SMME #466 From Solo Esthetician to Spa CEO: How to Build a Team That Runs Without You

What does it really take to build a seven figure spa without sacrificing your sanity, your family time, or your joy for the business? In this powerful episode of Spa Marketing Made Easy, Daniela sits down with Fola, founder of Gizel Atlanta, who scaled her med spa to seven figures in just three and a half years. But this isn't just another revenue story. This is about the internal journey from hustling harder to leading smarter, from proving yourself to giving yourself grace, and from equating your worth with your revenue to defining success as freedom. Fola shares her transformation from burnout to balance, revealing how cultural values, personal development, and strategic leadership created sustainable growth. If you've ever felt guilty for resting, struggled with people pleasing tendencies, or wondered if you're cut out for this level of business ownership, this conversation will shift something inside you. In this episode, we discuss:  How entrepreneurial upbringing shapes your leadership style and self belief The moment Fola realized she was resenting the business she built with passion Why "giving yourself grace" isn't soft, it's strategic for sustainable growth How to identify when team members fit your current business stage versus your next level The four step hiring process that reduced turnover and drama Why time freedom and financial freedom define success more than revenue goals How personal development and therapy make you a better business leader The danger of tying your self worth to your business performance Building a business that supports your family instead of stealing from it   Resources Mentioned in Episode #468:  From Burnout to Balance: Building a Seven Figure Spa Without Losing Yourself Gizel Atlanta on Instagram   Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here. IG / @addoaesthetics WEB / addoaesthetics.com YOUTUBE / @addoaesthetics LINKEDIN / @addoaesthetics   About Your Host, Daniela Woerner Daniela Woerner is the founder of Addo Aesthetics and creator of the Growth Factor® Framework, a proven system that's helped hundreds of spa owners build profitable, systemized businesses. With nearly 20 years in the aesthetics industry, she transforms overworked aesthetic professionals into confident Spa CEOs through strategy, systems, and soul led support. Daniela is also the host of Spa Marketing Made Easy, a top ranked podcast with over 1 million downloads, where she shares real world strategies to help spa professionals grow with clarity and confidence.

Still winging your spa marketing? Creating promotions five days before they launch? Handling everything yourself because "it's easier than explaining it"? That approach might have gotten you to six figures, but it's the exact reason you're stuck there. In this episode, Daniela breaks down the real cost of winging it in your spa business and reveals exactly what strategic, systems-based businesses do differently. From last-minute marketing that leaves money on the table to systems living exclusively in your head, you'll discover where the gaps are and how to fix them. Whether you're doing $20K or $40K per month, this episode will show you how to work smarter instead of harder and why AI adoption isn't optional anymore. In this episode, we discuss:  The three major places winging it shows up in spa businesses (and what it's costing you) Why the approach that got you to $250K won't get you to $500K or beyond How to use custom GPTs to train your team and document your systems The mindset shift required to move from service provider to Spa CEO A five-step action plan to stop winging it and start building strategically Why AI adoption is critical for staying competitive in 2026 and beyond   Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here. IG / @addoaesthetics WEB / addoaesthetics.com YOUTUBE / @addoaesthetics LINKEDIN / @addoaesthetics   About Your Host, Daniela Woerner Daniela Woerner is the founder of Addo Aesthetics and creator of the Growth Factor® Framework, a proven system that's helped hundreds of spa owners build profitable, systemized businesses. With nearly 20 years in the aesthetics industry, she transforms overworked aesthetic professionals into confident Spa CEOs through strategy, systems, and soul led support. Daniela is also the host of Spa Marketing Made Easy, a top ranked podcast with over 1 million downloads, where she shares real world strategies to help spa professionals grow with clarity and confidence.

