SIL_October 2025

SUN & WELLNESS MAGAZINE

OCTOBER 2025 | $4.95

THE

INNOVATION ISSUE

Redefining The Tanning Experience

LETTER FROM THE EDITOR SUN & WELLNESS M AGAZINE

Editor-in-Chief Joe Schuster Managing Editor / Editorial Advisory Amara Omoregie Art Director Dave Villafañe Accounting/Circulation Quinn Cooper Senior Account Executive Quinn Cooper Contributing Writers Samantha Neeley Lisa Saavedra Dr. Jim Schleckser Kristin Smithers Alex Zeedyk HOW TO REACH US 2741 E Belt Line Rd, Suite 113 Carrollton, Texas 75006 INTERESTED IN ADVERTISING? Contact quinn@sunislifemagazine.com October 2025 | Volume 1 | Issue 1

SUN IS LIFE 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, SUN IS LIFE 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 SUN IS LIFE Magazine and cannot be used without written permission. The opinions and conclusions recited herein are those of the respective authors and not of SUN IS LIFE Magazine. SUN IS LIFE Magazine is not responsible for returning unsolicited manuscripts, photos or other materials. Every effort will be made however, to return rejected manuscripts, etc., if they are accompanied by sufficient first-class postage, but the publisher will not be responsible for loss of any such material.

Copyright© 2025. All rights reserved.

Printed in U.S.A.

Welcome to Sun is Life!

It’s a true privilege to introduce myself as the new Editor in Chief of Sun is Life. Onyi Odunukwe has assembled a great team to launch the rebrand of the magazine and website and I’m honored to be a part of it. As many of you know, I’ve served as the Director of Sun is Life training and certification since its inception and have been a contributing writer here for many years. I’m so excited to build on its legacy as a trusted resource for all things tanning and wellness.

Wellness is not a destination, but a journey. A journey that moves the indoor tanning industry forward as we diversify. As editor, my goal is to fill these pages with stories that inspire you, from experts who empower you and ideas that help you make your wellness journey uniquely your own. A forward thinking magazine that brings the future of our industry front and center.

In this issue, we’re bringing back our popular “Salons of Distinction.”

Each month, staff that successfully pass Sun is Life certification will be eligible and we’ll select one of them to feature. It’s a perk included with this training and offers great exposure to your salon. Our new Salon “Prose” will have seasoned salon owners from across the US answering top industry questions. We’ll include interviews with industry leaders to see what drives them and makes them a success. A Survey of the Month will allow readers to share their insights on the industry. You’ll find fresh perspectives as we share a Global UV, Sunless and Wellness Outlook with current news updates. One of our first topics will be coverage of the Sense4fit Expo in Romania followed by the UK’s Shine 2025, next month.

Sun is Life content will take on a topic from our certification and training to provide insights and of course, show you how easy it is to register your entire staff. We’ll even continue to entertain you with our Word Search and Sudoku puzzles at the back of each issue. I hope these stories will resonate with you and spark new ideas for your own life.

Thank you for inviting us into your world. I am eager to hear from you— your stories, your questions, and your feedback. Please feel free to reach out to me at joe@sunislife.com.

Cheers as we continue forward. Here’s to a journey of growth, discovery, and well-being.

With warmth,

Joe Schuster Editor-in-Chief

SUN IS LIFE MAGAZINE | OCTOBER 2025

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LEARN MORE: C O N T A C T U S | 8 8 8 . 9 74 . 9 9 7 7

contents OCTOBER 2025 | VOLUME 1 | ISSUE 1

department 01

Letter from the Editor

in every issue 62

Sun is Life The Experts

SUN & WELLNESS MAGAZINE

OCTOBER 2025 | $4.95

THE

INNOVATION ISSUE

Redefining The Tanning Experience

ABOUT THE COVER

Welcome to the rebranded Sun is Life! This fresh new look and direction reflects our commitment to innovation, wellness, and industry leadership. With expert insights, salon spotlights, global trends, and interactive features, we’re redefining what it means to thrive in tanning and wellness—together.

SUN IS LIFE MAGAZINE | OCTOBER 2025

5

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contents OCTOBER 2025 | VOLUME 1 | ISSUE 1

18 08 20

34

47

features 8

IST Magazine Rebrands to Sun is Life: A Strategic Vision for Industry Growth

24

The 2026 Skincare Innovation Integration Guide Brought to you by WellFit

11

Beyond the Upsell: How Real Salons Turn Product Sales Into Customer Care

34

Thriving through JASON: How To Turn Slow Season Into Growth Season

15

Luxury Spa Therapy Without the Price Tag

47

Salon of Distinction: Pacific Tanning

18

Innové Where Science Meets Beauty and Wellness

50

Red Light Revolution

55

Pregnancy and Indoor Tanning

The Trend Whisperer: How Melissa Gallion Helps Salons Stay Ahead of the Curve

60

Global Wellness Integration

20

SUN IS LIFE MAGAZINE | OCTOBER 2025

7

BUSINESS OPERATIONS

IST Magazine Rebrands to Sun is Life A Strategic Vision for Industry Growth

BY QUINN COOPER

$4.95

$4.95

$4.95

M AY 2025

J U LY 2025

SEPTEMBER

FROM $12/HOUR TO

SALON OWNER IN JUST ONE YEAR

Slow Season, Smart Moves Turn Downtime Into Uptime: Trends, Tech, and Tactics for Your Salon

Emily Cardosa’s Journey to Glo Ownership

J

ust over a year ago, our team embarked on a new and exciting journey producing IST Magazine.

With IST Magazine’s long history in the industry, we carefully considered ways to take something with existing name recognition and make it fresh and new for the evolving marketplace.

This edition marks the culmination of those meetings, brainstorms, and collaborative efforts. After extensive planning, we’ve decided that the best path forward is to merge the two brands—IST and Sun is Life—into one unified platform.

Effective October 1st, IST Magazine officially becomes Sun is Life Magazine, bringing brand consistency with one name, one website, one clear purpose. Current subscribers will transition seamlessly—nothing changes in their experience, and they’ll continue to receive their magazine each month as always.

However, behind the scenes, this rebrand represents something much

8

more significant: a complete strategic transformation.

A Completely Reimagined Digital Presence Alongside the name change, our website has been completely rebranded to reflect this new vision.

The new Sun is Life digital platform will serve as the centralized hub for industry information, resources, and community connection that the tanning industry has been missing.

“We want to bring the tanning industry into the future,” explains magazine owner Onyi O. “We want to evolve from just getting people ready for summer vacations and spring pictures to being a vital part of the overall health and wellness movement.”

Vision for the Future Sun is Life’s vision moving forward is to evolve into the most reliable resource for information, conversation,

OCTOBER 2025 | SUN IS LIFE MAGAZINE

2025

The

Beauty Pause of the

In stillness, salons find space to refresh, recharge, and grow.

and community in the industry. This represents a collaborative effort—we’re actively working with industry leaders to bring information directly to salon owners and break down the silos that have traditionally separated valuable knowledge from the professionals who need it most.

Our mission is to bring the industry together in a way that allows everyone to grow stronger. From salon owners with a single location to large investment groups, it’s essential to have quality resources available. A major issue in the industry has been access to high-quality information in a centralized place. While industry leaders possess valuable insights, this knowledge has often remained isolated.

Expanding Beyond Traditional Boundaries This rebrand also signals our expansion beyond traditional tanning salons. Sun is Life will reach into the broader beauty and wellness space,

BUSINESS OPERATIONS including spas, gyms, and other wellness-focused businesses. This expansion recognizes that today’s consumers view tanning as part of their overall wellness routine, not as a standalone service.

The timing couldn’t be more strategic.

Consumer behavior is shifting dramatically, and we’re witnessing a remarkable resurgence of interest in tanning from younger generations.

This trend is visible in real time—a simple search for “tanning TikTok” reveals thousands of posts from curious newcomers eager to learn about the industry, asking questions, and sharing their experiences. This presents a unique opportunity to serve both our dedicated longtime customers and engage these enthusiastic newcomers, creating a win-win scenario that strengthens and expands the entire industry.

What’s Coming Next Looking ahead to 2026, Sun is Life is planning significant digital expansion, enhanced social media presence, and new educational programs designed to elevate industry standards and professional development.

Our plan is to grow in several unique and creative ways that bring value to each of our readers, whether they’re seasoned industry veterans or newcomers looking to understand best practices and emerging trends.

One of the biggest things we’re excited about is expanding our education and training programs—because frankly, that’s where the real opportunity lies. We’re working toward getting certification requirements in all 50 states, but more importantly, we want to help salon owners feel confident about adding wellness services to their businesses. Whether it’s red light therapy, recovery treatments, or other wellness offerings, these aren’t just trendy add-ons anymore—they’re

becoming essential. Our training programs will give salon operators the knowledge and credentials they need to make these expansions work, not just survive them—and do it all while staying compliant with FDA guidelines and medical safety standards. When someone walks into your salon and asks about red light therapy, you should feel completely prepared to have that conversation, deliver that service professionally, and know you’re doing it the right way. That’s the kind of industry growth we’re talking about—real, sustainable expansion that makes business sense and keeps everyone safe.

A Collaborative Future We’re thrilled to announce that Joe Schuster is joining Sun is Life as Editor-in-Chief, bringing decades of dedicated service to the tanning industry. Joe’s career began owning a sunbed distribution company, moving on to serve as VP of Sales and Marketing for the two leading sunlamp manufacturers and has represented the industry at various FDA and state regulatory functions.

As director and instructor of our Sun is Life educational platform, he has invested in leading training programs and certification initiatives, always putting consumer safety and staff education at the forefront of everything he does. His commitment to growing innovators and elevating

industry standards makes him the perfect person to guide Sun is Life’s editorial vision as we expand into the wellness space. The industry should be as excited as we are—Joe understands what salon operators need to succeed, and he’s passionate about making sure they have the resources and knowledge to do it safely and professionally. With Joe at the helm of our content strategy, readers can expect practical, actionable information that helps move the industry forward while keeping consumer safety and professional development as top priorities This transformation is just the beginning. We want to hear from you—our readers, industry partners, and community members. Your ideas, article requests, and feedback will shape how Sun is Life evolves to meet the industry’s changing needs.

The future of tanning isn’t just about achieving the perfect glow—it’s about positioning our industry as an integral part of the health and wellness movement that’s reshaping how consumers think about self-care and confidence.

Ready to be part of the conversation?

Email Joe at joe@sunislife.com with your article requests, ideas, or thoughts on where you’d like to see the industry headed. Together, we’re building the future of Sun is Life.

SUN IS LIFE MAGAZINE | OCTOBER 2025

9

PHOTO FROM FREEPIK.COM

BUSINESS OPERATIONS

Beyond the Upsell How Real Salons Turn Product Sales Into Customer Care

BY QUINN COOPER

W

alk into any tanning salon on a busy afternoon and you’ll hear it—the awkward pause after “Would you like to add a lotion today?” The customer’s polite “no thanks” followed by that uncomfortable silence we all know too well. If this sounds familiar, you’re not alone. Most salon owners struggle with product sales, and honestly, it’s not hard to understand why.

Here’s the thing: your customers aren’t stupid. They know when they’re being sold to, and they hate it as much as you hate doing it. But what if I told you the most successful salons have figured out how to make product recommendations feel like genuine customer service? Not only is it possible—it’s happening right now in salons across the country, and the results will surprise you.

line. According to industry analysis, salons that nail their product approach are seeing a huge increase in value per member, per month.

But here’s the kicker—customers who buy products visit 12% more often and stick around 25-30% longer. Why? Because when someone invests in products that actually help their tan, they’re more committed to maintaining it. They become your partner in getting great results, not just another customer buying sessions.

What’s actually selling (and what you should stock)

The money is real (and it adds up fast)

The tanning lotion business is still strong—$1.2 billion and growing at 9.2% annually, according to Verified Market Reports.1 But the real money is in the wellness products your customers are already buying elsewhere.

Let me hit you with some numbers that actually matter to your bottom

Red light therapy is the game-changer everyone’s talking about. Sessions

run $25-100, creating natural moments to discuss complementary skincare. Industry case studies show customers asking what products would enhance their therapy results.

They didn’t have to push anything— educated customers were pulling products off the shelves.

The key insight? Stop thinking about tanning products and start thinking about skin health products. Your customers want solutions for aging, acne, dry skin, and recovery. When you position products as wellness tools rather than tanning enhancers, everything changes.

Training that actually works (without breaking the bank) Here’s where most salons mess up: they think product knowledge means memorizing ingredient lists.

Wrong. The salons crushing it focus on conversation skills and genuine customer care.

SUN IS LIFE MAGAZINE | OCTOBER 2025

11

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BUSINESS OPERATIONS Today’s consumers are more informed than ever, which means leading with education is essential.

However, many salon professionals fall into the trap of “feature selling” rather than “benefit selling.”

