A clinic focusing on women’s health care and aesthetics has moved to a new two-story building off of Clearwater Avenue, expanding its space and creating a luxury experience for patients. And the business’s plans don’t stop there.

Headed by CEO Rachel Fidino, New U Women’s Clinic and Aesthetics has grown rapidly since it was first founded in 2020, driving an expansion to a new space of its own. The new flagship location at 10973 W. 10th Ave., Kennewick, opened in July, replacing the former location at 35 S. Louisiana St.

Patients are greeted by a bright interior and striking staircase, comfortable couches and a custom scent that blows through the building’s HVAC system. It feels more like entering a spa than a doctor’s office, and that’s intentional, said Fidino, who holds a Doctor of Nursing Practice degree and is a double board-certified Advanced Practice Registered Nurse.

The clinic combines health care and wellness aesthetic services, serving women holistically.   

New space

The new clinic is two stories tall with 12,000 square feet of space, a far cry from the 1,800 square feet of patient space and 3,000 square feet of office space New U had in the original location it leased. Building permits filed in early 2024 put the new building’s price tag at $2.5 million. 

The entire facility has been designed with intentionality. Fidino worked with architects for the past three years to be sure the space flowed the way she wanted it to. Construction began in May 2024.

Fidino herself handled all of the interior design, both to save on costs and to bring her vision to reality. 

Exam rooms have increased from six to 14, and the new space also has a conference room, a 13-person treatment room where the clinic can do demonstrations, a blood draw room with a Labcorp phlebotomist, and a staff locker room and break space. 

The conference room will provide space for classes on health, hormone therapy, weight loss and more that Fidino is hoping to offer, and it also can be rented out for other groups wanting to use the space.

The building’s two floors focus on New U’s two aspects of care, with the larger first floor centered on aesthetics, including an IV therapy room, and the second floor primarily for gynecology services.

New U has about 25 staff right now, with two nurse injectors, three master aestheticians, and two women’s health providers. Fidino said she hopes to grow to have four women’s health providers, four nurse injectors and four master aestheticians, plus additional receptionists. A separate reception desk will be on the second floor to provide more privacy for the patients.  

New U Women’s Clinic and Aesthetics offers both health care and aesthetic services in its new 12,000-square-foot building. The services are separated by floor, with the second floor focusing on health care and the first floor focusing on aesthetics.

| Photo by Rachel Visick

Care and comfort

Once patients get checked in, they’re offered a “comfort menu,” from which they can order spa water, tea or coffee. New U offers patients a warm neck pillow, a weighted blanket or hand paraffin, all free. Each room has lights that can be dimmed if patients would like lower lights while they’re waiting. 

The visits include “all of these things to make (patients) feel like, even if they’re having like an annual exam, they get like a spa experience,” Fidino said. 

With many busy clients, she said it’s important also to try to streamline treatments so that patients’ time is being valued. The in-house phlebotomy room makes it easy to do labwork in one visit.

Patients might see Fidino’s dogs, Brinley and Bella, around the building as well. Brinley was been trained as a service dog and can sleep next to patients who are getting treatments so that they can pet her if needed. 

In spite of the clinic’s name and its primarily female staff, it’s not just for women. 

“We take care of a lot of men, from testosterone therapy to aesthetics to weight loss to IV therapy, anything on the wellness side,” Fidino said. 

A lot of the women who go to New U end up telling their husbands, who also want to receive care, she said, and they’re welcome at the clinic.

Fidino said she’s built the business just by “doing the right thing, patient after patient,” making sure they are listened to and cared for. 

That care extends to the New U team, too, from the new staff locker room with a shower and vanities to a patio Fidino made sure the building included for an employee who enjoys reading on her lunch breaks. 

CEO Rachel Fidino plans on opening more New U locations in the future, starting with an Idaho location, and the business is now open to franchisees across the country. Above, she stands in a treatment room with her dogs Bella, left, and Brinley.

| Photo by Rachel Visick 

Expansion plans

Fidino’s vision for New U extends beyond the scope of the new building. 

Immediately next to the clinic is a concrete pad, also owned by Fidino, which she envisions as a 9,000-square-foot, four-bay retail space. If all goes smoothly, that will begin construction next year. 

“My goal is to be able to have women and men come to a location where they could get all of their services done,” she said. “So we want to bring in businesses that complement what New U stands for and what we offer.” 

She plans to own one of the bays and lease the others, for businesses like a bakery, small restaurant or hot yoga studio. The revenue generated from the commercial building would be reinvested back into New U. 

In February, New U opened its first satellite location in Yakima, and it’s been doing well. Fidino travels there once a week to serve her Yakima clients. 

She’s planning on opening more locations as well, with the next one targeted for Coeur d’Alene, Idaho. Eventually, she hopes to have 10 locations across several different states, including Utah, Arizona, Montana and Florida. 

New U also has opened up to franchisees, which means that people across the country will be able to replicate the clinic’s model. 

Potential franchisees are given a franchise disclosure document and an operations manual to see whether the model works for them – but more important is the interview process with New U. 

“Getting the right owners is so important,” Fidino said. Potential franchisees should believe in New U’s mission and values. 

It costs $60,000 to buy in, but to invest in the equipment, staff and location, it will likely cost between $900,000 and $1.2 million. Franchisees must complete 40 hours of on-site training in Kennewick, then the New U team will help train at the franchise site for three weeks prior to opening. The team will continue to follow up after opening. 

Already, some business owners on the East Coast have expressed interest, Fidino said, but New U won’t be ready to sell franchises until September.

Go to: newuwomensclinic.com.