The aesthetics industry continues to evolve as Alpha Aesthetics Partners announces its latest partnership with Inbloom Health + Medispa of New Hampshire, marking another strategic move in the rapidly consolidating medspa sector. This partnership highlights a growing trend where private equity-backed platforms are reshaping the landscape of aesthetic medicine.
“Inbloom Health + Medispa under Dr. Lawson’s leadership is an exemplary addition to our network. Her unique approach to aesthetics, which combines detailed patient care with advanced treatments, aligns perfectly with our mission at AlphaAesthetics Partners. We are excited to support Inbloom in bringing these specialized services to a wider audience.”
– John Wheeler, CEO of AlphaAesthetics Partners,
Alpha Aesthetics Partners: A Growing Network of Medspas
Alpha Aesthetics Partners has built a strong reputation by partnering with well-established, highly profitable medspas.
Just a month ago, in December 2024, AAP annouced a partnership with CAMI in NC.
While exact details about ownership structure and financial terms are typically confidential, we do know that AAP offers:
- Upfront cash to medspa owners.
- Equity in Alpha Aesthetics Partners, giving owners a stake in the larger platform.
- Operational support in areas like marketing, procurement, HR, and legal.
- Access to shared resources and cost efficiencies through bulk purchasing and other economies of scale.
A List of Alpha’s Known Partnerships
While Alpha (which is actually part of The Thurston Group Portfolio) doesn’t disclose every detail of their partnerships, here are some of the medspas they have publicly partnered with:
Esthetics Center – El Dorado Hills, California
Holden Timeless Beauty (HTB) – Southern California
RN Esthetics – Massachusetts
Refined Aesthetics – Virginia
The Williams Center – New York
Inbloom Health + Medispa – New Hampshire
How Do These Partnerships Work?
While we don’t have specifics on Alpha’s ownership percentages or the financial terms of these deals, based on common practices in private equity partnerships, it’s likely that:
- Alpha acquires a majority stake in the medspa, typically 51% or more.
- The medspa owner retains a minority stake and continues to be involved in day-to-day operations.
- The medspa gains access to Alpha’s network, infrastructure, and resources, enabling faster growth and improved profitability.
Criteria for Partnering with Alpha
Though Alpha hasn’t publicly disclosed specific criteria for partnership, it’s reasonable to assume they target:
- High revenue and profitability: Only medspas with a proven track record of financial success are likely to be on Alpha’s radar.
- Strong brand reputation: Medspas with excellent client reviews and a loyal customer base.
- Scalability: Businesses that have the potential to expand into new locations or markets.
- Owner involvement: Owners who are willing to stay involved and help drive future growth.
Pros of Partnerships
When a medspa creates a strategic partner with Alpha or another company like Medspa Partners (check out their long list of partnerships) that has a similar model there are benefits to a single owner that are undeniable:
Access to Capital:
Medspa owners receive upfront cash, which can be used for personal financial goals or reinvesting in the business.
Reduced Operational Burden:
Alpha provides support in key areas like marketing, HR, and procurement, allowing owners to focus on clinical excellence.
Economies of Scale:
Partnering with a larger network can reduce costs through bulk purchasing and shared resources.
Growth Opportunities:
Alpha’s expertise and resources can help medspas expand into new locations or services.
Shared Upside:
By receiving equity in Alpha, medspa owners benefit from the growth and eventual sale or IPO of the platform.
Cons of Partnering with Alpha
Loss of Full Ownership:
Medspa owners give up a significant portion of their business, which can often feel like “giving up their baby.”
Reduced Autonomy:
While owners may retain operational control, they must align with their Partners strategic goals.
Potential Equity Dilution:
As Partners raises more funds or partners with additional medspas, the owner’s equity stake may be diluted.
Exit Strategy Limitations:
Owners may no longer have the option to sell their medspa independently.
The Impact on Surrounding Medspas
This is a big one:
While partnering with Alpha and Alpha-like companies can be a boon for the individual medspa owner, it can pose significant challenges for nearby medspas that remain independent and possibly even profitable.
With the expanded resources and economies of scale, partnered medspas can:
- Outmarket smaller competitors by leveraging professional marketing teams and larger budgets.
- Outsell with more attractive pricing due to reduced costs from bulk purchasing.
- Offer more services with the backing of Alpha’s infrastructure and support.
For independent medspa owners, this can feel like competing against the “big box store” of medspas—a well-funded competitor that can do more and charge less. Without similar resources, smaller medspas risk being overshadowed unless they adapt quickly.
Adapting to the New Landscape: It’s Time to Level Up
For independent medspas, the rise of partnerships like Alpha’s signals a critical shift in the industry.
The old ways of relying on Instagram dancing videos or monthly specials are no longer enough to stay competitive.
Throw in AI and the changes that is creating and there is no more same old, same old.
Here’s what independent medspa owners should consider:
Outsource and Hire Experts:
Whether it’s marketing, HR, or operations, bringing in and consulting with experts who know how to scale and grow a medspa is a must moving forward.
Invest in Professional Marketing:
A robust, multi-channel marketing strategy is essential. This means not just social media, but also email marketing, content creation, SEO, and paid ads.
2025 is the beginning of the digital convenience, content marketing era – it will take a team to survive.
Differentiate Your Brand:
Focus on what makes your medspa unique. Whether it’s a signature treatment, personalized customer experience, or a niche market, find ways to stand out.
Leverage Technology:
From advanced booking systems to customer relationship management (CRM) tools, investing in the right technology can improve efficiency and customer satisfaction.
Is Partnering Right for You?
For medspa owners, the decision to partner with a company like Alpha comes down to personal and professional goals.
If you’re looking to scale quickly, reduce your workload, and gain financial security, a partnership could be a smart move. However, if maintaining full control and independence is more important, you may want to explore other growth strategies.
At the end of the day, these partnerships are becoming more common in the aesthetics industry, and it’s clear that companies like Alpha are betting big on the future of medspas. If you’re curious about whether your medspa might qualify for such a partnership, it might be worth keeping an eye on who Alpha partners with next—and what the next wave of consolidation in the industry looks like.
