Customer Success Story
How Iconic Spa Built a Scalable, Multi-Location Aesthetics Business on Boulevard and Grew Revenue 123%
- Locations
- 2 open with 2 more launching in the Southeast
- Boulevard customer
- since 2024
- Industry
- Medical Aesthetics & Body Contouring
- Website
- Iconic Spa
Key Takeaways
- Iconic Spa increased total revenue by 123% after switching to Boulevard, alongside a 64% rise in appointments, a 60% rise in package sales, and a 52% rise in service sales.
- Standardizing scheduling, forms, and workflows on Boulevard lets Iconic Spa run consistent operations across locations from day one.
- Combining deposit-backed appointments with Boulevard’s reminders and digital forms keeps the no-show rate under 10%.
- Boulevard’s reporting gives the team KPI visibility to guide marketing spend, pricing, and expansion decisions.
Introduction
"Neal Karski, founder of Iconic Spa, did not enter the aesthetics industry by accident. Years of coaching body contouring and medical aesthetics practices taught him what separates the ones that scale from the ones that stall, and he built Iconic Spa as a multi-location model from the start. As a management consultant and coach for medical spas, he had helped over 250 aesthetics businesses across the U.S. scale profitably through Patient Engine, the agency he founded to help aesthetics providers grow their businesses. Neal saw a clear opportunity: build a body contouring brand rooted in operational excellence and elevated patient experience. With this vision, Iconic Spa was born. "
Less talk,
more proof
- 123%
- Increase in total revenue
- 64%
- Increase in appointments
- 60%
- Increase in package sales
- 52%
- Increase in service sales
The Challenge: Scaling a Multi-Location Medical Aesthetics Business Without Losing Consistency
Having advised hundreds of aesthetics practices, Neal had watched the same issues hold businesses back: inconsistent systems across locations, poor KPI tracking, limited operational visibility, high no-show rates, inefficient onboarding, and underinvestment in marketing and client retention.
He also knew that expansion can amplify these issues. Opening multiple locations demands clean systems, standardized templates, reliable reporting, and a consistent client experience.
Rather than outgrowing his software later, Neal wanted to start with a platform built to scale.
The Solution: Boulevard as the Operational Backbone for a Scaling Medical Aesthetics Business
After extensive research and years of coaching other owners on the systems that make practices profitable, Neal chose Boulevard’s medical spa software as Iconic Spa’s operational backbone.
Since opening his first location two years ago, Boulevard has powered everything from scheduling to reporting to marketing automation. It lets Iconic Spa apply the same pricing, forms, and workflows across every location. With two to three more locations on the way, that infrastructure is already in place.
How We Helped
- Reduced No-Shows
- Deposit-backed appointments + reminders and digital forms keep no-shows under 10%
- Precision Scheduling™
- Guides clients toward optimal booking times, improving provider utilization; appointments up 64%
- Data-Driven Growth
- Consistent tracking of show rates, retention, rebooking, and campaigns to guide investment
- Marketing
- Automated campaigns, rebooking prompts, and follow-up outreach for multi-session treatment plans
- Elevated Client Experience
- Online booking, before-and-after galleries, and communications that drive referrals and loyalty
- Reliable Support
- Dependable customer support as the brand opens new locations
“Boulevard makes it easy to standardize, scale, and manage the business efficiently. As we expand to new locations, having a system that supports onboarding, marketing, and KPI tracking in one place is critical.”
Looking Ahead
With two new locations launching in the Southeast, Iconic Spa is entering its next phase of growth. Plans include expanding into facial aesthetics services and continuing to invest aggressively in advertising and brand awareness. With Boulevard, Iconic Spa is positioned to scale efficiently.
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