Interested in Advertising? Contact quinn@glotanning.com
December 2024 | Volume 28 | Issue 11
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.
December is a beautiful time of year – a time for reflection, gathering with loved ones and feeling the magic in the air as the holidays draw near. There’s a cozy charm to December nights, with lights twinkling and a special warmth that only this season brings.
Lately, I’ve been thinking about the great mentors I’ve had during my time in the industry. One of the most common pieces of advice: always put the customer first. Salon guests aren’t just looking for a good tan; they want a streamlined experience as they seek a getaway from the chaos and responsibilities of their lives.
One thing I’ve learned is that you can usually bolster guest experiences by fixing problems before they start. What does this mean? It’s simple: just put yourself in their shoes. Ask questions about what kind of tanning results they want – the more you know about their needs, the better you can advise them on the best way to reach those goals.
Part of delivering that “preemptive strike” in this upcoming season is creating a definition of success around your team. Success isn’t always about numbers; it’s about the little things you and your staff do every day to ensure that your business runs well.
The time a guest spends at your salon may be the small break that keeps them calm through the day. For many, that experience is priceless – and a wonderful experience will always be worth mentioning to others. Our world is saturated with advertisements, faux reviews and influencers touting products. People no longer trust ads the way they once did. They will, however, trust their best friend’s advice when it comes to choosing a tanning salon.
Cultivating and nurturing the experience you provide will give you the best possible advertising you can get: word of mouth. And in my opinion, that’s a true sign of success that can be surprisingly hard to measure.
How do you define “success?” Is it great reviews from customers? Increased sales? Providing a better guest experience? When you define your personal idea of success, it’s easier to create the roadmap to achieve it. This issue takes a deeper dive into strategies to help you achieve a higher level of success.
As our busy season starts to kick up, let’s become more cognizant of how to streamline our paths to success. If our industry continues to become better, more service-oriented and more streamlined, we will become businesses that our customers will celebrate at this wonderful time of the year. Happy Holidays!
Until next time,
Onyi Odunukwe, Publisher
The votes are in!
Here are your 2024 Winners ...
LOTIONS
Bronzer
Vault
Devoted Creations
Non-Tingle
Solar Saturation
Devoted Creations
Tingle
Pink Crush
Swedish Beauty
After-Tan Moisturizer
Salty Lime Slushie
Devoted Creations
Package Design
Vault
Devoted Creations
SUNLAMPS
Low-Pressure
Radiance R2
Four Seasons
High-Pressure
Supra 500-800W
Supra Brands Group
UV SYSTEMS
Low-Pressure Sunbed
Vitality TLT
Ergoline - JK Products
Stand-Up
Sunrise 7200 Hybrid
Ergoline - JK Products
SUNLESS PRODUCTS
Airbrush System
Norvell Mobile Z3000 Sunless, Inc.
Spray Booth
VersaSpa PRO Sunless, Inc.
Professional Spray Solution
Norvell Venetian Plus Sunless, Inc.
SALON OPERATION
Product/Service
Sun is Life Training & Certification IST Magazine
Salon Software
Tan-Link
Tan-Link Software
TANNING ACCESSORIES
Twilight Teeth
Eye Protection
Flex Podz
Podz Eyewear
MARKETING
Ad Campaign Design
Devoted Creations
SALON SUPPORT
Distributor
Four Seasons Sales & Service
Person of the Year 2024
Lisa Saavedra
Director of Brand Development Devoted Creations
Congratulations To All!
Sunlife Tanning Studio
TWAUNAKEE, WI
Compiled by Sherron Barden
his charming salon in southern Wisconsin is more than just a place to get a golden glow – it’s a community-centered business that prides itself on top-notch customer service and a welcoming atmosphere. At the heart of it all is Owner Jenny Dean, who brings over two decades of passion and tanning industry experience to Sunlife Tanning Studio – our December Sun is Life “Salon of Distinction.”
From an unexpected start as a salon manager to launching her own business after a surprising “plot twist”, Jenny’s journey has been one of resilience, dedication and a love for the industry that she couldn’t ignore. She shared the highs and challenges of salon ownership, her commitment to exceptional customer care, and her vision for the salon’s future. Read on to discover what sets Sunlife Tanning Studio apart and why Jenny is so passionate about serving her customers and community.
learn the normal day-to-day operations, but I also got to be a part of the build-out process and all that goes into opening a new business in a new area. I was in heaven! I quickly worked my way up to managing multiple locations and then one day, they decided to fire me. That was when my dad, my husband and some of the salon staff encouraged me to open my own facility. I just didn’t have the money to do so, and still had so much more to learn about owning a business.
“I want every person walking through our door to feel over-thetop welcomed.”
Jenny Dean, Owner
Salon Stats
OWNER: Jenny Dean
STAFF: 4
UV SYSTEMS: 8
SUNLESS
• Norvell custom airbrush
IST: Tell us about your journey to the Tan Biz.
JD: Twenty years ago – OMG! I cannot believe it’s really been that long – I learned that the salon where I tanned was looking to hire a manager. At that time of my life, my dream job was to work with dolphins in some way, and since that wasn’t going to happen, managing a tanning salon moved up on my list. I applied, went through a couple interviews and was offered the job. This company had a chain of salons throughout Wisconsin and I would be managing their newest location that was set to open in a few months. So, right off the bat, not only was I able to jump in and
SERVICES • Red-Light Therapy
• Devoted Creations
• Hempz, Fiesta Sun
• Tanovations • Australian Gold
• Tan Track
DISTRIBUTOR PARTNER
• Heartland tan
I absolutely loved the company I worked for – they were tough on their staff, but it taught me so much that I still implement today. Over the years, I have learned to put my own twist on things and treat my staff with much more respect, but still have the performance expectations that help set us apart from other salons.
I ended up going in a different direction into the beauty industry, and eventually opened my own lash & brow business. As much as I still LOVE that, my heart has always been with the tanning industry. And, I still had my husband and a few of the former salon staff telling me that I should buy a tanning salon!
