Conference Agenda




We are thrilled to be back together and pleased to host this year's 2TO10 Conference at the beautiful Vinoy Hotel in St Petersburg, Florida.



Data was the founding idea behind 2TO10 and has always been a backbone of our work. We're pleased to have broken new ground with data by collecting P&L statements, benchmarking and multiple other studies over the past 11 years.


I would like to personally invite you to participate in this year's data focus. This study is different from other 2TO10 studies as it is an industry-wide data collaboration project for pro beauty led by the Qnity Data and Research Institute. Many industry leading 2TO10 members, including Gadabout, Van Michael, Paris Parker and Lords and Ladies have already committed their participation. We encourage you to participate in the study even if you can not attend this year's conference. Those who are attending 2TO10 will receive a special report with segmented results for companies with 2 to 10 locations.


As you may be aware, there is a lack of data regarding hours worked and compensation within the pro beauty and wellness industry. Much of the data that does exist does not tell the full story about a career in beauty. The U.S. Bureau of Labor Statistics, along with other sources, paint a very grim picture about earnings in beauty and wellness, with references to “the poverty of cosmetologists’ earnings” and annual earnings data of $16,767 (The Century Foundation).


The ripple effects of this kind of misinformation are massive. Industry perception is suffering, salons and spas of all sizes are struggling to find and keep talent, and public policy decisions that impact the entire industry are being made based on incomplete data.



You’ll have the chance to play a key role in changing the narrative and shaping the future of the professional beauty industry. Data submission is open NOW. To learn more and participate, click here.


The future of 2TO10 is bright. After 10 years of championing 2TO10, I've passed the torch to Heath Smith to be the 2TO10 Chair and Michelle Shuster, Qnity’s COO. Heath and Michelle are excellent choices to take the conference to the next level. The existing conference model and formula will remain the same and I will be attending and providing support anyway I can. I would like to say a special thanks to Neill Education for their behind-the-scenes support.


Thank you for supporting this important work and we look forward to seeing you at 2TO10!





The 2TO10 Project, now in year ten, is an exclusive and elite community of multi-location salons and spas. It was created by industry leader Tom Kuhn to fill a void in the beauty business. A former multi-location owner himself (8 location, $25M multi-state salonspa), there was no place to deepen connections, share data and navigate opportunities / challenges unique to small, regional, multi-unit salon/spas.


2TO10 participants include market leaders from across the USA and Canada with between 2 and 10 locations. This is the upper 4% and, as recognized by Women’s Wear Daily, the ‘sweet spot’ of the salon industry. They represent the best in business practices, brand positioning and performance. They also are distinguished by never being satisfied with the status quo and their hunger for going to the next level.


The purpose of 2TO10 is to propel growth opportunities, address critical issues and drive higher performance for its members. At 2TO10, you will find new solutions to today’s most pressing business challenges. You will be able to connect with peers in a intimate, confidential and dynamic setting. 2TO10 is appropriate for all members of leadership teams, including owners and leaders from marketing, operations, finance, Human Capital and education (a/k/a known as the ‘Qnity Five Functions™’.


In addition to the annual spring conference, 2TO10 has a bank of research and data from multiple years of study. This includes benchmarking and business practices so you get relevant, unbiased data unique to the multi-location model to help in your decision making.


Participation in the 2TO10 Project is by invitation only and is capped each year. 2021 participation is limited to a total of 50 salon companies.


2TO10 includes a 35 years old and under ‘Emerging Leader’ opportunity to connect with their peers, demonstrate leadership and participate in an annual competition co-sponsored by Qnity and Salon Today.


2TO10 is not affiliated with a product manufacturer and unlike other organizations, has ten or less sponsors, resulting in an essentially ‘commercial free’ environment so your time is maximized in connecting with your peers. 2TO10 is ‘not for profit’ and works off a break even budget – the conference ticket prices are set to cover costs. Our no frills approach and structured peer sharing is unlike any other format. Effective in 2018, we are pleased to have eliminated the member fee.





  • Average 2TO10 participant (info from a prior year)
  • Annual sales: $8M
  • Number of locations: 4.3
  • Head count: 111
  • Must be multi-location to qualify: only 5% of salons have more than one location
  • Strength in numbers: combined sales volume of $335M (from prior year)
  • Brand neutral: unaffiliated with a manufacturer / no manufacturer sponsors
  • Limited sponsors (only ten), other conferences have up to 50 sponsors
  • Members are vetted: invitation only, regional conflicts are avoided
  • Intimate setting: limited to 150 attendees
  • Moderated roundtables: with peers based on job / ‘function‘
  • Data / research / benchmarks from 8 years of annual studies
  • Networking: agenda created to maximize time with your multi-location peers
  • Relevant to 35 years & under: Emerging Leader Track (co-sponsored by Qnity & Salon Today Magazine)
  • ‘No frills‘ approach




OCTOBER 22-24, 2023

*Invitation only

*For more information contact Michelle Shuster at


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