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 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 the growing men’s grooming 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 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!
Interested in becoming a Hammer & Nails Franchisee or Area Representative?
Ready to bring a Hammer & Nails | Grooming Shop for Guys to your community?
Click the button below and give us some basic information. We’ll promptly connect with you to help you understand the next steps to becoming our newest licensee! If you’ve got questions, we’ve got answers.
You can also contact our Director of Franchise Development
Prefer the old fashioned way? Give him a call at: