PENZONE Salons + Spas
PENZONE Salons + Spas operates six owned full-service salon and spa locations plus training and wellness sub-brands in the Columbus, Ohio metro, serving retail consumers across hair, skin/makeup, massage, nails, and bridal services with nearly 500 employees.
- Company typePrivate
- Founded1969
- HeadquartersPowell, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What PENZONE Salons + Spas does
PENZONE Salons + Spas is a multi-location, full-service salon and spa operator headquartered in Powell, Ohio, serving the Columbus metropolitan area through six owned locations in Dublin, Gahanna/New Albany, German Village, Polaris, Short North, and the New Artist Concept training salon at BASE ONE in Dublin. Founded in 1969 by Charles Penzone with two employees and a $500 bank loan, the business is now led by Debbie Penzone as President + CEO and is wholly owned by the Penzone family through the parent entity Charles Penzone Incorporated. The company employs nearly 500 people across its hair, skin/makeup, massage, and nail service lines, with an additional wedding/bridal vertical that operates both in-salon and on-demand within a 28-mile radius.
The service portfolio spans core categories (cuts, color, extensions, facials, dermaplaning, permanent cosmetics, Swedish and deep tissue massage, gel and dip powder manicures) and premium specialty treatments including JetPeel needleless microneedling (Express, Essential, Luxe, Med, and Head Spa Infusion), GK Hair Smoothing, Elleebana lash and brow systems, microblading, and CBD massage using LEEF products. Tiered pricing is structured around professional levels (Artist in Training, Stylist, Designer, Director, Senior Director) ranging from $20 for a basic nail service to $500+ for JetPeel Med. Underlying technology is primarily consumer-facing equipment (JetPeel platforms) and SalonBiz-powered online booking, supplemented by co-branded food and beverage amenities through Social Room Cafes (Cameron Mitchell Premier Events food and Crimson Cup coffee).
Revenue is generated through per-service transaction fees, retail product sales (Davines, Olaplex, K18, Color Wow, L'ANZA, Schwarzkopf, Seventh Sense CBD), gift cards redeemable across services and retail, and bridal contracts. Hair artists are compensated on a commission basis that scales with professional level, aligning labor cost with revenue. Distribution is exclusively direct-to-consumer across owned locations, with a sister ecosystem of sub-brands (MAX THE SALON, Royal Rhino Club Barbershop & Lounge, LIT Life + Yoga, BASE ONE) that broadens the addressable demographic without geographic expansion. The company has never raised institutional funding and has remained family-controlled since inception.
PENZONE Salons + Spas firmographics
Firmographics- Name
- PENZONE Salons + Spas
- Legal name
- CHARLES PENZONE INCORPORATED
- Website
- https://penzonesalons.com
- Company type
- Private
- Founded year
- 1969
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- PENZONE Salons + Spas operates six owned full-service salon and spa locations plus training and wellness sub-brands in the Columbus, Ohio metro, serving retail consumers across hair, skin/makeup, massage, nails, and bridal services with nearly 500 employees.
- Ownership category
- akta.pro rank
PENZONE Salons + Spas industry classification
Industry- Product category
- Beauty Salon and Spa Services
- NAICS
- Beauty Salons (812112), Hair, Nail, and Skin Care Services (81211), Personal Care Services (8121), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- akta.pro primary industry
- Luxury/High-End Barber Lounges (HSALABAH)
- akta.pro secondary industries
- Spa Body Treatments & Massage (Oils, Scrubs, Wraps) (CRABALAG), Group/Party Makeup Services (HSALAHAK)
Keywords
Where PENZONE Salons + Spas is headquartered
LocationHeadquarters
- HQ city
- Powell
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
PENZONE Salons + Spas business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure, Others
Revenue model
- Salon and Spa Services: Core revenue from hair, skin/makeup, massage, and nail services at six Columbus-area locations. Services are priced by professional level (Hair Artist in Training, Stylist, Designer, Director, Senior Director) with pricing ranging from $20 to $500+ depending on service type and level. Payment requires credit card on file; cancellation fees apply for same-day cancellations (50%) and no-shows (100%).
- Retail Products: Sale of haircare, skincare, and nail care retail products including Davines, Schwarzkopf, Color Wow, L'ANZA, K18, Olaplex, Enzo F话l:style tools, Bohindi jewelry, jade rollers, CBD products (Seventh Sense), and wellness products (plant-based protein bars, supplements, healing crystals). Retail discount for team members is 40%.
