PODCAST · business
Aesthetic Appeal
by Aesthetic Brokers
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 acqui
Episodes
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What a Rough Recovery Costs You in Referrals and Rebookings
A flawless procedure can still turn into a bad review if the clinic hands the patient off with nothing more than a printed discharge sheet.Bill Walker talks with Louise Hobbs, RN and founder of ViraLou Aftercare, about what a real concierge recovery service looks like: RN-led home visits, vetted...
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The Hard Truth About Running Three Med Spa Locations
Every ambitious med spa founder eventually hits the same fork: expand into satellite locations, or double down on one destination. Amanda Barrett tried the first path with Vadara Med Spa in the greater Seattle area, then reversed course to save her business, her staff, and her sleep. Bill Walker...
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The Missing Revenue Hiding in Your Practice's Data
Most practice owners can tell you their monthly revenue. Very few can tell you where inside that number the next $10,000 is actually sitting. Ben Wolber, founder and CEO of Illume, joins Bill Walker at The Aesthetic Show in Las Vegas to break down what his platform finds after pulling together…
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It's All About Returning: Where the Growth Actually Is in 2026
Getting new patient leads is the most expensive marketing you do, and the least profitable. The growth in 2026 is in the client you already have. Recording live at The Aesthetic Show, Jessica talks with Skya Jones of Boulevard, a former practice manager who now teaches medspa teams how to put…
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The Real Cost of Running Your Med Spa on Five Different Outdated Systems
Most medical spas are held together by a patchwork of disconnected tools—one or more for marketing, another for scheduling and charting, a third for photos, another for payments. Every handoff between them quietly eats staff hours nobody is tracking. Bill Walker talks with Walker Szurek…
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How to Grow a Med Spa From Salon Suite to Sellable Business
You built a loyal following on your own name and your own hands. Now the calendar is full, the ceiling is close, and the business is worth almost nothing without you standing in the room. That is the wall most injectors hit right before they decide whether they own a job or a company. Jessica...
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The Real Reason Accreditation Could Make or Break Your Sale
For any practice owner eyeing a sale, or an investor sizing one up, the real risk in a med spa or surgery center rarely shows up on a P&L. It's in what happens after the doors close: whether DVT protocols get followed, whether a medical director has ever set foot in the building, whether anyone…
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What It Really Takes to Build a Medspa Empire From Scratch
She started injecting Botox out of the front seat of her car, reclining patients onto her lap at gas stations between Encino and Laguna Beach, back when almost no one knew what Botox even was. Today that one-woman operation is a multi-location medical spa group across Orange County and Los…
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The Service Mix That Decides What Your Practice is Worth
Most owners add a new service because they're personally excited about it. Jessica Hunter has a harder test: before you spend a dollar on a device or a drug, can you prove that 40% of your current patients would actually try it? That one number is the difference between a home run and an…
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Where AI Pays Off And Where It Costs You
The same tool that can save hours of admin work in an aesthetic practice can also quietly erode the thing patients are actually paying for. Jessica Hunter explains where to lean in hard, where to pull back, and how to tell the difference before a practice accidentally automates itself out of...
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Why Raising Your Prices Is Almost Always the Wrong Move
Most consultants will tell you one thing when revenue stalls: just charge more per unit. Jessica Hunter, Head of Aesthetic Consulting at Aesthetic Brokers, has watched that advice quietly cost practices money for years. Her position is simpler — pricing is a strategic tool, not a number to bump...
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Why Selling Your Aesthetic Practice Like a House Costs You Millions
A direct buyer reaches out, the number sounds generous, and the temptation to skip a formal process kicks in fast. That’s where most founders quietly leave the biggest check of their career on the table. Bill Walker breaks down what a real M&A engagement looks like next to the “list it like a...
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Why Do You Care What The Competition Is Doing?
Most practice owners have a daily habit they wouldn’t call a habit. Scrolling through competitor accounts, clocking what other clinics are charging, watching what new memberships and treatments they’re rolling out. It feels like research, but it’s stealing your energy from your own growth. In…
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Why Your First Offer Is Never the Best Offer
Email blasts, cold calls, and decks full of stats stack up for months before most aesthetic practice founders are even ready to sell. The buyers on the other end of those messages know exactly what they're doing — they're hoping to lock in a deal before anyone runs a competitive process. The...
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Why Most Medspa Owners Try to Sell 3 Years Too Early
Almost every day, a medspa owner calls to talk about selling, and almost every one of them hasn't given it enough time yet. Jessica Hunter walks through the real math and timelines behind building a sellable practice and what actually separates a practice worth buying from one that isn't… and…
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What Is Your Practice Really Worth in 2026?
Most practice owners walk into a valuation conversation with a number already in their head — and that number is almost always wrong. Bill Walker breaks down the real math behind what an aesthetic practice is actually worth in 2026, starting with the gap between top-line revenue and the EBITDA...
