Spa Marketing Made Easy Podcast

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 debrief your business: what's working, and what to pivot Why calendar-blocked CEO time is non-negotiable How to create a clear action plan for Q3–Q4, with realignment or reinvention Downloadable mid‑year review worksheet included Download your FREE Mid-Year Spa CEO Business Review Worksheet Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here. IG / @addoaesthetics WEB / addoaesthetics.com YOUTUBE / @addoaesthetics LINKEDIN / @addoaesthetics   AB

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: What’s changing around compounded GLP-1s—and why it matters for spa owners The real difference between legal risk vs. operational compliance How cease and desist letters work—and what to do if you receive one What pharmaceutical companies are targeting next How to vet pharmacies, avoid marketing violations, and stay in your lane legally Resources Mentioned in Episode #EP 440:  Legal Clarity on GLP-1s in Medically Assisted Weight

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 marketing dollars aren’t a guess, but a powerful investment.   What you’ll learn during this episode: How to identify your current stage: maintenance, growth, or hyper growth What % of revenue to invest in marketing during each phase Why budgeting by stage protects your profits and alerts you if you're under-investing How to split your marketing dollars between ads and “analog” tactics (50/50) Why tracking lead source quality is critical: SEO vs ads vs ref

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 in the treatment room or on your way out, this episode will give you a fresh wave of motivation—and a reminder that leadership is about lifting others as you climb. What you’ll learn during this episode: How Candice transitioned from employee to 7-figure spa owner The role of transparency and teamwork in her success What she did when she couldn’t make payroll—and how that moment changed her leadershi

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 mindset shift and a reminder that failure doesn’t mean you're off track. It means you’re in the arena. What you’ll learn during this episode: Why failure isn’t a stop sign—it’s feedback How to extract lessons from what didn’t go as planned The truth about shame, self-doubt, and entrepreneurial growth Why progress—not perfection—is the real measure of success Resources Mentioned in Episode #437:  What If Failure Isn’t the End - But the Beginning? Worthy by Jamie Kern Lima Sara Bla

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 when they’re stuck in client care—and the exact strategies to help you move forward. What you’ll learn during this episode: The 3 categories most spa owners fall into when they’re stuck in the treatment room How to start shifting your schedule even if hiring feels impossible What to do when you’ve been burned by bad hires The strategy for shifting client flow to a new provider without losing revenue How to calculate your CEO milestones and build you

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 you’ll learn during this episode: How Fatima transitioned from a blow dry bar franchisee to a multi-location spa owner The challenges and lessons learned from multiple spa build-outs The story behind the creation of 100and1 Cosmetics and its mission The significance of mindset, grit, and grace in entrepreneurial success The impact of building genuine relationships in business growth Resourc

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 school but absolutely need to know to avoid costly mistakes and confidently lead your business in 2025. What you’ll learn during this episode: The truth behind recent legislative changes in Texas—and what it means for other states What really defines a good faith exam (and why it’s not optional) How to stay compliant even as laws change without your knowledge The role of esthetic coalitions and associations in protecting your spa Wh

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 behind your treatment room and step fully into the Spa CEO role, LinkedIn needs to be part of your strategy. What you’ll learn during this episode: Why LinkedIn is a goldmine for strategic, local business partnerships How to use search tools to find and connect with aligned professionals The difference between foundational vs. tactical marketing strategies Why your personal brand matters more than your spa’s company page

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.  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

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. What you’ll learn during this episode: How to build your professional network with intention Why authentic relationships drive referrals (and revenue) A budget-friendly way to create local partnerships The internal goldmine most spa owners overlook How to track marketing ROI without overcomplicating it Why you should be the mayor of your town as a spa CEO Resources Mentioned in Epi

Are new clients really the answer to your growth challenges?

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 announcement—Kickstart Accounting is officially a partner inside the Addo Professional Alliance! If you’ve been searching for a reliable, woman-led accounting firm that truly understands the spa and aesthetics industry, you’re going to love this episode. What you’ll learn during this episode: The 4 essential members of your “money team” and how they work together Why your bookkeeper should be your first hire—not your CPA H

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’ll learn during this episode: Why recurring revenue is the bedrock of scalable med spa success The biggest mistake spa owners make with pricing—and how to correct it The key metrics that actually matter (and how to track them) How to identify and lead with your highest-profit services The simple structure behind sales funnels and why you need one Why your strategic partnerships and network are the ultimate growth accelerator Reso

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 for long-term success. Whether you’re an introvert, unsure where to start, or worried you can’t track ROI—this episode is your guide to turning relationships into revenue. What you’ll learn during this episode: Why authentic relationship marketing is essential to spa growth The six biggest myths holding back spa CEOs—and how to bust them Real-world strategies to build strategic partnerships and expand visibili

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, boost morale, and help you build a workplace your team loves to be part of. What you’ll learn during this episode: The power of personalized appreciation and recognition Creative, cost-effective rewards that truly matter How flexible scheduling and time off impact team morale Simple team rituals that boost culture and bonding How to encourage feedback and give your team a voice Resources Mentioned in Episode #426: 10 Ways to Mak

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. We cover the real impact of state regulations, and what you need to know to keep your business—and your license—safe. This conversation is a must-listen for every Spa CEO who wants to be informed, empowered, and ready to protect the future of our profession. What you’ll learn during this episode: The current challeng

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 human-to-human connections. I’ll share the exact process we used to train ChatGPT to match our brand voice, plus the specific prompts you can start using today to improve your social media, ads, SEO, and referral marketing. AI isn’t a magic bullet, but it can be a powerful tool to future-proof your spa business when used strategically. Tune in to learn how to work smarter, not harder—and don’t forget to grab our free guide with 26 ChatGPT prompts to start implementing thes

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 scale profitable brands in today’s competitive landscape. And as one of the Founding Partners and Chief Marketing Officer of mSEED group, a manufacturing company that provides product formulation, contract manufacturing, and brand development to smaller-scale beauty brand founders, Anthony works to translate the tried-and-tested tactics of multinational corporations into the start-up space so you can be successful before your product ever hits shelves.  Wha

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 hairstylist and salon owner who now helps sell beauty industry businesses across the U.S. through her company, Salonspa Connection. Susan has sold beauty industry businesses of all shapes and sizes since 2019. She now has a team of 17 brokers and assistants working with her to help Spa CEOs layer acquisition into their overarching entrepreneurial growth and wealth-building strategy. What you’ll learn during this episode: What Susan is seeing in the current beauty and wel