IST | October 2023 Digital Edition

Stay Ahead of the Game

DearReaders,

If you’re experiencing a slowdown at your salon, I hope you’re making the most of it and getting prepared to cash in on the upcoming holidays. In my decades of success in the tan biz, I found that staying ahead of the game is the key to winning it.

There are several ways to stay ahead, including reading your IST Magazine. You can always search our online archives for articles on everything from equipment maintenance to lotion sales. In this issue, you will find info about implementing a salon operation software program (Lync IT), improving sales techniques (Monthly Motivation) and creating holiday promotions (Notes from the Road). You gotta stay ahead!

Over the years, I’ve heard some salon operators claim that they have no use for the content in a trade magazine, that there is nothing they could learn from it. Even as my salon chain and other business ventures continued to grow over four decades, I never thought that I “knew everything.” I can tell you with certainty: when you stop learning, you stop growing.

A great way to keep growing in your business is to look to your fellow tanning community members for knowledge and inspiration. It’s great news for our industry that the National Tanning Expo presented by Four Seasons this month in Nashville, TN is sold out! Attendees will check out the new products, spend time with manufacturer reps and network with other salon operators. If you don’t take advantage of opportunities to share and gain from the experience of others in the business, it’s on you!

Once again, the education-packed agenda at the Four Seasons event includes a classroom session of Sun is Life® Training & Certification – don’t miss this opportunity to up your game by training your team to operate your business in a consistent and professional manner. Check out nationaltanningexpo.com for details and availability.

Next month’s issue will include the New Product Preview 2024 AND the top nominees in the 20th Annual Industry Choice Awards. As of this writing, votes are still pouring in – thanks to all who participated.

Hope to see you in Nashville!

Thanksforreading!

Vince Lorraine, Publisher

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

Publisher Vince Lorraine

Editor In Chief Vince Lorraine

Managing Editor Sherron Barden

Assistant Editor Peter Hinterman

Editorial Advisory Sherron Barden

Graphic Design Hailey Carriger

Accounting/Circulation Kim Davis

Senior Account

Executive Terese Allen

Contributing Writers Grant Cardone

Melissa Damiani

Gary Lipman

Lisa Saavedra

Joe Schuster

Leif Vasstrom

Alex Zeedyk

HOW TO REACH US 14165 FENTON RD., FENTON, MI 48430 810.230.1735 fax 810.230.1115 istmagazine.com

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October 2023 | Volume 27 | Issue 9 IST Magazine ISSN#2329-8545 (USPS 023149) is published monthly by IST Magazine, Inc., 14165 Fenton Rd., Fenton, MI 48430. Canadian Mail Agreement #41971515. Periodicals postage paid at Flint, MI and additional offices. Postmaster: Send address changes to IST Magazine, 14165 Fenton Rd., Fenton, MI 48430. For back issues, inquire for availability. Editorial Correspondence: Address product information and inquiries to: Editorial Department, IST Magazine, 14165 Fenton Rd., Fenton, MI 48430, phone 810.230.1735. To authors, photographers and people featured in this publication: All materials, articles, reports and photos published in this publication are the property of IST Magazine and cannot be used without written permission. The opinions and conclusions recited herein are those of

Are you missing a revenue stream?

Overthe last ten years, the price of new tanning beds has increased significantly, but the number of customers and the amount you charge hasn’t, leaving tanning facility owners in a tough position. However, there is good news: replacing your tanning beds with new equipment doesn’t need to cost $20,000+.

Do you want your new equipment to bring in new customers and help you make more off your existing customers? Then the team at Halotherapy Solutions has the perfect addition to your facility!

In the last few months, Halotherapy Solutions has launched two innovative products that offer T-Max® compatibility, allowing you to offer new spa services

without hiring additional staff and with very little training required. These products are cheaper than a new tanning bed, and allow you to diversify your service offerings and expand your clientele.

The first product, the HaloIR MAX, combines salt therapy and an infrared sauna into one sleek, wood and glass booth. Salt therapy is a fast-growing spa treatment that involves breathing in tiny particles of pharmaceutical salt to naturally improve respiratory and skin conditions. The infrared sauna component heats your body up from the inside, which is great for muscle recovery, blood flow, and better sleep. The two modalities work synergistically, as well. The infrared heat helps to

expand your lungs, allowing your body to absorb more salt for a more effective treatment.

The second product – the Vitality Booth MAX – combines salt therapy and red-light therapy into a high-quality glass booth. The red-light component helps to energize skin cells, allowing them to heal faster. Red light can be a great treatment for scarring, skin conditions, aging and depression. The salt and red light work synergistically, as well. The red light travels through the salt particles in the air, amplifying the red-light energy and allowing your body to absorb more of it.

Both products are available in four different sizes, require very little maintenance, have almost zero ongoing costs, and fit into your existing business model, thanks to the T-Max compatibility. The best part is that both products can be delivered anywhere in the U.S. in 1-2 weeks.

Halotherapy Solutions has been the global leader in salt therapy systems for over eight years, and we have partnered with some of the best equipment manufacturers in infrared and red light to create these products. Our equipment will not only benefit the financial health of your business, but also the physical health of your customers.

Let’s face it: replacing a tanning bed with a newer tanning bed isn’t going to drive more business to you. Although it may look and feel nicer, it doesn’t offer your customer new options or experiences. Once someone has a tan and tanning lotion, how do you make additional revenue from them? How do you attract people who aren’t interested in tanning?

The best way to achieve both of these things is to offer new services, and for thousands less than the cost of a new tanning, bed you can make this a reality with the HaloIR or Vitality Booth.

Not convinced yet? Here is a testimonial from one of our favorite tanning salon customers:

“In our efforts to expand our footprint of self-service spa modalities, the HaloIR MAX has been instrumental in our growth. We have 20+ HaloIRs across our different locations, and they are constantly in demand and helping us to drive new business.”

Mike Blore CEO, California Sun

We love hearing great feedback from our customers, and are proud to provide equipment that helps businesses grow and their clientele live healthier lives. So, are you missing a revenue stream? Join us at Halotherapy Solutions as we revolutionize the tanning industry. Scan the QR code to learn more, or contact us with any questions you may have.

