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Passing the Baton

DearReaders,

After 28 years of publishing IST Magazine (formerly Island Sun Times), it is with mixed emotions that I offer you my final “From the Publisher” message.

Not to worry – IST will go on! More on that in a moment; I thought some of you would appreciate a brief history of the publication. It all started with a very fortuitous, chance discovery...

In 1979, I thought I might go to college in California. My mother and I flew out to visit Stanford University, UC Berkeley. Near the Berkeley campus, we encountered a long line of young people standing outside a storefront with a sign that simply said “Tanning.” First thought: are they tanning leather? Moments later, I found myself inside one of the country’s first indoor tanning facilities – in sunny California!

Returning home to Michigan, I couldn’t get that concept out of my mind. If a tanning salon could thrive in a place where the sun shines 300 days per year, imagine how well it could do in Michigan! I decided to attend the University of Michigan in Ann Arbor and while pursuing my business degree, I opened my first Tropi-Tan salon in Flint, MI in November of 1979.

Fast-forward: Over the next 15 years, I built one of the country’s largest salon chains (at the time). In 1985, I had 17 very successful facilities – life was good!

As my salon chain grew, I thought the best way for me to be more profitable was to establish a tanning product distribution company and sell lotions, lamps and equipment to my competitors and myself. Island Sun & Health Systems was born in 1986 and grew from serving Midwestern salon operators into a nationwide business. In late 2000, I sold the company to the nation’s largest distributor, Four Seasons Sales & Service.

Enter Island Sun Times

In the 1990s, the indoor tanning/ beauty industry was supporting three B2B magazines: Looking Fit, Today’s Image and Tanning Trends (Smart Tan). As a salon owner, I never found much value in those publications; their content was driven by advertisements for vendors and product manufacturers to promote profitable trade events, and had very little content relevant to entrepreneurs running small businesses in our unique industry. In 1997, I decided to create a periodical that would draw on my wealth of industry experience to provide useful content that would help salon operators grow and become more professional. It started as a large-format, newsprint tabloid piece and continued to evolve as it grew. IST hosted many successful and exciting “Solar Seminar” executive retreats in tropical locales including Jamaica and Mexico, as well as creating a comprehensive annual Buyer’s Guide and the Industry’s Choice Awards, which we introduced with a red-carpet gala in Montego Bay, Jamaica. Great times! →

Staying true to my mission to help grow the industry, I worked with the University of Michigan to develop Sun is Life® Salon Operator Training and Certification which launched in 2013.The program has educated thousands of operators and staff, including classroom sessions offered at many major trade events. It is one more on the list of rewarding endeavors that were set in motion decades ago and has continued to be a source of great pride for me.

Throughout my 42 years of success, my tanning salons employed over a thousand people, all of whom I thank for helping me be the best and provide a great life for my family. However, I currently have multiple business interests outside of tanning, along with being an elected official with plans for further political pursuits. In 2022, I decided to sell my salon chain to my friend and fellow industry veteran, Tony Toepfer (Zoom Tan). It was the end of an era!

My commitment to the tanning business and that of my team has allowed IST to endure as one of the two remaining industry publications. I recently realized, however, that the time had come to sell the magazine, my last interest in the industry I have called home for my entire professional life.

To ensure that IST maintains its leadership role in our industry, I chose to place it in the hands of a successful salon operator, someone heavily invested in the industry and its continued growth. The new owner is wellknown business leader and entrepreneur Onyi Odunukwe, Founder and CEO of Arkansas-based Glo Tanning since 2009. Onyi and his talented team know salon operation – the company will soon have 100 facilities –and they are ready to carry IST forward.

Publishing IST Magazine for nearly three decades has allowed me to work with talented staff, and brought me close and lasting friendships with great people across all sectors. I am grateful for everyone who has contributed to its success and for the opportunity to touch so many lives.

I still attend the major tanning trade events and it’s great to see that the industry is still growing and evolving, with new people entering the salon business. To them, I offer this: don’t let anyone say to you, “Oh. A tanning salon? Isn’t tanning still bad for you?” You can be proud of the services you offer! After four decades of evolution, responsible indoor tanning still makes people’s lives better every day. This industry has given me so much, allowing me to be among the country’s “Top 1%.” It has truly been one of my most fulfilling and rewarding entrepreneurial pursuits.

I wish Onyi and his team much success as they take the baton and run with IST Magazine. I am confident they will maintain the quality and integrity for which it has always been known.

Allthebestandthanksforreading!

Every effort will be made however, to return rejected manuscripts, etc., if they are accompanied by sufﬁcient ﬁrst-class postage, but the publisher will not be responsible for loss of any such material. Copyright©2024.Allrightsreserved. PrintedinU.S.A.

7 QUESTIONS WITH ...

Joslyn Miller

Content Marketing Specialist, JK Products & Services

1. How did you come to your position with JK?

I’ve been building my marketing skill set for years, both in a corporate setting and on my own as a freelance creative. When the employment opportunity arose at JK, I jumped at the chance to work closely within the lifestyle industry, as it’s always been a dream of mine.

2. What’s the most beautiful place you’ve ever seen?

The most beautiful place I’ve ever seen would have to be my folks’ backyard. My parents have lovingly crafted it to be their own personal oasis full of plants. It’s on a nature reserve as well, so getting to interact with or observe wildlife has always been incredibly enriching for me.

3. What’s a movie you can practically quote from start to finish?

DC’s “Birds of Prey (and the Fantabulous Emancipation of One Harley Quinn)” – or anything Margot Robbie is in, really. She’s my favorite.

4. What are you most excited about in your life right now?

Home renovation! I wasn’t sure I’d ever get the chance to own a home, but ever since my first retail job, I’ve collected things I hoped to one day have in my house – like my antique chandelier. When my partner and I got the opportunity to own a historic home in a small downtown (MI) area, my dreams were fully realized. Every day, we get closer to living in my dream house!

5. What is your go-to comfort food?

These days, it’s squash mac & cheese.

6. What skill would you most like to learn?

I’d really like to refine my woodworking skills. When I was a kid, my dad and I used to build a lot together, which inspired me to take woodshop in school. I’d like to get more comfortable with the tools and better at it, overall!

