Spa Marketing Made Easy Podcast

Are you using AI to replace human connection, or to create more of it? In this episode, Daniela and Lucy dive into how AI tools are transforming spa marketing by handling the repetitive tasks that drain your time, freeing you to do what matters most: build genuine relationships in your local community.

You'll discover why the next five years will demand deeper local connections, how to become "the mayor of your town," and practical strategies for transforming content across platforms in minutes instead of hours.

Whether you're drowning in content creation or struggling to find...

Remember when blogging felt like midnight writing sessions and endless editing? It's back, but this time it's different.

In this Marketing Month episode, Daniela and Lucy dive into why consistent blogging has become one of the most powerful SEO tools for spa businesses in 2025. With AI making content creation faster than ever, strategic blog posts help you build authority with search engines, attract your ideal clients, and establish your spa as the go-to expert in your market.

If you’re ready to dominate local search, this episode gives you the practical strategy to make blogging wo...

Still chasing the latest AI tool without knowing what problem it solves? In this episode, Daniela and Lucy shift the conversation from tool obsession to strategic problem solving. You'll discover how to track your lead sources, calculate your true client acquisition costs, and use AI to strengthen your marketing foundation.

If you’re ready to scale with data, this episode walks you through a quick way to understand where your clients come from, what it costs to acquire them, and how to optimize your efforts with AI.

In this episode, we discuss: 

How to...

Ready to create marketing that sounds authentically you and speaks directly to your ideal clients? In this first episode of our special Marketing Month series, Daniela and Lucy dive into the two critical foundation documents that separate generic content from messaging that converts browsers into bookers.

Whether you're using AI tools or creating content manually, your Company Bio and Ideal Client Avatar documents are non-negotiable for spa CEOs who want marketing that actually works. After a year of testing AI tools and adapting marketing systems, we're sharing exactly what moves the needle in 2025.

In this...

🎧 BONUS EPISODE: Next Level Growth Workshop Replay - Available Through October 5th Only!

What happens when hundreds of aesthetic professionals come together for 4 hours of intensive business growth training? Pure magic 💫 and now you can experience it all on this exclusive bonus episode!

Join the replay of our epic Next Level Growth workshop where spa owners, aestheticians, and medical professionals from across the US and Canada worked together live to breakthrough their biggest business challenges.

⏰ LISTEN NOW - This replay disappears from the podcast on October 5th!

Want the full experienc...

As Q3 wraps up and the busy season looms, this episode helps spa owners move with intention—not stress. Join Daniela as she shares her Q3 reflections and lays out practical steps to lean into Q4 with energy, profit, and alignment. Whether you've struggled with burnout, revenue gaps, or just need clarity, this episode gives you the framework to finish 2025 strong—without losing your life outside the spa.

What you’ll learn during this episode:

How to do a powerful Q3 reflection: digging into revenue, memberships, promotions, and expenses

Why tracking Client...

Peel season is upon us - who’s ready to host your most profitable event yet? In this episode of Spa Marketing Made Easy, Daniela breaks down how to pull off a “Shed the Dead” mini peel party -  without the stress or event hangover.

Learn the difference between a scaled-down mini event and an open house; why this format rewards you and the client on the same day; how to price, market, sell packages, and follow up like a pro; and how one spa generated nearly $50K in a single day.

What you’ll learn dur...

If you're ready to scale your spa - whether that's upgrading equipment in your current location or expanding to multiple sites - this episode is your step-by-step guide to doing it efficiently.

I sat down with Kevin Wyler from Medical Spa Supply to unpack the pitfalls of scaling - from inconsistent equipment and clerical chaos to transport logistics and supply chain headaches. He shares how a “McDonald’s-style” systems approach can give you freedom, ensure consistency, and save your weekends - and not just your sanity.

We also dig into:

Who should lead scalin...

Have you ever wondered how you’ll step away from your spa - retirement, sale, succession? If the thought makes you freeze, you're not alone. In this episode of Spa Marketing Made Easy, Daniela opens up about the critical importance of planning your exit strategy well before you need it.

Discover why putting this off could cost you tens or even hundreds of thousands of dollars—and how even smaller spa owners can walk away with six-figure payouts if they prepare thoughtfully. Whether your business is $50K or $2M, here’s your guide to planning your freedom—and buil...

Feeling stuck in the treatment room? You’re not alone—but the solution isn’t another hack or trend. It’s the systems.

In this episode, Daniela unpacks seven core systems every spa owner needs—from client journey to financial management—to move from overwhelm to leadership. Discover how intentional, documented processes give you space, clarity, and the freedom to grow.