813.279.1228 info@halotherapysolutions.com halotherapysolutions.com

Let’s face it: replacing a tanning bed with a newer tanning bed isn’t going to drive more business to you. Although it may look and feel nicer, it doesn’t o er your customer new options or experiences.

Vitality Booth

Samantha Easterly, VP of Operations at California Sun with their HaloIR MAX

Account Manager

Four Seasons Sales & Service

QUESTIONS WITH … GlendaStoll

1. How did you end up working at Four Seasons?

Way back in 2003, my sister was working at FS and she loved it. When the company began hiring, she said I should apply. I will be here 20 years in December! My plan is to stay until I retire.

2.Where is the coolest place you have traveled?

I haven’t done much traveling, but I absolutely love San Diego, CA. My husband David and I visited several times to see my daughter, son-in-law and grandbabies – they were stationed there while he was serving in the Navy. We stayed in a hotel right on the beach and it was breathtaking.

3.What does your average weekend look like?

My weekends are mostly spent with family. Two weekends a month, I have 4-6 of my grandchildren at home and they keep me very busy and entertained! Also, my mom isn’t in the best of health after COVID, so she stays with me the other two weekends when I don’t have the grands. This can be hectic, but I absolutely love it. If you don’t have grandbabies yet, you will understand one day.

4.What is the strangest food combination you enjoy?

I love cottage cheese and Doritos together. A friend of mine from work got me hooked – don’t knock it till you try it!

5.Tell us about a couple of your “pet peeves.”

I hate to see children being bullied and parents who allow it, or children being abused in general by people who claim to love them.

6.What’s your favorite quote from a TV show or movie?

“Nobody puts Baby in a corner” from “Dirty Dancing.”

7.What is your most prized possession?

My most prized possessions are my Lord and Savior Jesus Christ, my family, and this year I bought my very first brand new car – a Toyota Camry Sport. I feel very blessed to have all three of them. ■

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ASA’s Levy Wins Second Term in Local Election

“Ken Caryl is a community with some truly unique mountain and open space assets. This community is my home, and we were going down a path that threatened our home values,” Levy said. “We hired and have taken steps to retain a qualified manager who has worked with us to reverse that. In an area with new growth all around us, we’re setting up to remain a desirable community well into the next generation.”

If the arc of that story sounds familiar, it should.

“The issues I’m tackling at the local level truly run parallel to those I face for you in the professional suntanning community,” says Levy. “I always knew that this local service to my community would probably pay dividends to helping me be effective in my professional life. It really has. I like to believe it has heightened my understanding of effective problem solving.”

ASA'S

Executive Director

Joseph Levy’s mission promoting sunburn prevention and responsible UV exposure has taken him across North America to 43 different state capitols, five Canadian provincial capitals, as well as national capitals Washington, D.C. and Ottawa, Ontario.

But after 30 years working with elected officials, Levy actually became one in 2020.

Levy serves as president of the Ken Caryl Metropolitan District Board of Directors in Colorado – working with other members of a five-member elected board who meet once monthly to forge local policy in a 12,000-resident community southwest of Denver in the foothills of the Rocky Mountains.

After first winning election in 2020 and serving on the board from 2020-2023, Levy was re-elected to a second term this

AbouttheASA

spring in a landslide victory, receiving more than twice as many votes as two challengers who ran for his seat. He has been board president since March 2022.

“So much of my professional life has involved problem-solving, diplomacy and being able to untangle and solve misunderstandings that are often deeply rooted,” Levy said. “It’s amazing how that skill set translates to being effective in the raw and often passionate environment of local politics.”

Levy took a seat on a board that, prior to 2019, had run deficits in ten of the previous 19 years and had been borrowing money to meet seasonal cash flow obligations. Today, the District has a $4 million fund balance and has been catching up on deferred maintenance and capital projects by organizing the work into a well-articulated ten-year plan.

Levy’s work with ASA has involved working state issues in Colorado for a number of years. “In one session recently, I had the unique situation of working with a member of the Colorado legislature who actually was one of my local constituents. I was his constituent, and he was mine. That was a first.”

Levy says working as an elected official has helped him better appreciate effective ways of communicating professionally with public officials.

“I almost feel guilty that I think I will get more out of this than I put into it,” Levy said. “We are entitled to a per-diem; but from Day One, I donated mine back to the community. I didn’t get into this for any payout. And yet, here I am realizing how much this local public service has benefitted my ability to serve ASA professionally. Sometimes I feel like I should be paying them.” ■

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.

Don’t Delay, Implement NOW!

By Melissa Damiani

Leaving your comfort zone and fear of change can be enough for anyone to be hesitant to take any sort of action, even if certain changes will be of great long-term benefit to your business. Not knowing what to expect often causes fear in the best of us. If you’re considering implementing a new salon operation software program, having information readily available on such a change will help to minimize your apprehension.

Knowing what the new system will achieve for your salon will aid you in making the right decision. Jotting down a list of items that are important to you in a software product will be especially helpful. For example, are you looking for a total salon management system? Is a stable program that is easy to use of priority to you and your staff? Do you want the ability to manage your business remotely as needed? When

on the system provided, and is the training methodology based on your specific business model to ensure that configuration is accurate and that you are getting the most out of the program (or are you left to figure it all out on your own)? Are you currently using a software program? If so, will you require a data conversion and does the software vendor offer this service? These are all important questions to ask upfront, as making an informed decision will help

Aside from a program’s features and functionality, there are many other things to consider prior to making a switch.

evaluating different software companies, it’s a good idea to have a list of wants and needs prepared beforehand.

Aside from a program’s features and functionality, there are many other things to consider prior to making a switch. The time of year when you implement a new software system is imperative, as doing so during your salon’s busier times of the year may not be the best choice if you are already somewhat apprehensive about making a change. That being said, fall is a perfect time of year to implement software!

Another factor to consider is the services that the software vendor provides – will you have a dedicated project manager who will oversee the entire process, while following a detailed project plan? Is training

minimize your anxiety about the change.

