ist Magazine January 2022

ASA News

What Are Your Top Priorities? Roger Holmes, Celsius Tannery • Member, ASA Board of Directors

SO,

why would I give the American Suntanning As- sociation one single dime of my hard-earned money?

have participated in discussions with members of Congress, Senators, lobby- ists, attorneys, public relations groups and other specialists who were called upon to help protect our industry from further attacks. And over those many years, I’ve learned to appreciate the resources that are necessary to protect our industry and my business. As an ASA Board member, I know every detail of the thousands of face-to- face meetings ASA has attended over the

“those people” to carry out our profes- sional indoor suntanning mission. I real- ized that “those people” were you and me! That’s when I chose to invest my time and also my money, because I finally understood that if I wished to continue profiting from my business, I needed to pay to protect it by sup- porting a trade association that repre- sented all of us at the federal and state levels. $100 per salon is a small price to pay for that level of protection.

For years, as we grew our profes- sional indoor suntanning business, we watched every line item of our expenses. But we spent most of our time focused on key performance indicators such as membership per person average, income by unique customer, by equipment, type of equipment, product, and even by salon square footage, just to name a few. About 11 years ago, after attending an industry meeting in Washington, D.C., my financial priorities changed. At that meeting and for the next several years, I learned about the FDA’s reclas- sification of indoor tanning equipment, I heard of the attacks on our industry by the CDC, I discovered an EPA pro- gram called “Sun Wise” that was teach- ing school children to abstain from all sunlight exposure, and I was shocked and dismayed by the implementation of the punitive 10% Tan Tax which was added to the Affordable Care Act. This was when I decided that protecting my business from federal and state govern- ment legislation, regulations and unfair taxes was as important to my business as any of my salon’s income or expenses. Since that time, I have attended every industry meeting in Washington and

I decided that protecting my busi- ness was as important as any of my salon’s income or expenses.

years and the millions of dollars ASA has invested to help keep our industry viable. As the owner of three tanning salons, I also know that without everyone contrib- uting to this cause, we would surely fall prey to more punitive regulations and unfair taxes. And that is something no indoor tanning business can afford today. So, after I attended my first few meetings years ago, I better understood the many issues our industry faced, and began to understand what might be done by “those people” in charge of our industry’s protection. And, then it hit me. I finally realized that there were no

That is why I am proud to say I participate in the ASA lotion program, as well as being a full dues-paying member for ten years. 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.

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January 2022 istmagazine.com