Shelby, a guest on the Medical Millionaire podcast, discusses her personal and professional life, highlighting her new 10,000-square-foot medical esthetics practice, Ruma Aesthetics, which offers a luxurious, non-medical atmosphere with advanced amenities like a signature scent and a Coke machine. She emphasizes the importance of continuous learning and training, mentioning that her academy has trained over 1,500 people in two and a half years. Shelby also talks about the benefits of using ultrasound technology for precise treatments and the launch of a functional medicine side at her practice, focusing on wellness and preventative care.

Transcript

This is medical millionaire the podcast, helping your Med Spa increase in status, visibility and profitability. Join your host as he dispels myths, shares trends and gives you actionable steps today that will take your medical practice to the next level. Here’s your host, expert marketer and founder of growth 99 Cameron Hemphill,
Hey, what’s up, everybody? Cameron Hemphill, here your host for medical millionaire. Hey, thank you so much for taking the time to tune in. We have an amazing guest, somebody that means the world to me, friend, colleague, client, everything, all the above. Shelby, thank you so much for taking the time. Welcome to
the show. Hey, thanks. I’m happy to be back. It’s been a hot minute. I
know I was looking at it. It was like, since July of 21 that’s crazy.
Has changed. So much has changed. I know.
I was like, Okay, I know she’s been on. Let me look at the date, and then I mean, time just seems to fly, right? Yeah, so what’s going on? What’s, what’s, what’s new in your your life? Like,
oh my gosh,
yes, it’s total chaos. Um, but it’s so good. What’s new in my life? Oh, my gosh. Personally, we my little baby just turned two. I have two little girls, so I have a three year old and a two year old now, nice. We’re trying to find a surrogate for a third, um, we’ve had two failed attempts with a different surrogate, and, um, she ended up having undiagnosed endometriosis. So that was fun, and now we need to find another surrogate and start all over. So we’re trying to have a third baby. I want a boy. That’s a personal side. My husband and I, we’ve been traveling a bunch. He’s still flying. It’s fun. He goes with me when I do a lot of trainings within room Academy, we’ve trained almost 500 people in the last nine months, it’s been crazy. So room Academy is growing. We have a couple other trainers. It’s so fun. And then room esthetics, obviously, it’s been totally different. The last six months, we moved into our new, beautiful space, 10,000 square feet, which I never thought would ever come to this. But here we are in my office, which I did not have an office for almost four years, running a business, and it’s really nice to have a corner office window so beautiful. Well, that’s kind of the rundown.
Nice. Okay, yeah, so, I mean, let’s, let’s start with the new like to take your practice to where it is now, the build out that you went through, like, everything. I mean, that was a tremendous undertaking. Tell us, tell us about the space. Like, I know a lot of people are dying to hear everything about it. You shared it on social media. Yeah, let’s, let’s get, like, Tell us. Tell us more about it,
okay, it doesn’t, I mean, it’s funny, the the videos and images don’t do it justice. Every time someone comes here, they’re like, oh my gosh, it’s even more amazing in person. I wanted to create something completely different. Um, I didn’t want it to feel like a medical office. You know, when I speak about rumor, I explained that we’re more of a specialized medical esthetics practice versus a medi spa. Um, I think it’s different med spas. A lot of time around by by, um, people that are very hands off. It’s kind of their side hustle, right? And this is my medical practice, so I refer to it more as a practice, and we kind of elevate everything that we do. And so the space obviously had to be elevated as well. And I think it’s important to know your niche, you know, know who your target audience is. And at room, we draw the patients who expect the best of the best when it comes to safety and quality, and they want to have a nice experience, right? So our space is very comfortable. It’s beautiful. The lobby has what looks like Venetian plaster on the walls. It’s like dark and moody and vibey the second you come in, we have a signature scent pumping through the H back, and you smell it, and it’s just this like experience when you walk in there’s this gorgeous, like, Restoration Hardware, beautiful, huge chandelier. And it’s just like this moment where you can just, like, calm down, take a big, deep breath, you know, versus walking into a medical office that has just like white walls, and you’re scared. You’re coming in to get injections, you know. So I wanted it to be an experience, even just walking in and you see this amazing hallway with arch, just these like rippling arches going down the hallway, dropped chandeliers. It’s just beautiful, but it’s. Very modern, so it appeals to men as well. All of our skin health rooms are like dark and moody. We have 11 medical injection rooms. We have five, like laser facial skin health rooms. And then we have a few big offices, a huge break room, conference room area that can accommodate, like, around 30 people, because we do tons of training. So this seconds as our training academy location as well. And and then we have an IV room, which is dark and really calm. And then an amazing bathroom with a bouday named the air because, you know, there had to name him. He opens for you flush his phrase. So that’s kind of the breakdown of the space. And the team has grown to like almost 30 people. So
it’s going good. Yeah, congratulations. So you How long has it been since you moved
in. So we moved in about six months ago. Wow, that’s,
it’s crazy. I mean, I remember, like, I came to your grand opening, and I was blown away, like, because I had seen pictures, I, you know, on social, and I think you maybe have sent me some too, but wow, I was, I mean, you’re right, like, it was definitely, it’s an experience, um, it doesn’t feel medical, like at all it you you almost like, walk by, like, wow, what is that? It doesn’t feel like a spa, but it doesn’t feel medical. It feels like an experience. Come check it out. Yeah,
it feels like a Chanel, like you’re walking, oh, yeah, right, or like, it’s just bougie and nice. And you’re like, I want to go in there, you know.
