In this episode of Medical Millionaire, host Cameron Hemphill sits down with Shelby Miller, founder of Ruma Aesthetics, for an inspiring conversation about building a successful medical aesthetics practice while navigating motherhood and life’s challenges. From ICU nurse to creating a “Gucci of Facial Aesthetics” practice generating $5 million in annual revenue, Shelby shares her remarkable journey and insights.

Key highlights:

• From her early career as an ICU nurse to discovering her passion for aesthetics
• How she launched Ruma while 6 weeks pregnant and grew it to 17 employees
• Managing a thriving practice while raising two children under two years old
• The importance of building the right team, including hiring a household manager
• Her unique approach to creating a high-end, specialized facial aesthetics practice
• Insights into Utah’s booming market and affluent tech corridor
• The value of being different and not “following the herd” in business
• Her future vision for Ruma and approach to intentional growth
• Personal insights into family life, including adventures in boating and aviation

Whether you’re an aesthetics provider looking to scale your practice or an entrepreneur balancing family and business, this episode offers valuable perspectives on building a successful practice while maintaining work-life integration.

Transcript: 

Hey everybody. My name is Cameron Hemphill, your host for Medical Millionaire.

Hey, first off, thanks so much for taking the time to listen to our podcast. Our goal is to give value and insight into the medical spa market. And my team and I, we’ve consulted some of the top injectors medical spa owners around the country for years. And so we see businesses that are absolutely thriving, and then we see ones that need serious help.

And so throughout this journey together, we want to help you take your practice to the next level. And so I have an exciting guest that’s going to join us today. She’s a friend, client and really an overall inspiration to every single entrepreneur and business owner, especially in this vertical. And who we have with us today is Shelby Miller with Ruma Aesthetics.

Shelby, welcome to Medical Millionaire.

Oh, you’re so nice. Thanks for having me. I’m excited to be here.

Yeah, absolutely. Hey, I know you’re super busy. I know you have a million things going on. I follow you on social media through and just see how busy you are and how you’re able to do it all is like mind blowing, to be honest. So,
like I said, we thrive in chaos, right?

That’s right, that’s right. Before we jumped on this podcast, we were kind of talking about that, and we were agreeing that, you know, it’s, it’s like controlled chaos, like, how do you do it all? How do you fit it in? How do you fit it in. How do you manage it all? And at the end of the day, how do you close your eyes and actually get some rest?

Yeah, that’s a struggle with a newborn, so we’re still working on that last part.

Right, right? How old now?

She’s four months.

Oh my gosh. Four months old. I miss those days.

Do you? Do you?

Okay? Okay, like, yes, when, I guess, when they’re not that age anymore, right? Yeah, go back through like, your old pictures, you’re like, oh my gosh, you were so little, so cute, and you had you grow up so fast. But then when you go back and, like, hold like a newborn, you’re like, Oh man, you can almost forget. So, so yeah,

I’m just living in the moment, you know, yes, yes.

So you have two kids now, right?

Yep, London’s two. She just turned two years old, and two them four months. So they’re 21 ones apart, two. I had two under two until London turned two. It’s, it’s pure wildness, but so much fun, so much energy, you know, yeah.

Yeah, absolutely, I bet there’s, there’s not a dull moment in the house, right?

Oh, no, never.

I wish sometimes, sometimes, you know, when I, before I had kids, I remember coming along and just being beat, you know, after a long day’s 10 hour grind and just relaxing, I never get that. You know, I come home, I quickly entertain London, play with her for a little bit, put her down to bed, and then nurse Tatum, and then with Tatum until I go to bed. So there’s no resting right now. But it’s good. It’s, it’s, it’s a different type of, you know, bliss,
yeah, that’s a good way to put a different type of bliss. There’s, you’re needed in so many different hats, right?

I mean, where does Jordan fit in that occasion?

Well, Jordan. I mean, Jordan is the best partner you could ever have. He’s the best dad. He is so good. He’s he gets home before I do. Usually, my work days are a little bit longer, so he hangs out with them, and then I have my time. We just spend some time together, you know, for an hour and two, until it’s bedtime for the girls. And then, you know, he helps with the baby, but, you know, I’m the one with the boobs, so I’m still nursing, and there’s not much you could do at that point.

Mama is needed and required. Yep, I get that. I you know, my daughters are four and seven now, and although we have a very, you know, unique bond between myself and my daughters. They there’s, there’s always that, that need for for mom and I hasn’t gone away, at least in our family.

Yeah, they need their mama, so finding, finding balance. And I’m sure we’ll talk about that, um, but it’s been, yeah, it’s been a struggle. But. Um, I think we’re at a really good place right now.

Yeah, yeah, that’s awesome. I mean, you’re, you’re, you’ve, kind of, it’s almost like going from one to two is so I remember that, and it was like, wow, this is like, a lot to juggle and handle.

Oh yeah, it’s harder than going to one, right? Because you don’t just have the newborn in the lack of sleep, we have a crazy toddler who’s running around trying to hurt themselves, basically with excitement and jumping and climbing. Yesterday, London took a header off of the chair by our kitchen counter and head into the concrete floor. We have concrete like modern concrete floors on my main floor, and I she you all, you constantly have to watch her. She’s just the typical two year old. So going from a like, one baby, a newborn, to a newborn and a toddler is definitely harder,
yeah, oh yeah. It’s, it’s just more to manage. And something like, like, you can read the the parenting books and how to prepare in the podcast and all that stuff.

But there really is no, like, step by step manual. You have to just kind of, like, figure it out and let instincts, you know, help, right? Like, oh
yeah, you just gotta be in it and make it work. And you, I mean, I’m just grateful I have so much help. The biggest thing that I’ve learned is I’ve had to allow people to help me, you know, and I have an amazing nanny, my husband, my family helps, so my nanny is more of a household manager, managing everything so I can just come home and be present with my family. And that’s been an investment, but it’s been more than worth it. So, you know, just making sacrifices and allowing people to help you has been key for me.