7. What’s something people would never guess about you?

In high school, I wrote a 100-page murder-mystery novella for my creative writing final. Maybe someday, you’ll find my picture on the back cover of a book! ■

ALL HOURS TANNING SUPPLIES HOSTS SUCCESSFUL REGIONAL EDUCATIONAL SUMMIT

with Industry-Leading Devoted Creations’ Support

NAMPA, ID – All Hours Tanning Supplies, a leading tanning product distributor, has proudly announced the successful conclusion of the All Hours Glow Summit Series featuring Devoted Creations. Held on June 6, 2024 at the Nampa Civic Center, the event brought salon owners and tanning professionals from local and regional areas for a day of learning, networking and growth.

The Educational Summit was notably supported by Devoted Creations, a renowned global indoor tanning lotion manufacturer known for their cutting-edge formulas, award-winning products and commitment to partner success. DC played a pivotal role in the event, offering insights and knowledge of advancements in tanning technology and raising the standards for setting salons apart from their competition.

Attendees were invited to a series of educational sessions covering a range of topics essential to the tanning industry and enhancing salon operations. Highlights included:

New Product Release Demonstrations

Devoted Creations showcased their newest product releases, providing handson demonstrations and exclusive insight into cutting-edge lotion technologies.

Trending Tanning Industry Therapies

Both All Hours Tanning Supplies and Devoted Creations discussed the increasing popularity of LED light therapies being introduced in new ways in the tanning industry and focused on the benefits and supplemental products that now work in conjunction with these therapies.

Workshops

Interactive workshops focused on enhancing customer service, sales, and hiring and retaining talent.

“We are thrilled with the turnout and positive feedback from our attendees,” said All Hours Owner, Brook Taylor. “Our partnership with Devoted Creations allowed us to offer a more intimate experience where customized learning and growth was on the forefront. This event highlights our commitment to supporting our clients with the knowledge and resources they need for continued success in this industry.”

DC Key Accounts Manager, Megan Edwards added, “Participating in the Glow

Summit Series aligns with our mission and commitment to ongoing education and doing everything we can to contribute to the success of our salon partners. We are proud to support All Hours Tanning Supplies in their efforts to bring salon owners together on a more intimate and personal level to foster community and success.” ■

About All Hours Tanning Supplies

All Hours is a full-service indoor tanning provider of wholesale supplies to professional salons. With staff having over 20 years of industry experience, they have a high commitment to excellence and customer satisfaction. All Hours offers a comprehensive range of products and services designed to meet the diverse needs of their customers and the industry.

The Glow Summit agenda included new product info presented by Devoted Creations International Sales Trainer Makayla Thomas.

