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August 2025 | Volume 29 | Issue 7
ISTMagazine 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. Toauthors,photographersandpeople featuredinthispublication: 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.
Oh, the dog days of summer. They’re here and the heat is peaking throughout much of the United States. During this season, we as salon owners often see a new side of our local surroundings.
This is the season when we see people often show up to our doors to prepare for events that are deeply personal to them: major weddings, anniversaries, special vacations, milestone birthday parties, as well as (in some areas) rushing sororities.
August is unique in my eyes because it so often shows what people in your region truly care about. Every single city and town will have its own “local focus” that you will uncover during this time.
In some areas, wedding season will often come with family photos, church events, and more—and you’ll hear about it all. You’ll start to see women calling up for bridal party tanning packages, or just ask questions about the first tan for a bride-to-be.
In other areas, young women hoping to get into a sorority will be turning to you to help them look their best for their future best friends. Trust me when I say that you will likely hear about those events as well.
August may not be known for major holidays, but make no mistake about it: it comes with a myriad of special moments on the individual level. And as August rolls through, you’ll start to gain a newfound appreciation for the people and communities around you.
As owners, we owe it to our clients to listen to their needs, help guide them through their own journeys of beauty and wellness, and cheer them on as they live their special days this month. Let’s take time to embrace that connection—and the opportunity to help everyone look their best.
Yours,
Onyi Odunukwe Publisher
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This cover celebrates the joyful rush of August—when clients prep for vacations, weddings, and milestone celebrations. It’s a season of personal moments and glowing transformations, reminding us how salons help people feel their best for life’s most special days.
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BY JOE SCHUSTER
What is a brand?
By definition, branding is the process of creating a unique identity for a company, product, or service in the minds of consumers. It involves defining a brand’s purpose, values, and positioning, as well as creating visual elements like logos, slogans, and design styles.
A strong brand helps a business stand out from competitors, build customer loyalty, and drive sales. If you have a great brand, you know it when you see it. It’s that certain color, that flair…that piece that makes a company stand out.
Most of us would agree, that’s BRANDING.
But it’s much more!
Or rather, it should be so much more. Your “brand” should be how not only clients perceive you, but how your prospective clients and entire community sees you!
Do you have “Clients” or “Customers?”
No, they’re not the same.
What is a “Customer?”
“Customers” walk in and buy what “they” want. Customers go to the grocery store or Walmart and buy what they want. No one really “sells” them anything.
Do you let people pick the system they want or do you offer to contour a program for them? If you simply let
them browse then say, “Bed three is ready,” you have customers.
What is a “Client?”
A “Client” is generally considered someone who engages a professional or service provider for ongoing, personalized attention and specialized services.
This often involves a long-term relationship and a higher level of engagement compared to a typical customer. That is where you want to be!
Clients are king!
Yes, you can have customers, but clients are better. In your mind, you should be cultivating clientbased relationships. Long term
connections built on respect and trust. You earn them.
So, what is easier-keeping current customers or finding new ones? It’s so much easier to keep the current! And you start developing the long term relationship by way of establishing your brand.
So let’s talk more about the visual part of branding.
What does your actual salon look like? If the demographics of your base likes more of an early 2000’s Tiki-tropical look, so be it. It’s a popular theme for a reason.
But as we have evolved more into wellness, your salon may need a more upscale look. The look has to match or at least complement the offerings and brand.
What does your actual brand represent?
Is it a cool logo? That logo on staff shirts? Name badges on those shirts? Sure! What about your salon’s signage? Nice visual or does it look like a laundromat? What is the image that you want to convey to your town or city?
Hey, that’s another part of your brand! Let’s move on.
What about the human element of your brand?
How many salons in our industry are actively engaged in their communities? Do you participate in fundraisers or donate to organizations? I know many salons that do a lot within their communities—such as supporting festivals, fairs, cancer walks etc.
All of these are just a few parts of developing your brand.
So, what is your brand?
It’s not just a pretty face. It’s a behavior. What do you, as the owner,
stand for? First, to your clients? Fair and balanced? Professional? Respectful? How do you handle customer complaints, some that may take place inside the salon?
We have two ears, one mouth for a reason. Immediately grab the situation by listening and offering suggestions to resolve. You need to listen when people tell you what they see in your brand and make sure it’s something you want to stand for.
Next, what does that personal brand mean to your staff?
How do you motivate them? How do you incentivize them? Do they represent your professional brand? Are they all on the same page?
A great way to get them all on the same page is by making sure they all have taken our Sun is Life certification. (You can find information on this at www.sunislife.com.)
Here’s the Golden Nuggets of branding.
For those of you that have attended events where I have been the MC,
you know that I always like to provide what I like to call the “Golden Nuggets.” These are concepts or ideas learned during the event. The Heartland VIBE event last January is a great example, where I asked the attendees to go after those nuggets. Think of the value if just one of those concepts were applied and it was successful. How much was that worth to you?
I’ll end with sharing those bits of knowledge or wisdom that I’ve gained, sometimes painfully, over my career. Let’s review some of today’s Nuggets on Branding:
• Define your Brand Identity
• Create a Unique Image
• Build Customer Loyalty
• Drive Business Growth
All of these enable you to differentiate your business from your competitors by allowing you to stand out in the marketplace and make for a memorable experience to your clients, prospective clients and your community. Go after those nuggets!
Leadership Shake-Up at Palm Beach Tan
Diane Lucas Resigns, Dan Caskey Steps In
BY JOE SCHUSTER
In a significant leadership shift that is sending ripples across the tanning industry, longtime Palm Beach Tan CEO Diane Lucas has stepped down under pressure. The shocking move came after more than a decade at the helm of the nation’s largest tanning chain by unit volume.
Lucas, who led Palm Beach Tan (PBT) through a period of remarkable growth and operational expansion, was widely respected for her strategic vision and her ability to scale the brand across a variety of markets. However, PBT’s trajectory began to change.
Pivoting To Wellness: The Struggle
In recent years, the tanning industry has seen a noticeable shift in consumer demand—pivoting from traditional tanning toward a broader, spa-centric wellness experience. Emerging brands have capitalized on this trend, creating a new wave of competition in the sector.
How fast the trend takes hold in salon spaces varies from location to location, but wellness is quickly becoming the new standard. In many parts of the country, salon success is almost entirely based on how fast venues can make the pivot.
According to insiders, Lucas was slow to pivot the PBT brand to align with these evolving market dynamics. While her leadership had long been viewed as steady and growth-oriented, her reluctance to embrace the spa and wellness movement reportedly led to growing dissatisfaction among key stakeholders.
A New Leader
Sources close to the situation report that Dan Caskey, formerly Senior Vice President at PBT, will now step into the role of President and Chief Operating Officer. Caskey, who had previously lost standing with Lucas, has been working to encourage a new change within the company.
Caskey is believed to have initiated behind-the-scenes discussions with Brooks Reed (the owner of Palm Beach Tan) and organized a coalition of prominent franchisees to push for a leadership change at the executive level.
This change comes at a critical moment for the industry.
With tanning competitors evolving at a breakneck pace—integrating spa services, luxury amenities, and wellness-focused offerings—many are watching closely to see how PBT will respond.
Palm Beach Tan is a company that remains highly regarded among professionals, even during times of industry-wide paradigm shifts. Despite the recent leadership tensions, PBT remains the dominant chain in the category, both in unit volume and brand recognition.
A New Dawn For Palm Beach Tan
The leadership change took many in the industry by surprise. Lucas is a highly respected salon executive and leadership changes remain fairly rare in this industry. Now, all eyes are on Caskey and his leadership team as they begin to shape the future direction of the company.
Insiders suggest that one of Caskey’s first orders of business will be
Wellness is quickly becoming the new standard, and salon success is now based on how fast venues can make the pivot.
re-engaging with franchisees and refreshing the brand to keep pace with industry trends. Early discussions hint at potential concept upgrades, expanded service offerings, and a renewed focus on customer experience, all aimed at maintaining PBT’s position at the top of the tanning world.
For an industry that is evolving rapidly, this leadership change at Palm Beach Tan may mark the start of a new chapter, not just for the brand itself, but for the competitive landscape overall. As more operators embrace a spa-forward model and consumer preferences continue to shift, the question remains: can Palm Beach Tan adapt quickly enough to stay ahead?
IST Magazine will continue to follow this story as it develops.
