About
Julie Anne Davis is an American healthcare entrepreneur, operator, consultant, author, educator and keynote speaker, and a former practicing attorney. She has spent 33 years in healthcare, a career that began in 1990, including 12 years in aesthetics, wellness and plastic surgery. Across that career she has helped 162 healthcare clients and organizations scale, improve operations, navigate regulatory complexity and strengthen financial performance.
She is the founder and CEO of AesthetiEdge, an education, performance and operational infrastructure company for the medical aesthetics industry. She also founded Physicians First Practice Solutions, the healthcare consulting firm she established in 2012 and still operates; Reconstructing Dreams, a 501(c)(3) nonprofit providing restorative care to survivors of sex trafficking and other forms of violence; and Pura Vitale Professional Skincare, a professional skincare line launched in 2018.
Davis is the sole founder and former CEO of Pura Vida Body & Mind Spa in Fleming Island, Florida. She launched it in 2017 as a widow, financed by an SBA loan, with no investor or platform behind her. She grew it into a two location, award winning medical aesthetics and wellness organization with about 20 employees, roughly 80 percent patient retention, more than 3,000 reviews across platforms, and training center and Center of Excellence designations from Lumenis, Suneva, InMode and Biote. In December 2024 she sold Pura Vida to Well Labs Plus at a 6x EBITDA multiple and stayed on to lead the executive transition, with her formal exit from leadership set for December 2026.
Since 2021 she has delivered more than 60 keynotes, conference sessions, panels and webinars, including audiences of about 2,000 people. Her work sits at the intersection of healthcare operations, medical aesthetics, entrepreneurship, private equity, workforce development, artificial intelligence and patient experience. Her personal keynote covers resilience, reinvention and turning adversity into purpose.
Early life and education
Davis grew up on a working family farm in rural Florida, where the family lived in a single wide trailer and drew water from a pitcher pump. She began working outside the home at 14, graduated from high school at 16 and left home at 18. Education became her way out: working full time, she earned three degrees over roughly a decade.
She holds a Bachelor of Science in Legal Studies with a minor in Business Administration from the University of Central Florida, a Juris Doctor from Mercer University School of Law, and a Master of Health Administration from Ohio University. She was admitted to the Georgia Bar and practiced civil litigation in Macon, Georgia, before returning full time to healthcare management and consulting. Her bar membership is now inactive.
Her professional credentials have included Certified Medical Practice Executive (CMPE), Certified Professional in Healthcare Risk Management (CPHRM), Licensed Healthcare Risk Manager, Certified Administrator Surgery Center (CASC), Patient Centered Medical Home Content Expert and Six Sigma Green Belt in Healthcare. She has also served the State of Florida as a volunteer Guardian ad Litem and Court Appointed Special Advocate for children in foster care.
Career
- Begins her healthcare career as an administrator across medical specialties, a role she holds through 2001
- Associate attorney, Adams, Jordan & Treadwell, practicing civil litigation (to 2004)
- Senior healthcare consultant, Boehringer Ingelheim Pharmaceuticals (to 2009)
- Senior revenue cycle manager, McKesson Provider Technologies (to 2011)
- Practice administrator and chief compliance officer, Florida Retina Institute (to 2015). Founds Physicians First Practice Solutions
- Executive director, Ponte Vedra Ambulatory & Plastic Surgery (to 2016). Her entry into plastic surgery operations
- Founds Pura Vida Body & Mind Spa and the nonprofit Reconstructing Dreams
- Founds Pura Vitale Professional Skincare
- Begins speaking nationally within the medical aesthetics industry
- Co Chair, American Med Spa Association Florida State Chapter. Sells Pura Vida to Well Labs Plus in December
- Founds AesthetiEdge
Companies and organizations
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AesthetiEdge
Founder and CEO, 2026 to presentAn education, performance and operational infrastructure company built for medical spas generating more than $1 million a year, private equity backed groups, management services organizations, multi location platforms, device manufacturers and pharmaceutical companies. By October 2026 AesthetiEdge had developed about 25 courses, with a complete curriculum planned by year end. The method is Standardize, Measure, Compare, Intervene, Re measure. Programs include The Practice Performance Gap, The Million Dollar Phone Call, The Million Dollar Aesthetician, device launch training, operational scorecards and an AI Coach that helps employees apply what they learn. A Certified Medspa Manager credential is in development as the first step toward national professional and facility certification standards. AesthetiEdge maintains a public partnership with Lumenis.
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Pura Vida Body & Mind Spa
Founder and CEO, 2017 to December 2024; executive transition through December 2026Opened in December 2017 in Fleming Island, Florida, with first revenue in January 2018. Grew to a day spa and a medical spa with about 20 employees. Lumenis Center of Excellence, Suneva and InMode Regional Training Center, Biote Certified Practice, and the first SmoothGlo provider in Northeast Florida. Repeatedly voted the area’s best med spa. Acquired by Well Labs Plus in December 2024.
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Physicians First Practice Solutions
Founder and healthcare consultant, 2012 to presentA boutique consulting practice that has advised more than 100 healthcare clients across ophthalmology and retina, plastic surgery, radiology, ENT, primary care, pain management, orthopedics, ambulatory surgery, device companies, MSOs and technology companies. In one engagement Davis restructured a client’s revenue cycle, recovered about $1.1 million in receivables aged over 90 days and contributed to about $2.4 million in first year revenue growth. Now accepts a limited number of referral based engagements.
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Pura Vitale Professional Skincare
Founder, 2018 to presentA professional and medical grade skincare line for medical spas, clinics and aesthetic practices, with structured at home routines for patients. Formed as Pura Vitale Professional Skin Care, Inc. on June 15, 2018; the PURAVITALE brand has been in commerce since August 2018.
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Reconstructing Dreams
Founder and president, 2017 to presentA 501(c)(3) nonprofit that removes or repairs the visible reminders of abuse for survivors of sex trafficking and other violence: tattoo removal, scar treatment, cosmetic and reconstructive procedures and restorative dental care. It began when Davis heard a 14 year old trafficking survivor describe being branded by her trafficker and realized the lasers in her own practice could remove the mark. More than 500 survivors have been helped through the organization and its provider network, with more than $2 million in donated care.
Speaking and media
Davis has spoken at programs associated with the American Med Spa Association, Lumenis Accelerate, InMode user conferences, LAMCA, women’s conferences and chambers of commerce, often as returning faculty. She has served as a Lumenis Key Opinion Leader and faculty lead for its Business Accelerate education. Her industry topics are the business of medical aesthetics, practice operations, consultation flow and conversion, exit readiness, private equity and artificial intelligence. Her personal keynote is Pitcher Pumps & Power Moves: From Survival to Success.
Booking details, topics, approved introductions, headshots and a full list of appearances are on the speaking and media kit page.