{"version":"1.0","provider_name":"Smart Tan News","provider_url":"https:\/\/news.smarttan.com","title":"Retention Season: Turn your summer slowdown into year-round momentum - Smart Tan News","type":"rich","width":600,"height":338,"html":"<blockquote class=\"wp-embedded-content\" data-secret=\"PjZEf4UCwf\"><a href=\"https:\/\/news.smarttan.com\/index.php\/retention-season\/\">Retention Season: Turn your summer slowdown into year-round momentum<\/a><\/blockquote><iframe sandbox=\"allow-scripts\" security=\"restricted\" src=\"https:\/\/news.smarttan.com\/index.php\/retention-season\/embed\/#?secret=PjZEf4UCwf\" width=\"600\" height=\"338\" title=\"&#8220;Retention Season: Turn your summer slowdown into year-round momentum&#8221; &#8212; Smart Tan News\" data-secret=\"PjZEf4UCwf\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" class=\"wp-embedded-content\"><\/iframe><script type=\"text\/javascript\">\n\/* <![CDATA[ *\/\n\/*! This file is auto-generated *\/\n!function(d,l){\"use strict\";l.querySelector&&d.addEventListener&&\"undefined\"!=typeof URL&&(d.wp=d.wp||{},d.wp.receiveEmbedMessage||(d.wp.receiveEmbedMessage=function(e){var t=e.data;if((t||t.secret||t.message||t.value)&&!\/[^a-zA-Z0-9]\/.test(t.secret)){for(var s,r,n,a=l.querySelectorAll('iframe[data-secret=\"'+t.secret+'\"]'),o=l.querySelectorAll('blockquote[data-secret=\"'+t.secret+'\"]'),c=new RegExp(\"^https?:$\",\"i\"),i=0;i<o.length;i++)o[i].style.display=\"none\";for(i=0;i<a.length;i++)s=a[i],e.source===s.contentWindow&&(s.removeAttribute(\"style\"),\"height\"===t.message?(1e3<(r=parseInt(t.value,10))?r=1e3:~~r<200&&(r=200),s.height=r):\"link\"===t.message&&(r=new URL(s.getAttribute(\"src\")),n=new URL(t.value),c.test(n.protocol))&&n.host===r.host&&l.activeElement===s&&(d.top.location.href=t.value))}},d.addEventListener(\"message\",d.wp.receiveEmbedMessage,!1),l.addEventListener(\"DOMContentLoaded\",function(){for(var e,t,s=l.querySelectorAll(\"iframe.wp-embedded-content\"),r=0;r<s.length;r++)(t=(e=s[r]).getAttribute(\"data-secret\"))||(t=Math.random().toString(36).substring(2,12),e.src+=\"#?secret=\"+t,e.setAttribute(\"data-secret\",t)),e.contentWindow.postMessage({message:\"ready\",secret:t},\"*\")},!1)))}(window,document);\n\/\/# sourceURL=https:\/\/news.smarttan.com\/wp-includes\/js\/wp-embed.min.js\n\/* ]]> *\/\n<\/script>\n","thumbnail_url":"https:\/\/news.smarttan.com\/wp-content\/uploads\/2025\/05\/Retention-Season-5-7-25.jpg","thumbnail_width":1360,"thumbnail_height":1180,"description":"Summer doesn\u2019t have to mean slowing down \u2013 not for today\u2019s savvy salon. With the right mix of services, smart strategies, and well-structured,\u00a0high-value memberships, you can turn the so-called off-season into a period of steady traffic and strong revenue.  If you\u2019ve embraced wellness offerings that appeal to customers looking for more than a tan and memberships that provide unbeatable value, you\u2019ve already set yourself up to be more successful year-round. You won\u2019t have to \u201cbribe\u201d most of your highest paying customers to stick around because they know they\u2019re 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\u2019t change with the seasons. Memberships remain the foundation of a strong business \u2014 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\u2019t 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\u2019t sell yourself short. In today\u2019s 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\u2019s appearance and well-being. Make sure your team is equipped to highlight that value, close those conversations, and build loyalty that lasts.  Set Up for Success  Ideally, a well-appointed business equipped with advanced tanning, wellness, and spa facilities, mitigates concerns about off-season drop-off. In such an environment, discounts and promotions become less necessary as clients naturally gravitate towards the establishment. This represents the ultimate goal for any tanning business.  Just turn back a few pages to our Member of the Month for reference. Over the course of just a couple years, Janet Lonas took her small-town salon from a hole-in-the-wall location with four tanning rooms to a top-of-the-line tanning and wellness facility with two of the best tanning units money can buy, along with red light, halotherapy and more. The vast majority of her clients now opt for The Tanning Hut\u2019s all-access $139.99 membership. Members who are more than willing to pay $139.99 per month are not your typical seasonal tanners. These are people who recognize the luxury and value of the equipment and services they\u2019re being offered and are there as much for the experience as the tans. Especially in a smaller market, being able to appeal to more of the population for more of the year is crucial.  \u201cA lot has definitely changed. We\u2019re attracting a lot more clientele who are serious about wellness. Husbands are coming with wives. Teens are coming with moms,\u201d Lonas says.  \u201cWe are planning to continue to add value to our top package by adding additional\u00a0wellness services and top-tier equipment to help alleviate\u00a0slow season completely, with our next purchase being the SmartSun Therapy SST28.\u201d  Or consider a veteran operator like Dion Borkowicz and Lectric Beach Wellness Club. Borkowicz has been in business since 1987. In the 2010s, when gyms offering cheap tanning moved into his backyard and other issues plagued tanning businesses around the country, instead of trying to match low prices, Borkowicz chose to rise above the competition. Lectric Beach became the type of business that doesn\u2019t compete for the same clients as a gym or budget salon. Now, with an arsenal of KBL equipment and diversified spa services headlined by SmartSun Therapy SST28s at each location, he\u2019s playing a completely different game than his \u201ccompetitors.\u201d He\u2019s serving a clientele who sees the value in his equipment and services for $100-plus per month and are there for much more than just a tan in the winter or before special occasions.  \u201cWe used to do rewards stuff, but we went away with that because we don\u2019t really have to do it anymore. We don\u2019t really do anything special for summer because we\u2019re structured for retention with our memberships. Restructuring to wellness, especially with the SST28s now at each location and the HaloRed, these are things people use when they\u2019re not tanning as much or might tan some or spray tan. There\u2019s so much variety so even if they\u2019re tanning less, they\u2019ll just pick up with something else,\u201d Borkowicz says.  While increasing revenue is clearly the end goal, embracing premium equipment and diversification can also fundamentally change the way customers view and interact with your business. Positioning as a tanning spa or wellness salon is a significant step toward becoming perceived as a more high-end service provider where people naturally expect to pay more and come to you for a variety of reasons beyond not being able to get enough sun outdoors.  Another consideration is that today\u2019s advanced tanning equipment can provide spectacular results in just a couple short sessions a week. It\u2019s great to be able to offer that convenience for your customers, but they also might feel that they\u2019re getting shorted on a premium membership if they\u2019re only visiting once or twice a week. With diversified services in place, clients will begin to develop routines to use multiple services in one visit. That relaxing 10-minute tanning session has now turned into a full-on spa experience. Or they\u2019ll embrace the opportunity to come in more often to use different services. With that routine, the value of a $100-$150 membership becomes quite clear regardless of the time of year.  Maximizing the Impact  Regardless of the current state of your equipment mix or your plans for the future, now is the time to find ways to hold onto as many members as possible. Short of rushing in a new service or equipment, it\u2019s all about emphasizing what you already have, keeping lines of communication open, finding ways to add short-term value in a cost-effective manner, and putting several stopgaps between your clients and cancellation.  Beyond his efforts to change the positioning of his business, Borkowicz credits his often-creative membership adaptations for his success with member retention without having to convince members to stick around this time of year. His latest endeavor in that regard is innovative \u201cAll Access 10\u201d and \u201cAll Access 16\u201d membership options. These memberships are designed for those people who feel short-changed by paying for \u201cunlimited tanning\u201d and only using it 10 times a month or less, even though that\u2019s plenty enough to maintain a great tan with Lectric Beach\u2019s equipment.  These members can now get 10 sessions in any of Lectric Beach\u2019s tanning and wellness equipment for $99.99 per month, or 16 sessions for $139.99. This approach doesn\u2019t actually save them much money, but presenting it that way can seem more fair to clients who don\u2019t come in as much, plus it helps Borkowicz maintain more memberships without overburdening his top equipment and making accessibility a concern.  \u00a0While the \u201c10\u201d and \u201c16\u201d membership options are new, Borkowicz expects to see even less seasonal drop-off this year because of them. Beyond simply seeming more fair to less frequent users, Lectic Beach thrives with these options and any of their other memberships because he can show clients the massive value they\u2019re getting in comparison to other providers or even his own non-membership rates. With services like SmartSun Therapy or Halotherapy, he can compare his prices to providers of similar services in the area, showing the tremendous discount he\u2019s giving. He also promotes a non-membership bundle front and center with the primary goal of accentuating the value of membership. Clients can purchase four sessions in any of their equipment for $100. With hybrid tanning, medical-grade red light, halotherapy, and more, that\u2019s already giving them the best value for those services they\u2019re going to find. Then he can show them how much cheaper they can get them with a membership.  \u201cAll-Access 10 and All-Access 16 are easy to explain. You can do anything in the salon 10 or 16 times a month for $10 per session. A chiropractor near me charges $1600 for two red light sessions a week for eight weeks. At a wellness spa near me, HaloRed is two sessions per month for $80 a month. There are plenty of reasons to come in. People are going to use these services in the summer,\u201d Borkowicz says.  \u201cWe also have what is called an All-Access Bundle that shows all eight services we have. That\u2019s four of anything for $100. People buy them all the time. Where else can you get all that for $100? But you can get 10 for $100 if you become a member \u2013 2.5 times the amount just by agreeing to be active for four months. For people who want more than 10, we have 16 for $139. Lots of people want to come in a couple of times a week but use multiple services at a time. People thought the unlimited membership was a rip-off because they weren\u2019t using it enough. This just seems fair. From my point of view, it takes away some of the variables and makes it more consistent.\u201d  At Lectric Beach, retention is also aided more naturally by requiring at least four months of memberships at sign-up. If a member signs up in February or March, their initial term isn\u2019t up until June or July, making it already late enough into the summer to give them another reason to think twice about cancelling just to have to restart their membership again in the fall or spring.  \u201cOur membership contract requires them to stay for at least four months, and the average now is nine months. Our current EFT is about 65 percent of our total revenue. My guess is this will be the first years we\u2019ll exceed 70 percent. We don\u2019t have to do as much otherwise, and it takes the stress off,\u201d Borkowicz says.  Also keep in mind that it\u2019s not just the spa and wellness equipment that makes the salon\u2019s offerings more appealing year-round. The enhancements in tanning equipment in recent years make premium units as much of a relaxing spa experience as anything else. When summer sun is plentiful, there\u2019s simply not much reason to come tan in an old-school tanning bed, but today\u2019s equipment is different.  \u201cAnybody that currently has high end equipment, you already know people are coming in in the summer and using that. Any low-intensity bed is not being used in the summer. That\u2019s where you make your money is off the high-end equipment,\u201d Borkowicz says.  Having experienced a \u201cnight and day\u201d difference after introducing her first top-of-the-line unit last year, Lonas fully agrees.  \u201cUntil we purchased the P9S in Jan 2024, we would see a slowdown in the summer through Dec. After purchasing the P9S, although we still had a slowdown, it wasn't\u00a0until around late October, with the P9S being the equipment used the most. The P9S never really slowed down. It pretty much stayed booked open to close the whole year,\u201d she says. \u201cWho doesn't want to feel like you're lying at the beach getting a refreshing splash of water? People buy feelings and this is a feeling we all crave!