Men’s grooming is a $21 billion a year market. In this rapidly expanding segment, Hammer & Nails | Grooming Shop for Guys sets itself apart by being the first and only grooming franchise with a core focus on hand and foot grooming for guys alongside the traditional hair and shave services found in your old school barber shop. As a Hammer & Nails franchise owner, you’ll be at the forefront of this booming industry. Take advantage of our multiple revenue streams that include retail product sales, service delivery, private events, gift cards and monthly recurring membership dollars. There are still a few opportunities available in the most sought after markets across the US.
Guys from all walks of life are taking greater care of their health, bodies and appearance. Whether it’s a business professional, a tradesman, a professional athlete or the everyday regular Joe, they’ve all started to realize that there’s more to looking and feeling good than just a great haircut or straight-razor shave. Manicures and pedicures have become widely accepted and desired components of the guy’s health, wellness and good grooming routine. Couple that with the existing necessity for most men to maintain their hair on a regular basis and you’ve got a winning business model poised to set a new standard in a recession proof space. Our man cave nirvana gives them a place to take care of those needs where they won’t feel judged, out of place or otherwise uncomfortable.
The Hammer & Nails | Grooming Shop for Guys business model combines the new “hand and foot grooming for guys” business with the long-established “barbering” business. We already know that haircuts for guys is a high-demand category. Most guys get a haircut at least once a month and you’ll find several concepts out there dedicated to providing only those services. Creating a place where those same guys can feel comfortable getting nail care, in addition to those barbering services, is ground breaking! Thanks to the rapid success of the founder’s first location in Los Angeles, CA, Hammer & Nails has proven that, given the right atmosphere and services, guys will get the professional hand and foot care they want and need. By adding the barbering component to the model, we’ve made great strides towards minimizing your risk and increasing your likelihood for success!
There are a few key components of our model:
The men’s grooming industry has grown into a $21 billion market space.
Men are loyal, with 6.2 years being the average length of time men report they have been going to the same stylist or barber. Once a guy experiences the Hammer & Nails difference, he’s likely to keep coming back for years.
47% of men get their hair cut every four weeks. Some even more frequently. You’ll benefit from reliable recurring revenue, plus the opportunity to expose these customers to your other services. The more your clients see other men enjoying hand and foot grooming, the more likely they’ll be to try it themselves.
81% of salons do not have male-focused marketing programs. We do!
55% of salons have experienced an increase in male clients over the past few years.
70% of the time men who go to salons make appointments for their haircuts. Our appointment-based business model makes it easier to predict work flow and staffing needs and our POS software allows for the granular management of your staffing needs to maximize Shop productivity.
25% of men ages 18-34 – over 32 million guys – have been to a salon for either a manicure or a pedicure.
Two of men’s most requested spa treatments are pedicures (37% – 12 million men) and manicures (33% – 10.6 million men).
47% of men get their hair cut every four weeks. You’ll benefit from reliable recurring revenue, plus the opportunity to expose these customers to your other services. The more your clients see other men enjoying hand and foot grooming, the more likely they’ll be to try it themselves.
* Source: Stacey Soble, “The 2015 Men’s Grooming Study,” Modern Salon Media, August 18, 2015.
One day back in 2013, Michael Elliot, our founder, noticed that his hands and feet were in bad shape and in need of some care, quick. He found his local nail salon and decided to walk in for a manicure and a pedicure. Big mistake! After looking around at the pastel paint colors, women’s magazines, televisions blaring bad reality shows and noticing that he was catching more than a few judgmental stares from the other clients, he turned around and walked out. It was that uncomfortable experience that sparked the vision of Hammer & Nails | Grooming Shop for Guys! He knew that he needed to create a place for guys to go to get the kind of grooming care that they want and need, without having to deal with all that nonsense. This would be a place where every guy, regardless of the color of his collar, would feel at home.
Our goal at Hammer & Nails | Grooming Shop for Guys is to give any guy a place to go where he can take care of his hands, feet and hair in a man cave environment. We have signature services that will not only make him feel great but they’ll help improve his health, too. The ingredients used in many of our service offerings have medicinal properties that are often overlooked.