Feature selling sounds like this: “This lotion has bronzing agents, natural moisturizers, and SPF protection.”

Benefit selling connects directly to the customer: “You mentioned wanting to build your base tan gradually for your vacation. This lotion will help you develop color more evenly while keeping your skin hydrated, so you’ll look great and feel confident on your trip.”

The difference is profound—one approach lists product attributes, while the other addresses specific customer needs and desires.

The best lotion companies in the business, like Devoted Creations, offer comprehensive training for salons and their staff. Why? Because they know that better educated staff can provide more comprehensive care to their customers. When your team understands not just what products do, but how they solve real customer problems, recommendations become natural conversations instead of awkward sales pitches.

The training investment pays for itself quickly. Salons that invest in proper staff education see immediate improvements in customer satisfaction and product sales. It’s not about pushing more products—it’s about matching the right solutions to each customer’s specific needs and goals. To strengthen your team’s expertise, include indoor tanning operator certification as part of their training journey. Sun is Life offers both online and classroom training and certification, providing operators with the knowledge and confidence to deliver safe, compliant, and customer-focused service.

Making it work in your salon The transformation doesn’t happen overnight, but it’s not complicated either. Start with your mindset: you’re not selling products, you’re completing the customer experience.

When someone mentions wanting to build a base tan for vacation, that’s not a sales opportunity—it’s a service opportunity.

Train your staff to ask questions that uncover real needs: • “What’s your tanning goal for the next few months?”

• “Have you tried any products before? How did they work for you?”

• “What’s most important to you—building color quickly or maintaining healthy skin?”

When you understand what customers actually want, recommendations become natural.

Instead of “This lotion has bronzing agents and moisturizers,” try “You mentioned wanting to build color gradually for your cruise. This lotion will help you develop that golden tone you’re after while keeping your skin hydrated so you look great in those vacation photos.”

Pay attention to complaints—they’re gold mines. When someone says “I’m frustrated with...” they’re literally asking for solutions. These moments can transform skeptical customers into your best advocates if you handle them right.

The patience principle Every salon has two types of customers: those who eagerly try new recommendations and those who prefer their established routines. While focusing only on

the enthusiastic early adopters is tempting, don’t overlook the value of persistent, patient relationshipbuilding with more hesitant clients.

Pushing beyond surface-level interactions may initially feel uncomfortable for both you and the client. That’s normal. But consistency pays off. When you demonstrate genuine care and expertise over time, even the most routine-focused customers will eventually ask the magic question: “What do you think will help me?”

The bottom line Curiosity is contagious. When your team approaches each client interaction with a genuine interest in helping them achieve their goals, product sales become a natural extension of exceptional service. The result? Higher client satisfaction, increased loyalty, and sustainable revenue growth.

Remember: you’re not selling products—you’re completing experiences and solving problems.

Make that shift, and watch both your clients and your business thrive.

Sources: Tanning lotion market analysis, Verified Market Reports 2025 - https:// www.verifiedmarketreports.com/ product/tanning-lotion-market/

SUN IS LIFE MAGAZINE | OCTOBER 2025

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OCTOBER 2025 | SUN IS LIFE MAGAZINE

PHOTO FROM FREEPIK.COM

WELLNESS TRANSFORMATION

Luxury Spa Therapy Without the Price Tag BY : “ T H E R E D L I G H T Q U E E N ” K R I S T I N L E E S M I T H E R S , C LT

W

alk into a traditional day spa and you’ll find a short menu of facials, massages, and a few add-ons, usually priced like a rare treat. But step into a modern tanning and wellness salon and you’re stepping into something entirely different: a space where science meets self-care, memberships create results, and wellness isn’t a splurge—it’s a lifestyle.

As salon owners, we’re not just offering beauty services anymore.

We’re helping people feel better physically, mentally, and emotionally.

We’re leading a shift from pampering to purpose, from occasional indulgence to everyday wellness. It’s time we recognize the real value in what we provide.

The Sun Spa Difference Think about the last time you went

to a luxury health spa—not a spa that offers tanning, but a traditional spa focused on massages, facials, and similar wellness services. You can probably already smell the lavender in the air, hear the quiet trickling of a water fountain, and see the soft, fluffy white towels on the rack.

It’s a memorable experience, isn’t it? High-end spas often charge a premium for ambiance because it’s part of the experience. What most people don’t consider is the actual result of the visit. A $150 facial might feel luxurious, but how many actually deliver long-term results? How many clients can afford those treatments weekly? The numbers aren’t encouraging.

Now compare that to what we as sun spa owners offer: salt saunas, light therapy, cocoon pods, hydration stations, even hybrid beds—all in an

approachable, friendly space with staff who truly understand the science behind each service.

We’re not just mimicking luxury.

We’re redefining it with consistency, accessibility, and evidence-based tools that actually help people feel and function better. That’s serious value.

The Real Value of Sun Salons Here’s a compelling way to look at our value: an average dinner out these days can cost anywhere from $50 to $150 or more, and that experience is gone in an hour. With memberships or money-saving packages, clients enjoy multiple sessions of indulgence in high-end luxury settings without the steep price tags of traditional spas or the limited hours and access of hotel or specialty locations.

We’re offering convenience, flexibility,

SUN IS LIFE MAGAZINE | OCTOBER 2025

15

and results that last longer than a cocktail and appetizer. In our world, a membership isn’t a perk—it’s a wellness plan. It helps clients show up regularly, build routines, and see real results. Red light therapy, UV tanning, saunas, massage, and skincare services work best when used consistently.

When priced right, people can actually stick to them.

Backed by Research Research supports this approach.

Regular use of services like infrared, red light, and sauna therapy can reduce stress, boost circulation, improve skin health, and even help with sleep and mood regulation.

Results build over time, and our clients feel that difference.

PHOTO FROM FREEPIK.COM

WELLNESS TRANSFORMATION

“We’re not just mimicking luxury.

We’re redefining it with consistency, accessibility, and evidence-based tools that actually help people feel and function better.”

That’s real value. Not one expensive facial. Not a once-a-year massage. But steady, effective care they can afford to maintain consistently.

What sets us apart isn’t just the technology—it’s how we use it, teach it, and stand behind it.

We invest in education. We get certified in light therapy, skincare, tanning safety, and more. But not just any certifications—ones rooted in science, not marketing fluff.

Understanding how your equipment works, what your lamps emit, or why certain wavelengths matter gives your business credibility.

We teach our clients. We answer questions. We explain the “why.” That kind of transparency builds trust, and trust keeps people coming back.

The Power of Consistency One facial won’t transform your skin.

One massage won’t undo chronic stress. Clients can now access red light therapy, UV and sunless

16

tanning, saunas, massage, and skincare services. “ We’re redefining it with consistency, accessibility, and evidence-based tools that actually help people feel and function better.” with skincare, hydration treatments and affordable skincare products in addition to or as alternatives to UV. And that’s when the magic happens.

Clients feel more energized, sleep better, have clearer skin, and build confidence—and it doesn’t feel like a financial stretch.

Accessibility Matters—And So Do Results We’re not trying to be everything to everyone. We’re creating accessible, effective wellness routines that work synergistically. That’s our sweet spot.

We don’t need to look like a luxury spa to offer life-changing services.

We already do. And we do it better,

OCTOBER 2025 | SUN IS LIFE MAGAZINE

more often, for more people, and backed by science.

This is our moment to stand tall, lead with education, stay honest about what our tools and services accomplish, and stop underselling ourselves.

Let’s stop apologizing for our prices and start owning the impact we make.

More people than ever are prioritizing health, but they want more than superficial treatments. They want real results without breaking the bank.

That’s exactly what we provide, and that’s why we matter.

So keep showing up, keep learning, stay rooted in facts, be proud of the service you offer, and price it accordingly. You’re not just running a tanning salon—you’re changing lives.

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CLEAN BEAUTY

WELLNESS TRANSFORMATION

Innové

Where Science Meets Beauty and Wellness

BY QUINN COOPER

S

unless Inc. is no more. The industry giant has officially rebranded as Innové, and the change runs much deeper than a new logo. This isn’t just a cosmetic refresh—it’s a complete reimagining of what tanning means in today’s wellness-obsessed market.

traditional tanning box. With decades of experience at major brands like Pantene, Revlon, and Urban Therapy, Nadine saw something others missed.

“Tanning is no longer just about bronze—it’s full-body makeup. It’s glow. It’s confidence. And now, it’s skincare too,” she explains.

“Sunless didn’t reflect who we were becoming. It kept us stuck in the tanning bucket,” Nadine says. “Innové allows us to break out of that and build a house of science and beauty.”

Leading this transformation is Nadine Leecarter, a beauty industry veteran who joined the company with a clear mission: break out of the

The name change wasn’t taken lightly.

Working with a New York-based agency, Nadine and CEO Randy Zeno conducted extensive market research and consumer analysis. What they found confirmed Nadine’s instincts: today’s consumers, particularly younger generations, want more than a tan. They want technology-enhanced wellness experiences.

The rebrand centers around WellFit™, Innové’s breakthrough skincare booth technology. More than just a spray tan, WellFit is a precision misting system that delivers skin treatments ranging from hydration to collagenboosting serums—all customized with fragrance, essential oils, and an expanded palette of 12 shades that suit all skin tones.

The Technology Behind the Vision

PHOTO FROM FREEPIK.COM

“It’s not just about coverage,” Nadine says. “It’s about healing, enhancement, and self-care. You step out feeling different. You feel reset.”

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OCTOBER 2025 | SUN IS LIFE MAGAZINE

WELLNESS TRANSFORMATION The concept taps into what Nadine refers to as “neuro glow”—the connection between physical treatments and mental wellness.

“Consumers want to feel good mentally and emotionally, not just look good. And our booths offer that sensory, confidence-building moment,” she adds.

“Tanning is no longer just about bronze—it’s fullbody makeup. It’s glow.

It’s confidence. And now, it’s skincare too.”

This expanded philosophy is already shaping new product development.

Launching this August, Innové’s WellFit Home Collection will give customers access to a full-body skincare ritual at home: cleanser, toner, and moisturizer, all designed to extend the benefits of their booth treatments between visits. It’s what Nadine calls a “balanced skincare program”—one that supports skin health as much as aesthetics.

Leadership with Vision What makes Nadine’s leadership compelling is her ability to connect wellness, beauty, and business into a single narrative. From her roots as a beauty copywriter to leading product innovation in hair care, and now redefining tanning, she has always been ahead of the curve. Even before entering the sunless space, she saw the transformation coming.

“This is beauty tech,” she told Randy Zeno when first hearing about the misting system. “You’re sitting on a goldmine.”

That mindset has shaped every move since. The company partners with universities and athletic teams

to educate young women about UV tanning alternatives. They’re also working to redefine what tanning means for women of color, a market often overlooked by traditional tanning companies.

“People think women of color don’t tan. But we do. It’s about even tone, covering scars, and feeling polished.

It’s not vanity—it’s care,” she says.

This work is grounded in inclusion, access, and consumer empowerment. Nadine’s approach goes beyond simply offering more shade options—it’s about understanding that different consumers have different needs and ensuring the technology can meet them all.

Industry Transformation With over 7,000 active locations globally and expansion into home and retail products, Innové is positioned not just to grow, but to lead. As Nadine sees it, the brand is no longer just part of the tanning industry—it’s part of a new wellness frontier.

“The future isn’t about one service.

It’s about offering a full-body experience that aligns with how we

live now—consciously, confidently, and with care,” she notes.

The wellness industry is booming, and the beauty space increasingly leans into science-backed innovation.

Innové’s rebrand isn’t just timely—it represents a fundamental shift in how companies can evolve beyond their traditional categories.

The transformation demonstrates what’s possible when established businesses embrace new technologies and expanded consumer expectations.

Rather than simply improving existing services, Innové is creating entirely new categories that blend skincare, wellness, and beauty technology.

As the lines between beauty, wellness, and technology continue to blur, companies like Innové are showing the path forward. The rebrand proves that with the right leadership and vision, even wellestablished businesses can reinvent themselves for new markets and new generations of consumers.

With leaders like Nadine at the helm, the company is poised to not only redefine sunless tanning, but to expand what beauty means in a techsavvy, wellness-first generation.

SUN IS LIFE MAGAZINE | OCTOBER 2025

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BUSINESS OPERATIONS

The Trend Whisperer How Melissa Gallion Helps Salons Stay Ahead of the Curve

BY JOE SCHUSTER

I

n an industry where innovation can make the difference between thriving and merely surviving, few leaders have their finger on the pulse quite like Melissa Gallion. As President of Four Seasons Tanning, she’s built a career on recognizing opportunity, embracing change, and helping salon owners navigate an evolving marketplace. Her journey from the company’s front desk to its executive suite reads like a modern American success story—one that offers valuable lessons for anyone looking to advance within the tanning industry.