That’s a good point. Like, that’s actually cool, yeah, I actually even like the title household manager, yeah, yeah. I mean, I’m sure there’s some laundry involved, some cleaning involved, maybe, like, some to do lists like shopping or stuff like.

Oh, everything, yeah, everything. I mean, I basically hired them as an extension of me, you know, to really bring them on and make them part of the family. They are responsible for everything. You know, the house is perfectly cleaned when I get home, everything’s picked up, laundry is done and folded and put away for everyone in the household. Groceries are done. The fridge is stocked. I don’t come home and I’m like, Oh, crap, I have nothing to eat. The fridge is stock full of our healthy favorites. She takes the girls, you know, to swim and, you know, tumbling, whatever. So, yeah, it’s been amazing. It’s definitely, I mean, I feel like a lot of women have shame from, you know, working and allowing someone else to help them, but I think it’s amazing, you know? I think it’s funny. I talked to this, this woman, about the concept of mom guilt, and in her country, I can’t remember where she lived, but she said, in her country, that’s not even a thing. She couldn’t even understand what I was trying to explain when it came to mom guilt, and she’s like, No.

In our country, it’s a privilege to work. It’s a privilege to be able to help provide for your family, and if you need help at your home, you’re, you’re giving someone else work. So it’s such a privilege, and so it really changed my perspective. And yeah, since then, we’ve, I’m, I’m all about, you know, allowing someone else to help you so you’re not overwhelmed, so you can thrive doing what you’re best at.

You know, yeah, no, that’s that. I mean, I completely agree, and I think that like the ability that that person does right so you get the right person in place, which is another task in itself, finding the right actually fits your lifestyle and your family and your same mindset, and you know, your overall like, family, core values, if you will, yeah. And that’s definitely, yeah, been a struggle. But once you find the right person, it’s magic.

Well, it’s magic, right? And it kind of clicks. And of course, there’s an expense that comes with it from a financial standpoint, but at the same time, like you said earlier, you can’t put a price tag on that, because the fact that, like those moments when you come home and you don’t have to deal with that other stuff, and you can just focus on what’s important, like loving, caring, being being a mom, being a wife, right?

Like that time, I don’t even you can’t put a price tag on it. So, yeah. So the household manager basically becomes irrelevant, because it puts you in that spot, which is great, yeah.

Exactly. And they help with some aspects of Ruma too. So they’re an employee, an employee of Ruma. That’s how they’re paid, which is great, too, you know, if you’re a business owner, yeah? So, yeah. Yeah.

Can do some stuff at the office and and then you can, like, plug them into your, your, your life, really, yeah, at every angle. So no, that’s, I totally agree on that. I mean, we have, we have a nanny that is, like, she’s a blessing, and we couldn’t do what we could do without her. So same thing. I mean, shoot, like, even during this pandemic thing you know, that we’ve had to deal with, you know, we were so thankful to have her because she helped with even some homeschooling, you know, some like reading and writing and stuff like that. And see that that’s amazing.

Yeah, I don’t know how you did that. My girls were, I mean, our babies not in school during the pen like during all the pandemic craziness, the homeschooling thing would have been really hard for me.

It was it we did four days on, so four days in school, one day off, and our kids are still little like, you know, one of them was preschool, the other one was first grade. So I feel like it wasn’t as hard as others that had older kids, but same time, there was some, you know, like, I remember a few times the school had sent a text and say, Everybody, come get your kids. Somebody was around, somebody that was around somebody that had COVID, and we’re shutting the school down, like, on demand. It’s like, okay, and we were, you know, the nanny was able to go get him right, so that was good. So no, I appreciate that you said that. So talk to me a little bit. Let’s, like, go down a little bit of history lane here.

Like, I want our audience that tunes into this. They either have a very successful practice, they’re trying to grow their practice, they’re trying to get to the next level. They want to be motivated, inspired, right? And so, and you carry a tremendous amount of inspiration, and a lot of people admire you. And believe me, I talk to a lot of people on the phone Shelby, and they have a tremendous amount of respect for you. Much, awesome. Yeah, it’s really cool to hear.

And I can, you know, I can talk to you more about that as well offline, but talk to us just a little bit about your story, you know, in how, how you’ve been able to do what you’ve done and where you are now. Okay, yeah. So I originally started as an intensive care nurse recovering open heart surgeries and pulmonary procedures, vascular procedures in the highest acuity ICN, State of Utah. Um, loved it, and it was, you know, quick paced. Hi, jennalyn, I originally wanted to be a CRNA, so nurse, anesthetist, you had to work in the ICU for a couple years.

So my dream, though, was to work in plastics. I’ve always been interested in plastics, so I started working in the or with a buddy, a couple Body Plastic Surgeons, and so I could see what the CR knees were doing, um, sedating the patients before surgery. And then I quickly realized that I was bored. It was not working out for me. I really loved the surgical, you know, plastic side of things, but I’m a people person, and having all of these patients asleep and I there’s no one to talk to, you know, so I quickly realized that that probably wasn’t going to work for me. And at the same time, met a couple injectors, people that were injecting Botox and filler. And this was years and years ago, and probably seven years ago, seven or eight years ago, when it wasn’t a huge thing yet. And was immediately intrigued. I had no idea that you could anti age the face with a gel, with a filler.

I had no idea what Botox did. I had heard of Botox, but didn’t you know it’s kind of naive. So immediately was really interested. Wanted to start injecting more. So I transitioned and worked with a facial plastic surgeon who was phenomenal and really learned a lot from him. I ran his operating room. I was his lead nurse, and I was injecting a ton. Got really, really busy injecting. Things didn’t work out there, so I transitioned and worked in a different Med Spa kind of got their injectable side up and running redid their safety protocols, and, you know, did over a million dollars in sales my first year there, just cranking it. And the owners weren’t medically educated. And what I do, I take very seriously.

