If you’re not paying attention to your client demographics, you’re not setting yourself up to maximize success now or in the future.

In many salons, an increased focus on wellness services has brought in older clientele, which is fantastic. But for those thinking long-term, the prospect of your primary customer base “aging out” of the market has been a longstanding concern. Today’s younger generation is often reported to be less likely to tan— though that trend is showing signs of reversal—leaving salon owners to wonder whether they’ll be able to fill the shoes of boomers and Gen Xers who have been the backbone of the industry for decades.

But several factors now work in our favor. Salons that combine tanning and wellness services are seeing measurable benefits. Wellness offerings are attracting older clients who might not have visited for tanning alone and are also bringing back former tanning clients who return to explore wellness. Looking forward, national media reports indicate that the allure of a tan—if not indoor tanning specifically—is gaining traction among younger generations, alongside their growing interest in skin care and wellness.

The most successful tanning businesses today are more profitable than ever, but that doesn’t always mean they’re attracting more customers. Most have achieved success by offering premium services to a smaller number of clients, increasing revenue per customer rather than overall volume. That strategy got us this far. To continue growing and improving profitability, however, salons must expand their client bases, whether it’s through tanning, wellness, or both.

Doing so will depend largely on service and equipment selection and brand positioning, but marketing will also be a significant factor in determining how successful you are at creating new customers. The good news is you don’t have to choose between appealing to current core clients and cultivating the next generation.

By targeting marketing efforts to specific age segments, you can reach the right audience with the right message at the right time, maximizing engagement and sales across your entire customer base, and ensuring that every investment in content, promotions, and advertising drives measurable results. This approach allows you to maintain loyalty among existing clients while simultaneously attracting younger generations, creating a balanced, sustainable growth strategy that strengthens both revenue and long-term brand relevance.

Know Where You Stand

Regardless of how much you do with the information you gather, it’s essential to understand the age demographics of your clients and how that has changed over time.

Use your salon software to break down clients by age, and if possible, by membership type, service preference, or equipment usage. Do different age groups favor tanning or wellness services? Do different segments prefer higher- or lower-end equipment? How has your customer base changed over the last five, 10 or 20 years?

Depending on the capabilities of your software, you can delve much deeper. Are some age groups more likely to purchase memberships while others favor sessions or packages? Do certain age groups maintain their memberships longer? What time of year do the different age groups sign up for memberships? When do they tend to cancel? How much are different segments spending on products, and what types do they favor?

By answering these questions, you can shape every aspect of your business—from service offerings and pricing to promotional strategies and client communications—around the preferences of the people who are most likely to engage and spend.

Of course, these numbers will vary greatly from salon to salon, not just based on what they offer but where they are located and many additional factors. Dion Borkowicz, owner of three Lectic Beach Wellness & Sun Club locations in Milwaukee, has invested heavily in wellness and high-end tanning. As a result, his average client age has increased significantly over the past five-plus years, and he’s able to charge more for a luxurious experience while serving clients with greater disposable income. For Borkowicz, wellness services are now equally important as tanning, and he anticipates younger generations will increasingly come to his salons for these services as they age.

In contrast, Amanda McGarry, owner of two Tanfastic Sun Tan Center locations in Pennsylvania, reports an increasingly younger client base: over 40% of her clients are 34 or younger, a stark contrast to Borkowicz’s 15%. Her locations have upgraded equipment and environments to create a more refined, luxury experience, yet her demographics skew younger, showing that different strategies can yield different results depending on location, service mix, and audience. Other salons reported that clients under 34 make up anywhere from 22% to 37% of their customer base.

Understanding where your salon falls on this spectrum allows you to focus on what’s working and make informed decisions about areas that need growth. A salon like Borkowicz’s might experiment with pricing or promotions to attract younger clients or focus marketing on helping the younger crowd relate to tanning and wellness services, while McGarry could invest in additional wellness services and marketing geared toward older clientele.

