Med spa industry statistics: growth, services and patients

Med spa industry statistics from the American Med Spa Association (AmSpa) put the U.S. market above $17 billion in revenue, growing by more than $1 billion a year. AmSpa's Medical Spa State of the Industry report is the main source of industry-wide figures, and most other published numbers trace back to it.

AmSpa's recap of its 2024 report counted 10,488 med spa locations in 2023, up from 8,899 in 2022. AmSpa's president also said med spas employ more than 100,000 people across more than 11,000 U.S. locations, and that the industry added more than $4 billion in revenue and more than 30,000 jobs over three years. That survey of U.S. med spa owners ran from September 2023 to March 2024.

A second data point comes from Zenoti, which publishes benchmark data from businesses using its software. Zenoti's 2025 Benchmark Report found med spa locations grew 15% in 2024. Zenoti's sample is its own customer base, so read it as a signal from active, software-using spas rather than an industry count.

The average med spa made about $1.4 million in annual revenue in AmSpa's latest published recap. AmSpa's 2024 report found average revenue rose from $1,307,587 to $1,398,833, and 84% of owners expected revenue to increase in 2024.

Volume per location is moderate. AmSpa found the average med spa receives 245 patient visits a month, nearly unchanged from 2018, and patients spend an average of $527 per visit. That means revenue growth is coming more from new locations and higher spend than from more visits per spa.

The spread between average and top performers is wide. Zenoti reports its top-earning med spas averaged $2,878,348 per center in 2023, roughly double the AmSpa average. Benchmarks from a single software vendor are not a full picture, but the gap shows how much room there is between a typical spa and a well-run one.

Zenoti's 2025 Benchmark Report also describes what top earners across beauty and wellness do differently. Their online booking rates are 61% higher than average, they rebook clients within 24 hours at three times the average rate, and their staff utilization is 84% against an industry average of 67%. Those are operating habits, not marketing spend, and most of them come down to how booking and follow-up are set up. Zenoti also notes that 42% of loyal guests drive 80% of total revenue, which puts the value of a returning patient in plain terms.

Most med spas are small, independent, single-location businesses. AmSpa found 81% are single-location, single-location practices average eight employees, and only 3% are owned by private equity firms. Multi-location groups average nine locations, up from six in the 2022 report.

Ownership is shifting away from physicians in core aesthetic specialties. AmSpa found 67% of single-owner practices are owned by people who are not MDs or surgeons, and nearly 70% of med spa owners are women.

Staffing churn is visible in clinical leadership. AmSpa found 48% of med spas hired a medical director in the past year, although it notes many of those were newly opened spas.

Injectables lead aesthetic demand by a wide margin. The American Society of Plastic Surgeons' 2024 procedural statistics counted 9,883,711 neuromodulator injections (such as Botox), up 4% from 2023, and 5,331,426 hyaluronic acid filler procedures, up 1%.

ASPS counted more than 28.5 million minimally invasive procedures in 2024, more than double the number of cosmetic surgical procedures, with total minimally invasive volume up 1.5%. ASPS data comes from its member physicians, not med spas specifically, but it is the most widely used national count of these treatments.

Weight-loss medication is a new factor. ASPS reported over 800,000 aesthetic patients using weight-loss medications in 2024, and 41% of GLP-1 patients said they were considering a nonsurgical procedure.

Med spa patients are mostly women, mostly middle-aged, and mostly returning. AmSpa found 89% of patients are female, 54% of female patients are 35 to 54 years old, and 73% of patients are repeat patients.

The repeat share is the number to plan around. Neuromodulators wear off and are typically repeated, so a large part of a spa's revenue depends on patients coming back on schedule. A spa that loses track of when a patient is due is leaving money on the table.

Med spa clients expect booking to be easy and available outside business hours. Zenoti's 2025 survey work found 79% of med spa clients have skipped booking an appointment because it was too difficult, higher than the 69% of all salon and spa customers who said the same.

Zenoti also found 81% of regulars need to manage appointments outside typical business hours at times, and 73% would be more loyal to businesses with easier booking and communication. Its 2024 survey found more than half of spa customers would hang up after three minutes on hold.

Med spa clients are more open to automated booking help than salon clients. Zenoti found 71% of med spa regulars are accepting of AI receptionists, compared with 55% of salon clients. Zenoti's 2025 benchmarks put the med spa no-show rate at 5%.

• 79% of med spa clients have skipped booking because it was too difficult (Zenoti, 2025).
• 81% of regulars sometimes need to manage appointments after hours (Zenoti, 2025).
• 73% would be more loyal with easier booking and communication (Zenoti, 2025).
• 5% average med spa no-show rate (Zenoti 2025 Benchmark Report).

Industry size, location counts, revenue, staffing and patient figures come from AmSpa: its med spa statistics page, the recap of its 2024 Medical Spa State of the Industry report (a survey of U.S. med spa owners fielded from September 2023 to March 2024) and its press release on that report. AmSpa sells the full report, so we used only figures it has published openly.

Treatment volumes come from the American Society of Plastic Surgeons' 2024 procedural statistics, which are based on its member physicians rather than med spas alone. Booking behavior and benchmark figures come from Zenoti's published survey summaries and 2025 Benchmark Report. Zenoti sells software to spas and salons and does not publish full methodology for those surveys, so we treat its numbers as directional and label each one in the text.

For a med spa, the data says growth comes from two places: more of the right new patients, and repeat patients returning on time. With 73% of patients already repeat patients and most demand in repeatable treatments, the second lever is usually the cheaper one.

Steps that follow from the numbers:

• Make online booking short. If 79% of med spa clients have skipped booking because it was hard, every extra field or phone call in your booking path costs appointments.
• Cover after-hours booking and questions. Most clients sometimes need to book or change appointments outside business hours, so a booking link, text reply or automated assistant should handle that window.
• Track rebooking by treatment. Set a due date per patient based on the treatment interval and send a reminder before it passes, rather than waiting for them to remember.
• Watch your no-show and cancellation rates against the 5% benchmark and use confirmations and deposits where they help.
• Compare your revenue per location and visits per month with AmSpa's averages ($1.4 million and 245 visits) to see whether your gap is volume or spend.
• Plan for GLP-1 patients. ASPS found 41% of GLP-1 users are considering nonsurgical procedures, so content and offers that speak to them are worth testing.

Monvell builds the booking, reminder and rebooking systems behind these steps, including online scheduling, after-hours text and chat replies, and follow-ups timed to each treatment. Our free digital audit shows where your current booking path loses patients.