- Gift Cards: Gift cards sold in any increment, available in physical or electronic format (emailed immediately or mailed via 1st Class or Priority Mail). Gift cards are redeemable for services and retail products but may not be used for gratuity.
- Wedding and Bridal Services: Comprehensive bridal services offered both in-salon (Dublin, Gahanna/New Albany, Polaris, Short North) and on-demand (at homes or venues within 28-mile radius). Includes bridal hair, makeup, airbrush makeup, wedding party services, trials, and on-demand pricing starting at $180 for bridal hairstyle and $138 for bridal makeup.
- On-Site Food and Beverage (Social Room Cafes): Revenue from food and beverage offerings at four locations (Dublin, Gahanna/New Albany, Polaris, Short North) via Cameron Mitchell Premier Events partnership. Offerings include Crimson Cup specialty coffees, wine, beer, cocktails, mocktails, and healthy food options. Also available for bridal and corporate group catering.
- Commission-Based Hair Artist Compensation: Hair artists are commission-based employees earning high rates for both service and retail sales. Commission rates increase as professionals advance through levels (Hair Artist in Training, Stylist, Designer, Director, Senior Director). Higher rates are earned through promotion throughout the salon and spa levels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Haircut + Style — starting at $28 (Artist in Training) to $80 (Senior Director) |
| One time/ perpetual license | Pay-as-you-go | Blowout — starting at $32 (Artist in Training) to $72 (Senior Director) |
| One time/ perpetual license | Pay-as-you-go | Balayage or Ombre + Cut — starting at $105 (Artist in Training) to $243+ (Senior Director) |
| One time/ perpetual license | Pay-as-you-go | Essential Facial — $35 (Trainee) to $127 (Senior Master) |
| One time/ perpetual license | Pay-as-you-go | JetPeel services — $175 (Express) to $500 (Med) |
| One time/ perpetual license | Pay-as-you-go | Essential Massage (60 min) — $94 (Therapist) to $108 (Senior Master Therapist) |
| One time/ perpetual license | Pay-as-you-go | Mind + Body Melt (CBD Massage) — $157 (Therapist) to $171 (Senior Master Therapist) |
| One time/ perpetual license | Pay-as-you-go | Essential Manicure — $20 (Artist in Training) to $44 (Senior Master Nail Artist) |
| One time/ perpetual license | Pay-as-you-go | Gel Manicure — $31 (Artist in Training) to $65 (Senior Master Nail Artist) |
| One time/ perpetual license | Pay-as-you-go | Structured Gel Manicure — new service, pricing varies by level |
| One time/ perpetual license | Pay-as-you-go | Wedding Services — starting at $34 (Express Blowout) to $180 (On-Demand Bridal Hairstyle) |
| Subscription | Monthly | Employee benefits include heavily discounted services and products |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
PENZONE Salons + Spas product offering
Product offeringCore offering
PENZONE Salons + Spas operates six Columbus, Ohio-metro salon and spa locations delivering hair, skin/makeup, massage, and nail services, plus wedding/bridal packages. The offering is enriched with specialty treatments such as JetPeel needleless microneedling and scalp infusion, GK Hair Smoothing, microblading/permanent cosmetics, Elleebana lash and brow services, and LEEF CBD massage. Social Room Cafes at four locations provide Crimson Cup specialty coffee and Cameron Mitchell Premier Events food. The New Artist Concept at BASE ONE delivers services at base prices from licensed artists in training, and a retail assortment (Davines, Olaplex, Color Wow, K18, Bohindi, CBD products) supplements service revenue.
Product overview
PENZONE Salons + Spas is a multi-location salon and spa chain offering a comprehensive suite of beauty and wellness services across Columbus, Ohio. The core service portfolio spans five main categories: Hair Services (cuts, color, texturing, extensions, specialty treatments like GK Hair Smoothing and Scalp Rituals), Skin & Makeup Services (facials, JetPeel treatments, makeup, hair removal, lashes/brows, permanent cosmetics), Massage Services (Swedish, deep tissue, prenatal, CBD, Ayurveda, Shirodhara), Nail Services (manicures, pedicures, gel, dip powder, CBD Crystal Healing manicures), and Wedding Services (on-demand and in-salon bridal beauty). The experience is enhanced with Social Room Cafes featuring Crimson Cup coffee and Cameron Mitchell Premier Events food. PENZONE operates a unique training concept (New Artist Concept at BASE ONE) where aspiring professionals develop skills at base prices, while BASE ONE serves as the brand's innovation and education hub. Additional offerings include gift cards and the PENZONE Insiders Club loyalty program.
