Building a Med Spa: The Entrepreneurial Journey of Deanna from Holos Med Spa

In this episode, your hosts Tara Dotson Riley and Sam Varner sit down with DeAnna Maher, MSN, FNP-BC, CANS, owner of Holos Med Spa, to talk all things entrepreneurship, burnout, growth, and marketing in the aesthetics industry. DeAnna shares her real-world journey from working under a plastic surgeon to opening her own thriving practice — and the many lessons learned along the way.

If you're a medspa owner, aesthetic provider, or beauty entrepreneur navigating your next big move, this episode is packed with relatable truths and strategic gold.

00:00 Introduction and Guest Welcome

00:17 Inspiration Behind Opening a Med Spa

01:23 Transition from Previous Job to Med Spa Owner

03:16 Challenges and Realities of Running a Med Spa

06:17 Marketing and Social Media Struggles

09:46 Sales and Client Relationships

12:56 Future Plans and Expansion

22:31 Advocacy and Legislative Awareness

26:57 Conclusion and Final Thoughts

Whether you're building a new medspa or trying to scale sustainably, DeAnna’s honest perspective will resonate, and inspire you to keep pushing forward.

Join Our Community of MedSpa Owners: https://www.facebook.com/groups/salesandmarketingformedspas

Learn More About The Podcast or Apply to be a Guest: https://aestheticafpodcast.com/

__________________________________

About The Hosts 🎙

Sam Varner –
A profit strategist with over 16 years of experience in financial services, public relations, and business coaching. She helps service-based business owners create sustainable, scalable, and highly profitable companies.

Tara Dotson Riley –
CEO of Tara Lynn Media (TLM), specializing in digital marketing, social media management, content creation, premium brand growth, and client acquisition strategies for medspa owners looking to establish authority and dominate their local market.

__________________________________


Looking to attract high-value clients, increase revenue, and scale your medspa? The Aesthetic AF Podcast is your go-to resource for marketing, sales, and business growth strategies tailored for medspa owners and aesthetic professionals.

🎙 Hosted by Sam Varner (Profit Strategist) and Tara Dotson Riley (Marketing Expert), each episode delivers real-world insights and actionable strategies to help you build a thriving, profitable aesthetic business.

✔️ Stay ahead with the latest medspa...

Secrets to Hosting Six-Figure Medspa Events: Insights from Aesthetics Business Coach, Emily Kendel

What if your next medspa event didn’t just “go well”… but actually brought in six figures? 

In this episode of Aesthetic AF, hosts Sam Varner and Tara Dotson Riley sit down with Emily Kendel, founder of the SPA Project and coach to med spa owners, to discuss the secrets behind hosting a six-figure sales event. Emily talks about the importance of momentum, intention, and strategic marketing in planning successful events. She provides actionable tips on how to engage clients, set realistic revenue goals, and effectively utilize sales reps. The episode also covers common pitfalls med spa owners face and how to build a sustainable sales event strategy over time. Tune in for a wealth of insights on growing your med spa business.

00:00 Introduction and Guest Introduction
00:39 The Reality of Six-Figure Sales Events
01:40 Building Momentum and Marketing Strategies
02:21 Event Execution and Client Experience
04:44 Marketing Campaigns and Team Dynamics
13:55 Common Mistakes and Course Corrections
15:49 Strategies for Client Conversion
22:42 Working with Emily Kendel
24:35 Final Thoughts and Encouragement

If you're tired of throwing events that barely move the needle, this episode is your game plan.

Connect with Emily: 

• Website: https://spaproject.com/
• Instagram: https://www.instagram.com/spaprojectcoaching/

Join Our Community of MedSpa Owners: https://www.facebook.com/groups/salesandmarketingformedspas

Learn More About The Podcast or Apply to be a Guest: https://aestheticafpodcast.com/

__________________________________

About The Hosts 🎙

Sam Varner –
A profit strategist with over 16 years of experience in financial services, public relations, and business coaching. She helps service-based business owners create sustainable, scalable, and highly profitable companies.

