ist Magazine March 2022

From the Publisher

Celebrating Longevity!

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

Dear Readers, As I write this letter, I’m looking out the window at the piles of snow left by Winter Storm Landon (who knew they named winter storms?) and wishing I still had time to do some skiing! The bright side is that along with the ski resorts and snow removal companies, tanning salons also do well when we get a crazy cold snap and monster snowfall. Around this time last year the top industry product distributors were hosting virtual trade events, pivoting their operations to comply with pandemic restrictions. Heartland Tanning was one of them, and we’re happy to have coverage in this issue of their in-person event held early last month. Good ol’ Landon created some issues, but the show went on! Check out the happy faces on p.20-23. Also in this issue, we share in celebrating Heartland’s 40th anniversary! My salon chain recently reached the 42-year mark – we both go way back to the “halcyon days” of the tan biz. Such longevity is truly a reason for celebration and I congratulate Greg Henson and Brad Henson on their four decades of success. Forty years’ time has certainly changed our industry but so many great relationships and friendships have endured, and that’s the best part. See p.14 for Joe Schuster’s interview with Brad (his friend and mine) for this milestone occasion. Longevity in business can most often be credited to a dedicated team and strong partnerships. As IST just passed our 25th anniversary, it’s clear that we’re still here because of relationships with our loyal supporters and the contributing writers who share their expertise each month to help you continue growing your business. We’re here to help you make the most of the season. Of course, the spring-breakers are getting ready to go sun-seeking – I hope your beds are humming!

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

March 2022 | Volume 26 | Issue 2

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.

Vince Lorraine, Publisher

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

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

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Contents March 2022 Volume 26 • Issue 2

IN EVERY ISSUE 32 Showcase

COLUMNS 8 From the Publisher 24 Industry Watchdog 40 ASA News 42 Lamp Talk with Leif

44 Lync IT 46 Monthly Motivation 48 Notes from the Road 50 UK View

68 Health Newsletter 74 IST Contributors 75 Distributor Contact Cover images by ZoomTeam / stock.adobe.com

Contents March 2022 Volume 26 • Issue 2

40 TH ANNIVERSARY

14

20

26

44

28

32

28 Salon of Distinction Indulgence Tanning & Massage Therapy Jackson, MO 54 Get the Facts! with Sun is Life® Training 56 7 Steps to Streamline Your Business

58 How to Deal with

FEATURES 14 In the News 20 Heartland Tan Bootcamp Event 26 7 Questions with ... Cacy Wade Account Manager Four Seasons

Leader Uncertainty

62 4 Expert Tips to

Avoid Credit Scams

News

Four Decades of Relationships Heartland Tan Celebrates 40 Years R

By Joe Schuster

A nniversaries typically cause us to ponder the passage of time. Think of the changes that oc- curred in our country from 1862-1902. In those 40 years, we lived through the Civil War, the Spanish American War, America’s 100th birthday and the advent of the telephone. The decades between 1902-1942 brought us World Wars I and II, the TV, and

transportation moved from horses to automobiles and planes. Penicillin was discovered. From 1942-1982: WWII ended but these 40 years also brought the Korean and Vietnam wars, the first American lunar orbit and then moon landing in the same decade. America celebrated its 200th birthday. Now in the last slot, 1982-2022, Tom Brady chalked up multiple Super Bowl wins,

the 9/11 terrorist attack happened, Pres- idents Bush I and II, Obama and Trump. And in 1982, a tanning product distribu- tion company was born in Lee’s Summit, MO. Forty years later, we celebrate the impressive longevity of Heartland Tan. In early February, I hosted Heartland’s Product Prep & Retail Coaching Bootcamp event and had the chance to sit down and chat with my friend Brad Henson, COO.

Stephanie Zieber / stock.adobe.com

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News

“I believe our greatest success has truly been the relationships that have been created with both our customers and employees. For me, it’s been going to work for all this time and enjoying what I do.” Brad Henson, COO

IST: B , T H T . BH: In 1982, my brother Greg and I were both working in our father’s exercise equipment business. As we interacted with various health facilities that were our customers, Greg was asked if he could acquire and sell them a “tanning machine.” Later that year, Greg sold and installed his first tanning bed. He soon realized the interest and potential growth for indoor tanning services and Heartland Tan was born. IST: M H I ’ . W BH: As with any business, scale and growth are the two crucial factors, especially in early stages. Greg always had the innate ability to measure the industry and to expand (or contract) when conditions warranted. As the business grew, we surrounded ourselves with like-minded people and let them do their jobs. Business success is truly simple: hire loyal, competent people. Carry quality products and stand behind them. Know your clients’ individual circumstances. And most importantly, treat people as you would want your spouse or yourself to be treated.

