Catch the Latest Episode of Spa Marketing Made Easy
As a spa professional, one of the biggest keys to creating a life you love is getting more clients in the door. Easier said than done, right? With the Spa Marketing Made Easy Podcast, you can get all the tools you need. Join host Daniela Woerner, licensed esthetician, to get simple, proven strategies for marketing your spa business.
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 have been built during economic downturns. While it may feel like an uphill climb, keeping the course and working to prioritize profit can yield fantastic results and growth.
In this episode, I’m going to provide you with six high-profit spa services you can leverage in 2025 and beyond. These services provide you with plenty of profit margin so that your business can stay stable or grow, even if you experience seasons of slowdown.
In this episode, you’ll learn:
- The booming growth of new sectors within the aesthetic market and how you can harness them as a medical spa
- How to build recurring revenue into your services and creative ways to build in more add-on service revenue and boost retail sales with your service offerings
- Key cost considerations as we move into 2025, as well as tips for targeting new demographics
To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,
join the free Spa Marketing Made Easy Podcast community
References Mentioned in Episode #413: 6 High Profit Spa Services for 2025
- Listen to past episode of Spa Marketing Made Easy #264: Expanding into Virtual Education with Kathy Taranto
- Learn more about the Emage Medical® Image Pro® SUNLITE and tune into our walkthrough episode of this device on Ep.365
Welcome to Spa Marketing Made Easy, a podcast for spa owners who want to step up their leadership and business skills and step into the role as spa CEO. I’m your host. Daniela Woerner, CEO of Addo Aesthetics and Founder of the Growth Factor Framework® Program, where we teach, coach and guide spa owners in scaling their spas to the next level of growth and unlocking freedom in their life and their business. I’m so glad you’re here now.
Let’s dive into the show profit over revenue all day, every day. That is what we’re screaming from the mountaintops over here at Addo Aesthetics. Now we believe in building a business that supports the life that you want to live, which, by the way, can shift and change based on the season that you’re in. Now, when you’re focused on profitability in your business, you have more freedom, freedom to slow down in a season, if need be. Freedom to invest in a new piece of equipment, freedom to hire additional staff.
So as we’re moving into 2025 I wanted to share a list of six high profit services to consider adding to your service menu. And if you want to do a good deed for the day, consider sending this episode to a friend in the esthetic space. Maybe you’ve heard the quote life gives to the giver and takes from the taker. Always Be a giver.
Also, the first three are for those in medical esthetics only. So if you’re in a day spa model, don’t worry. I definitely have some high profit services for you as well. Just be sure to listen to the entire episode.
Okay, so first up, medically assisted weight loss. Big surprise for anyone who has been in our world for the last year, year I have been talking about this non stop. I’ve been following this extremely closely, and the growth has just been tremendous.
Now there was a report that skytail group and Q site put out showing that the weight loss and dietary and dietary lifestyle segment push spending to 1.2 billion in 2023 which was a 236% increase from the previous year. Now, with the amount of growth that I’ve seen from the practices that we are working with directly, this number is going to continually increase. I cannot wait to see the data that they get from 2024 and this is even with trispatide Taking off the shortage list. Okay, practices are still going to continue to grow with semaglutide.
Now, when we look at total non surgical spend. So when we’re talking about medical esthetic services in the US that are non surgical, that number is 15 billion. That was in 2023, 1.2 billion of that was medically assisted weight loss. That is a huge margin for something that hasn’t really been this, you know, service that everybody talks about knows about, as they do today.
Now consider that neurotoxin, which Botox, Dysport, Xiamen, juvo, all of the different neuromodulators, right? So that neurotoxin category is the largest piece of the pie. It was at 4.8 billion. So if we see medically assisted weight loss surging up doing 1.2 billion in such a short period of time, it’s really something to pay attention to.
Now, the thing with medically assisted weight loss is that we are helping our patients with a lifestyle shift. Medical spas are not just getting rid of lines and wrinkles anymore. Okay, we are shifting to overall wellness, and we’re seeing that in the services that patients are requesting. So the point is to create a successful medically assisted weight loss program. You don’t want to just bring on semaglutide. You want to have a process around it. What’s the entire client journey? Are you incorporating any type of nutrition or exercise or even mindfulness? We want to help our patients make a real lifestyle shift.
Okay. Now, side note here, be sure to check the show notes of this episode, because next month, in January, we are offering a two hour workshop, style master class on medically assisted weight loss. We’re going to go over all the business aspects, the pricing. We’ve, of course, have resources for you to launch or relaunch this into your practice. Now, if you’re a founding member of APA, meaning that you joined in 2024 you get to attend this class for free, as well as all of our master classes we’re having each month, and there’s still time to become a founding member, so be sure to check the show notes for that.
