February is a month of duality. On one hand, it’s often the coldest month of the year for most parts of the United States. On the other hand, it’s the month people associate with love, romance, and the joys of being in a relationship.
In a strange way, that duality is reflected in our industry. February’s biting cold can be difficult to withstand, especially if you’re sensitive to wintery temperatures. Yet, January and February are the tanning salon industry’s peak seasons. As any salon owner knows, winter months can become hectic and demanding. This is the best season to work on expanding your business, raising money for new equipment and bolstering your salon’s position in the industry.
By now, you probably have a fairly strong idea of what goals you have for your salon—both in terms of revenue and client experience. If you haven’t already, now is the time to create an actionable business plan for the next three quarters. It can be so difficult to keep your eyes on the prize and implement plans when your store is flooded with customers asking for the latest spray tan technology. And yet, you have to make a concentrated effort to make sure you keep your plans on task.
Rome wasn’t built in a day. So, you shouldn’t expect to be able to accomplish everything you want to do overnight. The best way to tackle any long-term problem is to make small moves that contribute toward those goals.
Having small, daily tasks geared to achieve is the easiest way to push your business to the next level. If you’re the “planner” type, it’s a good idea to actually write reminders into your planner or add reminders to your online calendar.
For example, let’s say that you have been considering hiring a new ad agency or PR agency to help your business gain more traction. A good microtask would be to call three agencies in one week to see which works best for you. That could be followed up with quick Zoom calls, pricing questions, and a final selection.
And remember: even the most bitter of winters will eventually have the sun shine again. So if you’re having difficulties, trust that those struggles are simply temporary growing pains.
Until next time,
Events They’re Not Just For Nightclubs Anymore
by Steven Labruna, DJ
“Go touch grass.”
“You need to get out more.”
Sound familiar? If you’ve heard people saying these things, you’re not alone. People are sick and tired of being all dressed up with no place to go. It’s a commonly-discussed issue: the loneliness epidemic is wreaking havoc on our collective psyche. It’s true that people aren’t just craving companionship. They’re craving the ability to say they’re going to events and networking with likeminded people. In the past, events were used to boost visibility and visits to venues like bars, restaurants, and nightclubs.
Events are a growing phenomenon in business in salons, medspas, and standard spas
As a nightlife aficionado, there are a few things that I know well. One is music. Another is event production. And yet one more is knowing how much effort it takes to look good before a show. It’s a lot of work— and that means I’m a devout fan of salons.
Needless to say, I was surprised when I found flyers for events being held at a salon near me last year. The event was a simple one: drinks, smooth jazz, and specials on Botox. And yet, it heralded a new era of event-throwing that would soon become the norm in my part of New Jersey.
Salons are realizing that events are a fast track to build community
Salon events are a fairly simple thing to see: they involve light entertainment, small bites, and specials that are normally far more expensive than they are at the event. Guests reserve a spot, go to the event, network with others who love self-care as much as they do, and buy services.
It works because people love the idea of mingling with others at a party. Business owners get to network with other business owners when they throw those parties, too. For example, the party near me had a Botox specialist and wine distributor visit a regular nail/waxing salon. The Botox was offered at a
discount. The wine distributor was able to sell bottles.The nail salon, which hosted the event, was able to get new diehard fans who quickly signed up for more events later on. And yes—the event was a smash hit.
If you want to throw an event, here’s how to do it…
Event throwing doesn’t have to be a big production like a typical club night out. In order to get a salon event started, you just need some (or all) of the following things:
● Music. You can play “iPod DJ” with a Spotify playlist if you want to, but I prefer live music. (Then again, I’m a DJ so I may be biased here.)
● Snacks. Usually, fruit plates and fruity seltzer tend to work best. Fried food and salons don’t mix for a variety of reasons, so keep it light.
● Special Discounts. Now is the time to tout special discounts that don’t normally happen. For example, a good way to get people interested in your services is to offer a “buy one, get one free” for a guest and their friend. Or, offer a deep discount on a favorite service during event hours.
● Special Services. For example, if you do tanning and wellness services, now would be the perfect time to trot out free tanning lotions or a brand new water massage bed.
● Promotion. Send out a mailer to current patrons or locals in your area. Or, alert them via text or a sign. You need to tell them it’s happening before it happens.
Labruna is
About the Author
Steven Labruna
by Wendy
Remember: every event is its own microcosm.Every pool of clients will also change from place to place. It can take multiple attempts before you can get an event that works with your client base. Once you find that “secret sauce” for your salon, keep it going! Make it a regular monthly occurrence. You never know who will become a long-term client after participating in one of your event nights. That’s the magic of a great event.
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The Glo Spotlight
Glo Tanning New Salon Opening
by Quinn Cooper
In an ever-changing, increasingly competitive world, it’s hard to stay on top. That’s why we’re so proud to say that Glo Tanning remains one of the fastest growing franchises in the tanning industry. Every month, Glo Tanning seems to open up another venue—much to the fanfare of clients across the country. Today, we wanted to highlight Dave and Renee Harmon, two of the newest franchise owners to become part of the Glo family. The Harmons took the time to talk about their experience as part of the Glo network and were kind enough to discuss it with us.
How many Glo locations do you currently have and what are your future plans?
We just opened our first location in Oxford, Mississippi and are solidifying plans for our second in Tuscaloosa, Alabama this year. After that, we’ve got our eyes on locations three and four.
What is your favorite thing about Glo?
Initially it was the variety of services and simplified pricing that we offer; no one in the industry can compete! We’ve quickly learned, though, that our favorite thing about Glo has been the people involved in it. From the corporate support teams, to our fellow franchisees and
their staff members, to our staff in Oxford…we could not be more grateful for our Glo family!
What inspired you to become a franchisee?
We had been praying for an opportunity to own and operate a business for our family for several years. After watching the success of Glo in Jonesboro, we knew we wanted to learn more about the company.
How has your community responded to your Glo location since the opening?
We have been overwhelmed by the positive response and are pleased to see Oxford love Glo as much as we do!
Our guests have been so complimentary and are excited that Glo has brought an elevated experience to the community unlike anything they’ve ever seen!
What advice would you give to someone considering opening a Glo Tanning franchise?
Put God first and choose a great location. Brace yourself for some stressful times, but we are proof that the Glo business model and
franchise support program works!
They have simplified the complex process of opening a new business and are always available for questions/concerns, so ask a lot of questions. Glo shaped two people who knew a little about business, but nothing about owning a sun spa franchise, into owners and operators of a thriving location.
