Meet The Team Supporting Your Salon’s Financial Success
You don’t just get numbers handled. You get a dedicated team that understands salons and supports you with clarity, guidance, and confidence at every stage.
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.
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.
Meet Julie
Profit Advisor
Julie lives in Idaho and is a retired homeschool mom of 15 years. She re-entered the workforce during Covid. She is people-centric and loves helping them level up in many areas. She is excited to bring this skillset to our team and clients.
Fun Fact: Julie sings and plays the piano. She is also an avid researcher of anything online her family and friends need.
Meet Nicole
Profit Advisor
Nicole grew up on the East Coast and moved to California after college. With a background in math education, she’s spent years helping people make sense of complex ideas and reach their goals. Now, she’s excited to bring those same skills to a new space.
Fun fact: Nicole loves to hike and explore different National Parks.
Meet Patrick
Profit Advisor
Patrick is a seasoned financial executive with over 15 years of experience, including a decade as a CFO. He specializes in corporate finance, strategic planning, and risk management, helping businesses drive growth and make informed financial decisions. He holds national financial licenses, including the Series 7 and 66, as well as certifications from the College for Financial Planning (CRPC®, APMA®, AWMA®, SE-AWMA™).
Fun Fact: When he’s not analyzing financials, Patrick enjoys life in Charlotte, NC, with his wife, Meredith, and their snuggly King Cavalier, Tucker.
Meet Alexandra
Profit Advisor
Alexandra grew up in New York, graduated with a Bachelor’s Degree in Accounting from the University of Delaware and now lives on Nantucket Island, MA. Her attention to detail and love for building customer relationships allow her to help True Profit Salon clients reach their full potential.
Fun Fact: Alexandra loves to spend her spare time crocheting!
Meet Erika
Profit Advisor
Erika loves the beauty industry. She has a background in cosmetology and uses her knowledge and customer service experience to help True Profit Salon clients exceed their financial goals.
Fun Fact: In Her leisure hours, she immerses herself in the realm of literature, dedicating significant time to reading and crafting poetry!
Meet Teo
Profit Advisor
Teognis, goes by T or Teo, is new to the beauty industry. Growing up in New Jersey, going to school in South Florida, and gaining over 20 years of experience in the hospitality industry, Teo knows that having someone you can always count on is vital for any team. He prides himself on being reliable and someone who will always lend a helping hand when needed. Knowing that I can put a small grain of sand, to help someone reach their dreams, is an incredible feeling.
Fun Fact: When not behind a computer, love being at the beach with family.
Meet Wesley
Outreach & Engagement Specialist
Wesley grew up in Canby, Oregon and now lives in Mapleton, Utah. With a natural ability to connect with people, he focuses on building strong relationships and creating meaningful, engaging experiences with customers.
Fun Fact: Wesley is a mechanic and loves fixing just about anything.
Meet Mariana
QuickBooks Specialist VA
Mariana grew up in Mexico and holds a Bachelor’s degree in Accounting from Universidad Panamericana. She specializes in QuickBooks support, accounting, and administrative assistance, bringing a detail-oriented and highly organized approach to her work. With strong adaptability and a continuous learning mindset, Mariana supports teams efficiently while expanding her technical and professional skill set.
Fun Fact: Mariana loves interior design.
Meet Mary
Administrative Director
Mary has a robust engineering background, is a goal-driven Administrative Director with a strong emphasis on fostering company prosperity and expansion.
Committed to enhancing and streamlining business operations.
Fun Fact: In Her leisure hours, she immerses herself in the realm of literature, dedicating significant time to reading and crafting poetry!
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.