You wouldn’t ignore a client standing at your reception desk, yet so many businesses unknowingly ignore potential clients online. We are all glued to our phones, but are you actually reaching your customers where they spend their time?

Paul Green, a former commercial airline pilot turned marketing funnel expert, joins the show to dismantle the myth that automation makes you robotic. In fact, it might just be the most human thing you can do for your business.

We dive deep into why email open rates are plummeting while WhatsApp is seeing a massive 98% engagement rate. Paul shares his incredible pivot from the cockpit to the boardroom (via some Lego bricks) and explains why you no longer have to be the best business in town—you just have to be the fastest. If you are tired of chasing leads or feel guilty about not replying to messages at 9 pm, this conversation is the permission slip you need to start working smarter.

KEY TAKEAWAYS

The 5-Minute Rule: Responding to a new enquiry within five minutes makes you 100 times more likely to convert that lead into a paying customer. Speed is the new currency of trust.

Automation is Service: Just like an autopilot serves the passengers by freeing up the pilot, marketing automation serves your clients by giving them instant answers, regardless of the time of day.

The "Shoe Shop" Analogy: If a customer walked into a shop and no one greeted them, they would leave. Your website is the same; if you don't engage visitors immediately via chat or WhatsApp, they will bounce to a competitor.

WhatsApp vs. Email: With email open rates hovering around 20%, WhatsApp offers a direct, uncluttered line of communication that clients actually trust and check.

Confirmation, Not Discovery: By the time a client lands on your website, they have usually made their buying decision. They are simply looking for confirmation and a quick way to book.

MEMORABLE QUOTES

"You no longer have to be the best, you just have to be the fastest. The fastest wins every time."

"An autopilot serves passengers first and pilots second. We can use automation to serve the customer... to make the customer's life easier, better, more exclusive, and more VIP."

"People go to the high street when they’ve made their buying decision. All they’re looking for is confirmation."

"If you can respond within five minutes, you are 100 times more likely to turn them into a customer."

"It’s not about being a robot; it’s about being the most helpful person in the room."

GUEST LINKS

Paul Green & Client Funnels - clientfunnels.co.uk 

SOCIALS & IMPORTANT LINKS 

https://susanroutledge.com

https://www.instagram.com/susan_routledge

https://www.tiktok.com/@beautybusinessmatters

https://marketing.susanroutledge.com/beauty-and-the-best-chapters

This Podcast has been brought to you by Disruptive Media. 

https://disruptivemedia.co.uk/

Susan welcomes back entrepreneur Lara Morgan for a deep dive into the intersection of wellness, mental health, and entrepreneurship. Lara shares her journey from founding Pacific Direct to her current venture, Scented, which focuses on using fragrance to enhance well-being. The conversation explores the importance of mindfulness, the power of scent, and the role of personal experiences in shaping business ideas. Lara emphasises the significance of creating products that not only serve a purpose but also foster emotional connections, drawing on her own life lessons and the influence of her family. With insights on entrepreneurship, self-care, and the value of community, this episode is a rich resource for anyone looking to blend business with a meaningful mission.

KEY TAKEAWAYS

Serendipity in Business: The creation of the brand Centred was a result of serendipitous encounters and ideas, illustrating how unexpected opportunities can lead to meaningful business ventures.

Value of Experience Over Materialism: The conversation reflects a shift towards valuing experiences and personal connections over material possessions, advocating for a simpler, more meaningful lifestyle.

Empowerment and Confidence: There is a strong message about the importance of self-belief and empowerment, particularly for women in business, encouraging them to prioritise their needs and assert themselves in professional settings.

BEST MOMENTS

"I think maybe we've come too far in some cases where sometimes actually we do have to suck up that not every day is a happy day, not every day is a perfect day in life." - Lara

"The point is, is I want, in the end, a child to have, in their pencil case, an I-can-balm, an I-will-balm, not I-shant-balm." - Lara

"I think it's getting the concept over to someone and demonstrating, but also I think... it's the association with something like gummies gone, whereas with something like this, it associates you back to when you bought it." - Susan

"I want to do something that's affordable, accessible wellness to everybody so that somebody who needs a touch of kindness can afford it." - Lara

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication. 

