ist magazine March 2023

Animated publication

From the Publisher

Dear Readers, I wrote last year’s March letter following Winter Storm Landon; tomorrow we’re pushing 60 degrees in some parts of Michigan. It feels like I talk about the weather a lot, but in the tan biz, spring is bread-and-butter time – I hope you’re preparing your facility and your team to kill it this busy season! One way to prepare is (of course) to read your IST Magazine ! In addition to the variety of industry-specific content from our great contributors, we tap into resources for articles about general business practices. This month, read about ways to refill your team’s “energy tank.” It’s easy to let the mundane tasks of daily business put everyone in a sluggish mindset; there are ways to break out of service fatigue and return to delivering excellent customer service in every interaction. See pg.48. Preparing for the upcoming season should also include an assessment of your staff training process – are you stuck in a “rinse and repeat” cycle year after year? We have an article with tips for avoiding mistakes starting on p.52. When it comes to salon operation, getting everyone on the same page is important for many reasons, including the safety of your guests. Make this the year you equip your team with the tools they need to offer a premium guest experience, sell with more confidence AND enjoy their jobs. What’s the easiest way to do this? Just ask our Salon of Distinction operators who found Sun is Life ® Salon Operator Certification to be affordable and accessible 24/7. Investing in your team will set them up for success and lead to business growth – that’s what it’s all about, right? Visit today! This month’s Salon of Distinction – Electric RAYS Tanning & Spa based in Boise, ID – purchased four existing salons last year. It’s great to hear about this kind of growth in our industry! We have a feature on pg.54 about myths and mistakes to avoid when pursuing business growth. Also in this issue, we highlight a salon founded more than two decades ago: Midas Touch Golden Tans in Emporia, KS. This is the first in a series featuring business owners who credit JK Products & Services for helping them thrive and grow. Decades ago as a salon operator, I also learned first hand about partnering with the world tanning equipment leader – it was key to my business growth. Check out the “JK Salon Spotlight” on pg.18. Happy Spring! Thanks for reading, Success is 90% Preparation ...

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

Staff Writer Joe Schuster

Graphic Design Daria Akulova Hailey Worrell

Accounting/Circulation Kim Davis

Senior Account

Executive Terese Allen

Contributing Writers Grant Cardone Melissa Damiani

Gary Lipman Lisa Saavedra Leif Vasstrom

HOW TO REACH US 14165 FENTON RD., FENTON, MI 48430 810.230.1735

fax 810.230.1115 ist


March 2023 | Volume 27 | Issue 2

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

Copyright © 2023. All rights reserved. Printed in U.S.A.


March 2023

Contents March 2023 Volume 27 • Issue 2

COLUMNS 6 From the Publisher 20 Industry Watchdog 30 ASA News 32 Ergoline Focus 34 Lync IT

IN EVERY ISSUE 22 Product Showcase 62 IST Contributors 63 Distributor Contact

36 Monthly Motivation 38 Notes from the Road 40 Trending@DC 42 UK View

Cover image by ChiccoDodiFC /

Contents March 2023 Volume 27 • Issue 2







FEATURES 12 7 Questions with ... Madison Ciepiela Event & Communication Coordinator JK Products & Services, Inc. 14 Salon of Distinction Electric Rays Tanning Boise, ID

18 JK Salon Spotlight Midas Touch Golden Tans Emporia, KS 44 Get the Facts! with Sun is Life® Training 48 Refill Your Team’s Energy Tank

52 4 Strategies to Get Training Right 54 7 Business Growth Myths & Mistakes


7 Questions with... Madison Ciepiela Event & Communication Coordinator JK Products & Services, Inc.

1. Howdid you find yourself working in the indoor tanning industry? I started as a social media intern at JK Products & Services and was given the opportunity to attend our Experience Ergoline event last May. I quickly learned that I love the event side of working in marketing. There is just something about planning for events and trade shows and then getting to see it all in person. I cannot wait for our event this June! 2. What was your very first job? At age 19, I worked at a local pharma cy in my hometown of Blytheville, AR. I started out as the front desk staff then several months later, obtained my phar macy tech license and worked part-time while attending college. 3. What’s something people would never guess about you? When I was a little girl, I was the son my dad never had. I always tagged along on all his hunting and fishing trips. 4. Do you collect anything? Tumblers! So weird, but I am all about a trendy tumbler that will help me drink more water. I am currently obsessed with the Stanley brand – you won’t catch me without it. 5. If you could only eat one meal for the rest of your life, what would it be? I would be happy with any type of pasta – it’s my guilty pleasure!

