Defining your ethos in business

Defining your ethos in business

In this episode of True to Form, host Audrey Neff talks with John Rodriguez, founder of Ethos Med Spa in St. Louis, about the philosophy that shapes how he opens, operates, and scales his business. Rodriguez brings an unusual background to aesthetics, and that background informs a distinctive approach centered on culture, values, and intentional growth.

An Unconventional Path Into Aesthetics

Rodriguez spent years in ministry, including a role as chief operating officer of a large, globally focused organization, before following his long-standing entrepreneurial pull into the beauty industry. He started with a salon and later expanded into a med spa, a move he describes as transformative. The med spa not only succeeded on its own but elevated the entire business and propelled his team forward. His belief that people can be beautiful both inside and out reflects the values-driven lens he brings to everything.

The Ethos Philosophy

The name of the practice is no accident. Rodriguez built his business around a clear ethos, a defined set of values and a culture that guides decisions and behavior. Neff notes how striking it is that so many successful entrepreneurs in the industry come from backgrounds in faith and service, and Rodriguez's story illustrates how those values can become a powerful business foundation.

• Culture is the priority. A healthy practice culture is the starting point, not a byproduct.
• Values guide operations. The ethos shapes hiring, patient care, and growth decisions.
• People come first. Investing in the team creates the conditions for the business to flourish.

How Membership Programs Drive Revenue

A major theme of the episode is the role of membership programs in building a stable, growing business. Rodriguez explains how memberships have increased revenue while also deepening patient relationships. Recurring membership models create predictable income, encourage repeat visits, and turn occasional clients into loyal, long-term patients who are more likely to explore additional services over time.

Why Recurring Revenue Matters

Predictable, recurring revenue gives a practice the financial stability to plan, invest, and weather slower periods. Just as importantly, members tend to be more engaged, which improves retention and lifetime value. For owners looking to smooth out the peaks and valleys of demand, a well-designed membership program can be a cornerstone.

Scaling With Intention

Rodriguez's approach to growth mirrors his approach to culture: deliberate and values-driven. Expanding from a salon to a med spa, and growing from there, required staying true to the ethos that made the business work in the first place. The lesson is that scaling does not mean abandoning what makes a practice special; it means building systems and a team that can carry that identity forward.

Key Takeaways for Practice Owners

• Define your ethos explicitly. A clear set of values gives the business direction and cohesion.
• Make culture the foundation. A healthy culture supports everything else.
• Build membership programs. Recurring revenue and deeper loyalty strengthen the business.
• Scale without losing your identity. Intentional growth preserves what makes the practice work.

Rodriguez's story is a compelling example of how a clearly defined ethos, paired with smart revenue models like memberships, can turn a values-driven vision into a thriving, scalable aesthetic practice.