IST: W - N , “ ’ ” ( N , ), BH: Change. It’s a constant, and sometimes the decisions you have to make impact your product line, as well as employees (i.e., see March 2020 to present). Our team reacted to the indus- try struggles dealing with the pandemic and was able to offer what turned out to be a popular salon owners’ gathering last summer. People were really just ex- cited to gather together at an in-person trade event again. IST: A , . W H ’ BH: Without sounding too corny, it’s truly the relationships that have been created with both our customers and employees. In both cases, some have lasted 20+ years. And for me, without

a doubt, it’s been going to work for all this time and enjoying what I do. IST: A , , H . C - H BH: Joe, my crystal ball broke back in ’08! I feel the “shake-out” of both salons and product suppliers is over. The stability, and dare I say it, the growth of indoor tanning, spray-tanning and aux- iliary products over the last few years (in spite of a worldwide pandemic) have factored into our plans for the future. We plan to invest in better systems both for sales and internal controls and most importantly, focus on taking care of our valued customers and associates. Brad, you and your team rock! What a pleasure to interview someone I’ve known for so long on such a great occa- sion. I wish you and Team Heartland all the best in the coming years! ■

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Feature

Armed for 2022 !

Tan Expo

Courtyard by Marriott Blue Springs , MO February 4 - 5 , 2022 By Sherron Barden

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As Winter Storm Landon dumped snow and ice on much of the U.S., about 150 tanning community members could not be de- terred from gathering for a full weekend of motivating education and network- ing. They are now “Armed for 2022!” Several people were unable to attend due to canceled flights and treacherous road conditions. “This was our 30th year hosting an event and we were thrilled that so many were able to brave the weather to be there in person,” stated Heartland COO, Brad Henson. “Nothing beats that human inter- action, the in-person learning,” said Tammy Reed, VP of Distribution. “Salon owners from across the map greeted each other in the lobby of the historic hotel, tears streaming. It was truly magical to witness.” The two-day agenda was packed, kicking off Friday morning with spray-tan training presented by in- dustry veteran and Norvell University creator, Brandon Cardinal. Also on the schedule were presentations by product experts from Devoted Creations, New Sunshine Brands and Sun Evolutions, as well as a Sun is Life® Training and Certification classroom session proc- tored by Program Director and Event Emcee, Joe Schuster. “Despite the impact of the weath- er, those on hand were treated to a trifecta of great training by some of our industry’s best, nice vendor giveaways combined with food and entertain- ment,” stated Schuster. “Heartland has done a fantastic job with their events over the years and I’m really pleased to have been included in so many of them, along with Sun is Life Certifica- tion. This season’s class was fun, lively and enjoyable to teach.” Reed added, “The Sun is Life class was a favorite, as usual! Joe is an amazing teacher, trainer and showman.”

“ This was our 30th year hosting an event and we were thrilled that so many were able to brave the weather to be there. ” Brad Henson Heartland COO

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After a busy Friday, attendees donned their camo gear for a military-themed “Victory Mixer” to unwind and network with other industry professionals. The party featured dancing to a dueling piano band, yard games, food and fun. The tables were decorated with photos of individuals from the Heartland fam- ily who served our country, including Brad and Greg Henson’s father, Glen Henson. Guests enjoyed delicious cook- ies decorated to represent each branch of service and a photo opportunity to remember the evening. Bright and early on Saturday morn- ing, the Bootcamp crowd was treated to breakfast and officially welcomed to the event by Brad Henson and Tammy Reed. “Our focus on Day Two was to make salon teams grow as salespeo- ple, merchandisers, customer service managers and more,” explained Reed. Industry experts were paired with salon owners for informative sessions including “Merchandising Basic Train- ing’’ presented by Gina Jaeger (Sun Evolutions) and Leslie Westfall (Studio 636, O’Fallon, MO). Next on stage was keynote speaker, management and lead- ership coach Jeff Driskill from Sandler Training Center in Lee’s Summit, MO who discussed “Learning to Speak Your Customer’s Language.” He was followed by Brandon Cardinal (Sunless, Inc.) and Michelle Norvell (Bare Necessities Sa- lon, Puyallup, WA) with “Planting Seeds to Help Farm Your Customers” and “Selling with a Client-First Attitude” presented by Jordan Stamper (New Sunshine) and Janessa Howell (Celsius Tannery, Overland Park, KS). After a break for lunch and some games, attendees got one-on-one time with the manufacturer reps as the prod- uct exhibits opened for the afternoon. Keynote Speaker Jeff Driskill returned to the stage to discuss delivering customer satisfaction, and the agenda wrapped up with Megan Racine (De- voted Creations) offering “Influencing Your Staff Favorites.” Of course, the event included several prize giveaways – Sun Evolutions spon- sored a large YETI® cooler, Devoted

The military- themed Victory Mixer paid tribute to Heartland family service members.

