ISP_March_2025_issuu

MARCH 2025 | $4,95

ALL SKIN TYPES. ALL SKIN TONES.

NationalSprayTanningDay.com

From the Publisher

Dear Readers, March is a month that has an interesting reputation. It’s a month that often symbolises transition.

We’ve all heard that March “comes in like a lion, out like a lamb,” based on the way the weather seems to battle itself throughout the month.

In terms of holidays, we have St. Patrick’s Day—a day that’s famous for celebrating a man who drove the snakes out of Ireland. The holiday is celebrated by partying, plus a small side of superstition. If you look at the history of this month’s name, you’ll discover that it’s named after Mars, the Roman god of war and agriculture. In other words, it’s a unique month that always seems to involve undertones of a battle or a transition to better times.

This year, many of us feel like we’re already going through a battle.

Everything seems to be up in the air in terms of profits, our economy, and more. People feel divided, news headlines are raising alarms, and we’re living in unprecedented times.

However, now is not the time to panic. Now is the time to fight against the negativity by focusing on being a great business owner. As a business owner, I know how much every single business tends to cultivate its own community.

In a world where everyone is nervous, the most important thing you can do is to spread positivity. For many clients, the tanning salon is their go-to option for a mini-vacation, a welcome respite from the craziness of the world.

It’s easy to feel like you’re not making a difference, but the truth is, you are.

Giving people the gift of wellness, the opportunity to safely bask in the warmth of the sun, and giving them the ability to unwind is an incredibly important part of this industry.

You make a difference in the lives of every single person who walks through your salon’s doors. Your salon is a bastion of peace and glamour for people in your community. Never forget that you’re making a huge difference by doing what you’re doing.

As long as you continue to offer great service, pleasant surroundings, and a way to get away from the world, you will continue to succeed. All you have to do is believe in yourself and the tanning services you offer.

Until next time,

Onyi Odunukwe, Publisher

Publisher / Editor In Chief

Onyi Odunukwe Managing Editor / Editorial Advisory

Ossiana Tepfenhart Graphic Design

Luis Lobo Accounting/Circulation

Quinn Cooper Senior Account Executive

Quinn Cooper Contributing Writers

Samantha Neeley Lisa Saavedra Dr. Jim Schleckser Kristin Smithers Joe Schuster Alex Zeedyk How to Reach Us 2741 E Belt Line Rd, Suite 113 Carrollton, Texas 75006 istmagazine.com Interested in Advertising?

Contact quinn@glotanning.com March 2025 | Volume 29 | Issue 2 IST Magazine ISSN#2329-8545 (USPS 023149) is published monthly by Glo Tanning, 12335 N. Rockwell Ave., Oklahoma City, OK 73142. Periodicals postage paid at Flint, MI and additional offices. Postmaster: Send address changes to 12335 N. Rockwell Ave., Oklahoma City, OK 73142. For back issues, inquire for availability.

Editorial Correspondence: Address product information and inquiries to: Editorial Department, IST Magazine, 12335 N. Rockwell Ave., Oklahoma City, OK 73142. To authors, photographers and people featured in this publication: All materials, articles, reports and photos published in this publication are the property of IST Magazine and cannot be used without written permission.

The opinions and conclusions recited herein are those of the respective authors and not of IST Magazine. IST Magazine is not responsible for returning unsolicited manuscripts, photos or other materials. Every effort will be made however, to return rejected manuscripts, etc., if they are accompanied by sufficient first-class postage, but the publisher will not be responsible for loss of any such material.

Copyright© 2025. All rights reserved.

Printed in U.S.A.

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49 The Creative Corner

Contents

IN EVERY ISSUE

IN THIS ISSUE

12 Glo Showcase

08 Revolutionazing The Industry

COLUMNS 1

From the Publisher

16 Monthly Motivation

43 Salon of Distinction 62 Contributors

March 2025 | Volume 29 | Issue 2

Why Tanning Is The New Full-Body Skincare

ALL SKIN TYPES. ALL SKIN TONES.

NationalSprayTanningDay.com

FEATURES 08 Revolutionazing The Industry

Why Tanning Is The New

Contents

March 2025 | Volume 29 | Issue 2

Full-Body Skincare

20 Mastering Time Management

As a Manager or Owner

23 When The CIA Warns You About Employee Behaviour

You Should Listen

29 Spring Into Spring 33 Warren Buffett Hates EBITDA Here’s Why You Should Too

36 Shining a Light

1

My Experience at the Heartland Tanning VIBE Expo

41 Compliance Reliance 47 Peak Season 2025 Success

Proven Strategies to Boost Profits

52 Take Your Salon To The Next Level

By Focusing On Being A Commission Coach

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8

60 Talking About Heartlands Tan

January 2025 VIBE Event

IST Live

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Advertorial

Revolutionizing the Industry Why Tanning is the New Full-Body Skincare

For years, spray tanning has been known for giving clients a quick, sunkissed glow. But times are changing, and so is the tanning industry.

Tanning is no longer just about achieving a deeper skin tone—it’s about enhancing your skin’s overall health and appearance. Today, spray tanning is evolving into a full-body skincare solution, offering benefits that go beyond just aesthetics. As a tanning salon owner or spray tan artist, you’re at the forefront of this transformation, leading the charge to redefine tanning as a vital part of modern beauty and wellness routines.

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“Why Modern Spray Tanning Is a Beauty Innovation” Tanning is no longer just about color—it’s about enhancing your clients’ skin in ways that align with today’s evolving beauty standards.

With advancements in spray tanning technology and products, you can provide a comprehensive skincare experience that addresses multiple skin concerns.

1. Create Even Skin Tone and Texture A customized spray tan offers more than just a healthy glow. It can help reduce the appearance of stretch marks, scars, and other imperfections, providing a smooth, even-toned complexion. For clients, it’s like wearing full-body makeup— without the hassle.

2. Offer Tailored, Natural Results Gone are the days of one-size-fitsall tans. Modern tanning solutions allow you to customize shades that complement each client’s unique skin tone. Whether they have fair or deep skin, your clients want natural, glowing results that enhance their beauty—not cover it up.

3. Build Confidence Through Glow There’s something undeniably uplifting about the post-tan radiance. When clients leave your salon glowing, they’re not just getting a tan—they’re walking away with a renewed sense of confidence and empowerment.

March 20th, 2025: Re-imagine National Spray Tanning Day as a Celebration of Full-Body Glow As professionals leading the charge in the tanning industry, you have a unique opportunity to redefine how tanning is perceived. This March 20th, let’s re-imagine National Spray Tanning Day—not just as a day to celebrate a tan, but as a day to promote the radiant, skinenhancing benefits of full-body glow.

Encourage your clients to view spray tanning as an essential part of their beauty and wellness routine.

Use this day to educate your clients about the deeper benefits of tanning: it’s not just about looking good—it’s about feeling good, too.

Showcase how your customized spray tans and skincare-infused products like WELLFIT SKINCARE SOLUTIONS can boost their skin’s health and confidence.

Capitalize on the Tanning Trend: How to Stay Ahead in a Growing Market Tanning is no longer a seasonal service—it’s becoming a year-round trend, driven by a shift in consumer priorities toward wellness and beauty. As a salon owner or tanning artist, this presents an incredible opportunity for growth. Here are a few ways to position your salon as a leader in this evolving space: •

4. Elevate Tanning with Skincare Benefits Today’s tanning products do more than just color the skin—they nourish it. With ingredients like antioxidants, hyaluronic acid, and vitamins, these products hydrate and revitalize, transforming your tanning services into wellness treatments that promote healthier, more radiant skin.

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Invest in High-Tech, Customizable Solutions: Consider offering spray booths or products that allow you to personalize each tan to a client’s specific skin needs.

•

Upgrade Your Product Lines: Introduce skincare-infused tanning solutions to appeal to clients who want both a glowing tan and healthier skin.

•

Introduce Wellness-Focused Services: Pair tanning with other skin treatments like

hydration facials or skin rejuvenation services to attract new clients and deepen loyalty among existing ones.

Your Role in the New Beauty Era: Empowering Clients with FullBody Radiance •

As a tanning professional, you’re no longer just applying a tan—you’re helping your clients enhance their skin and confidence. You’re a beauty expert, guiding clients through the process of achieving radiant, healthy skin from head to toe.

•

This National Spray Tanning Day, use the opportunity to educate and inspire. Show your clients how spray tanning can be a skincare ritual that complements their overall beauty routine. Highlight how a customized tan—combined with nourishing ingredients— can provide them with glowing skin that not only looks beautiful but feels incredible.

•

By embracing tanning as a holistic skincare solution, you’re not just offering a service; you’re transforming lives, one spray tan at a time.

