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Time to Get Busy!

DearReaders,

While people in much of the U.S. – myself included – live for the warm summer months and all that they imply, tanning salon operators in those places typically experience a sharp decline in tanner traffic. It’s not a secret; this time of year even has a name: JASON. The “J” is for July, the first month of the slow season. While it can certainly be challenging, it’s amazing how quickly it flies by!

When it comes to running a tanning salon, I’ve always been a big fan of using downtime to your advantage. How can you level up? Could your daily operations use some streamlining? Maybe you’ve been considering a new salon software product or adding a spa service to your menu. Diversification, even on a small scale, could provide a revenue boost to help carry you through the summer. This is a great time to move these items to the top of your list.

It’s also a good time to ramp up your social media activity and keep your business top-of-mind with your regular tanners while they enjoy the weather and take vacations. Let them know you just deep-cleaned the whole place: “We’re getting ready for you to come back and tan!” Get video of your team having fun scrubbing walls! Devoted Creations’ Alex Zeedyk offers some tips (pg.36) for involving your team in creating content for your socials, having fun with it and staying engaged with your customers even when they haven’t been in the salon for a while.

How about training your team? It’s a perfect time to invest in Sun is Life® Training & Certification! A staff that has completed a consistent training process definitely helped my salons stay ahead of my competition for over four decades. A confident and knowledgeable team is key to delivering a premium guest experience. If you haven’t already done so, check out sunislife.com for more info about this accessible, affordable training program. Every day, salon operators are enjoying the benefits of Sun is Life, including this nice bonus: when your salon staff has completed Sun is Life training, your business is eligible to be featured in our magazine! (See pg.16-17.)

Bottom line: there’s always something you can do to improve the guest experience at your facility. Of course, you’ll always find many tips for working smarter in your monthly IST – sales, marketing, motivation and much more. Be sure to share the articles with your staff!

So, don’t let JASON get you down – rise to the challenge and make your downtime count. You’ll be glad you did.

Happy Fourth of July, God Bless the USA and ...

Thanksforreading!

Vince Lorraine, Publisher

If there’s something you’d like to see in your IST, please email vince@istmagazine.com.

Devoted Creations Partners with Salon for Community Fundraiser

OLDSMAR, FL – Industry leader Devoted Creations proudly announces its recent partnership with South Beach Tanning Company (SBT) in Mt. Juliet, TN to support a local charity event. The collaboration included a donation of Devoted Creations products to be distributed by SBT during their participation in a golf tournament fundraiser.

Held on May 13, 2024 the event was organized to benefit Tunnel to Towers, a nonprofit organization dedicated to supporting veterans, first responders and Gold Star families. Recognizing the importance of giving back to the community, Devoted Creations graciously accepted the opportunity to continue contributing to this cause by equipping SBT with products that would benefit participants on and off the golf course.

“We were thrilled to partner with South Beach Tanning Company in supporting such a meaningful cause,” commented Megan Edwards, Partner Relationships Manager at Devoted Creations. “At Devoted Creations, we believe in the impact that being a part of the community has on small businesses and the power of collective efforts that we strongly support. Through this

donation, we continue to provide our premium products for participants in all sports, but also continue to extend our support for the admirable initiatives of Tunnel to Towers.”

Known for its commitment to excellence in tanning and spa services, South Beach Tanning Company shares Devoted Creations’ dedication to giving back to the local community. With the donation of products, SBT was able to be a coveted community sponsor of the golf tournament while showcasing products to event participants and attendees.

“We are so grateful for the generous donation from Devoted Creations,” said SBT Co-Owner, Michele Friedrichsen. “Their continued support enabled us to be a community sponsor and drive the beverage cart while demonstrating our shared values of philanthropy and community engagement.”

