From the Publisher October 2024

Dear Readers,

As I write this letter, I’m filled with optimism for our industry’s future. It’s a privilege to be part of this evolving journey as we continue to learn, adapt, and grow together.

My goal is to share what I’ve learned from industry experts and hear from you – the operators, business owners, and salon teams at the heart of what we do. As we shape the next phase of our industry, your input is invaluable.

While studies have highlighted the benefits of both UV- and spray-tanning, we continue to face a stigma. The concept of suntanning is like the debate over tap water vs. filtered water. Just as we choose filtered water for clarity and taste, people come to salons for a sunbed tan’s consistency and controlled environment.

Meanwhile, the sun – nature’s version of “tap water” – has its own appeal but isn’t always reliable or the best choice for everyone. Virtually every American has access to tap water, yet bottled water is a $40 billion-a-year industry! Tap water is much less dangerous than unfiltered sun exposure. We offer a controlled, low-risk option, and that’s crucial in today’s health-conscious society.

This analogy highlights the opportunity in the filtered sunlight industry. It also emphasizes the need to communicate our value to a new generation of consumers who are more informed and selective than ever. These consumers seek experiences that align with their values: wellness, convenience and sustainability. Salons must meet those needs.

How do we innovate to attract this new wave of consumers while staying true to our strengths? Part of the answer lies in offering more than just a tan. We must promote the full spectrum of what we provide – skin care benefits, mental wellness and best tanning practices – positioning ourselves as part of a broader lifestyle choice.

This issue of IST Magazine marks a step in that direction. We’re introducing new writers to provide content that resonates with both industry veterans and newcomers. I encourage you to explore this new content and share your thoughts with us. Reader feedback is crucial for improving and staying relevant.

On a personal note, I’ve been reflecting on how to optimize my time and impact as a business owner. Last month, I read Buy Back Your Time by Dan Martell, which explores the importance of focusing on high-value tasks and delegating the rest. Leveraging people and technology to free up my time has been key in scaling my business while maintaining balance. As leaders, we need to focus on what only we can do – vision-setting and driving strategic initiatives – while outsourcing or delegating tasks that don’t require our unique attention.

As tanning business owners, we must focus on enhancing the customer experience, staying ahead of trends and building relationships. Delegating operational tasks and embracing technology improves efficiency and allows us to focus on growth.

As our industry and IST continue to evolve, I’m excited about the possibilities ahead. Let’s continue to innovate, collaborate and grow!

Until next time,