Spotting Innovation Before It Spreads

“I started off answering phones at Four Seasons,” Gallion recalls, reflecting on her early days with founders Ronnie and Johnnie Allen. “I served a lot of times as a type of gatekeeper for them. I did well and progressed into more administration type roles and then into sales. I really worked hard at each stop and loved working for the company. Apparently, it showed.”

What sets Gallion apart as a leader isn’t just her operational expertise— it’s her ability to identify promising innovations before they become industry standard. “We have a great team here at FST with years of industry expertise assembled to help salons become more successful at their business,” she explains. “We’re always looking for creative ways

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That progression from receptionist to company president wasn’t just about climbing a corporate ladder—it was about developing the industry insight that now makes Four Seasons one of the most trusted distribution partners for salon owners nationwide. Today, from their 120,000 square foot Paris, Tennessee headquarters, Gallion and her team serve as innovation scouts, trend analysts, and strategic partners for salons looking to stay competitive in a rapidly changing marketplace.

OCTOBER 2025 | SUN IS LIFE MAGAZINE

to help salons be successful in a changing environment.”

This forward-thinking approach has positioned Four Seasons as more than just a distributor—they’ve become an innovation intelligence hub. While they don’t manufacture equipment directly, they partner strategically with the industry’s most innovative companies to ensure salon owners have first access to breakthrough technologies. At their upcoming National Tanning Expo, attendees will witness this philosophy in action, with a floor packed with cutting-edge wellness systems, advanced sunless technologies, and next-generation tanning innovations.

“The technology that’s coming to market isn’t just incremental—it has the potential to transform how salons operate and how customers experience wellness,” Gallion notes.

“Wellness equipment, in particular, represents a major opportunity.

BUSINESS OPERATIONS Salons that embrace it are positioning themselves to meet the evolving expectations of today’s customers, diversify revenue streams, and futureproof their business.”

Learning From the Front Lines Perhaps most impressively, Gallion has created a feedback loop between Four Seasons and the salons they serve, turning customer insights into industry-wide innovations. “We’ve seen that salons have become very creative and embraced social media to stay in contact with their clients,” she observes. “We have seen some great Facebook live videos, and it’s a great way to drive that message to their customers and prospective customers.

Text messaging services have grown as well. We have learned a lot from our salons and plan to implement some of their ideas in our digital campaigns.”

This year’s expo programming demonstrates Gallion’s commitment to providing practical value alongside networking opportunities. Day one features comprehensive training with Megan Gordon leading Basic Sunless Certification and Darren French teaching Indoor Tanning Salon Certification. Norvell will offer both Core classroom and Master level skills training. Day two continues with hands-on learning, including Megan’s live spraying sessions with 20-minute training modules.

“At Four Seasons, we don’t manufacture or sell tanning or wellness equipment directly, but we proudly partner with the best companies in the industry to make

sure salon owners have access to the latest innovations. At our upcoming Expo, attendees will be able to see and experience a broad range of advanced equipment firsthand. The technology that’s coming to market isn’t just incremental; it has the potential to transform how salons operate and how customers experience wellness.

Wellness equipment, in particular, represents a major opportunity.

Salons that embrace it are positioning themselves to meet the evolving expectations of today’s customers, diversify revenue streams, and futureproof their business. At the same time, lotion manufacturers continue to push boundaries with innovative formulations and products designed to

This customer-centric approach to innovation reflects Gallion’s understanding that the best ideas often come from the front lines.

By staying closely connected to salon operations and listening to owner challenges, Four Seasons can anticipate market needs and source solutions before problems become widespread industry issues.

The Nashville Advantage

PHOTO FROM FREEPIK.COM

Under Gallion’s leadership, Four Seasons has transformed their annual expo into the industry’s premier networking and innovation showcase.

The decision to anchor the event in Nashville reflects the same strategic thinking that drives their product selection. “Nashville has been a great city for us,” Gallion explains. “Of course, it has a lot going for it in terms of great restaurants and live music, but it’s really centrally located to a large number of salons within driving distance. The hotel is really nice and offers a top-shelf experience to our attendees.”

SUN IS LIFE MAGAZINE | OCTOBER 2025

21

PHOTO FROM FREEPIK.COM

BUSINESS OPERATIONS enhance both results and the overall tanning experience. The convergence of these advancements, wellness, equipment, and skincare, marks an exciting new era for salon owners.

Four Seasons is proud to play a role in connecting our customers with these innovations and preparing them for what’s ahead. We want to provide as much to our attendees as possible,” Gallion emphasizes. “The show floor will be packed with our industry’s top vendors, and we’ll have vendor presentations going on throughout both days.”

Diversification as Innovation Under Gallion’s leadership, Four Seasons has evolved far beyond traditional tanning supplies. “We have adapted and diversified our product offerings for sure,” she explains. “Of course, UV tanning equipment, sunless systems, and wellness systems still play a large role along with top-quality lotions, parts, and lamps. But we also offer salons bath and beauty, downloadable forms like W-9s, flyers and signage, apparel, vitamins, sunglasses, and much more.”

This diversification strategy reflects Gallion’s understanding that today’s salons are wellness destinations, not just tanning facilities. By expanding their catalog to include comprehensive salon support products, Four Seasons helps owners create cohesive brand experiences that extend well beyond UV sessions.

Looking Forward

“There are some promising studies, for sure. However, there is so much uncertainty as to what the government may do. For now, we have to caution salons against making any sort of medical claims.”

As the industry enters its fifth decade, Gallion maintains an optimistic but realistic perspective on regulatory challenges while supporting research efforts through organizations like the American Suntanning Association.

“We hope to see that time come,” she says regarding potential changes in UV marketing regulations.

This balanced approach—supporting research while ensuring compliance— exemplifies the thoughtful leadership that has made Gallion a trusted industry voice. Her story proves that with dedication, industry knowledge, and a commitment to innovation, remarkable career advancement is possible within the tanning industry.

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OCTOBER 2025 | SUN IS LIFE MAGAZINE

For salon owners looking to stay ahead of industry trends, Gallion’s message is clear: embrace change, invest in education, and partner with distributors who share your commitment to excellence. The Four Seasons National Tanning Expo represents the perfect opportunity to do all three.

The Four Seasons National Tanning Expo returns to Nashville this month.

For registration information and training details, contact Four Seasons Tanning or visit their comprehensive online catalog for the latest in salon innovations and wellness solutions.

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The 2026 Skincare Innovation Integration Guide Brought to you by WellFit The Skincare Revolution: Eliminating Every Barrier to Beautiful Skin

BY AMARA OMOREGIE

The beauty industry is having its breakthrough moment. While a modest 4% of US households engage in spray tanning, an astounding 95% are actively investing in skincare serums and treatments. This isn’t just market data—it’s your roadmap to unprecedented growth that Innove’s groundbreaking WellFit technology is perfectly positioned to unlock.

“As the leader of spray tan over 60 countries, we know we have the technology to deliver products through our systems. So we thought, what would be even better for our customers and all the wellness centers out there?” reveals Brandon Cardinal of Innove.

The answer is revolutionary: WellFit— powered by cutting-edge technology— transforms advanced spray booth engineering into a luxury skincare delivery system that’s about to change everything. This isn’t just an add-on service; it’s the industry’s glamorous leap into comprehensive wellness that your clients have been waiting for.

Imagine harnessing the same precision micro-misting system that made Mystic booths legendary, but redirecting that innovative power toward delivering transformative

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skincare compounds. The result?

A luxurious two-minute, full-body treatment that penetrates skin 10 times faster than anything your clients can buy at Sephora.

This evolution addresses what today’s sophisticated consumers are craving: experiences that make them feel utterly pampered while delivering real results. Instead of quick visits for basic services, your clients want to indulge in comprehensive wellness journeys that justify their time investment and make them feel like the stars they are.

WellFit transforms your traditional spray booth into a dual-purpose beauty powerhouse.

Your existing spray tan operations can instantly expand into luxury skincare without additional equipment investments or space modifications.

The same booth that’s been generating revenue can now serve two distinct clienteles: your loyal tanning enthusiasts and the vast, untapped market of skincare devotees.

Here’s the beautiful part: this strategic evolution doesn’t compete with your existing services—it elevates them to new heights. The technology actually amplifies traditional spray tan results by creating the perfect canvas for application. When skin is optimally

OCTOBER 2025 | SUN IS LIFE MAGAZINE

PHOTO FROM FREEPIK.COM

Beyond Spray Tan - The Industry’s Natural Evolution

hydrated and balanced, it accepts and retains spray solutions like never before, delivering longer-lasting, more luminous results.

The business transformation extends far beyond service diversification. WellFit empowers you to cast a dramatically wider net, attracting wellness-conscious consumers who may never have considered stepping foot in a tanning salon. This exciting shift from “tanning salon” to “luxury wellness destination” opens entirely new revenue streams while keeping your existing clients absolutely devoted.

WELLNESS TRAINING The Science - Advanced Skincare Through Revolutionary Spray Technology Prepare to be amazed: WellFit technology delivers four distinct therapeutic treatments through Mystic’s advanced spray system, each masterfully formulated with clinically-proven ingredients that deliver transformative results your clients will actually feel.

Hydrate Treatment: The Trilonic Acid Breakthrough The showstopping Hydrate treatment features trilonic acid—a revolutionary threemolecular-weight hyaluronic acid complex that delivers 1,000 times more hydration than water. This isn’t beauty marketing speak; this is pure skincare science that works. The varied molecular weights create a hydration symphony, penetrating multiple skin depths for comprehensive moisture that lasts from surface to soul.

The genius addition of sodium PCA creates sustained moisture magic through hygroscopic action—literally drawing moisture from the air around your client throughout the day.

Clinical studies prove 24-hour continuous hydration following treatment, transforming this from a simple moisturizing session into a true therapeutic luxury experience.

Lift Treatment: Collagen Production Perfection The age-defying Lift treatment focuses on stimulating natural collagen production through targeted amino

acid delivery that feels as luxurious as it sounds. When these powerful compounds are delivered via revolutionary micro-mist technology, they penetrate exponentially faster than expensive topical serums, reaching the deeper dermal layers where real collagen magic happens.

sophisticated probiotic-inspired formulations that address the root causes of skin concerns. This treatment tackles inflammatory conditions including eczema, psoriasis, and stubborn acne by restoring the healthy bacterial balance that glowing skin requires.

This treatment creates incredible synergy with red light therapy services. The collagen-building compounds provide the premium raw materials, while red light stimulates cellular activity—creating a comprehensive anti-aging protocol that exceeds anything your clients can achieve at home.

The full-body application ensures comprehensive treatment of oftenneglected problem areas like back acne or body eczema. Traditional skincare routines simply cannot address these concerns effectively due to application limitations—WellFit eliminates every barrier to beautiful skin.

Balance Treatment: Microbiome Mastery Perhaps the most innovative breakthrough, Balance targets skin microbiome health through

Combination Protocols: Synergistic Beauty The Mystic booth’s intelligent mixing technology enables simultaneous delivery of multiple treatments, automatically combining selected formulations in perfect ratios for complex treatment protocols delivered in one indulgent two-minute session.

Client favorites include Hydrate + Lift for comprehensive anti-aging luxury, or Hydrate + Balance for those with inflammatory conditions requiring both intensive moisture and microbiome restoration.

The revolutionary micromist delivery ensures flawless distribution and optimal penetration across every inch of skin, including impossibleto-reach areas like the back, shoulders, and legs. This uniformity is absolutely impossible to achieve through manual application, making the technology genuinely superior to any at-home alternative.

SUN IS LIFE MAGAZINE | OCTOBER 2025

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WELLNESS TRAINING Clinical Validation and Ingredient Mastery WellFit treatments are backed by rigorous third-party clinical studies currently nearing completion, providing salon owners with legitimate scientific validation that transforms service conversations from sales pitches into professional consultations. This clinical excellence distinguishes WellFit from fleeting wellness trends lacking real substance.

Hyaluronic Acid: The Ultimate Hydration Hero Hyaluronic acid’s legendary ability to hold up to 1,000 times its weight in water makes it skincare’s most coveted humectant. WellFit’s exclusive trilonic formulation uses three distinct molecular weights: high molecular weight creates an invisible protective barrier, medium weight delivers epidermal penetration, and low molecular weight achieves deep dermal absorption.

This multi-layered approach ensures immediate surface silk, sustained moisture retention, and profound tissue transformation. The precision spray delivery creates uniform distribution that’s impossible

with manual application, particularly across the back and other challenging areas that clients struggle to treat effectively at home.

Sodium PCA: Environmental Moisture Magnetism Sodium PCA (pyrrolidone carboxylic acid) functions as nature’s own moisturizing factor found in healthy, radiant skin. WellFit treatments deliver concentrated sodium PCA that continues its beauty work hours after application by continuously drawing moisture from environmental humidity.

