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her law firm, which was born from a desire to serve the needs of entrepreneurs and small businesses by replacing the outdated billable hour model with flat-fee pricing.

With fifteen years of experience in corporate transactions, Keren has worked with every type of business, from side hustlers to raising millions of dollars and taking companies public. In this episode, she’s helping us fill in the gaps on everything we need to know from a legal perspective, especially at the start of the year.

In this episode, we discuss:

• Your go-to resources for finding legal information specific to your state and why it’s beneficial to have a go-to lawyer or legal resource to ask questions more specific to your business

• How to protect your aesthetic practice’s intellectual property (IP) without a non-compete and the legalities around non-competes

• Keren’s insight on business entity elections and some key questions to consider when deciding what’s right for your business

• The importance of having an internal advisory team and who should be on it, plus insights on BOI reporting and other annual reports

RSVP for the Addo Professional Association webinar with Keren on January 28, 2025 at 12 p.m. EST all about “Employees vs. Contractors — What You Need to Know as a Spa Owner”

To read the full show notes for this episode, visit: https://www.addoaesthetics.com/podcast/ep415

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

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, Jenn Plescia, DNP, APN,FENP, the founder and CEO of IVs by the Seas, an in office aesthetics and mobile IV hydration practice in New Jersey.

Beyond being a successful entrepreneur with an inspiring business origin and growth story, Jenn is a board certified Family and Emergency Room Nurse Practitioner who received her Doctorate of Nursing Practice (DNP) degree from Rutgers University in 2017, and she has over 10 years of Emergency Medicine and Urgent Care experience.

Jenn believes in treating patients as an entire entity and identifying the root cause of their health care ailments and aesthetic needs so she can help optimize your health and wellbeing from the inside out.

Whether you’re someone who desires to or is qualified to bring IV therapy into your aesthetic business, this episode is a great listen for any aesthetic professional as they consider bringing new therapies or equipment into their practice, or finding the right businesses to partner with and recommend should your clients be interested in receiving IV therapy.

In this episode, we discuss:

• Jenn’s origin story of how she began offering IV therapy and hydration as a service during the pandemic and how her business quickly took off thanks to connections, referrals and social media

• The things every aesthetic practitioner or Spa CEO should know before bringing IV therapy into your practice and why it’s critical to have a close relationship with your medical professional you’re bringing on board

• The ins and outs of navigating potential emergencies and how this informs hiring and team building decisions

• Why Jenn prioritizes digging into the science of her clients lab work and the importance of tailoring IV treatment plans

• Plus, Jenn’s insights on profit potential, crafting an incredible client experience and aesthetic atmosphere, and key legalities and liabilities to consider

To read the full show notes for this episode, visit: https://www.addoaesthetics.com/podcast/ep414

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

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

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

In this episode, I’m going to provide you with six high-profit spa services you can leverage in 2025 and beyond. These services provide you with plenty of profit margin so that your business can stay stable or grow, even if you experience seasons of slowdown.

In this episode, you’ll learn:

• The booming growth of new sectors within the aesthetic market and how you can harness them as a medical spa

• How to build recurring revenue into your services and creative ways to build in more add-one service revenue and boost retail sales with your service offerings

• Key cost considerations as we move into 2025, as well as tips for targeting new demographics

To read the full show notes for this episode, visit: https://www.addoaesthetics.com/podcast/ep413

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

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

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

Brianna isn't just the creative visionary behind Shy Heart Studios, a leading Orange County photography powerhouse; she's a testament to resilience and the power of reinvention. After pivoting her photography to focus on personal branding during the pandemic, Brianna found a new era of success for her studio that has helped her grow her team, revenue, and impact.

With a relaxed, fun-filled approach that allows clients' true personalities to radiate, Brianna's talent transforms fleeting moments into treasured heirloom artwork, with her authentic images reflecting the heart and soul of countless families, couples, and brands.

