Most consultants will tell you one thing when revenue stalls: just charge more per unit. Jessica Hunter, Head of Aesthetic Consulting at Aesthetic Brokers, has watched that advice quietly cost practices money for years. Her position is simpler — pricing is a strategic tool, not a number to bump every January.

Jessica walks through three distinct pricing levers most owners collapse into one. Acquisition pricing creates urgency for a first visit. Retention pricing rewards a returning patient who books inside the optimal window — for neurotoxin, that's roughly every two-and-a-half to three months. Volume pricing reflects the truth that 10 units and 40 units take about the same chair time, but only one of them pays the room.

The metric that drives all of it isn't price per unit. It's average transaction value. Jessica shares the client doing $60K to $70K a month in neurotoxin with a $450 ATV, where the right move was building frequency, not raising the menu. Cost of goods barely moves the math. Provider type and minutes per appointment do.

The clearest example sits at the end of the episode. One client's neurotoxin revenue jumped from $18,000 in January to $39,000 in February on three additional patients — same hours, same provider, restructured pricing.

Questions answered by this episode:

1. How do you price Botox profitably in a med spa?
2. Should I raise my Botox prices to make more money?
3. What is average transaction value in an aesthetic practice?
4. How do you make neurotoxin services profitable?
5. How long should a Botox appointment take?
6. How do you get Botox patients to come back more often?
7. What is the best pricing strategy for a med spa?
8. How do you price add-on services in aesthetics?
9. Is a lip flip profitable as a standalone service?
10. How does provider type affect neurotoxin profitability?

HOST

Jessica Hunter
Head of Aesthetic Consulting, Aesthetic Brokers

Jessica Hunter is the Founder & CEO of Hunter Consulting and Head of Consulting at Aesthetic Brokers, where she helps medical aesthetic clinics grow smarter and stronger. She's partnered with more than 75 clinics across Canada and the U.S., guiding them to boost profits, streamline operations, and build lasting success.

Known for her energy, straightforward approach, and genuine care, Jessica believes the best advice comes from truly understanding each business, especially its financial health and unique challenges.

Follow Jessica on Instagram @hunterconsulting_

Connect with Jessica on LinkedIn

About Aesthetic Appeal

Aesthetic Appeal is where Aesthetic Brokers brings you the latest insights straight from Southern California. We break down what's happening in the medical aesthetics world—especially when it comes to private equity and transactions with mergers and acquisitions that matter to you as a practice owner.

Learn more about Aesthetic Brokers

Follow Aesthetic Brokers on Instagram @aestheticbrokers

Theme music: Blinding, Cushy

A direct buyer reaches out, the number sounds generous, and the temptation to skip a formal process kicks in fast. That’s where most founders quietly leave the biggest check of their career on the table.

Bill Walker breaks down what a real M&A engagement looks like next to the “list it like a house” approach most founders default to. He walks through a recent client who came to Aesthetic Brokers with a higher-than-usual direct offer in hand, the analysis that proved the practice was worth millions more, and the eight competitive buyers AB brought to the table — a process that pushed final deal value 62% above the original number.

He also takes on the fear most founders carry into a transaction but rarely name out loud — what happens to the team after the sale. The answer separates the parts of that fear that are valid from the parts that aren’t, and explains why heavy-hitter staff often gain a career trajectory they could never have built solo, plus 401k matching and real health benefits a founder typically can’t afford on their own.

A clear look at the engagement process, the post-sale realities for the people who built the practice with you, and the founder mistake that quietly costs the most in the two years before exit.

Questions answered by this episode:
1. How much is my medical spa worth?
2. How do you sell a medical spa?
3. Should I use a broker to sell my aesthetic practice?
4. Should I accept an off-market offer for my practice?
5. What happens to my staff when I sell my practice?
6. How do private equity firms value an aesthetic practice?
7. What mistakes do practice owners make before selling?
8. How much more can an M&A firm get for my practice?
9. What should I do in the two years before selling my practice?
10. Do employees get better benefits after a practice acquisition?

HOST

Bill Walker
Founder & CEO, Aesthetic Brokers

Bill Walker is the Founder & CEO of Aesthetic Brokers, where he leads transaction advisory for medical spas, cosmetic dermatology practices, and plastic surgery centers. Prior to founding Aesthetic Brokers, Bill led mergers & acquisitions for a large private equity-backed healthcare services organization, where he helped doctors unlock hundreds of millions of dollars in generational wealth. He is a nationally recognized speaker and thought leader in healthcare M&A.

