SMME #435 From Blow Dry Bar to Beauty Empire: Fatima Rosa’s Journey of Grit, Grace, and Growth

AI is transforming how spa owners market, hire, and lead—and the shift is happening fast. In this episode, Daniela reveals how to actually use ChatGPT to grow your spa by getting ultra-clear on your Ideal Client Avatar. Discover how spa CEOs can use simple prompts to attract aligned, rebooking clients, save time on marketing, and reduce burnout—all while building a boutique brand that feels authentic and sustainable. Whether you’re just dabbling in AI or ready to go all-in, this episode will help you train ChatGPT to become your secret marketing assistant (with soul). What you’ll learn during this episode: Why 40–45% of small businesses will use AI by 2026—and what it means for spas How to use ChatGPT to define your Ideal Client Avatar (ICA) Prompts that create emotionally resonant marketing content How ICA clarity leads to better clients, fewer refunds, and scalable growth Pro tips to train ChatGPT on your tone, voice, and unique spa brand Resources Mentioned in Episode #444:  AI Is Coming for Your Spa (In the Best Way): How to Use ChatGPT to Attract Ideal Clients Download the freebie - 26 ChatGPT Prompts for Spa McKinsey Report Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here. IG / @addoaesthetics WEB / addoaesthetics.com YOUTUBE / @addoaesthetics LINKEDIN / @addoaesthetics   ABOUT THE SPA MARKETING MADE EASY HOST      Daniela Woerner is the founder and CEO of Addo Aesthetics, a leading community for aesthetic professionals, and the creator of the Growth Factor® Framework—a proven system that has helped 582 six- and seven-figure spa owners scale their businesses with strategy and systems. With nearly two decades in the aesthetics industry, Daniela has trained alongside top physician-dispensed brands, consulted with leading dermatologists, and helped thousands of spa professionals streamline their operations and maximize profitability. Her mission? To transform overworked aesthetic professionals into Spa CEOs - building a business and life they love with the strategic systems needed for long-term financial growth. As the host of the Spa Marketing Made Easy podcast, Daniela brings expert insights, real-world strategies, and in-depth conversations to help spa owners elevate their marketing, optimize their operations, and create sustainable success. With over 400 published episodes, 1 million+ downloads, and a ranking in the top 1% of all podcasts worldwide, Spa Marketing Made Easy is the go-to resource for spa and aesthetic professionals looking to level up. Tune in each week for actionable strategies, expert interviews, and inspiration to help you build a thriving, systemized, and scalable spa business!  

What if you could start every month knowing your spa’s core expenses were already covered? In this episode, we dive into the power of spa memberships—not just as a revenue stream, but as a business-transforming foundation. You’ll learn how even just 50–100 members can generate $10K+ in recurring monthly revenue, reduce your stress, improve client retention, and position you as a Spa CEO. Whether you're solo or scaling a team, memberships are the bridge between burnout and balance. What you’ll learn during this episode: The difference between monthly, annual, and "bank-style" membership models Why being booked out isn’t the same as being profitable The psychology behind recurring revenue—and why clients love it too How to structure a "Founding Member" offer and build $30K/month memberships in 12 months Tips for client journey mapping, agreements, tracking, and sustainability Resources Mentioned in Episode #443: $30K Months from Memberships? The Spa Revenue Strategy You’re Not Using (Yet) Membership Best Practices Guide Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here. IG / @addoaesthetics WEB / addoaesthetics.com YOUTUBE / @addoaesthetics LINKEDIN / @addoaesthetics   ABOUT THE SPA MARKETING MADE EASY HOST      Daniela Woerner is the founder and CEO of Addo Aesthetics, a leading community for aesthetic professionals, and the creator of the Growth Factor® Framework—a proven system that has helped 582 six- and seven-figure spa owners scale their businesses with strategy and systems. With nearly two decades in the aesthetics industry, Daniela has trained alongside top physician-dispensed brands, consulted with leading dermatologists, and helped thousands of spa professionals streamline their operations and maximize profitability. Her mission? To transform overworked aesthetic professionals into Spa CEOs - building a business and life they love with the strategic systems needed for long-term financial growth. As the host of the Spa Marketing Made Easy podcast, Daniela brings expert insights, real-world strategies, and in-depth conversations to help spa owners elevate their marketing, optimize their operations, and create sustainable success. With over 400 published episodes, 1 million+ downloads, and a ranking in the top 1% of all podcasts worldwide, Spa Marketing Made Easy is the go-to resource for spa and aesthetic professionals looking to level up. Tune in each week for actionable strategies, expert interviews, and inspiration to help you build a thriving, systemized, and scalable spa business!

