Regents Group Ltd
Invested: March 2025
Business Partner: Max Nicholson
Well before we came onboard, Max had already built an incredible reputation as a highly skilled barber, with a client list that included some of the most prominent figures in the area.
But his ambitions went far beyond the traditional model of a hair salon.
He had a big vision to revolutionise the industry, and he knew that for his business to truly grow, it couldn't rely solely on selling his time - it capped his potential and he needed to create a scalable business that could thrive without him being there for every haircut.
Max had the vision, but he needed a plan to turn it into a reality.
This case study details our collaboration to help him build a business that’s as big as his ideas.
Challenge #1
Shift the business's identity away from being solely dependent on Max
Before:
The business was operating as "Max Nicholson Salon," which, while a testament to his personal brand, created a major bottleneck for growth. The core problem was that clients were loyal to Max, not to the business itself. To build something scalable, we had to create a new, independent brand that could stand on its own.
After many collaborative sessions and a deep dive into Max's creative vision, we collectively decided on a new brand name that would reflect the premium quality and refined service he was known for. The name "Regents" was chosen for its prestige and classic, timeless feel.
With the new name in place, we began the work of developing a full brand identity. We conducted extensive brand positioning work, using Max's insights to define the unique character and values of the business he wanted to build. This strategic foundation allowed us to create a detailed brief for our designer, ensuring the new visual identity would perfectly capture the essence of what was to become Regents.
Challenge #2:
Streamlining financial operations
Our second major challenge was to get the financial and administrative side of the business in perfect order. To make smart, informed decisions about investments and future development, we needed a crystal-clear understanding of the company's financial health. We took full control of the bookkeeping and cash flow management, ensuring everything was tracked accurately.
This also meant establishing a set of key performance indicators (KPIs) to be monitored monthly. By tracking these metrics, we could easily see what was working and identify areas where we could improve. This data-driven approach allowed us to move from guesswork to strategic action.
A crucial part of this process was a collaborative review of the services and pricing structure. We found that the previous pricing list was overly complicated and was likely causing customer confusion at the point of booking.
As a team, we worked to create a more simplistic price list that was easy for clients to understand. Once we rolled this out, the results were immediate and impressive. The new list removed the friction in the booking process, leading to a significant increase in appointments. The numbers speak for themselves: in the first quarter after the price list was updated, turnover was up by 22.64%.
Challenge #3:
Strategic expansion and innovation
We knew we had a series of bold, strategic decisions to make together now to truly transform Max's vision into reality. This meant tackling major questions about the brand's future: where to operate from, who to hire, and whether to launch a completely new concept.
We meticulously crunched the numbers, exploring numerous options and analysing the target market to develop a comprehensive business plan for Max's groundbreaking idea. This led to the most exciting decision of all: the creation of a new, innovative business model.
We are currently in the process of rolling out a game-changing unlimited haircut membership model that’s already generated significant buzz in Beverley. To support this new concept, we are moving into a brand new premises in Autumn 2025. This move is not just a change of location; it’s the physical embodiment of the new Regents brand.
The hard work is far from over. Max is currently leading the renovation of the new space, and our team is busy revamping the booking system and website to align with the new brand and concept. The excitement is already building, with journalists covering the story, plenty of noise on social media and a growing waiting list of eager customers. For Regents, this is just the beginning!
MAX NICHOLSON
“Before Synergy Forward came on board, I was proud of my reputation and solid client base, but felt like I was running a one-man show. The business was so reliant on me personally that it felt impossible to grow. I had a big vision for what I wanted to create, but I was so bogged down by the day-to-day of running the salon that I couldn’t focus on the finances, marketing, and the general business strategy.
Having their support has been a game-changer. They helped me take my ideas and turn them into a clear, actionable plan. We created the new Regents brand, which immediately shifted the focus from 'me' to the business itself. The work we did on the finances was crucial; for the first time, I had a real grasp of our cash flow and key performance indicators. This has given me the confidence to make major decisions, like rolling out our new unlimited membership model.
It’s truly been a collaborative effort. I can now focus on what I do best, which is leading the creative vision and the new space, while knowing that the business is being managed strategically. This is just the beginning for Regents, and I’m so excited for what we’re building.”