Two different times, I heard of salons in my area that were selling and I went back and forth about buying, but never pulled the trigger. Until one day when I was tagged in a facebook post about another salon for sale; I’m not sure what it was this time, but I decided to reach out and get the deets. Within a week, they accepted my offer and I was the new owner! That was almost three years ago and my only regret is that I didn’t do it sooner! →
Owner, Jenny Dean
IST: What challenges have you faced as a salon owner?
JD: My biggest challenge has been more of a personal one, having to transition back into a business model with hours of operation that need to be staffed. My lash & brow business is appointment-based and we manage our own schedules. If we have a block of time with no clients, we don’t have to be at the physical salon; if we want to take time off, we just manage our schedules accordingly. We currently offer 24-hour access for tanners in our membership program. I often consider going to a more self-operating format, but I like how it is currently structured. And even though I have been so lucky to have amazing staff, I definitely see a huge difference in the number of applications from people wanting part-time jobs now than 20 years ago.
IST: What are some ways Sunlife supports the local community?
JD: It’s very important to me that we support our community! Sunlife donates to many schools, organizations and fundraisers throughout the year. We do our best to focus on causes that are personally meaningful to our team. We are members of our local Chamber of Commerce, and get involved with local events as much as possible.
forgetting them. We always provide free eyewear and stickers, towels and other personal care items. Each room has an Alexa to use, and we do all the clean-up!
IST: What was your biggest takeaway from the Sun is Life Salon Operator Training?
Sunlife Guests Say
“Very welcoming and relaxing atmosphere. The owner cares about her clients. When you purchase the monthly premium package, you can tan after hours, which is really convenient.”
“The owner is so, so sweet. She is super personable and helpful, as well as gives really great guidance for products and services. I definitely am excited to have found this place!”
“I’ve had such a great experience at Sunlife. Jenny and everyone there have answered my questions. Jenny helped me find skincare suitable for my sensitive skin.”
“Love this place! I have been looking for a nice tanning place like this for a long time. Everyone is so welcoming and I absolutely love the atmosphere. It’s the little touches that make the difference.”
“A hometown salon ... you can’t beat the vibes.”
IST: What do you feel sets your salon apart from your competitors?
JD: That’s easy: AMAZING customer service and exceptional cleaning standards! I want every person walking through our door to feel over-the-top welcomed. They are family to us – I know that’s cliché, but it really is true. I always say that we don’t have all the newest, fanciest equipment, but we do have the best customer service and the cleanest environment. We also have a Norvell Certified Spray-Tan Artist on staff, and have been voted Waunakee’s Best Tanning Salon!
IST: How would you describe the atmosphere at your salon?
JD: Warm and welcoming! Everyone is greeted by a friendly “hello”. There are comfy seats and TV or music is on for anyone having to wait. We offer an option for guests to leave their tanning lotions here, so they never have to worry about
JD: I remember back when I started in the industry how much training and education helped me understand the ins/outs of light therapy, how it affects our skin, what is good and what is bad, etc. and I want that same experience for my staff. The training helps every team member to feel comfortable and confident to answer any questions, and explain the differences in our bed levels, recommended tanning schedules for each person, lotions and so much more.
I plan to continue with more training and education for all staff. I love the professionalism that comes with their knowledge!
IST: What are your goals for Sunlife in the next 1-3 years?
JD: I plan to continue making updates to the salon and am working on implementing new equipment. We will continue our training/education plans, growing our customer base and working with higher sales goals. Eventually, we will add another location! ■
The well-trained Sunlife team includes Angela Volkman (left), Kairi Spencer and Lisa Haag (below)
JK’s Ergoline Election Glow Up
A Tanning & Wellness Extravaganza!
By Joslyn Miller, Digital Marketing Specialist
NASHVILLE, TN – As Election Day 2024 drew near, JK Products & Services invited salon operators to “shake off the stress” of an eventful election year and step out with a refreshing glow-up!
Along with co-sponsors Devoted Creations and Light Tech-Light Sources, JK hosted 265 attendees at the luxury industry event on November 2-3 at the Westin in Downtown Nashville to showcase the latest and greatest tanning and wellness technology.
Boasting an impressive agenda, this year’s event featured a welcome party offering light bites, drinks, a hat bar and more. The real stars of the show were the exciting equipment releases and an introduction to a new chapter in the wellness and tanning industries. Ergoline had been teasing the release of its highly anticipated and innovative new products – the Elements and Spirit tanning systems.
Amidst the buzz of an energetic crowd, Team JK pulled back the curtain to reveal their latest contributions to the tanning industry. “The Elements tanning system is a new way to tan – where paradise meets perfection,” stated JK Products President
& CEO, Brynn Scarborough. “These advancements are propelling us into a new era of tanning.” The Elements unit features an entirely LED tanning bed base and a powerful multi-color spectrum to deepen, darken and extend tanning results.
Offering tanners a vacation without the baggage fees, this warm destination was the crown jewel of the Glow Up exhibit floor as attendees flocked to experience the first in-person tanning sessions offered.
“With a customizable external light show and a show-stopping experience, the Elements impressed excited salon operators all weekend long!” Scarborough exclaimed.
Also on display, the Spirit tanning system dazzled attendees with its energy-efficient performance. Spirit’s elegant and compact design reduces energy consumption without compromising tanning results. →
Team JK Products
“You are why we innovate to improve your businesses and your customers’ lives, and we host these events for you all to enjoy!”
Brynn Scarborough President & CEO, JK Products
Attendees were excited to see their favorite Ergoline classics, like the Sunrise 7200 Hybrid and the TLT, as well as some refreshed takes on classic beds. The Shine and Pulse units offer a fabulous tan and a low, compact footprint at an attractive introductory price.
