Live at MSS 2026

Frank Pierce

We could be excited because this industry is about self-care. It's about, uh, wellness. It's about strategy. It's about business. It's about, uh, preventative care. It's about optimizing how you feel, how you look, and being confident. And being confident is synonymous to excitement. And if you're not excited about it, I don't really want to work with you.

Max Baybak

All right, we're here at the Med Spa Show 2026 in Las Vegas, and I am sitting down with Frank Pierce from Medical Spa Supply, who I just met yesterday, and I learned that he is also a fellow Tampa resident.

Frank Pierce

Yes, sir.

Max Baybak

And, uh, we're going to get to know Frank a little bit more. Frank, how are you?

Frank Pierce

I'm well. Thank you so much for having me, man. Uh, yeah, Med Spa Show. It's my second year here. Uh, I'm with, uh, Medical Spa Supply. We basically, uh, we're a one-source, uh, spot for, uh, equipment supplies, right? We help with buildouts. We—

Max Baybak

Nice.

Frank Pierce

We can source consulting and, uh, you know, design work. So there's a lot of moving parts. Sometimes buying equipment is the last thing, but even though it's the last thing, it needs to be planned properly. And so that's where we come in. So if you're two months out or two years out, we can help plan and take some of that, you know, some of that weight off your shoulder.

Max Baybak

Oh, that's really cool. I know we talked a little bit yesterday and I didn't even fully get the full length and breadth of what you do, but, you know, I liked your energy. I know we had a great conversation. You were talking a little— we were talking more about what we do.

Frank Pierce

Yeah.

Max Baybak

But, um, I was like, great. Let's sit down and learn about it. So, okay, I get it a little bit more now. And I want to talk about kind of who the ideal, uh, candidate— like, you know, you said they're from— well, first let me say this. I agree so much that there needs to be a thoughtful plan—

Frank Pierce

Yes.

Max Baybak

—especially around the devices you're buying and the services— the service mix you're delivering. It's overwhelming what providers can choose from.

Frank Pierce

Yeah.

Max Baybak

And from a marketing perspective, we find a lot of times they'll buy a device and come to us and say, okay, I need to market this, and that's fine, but, uh, it's maybe backwards a little bit from a real business strategy, and buying all your devices and planning all of your marketing around a business strategy and then executing, right?

Frank Pierce

Absolutely. And really how you want to look at it, at least from my side— like, if on paper I'm a sales guy, right? I'm going to sell you something, but, um, you don't want to look at it like that. Um, and that's why I got really excited when I, you know, I was introduced to Influx, right? Like, it was— I know what the customer needs at all points, even if I don't have the, uh, you know— I have the resources. So, you know, you have a customer, I can connect the dots. So I have to, uh, hear, you know, what they're saying and then find opportunity, and sometimes, like, just saying, hey, I want to connect you with somebody— you haven't even thought about this. Um, and then move that over to who— like, for you guys, I would send someone to you: they don't have a website, or maybe their website is not optimized, or it just looks like absolute trash, right? Which oftentimes it is— everyone's trying to save money. And so they just put it together on, you know, Wix, right? And, uh, you know, looks all wild and really generic.

And so, like, I speak to those customers all the time. They're, you know, these people are coming from a hospital, right? And then they're like, "Okay, I want to get into a—" making the switch, and then they have— they were sold a vision, but how do they get to that vision? And that's why it's all cohesive. But you have to have the mindset to want to do that. You can't just say, "Oh, I want to sell somebody a chair." Literally a, you know, a child, like a newborn baby could sell somebody a chair, but who can actually connect the dots and make it make sense and make someone feel comfortable and give free game, right, by saying, "I'm going to connect you with someone. I'm not on any type of referral program with you guys." It's just about a community and making it make sense so we all can win, because at the end of the day, you know, we can't operate without the customer, which is the, you know, med spa owners, uh, aesthetic practices, and they can't exist without people who want to see them win and set them up that way.

