The company’s expansion strategy relies on a privately owned model, eschewing franchising to maintain centralized control over its 230 sites across 36 states. Founded by Dr. Roy Winston alongside Scott, Brock, and Todd Heckmann, the firm positions itself as a bridge between specialized medical care and consumer convenience. CEO Scott Heckmann noted that the initial vision focused on democratizing access to aesthetic treatments that were previously limited to a narrow demographic.

Clinical operations are overseen by Chief Medical Officer Dr. Will Kirby, who manages a medical board of over 25 board-certified dermatologists. The staff, which includes 700 nurses, performs services ranging from laser hair removal and skin rejuvenation to body contouring procedures like CoolSculpting and Thermage. By requiring all treatments to be administered by licensed professionals—including nurse practitioners and physician assistants—the brand aims to differentiate its medical-grade service from standard retail aesthetics.