Elevating Salon Excellence: A Journey to the 2025 Phorest Salon Owners Summit in Dublin

By Jarred Stedman – Mocha Group GM

An Invitation to Inspire

When Phorest extended an invitation for mocha group to be the Official Media Partner and attend the highly anticipated Global Salon Summit in Dublin, I knew it was an opportunity not to be missed. As the media partner and General Manager of Mocha Group, I boarded a flight from Sydney, Australia, with the handpicked Phorest Australian team, ready to immerse ourselves in an event that promised to inspire, challenge, and elevate the industry we love.

Our delegation included Sandy Carty, Phorest’s Australian Country Manager; Kimberly Martin, Regional Marketing Manager; Bev Davis, Operations Manager; Jenna Michelle and Kalista, both Salon Business Consultants. With bags packed, visas in hand, and a newly created WhatsApp group to keep us connected, we embarked on what would become an unforgettable journey.

A Detour with a Difference

The itinerary was set. We were to meet other Australian salon owners in Dublin, including Kristian Tognini of Tognini’s and Hey Hair in Brisbane and Caroline Doley from SkinDeep Spa in Western Australia. However, travel, much like business, doesn’t always go to plan.

After 11 hours in the air, we were informed that due to extreme hurricane winds in Ireland (126 km/h!), our flight was grounded indefinitely. What was meant to be a short layover in Dubai stretched into a two-day detour. But rather than seeing it as an inconvenience, we embraced the adventure.

Dubai, a city built in just 40 years, is a marvel of modern architecture, luxury, and hospitality. With only our hand luggage, we made the most of our time, embodying the philosophy my wife and I live by when we travel: “Let’s do it like we’re never coming back.”

From dune buggies and sandboarding to camel rides and four-wheel driving, we seized the moment. We explored the architectural wonder that is the Museum of the Future and stood in awe before the world’s tallest building, the Burj Khalifa. It was an unexpected yet unforgettable prelude to the main event.

Arriving in Dublin: The Heartbeat of Phorest

Landing in Dublin, we were welcomed into a city brimming with history, warmth, and innovation. The Phorest Salon Owners Summit 2025 was about to begin, and the energy was palpable.

Now in its ninth year, the summit has become a beacon for salon professionals worldwide. With over 650 attendees, this was the largest Summit to date, a testament to Phorest’s commitment to fostering an industry-leading global community. The event brought together salon owners, industry leaders, and innovators, all united by a shared passion for growth and success.

Sandy Carty, Phorest’s Australian Country Manager, reflected on the significance of the event:

“I recently attended the 2025 Salon Owner Summit held in the home of Phorest’s Head Office in Dublin, Ireland.

The conference was an overwhelming success, with over 650 attendees (its largest attendance to date), cementing its place as the premier event for salon owners and industry professionals across the globe.

This year’s Summit saw an incredible display of community spirit, bringing together a diverse group of salon owners, industry leaders, and innovators. Over the two days, I felt a real sense of energy and camaraderie amongst the crowd and a real thirst and motivation for learning. The event provided the opportunity for attendees to connect, learn, and grow together in an atmosphere charged with inspiration and excitement.

I left the Salon Owners Summit with a deeper love for and connection to the industry, and I am more motivated than ever to help salon, clinic, and spa owners have their best year yet.”

The event’s theme, Elevate, perfectly encapsulated the mission: to rise above challenges, refine our strategies, and embrace the future with confidence. Phorest has long been more than just a software provider; it is a partner in growth, a visionary force helping salons define their own benchmarks rather than conforming to industry averages.

Lessons, Leadership, and Limitless Potential

The summit was meticulously curated, blending thought-provoking panels, interactive workshops, and networking opportunities that fostered deep connections. Industry leaders, entrepreneurs, and experts took the stage to share their wisdom.

Keynote speaker Ken Hughes captivated the audience with his insights on branding, consumer loyalty, and the psychology of customer engagement. His discussion on how businesses, much like cultural icons such as Taylor Swift, create tribal loyalty left many of us reevaluating how we connect with our clients.

The beauty industry’s leading voices, including Winnie Awa, Keya Neal, Tendai Moyo, and Dija Ayodele, shared invaluable perspectives on inclusivity, innovation, and adapting to the evolving landscape. Peigin Crowley’s powerful session on burnout and resilience struck a chord, reminding us that success is not just about business growth but also about personal well-being.

Ronan Harrington’s session on sustainable high performance emphasized the importance of balancing ambition with renewal. His candid discussion on anxiety, burnout, and the pressures salon professionals face resonated deeply, reinforcing the need for self-care in our industry.

Technology also took center stage, with Dr. Anne Marie Imafidon shedding light on AI’s transformative impact on the salon industry. Kati Whitledge’s session on mastering the client lifestyle provided actionable strategies for retention and engagement.

Phorest also welcomed key partners like Vish, Dermalogica, and Mya, who played a significant role in enhancing the experience, providing additional networking and educational opportunities that strengthened the industry’s global connections.

Beyond Business: A Celebration of Community

Phorest is known for its unique ability to blend professional development with moments of pure joy. From the electrifying energy of Bingo Loco to the unforgettable moment when our very own Australian General Manager, Sandy Carty, took the stage to belt out Ice Ice Baby, the summit was as much about connection as it was about education.

The final night’s celebration at an elegant, French-inspired venue was the perfect conclusion—a moment to reflect on the learnings, friendships, and inspiration gained over the past few days.

Looking Ahead

The Phorest Salon Owners Summit continues to set the benchmark for industry events, and the 2026 summit is already confirmed for January 25–26, returning to the Royal Convention Centre in Dublin.

With a reputation for innovation and fostering a strong sense of community, Phorest stands out as a leader in salon technology and business growth. Recognized among the Deloitte Fast 50, the company serves nearly 11,000 businesses worldwide and over 160,000 beauty professionals across 11 regions. With a presence in Ireland, the UK, Finland, the Netherlands, Germany, Australia, Canada, and the US, Phorest’s commitment to pushing the industry forward remains steadfast.

Reflecting on this experience—from the unexpected adventures in Dubai to the transformative days in Dublin—one thing is clear: the Phorest community is thriving, and the future is full of possibilities. For those ready to embrace growth, innovation, and connection, the journey is only just beginning.

@phorestsalonsoftware