Max Baybak

That's so cool. You're selling an outcome versus a product, right?

Frank Pierce

Yes. All the time. Got to sell an outcome. And, you know, I want to sell you what you need, but I want to figure out how to, uh, properly deliver that, because the business is always going to be there. This business is booming all the time. Like, med spas are opening left and right, right? There's different trends happening, but, uh, you have to be a human in this still, even with access to the internet and AI. Um, you still have to put the human aspect to it. And I think that that is what, uh, community is all about and why community is extremely important. So I may not talk to the customer again for maybe never, or maybe they call me two years later and, you know, they need something, but I'm available.

Max Baybak

Yeah.

Frank Pierce

Call me, you know, whatever you need. "Hey, we're thinking about this." It has nothing to do with me. You know what? Let me find out. Let me call some people. I just met a hundred really great people, uh, you know, during this, uh, Med Spa Show. Let me see if I can connect the dots. Now I go back to my office at home and now I just build out more of what I'm already doing.

Max Baybak

That's so cool. I'm a big believer in the free game thing that you said.

Frank Pierce

Free game. It's all about free game.

Max Baybak

It's all about free game. And when I used to come to these conferences and we would get no leads or, you know, only a few—

Frank Pierce

Yeah.

Max Baybak

I learned what I felt was sort of like my little secret: sure, I cared about meeting new potential clients, but I walked the aisle and I met every vendor.

Frank Pierce

Yeah. Yeah.

Max Baybak

Um, that had anything that I felt like I could help my clients with, so that I could learn about it, so that when they ask me a question, I go— I know the person. And I don't just know the business, I know the person, and I know that I met that person, I really like them, I know they look out for their clients. This is— because you don't want to refer people to people you don't feel like—

Frank Pierce

They are going to take care of your clients.

Max Baybak

100%. And that became the whole premise of this podcast. So we started this podcast— um, sometimes we do it live, sometimes we do it remote, yeah, you know, on Zoom or, you know, on a video. But we just want to have people who we think do good work. Maybe it overlaps a little with what we do. Maybe it just complements what we do. Doesn't matter.

Frank Pierce

Yeah.

Max Baybak

And introduce our clients— yeah, introduce our clients to these people in this industry that can help them with other issues and things and other pain points that we don't solve.

Frank Pierce

And that's what it's all about, 100%. And it builds up trust, right?

Max Baybak

Yeah.

Frank Pierce

And I'll say this— and this has nothing to do with the sales side of it. Let's just talk about the industry. I came from, uh, like, home health, right? And so that's a very, like, gritty business, right? You know, you got older people who are needing care, insurance, uh, that doesn't pay out, and, you know, patients become, um, just a referral, and it weighs down on you if you have any type of morale, right? Like, any type of, like, soul, right? And so I couldn't wait to get out of it into this side of the industry.

I want to, in my own way, without being so direct about it, I want to remind people that there's reasons— no matter what you're doing, you're selling an exam chair, you're offering an AI service, you're offering a CRM, you're offering, uh, you know, pharmaceuticals, whether it's, uh, exosomes or if it's, um, just like a new product, right? This industry, we're allowed to be excited about it. Like, we don't have to be the cool guy, you know, Zoolander, you know, kind of like, you know, mogging all the time. We could just— we could be excited, because this industry is about self-care. It's about, uh, wellness. It's about strategy. It's about business. It's about, uh, preventative care. It's about optimizing how you feel, how you look, and being confident. And being confident is synonymous to excitement.

And if you're not excited about it, I don't really want to work with you. I'll sell you something, but I want to stay excited. I want to work with people who are excited, and I want to build off of that, because we're on the forefront of something that is continuously, you know, growing. You know, I don't know what's next after this. I mean, we might find, like, the next, uh, like, Compound V, and everyone's becoming superheroes or something— like, whatever it is, but it's all exciting, you know.

