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EP 434: Compliance + Scope of Practice: What Spa Owners Need to Know in 2025

Let’s talk about what’s really going on in spa industry compliance.

In this must-listen episode, I’m joined by Paulina from Spakinect to unpack the regulatory shifts, scope-of-practice pitfalls, and compliance issues that spa CEOs must be aware of to run safe, legal, and profitable businesses in 2025.

From the ripple effects of a tragic IV hydration case in Texas to the role of esthetic coalitions and why having a medical director is not enough, this conversation is full of practical takeaways to keep your business secure.

If you’ve ever wondered whether you’re doing everything “by the book,” this episode is your checklist.

What you’ll learn during this episode:

  • Why regulations are increasing—and how they impact your spa
  • How to avoid the most common compliance pitfalls (like missing good faith exams)
  • What to do if you’re unknowingly operating out of compliance
  • Who should actually be doing the prescribing in your spa
  • The difference between boards and legislative power—and how you can influence both

Resources Mentioned in Episode #434 – Compliance + Scope of Practice: What Spa Owners Need to Know in 2025

  • Learn more about Spakinect → https://www.spakinect.com/
  • Follow Spakinect on Instagram → @spakinect

 

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ABOUT THE SPA MARKETING MADE EASY HOST 

About Your Host, Daniela Woerner

Daniela Woerner is the founder and CEO of Addo Aesthetics, a leading community for aesthetic professionals, and the creator of the Growth Factor® Framework—a proven system that has helped 582 six- and seven-figure spa owners scale their businesses with strategy and systems.

With nearly two decades in the aesthetics industry, Daniela has trained alongside top physician-dispensed brands, consulted with leading dermatologists, and helped thousands of spa professionals streamline their operations and maximize profitability.

Her mission? To transform overworked aestheticians into Spa CEOs—building a business and life they love with the strategic systems needed for long-term financial growth.

As the host of the Spa Marketing Made Easy podcast, Daniela brings expert insights, real-world strategies, and in-depth conversations to help spa owners elevate their marketing, optimize their operations, and create sustainable success. With over 400 published episodes, 1 million+ downloads, and a ranking in the top 1% of all podcasts worldwide, Spa Marketing Made Easy is the go-to resource for spa and aesthetic professionals looking to level up.

Tune in each week for actionable strategies, expert interviews, and inspiration to help you build a thriving, systemized, and scalable spa business!

 

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. Hey Daniela here and welcome to the Spa marketing Made Easy Podcast. I want to just take a minute to say thank you so much for listening. I am sitting in here. I record these episodes in my office. I’m talking into my microphone, and it’s so meaningful when I get a message from you, or I see a review, or I find some way to connect with you and have the conversation on the other side. 

So I want you to know I am so grateful for this platform. I want to make sure that I am continuing to show up and serve you in the way that you need in your business. And one of the ways that I feel really proud and really excited about that is with this episode. So the episode that we have for you today with my new friend, Paulina, we are fast friends. We became fast friends. You know, when you meet somebody and you just start talking like you’ve known each other for 100 years. It was that level of ease. And so shout out to Jacqueline from pdomax for introducing us this interview that I’m going to share with you today. If you own a med spa, it could quite possibly change your life. And I say that, you know, with a little bit there’s a little bit of truth in every joke, but it’s actually something that you need to be aware of. 

I learned something new in terms of how we need to operate our med spas to be in compliance. So definitely give this a listen. Paulina is incredible. She’s got a company called SpaKinect, and her company, as of today, is active in 30 different states, and she provides virtual good faith exams. So an NP or a PA will do a virtual good faith exam in any of these 30 states that they are operating in right now. Now, when you listen to the episode, you’re going to hear why that is such an important piece of being in compliance. We talk about a whole other slew of things, what’s been going on in Texas, which has been very impactful in our industry, and what you can do to get involved. So I really encourage you to listen to this one, to share this one. This is one that we want to share in the different Facebook groups. Share just email it to a friend. Whatever you can do to spread the word about this, because compliance is absolutely essential. We need it to elevate our industry as a whole, and that is what is going to benefit us all as a whole. So let me go ahead and read paulina’s bio, and then we’ll jump into the actual interview. 

So Paulina is a visionary leader in the telemedicine space, and the co founder and CEO of Spakinect, where she created a brand new industry in the world of Aesthetic medicine, virtual good faith exams. Now in its 13th year of business, Spakinect has helped over 1000 medical spas in the United States to streamline their operations, stay compliant and gain the freedom to thrive. Prior to starting Spakinect, Paulina worked as an RN in gastro enterology. I had to pause on that word, rheumatology and IV infusion centers. So she’s an incredible person. She’s an incredible leader, and I really hope that you enjoy this interview. All right, Paulina, welcome to the Spa Marketing Made Easy Podcast. I’m so excited to have you here. I’m so excited to have this conversation. You know, in the past year, I’ve been talking a lot with different people around scope of practice and compliance issues. And I feel like, especially in the past year, and maybe this is just my awareness of it has increased, but I feel like there’s a lot of changes going on. Is that the case for you, or is it just now, this is like, on my radar, and a whole new level, I think you are spot on. There are so many changes happening in our industry because we’re evolving, which is great. The industry is booming. There is a lot of interest from patients, and then then comes interest from, you know, more private equity groups, more business owners wanting to start businesses into Medical Aesthetics. And with that comes eventually, regulations. And we were, in fact, lacking in some of these regulations in certain states for many years. And so I’m not anti regulation. I think it’s a very good thing to make sure that everyone understands what’s in their scope. But so you are not wrong. There is a lot coming in right now, and there will be a lot more to come in the following years.

So let’s kind of go through, just to give people like an awareness. I want to talk about Texas, because that is the most recent. You know, there was a bill that was put through. I’ll let you tell this story. So from start to finish, around scope of practice that was essentially with good intention, but was essentially going to wipe scope of practice even from NPS,exactly. So what happened was, as many of your listeners probably know there was, unfortunately, a very tragic event that happened two years ago in Texas where a patient who went to get an elective IV hydration ended up passing away. And the outcome of that was, obviously a lot of people are upset. And what happened as we investigated, as things start to come to light, is that the person who did the IV was actually not a licensed medical professional, and the physician who was overseeing this professional really was not doing any oversight whatsoever, and they had only been on site one time since the facility had opened. So there’s a lot of things wrong, a lot of really red flags, glaring errors here. 

But of course, there’s people who would like to get their agenda, you know, across, and this opportunity was just that for for some groups to say, hey, you know, we don’t like that. All these med spas are starting to pop up, and unfortunately, use this to their advantage to pass a bill. Tried to pass a bill that encompass not just, Hey, how do we prevent this from happening again, this tragic, terrible thing, but then added in a lot of other things that really didn’t need to be there,right? And it makes sense to have regulations around. Like, we want patient care to be 100% there has to be, like, there’s a reason that we go to school for things. 

There’s a reason that there’s scope of practice for things that you learn. So I fully agree that there should be, you know, clear regulations around especially things. I mean, all things, but especially things that can cause a death, you know, 100% and that was, you know, one of the things I think that came to light is that there is a bit of a loophole, if you will, for this, this thing to sort of take place, even though, technically, what happened was it was illegal, but there was this loophole for them to be able to get away with it. And so I think, as providers, I’m an RN myself, it’s heartbreaking your outrage to hear that this whatever happened, and you realize that we need to have better regulations in place, and not just regulations, but also enforcement of those regulations. Because it’s one thing to post a speed limit, but if there’s no Highway Patrol enforcing that speed limit. Everyone’s just gonna go over the speed limit, right? So we need to make sure that there’s actually enforcement going on, so that people continue to practice within their scope, especially to your point, when it comes to something that can be potentially fatal. 

And so I think it was a huge, huge wake up call for the industry and myself included. I felt like, How could this have happened? You know, what are, what is the loophole? And we spent a long time trying to figure out, how do we prevent this from happening again? And that was really the question that was at stake here. And everybody has different opinions as to, how do we do that, right? And that was really the discussion that happened over the past several months when legislative session in Texas started this year, the bill was encompassing not just IVs, but also who can order elective cosmetic procedures, So Botox, filler, lasers, all of that was kind of lumped into this bill, and we had to step in and we said, Well, look, we wholeheartedly support regulation, and we Want to make sure that we fix this issue. And prevent this tragedy from ever happening again. But we also want to make sure that lawmakers are educated on the differences between IV therapy and Botox and fillers and who should be able to do what within their scope and not sort of jumble everything together. And that’s really now my call to action for people I speak to in the esthetic industry is that we need to be able to communicate with these representatives, because at the end of the day, they have a lot on their plate. Right? They’re having, they’re in a legislative session now they’re having to review bills from the last two years. Yeah, and they’re having to do them really quickly, like several, several in a day, and so they can’t possibly have all the context for every single bill. And that’s why it’s so important to get involved with your local community, your local representatives. If there’s a group or an association in your specific scope of practice, get involved, because then you can have collectively a voice to educate. And that’s what I realized in this situation, is that they do. 

They want to listen to you, that lawmakers want to hear. Oh, we thought we were fixing this issue, but we didn’t understand the repercussions, you know. So let’s, let’s help them understand that so they can make better decisions for all of us. Yeah.And I think, you know, when we talk about the things that we do, and we think about when we’re giving a patient consultation, we have to educate so much on what these different things are. And so when we think about someone that’s writing legislation, and and, you know, there was a state where they were banning the ultrasonic scrubber from estheticians because they thought it was ultrasound and was, you know, so there’s things like that that it’s like, okay, this, this is not logical, you know, like, we want patient safety, but the way that the bill is Written, we want to make sure that it makes sense long term, it also for the patient, because if we get to a place where it’s literally only MDs that are able to do anything, that’s going to increase the price of everything, and it’s not going to it’s not going to be beneficial for the physician. There’s a reason that we have NPS and RNs and estheticians, you know, and everybody like should be doing what they’re legally allowed, as defined by scope, to run a profitable business that ultimately benefits the patient. Because if we put so much legislation that we can’t use an ultrasonic scrubber or something, you know, that’s like a big, you know, example. But if it gets to that point, then we’re really going to see a decline in the industry, and we’re not going to be able to support our patients in a way that they’ll be able to afford it 100% and that’s exactly right, because there is a shortage of physicians that we’re facing in the United States. And so if we were to restrict more and more the scope from aestheticians, RNs and P’s, pas, that makes the availability of these treatments slimmer and harder and fewer to come by, because there are just not enough physicians to even, you know, to even facilitate all the other facets of healthcare, let alone we’re talking about elective procedures, cosmetic procedures. So it’s not feasible, and not everybody understands that, and so I like the analogy that you made to educating your patients. It’s exactly, it’s exactly that a lot of these people that are writing legislation, they’re not healthcare professionals, they’re not estheticians. They didn’t go to school for cosmetology. They don’t understand all of the ins and outs, and they’re doing what they think is right, what they might may have heard or been told, or what they think, just from their sort of surface level knowledge. And so it’s it’s our job to make sure that we address that knowledge gap. 

And in my experience, this may not happen all the time, but in my experience, over the past few months, they are very appreciative to have that when you approach it, just as such that I want to educate and give you some more information so that you can make a more informed decision, maybe you didn’t have all this data or insights before and and that’s really, really helpful. And so just encouraging more people to do that. So would you recommend? You’re saying, reach out to your state legislator, your state representative. What about the boards of cosmetology? Like, how we define those two that?

So it’s really interesting, and every state’s a little bit different, but I’ll speak on Texas, because I’ve just been working in Texas for the past several months. But the board. So there’s TDLR in Texas that handles cosmetology and laser and so that board is separate from your your state legislature. They do sometimes promulgate rules together, but the legislature has specific language that they can pass, and then once that’s passed, then the DIS the different boards, like medical board, nursing board, TDLR, will amend their rules based off of what legislation has come through. But those boards are also able to self govern, so meaning TDLR the. Licensing agency can say, well, you know, they define the scope for their license holders. So for estheticians, they’re going to say, here’s what the scope is. But there is legislation that can influence that scope. So it is important to also be involved with with both with the board and with legislature. But the interesting thing is that boards technically can’t get involved at this at this point, and this point in the game with state legislature, they’re actually technically not allowed to lobby. So that’s just an interesting sort of caveat that I found out recently. So I was under the impression, oh, you know, the nursing board will get involved here early on, but they actually can’t, technically, by law, they’re not allowed to. So it is important to have have both.

 And it’s and I think that makes it even more important for us as providers to be able to get involved with our state legislator to influence, or at least have our voices heard, exactly for them to be able to to make the the new legislation that’s going to support our industry and define our scope exactly, that’s 100% right, and the licensing agencies will will review bills, so if, if they’re, if the state’s trying to pass something that maybe you know doesn’t make any sense, as totally out of scope for a particular license holder, they can ask that board to come and weigh in on this particular bill and on the language, which they often do, but They can’t, so to speak, they can’t lobby for any particular bill in any way. They can just be a very objective third party to review. 

So I’m recalling this experience that I had with a med spa that I was working with, and when they opened their Med Spa, they were compliant, and they did everything by the book, and legislation changed and it required in their state. They were not able to be a non physician owned Med Spa, and they had to transition to an MSO they did not even know, for like, a year and a half after and so they were operating out of not compliant, but it wasn’t intentional, right? So I imagine there’s a lot of things like this. What is the best way for a med spa to make sure that they’re staying compliant when legislation change. That’s a big example, you know. But like, I’m sure there’s other little things that these spa owners, they don’t want to break the rules. 

They don’t want to, but I think it’s an educational piece that they’re not aware that something has changed,yes, and that’s so tricky, right? Because you’re busy running your business, you know, and there’s a lot of other compliance aspects of your business you have to be aware of, especially if you have a team of people, there’s simply not enough time for you to, you know, be researching online all of the different bills that are being proposed and passed and all that. But this is exactly why I think it’s incredibly important for anyone in this industry to join some type of association or coalition. So every state will generally has one. If they don’t or you don’t have one for your particular scope, I recommend starting one. You don’t even need you. You need three people. You might know another esthetician. Let’s just use that example, right? You find one more, and you can start your own coalition, but the purpose of these groups is exactly to do what you said, to make sure that they are staying aware of what bills are coming about, to inform all of their members about what’s happening in the state, and to have people come and testify if need be, or give Expert opinions. But that and they’re, they’re nonprofits, so typically, you know, you’ll pay a annual membership fee, and that will give you access to the the community that is specifically going to be not only staying involved, but also potentially lobbying. If something does come up and you feel that you need to put your efforts together and then go and lobby to get your your voices heard. So that, I think is crucial. Not enough people that I speak to are part of these groups. And so if more and more people can can become part of groups like that, then we can make sure we’re staying abreast of what’s what’s going on, and so, you know, just to fully make sure that we’re clear on the question, the best way to understand is to be like, would they do an audit? Would they do you know, I know there’s gonna be people that are listening and like, oh my god, am I breaking. Rules.

Again, I’m a real follower. I can’t, yes, break the rules. So it’s those alliances or subscriptions or they are going to have an awareness of what the rule changes or law legislation changes are within that particular state, right? But if you’re to your point, if, let’s say you’ve been practicing for a couple years, and maybe you are out of compliance, but you don’t know, there are organizations that will do audits for you, like that, for compliance, that I think are well worth the money, and then some, just for your own peace of mind, to have somebody come in and who knows your specific state rules, right? Because, as we all know, every state is different. 

