1198: Making WELLNESS more accessible... AND building a franchise-ready model w/ Ann Edwards

TheraNu Restorative Spa: physical therapy meets restorative wellness

This episode explores how Anne Edwards, a 20-year physical therapist, built TheraNu—a hybrid clinic blending hands-on PT with advanced restorative services like whole-body cryotherapy, infrared sauna, IV therapy, and skin care. The conversation maps the founder’s transition from solo practitioner to owner-operator and now franchisor, revealing practical lessons in customer-first product development, pricing, team building, and systems documentation.

building a customer-first wellness practice with a wellness advisor consultation

TheraNu’s growth centered on client education: Anne uses wellness advisor consultations to diagnose goals, present high-level science, and create personalized roadmaps. These consultations guide custom packages and memberships that make advanced services understandable and actionable for everyday clients.

service expansion, science-backed solutions, and treatment combinations

Services were added step-by-step based on clinical reasoning and measurable cellular physiology—not trends. Unique service pairings, like dry needling combined with cryotherapy and infrared, helped accelerate outcomes and word-of-mouth growth.

pricing strategy, memberships, and accessibility positioning

Anne describes a deliberate pricing model balancing a la carte rates with flex memberships. She priced one-hour modalities uniformly so members can interchange services, empowering affordability without sacrificing provider pay or business margins.

operations, hiring for attitude, and franchise readiness

Franchising forced the team to convert tribal knowledge into organized SOPs, operations manuals, and pre-opening guides. Hiring focuses on attitude and potential to train staff on high-complexity offerings and customer education.

practical tech & ai workflows

AI tools are used to refine documents, improve writing, and accelerate operations manual edits—boosting capacity and making strategic work more efficient.

why this episode matters for founders and wellness entrepreneurs

• Actionable ideas for combining clinical credibility with consumer-facing wellness services.
• Real-world membership pricing tactics to increase lifetime value and access.
• Concrete steps for documenting systems when preparing to franchise.
• Hiring and culture tips for service businesses offering complex treatments.

Whether you run a clinic, spa, or small service business, the episode offers a blueprint for building a client-centered brand that scales responsibly. It’s especially valuable for entrepreneurs seeking franchise expansion, improved SOPs, and membership-driven revenue models that prioritize accessibility and sustainability over pure luxury.