IST JUNE 2025

$4.95 JUNE 2025

INNOVÉ BEAUTY & WELLNESS USHERS IN A NEW ERA OF FULL-BODY SKINCARE, BACKED BY SCIENCE, DRIVEN BY TECHNOLOGY

How the Industry Leader Formerly Known as Sunless Inc. Is Transforming Spray Tanning into Full-Body Skincare Science

FROM THE PUBLISHER

Ramping Up Peak Season

Publisher / Editor In Chief Onyi Odunukwe Managing Editor / Editorial Advisory Ossiana Tepfenhart Graphic Designer Dave Villafañe 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@Istmagazine.com June 2025 | Volume 29 | Issue 5 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.

June is here, and peak season is in full swing. The indoor tanning industry is precisely where people go to get their “base tan” before they go on vacation or hang out with friends. However, a base tan is simply not enough.

Tanning is no longer just about the color. It’s becoming an experience, a part of a larger quest for wellness, confidence, and respite. And that’s precisely what makes the tanning salon industry the perfect venue for wellness services.

Our industry is in the middle of a massive pivot. That pivot is all about wellness.

People love getting pampered while they tan, and wellness services let that happen. The concept of wellness is simple: help people feel better on all fronts. Wellness treatments act as icing on the proverbial cake after a tan session.

Of course, as with all pivots, there’s a learning curve. As a way to make this pivot easier, the IST team decided to create an entire issue devoted to wellness marketing, complete with tips, tricks, and a brief history of the industry as well.

Services like hydrotherapy massage, infrared saunas, aromatherapy and cryotherapy are starting to become mainstream. As they increase in popularity, so will demands. We, as part of the tanning industry, can (and should) be the ones to meet those requests.

Until next time, stay well.

Yours,

Onyi Odunukwe Publisher

Copyright© 2025. All rights reserved.

Printed in U.S.A.

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contents JUNE 2025 | VOLUME 29 | ISSUE 5

department 01

From the Publisher

32

in every issue 32

Glo Tanning Spotlight

63

Contributors / IST Has The Experts

ABOUT THE COVER

Innové Beauty & Wellness: The Future of Full-Body Skincare Formerly Sunless Inc., Innové is blending science, tech, and beauty to redefine skincare. With AI-driven treatments, luxury spray booths, and inclusive products, Innové is leading a new era of skin wellness—beyond the tan.

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contents JUNE 2025 | VOLUME 29 | ISSUE 5

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features 8

12 18 22 26 34

Ready To Take Your Business To The Next Level? Service Diversification & Business Growth Through Wellness Services Red Light Therapy And Tanning Reels & Results Automated Wellness For Spas: Have You Seen These Yet? A (Kind Of) Brief History Of Wellness Leveraging POS Systems to Boost Wellness Service Upsells in Tanning Salons

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Tanning N’ White Teeth Teaming Up For Woo Woo And Wellness Where’s The Beef?!

The Keys to Your Professional Development: Part 1: Relationships Three Things You Must Know About Selling To Younger Buyers Innové Beauty & Wellness Ushers In A New Era Off Full-Body Skincare Backed

By Science And Technology Smells Like Success: The Top Aromatherapy Scents In The World JUNE 2025

PHOTO BY FREEPIK.COM

FEATURE

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Ready To Take Your Business To The Next Level?

Service Diversification & Business Growth Through Wellness Services

BY MELISSA DAMIANI

W

hen you first launched your business, you likely directed your energy on excelling at one core service: tanning. If you haven’t already started broadening your focus, now is the ideal time to explore ways to diversify your offerings.

At this moment, so many people have a heightened awareness of the importance of living a healthy and fulfilling life, so why not expand your services to include those that promote overall wellbeing?

It is understandable that even with the opportunity for greater profitability, and to help your clients feel their best with wellness focused services, you can be a bit reluctant to embrace progressive changes within your business.

Diversifying Wisely

It’s normal to worry about expanding your reach. After all, it is your livelihood and that of the staff that you employ.

Thankfully, you don’t have to worry too much about it, provided that you do things the right way.

The good news is that by expanding your business to include new services and accompanying products that are already in line with your current offerings, there is less risk involved which will organically minimize your uncertainty.

Before broadening your menu of services, it is imperative that you create a solid and strategic plan for doing so.

Conducting research ahead of time is important and you will find that there are many helpful resources at your disposal.

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FEATURE

“Wellness services attract new clients— and keep your tanning customers coming back year-round.”

Start Your Hunt

Obviously, you can’t just pick random services to feature in your salon.

You need to find the right ones.

In-person tanning and wellness events, scheduling meetings with trusted wellness industry vendors or attending webinars remotely are just a few ways to increase your knowledge and obtain valuable information.

If your plans for diversification include similarities to your existing industry and service offerings, the skills and knowledge required may already be somewhat in line with the skillset that both you and your employees already possess. As a result, there may not be a need for extensive training or a requirement to learn new techniques that are completely outside your comfort zone.

Perhaps your salon offering has been exclusive to UV tanning equipment and related products.

Incorporating ancillary services such as redlight or hydro-jet water massage will prove to be an attractive extension of services, and of the products that complement them.

Doing so will allow you to appeal to a diversified customer base, and year-round as well. As a bonus, these same customers may utilize your UV equipment, even if it’s something that they may not have embraced previously!

Think Soft(ware)

An important item to consider as you plan to incorporate diversity into your existing business is the software program required to accommodate your new services and products. You will want to determine if your existing program will meet your new business needs, and if not, what would be the process and costs involved with implementing a new one.

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Does your current system offer helpful features such as a digital appointment book or the ability for your customers to book online with a specific technician, a check-in option for customers, or an employee scheduling module?

Can you configure your nonregulated services as exempt from the excise tan tax? Will your customers have the option of completing a redlight service in the same visit as a UV session? You might be in need of a new IT system or a new CRM in some cases.

Self-care and wellness have become central to how people approach health, productivity, and personal fulfillment.

Expanding your offerings to this space is a strategic move and will surely yield positive results, especially if your growth plans prioritize diversification and are backed by the right tools and resources!

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FEATURE

Red Light Therapy And Tanning

BY K R I S T I N L E E S M I T H E R S , C LT

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A

s Red Light Therapy (RLT) gains popularity in tanning salons, on internet forums, and especially on TikTok, so does the amount of misinformation floating around. Misinformation can be dangerous and also just a major disservice to clients.

That’s exactly why I’m committed to making sure everything I teach, write, and share is rooted in real science, published research, and years of hands-on experience. I’ve worked in this space long enough to see fads come and go. What sticks is truth and transparency.

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FEATURE

An Educational Group For All As a Certified Light Therapist, I understand the importance of being honest about RLT. We owe it to ourselves and our clients to remain educated on the topic. To support others on that same mission, I’ve started a Facebook group called All Things Light (UV, Red Light, Infrared).

Whether you’re a salon owner, employee, client, or someone who just wants to learn more, I’d love for you to join the conversation. I’m inviting everyone to ask questions, share your experiences, and help grow a community where education always comes first.

What Is Light Therapy?

Light therapy, also called photobiomodulation (PBM), uses specific wavelengths of light, typically 630 to 660 nm for visible red and 810 to 850 nm for near-infrared (NIR), to stimulate biological processes at the cellular level.

These wavelengths penetrate different layers of the skin and interact with mitochondria, enhancing the production of adenosine triphosphate (ATP), the energy currency of the cell. More ATP means more efficient cellular repair, communication, and overall function.

One of red light’s most impactful effects involves nitric oxide (NO).

When red or near-infrared light hits the skin, it helps release nitric oxide that’s temporarily bound to enzymes like cytochrome c oxidase (COX). This unbinding reduces oxidative stress and allows mitochondria to produce ATP more efficiently.

NO also widens blood vessels (vasodilation), which improves oxygen and nutrient delivery to tissues. This is key for skin rejuvenation, wound healing, and athletic recovery. Simply put, red light helps your cells breathe, feed, and repair more effectively.

But Why Tanning?

Now let’s talk about tanning and the ties it has to RLT. Red Light Therapy isn’t just linked to tanning by the light factor. It also can enhance the way that people experience their tans and the overall effectiveness of a tanning booth session.

