Community isn’t just a feel-good word—it’s a business growth strategy. In this episode of Spa Marketing Made Easy, I’m joined by Kim Pezzetti, Director of Practice Development at Cartessa Aesthetics. We dive into why relationships are the real currency in business—and how cultivating genuine, strategic community partnerships can be one of the most …

Are new clients really the answer to your growth challenges? 🧐 In this special episode of Spa Marketing Made Easy, I’m switching seats! I’m the guest on the Marketing 100 podcast powered by Mangomint, chatting with hosts John and Kayle about why new client acquisition isn’t always the solution for your spa—and how focusing on retention, relationshi…

Money doesn’t have to be complicated—and talking about it shouldn’t be taboo. In this episode of Spa Marketing Made Easy, I’m joined by Danielle Hayden, founder of Kickstart Accounting and a former hairstylist turned CPA, to normalize money conversations and share the vital role that financial visibility plays in building a sustainable spa business…

The $15 billion medical spa industry is booming—with the average single-location med spa generating $1.98 million annually. So why do so many med spa owners struggle to break into seven figures? In this solo episode of Spa Marketing Made Easy, I’m diving into the six most common reasons spa owners don’t scale to a million-dollar business—and how to…

Do you believe you don’t have time to network or that relationship marketing just isn’t for you? If so, you’re not alone—and you might be holding back your spa’s true growth potential. In this episode of Spa Marketing Made Easy, we’re busting the six biggest myths Spa CEOs believe about relationship marketing. These misconceptions could be limiting…

When business slows or budgets tighten, giving a raise might not be feasible—but that doesn’t mean you can’t show your team how much they matter. In this episode of Spa Marketing Made Easy, I’m sharing 10 powerful and practical ways you can make your team feel valued, even when financial rewards aren’t an option. As Spa CEOs, our job is to lead fro…

In this powerful episode of Spa Marketing Made Easy, we’re diving into one of the most crucial yet often overlooked topics in the spa and aesthetics industry—scope of practice and regulatory advocacy. I’m joined by Susanne Schmaling, a seasoned aesthetic industry professional and the force behind the Esthetics Council. With over 30 years of experie…

What if you could generate a steady stream of high-quality leads for your spa—without spending hours writing content or burning out on social media? Sounds too good to be true? Maybe. But the reality is, AI is changing the way businesses market, connect, and grow, and spa owners who embrace it now will be ahead of the curve. In this Spa Marketing M…

At Addo Aesthetics, we’re firm believers that it’s never too late to take action on a dream and that you wouldn’t have that dream if you couldn’t make it a reality. So, if you’re an aesthetic professional who has ever dreamed of crafting a brand of signature products, this episode with Anthony Standifer of mSEED Group is a must-listen! With over 25…

How would it feel if you could add $100,000 to your business in the next 90 days? Incredible, obviously. Your alarm bells and skepticism might be triggered, and that’s good! As a Spa CEO, it’s critical to be discerning about claims around how you can grow your business and how quickly. However, some growth pathways are like a rocketship–they take o…

Your sights are set on growth for your spa business, but what happens when economic conditions impact your area or clientele? Or if you face personal challenges beyond your control? You want to be prepared to respond, not react, and one key thing that allows you to be calm and controlled in your response is knowing you are on solid financial footin…

Here on Spa Marketing Made Easy, we’ve had numerous episodes covering the topics of building and nurturing client relationships, using events to draw in new clientele and provide exciting opportunities for existing clients to try new treatments and products, as well as how to select aligned products and partners, but diving into nurturing those ven…

After a whirlwind 2024 (and the wild ride to the start of 2025), you might feel a little scrambled and perhaps a bit anxious about where this year will lead as we navigate economic shifts. That's why I brought back my good friend and personal Meta ads expert on speed dial, Tara Zirker, who will help put your mind at ease about your marketing and ho…

Hiring on a unicorn, or building a whole team of them, isn’t about narrowing in on uber-unique people who possess the “just right” combination of skills to help you succeed in your spa business. Actually, building a Unicorn Team is about getting ultra clear on your brand and the values that drive it. From there, you’re able to navigate, motivate, a…

Raise your hand if you’re wearing the majority of the hats and spinning all the plates in your spa business. If you’ve raised your hand high, I’ve got no doubt you’ve pondered bringing on more support to help you lighten the load. The question is, can you afford to bring on that support? In this episode, I’m exploring some of the key considerations…

When you have a big vision for your business and loftier growth goals, it can be tempting to put yourself on the back burner as you forge ahead with business development. But I’ve got an important thing to share, and while it’s not a secret, it’s not the newest, sexiest marketing tactic, AI tool, or aesthetic equipment/offering that will get you th…

