Management Practices

Data Stories: Gene Juarez Proves Membership has its Privileges

Stacey Soble | May 24, 2017 | 8:50 AM

A few years ago, Scott Missad, CEO of Gene Juarez Salons and Spas, analyzed spa data from the organization’s 10 locations around Seattle and calculated that the average spa customer only visited 1.6 times per year. Determined to boost that frequency, Missad and his team launched the Gene Juarez spa membership program that now boasts more than 1,500 members committing to one spa service a month.

For a monthly price of $90, members have the choice of a 60-minute relaxation massage, a 60-minute body treatment, a 60-minute European facial or a combination spa manicure and pedicure. The membership services only can be booked Sunday through Friday, so they don't interfere with the already busy Saturdays in the spa. Members also enjoy 10 percent off any additional spa services an 20 percent off skin care and spa beauty products.

When clients sign up for the club, they commit to six months. Their credit cards are automatically billed the first of the month, and for clients who don’t manage to make it in over the month, their service can't be rolled over.  To further boost membership sales, Gene Juarez periodically offers a seventh month complimentary when clients commit to the six-month membership enrollment.  

“Our leadership and marketing teams figured out how to make this work, and it’s been fantastic,” Missad says. “It’s guaranteed spa income each month, and the club members serve as a test market for the salon – for example, we recently launched microblading services and sent the members offers to sample the service.”

Missad will be sharing the story of his membership program along with other ideas of segmenting his market and harvesting the data to design programs that engage clients in his presentation at Data-Driven Salon, which will be held in Atlanta June 25-26. For more information on the event and to purchase tickets, visit


More from Management Practices

Management Practices
Management Practices

Dos and Don’ts When Communicating with Upset Guests

July 31, 2018

They say the key to every great relationship is communication – and handling a guest complaint is no different. It’s not ideal to have to communicate with an upset guest, yet we’ve all been there and it’s likely we’ll be there again someday. Here are the dos and don’ts to keep in mind to help you successfully communicate with upset guests.

Management Practices @vanessapalstylist cutting a precision bob hairstyle. 
Management Practices

SALON TODAY RECOMMENDS: Strategies for In-Salon Education & Minimizing Stylist Turnover

Lauren Salapatek | May 4, 2018

What kind of continuing education do you have at your salon? Are you inspiring your employees to reach their full potential? This month Aveda Means Business covers topics from in-salon education to minimizing stylist turnover. Learn some ways on how to attract stylists who are passionate about the business and who will fit in with your salon’s culture.

Management Practices Sponsored by L'Oréal Professionnel

OWNER TO OWNER: The David Rios Salons’ Secrets to Providing 5-Star European Service for the Country’s Most Demanding Clients

May 2, 2018

Many of the country’s most brilliant, talented and powerful people live and work in the Georgetown neighborhood of Washington, D.C. They’re politicians, diplomats, attorneys. Also professors and students at the nation’s top universities. So, if you’re servicing these people in your salon, you had better be at the very top of your game.

Load More