About Mike Sherwood
With a background in sales and marketing, Mike has spent more than 25 years working in business, with a particular focus on marketing, sales and business growth.
Mike started his first business in 2009 and today runs FreshOnline, Aesthetic Web and My Aesthetics Business, alongside his work as an aesthetic business and marketing expert.
Over the years, Mike has built businesses, managed teams and worked with hundreds of aesthetic practitioners and clinic owners. This experience means he understands many of the challenges business owners face first-hand, from generating leads and increasing sales to managing people, improving profitability and putting the right systems in place to support growth.
Today, Mike works directly with aesthetic businesses through coaching, consultancy, strategic marketing leadership, Mastermind groups, workshops and speaking.
12+ Years in the Medical and Aesthetics Industry
Mike has spent more than 12 years working within the medical aesthetics industry, supporting hundreds of practitioners, clinics and businesses with their marketing, sales and growth.
In 2015, Mike became closely involved with Derma Medical, providing senior marketing leadership and playing a pivotal role in the growth of the business. Over the following seven years, he helped develop Derma Medical into an international aesthetics training provider before the business was sold in 2022.
Since 2022, Mike has worked with Derma Institute as Fractional Marketing Director, helping develop its marketing strategy and supporting significant growth in the UK and internationally, including expansion across the USA, Canada, Australia and the Middle East.
Alongside his work with larger aesthetics businesses, Mike has worked directly with hundreds of aesthetic practitioners and clinic owners on their business and marketing. He has also been closely involved in supporting his wife, Jac Sherwood, with the development and growth of her medical aesthetics clinic, La Cara Aesthetics.
This combination of industry experience, senior marketing leadership and direct work with clinic owners gives Mike a strong understanding of both the aesthetics market and the commercial realities of building and growing a successful business within it.
Award-Winning Leadership in Aesthetics
Mike’s work in business, marketing and medical aesthetics has been recognised through a number of business and industry awards.
In 2025, Mike received the Leadership Award from Big Business Entrepreneurs, recognising his contribution and leadership within the aesthetics industry. He has also received a Business of the Year Award and, in 2026, the Best Personal Brand Award.
In 2026, Mike also placed third in the Entrepreneur of the Year category at the Sussex Chamber Business Awards and was shortlisted for Best Industry Representative at the Safety in Beauty Diamond Awards.
These awards reflect the work Mike has done both within his own businesses and alongside the aesthetic businesses he has helped to grow.
A Passion For Business and Marketing
Business and marketing have been central to Mike’s career for more than 25 years, but medical aesthetics is the industry where he has developed the greatest depth of experience.
Since 2015, Mike has developed and delivered business and marketing training for medical practitioners, while working directly with aesthetic businesses on marketing, sales, strategy, profitability and growth.
Today, his work extends beyond business coaching. Depending on what a business needs, Mike may work as a coach, consultant or Fractional Marketing Director, facilitate a Mastermind group, or deliver business and marketing workshops and speaking sessions.
His approach is practical and commercially focused. Mike looks to understand the numbers, identify what is actually holding a business back and help the owner make better decisions about where to focus their time, money and resources.
Why Choose Mike Sherwood?
Industry Experience
With more than 12 years working within medical aesthetics, I’ve supported hundreds of practitioners, clinics and aesthetics businesses with their marketing, sales and growth. This gives me a strong understanding of the commercial opportunities and challenges within the industry.
25+ Years in Business
I have more than 25 years of experience across business, sales and marketing and have been running my own businesses since 2009. I understand first-hand the realities of managing people, generating revenue, controlling costs and building a more profitable business.
Senior Marketing Leadership
I have spent more than a decade providing senior marketing leadership within medical aesthetics, including senior roles with Derma Medical and Derma Institute. My experience covers strategy, lead generation, sales, team and agency management, international growth and marketing performance.
Practical, Structured Approach
I focus on understanding where your business is now, what is holding it back and what needs to happen next. Whether I am working as a coach, consultant or marketing adviser, my focus is on clear priorities, practical actions and measurable business improvement.