JK continues to enhance its wellness portfolio, which was on display at the Glow Up. Guests could retreat to the Wellsystem Wave bed for a much-needed escape from the crowds or to treat their sore muscles after exploring Downtown Nashville. This automated dry massage unit combines water jets with light, aroma and meditative sounds to soothe and relax the mind and body.
The Revive Red Light standup and laydown units rejuvenated participants under the red, LED glow. Focusing on skincare, total body, active recovery and complete rejuvenation, the Revive series efficiently enhances skin’s appearance and the feeling of total well-being.
When asked about adding red-light sessions to their tanning salon menu, attendees Tiffany Nelson and Jason Berry from Beaches Tanning Center (Salt Lake City, UT) had great feedback to share with JK representatives.
“I was shocked at how soft my skin was,” Tiffany shared after experiencing the Revive Red-Light Laydown. “I did not expect instant results – but I feel a difference.”
Jason had similar feedback, stating; “Our client base loves it! A lot of people come in just asking just for that; but doing a red light session on top of tanning is a game-changer for a lot of people.”
CryoBuilt was on hand to display their electric, whole-body cryotherapy systems. The cold chamber refreshed the crowd with an invigorating mist dispensed each time a guest entered or exited the unit, and the unit’s sleek design caught everyone’s attention on the show floor. With representative Mindy Bonner on hand, attendees indulged in a whole new experience with JK.
Saturday’s schedule included interactive “Knowledge Tables”, inviting attendees to
learn from industry experts from a few of JK’s partners, such as Devoted Creations, Eyesunshields and Universal Insurance.
As day two of JK’s Glow Up came to a close, a very special thank you message was shared with all who attended – the community within this industry that continues to show up and show out for JK.
“You are why we innovate to improve your businesses and your customers’ lives, and we host these events for you all to enjoy!” Scarborough concluded. “We love the opportunity to see you and engage with you live and in person each year. We cannot wait for what 2025 holds for us and what new products, events and experiences we’ll bring to you all!” ■
INDUSTRY OUTLOOK
National Tanning Expo 2024 A RENEWED
OnNovember 3-5, nearly 300 tanning professionals gathered at Nashville’s Grand Hyatt for the eagerly anticipated National Tanning Expo 2024, hosted by industry-leading distributor Four Seasons. Attendees were welcomed by a packed event lineup, including top-tier education sessions, insightful presentations and a vibrant networking scene with nearly 30 vendors exhibiting hundreds of exciting new products.
Day 1
The event kicked off on Sunday afternoon with specialized training sessions led by Four Seasons’ Sunless Specialist Megan Gordon, as well as Sun Is Life® Salon Operator Training & Certification, and Norvell Sunless Training. As the day wrapped up, attendees enjoyed a VIP Welcome Reception complete with cocktails, hors d’oeuvres, and live music from local talents Lauren Vale and Nick Howard – setting the stage for a productive and fun-filled Expo.
Day 2
Early Monday morning, the action resumed with a series of informative presentations that kept the energy high throughout the day. Topics ranged from “Are You Investing in the Future or Yourself?” to practical sessions like “Creating a Learning Environment for Staff Success” and “Elevate Your Salon Standards” led by the Devoted Creations training team of Megan Edwards, Gracie French, Makayla Thomas And Alex Zeedyk. Specialists like Kristine Le Nguyen, O.D., offered critical insights into the effects of UV on eye health, while Lisa Semerly of Halotherapy Solutions discussed wellness-focused innovations. Evening sessions featured Brandon Cardinal of Sunless Inc., offering an engaging talk on integrating spray-tanning with wellness. American Suntanning Association Executive Director, Joe Levy wrapped up the presenetations with an Association Update. The informative sessions concluded on Tuesday morning, including a collaborative Industry Panel Discussion. →
This year’s Expo floor was buzzing with excitement, showcasing 16 cutting-edge tanning units, including the KBL K11 Air all-LED system made available for tanning sessions, and a CryoBuilt cryotherapy chamber – a new Expo addition that captivated attendees. In the words of Four Seasons President Melissa Gallion, “The feedback has been overwhelmingly
“Salon owners and manufacturers seem to have a renewed confidence in our industry, which is encouraging to see.”
FS PRESIDENT, MELISSA GALLION
positive. Salon owners and manufacturers seem to have a renewed confidence in our industry, which is encouraging to see.”
As always, prize giveaways added a thrilling highlight to the Expo. Ashley Allen of Tan N Time in Hopewell, VA walked away with the grand prize: a KBL K5 tanning unit valued at $25,995! Other winners took home prizes like
a $500 Four Seasons gift certificate, a POLY Go Red Light handheld unit, and a VIP trip to tour Four Seasons’ Paris, TN, facility. Dusty Lynn Wolfe of Dustylynn Tanning & Spa in Visalia, CA won a highly-coveted consultation session with veteran industry experts Mike Blore and Samantha Easterly (California Sun) valued at $5,000. →
“This show was filled with excitement and very positive vibes!” enthused Sheila Routon, Four Seasons’ Marketing Manager. Returning Emcee Jerry Deveney, President of SunForce Marketing, wrapped up the Expo with the fitting words, “Let the good times roll!” Gallion concluded, “It was exciting to be a part of the amazing collaboration between salon owners. We are already planning for the 2025 National Tanning Expo in Nashville and look forward to seeing everyone there!” ■
Vendors
• Alani Nu Nutritional Supplements
• American Suntanning Association
• Bleach Bright
• CryoBuilt
• Devoted Creations
• Ed Hardy
• FIT Body Wrap
• FS Boutique
• FS Parts
• Halotherapy
• JW North America
• KBL
• Mecotec, US
• My Eye Sunshields
• New Sunshine Brands
• PinkPro Beauty Supply
• POLY Red Light
• Radiance Lamps,
Sterling Acrylics
• Smart Sun Therapy
• Sun Evolutions Brands
• Sunless Inc. Brands
• Sunna Sunless, Sunna Teeth Whitening
• SunStyle Sunless
• Tan Inc.