Once you’ve decided on the right program, to ensure a successful software implementation you will want to make sure you are readily available throughout the entire process (or choose a member of your staff who has a solid comprehension of your business model and whom you can entrust with this type of responsibility). In the beginning stages of your implementation, an understanding of the project scope and diligent planning are key.

Your project manager will provide guidance on the areas of the implementation in which you might want to engage members of your staff. A pilot program is a vital component of any software implementation and can be a very efficient method of

training your team to use a new program. Just as you might have been somewhat fearful of making a change, your staff might be too. If you keep them informed and provide them with a platform to familiarize themselves with the system before it’s deployed into a live environment, they will surely be more receptive to the change. Most importantly, this will give you confidence that your staff exude professionalism on the day of “go live” to the point where they are so cool and collected, it’s completely transparent to your customers that you have a new system in place.

Asking the right questions upfront and ensuring that the software vendor of your choice provides implementation services to support you throughout the process will ease your mind and allow you to take comfort in knowing that the time to make a change is NOW! ■

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.

Finding the “Right One” for Your Customers

By Grant Cardone

Sales is a repeatable, teachable process. Although it is a technical skill, finding the “right one” based on the customer’s wants and needs is crucial. In over 30 years of selling, I’ve learned these strategies to determine which product or service your customer will love and choose to buy FAST.

How Finding the “Right One” Sets You Up for Success

The step of the sales cycle in which you decide on the product to present to your prospect is called fact-finding. Because it is so closely related to the product presentation, it rarely gets discussed on its own. Yet, it sets up everything else in the sale. The way you present, negotiate and close all depend on fact-finding.

Fact-finding must be a non-negotiable. If you struggle in following any of the steps of the sales process, it’s because you didn’t have enough information. This is because sometimes, you haven’t shown your customer the feature that would solve her problem. You didn’t present an option you offer that would make her fall in love with your facility and services. Or, she thinks she wants one thing and actually needs another.

So, how do you solve these riddles alongside her? Well, it’s all about asking quality questions and knowing how to use the info you get in return.

Where There Are Clues for Finding the “Right One”

To begin with, it is extremely important that as the salesperson, you remain in control. You need to be able to guide your customer through the sales process

confidently and smoothly. And asking questions, then getting answers to them, controls the sale! However, if you only ask about her kids and the weather, you’ll just run around in circles. The secret to finding the “right one” for your customers will lie in their past.

Before selecting a product to present, it is a smart idea to get some info on prior, similar purchases. Here are a

few examples of what to ask to narrow things down:

• What didn’t you have with your last membership that you want with your next one?

• What do you like about your current membership? Or,

• What don’t you like about your current package?

The customer’s answers here can speed things along in finding the “right one” to present to her. Keep these answers in mind as you go through the product presentation and the rest of the sale. Your customer will appreciate it and so will your closing ratio, but it doesn’t stop there …

What Strong Customer Relationships Can Do for Your Sales

Treating people right is its own reward. Nevertheless, when you take time to find the “right one” for your customers that they love and that solves their problems,

you get something else: Loyalty. This is what separates the average salesperson from the superstars. People remember being taken care of. As a result, they will not only return to you, they’ll send their friends and family.

Just like when looking for a spouse, finding the right one for your customer is never a waste of time! ■

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.

As a salesperson, you must remain in control and be able to guide your customer through the sales process confidently and smoothly.

Holiday Season: Prepare Now, Profit Later

By Lisa Saavedra

Yes,I said it: Holiday Season. I know it seems crazy to think about the holidays when we are just getting out of the summer months, but the best way to ensure your holiday season is a profitable one is to prepare in advance and execute your plan. This month, we are going to discuss ways to get your salon, staff and retail product shelves ready for holiday tanners.

Halloween, Thanksgiving and Christmas … Ohh, my! There is a big holiday at the end of each month for the rest of the year. In preparing for these events, I am going to give you examples of how to make these very successful selling times in your salon.

the importance of using aftercare and facial tanning lotions, as well as periodically switching up their tanning lotion. Second, they also feel that they are getting a good deal. When products are bundled together at a discount, consumers are always more apt to purchase because they feel there is more value, which is why you see a rise in “kits” and “value packages” this time of year from most big-box beauty retailers.

Bundling for Gifts – Your salon guests are buying holiday gifts for their family and friends; this is inevitable. The average American spends $1,000+ on Christmas shopping alone. Why not bring some of that revenue into your salon? A lot of people start shopping early, which is why I suggest getting your bundle deals and holiday promotions out there on display sooner rather than later. Offer these buddled lotion packages with gift cards for a set amount. This makes for an easy gift because the recipient gets something to open and you will get a new customer!

having enough products on hand. Pick the bundle kits you want to offer and order an appropriate amount. Making sure you don’t run out will ensure more sales. Also – if your customers don’t know what a great deal it is, then they won’t be as likely to purchase it. Create a reception counter display for the bag or box deal and frame a festive sign to place next to it explaining what comes in the kit and how much of a value it is. To increase in-store foot traffic, your holiday deals should also be promoted on your social media platforms Whatever special promotions and holiday deals you decide to offer in your salon, make sure your staff is educated and prepared to promote and explain the products and the value of these deals. Happy Holiday Selling! ■

AbouttheAuthor:

Bundling – This is an awesome way to introduce your guests to add-on products. During the holiday months, most lotion manufacturers offer some kind of BOGO items or bag deals which incentivize tanners to buy lotion and aftercare products together. These are great sets to bring into your salons for many reasons. First, you are teaching your tanners about

Don’t forget to reward your customers! Offer a free session upgrade or $10 credit for each bundle package or gift card your current members purchase. What an easy way to generate sales: you reward them for shopping with you.

Stock & Displays – This is the biggest mistake I see in holiday preparation: not

As Director of Brand Development for Devoted Creations’ family of brands, Lisa brings 17 years of industry experience, knowledge and enthusiasm to all aspects of the business, including social media, product development, training, customer relations, public speaking and marketing strategies. Lisa worked at the salon level managing a large chain of salons, which infuses her sales training and brand concepts with real world experience. Lisa has been chosen the IST Magazine “Person of the Year” five times.