Differentiator
Problem solved
Functional benefit
Brands
- MAX THE SALON: A boutique hair salon concept serving German Village and formerly Short North with hair services in a smaller, boutique setting.
- Royal Rhino Club Barbershop & Lounge
- BASE ONE
- LIT Life + Yoga
Products and services
- Hair Services Comprehensive hair care including cuts, blowouts, coloring, balayage/ombre, highlights, texturing, extensions, GK Hair Smoothing, and Scalp Rituals. Pricing is tiered across professional levels (Hair Artist in Training, Stylist, Designer, Director, Senior Director), with Haircut + Style starting at $28 to $80.
- Skin and Makeup Services Facials, chemical peels, dermaplaning, makeup application, hair removal, lash and brow services, and microblading/permanent cosmetics (powder brows, ombre brows, combo brows, permanent eyeliner, permanent lips). Pricing is tiered across esthetician levels (Esthetician + Makeup Artist in Training through Senior Master Esthetician + Makeup Artist).
- Massage Services Therapeutic massage including Swedish, deep tissue, prenatal, couples, cupping, Ayurveda, Shirodhara, and signature LEEF CBD Mind + Body Melt massage. Pricing is tiered across Massage Therapist through Senior Master Massage Therapist, with Essential Massage (60 min) priced $94 to $108.
- Nail Services Manicure and pedicure services including Essential, Gel, Dip Powder, Crystal Healing CBD, Structured Gel, and nail art enhancements. Pricing is tiered across Nail Artist in Training through Senior Master Nail Artist, with Essential Manicure starting at $20 to $44 and Gel Manicure at $31 to $65.
- Wedding and Bridal Services Bridal hair, makeup, airbrush makeup, wedding party services, and trials available both in-salon at Dublin, Gahanna/New Albany, Polaris, and Short North and on-demand at homes or venues within a 28-mile radius. On-demand bridal hairstyle starts at $180 and bridal makeup at $138; in-salon bridal hairstyle starts at $82 and bridal makeup at $95.
- JetPeel Services Needleless microneedling and serum infusion treatments offered in JetPeel Express ($175), Essential ($350), Luxe ($400), Med ($500), and Head Spa Infusion ($275). Series packages offer buy 4 get 2 free or buy 7 get 3 free discounts.
- New Artist Concept Salon Training salon concept located inside BASE ONE in Dublin where licensed Hair Artists in Training provide hair and bridal services at base prices while fine-tuning their skills over approximately 2 months (Hair Artist in Training path) to 4 months (Apprentice path).
- PENZONE Gift Cards Gift cards sold in any increment, available in physical or electronic format (emailed immediately or mailed via 1st Class or Priority Mail). Redeemable for services and retail products at all PENZONE locations but not for gratuity.
- BASE ONE Innovation and Education Hub Innovation and education hub at 6671 Village Parkway, Dublin that houses the New Artist Concept salon, LIT Life + Yoga's second studio, rentable event and office spaces, and a creative studio for PENZONE team, the Columbus community, and salon/spa professionals nationally.
- PENZONE Insiders Club Loyalty Program Loyalty program offering surprise rewards, early access to new services, secret drops, special invites, flash promos, and 10% off next retail purchase for subscribers.
- PENZONE Social Room Cafe Food and beverage cafe service offering Crimson Cup specialty coffees (including PENZONE Mocha and Nitro Cold Brew), cocktails, mocktails, wine, beer, and Cameron Mitchell Premier Events food including healthy options. Available at four locations: Dublin, Gahanna/New Albany, Polaris, and Short North.
- Retail Products Retail assortment including Davines, Schwarzkopf, Color Wow, L'ANZA, K18, Olaplex hair care, Enzo professional styling tools, Bohindi jewelry, jade rollers, Seventh Sense CBD products, plant-based protein bars, supplements, and healing crystals.
Quantifiable outcome
- Over 50 years in business with nearly 500 team members across 6+ locations
- +4 more outcomes
Companies that use PENZONE Salons + Spas
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
PENZONE Salons + Spas technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
PENZONE Salons + Spas partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Cameron Mitchell Premier EventscoreFood and beverage partnership where Cameron Mitchell Premier Events provides the menu for PENZONE's Social Room Cafes at four locations (Dublin, Gahanna/New Albany, Polaris, and Short North). The cafes offer healthy options including plant-based and protein-packed foods, grab-and-go items, and full catering for bridal and corporate groups. The partnership is marketed as 'PENZONE x Cameron Mitchell Premier Events' and is described as a 'match made in 614 heaven' — the collaboration includes Hudson 29 Salad and other signature items in café coolers. The partnership was announced in July 2021.