Edwards added, “Devoted Creations remains committed to making a positive difference by supporting the efforts of our salon partners and we look forward to continuing our philanthropic endeavors in the future.” ■

About Devoted Creations: The leading global manufacturer of indoor tanning products, Devoted Creations is recognized for its innovative formulas and dedication to promoting skin health and wellness along with a desired bronzed glow. With a passion of empowering individuals to look and feel their best, Devoted Creations strives to deliver exceptional skincare formulas tailored to meet the diverse needs of its customers.

About South Beach Tanning Company:

Located in Mt. Juliet, TN SBT is a respected tanning and spa facility owned and operated by Michele & Alex Friedrichsen since 2006.

Cryotherapy has become a welcome addition and proven profit center for salons, spas, medical practices, health clubs and massage and wellness centers worldwide.

CRYOTHERAPY: A Revolution in Wellness

By Mike Mansfield, CEO MECOTEC US

Cryotherapy (cold-therapy) is a leading-edge, general wellness treatment that exposes the body to extremely cold temperatures, typically from -85° to -125° Fahrenheit, for periods of just 2-3 minutes.

The origins of cryotherapy can be traced to ancient Egypt (circa 2500 BC), when early healers used cold water (and ice when available) to treat injuries and inflammation.

Today, the science of cryotherapy is firmly established within the health and wellness communities and is attracting a growing and robust following of people spanning all demographics and lifestyles.

From athletes and fitness enthusiasts of all ages, to weekend warriors and those looking to “get back in the game”, cryotherapy offers a multitude of health and wellness benefits and has broadbased, universal appeal.

Benefits of Cryotherapy

The primary benefits of cryotherapy include pain management and muscle recovery. It is renowned for its ability to alleviate pain and expedite muscle recovery. This is accomplished, in part, via increased blood circulation. Wholebody exposure to cold temperatures causes blood vessels to constrict and then dilate. This process helps improve blood flow and the oxygenation of the cells and tissue, in turn, reducing pain and strengthening the muscles.

Another significant benefit is enhanced mood and improved mental acuity. Cryotherapy stimulates the release of endorphins, the body’s natural “feel-good” hormones, which promotes an overall feeling of well-being. The rush of endorphins leaves users feeling invigorated and energized after each session.

Cryotherapy also contributes to overall skin and body rejuvenation. The increased blood flow and oxygenation can help to firm and tone the texture

Cryotherapy has become a welcome addition and proven profit center for salons, spas, medical practices, health clubs, and massage and wellness centers worldwide. →

Cryotherapy sessions and packages can also be used to help increase the sale of other services offered via cross-promotion and value-added promotional opportunities.

and appearance of skin throughout the entire body. This makes it a popular choice for those seeking non-invasive anti-aging treatments.

In addition, cryotherapy helps to increase metabolism and fuel calorie burn. The body immediately responds to the cold climate by increasing blood flow and circulation to help warm the body. This process increases metabolism and calorie consumption as the body works to regulate temperature. This process continues long after the cryo session is over, providing additional wellness and recovery benefits.

Technology

Modern cryotherapy involves advanced technology designed to safely deliver extreme cold to the entire body. There are two primary applications: Whole-Body Cryotherapy (WBC) and Localized Cryotherapy.

Whole-Body Cryotherapy involves exposing the entire body, from headto-toe, to subzero temperatures for 2-3 minutes within a highly controlled, supervised environment.

Wearing protective coverings on the more sensitive areas of the body, the user steps into a cryotherapy chamber that has been filled with refrigerated, super-cooled air. The brief exposure to extreme cold triggers the body’s natural healing processes.

Localized cryotherapy targets specific areas of the body, such as painful joints or muscles, using a handheld device that emits cold air. These sessions are shorter and provide targeted treatments.

Safety is paramount in cryotherapy, and today’s advanced machines are equipped with numerous safety features and controls.

Whole body electric chambers, which utilize the latest refrigeration and air-filtration technology, have proven to be the safer and more cost-efficient alternative to outdated chambers that rely on expensive liquid nitrogen for cooling.