Let’s lead the way in this new era of beauty. Elevate your salon, inspire your clients, and celebrate the transformative power of full-body radiance. Together, we can redefine the tanning industry as the ultimate skincare solution, one spray tan at a time.

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Showcase

The Glo Spotlight Glo Tanning New Salon Opening

by Quinn Cooper

Every salon opening has its own story, molded by the franchise owners as well as the company they work with.

Today, we’re going to take an in-depth look at the newest Glo franchise to hit Florida: a new Palm Harbor location spearheaded by Mallory DeStefano and Sterling Birdsong.

Let’s see what they have to say about their journey as franchise owners.

How many Glo locations do you currently have, and what are your future plans?

Sterling: I currently own one Glo Tanning location. My goal is to grow within the Glo franchise, opening or acquiring additional locations.

I believe the sky is the limit, and I never set limits on what I can achieve.

Mallory: We currently have one location, with visions to grow as big as we can. I don’t believe there is such a thing as putting a limit on how many so if it’s 5 or it is 10, we are totally down for that!

I would truly love to be able to help fellow cosmetologists who are ready to be done doing hair, but don’t want to leave the industry.

The opportunity it has given me is so much more than just being an operator and if we can do that for other stylists I just know it would fulfill my heart.

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What is your favorite thing about Glo? Sterling: What I love most about Glo is the unmatched quality. Being the premium option in any industry consistently leads to success. I truly believe we offer a superior product compared to our competitors, which makes it both exciting and rewarding to sell.

Mallory: My Favorite thing about Glo? Oh gosh, I could write a whole summary on just that. Number one favorite thing, hearing how much our guests love the services, the aesthetic, the cleanliness, the idea of what we offer and the staff. Of course, then, going hand in hand with that is being able to see their results and celebrate those wins with them.

What inspired you to become a franchisee?

Sterling: I’ve always aspired to be a business owner. After earning a degree in Entrepreneurship from Saint Leo University, I began a career in banking, helping small business owners secure financing.

As an SBA lender, I worked with many different businesses, but Glo stood out because of the strong financial performance I observed.

Meeting Onyi reinforced my decision—his leadership and vision made me confident that Glo was the right opportunity.

Mallory: My inspiration to be a bigger part of Glo came when I was Salon Leader at the Tampa location. I have been in the beauty industry at that time for 16 years, so I knew I loved the industry and I also knew I did not want to do hair forever.

It was kind of a no brainer for me because I do truly get the best of all the worlds, I get to lead, I am still helping people feel and look beautiful, the opportunity to continue to grow is there and I know I do not have to stand behind the chair in the same spot for 12 hours.

How has your community responded to your Glo location since opening?

Sterling: The response has been overwhelmingly positive. We’re focused on further raising awareness by participating in local events and becoming more active within the community.

Mallory: The community has been so kind and super excited about us being there. The amount of great feedback on the location and all the details has been truly one of a kind and I am beyond proud to say we are part of the Palm Harbor Community.

What advice would you give to someone considering opening a Glo Tanning franchise?

Sterling: My advice is to have a solid plan for daily operations. Someone needs to be hands-on and actively involved in the salon during the early stages of the business. Passive investment isn’t realistic, so if you’re not planning to work full-time, you’ll need a partner who will.

Glo’s partnership program, which pairs operators with investors, is a fantastic solution that benefits everyone involved.

Mallory: I would say DO IT and I would tell them to be open to pivoting and when something may not work lean on your support team and come up with a solution that will work for you and your team. As with any new endeavor, there will be lessons learned and keeping your head up and redirecting when needed is not a horrible thing.

What goals do you have for your location this year, and how do you plan to achieve them?

Sterling: Our immediate goal is to reach 500 members; we’re currently at about 110. To achieve this, we’ve

launched a direct mail campaign, increased our ad spend on Meta platforms, and added road signage.

We’re also introducing Spa Parties and participating in more local events to boost awareness and engagement.

How has being part of the Glo Tanning franchise network impacted you personally and professionally?

Sterling: Although I’m still early in my journey as a Glo franchisee, I’ve been impressed by the supportive network of Glo owners. It has also positively impacted my lending business, allowing me to fund more Glo projects. On a personal level, working with Onyi and the Glo team has been an invaluable learning experience.

From site selection to build-out and grand opening, their support has been instrumental every step of the way.

Mallory: Oh! Being a part of Glo on this level has taught me literally so much. Who knew you had to check your email 100000 times a day? And did you know there is a way to always respond to all of them?

I have learned how to be a better business owner, a different form of time management, how to pivot so quickly and come up with quick solutions. This journey is just beginning, so I know there are so many more ways it will impact my life, but right now it’s been all for the better and nothing but positive both personally and professionally.

Every salon opening has its own story...

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Monthly Motivation

1. Understand Your Customer The foundation of any successful sale is understanding your customer’s needs. Ask openended questions to discover what they’re looking for in their tanning experience. Are they first-timers who need guidance or experienced tanners looking to try a new product? Customizing your approach based on their answers can streamline the process immensely.

Tip: Look into what they have purchased in the past and then make your recommendations.

Leave notes in customer accounts with information you received during your conversations with them.

Having notes is the fastest way to custom-tailor your sales pitch to your clients. This not only personalizes the experience, but also helps you anticipate future needs.

Keep in mind: When customers are confused they refuse.

2. Simplified Product Offerings When it comes to tanning products such as lotions, sprays, or equipment, offering too many options can overwhelm customers.

Confusion will lead to a refusal.

Simplify your product range and highlight the top sellers or bestrated items. This not only eases decision-making but also positions you as the expert.

Tip: Place your top-shelf lotions at eye level. Do not place them on the “Top Shelf.” This is sales psychology. When you reach to grab from the top shelf, the client thinks, “That’s expensive!”

Make your top selling products an easy grab for consultants and you’ll eliminate the thought of “expensive” from your client.

3. Clear Pricing And Packages Nothing complicates a sale more than confusing pricing structures.

Make your pricing transparent; consider offering package deals that provide value while keeping choices limited.

package could include an introductory session and a free sample, which would simplify their decision-making process and introduce them to recommended products.

Tip: Use a visual display (like posters or digital screens) to advertise your packages clearly.

This grabs attention and facilitates easy conversations. It is important we provide tools that cater to all learning personalities (visual, auditory, and kinesthetic) 4. Educate With Easy Communication Use your expertise to educate customers, but keep your information simple. Instead of overwhelming them with ingredients and technologies they don’t understand, use simple words to build value in the product or service. Allow the customer to know what the product/service will do for them and how they need to use it.

Tip: Create quick, engaging training materials for your staff. This ensures they can communicate with simplicity and confidence.

K.I.S.S.

By Samantha Neeley, Glo Tanning Sales Expert

For example, a first-time tanner

Keep It Simple Sales 16

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Interactions with customers after a sale are essential for developing customer loyalty. A simple follow-up with them during their visit by asking how they enjoyed their experience keeps the lines of communication open and demonstrates that you care.

Tip: Consider automating simple follow-ups through email or SMS to keep it efficient.

So, pucker up and K.I.S.S.: KEEP IT SIMPLE SALES. Simplifying your sales strategy in the tanning industry can lead to better customer experiences and increased loyalty. By focusing on understanding your customers, simplifying offerings, and maintaining clear communication, you can create a welcoming environment that encourages repeat business.

I’ve been in the tanning industry for 25 years, and things have definitely changed a lot since I first came in. But, you know what hasn’t? The basic rules of selling and how to get those salon profits up! I’ve done pretty well for myself, and I’ve helped other salons make more money too. You might be wondering how I did it. It’s all thanks to the K.I.S.S. system I came up with back in 2006.

In the competitive world of tanning salons and products, simplicity is your friend in sales. When customers are bombarded with choices, clear communication and simple offerings can make a world of difference. Here’s how you can K.I.S.S. your customers and be very effective in your sales approach.

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5. Follow Up With Care

Remember, in sales,

less is more!

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Feature

D

o you struggle with time management as a salon owner?

You’re not alone. It never feels like there’s enough time. While your business card may read “Owner” or “Manager,” it could just as easily say “Shift Filler, Accountant, In-House Therapist, Customer Complaint Specialist, and Employee Conflict Mediator.”

With so many responsibilities pulling you in different directions, it’s easy to end up cramming a full day’s worth of work into just a few hours, all while juggling the unexpected challenges that pop up.

The difference between being an effective manager and a frantic one boils down to one key factor: time management. According to Bob Phibbs, the author of You Can Compete: Double Sales Without Discounting (a fantastic read!):

You might be wondering how you can manage your time without hurting your sales. Here are a few tried-and-true strategies to help you take control.

Start With A List Begin every day by creating a list of personal and professional tasks that need to be completed. Building your day around this list will help you stay focused and prevent outside forces from derailing your plans.

