876 Kara Holden: Glow and Grow

Melinda Wittstock:

Coming up on Wings of Inspired Business:

Kara Holden:

I would say that 99% of my airbrush technicians, my teammates, our clients, they were clients first. They came in, they were, they were passionate about the business. They wanted to be tan. They love making people feel confident and beautiful and get them glowing for all their special events. And it was through first just building that relationship with them as a client that I was like, okay, yes, we’re hiring

Melinda Wittstock:

You know you’re onto something special when your customers want to work for you, and even become franchisees. And all the better when your mission is all about empowering women as entrepreneurs, like Kara Holden who is busy building her natural airbrush tanning franchise business A-GLOW. Today we get into what it takes to build a successful franchise business and why magic happens when women genuinely support each other in business and in life.

Melinda Wittstock:

Hi, I’m Melinda Wittstock and welcome to Wings of Inspired Business, where we share the inspiring entrepreneurial journeys, epiphanies, and practical advice from successful female founders … so you have everything you need at your fingertips to build the business and life of your dreams. I’m all about paying it forward as a 5-time serial entrepreneur, so this podcast is all about catalyzing an ecosystem where women entrepreneurs mentor, promote, buy from, and invest in each other …Because together we’re stronger, and we all soar higher when we fly together.

Melinda Wittstock:

Sometimes, life’s scariest moments can lead to its biggest opportunities. Today we meet an inspiring entrepreneur whose skin cancer scare was the catalyst that propelled her into innovating a safe tanning alternative to harmful UV rays with a food-grade DHA solution for that perfect sun-kissed look without the sun.

Melinda Wittstock:

Kara Holden is the founder and CEO of AGLOW, a growing airbrush franchise business. What began as a one-woman effort has bloomed into a collaborative mission to empower women with business opportunities along with confidence-boosting and healthy beauty solutions. Today Kara opens up about the challenges and triumphs of franchising, sharing her insights into the meticulous process of standardization to ensure a consistent and high-quality experience across all locations—a key to the success reminiscent of giants like Starbucks and McDonald’s. We talk about how to select the right franchisees, choosing the best locations, and how to unite a team around a shared purpose and passion. Kara will be here in a moment, and first,

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Melinda Wittstock:

There are lots of ways to build a successful business, and wherever you start, you realize hopefully sooner than later that business is all about relationship and community. And when women build and leverage their networks, particularly with other women, we’re unstoppable.

Melinda Wittstock:

Relationship is the secret of success for Kara Holden, the founder of the growing natural airbrush tanning franchise company AGLOW. Kara’s customers often become her team members, and even franchisees. We’re going to go deep into the franchising world today, as well as the secrets of team building and much more.

Melinda Wittstock:

Let’s put on our wings with the inspiring Kara Holden and be sure to download the podcast app Podopolo so we can keep the conversation going after the episode.

[INTERVIEW]

Melinda Wittstock:

Kara, welcome to wings.

Kara Holden:

Hi. Thank you so much for having me. I’m so excited.

Melinda Wittstock:

Well, you were a big expert in the tanning space, and then there was some spark that made you think, ah, I can do it better myself. I’m going to start a business, and AGLOW is the result. What was that spark? What made you want to be an entrepreneur and pioneer in this space?

Kara Holden [00:00:33]:

I had a skin cancer scare, and it ended up being just a little, like, they had to have a little something removed. And it was just pre cancer, but it was something that I was like, okay. It prompted enough for me to be like, there must be a better way. So, years and years ago, I’d done, like, the beds, the booths, all that stuff, and also even tried, like, the spray booths, but I just could not find the right thing for me. And once I had that skin cancer scare, I was like, there has to be a better way. And that was how I looked into airbrush tanning.

Melinda Wittstock:

Okay, so tell me about airbrush tanning. Tell me a little bit about how it works.

Kara Holden:

Yes, so definitely, it’s all natural. Our solution is a food grade-based solution. So, we always joke that it might not taste the best, but technically, you could drink it. It’s all natural. And it’s the difference where sometimes people are like, explain a little bit more about that, about the airbrush tanning. It’s a process where DHA is the main tanning ingredient, and that is dihydroxyacetone, and that is what is the main ingredient that’s going to be in all the self-tanning lotions that you’d find in the stores and in the solutions that we spray with.