It’s best to go to somebody who understands your particular state and has worked with people in your particular scope, so they can say, Okay, here’s what you’re doing, right? Here’s what we need to improve. And those things, again, well worth the money to invest into, because most of the it’s still important to join some alliance, because most of those are nonprofits, again, and sometimes they have, I’ve seen a couple where they might do an audit if they’re a larger organization. But generally, the groups that I’ve been working with are, you know, a bit smaller in size, and can’t really offer something like that. 

In your experience, what do you see as the most common violations of compliance? So I think you touched on one is more states are coming out with explicit rules around who can own and operate a med spa. So being a non physician owned Med Spa in a state where you need to be physician owned med spa and use the MSO model that’s starting to become more common people who are not doing good faith exams before treatment, that still to this day, is a it was what we call the widow maker in the industry, is a very, very easy way to Get Yourself Into an investigation, and and what happens, oftentimes, unfortunately, is that a competitor, an upset patient, or maybe an angry old employees can make a claim to a board and say, This person is, you know, this person brews me, or this person you know is practicing illegally, or something like that. And the board has a right to investigate. And once they come in and they start to investigate, that’s where I see oftentimes, people calling me saying, you know, we weren’t doing good faith exams, and the investigator came in and that’s what they were charged with. I also don’t like to scare people. I think as you grow and as this industry grows, everybody will eventually get some type of investigation or, you know, like the board is going to come and visit your facility at some point. So it’s just, it’s best to have a all of your, your sort of ducks in a row. But just know that I don’t think anybody is ever 100% compliant. You know, there’s a, there is sort of a spectrum, because, as you said, rules are changing, and it’s hard to make sure you’re staying abreast of those, but there are very important ones that you want to make sure you’re paying attention to, like physician ownership, like good faith exams, because that’s where you get yourself in trouble with practicing outside of your scope, and that’s what boards really don’t like. 

So talk to me a little bit more about what is a good faith exam and what would be an example of where you would need one, for those who are unaware, sure so good faith exam is an evaluation of a patient prior to them getting treatment. So any patient who is getting a injectable like Botox or filler, any body contouring energy devices, you do need a good faith exam or an order, otherwise known as just an order for treatment. So nurses RNs can carry out a lot of these procedures as well. As you know, in some states, estheticians can do some of these procedures, but you need to have an order from somebody who is able to prescribe, someone who has prescriptive authority in their scope, and in most all states, they’re NPs and PAs and MDs, those are the only people that can actually prescribe a treatment. So you want to make sure that when you’re doing these treatments, you’re doing them with an order. 

Otherwise you are practicing outside of your scope. So if you’re a nurse, you’re an RN, and you’re doing Botox, and you’re doing that without a good faith exam, you are technically practicing medicine without a license. And the way I explain it to people is, especially nurses, they understand, because a lot of them came from the hospital, is that, you know, when you work in the hospital, you cannot go to the Pyxis and, you know, pick out a medication for your patient. You must have an order in there first to be able to get a medication and deliver it. And it’s the same thing with esthetics, you need that order. And so many nurses, med spa owners. Partners. 

They probably believe that if they have a medical director, then they’re compliant, but if the medical director is off site and not really involved, which, you know, let’s be real, that happens in a lot of places, then they are potentially, you know, depending on the laws in their state, acting out of compliance, correct? Yeah, just having a medical director is not enough. If you are not a nurse practitioner or a PA yourself, then just having a medical director is not enough. You do still need somebody, whether that’s your medical director, or whether that’s another person at your facility, or somebody that you hire. Or if you outsource those good faith exams, you do need somebody who has that authority to give an order to be doing that for every single patient that comes in. Now, most states best practice states that the good faith exam is good for up to 12 months, unless the patient’s health history drastically changes within those 12 months. If they’re diagnosed with a new health condition or they start taking a new medication, then you would want them to be seen again by that provider. But majority of the time, those good faith exams are going to be good for 12 months. So if that patient comes back in for their repeat Botox in three to four months. You don’t have to do it again, but you want to make sure that you’re getting those done every 12 months .And would they need a new good faith exam for each new service? So if they were doing one for Botox, if they came in for Botox and the next time they wanted to do filler, right?

So oftentimes, people will sort of lump all of those treatments into one, and I think that that’s the best way, the easiest way, and the most efficient way, really, to do it, is that when your patient comes in for the first time, you just have them evaluated for the treatments that you offer. So if you are offering injectables and laser and body contouring, right, just have that patient evaluated for all of those things, because that gives you the ability to build a treatment plan for them down the road. Because, as you know, right? Patients come in for one thing, but they might not know that they also actually need this other thing, or what they’re coming in for. You know, if they’re coming for Botox, that’s actually not going to really fix the issue, we need to build more comprehensive treatment plan, and so getting them evaluated for all of those things up front allows you to build that treatment plan throughout the year. That’s an incredible thing. I’m glad we’re learning every day, yes, yeah, it’s efficiency, right? I know tha you talk to your your clients and your community members about that all the time. It’s like, how can we just save ourselves the most time upfront and just be efficient with our businesses? 

So anything else that you want to add around compliance that you think would be relevant for this episode to help our listeners, things that I may not be asking we want to make sure, like, I’m thinking too, you get a HIPAA violation, you’re supposed to notify every single patient in your practice, right? Like, does the same thing happen with a compliance issue? If you have a compliance. Yeah, it depends on what the what the issue is. So there’s a couple things. There’s two things that I recommend, first and foremost, for anybody who’s especially in this day and age, right? We’re in 2025, and the way that the industry is going, you need to have one an attorney who understands the landscape of your scope and your state. 

There’s a lot of attorneys now who offer very, very affordable monthly memberships so that you don’t have to be paying these big retainers. It used to be really cost prohibitive, but now that model has really changed. So there’s several that really specialize in this, because if anything happens like that, exactly what you just said, you can call them and say, hey, you know, I just got a violation for X, Y or Z. What do I do? And sort of just have them on call for you. The second thing is join that association, because you’ll be able to talk to other people who have likely gone through something similar to what you’re going through today. And that is just a such a valuable resource. So Google, if you’re in you know New Hampshire Google and New Hampshire esthetic coalition. And if there’s not one, just consider starting one.

Add one more thing to you play. Why not? Oh, all right. Well, this has been so much incredible information. We are going to include a whole ton of links under including your company, SpaKinect. Do you want to give some information around where our listeners can find you and follow you if they want to get in touch with you further? Yes. So Instagram is a great place to follow us. We post a lot about the things that we’re seeing in the industry. So trends as well as regulations and things that are coming out in different states. 

So it’s a great place to hear firsthand about what is coming about. And then our website, spa, connect, calm. You can reach us there and book a discovery call with one of our our specialists, if you’re interested in using our services. Wonderful. Thank you so much for your time and your expertise. And listeners, be sure to click those links. This is this is really important, important information for our industry. So you want to make sure that you are staying compliant, that you are following the rules. It will help you to grow. It will help you to be more profitable. Very, very important stuff. So thank you so much, and we’ll catch you on the next episode. 

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EP 432: Replay: How to Build Rich Relationships with Selena Soo

Trust and authenticity are two attributes required for a successful partnership.

In business, today’s guest, Selena Soo, likes to refer to these as rich relationships. 

A rich relationship leaves a lasting impact on your life. It’s something that brings abundance to you.

These types of relationships are essential in business to connect and build deep, authentic partnerships with your community to help propel your business forward.

Selena is no stranger to the Spa Marketing Made Easy podcast family. Returning for a second time, she is a master connector and relationship builder.

She is a publicity and marketing expert for visionary entrepreneurs and thought leaders who want to impact millions with their message. 

Tune in to hear her expertise on attracting rich relationships, the importance of building your personal brand, and how to gain exposure and publicity for your business.

What you’ll learn during this episode:

  • How Selena got started in her line of work
  • What is a rich relationship and how can we attract them?
  • How can we add value to the people we care about?
  • The strategy behind building successful partnerships 
  • Story ideas to publicize your spa in the media

Resources Mentioned in Episode #432: Replay: How to Build Rich Relationships with Selena Soo

  • FREE download of the first four chapters of Selena’s new book Rich Relationships
  • Connect with Selena on Instagram

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Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here.

join the free Spa Marketing Made Easy Podcast community

IG / @addoaesthetics

WEB / addoaesthetics.com

YOUTUBE / @addoaesthetics

LINKEDIN / @addoaesthetics

WANT MORE FROM ADDO AESTHETICS?

Take just 5 minutes and find out YOUR biggest area of opportunity by taking my FREE Spa Business Assessment here → scorecard.addoaesthetics.com/

Join the Growth Factor® Fundamentals, an association dedicated to empowering women and strengthening their community by helping aesthetic professionals build meaningful connections with one another and fostering support and guidance to create businesses that align with the lives they love → https://offer.addoaesthetics.com/growth-factor-fundamentals

ABOUT THE SPA MARKETING MADE EASY HOST 

About Your Host, Daniela Woerner

Daniela Woerner is the founder and CEO of Addo Aesthetics, a leading community for aesthetic professionals, and the creator of the Growth Factor® Framework—a proven system that has helped 582 six- and seven-figure spa owners scale their businesses with strategy and systems.

With nearly two decades in the aesthetics industry, Daniela has trained alongside top physician-dispensed brands, consulted with leading dermatologists, and helped thousands of spa professionals streamline their operations and maximize profitability.

Her mission? To transform overworked aestheticians into Spa CEOs—building a business and life they love with the strategic systems needed for long-term financial growth.

As the host of the Spa Marketing Made Easy podcast, Daniela brings expert insights, real-world strategies, and in-depth conversations to help spa owners elevate their marketing, optimize their operations, and create sustainable success. With over 400 published episodes, 1 million+ downloads, and a ranking in the top 1% of all podcasts worldwide, Spa Marketing Made Easy is the go-to resource for spa and aesthetic professionals looking to level up.

Tune in each week for actionable strategies, expert interviews, and inspiration to help you build a thriving, systemized, and scalable spa business!

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.

Hey, welcome back to another episode of the Spa Marketing Made Easy Podcast. I am so excited to share something very special with you today. 

So a few years ago, I had an opportunity to sit down with my friend Selena Soo and have an amazing conversation about relationships, personal growth and building deeper connections, both personally and professionally. This was the second time that she was on our podcast. But this episode really stuck with me after we hit the stop recording button, number one, because relationships are first and foremost for me, but also because I really had started being intentional maybe a year or two before this was recorded around really putting the same level of energy and effort into nurturing the relationships, both personally and professionally around me, as I did, into growing my business. And I think for those of you that are entrepreneurs, that you have your own spas, you know that, like so much of our time and energy and just mental space goes into our business, and I asked myself the question like, What would change in our lives if we dedicated just like 10% of the time and money and energy into nurturing the relationships, both personally and professionally, with those around us? So of course, I was super excited, incredibly thrilled that Selena’s brand new book rich relationships is coming out. It is packed with the same heart wisdom and actionable insights that made our original conversation so wonderful. So in celebration of her upcoming launch, I’m going to replay that original interview today, and to make it even better, Selena so generously offered the first four chapters of rich relationships absolutely free. You’ll find the link to grab those chapters in the show notes. And even if you listen to this episode when it first aired, I encourage you to listen again with fresh ears. I am somebody who I will read a book more than once, I will listen to an episode more than once, because when you listen with fresh ears, when you listen at a different place in your entrepreneurial journey, you’re going to get different things out of it. You’re going to pick up more gems the second time around. 

So without further ado, let’s go ahead and dive into that conversation with my wonderful friend, Selena. 

All right, Selena, welcome to the Spa Marketing Made Easy Podcast. I’m so excited to have you for a second time on the show. You were on the show like years ago, back in the beginning, when we were first getting this thing going. So thank you for that. I’m so happy to have you on again. Yes, I’m thrilled to be back when I think of you, I think of someone who is just a master connector. You are so good at building rich relationships. What I also love is that you are an introvert, yes, and so to be able to have this superpower of connecting people and building really authentic, deep relationships with so many individuals, being able to have that capacity yet also still nurture yourself absolutely. Yes, it’s a talent. It is. Yeah, it is a bit of a juggling act. Yeah, I was thinking about you last night. We were at both at a party where there were over 100 people, which was overwhelming for me, yeah, but you, I think, had friendships with pretty much everybody in that room. It was so much fun. But I will say that after, you know, big parties, because that was like a four hour event. And then there was also the after party, I did have to like rest a little bit this morning, but, yeah, that was so fun. So having this skill set of building rich relationships has helped you build your own incredible company. Helped you build, helped you with. Help others build their companies. 

Tell me a little bit about what you do, and has this always been a through line for you, or was this something that youabsolutely yeah, I would love to tell you how I got started. So I’m a publicity and marketing expert, and I got into this world because when I was in my mid 20s, I. A quarter life crisis. I found myself clinically depressed, having trouble getting out of bed in the mornings, trouble eating. And things got so bad that my mom flew from Vancouver, Canada to New York to be by my side, and she would, you know, accompany me on the subway, like taking me to work, like I was this school girl. And it was just such a low point, and I remember, you know, talking to friends and saying, like, I just have to find a way to get better. Do you know anyone who can help me? And that’s when I learned about this female life coach, and, you know, joined her community, her group program, and got exposed to all these experts and authors and thought leaders. And I realized that, you know, when people are struggling and suffering as we all do, whether it is, you know, we’re struggling with our life purpose, or it could be a relationship issue, a money issue, a health issue that we don’t just need more information, what we’re really looking for is inspiration. 

And I think that there is nothing that is more powerful than a role model, so someone who embodies that message of hope and possibility, someone who has gone through hard times and come out the other side and has like a roadmap for people, right? And so I just became really passionate about promoting these or telling people, you know, my friends, have you heard about this person and that person? And they had no idea who I was talking about. So it just really dawned on me that sometimes the person with the most important message that someone really needs to hear can be that best kept secret. 

So I, you know, started doing this work in publicity because I wanted these people to get their messages out into the world. And so I think in terms of me being a connector, it’s not because I am super extroverted, but rather I’m really driven by a mission. I really want you know these amazing people who are helping people’s lives, whether it’s like looking better and feeling better, or, you know, healing their body to get their message out, to connect with the right people to make their biggest impact. So definitely driven, you know, by helping people get connected to the people who can really change their lives, but to create those connections, that’s beautiful, by the way, but to create those connections there, it’s like, how do you know who to connect with? How do you know, like, how do you form those relationships in the first place? Because as you get older, it’s hard to make friends, right? It is, yeah. So there’s a couple of things to keep in mind when you’re thinking about, Well, who do I connect with? So the first is, is you’ve got to get clear on what your goals and dreams are, because influencers, and those are people that I, you know, I call influencers, people who can help you reach your goals and dreams faster. They’re going to be connected to what’s most important to you. So is, you know, your dream to build, you know, a six figure or seven figure business? Is it to write a best selling book? Is it to make an impactness or a number of people’s lives? But getting really clear on what your top goals and dreams are is number one, and then number two is also getting really clear on what your values are in relationships, because there may be people who are successful and could potentially support you, but you might just not energetically resonate with them, just a different set of values. And so that doesn’t really work for a relationship. And then the third thing is understanding who are the types of people that can help you. Because I think people from all walks of life, and you know, all stages of business, can be helpful, from people who are mentors, who have kind of figured out, you know the journey that you’re on, and can help you get there faster. So people who are natural super connectors and have so much joy introducing people to one another, or people with reach that you could build partnerships with, and who could put you in front of more of your ideal clients, super fans, who could be your clients who can’t stop talking about you to your friends, family, colleagues who really believe in you. And so you want to get clear on who are all those different types of people who can contribute to getting to your goals faster, making sure that there’s shared values, and then starting to build those relationships.