And you even have, you have a Coke machine that is in the break room. So Diet Coke with the that ice. Yeah, that ice is money,
the pebble ice. It’s funny, we also have, I mean, wanted healthier options. So one of my clients owns a ko Bucha company, local. So we also have a beer tag in our break room that we built in, and it’s beautiful, but it it doesn’t push out beer. Unfortunately, it’s actually kombucha, fresh local made kombucha right now. It’s like strawberry basil. And then we have kefir, which is like a pineapple coconut flavor, which is a little bit sweeter of like a gut health drink. And then we have sparkling water, Blackberry cello sparkling water, so we can, you know, give you bubbly or still water. So it’s all about the experience, guys. So,
like, okay, so if I come there, I am coming here for the first time, and I’m gonna get a treatment done. Like, I’m sure you have a complete process of like, oh yeah, patient touch. And do you get to the point with your patients where you know what drink they like? Like, sometimes.
I mean, a lot of times there’s consistency, but, um, people like to try the different ones too. So sure, they always get a drink. I mean, typically, it’s kind of a shame that we have such a beautiful lobby, because patients don’t generally sit in the lobby. They’re taken straight back to the room, just as kind of like the patient experience, patient flow, but always asking what they would like off of our drink menu. And they hand them our drink menu and kind of list everything out
she actually had the menu too, yeah, see? So it’s stuff like that that you do that really just like, elevates like you think through like the you made a comment, the scent, you have a scent that pumps throughout the entire application, right? What is that scent as you change it? Or
no, it’s, um, it’s actually a company called aroma 360 and it goes through the HVAC. So there’s just, like, a big, I think it’s a liter bottle of oil scent that had, it’s had, I don’t know, it sits at the front of our space, but there’s a couple different drop points, and it pushes through the HVAC everywhere. So awesome, yeah, well,
I mean, I felt super welcomed when, when I was there, you know, and I got, like, a mini facial. I was there, I enjoyed that. So thank you very much. I room
a man facial the men. I mean, you got to make things specific for men. And I feel like that’s worked really well,
100% well. It’s just, I mean, it was nice just to lay back for a second, like, just kick back and then, you know, get a nice little face rub. It was great. So,
okay, cool. So the space is amazing.
Wow, you’ve been there six months. So from here, like, like, I know that the academy, you do a lot of the academy training at the physical location, right? You either fly like, I know that you fly out, or people come so, so how is, what’s up with the academy? Like, how, how is that going? You said you trained 900 people. Bull in the past, new
500 in the last nine months,
but yeah, well over like 1500 total just in the last like two and a half years. Lots of lots of trainings. It’s going really, really well. I think that it’s important for injectors to be trained outside of what the companies provide, um, the pharmaceutical companies, because I, I struggle with it, you know, to be honest, I think that there’s a lot of added layers that a lot of injectors don’t understand when it comes to choosing products, right? They’re listening to their reps who work for these companies, who make money off of their orders, directly, right? And the companies are amazing, and they support you, and that’s awesome, but out of the 500 trainees that I’ve trained in the last nine months, not one person could break down and explain to me how these products are made and what’s in them, long strand versus short strand. AJ, how cross linked are they? What is the reality like? How do they integrate in the tissue after you like, not one person could really break down all of the classes of products that they use, and it blows my mind. I mean, we’re all medical providers. We need to be using our medical background and understand what we’re putting in people’s faces. I mean. So my passion for training comes from that it’s, it’s, it’s the things that I wish I understood earlier in my career. And also, like, what we do is hugely artistic, right? So it’s about learning from people who produce results that you think are beautiful and natural. But the academy is growing, and it’s crazy, and I think it’s just because of how candid I am and our trainers are with the trainees in our experiences and our mistakes and what we’ve learned. But I wish that there was more of that. I mean, I love that the companies provide all these trainings, but you always have to take them with a grain of salt, right? Like, how, you know, I don’t know. I kind of struggle with it. That’s like my most recent struggle with the training world, and what kind of pushes me and propels me forward to invest a lot of time in, like, training and mentoring other injectors, because it’s hard to get really good, unbiased education these days, pharmaceutical companies just have their little tentacles and everything, which is amazing, and sure, partner with the right companies, it’s awesome, but if you don’t understand, like, what you’re injecting into somebody, and then you have an issue, and you don’t know how to take care of it, and you Don’t know why you had an issue, because you understand the product in the first place, that’s a problem, you know? So, for example, this morning, I had a patient, very well known, very successful patient in my practice today with, like, inflamed, crazy, rock hard nodules all over, all over her face, and she it was from failure injected, like, four years ago, outset in California. I don’t even know what it was. She couldn’t figure it out. But having to deal with that, and having, like, an ultrasound, and actually understanding what was going on, and having protocols and being able to, like, actually help her. And was really