1851

In August 2021,&nbsp;<a href="https://franchising.heydayskincare.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-heydays-first-franchise-location-grew-to-750-plus-members-in-its-first-eight-months-2718861" target="_blank" rel="nofollow">Heyday</a>, the brand that’s reinventing skincare by making it more affordable and accessible to the masses, opened its first franchise location in Bethesda, Maryland. Just eight months later, the location has already grown its membership base to more than 750, has achieved profitability and is on pace toward its original goal of a two-year payback. This momentum can be directly attributed to the location’s ability to provide the world-class skincare experience Heyday has become famous for.That, and a creative marketing campaign dubbed “Project Glow-Up.”<a href="https://www.linkedin.com/in/patrickryansouthern/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-heydays-first-franchise-location-grew-to-750-plus-members-in-its-first-eight-months-2718861" target="_blank" rel="nofollow">Patrick Ryan-Southern</a>, president of L5 Skincare — which is both a subsidiary of Heyday investment partner&nbsp;<a href="https://www.lfivecapital.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-heydays-first-franchise-location-grew-to-750-plus-members-in-its-first-eight-months-2718861" target="_blank" rel="nofollow">Level 5 Capital Partners</a> and the brand’s largest franchisee — joined L5 in September 2021, about a month after the Bethesda location had opened. One of his first orders of business was to collaborate with the franchisor on a local marketing campaign to increase weekly appointments and get more first-time guests in the door.“We talk about education a lot at Heyday,” Ryan-Southern said. “Individuals who come to us for the first time — we educate them about their skin and how they can make changes to their routine. So we decided to implement that core tenet of education into our local marketing.”Heyday started in New York City in 2015 and has since opened corporate-owned locations in Los Angeles and Philadelphia. But although the brand has signed more than&nbsp;<a href="https://1851franchise.com/heyday/how-emerging-skincare-franchise-heyday-became-a-five-year-franchisor-in-year-1-2718115">120 franchise agreements</a> for new locations across the country, in most markets, the brand is still new.“Approachable and accessible skincare is a new concept for a lot of people,” Ryan-Southern said. “Not having to go into a spa, sit in a dark-lit room and disrobe before a facial — it’s all a new experience. So we designed Project Glow-Up to educate people about Heyday while extending an offer for a $59 first-time facial so they could experience Heyday for themselves."The $59 facial offer was more than a 50% discount for a first-time facial.“It really was a deal that people couldn’t say no to,” Ryan-Southern said. “Because we know that after their first experience, they won’t be able to say no to Heyday, either.”The Project Glow-Up campaign launched in October 2021, and in about a five-month span, the Bethesda location sold more than 1,000 first-time facials while converting over 42% of those first-time guests into Heyday members. It has also seen an increase of nearly 150% in the average number of weekly appointments. The offer has since been adjusted to include a $65 first-time facial — still a discount of roughly 50%.“Business has taken off,” Ryan-Southern said. “We are really happy with the results of this campaign, and now we're taking our learnings from what we did in Bethesda and applying it to other new shops opening this year.”L5 Skincare has an agreement to open 60 locations, and Bethesda was the first. With 16 locations slated to open in 2022, L5 is leveraging its unique relationship with Heyday’s corporate office not just to grow its own franchise business, but to create a blueprint for future Heyday franchisees.“We're really committed to figuring out what works at launch,” he said. “My biggest goal is obviously to build and scale each of our Heyday locations. But one of my objectives for this year is to nail our playbook so that it can inform future franchisee openings and set them up to succeed the way I believe we will.”Start-up costs to open a Heyday range from&nbsp;$768,300 to $1,012,300. For more information about Heyday franchising visit:&nbsp;<a href="https://franchising.heydayskincare.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-heydays-first-franchise-location-grew-to-750-plus-members-in-its-first-eight-months-2718861" target="_blank" rel="nofollow">https://franchising.heydayskincare.com/</a>.&nbsp;

How Heyday’s First Franchise Location Grew to 750-Plus Members in its First Eight Months

1851 Franchise

A creative marketing plan and a world-class experience for first-time guests helped propel the Bethesda, Maryland, location to profitability.

