There are few folks who can say that they have been involved in the modern U.S. indoor tanning industry since its inception in 1978.[gap height=”20″]
It began in Germany, when in the midst of researching the effects of UV light on athletes, German scientist, Friedrich Wolff, uncovered an astonishing result of the UV exposure; the test subjects developed a tan! Quickly, he shifted his attention to the business application of such a discovery, and the indoor tanning industry was born. The following year, the Food and Drug Administration forged the first regulatory rules governing sunbeds and sunlamps in this country, and introduced what would soon become a billion-dollar industry. A short time later, Friedrich was joined by his brother Jorg to found a separate company called Kosmedico, which became Cosmedico Light, Inc. in 1986.[gap height=”20″]
“Our industry has seen lots of consolidation over the past few years and we wanted to combine the strengths of our two organizations
so that we can more quickly respond to our customers’ needs.”
Kevin Apgar, President
JW North America
In 1978, Wolff System Technology Corp. was launched in Carlsbad, NJ and brought with it an idea to license the three prerequisites needed for Wolff’s patented technology: the UV-emitting sunlamp with characteristics similar to sunlight; a parabolic reflector to bounce these rays back toward the tanner’s body; and an acrylic surface to cover the lamps and allow the tanner to receive the rays in a prone position. Licensees began to spring up with names such as SCA Wolff System, Klafsun, Sun Industries, American Wolff, Forvever Tan and Great Tan, seeking to take advantage of this new technology and marketing sunlamps named “Bellarium S. Cosmedico” soon put its mark on the industry with the introduction of the Cosmolux VHR lamp, which employed an internal reflector to increase the lamp’s UV output. Over the next several decades, we would see these two companies dominating the sunbed and sunlamp marketplace, their names becoming synonymous with indoor tanning.[gap height=”20″]
On January 1, 2017, these two companies made a major announcement: Cosmedico Light, Inc. and Wolff System Technology Corp. would merge to form one company – JW North America. From their press release: “Combining these two companies provides customers of both organizations with an extensive portfolio of indoor tanning products, a comprehensive knowledge of our industry that we helped to build during the last 35+ years, along with world class customer support. Both companies have considerable talent and experience in all aspects of indoor tanning and general lighting which will allow us to better serve you, not just today but into the future as well! Our mutual commitment to customer satisfaction and quality products will be our guiding light as we move forward.”[gap height=”20″]
The new company will be based in Weymouth, MA and headed by industry veteran, Kevin Apgar, who was named president of the newly joined organization to be called JW North America. The former Wolff System distribution center in Kennesaw, GA will continue to provide service with another industry vet, Michael Stepp, taking on the role of executive vice president of sales and operations from that location.[gap]
I have had the pleasure of working with both men. I interacted with Kevin while I was director of sales and marketing at Wolff System Technology Corp. and the Indoor Tanning Association’s director of membership. I also worked with Michael at WST. I caught up with both of them to chat about the implications of the merger.[gap]
IST: The modern indoor tanning association’s lineage can be directly traced to Jorg and Friedrich Wolff. Over the last 35 years, your companies have provided lamps that generate revenue for both equipment manufacturers and salons. What has been the hallmark of these two companies and their longevity?[gap height=”20″]
Apgar: “Good question, Joe. I think our hallmark has been the focus on quality, predictability and durability. We focus on quality first for our product, looking to ensure that all lamps sold match our high expectations for performance. By having a predictable product, our salon partners will always know what to expect and how their units will perform, and then properly manage the expectations of the tanners at their salons. By providing durable products, operators can maximize their investment in lamps and know that our products are working as hard as they are.”[gap]
IST: Michael, you’ll be heading up sales and operations. A lot has changed since WST started with the Bellarium S lamp. What do you see in store for sunbed and booth owners in the next few years with regard to lamp offerings?[gap height=”20″]