Kara Holden:

We kind of give an example of, like, an apple. And when you cut an apple and it sits out, it has a biochemical reaction where I was telling everyone, no chemicals, just biochemical reaction, where the apple, the inside, will naturally brown. And that is the same thing with the solution. We’re applying it to the skin. It’s just working on that top layer of the skin to produce a brown appearance. So, you know, the tan itself is only going to last for about a week to ten days, depending on one skin tone and how well someone would naturally tan, whether they’re fair, medium, or olive. But the result lasts for about that duration of time because it’s just on the top layer of our skin.

Kara Holden:

And as our skin cells naturally shed, it takes the tan with it. So, we have clients that come weekly, biweekly, and then we have the ones that just come for, like, events and, you know, fun little life things, vacations, and weddings and all that stuff.

Melinda Wittstock:

So, if you’re going on vacation and you don’t want to look, like, bright white or something like that.

Kara Holden:

Absolutely. A lot of times we will hear the clients say when they come in, they’re like, I’m going on vacation. I put on the bathing suit, and I made my appointment. They’re like, yep, I can’t go on vacation like this. And it’s become such another thing that we just kind of joke around with, with our clients. It just is the thing to do now that you, they come in and get their tan, and then they go on vacation, and they don’t need to worry about baking in the sun or laying out. It’s almost like a thing. If you’re going to go on vacation, you want to feel like you’ve got some color or whatever. And, and when the clients come in and tan, then they’re all set, and they can just go on with their day. They can stay out of the sun, whatever, and feel good and confident in their bathing suit and their outfits.

Melinda Wittstock:

And so, what was the process of getting the formulation right for your solution? You know, when you started your business, I imagine you had to test out different things or whatever, but tell me about, you know, what it took to do that.

Kara Holden:

Yes, we, when we first started out, there was when I was saying, I had been in the business for 14 years, but had a glow for twelve. I worked for someone first, and her name was Kim. We had a wonderful relationship, and I started just going as a client, and I loved it so much. I started going frequently, and she was like, oh, well, we’re looking for some help, if you’d be interested. And I said, sure. I was going back to school at the time, and, and it worked out. And so, I worked for her for two years, and then she decided to sell. And there was another woman that worked alongside me, and she’d been there longer than I had, so it was only fair to offer her the business.

Kara Holden:

And so, she did purchase it, but Kim, the original owner, and I always stayed really close, and so she said, you know, go to a different town, and start your own. And she actually found me my space for my first original location, and it was through Kim and who she was kind of working with for her solution that got me in that point of contact. And so, Mandy is the owner of the lab that we use for our solution. And I had a really great relationship with Mandy, and I said, I’m looking to start a business, but I would like to work with you on a private label line. Is this something that we can do together? I want it to be a glows like formula. And she was like, yes, absolutely. And so together we worked. She lives in Washington state.

Kara Holden:

I’ve been out there to the lab with her. We get in the lab together, and we’re tweaking this and tweaking that and came up with our own kind of proprietary blend. So that was how it all came about.

Melinda Wittstock:

And so, you started with your first location, and what was that like? I mean, what were some of the growing pains and getting that, you know, location kind of up and running? Did you just kind of know what to do from the get-go because you’d already effectively been doing it?

Kara Holden:

It certainly helped, definitely, that I already had the experience from, like, the airbrush technician side. Then it was just kind of learning and navigating the owner piece. And so, it was very helpful. Yes. That I still had that close relationship with Kim, and so she was able to help kind of mentor me, um, in that. In those beginning stages. And for the longest time, for the first five years, it was just me on my own doing all the tans and running the business and trying to build it. And looking back, whenever I get this question, it’s always the number one thing that I say I wish that I had done differently, and that was to build and cultivate that team that much sooner.

Kara Holden:

I think I felt like I needed to wear all the hats in order to make it a success. And I had heard horror stories about, you know, putting, you know, your business in somebody else’s hands and them not handling it properly and the repercussions from that, and I think I was. That kind of scared me a bit. I was a little gun shy with. With building the team, but through the growth of the first location and the opportunity to expand is when I realized, okay, obviously I need to start building a team. And when I did that, it was, you know, just right away it was so apparent, like, oh my gosh, you should have just done this long ago because you can’t wear all the hats. And there are certain roles that, where I lack and where my strengths and weaknesses are and finding those key people.