1. Coco Creamsicle™ NEW

• Moisture-Rich Brazilian Bacuri Butter

• Soothing Maracuja Oil

• Amino Acid-Infused Copper Peptides

• Prebiotic Hibiscus Extracts

• Vitamin-Infused Essential Orange Oil

• Moisture Magnet Hyaluronic Acid

• Toning Caffeine Extracts

• Tattoo & Color-Prolonging Technology

• Coco Creamsicle Fragrance

MSRP $26.98 18.25OZ

2. Collagenetics Illuminate

Beauty Balm NEW

• Post-Light Hydrator

• Multiple pH Stabilizers

• Skin-Tightening & Firming Ingredients

• Power Packed Peptide Complex

• Vegan Collagen Infused

• Light-Enhancing X50 Photoglow™

• Hydrating Hyaluronic Acid

• Sculpting & Lifting Skin-Perfecting Agents

• Ingredient Locking Technology

• Blemish & Irritation Combating

• Youth-Boosting Blueberry Extracts

• Complexion Brightening

• Multiple Skin-Softening Butters

• Purity Fragrance

MSRP $24.98 18.25OZ

3. Vault NEW

• Extreme Cosmetic & Natural Bronzers

• Raspberry Ketone Erythrulose Compound

• Auto-Darkening Complex

• SymBronze® Green Color Enhancer

• Powerful Amino Acids

• Anti-Aging GlowPlex™ & Copper Peptides

• Potent Probiotics

• Skin-Toning Flavoslim™

• Super-Slimming Technology

• Powerful Probiotics

• 24-Hour Long-Lasting Hydration Blend

• Vegan Collagen Blend

• Skin Perfecting Forslean™

• Ingredient Locking Technology

• Anti-Orange Technology

• Tattoo & Color Fade Protecting

• Chromatic Cream Fragrance

MSRP $163 13.5OZ

4. Salty Lime Slushie NEW

• Color Extending Moisture Lock Technology

• Electrolyte Rich Cactus Water

• Ultra-Hydrating Agave

• Skin Softening Mango Butter

• Skin Calming Calendula Extracts

• Ceramide Complex

• Pore Tightening Sea Salt

• Super Smoothing Coconut Oils

• Toning Caffeine Extracts

• Detoxifying Avocado Extracts

• Tattoo & Color Prolonging Technology

• Salty Lime Slushie Fragrance

MSRP $27.88 18.25OZ

5. Loyalty NEW

• Black Bronzing DHA, Natural & Cosmetic Bronzers

• Glassy Skin Enhance

• CC Crème Formula

• Detoxifying Charcoal

• Collagen Enhancers

• Cellulite Fighting

• Skin Perfecting Bakuchiol

• Anti-Aging & Firming

• Melanin Stimulators

• Tattoo & Color Fade Protectors

• Body Fit™ Technology

• Black Amethyst Fragrance

MSRP $144 13.5OZ

6. Juicy Details™

• Transfer-Resistant DHA

• Transfer-Resistant White Bronzer

• Color-Correcting CC Cream & Blue Tansy

• Collagen-Boosting Agents

• Powerful Superox C™

• Complexion-Perfecting Golden C

• Hydrating Watermelon Extract

• Moisture-Retaining Cherry Extract

• Cellulite Fighters

• Targeted Anti-Aging & Firming

• Tattoo & Color Fade-Protecting

• After-Tan Odor Eliminators

• Sparkling Sangria Fragrance

MSRP $69.98 12.25OZ

7. Cactus Cabana™

GOLDEN HOUR INDOOR/OUTDOOR BRONZING FUSION

• Low Levels of DHA + High Levels of Natural Bronzers

• Color-Correcting BB Crème Formula

• Superox C™ Blend of Kakadu Plum

• Electrolyte-Rich Cactus Water

• Skin-Hydrating Ceramides

• Targeted Anti-Aging & Firming

• Color-Balancing Mel[o]stem™

• Glowing Antioxidant Vitamin C Blend

• Marine Bio Retinol

• Tattoo & Color Fade-Protecting

• After-Tan Odor Eliminators

• Kiwi & Cactus Water Fragrance

MSRP $74.98 12.25OZ

8. Color Contour™

HIGH-PERFORMANCE

• DHA-Free

• Vegan Collagen

• Helps Mask Imperfections

• Contouring & Blurring

• Multi-Use Formula

• Color-Balancing Mel[o]stem™

• Skin-Energizing Caffeine & Guarana Extracts

• Super-Slimming Technologies

• Targeted Anti-Aging & Firming

• Hair Regrowth Inhibitors

• Hydration-Improving Formula

• Golden Hour Fragrance

MSRP $39.98 6OZ

9. White 2 Bronze™

BUTTER SKIN-SOFTENING WHIPPED GOLDEN TANNING BUTTER

• Bronzer-Free Dark Tanning Formula

• Monoi, Mango, Cocoa, Shea, Carrot & Capuaça Butters

• Vegan Collagen

• Skin-Repairing Copper Peptide™

• After-Tan Odor Eliminators

• Advanced Wrinkle-Fighting Matrixyl™

• Cocoa Cream Fragrance

MSRP $48.98 8.5OZ

• Indoor/Outdoor DHA Bronzer

• Skin Energizing Caffeine & Ginseng

• Vitamin Rich Formula

• Anti-Orange Technology

• Dark Tan Enhancers

• Color Correcting Formula

• Antioxidant Rich Acai Berry Extracts

• Skin Softening Formula

• Just Beachy Fragrance

MSRP $75 10oz

11. Honey Gleam Cream™

12. Glocation™

• Gradual-Developing Glowing DHA Bronzers

• Airbrush Luminizing Mineral Moisture Mask

• Pore-Tightening Honey

• Glow-Boosting Glowplex

• Porcelain Flower Extract

• Antioxidant-Rich Green Tea Extract

• Contouring & Blurring

• Hyaluronic Acid + HA Producing Hyalufix™

• Vegan Collagen

• Youth-Boosting

• Multi-Use Formula

• Hypnotic Honey Fragrance

MSRP $54.98 1.7oz

• Hydrating Cocoa & Shea Butters

• Vitamin C-Infused Kakadu Plum Extract

• Antioxidant-Rich Maracuja Oil

• Solarepare MB™

• Pore-Refining Blend

• Hydration-Improving & Tan-Extending Formula

• Coconut Sands Fragrance

MSRP $14.98 8.5oz

10. Mineral Sun Beach

Join Me in Supporting American Suntanning Association

By Zach Neugebauer, Year Round Brown

I ’mvery proud to be a multi-generational tanning business owner who truly sees the responsible future for the professional indoor tanning community. That’s why I’m proud to support the American Suntanning Association and encourage you to do so, as well.

ASA is a values-based coalition of professional tanning companies that understand that the future of the professional tanning market lies in correctly promoting effective sun-care and our services. And I can tell you first-hand that ASA has not only been extremely effective in working constructively with state and local regulators and legislators, but has done so in a way that places this market as part of the solution moving forward. In other words, ASA is doing the right things the right way.

Consider:

• This year, ASA is staying ahead of attempts to over-regulate professional indoor tanning facilities at the state and federal levels. And they’re working with our suppliers and the other associations worldwide to do so.

• Since 2015, ASA has cooperated with 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. ASA’s board and staff have done an amazing job putting our market in the best possible position in addressing how these rule proposals are handled.

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

• ASA 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.

• ASA halted legislative talk to restrict spray-tanning services for people under-18 years of age.

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

• In many cases, ASA convinced would-be bill sponsors not to even introduce bills after seeing the science

AbouttheASA: Founded in 2012, the American Suntanning Association is committed to defending and growing the industry through a detailed and proactive plan directed by an all-salon board and executed by more than two dozen management and consulting team members who specialize in this type of work.

that does not support that approach. Some of our victories involved tax bills and other issues.

There are other accomplishments – 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.

ASA is doing the right things the right way.

That’s what Year Round Brown wants from a professional trade association and why I’ve been proud to commit my time and resources as an ASA board member. We’re all aware of the challenges the professional sunbed community faces from those who do not understand that sunburn prevention – and not sun avoidance – is the answer. But ASA is working to make sure that our market’s foundation is strong for where we’re headed. ■

Zach Neugebauer is CEO of Year Round Brown, a South Dakota-based independent tanning business that proudly supports the American Suntanning Association and its member facilities. Zach is an ASA board member, currently serving as board treasurer.

Give the Online Booking Experience

By Melissa Damiani

Are you expanding your service offerings as many salons are doing to provide your salon guests with an overall wellness experience? To evenly distribute sessions across your operating hours and to give guests options when it comes to securing their preferred day and time, you may want to consider implementing an online appointment book for scheduling tanning, spa or other ancillary services on your menu.

To effectively manage multiple service offerings, accepting appointments for everything from tanning to water massage sessions is crucial. How you accept these appointments is just as imperative. Some customers prefer to call and book an appointment, while others prefer the self-service method of booking an appointment themselves online at their convenience.

While it’s necessary to accommodate those who prefer to make in-person appointments or call your salon to book, it’s equally important to have the tools in place to meet the needs of those who prefer to schedule online. An online appointment book is not only of benefit to your customers, but your business will reap the rewards, as well.

When calling your salon to book an appointment, chances are a customer

may have to leave a message from time to time – and we all know how a wild game of phone tag could ensue, possibly resulting in a loss of a reservation and potential revenue. An online appointment book can produce more booked appointments and minimize the occurrence of no-shows, since guests can schedule and cancel online even during non-business hours. And while some of your customers are booking online, your phone line will be free to answer calls from those who prefer to book with you over the phone.

Your online appointment book should be easily accessible – either via a link on your business’ website or social media page. You will also want the opportunity to customize the appointment book so that it has a similar look and feel to your website, including your company logo, so that the transition is transparent to the user.

The process of booking an appointment for an equipment type or for a custom service with a specified technician should be simple and intuitive. Without guidance, a customer must be able to easily select a preferred location, service, and date and time to seamlessly book an appointment. A confirmation email to follow will result in fewer noshows, as well.

Just as your customers prefer different methods of scheduling an appointment, some also prefer using a desktop over a mobile device, and vice versa. As a result, you want to confirm that your online appointment book has a responsive layout and that it is optimized for various device types.

When preparing to implement an online appointment book, probably the most notable consideration is that it is integrated with your point-of-sale system, so that you can easily view your customer’s upcoming and historical appointments and get them checked in quickly while reducing the chance for double bookings.

