From the Publisher
Happy New Year! Off we go … Dear Readers, I’ve always been a “glass half-full” kind of guy – I’d say I got that from my dear mother. But it’s no secret that over the last couple of years, continued economic challenges have not promoted much optimism, especially among small business owners. Through its four-plus decades of existence, the tanning business has been considered to be “recessionproof” and salons manage to make it through the roughest of times. Today, many operators are struggling with hopes that this year brings the change many of us desperately need. That said, we’re seeing the tanning business continue to change and evolve; salon service menus are expanding into the wellness sector. This is a good thing! New IST advertisers are offering cryo chambers (Mecotec US) and sauna/salt therapy units (Halotherapy) while JK Products continues to innovate in the red-light equipment category and industry leader Devoted Creations offers red-light enhancement products to further boost your revenue. Reach out and find out more about these products that can fit seamlessly into your business model. (Don’t forget to tell them you saw it in IST!) Success in the tan biz takes an “all in” mentality – through my 42 years in business, I met many operators who were making a great living and having fun while always working to take their success to the next level. Last November, a group of salon owners got together for a Caribbean cruise that combined plenty of sun and fun with valuable networking – brings back fond memories of IST’s popular “Solar Seminar at Sea” cruises. Check out the details from our friend Jerry Deveney on p.18. The entrepreneurial spirit is alive in our industry with new salon operators coming aboard, and many are investing in our Sun is Life® Training & Certification program. The New Year is a great time to add this valuable business tool to your collection – resolve to equip your team for success and hit the ground running ready to kick butt this busy season. Visit sunislife.com for details. We appreciate our readers and wish all of you a healthy, safe and happy 2024! Thanks for reading!
Publisher Vince Lorraine Editor In Chief Vince Lorraine Managing Editor Sherron Barden Assistant Editor Peter Hinterman Editorial Advisory Sherron Barden Graphic Design Hailey Carriger Accounting/Circulation Kim Davis Senior Account Executive Terese Allen Contributing Writers Grant Cardone Melissa Damiani Gary Lipman Gracie French Lisa Saavedra Joe Schuster Leif Vasstrom Jerry Deveney
HOW TO REACH US
14165 FENTON RD., FENTON, MI 48430 810.230.1735 fax 810.230.1115 ist magazine.com
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CONTACT SALES@ISTMAGAZINE.COM January 2024 | Volume 27 | Issue 12 IST Magazine ISSN#2329-8545 (USPS 023149) is published monthly by IST Magazine, Inc., 14165 Fenton Rd., Fenton, MI 48430. Canadian Mail Agreement #41971515. Periodicals postage paid at Flint, MI and additional offices. Postmaster: Send address changes to IST Magazine, 14165 Fenton Rd., Fenton, MI 48430. For back issues, inquire for availability. Editorial Correspondence: Address product information and inquiries to: Editorial Department, IST Magazine, 14165 Fenton Rd., Fenton, MI 48430, phone 810.230.1735. To authors, photographers and people featured in this publication: All materials, articles, reports and photos published in this publication are the property of IST Magazine and cannot be used without written permission. The opinions and conclusions recited herein are those of the respective authors and not of IST Magazine. IST Magazine is not responsible for returning unsolicited manuscripts, photos or other materials. Every effort will be made however, to return rejected manuscripts, etc., if they are accompanied by sufficient first-class postage, but the publisher will not be responsible for loss of any such material.
Vince Lorraine, Publisher
If there’s something you’d like to see in your IST, please email vince@istmagazine.com. 6
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Copyright© 2024. All rights reserved. Printed in U.S.A.
Contents
January 2024 Volume 27 • Issue 12
COLUMNS
IN EVERY ISSUE 36 Monthly Motivation
22 Product Showcase
30 ASA News
38 Notes from the Road
62 IST Contributors
32 Ergoline Focus
40 Trending@DC
63 Distributor Contact
34 Lync IT
42 UK View
6
From the Publisher
Cover image by driftwood / stock.adobe.com
Contents
January 2024 Volume 27 • Issue 12
12
14
18
22
32
38
FEATURES 12 7 Questions with ... Tammy Inness
Sales Specialist, JK Shop
14 Salon of Distinction Tan Republic Brentwood, CA
18 Industry News
Salon Owners Cruise for Success!
44 Mind the Gap:
54 Get the Facts ...
46 Giving Employee Feedback
56 Organizational Culture
Customer Expectations vs Reality
How to Get Positive Results
50 Fix it Before It’s Broken! Customer Service Approach
... with Sun is Life® Training & a Thriving Workplace
Salon of Distinction
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Tan Republic
– Brentwood, CA
Bronze Without Borders By Sherron Barden
This
month’s Salon of Distinction will celebrate its first business anniversary in March of this year, having joined the indoor tanning community as part of the large West Coast franchise chain, Tan Republic. Co-owners Brian and Katie Ramsey were among the group of salon professionals who completed the Sun is Life® Salon Operator Training & Certification classroom session offered at the National Tanning Expo in October 2023. We
asked Katie a few questions about her business and her tan biz goals for the future. How did you get started in the tanning business? I grew up in Santa Cruz, CA worshiping the sun and sand! I’ve experienced the sun business on many different levels – I got started with sunless tanning in 2015 with a mobile spray-tan business that I eventually grew into a
sunless salon. In March 2023, I was able to expand into the UV tanning industry as a member of the Tan Republic franchise family. What challenges have you faced as a new salon owner? The tanning salon business is very unique in that the general public’s perception of what a tanning salon has to offer is limited to UV sessions. Getting people through the door to →
Salon Stats OWNERS: Brian & Katie Ramsey STAFF: 6 UV UNITS: 8 SUNLESS UNITS: 1
OTHER SERVICES: • Teeth-whitening • Wellness Cocoon • Red-Light Sessions LOTIONS: • New Sunshine & Sunless, Inc.
