Episode 5: From Burnout to Booked Out – How Iris Rebuilt Her Salon & Stopped Doing It All

What happens when your socials are hacked, your ads flop, and your salon feels like it’s stuck on survival mode?

In this episode of Diary of the Search Queen, I sit down with salon owner and coach Iris Van Ikkelberg to unpack how she went from overwhelmed and reactive… to leading a self-sustaining, fully booked salon with 11 stylists and a brand-new premises on the way.

This conversation is a masterclass in trusting the process, investing in the right support, and learning to let go so you can scale up.

We Talk About:

The hacking incident that made Iris hit reset on her entire marketing approach

Why trying to do everything herself nearly burnt her out

What changed when she invested in Google Ads and a new website

How she went from 5 to 11 stylists (and outgrew her salon)

The shift from “I am the salon” to “the salon runs without me”

Her new mission as a coach helping salon owners go from Booked Out to Boss

About Iris:
Iris is the founder of The Hair Chapel in Cleveland, QLD, and host of the podcast Hair, Business and Wine. She’s also a business coach helping salon owners scale their teams, their turnover, and their time freedom—without the burnout.

Connect with Iris:

Salon: @thehairchapel

Coaching: @iris.yoursaloncoach

Podcast: Hair, Business and Wine

Want more?

Follow Sonja on Instagram: @sonjathesearchqueen
Book your free Salon Scaling Demo today
Download the Google Ads + SEO checklist
Follow me on Instagram: @sonjathesearchqueen
Explore more at: sonjathesearchqueen.com

Loved this episode?
Tag us @sonjathesearchqueen
and @iris.yoursaloncoach
with your biggest takeaway!
And if this inspired you to finally stop doing all the things alone—please leave a 5-star review. Your story doesn’t have to end in burnout.

Here’s to letting go so you can grow. 💛

Running three businesses, raising two kids, and leading a community of 700+ members? It sounds like a lot, because it is. But today’s guest, Pumen from Champions Gym, shows us exactly what resilience, leadership, and heart really look like.

From fighting in the ring as a teen to building one of WA’s most respected combat sports communities, Pumen’s journey is about way more than Muay Thai. It’s about purpose, discipline, identity, and staying the course when things get hard.

Whether you’re a business owner, a parent, or someone searching for the next version of you, this episode will land deep.

We Talk About:

The unexpected love story that sparked Champions Gym

How martial arts became a vehicle for confidence, resilience, and purpose

Building a business from the ground up, and the real costs along the way

Losing (and finding) your identity after walking away from something you love

Balancing parenthood, partnership, and purpose without burning out

Navigating the challenges of digital marketing in a sea of “promises” that don’t deliver

Why professionalism, presence, and people-first values built a brand with staying power

About Champions Gym:
Champions Gym has transformed thousands of lives through Muay Thai, boxing, and strength training, with a focus on community, discipline, and inner strength. Founded by Pumen and Whitney, it now spans three locations across Perth.

Connect with Champions Gym:

Website: championsgym.com.au

Instagram: @championsgym

Want more?

Follow Sonja on Instagram: @sonjathesearchqueen
Book your free Salon Scaling Demo today
Download the Google Ads + SEO checklist
Follow me on Instagram: @sonjathesearchqueen
Explore more at: sonjathesearchqueen.com
Loved this episode?

Tag me @sonjathesearchqueen with your biggest takeaway! And if it helped you make a smart next step in your strategy please leave a 5-star review. It helps the podcast reach more salon owners like you.

Because resilience isn’t built in perfect moments, it’s forged in the fire. 🔥

Ever wondered if Google Ads or SEO is better for your salon?

In this solo episode, I’m diving deep into the question I get asked the most, “Which one should I do first?”

Here’s the truth: choosing the wrong strategy (at the wrong time) can waste your money and your momentum. But when you get it right? It’s the difference between empty chairs and a waitlist.

Whether you’re a brand new salon or a seasoned business owner planning your next expansion, this episode breaks down exactly how to use Google Ads + SEO to grow without the overwhelm.

In this episode, I share:

• Why Google Ads is a powerful now strategy for bums on seats
• The #1 mistake salons make when running ads (and how to fix it)
• How SEO works differently and why it’s your long-term engine
• What type of salons are ready to use both strategies together
• Why some campaigns flop and others fly (hint: it’s not luck)
• The real cost breakdown and when each is most profitable

Whether you’re stuck posting every day with nothing to show for it or just tired of inconsistent bookings this is your permission slip to stop guessing and start growing.

Want more?

• Book your free Salon Scaling Demo today
• Download the Google Ads + SEO checklist
• Follow me on Instagram: @sonjathesearchqueen
• Explore more at: sonjathesearchqueen.com

Loved this episode?

Tag me @sonjathesearchqueen with your biggest takeaway! And if it helped you make a smart next step in your strategy please leave a 5-star review. It helps the podcast reach more salon owners like you.

Here’s to smart search strategies and fully booked days ✨