Max Baybak

Dude, I agree. I agree. I feel your energy and I love it, and I do feel the same excitement. We're in a space where it feels like anything is possible as we move into the future. There's going to be a lot of interesting advancements, but we're helping people feel better. We're helping them feel confident, and it's about helping people. And I am very drawn to that side of this industry.

You know, it's a long winding road how I found myself in aesthetics. But regardless of how I got here, or whether I ever expected that, I found I could help people here. And then in turn I could help the providers, and they in turn can help patients, and they really are helping people, and that help is it. And so you get excited about helping people. People get excited about feeling better, and that energy is really cool.

Frank Pierce

It is. I agree. And I think, uh, you know, you have two different types of, uh, mediums in this industry, especially with, uh, practices— right, well, let's just say with practices and, uh, businesses that supply or provide services for practices. Um, you have people who are going to open up a business because they have the resources and they just have a plan and they knock it out, and that's okay, right? But again, you know, another thing synonymous to this industry is innovation, right? It's all about that.

Like, even how people— like, your top marketers, like, all of their ads are about innovation, right? It's like, whether you want to feel beautiful, you know, ah, you know, feel your best— GLP. Don't you want to love your partner better? You know, has it been getting a little dull? You know, and you're like, we got this new GLP that will really kick things up in, uh, the bedroom for you. You're like, whoa, this is new. So I don't have to buy the same thing— the pills from, uh, the 7-Eleven.

Max Baybak

No.

Frank Pierce

We have the serum now.

Max Baybak

Yeah, definitely lots of innovation.

Frank Pierce

Right? And so I say all that, uh, as far as innovation goes and why it's so synonymous to, uh, this industry. So there you have people who just have the cookie-cutter, um, plan, and then you have the people who are like, well, I can build off of this. And that's my favorite thing about this industry, is that if you are innovative or ambitious enough to be curious to explore, it's like untapped potential to, like, explore whatever that is within your scope.

Max Baybak

Agreed. Yeah. All right. Well, uh, we're doing kind of little mini episodes here. I have so many questions I could ask you, but, yeah, um, in the interest of kind of keeping these into our little mini episodes, I want to get to some final stuff here. Here's what I want to ask you. So, if I was looking to open— who's your kind of— you said it can be a pretty broad range, from two months out to two years out, but kind of what's the sweet spot for someone who, uh, is looking for your services? They're looking to maybe open a med spa. Describe to me your ideal customer.

Frank Pierce

Yes. So, you know, my ideal customer is someone who is, um— I mean, really, the timeline doesn't matter, right? We can adjust to all of that. We'll accommodate to whatever it is. I mean, if you need an exam chair tomorrow, I'm also going to tell you I don't think we could do that, because we don't want to promise something we can't, right? Integrity is big. But our ideal customer is, um, anybody who's looking to expand or open up a new practice. And so wherever you're at in that process, we can consolidate a lot of the supply and equipment buying all in house, and then you can sit on it, check in with me. Like, I have a client in Hawaii that's, uh, you know— I've been speaking with her for, like, eight months, right? And she disappeared for a while, then she followed up with me, right? Um, and we're moving along now.

And so basically, it's just— if you're opening and you're expanding, uh, talk to us. Let's figure it out. Let's plan, you know, the devices. If you need, uh, like, specs on, like, a chair or a cryo, uh, machine for your buildout, we'll get that for you. If you have a project manager, connect us. We can sit on calls, right? Depending on how, uh, intricate your operation is for planning, we can be a part of that. And we're experts in this space. We talk to— like, the med spa that we work with may look at every other med spa as competition, but we look at all the other med spas as, like, information. So we know what you want and we know what you need and we know how to get it, because we talk to you every day. You call me tomorrow, you say, I'm opening up an IV, and then six other people are doing that. And so I'm just collecting these things. I'm like, okay, well, maybe you should consider this. Oh, I haven't thought of that. Yeah, I know. But I did, because I work in the space.

