ist magazine October 2022

UK View

Professional resilience is in our DNA

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By Gary Lipman

W ho would have thought we would find ourselves going head-first into yet another global crisis so soon after the pandemic. Just as businesses were getting back firmly on their feet, along came soaring energy bills, interest rate hikes and an escalating cost of living. With electricity consumption one of, and increasingly the largest overhead cost of an average-sized tanning facility, it would be only too easy to understand the mindset of those operators perhaps considering hanging it up after the events of the last couple of years. But here in the UK, where there is undoubt edly a large number of worried business owners across all industry sectors, we are once again witnessing the resilience, flair and determination of the tanning salon operator. The fact that the majority of pro fessional tanning salon owners and operators will be in long-term energy contracts undoubtedly provides them with the welcomed breathing space to see what happens over the next 12-24 months. This does not mean, however, that all businesses are in such a fortu nate position and without any current cap on business energy prices; I am aware of contracts being offered at an increase of more than 400% per unit. There can be no doubt that business es will need to be smarter than ever to ensure they do all they can to keep their overheads as low as possible whilst

experience of their service even better. Every element of the business operation should be put under the microscope and by doing so, this will help ensure customer retention and hopefully, attract new footfall into the salon. Sunshine is certainly not a panacea for all ills but there can be no doubt that it helps. Even at the entry level point of tanning, I think it is fair to say we all

maintaining their professional, quality service to ensure the all-important goal of customer retention. As such, there has never been a better time to think “outside of the box” and whilst investing in the latest energy efficient tanning beds may, at first glance, seem an unusual step to take right at this moment in time, that is exactly what we are seeing salon operators doing, from

As we transition from the outdoor tanning season back to indoor tanning, there has never been a better time to think about the many reasons why people use your services.

feel better with a tan! A bit of controlled sunlight on our skin generally results in an uplift in mood and outlook. And with the challenges that most consum ers will be facing during the coming months, I suggest people doing whatev er they can to help maintain a level of positivity will be of benefit to all. ■

the very largest of chains through to the professional, single-site operators. Not only do the latest energy-efficient tanning systems save significantly on energy consumption, but combined with their inviting, “come and try me” pack of features and benefits, they also provide an excellent opportunity to differentiate from the local competition. And of course, as we transition from the outdoor tanning season back to indoor tanning, there has never been a better time for owners to think about the many reasons why their customers use their services. A focus should also be placed on what can be adapted or introduced to make the quality and

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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October 2022 istmagazine.com