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Phenix Touts New Tech Tool at FT Finance Event


Gina and Jason Rivera of Phenix Salon Suites spoke on the opening day at the Franchise Times Finance & Growth Conference in Las Vegas.

Phenix Salon Suites plans to roll out its new technology application called Gina’s Platform within the next month, CEO Jason Rivera announced at the opening day of the Franchise Times Finance & Growth Conference in Las Vegas today.

Gina’s Platform is a suite management system for salon professionals, both in the Phenix Salon Suites system and outside of it. “It’s a multiple lifestyle application where they can do scheduling, credit card transactions, tools to build a business,” Rivera said, including “daily motivational sayings from Gina.”

He said it’s been a long time in development. “Yes, there are other companies that have their own scheduling system, but it’s more like they have Chili’s online ordering and we have UberEats,” he said.

Gina Rivera, Jason’s wife, is founder of Phenix Salon Suites and was featured on the cover of Franchise Times in May. With her stunning blonde Mohawk and multiple publicity appearances, Gina is the half of the couple that usually takes the spotlight. 

But she said to open the presentation that public speaking is not her gig, and introduced Jason to take the stage instead.

Jason is a former Olympic athlete, in judo until he got injured, who started many entrepreneurial ventures out of his dorm room, including a vending machine business and a venture selling prepaid phone cards.

He grew one of those, a market research agency, over 10 years into a successful company with clients including Red Robin and Smashburger when the better-burger chain had six stores. He sold it when Gina opened her second Phenix Salon Suites store, in 2009, “to grow it and I thought the best way to get us there was through the world of franchising.”

While the new technology platform is the latest news out of Phenix Salon Suites, he said, the human element still defines the brand.

 “It starts with having great empathy,”he said. “Gina knows what it feels like to stand behind a chair 12 hours a day. She knows what it feels like to work those long hours during the busy holidays,” he said.

“Everything we do at Phenix is always with the customer in mind first, and the customer is the salon professional.”

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The latest news, opinions and commentary on what's happening in the franchise arena that could affect your business.

Laura MichaelsLaura Michaels is editor of Franchise Times. She can be reached at 612.767.3210, or send story ideas to lmichaels@franchisetimes.com.
Beth EwenBeth Ewen is senior editor of Franchise Times. She can be reached at 612.767.3212, or send story ideas to bewen@franchisetimes.com.
Nicholas UptonNicholas Upton is restaurants editor at Franchise Times. He can be reached at 612.767.3226, or send story ideas to nupton@franchisetimes.com.
Mary Jo LarsonMary Jo Larson is the publisher of Franchise Times Magazine and the Restaurant Finance Monitor.  You can find her on Twitter at




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