What you’ll learn during this episode:

Why systems create freedom, not hustle

How to systemize the client journey to deliver a consistent experience

Why consultations must be repeatable, no...

How do you fairly (and profitably) pay your team retail commissions without chaos? In this episode, Daniela draws from two decades in aesthetics to walk you through the who, how much, when, and why of spa retail commission - not just to boost revenue, but to build trust and client outcomes.

Whether you’re a spa CEO creating or refining your commission policies, you’ll get:

Clear roles for front desk vs. provider retail

A commission tier framework tied to retail-to-service ratios

Onboarding commission policies and credit-time windows

Common reta...

If you’ve noticed your spa website’s clicks going down but impressions going up, you’re not imagining things—and you’re not alone.

In this episode, we break down what’s happening with Google’s new AI Overviews and why SEO is evolving fast. You’ll learn how AI is reshaping how clients search, how your spa can stay visible, and how to make AI work for you (not against you).

Whether you’re doing your own marketing or working with an SEO team, these strategies will help you protect your rankings, build trust, and stay bo...

Inflation is squeezing margins across every corner of the spa industry - from skincare products to payroll. But there’s a smarter way forward. In this episode of Spa Marketing Made Easy, Daniela walks you through five proactive strategies to stay profitable, intentional, and allows you to cut costs without cutting the experience:

Know your true cost-per-treatment and key KPIs

Raise prices confidently without fear

Build $10K+/mo in recurring revenue with memberships

Streamline operations and get back 20-30% of your time

Reduce payroll costs by up to 25% by tr...

AI is transforming how spa owners market, hire, and lead—and the shift is happening fast. In this episode, Daniela reveals how to actually use ChatGPT to grow your spa by getting ultra-clear on your Ideal Client Avatar.

Discover how spa CEOs can use simple prompts to attract aligned, rebooking clients, save time on marketing, and reduce burnout—all while building a boutique brand that feels authentic and sustainable.

Whether you’re just dabbling in AI or ready to go all-in, this episode will help you train ChatGPT to become your secret marketing assistant (with soul...

What if you could start every month knowing your spa’s core expenses were already covered?

In this episode, we dive into the power of spa memberships—not just as a revenue stream, but as a business-transforming foundation. You’ll learn how even just 50–100 members can generate $10K+ in recurring monthly revenue, reduce your stress, improve client retention, and position you as a Spa CEO.

Whether you're solo or scaling a team, memberships are the bridge between burnout and balance.

What you’ll learn during this episode:

The difference between monthly, annual, an...

Looking to build a profitable, systemized spa that pays you $100K+ without burning out? It all starts with retail.

In this episode, we dive deep into the Retail Reversal strategy: we reward retail purchases with complimentary services - driving loyalty, boosting results, and maximizing revenue. And the great thing? It will cost you about the same as offering 10% off products.  Yep, you heard that right. 

We cover why retail is essential (when clients buy 3+ products, they’re 90% more likely to rebook!), how to systemize ordering and product rep relationships, and how to run a promotion that...

Halfway through 2025 - and halfway to your goals. This episode uncovers a powerful Mid‑Year Spa CEO Review process designed to help you reflect, reset, and reclaim momentum for the rest of the year.

We walk through 5 critical steps to assess your business - check key metrics, align your goals, and reclaim dedicated CEO time - plus a downloadable worksheet to guide your decisions.

What you’ll learn during this episode:

How to pause and assess your top 3 goals from January

The metrics every spa CEO should review 

How to debr...

If medically assisted weight loss is part of your revenue stream, this episode is non-negotiable.

I sat down with attorney, spa owner, and compliance educator Courtney Walker to unpack the current chaos around GLP-1s—semaglutide, tirzepatide, and the like.

From cease and desist letters to compounding confusion to trademark traps, Courtney breaks down what’s really going on and how you can move forward with confidence. Whether you’re all-in on weight loss programs or just exploring, you need to know your legal and operational options.

What you’ll learn during this episode...

Ads are always changing—but your budgeting system shouldn’t.

In this episode of Spa Marketing Made Easy, I sit down with Tara (my go to ads strategist) to break down how much spa CEOs should actually be spending on marketing—based on three common business stages:

Maintenance: Hold steady & replace lost clients

Growth: Scale month-over-month

Hyper Growth: Seize big promotional moments like Black Friday

Learn the exact percentage of revenue you should allocate in each stage, plus how to measure ad performance vs. SEO or referrals—so your marketin...

Candice Johnson didn’t start out with perfect systems, a financial background, or a clear roadmap—but what she did have was vision, grit, and a deep commitment to building something better for herself and her team.