Bill began his career as a Marine Corps pilot, ultimately serving under two administrations at the Presidential Helicopter Squadron and commanding a squadron in combat.

Follow Bill on Instagram @aestheticbrokersConnect with Bill on LinkedIn

About Aesthetic Appeal

Aesthetic Appeal is where Aesthetic Brokers brings you the latest insights straight from Southern California. We break down what’s happening in the medical aesthetics world—especially when it comes to private equity and transactions with mergers and acquisitions that matter to you as a practice owner.

Learn more about Aesthetic BrokersFollow Aesthetic Brokers on Instagram @aestheticbrokers

Theme music: Blinding, Cushy

Most practice owners have a daily habit they wouldn’t call a habit. Scrolling through competitor accounts, clocking what other clinics are charging, watching what new memberships and treatments they’re rolling out. It feels like research, but it’s stealing your energy from your own growth.

In this solo episode, Jessica makes the case that almost none of what you see your competitors doing connects to a real decision in your own business. She walks through how she handles it with her consulting clients. When a competitor’s offer comes up, she asks one question: why do you care? Most of the time the answer is that it doesn’t apply to your goals at all, and the conversation ends there.

She also tells a story from a conference stage that quietly changed how she thinks about competitors. What shows up on someone else’s social tells you almost nothing real about how their business is actually running, who their providers are, or whether their numbers add up. Her most successful clients all share one trait. They’re so locked in on their own business that they don’t have room to think about anyone else’s.

Listen for the simple question Jessica asks every time a competitor’s name comes up in a client meeting.

Questions answered by this episode:

1. How do you stop comparing your business to your competitors?
2. Should you match your competitor’s prices as a med spa owner?
3. How do you stay focused on growing your own practice?
4. Should med spa owners follow their competitors on social media?
5. How do you handle competition in the aesthetics industry?
6. Why is watching your competitors hurting your med spa’s growth?
7. What do the most successful aesthetic practice owners have in common?
8. Is it useful to track what other med spas are charging?
9. How do you set your own prices without copying competitors?
10. What question should you ask yourself when a competitor catches your attention?

HOST

Jessica Hunter
Head of Aesthetic Consulting, Aesthetic Brokers

Jessica Hunter is the Founder & CEO of Hunter Consulting and Head of Consulting at Aesthetic Brokers, where she helps medical aesthetic clinics grow smarter and stronger. She’s partnered with more than 75 clinics across Canada and the U.S., guiding them to boost profits, streamline operations, and build lasting success.

Known for her energy, straightforward approach, and genuine care, Jessica believes the best advice comes from truly understanding each business, especially its financial health and unique challenges.

Follow Jessica on Instagram @hunterconsulting_

Connect with Jessica on LinkedIn

About Aesthetic Appeal

Aesthetic Appeal is where Aesthetic Brokers brings you the latest insights straight from Southern California. We break down what’s happening in the medical aesthetics world—especially when it comes to private equity and transactions with mergers and acquisitions that matter to you as a practice owner.

Learn more about Aesthetic Brokers

Follow Aesthetic Brokers on Instagram @aestheticbrokers

Theme music: Blinding, Cushy

Email blasts, cold calls, and decks full of stats stack up for months before most aesthetic practice founders are even ready to sell.

The buyers on the other end of those messages know exactly what they're doing — they're hoping to lock in a deal before anyone runs a competitive process. The question is whether you understand the playbook well enough to recognize one when it lands in your inbox.

In this solo episode, Bill Walker breaks down how private equity actually structures deals for medical aesthetic and longevity practices. He walks through the difference between a joint venture and an asset purchase agreement, then explains how cash at close, rollover equity, promissory notes, and earnouts each play a distinct role in your total deal value.

Bill explains why a $10 million enterprise value rarely lands as $10 million in your bank account, why rolling 30% equity is a long-horizon bet against the S&P 500 rather than a liquid stock position, and why an unlimited earnout is almost always a worse deal than a tangible one tied to a measurable growth target. He also covers the bonuses and incentives that quietly shape your final number — and what a retrade feels like when you went into the deal without representation.

