We caught up with the brilliant and insightful Marti Hutchinson a few weeks ago and have shared our conversation below.

Marti, looking forward to hearing all of your stories today. Folks often look at a successful business and imagine it was an overnight success, but from what we’ve seen this is often far from the truth. We’d love to hear your scaling up story – walk us through how you grew over time – what were some of the big things you had to do to grow and what was that scaling up journey like?

Here’s an enhanced version of your scaling story with the additional elements you requested:

When I first started, I was a solo entrepreneur working out of a small room that I shared with a massage therapist, limited to three days a week because that was the only time available. Things began to shift when a full-time space opened up, and I could work as an esthetician full-time. During this phase, two incredible mentors became essential to my journey. Rachelle Moore, the salon owner, taught me the ins and outs of running a salon and spa business, from operations to managing client flow. Meanwhile, Tina Zillman focused on my skincare education, helping me master techniques that elevated my services. These relationships were pivotal in shaping both my technical skills and business understanding.

As I grew more confident, I took a leap and expanded my business by transforming the back of Rachelle’s salon into my own mini spa. I hired my first employee and began to build a small but passionate team. Eventually, I made the bold decision to open my own dedicated space. However, I partnered with someone for this venture—a choice I later learned was not right for me. The partnership ended within two years, and with my life savings gone, I found myself starting over.

But what kept me going was the unwavering support of my team and my loyal clientele—they followed me to a new space. It took months of hard work and a lot of grit, but we opened our doors and got back on our feet. It was starting over financially for me, but the team and the clients were on board, which I was grateful for.

A HUGE lesson this journey has taught me is that while being skilled in aesthetics is essential, leadership is even more critical in running a business with employees. I had to confront my weaknesses as a leader, develop those skills, and learn how to empower my team for long-term success so that we could scale. That didn’t happen overnight and there were lots of tears and many times I wanted to throw in the towel. I let people down sometimes and that was hard. I missed so many of my daughter’s events while I was building that I would question if it was all worth it at times. I had moments of over reaction, anger, resentment, numbness and pure joy and elation. Sometimes all in the same day! But I pressed on because there was/is this feeling in my soul that this is where I’m meant to be.

Today, twelve years later, we are still thriving in the same location, supporting eight families through all the ups and downs. 2024 has been a very challenging year yet, but I know that this business ebbs and flows and I am always optimistic about the future.

In addition to running the spa, I expanded into education, which has become my true passion. I launched the Aesthetics Academy of Idaho, where we teach advanced medical aesthetics, offering classes both in person and via Zoom. This has allowed me to share my knowledge with aspiring and licensed professionals alike, helping them elevate their careers. We just expanded into New Mexico and Texas with our courses. A literal dream come true for me.

To take things even further, I recently developed the MedSpa Mentor app, which provides education and guidance for students, new estheticians, and licensed professionals. It’s like having a mini mentor in your pocket, offering practical advice and resources anytime you need them. This is my passion project that I know will one day be my retirement.

The beauty of this industry is that you can start out in one area and end up somewhere completely unexpected. I began in skincare, expanded into running a spa business, and eventually found my niche in education and mentorship.

While I still own and operate the med spa, these educational ventures have become invaluable assets to my company. They’ve not only diversified my business but also allowed me to scale in ways I hadn’t imagined. My journey shows that growth isn’t always linear—it’s about learning, pivoting, and building on what you’ve learned along the way.

Marti, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I got into this business at the age of 30, thinking I’d just help people with their skincare—not realizing I’d eventually own multiple businesses. But entrepreneurship is in my blood; it’s just part of who I am. No matter what I get interested in, I find myself thinking about how it could become a business. Honestly, it’s a bit of a curse. Sometimes I just want to enjoy things, but my brain doesn’t stop.

What I love most about my journey is the freedom I’ve built. I used to work 60 hours a week with clients in the spa, but now I have the flexibility to spend some time with clients while devoting the rest to educating and mentoring others—teaching them how to build careers and businesses like mine. Early on, I was fortunate to have mentors and people who helped me when I needed it most, and that experience showed me how much others need that support, too. Watching the people I mentor succeed feels like I’m succeeding right along with them.

