Meet Michael Ross of BTL Industries

Today we’d like to introduce you to Michael Ross.

Michael, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I was selling surgical heart valves for most of the last 17 years. The surgical valves are rapidly being replaced by the transcatheter valve which doesn’t require the patient’s chest being cracked open, the patients leave the hospital sooner and studies suggest the transcatheter valves are superior to the surgical valve. I needed to leave. I turned the “available” switch on LinkedIn and got a call from a recruiter for a job in aesthetic medicine. I interviewed and connected with the hiring manager and took the job about two years ago.

One month after I took the job, the company launched a device, the EMSculpt, that can grow muscle and reduce fat non-invasively. The company, BTL Industries, is now the largest company in the world for non-invasive body-contouring thanks to the High-Intensity Electro-Magnetic (HIFEM) technology. The HIFEM technology also has the only device, the EMSella, that is FDA-cleared to treat all types of urinary incontinence for men and women completely non-invasively. My timing was serendipitous and this company revived a love of work that I hadn’t had in the last two years of my previous employer.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
It’s been relatively smooth. However, I had to start posting every day on social media, which I had never done before. My kids helped and I started to enjoy it as it allowed me to tap into my creativity and have fun. I had a slow start to getting sales but I knew I was doing the right things and I never had any pressure from the outside. I wound up making President’s Club twice in less than two years with the company. I just looked forward and that helped.

BTL Industries – what should we know? What do you guys do best? What sets you apart from the competition?
We have a very novel technology called High Intensity Focused Electro-Magnetic technology that is used for non-invasive body-contouring and for the non-invasive treatment of urinary incontinence for men and women and this sets us apart from our competitors. None of our competitors can make this claim. Not too many people have heard of our company, BTL Industries, but we are attracting many A-listers who love our devices. Rob Gronkowski, J Lo, Drew Barrymore, Kathy Lee Gifford, Chuck Liddell and many others have used our devices to their great satisfaction because they want to take their fitness and health to the next level.

One of the things I’m most proud about this company is that they really place a high value on service after the sale. This has resulted in some of the deepest relationships I’ve ever had as well as additional sales from existing clients. This makes us very different in an industry where most reps disappear as soon as the sale is complete. We are the biggest company in the world for non-invasive body-contouring and about 20% of our employees are engineers and they like to create new things.

Has luck played a meaningful role in your life and business?
I’ve had some of both and I realize that good or bad, ultimately it came down to the things I was doing and the mindset that was guiding me. “Luck is where preparation meets opportunity” (Seneca).

Contact Info:

• Address: BTL Industries
  362 Elm Street
  Marlborough, MA 01752
• Website: bodybybtl.com
• Phone: (866) 285-1656
• Email: rossm@btlnet.com
• Instagram: mikeross_btl_aesthetics
• Facebook: rossm@btlnet.com

Image Credit:
Dean Cain and me pictured at the Beverly Hills Rejuvenation Center’s launch in Summerlin, Nevada.

Suggest a story: VoyagePhoenix is built on recommendations from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.