6. Howwould your friends describe you? They would say that I’m outgoing and always down for a good time! 7. What areyoumost excitedabout inyour liferightnow? In May, I will marry my best friend and high school sweetheart! Planning the wed ding has been somewhat stressful, but I am ready to celebrate with all our close friends and family. n

Giejo Magazine /


March 2023

Salon of Distinction

Owner Michelle Roby


March 2023

Electric RAYS Tanning & Spa By Joe Schuster

T his month’s featured business land of spuds, gemstones and a pleth ora of landscapes and wildlife. NERD ALERT: One third of all of our potatoes come from Idaho. I had the pleasure of traveling to this part of the world just a few years ago, floating on the Spokane River in a houseboat and water skiing. I’ve even taught a Sun is Life® Certifica tion class in Boise ... But I digress. Idaho is a phenomenal state, Boise is a fantas tic city and Electric RAYS has salons all over the state. So, on to my interview with Owner, Michelle Roby! IST: We’ll start with the obvious question: How did you get your start in the tan biz? MR: When I was in high school, I worked in a tanning/hair salon. I started to really enjoy the tanning and beauty aspects of the business, so I decided to open my own store. Here we are eight years later with nine locations and hopefully, more someday. I never thought when I started Electric Rays that it would grow like this! comes to us from the great North west – Idaho to be specific – the

IST: These days, salons that only offer tanning services are few and far between. Many operators have diversified their menus to create a more “spa” type of environment. Describe your service offerings. MR: Well Joe, we really do have a diversified menu. We offer all levels of tanning, plus red-light therapy, wellness (saunas and pods) and sunless options. We love to offer more than just tanning and cater to the overall “look good, feel good” experience. Having more product variety has opened up many more avenues and crossover sales. IST: Sanitization standards were cov ered in depth during our Sun is Life classroom course. How would you describe your cleaning protocols? MR: We pride ourselves on the clean liness of our studios. Other than the typical bed cleaning after every tanner, we have “opening” and “closing” sched ules for daily cleaning and sanitizing. The staff at each studio does weekly deep-cleaning of all the beds as well as a monthly schedule that includes

cleaning window sills, washing walls and trim – the more tedious cleaning. I really believe that it sets our quality bar high. IST: You passed the Sun is Life class last fall at the Four Seasons National Tanning Expo with flying colors. What insights can you share about the training? MR: I really enjoyed the classroom setting better than taking the course online. I feel like I was more attentive in the in-person class and I loved being



OWNER • Michelle Roby NUMBER OF STORES 9 Idaho-Based: • Boise (3) • Meridian (2) • Lewiston

YEARS IN BUSINESS • 8 STAFF • 47 UV TANNING UNITS • 97 SUNLESS • (2) Custom Airbrush Technicians • (7) VersaSpa Units

OTHER SERVICES • Red-Light Sessions • Infrared Sauna BEST-SELLING LOTION • Devoted Creations Beyond the Beach SOFTWARE • SunLync DISTRIBUTOR PARTNER • Four Seasons

• Moscow • Hayden • Coeur d’ Alene


Salon of Distinction

“We love to offer more than just tanning and cater to the overall ‘look good, feel good’ experience.” Michelle Roby

Team Electric RAYS includes (L-R) Michelle, Owner; Sam, Studio Manager; Lex, Operations Manager

able to engage and hear what others in the class had to say and how you an swered any questions we had. So, when is your next classroom training? IST: Well, teaching salon certifica tion is certainly a passion of mine and Sun is Life has been included at the Four Seasons Expos many times. I’m honored to be invited! Salon operations are covered in our course, including how to approach an unruly or dissatisfied tanner. Last month, I wrote an article about the importance of customer service. Can you share an experience that exemplifies how you resolve a conflict? MR: Well Joe, I wouldn’t want to point a finger at just one. Each guest is different and has unique tanning goals, so we always make sure to take the time to listen to their frustrations and take

what they say to heart. We “put out the fire” as best we can and apply that as a learning experience for not only our tanning consultants, but also managers and district managers. IST: Time for the wrap-up. What are the 3-5 year goals for Electric RAYS Tanning & Spa? MR: We are focused on upgrading our studios so we can offer more services to our guests. Last year, we purchased four existing salons that had older equipment and décor. We are working hard to upgrade them to reflect the ultimate tanning experience we offer at our other facilities and look forward to a great 2023! Michelle, thank you so much for your time and we certainly hope to see you and more of your team at an upcoming event! n


