In this episode, Ash Fortis, owner of XO Hair Lab and Director of Education at Sharkfin Shears, breaks down what it actually takes to build and retain a strong salon team.
From recruitment and assistant training to leadership, communication, boundaries, and retention, Ash shares how structure, support, and clear expectations create a salon culture where people can grow and stay.
🚨🎤Ash will be joining the Owner’s Panel at our upcoming Conference, Beauty Business Brunch 2026 in DC, where we’ll go deeper on leadership, management, growth, and what it really takes to build a strong beauty business from the inside.
👀Learn more and join us: https://www.hairdresserstrong.com/beauty-business-brunch
Key Takeaways:
🔅Recruitment cannot be reactive - If you wait until you desperately need someone, you are already behind. Strong owners build applicant flow and relationships before there is an emergency.
🔅Hire for self-motivation and reliability - Ash names self-motivation and reliability as two of the top traits she looks for when building a team, no matter the role.
🔅Create the environment for people to thrive - New talent needs clear expectations, support, education, and structure if they are going to succeed inside the business.
🔅Give people systems before judging their performance - Handbooks, service lists, double-booking systems, downtime expectations, and clear salon policies help people understand how to meet the standard.
🔅Assistants should feel utilized, not used - A strong assistant program includes mentorship, education, hands-on learning, and a visible growth pathway.
🔅Growth timelines should be individualized - Some assistants may be ready in six months, others may need a year or two, depending on skill, timing, professionalism, and readiness.
🔅Leadership is service, not control - Ash frames leadership as servitude, empathy, support, and helping people succeed while still upholding what the business needs.
🔅Retention depends on communication - Regular check-ins, honest conversations, goal-setting, and listening help owners understand where team members are and what support they need.
🔅Boundaries protect the culture - Heart-led leadership still requires clear lines, especially when personal relationships, loyalty, and team dynamics start to blur.
🔅You have to make the right calls for the culture - Even talented people can damage the environment if they ignore standards or undermine the team. Culture requires protection.
RELATED LINKS
📸Follow Ash on Instagram - https://www.instagram.com/xostylistxo/
📸Follow XO Hair Lab on Instagram - https://www.instagram.com/xohairlab/
🌱Check out Ash's book "Hair to Dye for" - https://www.simonandschuster.com/books/Hair-to-Dye-For/Ash-Fortis/9781681885049
🚨🎤Ash will be joining the Owner’s Panel at our upcoming Conference, Beauty Business Brunch 2026 in DC, where we’ll go deeper on leadership, management, growth, and what it really takes to build a strong beauty business from the inside.
👀Learn more and join us: https://www.hairdresserstrong.com/beauty-business-brunch
🔑BBB is a full-day conference for stylists, barbers, owners, educators, and students who want more than just being busy. We're talking sustainability, money, professionalism, and what it actually takes to build something that lasts.
The Hairdresser Strong Show is all about Salon Owners, Rising Stylists, and Seasoned Stylists sharing their experiences, successes, failures, and advice to inform, educate, and empower their Fellow Hairdresser. We won’t stop until we are all: Hairdresser Strong.
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The views and opinions of our guests are theirs and important to hear. Each guest's views and opinions are their own and we aim to bring you diverse perspectives, career paths and thoughts about the craft and industry so you can become Hairdresser Strong! They do not necessarily reflect the positions of HairdresserStrong.com
