When seasoned franchisee Faizan Khan opened the doors to his first GLO30 studio in Loudoun County, Virginia, it marked a major milestone—not just for him, but for the GLO30 brand expanding into new markets. In a recent interview with Fransmart, Faizan shared the highs, challenges, and insights he gained during the launch.
Opening Day Excitement
Despite delays in construction and the typical startup hurdles, Khan described the opening as “exciting.” Pre-opening memberships and local influencer events helped build early buzz. “We did a good job of pre-opening membership sign-ups,” he said, and the events “had an awesome turnout.”
Community Response: Overwhelmingly Positive
Living just five minutes from the studio, Khan had a front-row seat to community sentiment. “Everyone’s super excited,” he said, noting that their three pre-opening events attracted around 80 to 90 attendees each.
Lessons in Hiring and Team Culture
While the launch was smooth overall, it came with some hard-earned lessons. Key among them: prioritize local hires and cultural fit. “Even if someone says, ‘Yeah, 40-minute commute is not a problem,’ I don’t think I’ll ever hire someone who’s not within 15 to 20 minutes,” he said. Additionally, finding a nurse who was genuinely passionate about aesthetics made a noticeable difference.
Marketing & Influencer Strategy
Khan credits much of the studio’s early visibility to a $5,000/month digital marketing spend and a smart partnership with a PR firm representing their landlord, One Loudoun. “There’s synergy,” he noted, allowing them to tap into the lifestyle center’s broader promotional calendar.
Influencer collaborations are a cornerstone of their strategy. “One influencer with 60,000 followers, 25,000 of them hyper-local, is doing a year-long Smart Glow membership,” he explained. These partnerships aren’t just for show—they’ve led to impressive conversion rates. “We probably converted 10–12% of attendees to members on site.”
Hosting Events that Drive Membership
The events themselves were designed to be inviting and educational. From friends-and-family mixers to influencer-led gatherings, each featured snacks, champagne, music, and hands-on conversations about GLO30’s offerings. These gatherings led to 30–35 new members across three events.
Effective Sales Strategies
When it comes to converting prospects, authenticity is Khan’s mantra. “Understand what we offer and relate it to your own experiences,” he advised. Listening closely to guests’ needs and mapping offerings accordingly, combined with a low-pressure sales approach, has proven successful.
One tactical shift made a huge impact: offering a no-fee cancellation after the first session. “That one change shifted our membership conversion rate from about one a day to about three a day,” he said.
Understanding the Customer
Early on, Khan noticed most walk-ins were already familiar with skincare—especially Botox and facials. “There’s an immediate comparison that happens,” he said. But GLO30’s value stands out, especially given their comprehensive facial offerings. For Botox, Khan focuses on simplifying the experience: “We’re going to take care of you… you’re going to like the way you look.”
From Hot Dogs to High-Tech Skincare
Khan’s business roots are in the restaurant space, having opened his first Dog Haus in 2018. “A lot has changed,” he noted, from delivery tech to consumer behavior. But many lessons carried over: construction management, financing, and digital marketing.
The major shift? Moving from one-time transactions to a subscription-based model. “It’s a different way to engage your customers,” he said.
Simplified Operations with Scalable Potential
Compared to restaurants, skincare is simpler operationally. “A lot less complexity, fewer moving parts, and a tighter team,” he explained. GLO30’s focus on a core set of services makes it easier to train and scale. “This is a model that is very repeatable,” he added.
Tech + Science: A Perfect Fit
Khan’s background in tech and biological sciences made GLO30’s tech-forward model a natural fit. “There’s a marriage of tech and science,” he said, pointing to Gloria—GLO30’s AI skin assessment tool—as a standout feature. “Every member I’ve spoken with is impressed,” he said, adding that it helps lower customers’ defenses by offering objective, personalized recommendations.
Gloria also gamifies the skincare journey. “You should expect that over time, your skin is improving,” he explained, reinforcing the value of a monthly membership.
Advice for Fellow Franchisees
For others about to open a GLO30 studio, Khan offers two key pieces of advice:
- Build the Right Team – “Team personality and culture are super important.”
- Invest in Lead Generation & Conversion – “The faster you convert leads, the faster your ROI is realized.”
With his first studio thriving, Khan’s strategic insights and operational discipline offer a strong blueprint for future GLO30 franchisees.
