As the owner of MR International, Max Recone is determined to get into the heads and stores of as many salon businesses as possible. The brand sells to 800 salons internationally, and Max makes it his mission to personally visit at least 300 of them each year. During the summer months, he packs up his RV and goes on an epic adventure across the country, hoping to gain an insider perspective about his clients and the industry. Over the course of his career, he’s seen more than 5,000 tanning businesses! In a Smart Tan exclusive interview, he shares his insights about what’s next.

Q: How do you think the indoor tanning industry is evolving?

A: I think what’s going to happen is you’re going to see more diversification. For example, Max’s Tanning Salon is going to turn into Max’s Tanning and Spa, and maybe eventually into Mac’s Day Spa and Tanning. The salon owners are seeing that they need to morph to stay profitable, and they have the staff to do that. The labor needs to be a little more sophisticated in the environment of a day spa — it’s more than asking people if they have their goggles and lotions. But the smaller independents can adapt to this more quickly, and that’s their competitive advantage.

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