Looking to build a profitable, systemized spa that pays you $100K+ without burning out? It all starts with retail. In this episode, we dive deep into the Retail Reversal strategy: we reward retail purchases with complimentary services - driving loyalty, boosting results, and maximizing revenue. And the great thing? It will cost you about the same as offering 10% off products.  Yep, you heard that right.  We cover why retail is essential (when clients buy 3+ products, they’re 90% more likely to rebook!), how to systemize ordering and product rep relationships, and how to run a promotion that’s a win–win for your spa and your clients.   What you’ll learn during this episode: Real-world stats proving retail boosts rebooking and retention How to order strategically and build rep relationships to save 25% The step-by‑step of running a Retail Reversal promo (e.g. “Spend $200, get a free peel”) A breakdown of costs, ROI, and promotion design How to launch, track success, and measure a 10–15% retail lift Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here. IG / @addoaesthetics WEB / addoaesthetics.com YOUTUBE / @addoaesthetics LINKEDIN / @addoaesthetics   ABOUT THE SPA MARKETING MADE EASY HOST      Daniela Woerner is the founder and CEO of Addo Aesthetics, a leading community for aesthetic professionals, and the creator of the Growth Factor® Framework—a proven system that has helped 582 six- and seven-figure spa owners scale their businesses with strategy and systems. With nearly two decades in the aesthetics industry, Daniela has trained alongside top physician-dispensed brands, consulted with leading dermatologists, and helped thousands of spa professionals streamline their operations and maximize profitability. Her mission? To transform overworked aesthetic professionals into Spa CEOs - building a business and life they love with the strategic systems needed for long-term financial growth. As the host of the Spa Marketing Made Easy podcast, Daniela brings expert insights, real-world strategies, and in-depth conversations to help spa owners elevate their marketing, optimize their operations, and create sustainable success. With over 400 published episodes, 1 million+ downloads, and a ranking in the top 1% of all podcasts worldwide, Spa Marketing Made Easy is the go-to resource for spa and aesthetic professionals looking to level up. Tune in each week for actionable strategies, expert interviews, and inspiration to help you build a thriving, systemized, and scalable spa business!

Halfway through 2025 - and halfway to your goals. This episode uncovers a powerful Mid‑Year Spa CEO Review process designed to help you reflect, reset, and reclaim momentum for the rest of the year. We walk through 5 critical steps to assess your business - check key metrics, align your goals, and reclaim dedicated CEO time - plus a downloadable worksheet to guide your decisions. What you’ll learn during this episode: How to pause and assess your top 3 goals from January The metrics every spa CEO should review  How to debrief your business: what's working, and what to pivot Why calendar-blocked CEO time is non-negotiable How to create a clear action plan for Q3–Q4, with realignment or reinvention Downloadable mid‑year review worksheet included Download your FREE Mid-Year Spa CEO Business Review Worksheet Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here. IG / @addoaesthetics WEB / addoaesthetics.com YOUTUBE / @addoaesthetics LINKEDIN / @addoaesthetics   ABOUT THE SPA MARKETING MADE EASY HOST      Daniela Woerner is the founder and CEO of Addo Aesthetics, a leading community for aesthetic professionals, and the creator of the Growth Factor® Framework—a proven system that has helped 582 six- and seven-figure spa owners scale their businesses with strategy and systems. With nearly two decades in the aesthetics industry, Daniela has trained alongside top physician-dispensed brands, consulted with leading dermatologists, and helped thousands of spa professionals streamline their operations and maximize profitability. Her mission? To transform overworked aesthetic professionals into Spa CEOs—building a business and life they love with the strategic systems needed for long-term financial growth. As the host of the Spa Marketing Made Easy podcast, Daniela brings expert insights, real-world strategies, and in-depth conversations to help spa owners elevate their marketing, optimize their operations, and create sustainable success. With over 400 published episodes, 1 million+ downloads, and a ranking in the top 1% of all podcasts worldwide, Spa Marketing Made Easy is the go-to resource for spa and aesthetic professionals looking to level up. Tune in each week for actionable strategies, expert interviews, and inspiration to help you build a thriving, systemized, and scalable spa business!