In this inspiring episode of Spa Marketing Made Easy, Candice shares her journey from working in national waxing franchises to launching her own thriving waxing and skincare brand, Candee Skin. With 16 employees, a million-dollar location, and big dreams of franchising, Candice is a powerful example of what’s possible when faith, leadership, and purpose-driven business align.

Whether you’re still...

Failure. It’s one of the scariest words for entrepreneurs - but what if we’ve been thinking about it all wrong?

In this solo episode of Spa Marketing Made Easy, Daniela shares a heartfelt story about a birthday weekend, a sourdough flop, and the unexpected business wisdom that came from both. If you’ve ever launched something that didn’t land, hired the wrong person, or felt the sting of putting your heart into your spa only to feel disappointed by the outcome - this episode is for you.

You’ll walk away with a powerful...

If you’re a spa owner stuck in the treatment room, fully booked, and running on fumes—you’re not alone. But if your goal is to build a spa business that’s scalable, sustainable, and doesn’t rely on you doing every treatment, this episode is for you.

In this solo episode of Spa Marketing Made Easy, I’m walking you through the step-by-step CEO shift—from being the overworked solo provider to becoming the visionary leader of your company.

With over 1,600 spa professionals supported through our programs, we’ve identified three categories spa owners fall into...

In this inspiring episode of Spa Marketing Made Easy, Daniela sits down with serial entrepreneur and spa visionary Fatima Rosa to explore her incredible journey from launching Florida’s first blow dry bar to building a multi-location beauty brand and co-founding a clean skincare line, 100and1 Cosmetics.

Fatima shares the highs and lows of entrepreneurship—from navigating complex build-outs and regulatory hurdles to embracing her identity as a CEO and visionary. She also delves into the power of persistence, the importance of genuine relationships, and how mindset and grit have been pivotal to her success.

What...

Scope of practice. Compliance. Legislation. These might not be the flashiest spa industry buzzwords—but they’re critical to your long-term success and sustainability as a spa CEO.

In this essential episode of Spa Marketing Made Easy, I’m joined by Paulina from Spakinect, a leading expert in med spa compliance and legislation, to break down the most important legal shifts happening in our industry right now—and what you need to do to stay protected.

From new state-specific regulations to the importance of good faith exams, we cover everything you didn’t learn in esthetics...

You might be on Instagram every day—but is that really where your best business partnerships are?

In this episode of Spa Marketing Made Easy, I’m diving into a platform that spa owners often overlook—LinkedIn. And trust me, if you want to build real, strategic, and scalable partnerships that help you grow your spa beyond client-by-client bookings, this platform is non-negotiable.

LinkedIn isn’t just for job hunters—it’s where the decision-makers are. It’s where CEOs are having real conversations, building collaborations, and expanding their influence. If you’re ready to get out from beh...

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.

On today’s episode, my guest is no stranger to the Spa Marketing Made Easy podcast family. Returning for the second time is master connector and relationship builder, Selena Soo. 

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

Community isn’t just a feel-good word—it’s a business growth strategy. 

In this episode of Spa Marketing Made Easy, I’m joined by Kim Pezzetti, Director of Practice Development at Cartessa Aesthetics. We dive into why relationships are the real currency in business—and how cultivating genuine, strategic community partnerships can be one of the most cost-effective and high-return marketing methods for your spa.

From her “Give Something, Get Something” theory to real-world examples of budget-friendly local marketing, Kim shares how spa owners can start building referral networks right now, with low cost and high reward...

Are new clients really the answer to your growth challenges? 🧐

In this special episode of Spa Marketing Made Easy, I’m switching seats! I’m the guest on the Marketing 100 podcast powered by Mangomint, chatting with hosts John and Kayle about why new client acquisition isn’t always the solution for your spa—and how focusing on retention, relationship-building, and smart strategy will grow your business faster (and more sustainably) than chasing every new lead.

We also talk about real-world marketing, practical tracking strategies you can implement today, and the powerful role your booking software plays in bu...

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

From building your “money team” to knowing when it’s time to become an S Corp, Danielle breaks down financial concepts into approachable, actionable strategies that empower spa CEOs to make confident business decisions.

We also share a big announce...

The $15 billion medical spa industry is booming—with the average single-location med spa generating $1.98 million annually. So why do so many med spa owners struggle to break into seven figures?

In this solo episode of Spa Marketing Made Easy, I’m diving into the six most common reasons spa owners don’t scale to a million-dollar business—and how to fix them.

From recurring revenue models to high-profit treatments and the power of partnerships, this episode will give you the insight (and actionable steps) you need to turn potential into real, sustainable growth.

