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Beauty & Wellness Industry Statistics 2025: Benchmarks from N. America Businesses
This report series
← 2024 Benchmark Report: 2023 industry data
→ 2026 Benchmark Report: coming
The beauty and wellness industry grew revenue 2% overall in 2024 — a modest pace compared to prior years, but one that masked significant differences between business types and growth strategies. Businesses focused on memberships and location expansion grew at 5%. Medical spa locations grew 15%. This report presents authoritative benchmark data from the Zenoti platform for United States and Canada. Across the globe, Zenoti software powers more than 30,000 salons, spas, medspas, barbershops, waxing centers, and fitness businesses.
About this data
In January 2025, Zenoti reviewed performance metrics from U.S. and Canada businesses on our platform for the year 2024. This report covers data across seven business categories: salons, nail salons, barbershops, waxing centers, membership-based spas, non-membership spas, and medical spas.
Benchmarks are presented at three performance tiers: top earners (top 10% by annual revenue per location), high achievers (top 25%), and average (the median business). These designations appear throughout the report.
This report (the 2025 Benchmark Report) is the third in an annual series. For 2023 data, see the 2024 Benchmark Report.
Key findings at a glance
- Overall industry revenue growth: 2% in 2024. Businesses adding locations grew 5%.
- 42% of loyal clients (those visiting more than once a year) drive 80% of total revenue.
- Salons, medspas, and waxing businesses averaged 24% membership sales growth in 2024.
- Salons nearly doubled gift card sales growth in 2024 — up 93% year over year.
- New guest visits fell 9% industry-wide. Retaining existing clients is a crucial focus.
- Medical spa locations grew 15% in 2024 — the fastest-growing business category based on center addition.
- Top-earning non-membership spas now generate $2.1M in annual revenue per location.
- 97% of medspa clients and 80% of salon and spa guests want to book via mobile.
Annual revenue per location
Revenue per location is the benchmark that ties all other metrics together. Use these figures to assess where your business stands relative to peers in your category.
$1.25M Annual revenue at top-earning salons
The top 10% of salons generate $1.25M per location annually, nearly 3x the industry average of $459,949. The gap correlates with higher online booking adoption, stronger rebooking rates, and active membership programs.
Source: Zenoti 2025 Benchmark Report
$3.22M Annual revenue at top-earning medspas
Top-earning medspas generate $3.22M per location, up from $2.88M in the prior year. The growth reflects a significant expansion in both location count (up 15%) and per-visit revenue, driven by membership and package sales.
Source: Zenoti 2025 Benchmark Report
$2.49M Annual revenue at top-earning membership-based spas
Membership-based spas continue to outperform non-membership spas on a per-location basis. The recurring revenue model provides predictable cash flow and higher lifetime client value, making membership the strongest single growth lever in the spa category.
Source: Zenoti 2025 Benchmark Report
2024 Annual Revenue Per Location by Business Type
| Business Type | Top Earners | High Achievers | Average |
|---|---|---|---|
| Salons | $1,249,558 | $727,698 | $459,949 |
| Nail salons | $1,565,846 | $1,189,496 | $775,812 |
| Barbershops | $477,304 | $356,912 | $258,379 |
| Membership-based spas | $2,489,304 | $1,842,982 | $1,320,716 |
| Non-membership spas | $2,098,232 | $1,347,780 | $795,057 |
| Waxing centers | $974,055 | $716,384 | $463,384 |
| Medspas | $3,219,354 | $1,776,829 | $1,035,229 |
Online booking rates
Online booking adoption is a consistent predictor of revenue performance across every business type in this report.
80% of salon and spa guests want to book via mobile
Consumer preference for digital booking has reached near-saturation. Salons that have not yet built mobile-first booking into their core operations are creating unnecessary friction that reduces booking volume.
Source: Zenoti 2025 Consumer Survey
97% of medical spa clients want mobile appointment booking
Medspas have the highest consumer demand for digital booking of any category — yet the lowest actual adoption, with the average medspa booking only 11% of appointments online. This gap represents the largest untapped revenue opportunity in the medspa category.