Business Solutions

Integrating cryotherapy into a health & wellness-based business can help to attract new clientele from all

demographics, keep existing customers happy and loyal, and add a new dimension of profitability to your business model. Efficient, 2-3-minute sessions and a low per-session operating cost allows a business to sell treatments by the session, as well via monthly packages and memberships.

Cryotherapy sessions and packages can also be used to help increase the sale of other services offered via cross-promotion and value-added promotional opportunities. This service enjoys yearround demand and continuous, positive reviews on social media and health and wellness platforms.

By grasping this technology and implementing a strategic approach, you can successfully integrate cryotherapy into your business – and establish yourself as the recognized leader in health & wellness services in your target market.

For more information including informational videos and a Cryotherapy Science and Business Report, email mikemansfield@mecotec.net. ■

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ASA: Your Proactive Insurance Policy

NOBODY

likes to pay for insurance. We don’t even like to talk about it. But no responsible homeowner, auto owner or business owner would ever operate without it.

As much as we hate paying our insurance premiums, we know what can happen to our property and our businesses if we don’t protect them from unexpected disasters. And yet, many salon owners are neglecting the insurance policy most important for protecting the future of their tanning business.

Right now, your tanning salon is being attacked by a large number of different anti-tanning organizations pushing for overreaching state and federal regulations, taxes and other measures that would harm your business. Indoor tanning adversaries benefit from sun-abstinence messaging and our reasonable message of sunburn

prevention makes scientific sense, but cuts into their margins.

The American Suntanning Association (ASA) is the only insurance policy this industry has to promote our responsible message while protecting your business from anti-sun attacks. And becoming an ASA member is actually much better than having an insurance policy. Unlike insurance, which is designed to help after a disaster has taken place, ASA works every day to prevent disasters from happening in the first place.

• ASA is staying ahead of attempts to over-regulate professional indoor tanning facilities at the state and federal level in 2024.

• Since 2015, ASA has worked with tanning product suppliers to work constructively with the U.S. Food & Drug Administration on the Agency’s

proposals to re-tool FDA regulations for sunlamp products. FDA has delayed finalization of those proposed rules a dozen times since 2016, and most recently called for the rules to be completed this year. ASA has put the market and the consumer in the best possible position in addressing how these rule proposals are handled.

• Once again in 2024, ASA worked to prevent legislative proposals to enact under-21 sunbed restrictions from moving forward anywhere in America.

• ASA, once again in 2024, has successfully prevented under-18 sunbed restriction legislation from advancing in several legislatures – gaining bi-partisan support in many states for the scientifically supported position that sunburn prevention is not advanced by restricting access to professional sunbeds.

• This year, ASA once again halted legislative talk to restrict spray-tanning services for people under the age of 18.

• ASA in 2024 convinced a state regulatory agency to abandon an effort to limit sunbed sessions to 1-2 per week.

• 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.

There are other accomplishments, as well. And likely, you haven’t heard about many of them. Aside from the

130+ legislative victories you have heard about, there are so many examples of potential issues ASA has prevented from ever even coming up.

Your ASA membership is a whole lot more than just insurance. It’s an investment in your future, and should be a line item in your budget right next to “Business Insurance.” And the premium is only $100 per month.

For less than the price of your daily coffee, you can invest in the most important proactive insurance policy ever created for your business. Isn’t the future of your livelihood worth the cost of a cup of coffee? ■

No Connection? No Problem!

ByMelissaDamiani

Nostagrams

Imagine this: you are in the middle of your busiest hour on your busiest day when all of a sudden … BAM! No internet. You feel like you’ve been hit by a ton of bricks as you come to the realization that you’ve lost connection to your database – you know, that thing that’s the lifeblood of your business. You stare helplessly at that long line of salon guests (a sight that would typically leave you feeling overjoyed), reminiscent of a deer in headlights, and stammer to find words … even just one word!

Now erase that thought (or nightmare) from your memory, and hit the rewind button. Instead, picture yourself behind the counter at one of your salons, again, at the time of day when you see the most traffic – and the internet goes down! You take a deep breath, smile at that line of customers practically wrapped around your lobby and with a click of a button, you switch to offline mode.