What you...

Do you believe you don’t have time to network or that relationship marketing just isn’t for you? If so, you’re not alone—and you might be holding back your spa’s true growth potential.

In this episode of Spa Marketing Made Easy, we’re busting the six biggest myths Spa CEOs believe about relationship marketing. These misconceptions could be limiting your visibility, customer loyalty, and overall growth.

From strategic partnerships to authentic community engagement, I’m sharing actionable strategies that will help you shift your perspective, build meaningful connections, and unlock new opportunities...

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

As Spa CEOs, our job is to lead from the heart while keeping our business financially strong. From creating a culture of appreciation to offering flexible scheduling and professional development opportunities, this episode is packed with ideas that foster loyalty, b...

In this powerful episode of Spa Marketing Made Easy, we’re diving into one of the most crucial yet often overlooked topics in the spa and aesthetics industry—scope of practice and regulatory advocacy.

I’m joined by Susanne Schmaling, a seasoned aesthetic industry professional and the force behind the Esthetics Council. With over 30 years of experience and a passion for protecting our profession, Susanne champions professional standards, skills education, and legislative representation for estheticians nationwide. Her clinical skincare and curriculum development expertise has shaped educational frameworks across the industry, empowering practitioners with science-based approaches to skin health...

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

In this Spa Marketing Made Easy episode, I’m pulling back the curtain on how we’re using ChatGPT to streamline content creation, optimize lead flow, and free up valuable time to focus on what truly matters—building real hum...

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

With over 25 years of experience working within the beauty and personal care industries on both the corporate and entrepreneurial side, Anthony brings a unique blend of skills and insights that help beauty founders build and...

How would it feel if you could add $100,000 to your business in the next 90 days? Incredible, obviously. 

Your alarm bells and skepticism might be triggered, and that’s good! As a Spa CEO, it’s critical to be discerning about claims around how you can grow your business and how quickly. However, some growth pathways are like a rocketship–they take off fast and with a lot of power (and profitability). One of those pathways is acquisition – either you acquire a business or yours gets acquired. 

Joining me on Episode 422 is Susan Wos, a former hairstylis...

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

That’s why this year, I’m focusing on teaching you how to focus on profitability. In this episode of Spa Marketing Made Easy, I’ll discuss three steps you can take today to help increas...

Here on Spa Marketing Made Easy, we’ve had numerous episodes covering the topics of building and nurturing client relationships, using events to draw in new clientele and provide exciting opportunities for existing clients to try new treatments and products, as well as how to select aligned products and partners, but diving into nurturing those vendor and partner relationships is something we’ve yet to cover in a dedicated episode. That’s why I’m so thrilled to have Danielle Cobo joining me on the mic for this episode, as she’s a rockstar at helping both Spa CEOs and aesthe...

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

Tara is an advertising expert with over 10+ years of experience running ads for clients across a wide array of industries and with a variety of budgets. She i...

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

From there, you’re able to navigate, motivate, and communicate as the Unicorn Leader you are, and thus, rally and lead other Unicorns who want to build your brand with you, too. Here to walk us through the foundation of that innovative process is Jen Ke...

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

In this episode, I’m exploring some of the key considerations you should make when looking to bring on more support, particularly through a VA, and how you can navigate hiring hesitations and hang-ups that are holding you back from getting th...

When you have a big vision for your business and loftier growth goals, it can be tempting to put yourself on the back burner as you forge ahead with business development. 

But I’ve got an important thing to share, and while it’s not a secret, it’s not the newest, sexiest marketing tactic, AI tool, or aesthetic equipment/offering that will get you there. Nope, it’s all about what’s going on upstairs in your beautiful brain. Mindset, my friend – in this episode, I’m sharing the mindset hacks that have helped me grow year over year...

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

Keren de Zwart is here to help us sift through it. She is the founder and CEO of Not Your Father’s Lawyer, her law firm, which was born from a desire to serve t...

The aesthetic and wellness industry is rife with “trends,” and while some may have thought this service would be a flash in the pan, market and consumer data shows that integrated aesthetic and wellness services are here to stay with potential for massive future growth. 

One of those integrated services is IV therapy. While it’s not a service every spa can or should do, it does provide an incredible opportunity for those aesthetic and healthcare practitioners who are equipped to add value to your clientele. Joining me on the mic to discuss IV therapy is my guest...

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

Remember, some of the most long-lasting, iconic companies have been built during economic downturns. While it may feel like an uphill climb, keeping the course and working to prioritize profit can yield fantastic results and growth. 

In this episode, I’m going to provide you with six high-profit spa servic...

