Podcast Summary

Podcast: Spa Marketing Made Easy

Host: Daniela Woerner
Episode: #463 - From Military Leadership to Spa CEO: Ashley's Journey to Building a Team That Actually Works
Guest: Ashley, Spa CEO and New Coaching Staff Member
Date: December 22, 2025

Episode Overview

This episode spotlights Ashley’s unique journey from a military and law enforcement background to becoming a thriving spa owner and now a coach in the Spa Marketing Made Easy community. Daniela and Ashley dig deep into what it takes to grow from solo practitioner to effective leader, building a team that "actually works." They share lessons learned from the trenches, challenges of the hiring journey, and the mindset shifts required to transition from hands-on provider to CEO. The conversation is filled with practical advice on leadership, systems, and personal development—with plenty of Ashley’s signature humility and humor.

Key Discussion Points & Insights

1. Ashley’s Unusual Path into the Spa Industry

Timestamps: 01:47 – 07:39

• Childhood Roots: Ashley laughs as she recalls her earliest instincts for skincare—playing in the mud, exfoliating without realizing it:

  "I was exfoliating. And I would tell everybody, like, put that on your body." (02:26)

• Military & Law Enforcement: Despite a driven, patriotic career, her affinity for skincare persisted—even aboard an aircraft carrier, where she was the one with a huge bag of skincare and makeup (02:36).
• Career Crisis and Fork in the Road: After a dark period in a new, misaligned career, her husband encouraged her to try skincare professionally:

  "You either need to go back into law enforcement or you need to find something else, because I want my happy wife back... you should go into skincare. God knows you spend all our money there." (04:52 – 05:16)

• Accidental Entrepreneur: Initially intent on working for a doctor or a med spa, Ashley realized “it’s who I am at my core” to create her own path (06:06).

2. Starting, Growing & Structuring the Spa

Timestamps: 07:39 – 16:34

• Timeline:
  • Solo esthetician: 2017–2018
  • Brick & mortar spa buildout: 2021 (07:41–07:53)
• First Hire: Ashley’s first employee was her assistant, now spa manager—an unusual success in an industry plagued by high team turnover (08:10).
• Building a Team: Daniela notes many spa owners plateau as solos, unwilling or unable to delegate (08:30).
• Leadership Skill: Ashley’s background in military and law enforcement was vital:

  "There's a lot of leadership that's in there... it's just what we do and who we are." (10:16)

• Notable Moment: Discussing “Extreme Ownership,” Daniela realizes her husband took leadership skills for granted, having absorbed them through years in the military (10:33–11:13).

3. Lessons in Leadership and Team Development

Timestamps: 11:36 – 19:42

• Accountability & Communication:

  "It taught me how to hold people accountable and clearly communicate to people my expectations and how to make them the best version of themselves." (11:36)

• Proud of Her Team: Despite a few misfits, Ashley’s biggest point of pride is her current team:

  "Honestly, what I'm most proud of is my team." (12:40)

• Understanding Differences: Emphasizes learning each team member’s strengths, needs, communication styles, and letting them shine in their “zone of expertise,” while maintaining company standards (14:35).
• Current Team Structure:
  • Ashley is no longer in the treatment room, focusing on leadership and training
  • Team: 4 estheticians, 1 spa manager, 1 front desk (also social media), VA, Medical Director, and key external advisers (15:24–16:34).

4. The CEO Mindset & Letting Go

Timestamps: 16:54 – 22:02

• Bringing in Experts:

  "Where am I smart? And where do I need to bring in people that are smarter than me?" (16:54)

• Delegation is Critical: Letting go reduces anxiety, helps the business, and is a key to personal fulfillment:

  "Once I let go...and started delegating, my personal life changed, my anxiety levels dropped. Now it just makes me so happy to delegate." (17:59)

• Empowering Specialists: One esthetician is “our science girl”—she gets the green light to deep dive into new products (“Science Sundays” series forthcoming) (17:59–19:42).
• Knowing What Not to Do:

  "Ashley’s not allowed to touch the booking software…my spa manager, that is what she does." (21:06)

5. Hiring, Values, and Avoiding Scarcity Thinking

Timestamps: 22:39 – 29:52

• Common Struggles: Many owners face self-doubt and believe there are no “good people” or get trapped hiring the wrong person; the real issue is often lack of clarity and systems (22:39–24:32).
• Personal Responsibility:

  "Almost everything that goes wrong in my company is my fault." (24:32)

• Biggest Hiring Mistake:

  "I hired almost too quickly and it was coming from a place of scarcity. You should never make these really big ginormous decisions on emotion." (25:59)

• Ideal Employee Avatar: Treat hiring like dating—define your musts and your “absolutely nots.” Clarity around company mission, values, and role expectations draws better-aligned candidates (25:59–28:16).
• Values Alignment:

  "Anytime you have someone that doesn't work in your company, it's a misalignment of values." (29:00)

• Core Values Should Be Lived, Not Filed:

  "Most people write them down and never look at them...but this is who you are." (29:07–29:33)

• Practical Tip: Use the 90-day probationary period, do weekly check-ins, and provide real training and support—not just a “band aid” solution (29:53–29:59).

6. Final Reflections & Welcome to Coaching Role

Timestamps: 30:31 – End

• Ashley’s New Role:
  • Ashley is now focusing on coaching spa owners, specializing in leadership and team development
  • Daniela formally welcomes her and celebrates her as a valuable addition to the community:

    "We are thrilled to have you." (30:32)

Notable Quotes & Memorable Moments

• "I was exfoliating. And I would tell everybody, like, put that on your body."
  — Ashley (02:26)
• "You either need to go back into law enforcement or you need to find something else, because I want my happy wife back... you should go into skincare."
  — Ashley, quoting her husband (04:52 - 05:16)
• "Almost everything that goes wrong in my company is my fault."
  — Daniela (24:32)
• "I hired almost too quickly and it was coming from a place of scarcity…You should never make these really big ginormous decisions on emotion."
  — Ashley (25:59)
• "Anytime you have someone that doesn't work in your company, it's a misalignment of values."
  — Daniela (29:00)
• "Once I let go...and started delegating, my personal life changed, my anxiety levels dropped."
  — Ashley (17:59)
• "Ashley’s not allowed to touch the booking software…my spa manager, that is what she does."
  — Ashley, on delegation (21:06)

Useful Timestamps

• Introduction to Ashley and her background: 00:03 – 07:39
• Transition from solo to team-building: 07:39 – 12:17
• Leadership lessons from military & law enforcement: 10:16 – 12:17
• Proud moments & understanding fit/misfit: 12:17 – 15:24
• Current team structure: 15:24 – 16:34
• The importance of delegating & CEO leadership: 16:54 – 22:02
• Common hiring pitfalls & values alignment: 22:39 – 29:59
• Ashley’s new coaching role & closing: 30:31 – end

Takeaways for Spa Owners

• Lean into your unique background and strengths.
• Define and live your core values—they’re the foundation for effective hiring and team culture.
• Don’t rush the hiring process due to panic or scarcity; clarity and alignment are everything.
• Delegate and trust specialists; your job as CEO is to lead, not do every task yourself.
• Use systems, probation periods, and regular feedback to set your team (and yourself) up for success.
• Leadership is learned—pour into yourself and your people, and don’t fear mistakes.
• Celebrate your progress; it’s never a straight path, and each “new level” brings growth.

Ashley’s story offers inspiration for spa owners feeling stuck or overwhelmed by hiring and team challenges. Her blend of discipline, vulnerability, and people-first leadership is a model for building a team that truly works.