Prioritize Training One of the biggest time-wasters for managers is answering routine questions like, “How do I ring this up?” or “Where can I find this?” If your staff frequently asks these types of questions, it’s a sign they may not be adequately trained.

Incorporate training into your daily to-do list by setting aside time to teach your team something new each day. A well-trained staff will save you time in the long run.

Set Clear Goals

Give Praise Regularly

Sales goals are critical to keeping the team aligned and focused. Check your salon’s schedule and assign daily sales goals to everyone working.

Despite inevitable distractions, this simple step ensures that your primary objective—hitting your sales target— stays front and center.

Employees who feel appreciated are more likely to go above and beyond. Take time weekly or monthly to recognize your staff’s efforts. It doesn’t have to be elaborate—a small gesture, like bringing coffee and saying, “You’ve been doing a great job,” can have a big impact. Little acts of recognition go a long way in boosting morale and productivity.

“Managers are frequently subject to the whims of forces outside their control. You’re either passive and a victim of these demands, or you’re proactive and the master of your day—and the way you feel stress varies greatly between those two approaches.

If you walk into work harried and overwhelmed, that will set the tone. But if you walk in saying, ‘I know what’s most important to accomplish today,’ you’ll feel more in control and less stressed.”

Time management is undeniably challenging. However, by implementing some of these ideas into your daily routine, you’ll find yourself with more time to focus on what truly needs to be done, rather than simply reacting to what pops up.

Remember: Either you run the day, or the day runs you.

Mastering Time Management

As A Manager

By Lisa Saavedra 20

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Or Owner

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Feature

When The CIA Warns You About Employee Behavior,

You Should Listen

By Ossiana Tepfenhart

Did you know that the CIA actually published a book detailing how people could sabotage organizations from the inside? Though it was written in 1944, the truth is that the information in there still remains relevant today. The CIA is not a dumb organization. It’s an organization tasked with helping national security and was also linked to the rise and fall of several major global political movements. They know what to watch for when it comes to organization action.

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The book was called The Simple Sabotage Field Manual, and in it, there were several pages detailing what a person trying to sabotage an organization should do. The funny thing is that many of those same actions are unconsciously done by employees who simply aren’t good hires. We all know that a bad hire can hurt your bottom line. Make no mistake about it—if your new hire makes these moves, even the CIA would advise you it’s time to let it go.

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They bring up irrelevant issues all the time, especially during very focused meetings.

Imagine the following scenario: you’re having a meeting with your staff members because you began to notice increasingly aggressive behavior from your clients. You’re worried about the safety of your employees. This is a meeting you have said will focus on safety and only safety.

Your employee, Ralph, has decided that now is a good time to talk about scented trash bag liners.

You politely tell Ralph that this is not the right time to discuss this.

Ralph redirects the conversation to the liners anyway, arguing that he should be given the right to speak about it.

If Ralph’s behavior is a regular occurrence, you might want to let him go. It was cited as a highly effective way to sabotage an organization for a reason: it actually makes it hard for everyone to focus, all while eating away at precious time.

They “haggle over precise wordings” and won’t stop trying to re-open old issues.

This was another major suggestion given by the CIA to destabilize a company: never stop bickering about small details. Even when the matter has been put to rest, open the matter back up again.

It’s not just annoying. It’s inefficient.

Let’s take our example, Ralph, again. If he keeps opening up that debate about the garbage bags

even after you buy the lavenderscented ones he suggested, he might be actively trying to harm your company’s culture.

They constantly misunderstand the work they’re supposed to do.

When you hired Ralph, you made sure to give him an end-to-end training session on how to clean your tanning beds, how to sell your lotions, how to organize the lotions, and how to greet customers. You’re shocked to hear that Ralph’s coworkers started to notice that he’s not cleaning the beds or organizing lotions properly.

When confronted with this, Ralph replies that he “didn’t understand” the instructions. He then goes on

In most cases, people who misunderstand commands aren’t trying to do this out of malice. They might genuinely not understand what they’re doing.

However, if you’ve exhausted yourself trying to teach a “Ralph” how to do his job while everyone else seems fine with it, he might just be a bad fit for the company.

Communication is absolutely essential to a good company. But, there’s also a point where you have to wash your hands of an employee, shrug, and say, “Hey, I tried, but it’s not a good fit.”

They constantly question you and your abilities.

Imagine you’re working on a new sales pitch. You’re training your employees on how to sell SuperTanner, a brand-new tanning lotion. SuperTanner’s own representatives taught you how to pitch it and you’re just explaining it to your staff.

Ralph pipes up: “Oh, I don’t think that this will work. People won’t go for it.”

You explain to him that this is how the lotion needs to be sold. The representatives want it to be sold that way. Ralph then starts to pitch a fuss, saying “people will never want it if you sell it that way,” and that he’s now so worried that he won’t make a commission.

After the training session gets derailed, you’re beginning to question yourself. Should you really have gotten SuperTanner? Maybe you’re not as good at this as you thought.

No. Wait. That constant wheedling and negativity? That’s actually a method that the CIA used to destabilize major companies. If your employees constantly question you or make you think negatively about something, it may be time to let them go before they actually affect your confidence.

Their work is always subpar, but the blame is never on them.

A client runs out of a tanning room Ralph was in charge of. She has a growing sunburn and she’s crying

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to ask endless questions, many of which could be answered if he just looked back at his employee handbook. You’re shocked. You thought your communication was crystal-clear, but Ralph is totally lost on it.

You start to notice a pattern. Ralph blames a lack of training, poor tools, and others for all his mistakes. He cannot and will not allow anyone to hold him accountable. If that isn’t a red flag, I don’t know what is!

You notice that Ralph is always “on break” or away from his desk.

You hired Ralph because you were in dire need of a staffer during busy season. However, it seems like he’s always not there when you need him. He’s taking extra long at the bathroom, constantly distracted at work, and often ends up leaving the salon’s main desk unattended despite all chambers in use.

While every employee needs a break for a snack or a trip to the loo, the truth is that we all know when people are trying to skirt their work.

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Your employee turns away important calls even when you’re nearby.

When your sister called the front desk asking for you, Ralph told her that you were away. This wasn’t true. You were literally right three feet away from him talking to a client. Your sister tells you the truth after the fact.

Communication is key with any business. That’s why a company that is hard to reach is a company in peril. If you’re dealing with an employee that never returns calls, that’s a serious issue.

You found out your employees have a serious rumor mill going on—and it started with ONE person.

Lately, you’ve noticed your employees acting a little funky.

They seem to be unusually quiet around you. Finally, you pull aside your long-time employee and ask them what’s going on. You can’t help but notice the atmosphere change.

Your employee tells you that they heard about how you were going to cut wages so you can get a new Porsche. The problem? This isn’t true. It’s a wild rumor. You round up your employees to find out who started this rumor. They all point to Ralph.

Rumors are a great way to turn friends against each other—and also tank a company.

The moral of the story: watch for toxic employees.

It’s true. A chain is only as strong as its weakest link. You can train up a good employee with the right attitude and the right mannerisms.

You can’t train or educate a person whose attitude is not compatible (or even detrimental) to your culture.

Take a look at the CIA handbook’s “advice” for saboteurs. Does it remind you of a “Ralph” of your own? If so, you know what to do.

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out in pain. She’s got very fair skin. Ralph says it’s not his fault, because it’s a broken tanning bed.

You go in and look. The bed is fine, but it’s not cleaned and it’s on the wrong setting.

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Spring

Feature

Into Spring

By Alex Zeedyk

S

pring is in the air! You know what that means, right? It’s close to vacation time. If you have ever asked yourself, “Should I tan before vacation?” The answer is “Yes!” Getting a good base tan before vacation will help your skin prepare for soaking up the sun on the beach. By getting a base tan, your skin becomes three times less likely to burn from sun exposure than if you were to go out without a base tan.

Busy season for the tanning industry is anywhere between mid-February to May, depending on where you are located. This is when you will have the most tanners paying your salon a visit—some faithfully while others just sporadically.

During these times, you will want your staff to be educated on all things related to lotions and services, so they are equipped to handle all the craziness going on in the salon. Make sure they are on top of ingredients, what products to recommend, and how certain services will help with desired results.

Training is vital right now. This will not only make a sale but will also create relationships with clients. It shows them you care about their skin and the results they want to achieve in your facility. In return you build long-term relationships with these clients that will get them in your doors for years to come.

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Talk About Lotions We have a large variety of lotions catered to different clients’ needs. They vary from sunless tanners to lotions that do multiple services. Your goal is to know which lotions to pair with your clients.

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A highly demanded product line features our indoor/ outdoor products, which are perfect for a spring breaker to bring with them on their vacation. That way, they can build their base at the salon with the lotion, and then bring it with them on their adventure.

Getting Your Spring Break Home Base Starting off the season right typically means new tanners coming in to build a base. That means they will need to have the right tanning supplies for that base tan.

