Thriving Stylist Podcast #409

Episode Title: The 9 Numbers That Measure Growth Potential in a Stylist’s Business
Host: Britt Seva
Date: October 27, 2025

Episode Overview

In this episode, Britt Seva dives deep into the nine key business metrics that accurately measure a stylist’s growth potential. Drawing on her vast experience coaching over 17,000 stylists and salon owners, Britt breaks down the data points that truly predict business success—many of which might differ from the industry’s traditional benchmarks. She also shares updated strategies, practical advice on tracking these numbers monthly, and insights into which common metrics are less relevant today.

Key Discussion Points & Insights

Rethinking Traditional Metrics

• Britt notes that traditional metrics in the salon industry are no longer the gold standard for measuring success, especially given the varied schedules and goals of modern stylists.
• "I'm not a fan ever of coaching systems where every stylist needs to reach the same level of metrics in order to be deemed as successful." (05:23)

The Complexity of "Enough"

• The concept of having "enough" (clients, income, demand) is highly individualized.
• Factors like full-time versus part-time work, income goals, and whether styling is a primary or supplemental income all play a role.
• "Enough for even those two different people is going to be different. That's why I'm not a fan ever of coaching systems ... where every stylist needs to reach the same level." (06:52)

The 9 Essential Metrics to Track

1. Total Revenue Received
   • Track monthly revenue meticulously.
   • Having a separate business bank account and consistent bookkeeping is essential for both tax and growth purposes.
   • “You better believe I know down to the penny how much money my business makes every single month. This is not our hobby, this is our business.” (10:54)
   • Due to inflation and cost of living, aim for at least 6% annual growth in revenue to maintain your lifestyle. For lifestyle improvement, target 15%. (12:29)
2. Total Guests Seen Monthly
   • Important mostly to detect changes impacting revenue or to track price point adjustment.
   • Revenue growth is more significant than guest count alone.
   • “If guest count dips but revenue increases, you're winning. That’s called scaling.” (16:09)
3. Total New Guest Requests
   • The number of inquiries shows demand for your services, regardless of whether you can accommodate them.
   • More valuable for assessing marketing effectiveness and pricing strategies than guests seen.
   • “I actually don’t care if you see them or not. I care if they’re calling, asking for you.” (17:50)
4. Utilization Percentage
   • Percentage of available working hours spent on revenue-producing appointments.
   • Helps to diagnose inefficiencies, schedule gaps, and maximize earning potential.
   • “You could be working five days a week, but only operating at 30% utilization. That’s very dangerous.” (19:26)
5. New Guest Retention
   • Percentage of new clients who return for a third visit.
   • Aim for at least 30% retention of new clients to visit #3 (industry average).
   • “On average, a stylist retains 30% of the new guests they meet to visit number three… 70% will not stay with you for three visits.” (22:36)
6. Existing Guest Retention
   • Measures loyalty of existing clients year over year.
   • Exceptional retention is keeping 90% of base clients annually; 70% is considered very good.
   • “Nobody has 100% retention ... exceptional base clientele retention is 70%.” (25:30)
   • Britt recommends running retention calculations quarterly for accuracy.
7. New Google or Yelp Reviews
   • Monthly count of fresh online reviews. Recency (last 30 days) is now critical for prospective clients’ trust.
   • “70% of review readers only trust reviews that were left in the last 30 days.” (30:58)
8. Total Expenses
   • All business expenses must be tracked monthly, including rent, supplies, and continued education.
   • For commission stylists, this includes the salon's share of service revenue.
9. Total Profit
   • Net income after expenses.
   • Knowing your true profit is essential, regardless of your employment model.

Recap Quote

“You all should know these nine metrics. Every single month you have to. [They’re] really, really important.”
— Britt Seva (33:24)

Memorable Quotes & Moments

• On Tracking Revenue:
  "It never ceases to amaze me when I talk to a stylist and I say, how much revenue did you do last month? And they say, I don't know, but I could look it up. You better believe I know down to the penny..." (10:54)
• On Utilization:
  "You could be working five days a week, but only operating at 30% utilization. That's very dangerous." (19:26)
• On New Guest Requests:
  "It's a really important metric in your business because it shows your current demand. When we're looking at demand, it deeply impacts pricing and marketing." (17:50)
• About Retention Calculations:
  "If your booking system only has one metric and the metric is called retention, I promise you, it's wrong. So we coach to doing these numbers manually..." (27:03)
• On the Power of Reviews:
  "There is nothing more important than Google and Yelp reviews in your business today when it comes to growing fast." (30:58)
• What She Left Out:
  • Retail sales and pre-booking are no longer critical. Retail often yields less benefit than assumed after factoring in costs and commissions.
  • Pre-booking no longer directly correlates with faster growth/income. “I no longer have tangible data that proves if stylists pre-book, they will make more money and grow faster.” (38:06)

Why Certain Metrics Are Left Out

• Retail Sales & Retail-to-Service Percentage
  • Useful for salon owners, but moving product doesn't necessarily net strong profits.
• Pre-Booking Percentage
  • The industry has changed; pre-booking no longer predicts success and often leads to schedule chaos and more cancellations.
  • "It's not that it's the worst, it's that I don't have data that shows it positions you at an advantage." (38:06)

Recommended Tracking Structure

• Track All 9 Metrics Monthly: Use a physical planner, app, or software—just be consistent.
• Retention Metrics: Track quarterly for clearer trends.

Timestamps for Key Segments

• [03:36] — Introduction to why growth metrics matter & Britt’s coaching background
• [06:52] — The nuance of “enough” and personalized success metrics
• [10:54] — Revenue tracking essentials
• [16:09] — Why guest count is less critical than revenue
• [17:50] — Importance of new guest demand
• [19:26] — Utilization explained
• [22:36] — New guest retention rates
• [25:30] — Existing client retention & how to track
• [30:58] — The new priority of Google/Yelp reviews
• [33:24] — Recap of all nine numbers
• [36:50] — Why retail sales and pre-booking are no longer key
• [38:06] — Data-driven revision of success benchmarks

Final Thoughts

Britt Seva’s perspective is rooted in real industry data and the changing realities of the salon business. She urges stylists to focus on these nine metrics, track them consistently, and avoid outdated measurements that no longer drive—or accurately reflect—success.

“If we're seeing growth in those areas month over month, quarter over quarter, year over year, we're probably in great shape.”
— Britt Seva (41:09)

For more resources: Check out Britt’s “Wealthiest Year Yet” planner for structured business tracking.
Listener Note: Skip the hype—focus on real data, intentional business practices, and the metrics that actually matter.