ist magazine September 2022

From the Publisher

Stay Strong!

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

Dear Readers, Well, I have to say I am growing SO tired of starting my letter by acknowledging the “not great” time in which we’re living – especially for small business owners. At this time of year, I typically suggest that this is the season when salon operators can take a breath, hit the “re-fresh” button andmake plans for the upcoming busy season. The current economic uncertainty could definitely have an impact on your ability to invest in upgrades or improvements to your facility. The tanning business has survived four decades of negative media, over-reaching regulations and bad economies by re-investing in our industry and our facilities. The roller coaster continues – buckle up and keep your hands inside the ride at all times! Through good times and lean times, so many of us have enjoyed longevity in this industry. Two examples are highlighted in this issue: our “7 Questions” feature (p.18) with TonyMartin of TSU (nearly 20 years) and the Sun is Life® Salon of Distinction – Sun Seekers, a NewHampshire salon in business for over three decades (p.20). Sun Seekers invested in the super-affordable Sun is Life Training and you should, too – your salon could be featured in our next issue! If you’ve been in the tanning business for a while, you know the value of the annual trade events hosted by product distributors. Show season will soon begin – next month, Four Seasons will host the National Tanning Expo in Nashville (Oct. 24-25) and in November, Tanning Supplies Unlimited offers their Fall Expo (Nov. 15-16) and Ultraviolet Resources International will host the Northeast Tanning Expo (Nov. 18-19) in Connecticut. Details of these events can be found in this issue or visit their websites for registration info. When I think of trade shows, I think about all the good times catching up with the many people who have beenmy friends over the decades. That list of friends includes Brenda Fishbaugh of Eye Pro, who recently announced her retirement after 31 years (see p.14-16). Eye Pro’s patented products have been a staple in salons all over the world since the ‘90s, and Brenda has been dedicated to educating salon operators about the importance of eye protection and how to, in turn, educate tanners. She also devoted a couple of decades to writing her informative monthly Eye to Eye column for IST. Brenda will be missed but we wish her all the best! Lastly, it’s time to vote for the 2022 Industry Choice Awards (September 1-30). Show some love for your favorites…vote now at istmagazine.com/ICA! Thanks for reading,

Staff Writer Joe Schuster

Graphic Designer Hailey Worrell

Graphic Designer/ Web Developer Jonathan Boedecker

Accounting/Circulation Kim Davis

Senior Account

Executive Terese Allen

Contributing Writers Grant Cardone Melissa Damiani Gina Jaeger-Morris

Gary Lipman Lisa Saavedra Leif Vasstrom

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

September 2022 | Volume 26 | Issue 8

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.

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

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

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Contents September 2022 Volume 26 • Issue 8

32 Ergoline Focus 34 Lamp Talk 36 Lync IT

COLUMNS 6 From the Publisher 12 Industry Watchdog 14 NEWS: Eye Pro President Retires 30 ASA News

IN EVERY ISSUE 24 Showcase 58 IST Contributors 59 Distributor Contact

38 Monthly Motivation 40 Notes from the Road 42 UK View

Cover images by Jenny Sturm / stock.adobe.com

Contents September 2022 Volume 26 • Issue 8

14

18

20

24

38

46

20 Salon of Distinction Sun Seekers

50 Improving Cash Flow for Small Businesses 54 The Road to Entrepreneurial Success

FEATURES 18 7 Questions with ... Tony Martin Field Service Technician Tanning Supplies Unlimited

Portsmouth, NH 44 Get the Facts!

with Sun is Life® Training

46 6 Ways to Get Real About Your Employer Brand

Industry Watchdog

Back to School? By Joe Schuster

F or many in the south, this summer seemingly came to an inglorious end with the headlines of several Georgia counties returning to school ... in July. Are you kidding me? Most of the remainder of the state would go back the first week of August. Again, are you kidding me? I remember that when I was a kid, school basically ended after Memorial Day and the new school year would start after Labor Day (who’s with me on this?) Is this some sort of dystopian nightmare in which the powers that be will go to any length to get kids out of the sun, including cutting an entire month off summer vacation! Jeezy Peezy, I hope not! There was another item that popped up in the headlines. “Study Identifies Motivators for Indoor Tanning Despite Risk to Skin Health.” hcplive.com/ view/motivators-indoor-tan ning-risk-skin-health In other words, why in the world would anybody want to use a sunbed? As I read the article, I was correct in my assumption. These “investigators” tried to get a handle on why folks

as the primary motivator. Do people feel that they look better with a tan? Well, yes – they do. Do they feel slimmer? Yes. Does it really make musculature look more prominent? Sure does. What about the risks? What about skin aging? Well, as we age, our skin begins to lose tone, sag and wrinkle. It does this regardless of UV exposure. Alcohol consump tion, stress, smoking cigarettes, environmental factors and more all assist in the aging process. Life is full of risks. Walking out side and going to work can be a risk. But millions of people weigh the risks of UV exposure and choose to develop a cosmetic tan in a profes sional indoor tanning facility where UV sessions are delivered according to individual skin type and a precise timing system that minimizes the risk of burning and overexposure. All the best for a great school year – if applicable. ■

