Belonging by Design: The Future of Human-Centred Salons

In this deeply human follow-up conversation, Susan welcomes back Alex Belisle-Springer from Phorest, fresh from the 2026 Phorest Summit, to go further into what really matters as technology accelerates: care, connection, community, and belonging. Alex reflects on the ripple effect of his unforgettable 2024 Phorest Summit keynote (no longer publicly available), sharing how personal storytelling can transform the way we lead teams, serve clients, and design experiences. Together, Susan and Alex explore how salons, spas, and clinics can be intentionally built around belonging, through everything from consultations and language to seating layouts, client notes, and the smallest “you remembered me” moments. They also unpack how AI (when used well) can support human connection, giving teams more time and insight to deliver care without losing the warmth that makes this industry so powerful. KEY TAKEAWAYS Belonging doesn’t happen by accident, it must be designed. Alex shares how meaningful experiences require intentional structure, not “hoping for the best.” AI should empower connection, not replace it. The most exciting tech improvements are the ones that reduce friction and help clients feel remembered. Small details create massive loyalty. Remembering a client’s holiday, drink preference, or what matters to them builds trust faster than any marketing. BEST MOMENTS “I’m only starting to realise just how impactful it’s been… people still come up to me… and say it changed the way I interact with my kids, or with my clients.” “It has to be intentional. It has to be designed. You can’t just hope for the best.” “There’s so much power in sharing stories… understanding each other’s journey.” SOCIALS & IMPORTANT LINKS https://susanroutledge.com https://www.instagram.com/susan_routledge/ https://www.tiktok.com/@beautybusinessmatters https://marketing.susanroutledge.com/beauty-and-the-best-chapters   SPONSORSHIP https://www.phorest.com/ https://share.hsforms.com/1Z3Q1VRM8TNqfn11f4cZyPA1c4ta This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/ 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, 2 and 3.  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.