If medically assisted weight loss is part of your revenue stream, this episode is non-negotiable. I sat down with attorney, spa owner, and compliance educator Courtney Walker to unpack the current chaos around GLP-1s—semaglutide, tirzepatide, and the like. From cease and desist letters to compounding confusion to trademark traps, Courtney breaks down what’s really going on and how you can move forward with confidence. Whether you’re all-in on weight loss programs or just exploring, you need to know your legal and operational options. What you’ll learn during this episode: What’s changing around compounded GLP-1s—and why it matters for spa owners The real difference between legal risk vs. operational compliance How cease and desist letters work—and what to do if you receive one What pharmaceutical companies are targeting next How to vet pharmacies, avoid marketing violations, and stay in your lane legally Resources Mentioned in Episode #EP 440:  Legal Clarity on GLP-1s in Medically Assisted Weight Loss with Courtney Walker Courtney on Instagram: @itscourtapproved www.courtapprovedaesthetics.com Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here. IG / @addoaesthetics WEB / addoaesthetics.com YOUTUBE / @addoaesthetics LINKEDIN / @addoaesthetics   ABOUT THE SPA MARKETING MADE EASY HOST      Daniela Woerner is the founder and CEO of Addo Aesthetics, a leading community for aesthetic professionals, and the creator of the Growth Factor® Framework - a proven system that has helped 582 six- and seven-figure spa owners scale their businesses with strategy and systems. With nearly two decades in the aesthetics industry, Daniela has trained alongside top physician-dispensed brands, consulted with leading dermatologists, and helped thousands of spa professionals streamline their operations and maximize profitability. Her mission? To transform overworked aesthetic professionals into Spa CEOs—building a business and life they love with the strategic systems needed for long-term financial growth. As the host of the Spa Marketing Made Easy podcast, Daniela brings expert insights, real-world strategies, and in-depth conversations to help spa owners elevate their marketing, optimize their operations, and create sustainable success. With over 400 published episodes, 1 million+ downloads, and a ranking in the top 1% of all podcasts worldwide, Spa Marketing Made Easy is the go-to resource for spa and aesthetic professionals looking to level up. Tune in each week for actionable strategies, expert interviews, and inspiration to help you build a thriving, systemized, and scalable spa business!