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2. 

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

https://susanroutledge.com

https://www.instagram.com/susan_routledge/

https://www.tiktok.com/@beautybusinessmatters

https://marketing.susanroutledge.com/beauty-and-the-best-chapters

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode of Beauty Business Matters, Susan sits down with celebrity, multi-award-winning facialist William Foley to explore his inspiring journey through the beauty, aesthetics, and wellness industry.

From starting out in fitness and holistic therapy to working with global luxury brands like ESPA and Rodial, and now running his own highly successful clinic and skincare brand, William shares the real story behind building a standout career in a competitive industry.

They discuss the realities of spa life, working on counter in Harvey Nichols and Selfridges, navigating sales targets, entering and winning major industry awards, building a celebrity client base, and creating a simplified four-step skincare range focused on skin barrier health.

This is a powerful, honest conversation about ambition, resilience, personal branding, and staying true to your values in business.

William began his career in fitness, wellbeing, and sports science before training in holistic therapy and beauty around 17 years ago.

His early career included working in spa environments, which opened his eyes to the physical demands of back to back massage treatments.

His first major role was with ESPA at Harvey Nichols in Manchester, where he received extensive brand training and entered the luxury retail world.

He was later recruited by Rodial into a national skin specialist role across Harvey Nichols, Harrods and Space NK.

Working on counter taught him high level consultation skills, communication, and how to work under retail sales targets.

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication. 

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her Advanced Skincare clinic of 35 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1, 2 and 3.

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

⁠https://susanroutledge.com⁠

⁠https://www.instagram.com/susan_routledge/⁠

⁠https://www.tiktok.com/@beautybusinessmatters⁠

⁠https://marketing.susanroutledge.com/beauty-and-the-best-chapters⁠

This Podcast has been brought to you by Disruptive Media. ⁠https://disruptivemedia.co.uk/⁠

Susan engages in an inspiring conversation with entrepreneur Lara Morgan, who shares her remarkable journey from founding Pacific Direct, a company that grew to a £20 million global enterprise, to her current role as an investor in various brands. Lara reflects on her unique upbringing, the influence of her entrepreneurial parents, and the lessons learned from her early experiences in business. She discusses the importance of resilience, personal connections in sales, and the value of having a focused business strategy. The episode also touches on Lara's commitment to making a positive impact in the world through her investments, particularly in wellness and mental health initiatives, showcasing her passion for innovation and community engagement.

KEY TAKEAWAYS

Resilience and Persistence: Building a business requires determination and the willingness to face rejection. The journey involves making numerous outreach attempts, with the understanding that success often comes after many failures.

Importance of Personal Connection: Engaging with customers through personal interactions is crucial. Relying solely on digital communication can hinder relationship-building and customer loyalty.

Focus on Niche and Expertise: Specialising in a specific area and becoming an expert can lead to greater success. Trying to cater to everyone can dilute a brand's identity and effectiveness.

Value of Team and Trust: A strong, trustworthy team is essential for business growth. Empowering employees and fostering a culture of collaboration can lead to better outcomes and loyalty.

BEST MOMENTS

"I started my own company when I was 23 because needs must. It was a 1991 recession, and I didn't even know what that was." - Lara

"You can't build a business without speaking to people, and you were always learning on the way." - Lara

"People hide behind emails and social media, but it's still not the same as speaking to someone and physically having a conversation." - Susan

"If you deliver on your promise and you're still willing to get your hands dirty, others will follow." - Lara

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication. 

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her Advanced Skincare clinic of 35 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1, 2 and 3.

