ist Magazine April 2022

From the Publisher

Happy Spring!

Publisher Vince Lorraine Editor In Chief Vince Lorraine Managing Editor Sherron Barden Assistant Editor Peter Hinterman Editorial Advisory Sherron Barden

Dear Readers, Who doesn’t love this time of year? Of course it’s a time of renewal, and for putting away the snow shovel (shout-out to my fellow northerners). Best of all, it’s a time when people who love to tan are embracing the season and getting ready for warmer weather. In my four decades in this business, my salons have always been a place where people go not only for a great tan, but also to enjoy some much- needed stress relief – and who can’t use more of that these days? Salons everywhere are reporting a robust season! During this peak time, I hope your team is equipped to offer your guests a superior tanning experience. What does that mean, you ask? It means that each staff member is confident in their knowledge of the tanning process and how to meet every tanner’s individual needs. It means they represent your business (you) and our industry in a professional manner. They have confidence in doing their job well, which gives them satisfaction. That confidence carries over to their ability to sell products that help people get better tanning results; better results means happy tanners – happy tanners means repeat business and new customer referrals … are you following me? If all that sounds like something you don’t have but need , or almost have but not quite , I suggest you check into Sun is Life® Training & Certification! It’s always available online, it’s effective and engaging, super-affordable and instantly elevates your salon’s level of professionalism. You can start today – visit sunislife.com for all the details. It was a good season for salon operators looking to invest in their businesses. We’re happy to have coverage of two recent trade events – TSU Expo 2022 in Indiana (p.14) and SHINE 2022 held in Birmingham, England (p.20). Tanning professionals gathered at both sites to see new products and equipment, and connect with like-minded entrepreneurs who have endured through unique challenges over the last two years. By all accounts, attendees were energized and optimistic about the industry. That’s great news! Thanks for reading,

Staff Writer Joe Schuster

Graphic Designer Brett LaCross

Graphic Designer/ Web Developer Jonathan Boedecker

Accounting/Circulation Kim Davis

Senior Account

Executive Terese Allen

Contributing Writers Grant Cardone Melissa Damiani Jerry Deveney Gina Jaeger-Morris

Gary Lipman Lisa Saavedra Leif Vaastrom

HOW TO REACH US 5152 Commerce Rd. Fl int, MI 48507 810.230.1735

fax 810.230.1115 ist magazine.com

INTERESTED IN ADVERTISING? CONTACT VINCE@ISTMAGAZINE.COM

Apr i l 2022 | Volume 26 | Issue 3

IST Magazine ISSN#2329-8545 (USPS 023149) is published monthly by IST Magazine, Inc., 5152 Commerce Rd., Flint, MI 48507. Canadian Mail Agreement #41971515. Periodicals postage paid at Flint, MI and additional offices. Postmaster: Send address changes to IST Magazine , 5152 Commerce Rd., Flint, MI 48507. For back issues, inquire for availability. Editorial Correspondence: Address product information and inquiries to: Editorial Department, IST Magazine , 5152 Commerce Rd., Flint MI 48507, phone 810.230.1735. To authors, photographers and people featured in this publication: All materials, articles, reports and photos published in this publication are the property of IST Magazine and cannot be used without written permission. The opinions and conclusions recited herein are those of the respective authors and not of IST Magazine . IST Magazine is not responsible for returning unsolicited manuscripts, photos or other materials. Every effort will be made however, to return rejected manuscripts, etc., if they are accompanied by sufficient first-class postage, but the publisher will not be responsible for loss of any such material.

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

Copyright © 2022. All rights reserved. Printed in U.S.A.

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Contents April 2022 Volume 26 • Issue 3

COLUMNS 8 From the Publisher 26 Industry Watchdog

IN EVERY ISSUE 36 Showcase

48 Lamp Talk with Leif 50 Lync IT 52 Monthly Motivation 54 Notes from the Road 56 UK View

68 Health Newsletter 76 IST Contributors 77 Distributor Contact Cover images by Irina Violet / stock.adobe.com

42 ASA News 44 Epic Sales 46 Ergoline Focus

Contents April 2022 Volume 26 • Issue 3

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64

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36

FEATURES EVENT COVERAGE 14 Tanning Supplies Unlimited Expo 2022 20 SHINE Event 2022

28 7 Questions with ... Kenny Shinneman Sr. Manager Technical R&D Heartland Tanning 30 Salon of Distinction Show Me the Tan Frankfort, IN

58 Get the Facts!

with Sun is Life® Training 60 Put a Spotlight On Your Digital Footprint 64 Empower Your Brand with Enchantment

Tanning Across the Pond

Feature

TEAM TSU AND EXPO 2022 EXHIBITORS

ERIC HAYNES EXPLAINS THE FEATURES OF A NEW KBL TANNING SYSTEM.

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INDIANAPOLIS, IN – On February 24-26, Tanning Supplies Unlimited (TSU) shifted the sun spa industry into high gear with Expo 2022. Held at the Bullseye Event Center in Downtown Indianapolis, the event was attended by salon owners from across the U.S. The Expo agenda kicked off on Thurs- day morning with a unique opportunity for attendees: private tours of New Sun- shine’s manufacturing operations at their 150,000 square-foot Indianapolis head- quarters. Salon operators were able to see how all the great New Sunshine products are made. The lucky participants walked away in amazement from all they saw and learned during the tour, each receiving a nice gift bag. The heart of the Expo took place from 8am to 8pm on Friday. Attendees got to see a huge variety of tanning systems up-close and personal with ten KBL units on display. “The exhibit highlight was the much-anticipated U.S. reveal of the all new and uniquely beautiful K Series,” stated TSU Vice President of Sales, Eric Haynes. “We featured two gorgeous K7 models, which showcase KBL’s world-leading dominance in design, engineering and technology in the sun spa market.” 