It is, it’s serious. You know, we can blind people, we can cause devastating complications. And I have a few core values that cannot be compromised. And the first one safety for my patients and what I’m doing the. Second one’s quality, providing a beautiful result for my patients. And then the three is respect for you know, your teammates, your families, your patients, and those got compromised. I had a meeting with the owner, and 10 days later I started room. So I am, you know, I love the quote, readiness is not a state of circumstance, it’s a state of mind. And I had no plan to start my own business, but I knew that nowhere else provided what I wanted to provide for my patients, and I had to start my own business. So I was, you know, not ready when it came to the circumstance, I was six weeks pregnant, but it I knew that I was ready and I had that right state of mind, so I started rumor, and three years later, here we are.

Wow, wow. That that that is incredible, and I love that. Like you think that you’re, you’re interested in something, right? Like, okay, this is what I want to do. I know this is my passion. And then you get into the zone and into the moment of, you’re like, wait a minute. This isn’t what I thought it was going to be. I’m a peaceful person. I want to talk to people. And all these people and all these people are sleeping, okay, what? What’s next, right?
Yeah. And even within, even within an industry, I thought it was really interesting. And I did, I did so much work to be able to get into the ICU, um, and then, you know, had to transition out of that. I was about to start a CNA program at Westminster.

We had moved back from Seattle. My husband and I lived in Seattle for a while, so I could start that. And before that started, I was working in that or and it just didn’t feel right to me. So it’s funny how things happen. And you know, all the the negative experiences that I, you know, had throughout my career, before I started my own business, have just helped me build and create something beautiful. And I’m so grateful for, you know, all the different places that I worked that didn’t work out because it allowed me to learn from it and learn how to treat my teammates and how to build an amazing team.

And I think we’ve done that, you know, I really try to not think about it’s funny. I am, have you, I think, have you read the book Rich habits, poor habits? I have, there’s a, there’s one, there’s one rich habit that I really, really love, and I kind of follow it. It’s don’t think about the herd. Don’t do what everyone else is doing. And that is what I’ve built, rooma on room is so different than anywhere else, or specialized Facial Esthetics practice, where we focus on anti aging versus augmenting. We don’t give someone something they’ve never had.

We just help with the aging process, helping women feel beautiful and confident. And you know, it’s, it’s very different. We’re high end. We charge more than anywhere else, with a Gucci of esthetics, and we’re very different than everywhere else. And that’s worked really, really well for me. So we’re going with it, and it’s been good so far, yeah, I mean, it has worked very well. And obviously, I mean, I don’t work inside your location, right? I’m not inside your business day to day.

But I do see from a bird’s eye perspective, I see from an outside perspective, like data, through the lens of social media, through the lens of your website, through the lens of of what you’re doing in the public eye, and you can see that you have an edge. You can see that you that you have created something unique and different. And I, I’m a believer in what you’re saying is, don’t follow the herd, right? Don’t be afraid to be different. And I see that in elite performers, right?

So I’m reading a great book right now. It’s called winning. The author is Tim Grover. He trained Michael Jordan. He trained COVID Bryant, and then some other like very well known CEOs and elite performers, and he talks a lot about that, and no one was similar to Michael Jordan, and no one was similar to like Kobe Bryant. Not that I want to talk about basketball, but in he trained COVID, and Comey didn’t want to be like like Michael Jordan, but he wanted to know everything about him. And so I completely agree with that. Like, if you, if you don’t follow the herd, and you create something that is unique to the marketplace, it’s, it’s different, right?

Yeah, and, yeah, yeah. I like that. You pointed that out. And that’s, that’s a really good habit. Um, there’s some times, like yesterday. Went running on Sunday, early in the morning, and because, you know, it’s so hot right now in Utah, yeah, I went running, and I saw maybe two people on the trail the whole time, you know. And in my mind, I think it’s just funny that today’s Monday, and you brought that up. I’m like, I don’t see anybody out here? All that’s right? Because you’re different, and it’s okay, right? Because most people are just kind of, maybe they’re relaxing, maybe they’re still sleeping.
Yeah, it’s Sunday morning, man, you gotta that’s the only time you can sleep.

I know, you know it’s, it’s, uh, I mean, my wife is like, Dude, you are. She calls me an overachiever. You know, she teases me, but, man, she’s, she’s really my I mean, she’s been so impactful for my life, and I love her, and so grateful to have her, but, but, I mean, my alarm goes off really early during the weekday, and then Saturday, I give myself another hour. So it’s a 430 Monday through Friday, 530 Saturday and 630 Sunday, wow. And I just, I’m programmed that way now, like, even if I don’t do the alarm thing, I just pop up, you know? And it’s because I can get, I can get some stuff really well done that I need to Well, unless they’re sleeping.

So, yeah, I heard that most wealthy people wake up at least two hours before their day even starts, before they have any commitments and and that’s, that’s it, that’s to prepare you for your day, to set you up for success, exercise, get your mind clear, you know. Yep, but that’s amazing, and I love that you’re also doing personal development. I think that’s so so important, reading good books, listening to good podcasts, because one of my favorite, favorite quotes is from Jim Rohn, and it says, your level of success will seldom exceed your level of personal development, because success is something you attract by the person that you become.

And as a leader, I’ve really, really tried to stick to that and focus on, you know, we’re developing others when we’re running a business. We need to be developing ourselves too and constantly working on ourselves, you know, an exercise, you know, learning all of all these things that we do when we read these books and listen to podcasts. It’s so important to feed yourself that good information and to grow personally. Um, so I think that’s great.

