Glosshouz USA Franchise Founder's Story

Welcome to the Aesthetic Advantage Podcast

Welcome to the Aesthetic Advantage Podcast! Here, we explore the business of beauty, wellness, and medical aesthetics. Each week, we bring you insights into treatments, innovations, and strategies shaping the industry. If you're business-focused, find out what makes this franchise worth owning.

Good day, podcast listeners! In our very first episode, we start at the beginning with the story of Glosshouz. You'll hear directly from franchise founder Loni Le Van about how she created a beauty spa and med spa model designed not only to deliver exceptional client results but also to operate as a scalable, profitable, and fun business.

We'll cover her entrepreneurial journey, the treatments, and the innovations that set Glosshouz apart. Whether you're interested in aesthetics as a client, provider, or potential business owner, this episode will give you insights into what makes Glosshouz unique.

Let's dive into episode one.

My Entrepreneurial Journey

Hi everyone! My name is Loni Le Van, and I am the owner and founder of Glosshouz, USA Spa Center franchise. This is my entrepreneurial journey and the story of how I came to own my business called Glosshouz Spa Center in local Denver, Colorado. I am now franchising, and I am excited to let you know that we are expanding into different states. This is the story of my journey.

To kick things off, I wanted to start at the beginning so that you could get to know me and understand where I come from and what I'm all about. I was raised in Texas, down in Brownsville, by the border of Mexico. I was one of eight girls raised by my grandparents as a small child.

My biological mother abandoned me and my two sisters. My grandmother came to visit and found us alone in the apartment. She decided to adopt us. That is how I got started in life. I was fortunate that my grandparents really loved me, and they ended up raising eight girls together.

We lived down in the valley among the orchards of oranges and grapefruit. In our backyard, we grew cabbage and swam in the ditches, the irrigation canals. That was a fun way to grow up. As I grew older, we moved to Iowa for a short period, where my grandmother was from. We got to know some of her extended family, but I guess it was just too cold there.

Then we moved further south to Arkansas, where I went to high school. My high school was very small, with about 23 people in my graduating class. I graduated second in my class, so salutatorian, but of course, the bar wasn't very high in terms of education.

I had fun in that environment and got to play all the sports, even though I was terrible at them. I played basketball, volleyball, and softball. After I graduated, I moved to Texas with my sister, who was living there at the time. She was in the Air Force with her husband, and I met my first husband, who was also in the Air Force. I married him right away, after only three weeks of knowing him. Probably not the best decision as a 19-year-old, but I was very sheltered growing up.

Finding My Path

I didn't know how to do anything on my own. I was terrified to buy things in a store or go on a trip. It's hard to believe that was my mindset at the time. When I married him, he seemed very worldly and experienced, and I was impressed with that. I joined the Air Force Reserve, thinking it would be a good move for my first career position. It was a great experience. I loved being in the Air Force, going through basic training, and learning technical skills.

I ended up at Shao Air Force Base outside of Chicago, where I learned about computers and preparing reports for aircraft. After that, my ex-husband got deployed to Japan, so I went with him. I tried to create a path of my own by starting school remotely and taking college classes. Eventually, that marriage didn't work out. We just didn't have much in common and didn't want the same things in life, so I ended up divorcing.

At the time, I was expecting my first daughter. Having my daughter at such an early age made me realize that I needed to go back to school and finish my degree. I wanted to provide for her and me when we were alone. I moved back to the States to live with my sister in San Antonio and started going back to school, studying engineering.

My daughter, now all grown up, remembers when I used to bribe her to go to college seminars with me in the evening with McDonald's. Those were the days before devices and entertainment for children on phones. I worked two jobs while attending UTSA (University of Texas at San Antonio) and earned a degree in electrical engineering.

I was always good at math, but I didn't want to be a math teacher because I didn't think I could get ahead on that salary. I became an engineering major instead. I enjoyed the curriculum, learning about different systems, control systems, coding, and all the subjects we covered as engineers.

My first job out of college was as an application engineer for a telecom company called Marconi. Later, it became Tele Labs after a few acquisitions. I was a system engineer for Bell South, a regional Bell operating company out of Georgia. I interfaced with them about their lab systems and new products we were developing for their telecom deployments. It was a great career.

