Consulting Case Study

From Empty Shell to Fully Operational Med Spa in Under 6 Months

📍 Location: Tennessee
👥 Client Name: Above & Beyond Aesthetics & Wellness

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$60-$70k

Monthly Revenue Growth

5 Months

Target Sales Reached

120%

Sales Growth

About the Client

Above & Beyond Aesthetics & Wellness is an integrative medical spa located in Tennessee, founded by visionary owners Bailey Baker and Chris. Their ambitious goal was to create a high-end, multi-disciplinary wellness destination that combined aesthetics, hormone optimization, IV therapy, and mental health integration—offering clients a truly holistic approach to beauty and wellness.

Starting Point: An empty space, one passionate provider, and zero infrastructure. No systems, no team, no clients, and no roadmap.

The Challenge

Startup Reality: Building From Absolute Zero

No Foundation: Zero operational systems, no branding, no market presence, and no established client base in a competitive Tennessee market
Single Provider Limitation: Only one clinician on staff with no support team to scale services or revenue
Undefined Business Model: No pricing structure, service menu, or financial projections to guide decision-making
System Vacuum: No EMR, CRM, booking platform, or patient management infrastructure
Revenue Uncertainty: No clear path to profitability or understanding of break-even requirements
Service Strategy Gap: Initial focus on low-margin weight loss services without diversification into high-value aesthetic treatments
Market Positioning: Needed to differentiate in a crowded market while establishing credibility as a new practice
Scalability Concerns: Building systems that could support multi-location growth and telehealth expansion from day one

The Diamond Accelerator Approach

💡Phase 1: Strategic Foundation (Months 1-2)💡

Team Building & Staffing Architecture

We didn’t just fill positions—we designed roles strategically to maximize efficiency and revenue potential:

Practice Manager: Installed operational leadership to manage daily workflows, track performance metrics, oversee staff coordination, and maintain accountability systems
Wellness Provider (Hormone RN): Brought specialized expertise to launch high-margin hormone replacement therapy program with pellet and injectable protocols
Medical Esthetician: Added capacity for injectables, advanced facials, and critical post-treatment product recommendations that drive retail sales

Financial Infrastructure & Modeling

Created complete financial framework from scratch:

COGS-Based Pricing Strategy: Developed cost-of-goods-sold analysis for every service to ensure healthy profit margins on each treatment
Room Profitability Analysis: Calculated revenue per treatment room hour (initially $440/hour) and mapped optimization pathway
Break-Even Modeling:
- Initial target: $72,000/month
- Optimized target: $60,000/month
- Designed margin buffers to protect cash flow during growth phase
Bonus Structure: Created performance-based compensation triggers at $75,000/month to align team incentives with business goals
3-Tier Membership Program: Structured recurring revenue system with clear value propositions at each level to encourage upgrades and long-term commitment

Operational Systems & Patient Journey Design

Complete EMR Implementation: Installed Jane EMR as central hub for patient records, scheduling, and treatment documentation
CRM Integration: Connected High Level CRM for lead nurturing, automated follow-ups, and conversion tracking
Financing Solutions: Integrated Cherry financing to remove price barriers for premium treatments
Patient Flow Protocols: Designed entire patient journey from first contact through treatment, recovery, and rebooking
Consultation Model: Built structured consultation framework ensuring comprehensive treatment planning and appropriate upselling
Treatment Room SOPs: Created standard operating procedures for every service, ensuring consistency and efficiency across all providers
90-Day KPI Dashboard: Implemented real-time tracking of:
- Total revenue and revenue per client
- Break-even performance
- Room utilization rates
- Rebooking percentages
- Product attachment rates
- Lead conversion metrics

💡Phase 2: Brand Development & Market Launch (Months 2-3)💡

Brand Identity Creation

Visual System: Developed complete brand identity rooted in education, innovation, and relationship-building—positioning Above & Beyond as the trusted wellness authority
Canva Branding Kit: Created comprehensive, easy-to-use design system for consistent marketing across all channels
Messaging Framework: Crafted brand voice and messaging hierarchy that resonated with target demographic

Marketing Infrastructure

90-Day Content Calendar: Planned strategic content releases aligned with service launches and seasonal opportunities
Campaign Management: Structured promotional campaigns for each new service vertical
Educational Programming: Launched monthly live Zoom sessions to educate potential clients and build authority
Email Automation: Designed nurture sequences, appointment reminders, and post-treatment follow-up flows
Social Media Strategy: Established KPI tracking for engagement rate, follower growth, offer redemptions, and client retention from social channels

💡Phase 3: Revenue Diversification & Service Expansion (Months 3-5) 💡

Strategic Service Mix Transformation

Pivoted from low-margin weight loss focus to high-value, scalable service verticals:

Hormone Optimization Program

Bioidentical hormone pellet therapy
Injectable hormone protocols
Comprehensive lab work and monitoring
Ongoing wellness consultations

