How to Shift From Practitioner to Business Owner with Fiona Macaskill

In this episode, Emily is joined by Fiona Macaskill, founder of YDY Aesthetics Business Coaching, to explore a topic that affects far more aesthetic practitioners than they realise: confidence. While many clinic owners believe they need better marketing, clearer strategy, or more qualifications to grow, Fiona explains how the real barrier often sits much deeper in how practitioners see themselves and their role as business owners. Fiona shares how self-doubt, imposter syndrome, and a reluctance to fully step into the identity of a clinic owner can quietly limit growth. From underpricing treatments and avoiding visibility to hesitating around sales and decision-making, these patterns are rarely about a lack of ability and more about a lack of self-belief. The conversation highlights how practitioners often stay in the comfort zone of being a “safe practitioner” rather than embracing the confidence required to lead and grow a business. Connect with Fiona: Instagram- @ydyaestheticsbusinesscoaching