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In the medical aesthetics industry, the bridge between clinical artistry and operational excellence is often where the most significant growth is found. Many practices are led by incredibly talented medical providers who find themselves overwhelmed by the business side of the house—marketing, finance, lead management, and team leadership.
In a recent episode of the Med Spa Success Strategies podcast, I sat down with Allen Lewis, the co-owner and operational lead of Just Injected and Cryo-X (which is currently transitioning to the brand name Just Wellness). Allen brings a unique perspective to our space, having spent over a decade in corporate operations, most recently as a senior manager at Amazon where he led a 60-person organization in risk and product management.
Below is a deep dive into our conversation, exploring how Allen applies a data-driven corporate mindset to the wellness space, the convergence of aesthetics and longevity science, and the tactical steps he used to nearly double revenue for his businesses in a short timeframe.
From Amazon Operations to Aesthetics
Allen’s professional journey began with a degree in accounting from the University of Nebraska, leading to a decade in high-stakes corporate risk management. Parallel to his career, Allen was a competitive bodybuilding enthusiast, a pursuit that instilled in him a deep passion for health, wellness, and nutrition.
This passion eventually intersected with the career of his wife, Justine Lewis, a Nurse Practitioner and elite injector. Justine founded Just Injected in Dallas in September 2024. While she excelled at patient care and clinical training, the daily grind of seeing six to ten patients a day left her with only two to four hours of personal time and minimal bandwidth for the administrative and strategic functions required to scale.
The Vision of the Wellness Club
In early 2025, Allen drew out a vision for a wellness club—a community-focused space featuring cold plunges, saunas, a saltwater pool, and a mocktail/juice bar. Two weeks after creating that drawing, he found Cryo-X for sale. They acquired the business in April 2025, and Allen officially retired from the corporate world to manage the strategy and operations for both Just Injected and Cryo-X full-time.
The Strategic Partnership: Clinical vs. Operational Focus
One of the most common pitfalls for successful med spas is the two-hat problem. A provider who is busy in the treatment room cannot effectively manage the business’s growth levers. By joining forces, Allen and Justine created a synergy where Justine focuses entirely on delivering world-class patient care, while Allen manages the business soup to nuts. This includes lead management, marketing strategy, and financial oversight.
Navigating a Husband-Wife Business
Allen and Justine have been together for 10 years, and Allen notes that their relationship has actually grown stronger through business ownership. They relate to the Alex and Leila Hormozi philosophy: business is their fun, shared passion.
However, they maintain gentle boundaries. If a day has been particularly stressful, they have the self-awareness to say, “I don’t want to talk about this tonight,” and pivot back to their personal connection. With their first baby boy due in May, they are currently in a sprint season, getting their systems in place so they can prioritize family time later this year.
Operational Non-Negotiables: KTLO and Weekly Rocks
Allen categorizes his work into two buckets: KTLO (Keep The Lights On) activities and Strategic Projects.
1. The 30-Minute Lead Rule
Allen spends about two hours a day managing leads. He keeps a tab open on his computer for this every single day. The principle is simple: In the digital age, if you are spending ad dollars on Google or Meta, you must engage leads within 30 to 60 minutes. If you are a solo provider in treatments all day and don’t have a partner like Allen, you must hire a virtual assistant or a front desk person. Justine was so busy that days would sometimes pass before Allen stepped in to manage the queue, which is a major barrier to conversion.
2. Time-Blocking for Weekly Rocks
Instead of chunking multiple projects into small blocks—which Allen argues leads to unfinished or 80% complete tasks—he focuses on one big project per week. If a new website takes 30 hours, Allen schedules six hours a day for five days to see it through to the finish line. Reframing a project from “a four-week task” to “a 30-hour task” allows you to find the satisfaction of a completed goal rather than just moving a progress bar 15% on ten different things.
Leveraging AI for Maximum Efficiency
Allen is a massive proponent of using AI tools like Gemini (Google’s AI) and ChatGPT to add efficiency to the business.
Specific AI Workflows
Allen uses voice-to-text while driving to describe a process, then uploads an SOP template and asks Gemini to format the transcript into a standardized document. For their recent rebrand, Allen gave Gemini inspiration websites and asked the AI to write the code. Even as a non-technical person, he was able to copy and paste that code into his domain, creating landing pages in 10% of the usual time.
He also uses it for email templates and lead management. When unsure how to frame a sensitive response to a customer, he uses AI to reformulate the text to hit the professional and empathetic angle required.
Data-Driven Finance and Profitability
Coming from an accounting background, Allen does not make decisions based on gut feelings.
The Cost of Goods Breakdown
You must understand the overhead of every line item. Allen shared the example of their nitrogen-based cryotherapy machine at Cryo-X. Nitrogen is an expensive consumable. By running the numbers end-to-end—factoring in injector pay, supplies, and room rent—they realized they would have to double the price for it to be profitable. Despite some customers saying they would leave without the machine, Allen analyzed the potential revenue loss versus the $50,000 in savings and decided to cut the cost-heavy machine to reinvest in better science-backed modalities.
The 6-12 Month Debt Rule
Allen and Justine follow a strict rubric for equipment purchases. They maintain a separate bank account for equipment funding. They do not take on any debt that cannot be paid back within six to twelve months. If the reserve isn’t there to cover the purchase within that timeframe, they don’t buy the device, no matter how attractive the technology seems.
Merging Wellness and Aesthetics: The Growth Catalyst
Under Allen’s operational leadership, Cryo-X grew from a $50,000-per-month business to over $100,000 per month. They achieved this by reducing nitrogen costs and investing in a hyperbaric chamber, which aligns with the current longevity movement.
They also integrated aesthetics into the wellness business. Since they already had trust with wellness members, it was a seamless transition to offer them injectables and facials. Furthermore, they move IV therapy and vitamin injections from a two-day schedule to six days a week.
Local Partnerships and Influencer Marketing
Allen established a $100 two-way referral credit for adjacent businesses like hair salons and dentists. This has created referral whales who bank thousands of dollars in credit by consistently sending new clients. They also utilize influencer marketing, where creators record themselves receiving services, driving immediate interest from their local audiences.
The Future: Just Wellness and Scalability
The next move is a full rebrand. Cryo-X is becoming Just Wellness to create a cohesive brand family with Just Injected.
Innovating the Membership Model
Allen noticed that static membership models were too restrictive. They are moving toward a credit-based system where members pay monthly dues and receive credits that can be used for anything in the store. Allen found that when he quoted customized plans for $500 to $750, high-end spenders were happy to pay if they got exactly the services they wanted.
By the end of 2025, Allen aims to double revenue again to $200,000 per month. They have already expanded into an adjacent 1,200-square-foot unit to create a physical divide between the wellness and med spa sides of the building.
Conclusion: Authenticity as the Ultimate Asset
Despite the corporate systems and AI efficiencies, Allen emphasizes that the most valuable asset in the business is reputation. Just Injected and Cryo-X maintain 5-star Google ratings because they prioritize really listening.
Allen’s tip for clinicians is to take detailed personal notes in the treatment records. When a patient returns, you aren’t relying on tribal knowledge; you are building an authentic, personalized relationship that makes them feel heard and understood.
To learn more about what Allen and Justine are building, you can visit their websites at Just Injected and Cryo-X.
If you’re looking to scale your practice or implement the direct-response strategies mentioned in this post, I’d love to show you how we’re helping med spas drive significant growth. Visit medspamagicmarketing.com to schedule a planning session.