How To Choose the Right Market For A New Tanning Salon Location
BY SANDRA ODUNUKWE
Opening a tanning salon is about more than just finding an available storefront—it’s about placing your business in a market where it can thrive. The right location can significantly impact foot traffic, customer retention, and long-term profitability.
Whether you’re opening your first salon or expanding your brand, here are the key factors to consider when choosing the ideal market for your tanning business.
1.Population Density: More People, More Opportunity
One of the most important factors to evaluate is population density. Areas with higher concentrations of people offer greater potential for regular walk-in traffic and recurring clients. However, it’s not just about the number of people—it’s about the type of population.
Look for neighborhoods with active lifestyles, young professionals, and consumers interested in personal care and wellness. Urban areas or busy suburban corridors are typically stronger choices than sparsely populated or rural zones unless you’re the only salon in a large surrounding area.
2.Income Levels: Match Your Price Point To The Market
Income demographics matter, especially for businesses that rely on discretionary spending. Tanning services aren’t a necessity—they’re a luxury for many. Therefore, your ideal market should have a median household income that supports your pricing structure.
Higher-income neighborhoods often support premium services, monthly memberships, and high-end equipment, while middle-income areas might be more price-sensitive but still viable with the right value proposition. Avoid areas where your target customer may not be able to afford your services consistently.
3.Climate: Believe It Or Not, Weather Plays A Role
While indoor tanning is popular year-round, climate can still influence customer demand. In colder or cloudier regions, customers may seek tanning services more frequently for the warmth, Vitamin D benefits, and aesthetic glow that’s hard to maintain naturally.
Meanwhile, in sunny climates, salons
may see seasonal dips or rely more on spray tans and other services to differentiate. Analyze how local weather patterns may impact usage frequency and adjust your marketing and service mix accordingly.
4.Proximity
To Gyms And Fitness Centers: Built-In Traffic
Locating your salon near a gym or fitness center is a strategic move. People who prioritize their health and appearance are often open to tanning as part of their beauty or wellness routine. A shared plaza or adjacent location can naturally boost visibility and cross-traffic.
Consider offering joint promotions with local gyms or fitness studios to build awareness and customer loyalty.
5.Near Colleges And Universities: Capture A Loyal Demographic
College students are a high-potential market, especially for membershipbased tanning salons. They’re image-conscious, trend-aware, and often looking for affordable self-care
services. Markets near universities tend to have steady turnover, but that can work in your favor with consistent new customer flow and word-of-mouth marketing. Just be sure to tailor pricing and services to student budgets.
6.Surrounding Beauty & Wellness Businesses:
Join
The Ecosystem
Positioning your tanning salon near complementary businesses—like hair salons, nail studios, med spas, or skincare clinics—can help you tap into a built-in customer base already spending money on appearance-related services. These locations create a “beauty hub” effect, where clients make multiple self-care stops in one visit.
Final Thoughts
Choosing the right market for a new tanning salon is equal parts data and intuition. Start with the numbers— population, income, and local demand drivers—but also consider how your business fits into the lifestyle and habits of the local community. The better the market fit, the more naturally your salon will grow.
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The economy’s shaky behavior rattled many industries. In fact, companies are still reeling from all the tariff wars. On a large scale, companies seem to be doing okay in terms of profits. On a smaller scale, though, major changes are starting to appear.
Customers who could afford the nice little things of life earlier no longer can. Some consumers are switching salons, changing their orders, or simply downsizing to make sure they still get what they want at a lower price.
Consumers are starting to see a major, seismic shift in brand loyalty. Longtime retail juggernauts are starting to see their longtime customers change course. Why this is happening can stem from a wide range of factors, but regardless of where you stand, you need to encourage loyalty.
You may have started to notice a shift in your own clients. As business owners, we need to take a look at how you can get more loyalty in this increasingly-changing world.
Loyalty Programs Are A Go!
Let’s start with the most obvious (and overlooked) way to encourage loyalty in your customers. Most point of sales terminals, including Clover terminals from StartSlice, have built-in loyalty programs that you can turn on and use with almost no extra work on your part.
POS terminal loyalty programs are smart business for multiple reasons:
• You get to choose the rewards. Whether it’s a discount or a free tanning session is up to you.
• It’s already built into your workflow. Your terminal is a major part of your workflow. You might as well enjoy having a streamlined outcome.
• You don’t need to create loyalty cards or get a special stamp for it to work out. That old-school method was confusing, especially since most people tend to forget those cards after a week or so.
All you have to do in order to get clients to sign up for your loyalty program is to ask them. In fact, it may be a good idea to mention that it’s a “free bonus” they get as part of their membership or email marketing subscription.
Reach Out To Them
While having a loyalty program is important, I’ll be the first to say that it’s not the be-all and end-all of loyalty creation. The truth is that most people are going to forget your store exists if you don’t remind them of it through a little outreach.
The easiest way to keep your brand fresh in the minds of your customers is to do email outreach. Mailing two to three times a week is a good way to ensure that your customers remember who you are, stay afloat of the latest specials, and also keep trust in your brand.
Email marketing is incredibly important for small businesses, including tanning salons. 59 percent of consumers have said email marketing influences their decision to purchase services. So, if you’re not mailing them on a regular basis, you might be losing customers.
Customers want to know that you’re actually interested in seeing them come by. Even if it’s just a quick reminder about your upcoming sales or a heads up about a certain tanning lotion going out of stock, those small reminders matter.
Recognize The Small, Free Things
One of the most common issues that consumers have been complaining about is the monetization of, well, everything . Many major companies are starting to get a consumer backlash due to a bloat of fees, addons, and even built-in advertising during paid experiences.
Most people don’t want to be sold to.
Most people don’t want to be surprised with a fee at the end of their day.
Most people want to feel like they are more than just a walking wallet— especially in venues devoted to self-care.
That’s why it may be a good idea to rethink certain practices that may come off as “nickel-and-diming” clients. For example, while Slice offers a way to pass credit card processing fees onto your clients, it may be time to rethink that program in favor of one of the company’s more traditional credit card processing offers instead.
If your salon is famous for being heavy-handed with sales techniques, it may be time to take a softer approach. This is especially true if you notice that a client seems unusually stressed when they come in the salon.
Customers are loyalty to companies when they feel they’re getting value from them. So, don’t be the company that ends up monetizing every little thing underneath their roof. It’s causing problems with companies like Disney, so please, learn from their mistakes!
Stand Up For What You Believe In
While we’re talking about major companies and brand loyalty, let’s use one of the more notorious cases currently going on right now: Target. Target was famous for being
supportive of LGBTQIA+ people and minorities, often putting major minority names in their marketing brochures.
The store was doing well, gaining record-breaking sales throughout the early 2020s. However, things changed when Target’s CEO kowtowed to conservative complaints and bomb threats, removing Pride merch from their shelves. It was later discovered that Target donated a large sum of money to the Trump presidential campaign.
When minority and LGBTQIA+ groups caught wind of Target’s betrayal, it didn’t take long for people to react. Many decided to reevaluate their loyalty and shopping habits, choosing to drop Target as their go-to store.
Target lost millions of dollars as a result of the gaffe, and while the CEO, Brian Cornell, has tried to apologize, the damage was already done. In recent weeks, the megacompany has attempted to win back customers by offering thousands of items under $5. It so far hasn’t worked too well.
It’s important to understand what’s going on here. It’s not necessarily the fact that Target was woke or conservative that made its customers drop them. It’s the fact that Target was very vocal about certain issues and chose to betray the client base they carefully created through support of those issues that made it hurt.
Today’s consumer doesn’t want to deal with companies that are superficially supportive. They want to see companies that actually stand for something they believe in—especially if that company is trying to brand itself as a unique, standout, politicized company like Target tried to do.
In other words, if you don’t have an opinion on something, stay quiet. If you genuinely care about a topic, be
vocal and don’t stand down when the pressure turns up.
Listen To Clients
Finally, I want to point out that most clients know what they want in a store. They may not always be able to say it perfectly clear, but they can give you a good idea of what’s going on. So, don’t be afraid to ask clients what’s going on—especially if they haven’t visited your store for a while.
If your clients say they switched because they found a salon that offers wellness services, listen to them. They may be telling you about how you could keep them in the near future. If your clients regularly complain about the difficulty in booking appointments, it may be time
to streamline your booking process.