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“So much sharing of knowledge and expert guidance

Also on display was the KBL flagship model that is taking America by storm – the KBL P9S featuring SunSphere UVA LED face- and shoulder-tanners. “The P9S was fully operational with the hy- bridSun lamp package, letting everyone see the unit in its full glory!” Haynes en- thused. The equipment display included four tanning systems from ULTRASUN which highlighted the many options for providing salon guests with a “Recharge Yourself” experience. Exciting spa equipment options on display also drew crowds all day, with a fully-operating Cocoon Deluxe Wellness Pro, POLY Pro LED Red Light Therapy, and the MECOTEC cryo:one all-electric cryotherapy system. “You could feel the excitement in the air throughout the Expo!” exclaimed SunForce Marketing President Jerry Deveney, on hand to answer questions about the POLY Red Light system. “It was a great show overall – like the old days!” Attendees were able to experience a session in all the operational units. Mul- tiple salon operators also took advantage of the opportunity to try tanning systems from KBL, ULTRASUN and Sportarredo at their choice of local salons. While activity was steady in the equipment exhibit area, New Sunshine sales reps spent the day educating salon operators and offered training on all the was there for those looking to learn and improve their profit centers.” Eric Haynes, VP of Sales



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wonderful new lotions, skin care and sunless products. As always, New Sunshine was very generous with product samples and hand- outs for all. Rounding out the day’s schedule were updates on the American Suntanning Association from ASA President Melinda Norton, who updated the group on what the as- sociation accomplished in 2021 to further their mission of protecting the rights of salon owners. On Friday, a delicious, up-scale buffet lunch was presented fea- turing charcuterie, extensive salad and veggie options, along with carving stations and an irresistible offering of fantastic desserts. To wrap up the full day of business, networking and education, attend- ees were treated to a cocktail party with an open bar, and giveaways education opportunities continued as attendees took part in an exten- sive, hands-on spray-tan training and certification class presented by New Sunshine. The three-hour session included tips from the spray-tan pros, and participants were able to see them in action with live sunless spray demonstra- tions, finishing the session with their training completion certifi- cates in hand. “So much sharing of knowledge and expert guidance was there for those looking to learn and improve their profit centers,” Haynes added. TSU Co-owner Mike Gilley considers Expo 2022 to be a fan- tastic success. “We want to thank everyone who attended, and even all of those who tried to attend but were held back with weather-re- lated travel issues,” he stated. “We truly appreciate your business, and are already working on our next Expo. We look forward to seeing everyone there!” ■ by New Sunshine and TSU. On Saturday morning, the

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Feature

Tanning’s Time to Shine In The UK!

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BIRMINGHAM, ENGLAND – The

Hilton Metropole Hotel in Birmingham was the venue for this year’s SHINE, Europe’s only dedicated seminar and educational event for the indoor tanning professional and organised by The Sunbed Association (TSA), the UK and Ireland’s industry body. Due to COVID-19, this was the first time the event had been held since 2019 yet was undoubtedly the most successful to date. With a sell-out 46% higher attendance by salon owners and operators than in 2019, there can be no doubt the indoor tanning industry is already bouncing back from the challenges of the last two years. The event offered a superb line-up of speak- ers, with Gary Lipman, Chairman of The Sunbed Association, launching the agenda as keynote speaker. Gary delivered a rousing, inspirational and thought-provoking presentation entitled “Changing The Narrative” that certainly encapsu- lated the spirit of the day with rapturous approval from the audience. Other headline speakers included exceptional presentations from Matt Russell from the American Suntan- ning Association and Dr. Marc Sorenson, author of the industry must-read “Embrace the Sun,” deliv- ering a definite American influence on the day. 

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“We could not have hoped for a better response from our industry! We are already planning a bigger and better SHINE for 2023.”

Lipman was delighted with the turnout. “We could not have hoped for a better response from our industry!” he exclaimed. “The positivity amongst all the delegates was palpable and the buzz in the Industry Display and Networking Zone was amazing. All of the suppliers with a display reported a very successful event and we are already planning a bigger and better SHINE for 2023. “What was particularly interesting was the number of new salon operators in attendance, including many who hadn’t yet opened their salons,”Lipman added. “They came along to get as much information for their business as possible and I think this is a great indicator of the growing level of professionalism now prevalent within our industry, even at the point of entry.” 