In short, demographic insights allow you to be proactive rather than reactive, ensuring that your salon’s growth strategies are informed by data, not guesswork. They empower you to align your services, messaging, and promotions with what clients truly want and to anticipate shifts in your customer base before they impact your bottom line.

Pay to Play

Effective marketing isn’t just about creating great content—it’s about making sure the right people see it. Reaching your audiences where they spend the most time often requires investing in paid media. While organic posts, word-of-mouth, and in-salon promotions still have value, a strategic investment in paid reach allows salons to deliver the right message to the right audience at the right time.

Social Media Ads are the cornerstone of paid, targeted marketing today. Platforms like Instagram, TikTok, and Facebook provide precise targeting capabilities based on age, location, interests, and user behaviors. This means that rather than posting the same content to everyone and hoping it resonates, you can create ads specifically designed for each age segment. Younger audiences respond to short, high-energy videos or Reels highlighting lifestyle benefits and social experiences, while older audiences may respond better to testimonial-driven posts emphasizing wellness benefits, longevity, or premium treatments. While organic reach has value, paid campaigns guarantee that your content lands in front of the people most likely to engage and convert, rather than disappearing in an ever-growing social feed.

For current or lapsed customers, email marketing remains a high-performing channel, especially when used strategically. Segmenting your email list by age, membership type, or service preference allows you to deliver highly relevant content to each client group. Younger clients respond well to visually dynamic emails, brief video snippets, or early-bird promotions, while older segments may prefer educational content, wellness tips, or package deals that showcase premium services. Tailoring your messaging in this way improves open and click-through rates, making every email more impactful.

Text (SMS) marketing is another tool that consistently delivers strong engagement across nearly all age groups. Short, direct, and visually simple messages can promote special deals, remind clients of appointments, or announce new services. The key to success is personalization and relevance—you might send younger clients first-time tanning promotions or social-driven challenges, while older clients receive wellness service reminders or loyalty-based offers highlighting value and care.

Traditional media still plays an important role, especially for attracting older clients who may not spend as much time online. Local newspapers, community magazines, radio spots, and even direct mail can be highly effective when used thoughtfully. Print ads can showcase your salon’s premium experience, highlight advanced wellness offerings, or feature testimonials from satisfied clients in the same age group. Community sponsorships, event participation, or local bulletin boards can also help older demographics see your brand in trusted, familiar spaces. Direct mail, particularly when personalized with names and tailored offers, can drive high engagement with this group.

Investing in paid reach across both digital and traditional channels ensures that your marketing dollars are used efficiently. Even a modest budget, when directed at a carefully segmented audience, can dramatically boost ROI. The effectiveness of paid campaigns depends on aligning content with each generational segment’s values and behaviors.

Marketing to 18–24

The 18–24 age group is digitally native, socially connected, and highly trend-sensitive. This is the generation that grew up sharing every experience online, and they expect brands to speak their language: quick, visually striking, and highly interactive. Tanning appeals to them as an instant transformation, whether for selfies, weekend trips, or social events, while wellness services attract them when framed as part of a modern self-care lifestyle that keeps them looking and feeling their best.

While this generation is not yet known to frequent tanning businesses as much, there are positive indications for the future. There have been numerous national media reports in recent years indicating that being tan is more important to this generation than to any before it. Tanning is a trending topic, especially on TikTok, and vanity in general seems to be on the rise due to the influence of social media. Reports also suggest that skin care is becoming increasingly important to this generation, and others, and spending on it is skyrocketing. If you can’t appeal to this generation with services, you may still be able to reach them with product marketing.

Media & Content: Social media is the heartbeat of this generation. Instagram, TikTok, and Snapchat aren’t just platforms—they’re where they discover new trends, share experiences, and validate their choices through likes and comments. Content should focus on short, high-impact visuals, such as “glow-up” transformations, behind-the-scenes peeks, or staff-led tutorials on using tanning or wellness equipment. Embracing trending audio, challenges, or Reels/TikTok formats can turn your salon’s services into shareable content that resonates organically.