We were born with two ears and one mouth. So maybe that’s a sign that we should listen more than we talk. Even if it’s a matter of simply offering a customer survey from time to time, you might be surprised about what you find out.
In Conclusion…
Getting sales isn’t always about the numbers, or even the results that you could get. It’s often about the human side of business. Loyalty is a direct outcome of how you make your customers feel when you’re there.
So, before you wonder what’s going on, ask yourself if you’ve really focused on your customers. Are you the type of company you’d regularly talk about?
Tired Of Managing Payroll, HR, and Hiring Alone?
How Smart Salon Owners Are Reclaiming Time (And Their Sanity)
Disconnected systems and poor support are out. Reliable tools and real help are in.
Running a salon should be about people, not paperwork
We hear this often from salon owners: “We were nervous to make a change because of how bad things had gone before.” Many had a provider that overpromised but underdelivered. When problems came up, there was no one to call, no follow-up, and no real help. Some even faced serious issues like taxes not being filed correctly.
We talk to salon owners every day who felt stuck, stressed, and unsure of what to do next. Many of them trusted a provider that promised to make things easier but ended up making things harder.
When problems came up—like payroll mistakes, system errors, or even missed tax filings—they had no one to call. The person who sold them the service stopped answering, and support was slow or unhelpful. These owners were left to fix big problems alone. Some waited on hold for hours or had to explain the same issue to different people. It was frustrating and unfair.
Here’s what we hear most:
Most salon systems are hard to use and don’t work well together. You waste time entering the same info again and again. Support is often missing. You need tools that are simple, connected, and backed by real people who are there when you need help.
“Our biggest frustration was the lack of customer service and follow-up. We experienced a wide variety of issues that even ranged to our taxes not being filed properly. The salesperson who previously sold the deal ended up being nowhere to be found...”
Hiringinsalonshappensalot.Whetherit’sabusyseasonor someonejustleft,you’reprobablybringinginnewpeople often.Ifyou’restillusingpaperpackets,printingforms,and collectingsignaturesinperson,itcansloweverythingdown. Mistakeshappenmoreoftenandmanagersspendextra time doingtasksthatcouldbeeasier.
Hiringinsalonshappensalot.Whetherit’sabusyseasonor someonejustleft,you’reprobablybringinginnewpeople often.Ifyou’restillusingpaperpackets,printingforms,and collectingsignaturesinperson,itcansloweverythingdown. Mistakeshappenmoreoftenandmanagersspendextra time doingtasksthatcouldbeeasier.
1. Hiring And Onboarding Still Involves Binders And Paperwork
Hiring in salons is a regular occurrence. Whether it’s a busy season or someone just left, you’re probably bringing in new people on a somewhat regular basis.
Hiringinsalonshappensalot.Whetherit’sabusyseasonor someonejustleft,you’reprobablybringinginnewpeople often.Ifyou’restillusingpaperpackets,printingforms,and collectingsignaturesinperson,itcansloweverythingdown. Mistakeshappenmoreoftenandmanagersspendextra time doingtasksthatcouldbeeasier.
Hiringinsalonshappensalot.Whetherit’sabusyseasonor someonejustleft,you’reprobablybringinginnewpeople often.Ifyou’restillusingpaperpackets,printingforms,and collectingsignaturesinperson,itcansloweverythingdown. Mistakeshappenmoreoftenandmanagersspendextra time doingtasksthatcouldbeeasier.
2.YourSystemsDon’tTalktoEachOther
If you’re still using paper packets, printing forms, and collecting signatures in person, it can slow everything down. Mistakes happen more often and managers spend extra time doing tasks that could be easier.
Using one connected system or linking your tools can make a big difference. When data flows between platforms, you don’t have to re-enter it. This saves time and makes sure pay, hours, and records are more accurate.
As a manager, you get it. It seems easy to be the one in charge of approving PTO at first glance. Handling every time-off request and shift change by hand takes a lot of time. It also slows down your day when you have to answer every question or update every schedule yourself.
Many salons now use digital tools for hiring and onboarding. These tools let new hires apply online, fill out forms, and complete tasks seamlessly from their phones. This means everything is ready before their first day. It saves time, lowers the chance of errors, and helps new team members feel ready to work right away.
Payroll can be stressful when you’re doing it all yourself. You may be checking timecards, making sure special rates are correct, or fixing problems right before payday. This can take hours each pay period and leaves room for mistakes—or even major legal issues.
Self-service tools let employees make requests and see their schedules from their phones. Managers still approve changes, but they don’t have to be involved in every small detail. This gives staff more control while helping managers focus on bigger tasks.
5.WhenSomethingGoesWrong,SupportisNowheretoBe Found
If your scheduling app, payroll provider, time clock, and pointof-sale system don’t connect to each other, you’re probably doing the same work more than once. That could mean retyping hours,
Most salons switch to payroll systems that handle these tasks for them. These systems can apply the right pay rates, catch errors, and handle taxes without extra work. It gives you peace of mind and saves time.
5.WhenSomethingGoesWrong,SupportisNowheretoBe Found
When a problem comes up, getting help should be easy. But if you’re waiting on hold or explaining your issue to different people, it just adds more stress.
A dedicated support rep who knows your setup can fix issues faster. You don’t have to repeat yourself, and problems get solved quickly so you can stay focused on your business.
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What The New SBA SOP Rules Mean For Tanning And Spa Business Owners
BY STERLING BIRDSONG, NATIONWIDE SBA LENDER
The SBA recently rolled out updates to its Standard Operating Procedures (SOP), and if you’re in the tanning or spa industry, you’ll want to understand how these changes could affect your ability to secure financing. The new SOP officially went into effect June 1, 2025, and it touches on several areas—from eligibility and equity requirements to franchise approvals and ownership transitions.
Eligibility: A Spotlight on Owner Involvement
The SBA is placing more focus on whether businesses are actively managed. That’s especially relevant for tanning salons and wellness spas, many of which use partiallyautomated or self-service models.
If you’re an owner-operator who’s hands-on in the business, you’re likely in good shape. But if your model is mostly unattended (think 24/7 tanning access via keycard), lenders may now ask for more details on how the business is run. The SBA wants to see that there’s active management and oversight not just a passive revenue stream.
Tighter Equity Injection Documentation
One of the more technical, but important, updates is around equity injection. If you’re acquiring a salon, launching a new location, or buying out a partner, you’ll need to show where your down payment is coming from. The SBA is now requiring clearer, better-documented sources of funds.
If you’re using personal cash, investor funds, or seller financing, just be ready to provide a clean paper trail. This is a change in process, not eligibility, so with good documentation it shouldn’t slow things down.
Partial Ownership Transfer Rule Change
There has been a change to the rule regarding partial ownership changes. You can still use SBA financing for partial changes of ownership. However, if an owner will not be selling 100% of their stake in the business, they must guarantee for a minimum of 2 years if their ownership is less than 20%, or guarantee for the full duration of the loan if their ownership is greater than 20%.
That’s a big deal for spa and salon owners who are looking to simplify ownership, restructure, or plan longterm exits.
The Franchise Directory Is Back
The SBA has officially reinstated the Franchise Directory. If you’re a franchisee or thinking about becoming one this change matters. The Franchise Directory is once again the go-to list for determining whether a franchise brand is SBA-eligible.
If you’re opening a franchised tanning salon or spa, make sure your brand is on the SBA’s directory. If it is, your loan process will be faster and smoother. If it’s not, your lender may need to go through additional review steps. The good news is, many established wellness and beauty franchises are already included.
What This Means for You
These SOP updates are about clarity, consistency, and making sure borrowers are actively involved in their businesses. For tanning and spa owners, the core takeaway is this: SBA loans are still very much available but the process is a little more structured now.
Here’s what I recommend:
Have strong documentation: Especially around how your business is managed and where your equity is coming from.
Make sure your franchise is SBA-approved: If you’re part of a brand, confirm it’s listed in the SBA Franchise Directory.
Talk to a lender who knows your industry: The spa and wellness world has unique dynamics. You want someone who understands it, not just someone working from a checklist.
As a Nationwide SBA Lender, I work with tanning salon and spa owners across the country. Whether you’re acquiring, expanding, refinancing, or restructuring, my job is to help you navigate the SBA lending process with clarity and confidence.
If you’d like to talk through how these SOP changes affect your plans, or if you just want a second opinion, I’m always happy to help.
