Mastering the Client Lifecycle: Kati Whitledge’s Framework for Winning & Keeping Clients

At the intersection of love and people is the human need for connection. Between people and marketing, the human longing to feel recognised and engaged in ways that matter. And where marketing and love meet, we find authentic expression and real stories.

But there’s something really quite special at the intersection of a “love for love”, people and marketing. If you recognise yourself in that, like Kati Whitledge, you likely have an innate (or developed), profound understanding of the art of matchmaking. Marketing guru, podcaster, and the founder of mya, Kati’s core message at the Salon Owners Summit 2025 was clear: marketing is the key to business success—and it works just like dating and marriage.

These insights stem from her refreshing talk, emphasizing the emotional connection behind consumer decisions and how salons can leverage this understanding to build lasting relationships with clients.

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Published on March 9, 2025 by Alex Bélisle-Springer

Keep learning from the experts, and click here to read more of the 2025 Salon Owners Summit Recaps.