Promotions: Young adults respond strongly to incentives that feel immediate and social. Student discounts, first-time packages, or referral rewards appeal to both their wallets and their desire to share experiences with friends. Gamified loyalty programs, social media contests, or limited-time promotions aligned with trends can increase foot traffic. Messaging should convey fun, confidence, and inclusivity, highlighting experiences they can share on social platforms.

Tanning & Wellness Connection: Tanning provides instant visual gratification, while the right wellness offerings can appeal as trendy, Instagram-worthy additions that reinforce a healthy, vibrant image. Position your salon as the place where their appearance and well-being intersect with lifestyle and social engagement.

Marketing to 25–34

The 25–34 demographic is navigating the early-to-mid career phase, often balancing new responsibilities, relocations, and evolving social lives. They’re tech-savvy but more focused on practicality and long-term self-investment than fleeting trends. Tanning is viewed as part of a strategic appearance routine, enhancing confidence and complementing professional and personal life, while wellness services appeal as tools for stress relief, energy, and longevity.

A recent global survey indicates that, especially for Gen Z and millennials, wellness is no longer a luxury but a lifestyle and has become a daily practice. While these younger groups make up just 36% of the adult U.S. population, they account for over 41% of all wellness spending. Although that spending may not be translating to tanning businesses just yet, businesses that truly prioritize wellness as the focus of their business model should be poised to continue to capture more of these clients.

Media & Content: This group engages heavily on Instagram and Facebook but also consumes professional content via LinkedIn. Paid campaigns targeting life milestones—such as promotions for moving to a new city, starting a new job, engagements, or wellness-centered New Year resolutions—can capture attention when framed as “investing in yourself.” Content should focus on premium experiences, convenience, and personal growth, with lifestyle photography, wellness tips, or tutorials that demonstrate long-term value and visible results.

Promotions: Memberships, multi-service packages, or loyalty programs resonate because they save time and provide measurable value. Messaging should emphasize self-care, efficiency, and long-term results, framing your salon as a partner in their aesthetic and wellness journey rather than just a place to tan.

Tanning & Wellness Connection: Much like the 18-24 demographic, this age group still highly values instant gratification and looking their best, especially for social functions and curating their social media image. With their busy social calendars along with burgeoning careers, highlighting the convenience of tanning, especially for events, is key. Wellness services like red light therapy or infrared treatments are valued for enhancing productivity, boosting confidence, and supporting long-term wellbeing. Highlighting the combination of appearance and performance benefits positions your salon as a critical part of their self-investment routine.

Marketing to 35–44

Clients aged 35–44 are typically balancing careers, families, and personal wellness. Their schedules are busy, and convenience is paramount. They look for efficient, reliable services that deliver visible results without taking time away from their responsibilities. Tanning appeals as a quick appearance boost, while wellness services provide stress relief and tangible health benefits.

Media & Content: Active on Facebook, Instagram, Pinterest, and email, this group responds well to retargeting campaigns and Google Ads, especially when they’ve previously visited your website or engaged with your brand. Educational content, such as video tutorials, before-and-after transformations, or posts explaining the benefits of red light therapy or halotherapy, builds trust. Showcasing premium equipment and expert staff reassures them that they’re making a wise investment in themselves.

Promotions: Mid-tier membership packages, seasonal wellness programs, or family-friendly options resonate. Messaging should highlight time-saving solutions, measurable results, and tangible wellness benefits, making your salon a reliable part of their routine.

Tanning & Wellness Connection: Tanning offers a fast, confidence-boosting effect, while wellness services provide stress reduction, energy rejuvenation, and anti-aging benefits. Position your offerings as complementary: the salon becomes a place where they maintain appearance and health efficiently without sacrificing time.