For aesthetic experts and most entrepreneurs, the legal side of business immediately makes shoulders rise and muscles tighten. We get it. If all is well and good, the legal stuff is supposed to be boring, and that’s how we want to keep it by ensuring that you’ve got all your legal ducks in a row as we kick off a new year! Keren de Zwart is here to …

The aesthetic and wellness industry is rife with “trends,” and while some may have thought this service would be a flash in the pan, market and consumer data shows that integrated aesthetic and wellness services are here to stay with potential for massive future growth. One of those integrated services is IV therapy. While it’s not a service every …

This year has been challenging for many spa owners and aesthetic professionals. Given economic uncertainty and market trends, we will likely have another challenging year ahead. However, there’s still plenty of opportunity to tap into and ways to get creative so your business can thrive. Remember, some of the most long-lasting, iconic companies hav…

Social media success thrives off of authentic, real-time content. Still, a business owner building a brand needs an extra edge of professionalism and polish than your everyday social media user or influencer. You need to showcase your space and services and tell a story that emotionally resonates with your ideal clients so they can easily decipher …

No matter what the tides of business may bring or the economy's fluctuations, finding strategic solutions that allow you to expand your spa's margins is always something to explore. That's why I'm so excited to dive into the power of Tippy with you on today's episode! Together with Tippy sales team manager Marci Zerbe, we're diving into all the det…

Whether you've dabbled with hosting events in the past with varying degrees of success, you've got your sights set on hosting more events in 2025, or you think events aren't the right fit for your business (I'd like to challenge you on that belief 😉), this episode is jam-packed with insights from Team Addo coach Emilie, who generated $150,000 from …

Are you tired of putting out job postings only to get candidates who don’t fit the bill for your company’s needs or culture? Frustrated from frequent turnover that costs your company more than bringing in more hands to help? Have you heard all the horror stories from other spa owners and feel scared to move forward on scaling with a team? Fear not,…

Social media has always been a hot topic within the Spa Marketing Made Easy community — it’s an element of marketing that is ever-evolving and extremely powerful in the ability to grow your business and expand your brand. And despite how exciting its potential can be, social media tends to be one of the top intimidating facets of marketing for spa …

Could you take the consultative process that you typically do with potential clients on a one-to-one capacity and digitize it so that you could not only draw in your most high-quality leads into your world but also do it in a way that maximizes your time and effort? The answer is yes! Here to explain how we do that with the help of quiz funnels is …

The holiday season is upon us, and you know what that means…holiday sales! And I’m not talking about the “savings” type of sales; I’m talking about the opportunities for your spa to hit incredible Q4 revenue records. Of course, one of the top ways to increase spa sales during the holiday season is through gift cards. However, gift cards aren’t as s…

I talk a lot about planning on Spa Marketing Made Easy, and planning is also the focus topic of one of our annual events, Next Level Growth. However, planning is merely step one of the process to creating a life and business you love, the next step comes in prioritizing the tasks and projects you have on your plan, and doing so productively to make…

Beyond the fact that retail revenue can make or break your spa’s profitability, generating more retail revenue is one of the best ways to create cash infusion since your strategy should largely hinge on your existing clientele, which is always easier to sell to than bringing in new leads and clients. And, of course, we’re never solely focused on th…

As we turn the corner on Quarter 4, it’s time to start thinking about the year ahead, and no, it’s not too soon. Especially in the spa industry, where Q4 is often our busiest time of year, it’s critical to carve out the time and thinking space to ask yourself what you truly want from your life and business. In this episode, we’ll explore what quest…

Year 10 of our business has been packed with exciting moments and achievements! I’m excited to share even more good news in this special bonus episode of the Spa Marketing Made Easy podcast! In this special milestone episode, we’re thrilled to celebrate a decade of Addo Aesthetics and unveil our brand-new website! Join me as I reflect on 10 years i…

Your dive into entrepreneurship is one of the most extensive personal development journeys you can go on. In all the uncertainty that can come with being a business owner, the one thing you can be sure of is that you’ll face plenty of challenges and obstacles along the way. While many of those factors may seem outside of your control, the one thing…

We're 400 episodes into the Spa Marketing Made Easy podcast journey, and we couldn't imagine a better way to celebrate and kick off the next 100-episode run (500 here we come!) than with a sit-down with our return guest, Daniel Lang, Co-Founder and CEO of Management. Over the past couple of years, we've had the privilege of not just partnering with…

Many aestheticians start as solos, and with time and business growth, a natural next step is shifting out of a solo suite and into a storefront. In that shift, there are countless things to consider and decisions to make. Still, unless you have some element of previous personal experience in scaling a business space, it’s all too easy to make the s…