Creations donated a Bissell® robot vacu- um, and New Sunshine raffled a getaway including airfare and a weekender bag filled with products. “All attendees went home with goody bags valued at over $800, and we gifted each owner a private session with Jeff Driskill to further their learning,” Reed said. “With each event, we strive to one-up ourselves from the year prior,” Reed shared. “All in all, even with the weather and cancellations due to illness, our salon partners and vendor partners showed up for an amazing event to kick off the season. Now, it’s back to work – we have a 2nd Annual Owners Retreat to plan ... coming in June 2022!” ■

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XX

Industry Watchdog

Let the Games Begin By Joe Schuster

We must be approaching the tanning season … the anti-tanning media chicanery has begun. Let’s start with a little “connect the dots,” shall we? Minnesota is home to the Mayo Clinic. Naiara S. Barbosa, MD practices dermatologic oncology over there in Rochester, MN. She and some of her colleagues conducted a mailed survey to assess local Minnesota residents’ knowledge, attitudes and behaviors regarding skin cancer and tanning bed use. Sounds like it would be extremely accurate, right? A mailed survey? Geez Laweez. Probably not at all skewed. FYI: Minnesota is one of the top three states with the highest incidence of skin cancer. This comes as no surprise as the state has a significant number of folks who are of Scandi- navian descent. So, combine that and you should expect to get an accurate estimate of melanoma risk? Sure.

was associated with less chance of tanning bed use within the next year.” I have a few questions, Doc. How many times did the survey respon- dents actually use a tanning bed? Once? Twice? What was the length of the UV sessions and what type of sun- lamps were installed in the tanning system? What was the frequency of their outdoor sun exposure? Did they have any hereditary link to skin can- cer? Answers to these questions would be important to consider, for sure. The doctor then tossed in a remark that is typical of researchers: of course, more studies would be needed. Well, I’d say those studies should be based on a lot more than a survey that seems fixed to deliver an expected outcome! You can count on the ol’ Watchdog to keep you posted. 

Let the games begin. The survey results report that 55

percent of the younger group and 37 percent of the older group had used a sunbed. Then, they applied something called a “skin cancer risk calculator” which concluded that the prevalence of high risk for melanoma was 18 percent in the younger group and 33 percent in the older group. Okay, so what? Well, those with high-risk scores were more likely to “perceive” a higher risk for skin cancer. And ipso facto, those who had high-risk scores and also reported tanning use then reported a low likelihood to tan in- doors. So what could be wrong with that research? Well, I gave you clues. Mailed-in questionnaires, high incidence of skin cancer in the state ranked third highest for developing skin cancer. To top it off, Dr. Barbosa stated, “it was nice that having a high risk of skin cancer and a perceived high risk of skin cancer development

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.

martialred / Shutterstock.com

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Feature

7 Questions with …

1. What was your very first job? I started lifeguarding when I was 15 and did it for seven years. I loved that job! 2. How/when did you get involved in the tanning industry? I had graduated from college and was without a job when I saw an ad in the paper for a customer service rep at Four Seasons. After I interviewed for that position, man- agement decided I would be best at telemar- keting phone sales. That was 20 years ago, and I have transitioned from telemarketing to inside sales and corporate sales. 3. Would you rather cook dinner or order in? That’s an easy one: cook! I have always loved to cook and now that my two daughters (Dailey and Peyton) are older, they like to be in the kitchen just as much as I do. We like to Google different recipes and try new dishes. On the weekends, we eat out because that gives me a break. 4. Who is your hero? My husband always says, “You are just like your mother.” Well, I take that as a compliment! My mother is my hero and she is a great role model to me and my daughters. Mom lives nearby in the same town, and she helps me out tremendously with the girls and everything in between – she is always there when we need her. She is a very hard worker, and I hope to pass all her good qualities down to my girls. 5. Do you hit the snooze button or get up immediately? I hit the snooze button at least twice each morning, so I know to set my alarm about 10-20 minutes early. 6. Three words that describe me best are? I would say reliable, determined and outgoing. 7. What’s one thing that can instantly make your day better? When my family says, “I love you” as we are heading out the door each morning. 

Account Manager Four Seasons Cacy Wade W

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Salon of Distinction

Indulgence Tanning & Massage Therapy READY TO GROW By Joe Schuster

T his month’s Salon of Distinc- tion comes fromMissouri. I took some time to interview Kathy Oberbeck, Owner of Indulgence Tanning & Massage as she was shaking off the late winter chill. As a bucolic virtual visual, picture us sitting by a fireplace sipping a hot cup of coffee. IST: Always the ice-breaker: how did you get your start in the tan biz? KO: We were looking for a way to grow a small inheritance and the salon was for sale. I had not been a tanner prior to buying it – a complete newbie! We took ownership September 1, 2019.