Offering the option for both existing and prospective customers to schedule an appointment at your salon will affirm the high demand for your

An online appointment book will be a win-win for your salon and your customers!

service offerings. If you haven’t already considered implementing an online appointment book, it’s time to do so – it will be a win-win for your salon and your customers! ■

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.

TIPS TO CLEAN UP YOUR PERSONAL FINANCE

ByGrantCardone

When it comes to personal finance tips, there are as many opinions as there are people. Nonetheless, there are common denominators that when implemented, result in better financial control – no matter where you’re starting from. The best part? You can do them in four easy steps.

4 TIPS TO MASTER YOUR PERSONAL FINANCE

The fact that you are reading this article is proof that you want to improve your financial situation. That’s great. But for any of these personal finance tips to work, you gotta do more than just talk about it – you gotta do it. That being said, the first thing to do to improve any condition is to know exactly where you currently stand.

These four tips will help you:

1. Organize your financial data, 2. Assess your current status, 3. Begin work on improving it, and 4. Ensure that you never get in trouble again.

And, the sooner you get started, the better – so, let’s jump right in.

Save or Shred EVERYTHING

As I mentioned above, Step No. 1 is to get organized. This means getting all of your financial documents together, separating them into “save” and “shred” piles, putting those you need to keep together in a compressive way and then disposing of the rest.

Hey, I never said implementing my personal finance tips would be a glamorous process.

The purpose is to see everything going on with your money at a glance. After that, any errors you are making or bad spending habits you have will easily jump out at you.

However, you may have to dig deeper to find some issues.

Verify Your Credit Score

When you start the process of improving your financial situation, your credit score is not a top priority. Nonetheless, you want to ensure that nothing is on that report that shouldn’t be. Being in control is all about having good information and awareness. This applies to your capital, above all else. Further, don’t just look up “free credit score” online. Get it from a trusted source like AnnualCreditReport.com.

(This is the official government website for obtaining your credit score.) That way, your private information is safe and the numbers are accurate.

Now that you have crossed all the T’s and dotted the I’s, it’s time to implement the more difficult personal finance tips.

Trash Toxic Spending Habits

As you went through and organized your paperwork, you probably noticed red flags popping up with regard to how you spend money. Don’t get

AT THE END OF THE DAY, PLANNING AND ORGANIZING WILL ONLY GET YOU SO FAR. ACTION IS THE KEY TO MAKING ANY PERSONAL FINANCE PLANS OR TIPS EFFECTIVE.

discouraged, because this is the point where you do something about it.

Believe it or not, one of my best personal finance tips has nothing to do with controlling the amount of money you spend.

Rather, you should EARN more!

But don’t misunderstand that as permission to “treat yourself.” When it comes to finances as you’re working toward success, it’s about being disciplined about your money.

In short, live off your case cost of living until such a time that you can afford to change your lifestyle – never before.

To do that, you need to establish strict boundaries.

Set Up Policies for Your Future Financial Success

No matter what the game is, you have to know the rules in order to win. Creating personal financial stability is no different. Make these regulations for yourself by determining how you can best avoid

pitfalls and temptations. This video shows a few of my tips to help give you some ideas:

youtube.com/watch?v=cQ4t_ aYb3qo&t=7s

The tips include:

• Never spend it until you get it,

• You want cash flow, not cash, and

• Rent and lease – don’t own.

Of course, more important than writing these rules up neatly is following them – with no exceptions.

I phrase this as “paying the price now to pay any price later.”

AbouttheAuthor:

After all, you don’t want to undo all the work you did implementing these personal finance tips by easing the reins.

These Personal Finance Tips Will Work if You Let Them

At the end of the day, planning and organizing will only get you so far. Action is the key to making any personal finance plans or tips effective.

So, I’m sorry to say that the advice in this article is not meant to be a shortcut. But, in my experience, it can get you to your financial goals in the long run.

I encourage you to stick with these tips on your road to being great. ■

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.

Turning seasonal customers into year-round tanners is critical to keeping your session counts up and in turn, increasing revenue.

Give Tanners a Reason to Stay!

By Lisa Saavedra

It’s

August … the time of the year when the weather is warm and your tanners are starting to cancel, freeze or put their memberships on hold. They say, “See ya’ next year!” to their beloved tanning salons in hope of maintaining their perfect bronzed color outdoors while enjoying the sun.

To avoid the Tumbleweed Effect at your salon for the rest of the summer, let’s talk about a few ways to get customers to stay. Turning your seasonal tanners into year-round customers is critical to keeping your session counts up and in turn, increasing revenue. My favorite promotion to run this time of year is “Tan until (2025) for $99.” Offer this price for Level-1 sessions, and the sooner your customers purchase this promo, the better the deal is for them. The sun may be shining now, but how do they plan to keep that summer color? What about being ready for holiday parties and events throughout the fall and winter? Offering unlimited sessions at your salon for a low, set price is a great deal, and tanners can always have the opportunity to upgrade their memberships to the higher-level sessions if they so choose. But, this is an ideal and affordable way to start training your seasonal guests to become year-round tanners.

90-DAY UPGRADE PLAN: What do you usually charge to upgrade a Level-1 tanning package to Level-2 for a month? Take that number and cut it in half. If it is usually a $20 upgrade charge, offer three months of tanning at the next highest

AbouttheAuthor:

level for a one-time fee of only $29.99, or let your customers jump two levels for $49.99. I recommend this promotion because, again, you are extending the tanning season for these seasonal tanners. If they commit to another three months, by the time their membership is expired, it will be time to start tanning again for the holidays.

100% LOTION REBATE: I know this may sound a little crazy, but I have seen this work very well in many salons. With this promotion, a customer buys a product from you and gets that amount back in “tanning dollars.” For example: buy a $60 lotion and get a $60 credit that can be used toward upgrades and sunless sessions. This money cannot count toward a monthly EFT draft or be used to purchase other products. The reason this is such a successful promo is because tanners are less likely to cancel their membership if they have free money “sitting” in their account. This is also a great incentive for them to purchase lotion during these slower summer months.

August is classified as “slow season,” and it might be impossible to convert every tanner into a year-round member. But, I feel as though the promotions I have discussed this month can help to prolong the season for your salon and maintain some of your customers who may have opted to not keep their membership throughout the summer.

Wishing you all a safe and happy summertime season! ■

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.

Embrace the Back-to-School Moment!

