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From the filings

+3.09% units YoYMandated tech stackHQ-led decisions

Phenix Salon Suites

Personal services

Phenix Salon Suites requires franchisees to purchase its Gina's Platform suite management software solely from the franchisor and to onboard every location and salon professional onto the Gina's Platform mobile app. The system runs 399 studios, 367 franchised, with franchised outlets growing 3.1% year over year and a $486,878 Item 19 average for the surveyed 131-location cohort.

For software vendors selling into US franchise brands.

Live signals

Total units
399
367 franchised
Unit growth YoY
+3.09%
vs prior filing
AUV
$487K
Item 19, 2024
Royalty
—
of gross sales
Ad fund
3%
national + local
Initial fee
$53K
per unit
Investment range
$721K–$2.43M
all-in, Item 7
Procurement
Approved supplier
from the filing
Item 19
Claims
from the filing

Ongoing fee load

What the operator pays every month

The recurring percentage of gross sales named in this filing. It is a floor, not a total — the filing discloses one of the two headline fees.

3%+of gross sales (FY2025)

Ongoing fees: 3% of gross sales (FY2025)Ad fund 3%. Total 3% of gross sales, from the fees this filing discloses. Drawn against a 15% reference scale.

15% reference

Ad fund 3%

Franchisor behaviours

What the franchisor requires

22 requirements the franchisor states in this filing, each in its own words; 4 explicit no's; 8 questions the text does not settle, which is not a no.

Accounting

Does the franchisor have direct or independent electronic access to the franchisee's financial, sales or customer records?

Yes

Item 11

We will have independent access to all of the pertinent information applicable to the Business stored in the Computer System.

How the franchisor buys

Is the franchisor or an affiliate itself a supplier of required products, services or systems?

Yes

Item 8

During fiscal year 2024, our affiliate, Phenix Salon Products, derived $8,450.00 in revenue from selling items to salon professionals that work for franchisees that operate a Phenix Salon Store.

Does the franchisor reserve the right to change designated suppliers or systems at any time?

Yes

Franchise agreement

7. Discontinue selling or offering for sale or using any products or services that FRANCHISOR may, in its absolute discretion, disapprove or delete from its standards and specifications for any reason whatsoever or for no reason whatsoever;

Item 8 gives this proportion in one of two shapes: separate percentages for establishing the business and for operating it, or one figure covering "establishing and operating" together. Where they are separate, answer with the operating percentage; where the passage gives only the combined figure, answer with that. What percentage of the franchisee's purchases must come from designated or approved suppliers?

60

Item 8

approximately 60% of your total purchases and leases while operating your PHENIX SALON SUITES® Business.

Does the franchisor charge a fee to evaluate a proposed supplier?

Yes

Item 8

We may charge you or the supplier a reasonable fee not to exceed $5,000 for the evaluation and will decide within a reasonable time (generally no more than 30 days) whether to approve the supplier.

Can a franchisee propose a new supplier for the franchisor's approval?

Yes

Franchise agreement

If FRANCHISEE desires to purchase the items from an unapproved supplier, FRANCHISEE shall submit to FRANCHISOR a written request for such approval.

Communications

Does the franchisor own or control the business telephone numbers, or take them over when the agreement ends?

Yes

Franchise agreement

N. Telephone Numbers of Business FRANCHISEE understands and agrees that the telephone number(s) for the Business constitute a part of the System and are subject to the restrictions of this Agreement.

Franchise management

Must the franchisee participate in a customer-satisfaction or net-promoter survey program?

Yes

Franchise agreement

FRANCHISEE shall cooperate and assist FRANCHISOR with any customer or marketing research program that FRANCHISOR may institute from time to time.

Does the franchisor conduct periodic inspections, audits or evaluations of the franchised business?

Yes

Franchise agreement

FRANCHISEE shall permit FRANCHISOR and its agents or representatives to enter the Business at any reasonable time for the purpose of conducting inspections

Can the franchisor change the operations manual and brand standards unilaterally?

Yes

Item 11

We may modify the Operations Manual periodically to reflect changes in System Standards.

Must the franchisor approve the franchisee's site or location before opening?

Yes

Item 12

When you purchase a Franchise, you will operate the Business at a location that we approve.

