From the salon floor
boardroom.
I've been in the trenches.
22 years inside the beauty industry. Sales leadership at a fast-growing beauty tech startup. I know both worlds — and exactly what it takes to turn a hard-working business into a genuinely profitable, scalable one.
Sarah Durkin
I love the challenge
of growth.
I'm a high-energy sales leader and growth strategist who thrives in fast-moving, ambitious environments. I've built my career on the frontline of scaling sales teams, driving revenue, and helping businesses move from potential to real momentum.
I love the challenge of growth. The messy middle. The pressure. The excitement of building something meaningful.
What I bring isn't just commercial strategy — it's energy, belief, and the ability to bring people with me. I lead with both head and heart. I care deeply about performance, accountability and results, but I also understand that people do their best work when they feel trusted, supported and inspired.
I'm not about corporate jargon or textbook theory. I'm about real conversations, real pressure, real ambition and real growth.
My Philosophy
Sound familiar?
I work with people who are brilliant at what they do but know they could be getting more from their business — or from themselves.
Salon Owners
"You're fully booked but not seeing it in your bank account."
I help you build the systems, pricing confidence, and team structure to turn a busy salon into a genuinely profitable one.
Beauty Tech Founders
"You've built something brilliant but struggle to sell it to an industry you don't fully understand."
22 years of beauty industry relationships and a SaaS sales background — I bridge that gap better than anyone.
Ambitious Leaders
"You know you're capable of more but something keeps holding you back."
As a trained executive and life coach, I help you step into the leader your business needs you to be.
Growth isn't a
buzzword.
It's a practice.
I'm not here to give you a 47-step framework or a generic motivational quote. I'm here to help you do the actual work — the conversations, the systems, the mindset shifts — that move the needle on your business and your life.
Speaking
Keynotes, fireside chats, panels and workshops. Real talk, practical takeaways, and genuine energy that moves a room.
Sales Workshops
No pushy tactics. No scripts that feel weird. Just honest, high-quality conversations that convert — and a team that believes in them.
Commercial Strategy
Pricing, pipeline, positioning. I help you build the commercial foundations that make growth predictable, not accidental.
Team Performance Coaching
Your team rises to the level of your belief in them. I help leaders build cultures where people do their best work.
Beauty Business Growth Consulting
22 years in the industry. I know what moves the needle for salons — from fully booked to genuinely profitable.
My signature method for turning potential into performance.
I don't just motivate. I build systems that make performance repeatable.
Revenue Growth
- Turn conversations into clients
- Build predictable pipelines
- Close with confidence
Commercial Confidence
- Stop under-charging
- Understand your numbers
- Lead with clarity
Sustainable Scaling
- Build high-performance teams
- Reduce burnout
- Create long-term stability
I love a good
conversation.
Whether it's a fireside chat, a panel, a workshop, or a keynote — I bring the same energy I bring to everything: real talk, practical takeaways, and a genuine love for this industry and the people in it.
"A Fireside Chat with Ashley Fjeldstrom, CEO of Barespace — Barespace Q1 Kick-Off 2026"
Topics I speak on:
Barespace Q1 Kick-Off · 2026
Fireside Chat with Ashley Fjeldstrom, CEO
Head of Sales at
Barespace is the software the beauty industry has been waiting for — bookings, payments, marketing, analytics, all in one place. We're one of the 100 fastest-growing startups in the UK and Ireland, and we're just getting started.
If you run a salon and you're still juggling three different apps and a paper diary — come talk to us. Seriously.
Visit Barespace.ioSeed Funding Raised
Fastest Growing UK & Ireland
Funding Round
Expansion Target
Words from people
who've seen it first-hand.
These aren't testimonials I asked for. They're recommendations from colleagues, managers, and team members who worked alongside me — and chose to put their name to it.
Sarah consistently combined strong delivery with thoughtful people leadership. She led with confidence and ownership, and never shied away from difficult decisions.
Laura Stobie
She has the kind of grit that translates to results without cutting corners. Her network in the beauty industry is legitimate — the kind of asset that doesn't show up on a spreadsheet but creates real business momentum.
Roberto Taracido Ruiz
B2B, SaaS & GTM Specialist
Sarah brings real energy to her work and an ability to build trust and momentum with both teams and customers. A commercially minded sales leader who drives growth and makes a tangible impact.
Claire Davenport
CEO, NED, Angel Investor
She created an environment where people felt supported, challenged and motivated to perform at their best — a skill that is far rarer than it should be.
Fraser Robertson
Lead Performance Coach
Under her leadership, the team regularly met and exceeded ambitious targets. No question was ever too much and no challenge too big — a true pillar of the team.
Beth Sells
Enablement Manager
Her positive attitude made a real difference — not only in sales results but also in team morale. She leads with integrity, optimism, and a true commitment to the people around her.
Laura Haring
Business Development Manager
The most supportive manager I could have asked for. Her guidance helped build the team and kept us hitting our sales targets month on month.
Megan Hainsworth
Business Development Manager
Highly motivational, caring and energetic — she goes above and beyond for her team, every single time.
Natasha Brierley-Downs
Regional Sales Lead
She demonstrated her ability to lead high performing teams across field and inbound sales — consistently overachieving targets while keeping the team environment positive and productive.
Chantelle MacNeil
Regional Field Sales Team Leader
Growth isn't just about
It's about becoming stronger, braver
and more certain of your value.
That's the work I love.
Sarah Durkin
No hard sell.
Just a chat.
Whether you want to talk salon growth, sales strategy, coaching, or just pick my brain over a virtual tea — I'm genuinely happy to connect. Drop me a message and I'll get back to you.
Drop me a message
I read every single one. Promise.