Now, for spa owners, they’re, you know, brick and mortar, yes. How are they going out in their community? Like, I love the idea of the super fans. Like, Well, every spa is going to have some super fan. But what are you like knocking on doors and be like, Hey, we serve the same type of person, or let’s be friends. Let’s build a rich relationship. We were, you know, we were talking a little bit before about the difference between like, hey, let’s build a business partnership, which is great and valid, yes, but how much better that business partnership actually works and functions when you have a real rich relationship, yeah, with that individual

Yeah. No, I have so many thoughts coming up, because when it comes to building relationships, like, we don’t want to scare people by coming on too strong, like, can we build a partnership? Is not a level one conversation, right? There’s usually like steps in between to getting to know someone, but one way that you can really accelerate relationship building is actually by building your personal brand. So you know. Before was, what do you know? Now you know, and then it’s been like, Well, who do you know? And I would say that today, it’s who knows you right? So you want people to know who you are and be attracted and curious about your work, and so building your personal brand, and there’s so many ways to do it, you know, with your website, on social media. But really like expressing yourself in different ways, where even if someone hasn’t had like, a in depth conversation, they can get a sense of who you are, what you stand for, what’s unique about you. And that’s also why I really love publicity, because I think that publicity is the fastest way to elevate your brand. You know, you can share your your story, ideas, why you started your business, why you’re so passionate about this, what makes you unique, and so it’s like you’re raising your credibility and profile, but you’re also getting your message into all these places, and you can repurpose it on social media and newsletters and websites, but that would be, you know, a big part of attracting rich relationships is having a personal brand and putting yourself out there. 

I love that, and I actually, I have never heard anybody say that before, and it’s so brilliant. It makes so much sense of the power of the personal brand. I mean, we’re even seeing employees, like on LinkedIn, different places, really cultivating their own personal brand to, you know, get job offers and things like that. So to really tie it in as the spa owner, as someone who wants to be a pillar of their community and wants to connect with others by you showing up and putting yourself out there and saying, This is what I stand for. This is what I’m about. You’re saying that’s going to attract other people to you to want to start those relationships. 

And it also creates trust when someone is consistently showing up, you know, online, you’re being seen in multiple places, versus, okay, this is someone brand new who I don’t know. So, yeah, kind of like creating your brand, expressing yourself, right? Putting yourself out there. That’s one of the first steps. And then another step is really getting clear on how you can add value to others. Because the truth is, every single person is incredibly busy with a full life, with, you know, family duties and things happening in their career and for themselves, that if they’re going to make space for more people in their life, they have to be someone that you know adds value in some way. And there’s so many different ways to add value, like even being a person who is a good listener, who asks good questions, who’s present, like that’s the way to add value. Another really powerful way is giving someone a compliment and showing them that you really see them and their brilliance or appreciate something about them. And there’s countless ways to add value. You know, people will say, Well, how do I know what someone wants? You know, I’m not a mind reader. And you know, at the end of the day, like as humans, there’s only you know, a few things that we all tend to want. And if you’re connecting with other entrepreneurs, it’s even you know, a smaller number. But you know, everybody wants to grow their wealth, right? They want to have abundance in their life. So that means, you know, new clients and referrals and growing their business, right, creating new offers services. So that’s one thing that everyone wants. Another thing that people want is to make an impact, to be sharing their message and their ideas with more people, even if they’re not like their clients at their spa, but maybe they’re reading their beauty tips, and it’s transforming their lives. And as someone who’s making an impact, maybe you know you’re being recognized as the top of you know your industry and what you do. So there’s, like, also status. There another thing that people really want is peace.

Yes, right? Peace? Because, as I feel like, yeah, align that with time. Also that connects, yeah, so there’s time, right? So everybody wants to save time, and so when you’re building relationships, you also don’t want to, you know, come up with ways to, like, you’re thinking you’re building the relationship, but you’re like, you know, I don’t wanna say wasting, but it’s like, three or four hours of someone’s time that might not be like, the first kind of way that you connect, right? It’s like you should be connecting in a way where you’re actually helping them save time, whether it’s helping them find people that can support them with their business or get results faster, and then the peace thing. Because, you know, a lot of people are stressed, whether they’re stressed in their business or there’s a family stressor or health or relationships, and so you know, by being a sounding board, by connecting people to the right resources, by sharing our expertise, we can create more peace in other people’s lives. 

So would you? Would you all those kind of step by step that you just shared? Would you identify those as pieces of a rich relationship, like, as you’re going out and building, like, how do you define? Yeah,

yeah. I mean, you don’t have to do all those things, but you want to be a rich. Relationship is a relationship that contributes to your life, right? It enhances your life. It fulfills you. It’s something that brings abundance to you, versus a relationship that is just like purely transactional short term. Thinking or just doesn’t feel good. It’s like a relationship that’s like meant to last and really bring joy and fulfillment.

I love that, so I want to pivot just a little bit and talk about a little more on the business side of building partnerships. So yes, we know that relationships are deeply important, and building those rich relationships, it can take time, yes, and you know, it does take time and energy and effort to be able to make sure that that person feels seen, heard, valued, that you’re both providing value to the relationship, that it’s not one sided, etc. But as you’re building a business, creating partnerships with other businesses, creating relationships with other businesses can be a very, very valuable tool to help you grow especially for brick and mortar, we’re seeing that so much with spas right now that are, you know, like going to the pure bar, the orange series, or wherever that are these franchises where they’re building relationships with those owners, they serve The same audience, but you are a master in that. That was one of the strategies that you use to grow your company to be so wildly successful. Talk to me about and you had like, 400 partners, yeah, over the years, over the years, yeah. So tell me about that strategy and kind of suggestions that you would give to a brick and mortar

 spa. Yeah. So the great thing about partnerships is you’re not just promoting to your existing audience. You’re leveraging other people’s audiences, people that have customers that know, like and trust them. So that’s really powerful, because instead of just marketing to one audience, you could be marketing to 10 audiences, 100 audiences simultaneously. But when you’re getting started, you know you want to keep it simple. 

You only need, like a few key partnerships to make a big impact. And so with partnerships, you always want them to be win, win, and you want to be putting yourself into the other person’s shoes. Because, you know, every business owner, they are busy, they are overwhelmed, and so they want to say yes to something that feels easy and that is going to give them a meaningful return on their time and investment. And so really putting yourself in someone else’s shoes, I think that when you’re building a partnership, you have to really prioritize, like, what’s going to be important to the other person. And so with our impacting millions launch, which is our publicity program. You know, we make it because, basically, it’s an additional revenue stream for people, but they have their own products and services to promote, right? Every business does. And so thinking about, you know, how can you make it so easy for them to say, yes, how can you offer like the best possible commissions or incentives, you know, marketing materials. So it’s just very, very easy for them to win in Spa. I mean, we have such an advantage in Spa, because who doesn’t want to spa treatment? I know you can offer that as like, either earning like for influencers that are posting about having a treatment at the spa or coming in. And, you know, there’s so many different ways that we can do that. We usually call that a brand ambassador program, but it’s very similar. And building relationships to get people to post and share and refer. I love that because, I mean, that’s one of the keys to building a partnership. No one’s going to promote you unless they feel like they can really vouch for your work, right? And so in order to vouch for, you know, your work, they need to have an experience of it. 

So, you know, giving away something for free, you know, in exchange for them to consider sharing it in some way, if it’s like an exceptional service. So yeah, I mean, you definitely want to be leading with generosity in the beginning, and people being just like so delighted by the experience. It just feels like natural and organic for them to want to tell others about it. Yeah. So what is your strategy, or any tips on finding potential partners in a local area? Yeah, absolutely so with your existing customers asking them, you know, who are the other service providers that they work it with when it comes to, you know, beauty and health and lifestyle. So that could be part of a questionnaire. It could be a conversation that you have with people you know, I’ve sent an email, you know, out to my list before asking things like, you know, when it comes to growing your business and your visibility online, who are some of your some of the top experts that you follow, what are the podcasts that you listen to? And so people are supplying you with all these names, and all these people are potential partners. Oh, that’s so. Have you ever heard of sparktoro? 

Have you heard of No, I heard of it recently, but I’m not familiar with it. It’s such a cool website, we’ll link it up below. They have a free trial, and then there’s a paid version as well, okay, but you can essentially put in estheticians, okay, put in and it will go through and do all of this research. Of these are the podcasts. These are the mag. Magazines. These are, I mean, oh, my goodness. We paid for a 30 day, okay, block, and we were able to get hundreds of magazines, websites, podcasts, so you get to see where people who have that job title, and there’s all different. You can put in working moms, you can put in, like, whatever you want. And I just found that to be so insanely valuable, because it’s cutting down the time of like, well, if I am doing publicity, yes, then maybe these are the the publications that I actually want to target and try and get into.

I love that. Yeah, who doesn’t want a shortcut? I know. I know. So talk to me about your thoughts on what publicity can do for a spa.

 Absolutely. So you know, when it comes to your business, it’s one thing if you’re telling everyone I’m the best at what I do, but it’s a whole other thing if someone else is saying that, and especially a media outlet that is endorsing you, that is saying like, this is one of the top five spas, or the spa has the best, you know, XYZ treatment. So it’s really that, you know, stamp of approval and credibility. And a lot of people, you know, they need like this expert source to filter like, what is the best of the best like? That’s how people make their decisions. And the cool thing with media is you get like that media hit, and you can use that, you know, media logo, that name for the entire lifetime of your business, that you’ve been featured in this place. So I would say, you know, ideally, as business owners, you want to have at least, you know, three strong media wins that we can use as a part of our branding to attract our ideal clients.

Very good. All right, anything else that I am not asking that would be valuable around publicity or relationships for spa owners, yeah. So I think what also would be really helpful for people is just, you know, story ideas, thinking about, you know, how do I talk about my business? But not just have it seem like I’m wanting someone to, like, you know, produce an advertisement, yeah? Like, right? And so, you know, you want to come up with story ideas are going to appeal to the media, and the story ideas that they’re most interested in are ones that are service driven, that add value to their audiences, so even if maybe someone can’t go to the spa. But what are some, you know, top beauty tips, right from top estheticians and things like that. You know how to mistakes to avoid. Those are really popular. And they’re also really interested in story ideas that have, like, emotional resonance, right, like big transformations or breakthroughs, or, you know, big things to avoid. And then they are also really interested in timely story ideas, and so, you know, during different times of the year, whether it’s, you know, Valentine’s Day or Mother’s Day or different seasons, you know, winter, summer. You know, you can put different angles on your stories to make them feel really relevant for right now. So I actually have this amazing resource, and it’s a 1212, month publicity calendar. So it’s just 40 pages full of store ideas, dates and hooks to really get the media’s attention. And we have it, you know, just different ideas for all kinds of industries, including, you know, health and wellness and beauty. Oh, that’s amazing. Okay, so we’ll be sure to link that up. Yeah, impacting wonderful. 

All right, we’ll link that up. Well, Selena, thank you so much. There’s you just like, packed so much information you do. Yeah, it was like, boom, you know your stuff. Thank you so much. I appreciate your time. I appreciate your friendship. I’m so happy to share you with our audience. And for those of you that want to keep this conversation going, make sure that you head on over to the Spa Marketing Made Easy Facebook Group, and make sure that you get that resource that is super, super valuable, and we’ll catch you on the next episode.

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EP 430: New Clients Are Not Always the Answer: How to Grow with Retention + Relationships

In this episode, I’m turning the tables!

I had the joy of joining John and Kayle on the Marketing 100 podcast powered by Mangomint to unpack one of the biggest myths in the spa industry: that new clients are the golden ticket to growth.

Spoiler: They’re not. 🚫

Before you pour more money into ads or hustle for fresh leads, you need to know whether you actually have a lead flow problem—or if retention is what’s holding you back.

This conversation is full of actionable tips on tracking where your best clients are coming from, improving retention with smart automations and human touchpoints, and having clear, constructive conversations with your team that boost performance without creating defensiveness.

It’s a game-changer, friend. And you’ll love hearing how we use real-world strategies to grow sustainably—without the overwhelm.

What you’ll learn during this episode:

  • Simple, effective ways to identify if your problem is lead flow or retention
  • Why it’s crucial to know your new client retention rate (and where you want it to be!)
  • Old-school methods for tracking new client sources that work beautifully today
  • How to use your spa software (like Mangomint) to automate the right touchpoints
  • Building meaningful relationships with clients in an AI-dominated world
  • And why 2025 is set to be an incredible year for our industry

Resources Mentioned in Episode #430: New Clients Are Not Always the Answer: How to Grow with Retention + Relationships

  • Learn more about Mangomint and get your first two months free!
  • Listen to the Marketing 100 podcast 

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Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here.

join the free Spa Marketing Made Easy Podcast community

IG / @addoaesthetics

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LINKEDIN / @addoaesthetics

WANT MORE FROM ADDO AESTHETICS?

Take just 5 minutes and find out YOUR biggest area of opportunity by taking my FREE Spa Business Assessment here → scorecard.addoaesthetics.com/

Join theGrowth Factor® Fundamentals, an association dedicated to empowering women and strengthening their community by helping aesthetic professionals build meaningful connections with one another and fostering support and guidance to create businesses that align with the lives they love → https://offer.addoaesthetics.com/growth-factor-fundamentals

ABOUT THE SPA MARKETING MADE EASY HOST 

About Your Host, Daniela Woerner

Daniela Woerner is the founder and CEO of Addo Aesthetics, a leading community for aesthetic professionals, and the creator of the Growth Factor® Framework—a proven system that has helped 582 six- and seven-figure spa owners scale their businesses with strategy and systems.

With nearly two decades in the aesthetics industry, Daniela has trained alongside top physician-dispensed brands, consulted with leading dermatologists, and helped thousands of spa professionals streamline their operations and maximize profitability.

Her mission? To transform overworked aestheticians into Spa CEOs—building a business and life they love with the strategic systems needed for long-term financial growth.

As the host of the Spa Marketing Made Easy podcast, Daniela brings expert insights, real-world strategies, and in-depth conversations to help spa owners elevate their marketing, optimize their operations, and create sustainable success. With over 400 published episodes, 1 million+ downloads, and a ranking in the top 1% of all podcasts worldwide, Spa Marketing Made Easy is the go-to resource for spa and aesthetic professionals looking to level up.

Tune in each week for actionable strategies, expert interviews, and inspiration to help you build a thriving, systemized, and scalable spa business!

 

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. 