like, I mean, I’m grateful that I I’ve been able to learn that, because those aren’t things you’re taught, you know, in these normal trainings. So Gotcha. Room Academy is growing the the most recent training, um, offering is our ultrasound course, which has been huge. I spent, I think, $6,000 on an first initial ultrasound course. And I had worked ICU and was exposed to, like, echocardiograms, a little bit of ultrasound, obviously, had babies, but I don’t, I don’t understand ultrasound. It was, I mean, people have degrees in sonography, right? So I went to this course, dropped six grand, and it just completely went over my head. I couldn’t capture it right, like it was just too much. So we went to Bora, Bora for our 10 year anniversary, and I read a 600 page ultrasound book during that court, during that trip, awesome, because all you do is sit there in Bora, Bora and relax and enjoy the video and eat good food and have good sex, you know. So I read a 600 page book and realized there’s, like, not a ton of resources for facial ultrasound, but I found a really good book, read the whole thing, and then actually decided to just build a virtual 101, ultrasound course for injectors, as I was learning it, I was like, as I wanted to learn it, like, what’s the efficient way for me to learn this? Because there’s so much I didn’t need to know. So I actually built a virtual 101, ultrasound course for injectors. Made it affordable, and it breaks ultrasound down. How does it work? What’s the history of it? What does each tissue look like? Skin, muscle, fat, ligaments like? What did what do they look like? What do those shades of gray look like? So you can identify normal. So when abnormal comes in, you can really break it down and know what you’re looking at, right? Because most of our patients have products in their face and their tissue no longer looks normal. So you have to be able to identify the abnormal by knowing what normal looks like. So that is like, the fundamental thing that injectors need to be able to understand before they go. Pay six grand for a course, because it’s like so over your head. So we have an ultrasound course, virtually one on one, that people can purchase on room academy.com and then Quarterly, we do an advanced course where they’ll come in. And we do like guided injections via ultrasound. Like today, I had to do a guided injection dissolving in multiple places on her face, because these nodules are rock hard, and you go in with a 27 Gage, like big needle, and they just push away from you. You can’t get in them. It’s very difficult to actually get in them, unless you’re visualizing it, and you have to have an ultrasound that helps you with that. Like, I have an amazing ultrasound, and I’ve partnered with that company because I think it’s the best one on the market for what we do. It’s called the mind Ray. And if anyone wants more information on that, you can just go to room academy.com, and click on the about page and partners. The partners page has a drop page for mind Ray, and you fill out some information and mark the rep. Can get get in contact, like a small, little device, or it’s a full on, like the screen is probably, I don’t know it’s, it’s probably, I mean, it’s bigger than an iPad flipped along wise, probably double that size. It’s big, and it has a, I have a couple different probes. One’s higher frequency, so you can really see details in more superficial layers, um, like the temples, if you want to really view the superficial temporal fascia, or if you want to, like, scan the if you want to do sculpture on somebody, you can scan their dermal thickness prior. And then after a few sessions, you can scan again and have a result you can actually quantify, which is amazing. You can map like, before deoxychlolic acid and measure the thickness of the pre partisan fat. And then between different sessions, you can walk how you’re like, you can watch how you’re really, you know, thinning out that fat layer. Um, yeah, I think there’s so many uses for it. Um, but I think that that is truly the future of what we’re doing. I think every other medical specialty utilizes imaging to make a more definitive diagnosis and and better treat their patients and be safer. And so I think in five years, if you don’t have an ultrasound, you’re going to be behind the times. But it is a huge learning curve, right? So we try to make it easy for people. I’ve gotten really good feedback from our 101 course. The last ultrasound course we had, the girls did the 101 course prior, and they were much more prepared, like the hands on was so much more useful. They knew the right questions to ask. But in the advanced course, we kind of do a lot of mapping, a lot of precision, like Botox, for example, like someone’s procerus muscle can be thick and meaty right in the center, but sometimes it’s split and you have a really thin center procerus, and you’re actually, like, putting the majority of the toxin where they don’t need it. So being a little bit more precise with your toxin, based on patients that have a little bit of, like, different anatomy. You know, I think one of the most interesting things that I’ve been using my ultrasound for is new patients that come in, because a lot of the time they’ve had filler, tons of different places, right? You have no idea what’s in their face, right? Um, and they come in and they come in and they land in your chair, and they’re like, Oh, shelb, I haven’t had anything for eight years. I’m a blank canvas. And I’m like, Uh huh. So I whip out my ultrasound, and any new patient, we will scan their face, what’s going on? And it’s shocking, the amount of superficial filler that is just melted and created like thick nasal labial folds, or what looks like gels, as that superficial fat has descended, because for so long we injected superficial a lot of our product was placed superficial. The patient that I dissolved today this morning with rock hard nodules had so much product in the superficial fat and within her Smash, huge problem.