The best way to ensure your holiday season is a profitable one is to prepare in advance and execute your plan.

What’s Trending … in the Ever-evolving Sunless World?

By Alex Zeedyk

Inthe quest for the perfect sun-kissed glow, sunless tanning has become the go-to for many beauty enthusiasts. Sunless methods are constantly evolving and several exciting trends are reshaping the industry.

Whether you already have a tan from time in the sun or are starting from scratch, the most desired glow now comes in all shapes and sizes – from an at-home sunless mousse product to a custom airbrush salon session. With the rise of social media platforms, sunless trends have become more influential and accessible than ever before.

Here are some of the most popular trending topics:

Customization & Personalization

Personalization is a key buzzword in the beauty industry; brands now offer customized sunless tanning solutions tailored to individual skin tones and preferences. With customizable mousses, gradual tanners and serums, this trend ensures a more natural and even tan while minimizing the risk of uneven coloration or streaks.

Sunless Tanning Tips & Tricks

Social media offers a plethora of advice. From pre-tan exfoliation routines like dry-brushing or using a sunless tan remover, to proper preparation like using a primer to fully absorb the product and lastly, post-tan maintenance like sunless extenders. Influencers sharing their best tips for a seamless sunless tan has empowered their followers to achieve beautiful results in the comfort of their homes.

Clean & Green

Through social media, the clean beauty movement has made consumers more eco-conscious and health-focused. There is now a growing demand for clean and green

sunless products, with brands responding by creating cruelty-free, organic and vegan formulations. The selling point is that these products are not only better for your skin, but also safer for the environment. Brands that have incorporated and prioritized these values are receiving increased attention throughout their various platforms.

Advanced Ingredients

Many brands and skincare advocates emphasize the importance of combining sunless tanning with skincare. Products now contain more innovative and advanced skincare ingredients – you’ll find vitamin C, Hyaluronic Acid and various other antioxidants that not only provide glow-worthy results, but also protect and nourish your skin.

Innovative Application

Say goodbye to old-fashioned sprays and lotions. Brands are now flooded with options such as hydrating self-tanning water and self-tanning drops that can be mixed with your moisturizer. Mousses have also become a sunless routine staple. These new approaches have beauty enthusiasts raving about the endless self-tanning options that are more customizable, convenient and super-user-friendly while also creating natural-looking results.

Contouring

The art of face and body contouring with self-tanner has become a sensation! Much like makeup contouring, this method enhances features by applying self-tanner. With the right products, beauty enthusiasts are creating the illusion of toned and sculpted physiques and a more structured and defined face. There are now tutorials instructing strategic self-tanner application to enhance shadows which then creates a bronzed, slimming effect.

Gradual Tanning

Sunless enthusiasts who want to maintain or extend a natural glow are opting for gradual self-tanners that create subtle color that is easily built up after several applications. Not to mention, gradual formulas offer more control over your desired results.

Sunless tanning has come a long way and is now constantly adapting to meet the demands of today’s beauty-conscious consumers. The diversity of tips, products and trends showcased on social media ensures that it remains accessible and exciting for a wide audience. Whether you’re a sunless tanning advocate or a seasonal tanner, these trends offer something for everyone! So, say hello to your perfect sunless glow and embrace these exciting trends in the ever-evolving sunless tanning world. ■

With the rise of social media platforms, sunless trends have become more influential and accessible than ever before.

About the Author On Team DC since 2021, Alex Zeedyk is Client Relations and Social Media Specialist, handling social media promotions and in charge of customer service.

All I Want for

By Gary Lipman

Yes …I have mentioned the “C” word – and I cannot believe I will have been the first person you heard it from this year. As sure as the sun sets and the moon rises, Christmas always manages to creep up on us. Fun fact: it is less than 100 days to go! With my business hat on, the ringing of Christmas bells chimes a stark reminder of all that needs to be in place for 2024 and beyond.

We have charged through this year at a speed so fast, I suspect even Ussain Bolt would have to do a double-take. With the lead time to Christmas expanding, it would appear quite the opposite is happening in tanning’s “off-season.” There can be no grum-

had seen all their agreeably conservative income projections significantly surpassed. And the anticipated slowdown in footfall just was not happening. I would, of course, like to suggest this was in no small part due to their wise investment in high-quality equipment and lotions! And this salon is not alone. So, what do we think is fueling our industry’s climate change? Forecasts show the global tanning bed market is anticipated to rise considerably between now and 2030. Steady growth and continued industry professional development together with key tanning chains adopting bullish growth strategies are all playing their part in this upward trajectory.

Maintaining the mantra of “there’s no such thing as a healthy tan” is irrefutably being ignored simply because there is no escaping the fact that people love to tan – it makes us feel good for so many reasons.

In the past six months, Google searches for “sunbeds” increased by 260 percent. As mentioned previously, probably not all related to tanning beds but seeking information about the well-reported holiday “sun lounger” incidences! However, the search for “how many sunbeds to get a tan” was also up by 180%. And then there is TikTok – literally millions of views for tanning bed videos across a host of information and top tanning tips. (Unfortunately, the content is not always appropriate or correct.)

bling from me in this regard and I have no doubt salon operators will also welcome the narrowing of the off-season window as more people are taking “long haul” holidays outside of the traditional holiday season and want a tan before they go and to maintain it afterward.

A new salon owner recently explained to me how they had carefully planned financially for their first off-season. This was the result of having spoken with other established operators as well our JK team about budgeting and forecasting cash flow in what is a traditionally seasonal industry. However, an early start to the season at the beginning of the year boosted by a superb summer

So, despite all the efforts of the anti-tanning lobby, tanning beds are increasing in popularity. Dr. Dev Shah of the British Association of Dermatologists has been reported as saying, “One of the reasons sunbeds [tanning beds] are so popular is …. Studies repeatedly show that we associate them with attractiveness and health.” Obviously, we do not need studies to tell us that! And I suggest this is yet another example of why the anti-tanning bed lobby should be working with us in our continued education about responsible tanning. In my opinion, when it comes to educating consumers about responsible tanning, we have more in common than divides us.

