6 days ago
Using Media Exposure To Drive Growth: Lessons From Reality TV
Devin Haman is the CEO and Founder of Beverly Hills Rejuvenation Center, a leading medical spa & wellness franchise.
Today, visibility is just as vital as viability. A strong product or service may earn you initial traction, but building a brand that stands out requires strategic storytelling and mass exposure.
My entrepreneurial journey, particularly through my wellness and rejuvenation centers, taught me that when used intentionally, media can do far more than generate buzz—it can fundamentally accelerate your business growth.
Credibility Through Association
When we launched our first center in Los Angeles, our goal was to create a high-end tanning experience that aligned with the Hollywood lifestyle. However, when we partnered with a media company to develop a reality show, everything changed. Our brand wasn't just featured—it became the focal point of a national cultural conversation.
During the show's run, we leveraged high-profile celebrity appearances to captivate audiences and drive viewership. Their presence not only attracted loyal fans but also enhanced the aspirational appeal of the brand. By featuring these celebrities organically within the show, we reinforced the brand's authenticity and created powerful marketing moments that directly translated into business growth.
Beyond simply attracting celebrity clientele, I also strategically brought celebrity investors to amplify the brand's credibility and reach. By aligning with influential figures who not only endorsed but also financially backed the business, we created an ecosystem of authentic partnerships that fueled rapid growth and helped solidify our status as a cultural phenomenon.
Media Isn't Just Exposure: It's Brand Architecture
A common misconception is that media exposure brings only temporary spikes in attention. But if used strategically, media can serve as long-term brand infrastructure.
To this end, it's essential to start with a story that resonates. By showcasing real team members, an authentic culture and a unique atmosphere, you can connect emotionally with potential customers in the long term. This type of narrative shapes public perception and creates a loyal following, turning passive viewers of your content into active customers.
From Viewers To Customers To Franchisees
As can be seen, strategic media exposure can be a powerful growth lever. When our business was featured on E!, we saw an immediate uptick in foot traffic, revenue and interest from potential franchisees. This type of visibility helps establish credibility, making it easier to attract experienced, multi-unit operators and scale quickly.
The key was having systems in place to convert that attention into opportunity. Because we were ready—with a franchise model, brand messaging and operational support—we were able to sell 173 franchise locations nationwide.
Later, we applied the same principles in our next venture—leveraging media relationships, expert positioning and celebrity partnerships to great success. The takeaway is that media exposure, combined with a strategic foundation, can accelerate momentum and open doors that might otherwise take years to unlock.
Four Media-Driven Business Lessons For Leaders
Based on my experience, here are four broader lessons:
1. Own your narrative. Media is powerful, but only if you're intentional about the story you tell. Align every appearance with your brand values and customer promise.
2. Authenticity wins. Our success stemmed from showcasing real people and real moments. Consumers crave transparency and emotional connection—lean into that.
3. Prepare for the surge. Visibility can create demand, but your infrastructure must be ready. Ensure your operations, training and systems can scale with your exposure.
4. Think long term. Media should not be viewed as a quick promotional fix. It's a long game—an investment in brand equity, trust and top-of-mind awareness.
Final Thoughts
Media isn't just marketing—it's a multiplier. Whether you leverage traditional outlets, social media, podcasts or influencer networks, storytelling can transform how the world sees your business. Reality TV gave me an unconventional path to brand success—but the fundamentals apply across every industry. In a crowded market, it's not enough to be great—you have to be seen.
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