March 2023

JK Salon Spotlight

Midas Touch Golden Tans Raising the Standard

The businesses featured in our JK Salon Spotlight have achieved success by partnering with tanning and well ness systemmanufacturer and worldwide industry innovation leader, JK Products & Services. This month, we talked to veteran Kansas Salon Manager Amy Ringler about the relationship and its many benefits. AR: My dad (Darrell Ringler) opened the salon in April of 2002. I was a senior in high school and would help clean beds after school or softball practice. During college, I’d catch myself jotting down promotional ideas or marketing plans during chemistry lectures! Eventually, I switched to a business management major, taking my role at the salon more seriously. As time goes on, I’m still eager IST: Howdid you find yourself in the tanning industry?

to learn more about business, consumer behavior, management, behavioral psychology and marketing.

left for Arkansas and it was delivered while he was gone. Excited to try what we had learned from Billy and without advertising the sale, I started selling it to customers who walked into the salon. The next day, Dad called the salon while I was working to ask how things were going. “Great!” I told him. “We need to order more of that lotion, though.” He didn’t understand. “Oh, we’ll be fine for a while – I ordered 100 bottles,” he said. “I know, we sold them already,” I told him. “I started a ‘backorder list’ so we need to get more ASAP because customers are waiting for it!” I still remember his shock and response: “You’re shi*ting me!” And over our last 21 years, we’ve been blessed to have many more iterations of this because of relationships with industry part ners. As JK/Ergoline evolves, we continue to develop working relationships that facilitate our growth. It’s been very reassuring to

IST: Howhas your partnershipwithJK/ ErgolinehelpedMidasTouchgrow?

AR: The JK Team – Billy and TomNeisciur, Tom Tarpoff, Jerry Deveney, Greg Majac, Henry Mitchell, Lateef Kahn, Hans Both, Brynn Scarborough, Lynetta Pilkinton, Bobby Wagner and Terah Sheer – have all been instrumental in our industry longevity and success.I remember many years ago, as Midas Touch was just getting started, Billy taught us the power of “giving” and how it leads to business success. Dad had gone to Jonesboro, AR to visit the JK crew at an open house. While he was away, I started a sales promotion that Billy had taught us: a free bottle of lotion with every tanning package. Dad ordered the product before he

The Midas Touch Lineup

TANNING SYSTEMS 1 - Vitality TLT 1 - Open Sun 1050 1 - Sunrise 7200Hybrid 3 - Affinity 800

OTHER SERVICES 1 - My Lipo 2 - Poly 1 - Cocoon Aqua IR

1 - Sunrise 480 4 - Passion 40/3 2 - SunDash 1 - Beauty Angel

1 - FitBurn 1 - Sunlighten 1 - VersaSpa Pro


March 2023

On February 7, Team Midas Touch and local salon owners attended a product and sales training session at the Gufler Mansion in Emporia, KS. The event was co-sponsored by JK Products & Services.

know that if we need help, someone at JK is willing to see that we get it.

IST: Your salon offers many Ergoline tanning systems. Which is your favorite?

IST: You attended the 2022 Experience JKevent –what did you lovemost about it?

AR: By far, it’s the Vitality TLT – it caters to every tanner’s wish! From the adjust able UV to the hybrid beauty light, to the LED comfort and Bluetooth connection, it’s easy to get lost in the features. Our guests love the phone-charging port, the touchscreen display and instant “pop of color” they get from the Activating Blue Light. I love that the bed marries three of our services – UV tanning, Beauty Angel skin enhancement and POLY LED red light. This saves our customers time and money and that’s how we stay competi tive! We love that the bed also draws less power, saving us on utility bills.

AR: Books and podcasts help me keep learning and growing in the business, but nothing beats in-person events. Swapping ideas with industry friends breathes new life into the mundane aspects of running a business. Last year’s Experience Ergoline show in Clearwater Beach, FL was so much fun! The show-stopping equipment reveal was so exciting and JK paid attention to even the smallest detail. Attendees were treated like stars – swag rooms, cocktails & hors d’oeuvres, and the 360° photo booth made the conference feel like nothing else in the industry. My favorite element, however, was the lineup of presenters who truly took a “beauty and wellness” approach with their information. I was honored to contribute to a panel discussion titled, “Women in Business.” I took away many great insights that helped our 2022 season beat every one we’ve had over the last 21 years. This year’s Experience JK event at the Gaylord Resort in Orlando will no doubt be a highlight!