This is a fantastic way to drive up your sales.

Creating fun and enticing packages can always increase sales. You can call these “Spring Break Essentials,” which will contain the basic tools for building a base. To promote this, create detailed pictures in Canva explaining why certain products pair well together.

Is it their fragrance, their formulas, their ingredients…?

For example, if you want to create a bundle for a client that wants to use red light services, tan, and sunless tanning, you would use the new Collagenetics Illuminate collection consisting of: Light Lotion, Cream Concentrate and Beauty Balm.

This also creates the perfect opportunity for product bundling and educates new and existing clients on lotion awareness. You could also create a maintenance kit for a sunless tanner or someone who needs to prolong their glow.

Busy season for the tanning industry is anywhere between mid-February to May

A step-by-step campaign on how to properly tan would be both useful and helpful to new tanners.

This could contain anything from guidelines to tanning less, building your base properly, shedding light especially on the importance of not overexposing your skin, coming in earlier rather than later.

As some would say, it’s best to start dipping your toe rather than diving headfirst. Below are a couple tips and tricks to follow: 1. Educating them on the importance of starting at least a month earlier than their vacation date.

2. Start at a lower time and increase time with each session to avoid overexposure. This is the best way to allow your skin to build up a natural tolerance to UV rays on your vacation and get a beautiful tan.

3. The right lotions will make an impact on your results. For example, our lotions will speed up the tanning process and are loaded with skincare.

4. A tan extender will keep your skin hydrated and prolong your results.

5. A sulfate body wash and a hot shower will strip your color away fast.

Another fun way to help with your salon’s social media presence would be to promote sales for your salon. You can call it “Springing into spring break” or something similar, and have it be a series of posts.

These posts can highlight the different sales going on throughout the salon to keep your clients posted and informed. Also, make sure to mention updates well as the bundles and product informative posts.

It’s imple yet effective.

A new season brings on a new chapter. Thrive on all these opportunities to share with your salon all your tips and tricks. Educate them on all services and products you love and live by while also welcoming in all new clientele with open arms and lots of promotions to make their visits successful.

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Campaign Ahead

March 2025

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Warren Buffett Hates EBITDA

Here’s Why You Should Too

By Dr. Jim Schleckser

The true worth of a business lies in its ability to generate cash, not just its earnings on paper.

If you’ve ever reviewed an investor pitch deck or a sales memorandum for a company, chances are you’ve come across the term “EBITDA” prominently featured. It’s often the gold standard for evaluating a business’s profitability.

For those unfamiliar, EBITDA stands for Earnings Before Interest, Taxes, Depreciation, and Amortization. It measures how much money a company earns before accounting for several key expenses.

It’s frequently used to show profitability and as a metric to determine a company’s sale price, typically framed as a multiple of a company’s EBITDA. For instance, a business might be sold for two or three times its EBITDA. However, despite its widespread use, EBITDA has a major critic: Warren Buffett, often regarded as one of the world’s

most successful investors. His deceased business partner, Charlie Munger, also disagreed with this metric.

Buffett’s reasoning boils down to one key idea: EBITDA doesn’t reflect a business’s real health or value because it ignores cash flow.

The Problem With EBITDA: Inside The Black Box One of my professors, Izzy Stemp, explained the shortcomings of EBITDA with a clever analogy.

He described it as a “black box” experiment. Imagine someone hands you a black box, and at the end of the year, you open it to find nothing inside. How much would you pay for that box? Maybe $20.

It’s just a box.

Now imagine that the same box contains $1 million at the end of the year, with the promise of holding $1 million every year after that. How much would that box be worth now?

A lot more—perhaps $3 million or even $5 million.

This analogy perfectly explains why Buffett dislikes EBITDA. A business’s value lies in how much cash it generates each year, not how its earnings look before factoring in critical expenses.

Simply put, EBITDA only shows part of the story.

This distinction becomes even more critical in capital-intensive businesses, such as manufacturing or real estate. These businesses often require significant investments in equipment, inventory, or buildings.

Over time, these assets lose value, leading to depreciation costs. While depreciation might seem like an accounting line item, it represents actual expenses that can’t be ignored.

The Hidden Costs Of Capital Investment For capital-intensive businesses, depreciation reflects the ongoing need to reinvest in assets to keep the company running. Your business is effectively decaying 33

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if you’re not making these investments to replace or upgrade your equipment, inventory, or facilities.

To remain competitive and productive, you must continually invest—usually at a rate similar to your depreciation expense. Here’s the problem with EBITDA: it ignores these capital investments.

A business may appear profitable on paper because EBITDA excludes depreciation and other costs. However, as Buffett often points out, a company can be EBITDA-positive but cash flownegative. And when a business runs out of cash, no amount of EBITDA will save it.

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However, if you’re on the other side of the table—buying a business— you should take a lesson from Warren Buffett. Don’t rely solely on EBITDA to gauge a company’s health. Dig deeper into the company’s financials to evaluate its free cash flow. This will give you a clearer picture of whether the business generates enough cash to support its operations and future growth.

When Buffett evaluates companies, he zeroes in on free cash flow as the accurate measure of a business’s worth. He wants to know how much cash will be in the “black box” at the end of the year.

This approach helps him avoid businesses that look profitable on paper but fail to generate enough cash to sustain themselves.

Selling Vs. Buying A Business

On paper, his business seemed profitable. It was a $100 million company generating $10 million in EBITDA. However, the firm also needed $15 million annually

Despite its flaws, EBITDA continues to dominate investment prospectuses and sales pitches.

Focusing on EBITDA can help you attract buyers and secure a higher

LOREM

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0.234

IPSUM

123.07

0.134

DOLOR

2245.0

1.654

AMET

12.066

0.934

VENIAM

131.77

1.566

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Eventually, the company ran out of cash and had to close. The owner had focused so much on EBITDA that he ignored the business’s real financial health: its free cash flow.

Free cash flow, unlike EBITDA, represents the actual cash a business generates after accounting for all expenses, including capital investments and interest payments. It’s the cash left over to reinvest in the business, pay dividends, or reduce debt.

I once worked with a client who ran a highly capital-intensive business.

He had been trained to focus on EBITDA as the primary measure of success. He reported positive EBITDA each year and believed his company was growing in value. However, he overlooked the cash required to fund his capital investments and pay interest on the company’s debt.

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sale price if you’re selling your business. Investment bankers often use EBITDA to frame the valuation of similar companies and highlight the profitability of your business.

Why Warren Buffett Values Free Cash Flow

A Real-Life Example Of EBITDA’s Flaws

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to cover investments and interest expenses. That meant the company lost $5 million in cash yearly, even though EBITDA suggested otherwise.

The Bottom Line: Focus On Cash Flow While EBITDA may be a convenient way to compare businesses, it’s an incomplete measure of financial health. For capital-intensive companies, ignoring the impact of depreciation, interest, and capital expenses can lead to a misleading picture of profitability.

Whether you’re running your business, preparing it for sale, or considering buying a company, always look beyond EBITDA. Focus on free cash flow to understand the real value and sustainability of the business. Warren Buffett’s advice is simple yet powerful: a business’s worth lies in its ability to generate cash—not just its ability to look good on paper.

The true worth of a business lies in its ability to generate cash, not just its earnings on paper

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Shining a Light

My Experience at the Heartland Tanning VIBE Expo

By Kristin Smithers

What Is Photobiomodulation?

On January 25th, 2025, I had the amazing opportunity to speak at the Heartland Tanning VIBE Expo in Kansas City, Missouri. It was an inspiring and incredible experience to share the stage with industry leaders like Jerry Deveney from POLY. I was eager to help the attendants dive into the fascinating world of photobiomodulation (PBM), or light therapy. The energy in the room, as well as the energy of the entire event, was incredible! It was clear that the interest in this light therapy is growing, and I was and am excited to help shed some light on it.

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I started my presentation by trying to explain photobiomodulation in the easiest way possible. Essentially, PBM uses specific wavelengths of light to recharge our cells’ “batteries,” helping them do their jobs better.

Cells are supposed to be pros at converting food into energy, but as we age, or face health challenges like disease, cancers, or even exhaustion, that process can slow down. Light therapy gives this process a boost, helping to revitalize cellular respiration and ATP (energy) production.

A concept I love to share is the “Halo Effect” or “Champagne Waterfall Effect,” where cells absorb all the light they need, then once they “fill up,” the cells place the energy overflows into the areas around the cells. Through this, benefits are carried through the bloodstream to other parts of the body that may need it.

The Cellular Benefits of Light Therapy The mitochondria, the powerhouses of our cells, play a key role in why we feel better when light therapy is used. They are also the reason why we feel not so amazing if they aren’t working properly. Mitochondria produce energy that is critical to our living functions but are also highly vulnerable to oxidative stress.