So, what I would like for Christmas is for our industry, globally, to fund an ongoing TikTok campaign that communicates our established in-salon professionalism and our focus on responsible tanning to the TikTok consumer. After all, they are our customers today and tomorrow and for our industry’s longterm health and prosperity, surely we need to ensure that WE are the influencers on this platform. ■

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.

What I would like for Christmas is for our global industry to fund a TikTok campaign that communicates our in-salon professionalism and our focus on responsible tanning.

UNDERSTANDiNG THE TANNiNG PROCESS

By Joe Schuster

Ihave instructed indoor tanning certification courses for many years –some of you may have been in one of my classes. I love spreading the “good word” about controlled, moderate UV exposures offered at professional salons.

I typically start by asking the class to explain the tanning process or, “how do we obtain a tan?” As these classes start early in the morning, I’ve been met with several “deer in the headlights” looks as attendees contemplate just how to explain this. Some toss out “UVB this” and “UVA that” or something about the “tanning ray vs the burning ray.” One of the classic answers came after I pleaded, “Could someone, ANYONE please provide an answer?” After no one in the room dared give it a shot, one salon owner offered her own explanation. “How do we obtain a tan? Well Joe, we tan NAKED!” Well, there you have it. The explanation is really quite simple.

The skin consists of three distinct, thin and separate layers: the epidermis, dermis and subcutaneous layers. The epidermis is the outer (top) layer. The dermis (corium) is the thickest – and a subcutaneous (deepest) layer of fatty tissue that acts as a “cushion” for underlying tissue and insulation from heat and cold.

When it comes to stimulating the melanocytes (tanning cells) in the dermis layer, UVB rays are the most efficient. Your skin can’t make more melanin, but the cells can be stimulated. In a tanning system fitted with low-pressure lamps, the key is to emit just enough UVB to stimulate melanocytes. Once stimulated, they begin to rise to the surface of the epidermis. UVA then oxidizes the rising melanocytes, changing their color from

pink to brownish. NOTE: UVA and UVB rays emitted by a tanning lamp do not have sufficient energy to penetrate past the subcutaneous skin layer.

For years, an urban myth purported that a young girl “fried her internal organs” with five or six UV sessions in one day. Depending upon the version of the tale, she wanted to get a tan before her prom or a wedding. If it had any authenticity, an expose on this story would have certainly been covered indepth by the media. The myth may have gained traction from the 2006 movie, “Final Destination 3” in which two young girls seek a sunbed tan and haphazardly place a drink on a ledge which begins to drip moisture, shorting out an electrical box that (somehow) rapidly increases the sunbed voltage and heat in the room. They (somehow) get locked in the sunbeds (okay). The voltage and heat continue to increase and (shocker) … “fry” their skin off! I’m sure many moviegoers were thinking, “I KNEW that could happen!” But I digress.

Perhaps the easiest way to explain the process is this: In a low-pressure tanning system, UVA and UVB are emitted in

a precise combination. UVB stimulates melanocytes to migrate through the epidermis (top skin layer). Once stimulated, the melanin cells begin to rise to the skin’s surface where UVA oxidizes them and turns them brown. The result? A cosmetic tan.

This factual information also dispels the notion or myth purporting that a pregnant woman can “microwave” her unborn child during a sunbed session. Sunlamps emit ZERO microwave radiation. Wanna test this statement? Toss a piece of raw chicken on a sunbed, turn it on for a typical session time and let me know what happens!

When it comes to getting the facts about tanning, look to Sun is Life®! ■

All Video is

Video Content Marketing Five Rules for Greater Reach

ByPatrickMcGowan

Being on video and watching videos is today’s business norm. A recent survey showed 76% of consumers watched a video before purchasing a product. Social media influencers promote products through video-based storytelling. You login to video meetings daily with prospects and customers.

Since 2005, the year YouTube launched, video has increasingly grown in prevalence, production value and consumption. Then in 2020, video marketing took a massive leap forward with the pandemic-induced use of video conferencing, podcasts (with video) and livestreams.

Today, YouTube is the most used social platform for research purposes among business-to-business decisions makers with 50.9% of users. And every day, more than 300 million people

participate in a Zoom meeting.

The reluctant say about video meetings, “It’s not going away.” Strategic leaders, though, say, “Video is how we do business now.”

In today’s business world all video is video content marketing. Zoom is not a phone call with video. Whether it’s a livestream or a self-produced YouTube short, your videos still need to follow a handful of rules.

1. Positioning

Some marketers consider the word brand to be a four-letter word. The job of marketers and business leaders, they say, is to position a company or product in the market.

The brand becomes how customers define it and, hopefully, they define it based on your considerable efforts.

The best marketers see this work of positioning to be the first and most important activity. They have learned to be comfortable with discomfort, because good positioning feels limiting. Good positioning is uncomfortably narrow.

It’s a single, narrowly defined target buyer. Your videos – live and recorded – will improve once you know who you are producing them for and what their motivations are.

2. Differentiation

What makes you different is what gets people’s attention. Not different for different’s sake, but a viable, propositional difference which appeals to your ideal buyer.

It’s a noisy, messy and chaotic market. You want to be a brand, which means you can charge a premium. If

there is nothing to distinguish yourself from the competition, then you’re a commodity and you can only compete on price.

Your differentiation needs to be relevant and clearly expressed on all your video channels, especially video meetings. The first step is to shift responsibility for video meetings from operations to marketing. The next step, especially with a hybrid workforce, is to make sure that everyone who shows up on video is well trained and that their presence represents the value of the brand.

3. Distribution

Where to post your videos is determined by positioning and differentiation, not trend or fashion. A fishing guide once said, “You’re not fishing unless you have fish under your boat.” Or as Maverick said to Goose in the first “Top Gun” film, “a target-rich environment.”

Distribution can include everything from the social media platform (LinkedIn, TikTok) to the video distributor (YouTube, Vimeo) to the livestream platform. It answers the what and how of your video content strategy.

Regardless of platform, you want all your videos to do one thing: direct interested parties to your website. There, they learn more about you and begin to fall in love with you.