IST: Interesting! Typical new salon owners have experience as indoor tanners. Dealing with the pandemic has certainly impacted many small businesses. How did you fare over the last year? How does your busi- ness compare with this time in 2021? KO: Our salon is one of two in our town of about 15,000 people. The other has about half the number of beds and is open fewer hours. We see our salon as an indulgence to our guests, and strive to make them feel pampered and appreciated. The prior owner seemed to really only be concerned about short-term profit, not long-term relationships. She owned the

salon for two years and the second year, her sales decreased by half. She would “save money” by turning off lights during the day, which made the salon look dark and unwelcoming. Her decor was stark black and white with only some tanning posters on the walls. We painted and redecorated with a beach theme, and we ask our guests who are going on vacation to bring us back a postcard to hang up.

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Location ............................................ Jackson, MO Owner ............................................ Kathy Oberbeck Staff ........................................................................ 3 UV Tanning Units ............................................ 12 Other Services ....................... Massage Therapy Lotion Brands ....... Devoted Creations, Ed Hardy, Designer Skin, Australian Gold Best Selling Lotion ...... Tanovations Oh Pale No! Best Selling Tanning Package ............ Luxury (Level 2) Software .............................. TanTrack by Nichesoft Distributor Partner ........................ Four Seasons IST: It would appear that you’ve cleared that hurdle! What are your goals for the next 1-3 years? KO: By this time next year, I hope to stop leasing space and instead, build my own building. I’d like to open a sec- ond location. Next, I’d like to hire an assistant manager so I am not needed so much for the day-to-day operations, but can instead focus on growth.

Kathy Oberbeck Owner

Ashli Mires Tanning Consultant

Jeannie James Tanning Consultant

So far, 2022 is going well! Some weeks, we miss our goal of 10% growth, but then we’ll exceed it the next week which has kept us on target for year-to-date goals.

class? How important is it to have a staff fully-trained with Sun is Life? KO: I believe the training is of utmost importance – when it comes to selling anything, knowledge is power. You can’t sell what you don’t understand. I really enjoyed the Sun is Life training. KO: Joe, when we took ownership of the salon, it had a different name and a bad reputation. During the process of choosing a new name, I had talked with existing customers and realized that we had to distance ourselves as much as possible. We decided on Indulgence Tanning and Massage Therapy to help people realize we were not affiliated with the previous owner. IST: What has been your biggest hurdle to overcome?

IST: Hey, the postcard idea is pretty cool! Let’s move on to

cleanliness. Have your sanitization standards changed? If so, how? KO: The only change we have made due to COVID was to discontinue leaving a clean towel in the room after cleaning it. Towels are now kept behind the desk and offered to guests as they check in, so they know only staff have touched the towel before they do. IST: You told me that you enjoyed the Sun is Life Certification course. What insights did you gain from the

A nice story Kathy. All the best to achieving those goals! 

Tanning & Massage Therapy LLC

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Showcase

Tell ‘em you saw it in IST MAGAZINE

1.

2.

3.

milatoo / stock.adobe.com

DEVOTED CREATIONS 1. H.I.M.™ Billionaire Ultra-Exclusive Rich Bronzing Formula

2. DJ-Pauly D Get Tan Like ME!™ Double Dark “Tan Goals” Bronzing Blend • Ultra-Dark Bronzing Cocktail • Super-Soft Silicone Blend • Electrolyte-Rich • CoQ10 & Caffeine • Tattoo & Color Fade Protection • After Tan Odor Eliminators • Vegas Vibes Scent MSRP $34.98 7oz

3. Vacay Vibes™ Indoor/Outdoor Tropical Bronzing Cocktail • Indoor/Outdoor Bronzing Blend • Hydrating Guava • Anti-Aging Watermelon • Electrolyte-Rich Coconut Water • Melanin Stimulators • Tattoo & Color Fade Protection • Island Escape Scent MSRP $25.98 8.5oz 

• Color-Correcting Formula • Rich Anti-Inflammatory & Antioxidant Blend • Anti-Reddening &

Complexion Clearing • Anti-Aging & Firming • Tattoo & Color Fade Protecting • After Tan Odor Eliminators • Rich Mahogany Scent MSRP $36.98 8.5oz

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Tell ‘em you saw it in IST MAGAZINE

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TANOVATIONS™ 4. Waikiki Weekend™ Pacific Paradise Natural Beach Bronzing Cocktail • Indoor/Outdoor Natural Bronzer • Color-Correcting BB Crème Formula • 2 Melanin Stimulators • Jackfruit & Guava Extracts • Targeted Anti-Aging & Firming • Electrolyte-Rich Coconut Juice • After-Tan Odor Eliminators • Summer Escape Scent MSRP $53.95 11oz