All right now this is going to lead me into our next high profit Service of the Year, and that is BioIdentical Hormone Replacement Therapy, or HRT, which is a lot easier to say. Now, hormones have been in the medical esthetic space for quite some time. I remember back in 2012 I had a training on them, but they’d never really taken off, as I believe we are about to see in the next one to two years. And this is directly related to the fact that we are seeing such a shift towards overall wellness, and also that they couple so beautifully with medically assisted weight loss.
So I think that we’re going to expand our demographics and the industry. We’re going to see patients who have not ever considered going to a medical spa, but now they are. And as many of you know, weight loss, or, you know, having weight that’s not coming off in the way that you would traditionally lose weight oftentimes has a hormonal component to it. So Biot is a company that I have heard good things about from some of our nurses. They offer a lot of support. I do not have any type of relationship with them. I’m just repeating what I have heard from our nurses that are doing well with medically assisted weight loss and HRT.
So again, if you’re already doing medically assisted weight loss hormones, is absolutely something that you should consider. Added bonuses for both of these services is that they are relatively low price points, and they work on a monthly pay schedule. So that means recurring revenue. Big plus, you know, I love recurring revenue.
Okay, so let’s move right along to high profit service number three, and that is IV therapy. Yes, we are very much continuing on with services that focus on overall wellness. But what I love about IVs is that, yes, you can totally have an IV lounge that works. But what’s interesting to me, as someone who really loves productivity, is using this as an add on while you’re receiving another service.
So think about your filler patients that need to numb and are just sitting there waiting for the cream to start working. Think about CoolSculpting, or M sculpting. Yes, I know that with certain areas, depending on what you’re treating, you may be in a weird position, but with others, you could totally be receiving your service and a drip at the same time. Any way that we can increase revenue per hour per room really makes me happy, and this is a way that we can make our patients look good and feel good. Super, win, win.
All right, high profit. Service number four is consultations, and this is the bridge between medical spas and day spas. So historically, we’ve seen medical spas offering consults. Many of them even have a patient care coordinator, which is a dedicated role specific to doing consultations and essentially sales. They’re helping the patient map out a treatment plan that will help them reach their skin care goals.
Now I truly believe that if you are not offering consultations in your practice, then you’re leaving a lot of money on the table. So a very long time ago, I worked for this guy named Matt Toronto. You may have heard of him. He and his wife, Kathy, and Kathy’s been on the podcast before. We’ll make sure that we link that up in the show notes. But those two have they’re like an esthetics power couple. They’ve really made their mark on the industry. They have a hugely successful medical spa and also a consulting firm called mint esthetics.
Now, anyway, when I was working for him, he taught me to always spend a couple of minutes going over all of the things that we offer, not just the thing that the patient came in for the consultation for. So the patient may have a family member or a friend who’s in search of that service, and they didn’t even know it was possible. So years ago, while I was working for bat, I took his recommendation and went through the process, and the patient I was consulting with was completely unaware that tattoo removal was even possible. It’s a great way to give brand awareness and position yourself as an expert.
Now, in a day spa, you may be doing consultations for acne, but not for anything else. And yes, I know, I know there are a lot of clients who they just want to come in for a facial but what about offering them 30 minutes before or after to do a retail consult where you ask them to bring in their current products that they’re using? Clients love this. It also shifts the energy. G from kind of slight anxiety around retail, which a lot of providers feel, to your client directly asking you to review their home care with them, it shifts it.
Now we are also big fans of image medical and the sunlight Pro that they offer. So having an imaging device like this in your office, it allows you to measure apples to apples and truly show the progression that your patients and clients are making. Because let’s be real, people forget what they looked like before, regardless of you being in a day spa or Med Spa. So consultations, overall, they up level the client experience. They give you better before and afters, and they help you to cross sell even more.
All right, next up is number five on the list, and that is waxing. Yes, good old fashioned waxing. So if you have a day spa, it’s a great idea to hire in a provider who loves waxing and is fast. Now the top areas are going to be bikini and Brazilian underarms. And in terms of facial waxing, you’re going to have brows, lip and chin.
Brazilian will take the most skill and gold standard for this is really offering a 15 minute service. The consumable cost should be somewhere between four to $6 i like it closer to four, and that means that you have a highly profitable service on your hand. The fastest way that you can kill this profit margin is by blocking out 45 minutes to an hour. For a Brazilian, I would recommend a 30 minute block that’s going to give you time to greet the client, give them time to get undressed and not make the client feel rushed.
Over the years, I’ve found that there are two types of providers in the world, those who are waxers and to those who are not. I am not. So could I learn and could I be great if I really put my mind to it? Of course I could, but it was just never really my thing. So find someone who loves waxing, who has the talent and your bottom line will benefit.