Depending upon your demographic location, we all experience our own particular weather conditions. Be it snow storms, rain storms or even wind storms – we can’t always rely on our environment to cooperate. Events like internet outages at the salon location or power outages at the server location no longer have to be a hindrance to the efficient operation of your business.

Instead of having to operate on the “honor system” with your tanners, wouldn’t it be nice to know how many sessions they have left on their package, or what level their EFT membership is? Rather than resorting to the old “pen and paper” method of tracking sales and recording tanning session times, wouldn’t you prefer the ability to continue tracking their activity electronically?

Should an unfortunate event occur that causes you to lose connection to your database, having a salon management software program that provides access to your data AND allows you and your staff to process transactions electronically when offline will enable you to rest easy. Equally important is the reality that you don’t have to provide your employees with the password to your timer-manager system, as they would still be able to send time to tanning systems through the computer. We all know how vital it is to constantly have access to our database, as it’s imperative that there is a documented record of all your sales and tanning transactions. Once your connection to the database is restored, wouldn’t it be great to have the peace of mind knowing that the transition of switching back to your live database will be seamless? Envision being alerted that your communication with the database

has been reestablished and again, with a click of a button, reconnecting to it while having your transactions uploaded for you automatically. Yes, that’s right – NO need to manually input data for transactions handled while in offline mode!

Don’t let your salon be one that comes to a grinding halt when you are

Don’t let your salon be one that comes to a grinding halt when you are presented with circumstances beyond your control.

presented with circumstances beyond your control. Be sure to equip yourself with the means necessary in order to smoothly run your day-to-day business, no matter what might be going on outside your door! ■

AbouttheAuthor:

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.

Act On That Gut Feeling NOW! Here’s Why …

By Grant Cardone

I’ve met so many people in business who have incredible ideas for themselves or their companies. The problem is, only a few of them act on that essential gut feeling – and it costs them so many opportunities down the line.

The truth is that when you hesitate in your decision-making, it can be the biggest mistake you can make in both your business and your personal life.

Why You NEED to Act on Your Gut Feeling

When I was 25 years old, I was pretty much at rock bottom in life. I had just gotten out of rehab for substance abuse and was working at a car dealership in a sales job I absolutely HATED.

But then, I realized that being at work distracted me from my low self-esteem. Basically, the more I worried about work, the less I worried about myself. That’s when I listened to my gut – and I decided to become the best salesperson I could be.

To learn more about sales techniques, I had to do something that really scared me. I asked my mom if I could borrow some money to buy sales training tapes. Convincing her to do that was tough

– but I also had to convince myself that I could actually accomplish my goal.

Eventually, she lent me the money. I started learning useful sales techniques and applying them to my car sales job. And I was able to pay my mom back a month later.

I started immediately seeing results and in no time, I had become the top dog of the sales team.

Listening to your gut feeling and sticking by your decisions will take you to places you never thought you’d be able to go.

If I had just decided to wallow in my self-pity and ignored my gut feeling, who knows where I’d be now?

AbouttheAuthor:

Trust Your Ability

Listening to your gut feeling and sticking by your decisions will take you to places you never thought you’d be able to go. When you know that you have the ability to do something greater than what you’re currently doing, why would you let your own insecurity curb your success?

The fact is, adding time to making a decision won’t make you more certain of what to do. When you’re able to listen to your gut and make that choice, there is nothing that can stop you from building your legacy. ■

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.

Recruiting vs Hiring How to Find Rockstar Sales Staff

ByLisaSaavedra

One of the biggest obstacles salon owners face today is staffing. Some blame the lackluster available talent, lucrative work-from-home jobs or even a generational difference in the work ethic of available employees. Hiring and retaining a solid salon staff remains a constant battle I hear about regularly.

This month, we are going to break down exactly who a successful salon is looking for, as well as where to find them.

