The Story Behind Mooeys Memberships

Originally published on LinkedIn, 27 November 2025.

If you’ve followed me for a while, you’ll know I don’t make business decisions on a whim. I make them with my heart, my head, and usually a spreadsheet… sprinkled with a little Mooeys magic.

So today, I want to share the real story behind Mooeys Memberships — not just what they are, but why they exist, how they came to life, and why they’re such a powerful strategic move inside a beauty salon franchise.

This isn’t a corporate announcement. This is story time with Amy. Grab a cuppa.

We launched memberships across six of our seven Mooeys salons last week. Within days, nearly 100 clients had signed up.

Amazing, right? But here’s the truth:

This wasn’t an overnight idea. This was a year-long project rooted in psychology, behaviour, business strategy, and understanding what our clients really want.

Because for years I’ve watched clients:

And I thought…

What if we could create something that gives them permission to choose themselves? Regularly. Happily. Without guilt.

That became my why. And once my why is clear — the rest always follows.

Alongside the heart-led reason, there was the strategic one:

Memberships create stability. Predictability. Recurring revenue. Higher salon valuations. More financial confidence for franchise partners. And ultimately… choice.

Something I encourage every salon owner to think about — whether it’s day 1 or day 1,000 — is their exit.

Not because they’re leaving. But because they’re building an asset.

A Mooeys salon is something you can scale, sell, expand or pass down. Memberships strengthen that asset. They turn a beautiful, community-driven salon into a commercially powerful business model.

Heart + strategy = Mooeys.

The real spark? It happened on a girls’ weekend in Liverpool.

I was sitting in bed at the Hope Street Hotel, coffee in hand, chatting business with my best friend at 7am — because yes, that’s my idea of holiday relaxation.

And she asked me this one question:

“What would make your regular clients choose you every single month without even thinking about it?”

And that was it. The moment the seed was planted.

We talked about consistency. Behaviour. Value. Ease. Habit building. Guilt-free self-care.

I left that weekend knowing exactly what needed to happen. The idea was born. The work began.

I didn’t want a membership that was “clever.” I wanted one that actually worked for real clients, real diaries and real life.

So I did three things:

I expected maybe 40 responses. We got nearly 400.

They didn’t hold back — and I loved it. They told me:

Their honesty built the blueprint.

“What would make YOU excited to pay for something every month?” “What feels special?” “What feels unnecessary?”

And the answers shaped everything from price point to perks.

What do clients already book monthly? Or fortnightly? Or seasonally? Where is the sweet spot of “affordable but valuable”?

Because memberships aren’t about locking people in. They’re about creating something they want to stay in.

Here's the thing most people don’t see:

A membership model is deceptively har, unless your business model is already tight.

Most salons offer 50+ treatments. We don’t. We specialise. This makes pricing, consistency and client commitment achievable.

And this is one of the biggest gifts of joining a beauty salon franchise:

You’re not building alone. You’re not testing alone. You’re not taking big financial risks alone.

We test it. We refine it. We perfect it. Only then do franchise partners get it. In this case though, nearly all of them wanted in on the same launch day.

Memberships are now a proven asset — not an experiment.

Each salon released only 10–20 spaces depending on what they could sustainably manage.

Every single one sold out from the waitlist.

Memberships aren’t purchasable online. They’re in-person. Concierge only. Reserved for clients who’ve visited at least six times. This isn’t a “drop-in and grab a discount” model. This is for the Mooeys superfans — our ride-or-die clients.

People who:

(You know the type. You might even be the type.)

I’ll never make Mooeys 100% membership-only — inclusivity matters too much for that.

But the demand? It’s growing every single day.

Will we become a majority membership model? Maybe.

The next year will reveal that.

But what I do know is this:

✔ memberships elevate the client experience ✔ they elevate the franchise network ✔ they elevate salon value ✔ they elevate owner confidence ✔ they create choice — the most important thing any business owner can have

And all of that supports our long-term strategy as a franchise.

This is what real innovation looks like:

✨ client-led ✨ tested properly ✨ built slowly ✨ refined thoughtfully ✨ launched strategically ✨ designed for long-term value

And here’s the franchise advantage:

You never have to figure this out alone. We’ve already done the heavy lifting. We’ve done the testing, tweaking, planning and perfecting. So you can simply run the model — and grow.

We’re only getting started. 🐮✨

If you’re curious about franchising, scaling your salon or converting an existing one into a Mooeys — my inbox is always open.

Let’s make some mooves 💛

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