Meyers, an executive at Massage Envy, about this innovative new concept. By Kelsi Trinidad
Hammer & Nails made its debut in 2017 on an episode of the entrepreneurial TV show “Shark Tank.” On the show, the concept of an elegant nail salon for men was presented. Even though no investments were made from the sharks, Hammer & Nails was destined for something much bigger. It just so happens that entrepreneur John Choi managed to catch Hammer & Nails’ episode and reached out to Aaron Meyers, an executive at Massage Envy, about this innovative new concept.
The idea had legs, but the concept needed to be rounded out a bit. The duo thought that providing men’s grooming services would make for a great business. Choi and Meyers bought the original concept and ran with their new iteration of the company. Both Choi and Meyers saw the potential of Hammer & Nails to be the first complete spa franchise designed for men.
“The men’s grooming space has been neglected,” said Meyers. “Men were almost belittled or talked down to, and all that was out there were gimmicks like pinball machines, or they look like your grandfather’s barber shop. Why does everything have to be a gimmick?”
Meyers knew a successful membership model from his time at Massage Envy and incorporated it into the Hammer & Nails design to enhance the customer and franchisee experience. Not only does the company’s membership model build loyal customers and promote recurring customers, but it also creates an avenue for new franchise owners to have a large roster of clients before launch.
By having pre-sales for memberships while franchisees are working toward opening their brick-and-mortar location, most franchisees end up having upward of 250 sold memberships before opening day. By starting up with guaranteed business, franchise owners are propelled toward growth and success.
“Our goal is to get shops to open up and be profitable as fast as we can and to help them get profit,” said Meyers. “The beautiful thing is they get three months of practice selling memberships before they open so that when they open the door, we’ve built this program that builds their revenue and helps them profit quickly while developing them into successful sales leaders for their business.”
Kelsi Trinidad