- Crimson CupcoreCoffee partnership where Crimson Cup provides specialty coffee drinks (lattes, mochas, specialty lattes, Nitro Cold Brew) to all PENZONE Social Room Cafes at Dublin, Gahanna/New Albany, Polaris, Short North, and BASE ONE locations. Also featured at the New Artist Concept at BASE ONE with complimentary Crimson Cup drip coffee for guests. The partnership was referenced as co-branded and featured in press releases highlighting Crimson Cup's role in caffeinating PENZONE's new concept salon and spa.
- L I T Life + YogaminorSister wellness brand operated by the Penzone family. LIT Life + Yoga has two locations — Italian Village and Dublin (second studio inside BASE ONE). PENZONE employees receive 30% off memberships at LIT Life + Yoga as part of their benefits package. The Polaris location features a flex space that began with LIT Life + Yoga classes. The yoga brand is also promoted as supporting body longevity for PENZONE artists and therapists.
- Dress for SuccessminorSupporting Local charity. PENZONE supports Dress for Success through community giving.
- Wigs for KidsminorPENZONE stylists accept hair donations for Wigs for Kids (minimum 12 inches of healthy, natural hair). Services for Wigs for Kids haircuts receive 50% off at all professional levels. Staff have been documented completing wig donations at PENZONE Gahanna/New Albany.
- Komen Columbus Race for the CureminorPENZONE participates annually in the Komen Columbus Race for the Cure, turning Columbus pink, providing 'happy hair' for runners, and supporting breast cancer research. The company participated in the BigWigs campaign and is a regular supporter.
- Girls on the RunminorPENZONE artists support Girls on the Run by providing 'happy hair' before their annual 5K races. Team members including Mr. and Mrs. Penzone have personally participated in events.
- LEEF CBDminorLEEF CBD products are used exclusively in PENZONE's Mind + Body Melt massage service. The CBD massage (starting at $157) is one of PENZONE's signature wellness treatments and represents a product partnership for specialized wellness offerings.
- SalonBizcoreSalonBiz provides the online appointment booking widget embedded on penzonesalons.com and the booking flow for both appointments and gift card purchases. This is the primary digital booking infrastructure for all PENZONE locations.
- BASE ONEcoreBASE ONE is a wholly-owned concept of Charles Penzone Inc., serving as the hub for training, education, and innovation. It houses the New Artist Concept salon for licensed hair artists in training, rentable event and office spaces, a creative studio, and a second LIT Life + Yoga studio. The space is positioned for PENZONE team, the greater Columbus community, and salon/spa professionals nationally. Website: atbaseone.com.
- MAX THE SALONminorA Charles Penzone Inc. concept brand. MAX THE SALON German Village is a boutique 8-chair hair salon in a 1,100 square foot historic building. MAX THE SALON Short North was rebranded into the larger PENZONE Salon + Spa Short North in 2018. MAX THE SALON Upper Arlington (formerly Q Salon) was rebranded in 2015.
- Royal Rhino Club Barbershop & LoungeminorA Charles Penzone Inc. concept brand located in Italian Village, offering a modern barbershop experience with straight razor shaves, beard trims, and contemporary men's grooming. The brand won the 2018 Salons of the Year Royal Rhino Club Barbershop and Lounge award. Licensed barbers and licensed cosmetologists are both encouraged to apply.
Scale indicators5 records
Recent moves17 records
Expansion highlights6 records
PENZONE Salons + Spas competitors and assessment
Company assessmentBroad incumbents
- Drybar: National blowout bar chain offering focused hair-styling services at premium price points. Comparable to PENZONE on premium hair-service pricing and multi-location retail-style concept, but narrower service scope (blowouts only) versus PENZONE's full multi-service menu.
- Great Clips: Largest U.S. hair salon franchise with thousands of locations focused on affordable walk-in cuts. Compares to PENZONE on multi-location salon operations but differs sharply on price point and service breadth (no spa, massage, or premium amenities).
- Sport Clips: National men's and family hair care franchise with hundreds of sports-themed locations. Compares on multi-location salon franchising but on a different demographic (men/families, sports atmosphere) and price tier than PENZONE's luxury positioning.
