300 Stores In 5 Years: Heyday CEO Adam Ross Shares His Vision For Franchise Growth

October 3, 2022

The co-founder of the emerging skincare franchise explains how the brand plans to achieve its aggressive development goals. 

Skincare is already a massive, $100 billion dollar industry. But Adam Ross, CEO and co-founder of Heyday, a fast-growing skincare franchise focused exclusively on improving the experience of facials, says the industry hasn’t even begun to tap into its true consumer potential. 

“The skincare industry is ready to be fundamentally transformed in the way that Uber transformed transportation and Spotify changed music services forever,” said Ross. “Despite its size, the category still has a very unsophisticated playbook. We’re changing that.” 

Ross believes that Heyday is set to become an industry-leading brand through a personalized, affordable and approachable skincare method, offering an exclusive focus on the facial paired with an aggressive franchise development strategy. The brand plans to have more than 300 stores open across the country in five years. 

So far, the brand is right on track. Since it began franchising in 2021, it has received an explosion of interest from potential franchise owners, especially among those already in the health and wellness space. Currently, Heyday has signed single unit agreements, as well as large multi-unit development deals in New York, Los Angeles, Chicago, Philadelphia, Atlanta, Cincinnati and beyond.  

“The high volume of interest that we have received right out of the gate as an emerging franchise brand is an encouraging start to say the least,” said Arielle Mortimer, Heyday COO. “We believe that, based on this initial reaction from franchisees, we will have no problem meeting our franchise goals for next year and beyond.” 

For Ross, the decision to begin franchising was an easy one since he strongly believes that local owners are best positioned to deliver on Heyday’s brand promise. “We need owner partners who are aligned with our core values and are ready to execute in order to provide a superior customer experience on a local level,” he said. 

By dominating the marketplace early with a business model that emphasizes skincare education, employee and customer satisfaction and strong unit economics, Ross says Heyday will be the defining skincare brand for a new generation. 

“Skincare is the second-highest daily routine in people's lives behind food and beverage, yet there is no single trusted brand,” said Ross. 

Currently, 70% of the store’s clients are under the age of 35, and more than 50% purchase monthly memberships. With its very modern approach to skincare service — including an online booking system that makes requesting a service as easy as ordering a ride-share — Heyday has garnered a Net Promoter Score of 85, ranking among the top brands in the world. 

But Ross is continuing to look beyond millennials to help grow its customer base. Gen Z, which comprises a whopping 32% of the global population, is even more skin-conscious. They are 10% more likely to have a facial care routine than Millennials, with three out of four stating they began using a facial moisturizer and cleanser before the age of 18, according to a recent study of Gen Z consumer habits.

For Ross, that means that Heyday is on the precipice of a huge opportunity. “We see ourselves as the number one skincare brand in the U.S. with massive opportunities for growth in nearly every market across the country,” he said.

Heyday’s startup costs range between $574,000 to $755,500, depending on which market the store is located. Other factors like design, configuration and labor costs will also impact the total investment. Click here to see the full cost breakdown.

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