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

So, how do you do that? One piece of the puzzle is crafting the right visual narrative, which I'm discussing with my guest on this episode, Brianna Shrader. 

Brianna is...

No matter what the tides of business may bring or the economy's fluctuations, finding strategic solutions that allow you to expand your spa's margins is always something to explore. That's why I'm so excited to dive into the power of Tippy with you on today's episode! 

Together with Tippy sales team manager Marci Zerbe, we're diving into all the details of how the Tippy platform and variety of products allows gratuity-based industries such as spas and salons to save BIG on credit card processing fees (we're talking savings of $20-, $30-, and $40,000 per year) as well as b...

Whether you've dabbled with hosting events in the past with varying degrees of success, you've got your sights set on hosting more events in 2025, or you think events aren't the right fit for your business (I'd like to challenge you on that belief 😉), this episode is jam-packed with insights from Team Addo coach Emilie, who generated $150,000 from mini events this year including an $8K in one day retail launch. 

If you've never had the pleasure of being on a coaching call with Emilie or catching one of her live trainings within our Addo programs, let's do a quic...

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

Fear not, ambitious aesthetic pro—team building does not have to be a scary process or one that requires a ton of trial and error to get right. It’s all about having a clear pat...

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

That’s why I couldn’t wait to get my guest, Dr. Sheila Barbarino, MD on the mic with me to talk all about how to take out the scare factor of social media and approach...

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

Here to explain how we do that with the help of quiz funnels is Maxwell Nee, the Chief Revenue Officer of ScoreApp, a quiz marketing platform with over 6,000 clients that uses the power of personalized marketing to present specific solutions and offers to your potential c...

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

However, gift cards aren’t as simple of a revenue stream as you might think unless you’re prepared in your marketing and cash flow management. In this episode, I’m covering my top tips for getting geared up to make major...

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

Although entrepreneurship isn’t about trading time for dollars, the old adage of “time is money” is true – you need to be using your time well to ensure...

Beyond the fact that retail revenue can make or break your spa’s profitability, generating more retail revenue is one of the best ways to create cash infusion since your strategy should largely hinge on your existing clientele, which is always easier to sell to than bringing in new leads and clients. 

And, of course, we’re never solely focused on the sale; we’re approaching these five strategies from a place of sales as service, so don’t let the feeling of sales being “slimy” keep you from growing that retail revenue while bolstering your client re...

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

In this episode, we’ll explore what questions to ask yourself as you begin mapping out your plans for next year, how to craft a calendar that incorporates what matters most for you to feel balanced and fulfi...

Year 10 of our business has been packed with exciting moments and achievements! I’m excited to share even more good news in this special bonus episode of the Spa Marketing Made Easy podcast!

In this special milestone episode, we’re thrilled to celebrate a decade of Addo Aesthetics and unveil our brand-new website!

Join me as I reflect on 10 years in business, specifically highlighting the growth of our community. I dive into the key features of our new site, explain our three new avenues for our clients, and I give you an inside look at what...

Your dive into entrepreneurship is one of the most extensive personal development journeys you can go on. In all the uncertainty that can come with being a business owner, the one thing you can be sure of is that you’ll face plenty of challenges and obstacles along the way. While many of those factors may seem outside of your control, the one thing you do have ultimate control over is your grit and ability to get back up and keep going, which I believe is most vital to your success. 

I know this year has...

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

Over the past couple of years, we've had the privilege of not just partnering with Mangomint, but also witnessing their remarkable evolution. From their humble beginnings to now creating some of the most advanced software for salons and spas, it's been an inspiring journey. Join us as we delve into Mangomint's latest feature, t...

Many aestheticians start as solos, and with time and business growth, a natural next step is shifting out of a solo suite and into a storefront. In that shift, there are countless things to consider and decisions to make. Still, unless you have some element of previous personal experience in scaling a business space, it’s all too easy to make the storefront transition without thinking of all the longer-term considerations that will impact future business growth, not for lack of strategic thinking, but simply because you don’t know what you don’t know. 

Joining me on the...

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

Instead, it’s an enrichment, a time to reflect, reinvest in yourself, and pour back into your cup in a different environment so you return to life and work with a fresh perspective and a renewed sense of purpose.

If you’re not at that pla...

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

That backbone is relationship marketing, more specifically, strategic partnerships. In this episode of Spa Marketing Made Easy, we’ll explore what makes for a strong strategic partnership and my top tips for finding and building them. 

Retail sales are a big chunk of your spa’s revenue, and while you may feel like you’re maximizing your sales opportunities in the spa, the truth is, if you don’t have an online storefront for your retail, you’re leaving a lot of money on the table. 