Ads are always changing—but your budgeting system shouldn’t. In this episode of Spa Marketing Made Easy, I sit down with Tara (my go to ads strategist) to break down how much spa CEOs should actually be spending on marketing—based on three common business stages: Maintenance: Hold steady & replace lost clients Growth: Scale month-over-month Hyper Growth: Seize big promotional moments like Black Friday Learn the exact percentage of revenue you should allocate in each stage, plus how to measure ad performance vs. SEO or referrals—so your marketing dollars aren’t a guess, but a powerful investment.   What you’ll learn during this episode: How to identify your current stage: maintenance, growth, or hyper growth What % of revenue to invest in marketing during each phase Why budgeting by stage protects your profits and alerts you if you're under-investing How to split your marketing dollars between ads and “analog” tactics (50/50) Why tracking lead source quality is critical: SEO vs ads vs referral   Resources Mentioned in Episode #439:  Marketing Budgeting Deep Dive: How Much Should Your Spa Really Spend? Register for the webinar on How Spa Owners & Aestheticians Are Using Social Ads to Get More Clients on Autopilot   Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here. IG / @addoaesthetics WEB / addoaesthetics.com YOUTUBE / @addoaesthetics LINKEDIN / @addoaesthetics ABOUT THE SPA MARKETING MADE EASY HOST    Daniela Woerner is the founder and CEO of Addo Aesthetics, a leading community for aesthetic professionals, and the creator of the Growth Factor® Framework - a proven system that has helped 582 six- and seven-figure spa owners scale their businesses with strategy and systems. With nearly two decades in the aesthetics industry, Daniela has trained alongside top physician-dispensed brands, consulted with leading dermatologists, and helped thousands of spa professionals streamline their operations and maximize profitability. Her mission? To transform overworked aesthetic professionals into Spa CEOs - building a business and life they love with the strategic systems needed for long-term financial growth. As the host of the Spa Marketing Made Easy podcast, Daniela brings expert insights, real-world strategies, and in-depth conversations to help spa owners elevate their marketing, optimize their operations, and create sustainable success. With over 400 published episodes, 1 million+ downloads, and a ranking in the top 1% of all podcasts worldwide, Spa Marketing Made Easy is the go-to resource for spa and aesthetic professionals looking to level up. Tune in each week for actionable strategies, expert interviews, and inspiration to help you build a thriving, systemized, and scalable spa business!  

Candice Johnson didn’t start out with perfect systems, a financial background, or a clear roadmap—but what she did have was vision, grit, and a deep commitment to building something better for herself and her team. In this inspiring episode of Spa Marketing Made Easy, Candice shares her journey from working in national waxing franchises to launching her own thriving waxing and skincare brand, Candee Skin. With 16 employees, a million-dollar location, and big dreams of franchising, Candice is a powerful example of what’s possible when faith, leadership, and purpose-driven business align. Whether you’re still in the treatment room or on your way out, this episode will give you a fresh wave of motivation—and a reminder that leadership is about lifting others as you climb. What you’ll learn during this episode: How Candice transitioned from employee to 7-figure spa owner The role of transparency and teamwork in her success What she did when she couldn’t make payroll—and how that moment changed her leadership Why she’s prioritizing financial literacy and sustainable growth Her vision for franchising and the legacy she’s creating Resources Mentioned in Episode #438:  Building a Million-Dollar Waxing Brand with Integrity and Impact: Candice Johnson’s Story Follow Candee Skin on Instagram → @candice.mjohnson Connect with Candice on LinkedIn → http://linkedin.com/in/candiceclariett/  Visit Candice's website → http://candeeskin.com/   Listen to the full episode here: https://www.addoaesthetics.com/podcast/ep438 Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here. IG / @addoaesthetics WEB / addoaesthetics.com YOUTUBE / @addoaesthetics LINKEDIN / @addoaesthetics   ABOUT THE SPA MARKETING MADE EASY HOST      About Your Host, Daniela Woerner Daniela Woerner is the founder of Addo Professional Alliance, a leading community for aesthetic professionals, and the creator of the Growth Factor Framework—a proven system that has helped 582 six- and seven-figure spa owners scale their businesses with strategy and systems. With nearly two decades in the aesthetics industry, Daniela has trained alongside top physician-dispensed brands, consulted with leading dermatologists, and helped thousands of spa professionals streamline their operations and maximize profitability. Her mission? To transform overworked aesthetic professionals into Spa CEOs—building a business and life they love with the strategic systems needed for long-term financial growth. As the host of the Spa Marketing Made Easy podcast, Daniela brings expert insights, real-world strategies, and in-depth conversations to help spa owners elevate their marketing, optimize their operations, and create sustainable success. With over 400 published episodes, 1 million+ downloads, and a ranking in the top 1% of all podcasts worldwide, Spa Marketing Made Easy is the go-to resource for spa and aesthetic professionals looking to level up. Tune in each week for actionable strategies, expert interviews, and inspiration to help you build a thriving, systemized, and scalable spa business!

