About

What is your medical spa actually worth — and what would it take to sell it for real money? Aesthetic Appeal is the podcast for medical aesthetics practice owners thinking seriously about valuation, growth, profitability, and the exit they actually want. Hosted by Bill Walker, Founder & CEO of Aesthetic Brokers, and Jessica Hunter, Head of Aesthetic Consulting, the show breaks down med spa M&A, private equity deals, EBITDA, pricing, and the operational decisions that quietly add or destroy millions in enterprise value.

Every episode answers the questions med spa owners, plastic surgeons, and cosmetic dermatology operators type into Google at midnight: what is my practice worth, when should I sell, how do I raise prices without losing patients, why is my million-dollar practice not profitable, and what does private equity actually want from aesthetic clinics in 2026.

Bill Walker brings the deal side. A former Marine Corps pilot turned M&A advisor, he led mergers and acquisitions for a private equity-backed healthcare platform before founding Aesthetic Brokers, helping doctors unlock hundreds of millions of dollars in generational wealth. On the show, he covers valuation math, buyer behavior, deal structure, due diligence, letters of intent, and what investors are actually paying for an aesthetic practice today.

Jessica Hunter brings the operator side. After consulting with more than 75 medical aesthetic clinics across the U.S. and Canada, she knows exactly what makes a clinic sellable long before a broker is on the phone — provider redundancy, P&L hygiene, time discipline, pricing strategy, and the financial habits owners avoid until it's too late.

Recurring topics include medical spa valuations and EBITDA multiples; private equity, MSOs, and platform consolidation in aesthetics; selling a med spa or plastic surgery practice; exit strategy planning for first-time founders; pricing models and raising prices without losing clients; the hidden math behind "million-dollar" practices; GLP-1, compounding pharmacy, and regulatory shifts; cybersecurity and HIPAA risk for healthcare practices; wealth management for aesthetic entrepreneurs; and leadership, team building, and operations inside a high-growth clinic.

If you own — or plan to own — a medical spa, plastic surgery center, cosmetic dermatology practice, or any aesthetic-adjacent healthcare business, Aesthetic Appeal is built for you. Press play before you list, before you sign, and before you assume the first offer in your inbox is the best one.

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About the Hosts

Bill Walker

Founder & CEO, Aesthetic Brokers

Bill Walker is the Founder & CEO of Aesthetic Brokers. In this capacity, Bill ensures we maintain uncompromising alignment with our vision and values as an organization focused on delivering ‘Uncommon Results’ to our clients. Our only interest is our clients’ best interests.

Prior to founding Aesthetic Brokers, Bill led mergers & acquisitions for a large private equity-backed healthcare services organization where he helped countless doctors unlock hundreds of millions of dollars in generational wealth. By pairing their unique practice culture with enhanced back-office and educational support, he enabled the growth of their practices and, ultimately, their personal lives. For Bill, successful partnerships in a competitive market are built the right way when they are built on commitment and compassion.

Bill began his career as a Marine Corps pilot, ultimately serving under two administrations at the Presidential Helicopter Squadron and commanding a squadron in combat. Today, he remains an active leader within the Marine Corps Law Enforcement Foundation – a 501(c)3 organization dedicated to providing educational assistance to the children of fallen United States Marines and federal law enforcement personnel. He is also a member of the Board of Trustees for the Mt. Soledad National Veterans Memorial.

In his spare time, Bill enjoys golfing, snowboarding, and coaching youth basketball for his two little girls. Bill holds a bachelors degree from The Ohio State University where he rowed for the men’s crew team, and masters degrees from Georgetown University’s McDonough School of Business and Harvard University’s Kennedy School of Government.

Jessica Hunter

Jessica Hunter is the Founder & CEO of Hunter Consulting and Head of Aesthetic Consulting at Aesthetic Brokers. Her work sits at the intersection of operations and finance — helping medical aesthetic practice owners across the U.S. and Canada figure out what their business is actually doing today, and what it could be worth tomorrow.

Over the course of her career, Jessica has partnered with more than 75 medical aesthetic clinics — med spas, plastic surgery centers, and cosmetic dermatology practices — guiding owners on profitability, pricing strategy, P&L hygiene, provider scheduling, and the operational discipline that determines whether a clinic is sellable, scalable, or stuck. She starts most engagements inside the financials, because she believes the best advice comes from truly understanding a business at the unit level — especially its financial health and the unique pressures the owner is sitting under.

Her philosophy across every engagement is the same. Aesthetic businesses don't fail because the founders aren't good — they fail because the founders stop. Consistency is a strategy, repetition builds expertise, and most owners want to sell three years before they've built a business worth buying. Clients describe her style as straightforward, energetic, and genuinely invested — equal parts warm and refreshingly direct.

Jessica co-hosts Aesthetic Appeal, the Aesthetic Brokers podcast on medical spa M&A, private equity, and the operator-side fundamentals that quietly add or destroy millions in enterprise value. Alongside her business partner Bill Walker, she answers the questions practice owners type into Google at midnight — what their clinic is worth, when to sell, how to price without losing patients, and what private equity actually wants from aesthetic businesses in 2026. She holds an MBA and a Bachelor of Kinesiology, and works with clients across North America from her base in Canada.