Team Midas Touch includes (Top, L-R) Angela Palmer, Kennedy Smith, Morgan Thunberg, Ha ley Hogan. (Row 2, L-R) Lauren White, Ashley Wildeman, Amy Ringler; (Row 3, L-R) Kyleigh Roe, Hannah Carey, Waylynne Teague, Aubrey Hinrichs; (Bottom, L-R) Olivia Tuck, Delta White, Alisha Yoder, Darrell Ringler, Owner

IST: What advicewould you give to newsalon owners?

AR: Get involved! Attend any and all trade shows, get yourselves and your entire staff certified. Maintain the cleanest, most profes sional salon possible. Most importantly, network; learn from your peers and share ideas. Raise the standard of what it means to be a part of our industry. n


Industry Watchdog

Real Benefits By Joe Schuster feel like cave-dwellers emerging from the winter seeking the same.

U nless you’ve been living under a rock for the past five years, you’ve at least heard of the series “Yellowstone” and the prequels “1883” and “1923.” Star-laden casts depict the struggles of the Dutton family over several gen erations of life in Montana. And I mean struggles! It’s a wonder we ever got this far. Harrison Ford stars in the “1923” series as Jacob Dutton, the great-great grand-uncle to Kevin Costner’s “Yellowstone” main character, John Dutton. While trying to defend his ranch, Jacob is wounded by machine gun fire. Helen Mirren plays his wife Cara, and she is quite full of energy and attitude as she tries to keep the ranch afloat during Jacob's recovery from his injuries. In a recent episode, Jacob is instructed by the local doctor to “get some sunlight.” Cara assists and then joins the ailing and fragile Jacob to sit in a couple of chairs in the sunlight. You can’t help but feel the warmth of the sunlight in that scene. Many of us (including me)

Operator Certification, we know that sunbeds and sunlamps are regulated by the Food and Drug Administration’s 21CFR1040.20 as cosmetic light-emitting devices. Health claims about the effects of using these products should not be made with the Federal Trade Commission serving as an “overwatch” for tanning businesses. So, yes, sunbed exposure does produce beneficial vitamin D, but salon operators should not advertise this information. Instead, promote the “look good, feel good” aspects of a tan ob tained at a professional tanning facility with moderate exposures determined by individual skin type and controlled by a timer to minimize risk of overexposure and sunburn. Check out this month’s Salon of Distinction feature (p.14) Electric Rays Tanning & Spa, where they do exactly that! n

Recently, my wife and I also enjoyed a brief moment sitting outdoors in our chairs, basking in the sun. It felt awesome, especially after a cold and wet winter in the south. A visit to my doctor a few months back confirmed that I was vitamin D deficient and I now take a supplement during the win ter months of reduced sunlight. According to recent research published in the National Insti tutes of Health database, as many as 42% of the U.S. population is vitamin D deficient. The physical warmth of the sun combined with the physiological function of vitamin D that is created by UV exposure we have enjoyed for thousands of years has proved beneficial to our overall health, especially after the harshness of a long winter. It is known that UV emitted by indoor tanning systems also mimics the sun and the positive response of vitamin D3 synthesis in the skin.* However, as taught in our popular Sun is Life® Salon


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.

Maryna /


March 2023

Showcase TELL 'EM YOU SAW IT IN ISTMagazine




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• Ocean Waters Scent 8.5OZ MSRP $17.98


March 2023






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March 2023





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March 2023


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ASA News

Your business will benefit from your

how you can improve your perfor mance. But if you do this correctly, your customers won’t see this as an imposi tion. They will appreciate that you are committed to quality and to improving your service to them.” Levy’s happy to show ASAmembers how to do this simply and effectively. “The data you’ll get from doing this will improve your business,” Levy said. “And it will reinforce to your employees and your customers that participation with the ASA. To join today, visit you are committed to quality.” 3. Get Involvedwith ASA. Since its inception in 2012, the American Suntanning Association: ▶ Has held thousands – and that’s not an exaggeration – of meetings in Washington, D.C. with members of Congress and Federal agencies who oversee sun care policy – meetings that are key to demonstrating that profes sional sunbed facilities are playing a part in effective real-world sun care. ▶ Has led state lobbying initiatives in 43 states. Our efforts are more effective when you’re involved! Your success in indoor tanning, or any business for that matter, depends largely on your willingness to work and invest in your business. “The world is watching us,” Levy said. “And much of our future will be determined by our ability to show the world that we are committed to professionalism and leading the way in real-world sunburn prevention. It’s vital for you to maintain the highest of standards, particularly regarding sunburn prevention.” u