continue hopping into a tanning bed considering the “potential for skin cancer and skin aging as well as eye inflammation.” I’ve certainly heard of the first two, but seldom a mention of eye inflammation being a leading in door tanning risk. Did you know that between 2003-2012, researchers from another study identified 405 cases of non-fatal injury caused by indoor tanning and almost none required a hospital stay? That’s an average of 45 alleged injuries per year over that period, with 6% involving alleged eye issues. Think about the millions of indoor tanning sessions delivered to people each year at professional salons. You don’t need to be a math major to see that the potential risk for eye injury is very small, especially considering the fact that those salon professionals also have a non-nego tiable policy requiring tanners to wear FDA compliant eye protection. The aforementioned investigation centered around those motivators to tan indoors. Well, back to school again; you don’t have to be a scientist to know that indoor tanning is a “look good, feel good” business. Yep, aesthetic values were listed

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 / Shutterstock.com

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News

classes to provide additional info about eye protection. Over her years of involvement, she has been a fixture at trade events. Visitors to the Eye Pro exhibit booth were always greeted with a smile from her and probably received a gift – something related to eye protection or one of her great joys, animals. Recently, Brenda called me to say that she was retiring. Not sad news, as I’m happy for her and husband Steve as they move on with their lives. I had the pleasure of chatting with her about this news. Read on and take in some of the insights that made Brenda such a beloved tan biz mainstay. JS: “Parting is such sweet sorrow that I shall say goodnight till it be morrow.” I think Shakespeare’s words sum up the combination of happiness and sadness that comes with news of your retire ment. Did your decision just hit you one day or come after a period of self-reflec tion? Following my use of Old English to start our chat, what sayeth you? BF: I have loved the tanning industry since I joined Eye Pro, the maker of Wink-Ease® in January 1991. It’s been a perfect fit for me – I’ve loved the trade shows, traveling all over the world speak ing to tanners about protecting their eyes, and creating and patenting Lash Room Wink-Ease designed for people with long eyelashes. I had a blast building our international market at a time when there wasn’t Google to help find distributors or email to quickly correspond. We wrote letters and waited months for replies that were printed in a different language! As time went on, we created a website, tanning memes for salons to share on social media, PowerPoint presentations for education about avoiding eye damage, and I wrote a monthly column on eye protection for IST Magazine . You know, I’ve enjoyed the fact that our industry is such a tight-knit family. On the road, we would all go out for dinner together or share rides with competitors. It has been a great ride and I’ve made lifelong friends. But after 31 years and a number of health issues, my ability to attend trade shows and distributor events was compromised.

A Great Ride, Indeed! Longtime Wink-Ease® President Retires

By Joe Schuster

B eing involved in the indoor tan ning industry for quite a while has given me the opportunity to become friends with a myriad of people and Brenda Fishbaugh is certainly one of them. Our friendship goes back quite a few years, probably more than either of us want to admit. Her passion

for the industry was exemplified by the fact that she not only created sales for her company, but also worked tirelessly to spread the word about the impor tance of using FDA-compliant eye pro tection during tanning sessions. More than once, Brenda offered to jump in during my salon operator certification

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I knew then that it was time to retire and allow my right hand for 24 years, Jackie DeWald, to take over. Jackie is amazing and it is her time to shine! JS: During your years in indoor tanning, you’ve certainly witnessed good times and lean times, as many of us have. Did you ever want to just move on to something else? BF: There’s no doubt that it is more fun when the sales are great, but every business has its ups and downs. We used to have endangered animals on display at our trade show booths in Vegas and Nashville – servals, Burmese pythons and eagles. In lean times, it be came a challenge to reach salon owners while keeping costs down. Technology helped us offer a recorded Eye Pro tection Expert Certificate Training on our website and we kept in touch with customers with Zoom training sessions and social media. JS: I know that you have been heavily involved in some really neat philan thropy. Please, fill our readers in! BF: Steve and I don’t have any children and we’ve been together since I was 17 years old. We decided that some of the causes we believe in would become our “kids.” We support endangered animal rescues worldwide, and that’s been a big part of Eye Pro, too. We’ve donated to the Clouded Leopard Project and the efforts to protect rhinos in Kenya. Recently, we have been assisting National Geographic’s Photo Ark, which is a tremendous honor to work with Joel Sartore in cataloging endangered species. We are also interested in supporting students. We’ve endowed a scholarship at Purdue University, and underwritten several exhibits for the Fort Wayne Museum of Art. Giving back is very enjoyable and we feel fortunate to be able to do it. JS: We’ve really enjoyed all of the fantastic photo safaris you’ve shared with us in IST Magazine .