Tara Dotson Riley –
CEO of Tara Lynn Media (TLM), specializing in digital marketing, social media management, content creation, premium brand growth, and client acquisition strategies for medspa owners looking to establish authority and dominate their local market.

__________________________________


Looking to attract high-value clients, increase revenue, and scale your medspa? The Aesthetic AF Podcast is your go-to resource for marketing, sales, and business growth strategies tailored for medspa owners and aesthetic professionals.

🎙 Hosted by Sam Varner (Profit Strategist) and Tara Dotson Riley (Marketing Expert), each episode delivers real-world insights and actionable strategies to help you build a thriving, profitable aesthetic business.

✔️ Stay ahead with the latest medspa...

On this episode of the Aesthetic AF Podcast, we’re joined by Michelle Marlowe, owner of Infusion Body & Skin, for a real conversation on what growth actually looks like when you’re building an aesthetic business that aligns with your life — not just the industry’s hustle mindset. 💡

From tackling women's wellness topics to redefining success on her own terms, Michelle shares the kind of insights that make you take a deep breath and say, "Ohhh… it’s not just me."

🔥 Whether you’re scaling up or choosing to stay small but powerful, this episode is packed with gold.

🎧 Here’s what we dive into:

00:00 — Introduction and Guest Welcome
 00:34 — Michelle Marlow’s journey into aesthetics
 02:13 — Rethinking growth and business strategies
 04:29 — Why women’s wellness is her focus
 10:21 — The real struggles of marketing “taboo” topics
 14:11 — Honest biz tips and behind-the-scenes insights
 18:25 — The power of a to-do list (and how Michelle uses hers)
 19:06 — The Big Three: What really needs to get done
 20:11 — Eat the frog first: Tackling the tough stuff
 22:52 — Why we need a wins list too
30:06 — Building real relationships in business
32:13 — How an abundance mindset changes the game
35:36 — Final thoughts and what Michelle wants other owners to know

Hit play, and don’t forget to follow, rate, and review if this episode hits home — we love hearing what’s resonating with you. 💬

Join Our Community of MedSpa Owners: https://www.facebook.com/groups/salesandmarketingformedspas

Learn More About The Podcast or Apply to be a Guest: https://aestheticafpodcast.com/

__________________________________

About The Hosts 🎙

Sam Varner –
A profit strategist with over 16 years of experience in financial services, public relations, and business coaching. She helps service-based business owners create sustainable, scalable, and highly profitable companies.

Tara Dotson Riley –
CEO of Tara Lynn Media (TLM), specializing in digital marketing, social media management, content creation, premium brand growth, and client acquisition strategies for medspa owners looking to establish authority and dominate their local market.

__________________________________


Looking to attract high-value clients, increase revenue, and scale your medspa? The Aesthetic AF Podcast is your go-to resource for marketing, sales, and business growth strategies tailored for medspa owners and aesthetic professionals.

🎙 Hosted by Sam Varner (Profit Strategist) and Tara Dotson Riley (Marketing Expert), each episode delivers real-world insights and actionable strategies to help you build a thriving, profitable aesthetic business.

✔️ Stay ahead with the latest medspa...

Medspa Compliance & Costly Mistakes with Healthcare Attorney Doris Dike

The Aesthetic AF Podcast | Hosted by Tara Dotson Riley & Sam Varner 

This episode is a must-listen for any medspa owner, nurse, or aesthetic business leader looking to protect their business, reputation, and license. Tara and Sam sit down with Doris Dike, founder of Dike Law Group, PLLC, a healthcare attorney who works with providers and medspa owners across Texas.

We dive deep into:

• Why copying what your friend’s medspa is doing could land you in serious legal trouble
• What documents are non-negotiable if you're running a medspa
• How delegation agreements and MSOs (Management Service Organizations) work
• The right (and wrong) way to use client photos in marketing
• What to know before opening a second location
• What happens when you actually get audited by the TMB or other boards
• How to handle client complaints before they turn into board complaints or lawsuits

This isn’t just legal theory — Doris has seen it all, and she’s sharing the hard truths medspa owners need to hear. If you're in aesthetics, this is your reminder to stop winging it and get your legal foundation solid.

