Dr. Michael Apa: Scaling Vision, Innovation, and Global Impact in Entrepreneurship
From New York to Dubai, Los Angeles to Miami, Dr. Michael Apa has built more than a world-class cosmetic dentistry brand—he’s crafted a blueprint for scaling a business globally without compromising quality. As founder of Apa Aesthetic, Dr. Apa leads a 100-person international team, operating four high-end practices across multiple time zones while redefining what’s possible in a traditionally local industry.
Beyond clinical success, Dr. Apa exemplifies the entrepreneurial mindset the Nasdaq Center champions: leveraging brand partnerships (with John Geiger and L’Atelier Forte), launching his own consumer product line (Apa Beauty), transforming industry education through work with CUNY, and scaling an enterprise that thrives in competitive, high-touch markets.
His journey offers lessons for any founder: systematize for scale without losing your edge, build a team culture rooted in excellence, and lead market change rather than follow it. For Dr. Apa, entrepreneurship isn’t just building a business, it’s setting the standard for an entire industry.
What does “entrepreneurship” mean to you? How has your understanding of it evolved over time?
Dr. Michael Apa: To view entrepreneurship as building a business is so limiting. It’s not just about solving a problem or filling a market gap. I am building and tirelessly introducing people to my world – a place where vision, artistry, and experience collide. Over time, I’ve realized entrepreneur isn’t a title; it’s a lens. Once you see through it, you can’t unsee it.
Tell us about your first experience with entrepreneurship. What sparked your interest in building something of your own?
MA: I was always wired to go against the grain. My first taste of entrepreneurship came when I redefined the dental patient experience, long before people were talking about “luxury dentistry.” The spark was my own frustration. I saw what was missing (in both the clinical approach and the patient experience) and felt compelled to build it better. Opening my Dubai office was another, let’s call it, “entrepreneurial moment.” People thought I was crazy; they told me not to do it. Listening would have been settling.
What is the origin story of your company? What motivated you to start, and how did those early days shape your journey?
MA: It all started with Dr. Larry Rosenthal. He wasn’t just my mentor; he was my early blueprint for what was possible. Watching him, I realized just how big dentistry could be. I spent years working under him, learning everything I could. Eventually, I felt the pull to create something that was my own, to take everything I had learned and push it even further, to redefine what it meant to “go to the dentist.” And, Apa Aesthetic was born.
The early days weren’t easy. I was treating patients during the day and sketching out business plans late into the night. But those first few years instilled in me a relentless drive and a very clear point of view. I wasn’t just building a practice; I was building a brand, a philosophy, and an experience. And, the people who came into my chair weren’t just patients; they became collaborators, advocates, and in many cases, lifelong friends.
Those roots, especially the time I spent (and continue to spend) with Larry, are a huge part of what guides me today. Everything we do is about taste, trust, and transformation. And that mindset started from day one.
What do you wish you had known when you started? If you could go back, what would you do differently?
MA: Honestly, I’m glad I can’t go back. Age and wisdom can become the voice telling you, “no.” When it mattered most, I had just the right amount of naivety to fearlessly pursue my vision. I didn’t have the understanding of consequences or sacrifice that I have now. I’m still climbing the mountain because, for me, there is no top, but the foundation is there and that foundation was built with blinders on.
Has there been a pivotal moment or a game-changing decision that defined your growth as an entrepreneur?
MA: Opening the Dubai clinic was a game-changer. It forced me to examine my workflow and systematize the art. It taught me that scale doesn’t have to dilute quality if you obsess over every detail, create checks and balances, and refuse to compromise.
What is the biggest milestone you hope to achieve in the next three months, and why is it important to you and your business? How are you planning to tackle it?
MA: Right now, I’m focused on opening a fifth Apa Aesthetic office, investing in our brand partners, and cultivating the next generation of leadership. Teaching others how to do what we do isn’t just about technique; it’s about raising the bar for the entire industry. That, to me, is legacy work.
What does “success” mean to you, both personally and professionally?
MA: The answer is one in the same. If I can continue to elevate cosmetic dentistry, inspire a provider to think more like a designer, or empower a patient to see themselves differently, that’s professional success. But it’s simultaneously personal, because it validates the principles that guide my life: curiosity, beauty, precision, and the pursuit of excellence with purpose.
What is your entrepreneurial superpower? How has it helped you overcome challenges or seize opportunities?
MA: Vision and the inability to settle for “good enough.” I see the final product before it exists, and I reverse engineer everything from there. That clarity helps me make the fast, sometimes uncomfortable, decisions that matter.
Can you share one of your proudest moments and one of your darkest days as an entrepreneur? What lessons did those experiences teach you?
MA: In April, we hosted the first Apa Aesthetic Symposium. Seeing some of the most talented dentists from around the world gathered in one room – sharing ideas, learning from each other, elevating the field – it was surreal, one of my proudest moments. It reinforced the power of Apa Aesthetic, and the responsibility that comes with leadership.
One of my darkest days was the fire that broke out in our New York office. Years of work – art, equipment, memories – gone in minutes. We rebuilt, stronger and more focused. And in that process, I realized that the brand we’d created wasn’t tied to a physical space; it lived in our team, our patients, our vision.
