You’ve poured your heart into growing your aesthetic practice—now it’s time to build the clarity and structure to help it thrive without burning out. I support passionate med spa owners in creating sustainable systems, increasing profitability, and making confident decisions that lead to long-term success. Let’s turn your business into something that works for you, not just because of you.
I'm Emily Kendel: Founder of
Spa Project, Business Coach, and Consultant for Medical Spas and Aesthetic Businesses
200k
23+
2.5m
300k
Years experience in the aesthetics industry
Elevated Revenue in less than 3 years
Revenue generated from a single
sales event
Cashflow that grew from 11k in just
1 1/2 years
“What I love about Emily is her passion to help other people succeed in their businesses.
Her understanding of the complicated facets of salon and spa ownership, make her a true expert to help owners build and scale their businesses, grow their retail sales, and hire a staff that will stick!”
— Stacy Harris, Keynote Speaker
Helping med spa owners grow revenue, reduce overwhelm, and lead with confidence, became my passion.
With certifications in top treatments like CoolSculpting, Hydrafacial, Microneedling (RF), and laser hair removal, I understand the clinical side—and how to turn it into consistent revenue. Through Spa Project, I’ve helped spa owners grow cash flow from $11K to $300K, generate $2.5M in sales, grow revenue up to 80%, and plan $200K events. But what matters most isn’t just the numbers—it’s that they now run businesses with structure, clarity, and space to grow. That’s what I want for you, too.
From celebrity sets to 7-figure spas, my journey has always been rooted in transformation.
Meet Our Founder:
Emily Kendel
I started my career as a licensed aesthetician and eventually became a celebrity makeup artist for TV and film—working with names like Morgan Freeman, Priscilla Presley, and projects for St. Jude Children's Research Hospital. But it wasn’t until I stepped into spa operations that I saw the real gap: talented providers were doing it all, but still not reaching the success or stability they deserved. That realization set me on a new path—one where I could take everything I’d learned and help others avoid burnout, guesswork, and overwhelm.
That’s when I built Spa Project and the framework that became the SP Core Process, —a clear system to help owners optimize their services, schedule with purpose, and finally create predictable profit. It worked—and I knew it could help others.
As I moved deeper into spa leadership, I kept seeing the same problems: empty rooms, unclear pricing, and owners drowning in decisions with no strategy to anchor them. I’ve been in that place—working hard, doing all the right things, and still unsure if it would ever feel easier.
HOW I GOT HERE
My Story
What I Stand For
Business Shouldn’t Break You—It Should Build You.
Growth shouldn’t come at the cost of your well-being.
We create strategies that honor your energy, your team, and your life—so you can scale with purpose, not pressure.
4.
2.
3.
1.
Systems
Profitability
Sustainability
Clarity
My coaching is rooted in four core principles that guide every system, every strategy, and every transformation I help create.
You can’t grow what you don’t understand.We uncover what’s really happening inside your business—your numbers, your offers, your bottlenecks—so you can make confident, informed decisions.
Burnout isn’t a business plan.
Together, we design workflows, scheduling structures, and support tools that free up your time and reduce daily overwhelm—without sacrificing results.
Your business should pay you well.
From pricing to packaging to event planning, we focus on creating reliable, aligned revenue that supports your goals and reflects your value.
From Aesthetician to Strategic Mentor
I’ve been where you are—wearing all the hats, second-guessing every decision, and wondering if success has to come with so much stress. Here’s how two decades in the beauty industry led me to create the kind of coaching I needed but couldn’t find—so you don’t have to figure it all out alone.
A trip down memory lane
2020
The Shift: Coaching Before I Called It Coaching
I started helping others behind the scenes—reworking pricing, fixing scheduling gaps, planning events. Their results confirmed what I knew: I had built something repeatable. Something others could use.
2012
The Launch: Opening My First Brick-and-Mortar Spa
Ready for stability, I opened my first brick-and-mortar business—bringing 500 clients with me from years of hard-earned relationships. It was the first time I felt like I had built something real. But with growth came new challenges, and I quickly realized that success needed more than great service—it needed strategy, systems, and smarter decisions.