Clearly, you’ve left your stamp on the industry. What would you say was your biggest impact, what you’d like to be remembered for? BF: I certainly hope I’ve raised awareness about the importance of eye protection when tanning. I like to think that I’ve saved the vision of

thousands of tanners with our educa tional training. I want to thank Vince (Lorraine) and Sherron (Barden) at IST Magazine for allowing me to write a monthly column for a couple of decades. My hundreds of “Eye to Eye” articles really helped get the word out to salon operators about the many ways to provide and promote eyewear. 

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News

“I’ve loved my time in the tanning industry! I am incredibly grateful to the product distributors and salon operators around the world who became Eye Pro customers and my good friends.”

JS: When you and I last caught up, you told me you have a new interest: bird watching. Do you have plans to travel and view some exotic birds or is this something you enjoy close to home? BF: You know you are old when you join the Audubon Society and spend time looking up in the trees with a camera or binoculars! I’m hooked – I suddenly love birds! Steve and I have been driving around the U.S. to photograph birds. JS: For as long as I’ve known you, you’ve never been one to sit still. What’s on the horizon for you? BF: I started learning photography in 2010 when Steve and I went to Africa for the first time. I really love the challenge and the artistic aspect; I love to photograph everything but people! I’ve also been competing on an international level. So, I am one to “sit still” now, as it takes hours and hours of Photoshop work at my computer to get a couple of images ready for a competition. Feel free to follow my upcoming adventures on Facebook @Brenda Fishbaugh. I will certainly miss the amazing friends I’ve made in the industry and hope everyone will keep in touch! JS: Brenda, your smile and enthu siasm will be missed, but we wish you and Steve nothing but the best as you move on. Thanks for all you have given to our industry! ■

Jackie DeWald (with Brenda, at right) has been with Eye Pro for 24 years and will now take the helm as General Manager. ▶

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Feature

7 QUESTIONSWITH...

TONY MARTIN

Field Service Technician Tanning Supplies Unlimited

1.

How did you come by your job in the tanning industry? A good friend introduced me to the business. I started working at PC Tan (now TSU) in shipping/receiving, then became a field service tech/equipment installer which I have been doing for about 16 years. In the morning, do you hit the snooze button or jump out of bed? No time to snooze! I get up immediately. If a toy company made an action figure of you, what two accessories would it come with? It would come with a race car and a helmet. I used to drag race when I was young – now, I just like watching it on TV. What place is at the top of your travel Bucket List and why? I would love to visit Greece – I hear so much about how beautiful it is and want to see for myself. If you had to eat one meal for the rest of your life, what would it be? Brown stew fish, rice & peas Jamaican style is a comfort food that takes me back home and reminds me of my childhood ... cooked by someone else, of course LOL! What do you like most about your job? I enjoy meeting so many new people and seeing the smiles on their faces when I walk into their business. They know I’m going to take care of their issues and service needs. What advice would you give your 17-year-old self?

2. 3. 4. 5.

6.

7.

Don’t give up on what you believe in. 

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Salon of Distinction

THREE DECADES & Counting! Sun Seekers Portsmouth, NH By Joe Schuster T his month’s Sun is Life® Salon of Distinction® comes fromNew Hampshire, “The Granite State” named for its substantial granite formations and quarries. Sun Seekers’ Owner Robert Ashe has been making it happen in the tan biz for over 30 years, enduring and surviving many of the economic fluctuations that affect our industry. Perhaps the perseverance is apropos; maybe it’s testament to the intestinal fortitude of those from The Granite State! I had a wonderful conversation with Robert and his Salon Manager, Megan Lozouski, so let’s dig into the interview and find out what makes Sun Seekers our Salon of Distinction.

IST: Robert, everyone has a story of how they got started in the tanning business. What’s your backstory? Did you “fall into it” like many of us have, or was it a strategic plan? RA: I fell into it. I had previously owned another business that offered some tanning services on the side for extra revenue. We were pretty successful with it, but knew we could do better. One day, my competitor approached me about buying him out, so I did. That was 1996. IST: Wow! That’s quite a history as you move into your fourth decade. You’ve no doubt gone through some good and not so good times. The pandemic certainly impacted many small businesses; how did Sun Seekers survive over the last two years? How do the “numbers” compare with this time last year? RA: Joe, it hit pretty hard as we had to close the salon for 63 days. When we reopened, we definitely took a hit. Our client base is on the older side, so we didn’t see many of our regulars come in for their vacation tans. With people still worried about COVID, we had a rough time getting back on our feet but thankfully, we survived. Numbers for 2021 were comparable to 2019 numbers and 2022 was going along pretty good, but midsum mer numbers, as with many salons, have seen a definite downturn. We have enough money set aside to weather this through.

OWNER • Robert Ashe YEARS IN BUSINESS • 31 STAFF • 6 UV TANNING UNITS • 11 OTHER SERVICES • Norvell Spray-Tans, Lumiere Red-Light, My Lipo LOTION BRANDS • Devoted Creations BEST-SELLING LOTIONS • Devoted Creations Indigo Illusion MOST POPULAR TANNING PACKAGE

(L-R) Megan, Julianna & Erika are trained spray-tan technicians.