Without the unwavering support of the entire Glo Corporate team, none of this would have been possible!
What goals do you have for your location this year, and how do you plan to achieve them?
First and foremost, we want to provide the best client experience that Oxford, Mississippi has ever seen. We are cognizant of the fact that being the new salon in town will get guests through the door once or twice, but it’s up to us to be sure that their experience is impressive enough to keep them coming back.
We plan to follow the lead of the Glo corporate team with ongoing training, evaluations and feedback with the steadfast goal of being better every single day. As owners, we want to continue to learn the nuances of the business and all of the technical details of operating multiple salons so that we can continue to grow.
How has being part of the Glo Tanning franchise network impacted you personally and professionally?
Personally, opening our first location has given us an opportunity to work toward a shared goal as a family. It has been such an unexpected blessing to see how each of our past experiences, strengths and talents seem to compliment each other as we tackle the day to day issues.
We each offer different perspectives as we approach a task and we feel that our business is much stronger because of that! Our son Seth wears many hats when it comes to the daily operations, but his passion is in the retail side of things.
Our sales numbers are a true testament to his commitment to learn all he can and continually train our staff of the benefits of all of the products and services we offer. Professionally, Glo has given us an opportunity to look outside of our careers in healthcare for a different source of not only financial stability but also personal satisfaction.
We love the Glo atmosphere; even after a long day of work in the salon, we love being there! We love that people are excited to come to Glo, we love that people leave feeling better about themselves and we love the personal connections that we are able to make with our guests.
Our guests have been so complimentary and are excited that Glo has brought an elevated experience to the community unlike anything they’ve ever seen!
If you’ve been shopping lately, you probably noticed something a little different. You might have have noticed surcharge signs at the checkout counter saying something like, “A 3 percent surcharge will be added to your bill if you pay via credit card.”
At restaurants, the surcharges become more noticeable. You might see an automatic credit card surcharge at the bottom of your bill. Sometimes, it’s a surcharge for using a card. Other times it’s an automatic tip, a service charge, a gratuity…well, the list of “creative charges” restaurants use continues to swell.
Every day, more articles show up discussing the pushback people are getting on credit card surcharges. The writing on the wall is clear: people are tired of fees and surprise charges on their bills. It’s affecting the salon industry, too.
Should you add a credit card surcharge?
Historically speaking, profit margins for salon businesses have always been low. Many business owners choose to cut costs without cutting quality. Targeting the merchant processing fees credit cards charge is one of the easiest ways to do it.
Today, it’s legal for businesses to pass certain costs of business onto clients. Choosing merchant services that allow you to pass the
credit card processing fees onto client is a practice that’s growing in popularity–a practice known as “dual pricing.”
Dual pricing is not the same as a surcharge. It’s letting people know the price they’ll pay ahead of time. A surcharge is an added fee tacked onto the bill—fees often mentioned either verbally or in sneakily small print that’s hard to find.
People hate surcharges because they feel dishonest.
Dual pricing is taking over Ideally, you won’t have to pass on fees to clients to make ends meet. But, if you do, it’s clear that honesty (and not surcharges) is the best policy for clients. That’s why more salons than ever before are choosing to display dual pricing menus at their venues.
“Dual pricing is absolutely here to stay,” says Alex Groyzburg, CEO of Slice Merchant Services, “But we always coach business owners to think about it from a business perspective. Most clients don’t mind it as much as they say, especially when you say it’s a ‘cash discount’ program instead.”
The key, according to Slice Merchant Services, is to avoid springing fees upfront. Giving them an alternative way to pay that acts as a money-saving measure can help you get the most out of your cash flow without upsetting clients.
It’s up to you
In a fee-heavy world, there are few things as magnetic to consumers as being able to charge a card without a surprise fee. Clients can and do notice the small things salons do—and that includes eating the fees that come with accepting credit card payments.
With that being said, you can save a lot of money by allowing clients to pay for the right to use a credit card for your services. In an economy that’s already strained, that extra money can go to a multitude of things that help you stay relevant, competitive, and in the clear.
If you’re not sure what path to take, it may make sense to discuss it with others who have a part in your company. Now is the time to talk to your business’s staff members to ask them what they think. Talking to your accountant and working with a highly-esteemed merchant service provider can also help.
Of course, if things don’t work out with your current credit card policy, there’s good news: you can always switch back to what you were doing before. You live, you experiment, you learn. It’s that simple.
Credit Card Should You
by Ossiana Tepfenhart
In a fee-heavy world, there are few things as magnetic to consumers as being able to charge a card without a surprise fee
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Illuminating Salon Guests On Red-Light Therapy
By Kristin Smithers
When educating salon guests about Red Light Therapy (RLT), one of the primary challenges is effectively communicating its benefits and mechanisms. To achieve this, it’s essential to have a deep understanding of the therapy and to create a concise, fact-based list of selling points. Ensuring that claims align with what the devices are registered for with the FDA is crucial. Overstepping these boundaries can invite scrutiny from the FDA and the Federal Trade Commission (FTC).
What can you say?
When discussing the benefits of RLT, it’s safe to mention that it reduces inflammation, relieves pain and stimulates cellular regeneration and repair. If your device is registered for cosmetic use, such as reducing fine lines and wrinkles, you can confidently communicate those benefits. Red Light Therapy, also known as Photobiomodulation
(PBM), involves the application of light energy (photons) to modulate biological processes within the body. In the medical field, terms like low-level laser therapy (LLLT), low-power laser therapy and phototherapy are often used interchangeably.
In 2002, the Medical Subject Headings (MeSH) thesaurus defined Low-Level Light as a “treatment using irradiation with light
of low power intensity so that the effects are a response to the light and not due to heat. A variety of light sources, especially low-power lasers are used.”
Since 2015, there has been an effort to expand that definition to: “a form of light therapy that utilizes non-ionizing forms of light sources, including lasers, LEDs, and broadband light, in the visible and infrared spectrum.” It
is a nonthermal process involving endogenous chromophores eliciting photophysical (i.e., linear and nonlinear) and photochemical events at various biological scales. This process results in beneficial outcomes including the alleviation of pain or inflammation, immunomodulation, and promotion of wound healing and tissue regeneration.
How it works
When red light penetrates the skin, photons are absorbed by chromophores within the mitochondria – the cell’s powerhouse. This absorption stimulates a cascade of enzymatic reactions. Research shows that a single photon can initiate thousands of these reactions in under a second, underscoring RLT’s efficacy in cellular modulation. Mitochondria are responsible for producing adenosine triphosphate (ATP), the energy currency of cells. ATP is critical for functions like muscle contraction, neural signaling and tissue repair. The enzyme cytochrome c oxidase plays a pivotal role in ATP production.