SALON SOFTWARE: • SunLync DISTRIBUTOR PARTNER: • Four Seasons
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Salon of Distinction
tour our salon and explore the other amazing services we have to offer such as red-light therapy, has been the biggest challenge. What do you feel sets your salon apart from your competitors? Our salon offers only up-to-date tanning and spa equipment. We pride ourselves on having knowledgeable, friendly staff. And, our Bronze Without Borders EFT membership program has great benefits and convenience for our tanners. How would you describe the atmosphere at your salon? Our aesthetic is modern with an emphasis on cleanliness. What was your biggest takeaway from the Sun is Life Salon Operator Training? Brian and I felt the need to really educate ourselves and our staff on all things related to the tanning business. Knowledge is powerful and can help us gain the trust of our customers with regard to recommending products and services that meet their needs and tanning goals. What are your goals for Tan Republic in the next 1-3 years? I would like to see us open more locations and really build the Tan Republic brand in the San Francisco Bay area. Best of luck, Brian & Katie! ■
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News
2023 TANNING SALON OWNERS CRUISE
Mastering Sunshine! by Jerry Deveney
E
arly in 2023, Ty Godwin, Owner of several Hollywood Tans salons in Maryland, attended an industry trade show. While he has long been an active supporter of such events, he had an idea for a salon operator seminar … with a twist! “What salon owners are looking for when they attend such events are open-minded, round-table-type discussions that address and offer solutions to the day-to-day challenges we face,” Godwin states. Scribbling notes on a cocktail napkin at the hotel bar, he outlined an idea for bringing salon owners together for a working seminar to be held on a luxury cruise ship – (much like the popular IST Magazine “Solar Seminar at Sea” cruises we enjoyed back in the day). He “floated” the idea by a few fellow salon owners attending the trade show and they enthusiastically committed their support. Without hesitation, Godwin booked (and personally guaranteed) 25 cabins on a five-day Carnival cruise to Grand Cayman and Cozumel, departing from Tampa, FL on November 27, 2023.
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Within just a few days, all 25 cabins were reserved and he quickly had to book 20 more to handle the demand!
All Aboard!
A group of 48 people attended the inaugural event, representing 25 different businesses and 75 salon locations. They arrived in Tampa a day before departure and were treated to a fun-filled day of meeting and greeting held at the Devoted Creations headquarters in Oldsmar, FL. Hosted by DC President Lewis Henry, the day’s agenda included first-class hospitality and a tour of the company’s stateof-the-art manufacturing and packaging facilities. Devoted Creations provided all attendees with swag-bags that rivaled those at a Hollywood movie premiere. On the day of departure, Brook Taylor, Owner of All Hours Tanning Distributors in Nampa, ID sponsored a mimosa-infused breakfast and also provided a luxury chartered bus to transport the entire group to the port. Salon software provider Tan-Link furnished I.D. badges, etc.
Getting Down to Business
Once at sea, the cruisers would break out into informal discussion groups and then circled back together to share ideas, strategies and real-world experiences. Topics of discussion included: • Finding, Hiring & Keeping Qualified Employees • Increasing the Spray Tanning Business • Building Memberships & EFT Programs for Year-Round Income • Spa Services including Red-Light & Sauna • Promoting Your Business on Social-Media • Competing Against Online Product Sales • Knowing When to Expand Your Business • How to Produce a Successful MEGA Pink Wednesday & Black Friday • How to Offer Benefits to Employees • How to Negotiate a Strong Lease • Various Tools and Systems Used to Collaborate & Train Staff The group would then meet each night to recap the day’s events over cocktails and dinner. Plans are in the works for a 2024 seminar cruise! Space is limited; for more info on attending and for sponsorship opportunities, contact Ty Godwin – ty@ hollywood-tans.com ■
“THERE IS ABSOLUTELY NOTHING LIKE SPENDING A WEEK ON A CRUISE SHIP WITH OTHER SALON OWNERS WHO UNDERSTAND YOUR DAY-TO-DAY LIFE, THE UPS, THE DOWNS, THE LAUGHS, THE STRUGGLES, THE ACCOMPLISHMENTS. THE DRIVE THAT SO MANY SALON OWNERS HAVE TO NEVER STOP LEARNING AND WANTING TO CONSTANTLY GROW THEIR BUSINESS MAKES YOU WANT TO DO BETTER AND BE BETTER! THANKS TO DEVOTED CREATIONS FOR THE AMAZING SWAG BAG! Victoria Cordes, Bear Naked Tanning “THIS WEEK TAUGHT ME HOW TO BE MORE PRODUCTIVE; HOW TO BE MORE CREATIVE, HOW TO BE MORE INTENTIONAL; HOW TO BE A BETTER BOSS; HOW TO BE A BETTER BUSINESS OWNER. MORE IMPORTANTLY, I LEARNED HOW TO LET GO OF WHAT I CANNOT CONTROL AND TO BE MORE CONFIDENT ABOUT THIS INDUSTRY – WHICH I LOVE MORE THAN ANY OTHER! CANNOT WAIT FOR THE BIGGER, THE BETTER AND WHAT’S NEXT!” Audra Brown, Exclusive Tans & Spa “MET SOME FANTASTIC PEOPLE, ESPECIALLY FELLOW SALON OWNERS. THEIR INSIGHTS ON RUNNING TANNING SALONS HAVE FUELED MY MOTIVATION TO KEEP GROWING. SETTING BIG GOALS FOR 2024 AND 2025!” Leslie Mills, Soleil Body Salon
2023 Cruisers • Ty Godwin & Chris Mawn • Manu & Kurt Eldridge • Diana Walker • Victoria Cordes & Maycie Davidson • Gracie French & Alex Zeedyk • Wendy Payne & Samantha • Clay Williams & Katie Zywica • Nancy Thompson & Nicolette • Christina Gonzalez & Casidee Pirhadi • Leslie & Brandon Westfall
• Audra & Scott Brown • Lesley Mills & Joshua • Joseph Cummings • Angelique & Brian Borgerding • Tara Sanders • Lauren White & Ryan White • Amy Ringler & Andrew Marletta • Jasmine Olenick & Brooke Steg • Emily Cullen & Carolyn Hughes • Erin Landry, Abby & Anna • Ashley & Ira Jonas • Victor & Amie Perrin • Tammy Hildebrandt
“THE CRUISE EXCEEDED ALL MY EXPECTATIONS. CONNECTING WITH FELLOW SALON OWNERS DURING MY SLOWEST SEASON IN FOUR YEARS WAS NOT ONLY REFRESHING BUT ALSO INCREDIBLY INSIGHTFUL. THE CRUISE WAS A GAME-CHANGER FOR ME, REIGNITING MY PASSION AND OFFERING A TREASURE TROVE OF KNOWLEDGE. I HAD THE OPPORTUNITY TO NETWORK WITH LIKE-MINDED SALON OWNERS, SHARING EXPERIENCES AND LEARNING VALUABLE TIPS. I RE-DISCOVERED COST-EFFECTIVE WAYS TO UPGRADE MY EQUIPMENT AND RECEIVED AMAZING GUIDANCE ON MARKETING STRATEGIES THAT CAN TURN THESE CHANGES INTO SUCCESS. I CANNOT WAIT FOR THE NEXT CRUISE AND THE OPPORTUNITY TO FURTHER ELEVATE MY SALON. A HUGE THANKS TO EVERYONE WHO MADE THIS EXPERIENCE POSSIBLE.” Tammy Hildebrandt, Electric Sun Tanning
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Product Showcase
TELL ‘EM YOU SAW IT IN
IST Magazine 1.