This stress can damage DNA and slow them down, and can eventually lead to abnormal growths or even tumors. Light therapy helps reduce free radicals, encouraging a cleanup process called apoptosis, which keeps our cells healthy, dying properly and working optimally.

The Importance Of Dosage Getting the right light therapy dose is crucial. Too much can lead to what’s called a Herx Reaction, where the body feels overwhelmed

during detox. Here are some general guidelines I shared during the presentation: •

Skincare Dose: Around 5-15 joules

•

Therapeutic Dose: Around 30-50 joules

•

Maximum Dose: 100 joules per day

I also showed the audience how to calculate joules based on their devices. Once you get the hang of it, it’s actually quite simple! It is critical to know how much your device is putting out. Some may be putting out too much which can hinder results, or some may not be producing enough and clients won’t see results.

Device Regulations Matter Another important topic I covered was the difference between FDA medical device classes and what each is allowed to claim in regards to light therapy devices. Here’s a quick breakdown by category…

510(k) Registered Devices These are what I call the Golden Standard. These devices are proven safe and effective at helping a specific condition. Without this registration, devices don’t have much, or any, pre and post market regulations and testing. With a 510(k) registration you are able to make the medical claims of what that device is registered for.

General Wellness (ILY Category) Devices These can only claim general wellness benefits, you cannot make medical claims with this. Simply because they have not been proven effective to help a specific ailment.

These devices you can only say reduce pain/inflammation, increase circulation and stimulate cellular repair and regeneration.

Jerry Deveney made a great point comparing poorly made devices to “Christmas lights” that look nice but

don’t do much. In contrast, Poly’s devices are FDA 510(k) registered and approved to be used over-thecounter to treat things like fine lines, wrinkles, acne, and pain, depending on the model. This is truly a gamechanger for the industry to be able to have devices we can make medical claims about.

Building Connections What really stood out to me at the expo was meeting so many salon owners who’ve already embraced light therapy. It’s inspiring to see how this technology is being used, but it’s clear there are still plenty of questions out there without a set standard for proper education.

That’s why I’m offering my presentation slides to anyone interested. You can grab them by filling out the contact form on my website: www.sunnyshorestanning. com/kristinsmithersclt.htm.

A Personal Note to Owners There are moments in your life when you just begin to realize how important networking truly is. For me, the Heartland Tanning VIBE

Expo was one of those moments.

It was amazing to see how many people who were passionate about their salons were there. And you know what? We need to stick together!

I’m committed to making this column as valuable as possible for salon and spa owners. If you have any specific questions or topics you’d like me to cover in future columns, don’t hesitate to reach out to me at kristinleesmithers@gmail.com. I’m here to help and want to ensure that the content I share directly supports your business and success!

Lighting The Way Forward The Heartland Tanning VIBE Expo was such an incredible experience for me. It reminded me of the power of education and the importance of continuing to share what we know.

Light therapy has the potential to truly change lives, and by spreading awareness, we can help ensure it’s used safely and effectively.

A big thank you to everyone who attended and reached out afterward.

Let’s keep the conversation going and work together to help our clients live their healthiest, happiest lives!

The benefits I highlighted in the presentation included how light therapy…

•

Increases Vasodilation by trapped Nitric Oxide releases into the bloodstream, causing blood vessels to relax, then circulation is boosted causing cells to get a nutrient boost.

•

Increases ATP production, which means more energy for our cells, our body and our functions.

•

Reduces Pain by blocking pain signals, reducing inflammatory cytokines, and the boost of circulation increases range of motions.

•

Slows aging by increasing growth factors and protecting healthy cells from the oxidation process

•

Reduces inflammation by blocking unstable cells.

•

Boosts immune response by taking in repair materials and pushing out waste.

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Compliance

Reliance

By Joe Schuster

As the new year rolls in, many salons take this time to “gear up” for the upcoming prime season of indoor tanning. Equipment maintenance that may have been put off now becomes an absolute must with the season now in full focus. A central piece to that maintenance is sunbed and sunbooth lamp replacement.

Our industry is regulated by one of the most stringent of all regulatory agencies: the Food and Drug Administration. The FDA has regulated our industry since the inception of modern indoor UV tanning systems by 21CFR1040.20, a federal regulations code that ensures the safety of tanning clients nationwide.

Aimed mainly at equipment manufacturers, this CFR, or Code of Federal Regulations, includes timing systems, exposure schedules, labeling and replacement lamp compliance. In order to continue offering indoor tanning services, you need to abide by the codes.

Let’s focus on lamp compliance for now. All UV systems must comply with this CFR and for this purpose, your sunbed’s output is tested with an original or OEM lamps.

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The system can only provide up to 4 Minimal Erythemal Doses (MED) on a skin type II person.

An erythemal dose is the least amount of UV that induces a reddening of the skin. All sunbeds can only produce a maximum of 4. The amount of lamps, the lamp’s intensity, the thickness of the acrylic, and the output of the ballast system will all weigh in on the total output or exposure time.

When the lamp has gone through its useful life, you can either stay with the original lamp or choose an FDA-compatible replacement. Either is alright, since regulations make it possible to standardize everything.

Here’s where it’s important to choose the correct lamp. Simply because a lamp fits or has the same listed wattage, does not necessarily mean it’s FDAcompliant. When choosing the correct lamp, always ask the supplier if it is FDA-compatible with the sunbed or booth’s original lamp.

Worried about your sunbed’s certification? Curious about lamp standards? We got you. For more information on this and other applicable subjects, take our Sun is Life salon certification course at

www.sunislife.com

Choosing a non-FDA compatible-lamp can line up a series of unintended consequences for the owner. With the increasing popularity of red light therapy systems, some salons may also contemplate replacing or retrofitting a sunbed with red light therapy lamps.

It is imperative to select a compliant RLT system from a reputable manufacturer rather than attempting to retrofit existing sunbed equipment. Retrofitting or relamping an existing sunbed or sunbooth with RLT lamps can be hazardous.

This alters the device’s original design and potentially voids insurance coverage, as the product is now a misbranded, non=compliant medical device. It has not been approved by the FDA as a compliant system with those specific RLT lamps, labeling or timing system.

It can also void the bed’s UL /CE/ ETL listing, as the unit has not been certified with those replacement lamps and can expose the operator to liability. However, RLT systems may be also sold with “hybrid” lamps that offer a mix of red light as well as UV to produce a cosmetic tanning effect.

Other similar types may be available, but without FDA compatibility. If one chooses to use these, the system’s owner risks liability and the system’s electrical certification. As you can imagine, that’s a gamble no one should take.

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Red light replacement lamps that are registered as FDA-compliant to a sunbed’s original OEM lamps are also available.

These replacement lamps must come with an FDA compatibility letter to the original sunbed lamp.

Salon of Distinction

Salon of Distinction

Bear Naked Tanning

By Joe Schuster

I love the opportunities my career offers me.

Occasionally, I have the opportunity to visit salons throughout the US (and sometimes, Canada). However, we all communicate so much by text, email and mobile phones that we seldom have the chance to get “face-toface.”

This past November, I was traveling to the Ultraviolet Resources International “Bronzed and Beyond” event in Columbus, OH and took a slight turn to visit some long time friends in the industry.

Victoria and Kegan Cordes are familiar faces at most of our expos and cruises, and they’re always ready to share information about the keys to their success. Columbus was already riding high on the Ohio State Buckeyes football championship, so I had to see if there was some kind of echo effect on their operation in person.

There’s nothing like a chat with a salon owner over a hot cappuccino on a cold winter day. For more, read on!

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V. Cordes: Joe, the demographic of our clientele actually varies for each location. It seems before the tan tax went into place and many of the 17 and under bans hadn’t gone into effect, the demographic was really women from 16 to 35.

There were hardly any men, very few older women, unless it was for a vacation or an event. For our Eaton and Brookville locations, being 20 minutes apart, they have similar demographics. They’re mostly 25-50 year old females but interestingly, 23 percent of our clients are males.

Sun Is Life: Victoria, many salon owners get their start by either buying an existing salon and perhaps one they tanned at or starting fresh from the ground up.

How did you get your start?

V. Cordes: “While attending a vocational high school for Cosmetology, I did my internship at a hair and tanning salon. Despite the fact I was going to school to be a Cosmetologist, which is what I thought my love and passion was for, I quickly fell in love with the tanning industry when I realized all the benefits that came from UV exposure when administered correctly, and the science behind it.

It struck me that so many people really knew so little about indoor tanning other than it making them look good and feel good. I worked at that salon from 15 years old until I was 19, even after I graduated high school and received my Cosmetology License!

I saved up and at 21 years old, I opened my first salon in Englewood, OH featuring newer equipment than any salon around, staff that was educated, trained and extremely knowledgeable, packages that fit everyone’s budget including offering electronic fund 44

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transfers (EFT’s).