This remarkable mechanism explains the “24-hour moisturization” promise—treated skin literally becomes a moisture magnet, continuously improving hydration levels throughout the day without any additional product application required.

Amino Acid Complexes: Collagen’s Building Blocks of Beauty The transformative Lift treatment delivers essential amino acids directly to skin tissue via breakthrough micromist technology. These compounds serve as premium building blocks for collagen and elastin synthesis, supporting natural skin repair and

regeneration processes that create visible improvements.

Unlike oral collagen supplements that must survive digestive processes and systemic distribution challenges, this topical amino acid delivery provides direct access to target tissues where transformation actually happens.

The spray application ensures perfect distribution and optimal absorption rates every single time.

Probiotic-Inspired Microbiome Restoration The revolutionary Balance treatment utilizes sophisticated prebiotic compounds that nurture beneficial skin bacteria while inhibiting harmful microorganisms. This advanced approach addresses the root cause of inflammatory skin conditions rather than merely masking symptoms with temporary fixes.

Full-body application proves particularly transformative for conditions like persistent back acne or stubborn body eczema that resist traditional spot treatments.

The uniform coverage ensures comprehensive microbiome rebalancing across every skin surface for total skin health transformation.

Penetration Enhancement Perfection The Mystic booth’s precision micromisting technology creates droplets in the scientifically optimal size range for maximum skin penetration. These microscopic particles carry active ingredients deep into skin layers far more effectively than traditional creams or serums applied by hand, ensuring every treatment delivers maximum impact.

The pressurized delivery system guarantees flawless distribution and consistent coverage, eliminating the variable application quality that compromises manual treatments and ensures every client receives identical premium results.

SUN IS LIFE MAGAZINE | OCTOBER 2025

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WELLNESS TRAINING Service Integration and Revenue Amplification WellFit technology revolutionizes traditional service sequencing by creating synergistic treatment protocols that enhance every other modality in your facility. Mastering these interactions enables optimal service packaging that maximizes both client results and your revenue potential.

Pre-UV Integration: Tanning Results Transformed WellFit Hydrate treatments create the perfect foundation for UV tanning by ensuring optimal skin hydration that changes everything. Dry, ashy skin reflects UV light rather than absorbing it effectively— the trilonic acid complex eliminates this barrier completely, allowing UV rays to penetrate more efficiently while often reducing required exposure time.

This integration doesn’t compete with tanning lotions—it makes them work like magic. The perfectly hydrated skin foundation allows melaninstimulating compounds to perform at peak efficiency, creating deeper, longer-lasting tans with potentially reduced UV exposure needs.

Red Light Therapy Amplification Excellence The Lift treatment’s collagen-building amino acids create perfect synergy with red light therapy that your clients will absolutely love.

While red light stimulates fibroblast activity and cellular regeneration, the amino acids provide the premium raw materials necessary for optimal collagen synthesis.

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Recommended indulgence protocol: WellFit Lift treatment followed immediately by red light therapy session. This powerful combination maximizes the anti-aging benefits of both services while justifying premium pricing for enhanced, visible results that keep clients returning.

Recommended frequency for optimal transformation: 3x weekly, though daily treatments are completely safe (remove “safe”)

Spray Tan Enhancement Protocol Perfection For spray tan devotees, WellFit serves dual purposes: creating the ideal canvas and optimizing longlasting results. The Hydrate treatment eliminates the need for traditional prep products while providing superior outcomes that clients will notice immediately.

This high-frequency potential creates significant revenue opportunities, especially within unlimited membership models that reward frequent visits.

Pre-spray protocol creates flawless preparation, while post-tan Hydrate treatments extend color vibrancy and prevent premature fading through continued moisture support. This comprehensive approach transforms good spray tans into extraordinary ones.

Frequency and Scheduling Optimization WellFit treatments can be performed multiple times weekly without any adverse effects—in fact, the natural skincare ingredients actually improve with frequency, unlike cosmetic treatments requiring recovery periods between sessions.

OCTOBER 2025 | SUN IS LIFE MAGAZINE

..”though many will enjoy daily treatments that can be highly beneficial”

Retail Integration: Luxury Home Care Extensions WellFit Home products extend the salon luxury experience while creating additional revenue streams that clients eagerly embrace. The toner mitt provides perfect pre-treatment preparation, while the full-body serum, glycolic acid treatment, and toner maintain results between professional sessions.

Position home products as essential components of the complete WellFit transformation rather than optional addons. Clients achieving excellent results will readily invest in maintaining those benefits at home, creating ongoing revenue beyond service appointments.

Membership Model Enhancement Magic WellFit services integrate seamlessly into unlimited membership structures, encouraging increased visit frequency while providing genuine value differentiation that competitors cannot match.

The ability to combine multiple treatments in single visits creates premium service tiers that justify higher membership investments and increased client loyalty.

WELLNESS TRAINING Marketing the Wellness Transformation Successfully marketing WellFit requires an exciting messaging evolution that positions your business as the ultimate wellness destination rather than a traditional tanning salon. This transformation opens entirely new customer segments while creating deeper loyalty among existing clientele who suddenly see you as their comprehensive beauty solution.

Demographic Expansion Excitement The 95% of consumers actively investing in skincare products represent an enormous, eager market that traditional tanning salon marketing never reaches.

WellFit enables direct appeals to this wellness-obsessed demographic through sophisticated skin health messaging that speaks their language perfectly.

Transform your messaging to focus on clinical luxury: “Professionalgrade full-body skincare treatments delivered through revolutionary spray technology.” This positioning immediately differentiates WellFit from boring at-home routines while establishing medical-grade credibility that justifies premium pricing.

Strategic Silo Marketing Approach Rather than overwhelming potential clients with complex explanations, market each treatment as its own luxury experience. The Hydrate treatment targets dry skin concerns with spa-like indulgence, Balance addresses inflammatory conditions with clinical precision, and Lift appeals to anti-aging desires with visible results.

Once clients experience their first WellFit transformation, your expertly trained staff can educate them about service synergies

and combination protocols that create even more dramatic results.

This approach avoids information overload while allowing clear benefit communication that converts browsers into believers.

Social Media Content Strategy Revolution WellFit’s clinical backing enables aggressive social media marketing that traditional tanning services simply cannot match. Before/ after skin texture improvements, hydration measurements, and glowing client testimonials provide compelling content without regulatory concerns that limit UV tanning promotion.

Focus on transformation stories from diverse demographics: fitness enthusiasts discovering post-workout skin perfection, busy professionals addressing stress-related skin issues, or mature clients achieving remarkable anti-aging results that make them feel years younger.

Professional Credibility Building Excellence The clinical studies and ingredient science provide powerful ammunition for positioning your salon as a professional skincare destination that rivals high-end spas.

Consider partnering with local

dermatologists or aestheticians to validate your offerings and create profitable referral relationships.

Host exclusive educational events explaining the science behind full-body skincare treatments. This positions your staff as knowledgeable wellness professionals rather than traditional service providers, justifying premium pricing while building community reputation.

Addressing Intimidation with Elegance New clients may feel hesitant about traditional tanning salon environments. WellFit’s focus on health and wellness rather than cosmetic appearance helps overcome these barriers by emphasizing therapeutic luxury rather than aesthetic concerns alone.

Train your team to discuss skin health transformation rather than appearance goals. This subtle but powerful shift makes services accessible to clients who might never consider traditional treatments while maintaining the elevated, professional atmosphere that attracts discerning customers.

Advanced Training for Diverse Excellence Your staff education becomes crucial when serving expanded demographics with varying expectations and sophisticated concerns. Team members must master both the technical aspects of treatments and the diverse motivations driving different client segments to create personalized experiences that exceed expectations.

This enhanced service capability justifies premium pricing while creating genuine differentiation from basic competitors who cannot match your expertise and results.

SUN IS LIFE MAGAZINE | OCTOBER 2025

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skincare collection

REDEFINING FULL BODY SKINCARE WellFit® Home is a full-body skincare system designed for clients seeking high-performance wellness beauty when they are away from their WellFit skincare treatments.

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WELLNESS TRAINING Implementation and Future-Proofing Your Beauty Business The WellFit rollout represents far more than adding exciting new services—it’s a strategic business transformation that positions your salon for long-term success and exponential growth in an rapidly evolving wellness marketplace that rewards innovation and excellence.

Risk-Free Integration Excellence Existing Mystic booth owners can implement WellFit immediately without any additional equipment investments, making this the smartest business decision you’ll make this year. The same cuttingedge technology that delivers exceptional spray tan solutions now provides luxury skincare treatments, eliminating the capital risk associated with new modalities like expensive cryotherapy or other wellness equipment that may not deliver ROI. For salons without spray capabilities, the revolutionary Mystic 2025 booth provides dual functionality from day one. Rather than purchasing singlepurpose equipment, this strategic investment covers both current spray tan demand and explosive future skincare market opportunities.

Staff Training and Certification Excellence WellFit implementation requires comprehensive staff education covering advanced ingredient science, sophisticated treatment protocols, and elevated client consultation skills. This enhanced knowledge base immediately elevates your team’s professional credibility while justifying premium service pricing that significantly impacts your bottom line.

The robust clinical backing enables your staff to discuss treatments with genuine authority, confidently addressing client questions about

ingredients, expected benefits, and realistic timelines for results.

This scientific approach builds unshakeable trust while dramatically differentiating your salon from competitors making unsupported wellness claims.

represent just the beginning of technological enhancements designed to delight clients. QR code ordering and augmented reality features position this platform for continued innovation without equipment obsolescence concerns.

Technology Advancement Pipeline Perfection The Mystic booth’s impressive eight-bay capacity provides unlimited room for future product developments that will keep your investment current and profitable for years to come. Additional breakthrough treatments currently in development will integrate seamlessly into your existing equipment, ensuring your investment remains cutting-edge as technology continues advancing.

Industry Evolution Leadership Positioning WellFit represents the natural, elegant evolution of an industry that has always prioritized skin health as fundamental to optimal results. This isn’t a departure from core tanning industry values—it’s the sophisticated extension of those principles into comprehensive wellness that forward-thinking clients are actively seeking.

The mobile app integration and innovative selfie capabilities

Salons implementing WellFit now establish themselves as industry leaders rather than followers, capturing significant market share

SUN IS LIFE MAGAZINE | OCTOBER 2025

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WELLNESS TRAINING

before competitors recognize this unprecedented opportunity and scramble to catch up.

Competitive Differentiation Strategy Excellence The rigorous clinical validation and advanced ingredient science create formidable barriers for competitors attempting to replicate WellFit benefits without the years of research and development behind this breakthrough technology. While anyone can purchase basic skincare products, the revolutionary delivery technology and sophisticated formulation expertise represent genuine competitive advantages that protect your investment.

This protection extends beyond immediate local competition to franchise concepts and national chains that might otherwise pressure

32

independent operators through standardized service offerings.

Long-term Business Model Evolution Success WellFit enables gradual, profitable transformation from traditional tanning salon to comprehensive luxury wellness destination without abandoning proven revenue streams that continue generating income during the transition. This evolution protects against market shifts while opening exciting new growth opportunities.

The higher frequency potential (3x weekly treatments vs. weekly tanning visits) combined with premium retail product sales creates multiple revenue enhancement opportunities within existing customer relationships, dramatically increasing lifetime client value and business profitability.

OCTOBER 2025 | SUN IS LIFE MAGAZINE

Success Measurement Framework Excellence Track WellFit impact through comprehensive metrics: new client acquisition rates, average visits per member, retail sales increases, and client retention improvements that reflect true business transformation. The multifaceted benefits require strategic measurement approaches to capture genuine ROI and optimize continued growth.

Focus particularly on demographic expansion metrics—are you attracting sophisticated clients who would never have visited a traditional tanning salon? This measurement validates the strategic transformation rather than simple service addition, proving your investment in the future of beauty and wellness.

THE SPRAY TAN EXPERT’S SECRET TO THE MOST FLAWLESS, LONG-LASTING AND NATURAL LOOKING TAN! THE NORVELL PROFESSIONAL SPRAY TAN ESSENTIALS 3 -STEP BUNDLE.

STEP 1: PREP SKIN FOR SPRAY TAN Pre-Tan XLATAN pH Balance Spray primes & balances skin pH levels to accelerate tan development.

STEP 2: LIFT, HYDRATE AND LOCK-IN COLOR NEW & Improved Formula! Post-Tan Hydrofirm Setting Spray sets, seals and extends your spray tan with no color transfer while helping to firm, lift, and nourish skin for a radiant glow.

STEP 3: FINISH WITH LUXURIOUS DRYING POWDER Post-Tan Tan-Lucent Drying Powder is the perfect way to end your spray tan session. Light-weight, fragrance-free, talc-free and translucent drying powder for a flawless finish.