2. 3.
DEVOTED CREATIONS® 1. H.I.M.™ Surf
2. Glocation™
3. HyperInked™
• Plateau-Breaking
• Gradual Developing Glowing DHA Bronzers
• Energetic Triple-Bronzing Formula
• Fast-Absorbing, Lightweight Formula
• Hydrating Cocoa & Shea Butters
• Quad Tyrosine Blend
• Electrolyte-Rich Sea Buckthorn
• Vitamin C-Infused Kakadu Plum Extract
• Color-Correcting Blend
Berry & Coconut Water
• Antioxidant-Rich Maracuja Oil
• Skin-Hydrating Avocado Butter
• Hydrating Mango Butter
• Solarepare MB™
• Collagen Boosters
• Mel[o]stem™ Color Balancing
• Pore-Refining Blend
• Skin-Firming
• Pore-Refining Blend
• Hydration-Improving &
• Advanced Matrixyl Synthe 6™
• Anti-Reddening & Complexion-Perfecting
Tan-Extending Formula
• Oil-Absorbing Black Tea Extracts
• Tattoo & Color Fade-Protecting
• Coconut Sands Fragrance
• Tattoo & Color-Protecting
• After-Tan Odor Eliminators
MSRP $14.98 8.5oz
• Anti-Aging White Truffle Oil
INDOOR/OUTDOOR DARK TANNING OPTIMIZER
• Salty Lime Fragrance
MSRP $34.98 8.5oz
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LUSH AFTER SUN DAILY SOFTENING CREAM
HIGH INTENSITY BLACK BRONZER
• Avocado Butter • Black Citron Fragrance
MSRP $85.95 13.5oz
Product Showcase
TELL ‘EM YOU SAW IT IN
IST Magazine 4. 5.
4. Midtown Brown™
5. Solar Saturation™
6. White 2 Bronze™ Butter
• Rapid-Release Natural & Cosmetic Bronzers
• Electrolyte-Infused
• Bronzer-Free Dark Tanning Formula
• Caramel & Erythrulose
Light-Enhancing Optimizer
• Monoi, Mango, Cocoa, Shea, Carrot &
• Coconut Juice-Based Formula
• Formulated for UV, LED & InfraRed Light
Capuaça Butters
• Hydrating Cocoa & Shea Butters
• pH Balancing for optimal light absorption
• Vegan Collagen
• Carrot Oil
• Vitality-Boosting Jade & Red Tourmaline
• Skin-Repairing Copper Peptide™
• Maracuja Oil
• Anti-Aging GlowPlex™ & Copper Peptide™
• After-Tan Odor Eliminators
• Antioxidant-Rich Green Tea
• Super-Slimming Technology
• Advanced Wrinkle-Fighting Matrixyl™
• Radiance-Boosting Macadamia & Almond Oil
• Powerful Probiotics
• Cocoa Cream Fragrance
• Creamy Warm Vanilla Fragrance
• 24-Hour Long-Lasting Hydration Blend
MSRP $39.95 10oz
• Vegan Collagen Blend
MSRP $48.98 8.5oz
DARK DHA-FREE BROWNING LOTION
HIGHLY-CONCENTRATED BROWNING FORMULA
• Tattoo & Color Fade-Protecting • Tropical Sunfruit Fragrance
MSRP $144 13.5oz
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6.
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WHIPPED GOLDEN TANNING BUTTER
Product Showcase
TELL ‘EM YOU SAW IT IN
IST Magazine 7. 8.
7. Infatuated™
8. FitBurn™ FB12
9. Golden Isle™
• pH-Balancing Blend
• Amplifies Fitness Results
• DHA-Free Indoor/Outdoor Glistening
• Oil-Absorbing Apple Cider Vinegar &
• Full-body Detoxifiers
Natural Bronzer
Tea Tree Oil
• Cryo-Slimming Frescolat™ Cooling
• Radiant Glowing Gold of Pleasure Oil
• Glowing Light Enhancer X50 Photoglow™
• Intenslim™ Fat Burners
• Jamaican Black Castor Oil
• Skin-Perfecting Centella CAST™
• ISO-Slim™ Technology
• Antioxidant Golden C
• Targeted Anti-Aging & Firming
• Grape Seed & Green Tea Extracts
• Coconut Milk & Oils
• Color-Balancing Mel[o]stem™
• AHA Exfoliation Alternative
• Raspberry Butter
• Hyaluronic Acid
• May Help Prevent Fat Formation
• Anti-Aging Copper Peptide™
• Marine Bio Retinol
• Cellulite Fighter & Contouring Agents
• Coconut Milk
• Tattoo & Color Fade-Protecting
• Improves Skin Hydration
• Hydration-Improving Formula
• After-Tan Odor Eliminators
• Antioxidants, Vitamins & Nutrients
• Vitamin C & E
• Pure Bliss Fragrance
• Fresh & Clean Scent
• Golden Glow Fragrance
MSRP $84.98 12.25oz
MSRP $49 8.5oz
MSRP $49.95 11oz
PH-STABILIZING DARK TAN AMPLIFIER LIGHT-FRIENDLY FORMULA
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9.
