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.