RepeatMD wants to supercharge a booming med spa industry

The genie is officially out of the bottle in the medical spa industry, as injectables and other beauty enhancers enter the mainstream. In 2023, the medical aesthetics industry was valued at $22.8 billion, according to Fortune Business Insights, and one company thinks the sky’s the limit.

Growth equity and VC-backed RepeatMD launched an app in 2021 that centralizes patient engagement, e-commerce, and loyalty programs. That’s right, even injectables have points systems. According to the company, it has since scaled to 4,000 active practices and served over 2 million patients.

Revenue Brew spoke to RepeatMD and an industry expert about the boom in the medical aesthetics and wellness industries, and why building commerce-centric infrastructure is so essential to meeting the moment.

Infrastructure for a growing space

Phil Sitter, CEO and founder of RepeatMD, might well have become a restaurateur, a profession spanning five generations of his family. Instead, he broke the mold and experimented with software solutions for restaurants, and for a doctor he was friends with.

The latter decision, in particular, laid the foundation for RepeatMD. Sitter suggests practices were missing an opportunity for growth amid what he calls the “monster boom” in the aesthetics and wellness space.

“A rewards app was really interesting for [doctors] because our distinction was, instead of doing points, why don’t we give a free demo treatment or free facial?” Sitter said.

Paired with the stored product inventory RepeatMD has access to, the possibilities in unifying a disjointed medical experience seemed endless.

“Within a matter of minutes, practices can have access to all of this inventory, all of these products, and we can get back down to [what the customer wants] versus the five brands that [one practice might] carry,” Sitter told Revenue Brew.

Scaling beauty

RepeatMD CRO Matt Suraci says there were three main initiatives that accelerated growth for the company in 2025. First, it expanded to new markets, including Canada, and scaled its operations. Suraci emphasized a localized GTM approach as essential to success.

“You have to be super mindful of that localization at regional level, because you can really find yourself at a disconnect if you don’t have the self-awareness, or even just the awareness in general, of really knowing your audience,” Suraci said.

Second, the company has been able to move up market and compete in the enterprise landscape, something it was planning for years. To make sure enterprise became its fastest growing motion, Suraci said he was fielding sales calls everyday.

“With enterprise, there’s a real risk of going into market too prematurely,” Suraci said. “You only have one real shot at these things. So this was really exciting for me because I was almost back in sales fielding a lot of calls.”

Lastly, Suraci said that this year’s V3 platform launch transformed RepeatMD’s go-to-market motion.

“A lot of what V3 was built off was just that, ‘Hey, I want to sell products. Hey, I want to sell gift cards’…These were trend lines that we were picking up on,” he said.

Expert insight: med spa industry

Leisa Krauss, founder of Vanity Empire Consulting, has spent over 25 years in the med spa industry and knows it better than most. Following Covid’s “Zoom boom,” as she calls it, Krauss said the No. 1 industry need was creating recurring revenue in the form of memberships.

“You need recurring revenue because you can acquire patients all day long, but if you can’t retain them, your business is going to go to shit,” Krauss said.

This is precisely why Krauss was excited by RepeatMD’s V3 platform, which “forever changed” the industry landscape.

“Nobody’s really looking to discount their face, especially the affluent,” Krauss said. “But they do want to have savings. That’s where I think RepeatMD has crushed it because they’ve gamified the patient experience.”