Gary Lipman, Chairman The Sunbed Association

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Case in point was Victoria, who attended the event in preparation to open a new tanning facility in Portchester, Hampshire. “SHINE was truly brilliant from start to finish and I can’t thank The Sunbed Association enough!” she enthused. “This event could not have come at a better time for me, as I am currently in the process of setting up my salon. I have come away feeling more optimistic than ever, full of knowledge from the brilliant presentations and from the opportunity to meet with existing salon owners. It really has given me that extra confidence boost I never knew I needed and I want to thank the TSA for making that possible!” ■ SHINE Exhibitors/Supporters • BLISS • Bronze Direct • Cyrano • Ergoline • Ergoline Plus • LightTech • Soleil Tanning Group • Smart Sunbeds • UV Logistics

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Industry Watchdog

Here It Comes Again By Joe Schuster

A HH , April. Thank you for joining us! Longer days of sunshine welcome spring. It’s also the time of year when the anti-tanning media cranks up their keyboards to slam our industry. Here are a couple of clips (shared by the American Academy of Dermatology) and anecdotes you could use to clarify the facts for your tanners and potential customers. “Using tanning beds can cause a se- rious injury. In emergency rooms across the United States, people are treated for burns, loss of consciousness, and eye injuries caused by indoor tanning.” I enjoy sharing numbers and have done so regarding this one in the industry has existed for over 40 years. Think about just one salon, your salon, and how many sessions you deliver each day, week, month and year. Now consider the same numbers for all the salons in your state. Next, do the same for the entire country. Finally, multi- ply that number by 40 years. That’s a lot of tanning sessions. A LOT. If there truly were that many ER visits as a direct result of tanning indoors, don’t think for a minute that these same folks wouldn’t be pushing headlines past, so here it comes again. The modern indoor tanning

to the media every day about tanners succumbing to a “loss of conscious- ness” and other “serious” injuries caused by sunbed sessions. “Getting a base tan cannot prevent sunburn. Many people believe that using a tanning bed to get a base tan will prevent sunburn. Absolute myth. If you have a base tan, you can still burn.” While true, they’ve taken some liberties with this one. Professional salons have suggested for years that people develop a pre-vacation tan in the effort to reduce the chance of get- ting a sunburn. Here’s one scenario: Two people of skin type II decide to vacation in Jamaica in June. One has read about the horrors and potential damage from using a tanning bed and simply packs some light clothes, a couple of swimsuits and some SPF lotion. The other visits a tanning salon weeks before the trip, obtains a base tan in moderation and packs for the trip in a similar fashion. Weeks later, they both arrive in Kingston and head to their hotel in Montego Bay. The first morning, after several rum cocktails, the pool volleyball game heats up. They both get another cocktail (Appleton Estate rum, as I

recall) slather on some SPF and join in the fun. Next up, the beach. More cocktails (hey, they’re on vacation), some more SPF (don’t forget your back) and time to glide back and forth, in and out of the ocean. After a short snooze, it’s time to get ready for nighttime fun. As they jump into their respective showers, one vacationer discovers that they are, um, torched. White rings around the eyes (thankfully, shades were worn) and a tomato-red face. Those fried ankles will be another cool look to go with flip-flops. Yikes! Look, I embellished; but the point is that the vacationer who develops a base tan and also uses and reapplies proper amounts of SPF will have the better opportunity to avoid overex- posure and sunburn. And yeah, that pre-tanned person in the example was Yours Truly. On Day Two in Jamaica, people were asking me how long I had been there and some even asked me for directions (haha). And yeah, it was quite a few years ago! 

Team IST searches for erroneous, suspect or negative reporting by the media that adversely impacts the tanning industry. Reports such as these have plagued tanning businesses for decades. Although the media sources will seldom admit a falsehood and print a retraction, IST offers these well-crafted responses to the negative reports that can be shared with your customers and potential customers, alike.

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1. How/when did you start working in the tanning industry? I started with Heartland Tanning in the spring of 2000. The industry was growing rapidly; Heartland was manu- facturing a stand-up tanning system and a few bed models. The T-Max® system was becoming the industry standard for tanning salon timers, with all the issues a new product brings. My background in electronics, lighting, components and control systems made me a good fit for a role in the tanning industry. 2. What was your very first job? I was a cook at Long John Silver’s, action figure of you, what two accessories would it come with? A volt/ohm meter and a tool bag 4. What’s the next place on your travel Bucket List and why? I hope to see Alaska because of its raw, natural beauty and because it is one of the last states in the U.S. that I have not visited. 5. Do you have any hobbies? I like “old” things – Coleman lanterns, wind-up clocks, vintage cycles – espe- cially if they are not working and need to be fixed or repaired. 6. What is your most prized possession and why? They’re not “possessions” but for me, family, friends and time to relax are most 7 Questions with ... Kenny Sh inneman frying fish and hushpuppies. 3. If a toy company made an prized. I treasure an old hunting knife that I’ve carried every season for the last 47 years that was my grandfather’s. It reminds me of all the good times we had before he passed. 7. Three words that describe me best are: Loyal, hardworking, reliable.  Sr. Manager Technical R&D Heartland Tanning Inc.