\u201d  After changed the positioning of his business entirely, Borkowicz no longer relies on seasonal promotions to enhance retention this time of year, although he previously had a good plan for that, which could still be useful for other salons. When retention used to be more of a concern, around this time of year, Borkowicz would offer $100 in store credit for members who would lock in their memberships for the rest of the year. There are many ways to structure a retention-focused promotion this time of year, but that one is a good example of what you want to achieve because it involves offering more value instead of cutting the price. With store credit being used primarily for upgrades and products, Borkowicz knew that at worst he was out around $50 to lock in that member for the rest of the year. Then, by Jan. 1, they\u2019re unlikely to cancel right before prime tanning season.  The rise in membership-focused businesses has largely done away with the once-famous \u201cTan \u2018Til the End of the Year\u201d offer. That was a great option when most customers were tanning by the package or session, and you wouldn\u2019t be likely to see them all summer or fall once they started getting out in the summer sun. Now, there are better ways. If you want to make a hard push to keep members, think about what you can offer them up front or for a specific time period that doesn\u2019t reduce what they\u2019re paying you and costs you as little as possible in terms of time and money.  If a seasonal slowdown is indeed a major concern for your business, then that gives you one huge advantage to help fix that problem: underutilized equipment. If your top levels aren\u2019t too busy, use that to your advantage to secure better membership retention. The same can also be said of your other services and equipment. Having an array of spa and wellness equipment at your clients\u2019 disposal is the best way to enhance retention this time of year without utilizing promotions because these services are equally valuable regardless of the time of year. That same concept also makes spa and wellness services one of your best avenues for promotions geared to retain members.  In an ideal world, introducing a new service or piece of high-end tanning equipment and extending a time-sensitive introductory offer is probably the best thing you could still do for retention this year. But introducing something new and exciting more in the middle of the \u201coff-season\u201d can still give you a nice boost during the time you need it most.  For Ren\u00e9e Edgren, owner of Utopia Tanning &amp; Spa in California, her investment in a SmartSun Therapy SST28 in July last year didn\u2019t come in time to help much with retention, but the excitement of the new equipment did draw in an influx of traffic without an introductory offer. It goes without saying that anytime you can bring new or lapsed customers in July, it\u2019s a huge bonus for the business.  \u201cI had some people that quit using , and I messaged them and gave them a free session, and they came in and signed up. It\u2019s brought in a lot more revenue because people who don\u2019t tan come in for this. The tan is phenomenal with red light first, but a lot of people are coming in just for the red light memberships,\u201d Edgren says.  Capitalize on Opportunities  A customer earned is as good as a customer saved. Now is the time to offer aggressive deals all around.\u00a0By using social media and other advertising methods alongside aggressive promotions, you can remind people why your services are still useful in the summer, bring in new customers,\u00a0and have the chance convert them to long-term members. Use marketing to enhance performance beyond what the deals can accomplish. Sometimes reminders of the value and utility of your services is just as important as a deal.  Regardless of what you do for marketing and promotions, your end goal is the most important factor. Your goal should always be to sell a membership. When you do bring them in, you need to capitalize. That doesn\u2019t mean just being happy to have some traffic and a sale. Every interaction with a non-member should be approached with the goal of signing them up for a membership. Your memberships should be priced as practically a no-brainer for anyone who wants to pay for a single session, and adding a little icing on the cake this time of year is usually worth it.  When looking at your summer marketing and promotions, consider the following concepts to utilize or help inspire your own ideas, and always remember to have a plan in place for converting a visitor to a member.    Target the Busy Summer Crowd    Angle: \u201cToo busy to get a tan outdoors? We\u2019ve got you.\u201d  Highlight the convenience and time-efficiency of indoor tanning and wellness. Appeal to professionals, parents, and students with tight summer schedules.  