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Aesthetic Appeal
Aesthetic Appeal episodes
- The Real Reason You’re Always BehindIf 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, Cushy12 min - The Exit Strategy No One Tells Med Spa Owners AboutPlanning an exit feels like something you’ll deal with “someday,” but Jessica Hunter says it actually starts on day one. She explains what makes a med spa truly sellable, from having more than one provider to systems that don’t rely on the owner to function.
She also shares why profitability has less to do with your top line and more to do with operational discipline, and how small inefficiencies quietly eat away at valuation. Heavy debt? Lack of recurring revenue? A business built entirely around one injector? Listen for the pitfalls that can turn a promising exit into a dead end.
But an exit isn’t always a sale. Jessica touches on alternative paths like partnerships, partial buyouts, and stepping back while still earning, plus what to do if you never want to leave the treatment room and just want a business that supports your lifestyle.
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, Cushy14 min - The Hard Reality of Owning a Million-Dollar Aesthetic PracticeSeven figures sounds glamorous until you’re the one signing the checks. Jessica Hunter is back to explain why a “million-dollar” med spa often isn’t profitable at all, and what owners should prioritize once the revenue starts rolling in.
She uncovers where money really goes in an aesthetic practice, what healthy margins look like, and why most first-time owners misunderstand the difference between owner pay and business profit.
Find out the real reasons aesthetic practices plateau and how to decide whether your next investment should be hiring, automation, or upgrading your EMR.
And if you’re finally seeing consistent cash flow, that’s when the real work begins. Listen for her take on when to bring in financial help, how to reinvest $25-50K the smart way, and the pivotal moment every owner has to reinvent their role to keep scaling.
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, Cushy15 min - Thinking of Opening Your Own Med Spa? Ask These Questions FirstThinking about going out on your own in medical aesthetics? Jessica Hunter shares the questions you must answer before starting your own medical spa, like whether you can actually cover your overhead, how long you can float yourself without revenue, and what profit really looks like after rent, payroll, supplies, and credit card fees.
Most new owners assume a $100K month means success, but tight margins often mean you’re barely breaking even. And when it comes to leaving a practice, she stresses that transparency matters, because burned bridges follow you in this industry.
With clear-eyed insight into hidden costs, personal readiness, and what it takes to attract patients from day one, Jessica lays out the real strategy behind building something sustainable—not just something pretty on paper.
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, Cushy14 min - What Really Makes a Med Spa ProfitableWhat really drives success in medical aesthetics? Jessica Hunter knows the answer—and it’s not fluff.
Following her early career at giants like 3M, Jessica built a thriving consulting firm before becoming the head of consulting at Aesthetic Brokers.
Her entry into the medical spa world was pure chance, but her rise is a direct result of helping practices run smarter, scale faster, and be profitable.
With visibility into scrappy $200K startups and $10M luxury builds, Jessica shares honest insights about budgets, staffing, and why paying based on “gut feel” is a costly mistake.
GUEST
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, Cushy30 min - OMG We’re Getting Acquired. What Happens to Me?This interview originally aired on the Practiceland podcast presented by PatientFi.
Selling the practice is a big deal, but don’t panic just yet – you’re probably not getting fired! Doctors sell for a variety of reasons, and freaking out at first is normal. But a growth mindset beats a scarcity mindset every time and this is your chance to grow.
An advocate for doctors through complex financial transactions, Bill Walker shares what you should and shouldn’t stress about when private equity steps in, which staff they will want to keep, and what new benefits you can expect from being part of a larger organization.
Whether this big change is happening to you now or there’s even a hint of it on the horizon, hear what you might expect throughout the long process of acquisition and the key performance indicators that make investors take notice (and want to promote you).
GUEST
Bill Walker
Founder & CEO of Aesthetic Brokers
Bill Walker is a seasoned mergers & acquisitions executive and former Marine. As the founder & CEO of Aesthetic Brokers, he helps medical spas, cosmetic dermatology practices, and plastic surgery centers find investors or sell. With experience in due diligence and M&A, Bill has facilitated deals worth millions.
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 @aestheticbrokers31 min - Leadership vs. Management: Lessons Learned from a Navy Surgeon Turned Med Spa CommanderWhat do you get when you mix a Navy officer who served as an ER doc in Afghanistan and a med spa owner injecting Botox in a barn? You get Dr. Amy Hubert, whose path to aesthetics is anything but ordinary.
After treating thousands of casualties in combat zones, Dr. Hubert never imagined she'd one day be running a wildly successful aesthetic practice in Georgia.
Her first med spa attempt during a Navy tour in Florida flopped, but the lessons stuck. Years later, what started as a tiny setup in her husband’s barn next to their old racquetball court quickly turned into a local phenomenon as a casual idea between friends became a booming business known as the Beauty Barn.