Okay, now on to the last, but certainly not the least, that is spray tan. Now, spray tan is a great service for brides, or if you’re in an area with a younger demographic. So I typically see a younger, you know, 30 and below are the the people that are getting spray tans more regularly. Now you can have a provider that hand sprays, or you can actually purchase a booth that does the work for you. Of course, that is going to be more money up front.
Now, like waxing, this is a short time to complete the service with a very low consumable, which is why I added it to the list. Now, make sure that you understand if you’re looking at purchasing any type of equipment, make sure that you’re paying attention to where that equipment is coming from. In our current political climate, if there are tariffs that are introduced into certain countries, then we want to understand how that’s going to affect our equipment that we’re purchasing. So pay special attention to that before those go into effect.
If you’re going to be buying a piece of equipment, make sure that you know where that’s coming from and understand if the price is going to go up in the coming year. So keep that in your mind as you’re thinking about profit.
Okay, now before I wrap this up, I want to share a couple of other trends that I’m seeing in our industry that definitely align with wellness. So I’m talking about saunas, the infrared saunas. I’m talking about float tanks, cold plunges and even salt caves. Adding these into your practice if you have an extra room, could be a great way to add value to your membership. Could be a great way to target a different demographic.
I’ve actually been doing some research on online for different spas, and I’m actually seeing a lot of wellness centers add float tanks, cold plunges and saunas, and targeting athletes, and targeting CrossFit gyms, and targeting these types of places to get more men to receive massages and just sauna, cold plunge, etc, for overall wellness, really interesting way to attract a new vertical of clients into your practice.
Okay, so if you align with any of them, they do have the potential to add a large amount of profit to your business.
Now I want to wrap up how I started, and that is by saying profit over revenue all. All day, every day, that’s the money that goes into your pocket. Yes, we love what we do, and what a blessing it is to love what we do, but it’s also okay to love to get paid as well.
Thank you so much for listening, and I will catch you on the next episode.
As always, if you want to keep the conversation going, I want you to head on over to the Spa Marketing Made Easy. Facebook group, the number one free resource out there for estheticians focused on business building. We’ve got weekly marketing tips, a monthly goal setting and planning session, monthly aesthetician business book club, plus a community of 1000s of aestheticians committed to business building in the spa industry. I’ll see you there.
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 whether you’re the expert to help them achieve their goals.
So, how do you do that? One piece of the puzzle is crafting the right visual narrative, which I’m discussing with my guest on this episode, Brianna Shrader.
Brianna isn’t just the creative visionary behind Shy Heart Studios, a leading Orange County photography powerhouse; she’s a testament to resilience and the power of reinvention.
After pivoting her photography to focus on personal branding during the pandemic, Brianna found a new era of success for her studio that has helped her grow her team, revenue, and impact.
With a relaxed, fun-filled approach that allows clients’ true personalities to radiate, Brianna’s talent transforms fleeting moments into treasured heirloom artwork, with her authentic images reflecting the heart and soul of countless families, couples, and brands.
In this episode, we discuss:
- Why Brianna made a business pivot into personal branding photography and how this area of photography is different than your standard portrait session
- Showing up on social media with your content topics and your visuals as a business owner vs. a typical social media user
- What to expect when working with a photographer for branding photography and the process of capturing visuals that will get you an ROI and how to measure it
To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,
join the free Spa Marketing Made Easy Podcast community
References Mentioned in Episode #412: The Power of Personal Brand Photography with Brianna Shrader of Shy Heart Studios
- Connect with Brianna on Instagram: @Brianna_Shrader
- Learn more about Brianna’s work and her business, Shy Heart Studios
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PODCAST TRANSCRIPT:
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 details of how the Tippy platform and variety of products allows gratuity-based industries such as spas and salons to save BIG on credit card processing fees (we’re talking savings of $20-, $30-, and $40,000 per year) as well as bolster their team retention along with a host of additional benefits.
Whether you’re looking for a fast-tracked way to shave thousands off your annual business expenses, or tipping has been a touchy issue in your business due to “tip creep,” you won’t miss this episode!
In this episode, we discuss:
- The key benefits of bringing a tool like Tippy into your business beyond the obvious (i.e., significant savings on credit card processing fees)
- How Tippy helps do the heavy lifting during tax time and makes running reports simple and easy
- The 101 of how Tippy works to save you on fees and how their platform solutions naturally help build tipping trust with your clientele
- A special deal on Tippy for Spa Marketing Made Easy podcast listeners!
To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,
join the free Spa Marketing Made Easy Podcast community
References Mentioned in Episode #411: Save Thousands on Your Spa’s Credit Card Processing Fees with Tippy
- Get in touch with a member of the Tippy team to learn more about Tippy, schedule a demo, and secure the special deal available for Spa Marketing Made Easy listeners!