Let’s face it there is a huge difference between an employee and a salesperson. Any successful retail-driven business is going to find, hire and recruit strong salespeople. According to a 2023 BLS report, the average retail employee turnover rate in

the U.S. is roughly 60%. This is three times higher than the average employee turnover rate of 13% for all professions. So, how do we find salespeople? And more importantly, how do we keep strong performers? First, you need to identify your ideal candidate. Before posting a “WE ARE HIRING” sign on your socials and conducting interviews, identify exactly what qualities and traits your ideal candidate will possess. What traits do your current top performers possess? What traits are currently missing from your sales team? Overall, most successful salespeople have some key personality traits that you should seek out in any position you are looking to fill.

Goal Oriented

This is crucial. All successful salespeople possess an intense drive. It can be fueled by a financial element, peer recognition or just self-motivation. No matter what it is, there is always motivation. Seek people who thrive in a goal-oriented environment.

A People Person

Strong salespeople are able to make a connection with everyone they meet; they are not the ones who are shy or timid when talking with your salon guests.

Resolution-based

Every sales transaction is different, every customer has different needs. A strong salesperson is able to pivot any sales conversation to guide the consumer to the goods and services that fit their needs.

Self-improvement

The world’s sales leaders are also still students themselves; there is always more

Recruiting goal-oriented, motivated and coachable salespeople is the key di erence between an averageperforming salon and a strong one.

to be learned no matter how long you have been in the sales industry. Some of the best sales candidates are active listeners who have a strong focus on self-improvement. Prior to interviewing, you will need to write a thorough job description. I recommend enlisting your current salespeople to help with this. List exactly what traits your ideal candidate has, as well as a detailed description of what you expect from them. A well-written description should draw the candidate to your organization as a whole, as well as the available position. Your job description needs to be easy to understand, appealing, and outline a realistic picture of what the potential role entails. Once you have determined the type of

salesperson you are looking for, as well as created a future job description, now it’s time to recruit the ideal candidate. The first part of recruiting is getting the word out about your available position. I recommend reputable channels so that you attract a pool of quality prospective employees.

Utilize your outer circle

Have you recently had a great experience with a salesperson at a retail establishment? I would contact them and see if they are a

AbouttheAuthor:

good fit for your organization. If they are happy where they are, ask if they know anyone who is like-minded that fits your requirements. I also recommend sharing your job description and candidate profile with as many people in your inner circle as possible. This is so they can potentially recommend someone they think will be a good fit for your company. LinkedIn and networking events are also great places to find sales-minded people open to exploring new opportunities.

We all know sales drive any company! Recruiting goal-oriented, motivated and coachable salespeople is the key difference between an average-performing salon and a strong one. 

As Director of Brand Development for Devoted Creations’ family of brands, Lisa brings 20+ 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.

Let’s Go, Team!

Involve Staff in Your Social Media

ByAlexZeedyk

Inthe tanning salon and beauty industry, businesses can often experience peaks and valleys. During slower periods, amplifying your social media presence becomes a critical strategy to attract new clientele. Maintaining engagement throughout various platforms and keeping your current customers excited about your services is key this time of year. Engaging your staff

– especially since they are likely members of the younger generation (Gen Z) and naturally proficient at using various social media platforms – can transform your salon’s online presence. Here’s a stepby-step guide for effectively using social media during slow times and getting your staff involved in content creation.

Social media platforms like Facebook, Instagram, TikTok and Pinterest are

visual-centric and perfect for showcasing tanning, as well as the spa services on your menu. These platforms allow salons to highlight their services, promote your special offers, share customer testimonials and give a behind-the-scenes look at your daily operations. Utilizing social media can drive traffic to your salon, increase brand awareness and ultimately, boost your clientele.

When it comes to creating engaging and most importantly authentic content, your staff is your best asset. Here are steps and strategies for involving them:

• Recognize staff who have a knack for photography, videography or social media management. Assign them roles that align with their interests and skills. If Kelly is exceptional at making a Tik Tok and very knowledgeable about the products you carry, she would be a huge asset to help run your TikTok account.