This brand page has been paid for by 1851. Content within this page that is paid will showcase a Sponsored icon. This means the brand has engaged 1851 FRANCHISE to write the content. Content without the Sponsored Icon is aggregated media placements the brand earned. Questions can be sent to editorial@1851franchise.com

how-heydays-first-franchise-location-grew-to-750-plus-members-in-its-first-eight-months

Children's Lighthouse

How Children’s Lighthouse Stands Out Among Other Children’s Education, Childcare, and Daycare Franchises

how-childrens-lighthouse-stands-out-among-other-childrens-education-childcare-and-daycare-franchises

The Growth Coach

The Growth Coach Franchise Costs, Fees, Profit and Data for 2025

the-growth-coach-franchise-costs-fees-profit-and-data-for-2025

One Hour Heating and Air Conditioning

Why One Hour Heating & Air Conditioning Sees People as the Power Behind Franchise Growth

one-hour-heating-air-conditioning-franchise-growth

Lawn Doctor

Design with photo of John Perry and Lawn Doctor logo

How a 20-Year Industry Veteran Tripled His Sales With a Lawn Doctor Franchise

lawn-doctor-franchise-success-story-john-perry

Fitness Premier

The Secret to Fitness Franchise Success? It's Not Just the Workouts

fitness-premier-franchise-marketing-support

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Development Website Builder

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

Design with American and Federal Reserve flags against light blue background

Federal Reserve Expected To Cut Rates by Quarter Point, a Move That Could Boost Franchise Growth

fed-rate-cut-boosts-franchise-growth

Potbelly to be Acquired by RaceTrac in $566 Million Deal 

racetrac-acquires-potbelly-in-566-million-deal

Health Care Hiring Slowdown Highlights In-Home Care Franchise Opportunities - 1851 Franchise Agg

Health Care Hiring Slowdown Highlights In-Home Care Franchise Opportunities 

health-care-hiring-slowdown-in-home-care-franchise-opportunities

Caribou Coffee Names Scott Kennedy CEO, Eyes Continued Growth

caribou-coffee-names-scott-kennedy-ceo-eyes-continued-growth

McDonald’s Launches New Extra Value Meals as Consumer Demand for Value Continues to Climb

mcdonalds-launches-extra-value-meals

1851 Franchise Deep Dive graphic with Sparkle Squad logo

Sparkle Squad Franchise Costs, Fees, Profit and Data for 2025

franchise-deep-dive-sparkle-squad-franchise-costs-fees-profit-and-data

graphic image of a financial deep dive of americas swimming pools co.

America’s Swimming Pool Company Franchise Costs, Fees, Profit and Data for 2025

americas-swimming-pool-asp-franchise-deep-dive

image of The Cleaning Authority Franchise Deep Dive Article financial investment details

The Cleaning Authority Franchise Costs, Fees, Profit and Data for 2025

the-cleaning-authority-franchise-deep-dive

JEI Learning Center Franchise Deep Dive 2025 - 1851 Franchise

JEI Learning Center Franchise Costs, Fees, Profit and Data for 2025

jei-learning-center-franchise-cost-profits-data

Hely and Hiral Patel Bring Their Longtime Dream to Life With The Brass Tap

brass-tap-franchise-pasadena-maryland-hely-hiral-patel

1851 Keyword - The Secret To Succeeding With a Part-Time Franchise Is Picking the Right Model

The Secret To Succeeding With a Part-Time Franchise Is Picking the Right Model

part-time-franchises-picking-the-right-model

Franchisee spotlight graphic with photo of Ricki Oberoi and Layne's Chicken Fingers logo

How Heyday’s First Franchise Location Grew to 750-Plus Members in its First Eight Months

MORE STORIES LIKE THIS