Marketing

Is the franchisee prohibited from operating its own website or social media accounts, or required to use pages the franchisor provides?

Yes

Item 11

You may not develop, maintain, or authorize any Website that mentions or describes you or the Business or displays any of the Marks.

Is a minimum grand opening advertising spend required?

Yes

Franchise agreement

FRANCHISEE must spend at least $10,000 on initial marketing expenses from the Lease signing date through the first three months of operation, which shall include, but not be limited to, FRANCHISOR “COMING SOON” banner(s) or window clings, craigslist, marketing cards, META, and/or Google advertising.

Is the franchisee required to spend a minimum amount on local advertising or marketing, as a percentage of sales or a fixed amount?

Yes

Item 11

Thereafter, you must spend at least $1,000.00 per month to advertise and promote your Business (including the costs of listing your location online, social media, flyers, open house events

Operations

Must the franchisee buy products from a designated distributor?

Yes

Franchise agreement

FRANCHISEE shall purchase all furniture, fixtures, furnishings, signs and equipment, and products used in the operation of the PHENIX SALON SUITES Business as FRANCHISOR may specify from time to time, solely from suppliers who demonstrate to FRANCHISOR’s continuing satisfaction an ability to meet FRANCHISOR’s…

Must equipment be purchased from designated or approved suppliers?

Yes

Item 8

In addition, you must purchase the Point of Sale (POS) System, if you elect to operate a Phenix Salon Store at your Business location, and all of your furniture, fixtures, equipment, furnishings and signs from designated or approved suppliers.

Payments

Are royalties and other fees collected by automatic bank debit (ACH or electronic funds transfer) from the franchisee's account?

Yes

Item 6

We will debit the EDTA for these amounts on their due dates.

People

Does the franchisor require minimum staffing levels or specific roles?

Yes

Item 15

System Standards may regulate the Business’s staffing levels, identifying the Business’s personnel, and employee qualifications, training, dress, and appearance.

Point of sale

Must the franchisee use a specific point-of-sale system designated or approved by the franchisor?

Yes

Item 11

If you elect to operate a Phenix Store, which is optional, you must also purchase and use a POS System that meets our specifications and requirements in connection with the operation of the Business.

Does the franchisor have independent access to the data in the franchisee's POS or computer system?

Yes

Item 11

We will have independent access to all of the pertinent information applicable to the Business stored in the Computer System.

Training

Can the franchisor charge the franchisee for additional, refresher or remedial training?

Yes

Item 6

Additional Training $250 per day plus Before training or We may charge you for training; for refresher expenses for assistance begins training courses; and for additional or special training at our assistance or training you need or request.

Is attendance at an annual convention or conference mandatory for the franchisee?

Yes

Item 15

The Managing Owner must (i) attend and successfully complete all training required by us under the Franchise Agreement, (ii) attend the annual meeting of the franchisees in the event such meeting occurs, and (iii) devote his or her full-time and best efforts to the supervision and conduct of the Business.

The filing answers no to 4 questions
  • Is there a franchisee advisory council, association or committee?Item 20
  • Does the franchisor or an affiliate receive rebates, commissions or other revenue from designated or approved suppliers?Item 8
  • Must the franchisee participate in a regional advertising cooperative when one exists?Item 11
  • Must the franchisee use a CRM system designated or approved by the franchisor?Item 8

Who buys here

The buyer at this brand

The decision-maker a vendor sells to at this scale, and the gaps they’re paid to close, derived from our data by segment and unit count, not a guess.

Sales LeaderRegional 100 499

HQ leadership: CEO/President + VP Ops/Franchise + a first dedicated IT/systems owner.

VP SalesHead of SalesCROSales Director
  1. With 298 active personal services brands, I can't see which ones are growing or have the tech gaps my product fills, so I waste weeks chasing the wrong targets.A rep burning 10 hours/week on manual research at $50/hr loses $26,000/year. FranCloud's fit_scoring and corpus_search surface high-fit brands in seconds, reclaiming that time for selling.
  2. 63.5% of personal services brands mandate no POS system, but I can't identify the 108 that do without digging through hundreds of FDDs.Manually reviewing one FDD takes 3+ hours. At 108 targets, that's 324 hours. FranCloud's tech_landscape reveals POS mandates instantly, turning a $16,200 research slog into a single query.
  3. 91.6% of brands don't mandate a CRM, but the 25 that do are hidden in static reports, delaying my outreach to high-intent prospects.Landing one CRM-displacing deal in this segment can yield $30k+ ARR. FranCloud's find_lookalikes pinpoints those 25 brands and their peers, accelerating pipeline by months.