Eventually, I left that position after about seven or eight years and joined 3M Company. There, I developed fiber optic equipment systems and wireless network equipment. It was a wonderful experience, and I learned a lot about creating and developing innovative products.

Later in my career, I moved on to Hewlett Packard. I was hired as a global product marketing manager, developing notebook computers and tablets. While working there, I realized I was stuck in a rut, working in a corporate world where I was in a cubicle or meeting room all day. It became monotonous. I was one of hundreds of thousands of employees, and that set me on my journey to become an entrepreneur.

The Birth of Glosshouz

I wanted to create something of my own, and that's how I got onto the path of developing a new and exciting business called Glosshouz. At the time, I was still living in Texas, in the Houston metro area in The Woodlands. I came up with the idea to start my own business and talked to my then-husband about it. He thought it was a good idea and had an opportunity to move to Colorado for his sales position. We had always talked about moving to Colorado, which I love.

When he had the opportunity to move for his job, I made a deal with him: if I resigned from my current position, I would get started on my business idea in Colorado. He agreed, and that's how the idea came to fruition.

Once I decided to own my own business, I had to figure out what kind of business I wanted. I looked into various technology-type businesses and researched different franchises, including solar panel installation and cell phone repair companies. But after a while, I thought to myself, "Why don't I do something more fun?" I wanted to be at the front desk, checking out customers, getting to know them, and spending time with them.

I started looking into different franchises for beauty and wellness. I researched lash extension companies, blow-dry bars, and massage companies. In the end, I realized those companies had a maximum revenue and take-home pay of about $100,000, which was less than I was making at the time. I didn't want to work hard on a company only to make less compensation.

So, I decided to create a massive spa center where women could get all types of services done in one place. It would be a destination spa where you could order a beverage, have a snack, and spend all day if you wanted. Women have many things to keep up with, including hair, nails, Botox, and relaxation. I thought this was a great idea, and I became obsessed with it. That's how the idea of Glosshouz Spa Center was born.

I was excited about having a business run by women for primarily female clientele. Women take care of their families, children, and husbands, and we need a place where we can go to be taken care of. I loved that idea.

Naming Glosshouz

People often ask me how I came up with the name Glosshouz. It's not that exciting of a story. While working on names, I came up with "Hot" (H-A-U-T-E) and some crazy names, but none felt right. I asked my girlfriends back in Dallas for their opinions for almost a year while building the spa. Eventually, one of them suggested "Gloss." I loved the idea—gloss for glossy hair and nails—but it didn't feel big enough for what I was creating. So, I added "Houz" (H-O-U-Z) to the end. The URL was available, and that’s how I settled on the name Glosshouz for the spa center.

Overcoming Challenges

As you might guess, since I had never owned a business before, there were many things I needed to figure out. To name a few, I had to learn how to negotiate a lease, create a business plan supporting construction costs and rent, design and develop the spa center facility, advertise for a brand that offers various services, drive key performance metrics, and ensure profitability. The list goes on and on, and these are all things I've learned over time.

I once read in a business book that when you first become a business owner, you face monumental challenges that keep you up at night. You worry about them, and they take up all your energy. But eventually, you figure out the answers. You stick with it, come up with solutions, and keep facing new problems. Over the years, you encounter a problem, and you think, "Oh yes, I've dealt with this before, and I know exactly what to do." This realization was a big relief for me, as I began to understand how to be a business owner.

You don't have to learn everything on your own. You can also learn from others' experiences, which can shortcut your path to revenue and growth. Having someone to provide shortcuts and help with your business and culture can speed up your entrepreneurial journey.

Strategies for Growth

When it comes to strategies and approaches I've used to grow the business, my general strategy is the age-old saying: "Do unto others as you would want done unto you." I know that sounds simplistic, but it works in every scenario. In my spa center business, I want us to go the extra mile to make people feel welcome and comfortable, as if they own the place.

I love it when a guest walks into the spa and raises their hand, saying, "I'll take a mimosa!" It signals to me that they're happy and confident, and that's the best compliment ever. We never want anyone to be unhappy for any reason. Therefore, we empower our entire team to do everything possible to ensure our guests feel happier and more confident every time they leave the spa.