HEMP IQ ® 5. Pomegranate & Sea Salt Body Moisturizer • Sensitive Skin Formula • 100% Pure Hemp Seed Oil • Cocoa & Shea Butters • Vitamin C • Pink Pomelo Extract • Pomegranate Extract • Himalayan Sea Salt • Rice Extract • Aloe Vera Base • Pink Pomelo & Sea Salt Scent MSRP $19.99 18.25oz

COLLAGENETICS™ SPA 6. Collagenetics™ SPA Beauty Enhancing Drops • Add to any Lotion • Pepha-Age™ helps minimize discolorations • Skintight AP™ • pH-Balancing Agents • Pentapeptide-34 • Regu-Sense™ helps reduce collagen loss • Light-Activated Photosomes • Fragrance-Free MSRP $48.98 1oz 

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SUN EVOLUTIONS 7. Hempz ® Sugared Banana & Vanilla Blossom Herbal Body Moisturizer • Limited Edition Formula • 100% Pure Natural Hemp Seed Oil • Banana Fruit Extract • Sunflower Seed Oil • Shea Butter • Paraben/Cruelty/Gluten/THC-free • 100% Vegan • Sugared Banana & Vanilla Blossom Scent MSRP $23 17oz

SUNLESS, INC. 9.Versaspa Catalina Self-Tanning Bronzing Mousse

8. Hempz ® Truly HOT™ Bronzer Hemp-Infused Natural Bronzer • Natural Streak-free Bronzers • Ultra Dark Formula • CX2 Skin Firming Complex • Aloe Vera • Vitamins A, C & E

• For all skin tones, face & body • Cool Brown w/Violet Undertones • Odor-Ban 200™ Technology • Go beyond tan™ Marine Algae Blend • 100% Vegan • Non-Comedogenic • Gluten/Paraben/Cruelty/Nut-Free MSRP $42 4oz

• Odor Shield Technology • Blueberry & Acai Scent MSRP $35 9.5oz

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ASA News

Trouble Sleeping? By Kevin Apgar President, JW North America

IF

As president of JW North America, I take great pride in both supporting and working closely with the ASA. And, as part of my personal contribution to this industry effort, I want to encour- age you to do the same. Becoming a member is one way to help support, but there are additional ways to contribute, including annual contributions to the ASA’s “bottle program” offered through participating distributors. This is your chance to support those who are sup- porting our industry and our businesses. My recommendation is for you to do exactly what I did for my company. I pay the ASA and their team of experts to make sure my business is protected from any future attacks. And yes, this definitely helps me sleep better at night.  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.

you’re reading this article, there’s a good chance you’re a business owner in the indoor tanning industry.

There have been many stories about what transpired more than a decade ago that put our industry in such a bad place. But here’s a small portion that I hope can put things into perspec- tive. In December of 2009, the Tan Tax was introduced as part of Obamacare in a backroom political swap for a 5% tax on cosmetic surgery. Obamacare was passed a few months later and the Tan Tax was the first tax to be enacted in 2010. At that time, the indoor tan- ning industry had no representation in Washington, and as they say in D.C., “If you’re not at the table, you’re on the menu.” If today’s ASA team had been positioned in Washington as they are today, there’s an excellent chance we wouldn’t currently be paying the Tan Tax. As business leaders, we will always be faced with difficulties like competition, staff issues or the economy, and that’s more than enough to keep us awake at night. But, these are issues we understand how to deal with, or we hire someone who can. So, who are you hiring to deal with the biggest problems your salon may face? Are you going to wait until your business is hit with another government tax or mandate before you take action?

There’s also a good chance you’re worried about the future of your business, espe- cially considering how federal and state regulators have targeted our industry over the past decade. Just like you, I have spent many sleepless nights worrying about what else might happen and what our future might look like. Or, at least I used to. For the past decade, I’ve been work- ing closely with the American Suntan- ning Association (ASA) to help protect and promote our industry and secure our future. I have attended countless federal and state meetings with Melinda Norton, Joe Levy and Matt Russell along with ASA lobbyists, consultants, legal experts and other members. I can tell you firsthand how resourceful ASA’s team of experts are and how hard they work. I have sat through days of board meetings listening to the details of ASA’s efforts, the thousands of meetings they have attended on our behalf, and the tire- less work they put into protecting what is ours. What I can’t tell you – or what I can’t understand – is how so many in the tanning business are not supporting the industry’s only trade association. I understand it’s hard to appreciate the work someone is doing on your behalf if you’re not there experiencing the effort yourself. So, let’s see if I can help with that.

