Hammer & Nails Grooming Shop for Guys has named John Choi as its new CEO and Aaron Meyers as president and chief operating officer (COO).

The new appointments are expected to support the development of the organisation and expand its presence in the US.

The male grooming industry is estimated to reach $26bn by 2020.

Before taking up his new role, Choi owned a Hammer & Nails franchise and worked as a Massage Envy regional developer and multi-unit franchisee.

Choi said: “Hammer & Nails is entering an exciting era of growth and as I step into this new role, my energies will focus on growing strategically to ensure success for everyone within the brand.

“We are looking to partner with aspiring and established entrepreneurs who are looking to bring a fun and unique concept to their communities.”

“To continue our development across the nation, we are looking to partner with aspiring and established entrepreneurs who are looking to bring a fun and unique concept to their communities.”

Meyers has 25 years of experience in operations and brand development, having worked as vice-president of operations and innovation at Massage Envy.

In addition, he served at FedEx Office for 20 years and led operations in Europe, Canada and Latin America.

Meyers said: “With licences awarded for nearly 300 shops, this is an exciting time to be a part of the Hammer & Nails brand and I’m thrilled to be joining such a strong leadership team.

“This new position will allow me to help franchisees with their day-to-day operations and ensure all locations are running efficiently while delivering a superior service, all in the ultimate man cave nirvana.”