Key Takeaways

• LaserAway, founded in 2005, has grown to over 200 locations nationwide with no closures.
• Significant private equity investment in 2022 fueled expansion and enhanced training programs.
• Focus on durable growth and clinician retention helps maintain quality services amid industry trends.

A Growth Blueprint for Med-Spas

Founded by brothers Scott, Brock, and Todd Heckmann alongside physician Roy Winston, LaserAway has emerged as the United States’ largest aesthetics chain, boasting over 200 locations across 35 states without a single closure. This achievement is rare in the med-spa industry, which often sees rapid expansions followed by contractions.

Scott Heckmann emphasizes that LaserAway’s growth is not merely about speed; instead, the focus has been on creating a robust, durable business model resistant to market trends and economic shifts. In 2022, the company accelerated its growth trajectory with a reported $70 million investment from Ares Management Corp.’s private equity group aimed at multistate expansion and the enhancement of infrastructure and training programs.

As the nation’s leading provider of laser hair removal, LaserAway also offers a range of services including SkinFitness treatments, body contouring, and injectables like Botox and Xeomin. Treatments start at $99, and almost half of the company’s revenue now comes from non-laser services.

The following principles have been pivotal in LaserAway’s growth:

1. Planning for National Scale

The groundwork for LaserAway’s national expansion was laid well in advance. The founders standardized clinical protocols, training, and operations at an early stage, creating an environment where each new store emulated the first. This commitment to consistency allowed the company to maintain control while expanding rapidly.

2. Strategic Localization

Understanding that rapid and effective training is crucial, LaserAway strategically clustered its locations in densely populated areas rather than diffusing them across distant markets. This clustering enables efficient support for operations and enhances the patient experience.

3. Focus Over Broadness

Rather than chasing trendy treatments, LaserAway has grown by adhering to a focused service offering. The team deliberately refuses to adopt services that do not align with their standards or operational framework, ensuring quality and trust while promoting reputability.

4. Data-Driven Expansion

A rigorous market analysis determines where to open new locations. Instead of initiating expansions based on anecdotal evidence, LaserAway relies on data concerning competition, community demographics, and labor conditions, thus minimizing the risk of overextension.

5. Leadership Stability and Support for Clinicians

LaserAway enjoys continuity in leadership, with the original founders remaining involved after two decades. This consistency fosters a stable identity and culture focused on delivering quality service. Additionally, LaserAway prioritizes the needs of its clinicians, ensuring they can focus on patient care while working in a retail setting.

With an established brand and a disciplined approach to growth, LaserAway has not only succeeded in expanding its national footprint but also maintained high standards that are essential for long-term success in the competitive med-spa landscape.

The content above is a summary. For more details, see the source article.