By Alex Zeedyk

Thesummer’s end can still be a challenging time for tanning salon operators, with many of their customers still out of town or spending more time outdoors enjoying the weather while it lasts. However, early August presents a unique opportunity to boost business with the kickoff of a back-toschool extravaganza!

By strategically promoting this event through social media, you can attract new customers and keep your salon active as the new school year approaches. Here are just a couple of ideas for creating a successful back-to-school (BTS) promotion.

Student Discounts

We all know that being a student can be expensive these days, which is why offering an exclusive discount to student tanners can bring more of them to your salon. If you simply ask them to present a valid school ID, you can offer an additional discount off services or products, or even an exclusive membership strictly for students – both offers will attract more students wanting to keep their summer glow going!

Sale on Sunless

Special BTS events pop up leaving many students short on time to get bronzed. Offering discounts on sunless sessions on specific days will bring those tanners to your salon to get quick results. This is a great way for tanners to try out your sunless equipment and

achieve a natural, streak-free glow without UV exposure – especially in states where teen restrictions are in place. This will also spread awareness of your services and be an incentive for those who have never tried sunless tanning.

Tailored Giveaways

Hosting a giveaway is always an exciting way to drive sales and grow your social media presence. By creating an enticing reel or a post with Canva, you will generate interest and attract more customers. Everyone loves a giveaway! You can tailor this one toward backto-school with your favorite products – package them all in a cute bag or backpack to promote the BTS concept, and then create a special deal on all of the tanning essentials they will need to maintain their summer color. Throughout the month of August, you could do small weekly giveaways of a couple different items – perhaps a new product or specific service you want to promote. If you are trying to draw attention to your red-light therapy unit, you could offer a free week of sessions with a product designed specifically to enhance red-light results (we suggest the DC Collagenetics line).

Before & After Pictures

Posting before-and-after photos of your salon patrons – whether it results from using your tanning or spa services, or from using a specific product you are trying to promote – always helps

As summer fades and the new school year approaches, it’s the perfect time to keep that summer glow alive!

to boost your social media awareness. These posts are a fun way to show followers how effective your services are, whether it’s with a specific upgrade bed, your red-light system, the list of potential social content goes on and on! This is one of the most appealing sales strategies out there and will surely drive more sales, as it shows that your services or products give the desired results.

Cross-Promotions

The BTS season creates opportunities to engage with other small businesses in your community and is another way to spread brand awareness. You can cross-promote and offer a similar bundle of products that are attractive to students. For example, reach out to the owner of a local hair salon and invite them to exchange promotional discount cards to place at your front desks, or even create a back-to-school giveaway bundle that includes their favorite hair products and your favorite tanning products.

As summer fades and the new school year approaches, it’s the perfect time to keep that summer glow alive. By creating a well-thought-out back-toschool promo and effectively executing it through your social media platforms, you can turn the slow summer and early fall into a bustling time for your salon. Engaging content, attractive promotions and strategic partnerships can attract new customers and keep your regulars coming back.

Seize this opportunity to showcase your salon and services, while bringing in new customers. Embrace the BTS moment! ■

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.

Could it be that if people had year-round, regular and controlled exposure to sunshine, we would find ourselves living in a more positive community and society?

blackday

Ifthere was ever any doubt that sunshine makes a difference in people’s lives, spending some time in the UK as summer approaches will happily let you experience a vibe that undeniably confirms that claim to be true. We have only recently experienced the first few days of full sunshine this year and, my goodness, what a difference it makes!

People smile and laugh more, they spend more time outside with friends and loved ones, planning social gatherings, fun and good times. There is an expectant positivity in the air and a desire to relax and enjoy reconnecting. And is it just me, or does a boost of sunshine also seem to take the “heat” out of life? For many people, day-to-day life is challenging and when the skies are continually cloudy, grey and dull, this does nothing for people’s general wellbeing. A boost of sunshine makes a world of difference.

experiencing yourselves in the run-up to your presidential election. In the UK, there is real expectation for a change in government and while for some this may spell doom and gloom, for others,

Summer Sunshine Vibes

By Gary Lipman

Sunshine makes us look and feel better – fact. On the whole, good things happen when we surround ourselves with positive energy and positive actions. Could it be that if people had yearround, regular and controlled exposure to sunshine, we would find ourselves living in a more positive community and society? This is undoubtedly a hypothetical reach; but to my mind at least, it makes sense to explore the thought.

The welcomed arrival of our recent sunshine came toward the end of our own political general election campaign, something you will no doubt be

a change could not come soon enough and for those people, the bonus arrival of sunshine has influenced their optimism, taking it to yet another level. Of course, as Brits, we equally do not want it too hot – there’s simply no pleasing some people! When the weather gets too hot, this has quite the opposite

effect. We find it difficult to sleep (aircon is not a feature in the vast majority of UK households.) A lack of sleep can cause tempers to easily flair and people can become more prone to being impulsive or hot-headed. As a result, poor decisions and conflict can arise. And of course, when it is too hot, people are less likely to use a tanning salon. So, have you spotted that the analogy of the positive and negative benefits of sunshine on our general wellbeing and disposition as a community and society can very equally be applied to the best way in life to achieve a tan? Sunshine is nature’s way of helping us to sustain good health. Too much sunshine or over-exposure to UV light is not good and often results in burning, which we all know must be avoided. But a controlled dose of UV from a tanning bed brings with it all the benefits of sunshine, without any downside. So, not only are regular sessions in a professional tanning salon the best way to tan, but a regular, year-round dose of controlled sunshine could also very well help deliver a better environment and society for us all to live in. This is definitely a scenario I plan to give some further thought. ■

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.

Clean Up, Level Up!

By Joe Schuster

After toiling long hours at the salon (or salons) throughout the recent busy season, you and your crew may need a little breather. That’s fair! But first, let’s gather the cleaning supplies, vacuums and rags and get the salon back into top shape while you may have reduced tanner traffic.

As the thousands of salon operators who have completed Sun is Life® Training & Certification know, Step One in any type of internal sunbed maintenance procedure is to cut the power to the unit at the circuit breaker. It doesn’t suffice to simply have the bed or booth in the “off” position. Yours Truly can attest to this after a personally “shocking” experience due to NOT killing the power at the circuit breaker!