Distribution isn’t a benign decision. It says a lot about who you are and the people you’re trying to reach.

4. Story

Stories draw prospects in and customers closer. A well-told story engages the right people into a deeper, more meaningful conversation.

The right story you want to tell elevates the customer as a hero. It captures your positioning and differentiation. How you will tell your story – written, audible or visual – will be determined by the platform you choose and the audience you want to reach.

Tiktok is both a genre of video and a distribution platform. The audience

consumes video through a spontaneous scroll. How you tell your story on TikTok may not work on LinkedIn.

Additionally, your video meetings, podcasts and livestream productions express the story of your brand. The way you show up on video tells a story. But is it the right story? Your video meetings and podcast presence need to set the tone and timbre of future engagements.

5. Surprise

Better video is an act of kindness. Do everything you can to be more present across the lens.

We all spend enough time in front of a camera. When you show up on camera with a better-than-expected presence, you surprise people. Surprise is one ingredient in being unforgettable.

When you are not present, people

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check out. When you are present, people respond. Presence is what you say before you say a word.

Your presence should communicate confidence, power and credibility. This will surprise some people. When combined with confidence, you’ll be more persuasive.

Conclusion

Video content is a critical component to your digital content marketing strategy. All videos – whether meetings, podcasts, e-learning or social media –deserve careful review and attention.

Video is a powerful and compelling medium. These five rules provide the framework you need to begin to evaluate what you’ve already produced and what you plan to produce.

Say to yourself, “Video is how we do business now.” Go and do it. ■

Patrick McGowan, MBA, consults, trains and coaches business executives and teams to have more power, presence and credibility on-camera in a video-first market. He pulls together three-decades in marketing, innovation and leadership. McGowan started Punchn to address the challenges and insecurities we all face when on camera. He is the author of Across the Lens: How Your Zoom Presence Will Make or Break Your Success. Please visit punchn.io.

Regardless of platform, you want all your videos to do one thing: direct interested parties to your website.

CREATING A RESILIENT COMPANY CULTURE: Navigating Change and Thriving Amidst Challenges

by Margaret Graziano

INan era marked by immense volatility and complexity, characterized by technological advancements, business consolidations, fierce competition and economic fluctuations, you may find yourself in an unprecedented time of change. The aftermath of the pandemic continues to linger with burnout, stress, and overwhelm persisting among individuals and teams. Amidst this tumultuous landscape, the challenge is this: How can organizations emerge stronger from the trials of recent years? How can they cultivate a culture that thrives, adapts and responds effectively to the unpredictable? The answer lies in fostering an emergent culture – one characterized by change management prowess, response agility and a positive environment with fulfilled employees.

UNDERSTANDING CULTURE

When more than two people come together, whether as a couple, a family or a company, they form a human system. Within this system, culture serves as the driving force or energy. Culture possesses the power to create and destroy, providing guidelines for interaction, conflict resolution, motivation and progress. The objective of examining and shaping organizational culture is to channel the collective energy of individuals into a productive force – one that mirrors the synchronicity found in natural phenomena, such as the coordinated movements of a school of fish or flock of birds. This is called an emergent culture.

INFLUENCING CULTURE

Effective impact on company culture entails understanding and influencing the energy inherent within the human system. To initiate this process, focus on the following areas:

Start with The Leader

All culture begins with the CEO; the leader of the organization. What is their vision? Who are they as a leader? What are their values? Are they operating and living congruent with all of those markers, no matter how challenging or stressful the circumstances may be? Having a CEO who can answer those questions clearly and can live in alignment with them consistently is the foundation on which a company’s culture gets built. If the CEO is frazzled, overwhelmed and in survival mode, that is going to set the tone for the entire organization. Whatever energy the CEO brings to the company and to their life will be the energy that other people pick up on and assimilate to in order to fit in and make it.

Thus, the CEO must be conscious. They must be awake and aware of what they’re emanating through their words and their actions. They must ensure that they have a clear vision, bolstered by positive moods and inspiring language that rallies people around their vision and engages them into action. Human systems are guided by behaviors, beliefs, actions, what’s said, what’s unsaid – all of this equates to the energy of the human system, and energy is culture. So, what kind of culture is the CEO creating?

Photo by Zac Ong on Unsplash

Cultivate the Leadership Team

The leadership team further propagates cultural attributes throughout the organization. Behaviors exhibited by this team tend to cascade down to various departments. Similar to the CEO, leadership must demonstrate consciousness and accountability for their actions. This includes acknowledging their role in shaping the culture and undertaking personal growth to support a healthy, high-performance human system. By focusing on the following key elements, the leadership team can contribute to a thriving culture:

Achievement – The company knows what they’re here to do, why they’re doing it and how they’re measuring it. Organizational achievements are individual achievements, and vice versa. Achievements are specific, measurable, attainable results that are bound in time.

Self-actualization – Each person is conscious. They know what their strengths and weaknesses are, and they’re responsible for them and the impact they have on others. They’re doing their own development and personal work just like the CEO is.

Affiliation – People are partnering, collaborating, sharing ideas and problem-solving on an interdepartmental level. Cross-functional teams are committed to the noble cause and vision for the organization and are coming up with ways to problem-solve together to fulfill the vision.

Humanistic Manager – Managers authentically care about their people. They are aware of what’s going on in their employees’ lives, what their goals are and how they want to grow. When an employee knows to their core that their manager has their best interests at heart and wants them to thrive, difficult conversations to improve performance can happen. Mentorship, coaching and caring for people comes with humanistic management, and it supports employees who grow and thrive.

Assess Environment and Employees

Employee behavior provides insights into the prevailing environment. Key considerations include whether they experience autonomy, trust and support in their roles. To assess the environment that your employees are navigating, ask these questions:

• How well do employees handle changes, upsets and challenges in the market?

• Do people feel the freedom and trust to share new ideas, take risks and have space to fail?

• Is there space in the time at work to ideate, innovate and co-create?

• Are the meetings inspirational and motivating or just a laundry list of getting things done?

• Is everyone clear on what the noble cause is?

• Is the right architecture or systems in place for people to work effectively together?

• Is the leadership team dismantling anything getting in the way of employees taking the ball and running with it?