Back on the podcast to talk all things spa e-commerce and retail sales utilizing the power of the Shopify platform is Ryan Files. 

Beyond being our most frequent guest here on the Spa Marketing Made Easy podcast, Ryan is the Vice President of Sales with High Level...

Your sales are going great, and you’re expecting one of your spa's highest revenue months yet, but when it comes time to do your monthly bookkeeping, what you brought in seems to have flown out the door just as fast. Does that feel familiar? 

Whether it’s constantly feeling like you’re in a state of catch-up with your business finances, or you honestly don’t know where all the money is going — Team Addo coach Nicole Cooley and I are here to break down all your cash flow woes so you can start seeing exactly where your...

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...

“It’s one-click to get this, that and the other, so we really need to do a deep-dive and check in a few times per year to really make sure we’re scaling back and focusing on not wasting."

That’s just one of the nuggets you’ll glean from this week’s episode, which is all about lowering your spa’s operating expenses. Beyond making more sales, the other simplest way to create more cash available in your business is to slash those expenses, especially the ones that aren’t bringing you a return on your investment. 

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

I gleaned a ton of new insights during that presentation, and since Addo Aesthetics is a strategic partner with DermaConcepts, I knew I had to have Toni Lee on the show. 

Toni Lee has over 30 years in the be...

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

I want you to have a total reframe on what it means to sell, and here to guide you through it is my guest, and a beloved member of Team Addo, Eugene Vassilas. Eugene is a Sales...

We love to talk strategy and marketing here on the Spa Marketing Made Easy podcast, but every now and again we bring you a “talk shop” style episode with a focus on a new aesthetic product or modality that we think is worth the buzz. 

In this week’s episode, we have return guest, Jaclyn Luongo, joining us on the mic to share all about PDO Max’s new skin booster, LúmEnvy™. 

Jaclyn is the Director of Sales & Business Development for PDO Max and was last on the show when they debuted their AfterGlo™ product. Jaclyn...

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

In this episode of Spa Marketing Made Easy, we’re diving deep on the KPI of Revenue Per Room Per Hour, which has a variety of factors at play in how you can boost your business’ profitability. Tune in as I walk you...

You’ve got happy clients who sing your praises and a business that’s flourishing, but you’re feeling the time crunch between still being in the treatment room while also trying to continue growing your blossoming business.

In this episode of Spa Marketing Made Easy, I’m walking you through our 4-simple steps framework for how you can begin shifting out of the treatment room as a provider so you can start focusing more of your time to be in the role of Spa CEO. As Spa CEO, your efforts are focused on leading your team, building...

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

Joining us back on the podcast is Ryan Files, the the Vice President of Sales with High Level Marketing, and marketing expert who has worked with hundreds of individual pr...

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

In this episode of Spa Marketing Made Easy, I’m going to give you the full 101 on all things spa sales funnels — why you need them in play in your business, how to structure them, and...

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

While you will inevitably get client drop off simply due to the natural flux of life circumstances among your clients, regardless of the incredible caliber of service you provide, focusing on client retention is key for building a business that’s profi...

Maybe you’ve considered running a membership for your spa, but the thought of consistently marketing your membership and making it profitable has you questioning whether it’s the right strategy for your business. Well, if you’re a regular listener, you already know that everything we share here on the Spa Marketing Made Easy podcast is about delivering straight-to-the-point strategies, and that we put an emphasis on profit, not just revenue. 

This episode about starting a spa membership is no different. Whether you’re looking for a new way to bolster client retention and build in recurring...

In this episode, I sit down with Misty Gillette, a resilient military spouse who has overcome numerous challenges to become a successful spa owner with two thriving locations.

Throughout our conversation, Misty opens up about the rewarding aspects of owning a business, particularly the joy of seeing her employees flourish and grow. She emphasizes the importance of creating a positive work environment where people feel included, connected, appreciated, and valued, which directly translates into an exceptional client experience.

We discuss the role that mindset plays in achieving success in business, discussing the significance of resilience...

Daniela’s turning 43 this week!

This episode she shares the themes that sum up each of her adulthood decades:

20s = Discovery 

30s = Babies

40s = Refinement + Simplification 

Take a listen as this episode is full of “Danielaisms” AKA the big, bold statements Daniela repeats as part of her coaching philosophy. 

PLUS, and most importantly, she’s giving back to the Spa Marketing Made Easy listeners in a big way during this episode. 

In honor of her 43rd birthday, she’s running a limited time offer where yo...

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...

