True to Form

Hosted by Audrey Neff

Business Entrepreneurship

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Episodes

159

Latest episode

Jul 2026

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About the show

Hosted by Audrey Neff, global speaker and thought leader in medical aesthetics, True to Form features candid conversations with the entrepreneurs, executives, physicians, and innovators shaping the future of the industry. Each episode delivers practical insights on leadership, branding, marketing, operations, patient experience, enterprise value, and sustainable growth — giving practice owners the strategies and perspective to build stronger businesses and stay ahead of what's next. Launched in 2019, True to Form has grown to be ranked among the top 3% of podcasts worldwide.

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60 recent

July 19, 2026Episode 639 min

Leslie Tracey | Be Intentional or Be Irrelevant: The New Rules of Branding & Leadership

Audrey Neff sits down with branding strategist, speaker, and author, Leslie Tracey , founder of Diamond Hands Media, to unpack one of the most overlooked drivers of business success: intentional leadership. Together, they explore why your brand is about so much more than a logo or website. It starts with who you are as a leader, the culture you create, the standards you uphold, and the experience your team delivers every single day. From building authority and earning trust to creating a luxury patient experience, this conversation is packed with practical insights for aesthetic providers and practice owners looking to build a business that stands the test of time. If you've ever wondered how the most respected practices consistently stand out in a crowded market, this episode is for you. In this episode, you'll learn: Why your identity — not your marketing — is your greatest competitive advantage The difference between reactive and intentional leadership How consistency compounds into authority and long-term success What truly separates luxury practices from premium ones Why your team is one of the most powerful expressions of your brand Simple leadership habits that create stronger culture, better patient experiences, and lasting trust Whether you're building your personal brand, growing a medical aesthetics practice, or leading a team, this episode will challenge you to stop chasing trends and start building with intention.

July 3, 2026Episode 51 hr 2 min

Jordan White, RN | What Every Practice Owner Should Know Before Talking to Private Equity

Audrey Neff sits down with Jordan White, founder of Urban Medical, for an honest conversation about one of the biggest forces reshaping medical aesthetics today: private equity. Jordan shares why he explored traditional private equity opportunities before ultimately choosing a different path, offering a candid perspective on the potential pitfalls of PE, what he wishes he knew before entering platform discussions, and the advice every med spa owner should hear as they navigate this rapidly changing landscape. Together, Audrey and Jordan unpack why so many practice owners misunderstand private equity, the risk of selling too early without fully understanding the long-term implications, and why education and strategic planning are essential to making the right decision for your business and future. The conversation also explores the strategies driving Urban Medical's success, including increasing consultation conversion rates, confidently presenting higher-value treatment plans, creating experience-driven marketing that patients remember, and leveraging personal branding to build trust, authority, and demand in an increasingly competitive market. Whether you're evaluating private equity or a growth partnership, looking to improve profitability, or focused on building a practice that commands premium value, this episode is packed with practical insights every aesthetic practice owner can apply.

June 13, 2026Episode 453 min

Adam Haroun | Premium Pricing & Positioning: The Growth Hack Most Practices Overlook

In a market where medical aesthetics has become increasingly crowded and commoditized, many practices are unknowingly competing in a race to the bottom. In this episode, Audrey Neff sits down with global branding strategist and luxury business expert Adam Haroun to explore why premium positioning may be one of the most overlooked growth strategies in aesthetics today. Together, they unpack the dangers of discount-driven marketing, the psychology behind premium pricing, and what separates truly exceptional brands from practices that struggle to stand out. Adam shares practical insights on building perceived value, creating signature treatment experiences, elevating the patient journey, and developing membership programs that drive loyalty without relying on discounts. Whether you're a practice owner looking to increase profitability, attract higher-value patients, or future-proof your business in an increasingly competitive landscape, this conversation offers a fresh perspective on what it really takes to build a luxury brand that commands attention and premium pricing. In this episode, you'll learn: Why discounting may be costing your practice more than you realize The psychology behind premium pricing and consumer perception How luxury brands create demand without competing on price The role of language, branding, and positioning in shaping value Why signature treatments can help eliminate price shopping How to create membership programs that drive loyalty instead of discounts Lessons aesthetic practices can borrow from five-star hospitality brands If you're ready to stop competing on price and start building a brand patients actively seek out, this episode is for you. Resources: Adam Haroun's Instagram Audrey Neff's Instagram Aesthetic Altitude Aviva Aesthetics

May 23, 2026Episode 343 min

Financial Strategy for Med Spas: Building a More Profitable, Scalable, and Valuable Business

Audrey Neff sits down with CPA and founder of Keep What You Earn, Shannon Weinstein, for a candid conversation on the financial realities behind running a successful med spa. From cash flow and profitability to retail strategy, expansion, and exit readiness, Shannon breaks down the numbers every owner should actually be paying attention to. Together, they unpack why being "booked and busy" doesn't always translate to profit, the hidden revenue leaks many practices overlook, and what it truly takes to build a scalable, high-value business that creates long-term freedom instead of owner dependency.