The Sun is Life Training module entitled “A Little Dirty Talk” suggests that sunbed (or booth) acrylic shields be removed and the lamp surfaces wiped

clean after every 100 hours of use. At the 250-hour mark, the lamps should be removed from the system, wiped with a soft cloth and glass cleaner (they are glass, after all) and the acrylic shields’ interior

Get more facts about professional salon operation and level-up your game with Sun is Life Training today!

surfaces wiped and polished (there are products made for acrylic maintenance). Most sunbed accessories suppliers can point you in the right direction for purchasing these specific supplies. Next, take advantage of your access to the bed’s (or booth’s) interior surfaces

and gently vacuum all the reflective surfaces (the soft brush attachment of the vac is great for this). As always, follow the manufacturer’s instructions for removing, cleaning and replacing the acrylic shields; they may also include specific steps for cleaning the unit’s internal components. Finally, using a non-abrasive solution, wipe the unit’s entire exterior clean top-to-bottom. You’d be surprised (or maybe not?) at the amount of dirt and grime that has accumulated! That gunk will eventually end up inside the unit’s cooling fans … that’s another issue, entirely. (Again, you need SIL Training.)

Tanning systems aside, the remainder of the salon should be in pretty good shape … as long as you have implemented solid overall cleaning practices on a scheduled basis (also a Sun is Life subject!).

Throughout the summer months, you can schedule other cosmetic improvements. A fresh coat of paint can really add some “pop” to your decor. Be sure to consult your team – they could have some great ideas! And be sure to share your renovation process with your salon social media pages!

During the pandemic (yeah, I said it), many salon operators clearly had to step up their sanitization games and have wisely chosen to continue those practices. During the Sun Is Life classroom training, I have always encouraged striving to be the cleanest salon in your market. Resist raising your session rates simply because the competition does. Raise your level of service and cleanliness, instead. There are two fundamental reasons why salon tanners “jump ship”: their tanning results are sub-par and/or the facility is DIRTY. End of story.

Get more facts about professional salon operation and level-up your game with Sun is Life Training today! 

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.

How SelfNurturing Therapy Can Make You a Better Leader

Sarah, faced complaints from her team who described her as dismissive and devaluing. She was initially blindsided and defensive yet, as do excellent leaders, she focused on improvement –learning that how leaders make people feel is essential to retention, culture and ultimately profit. As frontrunners in your field, you know strategies to build your team, yet there is something preventing the desired outcome. What is getting in your way?

and lack of cohesiveness. On the other hand, positive connection with your team brings an entirely new level of positive, productive, and happy relationships. Rather than focusing solely on strategies to improve interactions, a new approach called Self-Nurturing Therapy or SNT targets the part within you – the part that carries fear of vulnerability and acts as a gatekeeper to allowing meaningful emotional connection with others.

ship with vulnerability rather than attempting to eliminate it. SNT encourages leaders to engage with their emotions, building resilience and capability. This emotional strength translates into better communication, sharing of creativity and a more effective leadership style.

Self-Nurturing Therapy is a process that teaches how to soothe your vulnerable part – specifically your inner child – and learn to thrive in relationships. Here are seven steps that leaders can practice now to enhance their performance: →

FAILURE TO EMOTIONALLY CONNECT WITH YOUR TEAM MEMBERS MAKES

“LONELY AT THE TOP” INEVITABLE.

Get to Know Your Inner Child:

Give your young self the attention she deserves. By acknowledging and soothing early wounds, leaders can reduce reactive response styles. Sarah, for example, discovered that her reaction of dismissiveness was a self-protective reaction rooted in a childhood of bullying. Sarah’s inner child was so anxious that the corporate strategies she had learned to communicate with team members were being interrupted by her emotional state. To reduce reactivity, create a timeline of your life that identifies experiences when you felt shame or vulnerability. Knowing when your self-protection emerged reduces reactivity in interactions with others.

Create Emotional Awareness:

Leaders are taught the importance of communication but in the absence of understanding your emotions, interactions will fall flat. To resolve this, reflect on what earlier experiences taught you about other people. Do you see others as trustworthy and safe, or risky and

uncertain? Did safe people support you when bad things happened or could you only count on yourself? Sarah identified that years of suffering bullying left her feeling alone in her journey. She realized that interactions elicited fear that they would disappoint and an immediate internal reaction to keep conversations short and direct so they would end quickly.

Create a Soothing Mantra: Negative

early life experiences that are left unprocessed, don’t evaporate. Instead, the inner child holds them tight, a reminder to never put yourself at physical or emotional risk again. There were things that would have been helpful to you as a child that you never received. Practice acknowledging and accepting emotions from your early years. Start by asking yourself “What does my inner child need to hear when she is worried?” You’ve got this, or That was then, this is now offer reassurance and empower a secure response.

Think of Your Inner Child as Your Gatekeeper:

Excellent leaders have a business gatekeeper, to ensure they are insulated from risk of overscheduling or losing focus. Your inner child is the gatekeeper to how much you allow yourself to emotionally care and invest in relationships. As a competent adult, you hold the capability to assess those trustworthy enough to be part of your inner circle. Write a list of people who have shown integrity and take a moment to acknowledge them. Notice how your interaction improves when you assure your gatekeeper that you are safe, secure and confident in your ability to assess others.

Purposefully Value Your Feelings:

What did your child-self need to cope during difficult times but was denied. For some, like Sarah, it was knowing they were safe while for others it was hearing, “You’re loved.” Good parents value what their children need and feel. As an adult, you can self-deliver what you need. Rewire negative

thought patterns rooted in your early experiences with positive messaging. Were you taught to believe that other people’s wants and desires were more important than your feelings? Tell yourself, “You matter.” Were you taught to believe that harmony was more important than caring for yourself? Know that “You. Matter.”

Thrive Emotionally at Work:

See team members as worthy of having a meaningful relationship with you. While your inner child tries to protect you from caring too much, it disrupts the soft skills that make good leaders great. Communication without empathy and understanding is risky for leaders. Instead, practice curiosity about what people are experiencing and, equally as important, what emotional response these interactions evoke within you. Use open-ended questions: “How was your weekend?”

rather than “Hope you had a good weekend.” Leaders that know their people, receive increased investment from them and a willingness to go the distance when asked.

Learning to Tolerate Emotions

Requires

Practice:

If you have a loud inner child determined to protect you from vulnerability, showing them that you’re taking the lead requires practice. Avoid becoming frustrated with yourself and instead respond with self-kindness. It’s been a journey to achieve your leadership goals and you are constantly growing. Mastering comfortability with emotions leads to joy for self, high performance teams and requires practice. Integrate reflective journals, conversation with trusted friends and meditation or yoga to support you through this rewarding process. Celebrate the moments when you notice emotions, feel

the discomfort and remind yourself, “Hey, I’m okay!”