Hey, Daniela here, and thank you for listening to the Spa Marketing Made Easy podcast. If this is your first time hanging out with me, welcome. I’m an aesthetician turned spa director turned entrepreneur, and today our company Addo Aesthetics is in its 11th year of operation. 

Yes, I love that. It’s a magical number. I’m going to receive all of that magical energy for the incredible year that is ahead of us. 

Now, if you are an esthetic professional that wants to create a company, not a really hard job for yourself. If you’re an action taker, if you’re someone who does not have the time for those with a victim mentality, if you’re someone who has big dreams to create a seven figure spa without overwhelm, without stress, and with the time to pick up your kids from school and still make it to karate, you are in the right place, my friend, you have found your home, and I am so glad that you are here. So I just wrapped up a two day event in Indianapolis with our spa Manager Certification students. This was our 2025 class. 

It’s something that we offer once a year, and this program, it’s a four month program, and right in the middle, we meet in person, and we really get to work. And so the the instructions so each of these spas that are in the program, they are told, come to this event with the biggest problem happening in your spa right now, which really makes it fun, because I have an idea of what they’re going to say. We’ve run this program a few times now, and you know it’s it’s really interesting because we have some CEOs and we have some spa managers, and I love the dynamic of teaching a course with both of those roles. In fact, at this event, I brought to everybody’s attention. I said, Did you see that all of the spa managers are sitting on this side of the table, and all of the CEOs are sitting on the other side of the table. It’s, it was just a really kind of cool thing to witness. Don’t know what it means, but it was just like, Okay, interesting. Anyway. I love the workshop style of these events, and I also just love being in person. When you get to connect in person, the you have shared experiences, the friendships are created or deepened. And so when you get on Zoom, you get a heck of a lot more done. So anyway, at this event, we spent a lot of time talking about sales and marketing, and when those topics come up at some point you’re going to be talking about your spa booking software, because that’s such an important piece of the puzzle. 

Now for years, I have been talking about Mangomint, and I, hands down, believe that they are the absolute best spa booking software on the market. Now let me preface this that it is my job to ensure that your spa holds a healthy profit margin. That is my pure focus, the profit of your spa. Now, are there better softwares when it comes to EMR, perhaps, but Mangomint is HIPAA compliant, and when it comes to the sales and marketing aspects of what you can do with this software, aka the automations and touch points that will be your support system and going deep with your patients, rather than wide. There is no other software that comes close. Now, you couple that with incredible customer support, and you have a winning combination. So you can see why I am like, hands down. This is the best software out there. Now, anyway, a few months back, I was a guest on marketing 100 which is a podcast powered by Mangomint. It’s hosted by two guys, John and kale, incredible guys in the aesthetic space. And we created this really great piece of content around why new clients are not always the answer. And I thought it would be a fun episode to share a piece of content where I was actually getting interviewed rather than being the interviewer. And I think that this information, especially in the economic climate that we’re in right now, where it is going to be even easier to go deep with your patient base, rather than going wide, really focusing on that retention and all those really important things, I thought it would be a really valuable piece of content for you anyway. I hope that you enjoy this. I hope that it provides you value. I hope it helps with any type of. Of perspective shift that you’re needing right now. And if you’re interested in learning more about manga min, we’re going to have a link right below this video in the show notes. It’s going to get you your first month free. So be sure to click on that link. Use that link let them know you’re one of our Addo people. We send a lot of people their way, and they take extra good care of all of their people, but I like to think they take extra good care of our adult people because we have such a strong and established relationship with them. So click that link, and without further ado, let’s go ahead and play that interview. 

Hey,Everyone, welcome back to Marketing 100 I’m Kayle, your salon and spa business, bestie, and I’m joined today, as always, by my good friend and the founder of the salon business, John Halberg, but today is a very special episode. John is excited. I can tell already I’m excited, super excited. We’ve got a very special guest today, Daniela Woerner, founder of Addo esthetics and the host of the spa marketing Made Easy podcast. Daniela, thank you so much for joining us today. We’re so happy to have you.

Thank you for having me. I’m super excited to be here. Daniela, you operate in the spa world, and maybe some of our salon owners may not be super familiar with your work. So would you mind telling us a little bit more about yourself and what you do? 

I am the founder and CEO of Addo Aesthetics, host of the Spa Marketing Made Easy podcast, and really our company’s mission or what we do, what we actually do is help spa businesses with their internal operations, so that they can be more profitable on the Marketing 100 podcast, our goal is to bring 100 snackable, tactical marketing tips to salon and spa owners out there in the world. But today, I’m super excited because you’re bringing us a marketing tip. What are we talking about today? Daniela, why new clients are not always the answer to your problems when a spa owner feels their numbers going down, or they’re seeing their books not full. The solution that comes to their mind is, I need new clients, and today I want to talk about why that is not always the right answer. We’ve got to take a step back and first analyze, are we having a lead flow issue? Are we having a retention issue? Yeah, I guess it just like, comes automatically, right? If you see you have gaps in the book, the reaction is, I need clients, and you just default to thinking that that must be new clients, right? Or, like, more clients coming in. It is the default. And I think that we’re either in action mode or reflection mode. As entrepreneurs, we tend to live in action mode a lot more than we spend time in reflection mode, and sometimes that’s great. It helps us to move forward. It helps us to be innovative, but it would do everybody a service to actually reflect on what has worked if you see that you have a consistent number of new clients coming in, but your new client retention is very low. We have a different problem to solve. We don’t want you to spend time and money and energy getting new people in the door, if they’re just going to drop right off. 

You have to consider the expense when you’re trying to court new clients no matter what it’s going to cost you money. And in fact, typically, it’s far more expensive to acquire new clients than it is to retain clients that you already have. And in that case, if you are spending all that time, effort and money on bringing in new clients, but you’re not retaining them, then you’re just wasting money. You’ve got a leaky bucket there, right in Spa. When we have a new client come in, that new client retention, we want that to be at no lower than 70% then when we look at total client retention of those clients that we’ve actually acquired that are coming to us more than that initial visit, we want that up around 80% if you are below either one of those numbers, then that is an area of opportunity that you found in your business. 

And it’s also a great idea to look per provider, because we want to understand, as an overall spa what we’re doing, but we also want to understand per individual providers, because you may have, you know, the weakest link as one person, and that’s going to help you isolate even more. How do I solve this problem? Does this person need help with, you know, rebooking their clients or whatnot. It can be as simple as two or three conversations with that employee rather than starting an entire new marketing strategy. It can be like a difficult discussion sometimes with team members right in these type of topics or like, why are you underperforming? But when you have the data, it makes it like it’s not about you, it’s not about me, it’s not about us, and it’s easier to have. These conversations with your team as well, you can also lead into it and say, Hey, I’m going through these numbers, and it’s it’s my job to keep your books full. And so if I were having a tough conversation with a provider, I would say, How can I support you with this? What do you need from me to make sure that we can get your total client retention up to this that makes it a little bit easier to actually get results and not put that employee into, like, a defensive mode, curious,like, on the 70% number, which to me sounds a little bit high, because, like, coming from the silent world. 

For those watching this who are, like, looking at their numbers now following this conversation, and I’m like, at 50% or so, like, what would you say? Because, I mean, you meet so many students, you have so many people coming through your programs. I’m going to give you a lawyer answer. It depends. It really depends. And it has to do with looking at each individual spa. You have to make sure that you’re marketing to your right person, the spas that are in alignment with their core values, their messaging, all of that. It’s pretty easy to get to 70% because they’re targeting the correct person, if my primary service is micro needling, but I am talking about things other than micro needling or spray tanning or something that really has nothing to do. Then again, I’m going back to the piece of what is the problem that I’m trying to solve, and so am I speaking to the person that I’m trying to attract? Am I on the right platform? You know? I I’m going to be 44 this year. I am in that perfect demographic, right? The 40 to 55 year old woman with a certain amount of discretionary income that cares about how she looks. I am, like every sponsor, ideal client. I am also rarely on social media, if ever. How are they going to target me? How are they going to find me? These are the types of things that we talk about with our clients, of like, really, if you want to get these KPIs, numbers are information. Their knowledge, and so we’re looking at that, and it’s if you’re you know, who are you targeting? How are you targeting them? How are we aligning your message to make sure that you’re getting those numbers? 

Your target clientele is going to be in a specific place, and you have to meet them where they are to actually be able to reach them in a way that’s going to make sense and come across as authentic and genuine. And I think that a lot of business owners default to this is true in the salon world, and I’m sure in the spa world as well as people default to, okay, well, social is where I need to be. I need to be on Facebook. I need to be on Instagram. You know, maybe they’re making tiktoks, whatever it is, but how much of your clientele is spending in enough time in their day on one of those platforms to actually have a chance to where your impact there is going to make an impact on them, right? Like, how much of that is going to convert to people actually coming into your business? We talked to Brett Foreman recently from pony studios, who had something similar to say, where, you know, they spend a ton of time creating content for Instagram and Tiktok, but the amount of clientele that actually comes through their doors, that they get from being on social is not necessarily, you know, a lot bigger than what it was six months ago, a year ago, for the amount of time they spend on there. It doesn’t convert in the same way that word of mouth marketing or really, taking control of their review scores and review collection and administration through through like automation and things like that. So social is is definitely a takes a lot of time and effort, but does it really equate to being a valuable part of your business? 

Two simple exercises that a spa owner can do, or a salon owner can do number one, grab a notebook, pen and paper. Old school, keep it by the front desk, have your receptionist have a column for the name, and then have a check mark for Instagram, Google or referral. And every single new client that comes through your practice over the course of the month, you’re going to write their name down, and you’re going to check where they came from. I’m sure your guys software tells has this capability. You’re going to use that data in Mangomint for bigger picture things that we’re looking at. This is just I need to know visually. Is this coming from Instagram, Google or referral? If it’s from Google, let’s spend more of our time and energy on SEO, on pay per click, on those types of things. And if it’s referral, who are the people that are referring them? Do we have a referral program in place? Exercise number two, go through your top 25 clients of your all time history that are still active clients. Ask them how they found you. That is a gold mine of information that helps direct your marketing strategy, that will, in turn affect your bottom line.

I just love the practicality of that. This channel is powered by mangamint, and we talk a lot about tech and software and all of that, but at the end of the day, just like the notebook to just write that down, just like regular. Conversations, it’s so easy to like, forget that that is actually like, where the magic happens. If we’re looking at it in terms of, let’s be reflective, let’s, let’s analyze the data we’ve collected it for analyzing it, and we determine, you know, okay, do we have a lead flow problem? Do we have a retention problem? What’s our the practical way that we go about approaching that from that point, if it is a lead flow problem, then we’re going to figure out where we get our leads from, Instagram, Google or referral, because those are the three places that most leads are coming from. And we’re going to formulate a strategy. 

Right now, we’re seeing a lot of success with many chat on Instagram and creating, you know, some automation there to get people to actually book Google, really getting into your Google business profile, getting people to find you through search, understanding what people are searching for. A big problem that spas do often is they’ll write their type of business as skincare and what Google thinks skincare is is like a Sephora or an Ulta, you’re a day spa or you’re a med spa. And so really understanding that is going to help you get up there and search, building out your entire profile, including the map section, and then having a strategy around reviews. Okay, so there’s always going to be a short term plan and a long term plan to get those leads coming in consistently. If we have a retention problem, then we need to look at client journey. Are we calling them to see how their service went? Are new clients getting a handwritten thank you note? Do we have touch points if they haven’t been in for a specific amount of time, flows is the answer to the client journey. How can I create a specific flow that really makes sure that that patient knows that I want their business, I care about them, and I’m going to be consistently checking in with them in the world we’re in today where AI is incorporated into everything we need to understand where the human touch points should be, and the more specific that we can get to that individual patient, the more real, the more authentic it becomes, and the deeper the relationship and loyalty of that patient to your practice,John, we were Just talking about this recently, just personalizing your messaging, making, you know, those touch points you have with your clientele feel real and not just feel like a, you know, an email blast that’s generic or a sales pitch, the communication you have with your clients within such a personal business and such a personalized business should feel personal. It should feel like getting a message from a friend. It shouldn’t feel like somebody’s trying to sell you something all the time. This is a relationship that we’re building here with clientele, and it needs to feel that way. 

I know in Spa, they’re coming to us with all their insecurities and vulnerabilities, and I don’t like this about myself. I don’t like that about myself. I know in salon, the stereotype is that your hair stylist is your therapist, right? So these are people that are opening up and telling you so much about themselves, and they don’t want to be met with kind of canned communication a lot of businesses are doing as well when sending communication is also like sending it from like, no reply address, or like, you get a text message and you cannot respond to it, and it’s, you know, it’s like we talk to you, kind of thing. But just was allowing, actually, for, allow for like, one to one interaction. Sounds simple, but, I mean, it seems like, yeah, it does, but it’s what tech does to us. Makes us, like, think about scale and simplifying and saving costs, and like automating, but in that whole journey with where there is a lot of like, logical reasons for why that makes sense, tech, AI, etc, but also, like the human element, and like where it makes sense, married it to where it doesn’t make sense, don’t right, knowing the right pieces to do that with and, yeah, we are somewhat AI resistant. I know a lot of people are very worried about AI taking over their jobs. And, you know, all of these things, there is a robot that does lashes, but I’ve not, I don’t see that as, like, you know, taking over our provider industry.Is this for real? That’s so scary? Yeah, I would never, I would never.

But yes, there is a robot that does lashes. There’s the creativity of the human mind that’s needed to solve problems, whether it’s with skin or hair or whatever the services that we’re doing, and they refer to our services as self care. It’s a part of our overall health to come in, and we saw that after COVID, when so many people missed the human connection and the interaction and they they looked at Spa and Salon services as a part of their overall health and wellness routine. Humanize it and the way that you can do with flows, where you can create your own custom messages, you can have them from your. Specific provider. So it’s not just like response C, you customize it text Y for yes, it’s important to understand how and when to incorporate the human touch point. 

You mentioned COVID. And I think we really saw that come full circle at least a year and a half or so, where salons were just they were in trouble. They were, you know, they were down on services. If you were performing services, you had to sort of do it low key. And I think a lot of people felt like they were left in the lurch on the service provider side. And I think a lot of you know clients and and patients, you know of salons and of practices, kind of felt like I really just want to be I need this part of my life, right? Like we talk about how important grooming and like self care is here on the show a lot, and I think that a lot of people really felt that during that time. And when we finally got out to the other side of that, we saw this boom in in this, you know, these service industries again. But there was something that was sort of like that forever changed, I think, during that time period in terms of, like, how we talk to people, how we communicate, or the ways in which that we interact. And I think that a lot of businesses, maybe as well, had trouble sort of getting on track with, how do we grow our business quickly? Because we need to get back to get back to where we were. We need to pay bills. We need to be able to to, you know, pay for our space and our employees and everything else, and still be able to maintain that personal touch point. So we’re like, we’re embarking on this new part of our business journey. We have these new, you know, needs that we had to get keep our business going. And then on top of that, we’ve got this sort of like crater, this dent that was left by the impact of COVID, where now our communication skills are sort of altered, and the tools that we use communicate are different and less personal, and that sort of makes it more complicated, I think, to really put all those elements together and have a cohesive Marketing Strategy that feels genuine and feels honest and personal, sort of brings it full circle, back to that action or reflection that we were talking about earlier, where COVID was it was a challenging time and and people were in such action mode, there wasn’t the time to reflect on how meaningful those relationships were for the spa owners and salon owners that were like, Let’s have a coffee chat on Zoom. Let’s let me teach you how to do a facial at home. Let me teach you. Know, Like the connections with those in our community were really, really meaningful and really impactful. And then we just went straight into action mode before reflecting and saying, Wow, what if I incorporated this relationship aspect and not just be behind the screen, you know, all the time, expecting my business to grow in that way? How could I be more fulfilled, be more impactful, and also get more referrals by showing up and connecting with community in a meaningful way? 2024, was a tough year. Election Year causes uncertainty, inflation. We saw a big drop in the summer. It was a lot slower than usual. And I think that that, like, sent panic waves to a lot of people. And I really do believe that this is going to be an incredible year for our industry. 