It seemed that no other salon was doing so at the time and only offered well known tanning products. I took basically all the complaints and suggestions I ever heard while working at the previous tanning salon and made that my motivation for this one. It was a huge success and took off very fast!

After 3 years in the biz, I had my first child and sold the salon. I went into the healthcare field to try something new and something with a more steady schedule but knew something was missing. The love and passion I had for the tanning industry never went away.

At 28, I decided to give it a try again and that’s when we built our first Bear Naked Tanning location from ground up in 2017. Taking the same concepts and re-producing them all over again but striving to make it even better. By God’s grace, it took off again, even faster this time and by 2019 we opened our second location and in 2020 our third location!

Sun Is Life: Our industry has typically consisted of 18-35 year old females. What are the demographics of your salons?

Our Springboro location is about an hour away from our other two and in a more high-end area, which has more of a “older” demographic of 35-65 year old females. But still 17 percent of our clients there are male, which is still much different compared to what we were seeing back in the day.

Sun Is Life: Many salons offer a wide range of diversified equipment offerings. I’ve seen quite a variety in your salons. Share your selection of alternatives to UV tanning.

V.Cordes: Joe, we want everyone to really “want” to come into our salons, not just because we just offer tanning but because we offer other things as well. We have something for everyone whether you tan, spray tan, use red light services, want to get your teeth whitened or even want to buy a candle. That really has been a big key to our success.

While so many people love tanning and all the great benefits that come with it, some people come to us for other reasons. In the end, they all want to look good and feel good too! That’s why we offer custom airbrushes, automated spray tans, red light therapy services such as the Cocoon, Poly, or Beauty Angel.

We have something for everyone to enjoy.

Sun Is Life: Some of your staff just successfully completed our Sun is Life salon certification classroom course. Congrats! What insights can you share about salon certification?

V. Cordes: The Sun is Life in classroom training was amazing!

As a salon owner, education to me is one of the most important factors in owning and operating a tanning salon. Having your staff trained and knowledgeable on what they are selling is always a plus but something that we require in order to work at our tanning salon.

The Sun is Life classroom training is more hands-on. It is not just skipping through videos (which we know so many people do), or looking up answers in a book but not actually reading all of it just to get the test done. It goes through the importance of tanning, the do’s and dont’s, how tanning works, why it works, and everything in between.

I believe this is the #1 thing any salon owner should be requiring their staff to take as well as themselves.

I know as a salon owner when my staff is working at any of our locations they know what they are talking about, they have been properly educated on tanning, and are able to educate our customers on it as well without giving false information.

Knowledge is key, and what sets us apart from many other salons!

Sun Is Life: Great answer! Your attendees were really locked in during this training! Let’s move on to your goals. What’s in store for Bear Naked Tanning over the next few years?

V.Cordes: Our goals for the next 3 years is to continue to grow our current salons and maybe adding another one or two along the way.

Continue to make our brand known by community involvement and events that give back to those in need.

Being able to make a difference in our employees lives and teach them life lessons while working at our salons that will hopefully help them in their future endeavors! Over the next 5 years, to bring in the latest and greatest tanning equipment.

Who doesn’t want multiple state of the art equipment in their salons? It would also be great having one of our kids want to work in the salons and maybe take over one day for us.

They see how hard we work and the countless hours it takes and don’t seem too interested right now but we still have time. One can hope they’ll change their mind one day!

SALON STATS Salon Name: Bear Naked Tanning Location Cities: Brookville, Springboro and Eaton OHIO Website: www.BearNakedTan.com Owners’ Names: Victoria and Kegan Cordes Years in Business: 8 years Number of Staff: Currently 22, but adding more weekly to prepare for the busy season! On average we staff about 25-30 for busy season Number of UV Tanning Units 47 Number of Sunless Units: 5 Sprays & 5 Spa such as redlight Lotion Brands Sold: Devoted Creations and a few New Sunshine Best Sold Lotions: Vault by Devoted Creations, Solar Saturation by Devoted Creations, Color Drip by Devoted Creations, Manifest by Devoted Creations and Beach Bronzing Balm by Devoted Creations Salon Software Used: Tanlink Distribution Partner: URI & Heartland Tan Salon Certification Program: Sun is Life

Sun Is Life: Victoria, thanks so much for taking the time to show me around your salons and sitting down for our interview. All the best to you and Kegan in the future!

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Peak Season 2025 Success

Proven Strategies to Boost Profits

By John Farr

E

veryone knows Peak Season 2025 is coming, but how many tanning salon owners are preparing for it? The Salon Doctor has your prescription for peak success!

Every tanning salon owner looks forward to peak season. During this time, there’s a high demand for indoor tanning services, making peak season your most profitable time. Preparing for this time is the best and only way to maximize your peak season profits. Here are the most important things you need to have in place to make the most of Peak Season 2025: 1. Refine your EFT pricing to attract and retain loyal tanners during Peak Season 2025.

2. Develop sales incentives to motivate your staff to sell more EFTs. 3. Make sure your sales team is ready to run operations smoothly when it matters most.

4. Finalize your marketing strategy before Peak Season 2025 arrives.

I’ll break each one down and supplement each point with testimonials from a tanning salon owner who made this strategy work for her business in 2024.

EFT Pricing For Peak Season 2025: Profitable Rates Without Lost Customers Some tanning salon owners panic whenever the subject of raising EFT prices comes up. While it’s understandable that no business owner wants to offend their loyal clients, inflation demands price increases for owners to sustain a viable salon.

Truthfully, selecting prices that seem comfortable with tanners can seem frustrating because it’s part science and part magic. Here are some overall tips for raising your EFT pricing without creating sticker shock: •

What are the current spending level averages for your tanners and current EFT members?

How does your EFT pricing compare to what your competitors are doing?

•

Are you effectively marketing your EFT memberships? Are

you creating memorable events to help increase sales?

•

What incentives do you offer to get your sales staff pumped up to sell, sell, sell?

Your pricing strategy has to satisfy customers, your topline sales needs, and the ultimate question your employees ask unconsciously: “What’s in it for me?”

Too many salon owners focus on what they’re paying their employees when they look at the percentage-togross sales they spend on payroll.

Concentrate your efforts on inspiring your staff to sell with bigger EFT bonuses, and your high payroll percentages will vanish.

Salon Owner Transforms EFT Pricing Into An $8,000/Month Revenue Stream I had the honor of consulting Beth and Ryan of Southern Exposure Tanning & Salon in Nampa, Idaho. They recently purchased a tanning salon to house Beth’s nail business but decided to continue offering tanning. They called The Salon Doctor for help, and we first looked at the salon’s existing EFT program.

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Beth explained, “I’ve worked both ends of the retail, and I’ve learned that you must price top-quality products correctly if you want to sell them and be profitable. We worked with John to research our memberships and our competitors’. We discovered that our Amethyst membership was our top seller, so we focused on that.”

I worked with Beth and Ryan to establish the best pricing strategy for this membership. We also created a variety of incentives, such as waiving the enrollment fee and offering tanning lotion discounts to members.

“We went from earning $600 a month to $8,000 per month in just two months,” Beth added.

EFT Pricing Made Easy: Strategies To Convert Tanners Into Members I knew Beth, Ryan, and their staff understood the new EFT pricing strategies inside and out.

Sometimes, tanners need a little help breaking all of this down regarding what they get with each membership level and the savings they provide. We found a straightforward, inexpensive way to help the salon team bridge that gap with customers.

Beth recalled, “John put us in touch with his graphic designer to create a detailed but easyto-understand pricing sheet. It breaks down our memberships and everything that comes with each level.”

When I followed up with Beth and Ryan, they told me the pricing sheet was a big help in getting new EFT purchases and upgrades. I encourage all salon owners to do something like this because seeing is believing from a customer’s perspective.

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Turn Special Events into Profit Machines: Smart Marketing for Salons Generally, I don’t recommend lowering your EFT prices once you finalize them, but there are exceptions. The catch to reducing prices for specials is doing everything you can to incentivize tanners to stay in your EFT program instead of opting out for whatever reason.

To provide Beth and Ryan with more marketing ideas at Southern Exposure, we came up with an interesting twist on the concept of an EFT sale.

Beth explained, “For our Spring Fling event, we reduced the cost of our Amethyst membership by $30 and offered incentives, but there was a catch. We told customers they couldn’t cancel their membership and return at that low price ever again.”

This “catch” Beth mentioned was an excellent incentive to get tanners to stay in their Spring Fling memberships. “Once they knew they could never get this great deal again was all it took!” she added.

From 30-Second Interactions To Sales: Training Your Staff For Peak Season I mentioned this above for peak season preparation, which is crucial to maximize profits. The problem is that most tanning salons are afflicted with the “30-Second Syndrome.”

