Management software company Zenoti recently released its 2025 Beauty and Wellness Benchmark Report, which is an inside look at the business data, trends and insights shaping the industry. The report analyzes data from more than 30,000 brands in the beauty, wellness and fitness industries. 

Some of its key finding include: 

Medspas lead expansion: The number of medspa locations surged by 15%, the highest among all business categories, followed by waxing centers (8%) and nail salons (7%).

Loyal Customers Drive Revenue: Despite a 1% decline in overall gust visits and a 9% drop in new guest visits, existing guest visits saw a 1% increase, reinforcing the importance of customer retention. 

The power of repeat business: While 42% of loyal clients drive 80% of total revenue, more than half of one-time visitors contribute only 20%. 

Online booking correlates with higher revenue: 97% of medspa clients and 80% of salon and spa guests prefer mobile appointment booking. Top-earning businesses see the highest online booking rates, with nearly 8 out of 10 appointments at leading nail salons and 3 out of 4 at high-earning barbershops booked online. 

Pricing pressures affect profitability: Top-performing medspas had to reduce service prices by 9% to stay competitive. 

Memberships fuel steady growth: Membership sales jumped 24% across salons, waxing centers and medspas, signaling the shifting desire of consumer for this approach. 

Click here to download the full report.