What does it truly take to transform a humble barn conversion into a multi-award-winning MediSpa? Join Susan Routledge as she chats with Michelle Stead, founder of Perfection MediSpa. Michelle shares her raw and inspiring journey from starting out with a tight budget to building a 17-strong team delivering 6-star customer experiences. Discover how she uses creative visual flashcards to align team standards, why transparent tiered pricing works, and how blending high-tech skincare with pure relaxation creates the ultimate client journey. Packed with honest business lessons, team management insights, and practical growth strategies, this conversation is essential listening for any salon owner or beauty entrepreneur looking to elevate their business standards.
5 Key Takeaways
Aim Beyond 5 Stars: Exceptional client loyalty comes from setting a 6-star standard where every detail, down to the smallest "silent irritant," is considered.
Visual Systems Drive Consistency: Using cartoonized visual flashcards for daily operations and onboarding ensures everyone works to the exact same high standard.
Tiered Pricing Ensures Fairness: Structuring pricing based on therapist experience protects margins, creates clear career progression, and keeps earnings transparent.
Crisis Leads to Growth: Navigating difficult team dynamics or business setbacks often provides the clearest roadmap for necessary evolution.
Bridge Results and Relaxation: Modern clients want the best of both worlds—combining clinical results like laser and skin treatments with deep relaxation.
Quotes
"Five stars is not good enough. We go for six star and we treat everybody like Kings and Queens."
"It's all about being crystal clear. And I learned that someone's good isn't someone else's good."
"Everything's been cartoonized. From down to how we shut a room down to how the cupboard looks, it's all in cartoon."
"You can have a wonderful, beautiful treatment in a lovely room that gives you the results, but you also get that relaxation."
"Running a business is a total different kettle of fish to renting a room."
Chapter Timestamps
00:00 - Welcome & Introduction to Michelle Stead
02:18 - Early Industry Days & Training Journeys
05:18 - The Cabin Crew Chapter & Finding Salon Passion
08:23 - Converting a Dairy Barn on a Tight Budget
12:35 - Growth, Team Scaling, and Key Business Lessons
16:10 - Evolving Perfection into a Modern MediSpa
18:32 - 6-Star Standards: Cartoon Visuals & Tiered Pricing
SOCIALS & IMPORTANT LINKS
https://susanroutledge.com
https://www.instagram.com/susan_routledge/
https://www.tiktok.com/@beautybusinessmatters
https://marketing.susanroutledge.com/beauty-and-the-best-chapters
How To Connect With Our Guest:
https://www.perfectionspa.co.uk/
https://www.facebook.com/perfectionskinandbeauty
https://www.instagram.com/p/DNsKYsbMotB/
SPONSORSHIP
Find out more with The Smart Group's Laser Buyers Guide:
https://www.the-smartgroup.co.uk/diode-family-page
Book your Opportunity Review with The Smart Group:
https://www.the-smartgroup.co.uk/opportunityreview
https://www.phorest.com/gb/
HOST BIO
Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication. Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive. Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1, 2 and 3. She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars. Susan's expertise continues to shape and elevate the beauty industry worldwide.