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SUPER WORKOUT ENHANCER
ULTRA-LUMINIZING INSTANT DARK-BRONZING BODY GLOSS
Product Showcase
TELL ‘EM YOU SAW IT IN
10.
IST Magazine 11.
TWILIGHT TEETH
NAILSAVERS™
10. P6 Teeth-Whitening Kit
11. Nailsavers
• Small, Comfortable Mouthpiece
• Keeps UV from yellowing, drying & lifting nail
ORIGINAL PATENTED “WHITEN WHILE YOU TAN” SYSTEM
UV & SUNLESS NAIL PROTECTORS
• Powerful UV Light
treatments
• Minty, No-Rinse 25% Whitening Gel
• Keeps spray-tan solution from staining nails
• Up to 12 Applications
& cuticles
• Gel Refills Available
• Soft PVC vinyl (no latex) with UV Inhibitors
MSRP $44
• Pliable, flat-grip design • Reusable, one size fits all • Resealable bag contains 11 pink caps
MSRP $14.99 28
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ASA News
ASA Continues E�fective Government Relations E�forts THE
American Suntanning Association is staying ahead of attempts to over-regulate professional indoor tanning facilities at the state and federal level in 2024. Efforts to keep people under the age of 21 from using sunbeds in professional salons have been introduced in New York state, with anti-sun groups in California looking at the same. An under-18 bill in Ohio has been reintroduced once again, as well, while other states continue to look at finding ways to restrict access to professional salon services. And, more than ever, ASA’s promotion and defense of the market with policymakers is founded in constructive dialogue that positions tanning professionals as part of the solution in real-world sun care. In 2022 and 2023, the American Suntanning Association came out on the winning side in all 15 state legislative issues raised without a defeat, using science to convince legislators that our approach to sunburn prevention and parental consent for tanners is the best way to address sun care issues. ASA is 29-0 in state capital issues in the past three years. Many of these issues involved proposed under-18 or even under-21 age restrictions for usage of a professional
sunbed facility. In many cases, ASA convinced would-be bill sponsors not to even introduce bills after seeing the science that does not support that approach. Some of our victories involved tax bills and other issues. “We have blazed a common approach of putting real-world sun care in constructive, scientifically supported
“We can demonstrate that our position is solid scientifically,” said Levy, who has now traveled to 43 different state capitols representing salon operators on behalf of ASA and ASA partners. Again in 2023, Levy met with state officials and legislators nationwide – spending days with legislators laying out the science behind our issue.
“THE BEST WAY TO KEEP LEGISLATION FROM GETTING ANY TRACTION IS TO RE-DEDICATE YOUR TANNING BUSINESS TO PROFESSIONAL PRACTICES, SUNBURN PREVENTION AND TO BE WORTHY OF THE PATH THAT IS BEING BLAZED FOR THE TANNING MARKET OF TOMORROW.” Joe Levy terms,” says ASA Executive Director & Director of Scientific Affairs, Joseph Levy. Since 2015, ASA has convinced state legislatures 125 times that our positions make sense – continuing to win when we have the opportunity to lay out the unintended consequences of anti-sun legislation.
“The best way to keep legislation from getting any traction is to re-dedicate your tanning business to professional practices, sunburn prevention and to be worthy of the path that is being blazed for the tanning market of tomorrow,” Levy said. “And get involved with ASA. We need your support.” ■
About the ASA: Founded in 2012, the American Suntanning Association is committed to defending and growing the industry through a detailed and proactive plan directed by an all-salon board and executed by more than two dozen management and consulting team members who specialize in this type of work.
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TO JOIN ASA TODAY, VISIT AMERICANSUNTANNING.ORG/REGISTER.
Ergoline Focus
Our innovative solution harnesses LED technology and infrared light, delivering measured and consistent light throughout the body for a relaxing and rejuvenating experience.
Redefining Wellness with Innovative Red-Light Technology In Your Business
In
cater to both individual users and busitoday’s fast-paced world, finding ness owners looking to provide quality time to relax and rejuvenate can wellness services to their guests. be a challenge. Stress and environmenThe range of red-light benefits can tal factors can take a toll on our bodies; transform your business but what if there was a and your customers’ solution that could help The range of wellness routine. For you relax, rejuvenate and red-light benefits instance, red-light recover right at your favorite salon or spa? That’s can transform your sessions can help reduce where red-light technolbusiness and your fine lines and wrinkles, providing a more ogy comes in. It’s more youthful appearance than just equipment; it’s a customers’ and giving your skin a game-changer in wellness wellness routine. radiant and rejuvenated services. With the benefits glow. It can also provide relief for those this cutting-edge technology offers, it’s dealing with aches and pains, whether no wonder it is causing waves in the it’s muscle soreness or joint discomfort. wellness industry. Additionally, it can improve skin’s Red-light services offer a holistic tone and texture, helping you achieve approach to wellness, aiding in relaxthe flawless complexion you’ve always ation, rejuvenation and recovery. This dreamed of. innovative technology is designed to
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What sets the Revive Series red-light systems apart is not only its innovative approach to wellness, but also its user-friendly features. The control panel was designed to be easy for anyone to operate, and the unit’s med spa styling blends seamlessly with the aesthetic at your wellness center. The Revive Series also offers cost-effective equipment, making sessions accessible to everyone. The Revive Red-Light Series, brought to you by JK, is more than just a profitable addition to your service menu; it provides a transformative experience for the user. Whether you’re a business owner looking to offer high-quality wellness services or an individual seeking the benefits of red-light sessions, the Revive Red-Light Series is the future of wellness. It’s time to embrace the Red-Light Revolution and experience the transformation for yourself. ■ To learn more about the Revive line of products, visit wellnessjk.com.