ShowYour Community Your Best Face

Markomarcello /

AS the indoor tanning community continues to evolve and grow professionally, the market’s most successful operations continue to focus on key competencies. 1. Recommit Your Business to Sunburn Prevention. The science of sun care is coming back to center, as it needs to. As more and more research mounts to support balance, teach ing sunburn prevention as a life-long ap proach to sun care makes more sense than teaching over-use of sunscreen and all-out sun avoidance, which, ironically, often leaves people more susceptible to sunburn when they inevitably do go outdoors. With researchers now implicating over zealous sun avoidance as a major public health mistake, as the dust continues to

settle on the scientific discussion of this topic the professional sunbed salons who will succeed long-term will be the ones who truly practice sunburn prevention. That means recommitting your stores to teaching sunburn prevention in the salon, as well as teaching your clients how Commit to sunburn-prevention as a cornerstone to your overall quality. The industry’s leading salons are doing this. We suggest you take two days a year and survey your guests about their results at your store – particularly measuring your effectiveness at helping them prevent sunburn. “The benefits of this are two-fold,” says ASA Executive Director Joseph Levy. “What you’ll learn from this is to prevent sunburn outdoors. 2. Measure Your Success.

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


March 2023

Ergoline Focus

Spring Break is Almost Here! Start building your color NOW!

SwitchUpYour Lotion Just like alternating tanning systems, you should also periodically switch up your lotions as different ingredients perform in different ways. Always be sure to use high-quality indoor tanning lotions, a crucial step that can affect the development, appearance and life of your tan. Need a dark tan fast? “Cocktail Tanning” is the way to go! For dark and fast results, simply add a second step to your regular Ergoline tanning routine. After your UV session, get a spray-tan for deep, immediate color. Our favorite spray-tan solutions are created by Sunless Inc! With a little extra effort, it’s easy to devel op a beautiful, healthy tan to prepare you for fun in the sun on Spring Break. Follow these simple steps for glowing skin in no time! n

If you’re planning on taking a sun-filled vacation this Spring Break, now is the time to start prepping your skin with an Ergoline tanning session! In four easy steps, your skin will look healthy and glowing! The sooner you start using this cutting-edge technology, the better your chance of achieving the perfect tan before heading off to your sunny destination. Exfoliation is Key The first step in keeping your tan looking its best is to exfoliate your skin regularly. When you exfoliate, you remove dead cells from the surface of your skin, promoting the growth of new cells resulting in a healthier appearance. It will also help your tanning results last longer by creating a smooth surface for applying bronzing lotion or self-tanner. Many products are created specifically for this purpose; for best results, exfoliate 1-2 times per week. StayHydrated & Eat Healthy One of the most important things you can do for your skin and overall health

is to stay hydrated. Drinking plenty of water every day and consuming a diet with whole foods plays a significant role in your energy and appearance. These simple lifestyle changes will do wonders for you and your skin! Build a TanningRoutine When it comes to tanning, the safety of your skin is always paramount. We have all experienced a plateau in our tanning results – switching up your routine with sessions in different beds will help you achieve your best tan. For the best color development and most comfortable tanning experience, we recommend alternating between Ergoline Vitality, hybrid-light and UV-light systems.

Experience the evolution of JKand attendExperience JK this June! Try the newest brands and products from JKSHOP and experience the latest light technologies fromJKProducts. We hope to see you there! Register for EJKat

To purchase Sunless inc and your other favorite brands, contact JK SHOP (JK-Light) today! Call us at 877.786.5267 or email JK SHOP is your one-stop shop for lotions, lamps, accessories, and salon supplies. As a leading man ufacturer in the tanning and light industry worldwide, we care about choosing what products best serve you. At JK, we strive to provide the best options for you and your business.