Can you really step out of the treatment room, go back to school, AND keep your spa thriving? In this inspiring episode, Daniela sits down with Susan, a spa owner who did exactly that. After 13 years in esthetics and 7 years building her own practice, Susan shares her journey from solo esthetician in a 250 square foot suite to leading a multi-provider spa while pursuing her nursing degree. You'll hear the real story of navigating her first hire before maternity leave, learning from team turnover, building systems that actually work, and making the strategic decision to step back from client care to focus on growth. Whether you're solo and wondering if hiring is right for you, or you're already managing a team and feeling stuck between the treatment room and CEO role, this conversation will give you the roadmap and courage you need. In this episode, we discuss:  How to prepare for your first hire (and what Susan wishes she knew before maternity leave) The systems you actually need in place before bringing on team members How to transition loyal clients to other providers without losing them Strategic ways to step out of the treatment room while maintaining revenue Planning for business continuity during life events like pregnancy or injury Building a team that can operate independently while you pursue other goals   Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here. IG / @addoaesthetics WEB / addoaesthetics.com YOUTUBE / @addoaesthetics LINKEDIN / @addoaesthetics   About Your Host, Daniela Woerner Daniela Woerner is the founder of Addo Aesthetics and creator of the Growth Factor® Framework, a proven system that's helped hundreds of spa owners build profitable, systemized businesses. With nearly 20 years in the aesthetics industry, she transforms overworked aesthetic professionals into confident Spa CEOs through strategy, systems, and soul led support. Daniela is also the host of Spa Marketing Made Easy, a top ranked podcast with over 1 million downloads, where she shares real world strategies to help spa professionals grow with clarity and confidence.

What if the only thing standing between you and your next level of success is your willingness to be uncomfortable? In this powerful episode to kick off 2026, Daniela pulls back the curtain on her personal growth journey and shares why she's committing to a year of being "open" to opportunities that genuinely scare her. From speaking at a 500-person conference in Vegas to hosting intimate CEO intensives to manning a booth at the massive Javits Center trade show in New York, she's doing things that push every single one of her "I'd rather not" buttons. But here's why it matters for YOUR business: the spa owners who thrive in the next 3 to 5 years won't be the most experienced; they'll be the ones who adapt fastest, test boldly, and pivot when needed. Your business will only grow as much as you're willing to grow. In this episode, we discuss:  Why choosing a single word (instead of resolutions) creates a powerful decision-making filter The difference between honoring boundaries and hiding behind them How in-person connections create ripple effects that virtual meetings can't replicate Why AI and rapid industry changes favor those who act with speed over those who wait The specific uncomfortable commitments Daniela is making in Q1 (and why they matter) How to identify the one thing you're avoiding that would genuinely move your business forward   Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here. IG / @addoaesthetics WEB / addoaesthetics.com YOUTUBE / @addoaesthetics LINKEDIN / @addoaesthetics   About Your Host, Daniela Woerner Daniela Woerner is the founder of Addo Aesthetics and creator of the Growth Factor® Framework, a proven system that's helped hundreds of spa owners build profitable, systemized businesses. With nearly 20 years in the aesthetics industry, she transforms overworked aesthetic professionals into confident Spa CEOs through strategy, systems, and soul led support. Daniela is also the host of Spa Marketing Made Easy, a top ranked podcast with over 1 million downloads, where she shares real world strategies to help spa professionals grow with clarity and confidence.

Ready to take your spa to the next level in 2026? This episode breaks down Daniela's favorite strategic planning exercise: the Stop, Start, Continue framework. This isn't about adding more to your already full plate. It's about strategic subtraction, intentional addition, and amplifying what's already working.   Whether you're in the treatment room a few times a week or ready to fully step into your CEO role, this framework will help you make the decisions that move you closer to seven figures.   In this episode, we discuss:  The four things holding you back from seven figure growth (and how to eliminate them) What successful seven figure spa owners are doing that you should start implementing Why CEO time is your most valuable asset and how to protect it The truth about paid advertising and how to implement it strategically How to build predictable revenue through strategic delegation and recurring models The difference between short term comfort and long term strategy   Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here. IG / @addoaesthetics WEB / addoaesthetics.com YOUTUBE / @addoaesthetics LINKEDIN / @addoaesthetics   About Your Host, Daniela Woerner Daniela Woerner is the founder of Addo Aesthetics and creator of the Growth Factor® Framework, a proven system that's helped hundreds of spa owners build profitable, systemized businesses. With nearly 20 years in the aesthetics industry, she transforms overworked aesthetic professionals into confident Spa CEOs through strategy, systems, and soul led support. Daniela is also the host of Spa Marketing Made Easy, a top ranked podcast with over 1 million downloads, where she shares real world strategies to help spa professionals grow with clarity and confidence.