In summary, leaders who engage in SNT experience numerous benefits that enhance their effectiveness and happiness in their role. By healing past traumas and fostering present-moment awareness, leaders can create a positive, empowering environment that drives organizational success. ■

AbouttheAuthor

Julie Gowthorpe, PhD, RSW, is a public speaker and author. In addition to her private practice, Gowthorpe contributes her expertise to podcasts, magazines and broadcasts including her own popular regional radio morning show, “Turn Up Your Emotional Intelligence.” Gowthorpe has spoken at numerous professional and academic conferences and served as an association director. For more info on her forthcoming book, I Hate People, please visit: drjuliegowthorpersw.com

“I don’t like confrontation, but I’m tired of his abuse. He signed me up for another committee without asking.”

“I know I need to say something about her taking credit for my work, but how to start?”

“Another joy of adulting, I’ve got to have one of those thorny conversations. Not fun.”

EMBRACING the CACTUS

A Step-byStep Guide to Navigating Difficult Conversations

ByKateZabriskie

At some point in most people’s lives, difficult conversations are inevitable – despite their lack of popularity. Avoiding them only leads to bigger problems down the road. The good news? With a clear framework, tough conversations can strengthen relationships, foster growth and achieve better results.

This step-by-step guide provides a roadmap for navigating challenging dialogues with calm, empathy and assertiveness.

Step

One: Prepare Yourself.

Before initiating a difficult conversation, take a moment to think about how you feel and why you need to have the conversation. What is the core issue you want to address? What are your goals and desired outcomes? Are you trying to affect a behavioral change or do you simply want to be right? If the answer is the latter, you may wish to pause before starting a dialogue.

A well-formed goal statement is a good way to outline your intentions and keep your actions in check. For example, you might say to yourself, “I want to

discuss the project schedule change that happened without my input. My goal is to be included in the future and find a solution that works for everyone now. I’m not placing blame.”

Step Two: Set the Stage.

As the saying goes, timing can be everything. Given that fact, schedule a suitable time and location for the conversation. The goal is to ensure you have privacy and few distractions. For instance, you could say, “I need to discuss something important regarding the project timeline. Can we talk in the conference room at 2:00 today?”

Step Three: Describe the Situation Objectively.

Once you and the other person are together, it’s time to explain the situation objectively. Stick to the facts without judgment or blame, and use “I” statements to express your perspective. “I” statements tend to reduce defensiveness and create an environment of mutual understanding. →

Difficult conversations can become opportunities for growth, understanding and stronger connections with those around us.

Begin with “I feel” to take ownership of your emotions.

Describe the behavior or situation objectively and without judgment. Explain the reason behind your feeling. Example: “I feel frustrated that the deadline was moved again without consulting me. I’m now task-saturated and unable to get my work project work and other work done by the new milestone. I understand there may be valid reasons for the shifting timeline, and I would appreciate being included in decisions moving forward. This isn’t the first time I’ve been left out of discussions. I would also like to see how we might adjust the current schedule.”

Step Four: Allow the Other Person to Respond.

After you’ve shared your perspective, listen actively and allow the other person to respond without interrupting. Additionally, ask clarifying questions to ensure you fully understand their point of view and validate the other person’s emotions and experiences. You might say, “I understand that speed was the goal. Can you tell me how I might be included in scheduling decisions in the future?

Step Five: Identify Common Ground.

As the conversation progresses, look for areas where you agree or share similar goals. Validating each other’s perspectives and emotions can help build trust and create a foundation for finding a mutually acceptable solution. For instance, you could say, “It seems we both want to deliver a high-quality project, even if we have different views on the timeline and how it gets adjusted.”

Step Six: Propose Solutions.

Next, collaborate and be willing to compromise while at the same time standing firm on your core needs and boundaries. For example, you might suggest, “What if we extend the deadline by two weeks? That way, we can ensure the project is completed without cutting corners.”

Step Seven: Summarize and Confirm Next Steps.

As the conversation comes to a close, summarize the agreed-upon solution and action items. Express appreciation

for the open discussion and the other person’s willingness to work through the issue constructively. For example, you could say, “To recap, we’ll extend the deadline to allow more time, and you’ll provide an additional team member to assist me. Thank you for working through this constructively and for committing to including me to the extent possible when making future scheduling changes.”

Step Eight: Follow Up.

It’s essential to implement the agreed-upon solution and check in regularly to provide feedback on what’s working or if any adjustments are needed. You might follow up by saying, “Now that we’ve had a week with the new plan, how do you think it’s going so far? Is there anything we should tweak or address?”

Difficult conversations may never be easy, but with practice and a commitment to effective communication, they can become opportunities for growth, understanding and stronger connections with those around us. ■

AbouttheAuthor: 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 United States and internationally. For more information, visit businesstrainingworks.com.

FOCUS ON THE CUSTOMER & EMPLOYEE EXPERIENCE TO TRANSFORM YOUR BUSINESS

By Jason S. Bradshaw

Asbusy leaders and business owners, you are faced with a seemingly endless list of things to do to keep your business operating and an ever-increasing list of ideas on how to improve your business. However, you are encouraged to throw out the hundred plus to-do items and ideas; instead, focus on the experience you deliver and start with these three fundamental steps.

THE THREE FUNDAMENTAL STEPS ARE:

1. DEFINE THE PROMISE,

2. MEASURE THE GAP(S), AND 3. SHARE THE STORIES

But before unpacking the steps to improving the experience to transform your business, let’s clarify a couple of important elements.

Firstly, the term “experience” in this context means the customer experiences, the employee experiences, the experiences you promise and ultimately, the ones you deliver. You may even make experience promises about your brand and products but for now, focus on customer and employee experiences. Also, as you will

quickly understand, the singular experience, the transaction, is just as important as the plural, collective experiences.

Finally, before you get to the three crucial steps to focus on, let’s be clear that the customer and employee experience does not mean hugging your haters, nor does it mean surprising your customers/ employees with champagne and caviar.

Each of these steps applies to customers and employees, equally. If you don’t know where to start, start with your employees’ experiences. Investing in improving your employees’ experience will undoubtedly result in increased productivity and improved customer experiences.