Sterling Birdsong SBA Loan Officer 813-205-1714
sterlingbirdsongsba@gmail.com
From Personal Trainer to Salon Owner:
The Inspiring Journey of Shanna Lynch
BY QUINN COOPER
Sometimes the biggest risks lead to the most rewarding transformations.
Glo, as a tanning salon franchise, is a story of rising up against adversity, investing in those who show their hard work, and expanding. That’s precisely why it’s one of the fastest growing sun spa franchises in the United States, with over 100 locations found throughout the country.
And, every single store seems to reflect that same story of learning, training, and overcoming the odds. Today, we’re going to look at the story of Shanna Lynch, one of Glo’s newest rising stars among salon owners.
At 45, Shanna Lynch was running a successful personal training business in Arkansas, working grueling 14hour days six days a week. Despite her success, she faced a sobering reality: no retirement plan and a body that couldn’t sustain that pace forever.
That changed when she got involved with Glo.
Today, she’s the proud owner of two thriving Glo tanning salons in Siloam Springs, Arkansas—a transformation that began with a single conversation with a mentor who believed in taking calculated risks.
The Leap of Faith That Changed Everything
Lynch’s story isn’t just about changing careers; it’s about having the courage to start over when conventional wisdom says you’re “too old.” At 45, most people assume that they can’t just “restart everything,” because they have become so enmeshed with the patterns of life.
Her journey from the beauty industry to personal training, and finally to salon ownership, demonstrates that success often requires stepping outside your comfort zone, even when you’re already successful.
“My dad has always told me ‘slow and steady wins the race’—he’s conservative and doesn’t take risks,” Lynch reflects. “But when you meet
a mentor like Onyi, he’s like ‘take the risk, it’s going to be worth it.’”
The mentor she refers to is someone she knew from the bodybuilding world, a person whose integrity she trusted implicitly. When Lynch reached out for mentorship, she wasn’t necessarily looking to change industries entirely. She was seeking guidance on her personal training career, but the conversation took an unexpected turn.
Shanna says, “I reached out to him for mentorship when I saw that he had started mentoring people. I knew him from the bodybuilding world, and I trusted him because he’s a guy of integrity. When he mentored me, he asked how I was liking personal training. I said I loved it, it was actually a passion, but the only thing I was really concerned about was my retirement. I don’t have a retirement plan.”
Onyi looked at her past history and saw something in her. So, he made an offer that would change her life forever.
Starting from the Bottom, Again
If you were told to rebuild your life when most people are already set in their ways, would you? Would you take a risk, uproot your life again, just to take a chane on a new opportunity? Most people wouldn’t, but Shnana isn’t like most people.
Despite having over 20 years of retail management experience with companies like MAC Cosmetics, Lynch made a bold decision: she would start at the bottom in an entirely new industry.
Onyi offered her a chance at store ownership through the Glo employee program. This requires store owners to work their way from the bottom up. And it wasn’t always easy. In fall 2022, she packed up her life, put her house on Airbnb, and moved to Texas to work as a spa consultant at one of Onyi’s corporate stores.
Her willingness to embrace beginner status, despite her extensive background, proved to be a winning strategy. Within just two years, she progressed from spa consultant to store manager, then to district manager, and finally to salon owner— skipping the area manager position entirely.
The Power of Proven Systems
One of the key differences between Glo and other franchises is the training program. Glo features very intensive training for all franchisees and employees—but the true task is learning from doing.
“If you haven’t been in the tanning industry at all, yes, I think you should start at the bottom so that you get the basics and base knowledge,” Lynch explains. “I had management experience before but knew nothing about the tanning world or industry.”
Lynch’s rapid ascent wasn’t just about her work ethic; it was about
her ability to absorb and implement established systems. Her experience working directly with corporate operations became her secret weapon as an owner.
“I know no way other than the way corporate does things, so I run my stores exactly in line with what corporate does,” she notes. “For me to go from working for corporate to owning my own store, it was just implementing everything I learned in a different location.”
This systematic approach has made expanding from one store to two surprisingly manageable. Lynch started hiring two months before opening her second location, ensuring everyone was properly trained and ready. The process also helped her identify emerging leaders within her team, allowing her to promote from within.
Building a Culture of Growth
When it comes to hiring, Lynch looks for more than just enthusiasm. She seeks driven individuals who won’t cut corners, but she also values having a mix of ages and experiences on her team. Her leadership philosophy centers on finding people who are “like a sponge”—eager to learn, open to feedback, and willing to take on any challenge.
“I want somebody that’s always asking me questions, always wanting that
feedback, doesn’t think they know it all,” Lynch explains. Her approach reflects the mentorship she received, emphasizing the importance of training people to eventually replace you and move up.
Looking Forward
As Lynch settles into her role as a two-store owner, her vision extends beyond just business success. She wants her salons to be memorable for all the right reasons—places where integrity, fairness, and genuine welcome are the norm.
“I want them to remember that me and my staff were standup people with a lot of integrity, that everybody gets treated fairly and the same at my salon and is always welcomed,” she says.
Lynch’s journey from personal trainer to salon owner is more than just a career change story—it’s a testament to the power of taking calculated risks, embracing mentorship, and never being afraid to start over when the opportunity for something better presents itself. In a world that often emphasizes playing it safe, her story reminds us that sometimes the biggest transformations come from the biggest leaps of faith.
Every salon has its own story, and Shanna Lynch’s story is just getting started.
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How to Maximize Engagement on Instagram & Facebook Stories for Business Growth
BY JACK DUMOULIN
When it comes to marketing your business, Stories on Instagram and Facebook are one of the most powerful tools at your disposal. But most businesses get it wrong - chasing constant activity instead of strategic impact.
If you’re planning a big push, like a product launch or special offer, mastering the nuances of stories can make or break your campaign. Stories, especially those on social media, can be a veritable goldmine for you—provided you post wisely.
Note: When we say “Stories” with a capital S, we’re talking about the Stories that show up on TikTok and Instagram.
Less Is More: Why You Should Post One Story At A Time
One of the biggest mistakes brands make is flooding their Stories feed during a major offer. Here’s the truth: when you post multiple Stories, each new one splits your audience’s attention. Worse, if a Story underperforms - low taps, exits, or replies - it tanks the reach of your previous Story, including the one promoting your offer.
Instead, post only one carefully crafted Story at a time during your big push. Monitor its performance, let it breathe, and give it time to reach as many people as possible before posting another. Maximizing the reach of that single Story is far more effective than diluting attention with a series of random updates.
Prime Your Audience For Action - The Smart Way
Your Stories shouldn’t just entertain; they should train your audience to engage. That means consistently priming them to swipe up or send you a DM - but with a twist.
Instagram and Facebook don’t like it when you link out to third-party sites directly; they want users to stay on their platform. Dropping direct links can limit your reach because the algorithm deprioritizes content that moves people off-app.
The solution? Encourage viewers to send you a DM or reply with a keyword. This keeps the engagement on-platform - and Meta rewards you with increased visibility.
Better yet, set up an automation tool like ManyChat so when someone DMs you a keyword, they receive an instant response (like a link to your offer) while you collect valuable leads - all while staying in the good graces of the algorithm.
Hook Hard And Use ScrollStopping Visuals
You have 1–3 seconds to catch attention in a Story. If you’re using an influencer or spokesperson, make sure their opening line is a true hook - something that makes viewers stop and listen, like:
• “This will save you $500 this month…”
• “I wish I knew this before I started…”
• “You’re missing out if you don’t know this secret…”
Pair that hook with eye-catching, curiosity-piquing visuals - the kind of image or video that makes someone pause mid-scroll. Avoid generic stock photos; use images that intrigue, entertain, or spark emotion.
Ready To Turn Stories Into A Revenue Machine?
Stop posting Stories just to stay “active.” Start posting Stories that prime engagement, maximize reach,
and drive action. With the right visuals, attention-grabbing hooks, and a strategy to keep traffic on-platform, Stories can become one of your highest-ROI channels for both brand awareness and conversions.
Written by Jack Dumoulin Co-Founder,
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 15 million followers and has generated over 4 Billion Organic views across Instagram, Facebook, TikTok & YouTube in just 4 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
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EDUCATION AND TRAINING
BY JOE SCHUSTER
Isn’t it amazing to see what kinds of great things can happen from times of turmoil? What began in 2021 as a mid-year celebration for salon owners impacted by Covid, now has become an annual industry event. It’s called Mind Your Business, and it took the industry by storm.