Stay through the end for Bill's read on the quiet shift among private investors toward whole-body, whole-aesthetic platforms, and why founders who go it alone tend to leave more than 30% of their deal value on the table.

Questions answered by this episode:

1. Should I sell my med spa to private equity?
2. How much is my aesthetic practice worth to private equity?
3. How do private equity firms value medical practices?
4. How are private equity deals structured for healthcare practices?
5. What does cash at close mean in a private equity deal?
6. What is rollover equity in a practice sale?
7. What is a typical earnout in a private equity deal?
8. Do I need an M&A advisor to sell my medical practice?
9. What is the difference between a joint venture and an asset purchase agreement?
10. What is a promissory note in a private equity transaction?

HOST

Bill Walker
Founder & CEO, Aesthetic Brokers

Bill Walker is the Founder & CEO of Aesthetic Brokers, where he leads transaction advisory for medical spas, cosmetic dermatology practices, and plastic surgery centers. Prior to founding Aesthetic Brokers, Bill led mergers & acquisitions for a large private equity-backed healthcare services organization, where he helped doctors unlock hundreds of millions of dollars in generational wealth. He is a nationally recognized speaker and thought leader in healthcare M&A.

Bill began his career as a Marine Corps pilot, ultimately serving under two administrations at the Presidential Helicopter Squadron and commanding a squadron in combat.

Follow Bill on Instagram @aestheticbrokers

Connect with Bill on LinkedIn

About Aesthetic Appeal

Aesthetic Appeal is where Aesthetic Brokers brings you the latest insights straight from Southern California. We break down what's happening in the medical aesthetics world—especially when it comes to private equity and transactions with mergers and acquisitions that matter to you as a practice owner.

Learn more about Aesthetic Brokers

Follow Aesthetic Brokers on Instagram @aestheticbrokers

Theme music: Blinding, Cushy

Almost every day, a medspa owner calls to talk about selling, and almost every one of them hasn't given it enough time yet.

Jessica Hunter walks through the real math and timelines behind building a sellable practice and what actually separates a practice worth buying from one that isn't… and it's not credentialing.

Comparing an RN who does the same skillset every single day with a nurse practitioner who splits time across the hospital, the clinic, and four different services, find out why the RN wins.

Jessica makes a direct case for staying in your seat, and reframes why most aesthetic businesses fail somewhere between year two and year three. They don't fail because the founders aren't good. They fail because the founders stop.

Questions answered by this episode:

1. How long does it take to build a sellable medical aesthetics practice?
2.  When is the right time to sell my med spa?
3.  How do I know if my practice is ready to sell?
4.  Why isn't my aesthetic practice worth selling yet?
5.  What does a med spa make in its first year?
6.  Is owning a medical aesthetics practice harder than working for someone else?
7.  What makes an aesthetic practice attractive to buyers?
8.  How do I avoid burnout as an aesthetic practice owner?
9. Should I focus on consistency or chasing growth in a new med spa?
10. Does the RN or nurse practitioner credential matter for med spa success?

HOST
Jessica Hunter
Head of Aesthetic Consulting, Aesthetic Brokers

Jessica Hunter is the Founder & CEO of Hunter Consulting and Head of Consulting at Aesthetic Brokers, where she helps medical aesthetic clinics grow smarter and stronger. She's partnered with more than 75 clinics across Canada and the U.S., guiding them to boost profits, streamline operations, and build lasting success.

Known for her energy, straightforward approach, and genuine care, Jessica believes the best advice comes from truly understanding each business, especially its financial health and unique challenges.

Follow Jessica on Instagram @hunterconsulting_

Connect with Jessica on LinkedIn

About Aesthetic Appeal

Aesthetic Appeal is where Aesthetic Brokers brings you the latest insights straight from Southern California. We break down what's happening in the medical aesthetics world—especially when it comes to private equity and transactions with mergers and acquisitions that matter to you as a practice owner.

Learn more about Aesthetic Brokers

Follow Aesthetic Brokers on Instagram @aestheticbrokers

Theme music: Blinding, Cushy

Most practice owners walk into a valuation conversation with a number already in their head — and that number is almost always wrong. Bill Walker breaks down the real math behind what an aesthetic practice is actually worth in 2026, starting with the gap between top-line revenue and the EBITDA buyers actually underwrite against.