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Salon of Distinction

Show Me THE TAN Enjoying the Tan Biz By Joe Schuster F or well over two decades, I’ve had the pleasure to teach accredited indoor business venture. I always enjoyed tan- ning and after going over the numbers I knew I would enjoy owning a salon. I made that phone call and here we are today!

tanning salon certification courses to attendees of in-person trade events. A great ride – and I’ve enjoyed every one of them! One of the cool perks of taking (and passing) Sun is Life® Certification, either classroom or online, is that it makes you eligible to be featured in IST Magazine as a Salon of Distinction. Let’s catch up with Brian and Jami Kozuch of Show Me the Tan in Frankfort, IN. IST: Jami, we typically start by talking about your humble begin- nings in the tan biz. Fill us in! JK: I had tanned at this salon for years and became friends with the manager. My husband and I had bought a camper and we happened to stay at the same campground together. We were chatting with her about how we were looking for a retirement plan and she brought up the salon as a possible

IST: COVID impacted our country and clearly, many tanning facilities. What was your experience? JK: Honestly, it has not had that much of an effect. We are a no-contact business and we sanitize everything in the salon. Our service offers individu- als the chance to get out and do what they love to do ...TAN! The business continues to thrive and we are still extremely happy with our decision. IST: It was great meeting you at the Heartland Bootcamp event in February. That was really fun for me to teach Sun is Life, as well. Did you enjoy the classroom session? Share your impressions with our readers. JK: Joe, I learned so much! Being a new salon owner, the class was very

informative and you’re right – it was fun! I felt very comfortable and learned a lot from others through the personal experi- ences they shared during the class. I also loved the way the class was taught: not by the book, but on a more personal level. IST: Well, thank you. I always start the classroom training by telling everyone that the manual serves as a guide and a helpful tool to keep and refer to when questions arise at the salon. But I don’t teach by the “turn to page one” method.

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L-R Brian Kozuch, Jami Kozuch (Co-owners), Associate Kiyomi Perkins, Manager Crystal Wright, Associate Kelly Zook

IST: Alright, time to wrap up this interview. Let’s talk about goals. What are yours? JK: I would love to franchise Show Me the Tan in the future! IST: Well, Jami, there have been several very successful salon fran- chises in our industry. One in fact, was founded by IST publisher, Vince Lorraine – the Michigan-based Tropi Tan chain just celebrated 42 years in business! So, all the best to you in achieving your tan biz goal! 

I find it really important for the class to learn with factual information and practical, first-hand knowledge. IST: During our class, I reviewed how to handle the “testy tanner” – you know, the one who has a com- plaint. Have you had one of those? JK: I have not yet had the opportu- nity to deal with that unhappy tanner, which I would say is a good thing. But I am prepared from the training I received at that event, not only in class but from the presentations, also.

Years in Business ...................................... 1 Staff ............................................................. 3 UV Tanning Units ..................................... 19 Other Services................. VersaSpa Sunless Lotion Brands.................... Tan Inc., Hempz, Australian Gold Best-Selling Lotion ................. Brown Sugar by Tan Inc. Best-Selling Tanning Package..... VIP (EFT) & 10 Sessions Software.............................................. Helios Distributor Partner ....................... Heartland

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1.

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DEVOTED CREATIONS 1. Dark AF™

2. Prismatica™ Full Spectrum Light-Enhancing Color Creator • Blue Hued Dark Tanning Optimizer • pH-Balancing for Optimal Light Absorption • Powerful Probiotics • 24-Hour Hydration Blend • Skin-Quenching Electrolyte Cocktail • Sugarcane Derived Squalane™ • Vegan Collagen Blend • Anti-Orange Technology • Pore Tightening & Antioxidant Rich • Tattoo & Color Fade Protecting • Hypoallergenic • Bleu Seltzer Scent MSRP $129 13.5oz

3. Famous Faces™ Skin-Perfecting Hypoallergenic Facial Tanning Formula

Transfer Resistant Advanced Formula Dark DHA Bronzer • Body-Balancing BB Crème Formula • Energizing Electrolyte Cocktail • Cellulite Fighters • Targeted Anti-Aging & Firming • Anti-Orange Technology • Tattoo & Color Fade Protecting

• Anti-Aging & Firming • Collagen-Enhancing • Tyrosine • Vitamin C • Cocoa Seed Buter • Palm Garden Scent MSRP $27.98 4.5oz 

• After Tan Odor Eliminators • Passionfruit Punch Scent MSRP $68.98 12.25oz

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DEVOTED CREATIONS 4. Sunset Strip™ Red Carpet Ready DHA-Free Bronzing Elixir

HEMP IQ ® 5. Sweet Vanilla Sugar Body Moisturizer • Sensitive Skin Formula • 100% Pure Hemp Seed Oil • Sugar Cane Extract • Cocoa & Shea Butters • Papaya Extract • Rice Extract • Ginger Root Extract • Aloe Vera Based • Vanilla Musk Scent MSRP $19.99 18.25oz

SUN EVOLUTIONS Snooki ® Collection 6. Pretty as a Beach™ Lovely Natural Bronzer • Natural Streak-free Bronzers • Lotus Extract • Sea Lily & Peach Extracts • Aloe Vera • Skin Nourishing Oils & Extracts

• Indoor/Outdoor Natural Bronzer • Color-Correcting BB Crème Formula • Cellulite Fighters • Targeted Anti-Aging & Firming • Organic Grape Water • Plant-Based Stem Cells • Tattoo & Color Fade Protecting • After Tan Odor Eliminators • Coco Cocktail Scent MSRP $79.98 12.25oz

• Tattoo Color Shield • Paraben/Gluten-Free • Odor Shield Technology • Tropical Amber Scent MSRP $19 9oz 

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HEMPZ ® TANNING 7. Mash-Ups: Tart & Creamy Herbal Body Moisturizer • 100% Pure Natural Hemp Seed Oil • Ginseng • Chamomile Extract • Aloe Extract • Shea Butter • Paraben/Cruelty/Gluten/Dye/THC-Free • 100% Vegan • Pomegranate & Triple Moisture Scent MSRP $25 17oz