Red Light Therapy calms inflammation, reduces oxidative stress, and gives your skin a stronger biological foundation before, during, and after UV exposure. It increases circulation and hydration, which preps the skin for a deeper, more even, and longer-lasting tan.

“Red Light Therapy isn’t a fad—it’s evidencebased, widely loved, and a smart addition to any tanning or wellness business when done right.”

It goes deeper, too. Red light can also help regulate pro-inflammatory cytokines like interleukin-6 (IL-6) and tumor necrosis factor-alpha (TNF-α), which are messengers that influence how the skin reacts to UV stress.

While IL-6 and TNF-α are part of the normal immune response, excessive levels can lead to chronic inflammation. When properly modulated, these cytokines may enhance melanocyte activity and melanin production. Red light helps optimize this balance, creating healthier skin that tans more evenly and looks more vibrant.

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Repairing Skin With RLT

When properly administered, Red Light Therapy can be a great tool for skin health. Red light also promotes the release of growth factors such as transforming growth factor-beta (TGF-β), which supports collagen production and skin repair.

When UV light hits the skin, it stimulates keratinocytes to release α-melanocyte-stimulating hormone (α-MSH), which binds to MC1R receptors on melanocytes and signals melanin production.

Red light doesn’t initiate this process, so you don’t get darker by just having an RLT session.

Instead, it supports the system behind it by improving intercellular communication and energy availability.

It also helps protect your collagen.

UV exposure activates matrix metalloproteinases (MMPs), especially MMP-1 and MMP-9, which degrade collagen and elastin. These are two critical proteins that maintain skin firmness and elasticity.

Red light has been shown to suppress excessive MMP activity while boosting collagen types I and III, helping preserve a smoother, firmer appearance. Many tanning salon owners notice it in their clients—that healthy glow!

A Hybrid Experience?

Here’s something important to know.

Most hybrid tanning beds offer low red light output, often just 1 to 3 joules per session, we are lucky if we get a tiny skincare dose of 5. While that’s a nice bonus, it’s far below the therapeutic doses seen in clinical studies, which typically use 25 to 60 or more J/cm².

In other words, those hybrid tanning beds are not going to be able to deliver the level of light that will actually give you visible results. It might give a small boost to your tan, but it’s not going to be very noticeable.

For true skin rejuvenation or antiinflammatory effects, high-output LED systems are usually required.

However, even low-dose red light can stimulate circulation, improve comfort, and reduce redness when paired with UV exposure. This subtle synergy can enhance tanning results and post-tan skin feel.

Promote Truthfully

To be accurate in what you promote, always measure your light output.

Specifically, measure at the body’s resting area, not just at the lamp. Use a calibrated light meter to measure irradiance (mW/cm²) and calculate joules (J/cm²) using this formula: Joules/cm² = (Irradiance × Time in seconds) ÷ 1000 For example, if your light delivers 10 mW/cm² and your session is 10 minutes (600 seconds), the total dose is 6 J/cm².

Compliance Matters

Compliance isn’t a maybe. It’s a legal obligation. Stick with FDA-cleared or 510(k)-registered wellness claims.

This protects your business and

builds trust with clients. Hybrid tanning beds are not cleared for medical claims.

If your red light system isn’t cleared for clinical indications, you must stick to general wellness claims, such as promoting circulation, reducing inflammation, or supporting recovery. These are valid only if your system delivers enough energy, generally 30 or more J/cm², to support those effects.

It’s also important to understand skin variability.

Just like UV tanning, Red Light Therapy results vary by Fitzpatrick skin type.

• Types I and II may benefit from 10 to 15 J/cm² for skin prep and inflammation control.

• Type III may respond best around 20 to 30 J/cm².

• Type IV, which is more melaninrich, benefits from deeper penetration. Adding near-infrared light is ideal.

• Types V and VI often require higher doses, up to 50 to 60 J/cm², and longer sessions to achieve cellular effects due to increased melanin and skin thickness.

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To wrap it up: • Before tanning, red light hydrates skin and boosts energy.

• During tanning, it enhances pigment efficiency and limits UVinduced inflammation.

• After tanning, it supports skin recovery, reduces dryness, and prolongs your glow.

Fair skin needs less energy. Darker skin benefits from longer, deeperpenetrating sessions. Measure your output, adjust based on skin type, and stay consistent.

Here To Stay

Red Light Therapy isn’t a fad. It’s evidence-based, widely loved, and a smart addition to any tanning or wellness business when done right.

As more salons offer it, we owe it to our clients to lead with education, not empty marketing promises.

Track your data. Stay compliant.

Invest in quality. And if you’re ready to connect with others passionate about light therapy and tanning, come join me in the All Things Light Facebook group.

Here’s to smarter skin care, better tans, and brighter businesses, one wavelength at a time!

FEATURE

Reels & Results

BY ALEX ZEEDYK

W

PHOTO BY FREEPIK.COM

e all know what a tanning bed does. Your clients know.

Their friends know. Even your grandma knows. That’s old news and it’s the basic start of everything tanning related. You don’t have a problem selling tans, but you might be struggling with new wellness picks.

Your clients might be experts in tanning, but do they know what your red-light bed does for collagen? Do they understand how your infrared sauna pod can detoxify and boost metabolism? Heck, can they see how compression therapy reduces swelling and speeds recovery?

If the answer is no—you’ve just identified why sales for wellness equipment aren’t where they could be in your salon. It’s not the equipment, or your pricing. It’s lack of awareness.

And the fastest, most cost-effective marketing techniques to change that?

It’s TikToks and Instagram Reels!

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Remember back when every YouTube video was half an hour long? Yeah, that’s old these days. We live in a shortform video world now. Consumers (especially Millennials and Gen Z) want to see the treatment, hear how it works, and watch real results before they buy.

That’s precisely why people are tired of reading about results. They want to see it. There’s a reason as to why TikTok shop is excelling and items are selling so well. They use real authentic content to persuade sales.

It’s not enough to have a flyer or mention your wellness equipment in passing at the counter. You need: • Visual proof (Get some before/ after shots, time-lapses, skin transformations) • Relatability posts (Why would someone like me want to use this?)

• Educational posts (What does this equipment do and why does it matter?)

That’s what Reels and TikToks deliver. And they deliver it at a rate that gives you wider reach than a typical YouTube video would.

An Almost-Unfair Advantage Most tanning and spa businesses crush it with tanning and beauty content. Spray tan transformations?

Check. Tanning tips? Check. But wellness? Not as focused.

Statistics show that wellness products and services are not as heavily marketed by salons, often treated as secondary options or addons to the “main event” of tanning.

The thing is, this doesn’t work well because wellness attracts a wide range of people—many of whom don’t care about tanning at all!

This means: • Your high-end wellness equipment and services your salon offers are undermarketed.

• Your services aren’t getting enough digital exposure.

• You’re missing out on the audience that cares most about self-care and wellness.

By marketing wellness as its own set of services, you snag an incredible opportunity to corner your local market. It also can bring in tanning fans through new options.

Get Started

You’re going to need to know what works on the TikTok world.

Thankfully, it is easy to work a content plan based on basic concepts. Below is a wellness content starter pack: “How it works” demos Quick walkthroughs explaining what the specific service does and who it’s designed for.

Before & after videos If your equipment provides visual results (skin clarity, slimming, etc.), showcase that. Time-lapse videos work wonders.

Client testimonials Real people. Real stories. Real results.

“Day in the life” staff content Show your team prepping equipment, sharing tips, using the services themselves, and showcasing what they enjoy most about the service.

Break down common questions. “Who is red light therapy designed for?”, “How often should I use the wellness cocoon?”, “What’s the difference between the different light hues?”

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Marketing Is Major

I keep hearing that people don’t want to invest in wellness machines because it will not sell well. If you’re not selling your wellness equipment, it’s not the equipment’s fault. It’s the marketing. You need short-form marketing as part of your plan, period.

Short-form videos: • Increase service bookings by showing value visually • Build trust by educating without the hard sell • Reach new audiences organically (especially health-conscious consumers who might not even tan but will book wellness services) And best of all? You don’t need a videographer or a fancy production studio. Your smartphone is enough.

