What began as a simple way to encourage client loyalty has evolved into a refined, revenue-driving model at the heart of the most successful salons. While early EFT programs focused on offering maximum access for minimal cost, top-performing salons have since reimagined their structures\u2014prioritizing value, psychology, diverse service options, and strategically tiered pricing to increase both average spend and long-term retention. The result? Businesses that are not only more stable year-round but are also significantly more profitable overall.<\/p>\n
Memberships are consistent. They\u2019re scalable. They\u2019re profitable. And when structured strategically, they\u2019re almost like magic: You build the right system, and\u2014POOF!\u2014<\/em>more money appears in your bank account month after month. Before long, your monthly EFT draw could exceed anything you ever thought possible.<\/p>\n Today, several operators of successful regional salon chains around the country claim that surpassing $1 million in annual revenue per location is not a lofty goal but has become their standard benchmark. That number was almost unimaginable not so many years ago. What\u2019s changed? It\u2019s certainly not that people are tanning more now. And while high-end equipment and diversified play a major role, that alone isn\u2019t the answer. The real differentiator is a laser-focused approach to membership structuring, pricing, and sales execution.<\/p>\n While approaches vary widely around the industry, many of today\u2019s most successful salons prioritize the simplicity of their membership structures. When your structure is easy to understand, your team is well-trained on how to present it, and you continually fine-tune based on results, you create a system that doesn\u2019t just sell\u2014it scales.<\/p>\n The truth is, refining your membership structure could be the most profitable move you make, and it doesn\u2019t cost you a dime. No capital investment. Just smart strategy and consistent effort.<\/p>\n Math Behind the Magic<\/strong><\/p>\n You don\u2019t need to reinvent your entire business to achieve transformational results. You just need to dial in your math and understand your two most important levers:<\/p>\n The path to $1 million in annual revenue gets a lot clearer when you focus on garnering the majority of it from recurring EFTs. Annual EFT Revenue = Total Members \u00d7 Average Monthly Membership Price \u00d7 12. Whether you have 300, 500, or 1,500 members today, this formula gives you a simple, scalable way to grow. You can increase your total members, increase your average EFT\u2014or do both.<\/p>\n And here’s the key: increasing your average doesn\u2019t necessarily mean raising your base price. In many cases, it\u2019s about creating irresistible value at higher tiers that makes clients want to spend more. Tiered memberships, added services, and well-designed package structures can all help lift your average without pricing people out.<\/p>\n Think of it like this: if your current average EFT is $39 and you can push that to $52 without losing members, you just gave yourself a 33% revenue boost without adding a single new client.<\/p>\n Smart Structure = Big Results<\/strong><\/p>\n Way back when, there was little differentiation in tanning equipment, and membership meant unlimited usage of the one and only level for something like $19.99 per month. Then came enhancements in tanning equipment, and multi-level structures raised the stakes and became the standard. Then came diversification with spa and wellness equipment.<\/p>\n As the modern \u201cTanning Spa\u201d or \u201cTanning & Wellness\u201d business model gained traction across the industry, many salons began adopting pricing structures pioneered by prominent independent chains that led the movement. The appeal of these models wasn\u2019t just in the high-value all-access memberships, but in their simplicity, consistency, and the way they elevated the perceived value of bundling services.<\/p>\n A common structure looked something like this: $49 for tanning, $49 for spa, $49 for sunless\u2014or $79 for access to all three, with a lower entry-level price for base-level tanning, and possibly one middle level. By presenting services this way, the all-access option becomes a clear and compelling upgrade, and the rate is reasonable enough to maintain stellar retention without much additional effort.<\/p>\n That structure remains the basis for most of what we see today, but it has evolved. Most salons with stellar equipment selections have now upped the ante. In most cases, premium tanning alone is worth $79 per month or more, and all-access memberships tend to be more than $100. On an individual level, it\u2019s about finding your \u201csweet spot\u201d\u2014where clients stay longer, feel good about the value they\u2019re getting, and continue paying month after month.<\/p>\n Meanwhile, increased prices have paved the way for renewed prominence of the multi-tier system for tanning-only memberships, in addition to different levels for access to a variety of services. In most cases, if top-level tanning is $99 and base-level is $29, a level or two in the middle is vital to increasing the average EFT price.<\/p>\n While strategies still vary widely\u2014particularly given that this industry is still largely comprised of independent operators with one or few locations\u2014it can be helpful to look at the pricing patterns of larger, multi-location organizations to identify what\u2019s working and where opportunities lie. Here are some varieties to consider:<\/p>\n A suburban location of one of the largest national chains offers five levels of sunbed memberships at $39.96, $49.95, $69.95, $99.95, and $119.95. Sunless and wellness memberships are sold separately, starting at $49.95 and topping out at $59.95. This is an example of more of a premium pricing approach. The organization is relying on quality and brand status to attract clients who are willing to pay more than they would at competing salons.