I can tell just just having this conversation with you, you’ve dropped a couple quotes, a couple people that, I mean, you study the wealthy. You study inspirational people, people that have had and achieved massive amounts of wealth and success, right? And and as you like, listen to that stuff or read that stuff, they all have a lot of the same habits, right? Like early having a routine, like like gratitude, like fulfillment, eating healthy, working out, training the mind. I mean, I’m seeing like a lot of people, doing the cold showers lately, and the in the fasting has become popular. But even back to like Napoleon Hill, you know, the that author all the way to to like the the book I’m reading now, Winning by Tim Grover, which, which is a recent one he just, he just released, which is pretty cool, they’ll have very similar habits.

And I see a lot of those habits in in currently, like in your habits right in people that have successful practices, people that have successful medical spas. I see that, and you like, you’re literally a walking success of that. And I know that, like, my habits are kind of upside down right now with the baby. I can’t wait till we. Get back on the schedule, because it’s driving me crazy when I can exercise. I don’t know when, you know, I’m up sometimes 2am nursing the baby and can’t, can’t put her, can’t get her back to sleep, you know. So it’s not all, you know, butterflies and rainbows over here, right now, but it will be, hopefully one day again, that’s true.

It’s not all butterflies and rainbows. And that’s what’s funny, is, like a lot of people think it is butterflies and rainbows, and hey, social media is, is, is a big thing of, hey, this is what like. It’s not like somebody wants to go show like, I guess, like the grind and what it takes to get there, like, social media is a great place to have positive energy and positive outlook, right? But, but what it takes to actually have those, those rainbows and unicorns and Sunshines is a lot of blood, sweat and tears and yeah, and I don’t think, I don’t think it, I don’t think it’s possible, honestly, I think, I think everyone’s struggling with something, and everyone has something they’re working on, or everyone’s going through something, and if you think that it’s always butterflies and rainbows, you’re sorely mistaken.

For example, you know, I get, I get a lot of messages on my social media. You know, you’re such an inspiring mom, boss, babe, you know you can balance so much right? What they don’t see is the chaos behind the screen and and even like being pregnant at as a working woman, my last pregnancy was high risk. I had and you know, this cam I told you, um, early on, because you were helping my business at the time, I had a sub a camera just six weeks pregnant, I thought I miscarried my baby blood a ton and again at 14 weeks in the middle of Lake Powell, in nowhere, the middle of nowhere, at 2am I wake up in a pool of Bright red blood to like pretty significant subcoordin hemorrhage, had blood pressure issues, blood sugar issues, fluid retaining severe pelvic pain.

You know, those are things that people don’t see and people don’t know about, and we’re working through all of that while running a business and going from, gosh, I’ve gone from two to 17 employees in the last year. So, I mean, in my baby’s four months, this is all happening at the same time. There’s, there’s a lot of sacrifice. And I mean ugly that goes with with the pretty, you know what I mean? And I think everyone has that. And I think honestly, one of your the questions that, that we were kind of talking about before is just social media. And I think part of being successful in social media is being real and just showing your life and your struggle and but also your successes. And people like to see your grind.

And you know it, there’s just always good and bad, yeah, I mean, yeah, and you do a good job of that. I mean, you’re, you’re very authentic, right on, on your social I mean, you show the, the, I guess, professional side of things. You show your experience, you show the family, and then you also show the process and and you, and you do get personal, right? Which is, and then you and you showed the humor side too, which is, which, it’s just great. Like, yeah, you know, like, so, so I think that’s great, wow.

I mean, I didn’t know that you were down in Lake Powell when you’re experiencing that.

Yeah, it was scary. I It was scary. I thought I lost baby for sure, but it’s kind of crazy. What going back to my doctor and getting ultrasounded, there was literally no sign of blood at all around the baby or retained. It was kind of a miracle to be honest, that baby’s something special. She’s, she’s meant to be here. That’s for sure, that’s, that’s,

That’s, that’s incredible, I mean, and for the folks that don’t know where Lake Powell is or what that is, it’s literally in the middle of nowhere.

Yeah, it’s, you’re an hour from civilization, so an hour on a bumpy boat ride, which is the last thing you want to do. If your placenta is pulling away from your uterus, you could fully miscarry. And when you’re there early on, that early on in a pregnancy, you usually need to go get a DNC quickly, otherwise you could bleed out if you do miscarry, so it was a really scary situation, yeah, for sure. Required a lot of faith and prayers that night.

For sure, absolutely. And that’s a bumpy boat ride back to the marina, right, yeah, and then you get an entire journey to really, like a good hospital from there. Oh, yeah. I mean. Of sketchy situations down in Lake Powell that weather can turn anything can happen.

It’s beautiful place.

Love it, but yeah, you can, you got to be careful, for sure, yeah, for sure, when you’re in that step position.

So Wow. Well, let’s talk about that for a second. Like, like, in terms of, like, Lake Powell, I know you guys love to boat, something we love to do as a family, too. You guys go boating quite a bit.

We love boating. We love it. It’s so fun. We Yeah, I mean, if anyone follows them in social media, I’m sure they’ve seen all the surfing that happens, lots of surfing. My husband doing crazy flips behind the boat, like a Acrobat on the wakeboard. It’s a fine activity to do because you’re stuck on one little boat in in the middle of nowhere, and you’re forced to create memories and connect, you know, I love it, right?

Yeah, I agree. It’s like, you don’t really check the cell phone. You probably got some good music going, right? Yeah. And you’re in, you’re snacking, you’re in the sun, and you’re just hanging out, and you are on that little island, and, like, you can’t really get away from each other. No, there’s a lot to do. Like, boating is a lot of work.

Oh, yeah, you should see our haul. We just unpack from Lake Powell, and we have our whole, like, one car garage is full of gear from Lake Powell. We take the flight board, which is, which is like a surfboard with a little engine, but it has a foil on it. So when you’re when you’re surfing just by yourself, this is completely separate to the boat you’re surfing. And you foil up out of the water, and it’s like you’re floating. You can’t hear anything. It’s amazing. All the fun gear. I mean, we take zipline stuff. It’s just Lake Powell, the best place. But there’s also beautiful lakes locally that we love to go boat at.

