EP395: The Secret Garden’s Gender‑Neutral Salon Playbook

In today’s episode, Dom chats with Darren Cunningham and George Waterfield, owners of Leicester’s The Secret Garden, on building a truly welcoming, LGBTQ+ inclusive salon—and why inclusion is both practical and profitable. Hear how they opened at speed, navigated Leicester’s lockdown from a family garage, and replaced “ladies/gents” with gender‑neutral, length‑ and time‑based pricing. They share lessons on risk‑taking, constant education, and turning hate toward their Pride flag into powerful community solidarity, culminating in a 140‑person drag‑queen re‑raising. Plus, their growth playbook: DMing influencers, smart pro bono collabs that led to Netflix premiere work and headline moments, and brand partnerships with L’Oréal. If you want culture, pricing, and marketing strategies that actually move the needle, this one’s for you. Hit Play!     CHAPTERS 2:36: Pricing Without Labels 5:02: Hairdressing Journeys 8:03: How They Met 9:13: Strengths In Partnership 13:01: From Idea To Salon 15:00: COVID Garage Pivot 17:46: Influencer Wins 20:26: Kate Price Event 22:57: Finding Inclusive Pricing 24:56: Gender-Neutral Pricing 28:02: Brand Impact 29:16: Hate And The Flag 30:53: Community Support Rally: 32:50: Simple Inclusion Steps 34:07: Rethinking The Menu 36:13: Awards And Brands 38:35: Saying Yes To Growth 39:41: Dreaming Bigger 43:36: Future Goals   EPISODE RESOURCES Connect with The Secret Garden on Instagram @thesecretgardenhair DISCOVER TODAY SPONSORS KERATIN COMPLEX PRODUCTS HERE