Better circulation
Under RLT, cytochrome
c-oxidase absorbs light, which displaces nitric oxide trapped within the enzyme. While nitric oxide can inhibit ATP synthesis by limiting oxygen utilization, its displacement under light therapy enhances mitochondrial efficiency.
Interestingly, nitric oxide released into blood vessels promotes vasodilation, improving circulation and oxygen delivery to tissues. This enhances circulation almost immediately.
Enhanced circulation is one of the most immediate and impactful benefits of RLT – improved blood flow allows for better nutrient delivery and waste removal at the cellular level. This increased nutrient availability accelerates healing and reduces pain.
Pain relief
Pain relief is achieved through two primary mechanisms:
1. Blocking Pain Signals: RLT can inhibit pain signals from reaching the brain by modulating nerve function.
2. Reducing Inflammatory Cytokines: Inflammation is a significant contributor to chronic pain. Studies have demonstrated that RLT reduces markers of inflammation, such as interleukin-6
Educating salon guests about RLT involves more than just listing benefits; it’s about empowering them with knowledge.
(IL-6) and tumor necrosis factoralpha (TNF-α). Additionally, RLT stimulates the immune system, enhancing the activity of macrophages – cells responsible for clearing damaged tissue and pathogens.
Anti-aging
In the beauty and wellness industry, RLT’s anti-aging properties are particularly appealing. The therapy stimulates the production of collagen and elastin, proteins essential for maintaining skin elasticity and firmness. Collagen production naturally declines with age, leading to wrinkles and sagging skin. By boosting collagen synthesis, RLT can help restore a youthful appearance.
Additionally, RLT promotes the activity of fibroblasts, cells responsible for producing connective tissue, further enhancing skin health. The therapy also increases the production of superoxide dismutase (SOD), an antioxidant enzyme that protects cells from oxidative stress – a key factor in the aging process.
As cells age, their ability to efficiently convert food into energy diminishes. This decline is exacerbated by factors such as injury, chronic disease and environmental stressors. Reduced cellular efficiency leads to increased inflammation, pain and decreased functionality. The early signs of this decline often manifest as aches, pains and wrinkled skin.
RLT helps counteract these effects by rejuvenating mitochondrial function, thereby enhancing ATP production and cellular repair mechanisms. After consistent RLT sessions, people often report improved energy levels, reduced pain and a general sense of wellbeing.
Empowering guests through education
Educating salon guests about RLT involves more than just listing benefits; it’s about empowering them with knowledge. Encourage them to explore reputable studies and understand the science behind the therapy. Discuss the specific wavelengths your devices use, as different wavelengths penetrate tissues to varying depths and elicit different biological responses.
For example:
● Red light (620-750 nm): Primarily affects surface tissues, making it effective for skin health and superficial wound healing.
By guiding salon guests toward evidence-based information, you can build trust and foster longterm relationships. To maintain compliance and avoid legal risks, always ensure that your explanations align with the FDAcleared indications of your devices.
About the Author
Kristin Smithers
Kristin is Certified Light Therapist through Photonic Therapy Institute and has been studying light therapy since 2019! She offers Photopuncture Therapy using torches, panels, saunas, wellness pods and more in her 18 room salon and spa.
February Upselling During Peak Sunless Season
by Ossiana Tepfenhart
When it comes to the world of tanning, few months can be as chaotic and challenging as February. It’s often the season when people want to flaunt a tan—especially if they’ve gone on vacation or wish they had taken a trip.
With the rise of health concerns and melanoma awareness, one service remains uniquely popular to salons around the world: sunless tanning. Sunless tanning has been available for over 30 years, and yet it still remains an ever-evolving part of the industry.
Sunless tanning is ever-evolving
Many professionals in the industry remember the “dayglo orange” sunless tanners of the early 2000s that became ironically iconic thanks to Jersey Shore. Today’s professional spray tan is not brassy, nor is it as prone to streaking as it once was.
As the new year kicks off, it’s important to encourage clients to enhance their tans with the right add-ons for their tans. Upselling is one of the easiest ways to improve your profits with minimal effort.
What should you upsell?
That’s all up to you. Anything that deserves a larger core group of buyers should be upsold. If you
have new wellness machines (such as red light therapy or a sauna), new add-on treatments, or new tan enhancers, those all deserve an upsell from time to time.
It’s good to focus on specific enhancements or upsell options depending on your salon’s inventory and upgrades. For example…
● If you got new tanning mitts, advertise them through an upsell and explain their benefits.
● If you recently installed a brand new tanning bed, now is the perfect time to upsell them.
● If your favorite tan spray distributor recently updated their formulas, now is the time to tell your clients.
● Tanning salons that want to earn more money from product sales should focus on special upsell strategies.
The scoop on how to upsell your products and services
You don’t have to reinvent the wheel when it comes to upsells. These tips help:
● Simply mention the new product plus a perk, then ask if they want to enhance their service with it. (“Our new bronzing mitts are now able to exfoliate 20 percent better. Wanna add one on for $6?”)
● Don’t push an upsell more than
once. (“Ah, not today? That’s fine, just let me know if you change your mind.”)
● Ask your clients what their goals are and match the upsell to the goals. (“What’s the goal of your tan? Are you looking for near-instant results? Do you need your body to be contoured? We got something for that…”)
Train your sales staff to upsell
The most important thing to remember is that upselling is one of the few moments where you have everything to gain and nothing to lose by doing it. Encourage your staff members to upsell your goods—and give them tips to make it easier on them. You’ll be glad you did.
Anything that deserves a larger core group of buyers should be upsold. If you have new wellness machines (such as red light therapy or a sauna), new add-on treatments, or new tan enhancers, those all deserve an upsell from time to time.
Start setting up systems
NOW! When Is The Time To Start?
by Melissa Damiani
As you wind down from the hustle and bustle of the holidays, it’s time to start putting into motion your plans for what will soon be surely the busiest season of the new year. Having the proper tools in your toolbox will not only enable you to operate efficiently but will also help to ease some of the anxiety you may have at this time of year.
You’ve probably already begun determining which promotions you will offer and when, created the sales goals that your business needs to achieve over the coming months, purchased and installed new equipment, established your marketing initiatives, and began hiring and training seasonal employees.
With the right systems in place, all facets of your organization are measurable. Analyzing your historical data will help you to ensure you are properly prepared for everything that season encompasses; from staffing strategically to stocking ample inventory to optimizing your marketing efforts.