• 8 Visit Level 3 SOFTWARE • Tan-Link TRAINING • Sun is Life® Certification

DISTRIBUTOR PARTNERS • Superior UV/Ultraviolet Resources International, James Whipple & Gina Palazzolo

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(L-R) Team Sun Seekers includes Manager Megan Lozouski, Julianna Berube, Owner Bob Ashe, Emma Storey and Erika Shea.

IST: Challenging times for sure and glad to hear you’re rolling with the punches. Let’s move on. Dealing with difficult customers can be tricky, and an important topic of the Sun is Life training program. Give us an example of a tough one you overcame and how you did it. RA: A customer came into our salon de manding to go full-time in a UV bed for his first session. He insisted that he had been tanning indoors for 40-something years and knew his skin could handle it. Our staff tried to explain the tanning process and how it takes time while also showing that we understood his needs. After a fairly heated conversation, we negotiated a session time we felt was appropriate, but long enough to satisfy him. A few days later, he came back for a session, didn’t say a word about it but asked to decrease his exposure time. IST: Ah, the old “customer learns lesson” deal. Nicely done! The Sun is Life Certifi cation course asserts that salon staff should never allow the guest to dictate their tanning time. Speaking of Sun is Life, you told me earlier that you enjoyed the program. What insights did you gain from the class? How important is it to have a staff that is fully trained with Sun is Life? RA: It is extremely important to have a fully trained staff so that we can all be on the exact same page with protocol and correctly educate our guests to ensure they

IST: I’ve always felt that websites can provide static, solid info and social media is much more fluid and evolving. I’ve seen both your website and social media page, both of which are very well done. Which has the bigger influence on your marketing? RA: We find that although the website is where our customers get the most information, it’s more like our billboard. Our social media activity has a bigger influence on sales. ML: We’ve always had a lot more fun doing social media and work to get our customers involved. This year, our Valentine Special was just fantastic. It seemed like I was responding almost around the clock to inqui ries. Our customers just loved it! IST: Timely special deals seem to ignite clientele. Who doesn’t want a good deal? Alright, let’s wrap this up with some goals. Where do you want Sun Seekers to be in the next 1-3 years? RA: Joe, we certainly want to diversify our business, taking advantage of all the spa ser vices that mesh well with this industry. We also plan to refine our marketing strategies. Well, there you have it. Congrats to Sun Seekers on being our Salon of Distinc tion for September and all the best to you in the future! 

are getting the tanning results they are looking for. A properly trained staff always brings happier customers. We also gained more insight on the way lotions interact with your skin and the tanning process. IST: The tanning industry has many times been in midst of challenges; i.e. the negative media coverage, state regulations, the econ omy and others. What has been your biggest hurdle to overcome? RA: I’d say the biggest challenge has been addressing the negative stigma surrounding the tanning industry. That is where proper training and education plays a big role in guiding initial conversations with guests and teaching about tanning in moderation. IST: So, Megan – let’s talk about demograph ics. You mentioned that you have a more mature clientele. How does that factor into the mix of UV, sunless tanning and airbrush services on your menu? ML: Our UV tanners enjoy the process and are more willing to try sunless – kind of a mix-and-match concept. However, our spray-tan customers tend to be there only for the sunless method, but that’s largely due to their skin typically being a Skin Type I. They want the tanned look, but can’t get UV exposure without burning whether indoors or out. Hey, we’re more than happy to offer them what they want!

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Showcase

Tell ‘em you saw it in IST MAGAZINE

2.

NEW!

3.

1.

milatoo / stock.adobe.com

DEVOTED CREATIONS 1. Halo Beam Cream™ Light Spectrum Enhancing Moisture Mask • Complexion Perfecting Golden C • Powerful Superox CTM • Hyaluronic Acid + HA producing Hyalufix™ • Glowing Light Enhancer X50 PhotoGlow™ • Vegan Collagen • Plant Based Stem Cells • Apple Cider Vinegar • pH balancer • Multi-use formula • Celestial Clouds Scent MSRP $56.98 1.7oz

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

2. White 2 Bronze™ Coastal Blue-Hued Dark Tan Enhancer • Color-Correcting Agents • Sea Buckthorn Berry • Skin-Detoxifying • Anti-Orange Technology • Anti-Aging & Firming • After Tan Odor Eliminators • Aquamarine Coastal Cool Scent MSRP $49.98 8.25oz

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Tell ‘em you saw it in IST MAGAZINE

NEW!

NEW!

6.

5.