In this episode, we discuss:

• Why Brianna made a business pivot into personal branding photography and how this area of photography is different than your standard portrait session

• Showing up on social media with your content topics and your visuals as a business owner vs. a typical social media user

• What to expect when working with a photographer for branding photography and the process of capturing visuals that will get you an ROI and how to measure it
  
  

To read the full show notes for this episode, visit: https://www.addoaesthetics.com/podcast/ep412

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

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

Together with Tippy sales team manager Marci Zerbe, we're diving into all the details of how the Tippy platform and variety of products allows gratuity-based industries such as spas and salons to save BIG on credit card processing fees (we're talking savings of $20-, $30-, and $40,000 per year) as well as bolster their team retention along with a host of additional benefits. Whether you're looking for a fast-tracked way to shave thousands off your annual business expenses, or tipping has been a touchy issue in your business due to "tip creep," you won't miss this episode!

In this episode, we discuss:

• The key benefits of bringing a tool like Tippy into your business beyond the obvious (i.e., significant savings on credit card processing fees)

• How Tippy helps do the heavy lifting during tax time and makes running reports simple and easy

• The 101 of how Tippy works to save you on fees and how their platform solutions naturally help build tipping trust with your clientele

• A special deal on Tippy for Spa Marketing Made Easy podcast listeners!

To read the full show notes for this episode, visit: https://www.addoaesthetics.com/podcast/ep411

To get started with Tippy free for your first year, visit our special Spa Marketing Made Easy listeners’ link to start saving!

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

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

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

Emilie Drolet is a licensed aesthetician with a bachelor's degree in communications who has been working within the beauty industry for over 10 years and is leading a successful skin clinic. Her mother started the legacy business in Ottawa, Ontario, Canada, over 40+ years ago.

Emilie is a wealth of knowledge, full of insider Spa CEO insights, and just a joyful person to be in the company of — I know you'll get so many golden nuggets out of this conversation with her!

In this episode, we discuss:

• The big picture overview of Emilie's event success so far this year and how bringing in private label to her spa's offerings and utilizing virtual events factored into her spa's success

• What she did to make her events a success, including her marketing timeline, reach out, and seeding, plus how she made it through marketing the event without having product on hand until the day of!

• Emilie's mindset tips for hosting events that meet your goals and a walkthrough of her events strategy

To read the full show notes for this episode, visit: https://www.addoaesthetics.com/podcast/ep410

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

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

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

In this episode, I’m giving you the keys to unlocking not only your mindset around team development but also the numerous processes that comprise it. This will help you get crystal clear on how to begin building your dream team or transforming your existing team into a well-oiled machine of rockstar employees who are invested in your vision and passionate about putting in the work.

In this episode, we discuss:

• The mindset of “who, not how” and how this book and framework shifted my entire perspective on building a team, both personally and professionally

• Understanding your relationship with time, where it goes, and how that aligns with your vision is paramount to putting the right people in place for your team

• Typical team building and development struggles and how to overcome them before they begin

• My top tips for getting clear with your employees and crafting processes that communicate expectations and roles

To read the full show notes for this episode, visit: https://www.addoaesthetics.com/podcast/ep409

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

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

That’s why I couldn’t wait to get my guest, Dr. Sheila Barbarino, MD on the mic with me to talk all about how to take out the scare factor of social media and approach it from a place of curiosity and authenticity that will attract your ideal clientele and get them bought into *you* before they even enter your doors.

If you don’t know Dr. Barbarino, she is a world renowned, award winning, board-certified oculofacial plastics and full body cosmetic surgeon who is best known for her comprehensive, natural results approach to both nonsurgical and surgical procedures for all body and skin types in her practice, Barbarino Surgical Arts.

Outside of her practice, Dr. Barbarino is also a world-renowned lecturer, teacher, and trainer at medical symposiums who focuses on cutting edge technology and new innovative techniques. She is an exceptionally sought -after key opinion leader in our industry, serves on multiple advisory boards, published author of over 15 peer reviewed publications, and is a busy surgeon with patients who travel from near and far for her expert opinion.

In this episode, we discuss:

• How your practice benefits from exuding personality through your brand and social media and how to bring the multifaceted nature of your personality to a professional social account

• The benefits of being on social media to attract your ideal client and creating community through content

• A peek into Dr. Barbarino’s content creation process with her team

• Letting go of judgment and approaching social media marketing with curiosity and fun

To read the full show notes for this episode, visit: https://www.addoaesthetics.com/podcast/ep408

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