The most recent iteration was Mind Your Business 5, the fifth convention of its type. In short, MYB5 is a real rockstar of an event—and I was lucky enough to hang out with Heartland Distribution during the event.
A Great Adventure
Every Mind Your Business comes with its own theme. This year’s theme was “Adventure,” and you could feel that adventurous mood in the air. This year, Mind Your Business was held at The Elms Hotel and Spa in Excelsior Springs, MO, from June 11 to 13.
This event is an inspiring mix of business and pleasure for those with “skin in the game,” with a special focus on salon owners. While salon owners are not always known for being creative, the theme came out in full force.
One of the major highlights of MYB5 was its backdrop: the Elms Hotel. Not only is it a beautiful, historic hotel and spa, but one of its finest features is their pool. Heartland took full advantage of it on Day One.
A pool party hosted by New Sunshine kept the attendees amply covered in SPF as they enjoyed tropical inspired spirits, cool tunes and engaged in a Cannonball Splash Contest won by Suntan Dahlonega’s Brandon Brown. It was the ultimate way to network, unwind, and feel the warmth of the sun.
A Great Reception With Extra Camaraderie
It’s hard to complain about a professional event that involves having people bask in the sun and exchange ideas. Perhaps that’s why so many attendees were raving about the experience!
New Sunshine’s Jess Snyder commented, ”Heartland Tanning’s MYB series is one of the most impactful events we attend each year. It’s a rare opportunity to connect deeply, share strategies, and drive success together. The perfect balance of business and leisure!”
Sun Evolution’s Gina Jaeger-Morris was on hand to lead the group that evening to the “Explorers Playground,”
a setup series of games to bring hidden talents out of competitors. Cornhole games, hula hooping, three legged races, and a tug-of-war pushed teams to the limits with a lot of grins.
Of course, Heartland was there to help ensure everything went perfectly. Heartland’s Brad Henson kicked things off the next morning, introducing the lineup of events, thanking the vendors and salon owners as well as the Heartland staff that put it all together.
The event, if nothing else, was impressive when it came to the sheer amount of work that had to be put in for it to succeed. Brad Henson made it clear: this was a work of love and the love Heartland puts in always gets returned.
“While these gatherings consume a great deal of man-hours preparing and then producing, I always come away very gratified from the excellent response I get from attendees. MYB 5 was a complete success,” said Henson.
MYB is an event series that truly uplifts every person in the industry in its own way. Poly’s Jerry Deveney has been to several of the previous MYB
events. He was absolutely thrilled with each event he attended.
“The Heartland Salon Owner’s retreat was fantastic! It was inspiring to see a show floor filled with decision makers openly sharing their ideas and strategies for achieving success. We will definitely be participating in the January 2026 event,” said Deveney.
Valuable Advice With A Focus On Self-Care
Of course, it wasn’t all playtime. The event then segued into the first “meat and potatoes” segment, the Tribal Council meeting. Led by Heartland’s own Sales Director, Jessica Stone, salon owners had the chance to bring up topics for discussion that covered hiring practices and interviews, keeping quality salon staff, motivation and more over the next two days of sessions.
Carolina Tan and Wellness owner, Emily Sigmon offered some heartfelt words. She was particularly impressed with the way that event speakers discussed self-care for salon owners. More specifically, the event’s focus on mental health was a gamechanger for her.
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“My personal ‘golden nugget’ of MYB5 was the discussion on the salon owner’s mental health. It was the first time we really opened up about it, and having that conversation with others in the industry—people who truly understand the unique challenges we face and made it incredibly meaningful,” she said, adding, “It wasn’t taboo. It was real, relevant, and something I could take home and truly apply. We all could.”
Victoria Cordes of Bear Naked Tanning in Ohio agreed with that assessment, “This isn’t your typical industry event. This event focuses on networking, sharing what’s working (and what’s not) in our salons, and learning from each other’s experiences. Most importantly, it’s a chance to build genuine relationships with fellow salon owners who get it!”
A Wild Scavenger Hunt
Adventure always comes with a dose of hunting for a prize, so it’s no surprise that a scavenger hunt was included as part of the event’s lineup. The Wild
Expedition Challenge was sponsored by Devoted Creations and had attendees prowling all over The Elms on a team based scavenger hunt. Of course, the rally point was the 2nd floor “Tavern” for the thirsty contestants.
The staff at Devoted Creations were also thrilled to help Heartland create some MYB magic.
Devoted Creations, Makayla Thomas offered, “Heartland always does such a wonderful job with their shows and this is by far one of my favorites! It’s so much focused on the owners networking with us on a one-to-one level. The relationships and connections that we continue with our salon partners are awesome as well as others who are newly interested in Devoted!”
Alex Zeedyk of Devoted had her take, too. “We had a great time hosting the Scavenger Hunt, but the networking during the day gave such a fresh perspective on how we can work diligently to grow with salons long term. It also gave ample time to
converse with newer salon owners in a more casual setting. The MYB 5 retreat was one for the books!”
A Beautiful Brunch, Served With A Side Of Networking
The final day started with a morning brunch sponsored by Heartland and an informative review from the American Suntanning Association’s Melinda Norton. The brunch was delicious, and what set it apart from many other conventions was the leisurely pace of the events.
After all, the tanning world is all about networking. That’s why each day had plenty of time for the popular vendor/salon owner Exchange Session. Mind Your Business is all about networking and giving owners a chance to approach fellow professionals in a relaxed, leisurely manner. It’s what makes it such an incredible experience.
A Final Verdict
If you can’t tell, Mind Your Business is one of the most popular events of its kind. I happen to agree with Total Tan’s Vic and Amie Perrin when it comes to their verdicts on the event itself. They are “frequent flyers” at these MYB’s and had this message for us…
“The first MYB event Heartland produced in 2021 was terrific, and we can honestly say it keeps getting better. The cost to attend is nothing compared to the wealth of industry knowledge we take home.
MYB is about strengthening relationships by encouraging questions and open discussions in a fun, relaxing environment. We are truly blessed to be part of this incredible community of tanning salon owners, manufacturers and distributors. We’re already looking forward to MYB6!”
The Cheat Sheet For Marketing Your Tanning Salon To College Girls
BY SAM NEELEY
Understanding the Target Audience
They’re the future of society as well as the future of tanning: they’re college girls! If you own a salon, you already know how popular tanning salons are among university students.
College girls are a dynamic and trend-conscious demographic within the industry. To effectively reach this group, it’s crucial to understand their motivations, preferences, and lifestyle. I put together some “cheat sheets” on this booming sales demographic.
Motivations:
Appearance: Desire for a “healthy glow,” to look good for social events, or to enhance their overall appearance.
Self-confidence: Tanning can contribute to increased self-esteem.
Social Trends: Following peer trends and popular culture.
Stress Relief/Relaxation: Tanning can be seen as a form of self-care or a brief escape from academic pressures.
Preferences:
Convenience: Easy access, flexible hours, and quick sessions are highly valued.
Affordability: Budget-conscious, so deals, packages, and student discounts are attractive.
Quality: Desire for safe and effective tanning results, along with clean facilities.
Technology: Interest in advanced tanning beds, spray tanning options, and related products.
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Lifestyle:
Busy Schedules: Juggling classes, part-time jobs, social activities, and studying.
Socially Connected: Heavy users of social media, influenced by peers and online trends.
Health-Conscious (to varying degrees): While seeking a tan, many are also aware of skin health concerns.
Marketing Strategies
1.Pricing and Promotions
Student Discounts: Offer exclusive discounts for college students with valid IDs.
Friends & Group Discounts: Encourage group bookings or refer-afriend incentives.
First-Time Client Offers: Provide a discounted first session or a free upgrade.
Seasonal Promotions: Tie promotions to holidays, spring break, or end-ofsemester events.
Sorority Discounts: Make extra money by offering discounts to girls who are rushing the local sororities—or discounts to the ladies who made the cut!
2.Location and Accessibility
Proximity to Campuses: Ideally, locate salons within walking or short driving distance from college campuses.
Flexible Hours: Offer extended hours to accommodate diverse student schedules, especially evenings and weekends.
Online Booking: Implement an easyto-use online booking system for convenience.
3.Digital Marketing
Social Media Engagement:
Platforms: Focus on platforms popular with college-aged women (e.g., Instagram, TikTok, Snapchat, Pinterest).