• Tan Track
• Tan-Link Software
“My dad created the program to help the industry continue to grow, and it’s great to meet operators who are as dedicated to their business as he was.”
Courtney LorraineSIL TRAINER
Plot Twist Sun is Life Training® Must Go On!
FLINT, MI – Courtney Lorraine, daughter of IST Magazine founder and Sun is Life Training creator Vince Lorraine, faced an unexpected hurdle on her way to the National Tanning Expo (NTE) in Nashville, TN when her flight from Flint, MI was canceled due to mechanical issues. But Lorraine’s determination to empower salon operators through education wouldn’t be derailed by a change in travel plans. With help from the NTE team at Four Seasons, Lorraine quickly pivoted to a virtual format, presenting Sun is Life’s award-winning program from the IST headquarters in Flint. Attendees, including
both new and seasoned salon operators eager to elevate their staff performance and professionalism, tuned in via Zoom. Lorraine guided the attentive group through essential topics such as Understanding Ultraviolet Light, Photosensitivity, Skin Typing, Eye Protection, and Federal & State Regulations.
The response was enthusiastic, with over 30 NTE attendees completing the training session. Those who passed the accompanying exam will receive certificates to display proudly in their salons, showcasing their commitment to best practices in tanning services and customer care.
“The Sun is Life team is always proud to see a room full of faces eager to learn from our decades of experience,” Lorraine shared. “My dad created the program to help the industry continue to grow, and it’s great to meet operators who are as dedicated to their business as he was.” The classroom course will be offered at more upcoming industry events. ■
Sun is Life Training & Certification equips salon professionals with the knowledge they need to meet state-mandated requirements and stay ahead in an evolving industry. For more information, visit sunislife.com.
ABCS & SOPS
By Joe Schuster
Over the last decade, it’s been a true pleasure to teach the Sun is Life® Certification course to attendees of the industry trade events every season. I always look forward to a classroom full of awesome, newer salon staff members and operators looking to up their salon’s professionalism level. All are eager to learn the principles of tanning facility operation – and have a little fun doing it! The SIL curriculum covers 25 core topics, including:
• Understanding the Tanning Process
• Know Your UV “ABCs”
• Photosensitivity
• Tanning Lamps
• Federal and State Regulations
• Salon Customer Service
• Equipment Maintenance
One topic that I present at the end of the class is “Emergency Procedures.” It’s an important issue for any salon team to be up to speed with, but really critical for newer ones. I start with a question: “How many of you have a procedure in place in case of a fire at your facility?” The typical salon features UV tanning equipment that usually requires 220V of incoming electricity. God forbid you incur a fire – but you run outside of the salon and immediately call 911. However, you may have just left a
group of naked or half-naked tanners and other staff members in harm’s way! Before putting a plan in place, a best practice can be to contact your local fire department, explain your services and facility layout and ask them to help you create an emergency procedure. The next step? Put it in writing! Each team member should be handed a copy of your specific and unique “SOP” (standard operating procedure) manual for review and signature. Everyone must (literally) be on the same page.
My next question is, “How many know what to do in case of a robbery?” Again, consider contacting your local police department’s non-emergency line and ask for advice. Many businesses do not want their employees trying to stop a theft and recommend that they stay calm and try to get specific information on the perpetrator’s height, weight, hair color, identifying tattoos, clothing color, etc. PRO TIP: I know that during the warmer months, some salons may have their back doors open to aid in better air circulation through the facility. Folks intent on breaking the law will clearly note this situation.
Lastly, “What do you do in case of a medical emergency?” I remember one class I taught several years ago in which a salon staffer provided an answer. “Joe, I’m a certified EMT (emergency medical technician) and qualified to administer
When it comes to providing your team with core salon operation information that ensures your business success, look to SUN IS LIFE!
assistance.” Well, what would be the procedure if (again, God forbid) a customer suffers a heart attack and collapses in the tanning room, striking their head which is now bent at a severe angle. Moving this person could result in paralysis and I doubt that most salons have a backboard on hand to limit the person’s mobility and prevent this possibility. How many salon employees would be able to directly assist? This is another important issue to discuss and create an SOP for addressing it.
In summary, establish emergency salon procedures (if you haven’t already) and put them in writing. Each and every staff member, especially new ones, need to review and acknowledge comprehension of what to do in case of these and other types of emergencies.
When it comes to providing your team with core salon operation information that ensures your business success, look to 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.
Working Remotely – YOUR Reality
By Melissa Damiani
Asa business owner, having a physical presence during regular business hours is important; but equally so is the ability to manage your operations remotely as needed.
If you are leveraging technology by using a salon software program that enables remote access capabilities, working anytime, from anywhere, can become your reality.
Communication is one of the most essential tools to ensuring that your business runs like a welloiled machine.
The use of technology will allow you to clearly and effectively communicate with your team, even if you’re not actually in your salon location. For example, utilizing an internal email system enables you to send messages to staff about upcoming meetings, new promotions that you are launching, and even notify them of amended policies that you are instituting.
your service menu becomes an actuality.
Exceptional customer service is likely your highest core value for your business. As it is not always feasible to be physically present at your place of business during every operating hour, having a resource within your software program such as a customer maintenance system enables you to efficiently respond to urgent situations at the store even when you aren’t there.
Working remotely is easier than ever when using technology to your advantage!
Not only do you not interfere with the processing of transactions on your point-of-sale workstations when working remotely, using a separate instance of your salon management program enables you to dedicate time to data analysis; strategizing for the future in ways such as developing effective marketing campaigns based on your quantitative data and the visible patterns. All without being tied to your store.
batch is a crucial task that you likely prefer to complete without the distractions that often come with being at the salon. Batch-processing is also a task that you want the flexibility to do outside of regular store hours. If your draw day happens to fall on a holiday or on a weekend when you weren’t planning to be onsite, a laptop and internet connection is all you will need to process your batches remotely!