TikTok and Instagram have enough editing software built into them to make it easy to create a ton of great content in minutes.

The Conclusion

Your wellness equipment should not be a hidden secret inside your salon. With the world of wellness booming, your wellness equipment should be the main character of your social media.

Create content. Educate your audience. Let them see the results.

PHOTO BY FREEPIK.COM

Using Short-Form Video To Market Wellness

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FEATURE

Automated Wellness For Spas Have You Seen These Yet?

BY STEVEN LABRUNA

PHOTO BY SHUTTERSTOCK.COM

A

s a wellness fan, I never stop learning about all the different treatments and options hitting the market. It’s a truly fascinating time for both wellness fans and salon owners alike. We’re starting to see more and more wellness services turn into automated, machine-operated experiences.

That’s a great thing for everyone. Automation and machinery makes it easy for services to be more affordable, more widespread, and generally more accessible. And lately, some wellness options have really been killing it. Have you seen these options at local salons?

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FEATURE Hydromassage

PHOTO BY HYDROMASSAGE.COM

Starting off the list are hydromassage beds, a wellness feature that has been around for the better part of 10 years. This takes the classic concept of a massage chair to a new level by allowing users to get a lay-down massage via powerful, carefully directed jets of water.

Many top-rated salons now carry hydromassage machines to help meet the growing demand for them.

It’s easy to see why. They feel like 10 minutes of pure bliss!

Infrared Saunas

PHOTO BY SHUTTERSTOCK.COM

Using light waves (even those we don’t see) is a regular theme among automated wellness services. Infrared saunas use infrared waves to penetrate and heat the body, reducing inflammation and encouraging bodies to sweat it out.

Regular sauna usage has been linked to faster weight loss, better metabolic health, and an overall sense of wellbeing.

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FEATURE Body Facials

PHOTO BY SHUTTERSTOCK.COM

A facial? For your whole body? It’s possible and it’s also just a great way to unwind. Several machines now offer a combination of steam heat, light therapy, and vibrations to give your entire body a healthy glow.

For people who want general skin health, stepping into one of these machines can quickly become a major part of their beauty ritual.

Cryotherapy

PHOTO BY SHUTTERSTOCK.COM

Ironically, the world of sun salons might have another option on the table: cryotherapy. Wellness groups are starting to see the benefits of cryotherapy, or momentary exposure to extreme cold. Cryo machines help raise metabolisms, aid in sleep schedules, boost mood, and also improve skin tone.

A tan with a wintery treat after? It might be more likely than you think!

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FEATURE

Oxygen Bars

PHOTO BY SHUTTERSTOCK.COM

This is a classic throwback from the 1990s and 2000s, but it’s starting to gain popularity once again. Oxygen bars are machines that allow users to enjoy inhaling aromatherapy-laced oxygen from machines.

Inhaling high levels of oxygen helps awaken people, often providing them with a refreshing kick that helps them tackle the world ahead.

PHOTO BY SHUTTERSTOCK.COM

Red Light Therapy

If there was one type of wellness machine that became inextricably linked to tanning salons, it’s the Red Light Therapy machine. RLT uses light to help enhance collagen production, boost mood, improve circulation, and reduce inflammation.

RLT is so popular in the tanning world, certain companies are now starting to create “hybrid beds” featuring low-level RLT boosts while the individual tans. In some cases, RLT is also available as part of a facial steaming service too.

Ready For More?

As sun spas become more popular as wellness centers, chances are we’ll start to see more machines that help automate treatments. We may see new advances in the world of spa services, new treatments, or even old school treatments that gain a new, more modernized edge.

What more can the future hold? It’s hard to tell, but somehow, I know I’m ready to see it happen.

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FEATURE

A (Kind Of) Brief History Of Wellness

PHOTO BY FREEPIK.COM

BY OSSIANA TEPFENHART

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E

ven if you’re not in the industry, it’s hard to ignore the way that wellness took over the beauty industry. It’s no longer enough to be beautiful. You need to be “well” too.

Clients are all about wellness, with some going so far as to hire wellness consultants and coaches for their workplace.

The Beginning Of Wellness

When people ask you if you’re doing “well,” did you ever really take time to think about what that means? What does wellness mean, really? Believe it or not, the concept of wellness is probably much older than you would expect it to be.

Contrary to popular belief, the term “wellness” isn’t something that just popped off in the early 2000s. The actual use of the word started in the 1650s, where “wellness” meant the opposite of illness.

In the more modern wellness movement, the term “Wellness” was really launched by Dr. Halbert L. Dunn, author of the 1961 book High-Level Wellness. To Dunn, the concept of wellness was a holistic measurement of how healthy a person was in several different fields.

The National Wellness Institute notes that there are eight points of wellness: 1. Physical wellness. Are you actually physically doing well? Are you active? Are you a healthy weight? Is your cholesterol good?

2. Financial wellness. We all know how much finance worries can take a toll on your mind and body.

This is actually part of wellness measurements these days.

3. Emotional wellness. Are you feeling good? How are your emotions?

4. Social wellness. Do you have a decent social life? Are you an active part of your community? Are you okay romantically?

5. Intellectual wellness. Are you learning new things every day? Do you feel intellectually stimulated?

6. Occupational wellness. Does your job make you happy and help

put food on the table? Is your job beneficial toFEATURE your health?

7. Environmental wellness. Are you in a quiet, healthy area? Is your area heavily polluted, or are you in a place where you really can experience fresh air?

8. Spiritual wellness. Believe it or not, it’s not always about religion.

Spiritual wellness is defined mostly as connecting with a higher purpose and feeling spiritually happy.

In the past, health was only viewed as a physical thing. Wellness was the first concept of measuring health in a truly holistic way—and now, we’re starting to see its preventative value through many studies.

Two Modern Meanings Of Wellness

Officially and traditionally, wellness is the practice of getting “well” in all aspects of your life. The idea is that all parts of your life will impact your overall health. Wellness is about ensuring that you’re doing well in every corner—and if you’re not, remediating that issue immediately.

However, in recent years, there has definitely been a growing connotation when it comes to the term “wellness.”

More and more people view wellness as either a subtle way to prevent illnesses or as the “icing on the cake” when it comes to physical health.

As a salon professional, it’s important to remind your clients that wellness cannot directly prevent illnesses. However, it can improve the quality of your life and help you gain a higher level of holistic health.

The Rise Of The Wellness Industry

Health was always primarily focused on how a person’s body is doing—basically, it was a measure of whether you’re sick or not. While humanity has always tried to help curb health problems before they happened, prevention always took a backseat to curing.

But in recent decades, doctors began to recognize that external factors really impact a person’s health—and it’s not just a physical thing. Wellness

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started to “blow up” because people started to realize that there’s more to health than just the physical. In fact, our general health is a mirror of what’s going on in our lives.

If you’ve ever been burnt out from a job, you know that the job is the problem. However, you end up getting physical and emotional symptoms from your burnout. That’s an example of how wellness has an impact on the more concrete sides of your health—and it’s one that’s increasingly common to see these days.

Wellness also had another perk: fewer laws restricting the industry.

The medical industry is heavily regulated. The wellness industry (including supplements) is not as regulated as the actual medical industry, which means that people without a medical degree don’t get shut out.

“Wellness is no longer just about avoiding illness— it’s about thriving in every corner of your life.”

The wellness industry has a wider berth for people who wanted to enter it, which in turn, meant more businesses found it attractive. That had the eventual effect of making it more popular among consumers thanks to the heavy marketing wellness professionals used.

While not all wellness products are effective at what they are meant to do, the wellness industry’s businesses were very effective at getting people to pay attention to the concept of wellness.

Marketing efforts from companies had a huge impact the wellness focus we see in today’s consumer.

By the 2000s, people started to view wellness as a holistic method to prevent potential illnesses. When you pair that with the ever-increasing

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price tag of healthcare, it makes sense that so many people want to invest in wellness as a way to prevent illnesses later on.

That leads us to where we are now: a world where wellness is mainstream rather than a fringe health movement.