The vendor opportunity at Phenix Salon Suites Phenix Salon Suites runs 399 personal-services locations, 367 of them franchised and 32 owned and operated by affiliate Phenix Company Store, LLC. Franchised outlets grew 3.1% year over year, and Item 19 discloses a $486,878 average for the 131 franchised locations that responded to a survey out of 340 eligible locations.

Who controls software purchasing Phenix sets its required software policy centrally. President and CEO Brian Kelley leads the organization, alongside co-founders Jason C. Rivera, the Chairman, and Gina L. Rivera, the Chief Brand Ambassador, with Jerry Griffith serving as Executive Vice President of parent 1929 Holding.

Tech named in the FDD, and what is actually required Every location and salon professional must be onboarded onto Gina's Platform, Phenix's mobile app program, and franchisees must purchase the Gina's Platform suite management software solely from Phenix — no alternative supplier is permitted for that software. A point-of-sale system is required only if a franchisee elects to operate a Phenix Salon Store, an optional business format, and that POS system is currently included in the Gina's Platform software package at roughly $200 per month per location. The rest of the computer system may be bought from any supplier, so long as each component meets Phenix's specifications. Franchisees must also use the Phenix Salon Suites email address Phenix provides, and each location runs an onsite salon-professional directory, currently supplied through a third party (The Media Display, LLC) or through the Gina's Platform directory package.

Procurement, renewals, and timing Item 8 runs an approved-supplier list: beyond Gina's Platform software and, for Phenix Salon Store operators, proprietary or private-label products, Phenix estimates required purchases run 80% to 90% of what a franchisee spends establishing the business and about 60% of what they spend operating it. Franchisees can request approval of an alternative supplier by submitting information, specifications, and samples for review.

How to read the Phenix Salon Suites FDD The embedded PDF viewer below holds Phenix Salon Suites's 2025 Franchise Disclosure Document. Item 8 covers the Gina's Platform and POS procurement rules above. Talk to FranCloud for a ranked list of franchise systems where your product fits this well.

Questions vendors ask

Phenix Salon Suites, answered from the filing

Phenix Salon Suites sets its required software list centrally. President and CEO Brian Kelley leads the organization, with co-founders Jason C. Rivera, the Chairman, and Gina L. Rivera, the Chief Brand Ambassador, named alongside him in Item 2.
Phenix requires franchisees to purchase the Gina's Platform suite management software solely from Phenix, and to onboard salon professionals onto the Gina's Platform mobile app. A POS system is required only if a franchisee elects to operate a Phenix Salon Store, an optional format; it is currently included in the Gina's Platform package.
Phenix Salon Suites operates 399 personal-services locations, 367 franchised and 32 owned and operated by its affiliate Phenix Company Store, LLC.
Item 8 runs an approved-supplier list: Gina's Platform software must come only from Phenix, and franchisees must buy their furniture, fixtures, equipment, furnishings and signs — plus the POS system, if they elect the optional Phenix Salon Store — from designated or approved suppliers. Franchisees may propose an alternative supplier for approval.
Franchised outlets grew 3.1% year over year against a $486,878 Item 19 average for the surveyed cohort — a growing system where new-studio openings are a recurring, near-term trigger for the required Gina's Platform onboarding.
The embedded PDF viewer below holds Phenix Salon Suites's 2025 Franchise Disclosure Document — Item 8 covers the Gina's Platform and POS procurement rules cited above.
Source

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Phenix Salon Suites2025 FDDView only

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Operator footprint

Who runs the locations

160 operators run 160 mapped locations. 0 of them are multi-unit. Aggregate counts from the filing; no names.

Operators by units owned

Single-unit160

Top states by locations

TX31
FL28
NJ15
NY13
GA12

Ownership

The portfolio behind Phenix Salon Suites

unknown of phenix 1929 holding.

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Primary franchise filings · updated September 2026. Every figure is source-traceable and QA-checked.