Perhaps you have a couple of action items, such as approving timecards and placing an inventory purchase order, that you couldn’t complete at your place of business due to several interruptions from customers and staff during the day. The flexibility to complete these tasks at home after you’ve settled in for the evening aids in promoting a worklife balance that you wouldn’t otherwise have without the right tools at hand.
When using the right system, anything that you would do while at the salon can be done remotely without interrupting the operation of your business. With accessibility, the means to run financial reports, view how long your beds have been dirty between sessions, or adding a new membership to
If you offer your customers the option of a monthly recurring EFT membership, the processing of your
The flexibility of working at any time (and on your own schedule) along with the demonstrated increase in productivity are reasons enough to implement the option of working remotely, and it’s easier than ever when using technology to your advantage! ■
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.
The Importance of Site Selection 3 Top Factors to Consider
By Sandra Odunukwe and Michael Toppel
Inthe competitive world of tanning and spa services, the location of your facility can be the difference between thriving success and a struggle to stay afloat. As the saying goes, “Location, location, location!” and for tanning salon owners, this adage rings particularly true. In this article, we will explore the critical elements of site selection and how they can impact the success of your business.
1. Placing Yourself with Like Tenants
One of the most effective strategies for selecting a site is to consider the types of businesses that will be your neighbors. Placing your salon within a shopping center or strip mall that features complementary businesses – such as hair salons, nail salons or fitness centers – can drive traffic to your location. Customers visiting these establishments are likely to be interested in tanning services as well, creating a synergistic effect that benefits everyone. Furthermore, being part of a community of like tenants fosters a sense of brand alignment and collaboration. You can engage in cross-promotional opportunities, such as special discounts for customers who visit both your salon and neighboring businesses. This not only enhances customer loyalty, but also strengthens community ties.
2. Lots of Parking & High Traffic Counts
Accessibility is key when it comes to site selection. A tanning salon situated in an area with ample parking is far more
The location of your facility can be the difference between thriving success and a struggle to stay afloat.
attractive to potential customers. If people find it difficult to park or must navigate through heavy traffic to reach your salon, they may choose a more convenient option. Assessing traffic counts in the area can provide valuable insight into the volume of potential customers passing by your location each day. High traffic counts typically correlate with increased visibility and foot traffic, both of which are essential for attracting new clientele.
3. Street Frontage
Street frontage is another essential factor in your site selection process. A location that offers significant visibility from the street increases the chances of attracting walk-ins. Potential customers should easily see your salon and any promotional signage you may have. A well-placed tanning salon with excellent
About Sandra Odunukwe:
As a new agent associate in the retail department at Henry S. Miller Brokerage, Sandra brings a wealth of knowledge and experience to the table. A proud graduate of the University of Texas at Arlington, she earned her Bachelor’s degree in Science. With a background in service and product sales spanning eight years, Sandra has developed a strong passion for real estate. She is excited to be a part of IST Magazine, contributing insights and valuable real estate tips specifically tailored for tanning salon owners.
street frontage can become a well-known landmark in the area, making it a go-to destination for tanning needs.
In summary, the importance of selective site selection for your tanning salon cannot be overstated. By placing yourself alongside like tenants, ensuring ample parking and favorable traffic counts, and securing prime street frontage, you can create a solid foundation for your business. Take the time to thoroughly research potential locations and consider how each element can contribute to your salon’s success. A well-chosen location will not only attract customers, but also enhance your brand’s reputation in the community.
As the tanning industry continues to evolve, let your salon shine bright by prioritizing strategic site selection. With the right location, your business can bask in the glow of success for years to come. ■
About Michael Toppel:
An Associate in the Retail Division at Henry S. Miller Brokerage, Michael specializes in tenant representation, landlord representation and project leasing. In addition, Michael works as Property Manager in the Realty Management Division. With his experience in both Property Management and Leasing, Michael has a wide spectrum of knowledge to best serve his clients. Michael attended the University of Arizona where he majored in Finance at The Eller College of Management.
PRODUCT SHOWCASE
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• Skin-Toning Flavoslim™
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• Powerful Probiotics
• 24-Hour Long-Lasting Hydration Blend
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THE HABIT HACK:
Rewire Your Brain for Better Customer Service
By Kate Zabriskie
Every year, companies invest millions of dollars in training. Yet, even after extensive education and successful performance in a classroom environment, many seasoned professionals struggle to implement new techniques. Why? The answer lies not in a lack of knowledge, but in the power of habit. Meet Lisa, a customer service manager with 15 years of experience. Despite her expertise, she finds herself stuck in a rut, unable to elevate her team’s
performance. “We attend workshops and get fired up about new strategies, but within weeks, we fall back into our old routines. It’s so frustrating.” People like Lisa aren’t outliers. In fact, they are very often the norm.
The culprit? Our brains. Neuroscience reveals that habits, both good and bad, are deeply ingrained neural pathways. While these mental shortcuts allow us to navigate daily tasks efficiently, they can also hinder growth and innovation.
This phenomenon is not unique to customer service – across industries, from healthcare to finance, professionals find themselves trapped in difficult-to-break cycles of behavior. The brain’s preference for familiar patterns can be both a blessing and a curse. While it allows us to perform complex tasks without conscious effort, it can also make us resistant to change, even when that change is beneficial. So, how can we break free from this cycle and leverage brain science to create lasting change?
Identify Habit Triggers
The initial step in rewiring neural pathways is recognizing the habits that hinder progress. Common pitfalls include:
• Reverting to outdated business practices.
• Taking shortcuts under pressure.
• Becoming overly comfortable with routine tasks.
Dedicate time to observing behavior. When do old habits emerge?
What triggers them? Identifying these triggers is crucial to interrupting the habit loop. It’s important to note that triggers can be both external and internal. External triggers might include a ringing phone, a crowded queue or a particularly challenging customer. Internal triggers could be feelings of stress, boredom, or even confidence that leads to complacency. By mapping out these triggers, you create a roadmap for intervention.