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milatoo / stock.adobe.com

SUPRE TAN Snooki Collection 6. Shimmering Body Moisturizer • SoftChic™ Moisturizers w/Coconut & Sweet Almond Oil • Vitamin-enriched Skin-conditioning Blend • Lightweight Body Shimmer • Vitamins A, C & E • Skin Nourishing Oil & Extracts • Gluten Free & Vegan • Pink Berry Scent MSRP $26 16oz 

DEVOTED CREATIONS ™ 4. Coconut Krèm™ Coconut Infused Silicone Mega Moisturizer • Silicone Moisture Lock Technology • Collagen Boosting Silk Proteins

5. Frosé Fantasy™ Satin Softening Daily Moisturizer • Ultra-Blurring Moisture Lock Technology • Electrolytes • Champagne Extracts • Super Fruit Smoothie Blend

• Coffeeberry • Coconut Oil • Cactus Water

• Vegan Collagen • Aloe Leaf Juice • Vitamin C • Frosé Fantasy Scent MSRP $26.98 18.25oz

• Tattoo & Color Prolonging • Creamy Coconut Scent MSRP $25.98 18.25oz

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Tell ‘em you saw it in IST MAGAZINE

NEW!

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NEW!W

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milatoo / stock.adobe.com

HEMPZ 7. Blackberry & Lemongrass Smoothing Herbal Moisturizer • Lightweight Daily Formula • 100% Pure Natural Hemp Seed Oil • Natural Charcoal • Lemongrass Extract • 100% Vegan • THC-Free • Paraben/Gluten/Cruelty/Dye-Free • Blackberry & Lemongrass Scent 17oz

SELFIE SUNLESS 9. Color Lust Bronze Rich Dark Bronzed Color Self-Tanning Mousse

Bare Body Collection 8. Orange Nectar & Cashmere Herbal Body Moisturizer • 100% Pure Natural Hemp Seed Oil • Sunflower Seed Oil

• Vegan Collagen • Color Correcting • Fast-Drying 7-Day Formula • Organic DHA + Instant Bronzed Color • Melactiva Melanin Stimulator • Anti-aging Green Tea • Mandarin Mimosa Scent MSRP $28 7oz

• Shea Butter • 100% Vegan • THC-Free

• Paraben/Gluten/Cruelty/Dye-Free • Crisp Citrus & Sweet Nectar Scent 12oz

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ASA News

ASA Names Joseph Levy Executive Director

Levy has worked hard to educate legislators on both sides of the aisle that professional sunbed facilitates have a scientifically supported position. That’s become more and more important, as sun care topics have become less partisan than the days of the 1990s, when it was simply a “more-or-less regulation” issue. “I’ve been pretty consistent for 30 years that effective sunburn prevention is the future of professional sunbed operations,” Levy said. “And there’s no doubt that’s the gas that puts fuel in our engine. Demonstrating that to both sides of the aisle is going to be more and more important as we enter the next decade.” Tanning professionals in every state are encouraged to join ASA to help the Association fund this advocacy work. To join, visit AmericanSuntanning.org/ register and click “register.” “The best way to keep anti-sun legislation from getting any traction is to re-dedicate your tanning business to professional practices, sunburn preven tion and to be worthy of the path that is being blazed for the tanning market of tomorrow,” Levy said. “And get involved with ASA. We need your support.”  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 teammembers who specialize in this type of work.

American Suntanning As sociation in July announced to its members that Joseph Levy will assume the role

position, serving as senior vice president of International Smart Tan Network from 1992-2012, has served as a con sultant for the Joint Canadian Tanning Association for many years, and works cooperatively with both the European Sunlight Association and The Sunbed Association in the United Kingdom.

The

of Executive Director of the association – managing a planned transition period with current ASA Executive Director Matt Russell over the remainder of 2022. “Matt – who has been and will con tinue to be a key figure in the fabric of the professional tanning community’s future as founder and CEO of International Smart Tan Network – was instrumental in the creation and establishment of ASA in 2012. The tanning community owes a debt of gratitude to Matt,” said ASA Board President Melinda Norton. “Joe and Matt have worked together for 30 years. This planned ASA transition will be seamless for the Association as we continue to tackle challenges on behalf of the membership.” Russell, who owns the Smart Tan educational institute and Smart Tan Magazine, continues in that role, and will continue to serve as an ASA consultant. Levy, 54, will now add administrative duties to his established role as ASA Director of Scientific Affairs. Joe has taken lead for ASA staff in both state and federal agency advocacy efforts since ASA formed in December 2012, working with the ASA Board of Direc tors to develop and execute legislative outreach in all 50 states, as well as ASA’s interactions with the U.S. Food and Drug Administration’s Center for

“Joe has been integral in working with the board to advance ASA’s responsible mission at every level.”

Melinda Norton ASA Board President

“Joe has been integral in working with the board to advance ASA’s responsible mission at every level,” ASA Board President Melinda Norton said. “We’re pleased he will be assuming administra tive leadership of ASA as he enters his fourth decade as one of North America’s most effective and thoughtful advocates for responsible UV exposure.”