STEP 1: DEFINE THE PROMISE

Okay, Step 1 actually comes in two parts and starts with defining what you mean by the words customer/employee experience. Defining what you mean by the term(s) and ensuring every Team Member understands it, is crucial. Part 2 of Step 1 is to define what you promise to deliver for your customers/employees. →

INVESTING IN IMPROVING YOUR EMPLOYEES’ EXPERIENCE WILL UNDOUBTEDLY

RESULT IN INCREASED PRODUCTIVITY AND IMPROVED

CUSTOMER EXPERIENCES.

Every day, people check into two-star hotels and fly low-cost airlines, while at the same time people are checking into five-star hotels and flying first class. In both instances, there are companies that make a profit and those that don’t; the difference is clear. Some companies compete on price and others who win do so by delivering consistently on the experience that their ideal customers are drawn to and are willing to pay for.

So don’t be afraid of defining your promise and sharing it broadly, there are customers who will choose your company, and your promise over your competitors if you deliver on your promise consistently.

But beyond prospects and customers being drawn to your promise, the superpower of defining your promise is that every Team Member will understand that above all else, their priority is to deliver on the promise.

STEP 2: MEASURE THE GAP(S)

So you’ve defined what you promise to deliver to your customers; there may be multiple promises, and now is the time to measure the gap between the promise(s) and the reality. To get started,

just measure the gap between one of your promises – your main promise.

For example, if you promise to deliver your product within 24 hours, start measuring how often you actually deliver within 24 hours. If you deliver within the promise 100% of the time, then start measuring the gap of the next promise.

However, if you aren’t delivering on your main promise, then your mission is to focus on closing the gap, every day being 1% closer to delivering on your promise.

If you are wondering where to start measuring, it is as simple as asking your customer/employee, “Did we deliver on (insert your promise)?” Then, follow up by asking, “What was the impact of us delivering/not delivering as expected?”

STEP 3: SHARE THE STORIES

Companies worldwide send out surveys, and you probably will too, as you measure the gap. But don’t be one of those

ABOUTTHEAUTHOR

companies that send out surveys and then keep all the data locked up.

The power of Step 3, “Share the Stories”, is in sharing with your team and celebrating the impact of delivering on your promise. The celebration of delivering on your promise reinforces what great looks like and the behaviors required to achieve success.

However, it is also important to share, just as broadly, the stories and the impact on customers when you fail to deliver. This not only reinforces the value of delivering on the promise, it provides a clear coaching point; an opportunity to identify and fix the processes, systems or tasks that create the break in delivering on your promise.

By following these three steps, you will build a business that has loyal, raving fans, continues to evolve, stays relevant and grows. ■

Jason started his first business at the age of 14, differentiating himself by the service he provided. For the last three decades, he has worked with some of the world’s most recognizable brands, improving the experience to transform the business. Jason is a best-selling author and is considered a global guru on customer experience and a leading authority on experience management. jasonsbradshaw.com.

500,000

American Millionaires Made Last Year

Want In?

By Grant Cardone

Last year, more American millionaires were made than anywhere else in the world. As a U.S. citizen, I am extremely proud of that! It shows that this country is still a land of opportunity. But, how can YOU make the most of it?

Let’s use the statistics as a guide to create your game plan.

2023 Made More American Millionaires Than the Rest of World

Recently, a study by Capgemini revealed that 500,000 Americans became millionaires in 2023 alone. Not only is that a 7.3% increase from 2022, but that means …

There are 7.43 million millionaires in the United States!*

Yes, that is all in the face of:

• Worldwide Inflation

• Worst time to buy a home ever

• Wars overseas

Not to say that these challenges aren’t difficult to overcome – they are. However, this does have an upside. It means that becoming wealthy is possible regardless of what is going on around you.

So, now you know it can be done … what next?

It’s easy. We reverse-engineer the “how” from the way other players made it happen.

Always OVERESTIMATE

What it Will Take

It is not complicated, nor does it take a lot of steps to become a millionaire. That being said, it always takes more work to get to all the milestones along the way.

And, I believe that more Americans aren’t millionaires because they underestimate the work needed to get to $1 million. There is a simple way to fix it … Change the goal from $1 million to at least $10 million.

With a new, higher objective, you’ll go further because the goalpost is further. That way, you end up in good shape even if you fall short.

Never

Defend, Always Attack

Growing up, one of the worst things we learn about money is that we can save our way to wealth. The truth is you won’t find any millionaires – American or otherwise – who made their fortune that way. For this reason, you must fully commit to whatever business venture you undertake. Then, make

AbouttheAuthor:

revenue your top priority. The only way to have more money is to earn it. Yet, once you get it, you gotta know how to keep it.

Once You’re One of the American Millionaires, Stay That Way

Everyone who has attained substantial wealth puts their money to work once they get it. In short, that means investing in cash-flowing assets.

What those are NOT:

• Expensive homes

• Luxury cars

• Jewelry and watches

Whatever you put your capital into must pass the (Warren) “Buffett Test”: they don’t lose money.

At the end of the day, all these things are the bare minimum to become one of the new American millionaires. But, I would prefer you didn’t do that. Why?

Because I want you to become a member of the Billionaire Club! ■

Want to Dominate Your Life? Work Out.

By Grant Cardone

My daily schedule is jam-packed, but I always make time to work out. I’ve been doing this for years, because I noticed the positive effect it has on me. Now, there are statistics to back it up. With that in mind, check a few of them out before you skip the gym – again.

The Stats Show the Successful Work Out

Countless studies link exercise to better physical and mental health. A 2018 report from BMC Public Health says that working out for as little as ten minutes a day can have a positive impact.

But, how does that translate into success?

Well, according to the National Library of Medicine, individuals who work out are actually less tired than those who do not. As a result, they are also more productive.

So, ditching gym sessions because you’re tired doesn’t hold up. Also, it is hindering any progress you are making toward your goals. That’s not just me saying this, either. It’s based on research. Still can’t drag yourself to exercise? I have some tips to help you make it happen.

If you can’t commit to doing something that will help your body to succeed, how strong is your drive to achieve financial success?

We All Get the Same 24 Hours in a Day

To make it easier to get to your workout on a regular basis, the first thing to do is to change your ideas about time management. You want to control your time, not manage it. That means maximizing all your waking hours. Block-scheduling – allocating time periods when all your focus is directed toward completing a specific task – is a helpful tool to accomplish this.

Yet at the end of the day, it is up to you. No matter what else is going on in your life, it’s about sticking with it. After all, if you can’t commit to doing something that will help your body to succeed, how strong is your drive to achieve financial success? Work out to be great.

Disclaimer: This content is intended to be used for educational and informational purposes only. ■

AbouttheAuthor: 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.

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.