Fast-growing Ideal Image is rolling out a more modernized prototype clinic and new aesthetic services.
By Kat Zeman, Knighthouse Media
A national leader in performing laser hair removal and non-invasive aesthetic services, Ideal Image is expanding its corporate and franchising footprint. With 140 locations in 31 states and British Columbia, Ideal Image is the largest medspa brand in the industry – and it plans to grow even larger by making non-invasive aesthetic treatments more accessible.
“We’re making a big investment into franchising and we just introduced a new prototype clinic that showcases our innovative technology with a stylish, sleek design,” CEO David Prokupek says.
The Tampa, Fla.-based skin, face and body medspa currently has 119 company-owned locations and 21 franchises. It specializes in creating personalized and non-invasive, FDA-approved treatment plans for the skin, face and body.
From laser hair removal to Botox and fillers and skin lifting, Ideal Image prides itself on using the most advanced, cutting edge technology and services for real, natural-looking results.
“We are the No. 1 medspa in the U.S.,” Prokupek says. “This is a $7 billion industry that is growing. The demographics are in our favor as we to continue to grow. In fact, according to the AmSpa 2017 Medical Spa State of the Industry Report, medspa revenues are expected to grow at an annual average of 8 percent through 2022. This is a great time to be in this market.”
Ideal Image opened its first new corporately-owned prototype center this year in Denver. “It is designed to appeal to both men and women,” Prokupek says. “It also offers new services focused around the face.”
This includes medical-grade facials and facial products. In addition, the new centers will be designed to give customers a higher level of privacy and equipped with more advanced technology to develop personalized skin plans.
For example, Ideal Image is starting to utilize a new Reveal camera for facial analysis. It allows for a full analysis of a client’s skin to design a more specialized treatment plan for skin care.
With its 3-D imaging, zoom and magnify capabilities, it can evaluate skin pigmentation, texture, sun damage, spider veins, rosacea, acne and wrinkles. This multi-spectral analysis helps to identify the key areas that affect skin’s health and appearance. This tool can examine skin beneath the surface, where complexion problems begin.
“It serves as a diagnostic tool for a personalized plan,” Prokupek says. “Clients are looking for natural looking results that increase their confidence, and this is another tool to help.”
The company’s skin lab is also rolling out a new medical-grade facial that uses microdermabrasion, a non-invasive procedure that uses tiny crystals to exfoliate and remove the superficial layer of dry or dead skin cells.
“We’re going to start rolling it out to our existing locations, which will promote a lot of growth,” Prokupek says. “It’s a gateway to a lot of the other services we provide so we’re excited about adding it.”
In addition, Ideal Image will be rolling out a new website later this year. It is also enhancing its skin care line and offering skin lifting treatments, a new type of non-surgical, non-invasive procedure that uses focused ultrasound and the body’s own natural healing process to lift, tone, and tighten loose skin.
Focused on Growth
Although Ideal Image first started franchising about 15 years ago, its main focus was growing corporate locations. Today, the company is focusing on growing both.
“With how fast the aesthetic space is growing, we want to grow both our corporate and franchise business and are looking to double our footprint in the next several years to more than 300 locations,” Prokupek says. “We are also expanding our franchising team with new, experienced executives to help accelerate our growth.”
Cost of Investment
Entrepreneurs wishing to open an Ideal Image franchise must have at least $500,000 in liquid assets and a net worth at least $1 million. The company charges a franchise fee between $35,000 to $50,000 – depending on how many units the investor wishes to open. It also collects an ongoing royalty fee of 7 percent and a 4 percent ad fund charge.
“We are seeking highly experienced, multi-unit operators that are sophisticated and concerned about the consumer experience,” says Michael Casey, chief development officer. “They don’t need to have a medical background but should be in tune with wellness.”
An average Ideal Image location is between 2,500 and 3,000 square feet, features four to seven treatment rooms and consultation rooms. It is typically staffed by three to six medical professionals, a couple sales reps and a receptionist. A medical director is required to oversee each unit and he or she can oversee two to three units.
“Our average unit is doing more than $2 million per year,” Prokupek says. “The business model is strong and Amazon-proof.”
Ideal Image performs more FDA-approved procedures and non-invasive, gentle-touch treatments than anyone else in the industry and is one of Allergan’s largest injectables’ customers. The company prides itself unmatched innovation in the industry – and following meticulous testing, efficacy and safety standards.
One of its fast-growing procedures is CoolSculpting, developed renowned scientists of Harvard University and Massachusetts General Hospital that uses patented cooling technology to eliminate fat cells – without surgery and little to no downtime. “We are known for our innovation and safety,” Prokupek says.
A national leader in laser hair removal, the company’s professionals have performed more than 6 million laser hair removal treatments.