• If there’s a problem, are the employees the ones to solve it?

• Are people being given the autonomy they need?

• Are people held accountable to their agreements and promises and measures?

• Can you have difficult conversations?

Achieving Resilience Through Emergent Culture

In times of uncertainty, organizations with the ability to adapt and pivot harness their power. Such resilience

AbouttheAuthor:

hinges on a healthy human system and a shared commitment to the company’s purpose. Leadership needs to exemplify responsibility, optimism and collaborative problem-solving across departments to overcome obstacles and realize the company’s vision. This approach cultivates an emergent culture, capable of navigating challenges effectively. While creating an emergent culture demands considerable dedication, care and focus, the rewards are boundless. With a culture founded on change management skills, response agility, and employee fulfillment, organizations can not only weather storms but also soar to new heights. ■

Margaret Graziano is the founder and CEO of KeenAlignment, as well as a Wall Street Journal Best-Selling Author for her book Ignite Culture. She has been recognized as one of Silicon Valley’s Top 100 Women Leaders. Magi’s groundbreaking work is driven by her power to uncover and catalyze human potential. Go to keenalignment.scoreapp.com to take KeenAlignment’s Culture Assessment and see if you have an Emergent Culture.

IN TIMES OF UNCERTAINTY, ORGANIZATIONS WITH THE ABILITY TO ADAPT AND PIVOT HARNESS THEIR POWER.

Photo by Acton Crawford on Unsplash

THE RIGHT WAY TO LIVE Dangerously

By Grant Cardone

Mostpeople go through their lives trying to avoid failures. And, I believe that is the main reason so few people reach their full potential. If you want to become great – let alone successful – you have to live dangerously. Let me show you how, so you don’t end up losing at the game of life.

How to Live Dangerously EVERY DAY

I know the phrase, “live dangerously” sounds like something out of a James Bond flick. Despite that, I am not saying to go buy an Aston Martin or get a license to kill; however, there are a few moves from 007’s playbook you should take.

To start with, our planet is a perilous place – it is impossible to go through life without experiencing some form of danger. And on top of that, there is a very good reason to open yourself up to risks. It is simple …

Without fear or doubt, there is no growth. So what do you say? Let’s get dangerous!

Leave Your Comfort Zone –and Keep Moving

The No. 1 tip for starting to live dangerously is: You can’t be the biggest fish in a small pond. Depending on where you are in life, this could mean a variety of things, including:

• Leaving your hometown,

• Asking for a job position with more responsibility, or

• Changing your career path.

Whatever it is, you need to do it – and do it often. This is especially true if you get to a point where you can no longer advance or start to get complacent. But changing your environment won’t get you anywhere if you keep to yourself.

Talk to Strangers

Second, I want you to introduce yourself to and network with people you don’t know.

WITHOUT FEAR OR DOUBT, THERE IS NO GROWTH. SO WHAT DO YOU SAY? LET’S GET DANGEROUS!

And, it’s even better if they intimidate you. In fact, I encourage my daughters to talk to strangers and it has resulted in me raising two confident kids! Yet, I know adults who won’t even say, “Hello,” to people passing them on the street.

I have said it in the past and I will say it again: strangers have everything you need. Strangers have all the money you will ever earn. They have every opportunity you will ever get. Most importantly, every person you’ll ever love starts as a stranger. So, live dangerously and mingle with unfamiliar people. Then, you can position yourself to implement the next strategy.

Always Be Ready to Strike

Unfortunately, this is the step in which even the most dangerous fall short – myself included.

They stop doing things that give them a competitive edge. I’ll use myself as an example.

Fifteen years ago, I had long abandoned my credo to live dangerously. I had achieved moderate financial success, bought a nice house in Los Angeles and was playing long golf games several times a week. Then, the housing market crashed in 2008 and my wife and I almost lost everything.

From that, I learned a very important lesson. You have to keep the same momentum even when you reach a big goal, then keep hustling toward the next. Otherwise, you are putting yourself at real risk.

So don’t go soft on me! That being said, sometimes this means you gotta ruffle some feathers.

Stop Trying to Be Popular

Want to really show you have guts? Be willing to be unpopular. This doesn’t mean for you to be rude or mean-spirited, by the way. We just talked about connecting with new people, after all.

Nevertheless, there are times when you are going to have to do the right thing whether others like it or not. In today’s world, that could result in you being “canceled” – but remember this: For that reason, you have to be crystal clear on who you are and what you stand for. Otherwise, you will fail to do whatever it takes to succeed and live the same way the rest of the average do. And who wants that?

Go ALL-IN to Truly Live Dangerously

Let’s refer back to our boy, Bond, in “Casino Royale.” To save the world, Old James has to win a Texas Hold ‘Em tournament. He plays conservatively for hours – and he’s losing. It is only after he goes all-in that he can take out the bad guy’s capital for evil.

That is the plot in broad strokes, but I think you get my point.

Small risks = small rewards and little progress.

With that in mind, I encourage you to put all your time, energy and resources into one venture you truly believe in. If this makes you nervous, good. That just means you’ll give 100% to make it work. But if you’re still on the fence about whether or not to live dangerously, let’s talk about what it’s costing you.

The REAL Cost of Playing it Safe

As I mentioned earlier, you are putting everything on the line when you don’t live dangerously. Think about it. When has playing it safe paid off for you in a significant way? I’m willing to bet that it has never happened.

Look, there is plenty of success in the world for everyone. You just have to be courageous enough to go after it. ■

As inflation continues to rise, Americans are feeling the financial pressure and weighing their present needs against their future financial health. According to The National Association of Personal Financial Advisors (NAPFA) Fall 2022 Consumer Survey, 87% of working Americans feel stressed about their finances, and nearly half are unsure of how much money they need to retire comfortably.

The survey also found that financial stress is spilling over into the workplace. About 63% of working Americans reported that financial stress makes them less productive at work, with a quarter saying they spend a half-hour or more thinking about their finances.

Whether you’re an employer looking to ease your employee’s financial stress and improve their performance, or an individual seeking to plan and improve your financial outlook, an experienced financial advisor can make a world of difference.

