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As 2025 comes to a close, four Square business owners reveal their most worthwhile investments this year. From hosting a team building event to attending a trade show, find out what made it to the top of their lists — they just might inspire you to go for your next idea in the new year.
Investment 1: Celebrating the team over pizza
Camila and Fabiano Nogueira, co-owners of Barbearia, an Atlanta-based barbershop, invested in a creative event to celebrate their staff: they hired a pizza chef and hosted a pizza-making night at their home.
“The pizza was absolutely delicious, and more importantly, it was a fantastic opportunity for us to show our appreciation for our team and enjoy quality time together outside of the usual shop environment,” recalled Camila Nogueria. “I believe [it] was truly worthwhile, though perhaps not in the traditional business sense. We all had a really great time.”
Having great people on staff is essential to your success. Talented team members stay cool under pressure, keep customers happy (and coming back), and take tasks off your plate so you can focus on the bigger picture. Keeping your people motivated and happy through it all is equally important as training them to do the job well.
Investment 2: Creating a sweeter setup with new tools
Sometimes updating your equipment can be just the thing to take your business up a notch: new tools can boost sales and make tasks easier (and faster) for your staff.
For Chip Adkins of Piper’s Ice Cream Bar in Covington, Kentucky, a slow soft-serve machine was creating a bottleneck and adding to customer wait times. “We were just not pushing out as much ice cream as we needed to,” he said. It was time to add a second machine — at a $30,000 price tag.
Even though it was a sizable investment, Chip has no regrets about spending that money. “It’s the best thing we’ve ever done. We cut our wait times [by] more than half. Customer satisfaction went up,” he said. “That was money I wish I’d spent five or six years ago.”
Four signs you’re ready to take the plunge
Thinking about something big for your business? Keila Hill-Trawick, CPA, explains how to know if your business is truly ready to invest without risking stability.
- Cash cushion
You’ve got one to three months of operating expenses saved, plus extra for the purchase. - Profit check
You’re consistently earning more than you spend — no digging deeper into debt. - ROI mindset
You’ve mapped out how this investment will pay off or improve efficiency. - Insurance ready
You’ve got coverage to protect against costly surprises.
Investment 3: Getting inspired — and getting out of town
Trade shows and conventions can bring fresh ideas into your business and give you a break from the usual hectic pace as a business owner.
Sabrina Abu-Hamdeh and Joe Johnson are the husband-and-wife team behind Vinteige, a vintage furniture store in Walnut Creek, California. They traveled to a home furnishings and decor trade show in Las Vegas. “As a married couple with six- and eight-year-old boys, and a crazy business, it was the very best thing we’ve done in a while,” Abu-Hamdeh said. “We were able to relax, eat delicious food, and see what’s out there with the [home] trends.”
Investment 4: Pursuing leadership development
For TK Tunchez, founder and creative director of Las Ofrendas and Friday Friday ATX in Austin, Texas, hiring a lifestyle and business coach has been money well spent this year.
“[My coach] is helping me rebuild my business in a way that finally feels sustainable, values-rooted, and centered on my wellness,” she said. And TK is already learning valuable lessons: “For the first time, I’m learning how to become a better leader, to honor my energy and rest, to build a financially stronger business with stronger and more sustainable infrastructure, and to structure Frida Friday and Las Ofrendas to thrive without sacrificing myself in the process.”
Spend wisely in the year ahead
While it might feel counterintuitive to prioritize yourself before your business you are your own best asset. Investing in yourself will strengthen your business and contribute to your success.
As these four business owners learned, the most valuable investments often extend beyond traditional business expenses. Whether it’s fostering team bonds over homemade pizza, upgrading essential equipment, finding inspiration at industry events, or investing in personal growth through coaching, the smartest spending isn’t only about the financial return, it helps you build a business that’s strong and lasting.