I take great pride in both supporting and working closely with the ASA and encourage you to do the same.

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Lamp Talk with Leif

output with a UVA/UVB meter after the first 50 hours of use and make notations of the output readings. Do the reading again at 500 hours to see how much (what percentage) the output has dropped. Generally speaking, different lamps in different tanning units have a useful life of anywhere from 500-750 hours, but should be changed for tanning performance pur- poses when output has dropped 20% or so. Q: Do the lamps in a bed determine what “level’’ it is? A: The term “level” is simply marketing that salon operators have used in order to differentiate between the various bed/ stand-up models they offer. Typically, salons refer to a starter/low-end tanning system as “Level 1” and then assign a high- er number to more powerful beds with a higher cost per session. A bed’s “level’’ has nothing to do with the lamps installed in it. Q: Does a customer need a good base tan before high-pressure lamps will make a difference? A: No. The UV spectrum of a high-pres- sure lamp develops color in the skin in a different way than low-pressure lamps, which typically emit a bit more UVB. Q: Why do high-pressure bulbs differ so much in size and shape? A: High-pressure lamps are designed for different applications based on the reflec- tors, wattage and even the cooling system of the bed. The important thing is to have the right lamp for a specific tanning unit. 

SoMany Questions! By Leif Vasstrom

The lamp’s phosphor content and the type of glass used to make it determine the UV output. With regard to high-pres- sure lamp products, the filter glasses determine the mix of UVA and UVB. Q: How often should lamps be removed from a tanning unit, wiped down and re-installed? A: There is no specific time frame for this matter; in order to maximize performance, tanning units and lamps should be kept clean and free of internal dust build-up at all times. Q: Is it pointless to install new lamps in a bed with old acrylic shields? A: Acrylics do deteriorate over time, more quickly with heavy use. In order to allow the lamps to perform properly, the shields should, of course, be changed as needed. Q: Should lamps be moved from a sunbed canopy to the bench at half-life and new lamps installed in the canopy? Or, should all lamps be removed and replaced at the same time after recom- mended usage hours have been exceeded? A: You should change all lamps in the tanning system after a certain number of hours. I recommend that you measure lamp

I received a “Lamp Talk” submis- sion from Kimberly Ammons , owner of Toast Yur Bunz in Decatur, TX and she asked many great questions! Q: What’s the simplest way to explain to a tanner how a sunlamp works? A: There really is no one answer to this question, as there are many different lamp types that are designed for many different tanning systems. Here is the simplest explanation: Flu- orescent lamps employed in a tanning sys- tem emulate the sun’s UV light spectrum in a controlled spectral irradiance in order to prevent overexposure; high-pressure lamps with filter glasses do the same. Q: Is there such a thing as a “bronz- ing lamp”? If so, what exactly is it and how does it differ from other sunlamps found in a tanning system? A: This term was coined by salon operators who like to state that one lamp type makes you “browner’’ than others do, but it really has no relevance. Q: Do certain brands of lamps emit different types of UV rays? A: A fluorescent sunlamp’s spectral irra- diance consists of UVA, UVB and infrared.

About the Author: Industry veteran Leif Vasstrom founded Napa, CA-based Supra Brands Group in 2004, and has been at the forefront of sun- lamp 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 manage- ment program, acquired by SunLync in 2003. He launched the Silver Solariumequipment 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

Spring Break? By Melissa Damiani

new customers who patronized your salon for the first time during the Spring Break season. Vital data includes everything from email addresses to how they heard about you, and will allow you to continue to further promote your business post-season. Your software should also allow you to configure promotions so that they are only redeemable during a certain time period. Once Spring Break has come and gone, be sure to analyze the promotions that were redeemed to determine just how successful they were and if necessary, how they should be adjusted for next year. Spring Break doesn’t have to be an exciting time just for your customers. There is unlimited potential for your business at this season, especially if you and your staff have the advantage of sa- lon management software that supports the execution of your business plan. Running some attractive promotions, doing some extra marketing and deploy- ing methods of minimizing possible wait times are all great ways to keep tanners happy and coming back for more! 