SUNLESS, INC. 9. Wake-Up Tan Hyaluronic Acid

8. Truly Mello™ Maximizer • Dark Tanning Intensifiers including Tyrosine • 100% Pure Natural Hemp Seed Oil

Overnight Moisturizer Self-Tan Water Mousse • Tri-Hydration Blend of Hyaluronic Acid, Glycerin & Sodium PCA • D-Odor 200™ • 100% Vegan • Non-Comedogenic • Gluten/Paraben/Cruelty/ Nut-Free MSRP $15 2oz

• Anti-aging Sage & Nettle • Meadowfoam Seed Oil • Apple & Grape Stem Cells • Aloe Vera • Vitamins A, C & E • DHA, THC & Paraben-Free • Warm Berry & Vanilla Sandalwood Scent MSRP $80 13.5oz

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ASA News

Insuring YOUR Future

in business insurance. If you are a business owner in the indoor tanning industry, you cannot afford to go without the only proactive insurance plan that is keeping your business from being closed down by overregulation, taxes and more. I know what you’re thinking right now. “How do I get out of paying for this insurance?” Or, “I had a bad year last year, so I can’t afford to pay the premium right now.” And, “I’ve never paid for this before and things seem to be fine.” Remember, while you’re debating this issue, more than a dozen powerful anti-tanning groups are working on plans to close your doors. For the price of your daily coffee, you can invest in the most important, proac- tive insurance policy ever created for your business. Isn’t the future of your business worth the daily cost of a cup of coffee? Join the ASA today.  About the ASA Founded in 2012, the American Suntanning Asso- ciation 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.

much as we hate paying our insurance premiums, we know what can hap- pen to our property and

ASA member is actually much better than having an insurance policy. Unlike insurance, which is designed to help after a disaster has taken place, ASA works every day to prevent disasters from hap- pening in the first place. ASA member- ship is an investment in your future and should be a line item in your budget right next to “Business Insurance.” And, the premium is only $100 per month. Keeping tanning salons protected requires a well-developed plan, credible scientific research, targeted industry data, strategy development and a team of seasoned professionals to deliver this information to state capitals and Wash- ington, D.C. This is no easy task; yet, ASA has been highly successful in defeating the vast majority of regulatory attempts made against our industry over the past decade. Attacks on our industry will continue as long as there are powerful groups that profit from the public’s fear of UV light. These attacks are highly coordinated efforts from very influential and well-financed organizations and are difficult to stop. Though ASA has the plan, the science and the team to get the job done, we need more resources if we are to succeed against future attacks from our much larger opponents. Smart business owners understand that they must protect their businesses from potential devastation by investing

AS

our businesses if we don’t protect them from unexpected disasters. And yet, many tanning salon owners are neglecting the most important insurance policy needed to protect the future of their tanning business. Right now, your livelihood is being attacked by a large number of different anti-tanning organizations pushing for state and federal regulations, taxes and other measures to harm your business. Indoor tanning adversaries – or the sun-scare industry – have created billion- dollar business opportunities from the world’s fear of sunlight and indoor tanning. The dermatology industry has grown by more than 600 percent since their powerful association began villain- izing any sunlight exposure instead of correctly targeting sunburn. The derma- tology industry uses its expansive lobby- ing budget to influence state and federal lawmakers to shutter tanning salons and help scare the public into their offices from their overstated fear of UV light. Sunscreen companies fuel these cam- paigns by contributing millions to the American Cancer Society’s lobbying arm, which in turn lobbies state lawmakers to overregulate tanning businesses. And these are just a few of the many organiza- tions looking to close your business. The American Suntanning Association (ASA) is the only insurance policy this industry has to protect your business from these attacks. And, becoming an

For the price of your daily coffee, you can invest in the most important, proactive insurance policy ever created for your business.

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Epic Sales

that contains hemp or CBD. This works great to pair with four tans or upgrades for $20, BOGO for $4.20, or all packets are $4.20 for the day. • Earth Day (April 22): Promote recycling and offer guests $10-$20 off a new lotion when they bring in their old, almost empty, or empty lotion bottles. MAY • Cinco de Mayo (May 5): Run a one- day sale with fantastic deals like buy five upgrades/get five free; BOGO ses- sions for $5 and $5 tans or upgrades. • National Nurses Week (May 6-12): Show your support and appreciation to tanners who are nurses with a free gift, tanning session or equipment upgrade. • Mother’s Day (May 8): Celebrate each and every mom who comes in with a free gift, but don’t forget to start promoting your Mother’s Day bag-deals and gift cards at least three weeks early! • Memorial Day (May 30): Honor those who have made the ultimate sacrifice for our freedom with a free week of tan- ning or upgrades for all veterans, active or retired service members. This is also a great time to incorporate a week-long sale in honor of our fallen heroes.

