In conversation with the community-driven, intelligent, steadfast entrepreneur and owner of CABIN - Barber and Gentlemen Supply, Louie J. Manzo, on restyling the personal services industry in the new modern world.

1. Which one aspect of your industry will see the longest-lasting repercussions of the global health pandemic?
I think the aspect of social connection will be the most impactful and longest-lasting. I’m hopeful that we are chameleon-like and adapt, make provisions, improve and overcome but that remains to be seen.

2. What's been the most challenging aspect of this as an entrepreneur?
Losing control.
It’s near impossible to contain the mind of an entrepreneur; I felt helpless. It lead to concern for my team as I could no longer influence the outcome their well being and for the customer experience; that for me was a real challenge.

3. Barber shops are more than haircuts - they're a place to be social, get caught up and connect with others. When you re-open, will CABIN retain that same feel/vibe?
You’re right, we too are much more than a haircut – although at the foundation, that is what we are, but we’ve become so much more to our customers, to our team, and to our communities.
We’ve always been innovative in how we approach the customer experience, how we run our shops, and how we treat our staff, so I’m positive when we re-open, we will see obvious differences
We built the business on two non-negotiables:

1. Exceptional Haircuts
2. Exceptional Service – it’s in our DNA.

When your focus is on the things that make a difference, I’m positive that we will create new ways to retain, if not make better, the CABIN vibe.  We’re all looking forward to that – it’s our job to get it right. 

4. What steps and measures will you take once you re-open that differ from "yesterday's" CABIN?
Health and safety have always been a priority. Our measures will include ensuring we exceed the customers and health officials’ expectations, so that will be more front and centre.
We’ve mapped out our return based on today’s current state of affairs – which at this point includes PPE for our staff, regulated haircut times, station wash downs, and a change in service options
We may need to hold off on hot towel shaves and beard trims. Customers may be asked to wear face masks, we will have to distance barber stations, we will likely have to forgo the espresso service, the waiting areas, and in-store shopping – for now anyway
This will change daily and we will be paying close attention to what’s expected, what’s allowed and most importantly what’s safe.

5. Regrettably, some local businesses might not see the other side of this - what ideas do you have that can reduce the number of small business closures?
INNOVATE INNOVATE INNOVATE.
This is the time for reinvention, for tweaking, and for changing the one thing that you’ve always wanted but couldn’t. There is no return to what we knew for the foreseeable future so it’s time to look forward, recognize opportunities and course correct. We have to be futurists to effectively weather this storm.

6. If you received the "all-clear" to re-open today, would you re-open all three locations, or do them one-at-a-time?
Our plan at this time is to open all three. Our Barbers and Front of House teams are anxious to get back to the shop. We’re cautious and want to exercise good thinking and keep in mind the effect on our team and customers. With that in mind, we will determine what’s right for everyone involved.

7. You've had an income since your early teenage years and this is the first time that's been interrupted. What keeps you motivated as an entrepreneur the longer this goes on?
That’s right; I’ve always been gainfully employed and, in some respects, have been running a race and a marathon at times in warp speed. Like many of us, all of my business endeavours were abruptly brought to a screeching halt. Tat created confusion and then over time, clarity. It has been a true break as I’ve never experienced a true mental break.
What motivates me is that I know most of us are affected, we are somewhat in similar boats, that uncertainty fosters flight or fight and innovation, and creativity is often born from uncertainty. I’m always in the fight head space and am now, more than ever, driven to provide creative solutions for my corporate business, to make changes to CABIN, which will help other local small business owners understand how they can reinvent and prosper in our new world simply by creating examples they can follow.
I’m most excited to launch a new company that will reinvent how business’ communicate and navigate differently to meet their goals and objectives.

8. Your team is seen as your extended family - how are they coping with this?
Not going to lie, it’s been difficult on us all in varying degrees.
We work in a tight quarters where space is limited. There are bonds and trusts that form, an easy environment to feel connected like a family.
That said, we are in regular communication, connected online and have even produced a video for our customers to keep us active and have a little fun along the way.
I do know that they are all ready to go back to the insults, off colour jokes, banter and bad advice that we are all so well known for.