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CLEAN BEAUTY

SALON PROSE

Thriving Through

JASON

How To Turn Slow Season Into Growth Season

BY JOE SCHUSTER

W

elcome to “Salon Prose”!

The double meaning is there for a purpose. Our group is made up of salon owners who have “been there, done that” and are willing to share their experience and expertise on a variety of topics.

Each month, we’ll pose a question to them and they’ll let us know how they conquer some of the most challenging issues facing salons. This month, we’ll ask them about “JASON”, the slower months of July, August, September, October and November and how they’ve adapted to survive them.

Emily Sigmon Owner, Carolina Tan & Wellness JASON is notorious for slow traffic.

While many businesses see it as a slump, I’ve learned to treat JASON as an opportunity.

Instead of chasing palm trees, swimsuits, and vacation-prep messaging, our approach is rooted in lifestyle marketing. My walls don’t showcase beaches; they feature moms playing with their kids, hikers on mountain trails, cyclists, yogis, and dancers in open fields. LIFE. Each

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image is paired with our slogan: Strong.

Healthy. Beautiful. This simple choice subconsciously reminds our clients that we’re here to support their lives year-round—not just their summers.

Wellness offerings are key to backing up that promise. In fall, winter, and spring, respiratory health becomes a real need—so our Halo-IR salt therapy is in demand more during JASON than any other time. The holidays also bring challenges like weight gain, bloating, and digestive struggles. That’s when we recommend customized combinations of sauna sessions, red light therapy, and vibration therapy to help clients

OCTOBER 2025 | SUN IS LIFE MAGAZINE

reduce inches, tone, tighten, and feel better from the inside out.

Come January, those same services complement new workout routines: vibration therapy delivers the impact of 10,000 steps in just 10 minutes, red light accelerates muscle recovery, and sauna sessions help detox the body.

Dry skin also makes its annual debut, so we highlight WellFit Hydrate and Lift in the VersaSpa Pro as a seasonal must-have. These small pivots in marketing keep services relevant and clients consistent.

Another anchor of our JASON strategy is Pink Week. What started as a single

SALON PROSE promotional day has grown into a full week-long event. We treat it with the same excitement some reserve for Christmas—complete with a yearly theme. Last year’s Barbie celebration was a huge success, and this year we’ll debut Dolly Parton. The key? Promote in a way that doesn’t undercut sales leading up to the event, then use Pink Week to clear inventory and make room for new products. Smart specials matter—avoid heavy lotion discounts that jeopardize spring sales.

Michelle Walters Island Glow Farmville, VA

complacent and passive about it.

Instead, I accept the reality: our industry is seasonal. But the key is to plan for it — not react to it.

When it comes to the so-called “JASON” slowdown, I simply don’t buy into the hype — literally or mentally. If I start believing business should dip during these months, then I run the risk of becoming

With three salon locations — each in different demographic areas — I’ve learned that seasonality varies by region. My college-town location thrives from September to June, the rural spot peaks from August

To keep revenue steady, we also focus on at-home skincare sales. Even clients who don’t regularly visit the salon still need to stay stocked up.

That’s why we carry clean, unique lines like Haute & Co. skincare and fragrances. Their scents are especially popular during the holiday season and allow us to extend our brand into clients’ homes.

Community presence is another pillar.

We sponsor local high school Fall and Winter sports shirts, attend health fairs and bridal shows, join referral groups, and send targeted mailers in September offering free sessions to surrounding neighborhoods. These touchpoints keep us top-of-mind when clients need us most.

And finally—team culture. During JASON, with fewer clients in the lobby, we make every interaction count. That means walking clients to their rooms, locking their doors for them, and treating every visit like their first, no matter how long they’ve been with us.

Competition is inevitable. Delivering an unforgettable experience now ensures loyalty later.

The truth is, JASON requires more work, just in a different way. If you’re not maximizing your slow season, your busy season won’t stay busy.

But if you’re willing to adapt, focus on wellness, and double down on client care, JASON won’t feel like a struggle at all—it will feel like an opportunity.

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SALON PROSE to June, and the suburban salon mirrors the college calendar as well.

By diversifying across locations and offering a balance of UV tanning, sunless tanning, and wellness services, we smooth out seasonal dips and keep our services relevant year-round.

Targeted marketing is everything.

Every fall, we go after niche but active markets like high school and college cheer teams, sororities, and teachers — many of whom are brand new to our salons. Come January through June, we pivot to bridal campaigns.

And from March through June, it’s all about spring breakers, vacationers, high school prom, senior portraits and graduations.

The real secret? There is ALWAYS a target market you can find. You just need to add BLOCK TIME weekly to your task list (with no interruptions) to plan it out. A 12-month strategic marketing plan — developed a full year in advance. Preparation beats panic, every time.

about four or five of these slow miniseasons each year, and honestly, I think we’re lucky. During these times, we plan ahead: stocking up on lamps, lotions, spray tan solutions, and everything else we might need. We encourage our staff to take vacations then, since things are quieter. It’s also the perfect chance to schedule remodeling, lamp replacements, or other projects that are tough to do when we’re busy.

routines turned upside down. Where they might usually drop the kids at school, pick up their favorite coffee from a local shop, and come to us for some self-care, those couple of weeks are a little different. Their own wellness can get pushed aside. But as they settle into a summer routine, they find their way back to us—it might be at a different time of day, but they always return!

Come late August, when school starts back up, routines shift again for a couple weeks. All in all, we experience

We truly love being busy, but we also appreciate those little slowdowns.

They give us a chance to breathe, catch up, and remember just how fortunate we are—even if it sometimes feels like we never see the sun!

Victoria Cordes Bear Naked Tanning Lewisburg, OH Joe, we’re in Central Ohio and have set up an outline to offset the “Jason Months’

Christine Nelson Glo Tanning Spa & Salon Williston North Dakota Here in North Dakota, we don’t get as much sunshine as most of the country, with our Fall and Winter seasons long and cold. Spring brings plenty of rain, and our summers are short—so people here absolutely love to tan! There’s something special about soaking up those warm rays, even if it’s just for 15 minutes. Because of this, our schedule doesn’t really follow the typical JASON months. Instead, we get what I like to call “slow times” or “little miniseasons”.

When school gets out at the end of May, things slow down for about two weeks—not completely, but enough to notice. Moms with younger kids, especially those under 12, find their

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SALON PROSE 1. Prepays & Membership Pushes

6. Financial Management • Budget with JASON in mind — set a certain dollar amount aside each month during January-June highs to cover slower months so you have a cushion!

• Run “buy now, use later” promotions in June/July (ex: buy 5 tans, get 5 free — no expiration).

• Push “Tan Till Pink Wednesday” or “Tan Till Christmas”

Shay Bajtka The SunShack & Co Tanning, Wellness Manistee, MI.

• Make your main focus during EFT’s during your busier months and encourage membership freezes instead of cancellations, so clients continue to come back!

2. Diversify Services • Lean on services that aren’t seasondependent like red light therapy, wellness services, spa add-ons).

• Push skincare and retail products — after-sun, moisturizers, tan extenders, and even holiday gift sets.

• Bring in small impulsive grab items for November/December great for stocking stuffers!

3. Creative Promotions • Back-to-school specials (August) • Homecoming specials (September) *if your state allows 17 & under tanning* • Holiday bundles in November (biggest revenue booster of JASON).

4. Events & Engagement • Host customer appreciation days or in-salon events with small giveaways.

• Collaborate with local businesses for cross-promos (salons, boutiques, gyms).

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Pink Wednesday <--- this is one you need to get on board with!

• Start working on your pink wednesday theme NOW • Come up with the deals your going to have so your prepared • Start making posts about “Pink Wednesday” and what its all about BUT NOT THE SALES! • Have employees start talking about pink wednesday and what it is when customers come in!

• Make this EVENT HUGE! Explain it only happens once a year and the sales are the BEST during that one day or one week depending on how you do it!

5. Marketing & Retention • Use JASON to strengthen loyalty: more text/email touchpoints, referral incentives, EFT perks.

• Educate clients about maintaining healthy, glowing skin yearround,not just summer prep.

OCTOBER 2025 | SUN IS LIFE MAGAZINE

Well, we opened our doors in March of 2024! Honestly, I did not even know what “JASON” was, until about 3 months later, when my bed tech mentioned it to me! To be perfectly honest with you, I was not concerned too much about it. Reason being? I like challenges. If someone says “ that can’t be done,” or “you can’t do that.” I WILL. ( LOL ) I was also told by bed tech that January is the SLOWEST month ever!

Not for us, January was my busiest month ever.

Since learning about JASON… I immediately challenged myself to get as many EFT clients as possible, I expanded my retail section, and I keep a consistent presence on social media platforms. I also listened to my REP, my mentor, my dear friend, Heartland Distribution’s Jessica Stone

SALON PROSE for us! My husband does 75% of the maintenance, I wear all the other hats, it’s exhausting and so rewarding!

BUDGET BUDGET BUDGET!

Nikki Capps Tantalizing Tan Myrtle Beach, SC

and I started purchasing wellness equipment in the off season. I was not 100% on board with this idea, but the way she presented it to me made sense. I have taken the opportunity through 2 “JASON” seasons to buy the equipment sooner than I wanted, and have not one regret. It has given me time to slowly introduce it, learn it, study it, take reviews, and grow the service. We started out with 5 tanning beds, a stand up unit, and hydromassage in March 2024. We purchased a red light therapy bed in December 2024. It has been truly amazing and has brought so much happiness to me, hearing and seeing clients’ results. January 2025 at the VIBE conference, I knew after I met POLY, I wanted her!! I also knew I would probably need to wait until the busy season came back around to purchase her. Again, I listened to my rep, mentor, and dear friend Jessica Stone. We purchased POLY in March 2025. To say that I am in love, and 100% so passionate about POLY would be an understatement. WOW!! Everyone needs POLY in their life! The results from clients are five stars! It has taken about 4 months of endless marketing, learning, and sharing with others about the benefits from POLY, but soooo worth it! She is booked almost everyday, all day! Lots of creative marketing, special promo packages, to

get hydromassage, and POLY going….. once a client tries it, they are hooked!

As they should be, both are so good for you!

Next, was MYB in June 2025. I had tried the Cocoon back in January at the VIBE event, in my head I thought, maybe in 2026 we can get that.

Husband tried it at MYB 2025, loved it, felt immediate pain relief, and wanted it! I talked to my rep about it, and told her, maybe next year! Again, her advice made sense, and our Cocoon fitness pod arrived in July 2025! Our clients are loving her. So, in a nutshell, bring wellness into your salons, EFT’s that show they SAVE! Our next adventure is to do custom spray tans.

Right now, there is just not enough of me to go around, but it’s on the docket!

I live in a very summer tourist small town, voted best beaches in Michigan, Lake Michigan is 4 minutes from our salon!! I have taken in what tourists also want, and are looking for! So very soon, we will have sunglasses, swim goggles, and beach chairs! Not sure if this is relevant or not, but I am not on payroll, I take no owner draws, I dump everything right back into the business, I have a separate account for 1/4 ly taxes, and tan tax. I am on a rotation with changing out lamps in beds, and so far, it has worked

I remember having my first salon and “JASON” was ROUGH! I ran different specials every month , or I would do the “tan till the end of the year” packages just to get money in the door. Now 15 years and 4 salons later we don’t have to stress as much about paying the bills and use this time to upgrade equipment, redecorate, and plan for the spring. We are currently working on fine tuning our hiring process and looking at our advertising budget. My advice to those who are new in the business, is focus on those EFTs (Electronic Fund Transfers), if you are bringing in enough revenue on EFTs alone to pay the bills you won’t stress as much. For those who have reached this point, enjoy life during JASON, work on your business plan for the next year to be your BEST!

Vic Perrin Total Tan Platte City, MO I met tanning’s ‘JASON’ the day I purchased my salon. Not knowing any better, I signed papers on July 13 th several years ago. Admittedly, JASON beat me that first year. Six months later I attended my first expo, met some fantastic people, asked lots of questions and came home with renewed energy.

In my market, I have learned that “consistency with a twist” works best when offering special pricing or limited time deals. In other words, don’t confuse your clients with unusual or complicated specials. This time of year, stick with a familiar “Buy

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SALON PROSE staff. And when that package expires… it’s Pink Wednesday!

Lori Van De Wall The Beach House Tanning Salon Olean, NY JASON? Don’t claim it! What do I mean?

“Energy Flows Where Focus Goes”. I simply don’t acknowledge JASON like I used to. Instead, I am proactive. I plan ahead, and I don’t wait for clients to come to us, I actively recruit all year - Not just with sales and promotions, but with thank you postcards, events, and texts. The following are a few of my strategies to prepare you to minimize the effects of JASON.

20, Get 5 Free” or “Buy a Month, Get a Week Free” format, but include “Free with Purchase” add-ons to keep it exciting. Our distributor offers a wide range of products that can easily be paired with any type of tan package.