Devices and Radiologic Health. Joe has 30 years of experience

researching the science supporting the professional sunbed market’s responsible

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Ergoline Focus

S  , O  S  Education is crucial for success, and keeping up to date with staff training on products, equipment, membership programs and selling techniques is imper ative. Having competent, knowledgeable and friendly staff will only help keep your guests coming back. To efficiently and ef fectively onboard new staff members, take the time to create and provide refresher or advanced training with accessible refer ence materials for all business areas. Plan for upcoming hiring needs and review what worked or didn’t work last season in terms of staff needed and schedule shifts to meet customer demand. For maximum efficiency, review and streamline processes from last season such as staff scheduling, product ordering, membership sign-up and billing. each service room and service type. Create a digital or hard copy folder that lists the equipment, including serial number, type of lamps or other products needed for the service type, and who to call for ordering. Have a copy of the operating manual and all other compliance sheets for equipment organized and easily accessible. Be preventative with equipment maintenance. The first step in doing this is keeping filters clean and maintained, a simple step that can prolong equipment life by ensuring proper airflow and avoid ing heat-related performance issues. Keep acrylic shields clean using the rec ommended cleaners and technique, as this also plays an essential role in maintaining the life of your tanning systems. Review regular preventative maintenance practic es for refreshing and cleaning equipment. SLOWER MONTHS CAN PROVIDE AN OPPORTUNITY TO REVIEW, REFINE AND OPTIMIZE YOUR BUSINESS TO SET YOU UP FOR SUCCESS IN THE UP COMING SEASON. E   101 Update equipment information for

For downloadable cleaning and equipment maintenance checklists, visit the resource page on jkproducts.us. P    Use this slower time to get a head start on planning promotions for the upcom ing season. The first step in determining your promotional objectives and timing is setting measurable goals you intend to accomplish throughout the year. Promote newmemberships in the pre-sea son and focus on products and new services for the current season. Review previous promotions and their effectiveness/success and brainstorm new promotional ideas. Create your promotional calendar in advance for the year ahead and outline details of the promo tion and what is needed to execute it. Use social media and in-salon content to promote, educate, inform and entertain. Create your post to include and connect with other industries of interest in line with your business, such as fashion, beauty and travel trends. C   E„ … Engage with your customer/membership base. Ask them about their experience, gain feedback on new products or services and show your appreciation for their loyalty. Host a customer appreciation event for current members. Plan and provide exclusive offers and promotions during the event. High light and demonstrate new services or upgrade to higher-level products to keep existing customers informed and visiting again. As this season ends, take the time to appreciate the challenges and lessons this year has offered. Continue your customer and employee education. Engage with your guests and invest in various equipment and services to bring new and encouraging opportunities to your business. Make the next season one to remember! ■

You may be missing the fast, frenetic pace of the busy season … and more likely, the revenue it generates. However, slower months can provide an opportu nity to review, refine and optimize your business to set you up for success in the up-coming season. JK Products & Services shares five ways to stay busy during the off-season by refreshing your business, equipment and most importantly, the customer experience you offer. G O F U Update your business contact lists for quick support and customer service. Check product expiration dates and update ordering sheets. Refresh in-room instructional information and perform a deep cleaning on equipment. Revamp and reorganize your lobby by moving the furniture and adding a new coat of paint. 5 WAYS TO STAY ENGAGED DURING THE OFF SEASON By Amanda Grissom

About the Author: Amanda Grissom is Marketing Director for JK Products & Ser vices, supporting industry lead ing brands such as Ergoline, Beauty Angel and Wellsystem.

Joining the industry in 2012, she brings diverse knowledge and industry insight. In addition to marketing, Amanda carries expertise in design

and brand management. Cultivating collaboration and creativity, she leads with integrity and understands the value of a team.

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Lamp Talk with Leif

Let’s Talk Lamp Life & Compatibility By Leif Vasstrom

S everal salon operators have recently asked what lamp compatibility really means, as well as how to maximize the life of their lamps. These are quite relevant questions, as so many tanning systems, as well as the lamp models that were originally specified, have been discontinued in the marketplace. The importance of this cannot be ignored, as the lamp is the most crucial part of the tanning system and needs to be right for a particular unit, both from a performance standpoint and to be com patible with timer and wattage supplied, as well as be FDA compliant. What is Compatibility? To determine the proper lamp for a particular tanning unit, you are first required to follow the equipment manu facturer’s recommended lamp replacement guide printed on the equipment label, and/ or in the owner’s manual. However, if you install a lamp other than the unit’s original lamp, it must be compatible according to FDA guidelines. In order for a lamp to be compatible with the original one furnished with the tanning unit, the output of the replacement lamp must be within +/- 10%, and have the same erythemic (reddening) and melanogenic (pigment producing) effect on the tanner. The replacement lamp may not alter the unit’s exposure schedule, which must be certified before the unit can be used in a commercial setting. This certification verifies the minimal erythemal dose (MED) that can be delivered during a session, which is the amount of UV a person can be exposed to without burning the skin while also generating pigmentation. It is important to note that com patibility is not defined as “same as or

proper temperatures in tanning rooms with adequate A/C and ventilation. Incoming voltage to the unit must meet the manufacturer’s specifications. Low voltage will reduce tanning effectiveness while high voltage will reduce lamp life and increase operating temperatures. After cleaning and re-lamping the system, measure its UV output with a lamp meter. Make sure that outside variables are consis tent from one reading to the next (incoming voltage, room temperature, position and distance from the meter to the acrylic shield, and clean acrylic, lamps and reflectors). Record the initial results, then periodically monitor and record the output. When the UV output of the system has declined 20-30% from initial readings, clean and re-lamp it ... before your salon guests start complaining about their results! 