Marketing to 45–54

Clients 45–54 are financially established, health-conscious, and invested in quality services. They prioritize reliability, professional expertise, and value for money. Tanning remains relevant, especially when you focus on premium experiences that take less time and require less exposure to maintain results. Wellness services are highly attractive for longevity, stress relief, and anti-aging benefits.

Media & Content: Facebook, email newsletters, and Google Ads are most effective. Community partnerships, sponsorships, and educational content—such as evidence-based benefits, testimonials, and equipment demonstrations—build credibility. Retargeting campaigns keep your salon top-of-mind. Content should convey professionalism, trust, and tangible outcomes, demonstrating that your salon delivers results and expertise.

Promotions: Loyalty rewards, exclusive packages, and wellness bundles appeal because they reinforce value and professionalism. Highlight advanced equipment or treatments led by trained staff to differentiate your salon from competitors. Messaging should emphasize expert care, reliability, and visible benefits, positioning the salon as a professional wellness destination.

Tanning & Wellness Connection: Tanning is no longer trend-driven but is valued for consistent, controlled results. Wellness services address long-term health, stress reduction, and skin wellness. Communications should focus on trust, professionalism, and outcome-oriented messaging.

Marketing to 55–64

Clients 55–64 increasingly invest in wellness, longevity, and self-care experiences. They are discerning, looking for clarity, trust, and tangible benefits. While tanning may be secondary, it is still appealing when paired with anti-aging or preventative skincare. Wellness services that offer visible outcomes and stress relief are key draws.

Media & Content: Facebook, email campaigns, Google Ads, and local print publications are effective, as are workshops or webinars on skin, health, and wellness. Direct mail can provide tangible cues for premium services and memberships. Content should include detailed explanations, educational resources, and visual proof of results, establishing trust and authority.

Promotions: Premium membership tiers, package deals emphasizing value, and referral incentives resonate. Messaging should be clear, specific, and benefit-driven, highlighting how services improve skin, relaxation, and overall wellness. Personalized attention and curated packages reinforce care and trust.

Tanning & Wellness Connection: Tanning may serve as a supplementary appearance enhancement, but the focus is on wellness outcomes. Red light therapy, infrared pods, or halotherapy demonstrate tangible benefits for skin and overall health, appealing to this group’s investment in longevity and self-care.

Marketing to 65+

Clients 65 and older are focused on health maintenance, comfort, and social engagement. They value clear communication, safety, and reliability. Wellness services dominate appeal, while tanning can be positioned as a complementary element of helping them feel their best. They may have more time on their hands than other age groups and embrace the opportunity to take the time to utilize multiple services in one visit while interacting with friendly, helpful staff members.

Media & Content: Facebook, email, direct mail, and local community boards are effective. Short, informative videos, peer testimonials, and educational content on skin, health, and wellness resonate strongly. Messaging should be simple, clear, and benefit-oriented, emphasizing safety, accessibility, and social engagement.

Promotions: Wellness packages, senior discounts, and group sessions emphasize community, comfort, and value. Transparent pricing, straightforward descriptions, and easy-to-understand benefits are essential. Messaging should focus on personalized care, measurable wellness outcomes, and reassurance about safety.

Tanning & Wellness Connection: Tanning can be brought into the mix with all-access memberships alongside a variety of wellness services that offer improved circulation, pain reduction, and skin rejuvenation. Social elements—showcasing your friendly staff or encouraging “spa days” with friends—add value and enhance engagement.

Engage Today, Build for Tomorrow

Targeting your marketing by age group allows you to connect with current clients while strategically cultivating the next generation. By leveraging data-driven insights, thoughtful content, and targeted paid media, your salon can build a client base that is both profitable now and sustainable for years to come.

Understanding your client demographics and tailoring marketing accordingly—from digital-first 18–24-year-olds to health-conscious 65+ clients—ensures that every audience sees the right message, at the right time, in the right place. This precision approach can not only drive sales now but strengthen your salon’s reputation and appeal across generations, now and in the future.