Have you ever considered opening a spa, but the number of unknowns stopped you? Not Crystal Bethea, founder and CEO of C3 Wellness Spa, who pivoted from Army veteran to  licensed massage therapist, cosmetologist, and entrepreneur. Bethea is passionate about massage, acupuncture, and other wellness modalities. Coming from a family of veterans, she’s passionate about helping vets maintain their health and to help them pursue their entrepreneurial dreams and find fulfillment in their post-military lives. That’s why C3 Wellness Spa is a franchise and ready to expand!

Bethea works with her husband, Marus Bethea, also a veteranwho is a medical billing expert. The spa is committed to working with its clients and their health insurance benefits, to see if the spa’s services are covered.

Show Highlights 

• Explore Bethea’s transition from military life to creating her own thriving spa franchise.
• Understand the potential power of word-of-mouth marketing and mechanisms to build a loyal client base.
• How Bethea incrementally grew her clientele starting with a mobile business through referrals.
• Bethea, who does not use paid marketing, demonstrates the value of reputation and client satisfaction in scaling a business.
• Get insights into the process and benefits of insurance company credentialing.
• If you are a veteran, check to see if you qualify for government benefits and inquire about receiving 100 percent coverage for services at
• C3 Wellness Spa through the Department of Veterans Affairs.
• The key steps and strategies Bethea uses to run a solid business
• Uncover the opportunities for exponential business growth through franchising in the wellness industry.
• As a woman of color, Bethea speaks about the importance of generational wealth.