The Historic Issue Of “Snake Oil” Wellness

Remember when I said that a large part of the push towards mainstreaming wellness came from business owners who couldn’t quite make the entry standards for typical medical treatments? There’s both a good and bad side to this.

The good side is that many businesses took off, helped feed families, and were often later proven to be effective treatments for things like inflammation and mental health. The bad side is that many “businessmen” were peddling treatments and products they knew were ineffective under the “wellness” umbrella.

The term “wellness” (as we use it today) was coined by Dr. Halbert M. Dunn, who spoke at length about “high-level wellness” as a way to maximize a person’s potential.

In fact, this isn’t a new issue. It’s been recorded for centuries. The most famous case of medical quackery being sold as a health tonic was snake oil. Shady salespeople would sell it

as a cure-all and as a treatment for preventative care.

That’s actually where we get the term “snake oil” from. The term is exactly what it historically meant: a treatment or product hawked as a magic cure, despite being useless.

Snake oil has, unfortunately, been a major issue in the wellness world.

Among more skeptical healthconscious people, the issue of snake oil is a very alarming one. It’s added serious stigma to the industry as a whole. This is a particularly common issue among sketchy “on-trend” products, as well as products found in sketchy, misinformation-heavy groups.

That stigma hurts legitimate wellness businesses, but it doesn’t have to be that way.

Adding scientific studies, FDAapproved services, and avoiding trends with a bad reputation can all help prove to consumers that wellness products are legitimate.

Showing FDA approval (and compliance) also helps destigmatize the industry as a whole.

Marketing Wellness To The World

One of the more surprising things about the tanning industry is its stigma. Because of rampant misinformation, many people believe that both UV and spray tanning can cause high rates of melanoma. That misconception puts off many people from tanning.

Needless to say, it can be surprising for some to hear that tanning salons are now rapidly becoming the new wellness centers. The skepticism on services you might get can be the biggest hurdle before you are able to close on new sales.

Knowing how wellness started and what wellness really means can help you become an expert in wellness marketing. It allows you to see what terminology to use,

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what to emphasize, and also what to encourage users to do. We suggest…

• Making it clear that wellness products and services are not meant to prevent a disease. This is a legal issue. You can’t say that a product prevents or cures a disease.

You can, however, cite studies where wellness services have been linked to lower inflammation or a better sense of wellbeing.

• Encouraging clients to take a look at before and after photos.

As we all know, certain wellness services have noticeable effects on people—especially after multiple uses. It’s good to take a look at before and after photos to give

PHOTO BY FREEPIK.COM

people an idea of what to expect.

• Reminding them that wellness services don’t need to be ordered as part of a tanning package. It’s true! Tanning is a great service but it does not have to be part of every wellness plan. If your clients want to stay a little pale, that’s fine. Wellness products are incredible on their own.

• Mention whenever a wellness product or service has been cleared by the FDA. The FDA is what acts as the governing body on effective treatments in the United States. If a service is FDA-approved, that makes it official and makes consumers happy.

• Encouraging people to ask what they want wellness services to

do for them. Being able to match the service to the benefit? That’s priceless.

• Educate people on what services can do for them. TikTok and social media is great for this. Coaching sales staff on what they can do also makes a world of difference in the sales turnout.

• Remember that patience is a virtue.

Most areas are still just beginning to start out on the wellness train.

You have to wait a while to see the results of your marketing efforts, simply because it will take time for them to sink in. From a marketing perspective, it usually takes two to five years before you get a core

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audience for anything that’s totally new. So, keep that in mind.

The Future Of Wellness

I always say that you can never really tell where the future is headed without really knowing the past. The past of wellness is one that has been rooted in common sense, a care for health, and hype. But what about the future?

Well, the future of wellness is going to be seen in sun salons across the country. Tanning salons are going to be one of many different locations that will act as holistic wellness centers.

Our industry will likely be on the “techier” side of things, but make no mistake about it: the future is bright!

GLO TANNING SPOTLIGHT

It’s Official M A G A Z I N E

Just Recognized Glo Tanning As A

Top Franchise

BY QUINN COOPER

T

he tanning industry always had a certain insular vibe to it. Most people who do not work in the industry do not go out of their way to pay attention to what goes on in our industry—behind the scenes or otherwise. However, there are always moments where salon excellence gets mainstream news attention.

Recently, Entrepreneur Magazine named Glo Tanning as one of the Top New & Emerging Franchises. Glo ranked at #53, making it one of the only (if not the only) franchises in the industry to receive this distinction.

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The Top Franchise Selection Process

You might be wondering what it takes to make the cut. In order for a franchise to obtain a ranking on Entrepreneur’s list of New & Emerging Franchises, you don’t have to be a new business. Rather, you have to be franchising for under five years’ time.

There’s also more to it. According to Entrepreneur Magazine itself…

“The companies on this list are ranked based on the scores they received in our Franchise 500 evaluation, which analyzes more than 150 data points in the areas of costs and fees, size and growth, franchisee support, brand strength, and financial strength and stability.”

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In other words, the franchises on this list have been vetted by the staff at the magazine to determine how promising they are. And despite there being over 150 different measurements taken into account, Glo Tanning managed to make it into the Top 100.

A Growing Institution

It’s no secret that Glo Tanning has been making major waves in the world of tanning. It’s become one of the fastestgrowing franchises in the nation. In fact, Glo Tanning recently broke its own record when it came to the sheer number of new stores being opened in a single year.

The company is slated to open over 40 stores over the course of the current year, with demand spreading to more and more states. Though the franchise is mostly based in the South and Midwest regions, a growing number of franchisees are showing interest in opening up shops up North.

Congratulations To Glo!

As a member of the tanning industry, it’s always refreshing to see a company get the recognition it deserves. Glo Tanning has become an excellent example of what great work, inspired leadership, and team efforts can do.

Congratulations, Glo!

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FEATURE

Leveraging POS Systems

to Boost Wellness Service Upsells in Tanning Salons

BY DENIS URKEVICH

I

n today’s competitive beauty and wellness market, tanning salons are evolving beyond basic UV services to become comprehensive wellness destinations. A sophisticated point of sale (POS) system is more than just a cash register—it’s a powerful tool that can dramatically increase your revenue through strategic upselling.

This article explores how tanning salon owners can harness their POS systems to effectively promote additional wellness services and boost their bottom line.

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FEATURE

Understanding the Wellness Upsell Opportunity Modern tanning salons now offer a diverse array of services beyond traditional tanning beds: red light therapy, spray tanning, cryotherapy, massage services, skincare treatments, and wellness products.

Each client visit presents an opportunity to introduce these complementary services. If you want to see serious changes in your number, having the right data on hand will be vital to your endeavors.

Your POS system should be at the center of this strategy.

Setting Up Your POS for Upselling Success

Getting a great system is the first step, but it won’t do much if you don’t actually set it up for success.

Thankfully, this is as easy as 1, 2, 3...

1. Customer Profile Enhancement

Modern POS systems allow you to build comprehensive customer profiles that track: • Tanning preferences and history • Previously purchased services and products • Skin type and concerns • Wellness goals • Birthday and special occasions

This information becomes invaluable when making personalized recommendations. Configure your POS to display relevant client data during checkout, giving staff the insights they need to suggest appropriate additional services.

2. Integrated Appointment Scheduling

Configure your POS system to highlight available appointment slots for complementary services when clients book their tanning sessions.

For example, when a client schedules a UV tanning appointment, your system can suggest a hydrating facial treatment for the following day to maintain skin health.

3. Package Creation and Bundle Pricing

Use your POS to create strategic service bundles that offer value while increasing average transaction size: • “Glow Package”: Combine UV tanning with spray tan finishing • “Wellness Boost”: Pair Red Light Therapy with a massage session • “Skin Revival”: Bundle exfoliation treatment with hydrating services Program these packages into your POS with appropriate discounts to incentivize multiple service bookings.

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Leveraging POS Data for Targeted Upselling

Did you know that most top-tier terminals can actually track your sales, your clients, and your patterns in real time? Are you using that data?

Since I’ve worked with the mavericks at Start Slice, I was shocked to find out how many small businesses don’t use that data to build their business.