<\/p>\n Another top national chain in the same region offers all-access memberships\u2014including UV, spray, and spa\u2014for $99.99. Tanning-only plans are available at $29.99, $59.99, and $79.99, with top-level tanning access reserved for all-access members. Spray and spa services start at $59.99 each. This structure is designed to make the all-access memberships the inevitable choice for the vast majority of customers and provide enough value at a low enough price point to minimize cancellations and seasonal fluctuations.<\/p>\n One mid-sized chain based in the Southeast sticks to a more old-school tanning model: four levels of UV memberships at $29.99, $39.99, $59.99, and $79.99, with a sunless option at $59.99. The focus here is on high-end sunbeds to encourage clients to ascend to the top level, while maintaining low enough rates to outcompete other salons on price.<\/p>\n A mid-sized regional chain in the northern U.S. charges $119.95 per month for all-access with UV, spray tanning and wellness. Unlimited wellness membership without tanning is also offered at $99.95 per month, and a lower tier all-access membership with UV, spray and limited spa access is $89.95. Below that, customers can choose UV, spray, or spa for $69.95 or base-level tanning for $29.95<\/p>\n With only three options\u2014$29.95, $99.95 (“Most Popular”), and $129.95\u2014this West Coast chain leans on pricing psychology. The middle tier provides premium spa access and is framed as the best value. The lowest tier serves as an entry point, with the highest tier adding exclusivity to make $99.95 look even more appealing.<\/p>\n Memberships at this chain based in the South are standardized at $72.95 for UV, sunless, or spa. A basic level is available at around $30. The real incentive lies in the all-access package\u2014just $20 more per month\u2014making it the most obvious value and encouraging clients to upgrade.<\/p>\n Another chain based in the South eliminates service separation altogether. One all-inclusive membership is offered for $69, a shared family plan for $99, and a single-session monthly option for $19. It\u2019s a clean, minimal structure that sells the experience rather than individual services. Aggressive pricing will undoubtedly garner many members and keep retention high.<\/p>\n This Midwest chain offers simple but flexible combinations of sun, spray and spa while forgoing multiple levels of tanning entirely.<\/p>\n This format emphasizes customer choice while keeping the full-access tier as the most attractive option.<\/p>\n With the rise of medical-grade LED red light therapy that\u2019s worthy of premium pricing, some salons are now choosing to make red light a focal point and distinguish it from other spa and wellness services. Whereas it\u2019s a common approach to offersoptions for Sun, Spray, and Spa, then another option that combines them all, red light can become a fourth category of its own. One Midwest chain that uses this approach, offering UV, sunless, and red light memberships separately, with other spa services only included in the all-access.<\/p>\n Another Midwest operator combines a premium-focused model with a modern adaptation of the classic \u201ctanning spa\u201d structure, with rates inflated to reflect their premium selection of equipment. Pricing remains clean and easy to communicate while still maintaining multiple levels of UV-only access and highlighting red light as a core offering.<\/p>\n The presentation of their core offering is all top-level tanning, medical-grade red light, wellness, or sunless for $99\u2014or all-access combining all four for $149. Then, they also have a secondary tanning tier at $59 and an entry level at $39.<\/p>\n While every salon\u2019s specific scenarios vary, and what works for one might not work for another, this last example seems to effectively combine many of the best elements of other salons\u2019 approaches in one comprehensive structure.<\/p>\n First and foremost, it\u2019s designed to accentuate the value of the all-access level while still pricing it at a relative premium. The jump from $99 for tanning, red light, sunless, or wellness to $149 for all of them is significant, but it also makes it hard to pass up for $396 of combined value.<\/p>\n The other key to this structure is not neglecting the middle tier. $59 per month is about what a salon could expect from a top-level membership not so many years ago and should not be overlooked. The newest premium equipment easily justifies the top tanning level at $99. Then, older premium units anchor the middle tier and still compare favorably to many salons\u2019 top offerings. At $39 for base-level tanning, selling that membership is not the priority, but it\u2019s still certainly worth the salon\u2019s while.