With over a quarter century in business and a pioneering spirit, the team at Lectric Beach Tanning in Wisconsin is continuing a tradition of impeccable service and enthusiasm.

Owner Dion Borkowicz started the business based on a gut reaction to his own tanning experiences. After patronizing a salon that maintained extremely low standards of cleanliness and customer service, Dion knew he could do better and realized maybe he should.

While in college for business, Dion partnered up with a business-minded friend to open the first location of Lectric Beach Tanning in 1987. Those first few years were full of scraping by and soothing doubts, but they always managed to push forward when things were down to the wire.

Twenty-five years later, you’ll find Dion right where he started, but only in a sense. Time has allowed him to travel, grow, fail and succeed. Like friends who finally realize they are soul mates, Dion traveled a winding road back to Lectric Beach, realizing his heart was there all along.

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