better than” the original tanning lamp. Compatible lamps may have unequal life and different spectral characteristics resulting from different phosphor blends that produce completely different results. Thus, compatibility only addresses the issues of erythema and melanogenesis, and signifies nothing about the technical qualities of the lamp or the tanning results your salon guests will experience. How do I Maximize Lamp Life? Most tanning lamp manufacturers list a “rated life” for their products. Generally speaking, the rated (useful) life is over at the point when its UV output has depreci ated by 30%. This is, however, an estimate of performance under optimal operating conditions. Also, UV lamps experience their sharpest decline in output during the first 50 hours of use. Therefore, measure the lamps again at 500 hours to get a good understanding of the current decline. NOTE: Different tanning beds may signifi cantly affect the length of lamp life. In order to maximize the output and life of your tanning lamps, first start with a high-quality product. Make sure to periodically clean the acrylic shields and replace them according to the manufac turer’s specifications. When re-lamping a system, remove any dust that has accumulated on the reflective surfaces lo cated behind the lamps. Higher ambient temperatures can shorten a lamp’s life or reduce its output, or both; so maintain

These questions are relevant as so many sunbeds, as well as the lamp models that were originally specified, have been discontinued in the marketplace.

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

delay upgrading, there is a chance you will experience an issue that has already been resolved. Newer versions of software will also typically include better logging, allowing the support team to more quick ly and efficiently identify why you might be experiencing an issue and ultimately resolve it – yet another reason why you shouldn’t delay an upgrade. Now, on to the FUN stuff! When upgrading your software programs, you will likely see that performance is faster, stability is heightened and the overall user experience is enhanced. Many software companies will listen to their customers’ suggestions for enhancement, so a better reason than ever to upgrade is to take ad vantage of new and improved features and functionality that will likely benefit you directly. And don’t forget: that technology is ever-evolving, so staying up-to-date with new program versions will often allow you to utilize new hardware. If you are at all apprehensive about upgrading the programs you are operat ing within your salon, there is a simple and effective way to ease your concern. Before deploying in a live environment, it is a good idea to evaluate a new version in a test setting. When doing so, you can ensure that your peripherals function, that there are no issues with your con figuration, and you can try all of the new features so that you understand their capability ahead of time. This is also a good opportunity to allow your staff to train on the new functionality. Take advantage of software up grades when they are available. You will thank yourself in the long-run and your customers and staff alike will appreciate it, too! 

Don’t Delay, Upgrade Today! By Melissa Damiani

U nless you are still using a card system to track your customers and their active services, the software program you employ is one of your most important business assets. There are many ways to maximize the ROI of the software products you’ve implemented. Taking advantage of available version upgrades is not only an easy way to do this, but will prove to be fruitful for your business, as well. I understand that you might be think ing to yourself, “but what about that old adage, ‘if it ain’t broke, don’t fix it’?” It’s human nature to be adverse to change from time to time. Once you learn a program, there is a level of comfort that comes along with knowing how to oper ate it with your eyes closed; but there is a level of risk in delaying upgrading to new software versions. One of the most important reasons to step outside of your comfort zone and up grade your software is to ensure that you have the most recent security updates. As a business owner, you have a responsibil ity to protect not only yourself, but your customers, as well. Do you accept credit cards as a form of payment at POS or for monthly recurring EFT memberships?

If so, have you implemented encryption and tokenization in order to secure your customers’ sensitive card data? Does the software version you are running support the latest EMV technology? If not, I bet I’ve at least got you thinking about a potential upgrade of your systems. One of the most important reasons to step outside of your comfort zone and upgrade your software is to ensure that you have the most recent security updates. Even with extensive quality assur ance and rigorous testing, because the environments that software is installed in and the ways it can be used are so varied, software bugs may present themselves at some point after the release of a new program version. Once a software company identifies an issue, they work to resolve it as quickly as possible. If you

