Dear Readers,
WARNING: If this month’s letter goes astray, it’s because I’m dealing with a little jet lag today after returning from my trip to the FIBO SUNbiz fitness and tanning event in Germany. What a great experience! It was invigorating to see so many people excited about indoor tanning. There were some very impressive exhibits and both the company representatives and the show attendees were excited about getting the sun biz “back on track.” It definitely reminded me of the industry’s climate nearly a decade ago, when bustling trade events were the norm in Europe and the U.S., and I’m optimistic that the success of the show in Germany is a sign that we can look forward to a reenergized industry here at home, too. You can see some images from the show starting on pg. 22.
I have a question for you: Are you excited about what you do for a living? If you’ve been around for a while, you may not be. The same, old “let’s make health claims” mentality and ill-advised training programs have taken us down the wrong road for over a decade and created a recipe for disaster. At IST, we know that many salon operators put their livelihoods on the line with their tanning businesses and are, unfortunately, fighting for survival. It should be clear at this point that misguided concepts continue to damage our industry’s reputation. Think about my question and answer it with honesty.
I have invested considerable resources in creating a training program designed to reverse the damage and move us forward… I can assure you that it’s the only way to go. What we do as tanning salon operators is NOT BAD! Don’t be embarrassed or defend your services with health claims. Just be the best you can be – well-trained and committed to providing your salon guests with what they want; a great tan from a professional facility.
I’m proud to say that every day, I hear from salon operators who are experiencing a new energy for their businesses because they’ve decided to up their games, train their teams and become professional tanning tradespeople. How? With Sun is Life® Training. To survive in a service business today, you have to provide your guests with an absolutely top-notch experience. This is what Sun is Life is all about – it teaches you to present a positive image of our industry and allows you to enjoy the respect of your community. IST will continue to play a major role in creating an attitude of change that will keep us on the road to future growth, and I will continue to invest in the business that has been very good to me.
One of the first forward-thinking companies to jump on board as a Sun is Life Diamond Sponsor is lotion maker Devoted Creations, and a key member of their team is profiled in this month’s “Industry Close-up.” If there’s one person who is a poster child for the fun side of our industry, it’s DC National Sales Trainer, Lisa Parsons. John Ribner did a great story and I hope you take a moment to read how Lisa became a well-known member of the tanning community.
It’s no secret – people in our business always love a good party, and the West Coast Expo in Las Vegas never disappoints! This year’s show is bound to be a very motivating event and I look forward to seeing you there next month (details on the back cover).
Thanks for reading.
