This article was originally published by American Spa.
To attend these classes and learn about other education offered at the show, register to attend the Be+Well | Beauty and Wellness Show Las Vegas (formerly the International Beauty Show) from June 27-29, 2026. What's more, use code EDSALON20 to get 20% off master classes.
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The Client Journey Blueprint: 6 Touchpoints That Build Loyalty & Boost Revenue
Taught by industry educator and business owner Kirsten Goetzelman, this strategic business session explores how every client interaction — from the first moment of discovery to post-appointment follow-up — directly impacts trust, loyalty, and long-term revenue.
Booked for Life: Connection Strategies That Build a Sold-Out Schedule
Drawing on her experience as a former NFL cheerleader and business owner, Ashley Taylor explores the client journey beyond the service.
She reveals how intentional connection drives long-term growth, why follow-up is one of the most overlooked yet powerful business tools, and how emotional readiness as a provider directly impacts client loyalty.
Beauty in the Feed: Turning Everyday Content into Client Growth, with Savanna Boda
Social media powerhouse and med spa owner Savanna Boda leads this session on creating authentic, high-converting content — no fancy equipment required. Learn how to plan, film, and post with confidence using the tools you already have, so your feed attracts the right followers and turns them into loyal clients.
Booked & Banked: Building a Profitable Spa Business That Lasts
This course is designed for estheticians, spa owners, and beauty professionals who want to build sustainable and profitable businesses through strategic client care and smart financial planning.
Jordan Hogan will teach how to design personalized client care plans that foster retention, referrals, and long-term loyalty, while also developing essential skills to project revenue, manage expenses, and plan for business growth.
By integrating high-quality client experiences with sound financial forecasting, participants will gain the tools to elevate their business operations and increase profitability.
Beyond Social: Building a Digital Marketing Strategy for a Scalable Esthetics Business
This comprehensive session taught by Sherrie Tennessee, PhD., explores how estheticians can move beyond piecemeal marketing efforts and build a cohesive digital strategy that supports long-term business growth.
Rather than focusing on social media alone, this course examines how branding, targeted marketing campaigns, and digital client experience work together to drive visibility, trust, and consistent bookings.
Stop Undercharging: Pricing That Grows Your Revenue & Positions Your Expertise
In this session, C.R. Cooper, The Skin Theologian, fuses her internationally recognized expertise in skin health with disruptive business insights to unveil The 3P Method: Pricing, Packages, and Precision—an actionable framework for creating compelling treatment menus that maximize revenue, enhance client engagement, and elevate your professional expertise.
Social Media That Converts: A Workshop for Service-Based Beauty Businesses
Taught by industry educator and business owner Kirsten Goetzelman, this workshop focuses on using social media as a conversion tool, not a content treadmill.
This workshop explores how brand clarity, messaging, and consistency influence trust and buying decisions, helping followers move from passive scrolling to confident scheduling.
Your Most Overlooked Revenue Source: The Back Bar
Is your backbar paying you back? Ella Cressman-Sandoval teaches how to evaluate and maximize every product behind the chair.
From selecting versatile, multi-use formulas to streamlining inventory and designing profitable treatments, this class shows you how to stretch your resources without sacrificing client satisfaction.
The Power Consultation: How to Build Trust, Deliver Results, and Increase Revenue
In this session, Ella Cressman-Sandoval teaches proven techniques to ask the right questions, uncover your client’s needs and motivations, and turn insights into customized treatment plans and product recommendations.
Walk away with strategies to build instant trust, boost client retention, and grow your bottom line — all while delivering exceptional service.
The Hidden Goldmine in Beauty Services: Paramedical Tattooing for Scars, Confidence, and Cashflow
Paramedical tattooing is not just a beauty service — it’s a $500–$2,000 transformation that costs less than $11 in materials, requires no major equipment, and fills a gap that no other treatment can.
Jayd Hernandez teaches how this service is the secret weapon that owners are quietly adding to their beauty and wellness businesses and it’s about to go mainstream.
Decode the Label: Cosmetic Formulation for Smarter Recommendations
Research and innovation chemist Christine Tian breaks down the key components of cosmetic formulations so you can decode ingredient labels, educate clients, and better understand why certain products deliver superior results.
Small Events, Big Impact: Building Trust & Business Through Community Engagement
In this practical, real-world session, Elizabeth Mackenzie teaches how to identify the right events for your brand, show up with purpose, and turn genuine conversations into long-term client relationships — without awkward selling or burnout.
The New Spa Reality: Adapting Spa Services for Stress, Sensitivity & Recovery
In this session, Toshiana Baker gives you the tools to confidently adapt your services, ensuring safety and comfort without overstepping your scope of practice.
You’ll discover how thoughtful modifications, professional communication, and compassionate service can transform a vulnerable client experience into one that builds trust, loyalty, and long-term relationships.
Own the Algorithm: How Beauty Pros Can Dominate ChatGPT, Google & AI Search
In this session, "Lady Peng" Jane Pham shows attendees the "secret sauce" for online visibility. That includes: the exact steps to force Google to rank your business first; a step-by-step checklist to make your site rank above all others; strategies to push your business into Google’s top 3 map results; and how to position yourself so AI (like ChatGPT) recommends you anytime a client asks for “the best” in their area.
Hire Better, Lead Smarter: The New Rules of Building a Team That Stays
This session is designed for owners and senior management leaders who want to build stronger, more stable teams by modernizing how they hire and lead.
Rather than focusing on traditional HR theory, this class — taught by Christina Stratton and Ilana Alberico — draws from real-world operator experience to explore practical strategies for attracting aligned candidates, hiring with intention, and creating leadership systems that support engagement, accountability, and retention.
Never Wonder What to Post Again: Leverage AI for Smarter Spa Marketing
This high-energy session with Jenni Nagle and Barry Eichner of Lipgloss + Aftershave (L+A) will teach you how to use ChatGPT as the personal content strategist for your beauty or wellness business — helping you generate creative, relevant, and profitable social media ideas in minutes.
Steal My Secret: The Client Experience That Sells My Beauty Services For Me
In this class, Jayd Hernandez teaches a powerful truth most beauty professionals overlook: Reviews don’t just help you— they sell for you.
When done right, your client experience becomes your best sales strategy. One rave review can bring five more bookings. One emotional transformation can turn into a viral testimonial. And it all happens without hard pitches or feeling like you’re “being salesy.”