Summer doesn’t have to mean slowing down – not for today’s savvy salon. With the right mix of services, smart strategies, and well-structured, high-value memberships, you can turn the so-called off-season into a period of steady traffic and strong revenue.

If you’ve embraced wellness offerings that appeal to customers looking for more than a tan and memberships that provide unbeatable value, you’ve already set yourself up to be more successful year-round. You won’t have to “bribe” most of your highest paying customers to stick around because they know they’re still getting hundreds of dollars of value for one reasonable rate. But, now is still the perfect time to push even further, melding the concepts of modern tanning spa memberships and old-school tanning salon retention strategies.

Your goals and priorities shouldn’t change with the seasons. Memberships remain the foundation of a strong business — not just in peak season, but always. That means your focus now is strengthening retention efforts, keeping existing members engaged, and just as importantly, converting walk-ins and seasonal visitors into members. Especially right now, with many seasonal tanners still coming in to get their summer tans kicked off, one of the biggest mistakes you can make this time of year failing to capitalize on foot traffic. Don’t settle for a one-time sale just because spring is winding down. Every interaction is an opportunity to demonstrate the year-round value of your services and turn a casual visitor into a committed member.

Don’t sell yourself short. In today’s salon environment, there are more reasons than ever for people to come in and embrace the value and convenience of all-access memberships that provide numerous ways to relax and enhance one’s appearance and well-being. Make sure your team is equipped to highlight that value, close those conversations, and build loyalty that lasts.

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