March 2023

Lync IT

Ongoing Training: Make it a Commitment By Melissa Damiani

H ave you recently added to your team and as a result, have a structured training program that each employee is required to undergo upon hire? Once they are initially trained, is it a necessary aspect of their job responsibilities to participate in ongoing training? If you don’t offer any sort of recur ring training for your current staff, you may want to consider implementing a program sooner than later. Sure, it takes some effort, but the time and investment will be well worth it. There are many reasons to retrain your employees that will prove to be beneficial to you, to your staff and ultimately, to your customers. Perhaps you’re rolling out a new promotion, changing a policy, or planning a system upgrade that will include new features. Regardless of the reason, the first step and arguably the most important, is

be an opportune time to conduct training so that your team can improve their sales skills, truly understand the product or service they are selling, and how to best entice guests to make a purchase using the promotion. Changes to processes or your company policies are also tremendous reasons to retrain staff, especially when the changes might directly affect your customers. For example, maybe you’ve implemented a tan line (wait list) technology that your salon management system supports. You want to make sure that the process change is clearly defined and that your team knows how to place a customer in the tan line should their preferred equipment type be in use, so that they have the opportunity to enjoy some fresh air outdoors or grab a coffee from the shop next door, and then be alerted via text message when the unit is available for their session. In addition

individual. Following training, the best way to ensure that material is retained is to enlist employee feedback via an anonymous survey. This is especially important when training on process changes, as allowing them to candidly express their opinions may produce some great suggestions for additional improvements you may not have thought of initially. And if your staff feel that their opinions are valued, they will be more inclined to remain on your team long-term – which is so important right now. Regular retraining will help you to set expectations for your staff and provide consistency in the services they provide to your customers. Well-trained employees will flourish with their enhanced skill set. They will sell more with heightened confi dence and create stronger relationships with your salon guests, all resulting in expanded success for your business. Well-trained employees will flourish with their enhanced skill set. They will sell more with heightened confidence and create stronger relationships with your salon guests, all resulting in expanded success for your business. n

Well-trained employees will flourish with their enhanced skill set, resulting in expanded success for your business.

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,

to the standard classroom-type training format, a great way to accomplish these goals is to create an environment in which employees can get hands-on practice at their own pace with a training database, so as to not affect your live data. When developing staff training programs, be sure to remember that everyone learns a little differently, and that it’s important to adjust your methodology based on the

to clearly communicate the purpose and value of the training to your employees. If they understand the reasoning behind the training, there is a good chance you will keep them engaged throughout, producing the most effective results. As we enter the heart of busy season, are you planning to launch any new product or service promotions to both retain existing customers and attract new ones? This would

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

robu_s /


March 2023

Monthly Motivation

W hen times get tough, the usual reaction is to cut the fat, tighten your belt and let things go – in other words, to retreat. However, I am going to make the argument that when the rest of the world encourages you to contract, you should expand. Before I make my case, I want you to know I am not a “doomsday” and panic kind of guy. Nonetheless, I am still a practical person who can see the reality of the situation. Right now, the whole world is in a state of emergency. To even have a chance of making it out alive, you need to lean into hard times. If nothing else, the 2020 pandemic should have taught you one thing: businesses that made it adapted – and even prospered – during the lockdown because they refused to close up shop. DoorDash, Amazon and Netflix are just a few examples. Are you still not convinced that you should expand while other people and businesses contract? I’ll take it a step further. I am going to give you the formula for doing it. As I lay out the exact plan I’ve used to succeed in any economy, know one thing: Panic and worry won’t help you. You can acknowledge and be rational, but don’t let emotions take the wheel. Creating prosperity in a time of uncer tainty takes a clear head. Keep that in mind as we go through these steps: ➊ Plan and Prepare for the Contraction. While I don’t want you to succumb to fear, the first step to expansion is planning and preparing for the worst case scenario. I AM GOING TO MAKE THE ARGUMENT THAT WHEN THE REST OF THE WORLD ENCOURAGES YOU TO CONTRACT, YOU SHOULD EXPAND. Steps to Expand While Others Contract

