Michele Matkovich’s new book uncovers five invisible “revenue leaks” draining luxury salons of up to $312,000 annually, and the AI-powered systems to fix them.
Michele Matkovich, creator of Fully Booked AI® and a six-time Salon Today Top 200 salon owner, has released her highly anticipated book, The Luxury Contradiction: The Revenue Optimization System That Finally Matches Your Service Quality. In this groundbreaking work, Matkovich reveals a hidden crisis affecting the luxury salon industry: even the most successful salons are losing substantial revenue due to five critical yet often invisible gaps in their operations.
Drawing from her extensive experience in the beauty industry, including scaling her own salon from $378,000 to $1.4 million in annual revenue, Matkovich introduces the proprietary “5 Revenue Leaks” framework, a diagnostic system designed to identify and close the revenue gaps that are silently draining high-end salons.
“There’s a contradiction at the heart of the luxury salon industry,” says Matkovich. “Salon owners invest everything into delivering exceptional service, but the backend systems meant to support that service are quietly failing them. They’re charging premium prices but operating with systems that leak money every single day.”
The 5 Revenue Leaks Framework
Matkovich’s book identifies five major “revenue leaks” that luxury salons face:
- The Visibility Leak – Premium salons remain virtually invisible on search platforms like Google, Maps, and AI-powered tools where ideal clients are actively searching.
- The Conversion Leak – Despite attracting prospective clients, salons fail to convert them into bookings due to confusing messaging, complex booking processes, or a lack of urgency.
- The Operations Leak – Inefficiencies in front desk management and after-hours gaps result in missed inquiries, costing salons up to $32,000 annually.
- The Follow-Up Leak – Prospective clients who need more time to decide are neglected, falling through the cracks due to inconsistent or nonexistent follow-up systems.
- The Reactivation Leak – Past clients, representing hundreds of thousands of dollars in potential revenue, remain dormant in databases while booking services elsewhere.
According to Matkovich’s research, these five leaks collectively drain luxury salons of between $144,000 and $312,000 in lost revenue annually.
From Salon Owner to Industry Disruptor
Matkovich’s career in the beauty industry spans more than two decades. After opening her salon in 2010 during the economic recession, she scaled the business from $378,000 to $1.4 million in annual revenue in just five years. Her salon earned Salon Today’s prestigious Top 200 recognition for six consecutive years (2015-2020), including awards for growth, customer service, and technology.
However, in 2020, Matkovich made the decision to close her salon to care for her father in his final year. She didn’t return to salon ownership, instead, she channeled her industry expertise into creating Fully Booked AI®, a done-for-you service that builds and manages AI-powered revenue systems for luxury salons nationwide.
“I didn’t want to just teach salon owners what to do and leave them to figure it out on their own,” says Matkovich. “I know how overwhelming it is to run a salon and try to implement new systems simultaneously. That’s why we handle everything for them. No courses. No coaching calls. Just results.”
Proven Results
Matkovich’s systems have produced measurable results for salon owners across the country. One documented case study shows Loka Beauty Studio’s revenue growth from $672,000 to $1.1 million within 12 months, a 65% increase, while adding over 2,300 new clients.
“Salon owners don’t need another course or ad campaign,” Matkovich asserts. “What they need is someone to fix the five places where their revenue disappears every single day, without adding more to their plate.”
Industry Recognition
Matkovich’s innovative approach has attracted widespread recognition beyond the beauty industry. She was named a “Female Disruptor” by Authority Magazine and has been featured in Women’s Insider and LinkedIn for her expertise in salon business optimization. Many of the salons that beta-tested Matkovich’s methodology have gone on to earn their own Top 200 recognition.
She holds certifications from industry leaders such as Eufora Business Intelligence and Sasspreneur, and is a graduate of West Virginia University.
About The Luxury Contradiction Book
The Luxury Contradiction: The Revenue Optimization System That Finally Matches Your Service Quality is available now. The book offers comprehensive bonus resources, including the 5 Revenue Leaks Self-Assessment Scorecard, implementation roadmaps, and guides for evaluating and optimizing salon technology stacks.
In addition to the book, Matkovich has developed a free diagnostic tool, the 5 Revenue Leaks Scorecard, which helps salon owners identify which of the five leaks are impacting their businesses most significantly.
About Fully Booked AI®
Fully Booked AI® provides AI-driven revenue systems for luxury salons, streamlining visibility, conversion, follow-up, and reactivation for salon owners. Unlike traditional coaching or consulting, Fully Booked AI® takes a hands-on approach, building and managing these systems for salon owners. The platform integrates with leading salon software such as Phorest, Meevo, and Vagaro. Fully Booked AI® serves salons generating between $500,000 and $2 million in annual revenue.
About Michele Matkovich
Michele Matkovich is the founder and CEO of Fully Booked AI® and The Agency M2 Inc. She is a six-time Salon Today Top 200 honoree and former luxury salon owner with over 20 years of experience in the beauty industry. Based in Charlotte, North Carolina, Matkovich is the author of The Luxury Contradiction and the creator of the proprietary 5 Revenue Leaks methodology. She is a recognized thought leader in AI-powered business systems for the professional beauty industry.
Media Contact:
Michele Matkovich
Founder & CEO, Fully Booked AI®
Charlotte, NC
Email: [email protected]
Website: FullyBooked.ai
LinkedIn: linkedin.com/in/michelematkovich
Instagram: @michele.matkovich
Facebook: Michele Matkovich