• Developing a monthly content calendar outlining what type of content should be posted and when will help ensure that you and your team are organized and will have a steady flow of content for the month. Explain the analytics and why it makes sense to post at certain time frames rather than others.

There are various types of content that can be created and shared.

• “Before & After” transformations showcasing the results of your services are highly effective content as they demonstrate the quality offered at your facility. This is one of the most popular demonstrations as followers can see firsthand how effective a product and service can go together to obtain results.

• Staff can create short videos on how to achieve certain looks, tanning tips or skincare routines using your favorite products. These educational posts can establish your salon and spread brand awareness in the tanning industry.

• Providing “behind-the-scenes” (BTS) footage gives followers a peek into daily life at the salon. Showcase the process of setting up new clientele, staff interactions, or preparing for a special event. Some customers may have no idea just what it takes to operate a successful tanning salon. This can also lead to more brand awareness for your business.

• What sets your salon apart from others? Showcase your loyalty programs, the special services on your menu, and the special discounts you offer at certain membership levels. Eye-catching graphics and clear calls-to-action to drive engagement would be the most effective way to promote your salon. You can create various artwork for these posts in Canva.

To ensure that the content your staff creates reaches and engages your target audience, consider the following tips:

• Maintain a consistent posting schedule to keep your audience engaged.

• Research and use relevant hashtags to increase the visibility of your posts.

• Respond promptly to comments and messages. Encourage staff to interact with followers to build a sense of community.

• Encourage guests to tag your salon in their posts and share their content on your platforms.

• Use social media analytics to track the performance of posts. This data can help give a better understanding as to how well you are reaching your demographic. Creating staff spotlights and introducing your team to followers will help build a personal connection with your audience.

You can broadcast this through posts that highlight their skills, personalities and interests. Have fun with it!

To keep your staff motivated and enthusiastic about contributing to your social media efforts, consider the following incentives:

• Organize fun team-building events or outings. This not only serves as a reward, but also creates a positive work environment and generates great content ideas.

• Provide opportunities for staff to attend social media marketing workshops or courses.

• Implement a Social Media Award that recognizes the employee whose content performs the best each month. This can come with a small prize or even a certificate.

Involving your staff in content creation for your social media platforms can be a game-changer for your salon during slow periods. By identifying their strengths and offering attractive incentives, you can cultivate an engaging and captivating online presence. The authentic and creative content produced by your team can not only keep your current clientele engaged but also bring in new customers, ensuring a steady flow of business throughout the year. ■

Involving your staff in content creation for your social media platforms can be a game-changer for your salon during slow periods.

About the Author

A recent University of South Florida grad, Alex Zeedyk 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.

Time to Take a Leaf Out of Our Book

By Gary Lipman

With the sun finally poking out from behind the clouds, I think we can say summer is finally here. It has been a slow step into summer here in the UK this year, and those who have been planning their tans are definitely ahead of the curve.

The slow start to summer has, thankfully, not deterred the tanning salon customer – if anything, footfall is stronger than usual. I rather suspect one of the reasons for this will be because there is a distinct lack of reliable opportunity to achieve any sort of sunshine base tan before the holiday season gets into swing.

Not that having a base tan is deemed responsible or beneficial, according to the anti-tanning lobby. It beggars belief that a sensible approach to tanning that in turn reduces the risk of over-exposure and burning would not be advocated by those seeking to ensure we are all sensible about UV exposure.

Over the last month or so, the tanning bed industry in the UK and Ireland was subjected to the expected annual “attack.” Nothing new to mention here; neither regarding the fact that this happens, nor the content of the anti-tanning bed campaigns, which consisted of the usual tropes and rhetoric.

However, one point that stood out for me this year was the widespread misconception or disingenuous portrayal that indoor tanning is somehow different from sunshine tanning. Of course, we in the business understand there is no difference – other than the very important fact that a tanning bed session is a controlled dose of UV light, designed to promote a tan and not burn.