• 00:24 Common Legal Mistakes in Med Spas
• 02:17 Essential Documents for Med Spas
• 03:17 Understanding MSOs and Delegation Agreements
• 08:25 Importance of Patient Consents and Liability Waivers
• 10:56 Using Client Photos & Marketing Waivers Legally
• 13:29 What to Know When Scaling Your Med Spa
• 15:49 Audits, Compliance, and Real-Life Legal Battles
• 19:12 Handling Negative Reviews & Client Complaints the Right Way
• 23:06 Doris’ Final Thoughts + How to Work With Her

Connect with Doris 👇 

• Website: https://dklawg.com/
• Linkedin: https://www.linkedin.com/in/dorisokafor/

Join Our Community of MedSpa Owners: https://www.facebook.com/groups/salesandmarketingformedspas

Learn More About The Podcast or Apply to be a Guest: https://aestheticafpodcast.com/

__________________________________

About The Hosts 🎙

Sam Varner –
A profit strategist with over 16 years of experience in financial services, public relations, and business coaching. She helps service-based business owners create sustainable, scalable, and highly profitable companies.

Tara Dotson Riley –
CEO of Tara Lynn Media (TLM), specializing in digital marketing, social media management, content creation, premium brand growth, and client acquisition strategies for medspa owners looking to establish authority and dominate their local market.

__________________________________


Looking to attract high-value clients, increase revenue, and scale your medspa? The Aesthetic AF Podcast is your go-to resource for marketing, sales, and business growth strategies tailored for medspa owners and aesthetic professionals.

🎙 Hosted by Sam Varner (Profit Strategist) and Tara Dotson Riley (Marketing Expert), each episode delivers real-world insights and actionable strategies to help you build a thriving, profitable aesthetic business.

✔️ Stay ahead with the latest medspa...

The Power of Persistence: Growing a MedSpa with Social Media, Networking & Passion with Dr. Jacinta Anyaoku | Aesthetic AF Podcast [Ep 7]

In this episode of the Aesthetic AF Podcast, we sit down with Dr. Jacinta Anyaoku, board-certified family medicine and obesity medicine physician, and the founder of Hibiscus Aesthetics & Wellness in Katy, Texas.

Dr. Jacinta opens up about her transition from traditional primary care to building a thriving direct primary care practice and medspa—while raising two toddlers and navigating the chaos of motherhood.

She shares what led her to step away from the hospital system, how she trained herself in aesthetics, and the reality of building a dual-focused practice offering both direct primary care and aesthetic services.

We talk about:
💉 Her step-by-step journey into the aesthetic space
📈 What’s worked (and what hasn’t) in growing her medspa
🤝 The power of in-person networking and social media
⚖️ How she balances wellness, aesthetics, and business ownership
💬 Plus: navigating price-shoppers, sales discomfort, and staying patient-focused

If you're a provider considering the leap into aesthetics or a medspa owner balancing multiple specialties, this episode is for you!

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Connect with Dr. Jacinta:
🌐 Website: https://www.hibiscus.health
👉 Instagram: https://www.instagram.com/hibiscusaestheticsandwellness
📍 Hibiscus Aesthetics & Wellness | Katy, TX

__________________________________

Join Our Community of MedSpa Owners: https://www.facebook.com/groups/salesandmarketingformedspas

Learn More About The Podcast or Apply to be a Guest: https://aestheticafpodcast.com/

__________________________________

About The Hosts 🎙

Sam Varner –
A profit strategist with over 16 years of experience in financial services, public relations, and business coaching. She helps service-based business owners create sustainable, scalable, and highly profitable companies.

Tara Dotson Riley –
CEO of Tara Lynn Media (TLM), specializing in digital marketing, social media management, content creation, premium brand growth, and client acquisition strategies for medspa owners looking to establish authority and dominate their local market.

__________________________________


Looking to attract high-value clients, increase revenue, and scale your medspa? The Aesthetic AF Podcast is your go-to resource for marketing, sales, and business growth strategies tailored for medspa owners and aesthetic professionals.