Laser Services Suite

Laser hair removal (high-margin, treatment packages)
Tattoo removal (premium pricing, minimal competition)
IPL photofacial treatments
Skin rejuvenation protocols

Injectable Aesthetics

- Neurotoxin treatments (Botox, Dysport, Xeomin)
- Dermal filler procedures
- Advanced injection techniques
- Combination treatment protocols

IV Wellness & Supplementation

Customized IV therapy cocktails
NAD+ protocols for longevity
Vitamin and supplement programs
Integrative wellness consultations

Service Launch Support

Protocol Development: Created detailed clinical protocols and treatment binders for each new service
Script Writing: Developed consultation scripts, objection handling, and upsell sequences
Training Materials: Built comprehensive training resources for all team members
Cross-Sell Systems: Designed strategic touchpoints to introduce complementary services throughout patient journey

💎The Results💎

📈 Month-by-Month Revenue Transformation

Month	Revenue	Key Milestones
November	~$16,000	Pre-launch testing phase; revenue primarily from initial weight loss services
December	~$40,000	150% growth – Launched injectables, facials, and laser services; average revenue per client increased by $100
January	$60,000+	50% growth – Hormone therapy program launched; retail product sales exceeded 10% of revenue threshold
February+	$75,000+	Consistent momentum – Tracking toward bonus triggers with strong rebooking rates and growing membership base

📊 6-Month Transformation Snapshot

Metric	Before (Month 0)	After (Month 5-6)	Growth
Provider Team	1 solo provider	Full team: Manager, Hormone RN, Esthetician	3x expansion
Monthly Revenue	$0	$60,000-$75,000+	Infinite growth
Treatment Rooms	0 active	4 rooms in full utilization	4 rooms operational
Memberships	None	3-tier recurring revenue system	New revenue stream
Retail Sales	0% of revenue	10%+ of monthly revenue	Major profit center
Break-Even Status	Unknown/Untracked	Break-even achieved Month 5	Profitability secured
Systems	Zero infrastructure	Integrated EMR, CRM, KPI dashboard	Full automation
Service Offerings	Weight loss only	4 complete service verticals	4x diversification

💎The Impact💎

From Concept to Profitable Reality

Above & Beyond didn’t need minor adjustments they needed a complete business built from foundation to finish. In just six months, they transformed from an empty space with a dream into a thriving, diversified medical spa generating consistent five-figure monthly revenue.

Operational Maturity

The comprehensive systems implementation created an organization that operates with the efficiency of an established practice:

Patient Experience: Seamless journey from inquiry to treatment to retention
Financial Clarity: Real-time visibility into performance, profitability, and growth trajectory
Team Empowerment: Clear roles, expectations, and performance incentives that drive results
Scalable Infrastructure: Technology and processes designed for multi-location expansion

Strategic Positioning

Above & Beyond entered their market not as “another med spa” but as a comprehensive wellness destination with:

Service Differentiation: Unique integration of aesthetics, hormones, IV therapy, and mental health support
Educational Authority: Monthly programming and content strategy establishing thought leadership
Premium Perception: High-end branding and patient experience justifying premium pricing
Community Trust: Relationship-focused approach building word-of-mouth referrals

Revenue Diversification Success

The strategic pivot from weight-loss-centric to multi-vertical offerings created:

Reduced Risk: Multiple revenue streams protecting against market fluctuations
Higher Margins: Focus on premium services (hormones, lasers, injectables) with better profitability
Client Lifetime Value: Cross-sell opportunities keeping clients engaged across multiple services
Predictable Income: Membership model and treatment packages creating recurring revenue

Future-Ready Foundation

The systems built during these first six months positioned Above & Beyond for ambitious expansion:

Telehealth Integration: Infrastructure ready for virtual hormone consultations and follow-ups
Longevity Programs: Framework for adding cutting-edge age management services
Multi-Site Replication: Documented processes and training materials enabling location expansion
Exit Strategy Value: Well-documented systems and profitable operations creating enterprise value

Key Takeaways

1. From Empty Space to Fully Operational in Under 6 Months

The practice transformed from a bare, unused space with no systems or clients into a fully functional med spa with four operating treatment rooms and a complete service menu.

2. Strategic Hiring Unlocked Growth Capacity

Building the core team — including a practice manager, hormone RN, and esthetician — removed bottlenecks, created structure, and enabled multi-provider service delivery.

3. Revenue Scaled to $60K–$75K+/Month

With The THRIVE System™ in place, the clinic progressed from $0 revenue to $60,000–$75,000+ per month, reaching the optimized break-even point by Month 5.

4. Memberships & Retail Became New Recurring Revenue Streams

Introducing structured memberships and retail sales created predictable monthly income, contributing to retail outperforming expectations at 10%+ of total revenue.

5. Operational Infrastructure Built for Long-Term Scale

Implementation of SOPs, clinical standards, room utilization planning, service mix design, and workflow automations created the foundation for sustainable, multi-provider growth.