THE TIME TO PREPARE IS NOW! By Melissa Damiani
N
ow that the holidays are behind us, it’s time to begin preparing for the season. You might be a bit unsure about what you can expect from one year to the next, and that is completely understandable. In prior years, you probably had a regular pre-busy season “routine” – you might have determined which promotions you would offer and when, created sales goals, established marketing initiatives and began hiring seasonal staff. As we continue to navigate what seem to be ever-changing times, having the proper tools in your toolbox will not only enable you to operate efficiently, but will also help to ease some of the anxiety you might have at this time of year. One of your most valuable resources is your staff. Regardless of whether they are veteran or seasonal, a key to your salon’s success during a busy season will be having a well-trained team. A quick-to-learn and easy-to-use software program that can automate tasks will undoubtedly become one of your biggest assets. Scheduling busy season sales promotions ahead of time is important. Now is a perfect time to determine if you can pre-configure within your software the specials you want to run during specific date ranges throughout the upcoming months. When completing this back-office type configuration, for those product-related promos 34
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dues? Providing task automation and arming your staff with information throughout every transaction will ensure efficiency at the time of year when it’s needed most. Educating tanners about your equipment is imperative – does your system allow you to set up a survey for automatically determining a skin type for your guest based on their responses? Can you configure high-intensity alerts for units that have just been re-lamped? Can you set up regulations in terms of the minimum age to tan and the time that must elapse between sessions? How about creating recommended exposure schedules for each equipment type? Anything you can do to automate your employees’ tasks will be a winwin for everyone! It’s also a good idea to peek at your reports from last year’s busy season. Were there particular tanning systems that were used extensively and created wait lists? If so, you may want to look at adding another unit to your equipment mix. Be sure to reference your current lamp usage within your software for all your units as well, so that you know ahead of time if any will need re-lamping and can proactively place a lamp order. Having the right tools in place to operate your business will not only ensure that you will have the best season possible, but will also ease your mind and give you the confidence you need to focus your efforts on growing your business to the next level. ■
Having the proper salon operation tools at hand will help to ease some of the anxiety you might have at this time of year.
such as a buy-one-get-one half off, make sure you can set up reorder points and quantities for inventory items so that you don’t risk running out of stock when the time comes. You will likely have firsttime guests at your salon during the busy season, so make sure that you are able to electronically collect their demographic info, email address and cell phone number along with their preferred method of contact. Creating a positive initial salon experience and effective follow-up marketing will result in turning a large number of these guests into repeat customers. Ask yourself these simple questions: Does our salon management system provide the ability to display descriptions of products and equipment so that staff have the details needed to upsell lotions or upgrades? Does it allow us to outline policies for each of your levels of EFT memberships, and automatically calculate first-draw dates and prorated
About the Author: Melissa Damiani is the Sales Manager of SunLync Software, Inc. a member of the JK-North America group of companies. With the company since 2002, Melissa has served the organization in several capacities, and has extensive knowledge of all aspects required to deliver robust salon management software solutions that are designed to enable measurable growth within its users’ ever-evolving business models. Call Melissa at 866.SUNLYNC x3 or email mdamiani@sunlync.com.
279photo / stock.adobe.com
Lync IT
Monthly Motivation
How SHARP is Your Financial Awareness? By Grant Cardone
The
Fast Financial Awareness Checklist Before we get into this quick quiz, I want you to keep a concept in mind: Making decisions from the future as opposed to the past or present. Why am I bringing this to your attention? Well, it is because when you try to move forward with ideas from the past, you get stuck. Old ideas, fears and failures will hinder you from taking the risks necessary to grow. This includes financial freedom. So, if the steps to turn the answers to these questions from “no” to “yes” make you uncomfortable, good! Let’s get you out of your comfort zone and on your way to wealth! Are you committed to financial awareness? This first question is about your commitment to being in control of your money. And I think we can all agree that perception is key to making anything happen – let alone, get better. If you haven’t done it already, this is the initial and easiest step toward financial literacy. After all, thought is instantaneous. Do you actually know your annual income? As I just mentioned, awareness is key to improving any condition – especially financial. So, logically, it makes sense to start with an accurate total of how much you make. I know what you’re thinking: “Grant, I know my salary.” And, I’m sure 36
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you do. But, that’s not what I asked. Do you know exactly how much you bring home after taxes and applicable deductions? Don’t feel bad if you don’t – not many people do. That’s why accountants
The purpose of financial awareness is to be able to assess where you need to take action. Information is worthless unless you use it! and financial advisors stay in business. Nonetheless, I encourage you to take this matter into your own hands as much as possible. Answering the next question is a piece of that puzzle, as well. What is your cost of living? Similar to the first question, you need to nail down your monthly expenses. I’m talking about your base cost of living here, no frills included. It’s the total cost of your: • Rent or Mortgage • Utilities • Food • Transportation & Gas
That’s it. Figuring this out brings up your financial awareness by showing you what is necessary and what’s not. Crunch the numbers on this one and do it again as things change. I promise the results will be eye-opening. Do you have a target for your income? For sharp financial awareness, knowing where you are is not enough; you have to know where you want to go, too. Without having goals to increase your income in place, you are at the mercy of others. And I don’t know about you, but I want to be in control of my money. According to a survey my company conducted, 82% of my audience makes less than $100K a year. If that applies to you, I’ll hand you the first target of getting to $120,000. Because going for more than you think is the goal-setting method for achieving success. But what do you do once you see the reality of your financial situation? Ultimately, the entire purpose of financial awareness is to be able to assess where you need to take action. Information is worthless unless you use it! Your next step is to earn more revenue – however it will work for you. It can be as an intrapreneur, by starting a new venture, or investing in cash-flowing assets. Whatever it is, the next move is yours. ■
About the Author: Grant Cardone is a New York Times bestselling author, the No. 1 sales trainer in the world, and an internationally renowned speaker on leadership, real estate investing, entrepreneurship, social media and finance. His companies have annual revenues exceeding $100 million. Forbes named Mr. Cardone #1 of the “25 Marketing Influencers to Watch in 2017.” He regularly appears on Fox News, Fox Business, and MSNBC, and writes for Forbes, Success Magazine, Business Insider, CNBC, and Entrepreneur. He urges his followers and clients to make success their duty, responsibility and obligation. He currently resides in South Florida with his wife and two daughters.
