Editorial

Defining the Medspa Segment in the Industry

Jim Amos, Chairman and CEO, Sona Medspa

Several years ago, after the successful sale of Mail Boxes Etc. to UPS, Jim Amos (chairman emeritus of MBE) and his partners began searching the marketplace for their next investment opportunity.

"Having been the past chairman of the International Franchise Association, I was in a unique place to know with some intimacy the businesses and players in the franchise industry,” says Amos, chairman and CEO of Sona Medspa, which is headquartered near Nashville in Franklin, TN.

“In our demographic study, we kept coming back to the health and wellness industry and felt it had the greatest potential. Heather Rose (currently president and COO of Sona Medspa) actually came across Sona and we decided to acquire and expand the platform from a laser hair removal center into a full medspa.”

It was not the intention of Amos to merely join the industry of health and wellness. He wanted to be the industry leader in this segment. Sona had already developed an effective protocol for permanent removal of unwanted hair using FDA-approved
laser technology to disable hair follicles and was experiencing strong growth Jim Amos - Chairman and CEO
since Franchising in 2002.

“We acquired about 14 hair removal centers and today we have 36 medspas with 30 more under construction. There are about another 150 units to which we have granted agreements to open,” says Amos.

These spas currently offer skin rejuvenation and optimal aging platforms along with hair removal but will also offer a variety of new products/procedures in the future. “Sona is developing new products, line extensions and expansions that are in pilot today, including cellulite applications, acne applications, and some very exciting new technologies that are just around the corner.”

Kurt Schusterman, chief marketing officer at Sona Medspa, explains, “We’ve had excellent results using the Sona protocol of hair removal so we parlayed that knowledge into skin rejuvenation. Our skin improvement services use the next generation of IPL called advanced florescence technology or AFT. This protocol actually allows us to get rid of skin discolorations like rosacea and age spots as well as eliminating fine lines and wrinkles. We can remove acne scaring and even active acne with our procedures. New technologies enable us to remove birthmarks and even tattoos of any color. But our vision,” continues Schusterman, “is even larger than that. It’s all about well being.

Sona Medspa Franchise Opportunity “We will have three profit centers,” continues Schusterman, “including hair removal, skin rejuvenation, and our proprietary retail product line called Specialties by Sona, which supplements our procedures. We have in development both cosmeceuticals and nutraceuticals, including a skincare line customized to each person’s individual chemistry.

Available right now is a product called Dermagenetics^®, a DNA-based night cream. One of our licensed medical staff can swab a client’s mouth and then send the sample to a lab. From that DNA sample we can custom-blend a night cream based on that person’s unique and individual chemistry,” says Schusterman.

“This is a very exciting use of science,” says Amos, “and is reflective of the new line of nutraceuticals that are available in the marketplace. That same technology can be translated into food supplements. DNA profiling can determine precisely where your vitamin deficiency is and then a product can be created especially for you. These products are available now and just a sample of things to come.

“We are looking at some new laser products that actually, and in a very dramatic way, remove fat! We believe that in the not too distant future those types of applications will be available,” says Amos.

Sona Medspa - Popular Franchise Opportunity “That’s what’s so exciting about Sona as a franchise model,” adds Schusterman. “The bulk of the business today is hair removal but the potential for skin rejuvenation is just unbelievable. It’s a fantastic opportunity.”

"You are looking at a spa segment that is growing faster than any other segment in the marketplace,” says Amos. “In the last three years there’s been a 25% icrease in what is today an $11 billion industry.”

Amos believes there is the potential at Sona Medspa to do exactly what they did at Mail Boxes Etc., which is to create the model, grow the business and also impact the industry. The convergence of new technologies in the marketplace and the availability of medical services that were once found only in a dermatologist’s office have made these procedures more accessible and more affordable. “For the entrepreneur looking for a franchise business, you have a very strong business proposition, says Amos. We’re not only building a business,” says Amos, “we believe we are defining the entire segment.”

Sona Medspa - Turnkey Franchise Opportunity The potential for clientele at a Sona Medspa is massive. Demographic studies show that 12,500 people in the Baby Boomer generation turn 50 every day and they have access to an enormous discretionary income, says Amos. “Also, these are people who defined not only their own generation but influenced those who came after. They want to remain active in the marketplace longer, they want to look younger, they want to feel better.”

But it is not just physical appearance that Sona wants to improve. Amos believes there is a spiritual component to the business as well. “Our commitment is not just to external appearance but to internal wellness and wholeness. It is not only about looking and feeling good, people also want to do good in their lives and they want to make the most of the gifts
they’ve been given.”