True to Form

If your practice can't run without you, what have you really built? Audrey Neff sits down with Sydney Sullivan, founder of Muse Med Spa in Austin, Texas, to explore how to move from being the person who does everything to the leader who empowers others to succeed.

With more than 23 years in medical aesthetics, Sydney shares hard-earned lessons on hiring, retaining great people, promoting from within, and letting go of control without compromising standards. Together, they unpack the difference between helping and micromanaging, how to build a team that makes confident decisions in your absence, and why these leadership choices matter to the long-term value of your business.

Sydney also opens up about nearly selling her practice to private equity, the changes that made her reconsider, and why she ultimately walked away. For med spa owners thinking about growth, more freedom, or a future exit, this conversation offers an honest look at what it takes to protect what you've built while preparing for what comes next.

How do you build a team that cares as much as you do? Audrey Neff sits down with Rana Kennelly, MSN, AGNP-C, CANS, founder of The Confidence Bar and The Confidence Lab, for a candid conversation about the people and values behind a successful practice. From her beginnings in New Zealand to building her business in Chicago, Rana shares lessons on hiring good humans, creating a culture where people thrive, and building a high-performing team you're proud to lead. Throughout the conversation, she brings it back to what matters most: caring for your people and your patients — all with her signature humor and honesty.

A packed schedule doesn't always mean a profitable practice. Ashley James, founder of DermAesthetic Consulting, joins Audrey Neff to unpack where med spas leave money on the table — and how to change it. Drawing on 25 years in aesthetics and building and selling multiple practices, Ashley shares actionable strategies for better consultations, navigating price objections, and building patient relationships that last. From treatment plans and retail to memberships and team culture, this candid conversation explores what it takes to turn a busy practice into a thriving business.

Audrey Neff sits down with branding strategist, speaker, and author, Leslie Tracey, founder of Diamond Hands Media, to unpack one of the most overlooked drivers of business success: intentional leadership.

Together, they explore why your brand is about so much more than a logo or website. It starts with who you are as a leader, the culture you create, the standards you uphold, and the experience your team delivers every single day.

From building authority and earning trust to creating a luxury patient experience, this conversation is packed with practical insights for aesthetic providers and practice owners looking to build a business that stands the test of time.

If you've ever wondered how the most respected practices consistently stand out in a crowded market, this episode is for you.

• Why your identity — not your marketing — is your greatest competitive advantage
• The difference between reactive and intentional leadership
• How consistency compounds into authority and long-term success
• What truly separates luxury practices from premium ones
• Why your team is one of the most powerful expressions of your brand
• Simple leadership habits that create stronger culture, better patient experiences, and lasting trust

Whether you're building your personal brand, growing a medical aesthetics practice, or leading a team, this episode will challenge you to stop chasing trends and start building with intention.

Audrey Neff sits down with Jordan White, founder of Urban Medical, for an honest conversation about one of the biggest forces reshaping medical aesthetics today: private equity.

Jordan shares why he explored traditional private equity opportunities before ultimately choosing a different path, offering a candid perspective on the potential pitfalls of PE, what he wishes he knew before entering platform discussions, and the advice every med spa owner should hear as they navigate this rapidly changing landscape.

Together, Audrey and Jordan unpack why so many practice owners misunderstand private equity, the risk of selling too early without fully understanding the long-term implications, and why education and strategic planning are essential to making the right decision for your business and future.

The conversation also explores the strategies driving Urban Medical's success, including increasing consultation conversion rates, confidently presenting higher-value treatment plans, creating experience-driven marketing that patients remember, and leveraging personal branding to build trust, authority, and demand in an increasingly competitive market.

Whether you're evaluating private equity or a growth partnership, looking to improve profitability, or focused on building a practice that commands premium value, this episode is packed with practical insights every aesthetic practice owner can apply.

In a market where medical aesthetics has become increasingly crowded and commoditized, many practices are unknowingly competing in a race to the bottom.

In this episode, Audrey Neff sits down with global branding strategist and luxury business expert Adam Haroun to explore why premium positioning may be one of the most overlooked growth strategies in aesthetics today.

