Leading the Way: Michelle Gleeson on Her New Role as BTL National Sales Manager

Following her recent promotion to National Sales Manager for BTL Ireland, Michelle Gleeson reflects on her journey with the company, the evolving aesthetics landscape and her vision for supporting clinics across the country. In this Q&A, she discusses what inspires her, the importance of building lasting partnerships, and her ambitions for leading BTL’s continued growth in Ireland.

What inspired you to join BTL, and what has kept you there?

What inspired me to join BTL was the opportunity to be part of a company that is genuinely leading innovation across aesthetics, wellness and medical technology. BTL has a reputation for challenging convention and bringing clinically proven technologies to market that help clinics expand their offering while delivering outstanding patient outcomes. I was drawn not only to the technologies themselves, but also to the people and the passion behind the business.

What has kept me here is the team, the culture and the relationships I’ve built with clinics across Ireland. It’s incredibly rewarding to see our customers grow, introduce new treatment categories and achieve real commercial success with BTL technologies. BTL has also given me fantastic opportunities to develop both personally and professionally, and I’m proud to be part of a company that continues to innovate while investing in its people.

How has your career progressed to becoming National Sales Manager?

My career progression to National Sales Manager has been shaped by a strong focus on building trusted relationships, developing industry expertise and helping clinics build successful treatment offerings while contributing to the continued growth of BTL in Ireland.

Over the years, I’ve taken on increasing responsibility across sales, account management and team development, giving me a broad understanding of both the evolving aesthetics market and the needs of clinics across Ireland. That experience naturally led to greater involvement in commercial strategy, leadership and business development.

Stepping into the role of National Sales Manager has been an incredibly rewarding progression. Today, my role combines leadership, commercial strategy and customer partnership. I have the privilege of leading a talented team while remaining closely connected to our customers, ensuring we continue to deliver the expertise, service and long-term support that BTL is known for.

What excites you most about the future of BTL?

What excites me most about the future of BTL is our continued commitment to innovation and the opportunity to introduce category-defining technologies that expand what’s possible in aesthetics, wellness and medical care.

BTL is constantly evolving, and it’s exciting to be part of a company that isn’t simply responding to market trends but helping shape the future of the industry through clinically proven technologies and ongoing innovation.

I’m equally excited by the way BTL continues to invest in education, clinical evidence and supporting practitioners to deliver exceptional patient outcomes. We don’t simply introduce technology—we work alongside clinics to help them maximise its potential, both clinically and commercially.

There’s a real sense of momentum within BTL, and I’m excited to be part of the company’s next stage of growth as we continue strengthening our partnerships with clinics across Ireland.

What do you enjoy most about your role as National Sales Manager, and what keeps you motivated?

What I enjoy most about my role is the opportunity to work closely with both our team and our clinics across Ireland. I really value building strong relationships, understanding each clinic’s ambitions and helping them identify opportunities to grow their business while delivering exceptional patient care.

I also enjoy supporting and developing our sales team, sharing knowledge and seeing individuals grow in confidence and expertise. Watching both our team and our customers succeed is incredibly rewarding.

What keeps me motivated is seeing the real impact our technologies can have—not only on the success of a clinic, but on the confidence, wellbeing and outcomes of the patients they treat.

Every clinic is different, every challenge is unique, and that’s what makes the role so rewarding. I’m proud to be part of a company that continues to push boundaries through innovation while maintaining such a strong customer-first approach.

What have been the biggest changes you’ve seen in the market in recent years?

One of the biggest changes I’ve seen is the growing demand for non-invasive treatments that deliver natural-looking results with little or no downtime. Patients are becoming increasingly informed and are looking for treatments that are effective, comfortable and fit seamlessly into their lifestyles.

We’re also seeing a much broader shift towards preventative health and wellbeing. The conversation has evolved beyond treating concerns to optimising performance, confidence and long-term wellness. This has created exciting opportunities for clinics to diversify their services through technologies that support aesthetics, functional health and mental wellbeing.

At the same time, practitioners are placing greater importance on clinical evidence, ongoing education and technologies that are supported by robust research. Clinics are looking beyond marketing claims and investing in solutions that consistently deliver results for both their patients and their businesses.

The market has certainly become more competitive, but it has also created exciting opportunities for clinics that embrace innovation, invest in education and focus on delivering an outstanding patient experience.

What do you believe has been the key to building such strong relationships with clinics and practitioners across Ireland?

I believe the key has been taking the time to genuinely understand each clinic, its goals and the challenges it may be facing. Every business is different, so it’s important to listen carefully and provide tailored support rather than taking a one-size-fits-all approach.

Consistency and trust have also been fundamental. I always aim to be available, honest and reliable—not just during the sales process but long after a device has been installed.

At BTL, we don’t see ourselves as simply supplying equipment. Our goal is to become a long-term partner, supporting clinics through every stage of their journey—from planning and clinical training to marketing support, education and continued business development.

The relationships I’ve built with practitioners across Ireland are something I genuinely value, and I believe they’ve been built through open communication, mutual respect and a shared commitment to helping clinics succeed over the long term.

What are your goals for the sales team over the next 12 months?

Over the next 12 months, my goal is to continue building a confident, knowledgeable and highly supportive sales team that delivers an exceptional experience for every customer. I want each team member to feel empowered with the training, expertise and resources they need to build long-term partnerships with clinics across Ireland.

Alongside continued growth, I want BTL to remain the benchmark for customer support in the Irish market. That means delivering excellence at every stage of the customer journey—from initial consultation and clinical training through to launch support, marketing and ongoing business development.

We’ll continue expanding our presence across Ireland while helping more clinics successfully integrate BTL technologies into their businesses and unlock new opportunities for sustainable growth.

Ultimately, success isn’t measured simply by the number of devices we place. It’s measured by the long-term success of the clinics we partner with. Creating a collaborative, accountable team culture while helping our customers thrive is what I see as the true measure of success.