Disrupt Established Patterns
Once triggers are identified, it’s essential to introduce disruptions. This process is not about willpower but about creating new neural pathways. Consider these approaches: Engage in positive self-reflection: Regularly remind yourself of the habits you aim to cultivate.
Practice mindful pauses: When faced with an urge to react, take a moment to breathe deeply. This simple act can interrupt automatic responses. →
FROM HEALTHCARE TO FINANCE,
PROFESSIONALS
FIND THEMSELVES TRAPPED IN DIFFICULT-TO-BREAK CYCLES OF BEHAVIOR.
Modify the environment: Rearrange workspaces or introduce visual cues that reinforce desired behaviors. The key here is consistency. Each time you successfully disrupt an old pattern, you’re laying the groundwork for a new, more beneficial habit. It’s like creating a new path through a field – the more you walk it, the more defined it becomes.
Cultivate Improved Habits
Eliminating undesirable habits is insufficient; they must be replaced with positive alternatives. Consider these strategies:
Think about what should occur: Before responding, consider all options, not just the tried-and-true choice.
Embrace thoughtful pauses: Resist the urge to rush. Quality interactions often require patience and careful consideration.
This step is about actively choosing new behaviors that align with your customer service goals. It might involve implementing a new problem-solving approach, adopting a more empathetic communication style, or utilizing technology in innovative ways to enhance customer experiences.
Reinforce
Neuroscience demonstrates that repetition strengthens neural connections, making new behaviors feel more natural over time. Think about the actions you can take to carve new mental pathways.
Engage in daily reflection: Allocate time each day to review customer interactions, identifying successes and areas for improvement.
Acknowledge progress: Set achievable goals and recognize when they are met. Positive reinforcement can significantly impact habit formation.
Establish accountability partnerships: Share objectives with colleagues. Regular check-ins can enhance motivation and commitment.
Consider implementing a reward system that recognizes both individual and team efforts in adopting new habits. This could range from public acknowledgment in team meetings to more tangible rewards for consistent improvement.
About the Author:
Embrace the Journey
Rewiring your brain is a marathon, not a sprint. Neuroscientists suggest it takes about 66 days to form a new habit, so patience is necessary. Remember, progress isn’t always linear. You might have setbacks; but each time you choose a new response, you’re strengthening those neural pathways. Viewing these setbacks not as failures, but as opportunities for learning and refinement is crucial.
“It was challenging at first,” Lisa reflects, six months into her team’s transformation. “But now, our new approach feels second nature. Our customer satisfaction scores have never been higher.”
Understanding the science behind habits and implementing these strategies allows you to break free from old patterns and elevate your customer service to new heights. The result? Happier customers, more engaged employees and a stronger bottom line. ■
Kate Zabriskie is the president of Business Training Works, Inc., a Maryland-based talent development firm. She and her team provide onsite, virtual, and online soft-skills training courses and workshops to clients in the U.S. and internationally. For more info, visit businesstrainingworks.com.
VISIONARYTHESECRETSOFTHINKERS
bySusanRobertson
Atvarious times, the popular press raises the idea that group brainstorming isn’t effective at generating creative solutions. That assertion is erroneous, for a variety of reasons. Groups can – and do – successfully brainstorm creative and useful solutions.
But research does show that effective brainstorming requires adherence to some specific guidelines. If it’s done casually, without guidelines, and the sessions are run by people with no knowledge of how to do it well, it will be significantly less effective than it could be.
It will either result in unrestrained chaos with no momentum to move the project forward, or it will just be plain boring (which also results in no momentum).
(And for those of you who know that brainstorming is only one technique in a creative thinking toolbox, please excuse the shortcut. Most people think of brainstorming as any idea generation, and that’s the way it’s used here.)
So, how do you set up your brainstorming sessions for success?
Follow the rules. They will see you safely through the necessary level of chaos, to the strategic momentum you’re hoping for.
#1 Free them from the fear.
It’s very difficult for people to share ideas if they’re concerned about possible negative consequences. For the brainstorming to be effective, a process and a setting that help people get past the fear are critical. One key principle in creating this setting is to prohibit any evaluation (even positive evaluation) during the idea generation.
#2 Use the power of the group.
Build, combine and create new ideas in the moment – don’t just collect ideas that people have already had. The building and combining is where the magic happens. Occasionally break up into pairs or small groups. This will encourage even more sharing and combining of ideas.
#3 Get some outside stimulus. (Duh)
Asking the same group of people to sit in the same room and review the same information they’ve seen before is unlikely to result in exciting, new ideas. Talk to your customers, talk to other experts, explore how other industries are doing it. Have the meeting in the park or in a museum. Bring some toys into the room. There are countless ways to shake things up; try something new every time.
#4 Encourage the crazy.
Everyone has heard someone say at the beginning of a brainstorming, “every idea is a good idea.” And then there’s a collective eye roll because no one believes it. While it’s not true that every idea is a practical idea, it is true that every idea can offer useful stimulus for additional ideas. Sometimes, those ideas that are tossed out as jokes can be the spark that leads to a new direction and a winning idea. So allow, encourage, and use every idea, even if only for creative fodder.
#5 It’s a numbers game. The more “at bats” you have, the more likely you are to hit a home-run. So drive for quantity of ideas and ensure that the session is long enough to generate lots. If you only spend ten minutes on brainstorming, don’t expect great results.
#6 Laugh a lot.
Humor stimulates creativity, so let it happen. One easy way to start off a session; have everyone introduce themselves by answering a fun or silly question. One example you could use in the fall: “What’s something you DON’T need more of for the holidays?” Some of the answers could even start sparking real ideas for the session! →
Effective
brainstorming requires knowledge and skill, both to participate and especially to facilitate.
#7 Homework is required.
Both individual and group efforts are critical for success. So, expect and insist on individual preparation in advance and follow-up afterward. Ensure everyone knows the goal in advance of the session, and ask them to do some homework before they arrive. When the session is over, create an action plan that allows ideas to continue being shaped and added to as you move forward.
