Like a number of early adopters in indoor tanning, Grant Miller started with a few sunbeds in his Erie, PA video rental store. He identified a new way to make money, pounced and reaped the benefits. Before long, the video rental business was dwindling and indoor tanning was thriving, so tanning became Miller\u2019s business.<\/p>\n
Years later, he was the first person within 100 miles of his salon to offer an automated spray booth, giving him the early-mover advantage in the sunless tanning business that has been growing ever since.<\/p>\n
Now, Miller is going through another evolution of his business, changing the name and implementing new spa, beauty and wellness services. It\u2019s not about turning away from tanning \u2013 that\u2019s still the main focus of his business \u2013 but about taking advantage of opportunities to generate more revenue and not putting all his eggs in one basket.<\/p>\n
\u201cI\u2019m always very nervous leaning on one thing,\u201d Miller says. \u201cThe most dangerous number is one. The more you diversify your offerings your marketing your services, you\u2019re just on more solid ground. If I have 10 ways to bring in customers and two fail, I still have eight good ways.\u201d<\/p>\n
Whether your tanning sales are thriving or declining, there\u2019s no reason to be reluctant about diversifying. The wellness and beauty services industry is booming, and already having your salon business established puts you in prime position to take advantage. According to Wellness USA, the sector is worth $3.4 trillion in total and still growing. There are 40 million core health and wellness consumers in the U.S. and hundreds of millions more untapped patrons that could benefit from wellness services.<\/p>\n
\u201cIf you said you were in the wellness business 10 years ago, they\u2019d think you were digging wells,\u201d says Ron Alright, consultant for Wellness USA. \u201cNow, people are thinking about these things. Fitness clubs are up. We\u2019re getting to the point where people are thinking ahead of time about living longer and staying healthy.\u201d<\/p>\n
Diversification with spa, beauty and wellness services, as well as cosmetics and other merchandise, is not a new concept in indoor tanning. There are many products and services tanning businesses have been selling successfully for years that continue to be profitable and attractive to clients that care about beauty and wellness. FIT Bodywraps, Twilight Teeth and others continue to be consistent, valuable complements to tanning services.<\/p>\n
There are also some new trendy options that will generate major buzz in your market and distinguish you from competition that has not capitalized on the new opportunities yet. Just as Miller and others thrived by jumping into indoor tanning and sunless services before most, being the first to offer new services in your market is a big opportunity to generate new revenue.<\/p>\n
\u201cThe thing I learned was if you\u2019re the first to have something, it\u2019s a big advantage,\u201d Miller says. \u201cThat first-mover advantage can really establish you as the go-to person in that area. You\u2019re actually creating a business within the business. It\u2019s a new revenue stream; it\u2019s a new client. I love tanning. I\u2019m going to be in tanning as long as I can be, but it\u2019s always good to diversify.\u201d<\/p>\n