Content: Post engaging visuals (before/after, lifestyle shots), usergenerated content, tanning tips, promotions, and behind-the-scenes glimpses.
Influencer Marketing: Collaborate with local college influencers or microinfluencers to promote services.
Contests & Giveaways: Run social media contests to increase engagement and brand awareness.
Search Engine Optimization (SEO): Optimize your website and local listings for keywords like “tanning salon [city/college name],” “spray tan near [college name].”
Email Marketing: Build an email list and send out newsletters with promotions, new product announcements, and tanning tips.
Online Ads: Utilize targeted ads on social media and search engines, focusing on demographics and interests.
4.On-Campus and Local Partnerships
Campus Events: Sponsor or participate in college events, Greek life functions, or student organization activities.
Local Businesses: Partner with complementary local businesses (e.g., boutiques, nail salons, hair salons) for cross-promotion or joint offers.
Flyers & Posters: Distribute eyecatching flyers and posters on campus bulletin boards (where permitted) and in local businesses frequented by students.
5.In-Salon Experience
Cleanliness & Hygiene: Maintain impeccable cleanliness standards, which is a major concern for this demographic.
Modern Equipment: Offer a variety of modern and well-maintained tanning beds and spray tanning booths.
Knowledgeable Staff: Train staff to be friendly, approachable, and knowledgeable about different tanning options, products, and skin safety.
Product Assortment: Stock a range of tanning lotions, aftercare products, and related accessories.
Ambiance: Create a welcoming and aesthetically pleasing environment.
“A golden tan is the index of chic.” -Coco Chanel
Key Considerations
Safety & Education: Emphasize responsible tanning practices and skin health. Offer educational materials about UV protection and proper tanning techniques.
Reviews & Testimonials: Encourage satisfied clients to leave positive reviews on Google, Yelp, and social media.
Feedback: Regularly solicit feedback from college clients to understand their evolving needs and preferences.
By implementing a multi-faceted approach that considers the unique aspects of the college girl demographic, tanning salons can effectively attract and retain this valuable customer segment.
Glow Up Your Business
Why Location Matters for Your Tanning Salon in Retail Strip: A Focus on Visibility, Accessibility, and Parking in Retail Strip Centers
BY KATHERINE GOMEZ
Throughout the world, tanning salons are increasingly becoming a popular choice for clients seeking a safe, yet sun-kissed glow. Tanning salons offer an even, quick tan without a high risk of burns. However, the success of these businesses is not solely dependent on the quality of their tanning services or the latest technology in tanning beds.
A critical element that significantly impacts their success is real estate, particularly the choice of location. Let’s take a look at how real estate impacts your chances at staying in business.
PHOTO
Visibility: The Key To Attracting Customers
Did you ever just drive past a place and go, “Ooh! I wanna check that place out?”
Yep, you’re not alone.
Visibility is one of the foremost reasons a tanning salon’s location can make or break its success. Being located in a retail center offers the advantage of shared foot traffic and higher visibility, which can be a gamechanger for attracting new clients.
While we’re on the topic of visibility, let’s talk about the best investment you can make outside of real estate: a good sign. In retail environments, signage plays a vital role in visibility. Clear, attractive storefront signage can entice passersby, transforming casual onlookers into loyal customers.
If you have a prime location with an elegant sign showing your newest specials, you’re going to be golden. (Or at the very least, you’ll have a lot more traffic than you would originally have.)
Accessibility: Convenience Matters
Accessibility is essential when choosing a location for a tanning salon. That’s precisely why it’s often best to have retail strip centers as the backdrop for your salon. Ideally, these centers should be situated near major roads, highways, residential
neighborhoods, and commercial areas that see high traffic.
A convenient location makes for an accessible venue.
But that’s not all! The layout and design of the venue itself can impact accessibility. A well-designed space that allows for uncomplicated navigation will ensure customers can easily find and enter the tanning salon without frustration. You don’t want to have clients hunt around for your salon when they’re on a time crunch, do you?
Ample Parking: A Necessity For Customer Retention
Sufficient parking facilities are a non-negotiable requirement for any successful tanning salon. It’s a nobrainer, especially in city areas where parking can be scarce. Ample parking that’s located close to the salon makes it easy for customers to just stop, park, tan, and head out.
America is a highly mobile country. If you don’t have a car, you’re not traveling too far from home. Having parking is just smart business—even if you live in a highly walkable place like New York City.
The Competitive Edge Of Location
We have already talked about how retail centers tend to boost up visibility, but not all centers are the
same. You should seek out a retail area that already has venues that complement your business.
By situating a salon among complementary businesses, such as gyms, hair salons, or spas, the potential for cross-promotion and referrals increases. For instance, a nearby fitness center may attract clients who are also interested in tanning services, creating a win-win scenario for both businesses.
Moreover, retail strip centers often host seasonal events, sales, and promotions that can provide additional marketing opportunities for tanning salons. Engaging in these community events can enhance visibility and brand recognition, further solidifying the salon’s presence in the minds of local consumers.
Your goal is to find a location that makes it easy for clients to view your salon as part of their one-stop shop solution for all things beauty and wellness. There are more centers like this out there than you think!
Conclusion
The importance of real estate in the tanning salon business cannot be overstated, especially regarding visibility, accessibility, and parking. If there’s one thing you really invest in during your salon ownership journey, make sure it’s a great location.
Steering Success in Salon Management Software with Sunlync Gary Strong
BY QUINN COOPER
As the Director of Sales & Development, Gary Strong has been instrumental in Sunlync’s mission of delivering innovative salon management solutions tailored for the indoor tanning industry. Since joining the company, Gary has contributed significantly to SunLync’s ability to provide reliable and user-friendly software solutions.
In preparation for a new Sunlync product release (Wink, wink!) We’ve brought Gary Strong to the forefront to discuss Sunlyncs current product capabilities as well as give us a peak at what is to come in 2025!
Can you introduce yourself and explain why you decided to join SunLync?
My journey with SunLync started over 25 years ago — Earlier in my career, I actually worked for the company for five years! That experience introduced me to the tanning industry, and it sparked a passion in me for salon ownership. I eventually left SunLync to chase that dream; building and running salons of my own.
Now, 25 years later, life has come full circle. I’m back at SunLync — this time, bringing not just my software
and business background, but also firsthand experience of being a salon owner. It’s truly the best of both worlds.
What drew me back was the renewed energy and vision at JK and SunLync. There’s a clear focus on reconnecting with our customers, supporting the industry, and investing in innovation. I saw the opportunity to make a real difference, and I couldn’t pass that up.
Why do you believe SunLync is the best software for the tanning industry?
SunLync’s strength comes from its
foundation: stability, reliability, and security. Many of the largest tanning chains in the U.S. have grown using SunLync — that says a lot about its capability and scalability.
We’re not just software providers; we’re partners in growth. Our deep industry knowledge gives us a competitive edge that translates into real-world success for our customers — whether they run one salon or one hundred.
What was your focus during your first six months leading SunLync?
The first priority was listening. We reached out to both our largest clients and our smallest operators to truly understand their needs. That feedback became the blueprint for the new SunLync Pro.
Internally, we restructured and energized our development team. We didn’t just want to maintain the platform — we wanted to evolve it, guided by what our customers told us was most important.
What are the most impactful changes you’re making with SunLync?
The biggest change is SunLync Pro, set to launch this summer. It’s more than an update — it’s a full refresh of the platform, with a focus on user experience, performance, and meaningful new features.
This marks a shift in how we serve the industry. JK leadership is fully behind giving the SunLync team the tools, resources, and support needed to deliver real, lasting impact.
There’s talk that SunLync Pro is just the beginning. Can you share what else is coming?
Absolutely. SunLync Pro is the core, but we’re expanding far beyond it. We’re building complementary tools like APIs for integration,
“There’s a clear focus on reconnecting with our customers, supporting the industry, and investing in innovation. I saw the opportunity to make a real difference, and I couldn’t pass that up.”
a modern SMS/text messaging platform, business dashboards, and marketing features.
Everything is designed to help our customers grow — more visibility, smarter decisions, better customer engagement. This aligns perfectly with JK’s new direction: to not only serve the industry but help it grow in bold, new ways.
What changes are happening in customer support?
Support is a top priority. We’ve heard the feedback loud and clear — and we’re acting on it. We’ve increased staffing, improved our response times, and enhanced our documentation and self-service tools.