For sure, for sure, Lake Powell, like, I grew up going there as a kid, and, I mean, there’s so many kid memories going there, like, it was just fantastic. Um, I tried one of those foil boards recently. Yeah, we had our boat up at Jordan now, and this, this guy had one. He was going by our boat, and I’m like, Hey, let me try that thing. And he was cool enough to let me try to let you get on it. Those things are expensive. What a cool guy.

It was cool. Yeah, I think, like, Jordan, um, is close to Victory Ranch, like, right there. And he was, he was, he has a house in Victory Ranch. So he was, like, whatever. Here you go.

Oh, yeah, that’s awesome. Victory Ranch is beautiful. We want to get a property up there, so pretty up there.

My gosh, yeah. So he, he just sat on our swim back for a second, but every time I tried to get the foil up, I mean, I couldn’t balance on that thing. And I consider myself like I can snowboard and surf and all that. I mean, that that has to take some practice to figure out.

Oh yeah.

You have to have all your weight for it. It’s completely separate, different than normal surfing.

Oh yeah. So it’s a it’s, I love it, though, because it’s a challenge. You know? It’s something new. We also have a foil surfboard for behind our boat, okay, which is really funny. You have to be careful. I cut my foot in like, pile this last trip, um, because I was going behind the boat and it just launched me, and the foil smacked my leg. And those things are sharp. I i i try to be careful with my body, because I run a business with my hands. You know, I’m really good with my hands at work. And so it can be a little scary on those things, but it’s, it’s fun. Those are some money makers you gotta, you gotta keep those things.

I know. I gotta insure these babies, although the confidence in your hand is outrageous.

So that’s right, my wife is, she’s in the hair business. She’s been in the hair business for like, 15 years, and she she’s cutting on an avocado once and almost cut off her finger. I’m like, Dude, we need those paws. Like, be careful.

Oh, no.

So, yeah, so, all right, you guys bought a plane. Recently I heard or or something, little birdie told you.

Yeah, yeah, we, we bought a plane. It’s um, it sounds crazy, still saying that, um, my husband has always wanted to fly. Um, he, he works in finance, in asset management and um, total business finance guy, but has always wanted to fly for fun kind of just been a dream of his since he, since he was a little kid. So we have friends who have their own private jet, and we flew with them a couple of times, and it just ruined my husband. He was like, I gotta do this. So he started taking flight lessons and got his license last year. And you know how it works, you’re familiar with you know he so. Got his private pilot’s license, and it’s a lot of hours, a lot of hours. We’re also paying to rent someone else’s plane. So we made the decision last year, December 31
by our own plane.

And I do a lot of trainings with my room, a training business. So it was a business purchase, which is, you know, amazing. I didn’t realize the benefits of tax rate. Often a business has a large asset like that, but yeah, so we got it last year, and then he’s worked, and he got his instrument rating. The plane is a serious Sr, 20 2t very safe and high tech, so he can now fly flight using the instrument ratings, which means we can fly through, you know, weather and at night and, you know, safer. So, yeah, it’s fun. We’ve gone a few places. I’m still kind of cautious with it. It’s a small plane, you know, it’s fun. It’s a good starter plane, for sure. We’ve, you know, we’ve had some fun with it.

Yeah. I mean, in the in, the nice thing is it’s, it’s safe. And I checked out, I checked it online. It’s, I think it’s really cool that it has the, the parachute component to it, like, that’s super cool. I didn’t know that.

Yeah, yeah, it’s a so it’s a single engine plane, and then it’s turbo charged, which helps as a layer of safety. And then if the everything goes down, you can pull a parachute that covers the whole plane, and the whole plane will just float down as long as you’re above 600 feet. And to my knowledge, there’s been no fatalities when the parachutes been pulled correctly. So that makes me feel a lot better about it, because so many people you know as Shelby.

How can you do that? Are you scared? You know, but it’s just my husband is brilliant, and he’s the smartest person I know. When we were dating, I would joke that he’s like he’s the only guy that challenged me mentally. He’s a really smart guy, and I trust him with my life, for sure. He’s, he’s really safe and having a safe plane, you know, cherry on top for sure.

Yeah, yeah, absolutely. I mean, it’s, it’s in what’s in the convenience factor, right? Like, if you oh yeah, hop on a plane somewhere, like skipping the airport, skipping the security, that’s, there’s, there’s, it’s, that’s, that’s quite nice.

Oh yeah, and that ring true. This last weekend, I flew home commercial from Dallas, and it was a nightmare. Um, he was going to find me, but our flight was in inspection, and so I just blew commercial. But yeah, the convenience is very, very nice, you know.

Yeah, my dad’s company, as I told you, they have a plane, and I’ve been on it quite a few times. And, I mean, it’s like, Okay, I gotta get one of these at some point. Jump on it, and you go, and I’m surprised how smooth it is and how how quick it is. And, yeah, there’s, like, especially with, like, what’s going on now, right? Like, with the airport, oh yeah,

it’s just a mess. And, I mean, there’s, and we could talk about that for hours, but that’s, that’s super cool. So, all right, we’ve talked about a lot now. Now one thing is really quick. So, so you live in Lehigh, yeah, and I’m from Utah. I live in you I know exactly where Lehigh is, obviously. In fact, my my mom is in kind of the same neighborhood as you guys.

Oh, yeah, yeah. Yeah. So so my kids go down there and visit grandma, and they go to, there’s a pool up there that you guys are probably familiar with. It’s, it’s in Traverse mountain. It’s like the HOA pool or whatever. Yeah, all right, you guys probably go there, I don’t know.