Sales are in BLOOM! By Gina Jaeger-Morris

S pring is a

It’s a quick, stress-free purchase, perfect for any guest needing a little rest and relaxation under the UV rays. • Couple Appreciation Month: Buy One-Get One package half-off for your significant other. Just remind them the half- priced package must be in their partner’s

time of renewal and the beginning of a fresh, new sea- son brings ample opportunity

for your promotional efforts to blossom. When you think of spring, the things that come to mind are energy, bright colors and positive vibes! So why not focus on doing something special for the spring holidays? Decorate your salon for Easter, host an out-of-this-world event on “Star Wars” Day (May the 4th Be with You), or showcase all the beautiful colors of the rainbow in June for Pride Month. Representing your salon in a festive light shows the community that your business is dynamic, giving them more reasons to become your customers. Here are some creative ways to ramp up your promotional efforts in the spring months. APRIL • Autism Awareness Month: All things blue are on sale – lotions and products in blue bottles/packaging, or a limited time “sapphire” tanning package for a discounted price. • St ress Awareness Month: We’re under stress these days! Offer a “stress-free” package deal – a three-month unlimited package including a free UV tanning lotion of their choice up to $50 MSRP.

Representing your salon in a festive light shows the community that your business is dynamic, giving them more reasons to become your customers.

For free promotional support, please contact me at gjaeger@sunevolutions. com. For info on other observances you can turn into sales opportunities, check out nationaldaycalendar.com 

name. (This is also a great promotion to run on National Siblings Day, April 10.) • Teacher Appreciation Week (April 1-7): Celebrate your salon guests who are teachers with a free gift, tanning session or equipment upgrade. • Happy Easter! (April 17): Fill an Easter basket with plastic eggs that contain coupons for deals and gifts. Your guests get to choose one and redeem their prize. This concept also works well as a lotto/raffle type promotion. Increase the value of the items in the eggs with things like free weeks of tanning, UV lotion, spray-tan sessions, accessory items, multiple upgrades, etc. and charge a set price for the eggs while supplies last. • “ 4/20” Sale on All Things Hemp: This includes every product you carry

About the Author: Joining the Supre/Hempz team in 2006, Gina Jaeger- Morris brings a wealth of sales and marketing experience to her position as Business

Development Manager. Known as “Miss Gina” to the hundreds of salon professionals she helps, Gina combines Sun Evolutions product knowledge with solid retail expertise developed from her extensive experience in the indoor tanning, beauty and retail industries. Her unique combination of talents continues to provide winning sales strategies for salons across the country.

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Ergoline Focus

JK LIGHT Always Shining

W ith over 55 years of expe- rience, the JK Light Sales Team offers the highest quality and largest variety of products combined with competitive pricing and unmatched customer service. JK Light has developed a consistent record of earned customer confidence. We strive to efficiently and effectively serve the broadest possible geographic area, and quickly deliver top-quality, high-performance products. Through diligent and cheerful service, JK Light continues to forge strong trading partner- ships with its customers while contribut- ing to their overall growth, profitability and success. The development and success

product with the required compatibility documentation provided. Your tanning beds deserve nothing but the best! LOTIONS JK Products & Services provides you with the best options for you and your business. As a leading manufac- turer in the tanning and light industry worldwide, we take extra care when choosing what products will best serve your needs. Custom product formula- tions by Ergoline bring our world-re- nowned expertise in focus with cosmetic applications and skincare during the tanning session, and the wide range of popular lotions formulated by Devoted Creations gives you the most award-win- ning options for every salon guest. SUPPLIES The team at JK Light understands the importance of keeping your salon facility clean. With many quality prod- uct options in this category, including Lucasol™ disinfectant and Myst-X™ hand sanitizer, you can confidently stock your business with all your clean- ing essentials knowing that we provide only the best for your business.  For a competitive quote, reach out today: JK-Light@JKAmerica. com or toll-free 877.786.5267

testify to the dedication of a fantastic sales team, the best products, unmatched customer service and attractive prices. LAMPS It is the mission of JK Light to serve your tanning lamp needs better than any other provider. We offer the most recognized and respected names in the industry; lamp products that are high-performing, long-lasting and offer top value to salon operators. The Ergoline It is the mission of JK Light to serve your tanning lamp needs better than any other provider in the industry.

name represents the pinnacle of tanning bed craftsmanship,

technology and attention to detail. With

extensive lamp sales experi-

ence, our sales specialists are well trained in sunlamp compatibility and

FDA compliance. Rest assured that you have purchased the highest quality FDA-approved lamp

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Lamp Talk with Leif

on the mattress then pressed a button that lowered the canopy top to cover their body. The introduction of this tanning system established what would become known as the solarium industry. In the 80s, Dr. Müller produced an all high-pressure tanning unit, and along came the UltraBronz brand from England, as well. In the 90s, the Dr. Müller Omega with 2,000-watt lamps became very popular – since then, almost all equipment manufacturers have produced units that utilize only high-pressure lamps. Granted, there are not as many companies building tanning beds these days; however, many salons have older equipment that is still in very good working order. Today, as the tanning salon business has matured, high-pressure units are a must for any facility. Some are still all high-pressure in the canopy with a mattress bed, while newer models have a combination of high-pressure in the canopy and fluorescent lamps in the bed. Having this level of equipment is not only necessary for a salon to be competitive in their market, but also because more and more tanners have become accustomed to the results created by high-pressure sessions.  In 1956, Dr. Müller laid the groundwork for the first tanning system for the consumer.

