Subscription-based Wellness Services Scale - Heyday

Client Background

Heyday Skincare is a U.S.-based skincare company focused on personalized, expert-led facial services delivered through a modern retail studio model. The brand combines licensed estheticians, customized treatments, and data-informed skincare routines to make professional skincare accessible, consistent, and repeatable. Heyday differentiates through a membership-based pricing model, standardized service quality, and strong customer education, supporting long-term skin health across a growing national studio footprint.

Objective

To design a scalable growth and operating model that would enable Heyday Skincare to transition from a New York–centric studio business into a nationally distributed, asset-light skincare platform—while preparing the company for its next institutional funding round.

Challenges Faced

• Scaling a service-led skincare business beyond a small number of owned studios
  
• Aligning human capital strategy with flexibility, retention, and quality control
  
• Creating recurring revenue streams beyond one-off facial services
  
• Designing a franchise and studio model that preserved brand and service consistency
  
• Building internal technology capabilities to support subscriptions, bookings, and expansion
  

Our Approach

Phase 1: Growth Strategy & Business Model Innovation

Avion partnered with Heyday leadership to design a growth roadmap focused on scalability, capital efficiency, and recurring revenue. This included the development of a membership subscription model that bundled monthly services with discounted skincare products—ultimately driving approximately 50% of total revenue through subscriptions.

Phase 2: Human Capital & Operating Model Redesign

To support national expansion, Avion restructured Heyday’s human capital roadmap by:

• Empowering licensed estheticians through flexible, non-employee engagement models
  
• Implementing a digital booking system that enabled long-term client relationships
  
• Aligning incentives across service quality, utilization, and customer retention
  

Phase 3: Asset-Light Expansion & Franchise Architecture

Avion designed an asset-light studio and franchise framework, enabling rapid geographic expansion while maintaining brand standards. This included:

• A standardized studio rental and operating model
  
• A scalable franchise structure for local operators
  
• National rollout planning across multiple U.S. states
  

Phase 4: Capital Strategy & Scale Execution

In parallel, Avion supported Heyday’s post–Series A capital strategy—shaping funding to a total of $51M and aligning expansion milestones with investor expectations. The model supported a post-pandemic rebound, scaling the organization to 400+ employees nationally, including 200+ licensed estheticians.

Results

• Developed a franchise model enabling expansion across 15 U.S. states
  
• Expanded studio footprint to 35 operating locations
  
• Established a subscription-driven revenue model accounting for ~50% of revenue
  
• Supported $20M post–Series A funding; accumulating to $51M to date
  
• Enabled topline revenue growth to $100M+ annually
• Scaled national workforce to 400+ employees, post-COVID