Tagline idea: \u201cYour glow, on your schedule.\u201d     Beat the Heat    Angle: \u201cStay cool while you get hot.\u201d  Use extreme summer temps as a marketing hook \u2014 it's more comfortable to tan or relax inside.  Tagline idea: \u201cNo bugs. No sweat. Just glow.\u201d     Promote Premium Equipment    Angle: Luxury experience, consistent results.  Showcase high-end sunbeds and red light therapy as a step above nature.  Tagline ideas:   \u201cBetter than the sun.\u201d  \u201cThe best parts of sunshine in a 10-minute session.\u201d  \u201cA more luxurious sunbathing experience\u201d       Push Sunless Tanning    Angle: Flawless, fast, and UV-free.  Promote to beachgoers, event attendees, and those avoiding UV exposure.     Spotlight Spa &amp; Wellness Services    Angle: Recovery, relaxation, and rejuvenation.  Promote these services as the perfect complement to summer activities.  Tagline ideas:   \u201cRecharge after a day in the sun.\u201d  \u201cWellness that fits your summer.\u201d       Promote Easy Skin Care with WellFit     Angle: Skin hydration and after-sun care made simple.  Position as a quick, post-beach stop for glowing skin.  Tagline: \u201cMoisturizing made easy. Drop in after sunbathing.\u201d     Cross-Promote Products    Feature moisturizers, tan extenders, SPF, and indoor\/outdoor tanning products.  Bundle products with services or offer BOGO promos.  Highlight convenience: \u201cEverything your skin needs, in one stop.\u201d     Aggressive Discounting &amp; Incentives    Tie limited-time deals to every campaign.  Flash sales, email\/text coupons, or \u201cBring a Friend\u201d promos.  Offer incentives like:   Free red light session with product purchase  Upgrade to our top level for free, today only!       Activate Network Marketing &amp; Community Events    Partner with gyms, yoga studios, boutiques, or even food trucks at local events.  Use seasonal employees to act as street team marketers.  Host summer pop-ups or giveaways in high-traffic areas.     Go Big for First-Time Customers    Distribute \u201cFirst Session Free\u201d cards widely.  Offer intro bundles like \u201c3 Services for $30.\u201d  Build these offers to flow directly into a membership pitch.  Your #1 Goal: Membership Conversion: Every ad, promo, and offer is ultimately there to drive the customer toward a membership sign-up. Make the value proposition too good to pass up \u2014 especially for first timers.  Tactics:   Prepare your staff to sell memberships to new customers. Make it simple and focus on value by comparing to the session prices.  Focus on memberships with other services that are more viable all year.  Utilize membership sign-up offers that appeal to instant gratification with a one-time or short-term benefit.  Examples:   \u201c3 sessions for $30 or unlimited for $39\/month \u2014 you choose.\u201d  \u201cAdd red light therapy for $1\/day when you become a member.\u201d  \u201cSign up today, and get a $100 product free!\u201d  And, last but not least, have a plan to recapture lapsed members. Once they\u2019ve canceled, you have nothing to lose. Even if you expect to get them back in the fall, any money you can get from them sooner is a bonus. Send \u201cWe Miss You\u201d emails and texts with extremely compelling offers. By waiting until they actually cancel, you\u2019re not giving anything away to other members that weren\u2019t ever going to cancel in the first place.  There are also plenty of more subtle ways to attempt to regain members. Just continue sending emails and texts to your entire client base throughout the summer. If someone comes in for a \u201cflash deal\u201d on sessions or a product, you have an opportunity to remind them why membership is still the best \u201cdiscount\u201d you offer. Also, make sure non-members are seeing member discounts to be reminded of the extra benefits of membership.  A More Sustainable Approach  The industry has shifted. Retention used to rely on punch cards, rewards programs, and summer-only specials. But today\u2019s most successful salons are seeing better results by focusing on structure and value.  Thoughtfully designed memberships, a diverse mix of wellness and tanning services, and consistent messaging around long-term benefits are proving to be far more effective and sustainable than short-term gimmicks. In an evolving market, clients are looking for more than just a tan or a deal; they want convenience, results, and experiences they can count on. When your salon delivers all of that, retention becomes less of a struggle and more of a natural outcome.  &nbsp;  &nbsp;"}