In this episode of Franchise Unfiltered, Wes sits down with Kurt Landwehr, founder and CEO of OVO Salons, to break down a salon franchise model that doesn’t fit neatly into the usual categories.

While OVO may appear to be an emerging franchise, the business itself has been operating successfully for 18 years in Atlanta, one of the most competitive salon markets in the country. What’s new isn’t the model...it’s the decision to franchise it.

Kurt explains how OVO blends commission-based stylists and chair rental under one roof, creating a hybrid approach that benefits both stylists and franchise owners. This structure allows stylists to grow their careers without leaving the salon, while giving owners flexibility to adjust their revenue mix as the business matures.

The conversation also explores the “massive middle” of the salon industry — a largely fragmented segment dominated by independent operators — and why OVO is intentionally positioning itself there rather than competing with discount chains or salon suites.

Wes and Kurt discuss who this franchise model is designed for, why no hair-cutting experience is required, and how leadership, management, and people skills matter far more than technical ability. They also cover investment ranges, build-out costs, scalability, and why OVO is built for multi-unit ownership, not owner-operators.

If you’re evaluating franchise opportunities and want to understand how a proven business can still be early in its franchising journey, this episode offers a clear, grounded look at how OVO Salons is approaching growth.

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