2017
The Pivot Point: Selling My First Business
I built and sold my first beauty business—a turning point that pushed me into new territory. I joined the team at the spa that bought me out, ready to see what growth looked like from the inside.
2023
The Mission: Launching Spa Project
I founded Spa Project to share the SP Core Process and give med spa owners the tools, systems, and confidence I spent 20 years building. No more guessing. No more burnout. Just clear, strategic growth.
2009
The Unexpected Break: Juggling Jobs and Celebrity Sets
While working multiple jobs—waiting tables, taking salon clients, and traveling for aesthetic work—I began booking makeup gigs in film and TV. I worked with names like Morgan Freeman and Priscilla Presley, all while navigating life as a single mom. It was chaotic, but it taught me how to show up, adapt quickly, and thrive under pressure.
2001
The Spark: Aesthetician School
I enrolled in aesthetician school not to chase a dream job—but to learn how to take better care of myself. I was curious about skin health, personal care, and what it meant to feel confident in my own skin. I didn’t know then that it would be the first step toward a career—and eventually, a business—that would evolve far beyond the treatment room.
2007
The Reality Check: Balancing Survival and Dreams
At just 24 years old, I was a single mom of two, bouncing between spa jobs, trying to create some sense of stability. I didn’t have connections or a clear plan—just a deep desire to create something better for my kids and myself. The beauty industry felt like survival some days, but I was determined to keep learning and keep going.
2017
The Wake-Up Call: From Aesthetician to CFO
I joined the spa that bought my business as a service provider and Aesthetic Director and was quickly promoted to CFO. In that role, I finally saw the full picture—unused rooms, underpriced services, and overwhelmed teams. It became clear that most spa owners were doing their best but lacked the structure, data, and strategy to truly thrive.
Emily the Explorer
Travel is my way of resetting. Whether it's a quick weekend getaway to Nashville with my husband, a peaceful drive through the countryside, or a trip to visit family, stepping away from the daily routine helps me reflect and realign my priorities.
Emily the wife & mother
Emily the Lifelong Learner
Emily the wife & Mother
My family is my greatest grounding force. Whether it’s movie nights at home, doctor's appointments, or cheering from the sidelines of my kids’ soccer games, I cherish the moments that remind me why I do what I do.
emily the Lifelong Learner
Emily the explorer
Emily the Lifelong Learner
I’m a lifelong learner at heart—constantly curious and always seeking growth. Whether it’s diving into a new book, taking a course, or learning through real-life experiences, I believe there's always room to evolve. Staying open to new ideas helps me bring fresh energy and perspective to everything I do.
Emily the explorer
Emily the Wife & mother
All the Facets of Me
There’s more to Me than high-performance Business coaching.
Here’s a look at the other passions that fuel my work and life.
What People Say About Working With Me
“Emily makes me feel like I’m not doing this alone.” Clients say they’ve raised prices with confidence, doubled event revenue, hired stronger teams, and finally feel clear on what to do next. Whether it’s tightening systems or talking through tough decisions, they leave every call saying, “That’s exactly what I needed.”
“This is definitely an improvement—phenomenal improvement—we’ve doubled since December.”
— Brittany - med spa owner
“We’re finally getting to a place where we’re kind of paying ourselves more... and there’s more stability in the business.”
— haven, med spa owner
“This finally gives us a roadmap—we’ve never had that before.”
— Amanda - Office Manager
Why I Do This Work
I’ve seen too many talented business owners overwhelmed by decision fatigue, broken systems, and the pressure to do it all.
Aesthetic entrepreneurs are creative, passionate, and deeply committed to their clients—but they’re often left without real support or strategy. I’m here to change that. I help you cut through the noise, build a business that works for your life, and finally feel proud of what you’re building—not just exhausted by it.
If you're ready to clear the chaos, tighten your systems, and start seeing the kind of results you know you're capable of, let’s talk.
Let's Hop on a Call & Chat!
Ready to Take the Next Step?
Whether it’s your pricing, team, client experience, or sales strategy—we’ll tackle it together, step by step.