But so you don’t know, like, if you don’t have that tool, and you take on a patient, you have no idea what’s underneath the surface, right? And then the second you touch them, and now becomes your problem, right? So it also is, like, your name and your brand on that patient’s. Ish, even though they have probably 12 syringes of melted superficial filler. That’s like, looks terrible. And it’s hard for those patients, for me to, like, talk them into dissolving, because they’re like, I don’t think anything’s in there. It’s been eight years, right? You know? And and you have to visually show them on the screen. Look at all of this filler that you have here, here, here, here, and here, I gotta get rid of that before I even get started. And that’s going to be $2,000 like, I need to completely get rid of this. And then I’ll make you a full plan. We’ll start from scratch, like, we will make this beautiful and natural and transformative, but I need to get rid of what’s in here. And you can actually, like, show them something that has been so incredibly helpful for new patients. And I’ve also found, like, some scary things that, like I otherwise would have have known with my ultrasound, you
in a way of, like, avoiding certain things, yeah, like somebody
came in with
after a face lift, and she’s like, 3% body fat. Not kidding, bodybuilder like, so leaned out, but she had some weird like, looks like, like, lateral pockets underneath her jawline on both sides. And she’s like, can you just Kyle of these? And I think if I was, I mean, even, like, a couple years back, I may maybe would have been like, oh, sure, let’s try it. But I whipped out my ultrasound because it just didn’t look quite right. So I ultrasound, I scan her, and it’s her submandibular gland on both sides dropped as a competition, as a complication from her surgery. Oh my, if I put a ton of deoxychlolic acid in a gland, probably would not have gone well. So, I mean, I found, I’ve found, like osteomas, I’ve been able to dissolve filler that’s caused chronic pain from people shoving too much product right by the inforbital framing. I mean, there’s so many uses of it. I mean, of course, safety, and if you have a vascular occlusion, you can map the vessels. But that’s the last thing you’re going to use it for. I use it every single day in clinical practice.
Interesting. Wow. So that’s been a game changer. I mean, for for your practice, new patients, and then also, I mean, good for you, like passing that on through the academy, right? So
hard for me to learn. And I mean, I feel like I have a good grip on anatomy. I started with a facial plastic surgeon, basically cadaver lab every day look watching face lifts like the whole skin pulled back. He did lots of rhinos and bless and I’ve, like, been grateful to go to a ton of cadaver courses. I feel like I really understand anatomy well. But when I got my ultrasound, I was completely humbled. I’m like, That is not where I thought it was. I didn’t I’m not putting this where I thought it was. It just makes you better. And I don’t know, even more cautious, you know, when did
you roll that out? When did you go to Bor Bora? Okay, that was
me. That
was me. Okay. So
more that you had taken that course, though, yeah, when was that? About a year, in about a year, Okay, gotcha. So, like, I think, like, you made a couple points that that just like to tie it into, from a business standpoint, you go to Bora, Bora, right? Like you took the course, obviously, like you invested. You’re like, you know what? I’m gonna, I’m gonna take the fast path, and I’m just going to buy, like, a pretty expensive course, right? Like, it’s an expensive course to go through, and I’m going to learn everything I can. So I love the fact that you invest in that, and you’re like, Yeah, I’m going to drop the money, because I’m going to, I need to learn this. And then you come out of it, you’re like, Wow, that was over my head. I think I need to learn more. I’m going to go on vacation, to not party right, to like, to, like, read a 600 page book. And when you put it that way, oh, it’s amazing. Because like, no, like, you’re you, you’re very you excel from the pack, Shelby, like you you really do because you do things your way you do things different, and those are things that I just pick up on when I’m having these conversations. Like, I’ve never been to Bora. Bora, I’ve been some to some pretty exotic places, and I’ve had, you know, like, amazing times, and hey, the time with the husband, the family. Like, it’s all important and great, but I think it’s really cool that you took the time to do that learn something you know, while others are not, and then be able to provide value back to the marketplace for that. That’s just, that’s really
cool. Oh, thank you. I think for me, it was just more frustrating. I’m like, that was such a wasted six grand. I’m not gonna let anyone else do that. And I’m like, I’m learning it in a way that makes sense to my to my brain, which is very like artistic, but also like pretty cut and dry, so like, why not? While I’m learning it, build this in a way that makes sense for other injectors, right?
