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In April 2024, Jacklyn Baker, MSN, FNP-C, launched a venture intended to change the way her community approached healthcare. After years of working in emergency medicine, Baker saw a persistent gap in the industry: a need for care that went beyond treating immediate symptoms. Her vision was to create Routine Aesthetics and Wellness, a med spa where clinical results intersected with personal confidence.
The name “Routine” was chosen with intention. Baker wanted to move away from the idea of “luxury-only” treatments and instead encourage clients to view health optimization and self-care as a standard part of their daily lives. “I wanted to help people understand their bodies, optimize their health, and feel validated instead of overlooked,” she explains. By bridging the gap between internal wellness like hormone balance and IV therapy, and aesthetic treatments, Routine strives to help patients feel like themselves again.
However, the transition from medical provider to business owner came with a steep learning curve. While Baker had the clinical expertise, the business side of things, like payroll, taxes, and licensing, presented a new set of challenges. After being referred by their bank, Baker and her colleague, Derric, began working with Regional Director P.J. Burns from the Wyoming SBDC Network.
P.J. provided a roadmap through the often-confusing world of entrepreneurship. “P.J. became a huge resource and asset,” Baker says. “When it came to such confusing business plans, taxes, department of workforce services, sales tax licenses - you name it, she was able to help with it.”
This guidance was instrumental in securing a small business loan to purchase a commercial property on Highway 59. This shared space has since evolved into a comprehensive wellness destination. In addition to Routine Aesthetics and Wellness and Routine Tanning Studio, the facility houses a women’s health clinic, and supports a vibrant community of independent professionals, including massage therapists, estheticians, and cosmetologists.
Since moving to the new location, Routine has grown to serve over 2,000 clients and employs a dedicated staff of eight. For Baker, the most significant milestone isn’t the numbers, but the feedback from those she treats. She recalls realizing the business’s true potential when she consistently heard patients say, “I didn’t know I had the ability to feel this great.”
Scaling the business required significant time and dedication. In April 2026, Baker made the decision to leave her full-time hospital position to focus entirely on her clinic. This shift has allowed her to achieve a better work-life balance while giving her business the focus it requires to thrive.
When asked what advice she would give to others looking to start their own journey, Baker emphasizes the need for grit. “Be ready to be consumed by your business and to put in the VERY HARD work. But know this is temporary while you build something spectacular,” she says. Looking towards the future, Baker plans to keep growing, potentially expanding into a larger facility to ensure every client continues to feel seen, heard, and unstoppable.