- Regis Corporation: Public salon industry operator historically owning multiple salon brands (Supercuts, Cost Cutters, SmartStyle). Comparable to PENZONE as a multi-brand, multi-location salon operator; differs in discount/value positioning versus PENZONE's premium luxury focus.
- Blo Blow Dry Bar: Premium blowout bar franchise offering express hair styling services. Similar premium positioning and franchise-style expansion model to PENZONE's salon concepts, though narrower service offering focused on blowouts rather than full hair/color/skin/nail/massage.
Others
- Ulta Beauty: Largest U.S. beauty retailer combining cosmetics retail with in-store salon services. Indirectly comparable as a beauty-industry competitor for share-of-wallet, but with a fundamentally different model (mass-market retail + discount salon services vs. PENZONE's premium full-service salon/spa destination).
- SalonCentric: Leading B2B distributor of professional beauty products to salons and licensed stylists. Adjacent to PENZONE as an ecosystem participant serving the same professional beauty industry; complementary rather than competitive.
Direct peers
- Massage Envy: Largest membership-based massage and facial services franchise in the U.S. Comparable to PENZONE in combining recurring wellness services with skincare; differs by being membership-driven and lacking the full hair, bridal, and café amenities PENZONE bundles.
- Woodhouse Spas: Luxury day spa chain with locations primarily in Texas and select metros, offering massage, skincare, body treatments, and wellness in premium settings. Closely comparable to PENZONE on premium day-spa positioning, full-service massage and skin menu, and destination-style locations.
- Hand & Stone Massage and Facial Spa: National franchise chain offering massage, facial, and skincare services across hundreds of locations. Directly comparable to PENZONE on multi-service massage + skin offerings, multi-location premium positioning, and tiered membership/pricing model, though PENZONE adds hair, nail, and bridal services.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
PENZONE Salons + Spas social profiles
Digital presencePENZONE Salons + Spas financial estimates
Financial estimateRevenue estimate
Valuation estimate
PENZONE Salons + Spas leadership team
Management profileNumber of profiles
Profiles2 records
PENZONE Salons + Spas subsidiaries and ownership
Company hierarchySubsidiaries4 records
PENZONE Salons + Spas funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PENZONE Salons + Spas M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PENZONE Salons + Spas
What does PENZONE Salons + Spas do?
PENZONE Salons + Spas operates six Columbus, Ohio-metro salon and spa locations delivering hair, skin/makeup, massage, and nail services, plus wedding/bridal packages. The offering is enriched with specialty treatments such as JetPeel needleless microneedling and scalp infusion, GK Hair Smoothing, microblading/permanent cosmetics, Elleebana lash and brow services, and LEEF CBD massage. Social Room Cafes at four locations provide Crimson Cup specialty coffee and Cameron Mitchell Premier Events food. The New Artist Concept at BASE ONE delivers services at base prices from licensed artists in training, and a retail assortment (Davines, Olaplex, Color Wow, K18, Bohindi, CBD products) supplements service revenue.
Is PENZONE Salons + Spas a public or private company?
PENZONE Salons + Spas is a private company. It is classified as family owned and is currently operating.
When was PENZONE Salons + Spas founded?
PENZONE Salons + Spas was founded in 1969. It employs 51 to 100 people.
Where is PENZONE Salons + Spas based?
PENZONE Salons + Spas is headquartered in Powell, United States, in the North America region.
How does PENZONE Salons + Spas make money?
Six revenue lines are on record. Salon and Spa Services are the primary driver. The others are retail Products, gift Cards, wedding and Bridal Services, on-Site Food and Beverage (Social Room Cafes) and commission-Based Hair Artist Compensation.
Who are PENZONE Salons + Spas's main competitors?
Broad incumbents on record are Drybar, Great Clips, Sport Clips, Regis Corporation and Blo Blow Dry Bar. Others are Ulta Beauty and SalonCentric. Direct peers are Massage Envy, Woodhouse Spas and Hand & Stone Massage and Facial Spa.
Does PENZONE Salons + Spas have an API?
No public API is recorded for PENZONE Salons + Spas.
What industry is PENZONE Salons + Spas in?
PENZONE Salons + Spas's product category is Beauty Salon and Spa Services. Its primary akta.pro industry code is HSALABAH, Luxury/High-End Barber Lounges, with a secondary code of CRABALAG, Spa Body Treatments & Massage (Oils, Scrubs, Wraps). Its NAICS code is 812112.