In this episode, I share six powerful strategies to add an extra $10,000 to your revenue, a challenge we give our Growth Factor® students, which they typically achieve in just two months. Across the country, spas are facing a challenging environment where it feels harder to move the needle and maintain business despite working three times as hard. Let's explore smarter ways to increase revenue and focus on profitability.

I challenge each and every listener to take on their own 10k challenge by applying these six strategies to their business. 

Learn the importance of having a sp...

In this episode, I share a powerful 3-step process that I personally use when facing the inevitable downs of the entrepreneurial journey. As entrepreneurs, we often experience a roller coaster of emotions, with high highs and low lows.

However, it's important to remember that if you're not experiencing these ups and downs, you may not be taking enough risks in your business.

I openly discuss the two times in my entrepreneurial journey when I felt ready to quit and close my business. Having a process in place to navigate these challenging times is crucial for...

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...

In this episode, I take you behind the scenes of our transformative Sedona Spa CEO Intensive. This sold-out, two-day event brought together 50 incredible spa owners and leaders for an immersive experience focused on the fundamentals of running a successful business.

We kick off by discussing the unique format of our intensives, which are included for free in our Growth Factor® Membership. With the support of our amazing sponsors – Mangomint, High Level Marketing, Emage, and Dermaconcepts – we crafted an intimate and impactful event.

Day one began with a powerful 6-mile hike to a vortex, a high-energy area...

Today, we're addressing a scenario every spa owner will likely face at some point: the decision to fire a bad client. But what exactly makes a client "bad" for your business?

From those who consistently show up late or cancel at the last minute to those seeking endless discounts or disrespecting your team, we'll explore the types of behaviors that disrupt your business flow and negatively impact your team's morale.

Before you take the step to sever ties, I guide you through a reflective process. Have you set clear boundaries and communicated your policies effectively?<...

In today's episode of the Spa Marketing Made Easy podcast, we are honored to share the inspiring story of Debbie Lee, a Gold Star Mother who turned her heart-wrenching loss into a powerful mission to support our troops, veterans, and their families.

Debbie's life was forever changed when she received the devastating news that her son, Marc Alan Lee, was the first Navy SEAL killed in Iraq. Despite her unimaginable grief, Debbie chose to rise above and dedicate her life to defending our defenders and keeping the freedoms our troops have fought for.

<...

In this episode of Spa Marketing Made Easy, we sit down with Alexis Robertson, award-winning esthetician and founder of Alxs Skn Gym, to uncover the secrets behind her incredible success story. Alexis shares how she planned and executed a wildly successful live event in just two weeks, resulting in a staggering $100,000 in sales in a single month!

Listen in as Alexis reveals the step-by-step process she used to create buzz, connect with clients, and drive attendance for her event. From leveraging her sales expertise to tapping into her existing client relationships, Alexis's tactical strategies are...

Hey there, it’s another deep dive on the podcast, and this time, we're unraveling the secrets to mastering your Google Business Profile with a special return guest, Ryan Files from High Level Marketing. If there's one thing we've learned, it's that the digital landscape doesn't stand still, especially not for Google.

Today, we're getting into the nitty-gritty of what’s new with Google Business Profile in 2024. Gone are the days when Google My Business was just a static listing. Now, we're talking a full-blown social integration makeover, and yes, it's a game-changer for your spa...

Creating sustainable growth and success in aesthetics means more than just mastering the art of skincare; it involves understanding the legal landscape that shapes our industry.

In today's episode of Spa Marketing Made Easy, we're diving deep into the legalities surrounding the aesthetics industry. 

I'm joined by Mandie Gossert, a passionate esthetician who has taken her love for skincare to the next level by founding the Aestheticians Alliance in her state. Mandie is an experienced and talented esthetician with a decade of experience. 

Together, we explore the evolving landscape of sta...

If you’ve been a long-time listener of the Spa Marketing Made Easy podcast, you’ll remember back in November, I introduced my team’s next endeavor - Addo Wellness Institute, the first post-secondary school specializing in the business of aesthetics!

We’ve been moving right along since 2024 kicked off with our inaugural Spa Manager Certification course. 

As part of that course, we host one in-person event in Salt Lake City, Utah, for the students to meet in-person and get more hands-on lessons from our teachers. 

In today’s epis...

To truly practice what I preach, leadership development is constantly in my routine.

With that in mind, I bet you didn’t think you’d catch me attending a leadership conference led by former Navy SEALs…

but boy was I blown away!

After reading, Extreme Ownership: How U.S. Navy SEALs Lead and Win, I was hooked and ready to learn more about leading in a more practical, tangible way from authors Jocko Willink and Leif Babin.

So my husband Kyle and I signed up...

We know the bread and butter of the spa industry are great before + after photos.

