ist magazine May 2023

From the Publisher

It’s Prime Time!

Dear Readers, It’s not a hot newsflash: this is prime time for the tan biz! I hope your facilities are filled with tan-seekers and your beds are humming non-stop! While many people are struggling with the cost of living these days, there are a handful of small luxuries they typically won’t give up – lucky for us, relaxing in a sunbed and getting tan is one of those things. Gary Lipman of Ergoline Plus, our friend and “UK View” contributor from across the pond, explores this consumer behavior concept in his column titled, “The Lipstick Effect.” Read more on p.42. Yes, our industry has shown resilience time after time throughout the last four decades. But, it’s not enough to just count on the springtime boost in tanner traffic to carry you through the slow months. And while salon tanners tend to be loyal customers, you have to find ways to up your game and continue offering a top-quality tanning experience. To make it happen, your entire team needs to be on the same page with clear goals and consistent training. In her “Notes from the Road” column (p.38), Lisa Saavedra of Devoted Creations offers great tips for holding regular staff meetings that are not only productive, but also an opportunity to have some fun and motivate everyone to grow and excel. It’s possible that all your salon staff need to be more motivated on the job is a higher level of confidence in their skills. It’s easy to make it happen with Sun is Life® Training & Certification. Now is a great time to get your new-hires started on the right foot with the confidence they need to provide superior guest service, succeed at product sales AND enjoy their jobs. Happy staff means happy guests – happy guests are loyal to your business! Salon operators who invest in our super-affordable and accessible training (see p.14-15) are eligible to be featured in this magazine … your salon could be next! Visit sunislife.com today for all the program details. Of course, the goal of any trade publication should be to help members of a specific industry improve and grow their business. That is why we’re proud to sponsor and promote the Experience JK event taking place next month in Orlando (see p.20-21). Industry events are great for re-energizing your operations and Team JK offers a unique and upscale format for education and networking. You need to check it out … see you there! Thanks for reading,

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 Carriger

Accounting/Circulation Kim Davis

Senior Account

Executive Terese Allen

Contributing Writers Grant Cardone Melissa Damiani Gary Lipman

Lisa Saavedra Leif Vasstrom

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May 2023 | Volume 27 | Issue 4

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@istmagazine.com. Vince Lorraine, Publisher

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