What sets me apart is my relentless drive and my passion for people. My mind is always spinning with ideas, and while that might be a curse, the passion it sparks within me is the reason I get out of bed every day. Seeing those I educate thrive brings me an almost indescribable feeling of fulfillment. It’s intoxicating. I know everyone says they love helping others, but for me, it’s this rush that fills my soul every time one of my students succeeds—it’s a high that never gets old.

I grew up in a small town in the country, surrounded by the ranching lifestyle. Through this business, I’ve been able to give my children that same way of life—something that feels almost impossible for many these days. Horses, ranching, and wide-open spaces: these are things we cherish. I feel grateful that the opportunities I’ve created through skincare have made that possible for us.

I’m proud to say I’ll keep working hard because it’s part of who I am, but now I get to enjoy more of life outside of work. My two daughters, who are six and sixteen, are my everything. They’re my reason, my “why,” and the motivation behind every move I make. Being able to build this life while being present for their events and milestones is something I’ll never take for granted. At the end of the day, my businesses give me the freedom to do what I love—and that, for me, is the ultimate success.

What’s been the most effective strategy for growing your clientele?

The most effective strategy I’ve found for growing my clientele is simple: referrals. Building strong relationships with clients—treating them with care and respect—naturally encourages them to spread the word about their experiences. From the moment someone walks through the door at M Spa, it’s all about the energy we project. Do they feel welcome? Comfortable? Like they can let their guard down? This industry is deeply personal, especially since many of our services involve vulnerabilities—whether it’s discussing insecurities about skin or undergoing intimate treatments like laser or waxing.

Treating every client like they matter and acknowledging their insecurities without minimizing them is essential. It’s important to provide a safe space where people feel seen and understood. Mistakes are inevitable, but what sets us apart is always owning up to them. When you make things right, you build trust—and trust builds loyalty. I believe in treating my clients like family and sharing just enough of my personal life to foster genuine connections, though admittedly, many clients have become close friends over time.

When I start a new team member, I always emphasize that referrals are their most powerful tool for growth. Social media is a necessary part of today’s business world, but the foundation of our clientele wasn’t built online—it was built through genuine, authentic interactions. The clients who spend money with us are looking for that real connection, not just online engagement.

At M Spa, whether someone is here for a haircut or a laser session, they’ll likely be greeted by several team members who make a point to connect. We make sure every person feels welcome and known, contributing to the sense of community that sets us apart. This genuine interaction—creating a space where people feel comfortable and valued—is the heart of our business. This is how we’ve grown: by fostering meaningful connections and delivering an experience that people want to share with others.

How about pivoting – can you share the story of a time you’ve had to pivot?

A major pivot in my career came in 2020 when the COVID-19 pandemic shut everything down. Overnight, our world changed—our businesses closed, in-person classes were canceled, and clients were afraid to leave their homes. The uncertainty was overwhelming, and it forced me to figure out how to survive in this new reality where physical interaction felt like a risk.

We quickly adapted by offering virtual consultations and shipping products directly to clients. We focused heavily on skincare education, helping people transform their skin from home with products they bought from us. It wasn’t easy, but it was a shift we had to make to stay connected with our clients during a time when they needed self-care more than ever.

At the same time, we pivoted at the Aesthetics Academy by launching online classes—something I had been resistant to before. I always believed education had to be hands-on for students to gain the skills they needed. But the world changed, and I had to change with it. We rewrote curriculums, revamped systems, and I had to learn new technologies just to keep my passion for education alive. It was a steep learning curve, but it opened new doors and allowed us to continue teaching, even when the world shut down.

2020 was also personally devastating for me—I went through a divorce, which felt like a reset as overwhelming as when I split from my business partner back in 2011. Suddenly, I was a single parent, responsible for all the bills, with no one to rely on but myself. Money was tighter than ever, and the pressure was intense. But I leaned into emotional healing, focused on becoming a better person for myself and my family, and made the necessary changes in my business to thrive in this virtual world.

Looking back, the experience was challenging on every level, but it made me stronger. I learned to pivot quickly, embrace technology I had resisted, and find new ways to connect with clients and students. And through it all, I grew—both personally and professionally.

Contact Info:

• Website: Www..medspamentorapp.com
• Instagram: Marti_medspamentor
• Facebook: M Spa Boise