Celia and Mario Pastilha of New Jersey were named Franchisees of the Year by My Salon Suite, recognizing their success operating five units and their commitment to building a strong culture across the brand.
The couple joined My Salon Suite in 2018 and have since leveraged their experience from previous corporate roles and business ventures to grow a thriving multi-unit operation.
From Corporate Careers to Franchise Ownership
Entrepreneurial Spirit
Celia’s corporate background included positions at IBM, while Mario gained experience in hotels, pharmaceuticals, and the wine industry. Both credited their entrepreneurial mindset for driving them toward franchise ownership.
Their first venture was with Planet Fitness in 2010, giving them experience with a multi-unit business model. They later sought a concept with lower labor requirements, which led them to My Salon Suite.
Attraction to My Salon Suite
Celia explained,
“One of the least favorite things about Planet Fitness was managing many employees. My Salon Suite allowed us to operate with few or no employees, which was very appealing.”
Mario added that the connection between the beauty industry and self-health further strengthened their interest in the brand.
The Power of Corporate Culture
Supportive Leadership
Celia emphasized that the team behind the brand was a major factor in their decision:
“Meeting the corporate team, seeing their vision and commitment, and hearing from other franchisees validated that this was the right brand for us.”
Mario noted the continuity of leadership culture, comparing it to their Planet Fitness experience:
“We saw a supportive culture at a stage where the concept was growing to maturity. It’s been fun to be part of this organization as it scales.”
Guidance from Propelled Brands
Since My Salon Suite’s acquisition by Propelled Brands in 2021, the company has strengthened its leadership team, hiring Susan Boresow as president in 2025. This support allowed the Pastilhas to open new units at full capacity and confidently plan for future expansion.
Multi-Unit Growth and Franchise Expansion
The Pastilhas plan to double their operations, aiming for a 12-unit buildout in the coming years. Mario explained that the multi-unit approach enables strategic growth and long-term scalability.
“My Salon Suite has allowed us to build something larger, creating a business we can work on strategically.”
Celia added that maintaining personal connections with customers remains a priority.
“Even though we may not physically be at all locations all the time, our members appreciate seeing the owners and feeling that personal touch.”
Importance of Franchise Network and Collaboration
One of the standout benefits of My Salon Suite is the franchisee network. Mario highlighted that franchisees can reach out to hundreds of peers for advice and problem-solving, providing support that independent business owners often lack.
“Being part of this network allows us to solve problems more efficiently and learn from others who have faced similar challenges,” he said.
Conclusion
Celia and Mario Pastilha exemplify how strong corporate culture, franchisee support, and strategic multi-unit growth can drive long-term success. Their recognition as Franchisees of the Year underscores the value of combining operational expertise with personal connection to customers and the franchise network.
What Do You Think?
Q: If you were considering a multi-unit franchise, how important would corporate culture and network support be in your decision?
 Comment boxes are open for your answers.
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