As you use your data to forecast your sales during the upcoming months, the highest priority will be to ensure that your systems and processes can optimally handle the influx of traffic into your salon.
The customer service that you and your team delivers is of highest priority and once you are in the heart of season, you want to make sure that your systems are already streamlined based on experience from prior years, and that you can focus on your clients.
Chat with staff
One of your most valuable resources is your staff. Whether they are veteran employees, or those hired specifically as seasonal employees, a key to your salon’s success during the busy season will be having a well-trained team. A quick-to-learn and easy to use software program that can automate tasks for your staff will undoubtedly turn out to be one of your biggest assets.
Ask yourself these simple questions:
● Does your salon management system give you the ability to display descriptions of products and equipment so that your employees have the details needed to upsell lotions or equipment upgrades?
● Does it allow you to outline policies for each of your levels of EFT memberships, and automatically calculate first draw dates and prorated dues?
● Providing automation of tasks and arming your staff with information throughout every transaction that they process will ensure efficiency at the time of year when it’s needed most.
Promote in advance
When it comes to marketing, creating a schedule of promotions ahead of time is vital. Now is an opportune time to ensure that your software system will allow you to preconfigure the marketing initiatives that you want to run during specific date ranges throughout the upcoming months. When completing this back-office type configuration, for those product related promotions such as a buy-one-get-one half off, make sure that you can set up re-order points and quantities for your inventory items so that you don’t risk running out of stock or creating purchase orders too late.
Prep for newbies
You will likely have first-time clients that will walk through your doors during busy seasons, so make sure that you are able to electronically collect their demographic information, email address and mobile number along with their preferred method of contact. Creating a positive experience in the salon during a first visit, and marketing to these customers to follow, will result
in turning a large percentage of these clients into long-time repeat customers. Now is the time to focus your efforts on strengthening relationships with existing clients as well as fostering long-lasting relationships with new ones. Having the right tools and resources in place will allow customer service to be your focal point ultimately growing your business to the next level this season!
As you use your data to forecast your sales during the upcoming months, the highest priority will be to ensure that your systems and processes can optimally handle the influx of traffic into your salon
About the Author
Melissa Damiani | SunLync Software, Inc.
Melissa Damiani is the Sales Manager of SunLync Software, Inc. a member of the JK-North America group of companies. With the company since 2002, Melissa has served the organization in several capacities, and has extensive knowledge of all aspects required to deliver robust salon management software solutions that are designed to enable measurable growth within its users’ ever-evolving business models.
by Freepik
Designed
As the New Year rolls around, people everywhere embrace fresh starts, self-improvement and new goals. This “New Year, New Me” mindset creates the perfect opportunity for your tanning salon to connect with clients looking to enhance their confidence and glow. With the power of social media, you can promote your services, attract attention, and build excitement for your New Year promotions. Here’s how to turn your tanning salon into the ultimate destination for a radiant glowworthy 2025 experience!
Inspire others!
Tap into the emotions of the season with relatable and inspirational posts:
● Share quotes about selfconfidence and fresh starts. Give your clients some inspiration to jump-start their day!
● Encourage your followers to set “Glow Goals” as part of their New Year resolutions. Post before-andafter photos of happy customers (with permission) and invite your audience to share their own glow-up journey using a branded hashtag like #NewYearNewGlow.
● Post fun memes about New Year resolutions (and how tanning helps keep them!) Creating memes is always a fun opportunity to spark humor and use relevant content. Trending things will always boost your social media engagement.
● Highlight how a healthy glow can inspire positivity and confidence. Everyone feels their bronzed best with a great glow. Showcase how your products and services can help keep them confident year-round.
Be the self-care hub!
Expand your horizons past tanning and position your salon as a hub for self-care. Share beauty,
health, and confidence-boosting tips that align with your brand and services.
● Showcase how tanning boosts confidence and complements a wellness routine. Spa services can go hand in hand in prolonging your glow.
● Skincare routines to pair with tanning for a healthy glow. Most of our products at Devoted Creations are now multi-use products that can be used in multiple services. Explain to your customers the benefits of high-end skincare and how there is now a tanning regimen for all types of tanners.
● Offer winter self-care advice to fight seasonal blues. With winter approaching the seasonal blues can be at an all-time high. However, with a couple trips to your salon throughout the week your clients can feel like a new rejuvenated human being.
Show those deals!
Kickstart your campaign by showcasing irresistible New Year deals your salon is offering for the New Year. Use social media to create eye-catching graphics, videos, and reels that highlight:
● Discounted Packages: Offer special pricing on tanning memberships or bulk sessions
New Me! New Year,
By Alex Zeedyk
that you are trying to focus on this year (example: If you brought in new equipment and want to showcase the benefits. OR want to elaborate on specific equipment that doesn’t get much recognition.)
● Limited-Time Offers: Promote flash sales or “New Year Glow” packages available for February only. This will give your clients a time frame that will build anticipation. Typically, this is when salons sell their annuals at a discounted rate.
● First-Time Customer Deals: Entice newcomers with discounts on their first visit or package. A new year will bring in new clients through your doors. Word of mouth about new client deals could also spark more clients through your doors.
In conclusion, the “New Year, New Me” mindset is the perfect opportunity to reach new heights of new and existing clients. By using creative, authentic and engaging posts for a social media strategy you can improve the success of your business while helping your clients glow from your products and services.
With the power of social media, you can promote your services, attract attention, and build excitement for your New Year promotions
About the Author
Alex Zeedyk | Devoted Creations
A recent University of South Florida grad, Alex holds a degree in Marketing. She started as an intern in 2021 and has since transitioned into the role of Client Relations and Social Media Specialist. With over five years of experience working in salons, she has real-world knowledge that combines with a passion for skincare and products. Alex works closely with the company’s product distribution network and 5 Star Diamond Salons to provide the support they have grown to expect from DC.
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Maximizing Your Investment
By Sandra Odunukwe
Real Estate Advice for Tanning
Salon Owners
As a tanning salon entrepreneur, expanding your business often involves making strategic decisions about real estate.
Whether you’re looking to open a new location, invest in property or even purchase your currently leased salon space, understanding the nuances of real estate can significantly impact your bottom line.
Understanding your market dynamics
Before making any real estate investment, it’s crucial to understand local market dynamics. Research demographic trends, competition and consumer behavior in the areas you are considering.
Look for neighborhoods with a growing population that values health and beauty services, as they are more likely to support a tanning salon. Attend local business meetings or forums to gain insights from other business owners and real estate professionals.
