In hairdressing, relevance isn’t optional- it’s survival. HOB Salons, one of the leading names in British hairdressing, continues to prove its staying power through creativity, innovation and education. International creative director at HOB Academy, Akin Konizi, recently picked up the Artistic Team of the Year award at the British Hairdressing Awards and went viral with a dramatic haircut on Instagram that divided opinion.

“Life is moving at an alarming rate- trends change, techniques evolve, and clients expect fresh ideas and modern styles every time they visit the salon,” says Konizi. “Staying relevant isn’t about chasing every fad, trend or new thing to hit the headlines- it’s about showing that you’re passionate, adaptable, and committed to growth for the future. Being relevant keeps your clients coming back for more, ensures your work is inspirational and pushes your business forward. To survive we have to thrive, and we can do that by continuing to learn and evolve.”

For Konizi, thriving begins with unlocking the power of the team. “Your team is a mine of knowledge and fresh ideas. They are on the salon floor every day, interacting with clients, understanding their needs, and absorbing trends from the outside world. Giving your team a voice not only empowers them, but also keeps you and your salon in tune with what’s trending in the real world.”

Education, he says, is equally vital. “Investing in regular training sessions and ensuring you and your team is up to date with the latest techniques and trends is essential.” Social media also plays a crucial role: “A video I posted went viral with more 24 million views and the great thing about it was I was leading the conversation about the craft of haircutting with hairdressers around the world.”

“The fastest way to lose relevance is to become predictable,” Konizi adds.