Treatments offered
Botox topped the list of noninvasive treatments, according to the American Society for Aesthetic Plastic Surgery, which reports a 450 percent spike in demand for these services. But laser hair removal may be just as popular in spas. "You are always working with a healthy population," said Mr. Moore, 31. "This population is inclined to purchase your services at their discretion, not because they are told by their primary-care physician to visit your office.

"The patients we treat look forward to their treatments and their time with us. We are also able to make an impact on people's lives." And that impact is expected to multiply as more health and appearance-conscious consumers seek out stress free settings. For the medspa industry, the forecast calls for triple figure annual growth over the next two decades. Access to noninvasive alternatives and technology, such as laser and other high-tech aging solutions, will fuel the cosmetic boom.

The medspa movement makes up the most lucrative trend in U.S. health care, said John Buckingham, chief executive of Solana MedSpas, a business consulting firm based in Irvine, Calif. Founded in July 2003, the company targets entrepreneurs and doctors interested in operating medspas. Solana's consulting services include business plan development, retail site location and design, regulatory compliance, staffing and training of key personnel, and custom marketing to drive revenue.

 "All of our medspas offer the basic, most highly profitable, quick, highest-demand services," said Mr. Buckingham, who has a bachelor's degree in pharmacy and a master's in business administration, the latter from Harvard Business School.

Categories of service
Services are divided into five categories: injectables, laser hair removal, skin rejuvenation, medical-grade facials and peels, and "cosmeceuticals," a home regimen of products used to attain better results. "We market skin wellness programs.

There isn't a onetreatment magic bullet," said Karla Keene, an aesthetician who is director of field support at Solana MedSpas. MedSpas. So far, 54 owners have signed up and are in various stages of development. Sixteen spas operate in Birmingham, Ala., Rancho Santa Margarita, Calif., and other upscale areas. That number is projected to increase to 25 locations by year-end and to 100 by the close of 2006. Although none of Solana's medspas are in development in Texas, Mr. Buckingham is expecting several new owners to commit in the next few weeks.

One Dallas entrepreneur hopes to open a spa here or in San Diego. "I'm getting over 400 leads a month alone, just for people wanting to make a half-a-million-dollar investment to build a medspa," he said. The company is not a franchise. It's "a licensing turnkey franchise-like program." Clients operate their own businesses and are branded locally.

 "Our strategy is that consumers make decisions based on local trust – aesthetician, nurse, doctor and the individual local owners," Mr. Buckingham explained.

From hair to more
Mr. Moore's independent spa in Dallas' Turtle Creek neighborhood appeals to everyone from "college students looking to 'prevent' to baby boomers looking to 'correct,' " he said. From his observations, young adults buy into laser hair removal and cellulite treatments, and mature adults go for anti-aging treatments – microdermabrasion, wrinkle reduction, spider-vein treatments, Botox and fillers. The spa opened in April 2003, offering laser hair removal at an affordable price, Mr. Moore said. The business grew to provide the other services.

His aestheticians earn $16 to $18 hourly after factoring in commissions. He doesn't hire registered nurses. "I would have to raise my prices to compensate for the salary an RN would make, and these procedures don't require the education of an RN," Mr. Moore said. Mr. Moore completed a bachelor's degree in health and kinesiology (sports medicine) and a master's in clinical exercise physiology. He has worked in fitness, rehab and wellness centers. This is his first spa.

The gamble in opening his business has been worth it, Mr. Moore said, given the ample opportunities in the medspa industry. But competition is getting tough. "You must find your niche and be able to provide reliable treatments with superior customer service," he said.

Distribution Source: Special Contributor to The Dallas Morning News

By SUSAN KREIMER