Heyday Announces Executive Hires To Take The Brand To The Next Level As It Plans For 300 Units In 5 Years

October 3, 2022

Leadership includes L5 Skincare CEO Patrick Ryan-Southern, alongside Heyday Director of Growth Dianne Dickinson and SVP of Marketing Joy Peabody.

Level 5 Capital Partners— the investment group behind brands like Heyday Skincare and Big Blue Swim School — has welcomed a new Chief Executive Officer Patrick Ryan-Southern to the fold. Ryan-Southern joins L5 Skincare focusing on one of Level 5’s captive franchisee platforms, Heyday.

An entrepreneurial executive and operations leader, Ryan-Southern began his career as a professional actor in U.S. theater and television. In 2012 he began working at indoor cycling phenomenon SoulCycle’s Tribeca location in New York City.

“At the time, there were seven SoulCycle studios in three states,” Ryan-Southern said. “In my tenure at SoulCycle, I worked in studios, ran field training, and eventually helped to develop and open more than 92 SoulCycle studios across the country.”

After that, Ryan-Southern moved to London to grow the brand in the U.K. and internationally, an experience he will build on with fast-growing skincare franchise Heyday as it revolutionizes the industry with personalized, accessible options.

“I’m thrilled to be joining the esteemed Level 5 team and I’m ready to jump in and get right to work,” Ryan-Southern said. “I hope I can bring my motivation, resilience, and optimism to the position and really build and lead highly effective teams to achieve amazing results.”

Current Level 5 executives tout Ryan-Southern’s years of experience and expertise in franchise development and anticipate a successful partnership going forward.

“Patrick is in a unique position to take on this role, with his previous experience growing SoulCycle to the exceptional brand it is today,” said Scott Thompson, partner and chief development officer at Level 5. “We’re looking forward to working with him and seeing what he can do for up-and-coming brands like Heyday.”

Level 5’s announcement of its new CEO comes on the heels of two other strong new hires for Heyday, rounding out a solid leadership team that’s ready to hit the ground running.

Dianne Dickinson, previously of eco-friendly skincare company bioClarity, has been named director of growth at Heyday. In her two years with bioClarity, Dickinson spearheaded growth and acquisition strategy for the brand, helping to build consumer awareness around the top-rated “clean, green” skincare brand, a skill that she’s now channeling into Heyday as it sets its sights on national expansion. 

Prior to Dickinson’s inclusion, Joy Peabody joined Heyday as senior vice president of marketing.

A graduate of Harvard Business School, Peabody came to Heyday after more than two years as the vice president of customer relationship management and loyalty at American fashion brand Tory Burch. While there, Peabody specialized in marketing efforts to drive customer loyalty. Before joining Tory Burch, Peabody worked in consumer engagement for the Estée Lauder Companies, handling influencer and content marketing strategies. Now, her position at Heyday rounds out an impressive career within the beauty and lifestyle industry. 

"I am inspired to be working alongside this team,” said Dickinson. “The vision and groundwork that has been laid puts us in the perfect position for growth and expansion across the nation. I have a deep passion for this industry and connecting people to brands they love so I am beyond excited to bring that to life here at Heyday!"

This new leadership is poised to bring a robust culture of success to Level 5 and to Heyday as the company makes plans for monumental franchise growth. With no brand leader in skincare wellness — a $7 billion service industry and a $100 billion online industry — Heyday has limitless potential to dominate any market.

Currently, Heyday has 11 existing locations in New York City, Los Angeles, Philadelphia, and Bethesda, Maryland, with franchise agreements to develop locations in Chicago, Austin, and Cleveland. The emerging brand is targeting expansion in 54 major metropolitan areas, including San Francisco, Seattle, Phoenix, Denver, Dallas, Austin, Houston, Chicago, Atlanta, Miami and Boston. Backed by a knowledgeable and experienced corporate team, the brand plans to grow to include more than 300 locations in the next five years.

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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