1. Service Gap Analysis

Most advanced POS systems can generate reports showing which services clients use—and more importantly, which ones they don’t. Use this data to: • Identify clients who only use basic tanning but haven’t tried premium options • Find regular tanners who have never purchased skincare products • Target frequent visitors who haven’t explored wellness services Create targeted marketing campaigns based on these insights.

2. Timing-Based Promotions Your POS data reveals patterns in client visits. Use this information to time your upsell offers perfectly: • Offer hydration treatments to clients who haven’t visited in over two weeks

• Suggest spray tans to regular UV tanners before detected vacation dates • Promote red light therapy to clients who visit during winter months when natural sun exposure is limited

3. Loyalty Program Integration

Modern POS systems can track loyalty points and program participation.

Leverage this functionality by: • Creating point multipliers for trying new wellness services • Offering loyalty rewards that introduce clients to premium services • Implementing tier-based systems where higher tiers get priority booking for popular wellness treatments

Training Staff to Use POS for Effective Upselling

If you are having a hard time clinching sales, it’s often a good idea to see how your terminal can help your staff out.

Terminals (especially Clovers!) can be a fountain of insight. Train your team to: • Review client profiles before each checkout • Understand how to interpret POS prompts for upsell opportunities • Use system-generated suggestions naturally in conversation • Process package upgrades and addons efficiently • Access client history to personalize recommendations

Implementing Digital Receipts and Follow-Up

A receipt can make a huge difference in your client’s experience. Configure your POS to offer digital receipts that can: • Include personalized wellness service recommendations • Provide QR codes for booking complementary services • Feature limited-time offers on wellness packages • Display the benefits of services that complement the client’s recent purchases

Measuring Upsell Effectiveness

The right terminal analytics program can work wonders for your understanding of your clients and your sales process. Your POS should be configured to track: • Upsell conversion rates by service type • Staff performance with upselling • Revenue generated from add-on services • Most successful service combinations • Peak times for successful upsells If you haven’t already, check out your terminal’s analytics tracking. Review these metrics monthly and adjust your strategy accordingly.

Real-World Success Strategies The “Would You Like to Try” Approach

Program your POS to suggest specific wellness services based on current selections. In marketing, this is often known as the “McDonald’s fries” pitch.

In McDonald’s asking people if they wanted fries with their meal led to major increases in output.

This is the same approach: it’s treated as an accessory to the “main course” of tanning, an icing on the cake deal. Train staff to phrase these as “Would you like to try...” rather than “Would you like to buy...”

This psychology focuses on the experience rather than the transaction.

The “Complete Your Treatment” Method

Configure your POS to identify complementary services and prompt staff with scientifically-backed reasons why certain services work better together. Clover systems are great for this. All you need to do is train your staff on the perks of the therapies.

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FEATURE

The Membership Upgrade Path

Use your POS to track when basic membership clients are approaching the cost of a premium membership through add-on purchases. Train staff to point out when upgrading would actually save clients money while providing more services.

For example, your support could say something along the lines of, “Oh, I see that you wanted to get three tans this month. If you upgrade to this wellness package with skincare, you’ll get the same three tans but also potentially have them last longer due to the skincare you get. Wanna give it a try?”

PHOTO BY SHUTTERSTOCK.COM

“Turn every tanning session into a wellness opportunity — your POS has the power.”

For instance: “Red light therapy after UV tanning has been shown to reduce redness and extend your tan by up to 30%.”

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Conclusion

A strategically configured POS system transforms from a simple transaction processor into a powerful sales assistant. By leveraging customer data, automating personalized suggestions, and providing staff with the right information at the right time, your tanning salon can significantly increase wellness service adoption and overall revenue.

The most successful salons view their POS not just as an operational necessity but as a central component of their sales strategy. With the right setup and training, your POS system can become your most effective salesperson, driving wellness service upsells while enhancing the client experience.

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PHOTO BY SHUTTERSTOCK.COM

FEATURE

Tanning N’ White Teeth A Match Made In Heaven

BY JERRY BAUGHMAN

W

e all know that there are specific things in life that just seem to go together: peanut butter and jelly, dinner and a movie, or baseball and apple pie.

Certain things are just historically popular together in almost every part of life.

In the world of tanning, there are a couple of popular combinations: sunbeds and tanning lotion, vacations and base tans, just to name a few.

At the top of that list, though, is the combination of a tanned body and white teeth.

Why Whitening Matters In The Tanning World

As the CEO of Twilight Teeth, I might be a little biased when it comes to my focus on a set of pearly whites in the world of tanning. After all, Twilight

Teeth is the only tooth whitening system designed to be most effective in a UV tanning bed.

Here’s the truth, though: white teeth help accentuate a darker complexion. It adds a layer of contrast to the look that enhances the healthy glow of a professional tan while also subtly adding a little nod to your overall health.

If you’ve ever seen a person who had a deep tan and noticeably yellow teeth, you know they tend to look unhealthy.

At times, it can even look downright strange. Having white teeth completes the look you want to have as a beachy, healthy person.

The Numbers Are In

From a salon sales perspective, tooth whitening services are going to be a relatively easy add-on to sell. It’s no secret that people love white teeth. If you’re curious about what the actual numbers say about our society’s love of white teeth, take a look at these statistics below: • The global tooth whitening market is expected to grow from USD 8.93 billion in 2025 to USD 12.77 billion by 2032.

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• Tooth whitening is currently the most popular dental procedure in the United States, accounting for 32 percent of all dental office visits.

• In 2016, a survey by White Dental Beauty discovered that 84 percent of respondents felt more pressure to have a white smile due to social media posts they’ve seen.

• 90 percent of dental patients have requested tooth whitening from their dentists.

• 45 million Americans use tooth whitening products on a regular basis.

Numbers don’t lie. People love having whiter teeth, even in a tough economy.

There’s also more to the story than meets the eye…

Whitening Away From The Dentist’s

When tooth whitening first became available, it used to be exclusively done by dentists. It cost an arm and a leg, which made it out of reach for others. That time has since changed, with whitening services being made readily available in tanning salons as well as through online DIY kits.

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Of the people who request whitening services at the dentist’s, one of the top reasons they decide against it deals with the price point.

They often use DIY whiteners, but these often have their own issues. Athome whiteners often don’t deliver great results.

Yet, people want professional results. In recent years, tanning salons were able to get in on the industry.

UV rays (like the ones used in tanning beds) are perfect for kits like Twilight Teeth to do their jobs well. In fact, UVbased whiteners tend to give striking, professional results.

These kits work best in a tanning bed and they cost a fraction of the cost of a dental appointment. You also don’t need to be a dentist to learn how to use whitening products. The whitening products sold by tanning salons are a perfect solution to the money issue— offering great results at a fraction of the cost of a standard dental visit!

Why Do People Love White Teeth, Anyway?

I’ve already explained that tanning helps accentuate white teeth and vice versa. But, did you ever wonder why it’s such a popular procedure? Well, the perks are there…

More Dates

When someone flashes their smile at you, does it make your heart go

PHOTO BY SHUTTERSTOCK.COM

“A glowing tan looks even better next to a bright white smile.”

aflutter? If so, you’re not alone. A recent study revealed that a healthy smile is the top quality that people look for when they are searching for a date online. Surprising, isn’t it?

Having white teeth is attractive regardless of who you’re attracted to.

Of course, research also revealed the opposite also happens to be true: bad teeth remain a top deal-breaker when it comes to the looks department. If your clients are hoping to get lucky, encouraging them to get their teeth whitened is a smart move.

Having white teeth boosts confidence in a number of ways. For those who are nervous about their smiles, it eases that concern for obvious reasons. For others who might be a bit worried about other facial features, a bright smile can act as a distraction.

Tooth whitening is a more affordable way to boost your confidence without going to extreme lengths to change your appearance.

It’s a natural-looking way to enhance what you already have going on.

Better Reputation

Stain Removal

Many of us have noticed how often business executives always seem to have pearly white teeth. It’s not just a trendy thing to do. A recent study showed that Americans perceive people with bright smiles as 58% more likely to be successful and wealthy.