Max Baybak

And, yeah. I mean, that's the one benefit of being focused in an industry, is you have so many reps in that space.

Frank Pierce

Yes.

Max Baybak

You have a lot of wisdom to bring to clients from learnings that they don't have to learn the hard way, right?

Frank Pierce

Yes. And it's so multifaceted, right? It's nuance. It's not just about, um, like, you know— I could say this chair has this, this, and this and sell you on it, but it's bringing it— tying it all together. So we have it broken down into, like, patient comfort, right? Patient safety. Um, and then your equipment planning. So if you're buying a laser, right, my immediate question is going to be, what are you doing for patient comfort? Because you want to have people come in to your practice and you want them to come back. They're not going to come back as fast if things hurt and you don't have a way to, uh, you know, mitigate the pain.

And topicals are great, but they only have a certain ceiling. Uh, medication, same, but then there's things that can happen— like, it takes a while for it to, uh, wear off. Um, where, like, maybe have you considered a Nitronox? Here's— this is fantastic. It's portable. It doesn't need to be titrated, you know. This will help with, uh, patient retention, right? And, you know, you're coming in for PRP and then you're like, my client doesn't come back, you know, I haven't heard from him in six months. Yeah, it's painful. But now they're going to be more inclined to go through with their goals of, like, looking—

Max Baybak

So you think about the whole patient experience.

Frank Pierce

Whole patient experience, and tying it together.

Max Baybak

Cool. So you can work kind of— it sounds like you can work kind of à la carte with someone if they just need one thing, or be really comprehensive with them. Bring in the right experts for different things and really be there from the planning— the very beginning planning all the way through execution, if that's what they need.

Frank Pierce

All the way through execution. And the most important part of it all, in terms of our business at Medical Spa Supply, is making sure things are delivered and that you have someone to call if you run into issues. So we don't just, you know, pack you up and say bye. It's like, you call us. If there's an issue with a device or a piece of equipment, call us. Let's figure it out. Let's make it right. Um, you're spending a lot of money and we want your business. Everybody wants your business, but we want you to rely on us, because that's where the trust is built. And you might just say, "Hey, this chair is acting kind of funny, or I need to replace this." Call me. I'll get it. I'll fix it. We'll figure it out. We have all of those things in place. And that's how we build our relationships with our, uh, manufacturers. You know, we need, uh, manufacturers who are going to answer the phone when our customers are running into a problem.

Max Baybak

Yeah. Yeah. Here's my last question for you. Can I get a chair tomorrow?

Frank Pierce

For you? Yeah, because I got one right over here.

Max Baybak

Oh, really?

Frank Pierce

But for anybody else, uh, yeah, give it, uh— I need at least two and a half weeks.

Max Baybak

Okay. That's fair enough. That's fair enough. We can give you advanced notice when we're ready. Frank, thank you so much for sitting down with me and talking a little bit about what you do. I'm really glad we got to know each other better.

Frank Pierce

Yes. Thank you.

Max Baybak

I'm glad you came out to the show for the second year in a row, and I hope it's been productive for you. It sounds like it has been.

Frank Pierce

We're expanding. We're going to get a bigger booth next year, and, uh, we got so many great things, uh, coming. So just stay tuned, guys, and, uh, I can't wait to partner with you guys, uh, with what you're doing.

Max Baybak

Yeah. Yeah. I look forward to it as well. Help each other. Where do people find out about your services?

Frank Pierce

Got you. Check us out at medicalspasupply.com. You can follow us, uh, on Instagram, @medicalspasupply. And if you are inclined to see my journey in, uh, health, wellness, and collaborations, it's Who Is Frank Pierce on every platform. So, uh, yeah, follow me and I'll follow you back.

Max Baybak

Oh, look at that. I follow you back. Thank you, Frank. Appreciate it. Have a good one, man.

Frank Pierce

Thank you, brother.