Hammer & Nails Appoints New Leadership Team

Hammer & Nails Grooming Shop for Guys, a first-of-its-kind franchise, has a new leadership team. The company has recruited two industry experts to help lead it’s expansion efforts.  

Founder Michael Elliot has appointed a new Chief Executive Officer, John Choi, and President & Chief Operating Officer, Aaron Meyers. Choi and Meyers will play a critical role in the brand’s future development as Hammer & Nails enters a new era of growth, the company says.

Hammer & Nails offers men a unique experience during nail treatments and other services — with its dimly lit space, leather chairs, and large screen televisions. The company’s Melrose location in Los Angeles is shown above. 

After seeing success as the second Hammer & Nails franchisee, Choi brings a unique perspective to the corporate team and has first-hand understanding of the daily operations. His experience in the franchise industry began as a Massage Envy regional developer and multi-unit franchisee. 

Choi’s right-hand man, Aaron Meyers, is taking on the role of President & COO. Meyers’ impressive resume details more than 25 years of experience in operations and brand development. As the former VP of Operations & Innovation at Massage Envy, he led over 1,000 company-owned and franchised locations delivering $1.3 billion of revenue across 49 states. His impressive background also includes an additional 20 years at FedEx Office where he led operations in Europe, Canada, and Latin America.

Choi comments, “Hammer & Nails is entering an exciting era of growth and as I step into this new role, my energies will focus on growing strategically to ensure success for everyone within the brand. Our new leadership team is strong, qualified, and has the knowledge to grow our company strategically. To continue our development across the nation, we are looking to partner with aspiring and established entrepreneurs who are looking to bring a fun and unique concept to their communities.”

Meyers adds, “With licenses awarded for nearly 300 shops, this is an exciting time to be a part of the Hammer & Nails brand and I’m thrilled to be joining such a strong leadership team. This new position will allow me to help franchisees with their day-to-day operations and ensure all locations are running efficiently while delivering a superior service—all in the ultimate man cave nirvana.”

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