What personal values drive you as an entrepreneur?
MA: Excellence, integrity, and creativity. But above all – ownership. No one’s coming to save you. If something’s wrong, I fix it. If something’s missing, I create it.
How have those values influenced your company’s culture and mission? Can you share an example?
MA: The team knows: good enough isn’t good here. That mentality creates a culture of constant evolution and pride.
What’s it like working alone or with a team? How do you approach building strong partnerships?
MA: I work with an amazing team. I like to say that my specialty is hiring good people and making them great. I do that by giving them the tools to be successful, space to excel and belief that their potential is limitless.
What role has mentorship played in your journey—whether as a mentor or a mentee? Share a story that highlights its impact.
MA: I am both a mentee and a mentor. And Larry set the bar high. I am committed to teaching others how to build excellence, not just a brand or a practice. Watching someone take my playbook and make it their own? That’s one of the most fulfilling parts of this journey.
How has your network played a role in supporting your funding journey or overall growth as an entrepreneur?
MA: I have a DDS, not an MBA but I’ve surrounded myself with people who are operating at the highest level in design, branding, hospitality, fashion, wellness. Being around that kind of excellence, across industries and having conversations that challenge my way of thinking – that’s powerful.
What excites you most about the market or industry you operate in? How are you navigating its challenges and changes?
MA: Aesthetics is now mainstream. Dentistry is part of the wellness and beauty conversation. That excites me and pushes me to keep evolving. We navigate change by leading it. We don’t chase trends; we set them.
What’s one daily ritual or practice that keeps you grounded and focused?
MA: My morning workout. It sets the tone for the day ahead. When I’m physically sharp, my mind follows.
Share a moment when your resilience as an entrepreneur was tested. How did you push through, and what did you learn?
MA: COVID. Everything shut down. I had a choice: pause or pivot. We launched virtual consults, fine-tuned our workflow and training materials, and doubled down on content. It taught me that when everything feels like it’s collapsing, that’s the moment to hit the gas and create.
What are some of the biggest barriers you’ve faced as an entrepreneur? How have you overcome them—or how are you working to do so?
MA: Sometimes people can’t see the vision until it’s fully realized. When you’re building something that doesn’t exist yet, especially in a field like dentistry, where people expect a white coat and bad lighting, you get resistance. Patients didn’t expect an experience that felt more like a luxury spa than a doctor’s office. Team members didn’t always get why I obsessed over the smallest details. And the industry definitely didn’t understand why I was designing spaces with top architects and designers. But I’ve learned that you can’t expect people to believe in what they can’t see; you just have to build it. And then, let it speak for itself.
At every stage, challenges are a guarantee. Build enough momentum to push through them.
What do you think needs to change in the entrepreneurial ecosystem to reduce barriers for others?
MA: What people need isn’t fewer obstacles – it’s more resilience, more creativity, and more belief that they’re allowed to do it their way.
How do you cultivate and maintain relationships that help you as an entrepreneur, whether for funding, mentorship, or collaboration?
MA: Honestly, some of the most meaningful relationships in my life started with someone sitting in my chair. Dentistry is incredibly intimate; you see people unguarded, vulnerable, trusting you with something that affects how they show up in the world. That kind of connection, when handled right, creates a foundation that goes way beyond the work.
How do you manage the demands of entrepreneurship while maintaining your well-being? What strategies work best for you?
MA: Habits and boundaries. Gym time is sacred. My time in the car is sacred. I’ve learned that the quality of my output is directly tied to the quality of my energy.
Where do you find inspiration to fuel your vision? Do you have any creative habits that help you stay innovative?
MA: I travel often and observe everything. Hotels, fashion, art, nature… inspiration lives in the details. I take notes constantly. My Notes app is for ideas that haven’t happened yet.
What kind of entrepreneur do you aspire to be? How do you want to be remembered in your industry or community?
MA: I want to be remembered as someone who changed the perception of what’s possible in dentistry. Someone who made oral care aspirational and created a blueprint for others to do the same.
How does your work contribute to solving larger societal challenges or helping others?
MA: We restore confidence. It’s easy to dismiss cosmetic work as vanity, but when you watch someone smile for the first time in years, that’s healing. That’s real.
Have you faced a major crisis in your business? How did you navigate it, and what advice would you give others in similar situations?
MA: At various times, I’ve had partners or team members who don’t share my vision. Breaking those relationships was painful, but necessary. Advice? Don’t ignore the red flags. Chaos at the top poisons the whole.
What’s a problem that keeps you up at night, and how are you working to solve it?
MA: How to scale without diluting what makes us special. I obsess over training, systems, and finding the right talent. It’s not just growth; it’s quality growth.
What’s one piece of advice you would give to aspiring entrepreneurs about building and leading teams?
MA: Set the standard and live it. People don’t follow rules; they follow example. If you want excellence, be excellent.
Do you have a favorite quote or mantra that keeps you motivated on tough days?
MA: I have two favorites:
“The only real limit is the limit you place on yourself.”
If someone wrote a book about your entrepreneurial journey, what would the title be?
MA: Scaling Greatness. It’s actually the title of my new docuseries on YouTube.
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