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and if you think about it, like, if you hurt your ankle, your hand, or whatever, like, you get x rays. Yeah, that’s like the first thing that happens, right? You go to the dentist. Hey, we do X rays. You know, look at
it. Yeah, you can visualize it. Why the heck would you not visualize it? Yep, yeah. And it’s the patients love it too. And it just adds a whole, nother level of respect for what you do, right, and as you kind of explain and break down what you’re doing. For people, I think that patients are getting smarter and smarter, and they’re doing their research right. They want to be taken care of. A huge factor into deciding if you’re going to dive into esthetics and injectables is trust. You have to trust your provider. So the more you can push out about like, how you’re relentlessly trying to learn and not and not be okay with like, the status quo, right? I’m always trying to push our team, and they probably are sick of it, but I’m always like that is why we’re the best. We’re always pushing ourselves to, you know, learn more and be uncomfortable, because that’s when you grow, right? That’s exactly
right. I was just going to say, like, you come back from Bora, Bora, your team’s off. So how was your trip? You’re like, I got this whole new process
literally always running and but I think that’s what separates you, right? I think that kind of is what separates I think that’s what separates, like, entrepreneurs from a typical, like, really good team member is essentially good entrepreneurs that are working within their business and on their business. You have to be completely obsessed with it, right? Like people like, how do you do it? You’re constantly going and it’s like, to me, it’s not work. A lot of it’s not work because I love, like, reading that page, 600 page book was not work to me. That was extremely interesting. And I way, rather read that than spend time watching housewives or Netflix or whatever. You know what? I mean. It’s just like, that’s what I’m obsessed with. This is what I’m interested in. This is the things that I want to learn in order to improve, you know, my patient safety, but also my practice. And, you know, I really do love educating other injectors too, so I think that that’s important too, but I’m also still new. I feel like I’m always learning. And when you’re put in a place where you have to educate other people. You really got to know what you’re educating on. So that’s also forced me to have to work outside of normal hours to really dive in to the research and always learn and try to further understand what we’re doing. You know? Yeah,
yeah. No, absolutely. I mean, I, you’re, you’re exactly right, like you got to continuously be, you know, putting yourself in a position to be uncomfortable and get comfortable being uncomfortable. So you can always move the needle and move the envelope. And so I see you doing that all the time, you know, and, and it’s just been really cool to watch. I mean, I think when we first met, it was, you know, in the in the late teens, like 18 or 19 or something like that. Yeah, here we are in 23
barely starting room when we met.
I think so. I think I think so. Yeah, that was, like, the transition from, you know, you doing things your way, to like, Hey, I’m going to create room esthetics. By the way, did you guys just got a new domain? Actually? They just, yeah. So what was, I mean, I saw the support ticket come in, but something you guys been working on a while because, yeah, talk to
me. Well, Jordan, my husband’s our COO CFO, for those who don’t know, George always into the like strategy in the back end stuff. So he’s been he figured out who owned rumor.com and it was just some big Chinese company. It’s really hard to find four letter domains, right? Like, oh yeah, extremely difficult. So they try to make us pay. 100 grand for it. I mean, we got it for less, but not much less. But I think, you know, I think, like at some it’s just the stupid stuff you freaking pay money for when you own a business, the things that people don’t realize that cost money your website domain, but it’s all, it’s just easy, yeah, so now everything’s just roomba.com kind of, yeah, no.
I think it’s, I think it’s great when I saw that come through, because four letter domains are very hard to get. Yeah. And, you know, I was like, wow, okay, I didn’t it just kind of came to me as a shop,
we’re just leveling up cam. I
was like, they did it again. What
that impressed you?
Yeah, so, so how has it been like with Jordan Scott at the company? He’s been there for, what, almost a year, maybe something like that, yeah.
I mean, he basically started with us full time when we moved into the new location, okay? Because that’s when he had an office. But a month or two prior to that, the firm, he was a partner and sold and so he, yeah, like, semi retired slash came over as our full time CEO. He was already doing the back end stuff. He’s been our, like, CFO, you know, since the beginning. But it’s, it’s been really nice. Cam, it’s been nice, because before he worked a full job, like nine to five, right? And anything outside of, like normal hours, I’d come home after seeing patients all day and I’m like, hey, I need your help with payroll, and then figuring out, like, the credit card and allotting everything for taxes and all and so all of the extra things were outside of him working a normal job, so it’s more of like an annoyance, right? Yeah, when he should be relaxing, right? And so that kind of created a little bit more issues where I’m like, I need help. I need help. Like we’re growing. I need more and more help. So I was to the point where I’m like, either we hire a COO CFO, or like, you come over full time. And luckily, he was all for it, and he’s all, he’s always been really supportive, and he’s brilliant. Jordan is naturally brilliant. So he’s already, you know, really helped out with things, but it’s nice because now all those little things are like his job, and he’s handling it during normal hours, and it’s, it’s creating a little bit more balance for our family, um, which is nice, and then just more, you know, I think he also understands the beast that has been built better now that he’s working within it versus outside of it. I think he, I mean, I don’t know if he fully understood what he was getting into, but I had felt, you know, until he came over and it’s, it’s been awesome. He’s an amazing partner. Heck,
yeah, that’s awesome. I mean, he’s got an office there, right? Like he comes in. Do you guys? Do you guys carpool ever?
No,
the man’s very independent. He No, and he leaves every day at four to go to CrossFit. And I’m still here seeing patients to like, six. So no, he’s a very he’s a really nice he also, I think he’s enjoying the freedom too. He, you know, he just flew him and my father in law to Steamboat in their cat skiing right now. So He’s liking the freedom. Yes, he’s always not like a salary nine to five job, you know? Nice. Yeah,
no. It’s been cool to see him there when I came in. And also at a couple of conferences I’ve been able to see see him, and it’s been cool to get to know him. I mean, he’s always just chill. He always just, like, seems happy and chill. He’s mellow. He just seems just Haley.
