.jpg)
You’ve built a career that stems across consulting, project management, and franchising. What experiences most shaped your leadership style today?
One of the most formative experiences that’s shaped my leadership style was my time at Buffalo Wild Wings, where I served as Director of Strategy and Execution. It was my first deep dive into franchising, and I quickly saw how critical it is to have the right systems, support, and infrastructure in place. When franchisees feel inspired and equipped, their entrepreneurial potential comes to life. That realization became a cornerstone of how I lead. Over the years, I’ve stayed in franchising because I’m passionate about helping entrepreneurs succeed and not just operationally, but personally. Seeing someone step into ownership, build something meaningful, and take pride in their growth is what drives me. My leadership style is rooted in that belief: support breeds confidence, and confidence fuels success.
.jpg)
What drew you to Waxing the City, and how does your vision align with the brand’s mission?
I was instantly attracted to the authentic commitment of the brand to encourage others to feel good about themselves and provide a welcoming customer experience time and time again. I joined Purpose Brands in 2020 as Brand President of The Bar Method and truly enjoyed my 4+ years leading that team. When the opportunity to lead the Waxing the City business was presented earlier this year, I saw it as a new challenge to champion a similar customer experience in a different way. The Bar Method and Waxing the City have more in common than you might think as our customers walk out of the building feeling better about themselves than they did walking in. It felt like a natural extension of my passion for health, wellness, and franchising.
The beauty & personal care market in the U.S. is expected to generate $105bn in 2025. What’s driving the constant demand from consumers to want to invest in themselves?
The concept of wellness has created a “bigger tent” of healthy choices and behaviors, driving a cultural shift to focus more on self-care. As part of that shift, people are increasingly prioritizing what makes them feel good, adjusting their routines to include services like waxing that support their overall health and wellness goals. Self-care is no longer a luxury, but an essential part of a balanced lifestyle.
How are waxing service brands, like Waxing the City, responding to the growing emphasis on self-care?
At Waxing the City, we continue to expand our service offerings based on direct feedback from our customers and a clear understanding of the overall skincare market. By identifying the treatments that truly enhance the guest experience, we’re able to deliver more value and meet evolving expectations. From brow and lash services to skincare treatments and personalized consultations, waxing service brands are looking for ways to make self-care more accessible, convenient, and rewarding.
In a competitive landscape, how does Waxing the City differentiate itself from other beauty service brands?
Our exclusive products and aestheticians set the standard in the industry. We use custom formulas, like Cera Naranja wax, found only at our locations. We also created our very own title of Cerologist™ technicians who are licensed waxing experts that go through a rigorous training program to ensure that they’re the ultimate experts in the field and can deliver the best experience possible for all our customers.
Additionally, we’re a part of Purpose Brands, which means we have access to a wealth of industry insights, operational expertise, and shared resources from world-class brands like Anytime Fitness, Orangetheory Fitness, The Bar Method and Basecamp Fitness. This connection allows us to tap into proven strategies, cross-brand innovation, and a broader wellness ecosystem, strengthening our ability to support franchisees, elevate the customer experience, and stay ahead in a competitive market.
How do you maintain brand consistency across franchise locations while empowering individual business owners to tailor their offerings to meet local consumer needs?
We understand what it takes to build a thriving franchise. The expertise of our Franchise Business Coaches combined with the support of our marketing, technology and operations teams is shared with each business owner, providing our network of franchisees with clear brand guidelines, tools, and ongoing support needed for long-term success. We are constantly innovating in all of these capabilities as well to ensure our franchisees thrive. This helps ensure that every Waxing the City client receives the same exceptional studio experience, no matter where they visit. At the same time, we recognize the importance of allowing each business owner to tailor aspects of their offerings to meet the unique needs of their local community because no one understands those needs better than they do. You may see slight differences in promotional strategies and an emphasis on certain services that are more popular with their clients.
Now at the helm of Waxing the City, what is your vision for the brand?
Waxing the City is experiencing explosive growth, and the self-care industry is one of the hottest industries for franchising. We’ve created a lot of great momentum so far in 2025 and not just in terms of industry growth, but in how consumers perceive our brand and continue to rely on us as trusted experts in personal care.
As we look ahead, we’re focused on expanding our footprint across markets like South Florida, the Carolinas, and Phoenix, as well as other territories, with candidates that are eager to become multi-unit franchise owners of Waxing the City. We’ll also keep a pulse on consumer preferences and update our services as needed to stay top-of-mind with our audiences. My goal is to bring Waxing the City to even more communities across the country, creating spaces where people feel confident, cared for, and proud to invest in themselves.