I do actually wonder how many of the anti-tanning bed lobby and campaigners

• 88% said responsible tanning was important to them.

• 92% said professional tanning salons provide a good level of information and advice about responsible tanning.

• 98.5% said they knew how to use a sunbed responsibly.

• 95% agreed it was important to seek shade during periods of sunbathing to avoid sunburn.

• 94% used sun protection cream when sunbathing.

We need one cohesive joint message: common sense and sunburn prevention – that is all there is to it.

have ever actually set foot in a professional, modern tanning salon. Given what is often claimed by these folk, I would say very few indeed, if any. I suggest there is probably a very good reason for this; being that it would be far more of a challenge for them to have any conviction for their campaigns if they actually had any genuine understanding of what actually happens in a professional tanning facility.

I was involved with some recent industry research that looked at the tanning behaviour of people using professional salons. I was not surprised, but confidently reassured by the findings. I guarantee you the anti-tanning bed lobby, if they were honest with themselves, would be, as well. Here are just a few points that speak volumes about the value of trained salon staff providing consumers with correct information and advice about responsible tanning:

The last two points are of particular interest, as they shout out loud and clear that people who have been given good advice and information about responsible tanning in a tanning salon take that information and apply it to their behaviour in the sun. And we all know where the vast majority of UV overexposure resulting in burning takes place – that’s right, in the sunshine.

Years of scaremongering against sunshine by “health professionals” has failed as the public are confused by mixed messages. I have long advocated that tanning professionals can help prevent people from burning while enjoying the sunshine. We need one cohesive joint message: common sense and sunburn prevention – that is all there is to it. ■

AbouttheAuthor:

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.

They Simply Don’t GET IT!

By Joe Schuster

Aswe roll into the dog days of summer, check out this Fun

Fact: “Dog Days” refers to the period between July 3 and August 11, when the Dog Star Sirius rises in the sky at the same time as the sun in the Northern hemisphere. I just dropped a knowledge bomb on y’all! But I digress.

It’s hotter than heck in most of the U.S. Hopefully, you’ve had a little break from running the salon to take advantage of the pool, lake or ocean – which begs a brief discussion of base tans and use of SPF products.

So, as we all know (or should know), a base tan achieved in moderation in a sunbed can provide an SPF equivalent to about 3-4. So, when you’re out enjoying the sun,how many of you wear a proper SPF and reapply it as directed? I would go out on a limb (you know what that one means) and suggest that sunbed aficionados are probably the most “sun aware” people around. We know about prudent UV exposures and certainly to avoid overexposure and sunburn.

Interestingly, the anti-tanning folks seem to enjoy pointing the finger at tanning facilities as the culprits in any perceived rise in skin cancer rates. Basically, if you tan in a tanning bed for any length of time, you’re doomed. How hypocritical are they to discount

the facts that, clearly, one’s heredity, skin type, number of moles and lifetime occurrence of sunburn or erythema are leading factors in skin cancer rates? Well, they are.

Pounding a mantra of “avoid sunbeds and stay out of the sun between the hours of 10am-2pm,” they simply don’t GET it. Instead of seeking to legislate restrictions on indoor tanning for certain segments of the population, (you

and shoulders get Water Babies SPF 50. (I have no shame.) Arms and belly get SPF 30, legs and feet get a 15. Hey, I’m covered … AND I reapply!

So, what is an SPF? Of course, it is short for sun protection factor and its measure of how well it would protect you from UVB overexposure. Logically, one would think it means that an SPF of 100 would provide double the protection of an SPF 50. Alas, not true. According

I would suggest that sunbed aﬁcionados know about prudent UV exposures and certainly to avoid overexposure and sunburn.

can’t tan in a sunbed, but you can enlist in the military to serve our country?), why are they not camped out in front of beaches, lakes and pools trying to restrict those? Could you imagine a ban at Cocoa Beach, FL? “Sorry, folks! The beach is closed between 10am-2pm!” I can picture John Candy in the movie “Summer Rental” hearing that announced over a loudspeaker. He would have blown a fuse! It makes no sense!