He’s like, a huge adrenaline junkie. He’s always doing crazy stuff, and he’s really into fitness, so he’s training for an Ironman right now. Um, well, I guess the half, he’s doing the half in St George coming up in a month or so. So he’s a go getter, you know, you know
that story, when I was on the I was on the airplane, and I was flying back from Costa Rica, and the lady sitting next to me was coming back, and she was in a surf class with Jordan in Costa Rica, some remote place, and I was like, how the heck like
together? Yeah, I told
her I was from Utah, and we started talking about esthetics. And she’s like, I know somebody in the esthetics industry. I think his name is. They’re in, like, Lehi, and it’s like, his name was Jordan, his wife is and maybe Shelby. I’m like, You gotta be kidding me, and she wasn’t from Utah. She was from like, Colorado or something. Yeah, I was laughing because you say he’s on a, what, a cat ski trip or something like that, or he was at a surf like, yeah, he’s, he’s, he’s having fun, everything. He’s, I gotta get on the Jordan train, dude.
Yeah. Yeah, he’s crazy. He keeps me busy. And, yeah, it’s fun. I like to do a lot of it with him, but he’s kind of gotten to a new level, like, I ski on a Wednesday I’m in clinic, you know, that’s not going to happen. So he takes his dad and said, which is cool. I think it’s good for him to have hobbies like that. You know, I think when you’re grinding so hard, having things for an outlet, I think, is super important. So I try to be his biggest cheerleader and support him and almost all of his crazy ideas. Yeah, the only thing I said no to is him learning how to fly a helicopter. I’m like, No, I draw the line. You can fly the jet, not a helicopter. That’s a hard no. Oh,
not the chopper, huh?
No, that freaks me out. So my
wife is against that too. She’s like, hey, like, I don’t get into helicopters. We’re not, not, our family’s not getting a helicopters. But she’s cool with planes. Yeah.
I mean, planes are, like, much deeper, but yeah, yeah, for
sure. Okay, well, well, cool. So, yeah, I mean, Jordan could just, like, he can log on, right? He can, I mean, you have to be on site. He can log on and, like, run the financials and what he needs to do from with the Wi Fi connection, totally, yeah.
I mean, it’s nice to have him here. The girls really like having him here. He’s also really techie, so he helps with all the tech stuff. He’s also a really good handyman. He doesn’t have everything which is nice, like, we have a really cool photo backdrop with, like, three different colors that drop down for behind patients, for before and afters. And he, like, installed that. And you know, when you know, a lot of other people would have to call a handyman. So he’s, he’s, he’s got a lot of talents. That’s awesome. I love it. It’s good,
yeah, so you guys, I mean, we were going to do this podcast yesterday, right? He was gone. Your little one was sick. So like how, I mean, there’s a lot of balance that takes place in the life of being a Shelby Miller, running multiple entities, partners, traveling. Like, you’re always, you’re always, like, how do you how do you stay just sane? Like, is it because you love what you do? Like, like, like, honestly, like, I’m very busy as well. Lots going on. Married, couple kids, it’s, there’s always something like, you know, but like, what is it, you know? What is it? How do you do it?
Um, I think the first thing I’ve had to just accept it as my reality, right? Okay, I saw this funny, um, Instagram real the other day, and it was like, I boss, baked too hard, and now people are, like, asking all these questions, and now I have to train all these people, and can I just go back to where I was before? And I like to, I totally connected with that. It’s like, okay, i Boss, babe, a little too hard, and now I put myself in this situation. So I think that part of it is just accepting that this is my chapter, and this is kind of what I’ve built, and knowing what the end goal is and what we’re trying to work towards, and realizing that it doesn’t have to be like hard the whole Time, right? I’ve really learned to be okay with delegating and having a lot of support and a lot of help and giving up a lot of control. So with the personal stuff, I have two household managers. They do everything. I don’t call them nannies, because I don’t need babysitters for my girls. I need another mom. I need another me, someone who can do all the laundry, put it all away, fill our fridge full of groceries, take my kids to their activities, organize their activities, figure out all the preschool stuff, obviously, keep the house clean. It’s like, in their contract. When I come home, the kitchen’s like spotless and clean. The kids are fed. They that they need to be so when I come home, I can spend quality time with them instead of being hung up on all those tasks that a mom would have to do, right? I mean, doing dishes and cooking or or doing laundry doesn’t make you a better mom, right? It’s all about the relationship with with your children and your spouse and what you kind of allot your time for. So I’ve learned to really be careful about my time and like, time block for specific things, and I time block for time with my kids, and that way I know, like, this is my time with them. I turn everything off. I make it high quality. Versus, you know, if I were at home doing all these tasks all day long, how much time you actually spending with your kids one on one, like teaching them, engaging with them, playing with them, versus being stuck up on all the other stuff that you’re that you have to get done throughout. House, right? So household managers have been like the biggest blessing. Obviously, my husband helps with a lot. I have a training coordinator, Julie. She runs our whole entire training academy. She’s also been kind of a personal assistant for me. And I have amazing marketing specialists within room who help curate content for rumors, account, plus my account, and that’s been really helpful. In fact, I just barely hired another one to help, like, edit all the rails and just be smarter about our time, right? Like you can be the face of a brand, but be smart about the time that you’re spending on creating that content, you