How Fresha Became the OS for Multi-Location Beauty Brands

LONDON, UK – March 31, 2026 – A significant shift is underway in the multi-billion dollar beauty and wellness industry, as regional and national chains increasingly abandon fragmented software systems for a single, unified operational backbone. At the center of this transformation is Fresha, an AI-powered platform that has rapidly evolved from a popular booking tool into the essential infrastructure for scaling multi-location selfcare businesses. The company's recent surge in enterprise growth, marked by partnerships with leading brands like Ted’s Grooming Room, Gould Barbers, and Masaj, signals a new era where integrated technology is the key to expansion.

Fresha's CEO, William Zeqiri, framed this milestone not merely as a business success, but as a fundamental change in the market. "Large-scale operators are moving away from fragmented software stacks in favor of unified systems that handle everything from AI-driven discovery to complex payments," he stated. "Generating billions in GMV, this milestone confirms that Fresha is no longer just a booking tool; it is the operational engine for the next generation of global beauty brands."

This evolution addresses a long-standing pain point for growing service businesses, which have historically been forced to stitch together disparate systems for appointments, payments, marketing, and staff management—a complex and inefficient model that stifles growth.

The End of Fragmented Systems

For years, the operational reality for a growing salon or spa chain involved a messy patchwork of disconnected technologies. A business might use one software for online bookings, a separate terminal for processing payments, another tool for email marketing, and spreadsheets for inventory and payroll. This fragmentation creates data silos, increases administrative overhead, and prevents a holistic view of the business, making it nearly impossible to scale efficiently.

Darran Gould, Founder of Gould Barbers, which operates over 40 locations, described the challenge vividly. "Before Fresha, we were constantly juggling disconnected platforms to manage our different locations," he said. "Fresha unified our entire tech stack, giving us the centralized control and reporting we needed to actually focus on growing the brand rather than fighting with software. Fresha is the best platform we have ever used."

This sentiment is echoed across the industry. Alice Vaughan, Founder & COO of the boutique wellness brand Masaj, noted the burden of managing multiple studios. "Operating multiple MASAJ Studios can mean wrestling with fragmented software that often doesn't talk to each other," Vaughan explained. "Operating elements of our scheduling, marketing, and payment processing under one ecosystem helps to lessen the administrative load and allows us to scale smoothly as we grow our business."

By consolidating these critical workflows into a single intelligent platform, Fresha provides the centralized infrastructure that growing brands need to maintain consistency and quality across an expanding network of locations.

By the Numbers: Quantifying Enterprise Momentum

The move towards Fresha by enterprise clients is not just anecdotal; it is backed by powerful growth metrics that illustrate a clear market trend. The company reported that thousands of its clients are now multi-location businesses, and this segment is driving a disproportionate amount of growth.

Gross Merchandise Value (GMV) within this multi-location segment has surged by 32% annually, a figure that significantly outpaces the growth in the number of businesses. This indicates that existing enterprise clients are not just staying on the platform but are expanding their operations and revenue at an accelerated rate. Bookings have climbed into the tens of millions per month, up 23.4% year-on-year, while the average GMV per business has risen by 17.7%.

This activity has translated directly into a 67% year-on-year increase in platform revenue from the large business segment. Combined, multi-location operators now represent billions in annual GMV for Fresha. This financial momentum underscores the industry's demand for an all-in-one solution that can handle the complexities of a large-scale operation.

For premium brands, this translates into a direct competitive advantage. "Scaling a premium grooming brand across multiple locations requires technology that can keep pace with operational complexity," said Niyazi Oztoprak, CFO of Ted’s Grooming Room. "Fresha provides the infrastructure that allows us to manage bookings, payments and performance across the business in one place. The visibility and efficiency the platform provides have been instrumental in supporting our continued growth."

Beyond Bookings: The AI and Fintech Revolution

What sets Fresha apart in a competitive landscape that includes established players like Mindbody and Vagaro is its deep integration of financial technology (fintech) and artificial intelligence. The platform goes far beyond standard booking by embedding a complete payment processing system, advanced API capabilities, and automated payout routing for multi-site franchises.

This integrated fintech model simplifies one of the most complex aspects of running a multi-location business. With features like card terminals, Tap to Pay, and automated sales splits, Fresha eliminates the need for third-party payment processors, giving business owners a seamless flow of data from booking to final sale. The company even offers flexible funding through Fresha Capital, an embedded finance solution that provides cash advances with repayments tied to a percentage of daily sales.

Further enhancing its enterprise appeal is a heavy investment in AI. The platform already utilizes intelligent scheduling and automated marketing workflows to reduce administrative tasks and optimize revenue. Looking ahead, Fresha plans to roll out an AI receptionist to handle bookings and client queries, along with AI-powered tools for hyper-personalized marketing campaigns. This focus on automation allows large teams to operate with greater precision and consistency, freeing up staff to focus on delivering high-quality client services.

This technological depth reflects a broader structural shift within the beauty and wellness sector. As consumer expectations for seamless digital experiences grow, businesses that fail to adopt modern, integrated systems risk being left behind. As the line between software and service blurs, platforms that can deliver both internal efficiency and external growth are no longer a luxury but a fundamental requirement for building the next generation of global selfcare brands.