A Brief History of UVSYSTEMS By Leif Vaastrom

T he history of UV lamps goes as far back as 1903 when Dr. Niels Ryberg Finsen received the Nobel Prize for his work with sunlight and the ways exposure to UV light positively affected humans. Even that long ago, the intention was to improve health through the beneficial effects of the sun provided by sunbath- ing or using artificial light baths. In fact, after the results of his research became known, doctors started to change their regimens for treatment of conditions and diseases such as tuberculosis. He advocated for bringing patients out into the sun (aka phototherapy or heliother- apy), rather than having them lie in a dark hospital room through the day. He also made a case for opening the curtains during the day to let in the sunlight. In 1926, Dr. Ing. Felix Müller, who had been a keen student of Dr. Finsen found- ed Quarzlampenfabrik, a manufacturer

of lighting fixtures, in Essen, Germany. Dr. Müller started building UV devices known as “light showers.” One of the first uses of his device was to help coal workers who spent all day in caves and never really saw or were exposed to sunlight. The devices were installed in the shower rooms, so that the men would get the health benefits of ultraviolet light. In 1956, Dr. Müller laid the ground- work for the first tanning system for the consumer. The small, portable UV lamp was an instant success in this unexplored market, as people could buy it to use at home for light therapy while even developing a bit of a tan on their face and upper body. In 1974, the company took a huge step forward and produced the first commercial tanning system – a full-body tanning unit called Giant Sun. The machine consisted of a canopy fitted with 2,000-watt high-pres- sure lamps and a mattress. The user laid

About the Author: Industry veteran Leif Vasstrom founded Napa, CA-based Supra Brands Group in 2004, and has been at the forefront of sunlamp innova-

tion 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 indus- try forum tantoday.com as a means to further the message about the positive aspects of moderate UV exposure.

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Lync IT

Ensure Your Success Through Employee Security By Melissa Damiani

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G ood employees are one of the most vital keys to the success of your business. What your staff does while on the clock matters, so having a software program that provides you with complete control over their activities is imperative. In order for your employees to excel and ultimately increase the salon’s revenue, you need to empower them to do their jobs effectively. One im- portant thing to remember is that this can be achieved while also limiting access to sensitive areas of the system. For example, do you want to give em- ployees the ability to void a transaction when necessary (such as when the man- ager is on a break), or allow staff to send test times to a bed after re-lamping or to warm them up on a cold winter’s day, but you’re afraid that granting access to such functions will lead to misuse? As a salon owner, you should have complete control over configuring employee security settings – to include restrictions such as allowing staff to void a transaction, but only on the day that it was processed, or allowing them to send a test time to a bed, but only for a maximum of two minutes. Perhaps you want to provide read-only access

to certain areas such as a customer’s account ledger balances, or allow staff to view schedules but not manage or edit them. The security options available within your software program should be comprehensive and allow you to place limits on the access you grant. You may also want to limit access to certain types of information to protect your privacy. This can certainly be achieved if you can restrict admittance to specific areas within your system. For instance, you may find it helpful to allow your manager to create or receive purchase orders, but not have access to the salon’s average cost per item. Or, perhaps you want to give staff the ability to generate a drawer figures re- port at the end of their shift, but don’t want them to have access to run any other financial-type reports. The ability to customize your employees’ security access in this manner is crucial. A software program that acts as a se- curity guard 24 hours a day, seven days a week will enable you to permit staff to perform activities that are essential to carrying out their normal duties, but provide you with audit logs and reports to monitor such activities at any time. Salon guests change their names

for reasons such as marriage, so you should be able to entrust any employee to update the name on their account, right? Although we hope it never happens, are you fearful that a clever employee could abuse the system by doing something like locating an existing customer within your database who has an active service on their ac- count and changing their first and last names to that of a friend so they can tan for “free”? If you had the ability to monitor the exact details of these types of changes to include previous name, what it was changed to, along with which employee made the change and when, would you be more willing to allow staff to make such a change? Security is a crucial part of your day- to-day business. Think of the stress that would be lifted from your shoulders by a software program that handles all of your employee security needs – if you don’t already have one in place, consid- er implementing one today! ■

THINK OF THE STRESS THAT WOULD BE LIFTED FROM YOUR SHOULDERS BY A SOFTWARE PROGRAM THAT HANDLES ALL OF YOUR EMPLOYEE SECURITY NEEDS!

About the Author: Melissa Damiani is the Sales Manager of SunLync Software, Inc. a member of the JK-North America group of companies. With the company since 2002,

Melissa has served the organization in several capacities, and has extensive knowledge of all aspects required to deliver robust salon manage- ment 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.

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Monthly Motivation

love to see Paris or always dreamed of going on an African safari. Write down your recreational goals. Do not limit yourself … big thinking gets big results. • Professional: This is about more than just your income. What’s your title? What are your responsibilities? How do people see you? How do they talk to you and about you? Who listens to you? These things indicate where you are professionally and once assessed, you can form a clearer picture of where you want to be. With your goals in black and white, you’ve just taken the first big step toward bouncing back from whatever the pandemic threw at you and laying the foundation of your 10X Super Life. Most people don’t even do it once a year and you just did it! If you get hung up on anything, just let your imagination go, okay? Think big. Think massive – a word you’ll get to know real well, real soon. Now, take the list you just made for all these goals and multiply each of them times 10X – as in ten times to the X-treme! Commit first, figure it out later. The genius will follow the commitment, not vice-versa. Once you increase your commitment, the mechanics will fall into place. Solutions will present themselves. Living a 10X Super Life is about doing, not worrying. It’s about action, not words. It might be a new way of thinking for you but DO NOT QUIT on this exercise. How stoked are you right now? Feels good, right? That’s the power of 10X inside you. 