Together, they unpack the dangers of discount-driven marketing, the psychology behind premium pricing, and what separates truly exceptional brands from practices that struggle to stand out. Adam shares practical insights on building perceived value, creating signature treatment experiences, elevating the patient journey, and developing membership programs that drive loyalty without relying on discounts.

Whether you're a practice owner looking to increase profitability, attract higher-value patients, or future-proof your business in an increasingly competitive landscape, this conversation offers a fresh perspective on what it really takes to build a luxury brand that commands attention and premium pricing.

In this episode, you'll learn:

• Why discounting may be costing your practice more than you realize
• The psychology behind premium pricing and consumer perception
• How luxury brands create demand without competing on price
• The role of language, branding, and positioning in shaping value
• Why signature treatments can help eliminate price shopping
• How to create membership programs that drive loyalty instead of discounts
• Lessons aesthetic practices can borrow from five-star hospitality brands

If you're ready to stop competing on price and start building a brand patients actively seek out, this episode is for you.

• Adam Haroun's Instagram
• Audrey Neff's Instagram
• Aesthetic Altitude
• Aviva Aesthetics

Audrey Neff sits down with CPA and founder of Keep What You Earn, Shannon Weinstein, for a candid conversation on the financial realities behind running a successful med spa. From cash flow and profitability to retail strategy, expansion, and exit readiness, Shannon breaks down the numbers every owner should actually be paying attention to. Together, they unpack why being "booked and busy" doesn't always translate to profit, the hidden revenue leaks many practices overlook, and what it truly takes to build a scalable, high-value business that creates long-term freedom instead of owner dependency.

Audrey Neff sits down with Bonnie Benedetto, co-founder of Bella Body Medical Spa and founder of The Med Spa Summit, for a powerful conversation on entrepreneurship, leadership, and what it really takes to build a next-level med spa business.

From her unconventional path to med spa ownership, Bonnie shares the behind-the-scenes decisions, mindset shifts, and leadership principles that fueled her growth. Together, Audrey and Bonnie dive into the importance of intentional strategy — why sustainable success doesn't happen by accident, and how thoughtful decision-making across operations, culture, and patient experience is what separates good businesses from great ones.

Listeners will also get an inside look at a brand new event launching this May: The Med Spa Summit. Designed to be a conference like no other, this event brings together inspiring speakers and deep-dive, actionable sessions aimed at helping med spa owners break through to their next level of growth.

If you're serious about building a business that stands out, scales strategically, and leads with intention — this is an episode you don't want to miss.

Learn more and request your invitation to The Med Spa Summit: https://themedspasummit.com/

Four Seasons, Philadelphia | May 21-22

Private equity is one of the most talked-about topics in aesthetics — but also one of the least understood.

In this episode, Audrey Neff sits down with Tyler Weinberg, CEO of Aviva Aesthetics, to pull back the curtain on PE in the med spa space — from deal structures, valuations, and strategies to optimize EBITDA.

They unpack the key drivers of enterprise value, the most common misconceptions owners have, and the critical questions every practice should be asking before entering a deal process.

If you're growing, scaling, thinking about a future exit, or simply want to better understand where the industry is headed — this is a conversation you don't want to miss.

Host Audrey Neff sits down with renowned facial plastic surgeon, Dr. Kay Durairaj, for a candid conversation on where aesthetics is headed — and what practitioners need to understand right now.

Dr. Kay shares her journey from reconstructive surgery into aesthetics, how longevity medicine is beginning to intersect with cosmetic care, and what's driving growing interest in regenerative treatments and peptides like BPC-157. Together, Audrey and Dr. Kay unpack current industry debates (including PDGF), shifting consumer preferences around HA fillers versus collagen stimulators, and the realities of navigating social media responsibly as a medical professional.

The episode also offers practical guidance for providers evaluating emerging technologies and treatments — with an emphasis on clinical integrity, patient education, and building sustainable practices in a rapidly evolving landscape.