Source: Zenoti 2025 Consumer Survey
61% higher online booking rate at top-earning businesses vs average
Top earners have online booking rates 61% higher than average. The correlation is direct and consistent across all seven business categories. This is not coincidence: Digital booking reduces no-shows, increases rebooking rates, and enables 24/7 revenue capture.
Source: Zenoti 2024 Benchmark Report
Online Booking Rates by Business Type — 2025 Benchmarks
| Business Type | Top Earners | High Achievers | Average |
|---|---|---|---|
| Salons | 59% | 43% | 30% |
| Nail salons | 78% | 71% | 42% |
| Barbershops | 75% | 71% | 60% |
| Waxing centers | 56% | 46% | 37% |
| Membership-based spas | 40% | 30% | 25% |
| Non-membership spas | 89% | 73% | 61% |
| Medspas | 31% | 20% | 11% |
Client retention and repeat visits
With new guest visits down 9% industry-wide in 2024, retention is a crucial focus for most businesses.
42% of loyal clients drive 80% of total revenue
The 42% of clients who visit more than once a year generate 80% of all revenue. The remaining 58% — first-time or single-visit guests — contribute just 20%. This makes retention, not acquisition, the primary growth lever for most beauty and wellness businesses.
Source: Zenoti 2025 Benchmark Report
9% more annual visits from guests enrolled in loyalty programs
Loyalty programs increase the number of guests visiting 5 or more times per year by 9%. Combined with a mobile app (which adds another 12%), these digital retention tools are the most cost-effective way to shift single-visit clients into loyal regulars.
Source: Zenoti 2025 Benchmark Report
-9% decline in new guest visits industry-wide in 2024
New guest footfall fell 9% in 2024 while existing guest visits rose 1%. Businesses that respond by investing more in acquisition can expect to find diminishing returns. Those that invest in retention — loyalty programs, memberships, personalization — can expect to outperform the market.
Source: Zenoti 2025 Benchmark Report
Rebooking rates
Rebooking within 24 hours of a visit is the most reliable predictor of long-term client retention.
69% of medspa clients at top earners rebook within 24 hours
Top-earning medspas rebook nearly 7 in 10 clients within 24 hours of their appointment — while the industry average for medspas is 40%. The difference is systematic rebooking prompts built into the checkout workflow, not individual staff behavior.
Source: Zenoti 2025 Benchmark Report
30% rebooking rate at top-earning salons within 24 hours
Top-earning salons rebook 30% of clients within 24 hours. Industry average for salons is 10%. Closing this gap from 10% to 20% at an average-revenue salon could add approximately $45,000 in annual revenue per location, based on average ticket size calculations. Consider the $45,000 an illustrative estimate based on benchmark data; it is not a published figure.
Source: Zenoti 2025 Benchmark Report
Rebooking Rates Within 24 Hours by Business Type — 2025 Benchmarks
| Business Type | Top Earners | High Achievers | Average |
|---|---|---|---|
| Salons | 30% | 17% | 10% |
| Nail salons | 35% | 19% | 9% |
| Barbershops | 5% | 2% | 1% |
| Waxing centers | 59% | 48% | 39% |
| Membership-based spas | 43% | 38% | 33% |
| Non-membership spas | 29% | 19% | 12% |
| Medspas | 69% | 54% | 40% |
Cancellation and no-show rates
No-shows and late cancellations represent revenue loss. Automated reminders and prepaid booking deposits are effective interventions.
5% no-show rate at medspas — highest of any category
Medspas have a 5% no-show rate, the highest of any business type. At an average ticket size of $164, a single no-show at an average medspa costs $164 in lost revenue. Automated 48-hour and 24-hour reminders can help reduce no-show rates across all business types.
Source: Zenoti 2025 Benchmark Report
8% cancellation rate at salons
Guests cancel 8% of salon appointments and no-show on 3%, each a distinct drag on revenue. An automated waitlist that fills cancelled slots immediately helps recover this revenue.
Source: Zenoti 2025 Benchmark Report
Cancellation and No-Show Rates — 2025 Benchmarks
| Business Type | Cancellation Rate | No-Show Rate |
|---|---|---|
| Salons | 8% | 3% |
| Nail salons | 16% | 1% |
| Barbershops | 2% | 4% |
| Waxing centers | 14% | 3% |
| Membership-focused spas | 14% | 1% |
| Non-membership spas | 11% | 1% |
| Medspas | 16% | 5% |
Membership and gift card growth
Memberships and gift cards were the two fastest-growing revenue channels in 2024.