Make Today the First Day of Your

By Grant Cardone

I assume that like most people, the past two years affected you. Maybe you managed to get by, maybe you took a beating – what- ever. The point is that you could be doing better and I want to help you get to where you can be, where you deserve to be. Yeah, I know you have a lot going on and probably feel overwhelmed right now. Most likely, you’re working every freaking day and not making enough money. That describes way too many people today, especially after the craziness of the past two years. It’s time to get to work on turning things around and creating your 10X Super Life, which is simply the best life you can live. This coaching exercise will lay the foun- dation for your 10X Super Life. We’ll take it step-by-step and I promise it will all fall into place if you commit and stick with it.

your net worth to be? This is a goal, not your current situation. • Physical: If everything were possible, what physical condition would be your ideal? Close your eyes and visualize it. If it’s a weight thing, if it’s a size thing, if it’s the way you feel about yourself phys- ically on the inside, just write it down. This coaching exercise will lay the foundation for your 10X Super Life. Commit first, figure it out later. • Spirituality: What does it mean to you? Are you connected spiritually? Maybe you don’t believe in anything. Maybe you’re an atheist, or you just believe in a higher power and want to be a good person who does the right thing. That’s fine. Write that down. • Family: When we talk about family, most people think of their spouse and their kids. Broaden your definition. Par- ents, grandparents, aunts, uncles, cousins – family is the big picture. It’s everyone. • Recreation: Now we’re talking about fun stuff – that trip to Las Vegas or maybe skiing in Colorado. Maybe you’d

About the Author: Grant Cardone is a New York Times bestselling author, the No. 1 sales trainer in the world, and an internationally renowned speaker on lead-

First: grab a pen, sit down and write down your goals in the following seven categories:

ership, 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 Influ- encers 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 resides in South Florida with his wife and two daughters.

• Income: This is the money you make every month. Write down your cur- rent income goals. If you haven’t done this in a while, it will be an eye-open- ing exercise for you. • Wealth: Just to be clear, wealth means finances. What do you want

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Notes from the Road

TEAM GOALS

industry trade events offered multiple times a year. Don’t let your employees fall into the “burnout stage.” Always offer ways for them to develop not only as your employee, but also as an essential part of our industry. Set clear goals. If you want your team to sell more lo- tion, set a goal. If you want them to increase their EFT percentage, set a goal. Want them to keep a cleaner salon? Set a goal. What these goals need to have in common is a reward! Make it something your staff can work toward, whether it be a 10% increase in lotion sales or a higher percentage of EFT conversions – set a goal, make the reward/prize very clear, keep them on track and motivated. When commission structures, bonuses or goals don’t work, it’s generally due to a couple of reasons. Either the staff didn’t understand it, they forgot about it, or what they were working toward simply wasn’t enough to motivate them. Here is another cliché phrase for you: T.ogether E.veryone A.chieves M.ore! Having one all-star on your staff is great, but developing a TEAM of all-stars will bring you champion-level success. Al- though we don’t have a tanning industry

By Lisa Saavedra W hat do Charles Barkley, Dan Marino and Ken Griffey, Jr. have in common? If you answered they were all sports stars and household names, you are correct – if you said they were among the most elite in their respective sports, you would also be correct. If you said none of these men have an NBA cham- pionship, a Super Bowl ring or a World Series Championship, you would also be correct … shocking, right? Although these three men hold many records and awards, none experienced the highest honor in their profession – a championship. My point is, for a lack of a better term, “there is no ‘i’ in ‘team.” It didn’t matter that these men were great – their teams, as a whole, did not succeed. Think of this in terms of business and the everyday opera- tion of your salon. I’m sure you can think of that rock star employee who could sell ice cubes to an Eskimo, but if you can’t duplicate that type of employee, your team (salon) will not reach its full potential. This month, I want to talk about a few ways to create, cultivate and main- tain a TEAM of rock stars – or Tanning Consultant Champions.

Pay your people what they’re worth. One of the biggest mistakes I see in the salon world and a phrase I have often heard is “I can’t afford to pay my staff commission.”

Having one all-star on your sta is great, but developing a TEAM of all-stars will bring you champion-level success.

Super Bowl ring or World Series trophy for tanning consultants, keep this in mind while working together with your staff and creating a happy, growing, suc- cessful business. For you and your future, the possibilities become endless. 

This is simply not true! Commissions, if structured correctly, should be mutually beneficial. If your revenue grows, your employee’s paycheck should grow, as well. Motivated staff with goals to strive for will work harder, sell more and create an inviting atmosphere in your salon. Whereas, staff who believe they are inadequately compensated will tend to be disgruntled and not only share that feeling with their fellow coworkers, but potentially with your salon guests, also. Offer opportunities for self-development. Ask yourself this question: how can you help your staff succeed? Could they bene- fit from ongoing training to gain more of an understanding of the tanning industry? If that’s the case, make it happen! Take advantage of training opportunities at

About the Author: As Director of Brand Development for Devoted Creations’ family of brands, Lisa brings 17 years of industry experience, knowledge and

enthusiasm to all aspects of the business, including social media, product development, training, customer relations, public speaking and marketing strategies. Lisa worked at the salon level managing a large chain of salons, which infuses her sales training and brand concepts with real world experience.

Lisa has been chosen the IST Magazine “Person of the Year” five times.

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Commit to Your Tan

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