muse studio / stock.adobe.com
majority of people want to become rich. Whether it’s to take care of their family or to enjoy nice things, more moolah is the answer. But, if you are ever going to achieve unshakable wealth, your financial awareness must be crystal clear. Answer these simple questions to test yours.
Notes from the Road
A No-brainer Way to Increase Revenue By Lisa Saavedra
As we all gear up for our favorite time of year, I want to offer a basic salon business concept that when successfully executed, will dramatically increase your revenue. This will sound like a no-brainer – but take a step back and ask yourself, “Am I already doing everything I possibly can to achieve this?” If your answer is “no”, I offer some ways that will help you make this happen:
Increase your customer count.
I am sure you just read this and thought, “Well, duh!” But let’s face it, a lot of salons are not doing everything they can to make this goal a reality. So let’s dig right into what you can do TODAY to start adding names to your database and cash to your drawer. We know that the customer per year average is around $125. You probably look at this and think there is no way – that’s so low. This number is an average of unique customers, so not only those who came in and used a “free tan” card one time, but also those who are your year-round big spenders. To calculate your PTA (per tanner average), take the annual revenue total and divide that by the number of unique customers in the same year. EXAMPLE: Lisa’s Tanning Salon saw 3,000 unique customers and did $375,000 in sales for 2023 – an average of $125 PCA. Now, for 2024, Lisa has a revenue goal of $450,000. Using that same PCA, she would have to increase her unique customer count by 600. So how is she going to do that? To make that jump, she needs to average about 50 new customers per month. 38
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This is where some outside-of-the-box thinking comes in. Do you have free tan cards for your staff to give out? The best ones give new customers a week of free services. Even better, have your employees write their name on the card as the “referred by” and if that new customer purchases an EFT membership or package, the referring employee earns a commission. That should give them the incentive they need to hand out those cards!
want to start coming in on their own and not around the schedule of their member friend; this will encourage them to purchase a package. How about reaching people new to your area? This is one of the easiest (passive) ways to gain customers. Are there apartments near your salon? Partner with the management by asking if you can include a “Free Week of Tanning” card in their new resident move-in welcome kit. This would also work for local nail salons, hair salons, gyms, etc. When residents sign up for services at these other businesses, they can get a week of free tanning with you. The bonus: It gives you that week to convert the trial customer into a member. These things are simple when viewed as a whole. But without preparation and execution, they will not happen. If you want to increase revenue in your salon, take the simple approach and make sure you are doing everything you can each day to reach this goal.
When successfully executed, this basic business concept will dramatically increase your revenue. Another program I love is “Friends Tan Free!” or some call it the “Buddy Pass.” This is designed for your tanners with the highest membership level. When they come in to tan, they can bring a friend to tan for free (in a base level bed). Not only does this give your top-tier tanners a reason to keep their package, but their “buddy” will obviously need lotion and eyewear and eventually
There is no better time than the New Year to move forward and upward! ■
About the Author: As Director of Brand Development for Devoted Creations’ family of brands, Lisa brings 17 years of industry experience, knowledge and enthusiasm to all aspects of the business, including social media, product development, training, customer relations, public speaking and marketing strategies. Lisa worked at the salon level managing a large chain of salons, which infuses her sales training and brand concepts with real world experience. Lisa has been chosen the IST Magazine “Person of the Year” five times. Commit to Your Tan
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HAPPY NEW YEAR!
Trending @DevotedCreations
Mastering the Social Media Scene in the New Year By Gracie French
HELLO, JANUARY!
Authenticity is IN! Creating an authentic image for your salon is crucial in influencing how your brand is perceived by your audience, and social media is the ideal place to do this. How do you display the authenticity of your salon? To establish a true connection with your audience, engage with users on your accounts and feature employees in Reels, Tik Toks and other posts. Such connections can boost engagement on your accounts, promote brand advocacy and foster loyalty to your business. Research highlights the importance of authenticity among Gen Z individuals, who value a more “raw” online experience. Now, some of you might be wondering what types of posts will boost authenticity. One answer is UGC (User Generated Content). UGC is organic content created by customers and can be done in many different ways. Examples of UGC Reels and Tik Toks include: “Come Tan With Me”, “What’s in My Tanning Bag?” and “My Tanning Routine”. User Generated Content appears more “raw” as it appears unscripted and spontaneous. My next tip is about getting UGC for your social media accounts …
The Power of Micro-Influencers If you don’t know what a micro-influencer is, they are influencers who have a smaller following than mega-influencers – typically, from 1,000 to 100,000 followers. Though 40
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micro-influencers have a somewhat limited reach in comparison to mega-influencers, their audiences tend to be engaged with their content and are drawn to their specific niche. Unlike hugely popular influencers, micro-influencers’ followers see them more as a “friend” and trust their recommendations and opinions. So, how do you find these micro-influencers? Lucky for you, they come into your salon daily. It is as simple as talking to some of your best, well-established tanners about creating UGC for your salon. Offer them a lotion packet or a free session in exchange for a “Come Tan With Me” video at the salon, for example. Having your regulars create social media content for your salon will also contribute to the authenticity of your presence.
multi-image posts are the second-mostengaged-with type of Insta content. Tik Tok is expected to have 2 billion users by the end of 2024, and Tik Tok recommends that businesses post 1-4 times a day and focus on authentic, engaging content. The more you post on Tik Tok, the more data, feedback and followers you gain! As of quarter 3 2023, there are 3.05 billion Facebook users, and Facebook Live videos are the dominant content type. Going live on Facebook is a great way to engage with your customers and contribute to the authenticity of your online presence. Using Facebook Live to inform customers about a sale, new product or new service, and enabling them to chat back and forth about it in real time helps establish a connection. If you’ve never tried it, try it! I am sure you will get some great customer feedback.