He walks through the hidden adjustments most owners forget: the fair market value of your own injector time, the way patient refunds silently drop straight to the bottom line, and the multiplier effect even a small EBITDA hit has on your total enterprise value.

Then he covers the three ways practices get valued — discounted cash flow with a multiple, market comparables, and asset appraisal — and why owners who spent hundreds of thousands on equipment are often disappointed by what those assets actually return at sale. A “first to market” buyer premium in your metro can shift the number, too.

Listen for how due diligence really works, why war-gaming your KPIs is the difference between a $3M and an $8M valuation on the same revenue, and the five gears every founder shifts through — including the two that come after you sign the deal.

Questions answered by this episode:

1. How much is a medical spa worth?
2. How do you value an aesthetic practice?
3. What multiple do med spas sell for?
4. How do you calculate EBITDA for a medical practice?
5. What are owner add-backs in a practice valuation?
6. How does private equity value aesthetic practices?
7. What happens during due diligence when selling a medical spa?
8. How do you prepare a med spa to sell?
9. When is the right time to sell an aesthetic practice?
10. How do you increase the value of a medical spa before selling?

HOST

Bill Walker
Founder & CEO, Aesthetic Brokers

Bill Walker is the Founder & CEO of Aesthetic Brokers, where he leads transaction advisory for medical spas, cosmetic dermatology practices, and plastic surgery centers. Prior to founding Aesthetic Brokers, Bill led mergers & acquisitions for a large private equity-backed healthcare services organization, where he helped doctors unlock hundreds of millions of dollars in generational wealth. He is a nationally recognized speaker and thought leader in healthcare M&A.

Bill began his career as a Marine Corps pilot, ultimately serving under two administrations at the Presidential Helicopter Squadron and commanding a squadron in combat.

Follow Bill on Instagram @aestheticbrokers

Connect with Bill on LinkedIn

About Aesthetic Appeal

Aesthetic Appeal is where Aesthetic Brokers brings you the latest insights straight from Southern California. We break down what’s happening in the medical aesthetics world—especially when it comes to private equity and transactions with mergers and acquisitions that matter to you as a practice owner.

Learn more about Aesthetic Brokers

Follow Aesthetic Brokers on Instagram @aestheticbrokers

Theme music: Blinding, Cushy

Independence in aesthetics sounds empowering until the operational reality hits.

Bridgette DeBrino, CEO of Belvara Collective, shares how her journey from treatment room to operations revealed a major gap in the aesthetics industry: highly skilled providers who want independence, but not the overwhelm that comes with it.

She explains how blending hands-on patient insight with marketing and operations creates stronger practices, why many providers hesitate to go out on their own, and how shared infrastructure, buying power, and backend support can change both the math and lifestyle of ownership.

Get a fresh take on “hybrid aesthetics,” why confidence is often the real barrier to independence, and how Belvara is helping providers build profitable practices without burning out.

Learn more about Belvara Collective

GUEST

Bridgette DeBrino
Chief Executive Officer, Belvara Collection

Bridgette Debrino is a seasoned aesthetics professional with over 15 years of experience spanning clinical care, marketing, and operations. Her career began behind the treatment chair and evolved into leadership roles that shaped the growth of top practices in South Florida. Today, she brings that same passion and expertise to Belvara Collection, where she’s helping independent providers thrive with the support, structure, and freedom they need to build successful, balanced businesses.

Connect with Bridgette on LinkedIn

Follow Belvara Collection on Instagram @belvaracollective

About Aesthetic Appeal

Aesthetic Appeal is where Aesthetic Brokers brings you the latest insights straight from Southern California. We break down what’s happening in the medical aesthetics world—especially when it comes to private equity and transactions with mergers and acquisitions that matter to you as a practice owner.

Learn more about Aesthetic Brokers

Follow Aesthetic Brokers on Instagram @aestheticbrokers

Theme music: Blinding, Cushy

Pricing tends to get set once and then forgotten, even as demand, costs, and services evolve. Jessica Hunter shares why regularly reviewing pricing keeps aesthetic practices healthy and aligned.

She explains when high-demand services support higher prices, how tiered offerings shape perceived value, and why consistency across providers matters.

Listen for how data can guide smarter pricing decisions, how memberships encourage long-term loyalty, and what teams need to confidently communicate pricing with clients.

Instead of chasing what the med spa down the street charges, learn how to build loyalty with clients who are willing to pay for outcomes, quality, and trust.