- Learn more about Tippy via their website: https://www.meettippy.com/
- And connect with Tippy on Instagram and Facebook
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PODCAST TRANSCRIPT:
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 mini events this year including an $8K in one day retail launch.
If you’ve never had the pleasure of being on a coaching call with Emilie or catching one of her live trainings within our Addo programs, let’s do a quick intro!
Emilie Drolet is a licensed aesthetician with a bachelor’s degree in communications who has been working within the beauty industry for over 10 years and is leading a successful skin clinic. Her mother started the legacy business in Ottawa, Ontario, Canada, over 40+ years ago.
Emilie is a wealth of knowledge, full of insider Spa CEO insights, and just a joyful person to be in the company of — I know you’ll get so many golden nuggets out of this conversation with her!
In this episode, we discuss:
- The big picture overview of Emilie’s event success so far this year and how bringing in private label to her spa’s offerings and utilizing virtual events factored into her spa’s success
- What she did to make her events a success, including her marketing timeline, reach out, and seeding, plus how she made it through marketing the event without having product on hand until the day of!
- Emilie’s mindset tips for hosting events that meet your goals and a walkthrough of her events strategy
To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,
join the free Spa Marketing Made Easy Podcast community
References Mentioned in Episode #410: Launching and Selling More Retail Through Events with Emilie of Team Addo
- Tools mentioned in this episode: Shopify and Mangomint
- Tune into Episode #400: Creating Spa Profit & Flow with Daniel Lang, CEO of Mangomint
- Tune into one of our previous episode with Emilie – Ep. 246 – $5K in 7 Days – Crushing Promotion Goals and Pivoting to Online Success with Emilie Drolet
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PODCAST TRANSCRIPT:
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, ambitious aesthetic pro—team building does not have to be a scary process or one that requires a ton of trial and error to get right. It’s all about having a clear pathway and process to follow.
In this episode, I’m giving you the keys to unlocking not only your mindset around team development but also the numerous processes that comprise it.
This will help you get crystal clear on how to begin building your dream team or transforming your existing team into a well-oiled machine of rockstar employees who are invested in your vision and passionate about putting in the work.
In this episode, we discuss:
- The mindset of “who, not how” and how this book and framework shifted my entire perspective on building a team, both personally and professionally
- Understanding your relationship with time, where it goes, and how that aligns with your vision is paramount to putting the right people in place for your team
- Typical team building and development struggles and how to overcome them before they begin
- My top tips for getting clear with your employees and crafting processes that communicate expectations and roles
To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,
join the free Spa Marketing Made Easy Podcast community
References Mentioned in Episode #409 – Team Building: From Chaotic to Confident
- Learn more about Structure Factor and all the trainings and resources inside to help you strengthen your team building skills and streamline your team processes.
- Read, “Who Not How: The Formula to Achieve Bigger Goals Through Accelerating Teamwork” by Dan Sullivan and Dr. Benjamin Hardy
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PODCAST TRANSCRIPT:
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 professionals.
That’s why I couldn’t wait to get my guest, Dr. Sheila Barbarino, MD on the mic with me to talk all about how to take out the scare factor of social media and approach it from a place of curiosity and authenticity that will attract your ideal clientele and get them bought into *you* before they even enter your doors.
If you don’t know Dr. Barbarino, she is a world renowned, award winning, board-certified oculofacial plastics and full body cosmetic surgeon who is best known for her comprehensive, natural results approach to both nonsurgical and surgical procedures for all body and skin types in her practice, Barbarino Surgical Arts.
Outside of her practice, Dr. Barbarino is also a world-renowned lecturer, teacher, and trainer at medical symposiums who focuses on cutting edge technology and new innovative techniques.
She is an exceptionally sought -after key opinion leader in our industry, serves on multiple advisory boards, published author of over 15 peer reviewed publications, and is a busy surgeon with patients who travel from near and far for her expert opinion.
In this episode, we discuss:
- How your practice benefits from exuding personality through your brand and social media and how to bring the multifaceted nature of your personality to a professional social account
- The benefits of being on social media to attract your ideal client and creating community through content
- A peek into Dr. Barbarino’s content creation process with her team
- Letting go of judgment and approaching social media marketing with curiosity and fun
To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,
join the free Spa Marketing Made Easy Podcast community
References Mentioned in Episode #408: Authenticity and Spa Social Media Success with Dr. Sheila Barbarino, MD
- Connect with and follow the fun on Dr. Barbarino’s Instagram at @barbarinosurgicalarts
- Learn more about Dr. Barbarino and her practice on the Barbarino Surgical Arts website
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PODCAST TRANSCRIPT:
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 Maxwell Nee, the Chief Revenue Officer of ScoreApp, a quiz marketing platform with over 6,000 clients that uses the power of personalized marketing to present specific solutions and offers to your potential clients and customers.
