The Empowered Leader: Coaching and Developing High-Performing Aesthetic Teams

Good evening, and welcome to the 2026 live event from the Business of Aesthetics.

Your dedicated partner in helping aesthetic practice owners build resilient, sustainable businesses where both your team and your patients thrive. Tonight's discussion, the empowered Leader.

Coaching and developing high-performing aesthetic teams dives into the hidden operational and leadership drains that erode your profitability.

and peace of mind in an increasingly competitive market. I'm your host, Ashton Rogers, and alongside our incredible expert panelists, we'll uncover actionable strategies

To stop the revenue leaks, elevate your team's ownership, and create a practice that actually builds your wealth.

By the end of this hour, you will walk away with a clear blueprint to transform your practice from just busy to structurally healthy and deeply profitable.

We would like to extend our gratitude to the sponsor of this event, Equa Marketing, one of the most trusted digital marketing organizations in the US and Canada, with over 18 years of experience and a dedicated client base of more than 500 healthcare practices.

Before we dive in to the main Q&A, a quick tip on behalf of our team at ECWA. Let me ask you this.

When potential patients in your area search for treatments you offer, does your practice actually show up? Or are they finding your competitors instead? This is a major challenge.

You might be offering amazing services, but if you're not visible online, you're missing out. The good news? There's a fix.

And if you stick around until the end, ECWA has something special to help you take your online presence to the next level.

Now…

It is my absolute pleasure to introduce our expert for the evening. Our speaker tonight knows what it's like to bridge the critical gap between medical precision and the art of traditional aesthetics.

after over 30 years in the industry, and authoring the number one Amazon bestseller, Aesthetics Exposed.

She realized that even the most talented providers can't build a profitable practice if the team isn't structurally aligned. Today, through her education platform, she empowers

and medical professionals. To stop leaking revenue, step into leadership and build high-performing, resilient teams. Please welcome the owner of Aesthetic Expo's Education, Terry Wojak.

Thank you, Ashton. Thank you for having me.

Happy to have you here, Terry.

I'm very excited.

Me too, right. So, before we jump into the Q&A with Terry, let's take a quick look at the main points for today's discussion on our screen.

Our first goal today is establishing financial strength as a foundation, because you cannot empower a team if the business is struggling to survive.

From there, we'll explore mental resilience strategies to help your staff navigate demanding patient expectations. And finally, we will map out the path forward, ensuring you leave with a clear roadmap to foster self-leadership and drive measurable ROI.

Now, let's dive right in to the Q&A.

So, Terry, up on the chopping block. The first question. From your vantage point across clinic, educators and practitioners, where are aesthetic practices most consistently misjudging the true cost of delivering treatments, particularly at the esthetician and service level?

I think it's pretty big where they misjudge, because a lot of practitioners look at the cost of the product, sometimes the cost of the treatment, maybe the cost of the provider's time, but they're not looking at the room expense, they're not looking at the

the insurance, the paid time off, especially the other support staff. So, you know, I mean.

Everything from front desk to marketing, and really, you know, everything that goes into that hour time frame that that room is utilizing, and that esthetician is utilizing, or the provider.

And Trey, why do you think so many highly intelligent practice owners turn a blind eye to these hidden costs until it's almost too late?

I think it just looks so easy on the outside. It looks like, you know, I mean, meds… everyone wants to open a med spa. It just looks like high profit, easy, you know, easy money, but it's… it's not. There's a lot…

A lot that goes into it, and there's a lot of expense, and, you know, it's not… it's not for everyone.

Right. And then, to address a challenge, many owners fear that if they audit these costs, they'll be forced to raise prices and lose patience. How should they navigate that fear?

You know, I… I don't think there should be a fear of raising prices. I do think if you're in, you know, a competitive market, that raising the prices and having, you know, your own value

being higher is okay, and… but, you know, I don't think that you should go into it thinking that you… you're gonna have to raise the prices.

I think that they should navigate that beforehand with, you know, more of the business plan and, you know, keeping their prices competitive, but also, you know, knowing they can raise them when they get to that higher level.