24% membership sales growth for salons, medspas, and waxing centers in 2024
Salons, waxing centers, and medspas averaged 24% membership sales growth in 2024. Memberships are growing because they solve the core retention challenge, converting occasional visitors into recurring clients with predictable spending patterns.
Source: Zenoti 2025 Benchmark Report
93% gift card sales growth at salons in 2024
Salons nearly doubled their gift card revenue in 2024. Gift cards serve a dual purpose: immediate cash flow and new client acquisition. With 24% of gift cards being redeemed by new customers, they’re one of the lowest-cost guest acquisition tools available.
Source: Zenoti 2025 Benchmark Report
Staff utilization rates
Staff utilization — the percentage of available time in which services are delivered — is the operational metric most directly tied to revenue per location.
84% staff utilization at top-earning salons
Top-earning salons achieve 84% staff utilization against an industry average of 67% for salons. The 17-point gap is worth approximately $115,000 in additional annual revenue per provider at average ticket prices. The $115,000 is an illustrative estimate not derived from report data. The gap correlates with higher online booking adoption, lower no-show rates, and automated waitlist management.
Source: Zenoti 2025 Benchmark Report
Staff Utilization Rates by Business Type — 2025 Benchmarks
| Business Type | Top Earners | High Achievers | Average |
|---|---|---|---|
| Salons | 84% | 76% | 67% |
| Nail salons | 81% | 75% | 69% |
| Barbershops | 84% | 73% | 62% |
| Waxing centers | 64% | 57% | 48% |
| Membership-based spas | 77% | 70% | 64% |
| Non-membership spas | 89% | 76% | 60% |
| Medspas | 78% | 64% | 47% |
See how your business compares to these benchmarks
Every stat in this report comes from U.S. and Canada businesses on the Zenoti platform. Powering 30,000+ salons, spas, medspas, barbershops, and fitness centers around the world, Zenoti is the definitive source of industry data. Book a free 20-minute demo to see how your metrics compare to the top earners in your category.
Book a Free Demo → zenoti.com/book-a-demo
FAQs
What is the average revenue per location for a salon in 2025?
What percentage of salon appointments are booked online?
What is the average no-show rate for salons?
How much do repeat customers contribute to salon and spa revenue?
What percentage of membership sales growth did salons see in 2024?
What is the average rebooking rate for barbershops?
What is the average staff utilization rate for salons?
How much does the average medspa earn per year?
What is the average cancellation rate for nail salons?
What was the beauty and wellness industry growth rate in 2024?
What are the biggest growth drivers for beauty and wellness businesses in 2025?
How does online booking affect salon revenue?
Some key recommendations:
- The rise in gift card sales provides an opportunity not just for immediate cash flow but also for attracting new clients. Ensure flawless redemption to convert these recipients into loyal customers.
- On the other hand, addressing the 9% drop in new guest footfall requires proactive outreach. Targeted marketing campaigns, social promotions, and revenue-enhancing software features such as automated follow-ups and abandoned cart recovery can help draw in new and existing guests.
- To capitalize on membership growth, use digital, mobile- first membership, referral, and gift card programs to help your best brand advocates spread the love.
- Finally, keep monitoring industry benchmarks to see where you stand and identify areas for improvement. You’ll make better decisions, set clearer goals, and stay current on trends that matter.
About Zenoti
As the leading cloud-based software solution for the beauty, wellness, and fitness industries, Zenoti offers an AI First all-in-one platform designed to deliver business growth for its customers. Trusted by more than 30,000 businesses worldwide, Zenoti is dedicated to helping clients succeed. Zenoti is also the force behind the industry’s premier event, which hosted Innergize nearly 1,000 business leaders and innovators in 2024.
For more information, see zenoti.com.
Written by
Cheryl Cole, Managing Editor
Cheryl uses her background in journalism to help brands bring their unique stories to life. Passionate about content strategy, she has extensive experience leading both print and digital publications. As managing editor of The Check-In, Cheryl is committed to providing wellness professionals with high-quality, tailored content designed to help grow their brands.
Learn more about Cheryl Cole