Tanners are obviously body-conscious—that’s why they pay money to tan in your salon. But have you thought about taking advantage of that mindset with something other than tanning? If not, you’re missing out on a great add-on sale opportunity through health- and fitness-related products and services.
Fitness and the tanning industry always have been closely connected; in fact, when tanning first began to boom in the ’80s, the fitness industry was one of the first areas to embrace it. Of course, the reason the two industries are so easily linked isn’t just due to their appearance-oriented clientele—it’s also because having a tan makes people look fit (just consider the name of the magazine that puts out this Fact Book).
Body Wraps
One of the most popular services to offer in the tanning salon setting is body wrapping. Dating back to ancient Egypt, Greece and Rome, body wraps traditionally have been used to remove toxins, restore nutrients, tighten and tone skin, reduce inches and provide temporary weight loss.
There are two main types of body wraps: those that utilize pre-warmed wrapping materials and those that utilize infrared-heated silicone bands.
People undergoing pre-warmed wraps typically have their torso, legs, arms, and neck wrapped, and the wrapping cloths often are pre-soaked in a variety of mixtures, from herbs and minerals to essential oils and sea salts to help tone and soften the skin. With an infrared body wrap, the client’s thighs, hips, abdomen and arms or calves are wrapped with silicone bands that are plugged into a control unit that warms the bands with infrared heat and keeps them at a set temperature throughout the treatment.
In both types of wraps, the goal is to create a “thermal blanket” that promotes sweating and the release of unnecessary interstitial fluid (fluid located between the small spaces of body tissues). The warmth also increases blood flow in the areas it touches, which softens fat, breaks it up and releases it back into the blood stream to be burned as energy. Many body-wrap manufacturers say that customers can expect to lose a total of four to 15 inches with each treatment (many salons will measure the clients pre- and post-treatment to show them the difference).
Learning how to body wrap is fairly simple; in fact, many body-wrap manufacturers offer training videos and DVDs. You also can check with manufacturers to see if they offer any in-person training sessions.
Fitness Equipment
Fitness services—in the form of toning tables—first appeared in tanning salons in 1987, during a time when the industry was dropping off after a period of rapid growth, and some say they helped salons push through hard times. Today, stand-alone exercise equipment continues to work well in the salon setting—so, if you have the space for an additional room, but are looking to add a service that is more “gym” and less “spa,” exercise equipment may be a good way to go.
Supplements
The health-supplement market has boomed since the passage of the Dietary Supplement Health and Education Act (DSHEA), and the ability to better educate consumers about supplements. In the salon setting, forget about selling the trendy stuff like vitamin C and E or Saint John’s wort, which consumers can get them cheap at supermarkets and drug stores. The key to this market is niche items, such as weight-loss products (sometimes grouped with sports-nutrition products) or tanning supplements.
The most important aspect of all is for salons to educate themselves before they decide to sell health supplements. It’s a good idea to read magazines, and go to the health-food store and ask questions. When you know what you’re talking about, it’s easier to make a sale.
Dietary supplements in most health food stores post a better than 50-percent markup. The following is a basic primer on some commonly-used ingredients in weight-loss formulas, along with suggestions for intake and possible contraindications:
Caffeine—While most commonly known for its ability to get folks up and moving in the morning, caffeine also is a powerful weight-loss ingredient. It serves as a diuretic and also increases heart rate and energy levels, which helps to boost metabolism. Many ingredients such as kola nut and guarana contain caffeine, but may not be labeled as such on a supplement label. However, for those avoiding caffeine, these should be pointed out.
L-Carnitine—L-carnitine is the biologically active form of carnitine and is found in animal foods. In the body, L-carnitine transports fatty acids to the muscles for energy production. L-carnitine levels in muscles are increased through physical training and supplementation may help well-conditioned individuals resist fatigue and enhance exercise performance.
Creatine—Creatine is a nutrient that combines three amino acids—arginine, glycine and methionine. It helps provide energy to the muscles by regenerating ATP from ADP. The more creatine in the muscle, therefore, the longer a person can train that muscle. This also helps the body to avoid relying on glycolis for energy production, which has lactic acid as a byproduct. Creatine’s positive effects on weight loss are due to this energy-enhancing ability. Because muscle weighs more than fat, people taking creatine as part of a training program may not see pound differences, but likely will find their bodies more fit and toned and have more energy.
Marketing Health and Fitness
When it comes to selling health and fitness services, many salon owners have found success with highlighting the weight/inch loss—it’s a powerful marketing tool that resounds with those looking to get in shape. In addition, for body wraps, you may want to push the overall detox benefits, the effect on the skin and even the heat-therapy-like benefits for pain management. For the fitness equipment, on the other hand, you can highlight the convenience of working out and tanning in one location and the fact that it is a less intimidating atmosphere than a gym (this works especially well with people who are new to working out).
Regardless of what aspects you play up, the most important thing to do when adding a health/fitness service is get the word out to your current clients. One great idea is to place brochures or flyers in your lobby and in the tanning rooms to drum up interest in the myriad benefits and answer some of your customers’ questions about how it works. To draw in new clients, you may want to place a sign in your lobby window with a few quick points about the new service—and for infrared wraps or fitness equipment, a picture of the wrap or unit can go a long way in helping customers understand the product.
As far as sales go, many salon owners sell body wraps and fitness services by package—such as a 3-pack or a 6-pack of sessions. In addition, some salons have found success by allowing package sharing because customers are more willing to split the large amount up front if they are able to share the package with a friend.
Of course, before you jump into adding health- and fitness-related services to your menu, there are a few other things to consider, such as:
- Whether you have a room (or can add one) that can be dedicated to body wraps or fitness equipment.
- What your liability will be in offering these services.
- What, if any, state/local regulations apply to these services. (In some states, body wrapping only can be performed by an esthetician.)
- What amenities you will provide for body-wrapping or fitness customers, such as a TV, DVD player, music, bottled water, towels, etc. (And, specifically for body wrapping, what you will provide for your customers to relax on during the wrap: massage table, facial table, lounge chair, etc.)
Also keep in mind that you should always have clients sign a release form before participating in any health or fitness service—this is for your protection and theirs. Check with the manufacturer to see if they have a release form that you can use.
