Susan welcomes Jo Serrant, the founder of Skin and Soul and the Skin and Soul Academy. Jo shares her inspiring journey from a young beauty therapy student in Yorkshire to a successful practitioner and educator in Berkshire. She discusses her passion for massage techniques, the evolution of her business model, and the importance of mindset in elevating one's career in the beauty industry. Jo emphasizes the significance of understanding energy in treatments and how it can transform client experiences. Listeners will gain insights into Jo's innovative approach to facials and massage, her collaboration with sales trainer Arif, and her aspirations for future training programs that focus on holistic practices. This episode is a must-listen for beauty professionals looking to elevate their skills and business. KEY TAKEAWAYS Transitioning from Beauty Therapy to Specialization: The journey began with a foundation in beauty therapy, but over time, the focus shifted towards specializing in massage and holistic treatments, leading to the creation of unique signature treatments that combine various techniques. Mindset and Confidence: . Building confidence through training, mentorship, and understanding one's value can lead to better pricing strategies and a more fulfilling practice. Adapting Business Models: The evolution of business models is crucial. Moving from a larger salon to a boutique-style setup allowed for more flexibility and a better work-life balance, demonstrating the importance of adapting to personal and professional changes. Holistic Approach to Treatments: Integrating energy work and a holistic perspective into treatments can enhance the client experience. BEST MOMENTS "I realized that I was just about taking minimum wage... I was done doing six hours worth of just massaging. I love massage, but I don't want to do it all day every day." - Jo "I always believe there isn't anything that ever goes wrong. I think it's just you learn from it." - Susan "I think a lot of therapists don't realize... once you know your muscles, your fascia, your circulation, you understand your lymphatics, you really understand the face and how it's made up, the anatomy and physiology, you are allowed to make your own treatment." - Jo HOST BIO Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication.  Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive. Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2.  She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars. Susan's expertise continues to shape and elevate the beauty industry worldwide. USEFUL LINKS https://susanroutledge.com https://www.instagram.com/susan_routledge/ https://www.tiktok.com/@beautybusinessmatters https://marketing.susanroutledge.com/beauty-and-the-best-chapters SPONSOR https://www.phorest.com/ https://share.hsforms.com/1Z3Q1VRM8TNqfn11f4cZyPA1c4ta This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/