The aesthetic and medical device industry has long faced financial hurdles, making it challenging for clinics to access cutting-edge technology without a significant upfront investment.

Laseraid is changing that. As a trusted name in the aesthetics industry, they’re transforming how clinics across Australia and New Zealand acquire and maintain their devices. Through flexible subscription plans and strategic partnerships with leading brands, they’re making premium technology more accessible than ever.

But innovation isn’t just about technology—it’s driven by people. We sat down with the experts behind the scenes at Laseraid to learn how they support clinics and help businesses thrive. Get to know their roles and the unique expertise they bring to the team!

Richard New, CEO

Richard brings extensive experience in the medical device industry, spanning surgical devices, biopharmaceutics, and equipment. Throughout his career, he has held senior leadership roles, including MD, GM, and CEO positions for global blue-chip companies. Passionate about innovation, Richard is drawn to launching cutting-edge technologies and suppliers that enhance patient outcomes while reducing treatment costs and time.

You joined Laseraid 2 years ago as the CEO, having come from another aesthetics/medical device company. What made you make the move?

Per my initial involvement in the aesthetic industry, it was evident that the traditional finance model, that is paying for the device in cash or full payment via an institutional lender, was not working for a large proportion of clinics. Restrictions to capital prevented clinics from accessing technology to assist in building new clients and revenue.

Laseraid largely removes this funding blockage by providing devices via a Subscription (rental) option where full payment of the device is not required. Additionally, Laseraid offers a unique Subscribe to Own facility that enables clinics to own devices via a repayment plan. This is a game changer whereby independent clinics and healthcare professionals can offer clients the latest technology without the need to access capital funding.

Laseraid is a distributor of devices, which brands do you distribute in Australia and New Zealand?

Laseraid has exclusive distribution rights for a range of devices including Laseroptek (short pulse laser devices) and VIOL (SYLFIRM X RF Micro-Needling). Further exclusive distribution agreements will be announced shortly, so stay tuned.

You have partnerships with some well-known aesthetic/medical device companies. How do these partnerships work?

Laseraid partners with leading manufacturers, including Lumenis, to provide clinics with access to the latest technology. This allows us to offer clinics advanced treatments and maintain their competitive edge in the industry.

Tell us about the servicing side of the business?

Laseraid has extensive history and experience in servicing a wide range of devices across LED, laser hair removal, RF needling, and short pulse devices. Qualified Engineers are located in WA, Victoria, NSW, Queensland and New Zealand whereby we provide prompt and efficient service to minimise disruption to your clinic and workflow.

Ashlee Middleton – Commercial Sales Manager, ANZ

With nearly 20 years of experience in the aesthetics industry, Ashlee Middleton is a respected leader in the aesthetic and medical device space. As the Commercial Sales Manager for Australia and New Zealand at Laseraid, she applies her deep industry knowledge to drive sales, foster business growth, and build strategic partnerships with major corporate clients—all while mentoring and developing her team.

What do you love most about Laseraid? And what made you join the team?

During my time at Lumenis, I got to know the Laseraid business well since we had a partnership with them, and I was impressed by their business model. The past few years have been really difficult in the medical device industry – clinic owners are really struggling to get finance at reasonable rates, and many are looking for alternatives to taking out big bank loans or refinancing their homes to get equipment.

That’s what drew me to Laseraid – I wanted to help get the word out about their flexible options. They’ve built some fantastic relationships with corporate clients like The Skin Bar, Evolution
Laser, the Wesfarmers Medi Aesthetics brands, including SILK, ASC and Clear Skincare, and Laser Clinics Australia, which really excited me as I’m particularly passionate about working with corporate clinics.

What was important to you when rebuilding the Commercial Team at Laseraid?

I believe our success stems from building a team of exceptional, knowledgeable professionals who are well-respected within the industry. Each team member brings established relationships and deep industry connections, which is invaluable in our field. What truly sets us apart, though, is our customer-centric mindset – we’re committed to understanding and meeting our clients’ unique needs, every customer is different. Combined with our strong work ethic and dedication to going above and beyond, I believe this approach will help us build lasting partnerships and deliver consistent results for our clients.

You look after the corporate clinics, what does this entail?

I joined Laseraid at an exciting time, just as we secured significant partnerships with Evolution Laser and Wesfarmers Medi Aesthetics brands, including SILK, ASC, and Clear Skincare Clinics, for our Sylfirm X technology.

I’ve been involved in implementing these partnerships, planning and coordinating events and train-the-trainer sessions to demo days, and ensuring smooth rollouts across all locations. We also maintain a strong relationship with The Skin Bar, who have been a valued corporate client for Sylfirm X with Laseraid for the past 2 years.

Jessica Sluga – Area Sales Manager ( VIC, SA, WA, TAS)

With extensive experience in the aesthetics and beauty industry, Jessica Sluga brings valuable expertise from both clinical and business perspectives. Her career has spanned hands-on clinical roles, management, and clinical education. As a former therapist and manager at Laser Clinics Australia, Area Manager for Australian Skin Clinics, and Clinical Trainer at Lumenis, Jessica has gained deep insights into clinic operations, team management, and industry best practices.

What made you join the Laseraid team as an Area Sales Manager after working as a Clinical Trainer for such a long time at your previous companies? Do you think having a clinical training background makes you a better salesperson? And why?

Joining Laseraid was a natural fit, combining my passion for clinical excellence with a strategic approach to business support. Their flexible access to high-quality equipment, backed by exceptional service and training, aligns perfectly with my commitment to empowering clinics for sustainable growth.