Over the years, after much fine-tuning, the business has evolved into a robust recurring revenue membership model. This model resonates with our guests and benefits our business. About 62% to 65% of our business revenues come from our BFF savings program members. These customers love Glosshouz, whether they come for one type of service or multiple services. We are the ideal location for that.

I introduced the BFF savings program about three years ago, in 2021. When I did, the business grew significantly. People would come to us for a specific service, find their provider, and keep returning. For example, someone might come for Botox every three months or find their hairstylist and return for balayage every six months. Once I introduced the BFF Savings Program, it rewarded people for trying different services. This helped our business grow significantly, as clients were happier trying various services all in one location.

The Future of Glosshouz

I am happy that the medical aesthetics part of the business has grown over time. I believe this is the best opportunity to evolve and grow with our clientele. Health and wellness are becoming a focus for more people, and I think this is a significant opportunity for Glosshouz. We are adding nutraceuticals, hormone therapy, peptide weight loss, and helping guests track their lab biomarkers to optimize their health.

If I could go back in time, I would have created the BFF savings program sooner. I also would have sought business consulting or read all the business books I’ve read lately before starting. One thing I realized is that developing a team culture is essential for a successful business. It may seem cliché, but it's true. You need to define your culture and what’s important to the team. Then, look for those qualities when interviewing. This approach will help develop a culture that is happy, motivated, and eager to help guests.

Glosshouz spa centers provide a destination facility, offering various services. The BFF savings program, unique to the industry, sets us apart. Providing all the different types of services we do—hair, skin, nails, massage, lashes, permanent makeup, medical aesthetics, lasers, peptides, and weight loss—requires developing processes and systems to train the team to be experts in their fields.

We have extra amenities for guests, such as lush spa robes, beverages, and refreshments, which encourage customers to return. Taking care of our team and helping them advance in their careers is essential. This dedication fosters a caring environment, making it a nice place to work. I love serving our clients; they are what makes us successful.

Ultimately, the reason to develop a business is to take care of the team, help them make a good living, and provide opportunities for success in work and life. We are lucky to be in this industry, doing something we love. My advice to anyone looking to start a business is not to settle for something you don't love. Business is hard, and you need to persevere. The only way to do that is to have a passion for what you're doing.

Building a Strong Team

In the beginning, I felt it was my responsibility to make every hire work. However, it's up to the individual to want to help grow this business. I need to find individuals who want to proactively help their team members and develop themselves and their careers. Once I find those people, they make Glosshouz great.

We are known for being the friendliest spa in town because we have fun working together and making our clients happy and confident. As the business has become more successful, I realized that to develop my team, I needed to grow as a leader and business owner. There are several ways to expand a business: organically building another spa center, seeking investors, or franchising.

I attended a NASDAQ Entrepreneurial workshop for women, where someone suggested franchising the business. I read "Franchise Your Business" by Mark Siebert and hired his organization to help me develop the franchise opportunity. As I explored this path, I realized that Glosshouz's success could help other entrepreneurial individuals wanting to enter the aesthetics and wellness industry.

I am passionate about helping other business owners develop themselves and their teams. The Glosshouz brand has a lot to offer. Our marketing machine, which cross-sells different services, is unique. The BFF Savings Program provides exceptional value for our guests, helping to grow the spa business.

The training systems and processes we have in place keep our spa fresh and growing, setting us apart. Our mission and vision are to genuinely care for our team and guests, ensuring they find a place they love to visit. What could be better than that? It’s a lovely place to work.

Join the Glosshouz Family

We are now offering franchise opportunities with the Glosshouz brand in many states, including Colorado, Arizona, Nevada, New Mexico, Oklahoma, Oregon, Pennsylvania, and more. If you're interested and would like to speak to me personally, please reach out.

You can go to franchise.glosshouz.com and fill out a form. We will get in touch with you as soon as possible. You'll want to visit the spa and see if you love the business as much as we do. We've recently started franchising and signed up one other franchise partner who will be opening a new location here in the Denver, Colorado area. Very exciting!

Thank you for joining us on the Aesthetic Advantage Podcast by Glosshouz. If you'd like to learn more about us, our treatments, memberships, and franchise opportunities, visit Glosshouz.com.

Until next time, stay inspired. Stay beautiful!