Starting a medspa or aesthetics and wellness practice is more than opening a business — it’s about creating a sustainable, profitable brand that patients trust. Whether your goal is to operate a single location or scale to a multi-location empire, the way you set up your medspa will determine your growth potential
In this guide, drawn from insights by Cash Pay Podcast host and MedSpa Society founder Hillary Small, you’ll learn exactly how to start a medspa and grow it into a million-dollar practice from defining your vision to building the right systems, service menu, and marketing plan.
Step 1: Define Your MedSpa Vision
Before you choose a location or buy equipment, clarify your long-term goal:
- Are you building a medspa that’s a job for yourself?
- Or a scalable, sellable business with potential for multiple locations or acquisition?
This decision will guide your medspa business plan, staffing, services, and marketing strategy.
Step 2: Know the Million-Dollar MedSpa Formula
The path to $1M in annual revenue is math:
💰 Average patient ticket: $543
👩⚕ Patients per day: ~9 per provider
📈 Monthly revenue potential: ~$100,000
Achieving these numbers consistently requires not just excellent treatments, but also operational efficiency, patient retention strategies, and marketing that works.
Step 3: Build a MedSpa Brand and Choose the Right Location
Your medspa’s brand is more than a logo, it’s your reputation, patient experience, and market positioning.
Location considerations:
- High-visibility retail space: Leverage walk-ins, signage, and community exposure.
- Medical office building: Rely more heavily on digital marketing and referrals.
Your location will directly affect how you market and grow.
Step 4: Create a Profitable MedSpa Service Menu
A successful medspa service list doesn’t require every device on the market. Start with high-demand, high-margin treatments such as:
- Botox and dermal fillers
- Microneedling
- PRP/PRF therapies
- Chemical peels
- Topical & injectable peptides
- Retail skincare products & supplements
Tip: Add a medspa membership program from the start — it creates predictable recurring revenue and increases patient loyalty.
Step 5: Market Your MedSpa Before You Open
The best medspas start marketing 60–90 days before launch:
- Build an SEO-optimized “Coming Soon” landing page
- Claim and optimize your Google Business Profile
- Run targeted Meta and Google Ads
- Host community and off-site events
- Offer VIP founding member incentives
Step 6: Implement MedSpa Systems and Processes
Your practice management software should do more than schedule appointments. It should integrate with a CRM for medspas, handle memberships, manage inventory, and generate detailed reporting.
Create SOPs for every part of the business:
- Front desk scripts and patient intake
- Opening/closing checklists
- Patient follow-up and retention processes
- Issue resolution protocols
Step 7: Focus on MedSpa Patient Retention
Attracting new patients is costly, keeping them is where your profit lives.
- Always book the next appointment before the patient leaves
- Offer treatment plans that align with their goals
- Track KPIs like Lifetime Patient Value and visit frequency
- Build personal connections to encourage loyalty and referrals
Knowing how to start a medspa the right way means thinking beyond treatment rooms — it’s about building a brand, marketing machine, and operational framework that supports $1M+ revenue. With a clear vision, strong systems, and a relentless focus on patient retention, your medspa can thrive in any market.
💡 Free Resource: Download The MedSpa Society’s MedSpa Start-Up Guide to get the tactical checklist for launching your practice.
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Here are some questions we commonly get about starting a medspa:
1. How much does it cost to start a medspa?
The cost to start a medspa typically ranges from $250,000 to $1 million+ depending on location, size, services, and equipment. Expenses include build-out, medical equipment, treatment devices, staff salaries, marketing, and working capital for the first 6–12 months. Starting with a lean, high-margin service menu can reduce startup costs.
2. What is the most profitable service in a medspa?
High-demand, high-margin services like Botox and dermal fillers are often the most profitable. Other top revenue drivers include microneedling, PRP/PRF, chemical peels, laser treatments, and IV therapy. Pairing these with a medspa membership program can create predictable recurring income.
3. Do you need a licensed physician to open a medspa?
Regulations vary by state. Many states require a licensed physician to own or oversee the medical aspect of a medspa, while others allow non-physician ownership with a medical director in place. Always consult a healthcare attorney familiar with your state’s medspa laws before opening.
4. How can I make my medspa successful?
A profitable medspa starts with a clear business plan, a strong brand, and strategic marketing. Focus on:
- A high-value service menu
- Consistent patient experience
- Aggressive marketing before and after opening
- Implementing systems for lead management and retention
- Building long-term patient relationships
5. How long does it take for a medspa to become profitable?
With the right location, marketing plan, and patient retention strategies, a medspa can become profitable within 6–12 months. Practices that start marketing 60–90 days before opening often see faster growth.
6. What’s included in a medspa business plan?
A medspa business plan should cover:
- Your vision and goals
- Target market and competitive analysis
- Location and facility plans
- Service menu and pricing
- Marketing strategy
- Startup costs and financial projections
- Operations and staffing structure