My family and I love any opportunity to visit friends at Myrtle Beach, SC. Am I the only one who hits the beach wearing different levels of SPF on different parts of my body? Face, ears, neck

to the Environmental Working Group that studies such things, SPF 30 blocks nearly 97% of UVB, SPF 50 blocks about 98% and SPF 100 blocks about 99%.

How many people know that an SPF 50 product blocks only 1% more UVB than a 100? I’m thinking not many.

So, the keys to minimizing risk: avoid sunburn and overexposure, use the proper SPF and reapply it as needed. Be sure to share this info with your salon guests! Of course, all of this is covered in our Sun is Life® Salon Operator Training program.

Be safe and enjoy the rest of your summer! ■

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.

Buy Nothing.

By Grant Cardone

For some time, “no buy” challenges have been featured all over social media. However, for it to make a meaningful impact, you have to do more than just buy nothing. This article covers the step-by-step process for making this self-imposed discipline more than “just a trend.”

How to Do a Buy Nothing Challenge RIGHT

For anyone on the come-up, some of my best money advice is to minimize or eliminate excessive spending. And the majority of you understand that as you work toward financial freedom, luxury items must be a hard pass.

But, we aren’t talking about obvious big-ticket purchases like that here. We are talking about the small things you frequently buy out of convenience… WHICH – NEWS FLASH – ADD UP!

These “little purchases” are almost more dangerous, because we tend to swipe our cards and forget ‘em. So, to make your “buy nothing” challenge worthwhile, you should look to past spending for clues as to what you need to eliminate.

Examine Past Spending Habits

The first thing to do is to select the category of purchases you’re not going to make during your “no buy.” The most impactful strategy is to target your weaknesses. Figuring out what those are is easy.

Look over your credit card and bank statements – there, you’ll notice patterns like:

• “I spend HOW MUCH on lattes every month?”

• “I have a tendency to buy more than I need when I shop at certain stores.”

The list of examples is endless. But, make a list of everything you buy that is unnecessary and pick a category – or a few – to eliminate for now.

At this point, you should make a solid decision to buy none of each item type within a certain time frame. For example, “I will give up spending money on takeout for 90 days.”

Now, it’s time for the hard part.

Here is a smart idea I read in an article on “no buys” from AP News: Whenever you want something non-essential, write it down. Then you can – after completing the challenge – buy it if you still want it. That way, you don’t feel you are denying yourself. That being said, you more than likely won’t want it after you’ve had time to think about it.

Make a list of everything you buy that is unnecessary and pick a category – or a few –to eliminate for now.

Commit to Buy Nothing Non-Essential

The next step is clear from the name of this exercise: For the chosen time frame, buy nothing you don’t need and/or have committed to not purchase.

Look, I understand that giving up treating yourself is difficult – especially in the beginning. But, spending on these things to “feel better” is not what you really want and need, nor will it get you to the real goal.

With that in mind, I do have several tips to help you when you feel like you wanna cave.

AbouttheAuthor:

Final Thoughts on the Buy Nothing Challenge

Ultimately, I think making a game of smart financial decisions is a good idea. It builds discipline and changes your perspective on these choices. But the fact of the matter is that you can’t “buy nothing” forever. Eventually, you have to fix the real issue – which is how to earn more money.

For more content on how to do that, check out grantcardone.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. He is world’s Top Crowdfunder, raising over $900 million in equity via social media. 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. The online Cardone University, serves over 411,000 individuals and Forbes 100 corporate clients throughout the world. Voted the top Marketing Influencer to watch by Forbes, Cardone uses his massive 15 million + following to give back via his Grant Cardone Foundation, a non-profit dedicated to mentoring underserved, at-risk adolescents in financial literacy, especially those without father figures.

Melissa Damiani

SUNLYNC SOFTWARE, INC.

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.

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.

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.