THIS YEAR, SOCIAL MEDIA MARKETING IS ALL ABOUT AUTHENTICITY AND CREATING REAL CONNECTIONS.
Platforms for Success Instagram, Tik Tok and Facebook – the Big 3! These are the main platforms salon owners should focus on. Instagram has 2 billion active monthly users and on Instagram, Reels outperform all other content types. Reels generate 55% more interactions than single image posts on the app, and
As you can see, it is all about authenticity and creating real connections in 2024! I extend my best wishes for a prosperous year, and encourage you to leverage social media to its full advantage. ■
About the Author A National Sales Trainer for Devoted Creations products, Gracie brings her Southern charm and upbeat personality to team DC. Originally from Knoxville, TN, she studied Marketing Management in college and later became the Social Media & Marketing Coordinator for a digital fashion brand. Her passion for skincare, beauty and love for tanning brought her to Devoted Creations where she shares her enthusiasm for the industry with the salon staff she educates throughout North America.
By Laura Chouette on Unsplash.com
Can you believe it’s 2024? I hope everyone had the happiest of holidays and that your holiday sales and promotions were a huge success! We all know social media is always evolving, so here’s tips for salons to thrive on social media this year.
UK View
Sustainability Will be Your Friend By Gary Lipman
As we stride confidently into 2024, it hardly seems possible that almost a quarter of a century has passed since we were allegedly on the cusp of an international technology meltdown with the “Y2K bug” – the millennium bug. Predictions of national and global computer systems failure fuelled speculation, panic and expensive upgrades. Did it happen? No. Well certainly nothing anywhere close to the Doomsday scenario that many would have had us believe. But this does not mean that the threat was not real. It is true to say that reports and analyses since have concluded that significant efforts by those behind the scenes genuinely averted disaster. Perhaps we will never know the full extent of what could or would have happened if those with the competence to make the predictions were not listened to. And it is because concerned people took the predicted threat seriously and pushed to do something that we all continue learning and benefiting from that lesson. For a number of years now, we have seen the perpetuation of myths and sometimes deliberate mis-information used against our industry. Yet, our collective continued growth in professionalism and relentless behind-the-scenes activities to rebut the claims of those who attack us, both nationally and internationally, have undoubtedly helped secure the vibrant and buoyant industry we all enjoy today. The behind-the-scenes work in our industry extends beyond the investment in lobbying and campaigning efforts. Our respective tanning salon associations 42
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Anticipating what our customers need or desire, whether as a salon owner or a supplier to our industry, is an essential element of a successful business. Ever-evolving research clearly demonstrates that consumers and employees are more attracted to businesses and brands with sustainable practices and products. When you consider that 80% of consumers indicate sustainability is important to them and, as such, are willing to pay a premium for goods from environmentally
This year will see a new era of energy-efficient tanning beds arriving in salons, a realisation of many years of R&D. of energy-efficient tanning beds arriving in salons, a realisation of many years of research and development that will not only positively impact energy use without sacrificing performance, but also signposts the future of tanning systems with their use of sustainable component parts. Recent research undertaken with tanning salon owners and operators across the UK has identified that sustainability is increasingly a priority issue. Results show that 43% already have in place or are considering a sustainability strategy and 83% of respondents would welcome further information and advice on the topic.
responsible brands, it makes sense that a sustainability strategy should be a business focus. Employees are also increasingly looking at what makes an attractive employer and 71% of employees and those looking for work say sustainability practices in a company ticks this box. As such, it is becoming increasingly clear that sustainability is a business imperative and should be given serious consideration within the strategy and operations of every business. I suspect this is a topic that may well divide opinion; but I believe it is one we will all be considering further as we progress through 2024 and beyond. ■
About the Author: In the tanning industry since 1982, Gary Lipman is Managing Director of the UK subsidary of Ergoline, and runs Ergoline Plus, the exclusive distributor for a wide range of sunless products & spray systems. He is also Chairman of the UK’s Sunbed Association & a European Sunlight Association member.
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Happy New Year!
work hard to provide balance and, most importantly, add much needed nuance and context. We invest in training our salon teams to the highest standards and in operational initiatives that appear seamlessly to help deliver the ultimate experience for our customers. As an industry, we are consumers of considerable levels of energy and component materials and the topic of sustainability is increasingly becoming a priority for businesses. This year will see a new era
Feature
Create Safety Procedures for the New Year By Joe Schuster
It
the equipment is putting out – but that’s for another day. The point is, an open back door presents a perfect opportunity for theft and unwanted “patrons” to wander into the building. “Good afternoon, Sir! You’re here for the Buy One/Get One Special, right?” may not be an effective way to thwart a potential criminal. You might think that realizing a fire in your back room caused by a clothes dryer can be handled by simply running outside and calling 911. In that case, you’ve left an entire salon full of scantily-clad guests unattended (and in danger) in their tanning rooms! During one class, I was covering this topic and medical emergencies. I asked the attendees what they would do if a guest suffered an apparent heart attack in the salon lobby. One proudly stated that she was also an EMT and would begin administering appropriate measures to revive the guest. Well, that would be an incredible – if successful – recovery. But, how many salon owners and staff have similar training? Probably not most, and it’s certainly not a prerequisite to owning and running a salon.