“Everyone is feeling the impacts of inflation, from the price of groceries to the fluctuations in their retirement accounts, and it’s clear that more Americans are looking for the assistance and guidance that comes from a Fee-Only financial planner,” says Kathryn Dattomo, CEO of the National Association of Personal Financial Advisors (NAPFA).

Finding the right financial advisor that can educate and guide clients can be challenging. When searching for a financial advisor, look for the following four qualities.

1. Fee-Only Compensation

How a financial advisor is compensated can affect the advice you receive. Financial advisors are compensated through three ways:

• Commission-based model

• Commission and fee model

• Fee-Only model

Advisors who work in commissioned and commission and fee models are paid based on the specific financial

products they sell to their clients. These models create an inherent conflict of interest. Advisors may struggle to put their client’s best interests above their own. They also may recommend riskier financial investments with lower returns because they’ll earn more money.

In contrast, clients pay Fee-Only advisors directly based on an hourly rate, a percentage of assets, a flat fee or a retainer for advice, plan execution and ongoing asset management. Because financial advisors don’t receive compensation from third parties, there’s no incentive to sell you expensive and risky financial products. This model allows them to concentrate on financial recommendations suitable to your situation.

“When choosing a financial advisor, always ask how they are compensated for their services,” says Dattomo. “Asking this question will help you better understand the nature of the relationship and whether the advisor will be putting your best interests first. If they give you anything but a straight answer, continue your search.”

2. A Fiduciary

A fiduciary is a professional who manages assets or wealth while putting the client’s best interest first. Fiduciaries are required to disclose any conflicts or potential conflicts to their client before and during the advisory engagement, adopt a code of ethics and explain their fee structure.

Not all financial professionals are fiduciaries.

Non-fiduciary advisors can recommend products with higher fees that generate bonuses, commissions and prizes. That’s why it’s of the utmost importance to ensure your financial advisor has signed a fiduciary oath.

“As consumers of financial services, we all owe it to ourselves to remain diligent – to understand our options and the standards our financial professionals are held to,” says Dattomo. “Selecting a financial planner who has taken a fiduciary oath means they will always put your best interests first.”

3. Experienced & Proactive

Having an experienced and proactive advisor is key to securing your financial future. When searching for a financial advisor, check out their educational history, including credentials and designations such as a Certified Financial Planner® (CFP®) certification.

CFP® professionals meet rigorous education, training and ethical standards that allow them to work in the best interests of their clients today, tomorrow and beyond. You can also check if they’re members of a reputable financial association such as NAPFA.

“When you entrust your financial well-being with a financial advisor, you want to make sure that they are looking out for your overall financial well-being,”

says Dattomo. “That is why NAPFA-Registered Financial Advisors must meet stiff credentialing and rigorous continuing education requirements along with their Fee-Only and fiduciary oath.”

4. A Holistic Approach

When working with an advisor, you’ll want to choose someone who takes a broad-based approach to managing and planning your finances. Some financial planners focus on only one or two elements of your finances, such as selling specific products and investments, and overlook other critical areas of your long-term financial outlook.

A holistic financial planner will consider all aspects of your finances to

develop a tailor-made plan to help you reach your financial goals. They can help you review and manage your cash flow, investments, income taxes, retirement planning, risk management, education funds, estate planning and any other needs specific to your situation.

Start your search today.

Don’t wait to find a financial advisor and secure your future. By searching for an advisor with these four qualities, you’ll be well on your way to meeting your present and future financial goals.

“Fee-Only financial planners can help you navigate your financial future and ease the stress that comes with not

knowing what to do,” says Dattomo. “Before beginning the search for a financial planner, determine what you want to accomplish by working with an advisor and then utilize resources such as NAPFA’s ‘Find an Advisor’ tool to search for someone who fits your needs.”

For more information on selecting the right advisor for you, visit NAPFA. org/Find-An-Advisor. While you’re there, download the Financial Advisor Checklist so you can ensure your financial advisor meets your needs. ■

87% of working Americans feel stressed about their finances, and nearly half are unsure of how much money they need to retire comfortably.

IST has the experts!

Grant Cardone CARDONEZONE

A New York Times bestselling author, the No. 1 sales trainer in the world, and an internationally renowned speaker on leadership, real estate investing, entrepreneurship, social media and finance. His companies have annual revenues exceeding $100 million. Forbes named Mr. Cardone #1 of the “25 Marketing Influencers to Watch in 2017.” He regularly appears on Fox News, Fox Business, and MSNBC, and writes for Forbes, Success Magazine, Business Insider, CNBC, and Entrepreneur. He urges his followers and clients to make success their duty, responsibility and obligation. He currently resides in South Florida with his wife and two daughters.

Melissa

Damiani

SUNLYNC SOFTWARE, INC.

Melissa Damiani is the Sales Manager of SunLync Software, Inc. a member of the JK-North America group of companies. With the company since 2002, Melissa has served the organization in several capacities, and has extensive knowledge of all aspects required to deliver robust salon management software solutions that are designed to enable measurable growth within its users’ ever-evolving business models.

Jerry Deveney

SUNFORCE MARKETING,

INC.

Jerry Deveney is the President of SunForce Marketing, Inc. He has been actively involved in the tanning, spa, wellness and fitness industries for more than 30 years. His company provides business analysis and consulting services in the areas of sales, marketing and operations. Jerry has worked in almost every industry sector including salon management, equipment manufacturing and distribution, new product development, regulatory affairs, and sales & marketing.

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.

Leif Vasstrom SUPRA

Industry veteran Leif Vasstrom founded Napa, CA-based Supra Brands Group in 2004, and has been at the forefront of sunlamp innovation since 1978. He opened the first tanning salon in NYC on Madison Avenue in 1978. In 1985, his company designed the Breeze Salon Software and business management program, acquired by SunLync in 2003. He launched the Silver Solarium equipment line in 1978, and Dr. Müller systems in 1993. In 1986, he helped start Applied Digital (T-Max). In 2011, Supra acquired industry forum tantoday.com as a means to further the message about the positive aspects of moderate UV exposure.

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.