Our aim is simple: to provide the kind of support our industry-leading customer base deserves — across
phone, email, and online. The goal is fast, effective, and helpful service at every level.
What message do you want to share with SunLync customers — and future customers?
Come connect with us. Call, email, or better yet — come meet us at industry events like the S&S Expo this November. Share your feedback, see what we’re building, and experience the new SunLync.
We’re turning the page to a new chapter. The future of SunLync is not only bright — it’s built for your growth.
For more information on what Sunlync has to offer, visit sunlync.com for more details. To look at our portfolio of Tanning equipment, check out the freshly redesigned website; ergoline.us
A Look Behind The New ‘Sunscreen Truther’ Internet Movement
BY OSSIANA TEPFENHART
As someone who is lightsensitive, sunscreen had a massive impact on my life.
“Make sure to wear sunscreen!” wasn’t just a regular reminder for me. It was basically a mantra. If it was summer, I better reek of the beautiful coconut-fruit blend of sunscreen. Sunscreen wasn’t just a way to smell good. It was hammered into our minds that it would save us from wrinkles and skin cancer.
Imagine my shock of shocks when I started hearing people question the efficacy of sunscreen!
On The Sunscreen “Truther” Path
On sites like TikTok and YouTube, many conspiracy theories seem to take on a life of their own. Influencers have been touting the importance of going out in the sun, sunscreen-free. At times, the anti-sunscreen movement is due to the “crunchy,” all-natural movement’s popularity. Other times, it’s because of personal experience.
In a CNN news article, journalists found influencers with followings upward of 1 million warning others to avoid sunscreen because it’s “toxic.” Others claim that sunscreen is toxic, suggesting that the ingredients may be more dangerous than the risk of cancer that you can run if you skip it.
The turn against sunscreen is not a minor movement, either. The majority of believers in the anti-sunscreen movement are young and fans of influencer trends. A recent survey revealed that nearly 1 in every 7 people under the age of 35 believe it’s more dangerous to wear sunscreen every day than it is to skip it altogether.
Regardless of the “why” of the sunscreen truther movement, it’s clear that a growing number of people are skeptical about the sunscreen they slather on. So, what’s the deal? You might be surprised…
The Truth Behind Sunscreen Effectiveness
With all the questioning going on, it’s good to know what the real truth is. According the Environmental Working Group posted its 2025 Annual Guide to Sunscreens, which offers official, individual studies done on the efficacy of sunscreens.
In their annual report, the EWG revealed that approximately 500
sunscreens of over 2,200 they tested actively protect the skin against the sun. The sunscreens in question fell short of modern sun protection standards, only being acceptable for market use due to outdated safety standards.
As of right now, there is a growing problem with misleading information and advertisements in the sunscreen world. As the guide says, “Federal sunscreen rules have remained largely unchanged since 1999, leaving consumers to navigate products with uncertainty.”
What About The Toxins?
One of the largest claims among sunscreen truthers is the growing concern of toxic chemicals being used in sunscreens. Believe it or not, there may be some truth to these claims, depending on the manufacturer of the sunscreen and the connotations.
Human Toxins
In 2021, a Valisure study came out mentioning a noticeable uptick in a specific carcinogen in massproduced sunscreen. Benzene, a known carcinogen, is a fairly
common adulterant found in low-end sunscreens.
It’s important to note that benzene is not an added ingredient to sunscreen. Rather, it’s a byproduct of certain chemical reactions that can happen during the manufacturing process. High-quality sunscreens won’t have benzene or other carcinogenic petrochemicals in them.
Many sunscreens also contain fragrances and dubious ingredients that can irritate the skin, lungs, or even your endocrine system. However, studies have shown that these ingredients are not in all sunscreens and may, in fact, be in a minority.
Want to stay a little safer? The EWG report warned people to avoid “fragrance” additives in their sunscreens, noting that 36% of said products this year included allergens, hormone disruptors or known carcinogens.
Environmental Toxins
This is a bit more of a loaded issue. Sunscreens are not a part of the natural ecosystem—and they
do wash off. Coral Guardian, a nonprofit organization that deals with protecting endangered coral reefs, noted that sunscreen poses an imminent threat to corals in areas like the Great Barrier Reef.
A quick search of the Coral Guardian website reveals that adult corals exposed to ingredients like oxybenzone (a common yet harmless-forhumans ingredient in sunscreen) are more likely to suffer from disease, accelerated bleaching, and heat deaths.
Sadly, the amount of research done on the impact of sunscreen on marine life is still little. While scientists have been able to link sunscreen with coral bleaching, we don’t know what it’s doing to other animals—such as fish or crabs.
Is It Time To Ditch Sunscreen?
NO! Absolutely not!
Having trace amounts of toxic ingredients does not mean that you will have a poisonous potion. Toxicity changes depending on the dose. In other words, even healthy ingredients will have a threshold where they can become toxic. This is even true of vitamins like Vitamin E or potassium.
The point of using sunscreen is to prevent skin cancer, and the majority of all sunscreens do offer some protection. According to skin cancer experts and dermatologists alike, using sunscreen daily is still the most recommended practice to do. It also is far more likely to prevent skin cancer than it is to cause other endocrine issues.
For sun lovers that want to prevent damage to the environment, experts note that mineral sunscreens are more environmentally-friendly than traditional or aerosol sunscreens. Mineral sunscreens can be just as effective as aerosol sunscreens.
Considering that 1 in every 5 people will develop skin cancer during their lifetimes, it’s clear that protection is absolutely vital for everyone
What
Does This Mean For Sun Salon Professionals?
As sun professionals, you owe it to yourself and your clients to make sure that people are educated on what healthy sun exposure and healthy tanning looks like. Here’s what you should know and do.
Advise Against “Natural” Tanning
Tanning salons are meant to give people a way to safely tan and darken their skin without running a higher risk of sunburns or skin cancer. To that end, you should encourage your clients to opt for spray tans if cancer is a major concern for them.
It’s also important to remember (and stay in line) with the official suggestion of the FDA, which can be found below:
Use broad-spectrum sunscreen with an SPF of 30 or higher, even on cloudy days Reapply sunscreen every two hours, after swimming, or after heavy sweating.
Educate Others About Potentially Dangerous Ingredients
As we all know, professional salon lotions, tanners, and sunscreens are often formulated to a higher standard than drugstore offerings. If your clients are concerned about the effects of their tanners or sunscreens, it may be wise to consult with the companies you work with on how to handle these concerns.
More often than not, they will be able to furnish you with pamphlets or information related to ingredient safety. Like with all things productrelated, offering knowledge is vital to keeping that client relationship solid.
Distribute High Quality Products At Your Store
Salon-ready product are held to a high standard. That’s why they are made for professionals, by professionals. As a tanning salon owner, you should make a point of carrying tanning products and sunscreen that exceeds federal standards.
At first, adding sunscreen to your
The Misinformation Must Stop
While sunscreen might seem like it’s the enemy of the tanning industry, the truth is that it’s a major part of the industry. Sunscreen is not a matter of personal preference. It’s a matter of life or death, and as we all know, sun damage isn’t always immediately visible.
The tanning industry already has a lot of bad press as a result of the melanoma studies. The best way to combat this and help encourage the world to see sun spas as a part of the wellness world is to offer them genuine, health-conscious products and advice… even if it doesn’t involve a tan.
Do You Have Leadership Charisma?
The secret lies in striking a balance between warmth and competence.
BY DR. JIM SCHLECKSER THE CEO PROJECT
We have all met someone with whom we love working or collaborating. That person seems to have that extra gear for rallying the troops and getting everyone to bring their A-game to the office or wherever. It’s as if they have a magnetic personality that everyone is attracted to.
These are people who ooze charisma.
But that quality can sometimes be hard to quantify or even define. We often hear people call it a je ne sais quoi of sorts. What is charisma anyway? And is it something you’re born with, or can you learn to develop it?
The good news is that you can develop charisma, especially when you understand the two key ingredients that define it: warmth and competency.
Let me explain.
Building Charisma
It’s difficult to really nail down what makes one person charismatic and another one awkward. If you ask someone to define chemistry in the context of a leader, you might hear a response like: “I don’t know, but I just like them.”
That helps identify the first of the two elements contributing to building chemistry: warmth.