JASON may tempt you to go cheap just to generate dollars, but don’t sell yourself short. Cash flow is crucial.

1. We created a Best Seller this year with our CABANA CLUB ALL INCLUSIVE EFT. It is literally our best seller! Instead of the typical $5 freeze, we developed a 3 MONTH FREEZE option that clients can opt in once per year at a reduced rate (less than 1/2 of the monthly EFT price) The client receives 4 tans and 4 spa services to use within the month. The full membership automatically restarts after 3 months. If the services are not used in the month, they expire. This

has kept EFT enrollment active during JASON and provides opportunity for product sales. My team knows that we talk about the BEST SELLER first always!

2. Use JASON to your advantage.

Analyze salon reports and data and perform a REACTIVATION SPRINT - Create a promotion or event to invite clients back into the salon or even send out THANK YOU cards with one free service valid during a specific time period to create traffic flow. The goal of your team is to turn that free service into a product or service sale.

3. Lean into your team with education opportunities. Develop KPI’s (key performance Indicators) for your team (if you don’t have them already) JASON is an excellent season to review your SOP’s (standard operating procedure) and KPI’s with your team - Also team building - This is a great time to treat your them to a day of fun and build a team that works well together.

4. Create a Vision for the year ahead - I use JASON for strategic planning - This is an excellent time to review 2025 and make projections for 2026.

Offering your least expensive products and services at a reduced price will do very little toward paying bills. A $200 bottle of lotion at 50% off brings in a lot more money than a $50 bottle at full price and your tanning packages work the same way. Give your Level 1 and 2 clients a few free upgrades in your best equipment. Give free sessions to folks wanting to try red light. Giving time costs you very little and odds are, many of these clients will upgrade their packages long term.

Finally, consider offering a “Tan ‘Til Thanksgiving” option on your more expensive packages. Make it a great savings for your clients but also a nice multi-hundred dollar sale for your

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SALON PROSE the reputation of being the dreaded “slow season.” In my early years as an owner I saw it the same way— comparing it against the rush of peak months and bracing for the inevitable drop in traffic.

But over the last several years, we’ve intentionally redefined JASON in our salon. Instead of viewing it as “busy season vs. slow season,” we now think of the year as Peak Season vs.

Training & Development Season. This shift has completely changed how we operate—and the results have been encouraging.

Here’s how we approach JASON:

5. We host an annual VIP Client Event once new products launch in either October or November. I rent a venue, cater the event and give every guest a swag bag with new product samples. We have a short educational presentation with our guests on products and services, we have prizes and client testimonials. Last year we had over 100 guests and it really kicked off our busy season.

6. One more and probably my personal favorite. In 2020, when the world was kind of scary and we lost our “busy season”, I renamed JASON and I live by it. Jesus Always Supplies Our Needs. I’ve been in the salon business for over 2 decades and I can think of plenty of times when I had no idea how I would succeed, but I always did. I attribute my success to using the skills that I have been given and trusting in Jesus to supply my needs.

Patty Warren Tantopia Grain Valley, MO For many in the tanning industry, JASON (July, August, September, October, November) has long carried

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• Steady Revenue & Visits: Even as visits dip slightly, EFT memberships stay strong providing reliable income and we keep a steady flow of clients coming through our doors.

• Training & Development: This is our time to focus on staff growth— reviewing policies and procedures, diving into product knowledge, and strengthening customer service skills so our team enters the next peak stronger than ever.

• Fresh Additions: Each year, we look to introduce at least one new piece of equipment or find ways to freshen up our salon during JASON. It keeps the salon exciting for clients and helps drive engagement during a traditionally slower time.

• Community Involvement: JASON also allows us to give back. Events like Sprays for Strays, Cans for Tans, Coats for Color, and Toys for Tans have been great ways to connect with the community while keeping clients engaged with the salon.

By reframing JASON, it’s no longer something we “get through.” It’s a season of investment, innovation, and connection—a foundation that makes each peak season stronger.

OCTOBER 2025 | SUN IS LIFE MAGAZINE

Andrea Pelascini Beach Bums Tanning & Wellness Salon La Grande, OR. 97850 After 21 years of owning and operating a tanning salon the stress of the “JASON” months show up every year like clockwork. I have to admit early on I just accepted that tanning was seasonal. I told myself that being slow 5 to 6 months out of the year was the norm. So I embraced the peak season and would try and budget and save to offset the slow season. I decided after 10 years of feast or famine I wanted or should I say needed to make a change.

Here are a few practices I started focusing on to help offset the effects of “JASON”. #1 Stay positive and embrace the challenge of a slow season. If I start to feel discouraged I reach out to fellow salon owners in nearby states to remind myself that I am not the only salon owner struggling with empty appointment slots. Speaking with them is a good time to compare our ideas and challenges. They are an amazing resource for troubleshooting and knowledge. #2 Customer service is the most important. Having extra time allows you to really get to know the client.

Everyone deserves to feel welcomed and appreciated. #3 I really focus on educating and encouraging my clients to tan year round. I found most of my clients would wait last minute to prepare for vacation, hit the lake the first sign of sunshine after a long winter and over expose their skin. #4 I turn my focus to airbrush during the summer and early fall months.

Graduations, weddings, reunions, and the dreaded white legs in shorts is definitely a easy choice for UV and non UV clients.

SALON PROSE demographic. It’s also a smart time to tighten budgets, adjust staffing needs based on flow, and look for ways to reduce fixed costs—whether that’s shopping for more affordable insurance or sourcing cleaning supplies more cost-effectively. And please, do not sleep on EFTs (autodraft memberships). They were designed to stabilize cash flow during the slow months and remain one of the most effective tools for building year-round consistency. Business owners across tanning, fitness, and beauty all wrestle with these seasonal shifts, but the ones who thrive are the ones who treat JASON not as a setback, but as a springboard.

Brook Taylor Boise, ID Here are some Basic Smart Strategies for Surviving JASON Promotions & Specials – Run seasonal offers like Christmas in July, Tan ‘Til March, or Black Friday deals to spark traffic.

#5 After contemplating adding wellness for a decade I took the plunge. Added the POLY and HALORED unit. This has brought new customers who would never walked through my doors. #6 I work the salon hands on boots to the ground year round.

In the tanning industry, the “JASON” months—July through November— are historically the slowest, much like what gyms, beauty salons, spas, and even med-aesthetic clinics experience.

While promotions such as “Christmas in July” or customer celebrations can bring a welcome boost during this time, too many salons simply wait out the slump. The most successful salons

we work with use this downtime as a hidden opportunity. When the season isn’t packed with clients, you actually have the time to build connections: step out of the salon, hand out free passes at a local coffee shop, or make it a goal to introduce yourself to every business within a three-mile radius.

Not only does this bring in new clients, it creates lasting relationships that carry into the busy months ahead.

The slow season is also the perfect time to strengthen your foundation.

Launching a new service—whether spray tanning, red-light therapy, or IV hydration—can help with cash flow and set you up for even greater in-season success, as long as it aligns with your brand and appeals to your

Memberships – Lean on EFT/autodraft programs to keep cash flow steady and clients engaged yearround.

Community Outreach – Partner with gyms, spas, and local businesses, or simply hand out free passes at coffee shops to create new client pipelines.

Retail Push – Boost sales with skincare, lotions, and especially gift cards—always popular in fall and holiday months.

Off-Season Services – Add spray tanning, red-light therapy, or wellness options to keep visits consistent even when UV demand slows.

Plan & Improve – Use downtime for training, budgeting, and upgrades so you’re primed for the next busy season.

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SUCCESS STORIES

Salon of Distinction: Pacific Tanning From Basement Apartment to Four-Location Success Story

BY JOE SCHUSTER

B

rad Blair’s transformation from a 22-year-old living in a basement apartment to operating four successful Pacific Tanning locations proves that determination and smart systems can overcome any starting point.

When Brad Blair reflects on his journey into the tanning industry, he doesn’t sugarcoat the beginning.

“I had 32 jobs, the last one being UPS that I held for five years, but I was around the wrong people. I was not heading in the right direction in life, for sure.” At 22, living in a basement apartment with a baby on the way, Brad faced a crossroads that would define his future.

Despite his parents’ immediate “no” when he proposed opening a business together, Brad’s “do or die” mentality kept him moving forward. “I really felt this was a career that I really wanted to be in,” he explains. That conviction led him to select the name Pacific Tanning and begin his search for the perfect location.

PACIFIC TANNING LOCATIONS Selden Rocky Point, Shirley, Medford, New York CONTACT INFORMATION: Phone: (631) 866-0619 Website: www.pacific-tanning.com

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OCTOBER 2025

SUCCESS STORIES This hands-on approach extends to cleaning protocols, which became even more critical during COVID-19.

“Our team has to complete tasks that are always in sync with the software we use. It must be ‘spotless.’ Our deep cleaning is a never-ending process that every shift participates in. To hit excellence, you strive for perfection.”

Staff Development as Competitive Advantage Certification Requirements Drive Service Excellence

The First Sale That Changed Everything In August 2001, Brad opened his first salon, admitting he “knew nothing about operating a business.”

The learning curve was steep, and mistakes were inevitable, but one moment crystallized his commitment to the industry. “I still remember my first guest—a mother with her baby in a stroller. I sold her a package and some lotion worth $132. From there I never looked back.”

That first sale launched what would become a multi-location success story.

A few years later, Brad opened his second salon and launched his private label lotion line, “BODY DECOR.” Over the next 13 years, he strategically expanded to four locations, each one built on the lessons learned from the previous ventures.

Beyond Traditional Tanning Today’s Pacific Tanning clientele reflects the industry’s evolution toward comprehensive wellness

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services. While the demographic remains consistent—78% female, 22% male, ranging from ages 18 to 35—the service menu extends far beyond UV tanning. “We’ve got a very diverse clientele with all we offer: spray tanning, teeth whitening, cold plunge, cocoon wellness pod, red light therapy,” Brad explains.

This diversification has opened new market segments. Young athletes gravitate toward the cold plunge for muscle recovery, while dancers, cheerleaders, and twirlers rely on spray tanning services. The expansion into wellness services positions Pacific Tanning as a destination rather than just a tanning salon.

Systems That Scale Brad’s operational philosophy centers on accountability and attention to detail. “We have a very precise system and hold everyone accountable. I visit each of my four locations every day. My father visits the locations every day, and I have team leaders that visit.”

OCTOBER 2025 | SUN IS LIFE MAGAZINE

Brad’s commitment to staff development goes beyond basic training requirements. “Your team will make you or break you, period.

They represent the brand, the logo, and the mission of the business,” he emphasizes. Every Pacific Tanning employee must complete certification before joining the team, with Sun is Life certification serving as a cornerstone of their training program.

“Salon owners must provide the education and proper training to succeed, and that includes all employees,” Brad explains.

“Professional customer service is everything. Sun is Life has been a great certification program for every team member that must apply our guidelines for every guest.”

The Personal Development Approach to Customer Service Brad’s background as a personal development coach influences his customer service philosophy. When handling difficult situations, he follows a structured approach: “People want to be heard, so listen. People typically don’t want to be told what to do or not do.”

His method involves allowing clients to fully explain their concerns without

SUCCESS STORIES interruption, showing compassion, and understanding their position.

“I usually shoulder the issue with ‘everything is an easy fix’ and a smile.

Then I offer several options and ask them what they would like.”

This approach recognizes that most issues can be resolved “with a minimal amount of time, energy, and cost,” while always supporting his team.

“The big picture? They all come to relax and rejuvenate, and I try to accommodate these situations the best I can.”

Navigating Industry Changes Brad has witnessed significant industry evolution over his 25-year career. He identifies consolidation among salons and suppliers as a major shift, along with regulatory changes like New York’s ban on indoor tanning for anyone under 18. “Which made little sense, as 18 years and under could still hit the beach and get sunburned,” he notes.

The COVID-19 pandemic presented the ultimate test of adaptability. “COVID hit and threw us into a world of chaos.

I had to adapt and implement new systems, particularly sanitization. My energy and attitude stayed positive, regardless.”

Future Vision Looking ahead, Brad’s expansion plans reflect his systematic approach to growth. “I would love to expand to seven locations and a day spa.

Update with more state-of-the-art equipment and services. Keeping the Pacific Tanning Beauty Wellness Salon Spa brand known as professional as possible and improving my team daily.”

With four locations running smoothly and systems in place, Brad focuses on continuous improvement. “Always

room for improvements. Progress daily. Be the best leader and individual possible for my team and my family.”

• Service diversification opens new revenue streams and market segments

His philosophy extends beyond business success: “I feel that no one owes you anything, but you owe it to the world to show up every day with the best version of yourself.”