Yeah, we go there. We take the girls there. Okay, yeah, yeah, so, so my, my mom will take our girls. Every once a while I go over there, um, so Lehigh, Utah, like, and I’m in holiday, so I’m just, I’m north of where you guys are, but that place has exploded with growth in the last, oh, yeah, five to 10 years. Like, what is going on, I mean? And let’s tell our audience, right? Like, big tech companies, tons of affluent, you know, individuals moving there so, and you live there so, so talk to millionaires from selling their tech businesses.

Yeah, there’s just a lot of success here. There’s a lot of tech, there’s a lot of innovation, there’s a lot of new companies. There’s, you know, it’s the mini silicon slopes, as people refer to it. There’s high expectations. You know, people have high expectations for themselves here. They take care of themselves. They want the best. Yes, they want quality, which is the perfect place for business like mine, you know. So we drive that type of clientele, and it’s been amazing. So it’s, it’s a win win for sure, this location that’s right off of our Thanksgiving Point exit here is wild. It’s in a really good location. In fact, we’re, we’re out of space. I’m trying to, trying to find land off of this exit where we can just build our own building.

But that’s a whole nother story. But it’s wild here. I don’t know, like, I don’t know what it is. I think it’s just the, the, you know, the new business, the drive, the the tech that’s, you know, pulling everyone else up, which I love.

Yeah, it’s like, it’s, it’s, there’s a lot of lot of drive, lot of achievement. I mean, you have Adobe, which is right in your backyard, right there. They’re huge company, publicly traded, done very well, especially during the pandemic. I mean, Domo is down there. Jane.com by you, you have Weave, which is a great company that’s down there. Yeah, a Podium, which has got two major buildings down there. Yeah, right. So that’s Podium.

I think, I think Amazon’s coming in too, and they just bought a ton of land office exit further down east, yeah, if I’m not mistaken, but yeah, big, big companies coming in with a lot of people who work for these big companies that are very successful, yep, you know, and they all have wives or girlfriends or want them, right? Yeah, exactly. There’s a lot of beautiful women in this state. Like, I’ve heard that from so many people that have traveled here, like, wow. How are the, why are the girls so pretty here? I don’t know. I mean, I guess that’s just what we’re used to.

Like, yeah, the girls just take, you know, take care of themselves here. And there’s a definite drive for natural, you know, I think, um, that’s part of the reason why we we do so well, women really want that natural, transformative result. And I think that, you know, the women in Utah just take, take really good care of themselves. They have a little bit more time and money because we, you know, most people don’t drink, care, most people don’t party. There’s always a little bit different. So I think we just have more time to care. I don’t know.

No, I think that’s, that’s true. I mean, you know, I think, I mean, it’s, it’s a pretty active state, you know, it’s, it’s like, the gym I go to there is, there’s a lot of like, influencers that go to my gym that I’ve found out over time, and there’s always like, film crew in there. They’re like, filming some YouTube video or some new, you know, like, click funnel thing or something.

Yep. There’s a lot of fitness too here, which is great. A lot of awesome fitness companies and fitness influencers all around, yeah, yep,

Yep. And a lot of migration too, right? Like, like, so many, and we’re getting a lot of that California migration right now, um, and so, and that’s kind of fuel on the fire as well. Shoot, like, real estate prices are out of control..

Yeah, I know. I know. Tell me about it. Yeah. Tons of California, tons of Arizona, even Michigan. A lot of people that are live, you know, used to living in really expensive communities. I’m coming in. I mean, we get new clients from Park City, everyday people that have moved in, you know, and heard about us. So, yeah, it’s, still going.

Oh, yeah, and I don’t see it slowing down, and they don’t see it slowing down, you know, either, based upon the economic outlook that I’ve studied and and it’s also safe, right? And it’s great place to raise a family, yeah? So it’s really got so many things going for it. And it used to be our little, our little secret. It’s kind of getting exposed now by all the other surrounding states, which, which is okay, because shoot Lehi used to be a lot of farmland, yeah, back in the day, and it’s, there’s still, there’s still quite a bit of, like, ranch, right? Animals, you know, of course, is all over, yeah,

Yeah, yeah, absolutely. Now there still is. It’s just, man, some of those homes, like, like, up where you’re at, you know, that was all, that was all mountains. And now they just, they just keep going up the mountain, yeah, yeah.

I know we’re trying to, we’re trying to find a lot to build again, and you can’t get half an acre for less than 400 grand. I mean, we want more, closer to an acre, which, I mean, you’re gonna be paying 800 a million for an acre of land. It’s insane. It’s crazy for just the dirt. Yeah, for dirt. It makes me nauseous. I. Absolutely so I don’t know if I want to do that. I mean, that’s, building a house is painful. We’ve done that, and I we need to do another build out for rumor. So until that’s figured out, I’m not, I’m not going to build another house.

That’s a controlled chaos we talked about, right there. No, um, all right, cool. So I know that, I know you’re busy. I got a couple more questions for you. So, so five year plan, like, I know that’s like, you know, maybe that’s too far in the future. Three to five year plan like, like, where you you are where you are now. And I know it’s brought a lot of happiness, and with that happiness has come, you know, a tremendous amount of sacrifice and in figuring things out.

And I think it’s really cool that you reflect historically and say, okay, like, everything that you, that you did prior to Ruma was really just a step by step process to getting you to the next level of success, and without the Yeah, like, historical trainings, like, you almost needed that. And I think some people look back and like, say, Oh, I messed up there and that was a failure, when really they should be looked at, no, that’s just the next step to getting to where I need to go, right.

Yeah. So, so where as you look at the future, right? Like, like, what is the Where do you see things going from a from a room up perspective, three, five, yeah. So we have grown quicker than I anticipated and blown our goals out of the water three years ago, so I think the sky’s the limit at this point. I don’t, I don’t, um, want to have multiple locations, like a lot of the other spas in Utah.