🎙 Hosted by Sam Varner (Profit Strategist) and Tara Dotson Riley (Marketing Expert), each episode delivers real-world insights and actionable strategies to help you build a thriving, profitable aesthetic business.

✔️ Stay ahead with the latest medspa...

Episode 6: Legal Must-Knows for MedSpas with Expert Attorney Danielle Stead Blanton | The Aesthetic AF Podcast

In this episode of the Aesthetic AF Podcast, hosts Sam Varner and Tara Dotson Riley welcome Danielle Stead Blanton, founder and owner of DSB Legal and Strategic Advisors, to discuss the crucial legal and strategic elements of running a successful med spa. Danielle shares her expertise on various touch points, including the formation, operation, and scaling of med spas, and highlights the importance of legal protection and strategic planning. The conversation covers critical topics such as forming business entities, creating custom consent forms, compliance with employment laws, and the pitfalls of personal financing and trademarking. Danielle emphasizes the need for med spa owners to seek expert advice and ensure their business practices are legally sound to avoid costly mistakes and ensure sustainable growth.

00:00 Welcome and Guest Introduction
01:07 The Importance of Legal Protection for Businesses
02:00 Working with Med Spa Business Owners
03:07 Key Legal Touchpoints for Med Spas
05:11 The Critical Role of Industry-Specific Knowledge
05:53 The Cost of Ignoring Legal Advice
07:09 Starting a Med Spa: Essential Considerations
10:42 The Pitfalls of DIY Legal Work
16:32 Manufacturer Waivers and Legal Liability
18:15 Understanding Liability in Med Spas
19:31 Financing and Legal Repercussions
23:53 Scaling Your Med Spa Business
25:02 Legal Considerations for Hiring and Employment
31:22 Trademarking and Branding in the Med Spa Industry
33:28 Final Thoughts and Encouragement

🔗 Connect with Danielle Stead Blanton
Website: https://daniellesteadblanton.com
Instagram: https://www.instagram.com/danielle.stead
LinkedIn: https://www.linkedin.com/in/danielle-blanton-79109a47
Podcast: https://open.spotify.com/show/1IvcNlAEVZfprY7PhdHrIM
Blog: https://daniellesteadblanton.com/blog

Join Our Community of MedSpa Owners: https://www.facebook.com/groups/salesandmarketingformedspas

Learn More About The Podcast or Apply to be a Guest: https://aestheticafpodcast.com/

__________________________________

About The Hosts 🎙

Sam Varner –
A profit strategist with over 16 years of experience in financial services, public relations, and business coaching. She helps service-based business owners create sustainable, scalable, and highly profitable companies.

Tara Dotson Riley –
CEO of Tara Lynn Media (TLM), specializing in digital marketing, social media management, content creation, premium brand growth, and client acquisition strategies for medspa owners looking to establish authority and dominate their local market.

__________________________________


Looking to attract high-value clients, increase revenue, and scale your medspa? The Aesthetic AF Podcast is your go-to resource for marketing, sales, and business growth strategies tailored for medspa owners and aesthetic professionals.

🎙 Hosted by Sam Varner (Profit Strategist) and Tara Dotson Riley (Marketing Expert), each episode delivers real-world insights and actionable strategies to help you build a thriving, profitable aesthetic business.

✔️ Stay ahead with the latest medspa...

From Nursing to Aesthetics: Mindi Mattheus on the Journey to Becoming an Injector

In this episode of the Aesthetic AF Podcast, we visit Clean Skin Aesthetics with expert injector Mindi Mattheus. Mindi dives into her unconventional path from nursing to aesthetics, detailing how she navigated through various roles, from dermatology to plastic surgery, eventually mastering injectable treatments. She discusses the industry nuances, the importance of continual learning, and the challenges faced by aesthetic professionals. Mindi also shares insights on growing her business, marketing strategies, and balancing her role as a business owner and a mother. This episode is packed with actionable advice for those in the aesthetics industry or anyone considering a similar career path.

