The indoor tanning community recently lost a true pioneer, dedicated professional and cherished friend – Leif VasstrÖm, Principal of Supra Brands Group, who passed away in late January.
Founded in 1978, Supra was at the forefront of tanning industry innovation. Leif was proud to offer award-winning tanning products which were the result of a constant pursuit of better-performing and more efficient lamps and equipment. In addition, he was passionate about helping salon operators be successful.
Born and raised in the small coastal town of Hanko, Finland, Leif studied at Svenska Handelsläroverket, graduating Class of 1973, and earned the rank of 2nd Lieutenant at Finnish Army Officers School – RUK 147. A few years later in 1977, he came to the U.S. and soon started his first business – HotSpot Sauna Finlandia – which enjoyed quick success in San Francisco, CA. He attended a tradeshow in Germany where he encountered tanning beds and thought the fledgling industry seemed exciting. About a year later, he founded Dr. Müller solariums in Germany and began importing the equipment to the U.S. Soon after, he helped launch Midnight Sun, a nationwide salon concept that opened New York City’s first tanning facility on Madison Avenue. The year was 1979, and Leif’s groundbreaking industry contributions were only just beginning.
The late ‘80s found him involved in salon software design (Breeze), as well as the very successful QDM tanning equipment line. He also had a hand in manufacturing computerized tanning system controls with Applied Digital – the T-Max® System is today’s industry standard. In 1994, Leif helped launch Solar Planet tanning centers and still had more to accomplish in the tan biz.
After selling QDM, the self-described workaholic decided to devote time to pursuing one of his life’s great passions – sailing – and spent the next several years on blue water, crossing the Atlantic, even competing in World Cup races on his boat Bon Bon (and others). Back on land, Leif started Supra Technologies, a provider of tanning lamps that IST Magazine readers have voted their “Favorite High-Pressure Lamps” 16 years in a row. He was always proud and grateful for the recognition.
Supra Brands Group has also been committed to promoting all aspects of the positive effects of tanning in moderation. After acquiring the tanning industry website tantoday.com in 2011, Leif created a “UV-Science” forum where well-known and reputable scientists offered members of the tanning community their insights on the benefits of UV tanning. Always wanting to share his volume of knowledge, he contributed several columns to IST, inviting salon operators to reach out to him for advice with “Lamp Talk.”
Aside from the tanning industry, Leif’s many passions included growing grapes and wine-making. He was a longtime member of The Clydesdales bicycling group with friends from Napa Valley, which he referred to as “a Drinking Team with a Bicycling Problem.” He loved to cook for friends, travel, sail and fish, as well as devote time to good causes in his Napa, CA community.
On October 26, 2017 Leif proudly became a U.S. Citizen, which we celebrated with an article in IST. We also featured “7 Questions” with Leif in 2022. Asked “Do you live by a piece of advice/motto?” he answered, “My father’s advice to me as a young teenager was, ‘Always be kind, helpful and giving – it costs absolutely nothing and gives back great dividends.’ Another question was “What’s one thing that can instantly make your day better?” to which he answered, “When my customers and fellow tanning industry people tell me I’ve been helpful.”
Leif can rest assured that he did help many fellow members of the indoor tanning community. He left a lasting impression on our industry and on the lives of many friends. At the time of this writing, his daughter Alexys (pictured below) was preparing to carry on her dad’s legacy by continuing to operate Supra Brands Group. Along with our sincerest condolences, we offer her our very best wishes for success.
“I met Leif in the late ‘70s, as we were both getting started in the industry. Over our decades of friendship, we had frequent lengthy and spirited conversations about many subjects, usually over a glass (or three) of wine. Sherron and I had a “life-changing” experience visiting vineyards with him in Napa and enjoyed a fantastic meal he prepared for us in his home. Great memories! Those who knew him would certainly describe Leif as a bon vivant. If you look up this French phrase, it means “one fond of good living – a person devoted to refined enjoyment of good food and drink – epicurean, foodie, gastronome, gourmet.” Yes! That was Leif! But he was also a kind, hardworking man and a champion for our industry who was loved and will be missed by many.”
Vince Lorraine, Publisher, IST Magazine
“It was always a pleasure to see Leif at the trade shows and industry functions. He was larger than life and had an engaging personality. If you saw a crowd of people having a good time and sharing stories, you could be sure that Leif was at the center of it. He will be missed.”
Jerry Deveney, Light Therapy Device Specialist
“I will remember and celebrate the remarkable life of Leif Vasström, a true pioneer in the indoor tanning industry and a cherished friend and colleague of many. As president of Devoted Creations, I had the privilege of knowing Leif not only as a colleague, but as a dear friend whose zest for life was infectious. Leif’s contributions to the UV industry were unparalleled. He was one of the first to bring tanning beds to the USA and promote it – a leader in tanning salons at the beginning, as well, with Solar Planet. Most people in the industry will remember him for being a leader in high-pressure lamps with his company, Supra. Leif was always the biggest cheerleader for newcomers in the industry as he truly wanted to see them succeed. His innovative spirit and unwavering dedication propelled our industry forward, shaping it into what it is today. His passion for indoor tanning knew no bounds, and his vision inspired countless others to follow in his footsteps. Beyond his professional achievements, Leif was a man who embraced life with open arms. His love for adventure and his vibrant personality made every encounter with him a memorable one. And let’s not forget his knack for hospitality – Leif was the epitome of the perfect host, always ready with a glass of wine and a warm smile for anyone who crossed his path. In Napa, he transformed gatherings into unforgettable experiences, infusing each moment with joy and laughter. His generosity knew no bounds! As we bid farewell to Leif, let us carry forward his legacy of passion, innovation and kindness. Cheers, Leif!”
Lewis Henry, President, Devoted Creations
“As the indoor industry moves midway through our fifth decade, there are few folks who have been involved since our beginnings. Leif Vasström was one of those individuals. A friend to many in our industry, Leif greeted each day with a smile and made sure that all who surrounded him smiled along with him. Among his passions, he counted sailing and enjoying wonderful meals with friends, and enjoyed sharing those moments with us all. Leif, rest in peace, my friend. You will be missed.”
Joe Schuster, Director, Sun is Life® Training & Certification
“I knew Leif to be an industry leader and pioneer since I first met him. At a 1980s tanning convention in Chicago, he took me to one of the first salons that offered Dr. Müller Omega HP beds. It was clear then that he was ahead of his time, with his eyes on the future. The next thing I knew, he was flying to Michigan to introduce his salon software. Back then, everyone was still handwriting customer tanning records on cards. Even until recently, Leif led the way with Supra lamps, keeping their designs convenient and compatible with options for all types of equipment, at prices that didn’t scare salon operators away.
All this doesn’t even get into how good a person Leif was. He was always friendly, informative and willing to engage in conversation about any subject from sailing, to his pastime of wines and yes, even politics. As a person with whom one could sometimes disagree with one minute, but still laugh with for the next ten minutes, it was an honor to call Leif a friend and he will truly be missed.”
Stan Pope, Sun Systems & Service, Inc.