When you have a “wealthy look,” people are more likely to do business with you. They trust you and your business acumen because it looks like you already have success.

Boosted Confidence

It’s also important to remember the other major reason why people get their teeth whitened: it’s a confidence builder. Most people have things about them that make them feel insecure.

For some, it’s their teeth. For others, it could be something a little different.

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Finally, there’s something to be said about coffee, red wine, and curries.

They’re popular because they taste wonderful. Unfortunately, they also tend to stain your teeth. Whitening helps reverse that stain issue. It’s a major perk for those of us who love a cup of coffee in the morning.

Whitening Is The Ultimate Tanning Add-On

When you get to a tanning salon as a client, chances are you want a fullbody transformation. You want a tan that pops. Tooth whitening can make that happen by offering that perfect contrast between your smile and your body.

If you haven’t already, look into offering teeth whitening as a UV tanning add-on. You’ll be glad you did.

FEATURE

Teaming Up For Woo Woo And Wellness

BY OSSIANA TEPFENHART

I

have a little confession to make: I have a tarot reading business as a side job. Tarot and oracle readings have helped me heal from difficult situations. They’re a tradition in my home and I’ve been reading cards since I was a teenager.

In recent years, I’ve noticed that people have started to demand readings in much higher numbers.

Once a fringe form of entertainment, psychic readings have become fairly mainstream. Most people I know have gotten at least one reading from a psychic.

The Link Between Wellness And Psychic Readings

Both wellness and psychic readings are known for having a certain level of “woo woo” to them. Many wellness treatments and products don’t have full scientific backing, though people still swear by them.

Psychic readings have a way of helping certain people heal, even

if they aren’t full believers in the future.I see it as a way of helping one’s spiritual wellness. Obviously, spiritual wellness is a very personal thing that can’t be quantified with studies.

While I haven’t seen the studies on it, I noticed something interesting about my psychic clients. People who opt for wellness services often are also the same ones who are curious about psychic services.

That’s when I realized it: psychic work can be a major marketing tool for salons.

How Psychic Work Can Help Tanning Salon Marketing

In my ar ea, I’ve started to notice that a lot of businesses have started to throw psychic parties at spas, organic shops, and dining venues. Why? There are several major reasons why.

• Most people who are fans of psychic services tend to be pretty well-paid. Psychic readings are

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expensive. If you’re a regular, you’re likely flush with spending money.

• People who use psychic readings often are openminded in other ways, especially when it comes to wellness. Many people use psychics and tarot readers as part of their healing journey. So, in a weird way, they also tend to be the same people who go to spas for wellness services.

• Psychic events and tarot events tend to be very easy to set up. It’s a business that literally allows you to pack up and go.

• You also get time to wait and chill out while readings happen. The services sell themselves and people tend to peruse other services and products while they wait for their own reading.

• Some salons will also set up a split.

Venues are hard to come by these days. Many psychics are open to sharing a portion of their profits from the party with the salon owner as a way to say thank you.

PHOTOS BY SHUTTERSTOCK.COM

Promoting Psychic Salon Events Can Be Surprisingly Easy

Salon events have been growing in popularity over the years, but most people don’t realize those events don’t just have to stick to spa treatments over champagne. Many people want to have a day where they do fun stuff with their friends.

Tarot readings are a great way to turn your salon into a hangout spot—or even just a place for a “night out with the girls.” It’s fun. It gets people talking. It’s also quite literally entertainment.

Admittedly, many people are a bit nervous to go full “woo woo” in their salons. As for me? To no one’s shock, I’m a huge fan of this movement.

I can’t wait for more woo woo and wellness to collide in the local tanning scene near me!

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FEATURE

Where’s The Beef?!

T

he hottest trending all natural wellness product that has taken over Tik Tok in 2025 is the re-emergence of beef tallow.

For centuries, people have relied on tallow for its moisturizing and healing properties and now with the help of the TikTok shop, it has become one of the most requested skincare products by men and women of all ages.

Beef tallow is a form of rendered fat from beef, traditionally used for cooking and making candles.

However, its benefits extend far beyond the kitchen. It’s been a traditional skincare method for centuries.

And don’t worry, the tallow used in skincare is clean, purified fat nothing like the greasy remnants from a frying pan. This clean fat is carefully rendered to ensure it is free from impurities and suitable for topical use.

Gone Natural

Unlike some commercial skincare

products that can be laden with synthetic ingredients and chemicals, beef tallow offers a natural and nourishing alternative. In fact, this is a product that is quite literally rich in vitamins and enzymes.

Beef tallow is rich in Vitamin A, which is known for its anti-aging properties, Vitamin D which aids in the healing and regeneration of the skin, Vitamin E prevents pre-mature aging of the skin, and Vitamin K, which can help reduce scars and stretch marks.

For Tans, Too!

Want to hear a major surprise? Beef tallow is an incredible tan extender for both sun and spray tanners. It offers deep penetration due to the tallow’s unique composition, which closely mimics the natural sebum produced by human skin.

This similarity allows the tallow to integrate seamlessly with the skin’s lipid barrier, enhancing its ability to lock in moisture and prevent

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dehydration. The result is not just surface-level hydration, but a longlasting moisture boost that leaves the skin feeling soft, supple, and rejuvenated.

Beef Tallow is also an excellent product for your Red Light Therapy guests to use as a post-RLT moisturizer. Beef Tallow has been shown to not only promote collagen production, reduce fine lines and wrinkles, but can also help with inflammation, acne, eczema, and psoriasis.

And finally, in our tanning salons, we see a lot of faces, but you know what we see more of than faces?

Tattoos. And yes, you guessed it, beef tallow is tremendous for both immediate and long-term tattoo care.

Here’s My Verdict

Personally, I think beef tallow integrates perfectly into the spa and tanning environment. If it’s at all possible, I highly suggest you cash in on the craze.

PHOTO BY SHUTTERSTOCK.COM

BY J. R. HOMER

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P R OV E N T O E X T E N D S P R AY TA N 3 D AY S LO N G E R * @NORVELLTANNING NORVELLTANNING.COM *based on 2023 research results

CLEAN BEAUTY

FEATURE

The Keys to Your Professional Development

CONCEPT ILLUSTRATIONS BY SHUTTERSTOCK.COM

Part 1: Relationships

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Relationships Matter

When my sons were younger, we had a favorite restaurant that we’d visit every few weeks. After being seated we would review the menu and wait for our server to arrive. Upon that arrival, I would introduce myself, ask for the server’s name and deliver our beverage order.

My son’s would always look at me with a strange face when I would ask for a name.

Genuine relationships that build business growth, customer retention and industry influence.

there is a constant need to create a sales environment every single day.

But those relationships start with heartfelt dialog. Being in sales for most of my life, I’m wary and very bored with sales staff that go with a canned speech in trying to get their message across.

I mean, aren’t we all a little wary of that?

Communication, whether to your sales team, your vendor, your clients or your family begins with being open and honest. When a client asks a question about indoor tanning, you should be able to respond with factual information, not hype or conjecture that you may have seen or heard about.

Listen Up!

Following that would be the art of being a good listener. We have two ears and one mouth for a reason. Listen and maintain strong eye contact to get that relationship underway. So if strong communication is key, how would you evaluate your ability?

If you’ve been told that you need to listen up more often, it may be time to work on your active listening skills.

Relationships blossom when everyone feels heard, seen, and understood.

One, in fact, asked “Dad, really? Do you always WORK everybody?”

I laughed and I knew what he meant. For those that know

me, you know I like to speak with everybody! And why not? I feel that life is much more entertaining listening and learning about others.

But at the center of this chat was (and always is) relationship building. We all go to restaurants and I’m sure we’ve all had some regrettable experiences. Developing a relationship can often be the beginning of resolutions, even when it comes to something as simple as a crabby waiter.

But as small business owners,

uses incorrect verb tense and/or pronunciations.

I think we have lost some of our ability to speak as a result of the overuse of texts and emails to communicate. Deals are often made by texts, make ups or break ups by text.

But you know what? That doesn’t feel sincere—and in many cases, it ends up being a reason that your business relationships don’t go the extra mile.