Now with locations in Canton and Milton, The Beauty Barn is known for more than great results—it’s known for heart. The original team is still together, and they genuinely enjoy working (and playing) as a family.
Find out how Dr. Hubert built one of the most unique aesthetic practices in the South, and why her story is just getting started.
GUEST
Amy Hubert, MD
Owner & Medical Director, The Beauty Barn
Dr. Amy Hubert is a former Navy warfare officer and emergency medicine physician who treated thousands of trauma patients in Afghanistan before trading combat boots for cosmetic injectables. Now the founder of The Beauty Barn in Georgia, she’s built a thriving aesthetics practice that started—literally—in a barn on her property. Known for her no-nonsense leadership style, tight-knit team, and deep commitment to community, Dr. Hubert brings military precision and heart to every treatment.
Learn more about The Beauty Barn
Follow The Beauty Barn on Instagram @tbbmedspa
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 @aestheticbrokers40 min - What Investors Look For When Acquiring Aesthetic Practices with Bill WalkerThis interview originally aired on the Aesthetically Speaking podcast presented by Nextech.
When it comes to selling your practice, many doctors are going at it alone. But deals can get emotional, and someone needs to give clear-headed advice to protect you and maximize your return.
Bill Walker and Tyler Terry discuss:- What the top aesthetic entrepreneurs are doing differently
- How to prepare yourself now, so you’re ready to sell when the time comes
- Strategies to scale faster and improve operational performance
- Why investors are snapping up aesthetic practices and what they’re looking for
- The key elements of due diligence and what to expect from buyers
- What questions buyers typically ask post-acquisition
- Current market values for aesthetic practices
- Critical insights for doctors being approached by private equity
- Why it’s risky to rely on just one modality or provider
About Bill Walker
Bill Walker is a seasoned mergers & acquisitions executive and former Marine. As the founder & CEO of Aesthetic Brokers, he helps medical spas, cosmetic dermatology practices, and plastic surgery centers find investors or sell. With experience in due diligence and M&A, Bill has facilitated deals worth millions.
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 @aestheticbrokers42 min - The Luxury Med Spa Experience Men Didn’t Know They NeededChris Heiler, founder and CEO of Flycatcher, is redefining men's wellness just west of Austin, Texas, with a med spa experience that feels more like old Hollywood luxury than a medical office. He shares how he got into the aesthetic industry and why he set out to create a space where men feel just as valued as women in the world of medical aesthetics.
Already running a marketing agency, Chris knew he wanted to help men. After meeting his wife, an aesthetician and laser tech, he leveraged her expertise to learn about treatments.
Visiting med spas for his own laser treatments, he quickly discovered men were an afterthought. With his marketing background, he recognized the gap and knew men needed their own space.
Inspired by success and style (and his own “bougie” taste), Chris embraced an art deco theme with masculine colors. Every room is named after a Hollywood icon, the music is classic Sinatra, and the TVs play James Bond, not Botox ads. Determined to rewrite the med spa experience for men, he did the opposite of everyone else.
Chris talks about the challenges of being a male, non-physician founder in the aesthetics industry and the hurdles of building a brand-new concept to the far west outskirts of Austin from scratch. He shares who Flycatcher is for and what’s next for his vision of men’s aesthetics.
GUEST
Chris Heiler
Founder and CEO of Flycatcher
Drawing on his experience as the founder of Landscape Leadership marketing agency, Chris built Flycatcher, a medical aesthetics practice in Austin, Texas, designed specifically for men who want to look their best.
Learn more about Flycatcher
Connect with Chris 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 @aestheticbrokers24 min - The Platform Changing Referrals ForeverMeet the founders of Referral Lab, a transformational SaaS platform that maximizes the value of dental referrals and improves communication and performance between teams, referring dentists, and patients.
Cameron Full, Dr. Jason Stoner, and Dr. Michael Seda highlight what sets Referral Lab apart, from smart scheduling to automated follow-ups and task management.
Drs. Seda and Stoner share how using Referral Lab has helped strengthen their professional relationships and improve patient care, outperforming traditional dental EMRs with real-time data and seamless communication, keeping the entire practice connected.
Learn more about Referral Lab
GUESTS
Cameron Full
Co-Founder of Referral Lab
Cameron Full, co-founder of Referral Lab, is a strategic problem-solver with expertise in business management and digital solutions. He combines leadership, creativity, and technology to drive success across various industries.
Connect with Cameron on LinkedIn
Jason Stoner, DDS
Periodontist and Co-Developer of Referral Lab
With over 22 years in private practice, Dr. Jason Stoner is passionate about dentistry’s blend of business, leadership, and patient care. He values strong core values, academic excellence, and a thriving team culture.