I’ve seen firsthand how challenging it can be for business owners to access the equipment they need. The availability of Subscription and Subscribe to Own options made joining Laseraid an easy decision, knowing I could help new businesses enter the industry without overwhelming financial strain.

My clinical training background strengthens my role in sales, allowing me to understand clinic owners’ and practitioners’ needs. I can have meaningful conversations about treatment protocols, device functionality, and patient outcomes, building trust and long-term partnerships while helping clients make informed investment decisions with Laseraid’s ongoing support.

What is your favourite device?

I’m especially impressed by Sylfirm X and Laseroptek. Sylfirm X is a game-changer, offering versatile skin treatments with minimal downtime—an essential for any clinic.

Laseroptek’s Helios 785 stands out for its ability to switch between pico and nanosecond applications across three wavelengths, making it ideal for skin toning, rejuvenation, and tattoo removal.

Excitingly, Laseraid is bringing in new devices in 2025, continuing its commitment to cutting-edge technology and innovation. Being part of this journey is incredibly rewarding.

Hiba Leondis – National Training Manager

In the aesthetics industry since 2007, Hiba has over six years of clinical experience and 11 years in RTOs. Holding a Diploma of Beauty Therapy and TAE, she has extensive expertise in LASER and IPL devices, which ignited her passion for education and aesthetic knowledge.

You are one of the original Laseraid Team Members and have watched the business evolve over the years. What excites you the most about the future at Laseraid?

As a part of the Laseraid family, what excites me the most is the constant evolution of the company and its ability to stay on the cusp of current advancements in technologies. I’m proud to be part of something that helps clinics achieve their dreams without having the financial burden that comes with high-end systems. Having the opportunity to access clinical training and support throughout your journey is something all business owners want.

Laseraid honestly helps clinics stay confident, up-to-date and educated on the device of choice, giving their clients the best treatments possible.

What are your favourite devices and why?

My favourite Laseraid devices are the short pulse lasers by Laseroptek. Having worked with many unreliable devices over the years, I appreciate lasers that are safe, stable, easy to use and deliver unmatched results. All of which the Laseroptek devices offer.

Lainie Porter -Account Manager and Clinical Trainer ( VIC, SA, WA, TAS)

Lainie’s passion for skin science led her from a Diploma of Beauty Therapy to a Bachelor of Applied Health Science (Clinical Aesthetics). With experience as a Dermal Clinician, Clinic Manager, and Clinical Trainer, she now focuses on Capital Sales and Business Development, helping clients achieve results and clinics grow.

In your previous roles, you were in capital sales. What has made you join Laseraid as an Account Manager and Clinical Trainer?

I love the education and science behind skin treatment technology, so joining Laseraid was an exciting opportunity—especially with their diverse and impressive range of devices. My approach to sales is always from an education perspective, in this role I get to support my customers with their businesses and knowledge which is fun and rewarding.

What are you enjoying most about Laseraid?

Whilst I’m still fairly new to Laseraid, coming on board in January, I enjoy the people and culture, I think it’s really important to have a collaborative and friendly working environment and Laseraid has that. I also enjoy meeting our customers and supporting them with their training.

Nicole Dean – Account Manager and Clinical Trainer ( NSW, ACT, QLD, NT)

With over a decade in aesthetics and dermatology, Nicole Dean has excelled as a dermal clinician, assistant manager, educator, and clinical training manager. She has worked closely with plastic surgeons, managed clinic operations, and trained future professionals as a trainer and assessor with TAFE NSW and AACDS.

What made you join the Laseraid team?

I joined the Laseraid team because I was impressed by their commitment to innovation, the high-quality standards they maintain, and the focus on providing advanced technologies for effective treatments. The opportunity to contribute my clinical expertise and help healthcare professionals understand and make the most of Laseraid’s devices was an exciting prospect. The team’s collaborative approach and the potential to work with cutting-edge technology in a growing and dynamic field were key factors in my decision.

Holly Westerweller- Area Sales Manager – (NSW, ACT, QLD, NT)

Holly Westerweller is a skilled sales professional with a strong background in capital device sales and aesthetic nursing. With six years of experience, she combines clinical expertise with a deep understanding of client needs, delivering innovative solutions that enhance outcomes and satisfaction.

What made you join the Laseraid team?

I joined Laseraid because of its strong reputation as Australia and New Zealand’s leading distributor of premium aesthetic devices, as well as its commitment to empowering clinics and practitioners. The opportunity to work for a company that truly values quality, innovation, and customer success was something I couldn’t pass up.

Laseraid’s focus on providing not only the best technology but also unparalleled support and resources to help clinics grow aligns with my own professional goals. Being a part of a team that’s so passionate about helping clinics achieve exceptional outcomes and drive business success is both exciting and motivating. I was drawn to the vision of ensuring that every clinic, no matter their size, has access to the highest standards of technology and support. It’s inspiring to be involved in a company that makes such a tangible impact on the aesthetics industry.

Find out more about Laseraid at www.laseraid.com.au

Read our latest issue below:

There are 5 ways you can catch up with SPA+CLINIC

Our quarterly print magazine, delivered to your door. Subscribe here.
Our website, which is updated daily with its own completely unique content and breaking news.
Our weekly newsletter – free to your inbox! Subscribe here.
Our digital magazine – click here to view previous issues.
Our social media – see daily updates on our Instagram, Facebook & Linkedin