Tune in as we talk about how spas can harness the power of quiz marketing and the first steps to getting your first quiz up and running.
In this episode, we discuss:
- What quiz marketing is, and how does it fit together with the other elements of your overall digital marketing strategy
- The critical components of a quiz funnel and how they work to scale your marketing efforts as well as bring in highly qualified leads
- Steps for reverse engineering your quiz funnel to drive your ideal client or customer to the offer that is the best fit for them and that you want to sell more of
- How using a tool like ScoreApp allows you to get a quiz funnel up and running in your spa in a matter of an hour
To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,
join the free Spa Marketing Made Easy Podcast community
References Mentioned in Episode #407: Using Quiz Marketing to Gain Leads and Grow Your Clientele with Maxwell Nee of ScoreApp
- Learn more about the ScoreApp platform and how you can use it to build quiz funnels into your spa business
- Checkout the book “Scorecard Marketing – Learn how to use the power of scorecard marketing to generate consistent leads and turn them into sales”
- Connect with Maxwell on LinkedIn
- Learn more about utilizing sales funnels in your spa on Episode #385 – Spa Sales Funnels 101
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PODCAST TRANSCRIPT:
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 simple of a revenue stream as you might think unless you’re prepared in your marketing and cash flow management.
In this episode, I’m covering my top tips for getting geared up to make major gift card sales that set you up for going into a successful 2025!
In this episode, you’ll learn:
- How gift cards can be an easy source of sales and revenue during the hectic holiday season
- Important notes about complying with gift card laws on the state and federal level
- My top tips for cash-flowing your gift card revenue (and profiting even more!)
- A review of my top gift card promotion strategies and notes on corporate gifting
- The top three ways to market your gift cards for sales and redemption
To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,
join the free Spa Marketing Made Easy Podcast community
References Mentioned in Episode #406: Gearing Up for Gift Card Sales in December
- Learn more about the marketing messaging automation tool, Manychat
- Tune into Episode #363: $46.5K in 7 Days – How Ashlen Day Ran Her Best Gift Card Promo Yet
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PODCAST TRANSCRIPT:
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 your goals and vision a reality.
Although entrepreneurship isn’t about trading time for dollars, the old adage of “time is money” is true – you need to be using your time well to ensure that you’re moving forward toward your goals and not getting distracted by the multitude of things vying for your attention as a Spa CEO.
In this episode, you’ll hear:
- My top six productivity tips to ensure that you’re using your time efficiently and making progress toward completing your most important tasks and accomplishing your goals
- Why you always need to consider what season of life you’re in so that your plan lends itself to ultimate productivity based on your day-to-day routine
- Building routine and flow spaces into your environment to make getting into productive mode easy
- My top softwares and tools that I use in my daily life to be my productivity sidekicks
To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,
join the free Spa Marketing Made Easy Podcast community
References Mentioned in Episode #405: 6 Productivity Tips for Aesthetic Professionals
- Listen to Episode #403 – Why Planning is the Most Important Factor of Future Success
- Listen to Episode #400 – Creating Spa Profit & Flow with Daniel Lang, CEO of Mangomint
- Listen to Past Episode, #337: A Look Inside Daniela’s Calendar Management Process
- Read “Grit: The Power of Passion and Perseverance” by Angela Duckworth
- Tools mentioned in this episode include: Mangomint, Loom, Signal and Slack
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PODCAST TRANSCRIPT:
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 the sale; we’re approaching these five strategies from a place of sales as service, so don’t let the feeling of sales being “slimy” keep you from growing that retail revenue while bolstering your client relationships and the results you’re working with them to achieve.
Joining me on the mic is Team Addo coach Sara Sykes Moore, a retail rockstar in her own brick-and-mortar spa, and you won’t want to miss her value-rich insights.
In this episode, we discuss:
- Our top five strategies for selling more retail to your existing clientele and using retail to draw in new clients
- Leaning on educating your client as a top way to sell and taking note of how to sell individually to each client based on their personal season of life
- Our top retail selling tips that make selling retail a natural part of your client process rather than a sales activity you have to sludge through
- How to transform retail selling into a practice that showcases your thoughtfulness
To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,
join the free Spa Marketing Made Easy Podcast community
References Mentioned in Episode #404: 5 Ways to Sell More Retail with Daniela & Sara of Team Addo
- Listen to my most recent episode with Sara on Spa Marketing Made Easy, Ep. 399 – Shifting from Solo to Storefront
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EPISODE TRANSCRIPT:
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 questions to ask yourself as you begin mapping out your plans for next year, how to craft a calendar that incorporates what matters most for you to feel balanced and fulfilled, and why Next Level Growth is the can’t-miss event of the season as you plan for a successful 2025.