What does a former military and law enforcement professional know about building a successful spa team? Everything.   In this special episode, Daniela introduces Ashley, Addo's newest coaching team member, whose unique background in military leadership and law enforcement has translated into exceptional team building and spa management skills. From putting mud on her skin as a child to leading a thriving spa with a team that's been together for years, Ashley's journey is both unconventional and incredibly insightful.   If you've ever struggled with hiring the wrong people, felt stuck because you can't step out of the treatment room, or wondered how some spa owners seem to build dream teams while you're constantly dealing with turnover, this conversation will change your perspective.   In this episode, we discuss:  How military and law enforcement leadership principles translate directly to spa business success The "ideal employee avatar" concept and why it's as important as your ideal client avatar Why hiring from scarcity always leads to the wrong team members The difference between honoring your team's unique communication styles while maintaining non negotiable standards How to delegate effectively without losing control of quality or culture Why your first hire doesn't have to be perfect and what to do when alignment isn't there The 90 day probationary period strategy that protects your team culture   Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here. IG / @addoaesthetics WEB / addoaesthetics.com YOUTUBE / @addoaesthetics LINKEDIN / @addoaesthetics   About Your Host, Daniela Woerner Daniela Woerner is the founder of Addo Aesthetics and creator of the Growth Factor® Framework, a proven system that's helped hundreds of spa owners build profitable, systemized businesses. With nearly 20 years in the aesthetics industry, she transforms overworked aesthetic professionals into confident Spa CEOs through strategy, systems, and soul led support. Daniela is also the host of Spa Marketing Made Easy, a top ranked podcast with over 1 million downloads, where she shares real world strategies to help spa professionals grow with clarity and confidence.

Feeling overwhelmed by social media? You're not alone. In this episode, Daniela breaks down exactly how to create a sustainable social media strategy that doesn't require you to be glued to your phone or film content daily.   Whether you're drowning in daily tasks or ready to scale strategically, you'll discover how to build an editorial calendar with evergreen content that works for you while you focus on being a Spa CEO.   In this episode, we discuss:  • The exact four content categories that keep your feed balanced and engaging  • How to create 48 pieces of evergreen content that cycle for months  • The specific AI tools and scheduling platforms that do the heavy lifting  • How to batch content creation in just 2 to 3 hours  • The engagement strategy that takes only 15 minutes, three times per week  • Why consistency doesn't mean you have to post manually every day   Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here. IG / @addoaesthetics WEB / addoaesthetics.com YOUTUBE / @addoaesthetics LINKEDIN / @addoaesthetics   About Your Host, Daniela Woerner Daniela Woerner is the founder of Addo Aesthetics and creator of the Growth Factor® Framework, a proven system that's helped hundreds of spa owners build profitable, systemized businesses. With nearly 20 years in the aesthetics industry, she transforms overworked aesthetic professionals into confident Spa CEOs through strategy, systems, and soul led support. Daniela is also the host of Spa Marketing Made Easy, a top ranked podcast with over 1 million downloads, where she shares real world strategies to help spa professionals grow with clarity and confidence.