start marketing to existing customers ahead of time. Sending a coupon for a buy-one-get-one free tan or the first month free on an EFT membership are excellent ways to entice tanners to visit your salon, especially if they haven’t been in since, say … last Spring Break! During this time, you also want to appeal to prospective new clientele. Adver- tising to new clients offering a promotion Your software should help you make the most of the lucrative opportunity that Spring Break presents to your business! such as a complimentary first tan will surely generate some walk-in traffic. Following up with outstanding customer care and superior products and services will allow you to easily convert them into repeat customers, even if they only came in to "get their tan on" prior to a Spring Break vacation. Be sure to gather as much information as possible on these walk-ins, so that you can run effective reports for

hen thinking about Spring Break, what comes to most people’s minds? Va-

cationing with friends, warm weather and palm trees, a great tan? What comes to mind for you as a salon operator? Perhaps it’s the lucrative opportunity that this time of year presents to your business? For those preparing for an upcoming vacation, looking great is likely at the top of their priority list, and what better way to achieve this than by obtaining a golden glow and building a base tan? These poten- tial customers have a distinct need which you as a tanning salon owner have the ability to meet with an effortless solution – one that also allows them to relax during the process. At this time of year, having a complete salon management system will prove to be an essential tool, enabling you to capitalize on this favorable position. The information you’ve collected over time via your customer database is price- less. Tapping into this data is imperative when looking to market to the demo- graphic that would be likely to engage in a Spring Break trip. Querying all of your customers between the ages of 18 and 24 and printing mailing labels through your software program is a great way to

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

Next up was Mount Everest. In 2013, Maria became the first Portuguese wom- an to summit Earth’s highest mountain. Then, she swam the English Channel. In 2017, Maria gathered more pub- licity as she recorded the fastest time to complete an Ironman Triathlon on six Of course, you don’t need to climb a literal mountain to reach your goals, but are you WILLING to? continents (56 days). She now holds seven Guinness World Records and the atten- tion she received has helped her founda- tion feed and educate children in one of the most difficult slums in the world. Remember this: Maria wasn’t an “ath- lete” before any of this began, she was just a Portuguese woman who had cleaned hotel rooms and then became a flight attendant. But she used athletic endeavors to get the world’s attention and raise funds to achieve what mattered to her. Maria badly wanted to help those kids in Bangladesh. And with commitment comes creativity. How badly do want your big goal? Are you willing to climb Everest for it? Of course, you don’t need to climb a literal mountain to reach your goals, but are you WILLING to? How badly do you want to help others, or even to help yourself? How badly do you want to do something GREAT in this world? What do you dream about doing? Make it happen … no excuses! 

Are YouWilling to Climb aMountain? By Grant Cardone

As we forge toward our goals for 2022, this story will leave you with no excuses. Maria Da Conceicao is a Portuguese woman who came from no money, but today supports a school in Dhaka, Ban- gladesh. As an orphan at a young age, she was adopted and raised by a house-clean- er. By 15, Maria was also cleaning houses. With no college, she worked hard and had a great attitude … so much so that eventually, one visitor to the hotel where she was employed took notice. Maria was offered an opportunity to become a flight attendant for Emirates Airline. Not long after, she worked a flight to Dhaka, Bangladesh which had a 24-hour layover. Staying in a hotel – like the ones she used to clean – Maria went into the streets and saw the slums. She saw hungry kids and wanted to do something to help. With little money, she made a commit- ment. During her vacation time later that year, she flew back to Dhaka and worked

to feed the hungry and teach the children, getting donations and financial help from her connections in Dubai. She then began using her own money to start a school. Like a modern-day Mother Teresa, Maria expanded the school with dreams of getting 600 kids fed and educated. But when the global recession hit during 2008-2009, the donations stopped. If the school was to continue, Maria had to step up her game. How badly did she want it? She decided she needed to get attention and become the first Portuguese woman to climb Mount Kilimanjaro in Africa. In 2010 she summited, and the small amount of press she got generated some funding for her school … but she still was far short of getting enough publicity to gain sponsors and reach her goal of funding 600 kids. So, Maria decided to be the first woman to run a marathon on each of the seven emirates in the UAE in seven days. Then, she completed a successful trek to the North Pole.

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-

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 currently resides in South Florida with his wife and two daughters.

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Notes from the Road

It’s no secret: tanning prod- ucts can be confusing. Labels have wording like “50X Bronzer,” “XXX Bronzer,” “Streak- free Bronzer,” “Accelerator,” “Maximiz- er,” “Optimizer,” “Tingle,” “Heat” and “Sizzle” – just to name a few! Especially for new staff who not only have to learn your salon’s equipment, procedures and computer system but also the ins and outs of the countless SKUs lining your display shelves. This can be daunting for even veteran staff when you bring in new products. Let’s talk about ways to simplify the process of quickly and efficiently mak- ing staff more comfortable with selling. First and foremost, narrow your selection. I have discussed this in previous articles – I believe your shelves can have too few OR too many products. I feel that the perfect number is between 18-25. This typically includes about two or three products at each price point. I’ve visited countless salons and the aesthetics of their lotion shelves is something that stands out to me and immediately tells a story. For instance, if you have too little selection, customers get the impression that your shelves are “picked over” and what is left is what other people didn’t want, making it appear to be “low-quality.” On the flip-side, too many products or too many different lines can communicate that you don’t really stand behind what you carry and it can look more like a discount store than a high-class facility. Salon owners and managers can avoid both scenarios by making buying decisions that really reflect your clientele’s needs and demographics. Also key is brand uniformity – I have found it easiest to learn the selling points of products that belong in the same family. Generally, manufacturers create product lines that all go together; the higher-priced bottles are generally larger and have better skin care and as price decreases, so do the bottle size and core ingredients. You are Simplify for Better Sales By Lisa Saavedra