00:00 Introduction to the Aesthetic AF Podcast

00:16 Mindi's Journey into Aesthetics

01:04 Early Career and Learning Opportunities

04:40 Transition to Texas and New Beginnings

06:20 Building a Business from Scratch

11:37 Marketing and Client Acquisition

15:09 Balancing Motherhood and Business

19:09 Current Challenges and Future Plans

20:16 Assessing Capacity and Administrative Load

21:59 Outsourcing and Hiring Strategies

23:40 Monetary Value of Time and Profitability

27:03 Overcoming Fear and Embracing Growth

30:18 Social Media and Digital Presence

36:50 SEO and Marketing Optimization

39:24 Conclusion and Final Thought

Join Our Community of MedSpa Owners: https://www.facebook.com/groups/salesandmarketingformedspas

Learn More About The Podcast or Apply to be a Guest: https://aestheticafpodcast.com/

__________________________________

About The Hosts 🎙

Sam Varner –
A profit strategist with over 16 years of experience in financial services, public relations, and business coaching. She helps service-based business owners create sustainable, scalable, and highly profitable companies.

Tara Dotson Riley –
CEO of Tara Lynn Media (TLM), specializing in digital marketing, social media management, content creation, premium brand growth, and client acquisition strategies for medspa owners looking to establish authority and dominate their local market.

__________________________________


Looking to attract high-value clients, increase revenue, and scale your medspa? The Aesthetic AF Podcast is your go-to resource for marketing, sales, and business growth strategies tailored for medspa owners and aesthetic professionals.

🎙 Hosted by Sam Varner (Profit Strategist) and Tara Dotson Riley (Marketing Expert), each episode delivers real-world insights and actionable strategies to help you build a thriving, profitable aesthetic business.

✔️ Stay ahead with the latest medspa...

5 Social Media Strategies for Medspa Success

Your social media might be sending the wrong message about your medspa—and it could be costing you clients. In this episode of The Aesthetic AF Podcast, Tara and Sam break down the five biggest social media mistakes they see medspa owners making and how to fix them.

From inconsistent posting to unprofessional before-and-afters, we cover how to align your online presence with the high-end experience you're delivering in person. Whether you're DIY-ing your content or considering outsourcing, this episode will give you the clarity (and strategy) to level up your visibility, engagement, and conversions.

In This Episode, We Cover:

1. Why inconsistent posting is hurting your credibility (and reach)
2. How constant promotions can cheapen your brand
3. The do’s and don’ts of before-and-after photos
4. Why ignoring your DMs and comments = missed revenue
5. The power of video content and how to start using it (even if you hate being on camera)

→ Want to hand off your medspa’s marketing to the pros? Connect with us: https://taralynnmedia.com/appointment/ 

Join Our Community of MedSpa Owners: https://www.facebook.com/groups/salesandmarketingformedspas

Learn More About The Podcast or Apply to be a Guest: https://aestheticafpodcast.com/

__________________________________

About The Hosts 🎙

Sam Varner –
A profit strategist with over 16 years of experience in financial services, public relations, and business coaching. She helps service-based business owners create sustainable, scalable, and highly profitable companies.

Tara Dotson Riley –
CEO of Tara Lynn Media (TLM), specializing in digital marketing, social media management, content creation, premium brand growth, and client acquisition strategies for medspa owners looking to establish authority and dominate their local market.

__________________________________


Looking to attract high-value clients, increase revenue, and scale your medspa? The Aesthetic AF Podcast is your go-to resource for marketing, sales, and business growth strategies tailored for medspa owners and aesthetic professionals.

🎙 Hosted by Sam Varner (Profit Strategist) and Tara Dotson Riley (Marketing Expert), each episode delivers real-world insights and actionable strategies to help you build a thriving, profitable aesthetic business.

✔️ Stay ahead with the latest medspa...

The Power of Niching Down in Esthetics: Holistic Skincare, Business Growth & Marketing with Ashlee Black

Episode Summary:
In this episode of the Aesthetic AF Podcast, we’re joined by Ashlee Black, an experienced aesthetician who made the shift from medical aesthetics to holistic skincare. Ashlee shares her journey of discovering her niche, navigating imposter syndrome, and learning to market her business in a way that aligns with her values.