Think about how distant all that “tech-style talk” makes you feel. Has your significant other ever called you on your cell or texted you…when you’re in the same house?! That’s progressing?

That’s regressing! Today, people yearn for better communication that sounds and feels real.

Give Them The Facts

Be A Human Speaker

Most of us have noticed when someone we were speaking to didn’t seem confident in what they said.

They mumble. They shuffle their feet, look away, and ramble. Perhaps it’s a generational thing with me, but I was taught by my father at a young age to “speak clearly and enunciate.”

My head spins when I’m having a conversation with someone that speaks way too fast or way too softly, uses what is known as “upspeak,”

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You owe it to your clients to be a wealth of knowledge. A fantastic source for that information can be from Sun is Life certification and training . An entire salon staff trained with the same factual message is a great way to maintain communication consistency. For more information, visit www.sunislife.com.

For IST Online version Listen to the full podcast on Spotify, The Foundations of Strong Business Relationships by Joe Schuster For IST Magazine hard copy version Listen to the full podcast on Spotify at https://shorturl.at/bBuoV

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FEATURE

Three Things You Must Know About Selling To Younger Buyers S

BY TROY HARRISON

CONCEPT ILLUSTRATIONS BY SHUTTERSTOCK.COM

ales people are getting older. Buyers are getting younger. You have a disconnect.

In raw terms, the average age of a professional B2B salesperson in the United States is 47.1 years old.

Fifteen years ago, that number was 42, so the sales profession is graying. Meanwhile, the average age of a B2B purchasing agent right now is 36 years old. In fact, according to a 2024 survey, Millennials (aged 29 to 44) make up to 73% of B2B buying decisions.

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PHOTO BY SHUTTERSTOCK.COM

While an 11-year age gap doesn’t sound like much, it can be a chasm as wide as the Grand Canyon. Society underwent significant cultural and technological changes between the tail end of Generation X and the leading edge of the Millennial generation, and those changes greatly impact what Millennials want and expect from salespeople and from the companies that employ them.

Generation Z, which is coming behind the Millennials, have the same tendencies – just amplified. In this case, “younger buyers” refer primarily to Millennials and Z’s. This doesn’t mean that you have to age-match.

Millennials and Z’s will certainly engage with, and buy from, more seasoned salespeople. What it does mean is that you have to stylematch. In other words, you need to sell the way they want to buy.

While this seems intuitive – and it is – it means that some salespeople who were acculturated to different methods of selling and different buyer expectations have to do some serious adapting to stay relevant.

Here are three things that you must know about style-matching in order to sell to younger buyers: Younger buyers flip the relationshipbuilding script.

The conventional way to build a relationship with a buyer was pretty simple. You’d walk into the office, look around for family pictures, hobby pictures, college diplomas, or other clues as to the buyer’s personal life, and then you’d start a conversation based upon those interests.

This approach has become so hackneyed that it has a name: “Fish On The Wall” selling.

“Hey, you like to fish? I like to fish, too!

Let’s talk about fishing and then I know you’re going to want to buy from me.”

It sounds a little disingenuous because it is. Salespeople have, for generations, been starting

conversations about personal issues that they didn’t really care about.

That’s because, for generations, you had to find the personal connection first, bond over it, and then you had earned the right to talk business.

Younger buyers flip that script completely. Younger buyers are business-first. They aren’t going to schedule an appointment to talk football for 30 minutes. Instead, you get the appointment by telling them how you can help them do their jobs better. Then, when you get in the door, you get to the point with great business-focused questions and showing them that you can help them do business better.

If you are able to actually solve their business needs, then they are open to lunch, drinks, golf, or personal

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conversations. For salespeople used to the old ways, this is a significant but very important shift – but it’s one that you must make in order to succeed.

Younger buyers demand versatility in communication.

“All these younger buyers want to do is text! They don’t want to have phone calls!” That’s a common complaint from older buyers.

The solution? Get good at texting.

Learn how to send a persuasive, grammatically correct (yep, that’s important) message in 240 characters or less.

That’s hard for salespeople who are used to lengthy phone conversations or meetings, or for that matter, who write long emails. The good news is

FEATURE that tools are available to help you with this.

AI apps like ChatGPT or Claude.ai are very good at distilling longer communications down to their essence while retaining persuasive ability. You just have to be able to write good AI prompts and edit when necessary.

Texting isn’t the complete solution, however.

Younger buyers have a variety of preferred platforms, and what works well for one might not work well for another. Video conferencing ability is mandatory – and not just one platform.

Become conversant with Zoom, Teams, and Google Meet. And other tech is on the way. If your buyer says, “I want to talk on WhatsApp,” don’t be the salesperson who has to say, “What’s that?”

Younger buyers respect adaptability, especially when it’s coupled with experience and expertise.

Younger buyers are social media savvy – you had better be, too.

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“Millennials and Gen Z will buy from experienced salespeople — if you sell the way they want to buy.”

PHOTO BY SHUTTERSTOCK.COM

Buyers today have a variety of ways of learning about you and your company, and social media is one of their primary tools. If you leave a prospecting message for a younger buyer, be aware that there is about a 1 in 3 chance that the buyer will look you up on LinkedIn before that buyer thinks about calling you back.

And if you don’t look legitimate on LinkedIn, you’re not going to get that call (or email or text).

“Looking legitimate” is more than just having a profile on LinkedIn. You need a good professional head shot, “about me” verbiage, a complete professional history, and some activity (i.e. posting and engagement).

Recommendations and a strong network are a definite plus. If you aren’t using LinkedIn as a professional tool, you won’t be taken seriously.

LinkedIn isn’t enough.

You also need to be aware of other ways buyers can research you. Do you know what your company’s Google reviews say? Your buyer probably will – and you’d better have explanations for recent bad reviews.

Here’s the exception to the “younger buyers” rule: Many older buyers are learning from, and copying, habits of younger buyers. That means that you can’t just stereotype by age – you have to be versatile, smart, and adaptable to buyer needs, no matter what age they are.

If you don’t keep pace with changes in buyers, you’re just going to be the old guy yelling, “Get off my lawn!” Nobody buys from that guy anymore.

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FEATURE

Innové Beauty & Wellness Ushers In A New Era Off Full-Body Skincare Backed

By Science And Technology

BY NADINE CARTER

S

unless Inc., the company behind iconic brands like Mystic™, Norvell®, VersaSpa®, and Wellfit™ is now operating under a bold new name: INNOVÉ Beauty & Wellness.

The company is evolving, setting its sights on a much broader canvas: redefining the entire beauty and wellness industry with cutting-edge technology, personalized solutions, and science-backed formulations to deliver full-body skincare for every individual.

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FEATURE A Unified Vision Under The Innové Umbrella

Innové has already gained a massive following thanks to its world-class products such as the VersaSpa® and the Norvell® spray booths. Now, it’s time to unify and expand the brand.

Innové, with its award-winning spray tanning capabilities and its expansion into intelligent wellness solutions. is broadening its appeal to more consumers. It’s doing so as one of the hottest new providers of full body skin care treatments.

The brand’s updated tagline, “Where Science Meets Beauty and Technology,” underscores this ambition, focusing on AI-driven beauty experiences, advanced formulation, engineering, and an inclusive vision of beauty.

Same Quality, New Vision

While the individual brand names and product formulas remain unchanged, they now operate under a shared identity—one that reflects innovation, inclusivity, and a skin-first approach.

“Our leadership, team, and ownership haven’t changed,” Randy Zeno, CEO emphasizes. “What’s changed is our vision—our ambition to serve tanning clients, and also those looking for smarter, faster, sciencebacked ways to care for their skin.”

Advanced Technology: Tech-Infused Skin Care, One Booth At A Time

This transformation also introduces a new state-of-the-art automated Mystic Unity spray booth. This new Unity luxury model redefines wellness, featuring essential oil blends and invigorating scents, a warmer booth experience, AI-enhanced customization.

It also introduces WELLFIT Skincare Solutions—targeted skincare treatments designed to nourish, hydrate, and rejuvenate the skin in just minutes. Whether consumers are seeking a radiant tan, a hydration boost, or an age-defying glow, these booths represent a fusion of technology and efficacy typically reserved for luxury spas.