still receiving some of the benefits of the higher-priced products, but not all of them. Giving higher-priced products more sell- ing points creates a buildable sales effect. The easiest way to become familiar with the brands you carry is with educa- tion. Most manufacturers offer in-store and web-based product training, so that your staff can learn from the professionals Make sure your team is comfortable and confident by constantly continuing education. how to sell the products and what ingre- dients make them unique and effective. Long after the training sessions, the job falls on you to maintain the momentum of sales and continued education. I think flashcards are great for this. When I teach sales classes, I always stress the idea that for every $15 of a product’s retail cost, you need to know at least one selling point. This helps staff explain why the higher-priced products are more effective than the lower-priced products. Good information to have on a flashcard is the “basics.” Does the lotion have a bronzer? If so, how much? What is the key hydration ingredient? Also, include some skin care bullet points to memorize. For example,

if a product costs $60 retail, you would want to highlight four key factors about it. Create guidelines for staff during this learning period. I think that every day they work, they can memorize one flash card, starting with your highest-priced products and working their way down. Studying and memorizing four or five bullet points during a shift makes this task much less daunting. In summary, simplifying the lotion selection and staff training processes helps them to be more confident when talking to tanners about the products and also makes learning about products much less intimidating. Confidence is the key to sales – make sure your team is comfort- able and confident by constantly continu- ing education. Never stop learning, never stop growing … and happy selling! 

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.

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

Commit to Your Tan

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UK View

returning to the UK. Just about every- one I talk to has already booked or is planning to book their holiday, with many taking them earlier than usual, which quite possibly also means they may very well justify another holiday later in the year as well! Of course, this is all good news for UK tanning salon operators with a large percentage of their customers us- ing the salon to secure their pre-holiday base tan and then post-holiday top-up! There can be no doubt professional tanning salons should be looking forward with confidence after two long and difficult years . It is also good to see that this boost in business is realising a boost in confi- dence and ergo, a boost in investment in new equipment and new lotions. We are even talking to salon owners planning their next phase of expansion. There can be no doubt professional tanning salons should be looking forward with confi- dence after two long and difficult years. So, the timing could simply not be better for SHINE, our annual national industry event, which is taking place for the first time since 2019. Whether by foresight or simply pure coincidence, the line-up of presentations represents a perfect reflection of what our indus- try needs right now and for all those attending, I very much expect it to provide the perfect springboard into the 2022 season, equipping salon operators with the tools, information and confi- dence to make 2022 a year to remember … and for all the RIGHT reasons! 

IT’S OUR TIME TO SHINE!

By Gary Lipman

I cannot quite believe what I am about to

a month or so and now, a remarkably different picture is being painted. And yet, all this is despite some ongoing restrictions and salons still suffering the impact of the Omicron variant. But there can be no denying, overall, salon footfall is up, up, up! It is almost as if I am in a very pleasant yet illogical dream from which I simply do not want to wake. But I am awake and there is no mistake: the overall industry vibe is very positive indeed. Talking to colleagues and salon owners, it seems clear that we are once again experiencing the release of a pent- up demand for tanning. The Omicron variant was so prevalent in the lead-up to and over Christmas and the New Year, resulting in parties, festivities and gath- erings being cancelled or put on hold as everyone tried to avoid testing positive. But it is certainly all changing now. And the demand has no doubt also been fuelled by the removal of expensive COVID testing requirements for holidaymakers

say. I feel the need to whisper, so as not to jeopardise matters – but equally, I want to shout it out as loudly as I possibly can: tanning salons around the UK and Ire- land are generally reporting their busiest start to the year for many, many years! After what was overall another challenging start to the New Year, I am somewhat surprised but of course, equally delighted! Perhaps I shouldn’t be surprised that my own team is busier than it has been for some considerable time. Yet, it was literally only a few weeks ago when we reached record numbers of positive Omicron COVID cases in the UK and whilst the threat of another lockdown was never really a viable option whichever way you looked at it, the consumer mood level was unde- niably at a low ebb and that impacted sa- lon footfall and spending. Fast-forward

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About the Author: In the tanning industry since 1982, Gary Lipman is Man- aging Director of the UK sub- sidary 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 Asso- ciation member.

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