In this episode, we discuss:
- The power of putting everything on your calendar to create time for what matters most
- How often to reflect on and reassess our plans to accommodate our season of life
- What you’ll learn during our free Next Level Growth event and why this is a can’t-miss training for spa owners and aesthetic industry professionals ready to grow to the next level in their life and business
To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,
join the free Spa Marketing Made Easy Podcast community
References Mentioned in Episode #403: Why Planning is the Most Important Factor of Future Success
- Get registered for the FREE Next Level Growth Virtual Event on October 21, 2024 PLUS receive our FREE Annual Planning Template & Workbook here!
- Listen to past episode, #337: A Look Inside Daniela’s Calendar Management Process
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PODCAST TRANSCRIPT:
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 in business, specifically highlighting the growth of our community. I dive into the key features of our new site, explain our three new avenues for our clients, and I give you an inside look at what’s in store for Addo Aesthetics over the next decade!
Whether you’re a loyal listener or just discovering us, this episode is packed with excitement and insights. Don’t miss it—tune in and celebrate with us!
In this episode, I discuss:
- Addo Aesthetics’ focus for the next decade
- The significance and influence we’ve made on building community for spa professionals
- A guided tour of our new website, including an overview of our three core avenues
To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,
join the free Spa Marketing Made Easy Podcast community
References Mentioned in Episode #402: New Website Reveal: What’s coming up for Addo Aesthetics?
- Secure your spot for one of our upcoming in-person events
- Check out our upcoming virtual masterclasses
Welcome to Spa Marketing Made Easy. A podcast for spa owners who want to step up their leadership and business skills and step into the role as spa CEO. I’m your host. Daniela Woerner, CEO of Addo Aesthetics and founder of the Growth Factor® Framework Program, where we teach, coach and guide spa owners in scaling their spas to the next level of growth and unlocking freedom in their life and their business. I’m so glad you’re here. Now let’s dive into the show.
Hello, my dears, Daniela here and welcome to a special bonus episode of the Spa Marketing Made Easy podcast. And we’re doing this episode because it’s kind of like a behind-the-scenes personal episode, but business focused.
There’s been, there’s been a lot of shifts and changes in our company over the past year, and I think that has to do, you know, I talk a lot about seasons of life and how the different seasons of life affect how you operate your business. And for us, we just celebrated. We just hit 10 years in business. This year. We started in 2014. It is now 2024 getting ready to move into 2025 and I feel like we’re transitioning into a new era of business.
And this is actually something that’s been going on really all year, but we finally just got our website updated to reflect kind of this new era for us. So I wanted to take a moment to share with you who especially, especially those of you that have been with me from the beginning. I know I have students who have taken every single one of our courses. I have people that have listened to every single one of these podcast episodes, and so I really wanted to share the thoughtfulness that went into some of these choices that we’re making, into what our next decade is going to be about and what we’re going to be focusing on.
And I shared this at an event we recently had—a Spa CEO Intensive in Boston. These are events that we put on for our Growth Factor® students, and that was such a full-circle moment for me, because when I was in Boston, I was working for a company called Bela Sante. It was really a dream job for me. I was working for an incredible leadership team, some women who I consider to this day to be mentors of mine. It was an incredible experience.
And I got five weeks’ notice that we were moving to Washington, DC, because my husband was requested by name, and he’s in the military—or he was in the military at that point—and you don’t really get to say no. You just say, “Okay, great. This is what we’re doing.” And it was because of that change that Addo Aesthetics was born.
And so for me to go back into this incredible city where I, you know, that was where I first was living with my husband, that’s where we got engaged. That was, you know, really kind of starting another season of life, you know, to kind of 10 years later, be entering in an even different season, and kind of announcing it there felt really, really good.
Where do I want to go with this? Let me just share that, you know, the past year especially was a really challenging year for me. Personally, my husband was on 80% travel, so there was just a lot going on at home, trying to, you know, do all the things. For those of you that are working moms, you know, you understand the stresses of working and wanting to be there for your company, and having these passions of the things that you want to accomplish, but then also being committed to your children and yourself. Right?
So it was a challenging year, and I did a lot of reflection. I did a lot of soul searching, really deep work on myself, and I will never forget waking up in the middle of the night, one night, and I just had this sentence in my life, this phrase, and that phrase was helping women live happier, more connected lives.
That—I just woke up and that was it. And that was when I—when I was actually awake, because I went back to bed after that—but when I was actually awake, I knew that that was going to be my focus for the next 10 years.
And when we look at what it is that we actually do as a company, that’s a big piece of it. We definitely teach foundational work of business. We teach structure. We teach systems. We focus on community deeply. We bring people together.
And by teaching business and teaching you to succeed in business, that brings financial stability, which is important in happiness. By hosting these events, we’re able to bring people together.