know? So I don’t know. I’ve just really learned to be okay with like outsourcing and just having a lot of amazing people around me to help achieve the same goal. You know, we have amazing leaders at Roma, really amazing managers for every single department that run their own departments, so there’s not a lot of micromanaging. We really give people the tools to just do their job and do it well. And I don’t care how you get to from A to B, but get to B by this point in time, and we’re Gucci, you know? And I think that creates a really great culture, too, when people have a lot of autonomy and can just do what they love. So I don’t know. I think one of, like, the best quotes that I’ve ever heard, and I really resonate with, is forget work, life balance, do the thing that you want and create the systems to support that perfectly imbalance in the direction you want to go is perfectly acceptable. And I love that, because you’re never going to have balance balances in a thing. It’s going to be imbalanced. But you need to create systems to support whatever you want to do. You know, no,
it’s very, very well said. I mean, in fact, I’m reading a book right now that has to do. It’s, it’s called, I think the title is, get your time back. Yeah. Dan Martell is the author, and, I mean, I’m learning a lot from it in terms of, like, giving up control. And he talks about, like, don’t hire to grow your business. Hire to get your time back, anything that you’re doing from, like, the things that you hate, like, maybe it’s admin stuff, or maybe it’s something that’s not giving value to grow the practice or the business. He’s like, delegate, delegate, delegate. And for what I’ve just heard you say over the last couple minutes, is basically, is, is that exactly right? Like, like, delegate, get this stuff off your plate and then put you you where you need to be, whether it’s at home or whether it’s in the practice or whatever. Yeah,
Shelby should only be doing what Shelby should only be doing. My dad is a really successful entrepreneur, and he always told me, shelb, I know you’re gonna run this business 120%
I know that. I know you’re gonna do that because I know who you are,
but that creates a really crappy life when you’re constantly going 120 so he’s like, what you need to do is the second that someone can do something 80% as good as you you got to delegate it, and which I loved, and obviously the things that you can only do yourself, you have to handle. But that leaves time for me to really connect with my team members, to really be a leader and a visionary, and actually, like, have time to do that, versus just being so stuck in the admin stuff, you know, the
stuff that you hate doing. And eventually, like, you hit the pain line, and the pain line is like, you become to the point where you know you you don’t love your business anymore, right? Yeah,
I’m going to dial quick. Hold on you good.
Yeah. And also, if you’re running at 120% you’re going to burn out. I mean, I’ve seen so many providers burn out, yep. And it’s sad. It’s like it doesn’t have to be that way if you were willing to just let go of some control. Yeah, yeah. Maybe your business runs at 80% but it continues to run when you’re burnt out, versus zero, versus zero, yeah, yeah. I need to
plug this in. Oh, you’re good. And I’ll just, I’ll just chat on that for a little bit for, like, the listeners. And so they call it hitting the pain line, in the sense of, like, there’s, there’s three things that can happen. You can either basically sabotage the business, right, so, or you can, you can stall, basically meaning, like, I’m not going to grow anymore, I’m not going to take on any more appointments, or any more patients, basically install the growth, right? Or you can sell, you know? And like, those are like the three, like sabotage stall or sell and, and I know you’re limited on time, and I’ll let you, I’ll let you go here soon. But I mean, I see a lot of practices selling right now, like a ton. Like, there’s so much consolidation that’s taking place, and maybe we should have another conversation at some point on that. But like, man, it’s, it’s been crazy, what we’ve been seeing lately. Like, gamspo was, was, was interesting.
I know I don’t love it. I don’t
either. I mean, it’s like, yeah. I mean, yeah, we can talk on that for an hour, right? But like, I’m not, I’m not excited on it either,
yeah, I don’t know. I think I agree with you, too about just being like, okay, as your business grows and like letting some things go, I think a really good example of that a lot of injectors get busy and then kind of get stuck, because they can only see a certain amount of people right in a certain amount of time, which is why I’ve always had an esthetic assistant, and I always run with like two or three assistants at all times, and I’ve been able to almost triple my personal revenue that way, and a lot of people are afraid to, like, spend the money and hire an assistant and have, like, a whole nother person on payroll, but it’s like, you don’t realize that they’re helping you be way more efficient with your time and also improving the patient experience, because the patient’s able to get More within that 3045, minutes with the both of you, versus just being able to, like only do lips, because you only have the time to help do that, because you’re doing all the other crap, you know. So just inefficiencies within practices also really surprised me, which is why we created an esthetic apprenticeship program for it’s an esthetic apprenticeship for esthetic assistance. So my assistant, who’s been with me from day one, SAV, is our clinic manager. Now we kind of built it together so people fly in their assistance, and we train them for them, and then they fly back out and they’re ready to roll in an efficient like clinic flow, they see, like all of our protocols and everything. So that’s been really great, too, for a lot of inject of injectors who have kind of struggled seeing the value in that. But I think there’s a lot of inefficiencies within medical esthetics practices and med spas, just because none of us are super business savvy. Very few of us are, I guess.
Well, you’re not. I mean,
yeah, I see that every once in a while, I’ll tell you, yeah.