You can upsell each time a tanner comes into your salon. You don’t have those opportunities when your average client interaction is afflicted with the 30-Second Syndrome, which looks like this: •

A client walks into a tanning salon and stops at the counter.

•

The salon employee asks for the tanner’s name - Miss Smith

- and pulls her up on the salon’s software system.

•

The employee sees Miss Smith tanned for 10 minutes in bed number five during her last visit.

•

Without even looking Miss Smith in the eyes, the employee says, “Okay. Bed number five is ready.”

I gave the employees at Southern Exposure some sales training before they launched the Spring Fling promotion. Beth says this helped her team leverage the special and grow the salon’s EFT memberships.

She was also happy with the Bonus Bucks program. “Tanners enjoy using the in-store money, which incentivizes them to stay on our EFT membership programs,” she added.

Essential Peak Season 2025 Resources Every Tanning Salon Owner Needs As a tanning salon business consultant, I want to help every salon owner have a successful peak season. That’s why I’m happy to share my experiences in the pages of IST Magazine. This is an excellent source for owners looking for business tips to increase revenue and more.

I look forward to sharing more information about peak season prep tips, human resources management for salon owners, and more. See you next month!

Concentrate your efforts on inspiring your staff to sell with bigger EFT bonuses, and your high payroll percentages will vanish

The Creative Corner

The Rise of Short-Form Content on LinkedIn

A Game Changer for Business Growth

By Jack Dumoulin

Oh LinkedIn, how you’ve evolved over the years!

Traditionally known as a platform for professional networking and long-form written content, LinkedIn has undergone a major transformation in recent years.

Designed by Freepik

With the rise of short-form video content, businesses now have a powerful tool to increase visibility, strengthen brand presence, and most importantly, attract top talent.

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Why LinkedIn? Unlike Instagram, Facebook, or TikTok, LinkedIn is not primarily a marketplace for consumer purchases. Users don’t typically log in to shop; they come for networking, industry insights, and professional growth.

While LinkedIn may not be the best platform for directly converting customers, it is an exceptional space for showcasing company culture, leadership, and career opportunities.

Short-Form Content Is Taking Over Historically, LinkedIn has been dominated by text-based content.

But with the explosive growth of short-form videos, the platform has started to change. It’s becoming a video content platform and people love it.

Since LinkedIn is still a text-heavy platform, pairing videos with wellwritten captions is crucial. Unlike other platforms where visuals do most of the talking, LinkedIn’s audience appreciates context and depth.

When posting a short-form video, ensure that the caption clearly outlines key takeaways. This is vital regardless of what content you’re posting. Ideally, you’ll also go indepth with your captions too.

For instance, if your video explains the benefits of tanning, list those benefits in the caption as well. This enhances clarity and encourages engagement from viewers who prefer to skim text before committing to watching a video.

Exponential Growth Through Engagement One of the biggest advantages of LinkedIn’s algorithm is its viral potential. When someone interacts with a post—whether by liking, commenting, or sharing—it doesn’t just appear in their feed; it also gets

distributed to their entire network.

This organic amplification is a goldmine for businesses looking to increase visibility. A single wellcrafted post can reach thousands of people beyond your immediate audience, making LinkedIn an incredibly effective platform for employer branding and business exposure.

Think about it. Most other social media platforms are about people, not businesses. LinkedIn is unique because it offers you a way to get any business to go viral among other businesses.

So, Are You Finally Going To Stop Ignoring LinkedIn Now? If you’re not already leveraging short-form video content on LinkedIn, now is the time to start.

LinkedIn has a great engagementdriven platform that can be a veritable goldmine for top talent, new clients, and better brand awareness.

The shift toward video isn’t slowing down. It’s speeding up. Embracing it will keep your business ahead of the curve.

Designed by Freepik

Business pages and personal profiles leveraging short videos are seeing unprecedented reach and engagement. The shift reflects a broader trend—audiences crave quick, engaging content that delivers value in seconds rather than minutes.

How To Make Short-Form Content Work On LinkedIn

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Take Your Salon To The Next Level

By Focusing On Being A Commission Coach

By J.R Homer, The People’s Champ

With today’s current work force generation, you can’t just tell your employees that they get commission. They need guidance to perform well.

As a manager, you need to focus on being their own personal commission coach. Just like a weight loss coach meets with their clients each week and discusses what they ate, what workouts they did, how many steps they took, a commission coach dives into the numbers to show their client what they are doing right and doing wrong.

That is what you need to do each week with your sales team—except focus on sales rather than weight loss. Show them where they succeeded and where they missed opportunities and left money on the table for themselves. We recently just held a team meeting and we demonstrated this math problem to all of the team members. Their eyes light up at the end of the math problem seeing just how easy it is to make a commission and just how much commission there is to be made.

Lotion Per Person Average: A Math Problem We have our own skincare brand at our salons “Island Lover Skincare” and we feature two different tanning serums: our Fountain of Youth Tanning Serum and our Blue Tansy Serum. Tuesday is our “Blue Tansy Tuesday” where we give out free samples of Blue Tansy to all of our guests, then try to sell them a bottle of it after they tried it.

Let’s start with a couple of facts: It’s Blue Tansy Tuesday. You worked 4 hours and waited on: •

1 New Customer

•

29 returning customers

You DIDN’T hand out samples.

You DIDN’T tell folks what it does.

You DIDN’T ask the guest after they used it if they liked it.

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You DIDN’T sell any blue Tansy, Fountain of Youth Serum or a Tan Extender to anyone.

•

$130 Prismatic at 40% OFF = $78 lotion revenue

•

$78 lotion revenue / 30 total customers = $2.60 LPPA.

That’s 30 total customers.

Let’s continue.

•

You do sell Prismatic at 40% OFF to the new customer as part of their 1st day promo.

You FAILED to earn commission so your paychecks were not as high as they could be..

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Lotion Per Person Average: A Second Take Nobody wants to sell without a commission. Let’s take the same example but with a different twist.

It’s Blue Tansy Tuesday. You worked 4 hours and waited on: •

1 New Customer

•

29 returning customers

That’s still 30 total customers. But this time, you..

Handed out Blue Tansy to all 30 guests you waited on.

Ask them how they liked it .

Just let them know it’s was on sale today.

Let’s see how you did…

•

•

2 out of the 29 returning guests loved your presentation and bought the special. 1 even added a tan extender at 1/2 off with their purchase.

And you still sold Prismatic at 40% OFF to the new customer as part of their 1st day promo.

So in this scenario you sold •

$50 (Blue Tansy BOGO special)

•

$50 (2nd Blue Tansy BOGO special)

•

+ extra $15 for half off tan extender

•

And the $130 prismatic at 40% OFF = $78 lotion revenue

That equals $193 in total lotion revenue, divided by 30 customers = $6.43 LPPA. You QUALIFIED for a commission!

Now let’s see that commission check! $193 in total lotion sales x 10% = $19.30 in commission $19.30 in total commission / 4 hours worked = + $4.83 extra an hour you earned.

Lotion Per Person Average: A Third Take Now, let’s do this a third time with yet another twist. Everything is the same but this time to that brand new guest on their first day because they need all of these products for their tan they bought: •

$78 worth of prismatic

•

$50 BOGO Blue Tansy / Fountain of Youth tanning Serum

•

$15 Tan Extender

So you have

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That’s a total of $258.00. Let’s run the numbers.

Divided by 30 guests = $8.60 LPPA, which means you qualified for commission!

Let’s see that commission check!

•

$50 (Blue Tansy BOGO)

•

$50 (2nd Blue Tansy BOGO)

$258 x 10% ‎ = $25.80

•

+ extra $15 for half off tan extender

$25.80 / 4 ‎ = $6.45 extra per hour you earned.

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Where focus goes energy flows

The Bottom Line

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You’re already doing all the hard parts: cleaning beds, the laundry, mopping the floor. The easy part is talking to guests and educating them on what products are essential to their tan.

It doesn’t require any more physical effort to talk, educate, and sell. Why not make an extra $4.83 - $6.45 an hour while you’re here?

Money talks and people listen.

Having consistent Commission Coaching Sessions with your team members will take your salons sales to the next level.

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Don’t miss this opportunity, take advantage with the information provided below.

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A Towel Is

Not Enough!

By Sun Is Life Staff

Every day, millions of tanners think they’re protecting their faces during a UV session by using a hand towel meant for wiping sweat off their bodies. The women who cover their faces with a towel think they are protected from UV rays and dreaded wrinkles. That is far from the truth.

A towel provides a sun protection factor (SPF) of 5—not enough to protect your face and certainly not enough to protect your eyes! For protecting our eyes during a tanning session, the FDA has only accepted UV-blocking goggles and disposable eye protection.

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Not Enough!

