It’s virtually unanimous: More men over the age of 50 are tanning in salons today than ever before, according to the results of a recent SmartTan.com survey.

According to the survey, 97 percent of tanning salon owners report having more men over age 50 tanning in their stores as compared to three years ago. Astoundingly, none of the respondents reported having fewer clients in their category. Only 3 percent reported no change.

“That’s pretty convincing. We’ve been saying all along that indoor tanning, as it has gained in popularity, has broadened its demographic reach as well,” Smart Tan Vice President Joseph Levy said. “There is a perception that this service is all about young women. But that really isn’t the case. Not anymore.”

Because people tan for many different reasons – from the benefits associated with a cosmetic suntan to the physiological and psychological effects of UV exposure – tanning’s appeal cannot be contained to one category, which has added to tanning’s popularity.

“People forget that indoor tanning began as a therapeutic exercise in light-deprived European countries,” Levy continued. “Its appeal has grown in North America, particularly as the professionalism of the tanning experience – what we call Smart Tanning – has reassured people that going to a tanning salon today mean being treated to a professional service.”

An estimated 30 million North Americans visit indoor tanning facilities annually, according to our best estimates. “If we all do our jobs correctly, there’s plenty of room for growth in tanning,” Levy said. “We have to continue to teach sunburn prevention and sun care and show our communities that we believe in maximizing the potential benefits of regular UV exposure while minimizing the risks associated with either too much or too little sunlight.”

For more information on Smart Tan’s Position on UV exposure, visit Smart Tan’s consumer web site, www.TanningTruth.com.