Beginning in 2010 with a single salon, Glo Tanning has grown into a luxury salon and spa chain with 30+ locations in eight states and plans for nationwide expansion.
Utilizing innovative sales and marketing strategies developed by its founders, along with the collective entrepreneurial spirit, enthusiasm and experience of its growing list of franchisees, Glo Tanning salons are prospering and achieving record sales in the midst of one of the most challenging business climates in history.
To gain insight into the unique construct that is driving the Glo phenomenon, we interviewed frontline Glo Team members for their thoughts and perspectives on this highly successful business model.
IST: What are some of the essential advantages provided to Glo Franchisees?
Onyi Odunukwe, CEO: “For a salon to be successful, it must be built on a solid foundation. Once that is in place, each facet of the business operation must then work in unison to consistently deliver the ultimate luxury salon and spa experience for every guest – every time.
“If just one cog in the business machine falters, the entire system becomes ineffective. It’s our job to ensure that this never happens. As a Glo franchisee, you have direct and continuous access to each and every component of our support program and our proven system for success.”
IST: Let’s delve deeper into the important components of the Glo Support Program.
Site Selection Angelique Borgerding Glo Ohio Franchisee
“There is a science to selecting the best location – both demographically and geographically. Before it can be considered as a potential Glo location, the site must meet key metrics for population, traffic flow, parking, road access, visibility, etc. Glo provided hands-on assistance in this vital area. Onyi negotiated the lease for us, making the process as seamless as possible. Glo also has an in-house attorney who reviewed the lease to make sure we weren’t signing our life away.
“After converting to Glo, we relocated our first salon and sales are already up 219% in the first quarter compared to last year. Location matters!”
Salon Design
AJ Enemchukwu
Glo Tampa Franchisee
“Glo helped build and design my salon from the ground up. The unique atmosphere radiates luxury and elegance – from the structure, layout, paint colors and light fixtures, to our famous chandelier.
“I converted an existing salon. Glo gave me multiple options for the conversion, including using what was already in place or a complete demo and rebuild. I decided to go all out and rebuild. It was an expensive undertaking, but the salon’s increase in sales will already ensure I pay back my investment quickly. I am so very happy with my decision.”
Sales Training
Paul Rudnicki, CFO
“Glo offers the most effective sales training for salon owners and staff. With years of experience – critiquing, adjusting and brainstorming with the best in the business – our sales numbers prove that we have this down to a science.”
IST: Can you provide us with some numbers that demonstrate what you have been able to achieve?
Rudnicki: “One year after conversion, all locations have increased sales by a minimum of 50%. Several have exceeded 80%.”
Salon Advertising & Marketing
Meghan Rosprim
Marketing Director
“Our main goal is to bring new clientele into our spas, while maintaining our excellent relationships with current customers. We also want to ensure that they stay fully engaged with all the services that Glo has to offer.
“Through stylized, response-driven ads that reach customers via social media, text and email, multi-media campaigns and in-store promotions, we have created our unique ‘Glo Culture’ that pro-actively stimulates sales and customer loyalty.”
Guest Services/Customer Retention
Seven days a week, Glo’s centralized Guest Services Center professionally handles all questions, issues, complaints, cancellations, etc. This allows owners and staff to devote their full attention to in-store guests.
Alex Pierce, Glo Franchisee (3 salons)
“I love Glo’s Guest Services Program. The staff that handle calls are highly adept at customer retention, and also up-selling customers prior to their salon visit.”
“I also enjoy not having to deal with phone calls from customers and having the ability to devote 100% of our time and attention to the salon guests. I used to think that missing a phone call was missing an opportunity; however, the effectiveness of Glo’s Guest Services staff and a steady increase in sales has made me a believer! Guest Services also audits all store transactions including membership sign-ups, clock-ins and deposits. It’s like having another experienced owner watching over my salon with me.”
Technical Support
April Lucas, Glo Texas Franchisee
“When things go wrong – and they do – I have access to our experienced technical support team for fast, effective service. Glo’s team is on-call to handle and troubleshoot issues with equipment, T-Max timers, computer systems, etc.”
Human Resources
Michelle Owen
Glo Alabama Franchisee
“One of the struggles I have always had in my 10+ years in the industry was hiring staff. Now, I no longer have to worry at all about this component of my business. Glo handles all my hiring at no cost to me. They run all hiring ads, do the first and second interviews, and then also train my staff. It makes it so much easier to run my salon.”
IST: That’s a very impressive support program that is clearly working for the benefit of all Glo Team members! If someone is interested in opening a new Glo facility, or converting one to a Glo salon – what’s the best way to contact you?
Glo Team: “For more information about Glo franchising opportunities, we invite you to visit glotanning.com!”
*This information is not intended as an offer to sell, or solicitation of an offer to buy a franchise. It is for informational purposes only. Offerings are made by Franchise Disclosure Documents only.