“Innové represents the future of skin wellness—a future where personalization, science, and beauty meet,” says Randy Zeno, CEO of Innové Beauty & Wellness.

He continues, “We’ve spent years perfecting delivering a full body glow with our spray system, and now we’re applying that same precision to skin transformation, using advanced actives, intelligent formulas, and a new level of customization.”

It’s not just for color, but for confidence and skin health.

A Name Reflecting A Mission

Sunless Inc. made its name by serving over 18 million treatments per year through trusted brands like Mystic, Norvell, and VersaSpa. Now, under the new identity of INNOVÉ Beauty & Wellness, the company is

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leveraging its capabilities into the world of advanced, tech-infused skin care.

WELLFIT At The Core: At-Home Performance

WELLFIT Skincare Solutions is one of the most exciting and fast-growing brands in the Innové skincare lineup. Initially created for in-booth applications, WELLFIT has since expanded into a full retail collection known as WELLFIT™ HOME— enabling consumers to maintain their skincare routines between salon or studio sessions.

While WELLFIT’s in-booth treatments provide a contactless, full-body skincare experience in professional settings, WELLFIT HOME extends that care into everyday life with a thoughtfully curated range of self-care products designed for athome use between visits.

Science + Inclusivity: The Future of Beauty is Personal Inclusivity is more than a value for Innové. It’s built directly into their formulations and delivery systems.

Products are safe for all skin tones, types, and body sizes, and smart technology ensures customization every step of the way.

Looking Ahead: Beauty As Wellness

As Innové continues its rollout of WELLFIT HOME, expands salon partnerships, and unveils new booth capabilities, the company is moving to an indisposable beauty treatment.

“Our spray systems not only provide a great glow, they hydrate, firm, and revive the skin—with results you can feel.” says Mr. Zeno. “Consumers expect more from beauty—and we’re delivering more, with science, tech, and personalization at the core.”

FEATURE

Smells Like Success The Top Aromatherapy Scents In The World

BY OSSIANA TEPFENHART

Lavender

To absolutely no one’s surprise, lavender almost always leads the pack when it comes to popular aromatherapy scents.

Lavender has been used as a fragrance for stress relief since the days of antiquity, specifically Ancient Rome and Ancient Greece.

It also was known for being an aphrodisiac and a sleep inducer back in the day. To many people’s surprise, both its sleep aid qualities and its “spicy” qualities were later backed by science.

Vanilla

Warming yet surprisingly fresh, it’s hard to hate the smell of vanilla. Much like lavender, vanilla is used for stress

reduction and mood enhancement.

Some also use it as a sleep aid. Because it works well with other fragrances, vanilla is often mixed with other esters for a custom blend.

Eucalyptus

known for improving a person’s mood.

Bergamot, in particular, tends to be a popular and upscale aromatherapy oil choice. This fruit is a relative to lemons and is known for its particularly potent, heady scent.

Eucalyptus oil is a potent, fresh, and herbal-smelling oil that feels like a nice kick in the teeth when you first inhale it. It’s famous for its ability to reinvigorate, energize, and awaken people. There is also some light proof to suggest it can help reduce inflammation and improve respiration.

Neroli

Mint

Chamomile

It’s not just for your toothpaste anymore! Mint is often used as a fragrance to help refresh and awaken tired souls. It also happens to be a favorite pick for people who want to improve their mental focus via aromatherapy. Besides, it’s such a fresh scent, it’s hard to hate it.

Lemon, Bergamot, Or Orange

Almost every single citrus fruit ester is going to be popular for aromatherapy treatments. They are often used to help awaken and reenergize tired clients. Many citrus fruit scents, including lemon and bergamot, are

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When you hit the beach this summer, you might smell neroli. Neroli, also known as orange blossom, has a very beachy smell that people often associate with summer months. It’s a great choice for enhancing one’s relaxation and improving your overall mood.

It’s not just for tea, folks! Chamomile is a great choice for people who want to kick their relaxation up a notch. This daisy-like flower has an enchanting, herbal smell that also works wonderfully as a sleep aid.

Cedarwood

Smoky and woodsy, cedarwood is a popular choice for aromatherapy treatments geared toward men. This scent enhances relaxation. It also happens to be a great pick for keeping certain bugs (like moths) at bay— which is why it’s often sprayed in upscale linen closets.

PHOTO BY SHUTTERSTOCK.COM

U

nless you’ve been living under a rock, you have seen the aromatherapy industry boom.

Almost every spa and salon has at least one service with an aromatherapy add-on. Traditional aromatherapy is primarily based on essential oils and esters from specific plants said to provide health benefits—including mental health perks.

With that said, some aromatherapy scents are more popular than others.

These are the ones you’ll find in almost every salon or spa around the world.

GAMES

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GAMES

Crossword Puzzle

ACROSS

DOWN

1.

A term for the exfoliation glove that is used prior to spray tanning.

5. It’s strongly encouraged that you do this before you spray tan.

7. This is a type of sauna that uses a non-visible electromagnetic wave to heat things up.

8. The manipulation of soft tissue to help you loosen up, relax, and heal.

11. Some companies offer teeth _____ specially designed to work in tan booths 12. Tanning booths are rated by _____ , with 5 being the best type

2.

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Always remember to _____ off once you’re done with a tan!

3. A term for holistic health that goes beyond just physical health 4. Tanning services without any UV rays used.

6. If you want to make a spray tan last longer, you might opt to work on a _____ tan first.

9. This is a term for adding scent to a therapy to help you relax.

10. A term for an individual place you go to get indoor tans, similar to a bed.

13. You can pick up bottles of these at almost any sun salon.

JUNE 2025

has the

experts 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.

Joe Schuster

Joe has been involved with the indoor tanning industry since 1986 and has taught certified salon operator training since 1992. He serves as the Director for Sun is Life salon operator certification, and contributing writer for Sun is Life magazine. Joe is featured on industry podcasts, serves as an MC and motivational speaker and presenter at many industry events, He continues to interact with federal, state & local regulatory agencies on behalf of the indoor tanning industry.

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.

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.

Ossiana Tepfenhart

Kristin Smithers, CLT

Kristin Smithers is a board-certified Light Therapist who specializes in Red Light Therapy. When she is not writing for IST, she is educating the world on the benefits of light therapy, offering organizational training classes, and working as the owner of Sunny Shores Sun Spa.

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.

Nadine Carter

Steven Labruna

Troy Harrison

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.

Nadine Carter

Nadine Carter is the Internal VP of Marketing at Sunless Tanning. Her love of tanning culture as well as encyclopedic knowledge of tanning technology makes her an asset to any project she’s involved in.

Denis Urkevich

Denis Urkevich is a finance marketing professional who has done extensive research and work in the merchant services industry with a major focus in retail setups. His expertise ranges from salon funding to streamlining retail processes.

Jerry Baughman

Jerry Baughman is founder and CEO of Twilight Teeth, one of the top salonspecific teeth whitening companies in the world. He boasts over 20 years of experience in the tanning industry as well as the tooth whitening industry.

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M AY 2 0 2 5

Nadine Carter is one of the most highly regarded marketing professionals in the tanning industry. She currently serves as the Interim Vice President of Marketing for Innové, formerly known as Sunless Inc.

Troy Harrison is the Sales Navigator, a speaker, and the author of “Sell Like You Mean It” and “The Pocket Sales Manager.” He has trained salespeople from 23 different countries who live on three continents and has spoken all over North America and Europe.

He helps companies navigate the Elements of Sales on their journey to success. He offers a free 45-minute Sales Strategy Review. To schedule an appointment with Troy Harrison, please visit www.TroyHarrison.com/ssr.

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.

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WORD SEARCH ANSWERS CROSSWORD KEY ANSWERS ACROSS 1. MITT 5. EXFOLIATE 7. INFRARED 8. MASSAGE 11. WHITENING 12. LEVELS

DOWN 2. TOWEL 3. WELLNESS 4. SUNLESS 6. BASE 9. AROMATHERAPY 10. BOOTH 13. LOTION

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