• Personal development principles enhance customer conflict resolution

Key Takeaways for Salon Operators: • Systematic daily oversight ensures consistent service quality across multiple locations • Mandatory staff certification creates a foundation for exceptional customer service

• Continuous improvement mindset drives long-term success Pacific Tanning’s journey from a single location startup to a foursalon operation demonstrates how commitment to systems, staff development, and customer service can transform both a business and an industry career. For more information on Sun is Life certification, visit www.sunislife.com

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WELLNESS TRANSFORMATION

Red Light Revolution Beyond Tanning Beds in 2026

BY AMARA OMOREGIE

The Next Big Step Forward The Industry Is Ready for This Something exciting is happening in our industry right now. Red light therapy has moved from “interesting trend” to “must-have service” faster than anyone predicted. Salon owners everywhere are seeing the results— happier clients, more frequent visits, and revenue streams they never imagined possible.

But here’s what’s really thrilling: we’re just getting started. The early adoption phase is over, and now we’re entering the innovation stage where the technology gets dramatically better.

Why Now Is the Perfect Time Charles Lerebours from JK North America put it perfectly: “The tanning industry needs rebranding because tanning still has a challenging reputation. Wellness is a perfect and very natural way for the tanning industry to rebrand.”

Think about what your most successful competitors are doing right now. They’re not just adding red light

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as an afterthought—they’re building their entire business strategy around wellness services. And the results speak for themselves.

What Makes 2026 Different Here’s the exciting part: many salons that jumped into red light early used converted tanning beds with basic red fluorescent bulbs. They saw decent results, but they were really just testing the waters.

JK’s 2026 lineup represents the next evolutionary leap. We’re talking about purpose-built systems that deliver what red light therapy was always supposed to do, designed specifically for salon environments and business models.

The Real Opportunity “Red light therapy needs to be used on a regular basis for a certain amount of time to see the benefits,” Charles explained to me. “Traditional wellness centers charge so much per session that it creates a barrier to use it properly. But with unlimited memberships, clients can come as often as they want and actually see the full benefits.”

OCTOBER 2025 | SUN IS LIFE MAGAZINE

This is your competitive advantage: while med spas charge $75+ per session, your membership model lets clients use red light the way it’s supposed to be used—frequently and consistently.

Four Systems, Endless Possibilities JK isn’t just releasing one new product—they’re launching an entire ecosystem designed to transform how salons approach wellness services.

Two hybrid systems that make your tanning services even better. Two dedicated red light systems that attract entirely new clientele.

The best part? You don’t have to choose between being a tanning salon or a wellness center. You can master both.

The Science That Changes Everything What Red Light Actually Does Let’s make this simple. Your body’s cells are like tiny power plants that create energy. When these power plants get tired or stressed, they don’t work as efficiently. Red light therapy gives them exactly the right kind

WELLNESS TRANSFORMATION of energy boost to work like they’re supposed to.

Charles explained it beautifully: “What red light does is deliver to your cells this light spectrum and your cells create more energy, and energy is life. Any cells touched by this light spectrum repair themselves, work more efficiently, and multiply.”

The Two Types of Light That Matter Visible Red Light (660nm) This is the red light you can actually see. It works primarily on your skin’s surface and upper layers, helping with: • Smoother, more even skin tone • Natural collagen production • Overall skin health and appearance Near-Infrared Light (850nm) This is the invisible powerhouse that most converted beds can’t provide. It penetrates much deeper to help with: • Muscle recovery and reduced soreness • Better sleep patterns • Reduced inflammation throughout the body • Overall energy and wellness

Why Converted Beds Fall Short Many salon owners didn’t realize that those converted tanning beds with red fluorescent bulbs only delivered surface-level benefits because they didn’t produce near-infrared light.

“The near-infrared light spectrum goes deeper below the skin than regular red light,” Charles told me. “This is why modern red light equipment has both red and near-infrared—they need to address multiple layers of the body to reach different cells.”

The Dosage That Makes the Difference Red light therapy works within a specific therapeutic window: 10-60

joules per square centimeter. Below 10, clients won’t see results. Above 60, you actually get diminishing returns.

Charles compared it to medicine: “You need to receive the right product at the right dosage and with the right frequency.”

JK’s 2026 systems automatically calculate and deliver the perfect dosage every time, so your clients get consistent, reliable results.

Why Frequency Matters for Your Business Unlike other treatments that require recovery time, red light therapy actually gets better with frequent use. Clients can use it daily, and many prefer to. This creates incredible value for unlimited memberships while driving consistent traffic to your salon.

Meet the 2026 Game-Changers The Hybrid Revolution: Best of Both Worlds Wellness-Integrated Tanning Beds Two new systems that completely reimagine what tanning equipment can do. These aren’t tanning beds with red lights added on—they’re purpose-built to deliver both services at their absolute best.

“When we design UV equipment for tanning now, we really keep wellness in mind,” Charles explained. “Every feature from the light spectrum to meditation tracks to ambient lighting—they’re designed to offer a wellness experience.”

Why This Combination Works Red light energizes your cells’ natural melanin production process. Result?

Deeper, longer-lasting tans with potentially less UV exposure needed.

Your tanning clients get better results while experiencing wellness benefits they didn’t expect.

The Dedicated Wellness Systems Redesigned Laydown System Completely reimagined to look like sophisticated wellness equipment rather than repurposed tanning technology. “Our customers want a red light system that doesn’t look like a tanning bed,” Charles told me.

This design attracts wellness-focused clients who might never consider visiting a traditional tanning salon.

The Revolutionary Capsule This is the showstopper—a completely new approach to full-body red light therapy that creates an immersive, spa-like experience. Think wellness pod, not tanning bed. Perfect for clients seeking premium therapeutic treatments.

The Technology Advantage LED Superiority All four systems use advanced LED technology lasting 10,000-20,000 hours without power loss. “When you bring a new generation of red light with LED, it’s a no-brainer,” Charles said. “Power consumption is a fraction of converted beds, and you never worry about maintenance.”

Automatic Dosage Calculation Builtin systems that measure and deliver precise therapeutic dosages every session. Your staff can confidently explain exactly what benefits clients receive, building trust and justifying premium pricing.

Medical Device Heritage JK has manufactured FDA compliant sunbeds for decades, which are currently listed as Class II medical devices. This gives them unique expertise in the regulatory pathways for therapeutic equipment and means better engineering, more reliable performance with legitimate clinical backing.

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WELLNESS TRANSFORMATION

Your Business Transformation Roadmap The Revenue Reality Traditional Wellness Centers:

• $75+ per red light session • Clients can’t afford consistent use • Limited results due to infrequent visits

Your Salon with JK Systems: • Unlimited membership model • Clients can use daily for optimal results • Better outcomes = higher retention and referrals

Expanding Your Client Base Your Current Tanning Clients Many are already interested in wellness but didn’t know you offered it. The hybrid systems let them explore red light benefits while continuing their tanning routine.

New Wellness-Focused Clients Professional athletes seeking muscle recovery, busy professionals managing stress, health-conscious consumers investing in longevity. These markets were previously inaccessible to traditional tanning salons.

The Crossover Effect Wellness clients often become curious about tanning once they’re comfortable in your environment. Tanning clients discover they love the wellness benefits. Both segments increase their visit frequency.

Scheduling Made Simple Perfect Session Length 10-20 minute red light sessions fit easily into busy schedules. Lunch breaks, before work, between errands—clients can squeeze in treatments whenever convenient.

No Recovery Time Needed Unlike other wellness treatments, red light therapy requires zero downtime.

Clients can exercise, work, or do anything immediately after sessions.

Optimal Frequency Daily use is not just safe—it’s ideal. This drives the frequent visits that make unlimited memberships incredibly valuable while maximizing your equipment utilization.

Staff Training Simplified The Basic Explanation Red light helps cells work more efficiently, leading to various wellness benefits. Most clients understand this concept easily and don’t need complex scientific explanations.

JK’s Support System Comprehensive training materials, ongoing education, and marketing support. You’re not left to figure this out alone.

Building Confidence When your staff understands the science behind therapeutic dosages and can explain real benefits, client conversations become professional consultations rather than sales pitches.

Making Clients Feel Confident and Excited Setting the Right Expectations What Clients Typically Experience Most people start noticing benefits after 2-3 weeks of regular use. Skin improvements often show first, followed by better sleep and increased energy. Muscle recovery benefits are usually noticeable after workouts.

The Gentle Approach Red light therapy isn’t a dramatic quick fix—it’s gentle, ongoing support for your body’s natural processes. This appeals to clients who prefer gradual, sustainable improvements over aggressive treatments.

Answering Common Questions “How Often Should I Use It?” Red light works best with regular use, similar to exercise or good nutrition. Some clients prefer daily sessions, others 3-4 times weekly. The unlimited membership lets them find their ideal frequency.

“Is It Safe?” There are no side effects or recovery time with red light therapeutic wavelengths.

They are completely different from UV wavelengths and have been extensively studied. Although there is no UV emitted, many clients use eye protection as the red light emissions are quite bright.

“When Will I See Results?” Most people notice improvements within 2-4 weeks of consistent use, with continued benefits over time. Results vary by individual, but the key is consistent use.

Creating Comfortable Experiences The Relaxation Factor Many clients use their red light sessions as brief escapes from busy days. The warm, gentle light and quiet environment provide natural stress relief.

Flexible Scheduling Sessions can happen anytime—morning energy boosts, lunchtime stress relief, evening wind-down treatments. This flexibility makes it easy for clients to maintain consistent routines.

Building Trust Through Transparency Honest Communication Explain that red light therapy supports the body’s natural healing processes rather than promising miraculous transformations. This builds realistic expectations and long-term client satisfaction.

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WELLNESS TRANSFORMATION Investment Protection Purpose-built wellness equipment maintains its value and effectiveness much better than converted systems that quickly become outdated.

Looking Ahead

Measurable Benefits JK’s systems deliver precise therapeutic dosages, so you can explain exactly what clients receive each session. This scientific approach builds confidence in your services.

The Word-of-Mouth Effect Gradual but Noticeable Results Clients who use red light consistently often experience improvements that others notice—better skin, increased energy, improved mood. This natural word-of-mouth marketing is incredibly valuable.

Your Path to Wellness Leadership The Strategic Advantage Early Adopter Benefits While some salons may still use converted sunbeds with limited effectiveness, you’ll be offering genuine therapeutic technology that delivers the results clients expect.

Market Positioning Position yourself as a wellness destination that also offers tanning, rather than a tanning salon trying to add wellness. This attracts highervalue clients who invest in their health.

Implementation Strategy Gradual Integration You don’t need

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to transform everything overnight.

Start with systems that enhance your current services, then expand into dedicated wellness offerings as demand grows.

Staff Development JK provides comprehensive training, but the concepts are straightforward. Your team can master the basics quickly and build expertise over time.

Client Education Let satisfied clients become your advocates. Their genuine enthusiasm for results they’ve experienced is more powerful than any marketing campaign.

Training: Sun is Life Certification for salon owners and staff will now include a section on Red LIght Therapy. This added section will be covered at the upcoming Sunshine and Serenity expo that JK is cosponsoring along with Ultraviolet Resources International.

The Financial Picture Predictable Costs LED technology lasting 10,000-20,000 hours means years of consistent performance with minimal maintenance expenses.

Revenue Opportunities Higher membership values, increased visit frequency, new client demographics, and enhanced retention through multiple services all contribute to stronger financial performance.

OCTOBER 2025 | SUN IS LIFE MAGAZINE

Trade Show Previews JK’s 2026 systems will debut at major industry trade shows throughout the year, giving you opportunities to see them in person and get comprehensive training.

Ongoing Innovation JK’s medical device background and wellness industry partnerships ensure continued innovation and support as the market evolves.

Industry Leadership Salons that successfully integrate legitimate wellness services now will establish market leadership that becomes difficult for competitors to challenge.

Taking the Next Step No Pressure, Just Opportunity The wellness revolution in our industry is happening with or without individual salons. The question is whether you want to lead it or follow it.

Perfect Timing Client demand is strong, technology is mature, and the business model advantages are clear. The early experimental phase is over—now it’s about execution.

Your Existing Strengths You already know how to help people feel better about themselves and create welcoming environments where clients want to spend time. Those skills are exactly what wellness services require.

The future of our industry is wellness integration, and JK’s 2026 innovations give you everything needed to lead that transformation confidently.

CERTIFICATION / TRAINING

Pregnancy and Indoor Tanning Separating Science from Liability

BY JOE SCHUSTER

A

nyone who spends time in the indoor tanning industry knows that online forums and discussion boards can be both a blessing and a curse. These digital gathering places allow professionals to share experiences, seek advice, and debate industry practices. Yet too often, healthy discussions devolve into heated arguments where participants dig in their heels, convinced that their perspective is the only valid one.

As someone who has observed these exchanges for years, I typically stay on the sidelines. Experience has taught me that you rarely “win” an internet debate, and the back-andforth can continue indefinitely without resolution. However, one recent discussion caught my attention and compelled me to weigh in: the question of whether pregnant women should be allowed to tan indoors.

