John Amico Sr.

Founder Story

Creative roots, salon systems, and education.

With a mother who was an artist and a father who was an architect, John Amico Sr. was drawn to creative work early. After attending Notre Dame to pursue architecture, he switched to beauty school and began building his career from the ground up.

His determination came after early setbacks. After being let go from his first two salon positions, he started over as a shampoo assistant and quickly developed as a hairstylist. Within a year, a client offered him the chance to lease an empty barbershop next to his business, and John opened his first salon.

He spent years training, traveling, and competing as a platform hair artist. His specialties included competitive hair design and creative hair color with European influences after studying in London, Brighton, Paris, and Amsterdam with world champion hairstylists.

When asked what led to his initial success, he has pointed to vision and persistence. He has described entrepreneurship as the ability to see what others cannot see and to keep moving even when people around you doubt the dream.

John Amico Sr. initially opened a chain of his own cosmetology schools. He then launched Hair Performers as a salon chain in 1973 after seeing the need for a trendier, younger-image, full-service hairstyling salon concept.

Hair Performers was staffed with students from his beauty schools and had grown to 20 locations by 1976. He helped students and staff purchase their own branded salon systems, telling them they were being hired as future owners. The salon chain later grew to 225 locations.

In 1986, he saw a need for a value-priced salon niche and created We Care Hair Salons with Fred DeLuca, founder of Subway. The concept quickly opened 175 locations, and John has credited DeLuca as a role model and mentor from the early days of franchising.

John Amico Sr. served as a visionary leader for cosmetology schools and salon chains until his family wanted more of his time. He began selling those businesses in the 1990s and focused on the John Amico Products Company, a family-owned professional hair care company.

He has been a regular motivational speaker at industry and business events, including Intercoiffure, Premiere, the Midwest Beauty Show, the International Beauty Shows, and the Subway International Franchise Convention.

He received the Spirit of Life Award in 1986, joining a group of recognized industry leaders connected with Redken, Matrix, John Paul Mitchell, and Sally Beauty Supply. He has also supported local charities and has kept family as a major part of his life.

The John Amico Products Company has grown to be used in many professional salons, and John has remained proud of the education connected to the company and school.

His school and salon work has not been driven only by money, but by identifying the right people with the passion to be their best and creating the systems needed for mutual success.

One of his biggest personal rewards is hearing from former students and salon owners who say his work positively impacted their lives. He describes himself as a positive, nurturing influence and leaves students with a direct message: "Walk the talk. Whatever you do, you better love it."