We got a reputation a little while ago of being an aesthetician matchmaker, and so we’re really leaning into this aspect—this kind of almost intangible thing that we do very, very well—and that is, build a community. And so we’re reflecting some of that in our next era of business, in the next 10 years.
So let me just—let me just show you guys the website, okay? Because I think that that’s going to make it a little easier to kind of understand the direction that we’re going. So still, you know, the focus going from chaos to confidence. We are still obviously very systems-based, but we are focusing on these three core avenues.
So we have spa coaching, spa training, and spa consulting. So many of you will remember last year we introduced a WI—the Wellness Institute. We introduced that as a separate company. We have merged that company together with Addo Aesthetics under one umbrella. It keeps it just a lot easier and cleaner to manage. We still are offering all of the same courses, all of the same content. We’re just doing it under the Addo Aesthetics umbrella.
So when I say spa coaching, we’re really looking at the work that we do with CEOs. How do we help CEOs systemize their businesses? How do we help them to create a strong financial foundation? That’s our spa coaching. We have different courses and programs and individualized coaching that we do under that vertical of our company.
Our spa training is for spa employees. So this is where our Spa Manager Certification, we have a Social Media Manager for Spa Certification Program, we have a retail course—so anything that you would want your staff for ongoing education will be in our spa training.
We also—our coaches are trained to work individually with your staff or with your spa manager. Let’s say you’re needing help getting retail sales up. We have coaches that are trained specifically to work one-on-one with your staff to be able to help solve those problems.
So spa coaching—anything with CEOs, with the owners. Spa training—with the employees, with the staff. And then spa consulting is the work that we do directly with physicians. So we have a lot of physician-owned med spas. We have a lot of derms, a lot of plastics, and each of these business models require a little bit of a different skill set.
So we’ve kind of divided our offerings into those three different arenas. Now, can there be some overlap? Of course. But that’s the easiest way to identify the three types of organizations that we work with.
All right. So we of course have our podcast, we have our free Facebook group, and we’re having a lot of new blog content come out, so make sure that you’re keeping up to date on that.
When we look at our success stories—I’ll just share this with you, because I love this page. So we put together just a whole page of different case studies and success stories that you can go and read through. We’re going to keep working on those.
And what’s really cool is that if you want to learn more, you can just click on that person’s case study, and you can either watch the video that we did with them. Some will have videos, some will just have short testimonials, some will have talking about events, but they’re all through our different courses and programs that we are offering.
We’ve got some podcast reviews down there. We’ve got some—here’s some additional Addo Aesthetics students. So all wonderful, great things. Check it out to kind of hear, not from us, but from our students, what it’s like to work with us.
I want to show you—well, let me start with APA. So APA, the professional association, is—this was the association that was birthed out of helping women live happier, more connected lives, and this is something that is going to be a focus of ours in 2025 and really moving forward in the next decade.
So we are starting a professional association. And in this association there—we have monthly master classes. We have networking. We’re going to have—we’re in the process of building an app, which I’m so excited about. This is a first new thing for us.
But we’re going to have an app where you can communicate with others in the association. Kind of takes the Facebook group aspect away, but keeps it a little more private. We have access to job postings on our job postings board. We have an APA monthly—we have a digital magazine that we’re going to be releasing, that I’m super, super excited about. I love—I love magazines.
So it’s going to be a digital magazine, but this will come out. All of this starts January 1. We have special offers and discounts from our Addo Aesthetics partners. We have facilitated masterminds.
And these are going to be—because we’re going to have a wide variety of different types of business owners in there—we’re actually going to separate you into little pods. We do a really in-depth intake form, and we want to, you know, play matchmaker and put you with the type of people that will help you achieve whatever your specific goals are.
And we also have member pricing on all Addo Aesthetics hosted events. So this association—we’re really focusing on the community aspect, and we’re wanting to make this a like-nothing-else-that-has-been-seen-in-our-industry-before, where we obviously have the core values of collaboration, not competition, but we’re really wanting to expand that community component that we are so good at.
So the APA—to join, if you are a founding member, which means if you join anytime between now and the end of the year, it is $300 per year. $300 per year—super, super low. That is going to get you a monthly magazine every single month. That’s going to get you a monthly master class every single month. That’s going to get you a mastermind that’s every single month. That’s going to get you the discounts on any products or services that we offer, discounts from our partners.
I mean, it is the most—this could easily, easily be a $3,000 offering, but we are wanting to connect and give back and elevate our industry, as we have said from the beginning. So APA is something I’m super, super excited about.
Let me—now that I’ve shared that—let me show you our events. So if you go to the events tab, you have in-person events, and you have virtual events. So if you go to in-person events, you will see that right now, just through April—and this is, there’s even ones that are not on here yet—we have 1, 2, 3, 4, 5, 6, 7, 8 events happening between January and April.