What if your entire year could be guided by just one word? In this episode, Daniela sits down with Addo Coach, Sara Sykes-Moore to explore how choosing a word of the year can anchor your mindset, decision-making, and business strategy. From navigating AI adoption to handling unexpected challenges (yes, including a deer running through your house), this conversation reveals why openness and resiliency are the two superpowers every spa CEO needs in 2026. Whether you're rebuilding systems, testing new strategies, or simply trying to find clarity in the chaos, this episode will help you identify the theme that will guide your most successful year yet. In this episode, we discuss:  Why 2025 felt like a year of transformation and uncertainty for so many spa owners How choosing a word of the year creates focus and clarity in business Why entrepreneurship is your greatest personal development teacher (besides kids) How to honor yourself while serving your clients and team at the highest level   Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here. IG / @addoaesthetics WEB / addoaesthetics.com YOUTUBE / @addoaesthetics LINKEDIN / @addoaesthetics   About Your Host, Daniela Woerner Daniela Woerner is the founder of Addo Aesthetics and creator of the Growth Factor® Framework, a proven system that's helped hundreds of spa owners build profitable, systemized businesses. With nearly 20 years in the aesthetics industry, she transforms overworked aesthetic professionals into confident Spa CEOs through strategy, systems, and soul led support. Daniela is also the host of Spa Marketing Made Easy, a top ranked podcast with over 1 million downloads, where she shares real world strategies to help spa professionals grow with clarity and confidence.

Is the thought of raising your prices making you anxious? You're not alone, but here's the truth: if you're not increasing prices annually, you're slowly putting yourself out of business. In this episode, Daniela tackles one of the most uncomfortable but essential aspects of running a sustainable spa business: strategic price increases. Whether you're keeping pace with inflation or making a bigger jump to get your pricing where it needs to be, this episode walks you through exactly how to do it with confidence and clarity. In this episode, we discuss:   Why annual price increases are essential for business survival (not greed)   The two scenarios: incremental 2 to 5% increases vs. the "rip the band aid" approach   Effective communication strategies for announcing price changes   Scripts for handling client pushback with confidence   Year end promotion strategies to help clients lock in current pricing   Why losing some clients is part of healthy business growth   Resources Mentioned in Episode #460:  Why and How to Raise Your Spa Prices in January (Without Losing Everyone)   Price Increase Communication Templates (DM us on Instagram @addoaesthetics)  Cost of Treatment and Profitability Tracker (available in Growth Factor Fundamentals)   Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here. IG / @addoaesthetics WEB / addoaesthetics.com YOUTUBE / @addoaesthetics LINKEDIN / @addoaesthetics   About Your Host, Daniela Woerner Daniela Woerner is the founder of Addo Aesthetics and creator of the Growth Factor® Framework, a proven system that's helped hundreds of spa owners build profitable, systemized businesses. With nearly 20 years in the aesthetics industry, she transforms overworked aesthetic professionals into confident Spa CEOs through strategy, systems, and soul led support. Daniela is also the host of Spa Marketing Made Easy, a top ranked podcast with over 1 million downloads, where she shares real world strategies to help spa professionals grow with clarity and confidence.

Q4 isn't just about hitting revenue goals. It's about setting yourself up for sustainable success in the new year.   In this episode, Daniela walks you through the seven essential CEO tasks every spa owner needs to complete before December 31. From team performance reviews to financial planning, product pricing strategy to systems audits, this tactical checklist will help you close out the year with clarity and step into the new year with confidence.   What you'll learn during this episode:  • How to conduct strategic team performance reviews in October (and why doing them all at once saves time and money)  • The financial planning conversation you need to have with your CPA before year end • How to audit your product pricing and profitability to protect your margins  • The difference between a growth year and a sustain year (and how to decide which one you need)  • How to build your annual marketing calendar with 18 month vision and quarterly execution • The systems and software review that could save you thousands of dollars  • How to block CEO time in 2026 before your calendar fills up   Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here. IG / @addoaesthetics WEB / addoaesthetics.com YOUTUBE / @addoaesthetics LINKEDIN / @addoaesthetics   About Your Host, Daniela Woerner Daniela Woerner is the founder of Addo Aesthetics and creator of the Growth Factor® Framework, a proven system that's helped hundreds of spa owners build profitable, systemized businesses. With nearly 20 years in the aesthetics industry, she transforms overworked aesthetic professionals into confident Spa CEOs through strategy, systems, and soul led support. Daniela is also the host of Spa Marketing Made Easy, a top ranked podcast with over 1 million downloads, where she shares real world strategies to help spa professionals grow with clarity and confidence.