We dive deep into what it really takes to build a sustainable esthetics business, the differences between medical and holistic skincare, and how to attract the right clients without feeling salesy. Whether you're a seasoned esthetician or just starting out, this conversation is packed with insights on business growth, marketing, and finding confidence in your expertise.

In This Episode, We Cover:

• Ashlee’s journey from medical aesthetics to holistic skincare
• How niching down can help grow your business faster
• Overcoming imposter syndrome 
• The role of social media, email marketing, and client referrals
• How to attract the right clients without using sales tactics that give "the ick"
• The importance of choosing skincare brands that align with your values
• Building a marketing strategy that feels authentic 

🔗 Learn More About Ashlee Black:

• https://www.ashleeblackesthetics.com/
• https://www.instagram.com/ashleeblackesthetics

Join Our Community of MedSpa Owners: https://www.facebook.com/groups/salesandmarketingformedspas

Learn More About The Podcast or Apply to be a Guest: https://aestheticafpodcast.com/

__________________________________

About The Hosts 🎙

Sam Varner –
A profit strategist with over 16 years of experience in financial services, public relations, and business coaching. She helps service-based business owners create sustainable, scalable, and highly profitable companies.

Tara Dotson Riley –
CEO of Tara Lynn Media (TLM), specializing in digital marketing, social media management, content creation, premium brand growth, and client acquisition strategies for medspa owners looking to establish authority and dominate their local market.

__________________________________


Looking to attract high-value clients, increase revenue, and scale your medspa? The Aesthetic AF Podcast is your go-to resource for marketing, sales, and business growth strategies tailored for medspa owners and aesthetic professionals.

🎙 Hosted by Sam Varner (Profit Strategist) and Tara Dotson Riley (Marketing Expert), each episode delivers real-world insights and actionable strategies to help you build a thriving, profitable aesthetic business.

✔️ Stay ahead with the latest medspa...

In this episode of the Aesthetic AF Podcast, hosts Sam Varner and Tara Dotson Riley discuss the hidden costs of DIY in your MedSpa business. The conversation explores why new business owners often fall into the DIY trap, the importance of professional marketing, and essential strategies for quicker, more efficient success. Learn why investing in experts, from marketing to legal, can save you time, money, and stress. The episode also emphasizes thinking like a CEO from the start, building a strong team, and prioritizing vital business components for optimal success.

What you'll learn:
✔️ Why new MedSpa owners fall into the DIY trap
✔️ The real ROI of investing in experts
✔️ How to build a strong, high-performing team
✔️ Why thinking like a CEO from day one is crucial

Don't let DIY derail your success—tune in now! 🎙️👇

Episode Breakdown:
00:00 Welcome to Aesthetic AF
00:09 The Hidden Costs of DIY in Your Business
00:56 The Importance of Professional Marketing
03:00 Outsourcing for Efficiency and Growth
05:55 Building a Powerhouse Team
09:58 Final Thoughts + How to Connect with Us

Join Our Community of MedSpa Owners: https://www.facebook.com/groups/salesandmarketingformedspas

Learn More About The Podcast or Apply to be a Guest: https://aestheticafpodcast.com/

__________________________________

About The Hosts 🎙

Sam Varner –
A profit strategist with over 16 years of experience in financial services, public relations, and business coaching. She helps service-based business owners create sustainable, scalable, and highly profitable companies.

Tara Dotson Riley –
CEO of Tara Lynn Media (TLM), specializing in digital marketing, social media management, content creation, premium brand growth, and client acquisition strategies for medspa owners looking to establish authority and dominate their local market.

__________________________________


Looking to attract high-value clients, increase revenue, and scale your medspa? The Aesthetic AF Podcast is your go-to resource for marketing, sales, and business growth strategies tailored for medspa owners and aesthetic professionals.

🎙 Hosted by Sam Varner (Profit Strategist) and Tara Dotson Riley (Marketing Expert), each episode delivers real-world insights and actionable strategies to help you build a thriving, profitable aesthetic business.

✔️ Stay ahead with the latest medspa...