The story of ABABA begins with ABACS and its founder, Amanda Elbourn, who established ABACS in 2020. This followed an exceptional career path, beginning as an aesthetic nurse practitioner and subsequently progressing into senior management, culminating in 20 years as Operations Director of a well-known, award-winning national clinic chain. This first-hand experience of how aesthetic clinics operate clinically, commercially, and operationally highlighted a clear need for specialist business training within the aesthetic sector and is the foundation for ABACS and the AB Aesthetic Business Academy.

Many talented practitioners have excellent clinical skills but have never been taught how to manage the commercial, operational, and people side of running a clinic business. Similarly, Clinic Managers and Front of House teams may enter their roles from other sectors without specific experience of the demands of private, patient-focused healthcare.

ABABA was created to address that gap.

AB Aesthetic Business Academy and AB Aesthetic Consultant Services are closely connected. The Academy is the dedicated training and mentoring arm of the wider ABACS organisation, allowing the knowledge gained through decades of aesthetic business experience to be shared with clinic owners, managers, and teams. Guest speakers, drawn from a range of trusted aesthetic industry business consultants, also bring specialist knowledge and training in accountancy, sales, clinical psychology, advertising standards compliance, branding, web design and SEO, social media marketing and pay-per-click ads, and much more.

ABACS works directly with businesses to analyse their operations, financial structures, marketing, patient engagement, clinical and training practices to identify opportunities and implement strategies for improvement. The Academy brings this same understanding into structured education, helping individuals and teams develop the skills they need to put those principles into practice within their own clinics.

This connection matters. Our training is not based solely on theory. It comes from working alongside aesthetic businesses, understanding their challenges, and seeing what works in practice. ABABA’s strength lies in the collective experience behind it.

AB Aesthetic Business Academy was developed specifically for the private healthcare sector. Our programmes cover the areas that directly influence practice performance, from business management, operations, and finance to sales, marketing, compliance, customer service, patient journeys, team management, and staff development. Training can be tailored to individual needs, role, and the type and scale of the healthcare business.

Our approach is practical and interactive. Training can be delivered online, in person, or on site at a clinic, with core, advanced, and bespoke options available to reflect different levels of experience and stages of business development.

We also recognise that different members of a clinic team need different forms of support. The Academy provides business training for owners and managers, specialist Front of House and customer service training, and mentorship for aesthetic nurses, medical aestheticians, skin and laser therapists. This means a clinic can develop its people across multiple roles while working towards the same business objectives.