Fingers crossed everybody. I genuinely do hope so I think that, you know, there’s always a need for service. There’s always going to be a need for salons and spas and self care businesses. And I think that people are going to need self care more than ever in 2025 so do genuinely hope that that, you know, service industries continue to run strong, and salons and spas are in a good place in 2025 so much gold and value that you’ve shared today. 

Daniela, I’m so appreciative of that. I’ve learned many things here. New clients are not always the answers. Where does your problem really lie? Do you have a few takeaways for people watching this who will not remember everything we talked about, but like a few key points, the action item that I want you to do is first evaluate, do you actually have a lead flow problem, or do you have a retention problem? So look at those two things. Use the notebook strategy. Use the asking your top 25 client strategy to really understand you can go through and use flows if you’re a Mangomint customer, highly recommend. And if you need lead flow help, there’s first figure out where your leads are actually coming from and formulate a strategy around that isolated channel so that you can get the most efficient results, simple, easy to action. That’s what we always try to do here on marketing 100 Daniela, thank you so much for joining us for joining us. 

For marketing 100 we had a ton of fun with you today. A lot of great takeaways as well. Where can our audience, our listeners, our viewers, learn more about you? Thank you so much for having me. I had a blast as well. You can listen to the Spa Marketing Made Easy Podcast on Apple, podcast on Spotify, or any of your podcast listening apps. And you can learn more about our company, Addo Aesthetics at addoaesthetics.com, and we’ll make sure to include links to those down in the description below. 

If you want to try the tools that Daniela mentioned today on the show, we have a link where you can try Mangomint for free for 30 days, 60 days, whatever. You get a little bit of extra time on us. Don’t tell anybody. Thanks so much for joining us on another episode of Market 100 I’m kale, your salon and spa business bestie, and we’ll see you in the next one.

 

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EP 429: Using Your Numbers to Make Better Business Decisions with Danielle Hayden

Finances feeling fuzzy? This episode will clear things up in a big way.

On this week’s episode of Spa Marketing Made Easy, I’m talking with Danielle Hayden—CEO of Kickstart Accounting, CPA, and former hairstylist—about the real numbers that matter in your spa business.

From bookkeeping basics to big-picture strategy, Danielle explains how to build your “money team,” make smart financial decisions, and set goals that actually align with the life you want to live.

What you’ll learn during this episode:

  • The difference between bookkeeping, tax prep, and CFO support
  • Why looking at your numbers monthly is a non-negotiable
  • How to determine when it’s time to switch to an S Corp (and the three benchmarks to look for)
  • What your financial advisor’s role should be in your spa business
  • Why every spa owner needs to build a strategic “money team”

Resources Mentioned in Episode #429: Using Your Numbers to Make Better Business Decisions with Danielle Hayden

  • Visit Danielle’s business website, Kickstart Accounting
  • Follow Danielle on Instagram: @kickstartaccounting
  • Tune into Danielle’s podcast Business by the Books

Subscribe on Spotify Subscribe on Apple Podcasts

Subscribe on YouTube

Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here.

join the free Spa Marketing Made Easy Podcast community

IG / @addoaesthetics

WEB / addoaesthetics.com

YOUTUBE / @addoaesthetics

LINKEDIN / @addoaesthetics

WANT MORE FROM ADDO AESTHETICS?

Take just 5 minutes and find out YOUR biggest area of opportunity by taking my FREE Spa Business Assessment here → scorecard.addoaesthetics.com/

Join the Growth Factor® Fundamentals, an association dedicated to empowering women and strengthening their community by helping aesthetic professionals build meaningful connections with one another and fostering support and guidance to create businesses that align with the lives they love → https://offer.addoaesthetics.com/growth-factor-fundamentals

ABOUT THE SPA MARKETING MADE EASY HOST 

About Your Host, Daniela Woerner

Daniela Woerner is the founder and CEO of Addo Aesthetics, a leading community for aesthetic professionals, and the creator of the Growth Factor® Framework—a proven system that has helped 582 six- and seven-figure spa owners scale their businesses with strategy and systems.

With nearly two decades in the aesthetics industry, Daniela has trained alongside top physician-dispensed brands, consulted with leading dermatologists, and helped thousands of spa professionals streamline their operations and maximize profitability.

Her mission? To transform overworked aestheticians into Spa CEOs—building a business and life they love with the strategic systems needed for long-term financial growth.

As the host of the Spa Marketing Made Easy podcast, Daniela brings expert insights, real-world strategies, and in-depth conversations to help spa owners elevate their marketing, optimize their operations, and create sustainable success. With over 400 published episodes, 1 million+ downloads, and a ranking in the top 1% of all podcasts worldwide, Spa Marketing Made Easy is the go-to resource for spa and aesthetic professionals looking to level up.

Tune in each week for actionable strategies, expert interviews, and inspiration to help you build a thriving, systemized, and scalable spa business!

 

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. 

Important question for you friends, how are you feeling about your money and your taxes today, if you’re listening to this on the day that it’s released, April 14, the day before tax day, my wish is that you feel calm and prepared and like it doesn’t even matter that your taxes and quarterlies are due tomorrow, hopefully you already have them paid. 

But that feeling of calm is not something that I have always had. I had years that just felt like complete chaos, and I decided, You know what, I do not want this energy in my life. But how do we get rid of it? Because we all pay taxes, right? That’s not going away, but you can get rid of the stress when you’re surrounded by the right money team, and that is why I am so excited to introduce Danielle Hayden, our guest on today’s show. She has the most incredible background. Get this. She is a hair stylist turned CPA, and she’s the CEO of Kickstart Accounting. Her accounting firm has been around for the past 10 years. We had so many synergies over the the times that we were talking over zoom and kick start, accounting is the newest partner in APA. Now, if you’re not familiar with APA, it’s a place for aesthetic professionals to build a thriving business and community, and one of the perks in there is that we have a big black book of recommended vendors, many of whom offer sizable discounts to APA members, including kickstart accounting. 

Anyway, Danielle gives tons of information, tons of value in this episode. I hope that you enjoy. It definitely worth a listen. So let’s go ahead and play that interview. All right, Danielle, welcome to the spa marketing Made Easy podcast. I I love talking about money. I love talking about numbers. I love normalizing these conversations with women. So I’m so excited. You’re such an open book. I think there’s some really important things that we can get out there today around money and finance and accounting. So thank you so much for being here. 

I’m really looking forward to it. I promise we’re gonna make this topic really exciting. I know most people shy away from this conversation, but my mission is really to make money and numbers approachable and fun to talk about.

Well, I love that because it is like it’s kind of this weird thing that when we start a business, or even if we’re on, like, a specific career path, if we’re an employee and trying to move up, we’re uncomfortable asking for raises. We’re uncomfortable saying how much money we want to make. It’s one of those. It’s like, what is it death, taxes and politics,or what, like my mom used to say before any any dinner that I went to, remember Danielle, don’t talk about religion, politics or money. And now I’m like, Ma, I go on on live screen to talk about money on a regular basis.

I was so last night I was at karate. My kids do karate twice a week, or actually, taekwondo. But I don’t know why, in my mind, it is, like, infused, that is karate, but it’s actually taekwondo. And I was talking to this other mom. She was so like, I just clicked with her right away. And she was, she’s a preschool teacher, and I was like, you know, there’s people that put their lesson plans online and then you sell them and you can do and I’m like, telling her this whole thing, and I’m in like, Daniela coach mode, you know, even though I’m at a mom event, I had like, a different hat on. I was like, so how much money do you want to make every month? And I was like, didn’t realize that in the coaching space, like, when I’m talking to somebody, I can so easily just be like, tell me how much money you want to make, you know, and talk about it and talk about it. And at karate, it was, like, the most inappropriate thing. And I was like, Okay, let me put my phone away. Like, because I have my calculator out, I was like, I can calculate your profit margin and what you would need to do. So I was like, Okay, stop. Like, get back in mom mode. Like, let’s be focused on the roundhouse kicks and go from that great, great self awareness to bring it back in check.

Sometimes you need that, like transition moment, you know, but it is something that I do think should be so normalized, and I think there’s so many because we’re we grow up with those beliefs. Of don’t talk about this, or it’s not appropriate, or people are clearly uncomfortable to talk about it. 

We need to do it even more as business owners, to make sure that we’re comfortable looking at the numbers and understanding understanding the overall health of our business and understanding what we need to be able to live the life that we want to live. So before we really like start going down the rabbit hole here, why don’t you tell us a little bit just the summary version, the nutshell version of like you, how you went down this path, how you started your company, all of those types of things.Yeah. So I actually started my career as a hairdresser, I was working behind the chair as a creative and while I was working, I got really good at understanding the numbers of what I needed to bring in to hit these different goals, and I started to teach the girls who I worked with How to read their paycheck, how to reach their goals, how we as a salon could hit our like, our retail metrics. We became Salon of the year and really helped them.

Basically, I always say, like, spa and salon are like peasants. So yes,yeah, they really are. So I realized I had this knack for helping people understand the numbers and to use it as a game, right? Like I mean in that context, yes, it’s our paycheck, but to use the numbers as a game of, how do we hit our personal and our business goals? Then took a hard right into corporate accounting, and my job there was to help the CEO, the investors, the management team, understand our numbers so that we can make better business decisions. So did youjust go from hairstylist to corporate, or was there, like, any schooling or training, like how I was going to school, I had my master’s degree, my CPA. So while I was working in the salon, I was going to school, working that is a hard right? Yeah,yeah. I was doing both at the same time. So while I was doing hair, I was always in school, worked at Ernst and Young while I was still behind the chair, finally left the salon to go into into working in the accounting field full time, and at that same time I was I realized I was doing a lot of the same thing, helping people understand their numbers so that we can hit our goals. 

So the board, the investors, the management team, the CEO, we had to look at that information and decide what’s working, what’s not working, what are we going to stop doing? Where are we going to go the next quarter? How are we going to do better so that we hit our goals? I remember this moment in the boardroom where I was sitting there watching this conversation unfold, and I said, I am doing this to help the rich get richer, right? Like I’m helping these people, these investors in this room, and I truly believe that every business owner, right, small business owners deserve access to that same information so every single person can make that same decision. I was doing some volunteer work at a a local entrepreneurship hub here, and I realized that small business owners didn’t even have bookkeeping in place. Oh, no. I mean, it’s amazing. I was working with a spa that was doing well, 800,000 a year, 800,000 and she literally had no idea where her net I was like, well, doesn’t your CPA or does? Don’t they send you your report? She’s like, No, I just look at it when I do my taxes at the end of the year. Oh,

 

yeah. 

We can talk more about that. We can talk more about that. But so I realized that ever you know, we can’t set a budget or a business plan or or raise money like we can’t do any of that unless we have bookkeeping in place. And so I went on a mission 10 years ago. Kickstart just celebrated 10 years this year. Thank you. We went on a mission 10 years ago to help every single business owner with bookkeeping, which then helps them understand their numbers make better business decisions. We do taxes as well, but taxes are like a bonus, like we can just show up to tax season super prepared, because we’re business owners who use our numbers to make business decisions every single month.And that’s such a for me, we have this kind of process that we’ve been doing for the past, I would say probably six years. We’re also 10. We’re in our 11th year now. So we were on a very similar path. And probably around six years ago, I started meeting with my financial advisor, my CPA and my husband. Yeah, and at the end of the year, and really saying, what are my what are our goals as a family? And so how much money do I want to pay myself? And so how do I take that number with my CPA and my financial advisor to understand what the goals of the business are? 

Because it’s, it seems kind of backwards. Most people are like looking at their business and setting the goals, but for me, you you should be building a business around the life that you want to live and using that as the Well, here’s how much money I want to be able to hit my goals, and here’s the profit margin that we’re hitting, and so here’s the goals that we need to set. And that has worked tremendously in helping me live the life that I want. That changes season by season too. It does no idea, right? I mean, I have, I have two small kids. You know, I started this business before kids, I birthed two kids. My husband was active duty for 21 years, so we were moving all the time. So there’s different seasons where you need different things, and without the relationship that I had with our CPA and like, like, understanding those important pieces, I have no idea how I would have been able to make some of those business decisions. You know? I mean, it’s vital.

You feel like it’s never enough. So if you’re not meeting with your money team, so I call that your money team. If you’re not meeting with your money team, and you’re not having that strategic level conversation with them, you end up in this cycle where nothing ever feels like enough, no matter how much money you bring in, no matter how much revenue you have, no matter how much you pay yourself, no matter how much draws you take never feels like enough because you never took the moment to set the budget, to set the goal and to coordinate that conversation with your money team.

But that’s the hardest thing to answer, right? Is when is enough enough? I mean, that’s the I can have someone come in and tell me everything that they don’t want, and then you ask them what they want, and it’s like, I don’t know. I want a million dollar spa. 

Well, why do you want a million dollar spa? You know, like, Do you want a million dollar spa? Do you want a ten million spa, or do you want a half million dollar spa? Like, what is, what are the things that you want? And I think that even just by getting to a place where you’re setting goals, you have to answer those questions for yourself. It forces you to think about the life that you want to live, and what you desire, and all of those pieces, yeah. So tell me more about you had mentioned there’s like four money people. Who are these people? Tell me about your money team,yeah. So we want four, four people on the on the Money Team. And I know four sounds like a lot, so, but I don’t really, don’t care how big or small you are, so you might just be starting out. You might be celebrating 10 years like we are. I always want you to have four, four people. The primary person is your bookkeeper. Now most people go into business and they hear you need to get a CPA, right? 

You need to somebody to file your taxes, but your CPA can’t file an accurate tax return, and they can’t give you the information and the support you need without bookkeeping. So really, our most important person that’s going to organize and coordinate everything for you is a bookkeeper, and that’s why at Kickstarter accounting, we start with bookkeeping, because it is really difficult as a business owner to do all the things. 

And I know that as a business owner, you want to stay in your zone of genius, to do only the things that you can do. And I want you to stay there. You don’t need to know how to do bookkeeping. I went to school for a really long time to do bookkeeping. Our job is to help you while you’re out, making money, spending money, to organize the income and the expenses. 

And we do that every single week at kickstart, and then your bookkeeper should be sending you the financial statements every single month. Now, our clients receive what we call snapshots, where we walk you through a high level overview of of your numbers, no matter who you are working with, you should be looking at your financial statements every single month. Bookkeeping is show you, showing you where you just went, right, like, what just happened. And we need to be looking at that monthly so that we’re doing that in real time. Does that make sense? Yeah, all right. 