Failure. It’s one of the scariest words for entrepreneurs - but what if we’ve been thinking about it all wrong? In this solo episode of Spa Marketing Made Easy, Daniela shares a heartfelt story about a birthday weekend, a sourdough flop, and the unexpected business wisdom that came from both. If you’ve ever launched something that didn’t land, hired the wrong person, or felt the sting of putting your heart into your spa only to feel disappointed by the outcome - this episode is for you. You’ll walk away with a powerful mindset shift and a reminder that failure doesn’t mean you're off track. It means you’re in the arena. What you’ll learn during this episode: Why failure isn’t a stop sign—it’s feedback How to extract lessons from what didn’t go as planned The truth about shame, self-doubt, and entrepreneurial growth Why progress—not perfection—is the real measure of success Resources Mentioned in Episode #437:  What If Failure Isn’t the End - But the Beginning? Worthy by Jamie Kern Lima Sara Blakely’s “What did you fail at today?” practice Keep the conversation going inside the Spa Marketing Made Easy Community by clicking here. IG / @addoaesthetics WEB / addoaesthetics.com YOUTUBE / @addoaesthetics LINKEDIN / @addoaesthetics   ABOUT THE SPA MARKETING MADE EASY HOST      About Your Host, Daniela Woerner Daniela Woerner is the founder of Addo Professional Alliance, a leading community for aesthetic professionals, and the creator of the Growth Factor Framework—a proven system that has helped 582 six- and seven-figure spa owners scale their businesses with strategy and systems. With nearly two decades in the aesthetics industry, Daniela has trained alongside top physician-dispensed brands, consulted with leading dermatologists, and helped thousands of spa professionals streamline their operations and maximize profitability. Her mission? To transform overworked aesthetic professionals into Spa CEOs—building a business and life they love with the strategic systems needed for long-term financial growth. As the host of the Spa Marketing Made Easy podcast, Daniela brings expert insights, real-world strategies, and in-depth conversations to help spa owners elevate their marketing, optimize their operations, and create sustainable success. With over 400 published episodes, 1 million+ downloads, and a ranking in the top 1% of all podcasts worldwide, Spa Marketing Made Easy is the go-to resource for spa and aesthetic professionals looking to level up. Tune in each week for actionable strategies, expert interviews, and inspiration to help you build a thriving, systemized, and scalable spa business!

If you’re a spa owner stuck in the treatment room, fully booked, and running on fumes—you’re not alone. But if your goal is to build a spa business that’s scalable, sustainable, and doesn’t rely on you doing every treatment, this episode is for you. In this solo episode of Spa Marketing Made Easy, I’m walking you through the step-by-step CEO shift—from being the overworked solo provider to becoming the visionary leader of your company. With over 1,600 spa professionals supported through our programs, we’ve identified three categories spa owners fall into when they’re stuck in client care—and the exact strategies to help you move forward. What you’ll learn during this episode: The 3 categories most spa owners fall into when they’re stuck in the treatment room How to start shifting your schedule even if hiring feels impossible What to do when you’ve been burned by bad hires The strategy for shifting client flow to a new provider without losing revenue How to calculate your CEO milestones and build your exit plan from the room Resources Mentioned in Episode: Download the FREE Checklist: Your Step-by-Step Guide to Getting Out of the Treatment Room IG / @addoaesthetics WEB / addoaesthetics.com YOUTUBE / @addoaesthetics LINKEDIN / @addoaesthetics   WANT MORE FROM ADDO AESTHETICS? Take just 5 minutes and find out YOUR biggest area of opportunity by taking my FREE Spa Business Assessment here → scorecard.addoaesthetics.com/ Join the Addo Professional Alliance (APA), an association dedicated to empowering women and strengthening their community by helping aesthetic professionals build meaningful connections with one another and fostering support and guidance to create businesses that align with the lives they love → https://www.addoaesthetics.com/addo-professional-alliance/   ABOUT THE SPA MARKETING MADE EASY HOST    About Your Host, Daniela Woerner Daniela Woerner is the founder of Addo Professional Alliance, a leading community for aesthetic professionals, and the creator of the Growth Factor Framework—a proven system that has helped 582 six- and seven-figure spa owners scale their businesses with strategy and systems. With nearly two decades in the aesthetics industry, Daniela has trained alongside top physician-dispensed brands, consulted with leading dermatologists, and helped thousands of spa professionals streamline their operations and maximize profitability. Her mission? To transform overworked aesthetic professionals into Spa CEOs—building a business and life they love with the strategic systems needed for long-term financial growth. As the host of the Spa Marketing Made Easy podcast, Daniela brings expert insights, real-world strategies, and in-depth conversations to help spa owners elevate their marketing, optimize their operations, and create sustainable success. With over 400 published episodes, 1 million+ downloads, and a ranking in the top 1% of all podcasts worldwide, Spa Marketing Made Easy is the go-to resource for spa and aesthetic professionals looking to level up. Tune in each week for actionable strategies, expert interviews, and inspiration to help you build a thriving, systemized, and scalable spa business!