With locations opening across the United States, we’re quickly becoming the go-to spot for guys that want to take care of their hands and feet, get a haircut and/or a shave and do it without worrying about getting judged!
The men’s grooming industry is growing larger every day. Hammer & Nails has the proof of concept and the experienced franchising team to be the market maker and market leader in this highly fragmented and under-served segment.
Michael Elliot is the President and CEO of The Hammer & Nails Salon Group LLC, and the founder and owner of the first Hammer & Nails | Grooming Shop for Guys in Los Angeles on iconic Melrose Avenue. He launched Hammer & Nails in 2013 after discovering an unmet need for a business that provided hand and foot grooming in a male-centric environment. He recognized the shift in attitude regarding male hygiene and self-care, and took action.
Elliot is also an award-winning Hollywood screenwriter. Elliot’s films, which include “Like Mike” (20th Century Fox), “Brown Sugar” (Fox Searchlight Pictures), and “Just Wright” (20th Century Fox), have generated over $115 million in box office revenue.
Prior to Elliot’s screenwriting success, he was business executive. As the President of Source Entertainment, he ran the multimedia arm of music publication, The Source Magazine. Elliot’s senior-level business management experience includes being handpicked by NBA legend Magic Johnson to be the President of Magic Johnson Filmed Entertainment, Johnson’s film production company. Other business moguls that sought Elliot’s leadership include music-fashion-beverage titan, Sean “Diddy” Combs, who recruited Elliot to be President of Bad Boy Films, Combs’ film/TV production shingle.
When not disrupting the men’s grooming industry with Hammer & Nails, Elliot enjoys fatherhood, movies and watching HGTV.
Josh Reed oversees all components of the Hammer & Nails model, from strategizing the long-term growth plan of the business to creating policies, managing the corporate office and working with Franchisees, Area Reps and Vendors. There’s a lot of moving parts, but Josh is well-qualified for the job. His extensive franchise experience includes director-level operations positions at LaVida Massage Franchising Inc., The Joint Corp and Massage Envy, and time spent as a Regional Developer for European Wax Center.
When not enjoying the satisfaction that comes from helping others achieve business success, Josh enjoys playing ice hockey, surfing, watching all 82 Chicago Blackhawks games, traveling and eating Thai food.
Mike Watorski oversees our franchise and area development, working directly with potential franchisees and developers. His 20+ years of sales and leadership experience, including 18 years in franchise development, is a big advantage for Hammer & Nails. While most of the wide range of brands that Mike has worked with were competing in a crowded space, he loves the fact that Hammer & Nails is first-to-market in a new category that’s changing the grooming experience for men.
Outside of Hammer & Nails, Mike keeps busy playing golf, sailing, participating in fantasy football and travelling.
Having worked on all sides of the table, Lia Smith brings a unique perspective to her Vice President of Franchise Support role. An active manicurist since 1985, Lia has owned a full service salon, been an educator for various brands, and worked in the television and mortgage industries. Drawing on all of this experience, Lia is responsible for developing and implementing all of the Hammer & Nails training protocols and continuing education initiatives, and working with Franchisees to address their training-related questions or concerns. Additionally, she plays a lead role in the sourcing and selecting of the products, supplies and tools used for the delivery of service in the Shops.
In her free time, Lia enjoys dancing, doing nails, cooking, reading, knitting, video games, movies, concerts and live theater.
Drawing on her more than 15 years of manicurist and training experience, having performed more than 7,000 services to guys in the original Hammer & Nails Shop in Los Angeles and having worked with companies such as The Ritz-Carlton and Elizabeth Arden, Natasha will train our Franchisees, their management and their manicurist teams to ensure that each Hammer & Nails location delivers a client experience that is second to none and leads to a successful business.
In addition to being passionate about her work, Natasha enjoys spa days, spending time at the beach, journaling and inspiring other women to believe in and achieve their dreams.
Finding the right location and negotiating the right terms can be vital to your Shop’s success. That’s why Hammer & Nails provides support and guidance every step of the way, from territory demographics and site selection to the details of the desired lease terms. We’ve enlisted the help of an experienced Master Broker Team out of Phoenix, Arizona, to assist in all the exciting stages of securing the site that will become your very own Shop.