Stepp: “I believe the sharpest professional salon operators will rely more and more on the value of the decisions they make. Using sunlamps that meet or exceed their service life ratings can add dramatically to a salon’s sales and earnings … versus throwing away lamps that are still working well because they’ve reached some arbitrary number of hours of use.[gap height=”20″]
We will see more salons upgrade to newer, phosphor-style lamps in which UVB is reduced and placed more effectively; UVA2 is really reduced – it’s most associated with wrinkle formation with tanners – and the saved UV energy is moved to UVA1 which is the most effective at darkening the skin.”[gap]
IST: What are some of the positives that salons owners may see from the JW North America company?[gap height=”20″]
Stepp: “The Wolff System and Cosmedico brands will live on. Merging the two companies under JW North America gives us greater flexibility and reduced decision-making time. Our combined tanning product lines are quite extensive, with low-pressure, high-pressure, electronic starters, ballasts and other products. Our goals remain the same – to provide the most reliable, repeatable and ‘arriving ready to go to work’ products that the professional salon demands.”[gap]
IST: Kevin, for over three decades, Cosmedico and WST have run side-by-side, kind of separate yet equal. What brought the two together? Why now?[gap height=”20″]
Apgar: “Our industry has seen lots of consolidation over the past few years and we wanted to combine the strengths of our two organizations so that we can more quickly respond to our customers’ needs. As previously mentioned, we shared a very common heritage, which has allowed us to work in parallel but separately for quite some time. Focusing on a customer-centric approach, our goal is to continue to deliver world class customer service, products and expertise. We aren’t just a low-pressure lamp company anymore; we also very proudly supply the Original Hanau high-pressure lamps, CLEO high-pressure lamps, as well as our very comprehensive low-pressure tanning portfolios. We are very confident that we have many options available to help our salon partners maximize their offerings.”[gap]
IST: Michael, you’ll be heading up sales and operations. A lot has changed since WST started with the Bellarium S lamp. With regard to lamp offerings, what do you see in store for tanning system owners in the next few years?[gap height=”20″]
Stepp: “I believe the sharpest professional salon operators will rely more and more on the value of the decisions they make. Using sunlamps that meet or exceed their service life ratings can add dramatically to a salon’s sales and earnings, versus throwing away lamps that are still working well because some arbitrary number of hours has been reached.
We will see more salons upgrade to newer phosphor-style lamps where UVB is reduced and placed more effectively; UVA2 is really reduced – it’s most associated with causing wrinkles – and the saved UV energy is moved to UVA1, which is the most effective at darkening the skin.”[gap]
IST: Kevin, back to you. The days of folks hanging a “Tanning Salon” sign outside their store and signing up new customers has long past. Smartphone and tablet apps together with social media platforms have really integrated into our industry. When looking at developing new ways to target your marketing, how will the changing demographics of the typical tanner influence your future directions?[gap height=”20″]
Apgar: “It is very likely that our future ads/promotions will focus on technical data. For a very long time, we have prided ourselves not only on providing quality product, but also longer-lasting products with the highest UV production in the industry. Technology has set us apart for many years and I would like to help educate tanning salon operators on what lamps actually do and how we can help them take their business to a new level.”[gap]
IST: Kevin, over the years, Cosmedico and Wolff have diversified by adding ancillary companies to its fold. Can you give our readers a quick overview of what JW North America represents in totality?[gap height=”20″]
Apgar: “Well, Joe, we aren’t just a tanning lamp company, we are specialists in light with a very large focus in UV. We have maximized not only our sister company NARVA – a manufacturer of linear fluorescent products – but also other partners who have allowed us to spread our wings into new ventures, such as grow-green lamps for the horticulture industry, UVC lamps for waste water treatment and air purification, as well as aquarium lights, general lighting products and now, many ventures into LED lighting solutions. As our industry and the larger industry of lighting evolves, it is our goal to always be prepared to offer high-quality, high-performing solutions to our partners.”[gap]
No matter what indoor tanning systems look like in the future, clearly, JW North America will continue its leading role in providing quality lamp products to drive the “look good, feel good” aspect that tanners have sought for years.