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

⁠https://susanroutledge.com⁠

⁠https://www.instagram.com/susan_routledge/⁠

⁠https://www.tiktok.com/@beautybusinessmatters⁠

⁠https://marketing.susanroutledge.com/beauty-and-the-best-chapters⁠

This Podcast has been brought to you by Disruptive Media. ⁠https://disruptivemedia.co.uk/⁠

Susan shares her exciting plans for 2026, including her move to Mallorca and the launch of a new mastermind program designed for salon and clinic owners looking to elevate their businesses. Susan discusses the importance of having a clear vision and strategy, emphasising the unique elements of her mastermind that combine one-on-one coaching with group collaboration. She explains her trademarked stable business formula, which focuses on creating a scalable and saleable business, and highlights the transformative results her clients have achieved. Listeners will gain insights into the significance of clarity in business, the benefits of community support, and how to create a business that aligns with their lifestyle and aspirations.

Podcast Offer to win £2000 worth of business support with Susan from this link

⁠https://marketing.susanroutledge.com/beautydirectormasterclass-waitlist⁠

KEY TAKEAWAYS

Vision First Approach: Establishing a clear vision is crucial for business success. Without it, businesses can become chaotic, and owners may struggle to articulate what they truly want.

Mastermind Program: A new mastermind program is being launched to support salon and clinic owners looking to elevate their businesses. This program combines one-on-one coaching, group sessions, and a structured framework to help participants achieve their unique business goals.

Stable Business Formula: The stable formula, which stands for Systems, Trust, Adaptability, Branding, Links, and Education, is designed to create a balanced and scalable business.

Work-Life Balance: The importance of creating a business that fits into one's lifestyle is emphasised. Business owners should not feel trapped by their businesses; instead, they should design their operations to allow for personal freedom and well-being.

BEST MOMENTS

"The mastermind is predominantly for salon owners, clinic owners, aesthetic clinic owners who have already created a business and want to take it to the next level." - Susan

"Without a vision, you're just creating chaos quite often. You need to have that clarity." - Susan

"You can literally create what you want. I work with a business where the salon owner works on their own, one week on, one week off." - Susan

"You are not your business. Your business has to be something that just funds your lifestyle and creates and enhances the life that you want to live." - Susan

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication. 

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her Advanced Skincare clinic of 35 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1, 2 and 3.

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

https://susanroutledge.com

https://www.instagram.com/susan_routledge/

https://www.tiktok.com/@beautybusinessmatters

https://marketing.susanroutledge.com/beauty-and-the-best-chapters

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

https://hairandbeautycharity.org/

Susan is joined by Sarah Hashim and Natalie Merola from the Hair and Beauty Charity. They discuss the vital work the charity does to support individuals in the hair and beauty industry who are facing financial crises due to circumstances such as illness, domestic abuse, or homelessness. The conversation highlights the charity's commitment to not only assist the affected individuals but also to provide support for their children, ensuring they have a sense of normalcy during tough times. Sarah and Natalie share insights into the application process for assistance, the various fundraising efforts, and the importance of community support. With nearly 190 years of history, the charity continues to adapt and thrive, making a significant impact on the lives of those in need within the industry.

Purpose of the Charity: The Hair and Beauty Charity provides financial assistance and support to individuals in the hair and beauty industry who are facing personal hardships, such as domestic abuse, illness, or homelessness.

Support for Families: In addition to helping individuals, the charity also supports their children by providing pocket money, school holiday costs, and gifts for birthdays and Christmas, ensuring that children feel as normal as possible during difficult times.

Funding Sources: The charity relies on corporate sponsorships, donations of surplus stock from industry partners, and fundraising events, such as raffles and exhibitions, to generate the funds necessary to support its beneficiaries.

Application Process: Individuals can apply for assistance through a detailed application process, which is reviewed confidentially. Help can often be provided quickly, sometimes as soon as the next day after a case is presented.

BEST MOMENTS

"It's really when someone has been in our industry and then for no fault of their own can't work for them." - Sarah

"We provide supermarket vouchers... to take that stress off families." - Natalie

"I think we're the best kept industry secret... we need to reach beauticians in salons, in towns, in, you know, everywhere throughout the UK." - Sarah

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication. 

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2. 