<\/p>\n While the early prototypical \u201ctanning spa\u201d membership structures became almost entirely focused on multi-service all-access memberships, middle and lower tiers of UV membership are now becoming more relevant again. That\u2019s where a lot of the magic happens. The goal is not always to convince each member to go all-access. It\u2019s to get more members and increase the average that they\u2019re paying. If members are either paying $39, $59, $99, or $149, it\u2019s safe to say the average is pretty good, even without having most of the members at the top levels. Avoiding bargain basement pricing for the entry level and charging a premium for better value at the top will increase the average without overburdening the top equipment. Of course, the average salon might have to invest hundreds of thousands of dollars on top of their current equipment to make that pricing viable, but it\u2019s easy to see how it would make them significantly more profitable in the end.<\/p>\n Training: The Secret Ingredient<\/strong><\/p>\n Even the greatest membership structure doesn\u2019t sell itself\u2014at least not at a rate that\u2019s going to get you to $1 million revenue. You need trained, motivated, and confident salespeople to maximize the success of your approach. As you devise\u2014or revise\u2014your structure, one of the most important factors is how easy it is for your salespeople to explain and sell to customers. Having numerous options to suit everyone\u2019s specific needs might sound great on paper, but it might not end up sounding nearly as good in a conversation at your counter and could fail to produce the intended results<\/p>\n If the business owner\u2014possessing maximum knowledge of the salon and even more motivation to sell\u2014was the one greeting and selling to every customer who visited, this wouldn\u2019t be that much of a concern. But no matter how educated or motivated a staff member is, they will never care as much as the owner. So, it\u2019s your job as the owner or manager to set them up for success with systems that are as foolproof as possible. That starts with the membership structure and ends with training, evaluating, and more training. Staff members should know your goals and the \u201cwhy\u201d behind your pricing model. They should be able to explain the value at each level and use tools like cost-per-day comparisons to reframe the conversation. And it doesn\u2019t need to be complicated. In fact, the simpler your structure, the easier it is to train and execute.<\/p>\n Smart operators treat training as an ongoing program, not a one-and-done task. Have your managers coach regularly, role-play conversations, and monitor results. Even small adjustments\u2014like refining how your team asks a question or explains a benefit\u2014can make a huge difference.<\/p>\n Focus not on giving your team as much information as possible, but on giving them the most important information and instilling in them that membership sales are the No. 1 priority. Don\u2019t incentivize your team mostly to sell a certain number of products, then expect membership sales to improve. Incentivize them to sell memberships, and incentivize them more to sell higher-level memberships and upgrades. Then teach them specifically how to do it and put it in writing. \u201cFor first-time visitors or non-members, do this. For members at this level, do this. For levels at that level, do that.\u201d<\/p>\n And keep an eye on each staff member\u2019s individual performance. Look for outliers in your team to identify teachable moments \u2013 watching your top performers will help you better understand how to coach your bottom performers. Don\u2019t wait until the end of the month to evaluate. Keep a close eye on these numbers, and continually look for ways to communicate small improvements, because by the end of the month, you could have already missed out on hundreds to thousands of dollars of sales that could have been achieved with a simple strategic adjustment.<\/p>\n Refinement Over Reinvention<\/strong><\/p>\n Maximizing membership revenue isn\u2019t about tricking anyone or pushing people to spend more than they should. It\u2019s about presenting your services in a way that makes sense\u2014financially and emotionally\u2014to your clients. They feel better. You do better. Adjusting your structure and having to update your computer system, website, marketing, and sales procedures is no minor undertaking, but it\u2019s actually not nearly as intimidating as it may seem, because you don\u2019t have to sell the new structure to current members. Just let them keep their old pricing, and if they ever want to cancel, remind them that they won\u2019t be able to get the same rate again. Even though you\u2019ll likely be charging them less than new customers, you should be happy to take their money month after month as long as they want to give it to you.<\/p>\n Membership magic doesn\u2019t come from luck. It comes from a clear, compelling structure, consistent staff training, strategic pricing psychology, a deep understanding of your client base, and a relentless focus on increasing both your member count and average EFT.<\/p>\n Whether you\u2019re starting fresh or refining a model you\u2019ve used for years, the opportunities are immense. With a little creativity and a lot of intention, you can make your membership strategy work harder\u2014and smarter\u2014than ever before.<\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" What began as a simple way to encourage client loyalty has evolved into a refined, revenue-driving model at the heart of the most successful salons. While early EFT programs focused on offering maximum access for minimal cost, top-performing salons have since reimagined their structures\u2014prioritizing value, psychology, diverse service options, and strategically tiered pricing to increase […]<\/p>\n","protected":false},"author":2,"featured_media":27050,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-27901","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"yoast_head":"\n\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n