Growth Diaries by Zenoti
What It Takes to Build Denmark’s Most Loved Salon Brand
August 12, 2025
Tommy Nielsen didn’t set out to run a salon empire. With a finance and consulting background, the beauty industry wasn’t on his radar until an unexpected partnership led him to Rodeo, a bold new salon concept in Denmark. Under Tommy’s leadership, Rodeo has expanded to 11 locations, attracted over 20,000 members, and redefined what a salon experience can be. In this episode of Growth Diaries, host Sudheer Koneru sits down with Tommy to explore how approaching the salon business like an entrepreneur, not a hairdresser, changed everything, from building an in-house academy and training stylists from day one to creating a membership experience that keeps 95% of clients coming back.
Tommy Nielsen didn’t set out to run a salon empire. With a finance and consulting background, the beauty industry wasn’t on his radar until an unexpected partnership led him to Rodeo, a bold new salon concept in Denmark.


Under Tommy’s leadership, Rodeo has expanded to 11 locations, attracted over 20,000 members, and redefined what a salon experience can be. In this episode of Growth Diaries, host Sudheer Koneru sits down with Tommy to explore how approaching the salon business like an entrepreneur, not a hairdresser, changed everything, from building an in-house academy and training stylists from day one to creating a membership experience that keeps 95% of clients coming back.


What You’ll Learn:


Tommy Nielsen is the CEO and Partner at Rodeo, one of Denmark’s fastest-growing salon brands. With no hairdressing background, Tommy brought an auditor’s precision and an entrepreneur’s mindset to Rodeo, helping turn it from a scrappy startup into a respected brand with 11 salons, 100+ employees, and one of the most successful salon membership programs in the world.


If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here. 



Growth Diaries by Zenoti is handcrafted by our friends over at: fame.so