#8 It’s not for amateurs.
Effective brainstorming requires knowledge and skill, both to participate and especially to facilitate. It’s a completely different set of techniques and expertise than running other meetings, so don’t assume you can do it well just because you can run a great meeting. If you don’t have a facilitator on your team who has the skill to train the group and run the session, hire an external one, or get some training to develop the skills internally.
#9
If it looks like a duck, but doesn’t act like a duck, it’s not a duck.
If you can’t, or don’t intend to follow the guidelines for successful brainstorming, then don’t call it brainstorming. For example, a meeting that just becomes a stage for one person to spout their ideas isn’t useful or engaging. And if brainstorming is not organized and structured appropriately, everyone in the room will feel how ineffective it is, and they’ll be sure to skip your next session. So, either set up for success or don’t bother.
#10 You’re not done until you decide.
You’ve all been in this situation; it’s the end of a brainstorming session, you’ve
created a long list of ideas that someone volunteers to type up and distribute. And … that’s the end. There’s no action, or at least not that anyone is aware of. It’s fairly demotivating to spend time and energy generating ideas and then feel they went nowhere. So, plan time for, and require the group to do some prioritizing of ideas during the session. Spend at least an equal amount of time on converging as you do on diverging. Yes, you read that right. If you generate ideas for an hour, also spend an hour on selecting, clarifying and refining ideas at the back end. If you leave the meeting with a huge list of potential ideas, that’s not success! You want to leave the meeting with a short list of clear ideas and a plan for action on each of them. ■
About the Author: Susan Robertson empowers individuals, teams, and organizations to more nimbly adapt to change, by transforming thinking from “why we can’t” to “how might we?” She is a creative thinking expert with over 20 years of experience speaking and coaching in Fortune 500 companies. As an instructor on applied creativity at Harvard, Susan brings a scientific foundation to enhancing human creativity. To learn more, visit SusanRobertsonSpeaker.com.
How a Manager Can Solve Conflict Between Employees 5 STEPS TO USE NOW
By Julie Gowthorpe, PhD, RSW
When employees are in conflict, “Sort it out on your own” is no longer an option for businesses. Management goals commonly include maintaining harmonious work environments that make employees happy and motivated; but how do you achieve this when people don’t get along? As teams grow and turnover happens, a variety of personalities and experiences become part of the landscape. In other words, conflict between people is inevitable. How do you, the manager, approach disputes between employees?
The answer lies in realizing that how people perceive conflict with others is influenced by many factors including personality, and associatively what they have
experienced throughout their lifetime. When you look at your business, is there someone who struggles with others? Perhaps you’ve noticed that what they expect from others is different from what they deliver. Until you think about who you are managing and then, what they have coped with throughout their lives, you will be unprepared. This is because how people interpret interactions, and conflict, depends on what they experienced in the past – before they met their coworker. Is your business manufacturing, professional service or retail? No industry is exempt. Jennifer managed a large coffee chain store. Taught to pay attention to dynamics, she observed how employees interacted and communicated.
When two employees, Ted and Arlene, who often travelled to work together, became embroiled in a dispute over tips, Jennifer quickly intervened, reminding them of their friendship. Jennifer saw the ineffectiveness of this approach, noticing how Ted ignored Arlene while Arlene made jokes about Ted to another barista. Jennifer worried customers felt the tension. When district manager, Lee, stopped into the café for a check-in, she immediately noted the friction. Lee met the employees independently and then jointly. Jennifer watched Ted and Arlene return to work, smiling and having light conversation.
What did Lee do differently than Jennifer?
5 Steps to Resolve Conflict Between Employees translates into:
STEP 1: Identify the anxiety that blocks resolution
Lee put this into action by talking with the employees about who they are, before she waded into the issue at hand. She learned that Ted had been exploited as an adolescent by people he trusted. Lee realized that relationships made Ted feel vulnerable, so she reassured him that Arlene and the company cared for him and there was no intent to harm him. Lee also learned that Arlene was a single parent to two children and feared being unable to provide financially. Lee reassured Arlene that the tip situation would be resolved so she would not experience financial distress. She reaffirmed that work is a safe place.
STEP 3: Cool your jets before taking off into problem solving.
Let’s face it – most managers, owners and leaders find dealing with conflict between employees uncomfortable. This prompts a reactive response, whereby we want the conflict resolved, and fast! Unfortunately, this approach leaves people feeling unheard, dissatisfied and vulnerable to further conflict. Instead, slow down. When your reaction is to quell your own anxiety with a quick solution, like separating them, and solving what they are upset about rather than why is like placing a tiny Band-Aid on a gaping wound. Like Lee did, take time to meet with them individually. Consider whether the experience has
can ripple across teams, like smoke from forest fires. Like Lee did, shift from individual meetings to sitting together. As the manager, take the lead with a calm, assertive and compassionate tone. Reiterate that you understand each of their experiences and the purpose now is to find ground for resolution. Start by highlighting the positives you have heard and that you are pleased with their efforts to engage professionally.
STEP 5: Set a collaborative direction.
Conflict between people is inevitable.
How do you, the manager, approach disputes between employees?
made them feel unvalued or unsafe (physically, emotionally or financially) and what would need to happen to lower this anxiety.
STEP 2: Think like your employee.
This effort can be proactive, so when conflict arises, you already know your employees. Ask questions like: What do weekends look like for you? Are you busy with obligations or do you get downtime? Ask these questions with curiosity, not as though you are filling out a questionnaire! This genuine interest builds trust so that when you intervene in an employee dispute, they see that you care about their overall wellbeing. When conflict happens, effective intervention is directed by empathy. How does your employee think about things based upon what you know about them and their life? For example, Lee knew that Arlene worried about income so her intervention considered how Arlene needed to feel safe and secure that finances would not be jeopardized.
