ist magazine 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

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SALON FACTS

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

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