Location, location, location!
As with any retail business, the location of your salon is paramount. Seek spaces with high visibility, ample foot traffic and proximity to complementary businesses. Areas near gyms, beauty salons, or shopping centers tend to attract clientele interested in tanning services.
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Remember to consider the accessibility of the location as well; easy access and ample parking can significantly influence customer traffic.
Leasing vs. buying: weighing your options
Deciding whether to lease or buy your salon space is a critical matter. Leasing can offer flexibility, especially for new business owners who may want to test the waters before committing.
On the other hand, purchasing property can be a lucrative longterm investment, allowing you to build equity. Before making a decision, consider your financial situation, growth plans, and how each option aligns with your business goals.
Building relationships with buyers
Partnering with a professional who specializes in commercial real estate can be a game-changer. An experienced agent can help you navigate the complexities of the market, identify suitable properties, and negotiate favorable lease terms or purchase agreements.
Look for agents with a strong understanding of the beauty and wellness industry to ensure they can provide tailored advice.
Evaluating property potential
When considering a property for your salon, evaluate its potential for growth. Assess the space’s layout and how it can accommodate your business needs, such as tanning beds, spray-tan stations and retail space for products.
Additionally, consider the potential for renovations or expansions that could enhance your business and attract more customers.
Financial planning and budgeting
Lastly, effective financial planning is crucial when investing in real estate. Create a detailed budget that includes not only the purchase or lease costs, but also potential renovation expenses, utilities and ongoing maintenance.
Factor in your expected revenue from the salon to ensure that your investment remains sustainable and profitable. Investing in real estate as a tanning salon owner can open up new avenues for growth and success.
By understanding market dynamics, carefully evaluating your options and building relationships with real estate professionals, you can make informed decisions that align with your business goals. Whether you choose to lease or buy, taking the time to plan and strategize will ensure that your investment pays off in the long run.
With the
right real estate strategy in place, your tanning salon can thrive in a competitive market and continue to shine brightly for years to come
Effective financial planning is crucial when investing in real estate
The 80% Rule When to Keep Quiet
By Dr. Jim Schleckser
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When it comes to employee performance, many entrepreneurs have high standards.
You might even call them perfectionists. That means they’ll often have a lot of feedback and input anytime someone asks their opinion. In fact, for many, problem-solving is what they live for.
Some even create problems to solve – that is a topic for another column.
But sometimes, being too free with your feedback is expensive. In truth, sometimes keeping your mouth shut as a manager can be the wisest strategy. That’s where the 80% Rule comes into play.
Let’s (not) talk about feedback
Let’s say you have an employee approach you and ask for feedback on a project they are running. Right off the bat, you immediately see some areas that could be better run. However, the danger in opening your mouth to offer feedback and direction is that you will cause your employees to lose their sense of ownership of the project.
The moment you decide to give significant feedback, you’ve now assumed ownership of that project. It becomes your work, not theirs. Or at least, that’s what they think. If a project is mission-critical to the firm’s survival, all bets are off.
But for anything less sensitive than that, you should keep your mouth shut if a project is 80% on target! Or rather, you tell your employee something like, “Great job – now jump on it and execute the rest.”
You could have helped that employee reach the point where performance met 100% of your
expectations. But then, you’d lose their heart and soul in the process. You’d rather have an employee who is 100% committed to a project that is only 80% of the way there than have someone only 80% committed to something you thought was 100% on target. See the distinction?
“Is that the best you can do?”
Another strategy to use when a subordinate requests feedback is to ask him or her, “Is that the best you can do?” Often, this question alone is enough to incentivize really driven staff to say they will take another crack at improving it. The employee is still doing all the work; you’ve only asked one question, which means they’ll remain engaged and retain their sense of project ownership.
But if an employee says yes, that was their best effort, and it was still 80% good enough, then you say, “Great job,” and run with it. This is particularly true for a project that will not damage the business if it isn’t perfect.
Do a post-mortem
If there are opportunities to improve the performance, a great question after project completion might be, “How could we have made that even better?” A toplevel employee will almost always have ideas for improvement.
There is a story about a leader who had an employee working on a project and came to discuss it after he had sent the final product to the leader to review. The leader asked if this was the best the employee could do. The employee admitted he could do better and asked if he could work on it a bit more.
A week later, he came back and again, the leader questioned, “Is this the best you can do?” The employee admitted that he could improve a few areas, and made those changes. A third time, he came back, and the question came again. This time, the employee was sure this was the best work he could have done. At that point, the leader said, “Then, I’ll read it now.”
While the story feels a little manipulative, the employee continued to own the project and did the best work he was capable of without the leader diving in to help and taking ownership.
It’s not just for the work place… This same rule also applies to parenting. If your kid comes home from school with a project or a paper and asks you for feedback, use the 80% rule to determine how you respond.
Again, you want your kid to own their work and to feel a sense of accomplishment in doing it themselves without help from mom or dad. It’s more valuable this way. If your kid is about to fail the semester, maybe the higher stakes make your decision a little stickier. But it will always be more valuable for your child – and your employees – to own their work. This is the proper foundation for an engaged workforce.
The moment you decide to give significant feedback, you’ve now assumed ownership of that project. It becomes your work, not theirs. Or at least, that’s what they think. If a project is mission-critical to the firm’s survival, all bets are off
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Trade Shows vs Facebook Groups Which Is Better?
By J.R. Homer
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After four long years of absence from industry events, I made my triumphant return at the “Bronzed & Beyond” trade show hosted this past November by Ohio/Minnesota-based distribution company, Ultraviolet Resources International (URI). I had the pleasure of being included on their “Industry’s Expert Panel.”
From 2001-2020, I would attend at least one convention a year, either as a salon owner, speaker or vendor. I have experienced every aspect of the trade shows, but I stopped going from 2020-2022 due to the ridiculous COVID travel restrictions that I didn’t agree with. In 2023, I was focused on moving and a build-out at one of our tanning facilities.
So, with over 25 tanning trade shows under my belt, let me give you what I consider to be the benefits and advantages of attending such events versus participating in tanning owners’ Facebook groups.
Tanning trade events are run by manufacturers and distributors. They offer them to salon operators to help push and promote their products and services, which is the best way for operators to learn about what is new.
Tanning industry Facebook groups are run by salon owners. There are probably a half dozen
such groups. Heck, that’s how I became “The People’s Champ” as I am owner/admin for three of them:
1. Level Family – This is my private network of owners, distributors and manufacturers. I do not make this group available to all salon owners.