We have two events in Salt Lake City, Utah. We’ve got one in Denver, we’ve got two in Maryland, we’ve got one in Pittsburgh, we’ve got two in Indiana. And I can tell you, we have over 20 events scheduled across the US this year alone. So we are coming to you.
We are doing our events in small groups. So I think the largest is like 25 people. We want to be able to really deeply focus on a specific problem and be able to help you solve that problem in person. These are workshops—workshop-style events—that I’m super, super excited about.
So you can learn more on what “Automate Your Spa’s Sales System”—this is really how can we create recurring revenue, whether that’s through your membership. Can we build a funnel to your membership? Can we put funnels around your events, your monthly promotions?
We want to get the right mix of automation in place so that you can get off of that revenue hamster wheel. We go through “Building Your Dream Team.” So this is really understanding your org chart now, your org chart in a year from now, your org chart in five years from now. Who do you hire next? What are the steps that you need to take? What are the milestones that you need to hit in order to hire that next person?
We’ve got a retail course happening where we’re going to get into specific retail coaching. We’re going to talk about private label—all things around retail. We’ve got a marketing course—90-Day Marketing. This is not theory, guys. This is how can we sit down and map out your next 90 days of marketing and get to work on the content.
My marketing manager is actually teaching that one in Pittsburgh. I’m going to be there with her. I’ve got a bunch of cousins that live in Pittsburgh, so it’s going to be fun. But 90-Day Marketing is that one.
So there’s lots more to come, but we are coming to you because I want to meet more of you in person. I want to give you hugs. I want to hear your stories. I want to help you solve your problems.
Then when we go into virtual events. You’re going to click here and you’ll see—we’ve got “Next Level Growth” coming up on October 21. We’ve got—these are our master classes that I was talking about a little bit before with APA.
So January 13, we’re doing a master class on getting started with medically assisted weight loss. This is going to be from 12 to 2. This is a virtual course.
Our courses—so if we click in here and click “Learn More,” there’s a video of me kind of talking about what to expect. If you are not an APA member, it is going to cost $197. If you are a founding APA member—meaning you joined anytime between today and any time in 2024, essentially—then you pay your $300, the entire year of master classes is what’s included in your membership, in addition to all of the other pieces.
So you’re going to make your revenue back in two master classes. So incredible. Check these out, guys.
And with medical-assisted weight loss—I know all my nurses—you’ve been hearing me talk about this nonstop because it has such incredible profit margins. I’m not teaching anything medical. Nothing—nothing on the medical side of things. You guys are the ones that are trained for that. I am not a medical professional.
I’m teaching you the business aspects. How do I scale this? How do I market this? How do I price this? How do I track this? All of these types of things. That’s how we’re going to be helping in this class.
If I go back to our virtual events here again, you’re going to scroll down—”How to Build Your First Sales Funnel for Spa,” “The Art of Pricing Services for Maximum Profit and Experience.” I know we’ve got one on virtual assistants.
So there’s a lot of courses that we’re going to have going through here. Master classes, again. These are all virtual, and if you’re an APA founding member, you get those for free.
In regards to our in-person events, you’ll be able to see—so like our “Automate Your Spa Sales System”—you can see here, here’s a video of me talking about it. It’s February 17, 10 to 4. Here’s the address. You can see that there is a significant discount if you are an APA member versus a non-member. And also, you can see how many spots are available, so definitely go and check all of that out.
You can get registered for in-person events now, and we will just mark sold out once they are sold out. So scroll through.
If you have any of our courses or programs—if you’re a Growth Factor member or Sales Factor or any of those—you just hit the login button up here in the right corner. That’s going to get you access to all of your content that’s behind the members wall.
You can check out our blog—I was talking about that before. You’re going to start seeing more and more blog posts coming up there.
And then our partnership page. So these are the incredible companies that we absolutely love, support, value and highly recommend. You can learn a little bit more about them and what they do just by clicking down on this particular partnership page.
So any additional questions, you let us know. We are happy to help and support.
Thank you for allowing us to get to this point in our business, for celebrating 10 years, for supporting our new season of life, right? It’s a small shift, but it feels big. It feels like a big—a big shift.
And I can tell you my focus for the next 10 years is going to be helping women live happier, more connected lives. I hope that that includes you.
Thank you again so much for listening. Thank you for checking out our new website. Thank you for sharing.
And for those of you that feel called to join APA, we would love to have you in there. Thank you. Thank you.
All right, I’ll catch you guys on the next episode.
As always, if you want to keep the conversation going, I want you to head on over to the Spa Marketing Made Easy Facebook group, the number one free resource out there for estheticians focused on business building. We’ve got weekly marketing tips, a monthly goal setting and planning session, monthly aesthetician business book club, plus a community of thousands of estheticians committed to business building in the spa industry.
I’ll see you there.