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

What does FEAR mean to you andhowdo you face it? By Grant Cardone

E veryone feels fear ... I do. You do. Everyone does. The only difference between us is how we react to it. I’ve always thought that fear has two meanings which sum up the two basic ways people deal with this unique and complicated emotional state. • FEAR can mean: Forget Everything And Run • Or, it can mean: Face Everything And Rise Here’s the real key to overcoming fear and not letting it control you: not caring what people think of you. It’s about not wanting to impress anyone but yourself, having nothing to prove to anyone. When you refuse to let fear control you, it becomes possible to do what you want as you pursue your passions, desires and goals. I’ve felt fear in all forms. I have even been afraid for my life as I was being pistol-whipped by a drug-dealing thug. Meanwhile, you’re afraid of what – that you’ll fail? That you’re not good enough? That you’ll look stupid? That people will laugh at you? Been there. Done that. So what? Peo ple ain’t laughin’ at me anymore. What would your life be like if you never gave in to fear? What would you be like as a person if fear didn’t have so much control over you? Look, I get it. Fear is wired into us and it serves a purpose. It keeps us alert and ready to handle unforeseen situations. However, it does not necessarily exist simply to motivate you to run away.

fear from holding you back. Does the thought of starting something completely new and unknown scare you? Do you have doubts that you can really do this? Are you worried about failure? GOOD! Being scared is perfectly accept able. Letting that feeling keep you from achieving your potential is NOT.

You all know the expression “fight or flight.” Both come from fear and since both are an option, I’ll choose “fight” every time. Why? Because I choose to. Because I can. Because what’s the worst that can happen? If I fail, I try again. If someone says “no,” I keep asking until they say “yes.”

When you refuse to let fear control you, it becomes possible to do what you want as you pursue your passions, desires and goals.

We all have to decide whether we are going to let fear win or say “ENOUGH!” Enough playing for peanuts. Enough settling for average. Enough living to please others. Enough allowing fear to determine the course of your life. 

I know that the past two years caused people a lot of uncertainty and yes, fear. The media sure didn’t help. But the people who didn’t give into fear, like me and my 10X Team, instead of running away or pushing the panic button, creat ed opportunities and actually succeeded. I’m not bragging when I say that we crushed it in 2021. I just want you to know that even in a time when fear is everywhere, it’s possible to succeed. How is this possible? I can show you how when you join me at my next 10X Growth Conference (check grantcardone. com for info). Now, just so you know, I’m going to push you outside of your comfort zone. I will show you how to achieve goals you never thought possible. I will make you realize that you’re capable of having so much MORE than you do right now if you learn to keep

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

Generate fantastic fall funds with creative customer incentives! EXAMPLE: With the purchase of a $60 bottle, the guest receives $30 in upgrade credit (only to be used toward upgrades and sunless sessions). This allows tanners to try equipment they wouldn’t usually use. I like this promotion right before a holiday like Halloween or Thanksgiving, because people are far less likely to cancel a membership if they have credit on their account. If they want to cancel, you have two options: 1) If they cancel their EFT, they lose any remaining upgrade credit, which gives them incentive to stay, and 2) If they cancel, the upgrade credit becomes “single session” credit. I like Option Two, because knowing they have a free tan(s) on their account will bring your customer back faster. I hope some of these ideas help you increase your fall funds! Every market and salon clientele is different; what works for some might not work for you. But, creating ways to incentivize your guests will go a long way toward boosting your bottom line. ■

By Lisa Saavedra

By this time, I am sure you are in the full swing of fall prep! The weather is getting cooler, the pumpkin spice is flowing and you and your salon guests are getting ready for the upcom ing holidays. This month, we are going to talk about making the most (and by most, I mean MONEY!) during this holiday season. Holiday Scents Many product manufacturers have limited-release body care and tanning items with holiday scents (i.e. Pumpkin Spice!) Now is the perfect time to create cute fall displays and bring in these items as impulse buys. Just putting them on your shelves, though, won’t do the trick. Placing a sample bottle for guests to try next to some cute fall decorations will boost sales. BOGO Gift Cards Get ahead of the holiday sales by of fering incentives for gift card purchases. My favorite is one I call “Treat Your self!” Your guest buys a gift card for someone and they get half of the value credited back to their account. EXAM PLE: Your customer buys a $50 gift card for their friend and gets $25 “tan credit” on their account! It’s a win-win because you are gaining new customers, increas ing revenue and creating added value for your existing clientele to spread the word (and gift) of your business.

Prepaid Upgrades We all have those customers with

base-level memberships who upgrade their sessions on a regular basis, but for whatever reason, do not want to upgrade their EFT membership. Fall is the perfect time to offer prepaid upgrades so your tanners can get “holiday bronzed” on a budget. Let’s say your upgrade to the next level bed is $10 – why not offer a promotion that upgrades sessions to the next level for the rest of the month for $25? (Obviously, the earlier in the month they buy it, the more bang they get for their buck.) This won’t affect their EFT and as soon as the month changes, they go back to their original membership. I find it is a good way to get tanners to try beds they have not used before, and gets those who “some times” upgrade to commit to a higher membership level. Because once they have tanned only in the upgrade beds for the month, it will be hard to go back to that base level session. Lotion Rebate I am sure you have used this before or some variation of it – but I think this promotion is still successful. Some salons offer 100% lotion rebate; if you are not comfortable with that, the 50% promotion also works well. The 50% rebate is in upgrade credit.

About the Author: As Director of Brand Development for Devoted Creations’ family of brands, Lisa brings 18 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.

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