Gold Star Tanning

Facilities with Tanning 4

Years in Business Drycleaning – 114, Tanning – 26

Tanning Staff 14

UV Units 10

Salon Software Tan-Link

Salon Operator Training Sun is Life®

Distributor Partner Four Seasons (lotions), Central Maine Tanning (lamps & equipment service)

Best Selling Lotions DC White to Black Extreme, AG Accelerator and Accelerator Extreme

Website goldstarcleaners

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During my most recent stint as presenter of the Sun is Life® accredited salon certification at the National Tanning Expo, I had the opportunity to meet some fantastic people. This year’s group was a diversified one that included Eric Pooler of Gold Star Cleaners from the northeast corner of the country: Maine. He is one of many who has succeeded with a unique business model – tanning and laundry. Without further delay, let’s dig in.

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Pooler: I am a fourth-generation drycleaner. My father diversified into laundry in 1972. I was sitting president at age 29 and bought the business in 1998. Back in 1993, I had heard about tanning beds at a drycleaning and laundry convention and learned that some laundromats were offering it. It made sense to me – get a tan instead of watching the dryers tumble! I had a 10 x 10 room in the back of one of my stores and decided to purchase a tanning bed. I went to work and learned the industry; three months later, I installed another bed and one year later, a third. Now, four of my eight stores offer tanning services.

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Pooler: Joe, it’s huge! It’s not just for the piece of paper that says I know some things about tanning, but what I do with the knowledge. You can never stop learning because the moment you think you know it all, that’s the beginning of the end of your business. I always try go to events, like these conventions, and always network with others in the industry. Then, I make sure the people I lead learn what I know, as well. If you don’t have a mechanism for training staff that is ongoing, get one. I am a professional at whatever I do, period. Knowledge is power! Share that knowledge with your team and have fun doing it. Happy people are productive people and customers know how your business operates by the atmosphere when they walk in. You want success? Try having a lot of fun! You can be a good leader, have structure and have fun, too.
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Pooler: The average laundry customer is 40 years old, it’s a mix of singles and families and 50/50 split between men and women. They fall in the low-to-low-middle-class income range. Drycleaning customers are in the 35-65 age range and middle-to-upper-class income levels. The mix is about 65% women to 35% men, which differs from the typical tanner demographic split of 75% or more being 18-40 and female. I have also focused on the tanners who really didn’t go for “EFT only” type salons. Many of our customers do not have bank accounts with much discretionary income and enjoy the service that I offer.

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Pooler: Every business has obstacles. Maintaining margins without pricing yourself out of the market presents challenges. I am fortunate to be well-diversified, but make no mistake about it – I had to diversify. All industries change and you must change with it, do what the others don’t. You have to have a niche that makes you shine. How can you market yourself differently than others to gain market share? This is rural Maine – the biggest town I operate in has 24k people, the smallest has 3k. I try to offer everything to draw multiple demographics through the door. The biggest current challenge for me is deciding the next service I can fit into my stores.
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Pooler: I want to set and achieve my goals. Everyone needs goals! Imagine traveling across the U.S. without a map. I will continue to teach others, allow them to become leaders so I can continue to focus on building my business. I still remember the days when the business ran me and I didn’t like it much.

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