By Adam Reinebach, Chief Executive Officer, American Med Spa Association (AmSpa)

I’ve sat through formal, multi-day sales training four different times in my career.

The first was in 1992, selling Cutco knives for a summer as a college student. It was a full week of structured training, followed by ongoing sessions twice a week—covering everything from handling objections to maintaining price integrity. By the end of that summer, I had sold $4,000 of cutlery and felt like I had developed a real, tangible skill set.

Fast forward 20 years. By 2012, I was leading a team of more than 30 sales professionals and presenting seven-figure proposals. It would have been understandable for me to think, “I don’t need this anymore.” But the opposite turned out to be true. Every time I went through training, I picked up something new. Refined an approach. Saw something differently.

The same is true within medical aesthetics, where the best operators and clinicians are constantly learning. While geared toward newer operators, every year we see some of the more experienced med spa owners in the country attend our Medical Spa Show Boot Camp—not because they need the basics, but because they want to sharpen their approach on how to acquire customers, how to motivate staff and what to prioritize on their balance sheet. Held on Thursday, April 9, at next week’s Medical Spa Show, our Boot Camp is a concentrated, highly practical day designed to step outside the day-to-day and recalibrate how the business operates.

The same dynamic applies on the clinical side.

Our Academy for Injector Anatomy cadaver training consistently attracts experienced providers who want a deeper, more precise understanding of anatomy—not just in theory, but in a way that directly translates to safer injections and better patient outcomes. Led by Dr. Chris Surek, the training is hands-on, comprehensive and widely regarded as the industry standard. 

That helps to explain why our AIA course, happening on Sunday, April 12, consistently earns five-star reviews. If you want to see what a session looks like, check out the training we did back in February at our Chicago Training Center with Skin Spirit. 

Both of these programs are intentionally placed within Medical Spa Show because they represent something core to this industry: continuous improvement.

Whether you’re running a practice or treating patients, there is always another level of proficiency, confidence, and performance to unlock.

If you’re already planning to attend MSS, these are the kinds of sessions that can change how you operate long after the event ends. And if you’re not attending, it’s time to register now!