Meet The Team Supporting Your Salon’s Financial Success
We are a salon-exclusive accounting firm built for beauty business owners who want clear numbers, less stress, and consistent owner pay. As your dedicated salon accountant, we help you understand your finances and make confident decisions.
A Salon-Exclusive Financial Team
True Profit Salons is a fully remote team working exclusively with beauty and hair salons across the U.S., Canada, and the U.K. We combine accounting, payroll, tax planning, CFO guidance, and Profit First into one clear, supportive system so you never feel alone managing your finances.
Ross Loveland
Founder & CEO
Ross Loveland is a dynamic speaker, author, and trainer who helps salon owners achieve financial clarity and transform their businesses into profit powerhouses. He holds the respected certifications of Advanced Certified Profit First Professional and Profit First Certified Master, reflecting his mastery of the Profit First methodology.
As a trusted Profit Advisor and the founder of True Profit Salons, True Profit Tax, and co-founder of True Profit Spas, Ross blends industry expertise with proven financial strategies to guide salon professionals toward sustainable growth and long-term profitability.
Outside of business, Ross is a devoted father to five daughters and values family time above all. He’s an avid reader, enjoys playing pickleball, and loves to travel—often finding inspiration for both life and business in new places and experiences.
Cari Loveland
VP Marketing & Strategic Growth
As Vice President of Marketing for True Profit Salons, Cari leads brand growth and strategic partnerships across the beauty space. Outside of work, she’s an entrepreneur at heart who finds her greatest joy in homemaking and motherhood.
After over a decade in bedside, travel, and hospice nursing, Cari transitioned into business and now works remotely as a marketing and strategic growth specialist. She brings strong sales experience and leadership to her work and is passionate about building meaningful relationships within the industry.
In addition to her role at True Profit Salons, Cari is the CEO and co-Founder of True Profit Spas, where she helps Med Spa and wellness owners build profitable, sustainable businesses.
When she isn’t in mom mode, Cari enjoys connecting with people around the world in healing and growth-centered spaces, building businesses that serve humanity, and traveling with her family.
Ross & Cari Loveland
Together, Ross and Cari Loveland lead a family of companies—True Profit Salons, True Profit Spas, and True Profit Tax—serving entrepreneurs in the beauty, wellness, and service-based industries. Their work is rooted in a shared commitment to helping business owners build profitable, well-run companies that support both financial success and a meaningful life.
Driven by purpose and partnership, Ross and Cari are intentional about building businesses that create real impact—providing clarity, structure, and freedom for the people they serve. Every company they lead is designed to help entrepreneurs feel confident in their numbers and supported in their growth.
At the center of everything they do is their blended family of eight children. Their family is both their inspiration and their compass—shaping how they lead, what they prioritize, and the legacy they’re building together. For Ross and Cari, success isn’t just measured in profit, but in impact, integrity, and the life their work makes possible.
Why Salon Owners Choose Our Team
We’re not a general accounting firm. Everything we do is designed specifically for salons.
- Salon-exclusive focus
- Clear communication and guidance
- Simple systems you can actually follow
- Heart-centered, judgment-free support
- Proven experience with hundreds of salons
Helping Salon Owners Take Home More Money
Our mission is to help salon owners reduce financial stress, gain clarity around their numbers, and build profitable, sustainable businesses that support their life, not control it.
Ready to Work With a Team That Gets Your Salon?
If you’re ready for financial support that feels clear, supportive, and built for your business, we’d love to connect.