Um, I think when you do that, you start to lose quality. So the My goal with room is to find some land or a building where we could do a build out, where I could, like, purchase the floor. I’d like to own, whatever we move into and go big and create just this beautiful Gucci of Facial Esthetics practice where we continue to build our name and our brand and expand my team and continue to create emotional loyalty with my team members, I really, really try to hire slowly and intentionally, because the people that we hire are helping me to build this brand that’s still new and fresh.

So I’m very, very much involved in all of that, but I would love to grow my team and to just build a bigger mothership location, and hopefully, in the next, you know, three to five years, open one other location for their north to service our clients that, you know, come all the way down from Logan. We serve as clients from Logan to St George. But every week we have multiple clients that fly from out of state. I have clients that fly from Spain to come see me out of the country. So doesn’t really matter where we’re at, they come. But that’s kind of how I want to do it. I want to grow intentionally, and, you know, continue to love the people that work with me. You know, I grow. You grow. We grow kind of thing because they’re my family.

I mean, I work with them every day, and so it’s important that everyone really loves what they do. I It’s the biggest compliment to me when clients come in and say, oh my gosh, I just love coming in here. You can tell everyone loves what they’re doing. They’re excited to be here, and that’s the environment we’ve created at rooma. And that’s what I continue on, continually want to do. And my goal at this point, when, when someone asked me three years ago is, you know, where would you want to be financially with rumor, you know, we I was like, Oh, if we could do, like, $3 million in sales a year, I’d be so happy. And we’re doing 5 million a year right now in sales in a tiny, less than 3000 square foot practice, which is crazy for this industry. So we’re just killing it. I’m so so proud of my girls, and I just want to keep going up from here.

Nice work. Like that’s that that is a that’s a really, really great business, that that you have, like, from a, you know, top line revenue perspective, right?
Yeah, you’ve been, you’ve helped me with that. You’ve helped me with that. Cam, right?

Yeah, I like that. Yeah. Thank you. No, I mean, and I mean, we can help, you know, with the website, the digital marketing, the Google ads, you know, the reviews and the content and all the SEO and like all this stuff from digital marketing, right? And we can help, you know, drive new eyeballs and consult and be supportive and helpful and responsive at least. I hope that my team is doing everything because, because we do care, like we have so much passion and and we want to create a different experience, you know.

And I’m very, very grateful that to call you a client, as somebody at your caliber, and thankful for the opportunity, you know, but, but it’s you that shows up, right? Like, like, you’re the one that welcomes them to the to the location. You’re the one that shines when you do the service. And then you guys, you guys have good processes, right? You have a good good you you have a good process in place and good team culture and good structure, right?

Yeah.

That’s nice of you. Yeah, we execute it for sure. And you don’t grow when you’re comfortable. So we’re all kind of uncomfortable together, just growing and you have done I mean, I’m a strong believer in allowing people to do what they are educated to do what they’re what they’re best at in marketing, is not one of those things for me. So yeah, Cam, you, I mean, maybe tell everyone everything you’ve done for me, because I did not have a marketing department until, I don’t know, a few months ago. But prior to that, you guys were doing kind of everything. So do you want to just give them a layout of everything you’re doing for us.

Yeah, yeah. And I appreciate that. I think, I think it makes sense, because I do get other, other, you know, people that are interested in and have said, Oh, Shelby says, you know that she really likes what you guys have done for her and and we don’t realize what goes into it and what’s needed, every step, very every aspect of it. So, yeah, maybe give us, like, a rundown real quick.

Yeah, yeah, absolutely, absolutely. So, I mean, it started, what, what, over two years ago, I think something, yeah, something, yeah. So, yeah, you’re just getting into your new I think you’re just moving into your new location, or maybe you weren’t even there yet. We were
starting to build it out.

So it’s about two years ago.

Okay, gotcha. Gotcha, yeah.

So basically, I mean, we restructure the website, right? And so, and we wanted to put it on an environment, a very robust WordPress environment, which, which I would fight tooth and nail on, on any platform out there, because it exposes you to SEO and all the world’s stuff when it comes to digital marketing, but on that environment, and then we like to host on Amazon AWS, because last thing you want to do is build a website. Have people come to it and then it’s slow or crashes or and that happens in the world of websites and tech, yeah, and so it’s like, I always tell people, it’s like, hey, like building a house is is challenging, but fun and exciting, like when you put the fixtures in and you furnish the home, and you put the grant or the countertops on and all that, but if you don’t have a great foundation, like, hey, the whole thing can collapse.

Yeah, right. And I talked to that a lot, because I think there’s companies out there that don’t invest in the tech, in this, in the infrastructure and and so, you know, we do stuff like that. We host, maintain as you know, like you get unlimited changes with the websites, the blog posts, the content, the reporting, the search engine optimization to making sure you’re highly ranked on Google. The Google review tool is very important. I see you guys using that a lot, and you guys are always getting very high quality reviews on a consistent basis, yeah, which is very important, you know, and then I think, like, why the partnership has really worked well is like expectations were set up front, and you have

A good team and a good process that communicates with us. Well, yeah, where like you say, Hey, here’s our monthly specials, like, here’s the blog topic we want to do. Can you help us spin up a graphic? And it’s almost like your team? That’s where I feel like some of our potential clients, or clients have have gone off track a little bit to where they, they, they basically, they don’t know how to leverage our support team or or leverage, like our content team in a way.

Yeah, it’s in so I think it’s, it’s, it’s, honestly, it’s, it’s a dual counterpart, you know, on the communication has been important, yeah, and I think, I think it’s gotten even better these last few months, um, I finally hired someone to be our marketing specialist and to help run every aspect of marketing, blogs, emails, newsletters, communicating with you guys, the social media side, on our side with, you know, creating content, content, um. And creating our own content with photo shoots and all that, instead of just stock images. So everything seems a little bit more high end. You know, we’re doing a huge event tonight with a bunch of influencers, so leveraging influencers and how powerful that can be.