9. Black Market Barbers are celebrated and vilified during this pandemic - what's your take on them?
You have to do you. It’s not my place to tell someone how to live their life. However, it’s not something I want our barbers to partake in.
In my opinion, beyond being a risk,  it’s reckless, disrespectful and unlawful and unfair to their fellow barbers and shops that employ them.

10. You provide a premium service for a premium product and experience. With income levels decreasing for the majority of us, how will that affect you when you re-open?
That’s yet to be seen. We provide a premium service, and a premium product at a fairly average price, when compared to other industries and services we spend money on. I’m hopeful that there are some time-honoured traditions and experiences that are not worth compromising – a trip to the barber shop being one of them.
The social, mental, and physical impact and feel good takeaway is something we pride ourselves on
I think those who can continue will, and those that need to stretch it out a little, might get more in return than what they invested.

11. Hardship, with the right approach, can lead to opportunity. What opportunities does this create for you?
Opportunity is abound. We’ve always wanted to make products available online but never had the time
Now, we are adding products to the website weekly. We will likely find new location opportunities in communities that we know will love what we are building. We will look to invent new ways of providing exceptional service.
When one door closes another opens and sadly ,some very talented barbers will be unemployed.
Perhaps we can be the new home they’ve always wanted but had no reason to look.
Hopefully we can help.

12. What additional skills/talents have you had to learn in adapting to the new modern?
I’ve had to dust off my dancing shoes as TikTok (@canadasbeardedboomer) has been a mindful wellness program in our house. Otherwise, I’m a sponge for learning anything from art theory to business developments to meditation. Normally, I put myself in uncomfortable situations in an effort to grow and develop. This has been status quo for me but I feel I’ve had an easier time digesting and retaining content now that the gift of time has been presented. 

13. Do you think there will be another in-person CABIN-fest, or will this lead to a full digital experience going forward?
That’s the million-dollar question and one that possibly will have us all saddened as a result. I, along with a bunch of people, are so hopeful that we can be a commUNITY and celebrate together. CABINfest is a special event near and dear to us so it’s important. Like the shop, we will return to a different but equally as good, if not better, version of the same, maybe slightly down the road but we can’t wait.
As for virtual, I’m currently working on creating live and virtual event hybrids for another business I manage – so by the time we get back to CABINfest, we will be well equipped to present the event in unique and creative ways  .

14. Community involvement and charity has been bolstered throughout this pandemic. How has CABIN been involved in this?
CommUNITY and charity are also cornerstones for how we conduct business. It’s been so motivating to see how active our communities are, standing proud and assisting those in need. We’ve been helping in the background where we can with gift certificate donations for online auctions and gifts for volunteers. Early on, we started a zero-cost initiative to have people and shop owners shine blue lights in their windows at night to support our front-line and first responders. This made way for a few of our generous customers and supporters to offer to pay for haircuts for them once we return. We’re now able to offer 200 complimentary haircuts for our front-line workers- we’re very happy to be able help.
Beyond that, we are organizing a “fill-the-trailer” day at the Port Credit shop where we will encourage our customers and friends to drop a bag of food into a parked trailer in front of the shop. As a thank-you, our donors will receive a CABIN gift card and a chance to win some of our most popular products.
We hope to announce a date in June – ideally just before re-opening.

15. What will the easiest aspect of re-opening be for you?
Turning the key ;-)
We will be fully immersed in prepping the shops for safety prior to opening. Our staff are well trained, love what they do and can’t wait do talk, greet, service and engage so I think outside of the forced changes, we will see re-opening as easy. The happiest aspect will be that we get to be a feel-great environment again, and we’re all looking forward to that.

Louie is the Owner and Director of Customer Experience at CABIN Barber & Gentlemen Supply, the Executive Director of WM&D an integrated advertising, communications and corporate events producer. He creates brand, social, and integrated media, community-building and audience engagement strategies for start-ups, retailers, manufactures, member organizations, B2C and B2B brands. As an entrepreneur, he has a deep skill set in conceptualizing and marketing new business opportunities, looks for points of difference and engages audiences to look at things differently. Louie has over 25 years of experience in strategy development, execution and production  across the private, public and not-for-profit sectors.
He also specializes in driving business results by telling the right story to the right people at the right time.

Connect with him here.