AmSpa's 2024 Medical Spa State of the Industry report, built on a survey of medical spa professionals, put the number of medical spas in the United States at 8,899 in 2022 and 10,488 in 2023. Zenoti's 2026 Beauty and Wellness Benchmark Report, built on 2025 data from med spas on its platform, found new guest visits down 11 percent and existing guest visits down 2 percent, while membership sales grew 13 percent year over year.
- Medical spas, AmSpa: 8,899 in 2022, 10,488 in 2023
- New guest visits, Zenoti 2025 data: down 11 percent
- Existing guest visits: down 2 percent
- Membership sales: up 13 percent
- Repeat patients, AmSpa survey average: 73 percent, up from 65 percent in the prior report
The two sources measure different years and different populations, a survey of professionals and one vendor's platform data, so they are not one trend line. Read separately, they lean the same way: more clinics competing for a new-patient pool that is not growing, and the patients a clinic already has carrying more of the revenue.
Zenoti's own conclusion is that keeping and re-engaging existing guests is the most direct path to growth. That makes two numbers worth pulling before the next ad: of the patients who had a first visit last quarter, how many booked a second, and how many of the ones who called to rebook reached a person?
What ProxMedia does about it: an AI receptionist for med spas and clinics that takes the rebooking call after close, and a check-in to past patients in words you approve.
Sources: AmSpa, 2024 Medical Spa State of the Industry Executive Report recap, November 6, 2024 (2023 data, survey of medical spa professionals); Zenoti, The 2026 Beauty and Wellness Benchmark Report: Medspa edition, April 29, 2026 (2025 platform data).