Featuring insights from Julie Davis, JD, MHA, Founder of Pura Vida Body & Mind Spa

Glo₂Facial recently sat down with Julie Davis, who built and scaled Pura Vida Body & Mind Spa, a highly successful med spa in Florida, and Glo₂FacialProvider. After growing her business for eight years and selling it to private equity, Julie joined Sarah Maugh, VP of Sales, for a live discussion on how to run a profitable, scalable, and team-driven med spa.

This post recaps the highlights from that conversation, including Julie’s exact membership model, pricing philosophy, and the retention systems that made her practice thrive. Watch the full Q&A interview or check the seven highlights below:

1. Profitability Starts with Smart Service Mix

Julie’s core principle is that profitability depends on low-COGS, high-impact services.

“I want services that have little to no consumables but give big, visible results.”

With Glo₂Facial, her average treatment costs about $50 total (including pods and esthetician time) and retails for $250–$350, producing an average $200 profit per treatment. At just 100 treatments per month, that’s roughly $20,000 in monthly profit.

Because Glo₂Facial is suitable for all skin types, delivers instant results, and involves no downtime, it’s easy to sell, easy to scale, and simple to integrate into membership programs.

2. Retention Comes from Consistency and Pre-Booking

Retention is directly tied to pre-booking. Julie’s team books the next appointment in the treatment room—never at checkout—and maintains a 70% pre-book rate.

“We don’t ask, we tell. We say, ‘I need to see you back in a month so we can keep working on your pigment or acne.’”

By shifting the conversation from an optional rebook to an ongoing treatment plan, her team keeps schedules full and patients loyal.

3. Memberships That Build Recurring Revenue

Julie’s membership programs generate over $1 million in recurring annual revenue and have become a cornerstone of her business model.

“20 for 20” Membership – $20/month for 20% off all services.
The $20 fee goes directly to profit, generating $210,000/year in passive income.
“Black Diamond” Membership – $189/month for one Glo₂Facial treatment (vs. $250 drop-in).
Encourages monthly visits, consistency, and continuous upsell opportunities.

“If people aren’t complaining about your prices, they’re not high enough.”

Her memberships simplify pricing, support retention, and create predictable cash flow—while reinforcing Glo₂Facial as a cornerstone of results-driven skincare.

4. Leadership, Training, and KPIs that Drive Growth

Julie attributes her team’s success to clarity, accountability, and constant coaching.

She tracks KPIs for:

Pre-booking rate
Retention rate
Productivity and schedule fill
Reviews generated
Service and retail sales

Role-playing is a non-negotiable part of her training.

“[Role-playing] helps them articulate confidently in the room. If you can’t clearly explain why a client needs a treatment, it doesn’t matter how good it is.”

5. Marketing That Converts

According to NewBeauty, 30% of new aesthetic patients now come from Instagram, surpassing word-of-mouth referrals. Julie’s advice: be visible everywhere your clients are.

Her formula:

Invest 5%+ of top-line revenue into marketing.
Prioritize Instagram, TikTok, Facebook, and LinkedIn—each reaches a different demographic.
Mine your database for cross-sell and upsell opportunities.
Use SMS for engagement, but keep email for nurturing.

She also encourages her estheticians to build personal brands, with guidelines that ensure all content aligns with the business’s reputation. The result? Authentic reach that grows both the provider’s and the practice’s credibility.

6. Investing When It Feels Risky

Even in slower market periods, Julie advocates doubling down on innovation rather than holding back.

“If anything, slow times are the best time to invest. New technology re-energizes your team and excites your patients.”

Her decision to adopt Glo₂Facial over competing facial devices came down to three things:

Lower cost of goods
Ease of use and team adoption
Stronger ROI per treatment

By positioning Glo₂Facial as a high-value, results-driven experience, she replaced commodity facials with a premium, regenerative offering.

7. Keep It Simple. Lead with Integrity.

Julie’s overarching philosophy is as practical as it is powerful:

“Do the right thing. Put patients before profits—and the money will follow.”

Her success is proof that profitability and purpose can coexist.

Simplify your systems, train your team, and lead with transparency—because when patients see genuine care and results, they stay for life.

For modern med spas, Glo₂Facial isn’t just a treatment—it’s a business growth engine. Between high margins, universal appeal, and easy integration into memberships, it delivers the trifecta of success: profitability, retention, and reputation.

Ready to bring Glo2Facial treatments into your med spa? Get in touch with our team.