Kara Holden:

I’ve used this example before, I’ve calling them aces in their places, like getting those key people that excel in the areas that you lack is huge. And so that’s definitely something that I wish I had done a little sooner.

Melinda Wittstock:

Yeah, that’s often the case with so many, so many, so many female entrepreneurs have that issue of thinking that we have to do it all. And it takes a while sometimes to learn that, no, actually we’re more successful when we’re able to really delegate and have a team around us. And so, as you started to grow the business, you expanded into franchising. And franchising can be kind of tricky. So, what made you decide to take the franchise route and what were some of the challenges involved in that?

Kara Holden:

Yeah, some of the challenges were definitely navigating a whole new. Yeah. Ballgame. Like something that I was not familiar with at all. And initially it was I had opened the two locations and from there started to actually do licensing deals and grew and opened more locations that way. But as we continued to open a few more, it was apparent that franchising was going to be the better fit where, you know, with the licensing, it’s, you can still use a solution and the product. But when it came to franchising, that was something where the actual owners of that location have something tangible, have like equity in an actual business that they could one day sell. And that was a huge piece for me, that I didn’t want it to be like with a licensing deal, that it doesn’t have as much stability.

Kara Holden:

And franchising helps ensure stability by being part of a franchise system that can then allow for our brand and our studios to just become recognizable on a much larger scale. And I feel like how we all become recognizable is through our consistent branding, our reputation for delivering amazing tans that empower our clients along with top notch customer service. And with that franchise model, we have had clients that one, for example, that came to Bedford first, which is our original location. Then she moved to the North Shore and ended up going to the north Andover location, and then she moved to southern New Hampshire and now goes to our Wyndham location. So, some of our clients know when they go and check the schedule, if they can’t find that appointment time that they are looking for in one location, they go to the next because they know what they can trust. Kind of just like Starbucks, right. I’m going to place my order and if it’s out of, you know, if it’s sold out, then I’m going to go and find the next closest location because you know what you’re going to get, and you can trust in that. And that’s what we’re trying to build with the franchising.

Melinda Wittstock:

So, you know, when I think back to the evolution of, say, something like McDonald’s one of the most successful franchise businesses ever, I know how much Ray Kroc, who wasn’t the founder, did to just systemize the processes. So, any McDonald’s you walked into was the exact same experience, no matter who was running it. I mean, how. How much do you kind of stick to that principle? Is everyone every, you know, you know, a glow exactly the same, or do you allow your franchisees to make little tweaks or differences?

Kara Holden:

Yes, that is a great question because that was something that I experienced transitioning from licensing to franchising when it was licensing, and it’s a little more loose. We had a location that also wanted to sell other items out of her studio, and there were rules in place around that, but it wasn’t as strict as it kind of is when it comes to franchising. And so, it made it a little tricky because we would have some clients that it was a little confusing when they go to a different location and it would look similar, but not really exactly the same. And we get questions about that. So, when it came to franchising, that’s something that’s definitely put in place. And now the four locations.

Kara Holden:

You walk in, it’s the same, it looks the same, it’s the same color palette, it’s the same branding. We wear the same attire. We all have been trained the same way. And that’s something that I have done from day one and on, where it’s, instead of like a hairstylist, where you have your girl and you know, who you love and trust that you go to when you make your appointment, you don’t choose the technician that you’re seeing, because we are all trained the same, and unfortunately, we don’t want to lose out on business if someone has to cancel one day. And everyone’s used to tanning with this one person, so we do our trainings and our methods and all the standard operating procedures, all the stops, everything is, yes, standardized the same.

Melinda Wittstock:

How long did it take you to get that in place?

Kara Holden:

It’s been ever evolving. It continues. Right. Each time that we put something. I would say it’s been in place for, you know, for years now. But we’re always looking to, like, optimize and be like, oh, yes, that works really well. And really, um, through franchise. And that has really helped with that, with really narrowing down that operations manual and having, you know, here’s the training manual and our operations manual and troubleshooting and, you know, all of that.