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

https://susanroutledge.com

https://www.instagram.com/susan_routledge/

https://www.tiktok.com/@beautybusinessmatters

https://marketing.susanroutledge.com/beauty-and-the-best-chapters

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Susan welcomes Artur Szelwach, affectionately dubbed the "king of sterilisation." The discussion delves into the critical yet often overlooked topic of sterilisation in the beauty industry. Arta shares his journey into the world of sterilisation, highlighting the importance of hygiene and safety standards in salons. They explore the differences between sterilisation and disinfection, the effectiveness of various sterilisation methods, and the innovative design of the ProClaves, which not only ensures safety but also serves as an aesthetically pleasing feature in salons. The episode emphasises the need for beauty businesses to adopt higher standards of sterilisation to stand out in a competitive market, ultimately enhancing client trust and safety.

KEY TAKEAWAYS

Importance of Sterilisation: Sterilisation is crucial in the beauty industry to ensure the safety of clients and staff. It goes beyond basic disinfection, as some bacteria can survive standard cleaning processes.

Autoclave Benefits: The ProClaves is designed to be aesthetically pleasing and compact, allowing it to be displayed in salons rather than hidden away. It offers effective sterilisation while being cost-effective in terms of water usage.

Client Education: Showing clients sterilised tools in pouches and explaining the sterilisation process can enhance trust and loyalty. Clients appreciate knowing that their safety is prioritized.

Training and Standards: There is a need for ongoing education in sterilisation practices within the beauty industry. Training programs can help professionals understand the importance of proper sterilisation and how to implement it effectively.

BEST MOMENTS

"I think not only for, you know, the purpose of anyone from the industry, this is going to be hugely beneficial, but as well just in general." - Susan

"The difference is between most of the time, actually, we've seen people think that disinfection is the most official way to remove all of these bacteria, viruses from the businesses." - Artur

"To be sure that we are following the correct procedure and obviously to feel 100% safe, the solution is only sterilisation." - Susan

"I think that having like, and being able to prove that you've got these sterilisation processes in place is one way of like really making you stand out above the others." - Susan

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication. 

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2. 

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

https://susanroutledge.com

https://www.instagram.com/susan_routledge/

https://www.tiktok.com/@beautybusinessmatters

https://marketing.susanroutledge.com/beauty-and-the-best-chapters

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Susan Routledge welcomes Helen Portman Brooks, known as the Beauty Brand Connector. Helen shares her unique journey from beauty therapist to freelance business development manager and trainer, highlighting her passion for connecting smaller brands with industry professionals who need their products. The conversation delves into Helen's early career, her transition into sales, and the importance of community and collaboration within the beauty industry. She emphasises the significance of trusting one's instincts and the value of surrounding oneself with supportive peers. Listeners will gain insights into the evolving landscape of beauty entrepreneurship and the importance of personalised approaches in business development.

KEY TAKEAWAYS

Trust Your Instincts: It's important to listen to your gut feelings when making career decisions. Following your instincts can lead to unexpected and fulfilling paths.

Embrace Community: Surrounding yourself with a supportive network is crucial. Collaboration and connection with others in the industry can provide valuable insights and encouragement.

Flexibility in Business: The ability to adapt and be flexible in your work schedule allows for a better work-life balance. It's essential to prioritise personal time while managing business responsibilities.

Tailored Business Solutions: Each salon or beauty business is unique, and it's vital to customise solutions based on their specific needs rather than adhering to a one-size-fits-all approach.

"I always like to say, you know, there's enough work for everyone. You can help everyone... It's just, and, you know, you can help everyone." - Susan

"I think there's more of a pull back to being connected with people than ever before. And people are really needing it more, more so than ever." - Helen

"I want it to be a success for the brand, for the business and for my own brand as well. So it's really important that we get it right." - Helen

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication. 

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2. 