Charismatic leaders exhibit genuine openness and joy in their interactions with others. Their joy is contagious, spreading throughout the entire team. It often begins with a warm smile and, depending on the circumstances, a handshake, a pat on the arm, or even a hug. These leaders genuinely enjoy seeing you and being around you.
That sense of inclusiveness helps you feel seen and heard—and maybe even willing to go the extra mile for this person. But genuine charisma doesn’t stop showing warmth. It also involves demonstrating a high level of competency.
This means that their personality makes you feel like the leader can accomplish tasks. They are intelligent and capable, and people enjoy working with them because they know they’ll all succeed.
When those two elements—warmth and competency—come together in a leader, you can bet they have people willing to follow them.
It’s also easy to see the flip side of this equation. How many people would be willing to follow a leader with the personality of a cold fish who was also terrible at their job? It’s a rhetorical question. I can picture some faceless, nameless bureaucrat whose sole function is to make life miserable for everyone else.
MANAGEMENT MATTERS
However, it also highlights the need to strike a balance or equilibrium between the two elements if you’re aiming to enhance your charismatic skills.
Finding The Right Balance
Let’s talk about how to actually cultivate your charisma. Anyone can do it, but it takes effort and a little nuance. The challenge for anyone looking to develop their charisma is that they may have more of one element than the other.
Consider someone who is just naturally kind and warm. It’s just as sweet as pie. However, they are not very smart or skilled at their job. They are, as they say, “All hat and no cattle,” out west.
These are people who excel at smiling and handshaking but little else. They might be fun to have around at a party, but they’re the last ones picked when it comes to who you want working on your team at the office.
Similarly, we’ve all known people who are great at their jobs— they possess skills that seem to come from
Think of the leaders you admire most—they balance confidence with kindness.
their ears. But they exude the warmth of an ice box. Think about brilliant surgeons who can save lives but don’t seem to know about bedside manners and engaging with their patients.
You might want to work for these people, just not in any customer-facing role. Competent individuals with cold personalities often make great researchers or accountants because they prefer not to deal with others on the job.
Again, it’s OK for people to excel in one area or the other—warmth or competency. However, if you want to excel as a leader, you truly need to establish a balance of both to develop genuine charisma.
Leading With Charisma
I remember a boss of mine named Paul. He was older than I was when I worked for him. He was among
the nicest and warmest humans I have ever worked for. He was a joy to be around. But what made him an effective leader was that he was also brilliant. He was one of the most intelligent people I have ever met.
Because of that combination, he was such a fantastic leader that everyone in the company wanted the honor of working for him. His type of charisma just made sense—and it was so easy to detect by everyone who met him.
So, consider the leaders who have impacted your career and think about how they might have achieved this balance of warmth and competency.
Now, ask yourself how you can learn from them and develop your charisma to the level where people are clamoring to follow you through a brick wall.
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BY MELISSA DAMIANI
Asuccessful tanning and wellness business depends on three key pillars: technology, personnel, and equipment. These components are deeply interconnected, and their smooth operation is essential to delivering a consistent, high-quality experience. That’s why having a comprehensive maintenance plan isn’t just smart—it’s vital.
Most of the time, people tend to think about sun salon equipment maintenance and they think about sprayers. Or, perhaps they think about changing the light strips in a tanning bed. Or maybe they think about how they have to clean a specific sauna machine.
What they rarely ever think about is their salon’s information technology framework. However, it’s just as important as any other part of your store’s maintenance protocol. As a tech professional, there’s a lot that I feel needs to be discussed. It’s time to bring this to light.
Technology And Preventative IT Maintenance
Most tanning and wellness equipment today is integrated with salon management software and a built-in timer system. These tools, along with your Point-of-Sale terminal and backoffice platforms, often include features for tracking and managing equipment maintenance.
In other words, most tanning and wellness salons have all the tools they need to operate seamlessly. In order to create that perfect, streamlined workflow, you will need to ensure everything is hooked up correctly.
It’s wise to take time to learn about the machinery you have in your store, including your POS terminal and the apps it can download. Though it’s important, educating yourself on the tools isn’t enough to make your workflow seamless. To truly get the most out of your tools, our technology must be part of your preventative maintenance routine.
This means:
• Keeping all operating systems and software up to date with supported versions
• Installing and maintaining antivirus protection on all workstations
• Running regular data backups on a rotation schedule, with copies stored securely offsite
• Having preconfigured backup equipment—such as spare workstations or timer managers— on hand in case of hardware failure
These measures help safeguard your business continuity and protect your most valuable asset: your data. Think about how much information is stored in your IT network. It has all your clients’ names, email addresses, preferences, purchase histories, and more.
A single data breach can cause massive harm to the clients in your store, to the point that they may refuse to come back. If your IT system isn’t
well-maintained, it could also lead to a potentially career-ending lawsuit.
Proactive Equipment Maintenance
Digitally documenting maintenance activities improves efficiency and extends equipment lifespan. It helps act like a snapshot of your equipment’s health, improving repair times for your IT team. Clear records make it easier to schedule routine upkeep and reduce the risk of unexpected breakdowns or costly emergency repairs.
A robust POS-integrated maintenance system enables staff to submit service requests with just a few clicks. They can select the type and severity of the issue from a pre-set list, add notes, and even temporarily inactivate equipment if it’s out of service. This visibility helps management prioritize repairs and stay informed throughout the resolution process.
Empowering Staff And Streamlining Repairs
When employees have the right tools, they take greater ownership of equipment care. An integrated system automatically routes tickets to the appropriate technician based on issue type, ensuring timely attention to everything from maintenance of tanning and wellness units, to IT related issues to general facility maintenance.
Automatic systems are a godsend for busy salon owners who want to maximize their efficiency. For businesses with multiple locations, this system helps technicians plan their routes efficiently and arrive prepared with the correct parts— saving time, fuel, and labor costs.
Of course, there’s also a human aspect to IT maintenance and cybersecurity. Giving higher-level staff members a quick walkthrough of the IT system and maintenance protocols can be a very smart move. It helps familiarize them with their systems and also can help them better communicate with IT
techs in the event of a sudden break.
The key to look at here is to use the equipment system in tandem with a little coaching.
Managers can take note of updates, glitches, or concerns, giving owners the heads up when they believe something may need attention. Technicians can log activity, update ticket statuses (e.g., “awaiting part” or “requires additional assistance”), and mark work as resolved where appropriate, keeping everyone in the loop each step of the way.
If you are a salon owner who keeps track of equipment maintenance in paper logs for items like sprayers, tanning beds, and lighting, it may make sense to set aside some extra room for physical IT maintenance logs as well. Of course, you can also use digital logging tools kept separate from most of your network as well.
Long-Term Business Benefits
Data is beautiful, and that includes the type of data that one records when it comes to IT maintenance. Maintaining accurate service records enhances not just daily operations but enhances long-term equipment value. These logs can significantly boost resale potential when it’s time to refresh your salon’s equipment mix.
And don’t overlook your team. With so much riding on your technology and equipment, consider hiring or contracting professionals with IT and technical maintenance experience. The peace of mind and operational stability they provide are well worth the investment.
Maintenance Matters!
Regular maintenance isn’t just about avoiding breakdowns—it’s about preserving the integrity of your customer experience for the long-term. By investing in the right tools and processes, you protect your equipment, empower your team, and support the long-term success of your tanning and wellness business.
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Word Search Answers
Quinn Cooper
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.
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.
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.
has the experts
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.
Melissa Damiani
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.
Sam Neeley
Sam Neeley is 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.
Joe Schuster
Joe has been involved with the indoor tanning industry since 1986, teaching certified salon operator training since 1992 and an advocate for indoor tanning in many capacities. He’s a contributing writer for IST magazine and serves as the Director for Sun is Life salon operator certification. Joe is a sought-after speaker and presenter at both national & regional trade events, also has interacted with the FDA, state & local regulatory agencies on behalf of the indoor tanning industry.
“Our RedWave laydown unit has proven to be every bit as effective as advertised—and then some. Not only is it a client favorite, but we’ve also gained the trust of local physicians, physical therapists, and chiropractors who now refer patients to us for red light therapy. As a business committed to innovation and strategic partnerships, we’ve recently joined forces with the local running club SOULNRN to further promote the performance and recovery benefits of red light. Adding this bed to our lineup has been one of our smartest investments yet—enhancing both our service offerings and community connections.” - TAN CLUB