Melinda Wittstock:

Yeah. So, imagine there’s a lot of different things. I mean, it’s obviously getting the legal agreement right. There’s obviously picking your franchisees very carefully as well, and then also training them and then just having these procedures, and then what do you do when they’re not following it? So, you know, I always like to talk about the challenges people have had along the way. I mean, what have been some of the challenges in any one of those things? I mean, you can start with, say, the choosing of the franchisee. What do they need to qualify to become a franchisee, first off, and how do you evaluate them?

Kara Holden:

We are just starting out in that process as we have transitioned over to franchise. We have the four locations. I have two, and one of my best friends, Danielle, she has the other two. We met back in 2017, and she came in as a client. Miss walked through the door one day. I knew that she had done, like, some influencing stuff, and she had a blog, and so we connected.

Kara Holden:

And the plan was for her to do, like, a blog post and do some. Some social media postings about the business. From there, we decided to, you know, expand our relationship a bit more. And she started handling the social media and the marketing, and then from there, I convinced her to let me teach her how to tan. And so, she started working in both the Bedford and the Acton location. And through that growth, she saw the success and was like, how do we, you know, spread this mission even wider? And that’s when collectively together decided it would be in the best interest for her to open her own location. And that was the North Andover location. And through the success of that first location, opened her second location in Wyndham.

Kara Holden:

So, it’s been a really beautiful, like, relationship, like evolution, starting from someone literally walking through as a client, working your way up, being the technician to then being the owner to now being a multiple franchise owner. As we move forward, it’s really going to be about finding those right people that you align with and really picking the right individuals. And I started out by going to a franchise expo, and just as like a. Just as like a. I just was participant. Like, I just wanted to check it out, walk through and see what it was all about. And the outcome was, I really just wasn’t sure if I was in the right space that, you know, there was, like, subway franchise, Baskin Robbins, like you just mentioned earlier, McDonald’s. And I’m like, I’m not sure if I’m in the right space to find the right individuals, the right women that I want to align with.

Kara Holden:

So, I kind of went back to the drawing board and was like, how do we find these women? Where would these women be? How do I connect with them? And it was through just kind of some research that the universe just delivered this. I don’t know how it was, how it all played out, these little synchronicities, but I found the Renaissance women’s conference. Sydney is the owner of Renaissance. She has a social media and a marketing team, and they put on these women’s conferences, and again, typically in Nashville, but they were hosting one in Charleston for the first time, a new location and we connected. And I was like, this is where I need to be. And it would just. The universe, it all lined up perfectly for us to become the title sponsor for aglow, to become the title sponsor of that event. And that was such a wonderful experience.

Kara Holden:

And just the knowledge gained, the connections, the networking, and really getting around those like-minded women that you definitely align with, and whether it was someone potentially opening a franchise location from there or even simply just connecting and spreading brand awareness, it was a really wonderful just business move. And so, it’s through those connections and just like, women entrepreneur, all that stuff that I’m like, okay, this is setting me up, aligning me with the right people.

Melinda Wittstock:

The right people are everything in a business. And sometimes it can take founders a while to know who the right people actually are. Right. Because on one hand, you need a diversity of perspective, experience, and whatnot.

Melinda Wittstock:

But we don’t necessarily have those networks. And on the other hand, you really need alignment on mission, on the goals, on incentives, on accountability and all these things. Sometimes it can take a while to really figure out what works for you. How has your kind of thinking evolved in that respect?

Kara Holden:

It’s definitely evolved in the sense of really for my team that I have in place that we’ve been just building, like, over the years. My girls, I would say that 99% of my airbrush technicians, my teammates, our clients, they were clients first. They came in, they were, they were passionate about the business. They wanted to be tan. They love making people feel confident and beautiful and get them glowing for all their special events. And it was through first just building that relationship with them as a client that I was like, okay, yes, we’re hiring. If you’d be interested in how it all kind of worked out. Or then when we do put the hiring, put out the hiring notice, people will connect and be like, oh, yes, I’m already a client there, so, you know, I love it, and I would love to come and be part of the team.

Kara Holden:

I always feel great when I come in. And so that has been, that has been so helpful in helping to find the right people and the right individuals. And that’s kind of because you can teach. We can teach anyone how to tan, but it’s how they’re going to connect with the client. And that’s something that makes us, that sets us apart is just because a glow has been run from a place of inclusivity, kindness, and rooted in service to others from day one. And so, when someone comes in, you know, it might be for something exciting, like a vacation or a new job interview or something, or it could be for something a little more serious or sad or whatever. And it’s important for us to kind of lean into whatever the client needs at that time and be able to give and provide that. And that’s not something that you can necessarily teach everyone.