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

https://susanroutledge.com

https://www.instagram.com/susan_routledge/

https://www.tiktok.com/@beautybusinessmatters

https://marketing.susanroutledge.com/beauty-and-the-best-chapters

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Susan sits down with Sarah, a resilient entrepreneur and cancer survivor, to discuss her remarkable journey through the beauty industry and her battle with ovarian cancer. Sarah shares her experiences of starting a mobile beauty business at just 19, the challenges she faced during the COVID-19 pandemic, and the life-altering diagnosis that forced her to re-evaluate her priorities. As they delve into the importance of mindset, self-care, and the power of slowing down, Sarah emphasises the significance of listening to one's body and the transformative impact of meditation and visualisation. With a focus on helping others navigate their own health journeys, Sarah now offers coaching and holistic treatments, aiming to empower individuals facing cancer and stress. This episode is a heartfelt reminder of the strength of the human spirit and the importance of nurturing both mental and physical well-being.

Mindset Matters: Identifying with wellness rather than illness is vital. The messages we tell ourselves can significantly impact our health, and maintaining a positive mindset can aid in healing.

Importance of Self-Love: Practicing self-love and self-validation is necessary for overall health. It's important to prioritize personal well-being and recognise when to take a step back for self-care.

Holistic Approaches to Health: Integrating practices such as meditation, breathwork, and touch therapy can help reset the nervous system and improve immune function, benefiting both mental and physical health.

BEST MOMENTS

"COVID for me was a bit of a lifesaver... I was in fight flight... I was very much in my masculine energy. It was just life, you know? That was how it was." - Sarah

"You do have to listen to your body because I think if you don't, your body at some point will stop you." - Susan

"I see having cancer now as my greatest gift... it really taught me how to live life differently." - Sarah

"96% of salons will turn people away when they're actually facing a cancer diagnosis... How shit is it when you need someone to go into a salon and say, can I have a massage?" - Sarah

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication. 

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2. 

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

https://susanroutledge.com

https://www.instagram.com/susan_routledge/

https://www.tiktok.com/@beautybusinessmatters

https://marketing.susanroutledge.com/beauty-and-the-best-chapters

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Susan welcomes Vicky Hendry, the chair of the British Institute and Association of Electrolysis (BIAE) and owner of the clinic Face Up. They delve into Vicki's extensive career in the beauty industry, exploring her journey from her early days in beauty therapy to her current role in promoting electrolysis, a treatment that has been around for 150 years. Vicki shares her insights on the importance of continuous professional development, the challenges faced during the COVID-19 pandemic, and the rewarding nature of electrolysis in transforming clients' lives. The conversation highlights the significance of professional bodies in maintaining high standards within the industry and offers valuable advice for practitioners, emphasising the need to trust one's instincts, continually review business practices, and value one's expertise.

Electrolysis as a Lifelong Career: Electrolysis has been a significant part of the beauty industry for 150 years, yet it is not included in standard beauty therapy curricula. This highlights the need for ongoing education and specialisation in this field.

Personal Journey and Adaptability: The journey into the beauty industry can be non-linear, with many professionals, like Vicky, transitioning through various roles before finding their niche. This adaptability is a unique aspect of the beauty industry, allowing individuals to explore different paths.

Importance of Professional Development: Continuous professional development (CPD) is crucial for practitioners. Membership in professional bodies, such as the BIAE, provides access to resources, training, and a supportive community, which can enhance skills and knowledge.

Client-Centered Approach: Electrolysis can significantly impact clients' lives, especially those dealing with unwanted hair. Practitioners should focus on building a partnership with clients, understanding their needs, and providing tailored advice to improve treatment outcomes.

BEST MOMENTS

"I think it's the sort of industry that very often people stumble into or discover." - Vicky

"Electrolysis is something that is life-changing to a client, patient and also for a practitioner is something that is so worthwhile and satisfying to do." - Susan

"Always pay attention to your gut. It really isn't wrong." - Vicky

"I decided to move premises, which was a horrendous experience... but it was a case of, oh my God, what next?" - Vicky

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication. 

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2. 

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

https://susanroutledge.com

https://www.instagram.com/susan_routledge/

https://www.tiktok.com/@beautybusinessmatters

https://marketing.susanroutledge.com/beauty-and-the-best-chapters

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/