Where does your money need to go? Money follows attention. Once you figure this out, you’ll have the insights to appropriately pivot and prioritize your finances. Now, the fourth step is where many people end up breaking: ➍ Persist Regardless of Initial Results. At the outbreak of any kind of crisis, there is always the chance that you may have miscalculated or made some wrong choice. Still, it is critical that you continue – chances are that others made those same errors. The difference between them and you is that they quit. Quitting is the only guarantee that you’ll lose! Keep going and implement this final action … ➎ Do What Others Refuse to Do. Lastly, take advantage of others throwing in the towel. (It sounds bad to say it that way.) The key to this plan’s success is expanding into others’ “quit” and taking their market share. The competition isn’t willing to bring product selections in person? I’m driving to the client to present those options in person. They don’t do trials? I’m going to offer them a month free. See what I’m doing here? After whatever contraction you’re faced with, life is going to go on. The choice whether life ends for you or you continue to be affluent is yours to make. ■

By Grant Cardone

That can look like many different things. In the case of COVID-19, it meant having plenty of food and water for your home. Businesses also put systems in place for their teams to work remotely. Whatever it is, do it so you are set up for success. ➋ Commit to Growth. The next step in your plan is to go all in on expansion. You must decide that it is going to happen, no matter what. Also, you have to accept the fact that failure to do so will result in contraction. Mindset is important in every venture you take on. This one isn’t different. ➌ Follow the Money. The third action on your hit list is to answer two questions: What industries are people flowing cash into right now?

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.


March 2023

Notes from the Road

stop tanning altogether? Did he move out of town? Instead of wondering, pull the data for any customers who haven’t come in that month and give them a call. Not an email or a text but an old fashioned phone call to let them know you miss seeing them in the salon, and invite them in for a free tan that month. You never know – it could be the little nudge they needed. Membership or Service Downgrade The idea is to upgrade every tanner into your top-level bed. So what do you do when one wants to downgrade their service? First, you want to identify her “why.” Is she unhappy with her results? Is the bed she wants never available? If it’s neither of those, then maybe she doesn’t feel the value in what she is paying for. If that’s the case, maybe you can sweeten up your membership services. Try leaving a mint on the sunbed pillow, send a thank you card with a lotion coupon a couple of times a year thanking her for being a valued customer. Offer a free lotion packet when they feel their results are stagnant. These little touches aren’t a huge investment and in the big scheme of things, are minor when compared to losing a customer for good. I will leave you with this tip: Just because they don’t complain doesn’t mean they are 100% happy. Treat every guest with the same caring attitude as you would the one who wrote a bad review. You never know what someone else is thinking so make sure you go so far above and beyond for each and every customer, there is no way they can feel neglected or underappreciated. n

Silence Isn’t Always Golden By Lisa Saavedra

The old saying “silence is golden” applies in many situations – typically when someone is speaking out of turn, or making a negative comment about another person or situation. I think we can all agree that sometimes, we wish our salon guests would keep this in mind before they cause a scene in our lobby, or write a bad review about us on Yelp or Facebook. Although we may try our best, it’s unrealistic to think we can please everyone all the time and make every guest 100% happy. Although we wish unhappy guests didn’t throw a fit in our lobby or write badly about us on Google, they are doing one thing right: they are voicing how they feel. This month, I want to talk about the customer who DOESN’T complain. Of your salon guests who may have had a bad experience, the majority will not complain or voice a concern – but they also will not come back. So, what is better: Losing a customer with no warning or opportunity to correct the situation, or having her express her feelings to you or your staff? We don’t want unhappy customers; but if we are being realistic, it’s going to happen. So let’s talk about ways to identify the quietly unhappy customer and ways to make her feel valued and appreciated. Small Talk You may not think this is a big deal, but it is. Remembering little details about your salon guests like their name, where they work, what their weekend plans are/were and creating conversation helps establish and maintain relationships and loyalty to

your business. At the salon where I have my nails done, they always ask me howmy fam ily is doing, bring up past trips I have taken to ask how they went, or even talk about a house project they know I amworking on. It may seem trivial, but as a customer it makes me feel valued. It’s almost as though I ammaking enough of an impact that they remember me, remember what I like, and enjoy making conversation with me. Taking that extra time for a little small talk with your guests goes a long way. Themajority of unhappy customerswill not complain or voice a concern –but they alsowill not come back. WhenTheyGhostYou You had a customer who came in twice a week for months, now you don’t ever see him. Did he go to a different salon? Did he

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.

