Meet Karena Zolner

We’re excited to introduce you to the always interesting and insightful Karena Zolner. We hope you’ll enjoy our conversation with Karena below.

Alright, so we’re so thrilled to have Karena with us today – welcome and maybe we can jump right into it with a question about one of your qualities that we most admire. How did you develop your work ethic? Where do you think you get it from?

Midwest work ethic is the bedrock of my career—it’s non-negotiable. But let’s be honest, ‘hustle culture’ is often just a cover for terrible systems. My drive now is focused on implementing the tech and strategy—like software and AI—that makes my team so efficient, we get to truly live life to the fullest. If you’re grinding, you’re missing the point.

Thanks, so before we move on maybe you can share a bit more about yourself?

My career trajectory is less of a straight line and more of a beautiful, unexpected detour. It all started with a snowboarding trip to Breckenridge, where the desire for a simple time-saving beauty hack led me deep into the world of esthetics. I shifted gears from the Midwest, trained at a prestigious Aveda spa, and learned the foundations from the best, soaking up knowledge from leaders like SkinCeuticals and Glymed like a sponge.

What I Do
Today, I wear two hats:

I am the Executive Director of Tulum Wellness Spa, a luxury medspa here in Houston, TX. It’s been an incredible journey, having previously launched the first milk + honey outside of Austin and the first spa within Valencia Group Hotels. Tulum Wellness is where we execute the high-touch, results-driven experiences I helped pioneer.

I am also The Spa Coach (https://www.thespacoach.com/). My mission is to help spa and medspa owners—from the solo esthetician to multi-location facilities—scale their businesses efficiently and successfully.

The Special Part: Efficiency Meets Luxury
What’s most exciting is the absolute fusion of luxury standards and operational intelligence. The beauty industry is often defined by passion, but profitability is defined by systems. I’m obsessed with demonstrating that a high-end client experience doesn’t require high-stress chaos. This is where my love for technology, software, and AI comes in: streamlining the back end so the front end shines brilliantly.

My overarching philosophy is simple: Life is short, and we should live it to the fullest and enjoy the shit out of it! That standard shouldn’t stop at the spa door. The real win for any spa owner is a successful practice that grants them the time and financial freedom to actually enjoy their lives.

What’s New for the Brand
I’m currently focused on sharing my knowledge and resource in skincare, supplements, and emotional well-being. I share tips, tricks, and my favorite tools, particularly those involving AI and business software, to help owners step off the hamster wheel and into executive leadership.

If you want the essence of my brand in one line: Ex-Esthetician and brand rep. Now Executive Director of a successful MedSpa, here to help you grow.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

Looking back, my journey—from esthetics training to Executive Director—was defined by three crucial shifts. First, I realized the absolute necessity of **deep foundational knowledge**; my advice is that beginners shouldn’t chase trends but become fluent in the science of their craft, because competence breeds confidence. Second, the crucial pivot was developing a **bias for systems and software**; stop using spreadsheets, embrace technology and AI early, because efficiency is the new luxury and the only way to scale without chaos. Finally, I developed **executive financial acumen**, shifting the mindset from “working in the business” to “managing a high-value asset,” which means the immediate advice is to price for profit—if your practice isn’t generating both money and time, you just have an expensive hobby.

Who has been most helpful in helping you overcome challenges or build and develop the essential skills, qualities or knowledge you needed to be successful?

Success is never a solo effort, and my journey was powered by a necessary ecosystem of support. My family instilled the crucial Midwest work ethic, while my closest friends ensure I never lose sight of the core philosophy: that life is short, and we should enjoy the shit out of it! Professionally, my mentors—from Aveda leaders to spa launch strategists—provided the specific knowledge needed to shift from technician to executive and master operational systems. However, the clarity and resilience fostered by my therapist have been the most impactful tool for navigating high-stakes leadership, ensuring that I can build a profitable, thriving practice without personally burning out.

Contact Info:

• Website: https://www.thespacoach.com/
• Instagram: https://www.instagram.com/karena_zolner_/
• Linkedin: https://www.linkedin.com/in/karenazolner/
• Other: https://www.tulumwellness.com/