April 4, 2026Episode 249 min

The Ceiling Isn't Real: How to Take Your Med Spa to the Next Level

Audrey Neff sits down with Bonnie Benedetto, co-founder of Bella Body Medical Spa and founder of The Med Spa Summit, for a powerful conversation on entrepreneurship, leadership, and what it really takes to build a next-level med spa business. From her unconventional path to med spa ownership, Bonnie shares the behind-the-scenes decisions, mindset shifts, and leadership principles that fueled her growth. Together, Audrey and Bonnie dive into the importance of intentional strategy — why sustainable success doesn't happen by accident, and how thoughtful decision-making across operations, culture, and patient experience is what separates good businesses from great ones. Listeners will also get an inside look at a brand new event launching this May: The Med Spa Summit. Designed to be a conference like no other, this event brings together inspiring speakers and deep-dive, actionable sessions aimed at helping med spa owners break through to their next level of growth. If you're serious about building a business that stands out, scales strategically, and leads with intention — this is an episode you don't want to miss. Learn more and request your invitation to The Med Spa Summit: https://themedspasummit.com/ Four Seasons, Philadelphia | May 21-22

March 28, 2026Episode 151 min

The Truth About Private Equity in Aesthetics: What No One Tells You (and What You Should Be Asking)

Private equity is one of the most talked-about topics in aesthetics — but also one of the least understood. In this episode, Audrey Neff sits down with Tyler Weinberg , CEO of Aviva Aesthetics, to pull back the curtain on PE in the med spa space — from deal structures, valuations, and strategies to optimize EBITDA. They unpack the key drivers of enterprise value, the most common misconceptions owners have, and the critical questions every practice should be asking before entering a deal process. If you're growing, scaling, thinking about a future exit, or simply want to better understand where the industry is headed — this is a conversation you don't want to miss.

February 12, 2026Episode 1436 min

Kay Durairaj, MD, FACS | Navigating the Industry's Top Trends & Controversies

Host Audrey Neff sits down with renowned facial plastic surgeon, Dr. Kay Durairaj, for a candid conversation on where aesthetics is headed — and what practitioners need to understand right now. Dr. Kay shares her journey from reconstructive surgery into aesthetics, how longevity medicine is beginning to intersect with cosmetic care, and what's driving growing interest in regenerative treatments and peptides like BPC-157. Together, Audrey and Dr. Kay unpack current industry debates (including PDGF), shifting consumer preferences around HA fillers versus collagen stimulators, and the realities of navigating social media responsibly as a medical professional. The episode also offers practical guidance for providers evaluating emerging technologies and treatments — with an emphasis on clinical integrity, patient education, and building sustainable practices in a rapidly evolving landscape.

January 18, 2026Episode 1355 min

Kim Burke, FNP-C | Building Your Dream Team: If You Want to Go Far, Go Together

What does it really take to build a high-performing team in aesthetics and why is culture your greatest growth lever? Audrey Neff sits down with Kim Burke, APN, FNP-C, founder and CEO of Kiss Aesthetics, for an honest, energizing conversation about leadership, hiring, and scaling without burning out your people (or yourself). Kim shares her journey from a flexible yet unfulfilling career to becoming a sought-after injector and respected business leader — and the pivotal moments that shaped how she leads today. Together, Audrey and Kim dive deep into what actually works when hiring in a competitive market, and explore how intentional culture and team cohesion become non-negotiables as you grow. From expanding to multiple locations to implementing creative hiring strategies and building a team that truly buys into the vision, this episode is packed with real-world insights for practice owners who want sustainable success — not just fast growth. Connect on Instagram: Audrey Neff Kim Burke Aviva Aesthetics Kiss Aesthetics

January 3, 2026Episode 121 hr 33 min

Exclusive Roundtable | What Med Spa Owners Need to Know in 2026 with Ben Hernandez, Annie Robertson Hockey, Tyler Weinberg, Carlos Arce, Esq. & Marc Estes, MD

Audrey Neff moderates a powerful M&A roundtable with industry leaders Annie Hockey, Ben Hernandez, Carlos Arce, Esq., Mark Estes, MD, and Tyler Weinberg, unpacking what med spa owners need to know about growth, valuation, private equity, and consolidation heading into 2026. From building a sellable business and navigating legal considerations to understanding market trends, GLP-1 impacts, EBITDA multiples, and exit readiness, this conversation delivers clear, practical insights for aesthetic entrepreneurs focused on scaling strategically — whether they're preparing for a future growth partnership, transaction, or simply just aiming to thrive in an increasingly competitive landscape. Resources: Aviva Aesthetics Skytale Group Florida Healthcare Law Firm

December 23, 2025Episode 111 hr 16 min

Rick O'Neill | The Black Belt Formula: Building an Unstoppable Marketing Engine for Your Practice

Audrey Neff sits down with Rick O'Neill , distinguished digital expert known for transforming the landscape of medical aesthetics marketing and working with practices across the globe. Packed with both humor and radical transparency, Audrey and Rick delve into the intricate world of digital strategies, emphasizing the importance of building a strong, omnichannel marketing foundation. They explore the evolution of patient behavior, the increasing role of AI in search engines, and the essential components behind building an unstoppable growth engine. With deep dives into practical tactics like local search optimization and proper lead nurturing tactics, the episode expertly guides listeners through the dynamic and often daunting terrain of digital marketing in the aesthetics industry, making it a must-listen for any medical spa owner.