So if you’re listening to this episode right now on Spotify or Apple Podcasts, head over to our website (addoaesthetics.com) to watch the mini presentation from my guest, Jaclyn Luongo on PDO Max AfterGlo™.

Jaclyn, Director of Sales & Business Development for PDO Max, is on the podcast today to share all things PDO Max AfterGlo™ and the benefits it can bring to your spa business.

In this episode, we discuss: 

A...

If I had to rank my top shared insights on the Spa Marketing Made Easy podcast, “leadership is a learned skill” would definitely make my Top 3. 

That’s what today’s episode is all about. I’m asking you the one question all Spa CEOs need to be asking themselves in regards to leadership. 

I’ve been transparent that it’s really hard (nearly impossible) to cross the million dollar mark as a solo. 

If you find yourself trying to figure out a way to increase your monthly revenue numb...

Are you ready for another source of revenue stream for your spa in 2024? 

We live in a world that prioritizes ease and convenience.

The accessibility of ordering essential items online has saturated the ecom market so we have to find new ways to stand out among the competitors. 

Put on your headphones because today we’re covering all things to know about ecommerce in 2024. 

Returning for his second time on the Spa Marketing Made Easy podcast, Gamal Codner’s consulting practice has helped 20,000+ founders ge...

If you’re a regular listener to the Spa Marketing Made Easy podcast, you’ll remember I introduced you to Emage Medical® last year. 

Emage Medical® is a strategic partner that I’ve developed a relationship with and fully support the devices they offer.

For the second time on the pod, Emage Medical® returns as I’m joined by Hannah Beavers who walks me through the features and benefits of the Image Pro® SUNLITE device. 

If you’re listening on Spotify + Apple Podcasts, head over to our website (addoaesthe...

“What am I actually able to do with my money?” is a common question many spa owners don’t know how to answer.

Managing money can bring feelings of fear, uncertainty, and to be quite honest, a lack of confidence. 

If you’re sitting in a place where the past Daniela was several years ago, you’re wondering to yourself “what’s the next step?”

My guest today has the answer for you. Joining me is Addo Aesthetics Community Coach (our go-to money gal), Nicole Cooley!

Returnin...

“$46,500 in SEVEN DAYS?! TELL ME EVERYTHING!” was the first thing that crossed my mind when I saw Ashlen’s Wednesday Wins post last month.

In addition to Ashlen’s December gift card promo being a smashing success, what drew me to her success story was how she created a great cash infusion into her business by keeping a successful sales strategy from the previous owner and amplifying it by combining guerilla marketing tactics with new technology strategies. 

Here to spill the details on her goal crushing promotion and share her top takeaways i...

If you’ve found yourself staring blankly at your Meta Ads account, turn the volume up and grab a notepad. 

I’ve been in your shoes. 

What is Meta? 

How do I know which ad campaign objective to select?

Should I use an image or a video?

This is just the start of a long list of questions that runs through your head while beginning to set up your paid ads strategy.

I want to help you take the guesswork o...

One of my favorite practices every January is to set my intention for the year.

The word (or phrase) I select is the constant reminder I refer to weekly as I navigate life and business for another year.

For 2024, I decided to switch it up a bit. 

After seeing a Facebook post that said whichever 4 words you see first in the word scramble are going to determine your year, I decided to play along and ended up loving the 4 words I saw first. 

Tune i...

Operating as a solo isn’t wrong, but it is limiting because it becomes seemingly impossible to imagine expansion or growth when you have to wear all the hats of being a business owner.

I’m not saying it’s not attainable, but it is not what I recommend or would ever put myself through as a CEO. 

Developing a team has changed my life for the better. 

In today’s solo episode on the Spa Marketing Made Easy podcast, I’m sharing the 3 keys to building a high performi...

Longtime listeners know I’m constantly talking about having the mindset of creating an asset that you can sell. 

Well listen up Spa CEOs + aspiring spa owners because today’s podcast guest has done just that by building a franchise. 

There are currently 37 franchises of VIO Med Spa and counting! 

Founder Joe Stanoszek joins me to share the key things that made him get approached to franchise, plus the good and the bad of the process that landed him where he is today.

In this epi...

You’ll often hear me talk about how entrepreneurship is like riding a rollercoaster.

Some days are up, and other days are down, but ultimately, the goal always remains the same - to build business around a life you love. 

My guest on today’s episode has entrepreneurship ingrained in her DNA. Growing up working in her family’s restaurant, Shirin Zakerion developed a knack for customer service and leadership at a young age. 

As she pursued a career in the hair industry, she found herself thrust into the wo...