In our current market, you would be hard pressed to find a successful salon without some form of sunless tanning on the menu. That’s because sunless is a no-brainer.

For years, we’ve made the case that if an indoor tanning business is concerned with meeting client demands, sunless is the place to pay attention. As we heard from salon leaders, the service is growing so rapidly that locations across the country are garnering 20-30 percent of their revenue from this area of their business.

In a short time, we are already verging the fourth generation of the sunless market. It used to be that all a salon had to do was enter the ring to get ahead, but sunless is evolving fast, and the game is already changing. Surprisingly, salons that are new to offering sunless can have a significant advantage over veterans simply because they have newer equipment with better features. That’s why many salons are bringing in new or additional equipment to even the playing field.

“Keeping up with the Joneses is a necessity in this industry,” says  Mark DeMayo, vice president of business development at Sunless Inc. “Things are much different than they were in the past.”

But growing your sunless offerings isn’t just about competing with the salon down the road, it’s about creating opportunities within your business to be better, faster and more profitable. The very nature of how customers enjoy sunless is changing. If you have the right sunless equipment, it becomes a functioning cog in a system that generates more money than ever.

“If you have the budget, there is no doubt you can make sunless a cornerstone of your business,” says Brandon Cardinal, vice president of sales and marketing at Norvell.

In an effort to help you understand a little bit more about what the latest equipment has to offer, we did the legwork to learn about the latest features, consumer trends and benefits for your bottom line.

Click here to read the entire article in the latest issue of Smart Tan Magazine.