Dear Readers,
Welcome to another jam-packed issue!
Publishing a trade magazine is a real challenge – IST is only valuable to you and the companies that support it if the content helps you be more successful. In addition to our veteran team, I truly feel that our group of contributors rises to that challenge each month. These people are vested in the success of your business. And, we’re reaching outside the industry for authors with fresh information and perspective. I know there’s a lot to read in every issue; but I think IST is the tanning trade magazine that’s definitely worth your time.
The tan biz is ever-changing. A decade ago, June would signal the end of our “season,” and we’d be preparing for leaner times (some ready to survive better than others). Thanks to the growth of sunless tanning, and an increasing number of people who believe that tanning in a controlled environment all year long is the responsible thing to do, salons can enjoy solid summer revenue and profit from robust retail opportunities. It’s about planning and marketing … will you have strong customer traffic this summer? If you’ve been reading your IST, you can make it happen.
Today’s tanners are also more sophisticated; they don’t want the same memberships and packages that they did 15 years ago. Now is the time to do the research, invest in menu diversification and offer your guests a variety that will keep them engaged with your salon. You can update your business model to bring in new business, as your salon becomes a valuable source of other “look good/feel good” services and products.
You may get your IST every month, like what you see on the cover and flip through it to see if there are any new products. But, if you and your team took the time to read just one or two articles in each issue, your outlook could change tremendously. I am sincere when I say, “We are dedicated to helping you succeed.” But, it’s a two-way street!
The success of the tanning business is the reason I started this magazine almost 20 years ago. As a salon operator myself for nearly four decades, I’ve remained dedicated to our industry, including the creation of a training program that addresses the need for more professionalism in our salons. Training is key, and Sun is Life® Training & Certification makes it so easy and affordable to increase your team’s confidence – which leads to customer loyalty and higher profits … do you need more reasons to check it out? Visit sunislife.com today!
Take a little time to enjoy the weather – and catch up with your IST.
Thanks for reading.