Kara Holden:

You know, when we say customer service, like, we’re like, oh, this one is not meant to be in the customer service industry, or, oh, no, you’re perfect for it. So, it’s really finding those right people. And also, because our clients are getting to a certain level of undressed in front of you and you, it’s our job to make them feel comfortable along with making them feel beautiful and glowing.

Melinda Wittstock:

Right. And so, one thing I’m always curious about, with franchising: How do you manage the accountability? Like, if that franchisee is not doing a good job, for instance, what happens then? How do you measure the metrics? How do you, you know, make sure that they’re delivering, I guess. And what do you do if they’re not?

Kara Holden:

Since it’s just our four locations right now, and it’s just Danielle and I, we have weekly, biweekly meetings put in place to always kind of stay on top of what’s working, what’s not working. How do we navigate this better? Coming up with new ideas and new ways to do things and just staying really consistent and open in our communication of what’s working and what we think we can do better. And just empowering each other along the way has really been huge.

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Melinda Wittstock:

And we’re back with Kara Holden, CEO and Founder of AGLOW.

[INTERVIEW CONTINUES]

Melinda Wittstock:

So, Kara, how does it work? Are the folks that you’re bringing in to run these franchises owner operators? Do they have a share in the business? Or, like, how does that actually work?

Kara Holden:

Yes. So, the four locations that we have, it is myself owning the Bedford and the Acton location. And then Danielle is the owner of our North Andover and Wyndham location. It’s currently just the two of us. So, she is technically the first franchisee of those two locations.

Melinda Wittstock:

Okay, so when you come to expand, for instance, how is that going to work? I mean, because presumably you’ve got to find the location. Are you renting locations? Are you buying the locations? What’s the role of the franchisee in doing that as you expand beyond four locations?

Kara Holden:

Yep. So, typically I would be working with the new franchisee from kind of start to finish. And so first, yes, would be securing the space. And that’s something that we give the basic guidelines as to what we’re looking for, like the size of the space, the general layout, the typical territory and demographic and all that. And so, they would find the location, and then it would be my responsibility to make sure to go and see the location and make sure that all the boxes check and from there, then moving on to the next step. And so typically, this could be upwards of a six-month process from start to finish. But Danielle and her second location in Wyndham was open, and as quickly as, I believe, like six weeks, because that was her second location.

Kara Holden:

And it’s kind of, we’ve tried to put those procedures in place. So, it’s almost like a rinse and repeat. It’s like, here you go, open the binder. This is the size space we need. This is the whole startup. Approximate costs. These are the items that you need. And so, so helpful when she went to open her second location, that she was able to just pull out that old information and know exactly where to go.

Kara Holden:

And especially when it came to ordering the items, I remember her being like, this is unbelievable. She was like, I just went and click, click, click, buy, buy, buy. And all the items were like, on the way. And so, it’s really helpful for sure.

Melinda Wittstock:

Are you picking the franchisee potentially before the location, or you’re picking the location and trying to find a franchisee to run that location?

Kara Holden:

Yes, definitely finding that franchisee first. And so that’s why it would be through like these women conferences that I was mentioning and really just getting surrounding myself with that right type of individual and making those connections first and making sure someone shares the same alignment, shares the same passions and finding them first and kind of developing that relationship and then from there deciding if it’s in both of our best interests to move forward with a franchise, and if so, then we would start the process of looking for the space and what the build out would look like and the training and all that to get to opening day. Right.

Melinda Wittstock:

And how do you finance that? Does the franchisee have some financial responsibility for sort of investing as well, or is that entirely on you?

Kara Holden:

No, that would be on the franchisee. There’s like in the FDD, which is our franchise disclosure document, that would have what the typical startup costs would be.

Melinda Wittstock:

And so, like, if someone’s listening to this and they think, oh, wow, this sounds really cool. I’m looking for an opportunity like that. What’s the process look? How do they. What’s the process you put them through?