luismolinero /

Commit to Your Tan


March 2023

Trending @DevotedCreations

Ingredient Focus: Hyaluronic Acid

As our skin is the body’s largest organ, it is extremely important to not only take care of it consistently, but also recognize the substances contained in skincare prod ucts that help us maintain its overall health. CEglOw is an indus try-first glowing serum that contains low levels of DHA. Due to its many skincare benefits, it is a multi-use product. Of course, it is great for tanning but can also be used as an everyday skin serum. Not only does it contain hyaluronic acid, but it also contains Hyalufix™ GL – a galanga leaf extract which creates hyaluronic acid and compliments the skin’s natural production of hyaluronic acid. We asked our social me dia followers to tell us why they love hyaluronic acid and it seems to be true... It is a fan favorite! ■

By Madeleine Harrington Digital Marketing Coordinator & Product Specialist As many tanners may already know, Devoted Creations’ primary focus is on the health and wellness of your skin, and offering lotions that keep it at optimal performance levels to promote a great, long-lasting tan. When creating our lotions, we stay up-to-date on the

being proactive with anti-aging products, using the latest lotion technology and refreshing their skin after UV exposure. As hyaluronic acid has become one of the top three most searched skincare ingredients, we of course leaped to add it into some of our new 2023 products. Both CEglOw™ and Sunshine Superstar™ contain hyaluronic acid. So, what is hyaluronic acid and why is it beneficial? To start, it hydrates through the layers of the skin to promote a bouncy, plump appearance. It is also anti-aging, fighting fine lines and wrinkles while also increasing elasticity.

CEglOw is an industry-first glowing serum that contains low levels of DHA

currently trend ing ingredients that consumers are seeking in skincare prod

ucts and incorpo rate them into our formulas. Especially

for tanners, skincare is very important for reasons such as


March 2023

UK View

Negativity Breeds Contempt Time to Be A+ Positive By Gary Lipman

N ot for the first time in my life, I am convinced our news media is playing an unfathomable role in potentially talking itself and, in turn, particular groups of UK consumers and businesses into a recession. Newly published figures show that the UK is the only European country not to show economic growth in the first part of the year and the Bank of England has stated we will enter a recession in 2023, albeit not as bad as initially predicted. Has anyone noticed how many economic forecasts have turned out to be spectacularly wrong? Am I the only person who believes that if you and everyone around you keeps telling you something bad is going to happen, it inevitably will become a self-fulfilling prophecy? There are indeed some jour nalists, influenced by their own political ideology, who are determined to see us fail. So, I have to question the effect on general consumer confidence and the associated economic downturn ripple when news outlets constantly churn out negativity. Of course, there can be no denying the cost of living crisis is impacting lives throughout the UK and there will be too many households experiencing real hard ship up and down the country. However, the reality, in my opinion, is that this is not anything new. In any society there will always, unfortunately, be those who struggle to make ends meet more so than others and this is very likely to be the case, ad infinitum. Yet the endless media coverage about struggling consumers and warnings from economists predicting financial doom and

gloom, appears only to be fueling the cycle for those already experiencing hardship and with very little they can do about it, when the overall situation in the UK is far more nuanced. Because, paradoxically, if you try to book a decent restaurant, bar or theatre ticket at short notice in any major town or city in the UK, good luck to you – because it is very likely to be full. Over the last fewmonths, the UK econ omy lost more working days to strikes than in any six-month period over the previous 30 years. Yet despite this, UK business expectations for 2023 hit their highest level in eight months but I do not recall seeing this making prime time news. Another paradox that flies in the face of news reports of falling consumer confidence is the explosive increase in holiday book ings. The UK’s largest independent travel operator has stated bookings in the early

the tanning season start early. Securing that base tan before jetting off on holiday is always a prerequisite for anyone who knows anything about responsible tanning. So professional indoor tanning salons are already reaping the rewards of the holiday bookings spike and it certainly appears that we can look forward to another excellent year for our industry. Whilst negativity may well be breeding contempt in our news media, it’s also a fact that nothing kills off motivation and productivity in a workplace more quickly than bad vibes. And I guess that is another reason why our industry continues to rise above everything that has been thrown at it because who doesn’t enjoy working in an environment where your primary objective is to deliver a professional and responsible tanning service that makes people look and feel great? n

Who doesn’t enjoy working in an environment where your primary objective is to deliver a service that makes people look and feel great?

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

part of 2023 were up 75% over the same period in 2022 and, of course, 2022 was a bumper year for holiday travel with many people taking their first trip abroad since before the pandemic. And of course, this is an excellent segue back to our industry, where after an exceptionally good 2022, we are again seeing

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.

Good Studio /


March 2023

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