2. Used Tanning Equipment Auction – This page is available to everyone; there is no charge to list your equipment for sale and you can find loads of deals on used stuff.
3. Tanning Studio Forum – With content shared daily, this page is open to everyone.
A couple of other groups I follow and contribute to are the Tanning Salon Owners Forum and Tanning Salon Owners Network, both sharing content and information on a daily basis.
Oftentimes people put on a “mask” on social media and you don’t always get that authentic person or advice. It’s tough to put on a mask for an entire vacation or weekend at a trade event!
Industry trade shows offer salon operators a change of scenery, which can create energy and positivity as we network with other members of the tanning community. For many, they are like an annual mini-vacation filled with motivation, support, education and fun – but they cost money to attend.
Facebook groups are free to participate in and are easily accessible from a mobile device. They help you develop relationships with salon owners, manufacturers and vendors. I have made hundreds of industry friends simply from posting or commenting on others’ posts.
Trade shows can help you build valuable relationships. I have dozens of Industry friends who I have vacationed with and now have become real friends. Industry colleagues are great, but real friends share real authentic information and advice.
Oftentimes people put on a “mask” on social media and you don’t always get that authentic person or advice. It’s tough to put on a mask for an entire vacation or weekend at a trade event!
Trade shows provide attendees with curated information – the speakers are vetted and have proven track records in their area of expertise. In the Facebook groups, you might find advice but it might be posted by someone who is working their salon opento-close, seven days a week, and struggling to pay their bills.
Fifty percent of the time, the information in the Facebook groups is absolutely terrible and unreliable. However, Facebook groups allow you the opportunity to find instant solutions.
You can jump on a Tanning Salon Owners Facebook group and instantly get technical support
for equipment issues, or a half dozen different ideas for how to run a Free Tan Weekend at your facility.
So, which do I suggest: Trade Show or FB Group? Answer: There is a time and place for both.
My suggestion is to attend one convention a year – any more is overkill and a waste of time and money. Look, back in 2002, there were probably 200 vendors exhibiting at a typical show; nowadays, you’re lucky if there are 20. It used to take two days to see them all and now, it takes less than two hours to talk to each one.
I’m not complaining. I went to the huge tanning conventions
where they hired The Beach Boys to entertain the crowd! But if I’m being honest, I actually prefer the smaller, more intimate setting of today’s trade shows or salon owner’s cruise versus the old days of the massive conventions.
And when it comes to Facebook, my advice is allot yourself 1030 minutes a day to review the Tanning Salon Facebook groups’ content and keep yourself in the loop with current industry events.
Spending any more time or getting involved in an argument or debate over how to handle an upset customer (or the one who peed in the tanning room wastebasket) is just not worth your time.
So, which do I suggest: Trade Show or FB Group? Answer: There is a time and place for both.
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Jumpstart Your YouTube Channel for Q4 Success
By Jack Dumoulin, co-CEO of The School of Hard Knocks
With the new year here, it’s time to think ahead— particularly to Q4, when YouTube’s ad revenue peaks. Starting your channel now gives you time to build a solid audience and create highperforming content.
But launching a YouTube channel isn’t just about the videos you make; it’s about how you present and promote them. Here’s a crash course on key strategies for YouTube success, focusing on thumbnails, intros, and descriptions.
Thumbnails and Titles: The Gateway to Clicks
No matter how great your video is, viewers won’t see it if they don’t click first. Your thumbnail and title are your first—and often only—chance to grab attention. Keep titles under 53 characters and front-load them with curiosity-driven phrases to spark interest.
Research what thumbnails perform best in your niche and replicate their style with your unique branding twist.
Intros: Hook Your Audience, Fast
The first 10 seconds of your video can make or break its engagement. Avoid lengthy introductions and skip straight to what your viewers came for. A dynamic preview or a quick dive into the juiciest part of your content will keep viewers hooked. This approach
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The first 10 seconds of your video can make or break its engagement. Avoid lengthy introductions and skip straight to what your viewers came for
minimizes drop-off rates and boosts your video’s overall performance in the algorithm.
Descriptions: Boost Your Video’s Searchability
Your description isn’t just filler— it’s a powerful tool for improving your video’s SEO. Write detailed descriptions packed with relevant keywords, ensuring YouTube knows exactly what your video is about. A well-optimized description increases discoverability, helping your content reach the right audience. It’s also a great place to link to related content or your business offerings for added engagement.
With these strategies, your YouTube channel can grow steadily and position itself for maximum revenue in Q4. Success starts with strong fundamentals, so focus on creating clickable thumbnails, engaging intros, and search-friendly descriptions. By staying consistent, you’ll build a channel that thrives during the most lucrative time of the year.
The School of Hard Knocks @theschoolofhardknockz on Instagram
The School of Hard Knocks is a media company that promotes financial literacy and career mentorship on social media by interviewing successful entrepreneurs such as Mark Cuban, Kendra Scott, Gary Vaynerchuk and many more.
The company has amassed over 10 million followers and has generated over 2 Billion Organic views across Instagram, Facebook, TikTok & YouTube in just 3 years. In addition to their media channel, the company also manages and produces social media content for the personal brands and companies of successful entrepreneurs across the United States. To get in contact with The School of Hard Knocks please email schoolofhardknocksinfo@gmail.com
The Skin You’re In Love
By Melissa Damiani
The month of February is all about love, and this year, it’s time to turn the focus inward with a powerful and uplifting campaign: “Love the Skin You’re In.” This campaign is perfect for your tanning salon’s social media strategy, combining self-care and the confidenceboosting benefits of a great tan. Here’s how to make this campaign shine across your platforms.
Start with a positive campaign message
Start with a clear and empowering message that can resonate with your audience:
● “Love the skin you’re in all year long!”
● “Feel confident, radiant, and unapologetically YOU this season.”
Share inspiring stories
● Client Spotlights: Feature testimonials or reviews from clients sharing how tanning and various spa equipment’s has boosted their confidence and helped them feel better in their skin.
● Staff Highlights: Showcase your team’s commitment to helping everyone feel great in their skin by sharing their favorite tanning tips.
Host a “Glow with Confidence” giveaway
Encourage engagement and spread positivity:
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● Prize: Offer a self-care package including a months’ worth of spa and tanning equipment your salon offers as well as a bundle of your favorite skincare products to help them glow.
● Create a enticing Canva or TikTok to lure in the appeal of the giveaway!
● How to Enter: Followers can engage by liking and commenting on what they love about themselves in the comments. For an extra entry they can DM you what they love best about your salon and how it makes them feel good in their skin.