I mean, we, I just interviewed a girl for a position, and she’s in a practice, and the provider is super busy and booked out like, 10 months, but doesn’t have an assistant. Like, what are you like? She can literally see twice the amount of people. I don’t get that, you know,
yeah, well, it’s probably because it’s the control thing, like, they don’t trust it. 100% a
control thing, that’s the problem. And let go. Let go a little bit
Exactly, exactly. So, okay, well, last question, and then, and then I’ll let you go like, okay, 115,000
followers, personally,
over 300 reviews at the clinic. Like five stars across the board. You got Ruma, ruma.com room esthetics at four is aruma.com room Academy. A lot going on, obviously. And so, like, first off, your huge inspiration, incredible entrepreneur. And it’s been really cool to just watch from the sidelines, watch, watch you just thrive and crush it. So, you know, I gotta say hats off to that.
You’ve been in the court with me, man, you’ve, you’ve been with we’ve been with you guys for how many years now, four years,
yeah, I think something like that, yeah, been
awesome, like, hugely helpful, especially, I think you kind of pinged the industry. Because digital marketing, I think, is really important. Obviously, the social media marketing is important, but that a lot of that needs to kind of happen in house, because you have to keep it really authentic and interesting and fun. And people like to see the D, you know, the behind the scenes and the day to day. But the digital marketing side, being able to just like, be really smart about that and push that and partner with the right company has been hugely helpful. So I think you’ve been a big part of it. Oh, absolutely,
thank you. I mean, when we started, it’s, it’s, uh, we’ve, we’ve, we’ve bolted on so much stuff since inception, and it’s just been really market driven, and continuingly, you know, to learn from from failures, and continuing to push the envelope and going to the, you know, all the events, and listening to everybody in the industry. And there’s a lot of fragmented stuff out there when it comes to, like, the tech stack and running the process, there’s so much out there overlap, like and from a feature standpoint, you know, so. But
you really have to, like, listen to your your audience, right? And evolve and kind of pivot based on what the needs are. And I think that you guys do a really good job with that, just like what we do, right? I mean, we’re launching a whole other side of room, a whole functional medicine side, and that’s just basically from listening to my patients and listening to their concerns and realizing, like, oh my gosh, these people are sitting in my chair and. Want to look better, but they want to feel better too. Yeah, so let’s talk about wellness and their hormones and their thyroid and their adrenal function in their gut health. So microbiome, micronutrient testing, some allergy testing, sexual wellness is a huge part of that. But like, even, like joint and regenerative medicine, um joint injections of stem cells and exosomes. And, you know, really vamping up our regenerative side, because people want that, like, all about like, listening to your patients or listening to your target audience or your target client, right? And evolving and creating solutions for them. So, 100%
no. And I mean, I think when I first met, I think you were just doing injections when we first met, right? And you did that for a long time, and now you have, like, all the equipment, and now you’re getting into the, you know, to the health side, like, which, which is huge. Would you say that’s the next chapter for a room of esthetics? Is that entire regenerative side?
Yeah, I think patients really want that global wellness. I think COVID was a big driver, but I also think it’s important to provide that for them. If you have the capacity to, I’m a family nurse practitioner, we hired a do an amazing woman physician. She has like, 10 years er experience and then turned functional medicine. She’s amazing. She’ll kind of take that whole side and run with it. I’m going to stick with what I’m good at and specialize with what I’m good at, which I think is important to kind of stay in your lane too. But, yeah, I think people really want that. They want to look good, but they want to feel better, you know? And a lot of us are machines. We just go, go, go, go, go, and the last thing we think about is our help, right? And if you don’t, so if you don’t have your help, then you can’t do the things that you love, right? Like, what is the one thing that’s going to prevent you from working or doing what you love? And it’s like, if you don’t have your help, yeah, you can’t, you can’t do anything, right? So money in
the world, but like, if you don’t, if you’re good, like, you’re you don’t care.
Yeah. And I’ve been reading, have you read life force by Tony Robbins and a bunch. It’s a bunch of, like, regenerative doctors that wrote it with him. It’s extremely interesting, but they have all sorts of testing for longevity and wellness and things that we’re going to be offering our patients where it’s more preventative medicine, right? It’s not acute, chronic illness. We’re not doing primary care. I’m not going to take care of your high cholesterol, on your blood pressure. I’m going to prevent you from getting that, getting to help you like feel amazing. Have incredible energy. Super clear mind. No no more brain fog. Have amazing sex drive. Have amazing sex like all the things, right? It’s, it’s huge. She also has a Q and P license so she can prescribe medical medical cannabis cards, which in Utah, you need one for people who have pain, or, you know, PTSD, insomnia, all those things, so lots of cool things that we’re launching. Well, congratulations,
congratulations
on everything like, like, literally, like, you’re, you’re truly an inspiration for the entire industry. And thank you so much for joining and taking the time. I really appreciate it.
Well, same to you, Kim, thanks for all that you took for us. I really appreciate it, and thanks for having me again. It’s so fun, of course. All
right, guys, tune in. We’re gonna release this episode here in a few days. So tune in to medical millionaire. It’s gonna be on we’ll have it on Spotify, we’ll have it on iTunes, we’ll even post it on YouTube. So until then, happy. Injecting. Thanks, Shelby, thanks. Bye.