You know, we’ve done our work on our end, and having her has been really, really key, but I’ve really pushed, you know, you need to let Growth99 do what they’re best at, and, you know, push those things to them. So it’s a win, win, because your team can really do a lot, and they’re very responsive. You know, you created an entire e commerce site for me, you know, room a store where people can go and purchase retail which we did not have before that were really helping ramp that up.

So, yeah, you guys have taken a lot off of my plate and really helped us grow, yeah, yeah, no, no. Thank you so much for saying that, and and we’re super grateful to have you. And I think one thing that like separates us is, is our support team, your sales team is quite small, right? Like, we don’t have this massive sales team, and we’re owned by some public company, and it’s like, quote, a quote a quote a quota, where I see a lot of companies like that fail, whereas we actually have a very, very large support staff, because we get, we get, like, 200 tickets a day and and they hammer through those, and actually they’re compensated on their ability to close them out quickly with quality, really, yeah, yeah. Like, a sales be, yeah, like, they would be compensated based upon, like, closing a sale, for example.

So I feel like we’ve reverse engineered that a little bit, because there’s a lot of support that goes into into what we do. And I think you can kill yourself with two, like, too many deals. Which deals are great? Yeah? So I feel like we’ve, we have a really good we’re very process driven over here as well. That’s made us, made us do some really nice things.

Yeah, I can tell it’s very organized, yeah, yeah, exactly. Well, my kind of business

Exactly, exactly. And that’s why it’s worked well together. I mean, you know, I can say there’s, there’s the clients that work well with us, like, like, have a process, and they’ll reach out, like, the last week of the month and say, Hey, here’s our specials for the next month, or here’s what we’re here’s what we’re kind of thinking or they’ll want to have a strategy session, or whatever it is. And that’s what, like, takes things to the next level is when you have organization and structure, right? Which, I tell you, in this space, I don’t see a ton of that.

No, it is that’s an education in itself, in…

Oh yeah. I mean, many of us are just medical providers who have not been educated at all in business, let alone marketing, and we’re just hanging on by a thread. So it’s not until we take the true investment, and, you know, really trust a marketing firm like you. And that’s when, that’s when the magic happens. For sure, I was, I was hesitant at first to invest into a marketing firm I was, I was a new business, you know, I it seemed like a lot of money to me at the time, monthly, and it is like, it is still a significant amount monthly, but the return is huge, you know, I mean, you can’t think small when you’re wanting to grow. You can’t, you have to, you have to take those, those risks and invest in people that can help you.

Yep, exactly. And I think just last month or the month prior, we just increased your Google ad spend, right?

Yeah, yep, yeah. So as you want to grow and scale, I mean, shoot, if you look at your website, you know, and I go into the analytics. I mean, you’re getting on any, you know, average month like IT trends around 20 to 30,000 eyeballs.

Yeah, that’s a lot, but, yeah, that’s a lot, and you have to people don’t realize you have to drive people to your website. That doesn’t just happen. No, there’s so much behind the scenes. You know, SEO, marketing, blogs, news, everything that goes into driving eyeballs to your website, which means driving people into your practice, to book and actually come in. I mean, there’s so much that goes into it behind the scenes that you guys help us with that a lot of people don’t realize, you know?

Oh, yeah, absolutely. I mean, I’ve been in positions where we’ve, we’ve had a brand new, like, we’ve created a logo with with a group, and, like, you’re talking brand new Med, spa, right? And we’ll create the website. And it takes about six weeks to six, eight weeks to solidify that whole process. The website goes live three days later, I’m getting emails of like, why haven’t. Got any bookings? Like, okay, like, we need to track things back. A little bit
entitlement blows my mind.

Yeah, I’ve done I’ve got an earful. I’m telling you, I’ve gotten an earful over here a couple times.

Well, I think you guys do a great job, and I’m grateful to have you as part of our team.

Thank you so much. I really appreciate that, and I know we’ve been on here a long time. I’m gonna hit you really quick with with what I call is, it’s something new I’ve started. It’s called Rapid Fire. And then I’ll you go and I’ll close it out.

Okay, okay, so rapid fire is just, just a couple quick questions, what’s your favorite food, pasta,

Favorite movie, oh How to Lose a Guy in 10 days.

Favorite song right now, levitating.

Who’s your hero? That’s a hard one. I’m gonna go with my dad. He’s a killer entrepreneur.

Love it. Love it.

Favorite hobby, surfing.

There you go. Cool. All right, that was what I had for you.

I thought that was

I love it, yeah. And I want to know your favorite hobby.

All right, my favorite hobby is golf. Golf.

Oh, we talked about that. I do love golf. I need to learn how to do it better, but I enjoy it.

Yeah, it’s, it’s, I feel like it’s a game you could always try to be better at. I’m still trying to win golf, but I know that’s not a possibility. So golf course is meaner than than anything.

Well, let’s go golfing. You can, you can take me and my husband golfing, and it’ll be a business right off, you know, let’s do it.

All right, we’ll do it. I’ll bring my effect, and it’ll be a couple’s event that’ll be a lot of fun. Let’s do it. I’m down.

All right, I’ll reach out to you on that. So I’ll go ahead and close this out. Um, and Shelby, thank you so much for for taking the time out of your busy schedule and busy day. I really appreciate it.

Thank you very Yeah, of course, it’s been a long time coming. I’m sorry it took me a hot minute to make it happen, but I’m glad, I’m glad you had me. It was fun. Yep, you’re all good. And then for the listeners, thank you so much for listening to medical millionaire again. My name is Cameron Hemphill, so thankful that we had Shelby on today. And if you found this content valuable, please share it like let’s keep the conversation going. Head into iTunes. We love five star ratings on iTunes and reviews. Additionally, you can visit growth 90 nine.com to learn how we can assist you with your marketing coaching and all your technology needs. So until next time, happy injecting. Thanks, Shelby. We’ll see ya. Thanks. Bye, you.