Michael Seda, DDS
Periodontist and Co-Developer of Referral Lab
Dr. Michael Seda is a laser-trained periodontist serving Marin County and San Francisco. As part of an elite group offering FDA-cleared laser gum treatment, he focuses on patient-centered care, advanced technology, and personalized treatment plans.
Follow Dr. Seda on Instagram @sedaperio
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 @aestheticbrokers33 min
About Aesthetic Appeal
From the publisher's feed
What is your medical spa actually worth — and what would it take to sell it for real money? Aesthetic Appeal is the podcast for medical aesthetics practice owners thinking seriously about valuation,…
growth, profitability, and the exit they actually want. Hosted by Bill Walker, Founder & CEO of Aesthetic Brokers, and Jessica Hunter, Head of Aesthetic Consulting, the show breaks down med spa M&A, private equity deals, EBITDA, pricing, and the operational decisions that quietly add or destroy millions in enterprise value.
Every episode answers the questions med spa owners, plastic surgeons, and cosmetic dermatology operators type into Google at midnight: what is my practice worth, when should I sell, how do I raise prices without losing patients, why is my million-dollar practice not profitable, and what does private equity actually want from aesthetic clinics in 2026.
Bill brings the deal side. A former Marine Corps pilot turned M&A advisor, he led mergers and acquisitions for a private equity-backed healthcare platform before founding Aesthetic Brokers, helping doctors unlock hundreds of millions of dollars in generational wealth. On the show, he covers valuation math, buyer behavior, deal structure, due diligence, letters of intent, and what investors are actually paying for an aesthetic practice today.
Jessica brings the operator side. After consulting with more than 75 medical aesthetic clinics across the U.S. and Canada, she knows exactly what makes a clinic sellable long before a broker is on the phone — provider redundancy, P&L hygiene, time discipline, pricing strategy, and the financial habits owners avoid until it's too late.
Recurring topics include medical spa valuations and EBITDA multiples; private equity, MSOs, and platform consolidation in aesthetics; selling a med spa or plastic surgery practice; exit strategy planning for first-time founders; pricing models and raising prices without losing clients; the hidden math behind "million-dollar" practices; GLP-1, compounding pharmacy, and regulatory shifts; cybersecurity and HIPAA risk for healthcare practices; wealth management for aesthetic entrepreneurs; and leadership, team building, and operations inside a high-growth clinic.
If you own — or plan to own — a medical spa, plastic surgery center, cosmetic dermatology practice, or any aesthetic-adjacent healthcare business, Aesthetic Appeal is built for you. Press play before you list, before you sign, and before you assume the first offer in your inbox is the best one.
Follow Aesthetic Brokers on Apple Podcasts, Spotify, YouTube, or aestheticappealpodcast.com.
Every episode answers the questions med spa owners, plastic surgeons, and cosmetic dermatology operators type into Google at midnight: what is my practice worth, when should I sell, how do I raise prices without losing patients, why is my million-dollar practice not profitable, and what does private equity actually want from aesthetic clinics in 2026.
Bill brings the deal side. A former Marine Corps pilot turned M&A advisor, he led mergers and acquisitions for a private equity-backed healthcare platform before founding Aesthetic Brokers, helping doctors unlock hundreds of millions of dollars in generational wealth. On the show, he covers valuation math, buyer behavior, deal structure, due diligence, letters of intent, and what investors are actually paying for an aesthetic practice today.
Jessica brings the operator side. After consulting with more than 75 medical aesthetic clinics across the U.S. and Canada, she knows exactly what makes a clinic sellable long before a broker is on the phone — provider redundancy, P&L hygiene, time discipline, pricing strategy, and the financial habits owners avoid until it's too late.
Recurring topics include medical spa valuations and EBITDA multiples; private equity, MSOs, and platform consolidation in aesthetics; selling a med spa or plastic surgery practice; exit strategy planning for first-time founders; pricing models and raising prices without losing clients; the hidden math behind "million-dollar" practices; GLP-1, compounding pharmacy, and regulatory shifts; cybersecurity and HIPAA risk for healthcare practices; wealth management for aesthetic entrepreneurs; and leadership, team building, and operations inside a high-growth clinic.
If you own — or plan to own — a medical spa, plastic surgery center, cosmetic dermatology practice, or any aesthetic-adjacent healthcare business, Aesthetic Appeal is built for you. Press play before you list, before you sign, and before you assume the first offer in your inbox is the best one.
Follow Aesthetic Brokers on Apple Podcasts, Spotify, YouTube, or aestheticappealpodcast.com.