Add educational posts into the mix
● Skin Positivity: Share posts about embracing all skin types; whether you have eczema, psoriasis, or any other skin condition, your skin is beautiful and deserves to be shown off!
● Tanning Tips: Educate your audience on how to achieve a healthy, even tan and how to maintain their skin’s glow. Enlightening them on the benefits of each service you offer.
● Product Features: Highlight skincare products that nourish and protect the skin all while offering you the best results. You can even schedule a weekly post about what skincare bundle
focuses on which skin condition, whether it be dry skin, a deeper darker tan, etc.
Make sure to match your visuals and aesthetics
● Use warm, inviting colors like gold, bronze, and soft pinks to match the theme.
● Create graphics with empowering quotes like:
- “Your skin tells your story, wear it with confidence.”
- “Confidence is the best glow.”
● Post visuals of clients before and after’s and how your equipment and products has helped them feel better in their skin.
Host in-salon events
Take the campaign offline with:
● Self-Love Days: A galantines day with you and your bestie is a perfect example of how to get some new clients through your door!
● Get Promo: Offer special promotions, complimentary samples, and skincare consultations to go over what they are looking to accomplish from their visits with you. Whether their focus is on spa equipment for skincare results or just to develop a deeper darker glow.
Educate your audience on how to achieve a healthy, even tan and how to maintain their skin’s glow
Use use videos to encourage your viewers
● Reels and TikToks: Create short, fun reels showing clients glowing after their sessions, behind-the-scenes content, or team members sharing what selflove means to them. Showcase your favorite products with your favorite equipment and why they pair so well together.
By centering your campaign around self-love and empowerment, you’ll be able to create a genuine connection with your audience. “Love the Skin You’re In” is more than just a campaign, it’s a movement that can inspire loyalty and confidence among your clients. Let your salon be the place where everyone feels radiant, and confident!
About the Author
Melissa Damiani | SunLync Software, Inc.
Melissa Damiani is the Sales Manager of SunLync Software, Inc. a member of the JK-North America group of companies. With the company since 2002, Melissa has served the organization in several capacities, and has extensive knowledge of all aspects required to deliver robust salon management software solutions that are designed to enable measurable growth within its users’ ever-evolving business models.
Image by Rachel Claire
To Snob Or Not To Snob?
by Ossiana Tepfenhart
Let me tell you a story about my life growing up.
When I was a preteen, I was the “odd kid out” at school. With my often-torn hand-me-down clothing from the 80s, I didn’t exactly personify the ultra-wealthy town I grew up in. My parents invested almost all their cash into moving there so that I could get a good education.
The end result? I was a little tatterdemalion who looked upon my classmates’ 90-dollar Abercrombie jeans with envy. My classmates always looked so stylish. Truly, they were the epitome of the middle of the 1990s school fashion.
I also looked at the makeup counters at the mall’s department stores with envy. I wanted, so badly, to just get a smudge of eyeshadow on me, a dollop of foundation, or a smear of lipgloss to myself. It was just out of price.
That doesn’t mean I didn’t occasionally try to get glamorous. I tried to paint my hair silver blue with some lipstick I found lying out in the sun on the ground. That almost got my head shaved because it turned into a foulsmelling glue that stunk up my classroom so bad, my teachers had to send me home early.
My attempts at looking
glamorous weren’t always from makeup found on the asphalt. I sometimes tried to wear makeup at the mall so that I could maybe convince the cool kids to speak to me for more than five seconds.
This often led to problems. Once when I was 14, I saw my school crush walking through the mall. I slowly made my way to a makeup counter and tried to put on some eyeshadow with a cotton ball only to hear the dreaded phrase:
“*Ahem* Can I help you?”
The lady at the counter looked down her nose at me. She wasn’t smiling. She was glaring and letting me know that, no, I do not need help and that I should leave the premises as soon as possible.
I got startled and immediately felt the “know your place” stare boring into my young soul. Feeling judged, I ran away from the counter with only one eye done in a deep purple shade. Needless to say, it didn’t give me the glamorous look I thought it would.
Time passed. I glowed up.
By the time I was in my early twenties, I was able to occasionally afford makeup. This led to a new passion-turnedcareer for most of my adult life—including today. I became
a fashion, makeup, and runway model. Later, I became a plus-size model, but that’s a different story.
Once I glowed up, things changed. The makeup ladies at the department store were a lot more amenable to my presence. They smiled and would subtly gesture toward their stands, but I still felt that chill of judgment from when I was a preteen.
I never really went to department stores for makeup because I always felt so out of place there. I ended up doing a lot of online orders or sticking to Ulta and Sephora because they let me play around with the makeup there, no judgment involved.
The author as a runway model.
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If you are a salon owner, this story can be a major teaching point.
In “glamour” industries like salons, fashion houses, spas, and makeup counters, there’s a certain assumption that being snooty gets you good clients. There’s a certain old-school prestige that comes with saying that you’re going to the ritziest, snootiest, most A-list spa in town.
But is it always that nice? Not really.
As a person who worked in fashion, I can tell you that most models do not really care where they go for their services. As long as the work is good, they’ll be happy to spend their money there. And as a rule, the local “in crowd” will always try to go where the glitterati goes.
People who are on the “out” crowd will pay top dollar to be serviced by people who look them up and
down, give them a judgmental look, and add a side of snobbery to their service. The funny thing is that they generally don’t stay loyal customers. After all, they’ll always be chasing the next trendy thing just because they can.
So what do the glamorous people really want?
It’s better to ask what they don’t want and work backward from there.
What most influencers and models don’t want to deal with is pretenses. They don’t want to deal with people who are snobby or fake. Keeping up your looks is a lot of work. It’s also expensive and most models don’t have the interest to splurge on treatments that cost less if they just travel 20 minutes further.
Since upkeep is expensive work, the last thing we want to do is deal with people eyeing us like a fat
paycheck or trying to make us feel like we’re not worthy. Most models I know want to go to a salon that acts like a welcoming, stressfree oasis that serves a bonus of glamour with it.
And really—is that such an unreasonable request? Not at all.
Be upscale, but welcoming. Contrary to what old school business owners might believe, upscale does not have to mean snobby. This is not the 1970s, it’s not a French restaurant with a snooty British waiter, and you don’t have to have a gold statue in front of your venue to flaunt that you’re for rich people.
Upscale can be modern. Upscale can be clean. Upscale can be friendly. Above all, upscale should be a place where people can rely on great service—even if they don’t always look like your ideal customer at first glance.