HOST

Jessica Hunter
Head of Aesthetic Consulting, Aesthetic Brokers

Jessica Hunter is the Founder & CEO of Hunter Consulting and Head of Consulting at Aesthetic Brokers, where she helps medical aesthetic clinics grow smarter and stronger. She’s partnered with more than 75 clinics across Canada and the U.S., guiding them to boost profits, streamline operations, and build lasting success. 

Known for her energy, straightforward approach, and genuine care, Jessica believes the best advice comes from truly understanding each business, especially its financial health and unique challenges.

Follow Jessica on Instagram @hunterconsulting_

Connect with Jessica on LinkedIn

About Aesthetic Appeal

Aesthetic Appeal is where Aesthetic Brokers brings you the latest insights straight from Southern California. We break down what’s happening in the medical aesthetics world—especially when it comes to private equity and transactions with mergers and acquisitions that matter to you as a practice owner.

Learn more about Aesthetic Brokers

Follow Aesthetic Brokers on Instagram @aestheticbrokers

Theme music: Blinding, Cushy

Med spa money myths spread fast, and believing the wrong ones can quietly stall your business. Jessica Hunter tackles the most common assumptions owners make about profitability, growth, and “easy money,” and explains why expectations often clash with reality in aesthetic practices.

Listen for why profitability usually takes longer than anyone hopes, what real margins look like in aesthetics versus newer wellness offerings, and why growth alone doesn’t automatically improve your numbers. 

It can be tempting to chase quick fixes, but long-term success comes from knowing your metrics, staying patient, and treating this business like the marathon it is.

Jessica Hunter
Head of Aesthetic Consulting, Aesthetic Brokers

Jessica Hunter is the Founder & CEO of Hunter Consulting and Head of Consulting at Aesthetic Brokers, where she helps medical aesthetic clinics grow smarter and stronger. She’s partnered with more than 75 clinics across Canada and the U.S., guiding them to boost profits, streamline operations, and build lasting success. 

Known for her energy, straightforward approach, and genuine care, Jessica believes the best advice comes from truly understanding each business, especially its financial health and unique challenges.

Follow Jessica on Instagram @hunterconsulting_

Connect with Jessica on LinkedIn

About Aesthetic Appeal

Aesthetic Appeal is where Aesthetic Brokers brings you the latest insights straight from Southern California. We break down what’s happening in the medical aesthetics world—especially when it comes to private equity and transactions with mergers and acquisitions that matter to you as a practice owner.

Learn more about Aesthetic Brokers

Follow Aesthetic Brokers on Instagram @aestheticbrokers

Theme music: Blinding, Cushy

If you constantly feel behind in your business, it’s probably not because you’re lazy. It’s because you’re doing too much of the wrong stuff. Jessica Hunter explains why time is the most overlooked asset in aesthetic practices, and why working harder almost never fixes the real problem.

Understanding where your time actually goes, getting comfortable with delegation, and knowing your numbers can completely change how your business grows. Listen for why perfectionism quietly keeps owners stuck, how patient experience impacts far more than reviews, and why letting go of control is often the turning point.

The emotional side of being a business owner is where burnout can creep in fast. From small daily shifts that compound over time to knowing when to ask for help, Jessica shares how to build a business that works for you, not one that drains you.

HOST

Jessica Hunter
Head of Aesthetic Consulting, Aesthetic Brokers

Jessica Hunter is the Founder & CEO of Hunter Consulting and Head of Consulting at Aesthetic Brokers, where she helps medical aesthetic clinics grow smarter and stronger. She’s partnered with more than 75 clinics across Canada and the U.S., guiding them to boost profits, streamline operations, and build lasting success. 

Known for her energy, straightforward approach, and genuine care, Jessica believes the best advice comes from truly understanding each business, especially its financial health and unique challenges.

Follow Jessica on Instagram @hunterconsulting_

Connect with Jessica on LinkedIn

About Aesthetic Appeal

Aesthetic Appeal is where Aesthetic Brokers brings you the latest insights straight from Southern California. We break down what’s happening in the medical aesthetics world—especially when it comes to private equity and transactions with mergers and acquisitions that matter to you as a practice owner.

Learn more about Aesthetic Brokers

Follow Aesthetic Brokers on Instagram @aestheticbrokers

Theme music: Blinding, Cushy