In this inspiring episode of Spa Marketing Made Easy, Daniela sits down with serial entrepreneur and spa visionary Fatima Rosa to explore her incredible journey from launching Florida’s first blow dry bar to building a multi-location beauty brand and co-founding a clean skincare line, 100and1 Cosmetics. Fatima shares the highs and lows of entrepreneurship—from navigating complex build-outs and regulatory hurdles to embracing her identity as a CEO and visionary. She also delves into the power of persistence, the importance of genuine relationships, and how mindset and grit have been pivotal to her success. What you’ll learn during this episode: How Fatima transitioned from a blow dry bar franchisee to a multi-location spa owner The challenges and lessons learned from multiple spa build-outs The story behind the creation of 100and1 Cosmetics and its mission The significance of mindset, grit, and grace in entrepreneurial success The impact of building genuine relationships in business growth Resources Mentioned in Episode 435 - https://www.addoaesthetics.com/podcast/ep435: Connect with 100and1 Cosmetics on Instagram  → @100and1cosmetics Connect with Face Beauty Bar on Instagram → @facebeautybar Connect Fatima Rosa on Instagram → @fatima.rosa.beauty Join the Addo Professional Alliance (APA) → https://www.addoaesthetics.com/addo-professional-alliance IG / @addoaesthetics WEB / addoaesthetics.com YOUTUBE / @addoaesthetics LINKEDIN / @addoaesthetics   WANT MORE FROM ADDO AESTHETICS? Take just 5 minutes and find out YOUR biggest area of opportunity by taking my FREE Spa Business Assessment here → scorecard.addoaesthetics.com/ Join the Addo Professional Alliance (APA), an association dedicated to empowering women and strengthening their community by helping aesthetic professionals build meaningful connections with one another and fostering support and guidance to create businesses that align with the lives they love → https://www.addoaesthetics.com/addo-professional-alliance/   ABOUT THE SPA MARKETING MADE EASY HOST    About Your Host, Daniela Woerner Daniela Woerner is the founder of Addo Professional Alliance, a leading community for aesthetic professionals, and the creator of the Growth Factor Framework—a proven system that has helped 582 six- and seven-figure spa owners scale their businesses with strategy and systems. With nearly two decades in the aesthetics industry, Daniela has trained alongside top physician-dispensed brands, consulted with leading dermatologists, and helped thousands of spa professionals streamline their operations and maximize profitability. Her mission? To transform overworked aesthetic professionals into Spa CEOs—building a business and life they love with the strategic systems needed for long-term financial growth. As the host of the Spa Marketing Made Easy podcast, Daniela brings expert insights, real-world strategies, and in-depth conversations to help spa owners elevate their marketing, optimize their operations, and create sustainable success. With over 400 published episodes, 1 million+ downloads, and a ranking in the top 1% of all podcasts worldwide, Spa Marketing Made Easy is the go-to resource for spa and aesthetic professionals looking to level up. Tune in each week for actionable strategies, expert interviews, and inspiration to help you build a thriving, systemized, and scalable spa business!