But we can’t stress enough the importance of having procedures in place and in writing for all staff members to read and acknowledge their comprehension by signature. It may not be an absolute, but it surely will stress the importance to your team. Take the time to periodically review these procedures as a group with your team, as well. Contact your local fire department and police department (non-emergency line, of course) for some of the basic safety measures. Tell them about your salon size, location, the power consumption of your equipment, entry and exits and so forth. They can provide some solid suggestions to format your emergency procedures. All this and more is covered in the Sun is Life Training & Certification program. Prepare your plan, put it in writing and share it with your staff. Best of luck for a safe 2024! ■
GET THE FACTS WITH... SUN IS LIFE®
Sun is Life® is the industry’s leading tanning salon operator training program. Developed by industry professionals for industry professionals. We offer you and your staff the tools to elevate your team’s level of professionalism, and increase your confidence in both providing and promoting responsible tanning.
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can be said that “success occurs when preparation meets opportunity.” When it comes to emergency procedures at your business, truer words can not be spoken. Salon owners invest so much time, money and sweat equity in their pursuit of entrepreneurial achievement that it would be an utter waste to be unprepared for potential “bumps in the road” that they may encounter. At a typical tanning facility, the main categories of emergency situations center around medical, fire and robbery. During my Sun is Life® Certification classroom training, I’ve always asked attendees if they have such protocols in place. “What do you do if there is a robbery attempt?” “What do you do in case of a fire?” “What do you do if a tanner doesn’t come out of the tanning room after the session is completed?” Over the years, I’ve listened to some really entertaining responses (some that decorum forbids repeating here). But even if procedures are in place, does every staff member know and understand them? Sometimes, emergency procedures migrate into daily salon operations. I recall a salon that typically kept their back door open during the busy season to counter excessive heat. Yes, you do have to consider the proper BTUs and airflow in the salon based on the heat
Contributors
IST has the experts! Grant Cardone
CARDONEZONE A New York Times bestselling author, the No. 1 sales trainer in the world, and an internationally renowned speaker on leadership, real estate investing, entrepreneurship, social media and finance. His companies have annual revenues exceeding $100 million. Forbes named Mr. Cardone #1 of the “25 Marketing Influencers to Watch in 2017.” He regularly appears on Fox News, Fox Business, and MSNBC, and writes for Forbes, Success Magazine, Business Insider, CNBC, and Entrepreneur. He urges his followers and clients to make success their duty, responsibility and obligation. He currently resides in South Florida with his wife and two daughters.
Melissa Damiani
SUNLYNC SOFTWARE, INC. Melissa Damiani is the Sales Manager of SunLync Software, Inc. a member of the JK-North America group of companies. With the company since 2002, Melissa has served the organization in several capacities, and has extensive knowledge of all aspects required to deliver robust salon management software solutions that are designed to enable measurable growth within its users’ ever-evolving business models.
Jerry Deveney
SUNFORCE MARKETING, INC.
Jerry Deveney is the President of SunForce Marketing, Inc. He has been actively involved in the tanning, spa, wellness and fitness industries for more than 30 years. His company provides business analysis and consulting services in the areas of sales, marketing and operations. Jerry has worked in almost every industry sector including salon management, equipment manufacturing and distribution, new product development, regulatory affairs, and sales & marketing.
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Gary Lipman
ERGOLINE-UK, ERGOLINE PLUS In the tanning industry since 1982, Gary is Managing Director of the UK subsidiary of Ergoline, and runs Ergoline Plus, the exclusive distributor for a wide range of sunless products and spray systems. He is also Chairman of the Media Committee for the UK’s Sunbed Association & a European Sunlight Association member.
Lisa Saavedra DEVOTED CREATIONS
As Director of Brand Development for Devoted Creations’ family of brands, Lisa brings 18 years of industry experience, knowledge and enthusiasm to all aspects of the business, including social media, product development, training, customer relations, public speaking and marketing strategies. Lisa worked at the salon level managing a large chain of salons, which infuses her sales training and brand concepts with real world experience. Lisa has been chosen the IST Magazine “Person of the Year” five times.
Joe Schuster
SUN IS LIFE® An industry veteran and consultant, Joe has taught salon operator training since 1995 and has served as an advocate for indoor tanning in many capacities. A sought-after speaker and presenter at both national and regional trade events, he also interacts with the FDA, state and local regulatory agencies. Joe is director of Sun is Life Training & Certification.
Distributors
Leif Vasstrom
SUPRA Industry veteran Leif Vasstrom founded Napa, CA-based Supra Brands Group in 2004, and has been at the forefront of sunlamp innovation since 1978. He opened the first tanning salon in NYC on Madison Avenue in 1978. In 1985, his company designed the Breeze Salon Software and business management program, acquired by SunLync in 2003. He launched the Silver Solarium equipment line in 1978, and Dr. Müller systems in 1993. In 1986, he helped start Applied Digital (T-Max). In 2011, Supra acquired industry forum tantoday.com as a means to further the message about the positive aspects of moderate UV exposure.
Gracie French DEVOTED CREATIONS
A National Sales Trainer for Devoted Creations products, Gracie brings her Southern charm and upbeat personality to team DC. Originally from Knoxville, TN, she studied Marketing Management in college and later became the Social Media & Marketing Coordinator for a digital fashion brand. Her passion for skincare, beauty and love for tanning brought her to Devoted Creations where she shares her enthusiasm for the industry with the salon staff she educates throughout North America.
Four Seasons Sales & Service, Inc. 2350 Lakeway Cir. Paris, TN 38242
800.325.2769
SALES@FSTANNING.COM FSTANNING.COM
MECOTEC US, Inc. 1007 S. Murray Avenue Anderson, SC 29624
833.632.6832 MECOTEC.NET
Suntan Supply 35350 Chester Rd. Avon, OH 44011
440.937.7775
INFO@SUNTANSUPPLY.ORG SUNTANSUPPLY.ORG
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