STEP 4: Keep the Relational Goal Paramount.
When you are meeting individually with the employee, don’t lose sight of the goal to heal the relationship between the employees. Unless they can work in complete silos, it is helpful to think of this relationship as a necessary elastic cord that must be flexible and intact for the relationship to work. Even if you can establish distance between the two, keep in mind that unresolved conflict
In your joint meeting, summarize what you heard from both employees and highlight the things that were the same. For example, “Jill, you mentioned that you have always worked well with Mark and Mark, you complemented Jill’s creativity. While this disagreement has been serious, let’s not minimize the many hours and interactions that have been successful.” Even with resolution, reinforce the collaborative direction of the company. If Mark felt angered by having to take calls for Jill when she took lengthy lunches, and Jill felt Mark’s tone was condescending, demonstrate your commitment to maintaining collaboration. For example, “I understand you can be great workmates. To address this problem, we have created a schedule for phone coverage that does not always rely on Mark and will be sending out a reminder to the team that lunches are within designated times.” In other words, make sure you close the loop! ■
About the Author Julie Gowthorpe, PhD, RSW, is a leading authority in the field of relationships. Renowned for her expertise in simplifying complex concepts, she shares this through a thriving private practice and a weekly radio broadcast, Dr. Gowthorpe speaks candidly with intimate and large groups. She transforms the lives of individuals and business teams, and in her forthcoming book, I Hate People, continues her mission to foster stronger, healthier connections. For more info, visit gowthorpetherapists.com.
IST has the experts!
Grant Cardone CARDONEZONE
Star of Discovery Channel’s “Undercover Billionaire,” Grant owns and operates seven privately held companies and a private equity real estate firm, Cardone Capital, with a multifamily portfolio of assets under management valued at over $4 billion. Known internationally as the leading expert on sales, marketing and scaling businesses, Cardone is a New York Times bestselling author of 11 business books, including The 10X Rule, which led to establishing the 10X Global Movement and the 10X Growth Conference, now the world’s largest business and entrepreneur conference. Voted the top Marketing Influencer to watch by Forbes, Cardone uses his 15 million + following to fund his Grant Cardone Foundation, a non-profit dedicated to mentoring at-risk adolescents in financial literacy, especially those without father figures.
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.
Jack Dumoulin
CO-FOUNDER, THE SCHOOL OF HARD KNOCKS
The School of Hard Knocks, a media company that promotes financial literacy and career mentorship on social media by interviewing successful entrepreneurs such as Mark Cuban, Kendra Scott, Gary Vaynerchuk and many more. The company has amassed over 8 million followers and has generated over 2 Billion organic views across Instagram, Facebook, TikTok & YouTube in just three years. In addition to their media channel, the company also manages and produces social media content for the personal brands and companies of successful entrepreneurs across the U.S. Email schoolofhardknocksinfo@gmail.com.
J.R. Homer
FOUNDER, INSTATAN SALONS (PA) “The People’s Champ” is the creator/ owner of InstaTAN, Namaste Natural Skincare, Island Lover Skincare, Level Tan and The Level Family. He is the creator/admin for the “Tanning Studio Forum” and “Used Tanning Equipment Auction” FB groups. A husband and father of two, Homer was Linebacker of the Decade for Brentwood (PA) High School, an undefeated amateur boxer, and is currently a purple belt in Jiu Jitsu via Steel City Martial Arts.
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.
Sandra Odunukwe AGENT ASSOCIATE, RETAIL DIVISION, HENRY S. MILLER BROKERAGE
Sandra brings a wealth of knowledge and experience to the table. A proud graduate of the University of Texas at Arlington, she earned her Bachelor’s degree in Science. With a background in service and product sales spanning eight years, Sandra has developed a strong passion for real estate. She is excited to be a part of IST Magazine, contributing insights and valuable real estate tips specifically tailored for tanning salon owners.
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.
Kristin Smithers SUNNY SHORES TANNING & TREASURES
A salon operator in North East, PA since 2019 and an industry professional since 2016, Kristin has studied business and also obtained her diploma from the Photonic Therapy Institute to become a Certified Light Therapist. She is now Board Certified by the Board of Advanced Natural Health Sciences. When not providing services at her wellness spa, Kristin can be found assisting other salon owners in online tanning forums, staying updated on the latest scientific studies supporting light therapy, attending clinics and training required to keep her Board Certification or attending her four kids’ sporting events.
Dr. Jim Schleckser
FOUNDER, THE CEO PROJECT
Jim helps leaders grow companies. With 30 years of business leadership experience, he has led global organizations in public and private environments across many functional areas. He has authored two best-selling books and is quoted in The Wall Street Journal, New York Times, Time magazine, and on NPR. His ideas have been translated into nine languages and he has done business in over 42 countries. Holder of a degree in Chemical Engineering from the University of Delaware and an MBA in Marketing & Finance from the University of Connecticut, Jim also earned a Doctorate in Business Administration at the University of Maryland Global Campus. He serves on multiple for-profit and nonprofit boards, is a Certified Sommelier, avid soccer player and prolific reader. Visit TheCEOProject.com.
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.
Michael
Toppel ASSOCIATE, RETAIL DIVISION, HENRY S. MILLER BROKERAGE
Michael specializes in tenant representation, landlord representation and project leasing. In addition, Michael works as Property Manager in the Realty Management Division. With his experience in both Property Management and Leasing, Michael has a wide spectrum of knowledge to best serve his clients. Michael attended the University of Arizona where he majored in Finance at The Eller College of Management.
Alex Zeedyk DEVOTED CREATIONS
A recent University of South Florida grad, Alex holds a degree in Marketing. She started as an intern in 2021 and has since transitioned into the role of Client Relations and Social Media Specialist. With over five years of experience working in salons, she has real-world knowledge that combines with a passion for skincare and products. Alex works closely with the company’s product distribution network and 5 Star Diamond Salons to provide the support they have grown to expect from DC.