Construction, Equipment & Interior Furnishings
As a Hammer & Nails Franchisee, you’ll receive expert advice on Shop layouts and décor specifications, as well as a detailed Specifications Guide that will enable you, your architect and your contractor to zero in on the key requirements for transforming your empty space into our unique “man cave nirvana.”
Your Shop interior is a vital component of our brand. To ensure consistency across the system, we’ve gone to great lengths to source virtually all of the equipment and furniture required to get your Shop open and operating. Our Vendor List provides you with over 30 contacts, all pre-approved and ready to fulfill your orders.
You’ll reap the benefits of our team’s extensive experience creating successful business models and teaching Franchisees how to use them to reach their business goals. Your comprehensive training will start with your initial Franchise Training at our corporate headquarters, include on-site support as your Shop prepares to open, and then continue on an ongoing basis through our online training portal. We have a complete assortment of tools available to help ensure the success of your Shop and your team. Our comprehensive Operations Manual, Training Manual and collection of training videos are all available on a Franchisee access only section of our website.
From a start-up checklist and details on our specialized services and procedures to client service policies, sales-focused business processes and more, every aspect of your Shop’s operation is addressed in the proprietary Hammer & Nails Operations Manual.
Your POS system not only allows you and your team to transact daily business but also comes armed with a robust library of reports, all geared towards helping you understand what’s working great in your Shop and what could use some course correction. Additionally, we’ve worked with a third party developer to create a set of proprietary reports that will give you and us an even deeper look into your Shop’s productivity and growth.
It’s our goal to assist you with your marketing strategies and execution. We’ll collaborate with you to create effective marketing plans with the goals of increasing both brand awareness in your community and the volume of traffic walking through your doors. As the Franchisor, we’ll make sure that all of your marketing efforts are in line with our company goals and that they are designed to offer you the greatest chance for success.
Your local marketing efforts will be augmented by our comprehensive and consistent PR program. The media loves Hammer & Nails | Grooming Shop for Guys! Our brand is frequently showcased on news and talk shows, used as a filming location for reality TV programs, and featured in magazines and blogs. All of this media attention helps build brand awareness and increase sales for you. It doesn’t hurt that Shark Tank regularly airs the episode featuring Michael Elliot and Hammer & Nails!
If you see the big picture that is growing the Hammer & Nails | Grooming Shop for Guys brand on a broader level, the AR role has significant benefits:
Ron Guthrie is our Area Developer in Texas and New Mexico. He has 11 years of experience as a franchisee, owning and operating up to 14 franchises between three different membership models in the health and beauty space.
“I was drawn to area development for Hammer & Nails for the same reasons that Michael Elliot started his concept,” Guthrie says. “One thing that really made a difference for me was when I read that 8 of 10 men had problems with their feet, mostly because of not properly taking care of them. Hammer & Nails has a great design intended to make men feel comfortable while offering a terrific service in a business that helps with the health of men’s feet.” Our membership model makes sense for things that grow like hair, finger and toe nails!
“Because of my prior knowledge, experience and success in both the franchise and grooming industry with a leading brand in the space, I’m adding to my portfolio with an investment in Hammer & Nails Grooming Shop for Guys as the AR in Orange County and the South Bay of Los Angeles.
At Hammer & Nails, the entire experience is not only the pinnacle of relaxation and pampering but our hand and foot care yields health benefits, too, along with haircuts and shaves in man cave nirvana environment.
The Hammer & Nails brand has truly discovered an untapped sector of the massive health and wellness industry – no one is delivering male-centered grooming services the way we are!
We’re excited to introduce our concept to local communities throughout Orange County and the South Bay of Los Angeles. Demand for our services is on the rise; more men are seeking out services we offer like manicures, pedicures, and barbering.
Through meaningful partnerships with passionate, driven individuals and entrepreneurs, we’ll flourish in the greater Orange County and South Bay areas, especially with the success of our flagship location on Melrose Avenue.”
