In today’s industry, there’s no room for wasted space or equipment that isn’t pulling its weight. Every unit must be strategically selected to deliver maximum return on investment. That’s the efficiency equation — building the right mix of tanning and wellness services to maximize revenue per square foot, per session, per member, and per dollar invested.

The top equipment manufacturers and distributors clearly understand where the industry is headed. Tanning Supplies Unlimited and JK Products & Services, distributors of KBL and Ergoline equipment, respectively, are companies still most deeply invested in UV — and yet, both are now urging salons to build wellness-led business models. That alone should signal something important: this is not a move away from tanning. It’s a move to future-proof and amplify it.

“Start thinking about how you can get that clientele you don’t already see that wouldn’t know that you’re there. Decide how to market to them with new services, just like a brand new business would. Pretend you’re not a tanning business. Where do you go now?” says Bill Pipp, Vice President of Sales & Marketing for Tanning Supplies Unlimited.

“You want to have a beauty, spa, and wellness business. People are interested in those kinds of services. How do you market to those people, recognizing they may never tan, and that’s OK. You bring in a whole new clientele into your salon. Tanning people aren’t going to leave if you bring in wellness and spa. As long as you still have great tanning beds and service, they’re good they’re going to still be there, but you can also get them to step up and be all-access members and use all of your different services. Flip the model over and say, it’s not that the old model is broke. It’s a new model with wellness and spa which doesn’t hurt the tanning business.”

As service options expand, the importance of equipment selection as well as menu design becomes even more critical. Complexity may increase behind the scenes, but to the customer, it must feel simpler, more valuable, and easier to say “yes” to.

“Today, real estate is more expensive, and operating a business is more expensive overall. Your tanning units are also now competing with non-tanning modalities, so you’re minimizing revenue per sq. ft. when you put in a basic tanning unit,” says Charles Lerebours, Executive Director of Sales for JK Products & Services.

“There’s been great success with the diversification to wellness and spa, and in consequence, tanning becomes just one modality along with red light, sauna, and others. Most of the salons are moving to one, two, or three levels of tanning max. The customer has less time and focus to decipher all the details and specifications of different tanning units. Instead, you want to offer a tanning experience.”

On the subject of efficiency, LED tanning and new-generation UV technology have made UV sessions more efficient and cost-effective than at any point in this industry’s history. But that’s only one part of the equation. The bigger evolution is strategic — not technical.

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