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What You Don’t Know About Going Out on Your Own in Aesthetics
Independence in aesthetics sounds empowering until the operational reality hits. Bridgette DeBrino, CEO of Belvara Collective, shares how her journey from treatment room to operations revealed a major gap in the aesthetics industry: highly skilled providers who want independence, but not the...
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How and When to Confidently Raise Your Prices
Pricing tends to get set once and then forgotten, even as demand, costs, and services evolve. Jessica Hunter shares why regularly reviewing pricing keeps aesthetic practices healthy and aligned. She explains when high-demand services support higher prices, how tiered offerings shape perceived...
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The Worst Med Spa Money Myths Holding You Back
Med spa money myths spread fast, and believing the wrong ones can quietly stall your business. Jessica Hunter tackles the most common assumptions owners make about profitability, growth, and “easy money,” and explains why expectations often clash with reality in aesthetic practices. Listen for…
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The Real Reason You’re Always Behind
If 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....
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The Exit Strategy No One Tells Med Spa Owners About
Planning 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...
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The Hard Reality of Owning a Million-Dollar Aesthetic Practice
Seven 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...
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Thinking of Opening Your Own Med Spa? Ask These Questions First
Thinking 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,...
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What Really Makes a Med Spa Profitable
What 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...
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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...
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Leadership vs. Management: Lessons Learned from a Navy Surgeon Turned Med Spa Commander
What 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...
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What Investors Look For When Acquiring Aesthetic Practices with Bill Walker
This 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…
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The Luxury Med Spa Experience Men Didn’t Know They Needed
Chris 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…
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The Platform Changing Referrals Forever
Meet 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,...
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Don’t Even Think About Selling Your Medical Spa Until You Hear This with Julie Davis
Julie Davis shares her firsthand experience selling her practice, from the challenges of finding the right buyer to the importance of preparation and business culture. For Julie, there wasn’t an instant match when it came to selling her practice. She opens up about the ups and downs of the…
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Don’t Make These Common Exit Strategy Mistakes with Virgil Ochoa and Michael Ludwig
Before you sell your aesthetic practice, you need to know what you're getting into. Bill Walker, Virgil Ochoa, and Michael Ludwig break down the must-know details of exit strategies so you don’t do anything you’ll regret. Get the legal and financial essentials, the key numbers that determine your...
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Why Investors Are Targeting Medical Spas More Than Ever with Brian Colao
Brian Colao joins Bill Walker to discuss the shifting world of medical aesthetics, unpacking the legal and investment trends shaping the industry. Drawing from his extensive background in healthcare law, Brian explains how consolidation in medical aesthetics compares to dentistry and why aligning...
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The Latest Scandals in Healthcare Cyberattacks with Brian King
Always looking for ways to safeguard your practice and stay ahead of potential threats? Brian King joins Bill Walker of Aesthetic Brokers to unpack the latest scandals in healthcare cyberattacks and explain why cyber liability insurance is an absolute must for protecting your practice. With...
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What Every Entrepreneur Needs to Know About Wealth Management with Brian Haloossim
Brian Haloossim joins Bill Walker with insights from wealth management and the ways he and his team support highly successful aesthetic practice owners. AllianceBernstein goes beyond investment management. It’s a powerhouse for founders and entrepreneurs, adding value at every stage of the deal:...
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Urgent GLP-1 Compounding Update with Pharmacist Vickie Paesano
On September 30, the FDA removed tirzepatide from the shortage list, creating confusion for patients and providers who rely on compounding pharmacies. Vickie Paesano, third-generation owner of Preston’s Pharmacy, a trusted pharmacy serving 27 states, shares insights as both a pharmacist and the...
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What You Missed at The Medical Spa Show 2024
Drew Smyth, VP of mergers and acquisitions, and Christine Moore share takeaways from the 2024 Medical Spa Show in Las Vegas, including: What’s the deal with the private equity buzz? Why tracking KPIs could transform your practice’s value How a stable, positive team culture can catch a buyer’s eye...
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The Art of the Deal
Bill’s insider tips on avoiding common pitfalls and negotiating the best terms throughout the private equity practice acquisition process, which can take up to a year from beginning to end. Hear about the key milestones within the deal process, including: Initial consultations and signing...
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The Story of Aesthetic Brokers
As the founder & CEO of Aesthetic Brokers, Bill Walker 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. Co-host Christine Moore takes us through Bill’s...
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ABOUT THIS SHOW
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 acqui
HOSTED BY
Aesthetic Brokers
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Frequently Asked Questions
How many episodes does Aesthetic Appeal have?
Aesthetic Appeal currently has 38 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is Aesthetic Appeal about?
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...
How often does Aesthetic Appeal release new episodes?
Aesthetic Appeal has 38 episodes. Check the episode list to see recent publication dates and frequency.
Where can I listen to Aesthetic Appeal?
You can listen to Aesthetic Appeal on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts Aesthetic Appeal?
Aesthetic Appeal is created and hosted by Aesthetic Brokers.
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