Kara Holden:

So, it’s going to be going to go to our website, which is a glow airbrushtanning.com, and there is a franchise section on there. And so, there’s a little, like, form to kind of fill out, and that will send that inquiry our way, and that kind of gets. Gets the ball rolling and going from there. So, of course, there’d be those, those, you know, first off conversations and just kind of, you know, really just developing the relationship from there.

Kara Holden:

And then we would move on to the other steps that I had mentioned previously. So that’s kind of one way. It would be through our networking events, meeting in person, or going to the website and filling out the form and starting the conversation that way.

Melinda Wittstock:

As you think about expansion and such, where do you want to be in the next, like, by the end of this year or looking further down the track five years from now or whatever? What’s your goal?

Kara Holden:

Ah, goodness. So, I would love to keep expanding in our area here. It’s so wonderful and beautiful, just the community that we have been able to build over the last decade plus. And I just want to keep expanding on that and also hopefully continuing to move across the country and spread brand awareness that way through these networking events and through making these, you know, wonderful connections with other female entrepreneurs. And in the meantime, before those locations pop up, we also just kind of spreading the word a bit more about, like, our e commerce side as well, where you can go to the website and maybe someone, before opening a franchise, they might want to order some product before. It’s not going to be the same experience as the actual, like, spray tan if they were to come into our studio. But we do have at home self-tanning products, and so some might want to try that out first and then kind of go from there and then think about maybe a franchise opportunity from there.

Melinda Wittstock:

You also have this other aspect of your mission to really empower women. And one of the things about empowering women is helping women to figure out how to generate wealth and, like, generational wealth. And so, if someone’s looking at this opportunity, sort of, what can they expect in terms of the kind of money or profits or whatever that they’re likely to make as a franchisee?

Kara Holden:

So, per the documents, I’m not able to share that one thing, that when someone is interested and we start our talks and go from there as the franchisor, there is certain language in the documents that talks about that. From a financial standpoint, there is transparency with that. If someone is looking to really be serious about opening location, there’s only just as the franchisor, there’s only certain things that I’m kind of able to share. But the good thing that I love about franchising is that this new prospective franchisee can have that communication and those conversations with another franchisee. Meaning Danielle. So even if the documents limit me to exactly what I can say, I love that they can reach out and say, hey, Danielle, let’s talk about your experience. You started as a client. Now you are a multi-studio owner, franchise owner.

Kara Holden:

Like, how did that work for you? How, you know, how do you feel? What do you feel are the benefits and really being able to not only get it from my side, but also from someone else that is in the business as well.

Melinda Wittstock:

Right. Got it. And so. But do you have any kind of overarching goal, like, you want to create x number of millionaires in the next ten years or anything like that? Do you think like that or not so much?

Kara Holden:

Just think more of it might not be like a certain number or dollar amount or anything like that, but really just about seeing what it has done for Danielle and her life and myself and my life and just wanting to create more of that for other women, I think we have. That’s really just the goal. And it’s, and it’s really whether that’s through becoming an actual owner as becoming a franchisee, or whether that’s just through spreading our community and our brand mission wider. It’s. I just love every client that comes walking through the door. We know we are going to make them feel beautiful, powerful, confident, along with obviously glowing. And they are going to walk out that door and we’re going to feel like not only that we made a new friend, but that it’s just the most rewarding feeling. So, whether it’s growing, continuing to grow the community in that way, and whether it’s through that many more franchisees, it’s all part of the bigger picture and it’s all positive and all good. So, I’m here for all of it.

Melinda Wittstock:

Well, I want to make sure everyone knows how to find you and work with you. What’s the best way?

Kara Holden:

The best way to get in contact with us is going to be right on the website at aglow airbrush can send emails that way, franchise inquiries, all of that purchase product, make an appointment. And then we are on Instagram as well. And it is a glow official. And that is our main page. And then we also have pages for our specific studios. That is our main page. And we’re also on, on Facebook as well.

Kara Holden:

So those are going to be the best ways to reach out and stay in contact.

Melinda Wittstock:

Okay, great. Well, thank you so much for putting on your wings and flying with us today.

Kara Holden:

Thank you so much, Melinda. So nice talking to you.

[INTERVIEW ENDS]

Melinda Wittstock:

Kara Holden is the founder and CEO of AGLOW, a natural tanning franchise company.

Melinda Wittstock:

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