“Building a business and life you love” has been integral to the Addo Aesthetics mission statement since day one. Part of how building a business and life you love manifests is that when it comes to taking vacation time, it’s not an attempt to escape the trappings of life and work. Instead, it’s an enrichment, a time to reflect, reinvest in yoursel…

As a brick-and-mortar spa owner, you have the great advantage and opportunity of using nearly every avenue of marketing to benefit your business. Digital marketing and advertising, grassroots and in-person events marketing, and both online and offline strategies are available to you, but the backbone of all marketing is going to be your bread and b…

By Daniela Woerner

Retail sales are a big chunk of your spa’s revenue, and while you may feel like you’re maximizing your sales opportunities in the spa, the truth is, if you don’t have an online storefront for your retail, you’re leaving a lot of money on the table. Back on the podcast to talk all things spa e-commerce and retail sales utilizing the power of the Sho…

Your sales are going great, and you’re expecting one of your spa's highest revenue months yet, but when it comes time to do your monthly bookkeeping, what you brought in seems to have flown out the door just as fast. Does that feel familiar? Whether it’s constantly feeling like you’re in a state of catch-up with your business finances, or you hones…

The magic “million dollar mark” is a goal my team and I frequently hear within our coaching programs and among our Spa CEO students and clients, and for good reason. Being a seven-figure business owner is a huge accomplishment, one that many small businesses don’t achieve, especially women (a statistic we’re set out to change among spa owners!). Ho…

“It’s one-click to get this, that and the other, so we really need to do a deep-dive and check in a few times per year to really make sure we’re scaling back and focusing on not wasting." That’s just one of the nuggets you’ll glean from this week’s episode, which is all about lowering your spa’s operating expenses. Beyond making more sales, the oth…

While I no longer work in the treatment room, I’m an aesthetician at heart, and when I attended a recent DermaConcepts event in the DMV area, I had the pleasure of sitting in on one of Toni Lee Roldan-Ortiz’s presentations focused on the unique science of Vitamin A delivery that DermaConcepts delivers through their Environ line. I gleaned a ton of …

Sales – the lifeblood of business, but the thing that makes most Spa CEOs shrink back for fear of being too salesy, slimy, pushy, insert any other cringe-inducing adjective here. Even if you’ve forced yourself to bite the bullet with selling and muscle through it, I promise sales conversations don’t need to be something you fear or white-knuckle yo…

We love to talk strategy and marketing here on the Spa Marketing Made Easy podcast, but every now and again we bring you a “talk shop” style episode with a focus on a new aesthetic product or modality that we think is worth the buzz. In this week’s episode, we have return guest, Jaclyn Luongo, joining us on the mic to share all about PDO Max’s new …

Tracking and assessing your KPIs (Key Performance Indicators) is a critical Spa CEO activity, and while there are many KPIs to keep your eyes on, there’s one particular KPI that plays a foundational role in your spa’s overall success and profitability, which is why I’m giving focus to it in its own podcast episode. In this episode of Spa Marketing …

You’ve got happy clients who sing your praises and a business that’s flourishing, but you’re feeling the time crunch between still being in the treatment room while also trying to continue growing your blossoming business. In this episode of Spa Marketing Made Easy, I’m walking you through our 4-simple steps framework for how you can begin shifting…

When introducing a new service, modality, product, or provider to your spa, your primary goal as Spa CEO is recouping your return on investment, and your second goal should be profit. But as my 4x repeat guest on this episode shares, it’s not enough to simply tell your clients you have something new or post about it passively, you have to structure…

You’ve got a beautiful website for your spa and social media profiles where you post content consistently, but there’s one more asset you need to have in play to tie them together to bring in a steady stream of new leads and bookings. That thing is sales funnels – and yes, they are critical for brick and mortar local businesses, especially spas. In…

When we talk about marketing strategy, all too often the primary focus of the conversation is about getting new clients through your spa’s door. Now don’t get me wrong, having a fresh flow of new leads and clients is critical in the health of your business, but just as important is retaining your existing clientele. While you will inevitably get cl…

Maybe you’ve considered running a membership for your spa, but the thought of consistently marketing your membership and making it profitable has you questioning whether it’s the right strategy for your business. Well, if you’re a regular listener, you already know that everything we share here on the Spa Marketing Made Easy podcast is about delive…

In this episode, I sit down with Misty Gillette, a resilient military spouse who has overcome numerous challenges to become a successful spa owner with two thriving locations. Throughout our conversation, Misty opens up about the rewarding aspects of owning a business, particularly the joy of seeing her employees flourish and grow. She emphasizes t…