We all know the FDA doesn’t allow towels to protect your face, but do we know why that happens to be the case? Let’s talk about how that towel does NOT protect your skin.

Did you know that many clothing manufacturers are now offering UV-blocking garments? Why? Simply because the clothes we wear outdoors in sunny weather are not meant for protecting our skin from UV damage.

Yes, the tanning rays are sufficiently blocked so you aren’t tanning, but all the invisible rays penetrate the fabric, possibly damaging your skin. So, they aren’t as protective as you think they are.

“Weave is more important than fabric type,” reports the Skin Cancer Foundation newsletter.

“The tighter the weave, the higher the SPF and darker clothes tend to be a higher SPF.”

What Should You Do With This Information?

I offer you the above as information only. I personally tan my face and of course, I wear eye protection every time I tan, whether indoors or outdoors. I tan very moderately, go to great lengths not to burn, and I use great products both when I tan and in my facial care regimen to ensure my skin is moisturized.

But if you have different feelings about exposing your face to UV, then don’t waste your time with a towel. Use a lotion with an SPF of 15 or higher, preferably one made for the face that won’t clog pores.

Or buy a shirt with UPF and put that over your face, with eyewear on, of course. Or, use one of the cloth UV face-covering masks sold at most tanning salons.

Remember to protect your eyes, as the skin of your eyelids only provides a 25% UV-block.

Protecting Guests Your salon should offer a variety of eye protection types, so learn about each one and spend the time with your salon guests to find which works best for them, and encourage them to keep them in a clean and safe place so that they will have their vision for a long time to come. They will appreciate your efforts!

The clothes we wear outdoors in sunny weather are not meant for protecting our skin from UV damage

Research from the Morehouse School of Medicine in Atlanta, GA suggests that the most popular summer garb of T-shirts and polo shirts are not adequate protection, as their SPF rank is 6.5.

This has led to the creation of new high-tech clothing that will block the rays when you wear it outside.

The new garments are coated with colorless compounds that absorb UV and offer an SPF of 30 or more.

Land’s End, another large catalog company with sportswear, has shorts and tops with UPF nylon fabric (nylon is a tight weave) and lots of clothes for kids with UV protection—a wonderful idea!

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Designed by Freepik

Some clothing now carries a new rating: a UPF, or Ultraviolet Protection Factor. Outdoor clothing giant REI offers hundreds of garments for men, women and kids with protection of SPF 40+.

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Talking About Heartland Tan’s

January 2025 VIBE Event

By Joe Schuster

Over 300 tanning professionals gathered at Harrah’s Casino Jan 24 and 25 in Kansas City, MO. They had one goal: to kick off 2025 with Heartland Tan’s VIBE event. Heartland has typically energized both old and new customers at the start of each new year with an educational event.

Day One: Training And Classes

Every convention is different, but 2025’s VIBE truly took it to the next level. This one combined the training element with vendors not only providing key information and training but also profiling new products and equipment. Let’s talk about it.

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VIBE led off on Day One with two powerful training sessions: Sun is Life operator certification was taught by me, Joe Schuster! I also was also on board as the MC of the event.

It was a major moment for me, a time when I could help connect with the community on a new level.

a mid-morning VIP Salon Owner Discussion format and an equipment maintenance class detailing the industry’s best practices. It was an excellent refresher for industry veterans and also featured brand new knowledge on the subject.

I brought salons up to speed with training on the latest regulatory information on indoor tanning.

I also helped teach understanding UV and the skin, photosensitivity, eye protection, customer service and much more.

The remainder of the first day concluded with product spotlights by leading lotion vendors Devoted Creations, Sun Evolutions and New Sunshine. Throughout the afternoon, attendees also took a look at new products in the exhibit hall and had the opportunity to try out new tanning and wellness equipment.

While I was thrilled to speak at the convention, I wasn’t the only one to bring new knowledge to the table. Norvell Sunless training inspired attendees with the latest on spray techniques and product information led by Jennifer Wheat and Courtney Fredericks. Heartland also offered

With all the training and education on the first day, VIBE took it to the next level with a Mardi Gras-themed reception at Harrah’s VooDoo Lounge sponsored by Devoted Creations.

Fanciful attire, lively beverages, coupled with great dance music left everyone with smiles.

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Day Two: Inspiration

Day Two had attendees rising and shining early with an inspirational intro delivered by Heartland’s CEO and President, Brad Henson.

Heartland selected Devin Henderson as the keynote speaker for VIBE.

“Push” notifications from Heartland Tan’s new app kept attendees up to date on the schedule of events. Attendees also were informed of the upcoming “Mind Your Business 5” event coming up later this year.

Devin delivered his powerful “Something Greater is Always Possible” message, combining magical feats and insightful motivational messages. It was a wonderful speech that truly set the tone for VIBE’s next offering: in–depth knowledge from top leaders on everything related to marketing and business development.

These Mind Your Business (MYB) events have knocked it out of the park, with salon owners celebrating their hard efforts and the opportunity to enjoy interactions with fellow salon owners and industry vendors.

The remainder of the day had vendors providing marketing, advertising and sales strategies every 30 minutes to the group—quite the aggressive schedule! Thankfully, it was easy to keep tabs on the speakers/

The afternoon culminated with the famous Heartland give-a-way, featuring a giveaway of top-shelf gifts via a raffle ticket. Make no mistake about it. If you were nervous about 2025, Heartland’s VIBE was the perfect place to gear up with knowledge, motivation and even a free gift!

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Contributors

IST

Has the Experts!

Sam Neeley

Quinn Cooper

Sam Neeleyis a truly passionate veteran of the salon and tanning world. Ever since 2000, she has been working in tanning salons. By 2004, she teamed up with Designer Skin (eventually called New Sunshine), where she rose through the ranks from a sales manager to corporate trainer to a well-known, highly respected sales director beloved throughout the industry.

Quinn Cooper has been a professional in the tanning industry for years, showing his passion for wellness at every turn. He is a proud Senior Account Executive of IST magazine and Sun is Life as well as being a salon owner himself.

JR Homer J.R. “The People’s Champ” Homer is the creator/owner of InstaTAN, Namaste Natural Skincare, Island Lover Skincare, Level Tan and The Level Family. He is the creator/admin for the “Tanning Studio Forum” and “Used Tanning Equipment Auction” FB groups. A husband and father of two, Homer was Linebacker of the Decade for Brentwood (PA) High School, an undefeated amateur boxer, and is currently a purple belt in Jiu Jitsu via Steel City Martial Arts.

Dr. Jim Schleckser Jim Schleckser is the CEO of the Inc. CEO Project, helping leaders grow their companies. He specializes in the issues that fast-growth firms experience. He is also a member of the Forbes Coaches Council.

Joe Schuster A 26-year industry veteran, Joe has taught certified salon operator training for the last 15 years, as well as advocating indoor tanning in many capacities. Joe is a sought-after speaker and presenter at both national and regional trade events. During his most recent tenure with the ITA, he served as Director of Membership.

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Jack Dumoulin Jack Dumoulin is the co-founder of the School of Hard Knocks.The School of Hard Knocks is a social media company that promotes financial literacy and career mentorship by interviewing successful entrepreneurs.

The company has over 10 million followers and 3 billion views across platforms in 3 years. You can reach him at schoolofhardknocksinfo@gmail.com.

Lisa Saavedra Lisa Saavedra’s experience in the tanning industry features years of dedication. As the Director of Brand Development for the Devoted Creations family, she has helped mold the sunless tanning industry into the efficient, fashionable, and powerful force it is today.

Alex Zeedyk Alex Zeedyk is a tanning aficionado who is the proud Client Relations and Marketing Specialist of Devoted Creations. Her highly astute advice has helped thousands of salon owners advance their business, making her a favorite of the industry.

John Farr, AKA “The Salon Doctor,” began consulting indoor tanning salon owners in 1990. In his 35+ year indoor tanning career, John has worked with more than 600 salon owners. He has a nearly 50-year retail and executive management career.

During that time, he held middle, senior, and corporate officer management positions for five Fortune 500 corporations. He also has a Bachelor of Science in marketing and employment law, and an MBA in Human Resource Management. Tanning salon owners can sign up for a FREE consultation on his website.

Ossiana Tepfenhart Ossiana is an award-winning author and journalist with a special fondness for business, personal finance, and glamor. When she is not working as an editor, she’s working on her first anthology series alongside Poppy Z. Brite and John Shirley.

Steven Labruna Steven Labruna is a sales consultant local to the New York City tri-state area, acting as Outreach Manager at his current job. When he isn’t working on creating better sales protocols, he’s a DJ in the underground hard techno music scene.

TELL ‘EM YOU SAW IT IN

IST Magazine

Image by Mikhail Nilov

John Farr

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REDEFINING SELF-CARE WITH

WELLNESS & TANNING

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