The second person is our tax account. So they are our tax account, CPA, their only job is to file the tax return and to help you with tax planning. So a lot of times, what happens is that we because our tax accounts, the first person we hire, we’re calling our tax accountant for business advice. We’re saying, Well, you didn’t send me the financial statements. I don’t care about the bookkeeping. I multi bookkeeping so I can file your tax return right like they’re not thinking about it in that way your bookkeeper is thinking about I need to organize the financials so that you understand your numbers, so that you can make better business decisions your tax accounts. Job is to make sure that you can file the tax return again, the bookkeeper is. Giving the tax account accurate financials. They need to know what they’re looking at. They need to have that information so that the tax accountant can then file the return and help you with tax planning. 

Those two people should be able to talk together. So here at kickstart when, when somebody gets on the phone with our team of CPAs, we’ve already coordinated hours behind the scenes with our bookkeepers. So the bookkeepers and the tax accountants, they’ve already coordinated behind the scenes. So by the time our client gets on the call, things are done. And so you want a team who can talk to each other, so that you’re not having to play that middleman. So the second person is the tax account, the third person is your financial advisor. So you had mentioned, you know, your husband’s a financial advisor, helping you look at, what do I need personally, our business can’t be our retirement fund. We need to have outside investments like it creates a whole person, a whole unit, and so we need to have retirement options, investment options, savings that sit outside of our business, and our financial advisor helps us navigate that. And then we have our CFO. Our CFO is the fourth person on the Money Team. Now I said bookkeeping helps us look backwards, so what just happened, and our CFO helps us to start navigate the future. So our CFO is going to help us look at what are our goals in the future. And let’s set a strategic budget. Let’s pay down debt, let’s look at cash planning. Let’s start to plan for the for the future. But we can’t do that until we have a really clear vision of what just happened in the past.  And so you said you want all four people, no matter what size you were, how the CFO is the one that I’m questioning. So at what point I know a lot of businesses will say, hire a fractional CFO, or have just like a once a year sit down with a CFO. Are you even doing that. Say I’m a nurse, and I just left anesthesia. I’m starting my med spa, and it’s just me right now, like I am a solo nurse injector, and that’s what I’m doing. Would you still have a CFO? So just like you said, we we offer like fractional CFO services for our clients and one off budgets. So for somebody in that situation, I would say, get your bookkeeping done first, right? 

We need to know bookkeeping is organized. You’ll have your CPA team, and then you can do a once a year budget with a CFO team. So our CFO team comes in for our bookkeeping clients. Does that once a year, your your budget, talks about the goals where the business is is going, and then they’re there when they’re ready to initiate that on ongoing process. 

But I do believe that every business should be setting a budget, but when you’re ready, the bookkeeper and the tax account are the my non negotiables. The financial advisor I actually want you to have pretty early on in in business. Yeah. And then I agree with you, the CFO, something you can add on as a one time budget, or as you are ready to start looking at the future. Not every business owner is ready to look at the future. So we were talking a bit before we hit record here about S corps versus single member LLCs, and when is the right time to do that is, who is that person that’s giving you that advice is that the CFO is that the CPA is that your bookkeeper, like, where are you? That’s been one of my biggest complaints that I’ve heard from our account, from our students that are saying my my CPA doesn’t tell me anything. They don’t tell me that I should be doing a backdoor Roth, or they don’t tell me that I should be bringing on a 401, K account for my staff, or that I should be switching over to an S corp. These things that can save you 10s of 1000s of dollars in taxes. So who’s whose role is that?

So I disagree with my industry, so I’m going to say, start there, that what I’m going to say is not standard across the board, not all CPAs do this. 

The CPA Tax world has become very transactional and and in part, I blame our government for this, because you have to get in a lot of tax returns in this small window of time. We’re working under a very tight deadline. And CPAs were taught how to file a tax return not run a business. They’re no more of an entrepreneur. You know, they went to school to file that tax return. So they’re not entrepreneurs. So we have turned this, this thing, into a very transactional experience for entrepreneurs. 

So. Yeah, and it leaves people very frustrated. And so what we’ve created at Kickstart accounting, through we have, we call it our sister company case, a tax partners, we’ve created this experience where we can work together both the bookkeeping and the tax team to be able to answer questions like this. We go out of our way to make sure that our clients have this answer. Every single year, your CPA should, at least annually, be looking at your entity structure to let you know if you are working within the right entity structure. So during our mid year tax check ins, every single one of our clients receives a mid year tax check in and like, August, September, October, time frame. And during their tax snapshot, we’re walking them through, are you in the right entity structure? And that’s where we’re looking at, you know, should you become an S corp or or should you stay where you’re at? Is an LLC the right? Right for You? However, at any time, if you start to think, like, if you listen to the show and you’re like, Oh, I actually do hit those milestones, you should be able to go and ask your CPA and your bookkeeper at any time if you should become a S Corp. 

Unfortunately, the answer in the tax world is gray, because not everybody agrees on when is the right time to become an S corp. Your CPA should be able to run some forecasts for you, to show you what how much you would save. But if it’s okay with you, I’d love to give you kind of like my three things that I want to see before somebody becomes an S corp. Yeah, absolutely okay. So if you are hitting these three milestones, go have the conversation with your your CPA. If they don’t want to have a conversation with you, we will have that conversation with you. So if you are making net income of $100,000 a year or more for more than two years, so not your gross revenue, I want you to look at your net income, because after all of your expenses, you need to have enough money to pay yourself. The IRS says this is not Danielle’s role. It’s not kickstarter’s role. The IRS says that once you become an S corp, you have to be on payroll. You have to pay yourself through payroll, and you have to pay yourself what’s called a reasonable compensation. And reasonable compensation is how much would you have to pay somebody else to do your job in your area? So this is location based, and we find that around $100,000 of profit is enough to pay you, plus the payroll taxes and possibly take out any owner straws as well. Okay, so that’s rule number one. That’s rule number one. Rule number two is that you are consistently taking out owners draws today. 

So just like we’re not going to go on a diet on Monday, we’re not gonna start routine on Monday, you are not suddenly gonna become an S corp and have enough cash to pay yourself. So as an LLC, if you are not consistently taking owner’s draws, then we need to get you taking owners draws first, so that we know that your business has enough cash to pay yourself once you become an S corp. If you can’t pay yourself and you need to dissolve your S corp status, you can’t become an S corp again for five years. So it is a it is a decision that we need to take take seriously. Number three is that you are not comingling business and personal expenses. So if you are currently, you know, paying for your mortgage through your business or your kids, daycare,housers, that happens.

It happens more than I wanted, but so if you’re doing that type of commingling, you need to stop the commingling first, just like the day on a Monday. You know, I like to use that as a as an example, because just because you become an S corp, and you think that, Oh, now it’ll be really serious, I’m going to really stick to it, you’re not separate your business and personal expenses. Start paying yourself on a regular basis, moving money from your business account to your personal account, taking those draws. Once we have that established and we’re bringing home an income of over 100,000 it’s a no brainer to become an S corp. It is a great tax savings. You can pay yourself through payroll. You can enjoy the reimbursements through an accountable plan, you now have a paycheck stub to go buy a car or apply for a mortgage, like there’s some serious benefits of becoming an S corp and having those three things in place. 

Make that decision really easy. What about your if, if you’re in partnership, if you’re your household income, obviously is going to have an impact on that too. So would you be like say that you have a spouse that earns a high income, or if you have a spouse that does not earn a high income, you know if whatever the role is, would your advice? On switching over to an S corp change in any way. You know, for our family situation, my my opinion, actually doesn’t change. 

So when we work with our clients, we do work independently between the business and then the family. So when we look at the bookkeeping and our stance on S corp status, tax reserves, saving for taxes, we really want to look at the business as an entity by itself. Here’s why. Today you might not be thinking about selling your business, but maybe in three years, somebody comes along with a really attractive offer, or your health changes. Your family’s health changes. 

Something changes, and you decide that you want to sell your business or you need to take on investment dollars are alone. By having your business completely separate from your from your personal we’re able to look at the business as its own entity, as its own individual, almost. And I want you to make that decision to become an S corp, because your business can afford to pay you that there’s going to be tax savings for for the the business. Your tax accountant can then look at the whole picture as a personal situation. I don’t believe I’ve ever seen where becoming an S corp actually affected, negatively impacted, that your personal tax return.

Good to know. Well I know, like I kind of teased in our in our APA group, that we have finally found an accounting firm, a bookkeeping firm that we are excited to partner with. This has been a long time coming, and we when I and I didn’t even know that you used to be a hair stylist, which, like is the cherry on the cake, it makes it even better. But I think that, you know, there’s a lot of things about the way that you operate your company, about the relationship piece. I also, you know, I love men. I think men are great and very intelligent. But I think in a business, in an industry where we’re over 90% women, and it’s such a taboo subject. Sometimes it’s really nice to be able to talk to another woman about these types of things. You know, it’s your guard is let down a little bit. And so I’m really, really excited to officially bring you guys on as a partner of Addo Aesthetics, and we’ve got some really awesome partner discounts available inside of APA. So Danielle, do you want to share just a little bit more about where our listeners can find you and follow you if they want to get more information from you? 

Yeah. kickstartaccountinginc.com/gift, there is some beautiful downloads in that that link, kickstartaccountinginc.com is our website. You can come book a discovery call. We love relationships. We have long term relationships with our clients, and we can have an open conversation. So wherever you’re at in in your business, come both the discovery call. My team is even nicer than than I am. They are this amazing welcoming team. We have a team chat, and as we were recording, I’m watching them celebrate clients wins. Every Friday that that chat gets really active just celebrating our clients, because oftentimes we don’t have anybody else to celebrate with. So our team likes to celebrate with our clients and loves to be there for them when things aren’t going well. So come book The discovery. Call the amazing team that’s excited to be of service to you. Kickstart accounting on on Instagram is where we hang out, and then business by the books is our podcast where we talk about how to use your numbers to make business to make better business decisions every single week. Love it. 

Thank you so so much. Be sure to follow Danielle and kickstart accounting, and you’re welcome. This was a lot of work to find. It’s a lot of work, but we’re really excited. So thank you guys for listening, and we’ll catch you on the next episode. 

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EP 425: Scope of Practice, State Regulations, and Industry Advocacy with Susanne Schmaling

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, founder of the Esthetics Council, who brings over 30 years of experience and unwavering passion for fighting for aestheticians’ rights. We discuss everything from the legal and legislative process, to real-time updates in states like Illinois and Texas, to what YOU can do right now to protect your profession.

What you’ll learn during this episode:

  • How scope of practice varies dramatically from state to state
  • The dangers of memos being interpreted as law
  • Ways to challenge unfair regulations
  • The ripple effect of over-regulation on spa owners, providers, and clients
  • Action steps for staying informed and getting involved

Resources Mentioned in Episode #425: Scope of Practice, State Regulations, and Industry Advocacy with Susanne Schmaling

  • Visit the Esthetics Council website
  • Connect with the Esthetics Council on Facebook and Instagram

Subscribe on Spotify Subscribe on Apple Podcasts

Subscribe on YouTube

Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here.

join the free Spa Marketing Made Easy Podcast community

IG / @addoaesthetics

WEB / addoaesthetics.com

YOUTUBE / @addoaesthetics

LINKEDIN / @addoaesthetics

WANT MORE FROM ADDO AESTHETICS?

Take just 5 minutes and find out YOUR biggest area of opportunity by taking my FREE Spa Business Assessment here → scorecard.addoaesthetics.com/

Join the Growth Factor® Fundamentals, an association dedicated to empowering women and strengthening their community by helping aesthetic professionals build meaningful connections with one another and fostering support and guidance to create businesses that align with the lives they love → https://offer.addoaesthetics.com/growth-factor-fundamentals

ABOUT THE SPA MARKETING MADE EASY HOST 

About Your Host, Daniela Woerner

Daniela Woerner is the founder of Growth Factor® Fundamentals, a leading spa association for aesthetic professionals, and the creator of the Growth Factor® Framework—a proven system that has helped 582 six- and seven-figure spa owners scale their businesses with strategy and systems.

With nearly two decades in the aesthetics industry, Daniela has trained alongside top physician-dispensed brands, consulted with leading dermatologists, and helped thousands of spa professionals streamline their operations and maximize profitability.

Her mission? To transform overworked aestheticians into Spa CEOs—building a business and life they love with the strategic systems needed for long-term financial growth.

As the host of the Spa Marketing Made Easy podcast, Daniela brings expert insights, real-world strategies, and in-depth conversations to help spa owners elevate their marketing, optimize their operations, and create sustainable success. With over 400 published episodes, 1 million+ downloads, and a ranking in the top 1% of all podcasts worldwide, Spa Marketing Made Easy is the go-to resource for spa and aesthetic professionals looking to level up.

 

 

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.

Hey friends. Daniela here and welcome to the Spa Marketing Made Easy Podcast. So this episode, this was one that we actually plan to air later in the month, but with everything that’s going on in the state of Texas around scope of practice, we really wanted to get this moved up to today to make sure that it was given the awareness that we’re getting the word out around some of these sweeping changes that are happening or attempting to happen in the various states. So I have a guest, Susanne Schmaling, and shout out to Misty. So Misty is one of our longtime clients. Hi, Misty. Love you girl, and she is somebody who I consider a friend. She shared an article that Susanne wrote in Skin Inc, and was like, hey, this lady would be a great guest on the podcast. I agreed. I read her article. She’s obviously very intelligent, very passionate about our industry, doing a lot of work to help protect scope of practice in a smart way, in a way that makes sense.

So we got her on the show, and she really is doing a lot to highlight this process of how scope of practice things are changed, so I’m going to do just a quick read of her bio, and then we’ll get right into that interview. My call to action to you is make sure that after this episode, you go to your board, your state board, and make sure that you’re getting notifications around legislation that is going through trying to be passed in your state. It’s extremely, extremely important. And if you don’t know what’s happening in Texas, listen to the episode. It’s a big deal. Okay, so Susanne Schmaling is a visionary leader in the Aesthetics industry with over three decades of experience as a practitioner, educator, author and advocate as founder of the Esthetics Council, she champions professional standards, skills, education and legislative representation for estheticians nationwide. Her expertise is in clinical skin care and curriculum development has shaped educational frameworks across the industry, empowering practitioners with science based approaches to skin health. Most recently, Schmeling founded peruvia skincare, an innovative AI beauty tech company with meaningful employment opportunities for licensed professionals. By merging cutting edge technology with professional expertise, she continues her lifelong mission of elevating the esthetics profession while addressing industry challenges. She may Ling’s unique blend of clinical experience, business acumen and policy awareness has established her as an influential voice guiding the future of skincare and professional esthetics.

She’s really an incredible woman. She’s got a lot to say and a lot of passion around our industry. I hope you enjoy this episode, and please, please, please make this one that you share with a friend in the esthetic space. This is a really, really important thing. This is the type of episode that you’re sharing in Facebook groups and with other esthetic providers as an industry, we need to unite. We need to support one another, and we need to make sure that effective scope of practice changes are being made that make sense for our industry. So please share this episode, enjoy the interview, and I can’t wait to hear your thoughts.