In “glamour” industries like salons, fashion houses, spas, and makeup counters, there’s a certain assumption that being snooty gets you good clients
4 Ways to Lead More Effectively Accountability
Many people use the term — it’s time to define what it means.
by Dr. Jim Schleckser, The CEO Project
Coaching employees—especially those underperforming—is often critical for a leader. Everyone seems to understand that accountability is essential, but does anyone know exactly what we’re discussing? For many, it’s a buzzword tossed around in meetings or performance reviews without clarity. However, when applied correctly, proper accountability is measurable, actionable, and transformational.
To make accountability more tangible, it helps to break it down into four core elements: identifiable outcome, evaluation, awareness, and social presence. These elements define accountability and help create the framework needed to measure and foster it effectively.
Let’s examine these elements to understand how they can elevate your leadership and improve coaching outcomes.
1. Identifiable Outcome
The first and perhaps most critical element of accountability is knowing what someone is being held accountable for. Without clarity on goals, accountability becomes meaningless.
The best way to set these expectations is by using SMART goals: Specific, Measurable, Achievable, Relevant, and TimeBound. These criteria ensure that everyone involved understands the target and can work toward it effectively.
For example, consider an employee tasked with improving customer satisfaction scores. A SMART goal would state: “Increase customer satisfaction survey scores by 10% over the next quarter.” This goal is clear, measurable, and time-bound, leaving little room for ambiguity.
Another litmus test for an identifiable outcome is to ask yourself: If a third party were to evaluate this goal, would they immediately understand what the individual is being held accountable for?
If the answer is no, it’s time to revisit the goal and clarify any misconceptions. Identifiable outcomes are the foundation of accountability, providing a roadmap for success.
2. Expectation of Evaluation
Accountability requires the expectation that progress will be evaluated. Without this, goals may lose their importance or urgency. Setting goals is not enough; a mechanism must be in place to measure progress and outcomes. This can sometimes be a tricky area, especially if the person being coached resists evaluation. You have to drive it home that their work will be evaluated and that their work will push their career forward.
Consider the example of a job description that requires an employee to be in the office by 9 AM. The expectation of evaluation means that the individual understands someone will be checking whether they or not they show up on time.
Leaders must address resistance to evaluation by framing it as a growth opportunity rather than a judgment. Regular check-ins, constructive feedback, and a supportive tone can help employees view evaluation as a tool for improvement rather than criticism.
For instance, using phrases like, “Let’s review your progress to see what’s working and where we can make adjustments,” can create a collaborative atmosphere. Even a
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quick compliment can make a huge difference.
When evaluation becomes an expected and regular part of the process, accountability is reinforced, and employees are more likely to stay on track.
3. Awareness
One of my favorite definitions of integrity is what someone does when no one else is watching. However, as a leader, you are rarely, if ever, out of sight. Your team observes everything you do— your words, actions, and decisions. This constant scrutiny means that your awareness as a leader is a critical component of accountability. Employees watch to see if you live by the same standards you set for them. Are you punctual for meetings? Do you treat team members with respect? Are you consistent in applying rules and policies? The way you carry yourself sets the tone for the entire organization.
For example, imagine a leader who emphasizes the importance of work-life balance but regularly
sends late-night emails. This contradiction undermines their credibility and makes it harder for employees to take their guidance seriously.
Awareness also extends to selfreflection. As a leader, you must continually evaluate whether your actions align with the principles you expect your team to uphold. When you model accountability, instilling the same mindset in those you coach becomes easier.
4. Social Presence
Social presence is the fourth element in establishing accountability, which can also be considered peer accountability. While some individuals are naturally self-motivated, others may benefit from the added push of being accountable to a group or a trusted partner.
In the workplace, this could mean participating in team reviews where everyone shares progress updates on their goals. Knowing that colleagues will hear about their progress—or lack thereof— can be a powerful motivator.
Similarly, managers can foster a culture of accountability by encouraging collaboration and open communication within teams.
At home, social presence might look like setting personal goals and sharing them with family members or close friends who can provide encouragement and accountability. For instance, someone trying to stick to a fitness plan might find it easier to stay on track if they share their progress with a workout partner.
The key is to create an environment where accountability is seen as a positive force, driven by mutual respect and shared goals, rather than as a punitive measure.
Coaching Accountability in Practice
Coaching accountability involves going beyond vague expectations and drilling down into specific, actionable elements. Leaders can create a framework that fosters growth and performance by focusing on identifiable outcomes, establishing a clear expectation of evaluation, maintaining awareness,
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Image by Fauxels
and leveraging social presence.
For instance, when coaching an underperforming employee, start by identifying the specific areas for improvement and setting SMART goals. Establish regular check-ins to evaluate progress and provide feedback.
Model the behavior you want to see, demonstrating integrity and commitment to your set standards. Finally, encourage employees to engage with their team, creating a sense of shared responsibility and support.
When these four elements are applied consistently, they can transform accountability from a buzzword into a powerful tool for leadership development. Not only will your team perform at higher levels, but you’ll also build a culture of trust, transparency, and mutual respect.
As a leader, accountability isn’t just something you enforce—it’s something you embody. By mastering these elements, you’ll be better equipped to coach your team to achieve their full potential and drive meaningful results.
Accountability requires the expectation that progress will be evaluated. Without this, goals may lose their importance or urgency.
Setting goals is not enough; a mechanism must be in place to measure progress and outcomes
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IST Has the Experts!
Melissa Damiani
SunLync Software, Inc.
Melissa Damiani is the Sales Manager of SunLync Software, Inc. a member of the JKNorth America group of companies. With the company since 2002, Melissa has served the organization in several capacities, and has extensive knowledge of all aspects required to deliver robust salon management software solutions that are designed to enable measurable growth within its users’ ever-evolving business models.
Alex Zeedyk
Devoted Creations
A recent University of South Florida grad, Alex holds a degree in Marketing. She started as an intern in 2021 and has since transitioned into the role of Client Relations and Social Media Specialist. With over five years of experience working in salons, she has real-world knowledge that combines with a passion for skincare and products. Alex works closely with the company’s product distribution network and 5 Star Diamond Salons to provide the support they have grown to expect from DC.
Kristin Smithers
Kristin is Certified Light Therapist through Photonic Therapy Institute and has been studying light therapy since 2019! She offers Photopuncture Therapy using torches, panels, saunas, wellness pods and more in her 18 room salon and spa.
Steve Labruna
Steven Labruna is a New York City hard techno DJ known as STM.WAV. He is most famous for helping promote top names in the hard dance world and releasing a Top 10 hit in his field.