Joshua and Tiffany Marr have successfully operated franchise locations for eight years in the Inland Empire and combined have over 25 years of experience in the banking and commercial finance industries. With extensive experience analyzing small to medium sized businesses to create financing solutions, they understand what it takes to operate a successful business. Together, the Marr’s have a keen understanding of consumer needs and have been successful at finding concepts that bring those services to market. They feel that Hammer & Nails Grooming Shop for Guys is one of those unique concepts that fulfills a void in the growth industry of Men’s Grooming. The Marr’s are excited to bring this innovative concept to the Inland Empire.
Michael “Mici” Fluegge has been a successful entrepreneur and business man for decades and he has the honor of being the first AR in the Hammer & Nails family. He’s been a Franchisee and Area Representative in some of the most recognized brands in the health and wellness space including Massage Envy and The Joint…chiropractic. Mici brings a passion for success and for people. Currently, he owns the rights to develop Hammer & Nails in four states in the Southeast (Florida, North and South Carolina and Georgia). He has the largest number of licenses in our network to date.
Mici is also a successful inventor, having developed a unique piece of fitness equipment for home use.
With a background in accounting as well as a Juris Doctorate, I’ve always been a critical thinker and an examiner of businesses of all kinds. For the better part of the last decade, I’ve been the Regional Developer and a multi-unit unit owner in the Massage Envy system in northern California. I knew that wanted to get involved in a new brand, so I set out to find an emerging concept where I could be an early adopter and secure a preferred territory to boot. Hammer & Nails proved to be exactly what I was looking for. I got into H&N because it’s just the kind of place I would have been frequenting all this time had there been one open in my community. Finally, there’s a place where a guy can feel comfortable getting a manicure and a pedicure along with a haircut or shave. The concept is truly revolutionary and I can see a Shop in just about every part of the country.
Jeff Fuchs is our Area Representative in the Philadelphia and South Jersey region. He is a licensed real estate agent, owns a construction company and has over 20 years of personal real estate investment and development experience. In addition, he has a Masters in Exercise Science and Wellness and is a licensed massage therapist.
“It’s not often I get to combine my passion of real estate development and wellness. So, when I discovered Hammer & Nails, I knew instantly it was something I needed to look into. I hopped on the first flight to LA, brought my 10-year old son along and walked into the Hammer & Nails Shop on Melrose Ave. We both got our nails done side by side. As he sank into the leather chair, ordered his soft drink and put his personal headphones on, he turned to me with a big grin and said, “This is awesome!” It was a done deal”.
What do shampoo and tequila have in common? As a serial entrepreneur, Minh has always been inspired by those who are not afraid to follow their passions even if it’s in disparate markets or products. He idolizes people like John Paul Dejoria who started the Paul Mitchell Hair Product Line and Patron Tequila. While his background has always been in digital marketing and running his marketing agency Bedlam, as the Area Representative for the Los Angeles West area for Hammer & Nails, Minh saw an opportunity to get involved in a system that not only takes advantage of the ever expanding men’s grooming market, but it provides a service that has helped him maintain the health and aesthetic of his hands and feet for several years, as well. In addition bringing his marketing and entrepreneurial experience to Hammer & Nails, Minh has an MBA from The Haslam School of Business at The University of Tennessee.
Russ Gordon is an entrepreneur with over 30 years of real estate investing and development experience. In addition, along with his wife Shirley, they have owned and operated multiple luxury salons with a clientele that is literally international. Many celebrities have utilized the styling services of Russ and his wife including members of the cast of the show Housewives of Potomac. Russ is a visionary and feels that Hammer & Nails is a perfect compliment for his existing businesses.
Chris has a background in marketing, communications and fundraising, having produced a wide range of innovations over a long career for brands including LexisNexis, Lincoln Financial Group and the American Cancer Society. With degrees from the University of Maryland and Fairleigh Dickinson University, he is an avid tennis player and rabid New York Mets fan. He resides in central New Jersey.
“For me, the opportunity to help bring Hammer & Nails to the New York metropolitan area was simply too good to ignore. The style and sensibilities of hard-working New Yorkers matches up great with Hammer & Nails. This is something men are going to flock to and wonder how in the world they ever lived with out it!”
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