All right. Susanne, welcome to the Spa marketing Made Easy Podcast. I’m really excited to have you here this conversation. You know, it all started, gosh, probably around six months ago, when someone sent me an article that you had written in Skin Inc Magazine, and they said, this lady sounds incredible, and you should have her as a guest on the podcast. And so I reached out. We started to get to know each other, and it’s just really impressive how involved you are in really fighting for our industry, fighting for estheticians, really doing such important work that doesn’t really get talked about very often, because I think it is something that, and I’ll speak for myself, and is that I just take for granted. You know, it’s we’re so focused, like in my in my world, I’m so focused on building businesses that I’m not thinking about the scope of practice stuff, which is. Is essential to to be able to build a business. So I did do an intro, but I, you know, tell people in your own words what it is that you are doing in the esthetic space with esthetics Council, what is your kind of mission and purpose here?

Well, my whole mission and purpose, after working in this industry for 30 years is to provide a almost generic organization that’s not focused on a certain revenue stream to advocate for estheticians. Through my experience in the different roles I’ve had, I’ve noticed that often discussion and nuanced and detailed discussion around regulation and informing and educating regulators has been completely missing, so I’ve really focused on trying to educate and build relationships with each board’s executive directors. Sometimes it’s, you know, helpful, sometimes it’s not, and then education I my focus and love has always been education. I’ve written several books and, you know, just redone curriculum with pivot point. So I’m really focused on making sure that education is standard in uniform across the US, so that when we do talk to regulators about what’s going on, it makes sense and we have legally defensible information, but we really need, I really need to get this industry organized, because there’s so many threats to us. So our that is our focus is really trying to educate regulators and help them make really smart decisions so we don’t lose our profession.

So let’s, talk about scope of practice. And this is something that, as I’m sure you know more than anybody else, it is a full time job to understand what you’re able to do in your state. And you know, I’ve been in the industry almost 20 years now, and the part of the reason that I became an entrepreneur in the first place was because I married my husband, who was active duty military, and we ended up moving 12 different times, living in different states.

And the scope of practice is different in every single state. And where I learned and where I grew up, I kind of grew up in Durham offices and plastics offices, and I didn’t know how to wax. I wasn’t really great at doing facials. I was doing energy based devices, Doctor on site. But still, that was kind of my model. And I’m like, if we end up in California, or if we end up in, you know, some state that has regulations that I know that I won’t be able to do legally, to do the services that I’ve been doing for years, then I’m out of a job. And so for me, it was a livelihood. It was either I’m going to go to school and become a nurse or I’m going to become an entrepreneur. And 11 years ago, I made that choice to become an entrepreneur. I’m glad that I did, but that’s also a luxury that not everybody has. You know, a lot of people really enjoy and have such a deep passion for solving problems in the skin, for connecting with their clients, for really helping build confidence, and when there’s already still much that goes into the kind of expertise of how to solve these problems, and then you layer on, oh, but I’m also running my own business and all of those, and then my own family and personal life and just being a human it gets really heavy to think Like, what can I do? What can I not do? And it, it’s, yeah, so that’s what you’re really focusing on, is, how do we make sure that we’re aware of scope of practice in the different states? How am I aware of what these regulations and changes are? I mean, I know, personally, I’ve worked with practice owners where the regulations changed and they had to close their business because they were a non physician, owned Med Spa, and the state changed, or they realized that they were operating illegally, even though they initially opened the business legally. When the scope changed, they had to then transition into an MSO and spend 3040, grand to make that transition, right? I mean, it’s a it’s not pennies. We’re talking about here.

 

No, it’s livelihoods. It’s our professional careers. It’s, you know, first of all, one of the things that I face all the time when I’m out there talking is how uneducated estheticians are, and we’re not qualified to do this. We’re not qualified to do that.

When I started in the 90s, there was no such thing as a med spa. I had doctors coming to me with the initial Laser Hair removals when I own my own day. Spa wanting to use a room to do this, and at the time, we knew there was a lot of problems with these lasers, and from there, we’ve been watching, I call it just the medicalization of beauty, and that’s a problem, not only for us in our career, but for our clients.

This is really turning into an issue where access is going to be limited as well. I mean, we know in some areas of the nation it’s impossible just even to get a decent doctor’s appointment in time. So we’re seeing some things happen that are, let’s be really frank here. It’s based on money. When I hear the safety argument that comes up, which is what you know, your your clients that had to shut down, more than likely, some things were passed on a medical side that were citing client safety. Well, the data around that has been tweaked a bit, and so there’s been some really good arguments. We’ve been able to go up and fight on some of these claims. But it’s it’s turning into a fight that not only are we going to be the losers, but our clients are as well, or patients. Well,well, let’s clarify that, because I do think that there are certain things that should be done by a medical professional, for example, injectables. I don’t think aestheticians have any business doing injectables, but there are, I think what you’re talking about, there’s certain like, I know in Maryland, they tried to take away the ultrasonic scrubber. Like, what does that do? You know? Like, why? What sense does that make? So, it’s, it’s what we’re talking about. Here are things you know, in in my understanding, and admittedly, I don’t have anywhere near the depth of understanding around regulation that you do, but my understanding is that as estheticians, we should be able to work in the epidermis, and so services that only affect the epidermis, We should be able to perform. And so like, no injections. You know, there are certain energy based devices that should be, have a medical professional that’s doing them.

There should be, you know, services like medically assisted weight loss. You need a medical professional. But we’re talking about some very basic, simple services that aestheticians, there’s not a reasonable argument of why we should not be able to do those services. Yeah, you’re correct. And even when we’re talking about energy based devices, it’s a really broad category, and there’s different levels and types of technology that should be identified that estheticians can use. So for example, when we’re talking about, let’s say, radio frequency, there’s certain levels of radio frequency that, yeah, probably should be under medical supervision.

But then there’s others that can be used in the esthetic space that should be acceptable, but when you see a statute that basically blocks all energy devices or anything considered class two, you’ve just killed several different categories. And so the misunderstandings around that is a big deal now when we’re talking about medicalization of beauty treatments, of course, when you’re talking about injectables and things like that, you need to have specific training. And I will even go as far as to say that there’s a lot of medical professionals that should not be doing it unless they’ve gone through specific training. So it’s more than just your this category. Don’t touch the skin or the face in this way. It’s what’s the training standard, and that, honestly, is one of the really tough areas, even in medical, that they can’t agree on. We’re getting better as technology evolves, but we’ve got to really find a way to speak a common language, not only in esthetics, but in medical esthetics, and find a way to get these regulators to fully understand what it is that we do.

Now, if we have a regulatory board, and I’ve had a couple of states that have been like, we don’t want to regulate this at all, that’s a problem within the government within that state, and so estheticians on the ground absolutely have to get more involved with their own boards and helping to educate them, because there are, you know, we do have some we have some issues, obviously on the political front and regulatory front that we’re coming up against. But it’s just about really getting clear about what these modalities are and what the safety factor is, which also means that our vendors have to get involved. Every time we get something new released to the market that sounds really cool and is making more medical claims automatically, a board looks at that says, Nope, that’s medical, even though we know how the device works in the skin, may not be beyond that epidermal layer. Year. So there’s, you know, there’s marketing you’ve got to deal with, there’s regulatory and then also the education side.

So it’s complicated. Talk to me a little bit about the process, because we were talking before the show about how sometimes a board will release a memo versus the actual procedural process of getting something into law or making it a statute or whatever the proper terminology is. How are we looking at this public process versus memo to understand what is within our scope? So that’s where it starts to get really complicated.

The reality is the only, the only definition of what’s within a scope of practice needs to come from the AGs office in your state, which there’s always an attorney general or Deputy Attorney General that’s assigned to your board. So normally, when rules are put into place, there is a public process which means that you can speak up, you know, tell them about your own experience with the device or modality. Vendors should be showing up, providing their safety data. Everybody who’s a stakeholder around this issue should show up and help educate the board. Usually, this process takes about a year, so regulations do not change quickly, and there should be that full public process. What I’m starting to see, for example, bringing up Illinois, is you have boards that are regulatory agencies that are being asked by certain entities to give their opinion around modalities, and their opinion it just depends on the state that you’re in. Sometimes it’s called a memo, sometimes it’s other, you know, regulatory notice. But essentially what they do is they give their opinion about what’s within scope and what’s out of scope, where it gets really complicated.

And what I have to do is, I then have to go look at administrative law for the state and find out is that legal does the board have the authority to just release an opinion piece about what’s within scope? If it does, then what has to happen is an appeal, and you may even need to go to your governor to do so also, if that’s the case, sometimes that’s legislative. So separating the legislative from regulatory and regulatory is really where I spend a lot of my time. It’s really finding out. Is this a legal interpretation of what’s within scope? And if it is not, how do we challenge it? Most of it is done just out of not knowing or being influenced by other outside entities. So it’s important in those cases that we identify what the process is. So Illinois was not an open rules regulatory process. There was no announcement. There was no meetings around it. It was just updated and released. Can you share a little bit more about what happened in Illinois? Sure.

So December 2, they updated their prohibited list. And you can go to, I think it’s idpr, I have to look at it, but go to Illinois State and look at your board, and essentially, what they have, what they’ve put, is out of scope. Is pretty much everything that we’re doing, chemical peels, led anything that’s an energy device. They’ve also mixed in their neuromodulators and things like that that we know are under supervision, but the way it is written is so broad that it’s essentially shutting down estheticians right now. The kicker in this memo is they’ve also added the supervision side to it. So the way I am reading this, and it’s also not very well written, but how I’m interpreting this is, you no longer can even have an MSO. You’ve got to have direct supervision. So then you’ve got to go look at what are the direct supervision laws in that state. And it does. It takes a bit of time to go through and research and figure that out, and that’s where I spend a lot of my time. So right now, what we’re trying to do, Terry wojak and I are putting together a webinar for Illinois estheticians in order to go through step by step what our rights are and what we can do the other side of this, the difference between a regulatory action and something like this is enforcement. If you have an inspector walk through the door and they’re going to cite you on something, just like if you’ve gotten pulled over for a speeding ticket, they’ve got to be able to cite the law, the number, what it is, and write you a ticket. The gray area here is what are they citing on so in the case of Illinois, are they citing practice of medicine? If so, they need to list the statute that’s being enforced. Well, that statute and regulation comes under the medical board. So who is that inspector representing?

So there’s some real legal issues around it, but as an aesthetician, you’re. Working all day, you’re you’re trying to run your business, you’re busy, and somebody walks through your door and hands you a citation. You don’t have time to sit there and fight that. You just get scared and stop what you’re doing and take the ticket. That is the problem, the way things are being enforced and interpreted, especially for a group like us that is not organized, and we’re also we don’t have deep pockets like some of the other professions out there, medical for one, and so it can be a little bit difficult to find help, to go fight something, and I’ve been involved in a lot of that.

Can I ask what the proper process is? Do you not accept the ticket, or do you is there a, you know, if you get a speeding ticket, like, if you want to contest this, you can show up in court at this date. Is there a process? There is, yeah, basically the same process. So regulations between a speeding ticket to, you know, even getting cited in as a profession, it’s the same type of process. So you’ll be issued the ticket. For example, in California, I’ve been involved in a few of those, California will issue a letter, and then the board administrator will take a look at the case and decide whether or not to cite so even though you’re issued something, usually they’re issuing a ticket or a warning when they come through and inspect, and I’m talking California, you accept that, and then later you’re going to get a letter that confirms it, and then you’re also going to get an actual citation with a citation number and a cited regulation that you have broken.

So it’s a little bit different than a speeding ticket, where they hand you that right then and there. From there, you do absolutely have a right to contest it, and probably should. With esthetics council members, I’m usually involved in helping them fight those citations, unless it’s a disinfection citation, because usually there’s been something that you know has gone wrong or that you’ve overlooked. It’s got to be very egregious for me to get involved in that. But when it comes to practice of medicine, citation, which actually can turn into a misdemeanor and potentially a felony if it continues So, practice of medicine citations are a big deal and should never be ignored and should always be fought, unless you are doing something that’s obviously medicine, like doing injections without supervision or something.

So there were a couple of other states you had mentioned, Idaho and Texas, that had some pretty big changes, and very recently, Texas just had something pass through. Can you talk to us about those things? Yeah,let’s talk about Texas. First, Texas. This just got filed March 4. Unfortunately, this came from a very bad situation where we had a woman die from IV and IV done within a med spa that most definitely is a medical practice. It should not, in my opinion, be done outside of medical supervision. So we have a death from there. It’s morphed into regulating med spas as a whole. And the theory behind it is called HB 3749 and the theory behind it is safe. Med spas, most people can get behind that. We know we want our clients to be safe.

The problem is in the definition of what practice of medicine is what cosmetic procedures are considered practice, and medicine, it is so broad that the way it’s written, when regulations are then going to be put into place, things like led, low energy devices that we may be able to use, all of that will be out of scope of practice. And it the devil is in the details. When you look at these bills that are presented, you’ve got to understand what that definition is going to do to the modalities that are used. And that’s where I’m heavily involved. I’m involved in an estate like Alaska, where we’re going through a med, spa work group committee, and I’ve been able to break that out. We’ve got to get really clear so the terminology within this bill that has been submitted is not acceptable to our scope of practice. In theory, the bill may be able to keep some people safe, but it also requires on site supervision, so that, in turn, is going to affect a lot of your clients. To Daniela, where, you know, an MSO basically, would be illegal. They’re going to have to be on site at all times. So this is it defined. I mean, we have a lot of nurses in our world as well, and they’re hiring aestheticians because aestheticians are such an important piece of the puzzle, right? And what we’re teaching is like, Hey, if you’re an NP focus on the things that NPS can do if you’re send your estheticians to do the skincare, to do the facials, to do the chemical peels, right, all these things that they’re so good at. And estheticians are like, I don’t think I’m surprising anybody by saying that they are the absolute most educated. Around skincare, and they’re best at skincare sales, like nurses are just not. That’s not their thing, not their thing, right, right? I love my nurses. I love you, but your estheticians are way better at skincare. It’s what it is. And so it makes sense from a business standpoint, like, Hey, have everybody the right people in the right positions. But if you’re, say, You’re a CRNA in Texas and you have a team of estheticians, is that considered on site? Or do you have to, like, what does that even mean Exactly? And so that’s part of the problem with the way this bill is written.

And because the devil in you can look at a bill that’s written very vaguely, and in theory, you’re behind it. Okay, it sounds safe, but then the unintended consequences come in in the regulatory process. So this bill passes, and all of a sudden we’ve got medical boards saying, Oh, no, no, only a physician can supervise. No MPs, no advanced practice nurses in supervision that can be done not only in a legislative process, but in a regulatory process. And so the way this is written is just, it’s not fair to the industry as a whole, but it doesn’t seem beneficial for the physicians either. Like, I mean, that’s what I don’t get with most of these bills. If a physician really looked at the business model and how to make money in a med spa. They would not be supporting things like this. They, you know, they would be supporting very clear, detailed legislation that translates into actionable regulation. And that’s the big deal.