This topic strikes at the heart of several critical issues facing our industry— scientific understanding, public perception, risk management, and the delicate balance between serving clients and protecting businesses.

It’s a subject that deserves careful examination rather than knee-jerk reactions from either side of the debate.

The Historical Context Throughout human history, women have worked outdoors, traveled, and lived their lives under the sun during pregnancy. From farmers tending crops to beachgoers seeking relaxation, pregnant women have been exposed to natural sunlight for millennia without the sky falling.

This historical reality leads many to ask a logical question: if outdoor sun exposure during pregnancy has been commonplace for thousands of years, why would controlled indoor tanning be any different?

This perspective isn’t unreasonable.

After all, the fundamental mechanism of tanning—UV radiation stimulating melanin production in the skin— remains the same whether the source is the sun overhead or a carefully calibrated sunbed. The controlled environment of a professional tanning salon might even seem preferable to unpredictable outdoor conditions.

The Classroom Reality Having taught Sun is Life Certification courses for many years, I’ve witnessed this debate play out countless times in classroom settings. When I pose the question to students about allowing pregnant clients to tan, the responses are constantly varied and passionate.

Many salon operators share that they do permit pregnant women to tan, often citing written permission from physicians as their justification.

These responses reveal a common industry mindset: if a doctor approves it, we should accommodate it. On the surface, this seems reasonable. After all, medical professionals understand pregnancy better than salon operators, right? This logic has led many businesses to develop policies requiring doctor’s notes for pregnant clients, believing this documentation provides adequate protection.

However, this approach oversimplifies a complex issue and may provide salon owners with a false sense of security.

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CERTIFICATION / TRAINING

Understanding the Science The scientific reality of UV radiation and human biology is both reassuring and complex. Successful Sun is Life certification students understand that UV rays emitted by professional sunbeds lack the energy required to penetrate beyond the skin’s surface layers. These rays interact primarily with the epidermis and dermis and reach only slightly into the subcutaneous tissue. That’s the extent of their penetration—no deeper.

This fundamental fact should, theoretically, end concerns about UV radiation directly affecting a developing fetus. The energy simply cannot reach that deeply into the human body. Unlike X-rays or other forms of ionizing radiation that can penetrate tissues and potentially cause cellular damage, UV radiation from tanning equipment operates at energy levels that make deep tissue penetration physically impossible.

For industry professionals armed with this knowledge, the science seems clear-cut. UV exposure during indoor tanning cannot directly impact fetal development because the radiation cannot reach the fetus.

This understanding often leads to frustration when facing public skepticism or regulatory restrictions that seem to ignore basic physics.

The Heat Factor However, the UV penetration discussion, while important, doesn’t address the complete picture. The more significant concern during pregnancy relates to core body temperature elevation. Medical professionals consistently advise pregnant women, particularly during the critical first and second trimesters, to avoid activities or environments that may significantly raise their core body temperature.

This guidance extends beyond tanning beds to include saunas, hot tubs, jacuzzis, and even overly intense exercise routines. The concern isn’t about the specific heat source but rather about the potential impact of elevated maternal body temperature on fetal development during crucial developmental windows.

Professional tanning equipment does generate heat as a byproduct of UV lamps and lamp ballast configurations.

While modern beds incorporate ventilation and cooling systems, they still create warm environments that could potentially elevate a client’s core body temperature, especially during longer sessions or in poorly ventilated facilities.

The Liability Reality Here’s where the discussion moves from science to business reality: liability exposure. In our increasingly litigious society, the question isn’t just whether something is scientifically safe or medically appropriate—it’s also about legal vulnerability.

No physician’s note, regardless of how detailed or authoritative, can absolve a salon operator from potential liability in the unlikely but possible event that a pregnant client experiences complications during or after a tanning session. Even if the complication is entirely unrelated to the tanning session itself, the fact that it occurred in your facility while the client was pregnant creates a potential legal exposure.

This harsh reality isn’t a reflection on the safety of indoor tanning or an indictment of pregnant women’s judgment. It’s simply the legal environment in which modern businesses operate. Juries, judges, and legal systems don’t always base decisions purely on scientific evidence. Emotional factors, public perceptions, and the desire to protect pregnant women and unborn children can influence legal outcomes in ways that scientific facts alone cannot prevent.

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PHOTO FROM FREEPIK.COM

CERTIFICATION / TRAINING The goal isn’t to dictate what decision you should make regarding pregnant clients. Instead, it’s to ensure you understand all the factors involved so you can make an informed choice that aligns with your business goals and risk tolerance.

Moving Forward

Making the Decision So where does this leave salon operators? The decision ultimately rests with individual business owners, as there are no federal or state regulations specifically prohibiting pregnant women from indoor tanning. This regulatory absence means you have the discretion to set your own policies based on your risk tolerance, business philosophy, and local market conditions.

Some factors to consider include: Your insurance coverage: Does your liability policy specifically address pregnancy-related claims? Have you discussed this scenario with your insurance provider?

Local legal environment: Are you operating in an area with particularly aggressive personal injury attorneys or courts that tend to favor plaintiffs in liability cases?

Your client base: How important are pregnant clients to your business model? Can you afford to exclude this demographic, or would doing so significantly impact your revenue?

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Staff training: If you choose to serve pregnant clients, are your employees trained to recognize signs of overheating or distress? Do they understand appropriate session modifications?

Professional Development and Education These complex considerations underscore the importance of comprehensive professional education in our industry. The Sun is Life Certification program addresses these real-world scenarios specifically because they represent the kinds of decisions salon operators face regularly. Understanding both the scientific principles and business implications allows professionals to make informed decisions rather than relying on assumptions or incomplete information.

Whether you choose to attend our upcoming classroom-style certification during the Sunshine and Serenity expo in Columbus, Ohio, November 7-10, 2025 or complete the program online at www.sunislife.com, you’ll engage with scenarios like this one that don’t have simple, one-sizefits-all answers.

OCTOBER 2025 | SUN IS LIFE MAGAZINE

The online debates about pregnancy and indoor tanning will undoubtedly continue. Passionate advocates on both sides will present their arguments, cite their evidence, and defend their positions. While these discussions have value in highlighting different perspectives, they often miss the nuanced reality that successful business operators must navigate.

The truth is that both the scientific facts and liability concerns are valid considerations. UV radiation from professional tanning equipment cannot directly harm a developing fetus, but heat exposure and legal vulnerability are legitimate business concerns. Acknowledging both sides of this equation isn’t fence-sitting—it’s realistic business planning.

Your decision about serving pregnant clients should be based on complete information, careful consideration of your specific circumstances, and consultation with appropriate professionals including your insurance provider and legal counsel.

Whatever policy you adopt, ensure your staff understands it completely and can communicate it clearly and compassionately to clients.

The indoor tanning industry has made tremendous strides in recent years toward greater professionalization and evidence-based practices.

Approaching complex issues like this one with both scientific understanding and business acumen represents the kind of mature, thoughtful leadership our industry needs as it continues to evolve.

INDUSTRY INTELLIGENCE

Global Wellness Integration European Markets Lead Industry Evolution

BY JOE SCHUSTER

Eastern Europe Emerges as Wellness Innovation Hub

together instead of forcing them to piece together their wellness routine from five different places.

modern consumers want integrated experiences, not a bunch of separate treatments that don’t connect.

Romania Sets the Standard for Wellness Integration

Collaboration Over Competition Drives Success

European Markets Signal Global Trends

The wellness industry keeps surprising us with where the next big thing will pop up. This September, all eyes were on Bucharest, Romania, where the Sense4Fit fair drew over 10,000 fitness enthusiasts, wellness professionals, and industry leaders to what’s become Eastern Europe’s biggest health and well-being festival.

JK Wellness brought an impressive team to the event, working alongside partners like OxyHelp Global to show what real collaboration looks like. They had representatives from multiple divisions—Ergoline’s International Sales Director Sven Wietbrock, Wellsystem’s International Sales Director Omar Saheq, and JK’s Global Director Key Accounts Sebastian Stammler—all working together to present unified wellness solutions.

The European market’s enthusiasm for advanced wellness technologies tells us something important about where the industry is headed globally. Eastern European consumers, especially in cities like Bucharest, show the same sophisticated wellness buying patterns we’re seeing emerge in Western markets.

What made this event special wasn’t just the size—it was how exhibitors approached their presentations.

Instead of the usual equipmentfocused displays, companies showcased complete wellness ecosystems that blend fitness, recovery, and beauty services. It’s exactly what today’s consumers are asking for: solutions that work

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“At JK, we firmly believe in the power of collaboration, combining cuttingedge science and wellness technology to craft the ultimate customer experience,” Wietbrock explained during the event. It’s refreshing to see companies recognize that

OCTOBER 2025 | SUN IS LIFE MAGAZINE

The Sense4Fit format itself breaks the mold of traditional trade shows.

Instead of just walking around looking at equipment, attendees could actually participate in fitness classes, workshops, and challenges.

Getting hands-on experience with wellness technologies beats watching demos any day of the week.

INDUSTRY INTELLIGENCE Technology Integration Creates Community Engagement Here’s where things get really interesting—the event incorporated “Fit-to-Earn” models using Web3 and AI technologies. While that might sound like tech buzzwords, it shows how wellness businesses are adapting to consumers who expect their fitness and wellness experiences to connect with their digital lives. These integrations build ongoing relationships that keep customers engaged long after they leave your facility.

For American wellness businesses, these European developments offer a preview of what’s coming. The collaborative approach at Sense4Fit— where traditionally separate industries work together to create complete customer experiences—gives us a roadmap for expanding into wellness services without losing our focus.

The sophistication of Eastern European wellness events also reminds us that innovation doesn’t just come from Silicon Valley or New York. Trends emerging in Romanian markets often show up in American consumer behavior within 12-18 months, making international wellness developments worth paying attention to.

Technology Integration Drives Wellness Market Expansion From Equipment Sales to Solution Providers The wellness technology presentations at Sense4Fit revealed some interesting shifts in how the global wellness landscape is developing. These aren’t just individual company innovations— they represent real changes in how wellness services are designed,

delivered, and marketed to consumers who have plenty of options.

Companies like JK Wellness are positioning themselves differently than traditional equipment manufacturers. Instead of selling individual pieces of equipment, they’re offering complete wellness solution packages that might include red light therapy, recovery systems, and other modalities under coordinated service protocols.

Addressing Consumer Fragmentation Concerns This approach tackles something that frustrates a lot of wellness consumers: having to go to multiple places for different treatments. People want comprehensive wellness destinations where they can address multiple goals in one location. The European model shows how traditional tanning and beauty businesses can evolve into fullservice wellness centers while keeping what already works.

The technological sophistication at events like Sense4Fit also shows why staying current with wellness innovations matters. AI-driven personalization, mobile app integration, and community-building technologies are becoming standard expectations rather than nice-to-have features.

International Intelligence for American Markets International wellness events provide valuable insights for American operators thinking about service expansion. The trends showcased in Romania often predict what will reach U.S. markets within the next year, giving early adopters a head start on the competition.

The collaborative approach between traditionally separate wellness sectors—fitness, beauty, recovery,

and aesthetics—creates new revenue opportunities for salon operators willing to think beyond their current service menu. The success of integrated wellness destinations in European markets proves this approach can work long-term.

Global Scale Validates Integration Strategies The global reach of companies like JK Wellness, operating in 62 countries, shows just how international the wellness industry evolution has become. American businesses that understand and adapt to these global trends set themselves up for long-term growth in an increasingly sophisticated wellness marketplace.

The emphasis on community building and experiential marketing at Sense4Fit offers practical lessons for American wellness businesses looking to stand out in competitive markets.

Creating experiences that go beyond individual treatments builds customer loyalty and justifies premium pricing through genuine added value.

Strategic Takeaways for Salon Operators For salon operators evaluating expansion into wellness services, the European model offers proven strategies that work. The key isn’t just adding new equipment—it’s creating wellness experiences that address multiple customer needs through coordinated service protocols that make sense together.

The continuing evolution of international wellness events like Sense4Fit means global innovation will keep driving industry development. Staying informed about these international trends helps American wellness businesses anticipate market changes and adapt proactively instead of scrambling to catch up later.

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the experts Joe Schuster

Quinn Cooper

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 SUNISLIFE 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.

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 SUNISLIFE as well as being a salon owner himself.

Amara Omoregie

Kristin Smithers 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.

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OCTOBER 2025 | SUN IS LIFE MAGAZINE

Amara Omoregie has two decades of experience with revenue operations, sales, and marketing. She’s helped companies, ranging from startups to Fortune 500s, generate millions of dollars in capital by using her CMO approach of building brands from the inside - out. She is currently the Chief Marketing Officer of Glo Tanning.

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