You know, a statute and a law only goes so far. It has to be enforced, and most of them that I see across the nation are not even enforceable. It just looks like a scope grab. And that’s really disheartening, especially when people are you know they need to make a living. This is we’re not doing this for free. We’re good at what we do. But when you look at a med spa, a good business model with a med spa is having well trained estheticians. We’re going to make our income, we’re going to pay for our salary. We’re going to make a lot of income for the owners of the Med Spa. And we should also be able to take part in the ownership of that Med Spa. So, you know, for example, the way California is set up, it’s really not beneficial to anybody but physicians. And that’s, that’s just truly, truly unfair. So we’ve highlighted a a very big kind of elephant in the room, right? The the state of our industry, the the things that are going on that are affecting us that we’re not necessarily aware of now that that is out in the open, and we have people saying, well, hey, how can I help? Everybody’s going to be able to have a different level of time commitment and ability, right? Like people have kids, people have lives, people have bills to pay.

And there’s, there’s a lot of things that, as much as you would desire to help. Maybe you just like don’t have the ability to read through and truly understand what a law is saying, you know, what are the things that we can do on all different levels to help unite our industry, to help really get meaningful scope of practice, because I think that there is like, there’s clearly things that estheticians can do incredibly well, there’s clearly things that nurses do incredibly well, there’s clearly things that physicians do incredibly well. And how can we define those so that we’re all working to support one another and lifting up the industry.

You know, it’s like, the more I believe, the more we all work together, and the more that we respect one another, the better that this whole industry is going to be. It’s so. So where do we go from here, right? So that’s, that’s one of the big issues, you know. And why I started the Esthetics Council is because I can read statute, you know. I know how to do that deep work. It’s time consuming. Did you ever want to study law? Because that just doesn’t sound like a fun okay, my husband, like, wants to go to law school for fun. I’m like, Really, what is fun about that, but he listens to like the Supreme Court, things on fast forward. I’m like, oh my god, we’d get along very well. Yes, I did. That was my path initially, and I got a little derailed with, you know, some family issues that happened. My stop gap was aesthetics, and I was doing makeup and doing aesthetics to get me through college and sit open today spa and the rest is history. So, yeah, I spend a lot of time there. I don’t know why I have this. I just have it. I guess it’s a gift. I don’t know if it’s a good way to go to sleep at night. Is read some statute, but the. Reason I did the Esthetics Council so that we would, I would have a way to be able to do that within, you know, reason, and be able to pull people in as far as the day to day. How do you help out? Well, the first thing that you’ve got to do, even if you have kids, you’re busy, and I understand exhaustion, you’ve got to watch your boards, and you’ve got to watch your state legislature, and we try to monitor as much as possible. I have some really great contacts with different, you know, government affairs organizations that will kind of give me a heads up.

But I need the estheticians in their states to be notifying me, hey, this bill came up. I don’t know what this means so, but I mean, even let’s zoom out, is there like an email list that we get on in our state? How do we even find right piece, like, let’s zoom out, zoom out. Go to your your state board should have a way for you to sign up for every single meeting. You should be able to get a notice that there’s going to be a meeting coming up every single time there is one. So it should be happening. Now, I know there’s been some issues. Let’s take we kind of mentioned Idaho. Idaho has not been good at informing the estheticians there. In fact, in 2017 there was a law that was passed that prohibited all class two devices. It just snuck right through the legislature. No one that I’ve talked to had any idea about it.

So you know, it’s it’s a mess up on our side of the industry as well, because you have other organizations that consider themselves, associations that are not monitoring this. And it’s difficult. It’s really difficult unless you spend several $1,000 a month just to monitor this stuff. So it’s really relying on we have a lot of great members, and I get notices from members all the time. Hey, this bill came up. What does this mean? Can you look at it? So things like that are really, really helpful. So bottom line, if you see something coming up you’re unsure about it, just message me or email me, and we can take

 

do you have to be licensed in that particular state? Like so, for example, I live in the DC area. We have DC, Maryland, Virginia. There’s a lot of people that might be licensed in DC, but not in Virginia or whatever. Are you still able to get notifications from the board from all three states, even if you’re not licensed in all three of those states.

Sure, I get notifications from Virginia every month. So I’ve signed up for almost every state that I can identify. How to sign up? I’ve done it. Okay? Yeah, you can get notification. It’s usually regulatory. It’s not legislative. So the legislative side is the really hard part, because a lot of things can pop up that you won’t even hear about unless your local news reports on it. So legislatively, is a big, tough monster that we have to use special software to really look at. Sometimes there’s a statisticians on the ground. They get word that, hey, you know, for example, Rhode Island, I’ve got some people to watch. In Rhode Island, we’ve got a bad bill going through right now. They notified me that was going on, but then when I went to the ledge serve, I could not find that because it wasn’t in a certain process. So the legislative side is a little more difficult, but one where, as an aesthetician, you just kind of have to keep your ears open. If you hear something, definitely let us know. But in your realm with your license, you’ve got to watch your your board. It’s a pain in the butt, I admit it. It’s not a fun job, but you have to stay on top of it. I hear a lot.

Oh, the scope changes really fast. Well, it doesn’t. Scope will take at least a year to change. The thing that happens quickly is when an interpretation may come from the board. And that’s the part that we may have to go, okay, that’s not really legal. We need to go fight that. That can happen, but that’s still, you’re going to get notice from the board meeting. They they have to put it in an agenda. And if you have a board that is very quiet and closed and they’re not giving out public information, that’s not legal number one, and we can also put in a public records request to get that information. Hopefully we don’t, you know, there’s a few states have dealt with that are kind of like that, but the whole goal is to be legal and open up that process. So you’ve you just gotta be aware, and you’ve gotta be careful what you’re putting out on social media as well. I know several boards that watch esthetician groups and some of the things that they talk about, and they will use some of these things to restrict modalities because they feel it’s medical in nature, and that’s a problem because you can’t control social media. But as a professional, I really love how the nurses do it, where it’s very ethical. As you have your guidelines, we really need to adopt things.

Like that as well, so that we’re not such a target because we’re so called unprofessional or doing things that are going to harm people. So it’s being aware, reaching out when you see something that may not be correct. And then the other thing that I like to bring up is educating yourself really, getting good at what your profession is, and being safe about it, and being very selective about where you get your education and information. Really do your due diligence. If it sounds like it’s too good to be true or it’s strictly manufacturer education, you’ve got to broaden that. I mean, we’re not just sales people for manufacturers, right? We have a profession. We understand skin science. We always need to be evolving and learning, but be smart about what you’re doing. If something seems like the results are too good to be true, or it looks like it’s going to cause some harm to your client, even though it may be hot in the market right now. Take a step back as a professional and really take a look at that. You know, plasma pens on the radar right now.

Plasma pen, we saw the whole issue with micro needling come up. FDA started getting involved with that. You’re going to see FDA getting involved with plasma pen. But yet, we’ve got hundreds, if not 1000s of estheticians that have bought this, and now the boards are going, Oh, wait, this is this is too deep. This is causing too many issues. Pulling that off the market. Micro needling is the one modality we should be able to do, and in a majority of the states I deal with, we cannot, because of how it was introduced to the market and how our vendors brought things in that were not FDA approved until that whole process was done. So it’s really about our industry, raising the level of professionalism, doing a little bit of self regulation, if you will, and staying involved, but being smart about it.

Well, thank you for I mean, there’s clearly so much passion and dedication in what you’re doing, and that really makes a difference. I know that’s something that probably goes unnoticed, and so just thank you for dedicating your time and energy into that. Can you tell us a little bit about where people can find you and follow you to get in touch with you. What is and we’ll include all of these links below the episode as well. But what’s the best place for people to connect with you?

Probably the best place would be our website, estheticscouncil.org, you know, obviously we have some social presence, but it’s we’re I’m not doing as much on social because it was throttled for a bit, because we talk about legislative stuff, so that it pulled back a little bit. But you can always message me there too. But estheticscouncil.org, would be your, your main contact point. Wonderful. Was there anything else that you wanted to share on this episode to make it complete? Any question I didn’t ask or anything like that, not really that I can think of other than I’d like to say, I know I sound like the doom and gloom all the time, and I’ve been talking about these issues for a long time. I want everybody to know that you don’t have to be overwhelmed, that if we all work together, we really can support each other, and we can have longevity in this profession. It’s just a matter of you getting involved, reaching out, and knowing that you’re not alone. You know we are in this together. We really are. Oh, that’s beautiful. I love that. All right, my friends, thank you so much for listening. Make sure that you do your part, go to your state board, find a way to get on their email list. Start there, right. Just take one step, one step, one step, and see what you can do to help unify our profession, to help ensure that we have proper scope of practice. All of those things, it will make a difference. So Susanne, thank you so much. I’m so appreciative of you, and we will catch you on the next episode.

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EP 393: 5 Money Mistakes Spa Owners Make On Their Journey to a Million

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!). 

However, just as frequently as we hear that goal, we see the same mistakes made by spa owners that hinder their ability to grow to that million-dollar-per-year mark. 

The good news is that these mistakes aren’t complicated to fix. But they do require consistency in your commitment to being and acting like a Spa CEO because, when you own that role and what you need to do to fulfill it, these are mistakes you’ll naturally avoid. 

Join me and Team Addo coach Nicole Cooley for our second episode of Finance Month on the Spa Marketing Made Easy podcast, where we discuss: 

  • The five most common mistakes spa owners make keeping them from hitting $1 million in annual revenue
  • Why knowing your numbers is critical to your ability to reach $1 million as well as how to analyze those numbers so you can leverage them 
  • Nicole’s tips for creating a cash reserves calculation that works specifically for you 
  • Understanding lines of credit and how to leverage loans and other financial assistance to grow your business
  • How scheduling and capacity planning play into your big picture goals, plus how to have several success plans so you’re never left wondering what move to make next on your journey to $1 million in annual revenue

Resources Mentioned in This Episode:

  • Discover and learn more about SBA loans
  • Download our Finance Month freebie, Profit First Calculator
  • Listen to the first episode of our Finance Month series, “Episode 392 – Strategically Lowering Your Spa’s Expenses with Nicole Cooley”

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community. 

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EP 380: Employee Breakeven Calculator

In this episode, we look at the importance of intentional spending when it comes to hiring providers for your spa.

As a spa owner, making sure that every penny spent is purposeful and benefits the company is essential for long-term success, especially in the spa and service industry.

Learn how to use a simple calculator to assess your employees’ performance and make informed decisions that will help you navigate the challenges of growing your business in today’s competitive landscape.

Focusing on these aspects of your business can reduce stress, increase profitability, and massively impact your revenue. 

In this episode, we discuss: 

  • The importance of intentional spending and payroll management in a challenging economy
  • Industry statistics on new business failure rates and the significance of beating the odds
  • Recommended payroll benchmarks for the spa and service industry
  • Strategies for determining if your providers are paying for themselves within 90 days
  • A simple calculator tool to assess employee performance and make informed decisions

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community. 

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EP 377: How to use Monday.com in Your Spa

In this episode, I share practical tips and training on using Monday.com as a project management tool to streamline your day-to-day operations as a spa CEO.


If you’ve ever wondered how to document your responsibilities, track projects, and create standard operating procedures (SOPs), this is the episode for you.

I discuss the importance of clearly understanding your role as CEO and how to effectively delegate tasks to your team. I then walk you through the template I use that helps organize your monthly, quarterly, and yearly responsibilities, ensuring that your business can run smoothly even in your absence.

By documenting your processes and using a tool like Monday.com, you’ll gain the freedom to step away from your business while knowing that everything is under control.


This episode is packed with practical tips and strategies to help you become a more efficient and effective leader.

 

In this episode, we discuss:

  • The critical importance of documenting your day-to-day operations and responsibilities as a spa CEO
  • How to use Monday.com to track projects, create SOPs, and delegate tasks to your team
  • Strategies for prioritizing your workload and ensuring that you’re focusing on the most important tasks each day
  • The value of having a clear understanding of your role as a CEO and how to communicate that to your team effectively
  • How documenting your processes and using a project management tool can give you the freedom to step away from your business with confidence
  • A special gift for listeners who sign up for Monday.com using our affiliate link – a customizable template to help you get started

References Mentioned in Episode #377: How to Use Monday in Your Spa

  • As a special gift to you for signing up for Monday.com using our link, we are giving you the Spa CEO Template Monday.com template you can use right away. 
    • Use this LINK [https://try.monday.com/ngwetw7l9z0y], then simply send us a screenshot of you signing up for Monday.com with our link. You can send the email to [email protected]

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.

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EP 347: ​​Profitably Paying Your Team

Paying your team – it’s the topic that’s as old as time for every Spa CEO in our community, and as long as you’ve got a vision to grow your aesthetic practice, the topic of team pay is one you’ll return to again and again. 

In this episode, I’m diving deeper into the numerical breakdown behind profitably paying your team and answering specific questions from a previous training I did inside the Spa Marketing Made Easy community called, “Commission vs. Hourly – How to Pay Your Team.” (Link to this video in the full show notes.)

Whether you’re currently a solo aesthetician with dreams to one day have other providers in your practice, or you’re currently trying to find a team pay structure that benefits your team and your business in the long-term, you won’t want to miss this episode. 

In this episode, we discuss: 

  • The variety of reasons why salary-based pay isn’t the way to go for spa owners 
  • The Profit First approach to your money breakdown and how to ensure you’re adjusting the numbers to fit your needs 
  • The big benefits of hourly pay and how to properly communicate and present your compensation package properly to your employees 
  • The benchmark for your providers that allows you to know whether you’re profitably paying your team

References Mentioned in Episode #347: ​​Profitably Paying Your Team

  • Watch my original training, “Commission vs. Hourly – How to Pay Your Team” inside the Spa Marketing Made Easy Facebook group
  • Learn more about the Profit First method and becoming a profitable shareholder of your business by listening to our episode with “Profit First” author, Mike Michalowicz (Ep. 225)
  • Learn more about the Growth Factor Framework program for Spa CEOs here 

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community. 

Episode Transcript

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EP 340: A Complete Spa Insurance Overview with Andy Zarkovich

Figuring out insurance coverage for your business can feel like a daunting task because not all businesses are set up equally.

Not to mention the confusing language and overwhelming amount of options you have to decide what’s necessary for your business.

It’s not a very glamorous Spa CEO task. 

But, it’s a necessary one that you can’t avoid forever.

My guest on this week’s episode of the Spa Marketing Made Easy podcast takes the guesswork out of selecting insurance for spa owners.

Andy Zarkovich is an independent insurance agent and a spa owner who is currently enrolled in my program, Growth Factor Framework.

He’s created a full Spa Insurance Overview document where he reviews the different types of carriers or providers, goes over policy terms, and the details of each coverage to give you the full scope of what insurance coverage you consider for your spa. 

In this episode, we discuss: 

  • Ways to mitigate risk in your spa business
  • Adding an insurance agent to your circle of business advisors
  • The different types of carrier options
  • An overview of various policies and coverage benefits
  • Providing a safe spa environment for clients 

References Mentioned in Episode #340: A Complete Spa Insurance Overview with Andy Zarkovich

  • Download Andy’s Spa Insurance Overview document 
  • Visit Andy’s insurance website and learn more about his services

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community. 

Episode Transcript

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