Looking Fit 02/2004: Ultrabronz

Ultrabronz
QUALITY & SUPPORT DEFINE HIGH-PRESSURE LEADER

For more than two decades, Ultrabronz has worked diligently to position itself as an industry leader by providing top-of-the-line, high-pressure tanning equipment backed by quality and support. This is evident by its innovative product line and loyal customer base. “Our mission is to provide our customers with a competitive advantage through innovative products and exceptional service,” says Alix Wilson, Ultrabronz’s marketing manager. “Our success is rooted in the profitability and satisfaction of our customers.”

In March 2003, Bob Latham purchased the company from its U.K.-based owner. While new ownership means a new beginning, the Richmond, Va., office remains the heart and soul of the Ultrabronz operation. Bringing the entire Ultrabronz operation to the United States also allows for the greatest quality control and customer support. “It’s a new direction for the company and has required Ultrabronz to re-source every piece of the bed here in the United States,” Wilson says. “Having the manufacturing, marketing and customer support under one roof is a huge benefit.”

High-Pressure Focus

Ultrabronz focuses on high-pressure tanning because it offers distinct advantages over traditional low-pressure tanning. High-pressure beds offer a deeper, darker, longer-lasting tan than a conventional tanning unit. In addition, high-pressure tanning provides customers with a relaxing and luxurious session. Tanners are able to relax on a comfortable mattress and enjoy their tanning experience.

Another advantage of high-pressure tanning is that it speeds up the tanning process.

“In today’s fast-paced world, tanners are demanding superior results for their time investment,” Wilson says. “When clients tan with conventional units, they really need to visit the salon two to three times a week to maintain their tan. However, with highpressure units, after getting a base tan, clients only need to visit a salon two or three times per month to maintain their tan.

“The important factor for salon owners to remember,” she continues, “is although the client only visits the salon two or three times a month, the revenue the salon owner is generating is much greater than what they would receive for 10 to 15 conventional sessions.”

Selling high pressure to salon owners and tanners can be difficult. Education is the key to understanding the benefits of high pressure and the profit potential salons can generate. Salon owners ready to take their businesses to the next level recognize the equipment is significantly more expensive than low-pressure models but understand the need to offer a niche product. Education must transcend to the customer base. That’s why a certified Ultrabronz technician will train staff on-site on the benefits of the equipment and the long-term cost efficiency.

“High-pressure tanning can cost upward of $25 to $30 per single session,” Wilson says. “Salon employees must be able to explain why that person should part with $30, and what the differences are with the $19.99 unlimited-month package for low pressure.”

The 950

In keeping with Latham’s vision of innovative products, Ultrabronz is focusing on its newest unit—the 950 Series— and aims to make it the best and most-reliable piece of tanning equipment on the market.

The 950 Series high-pressure bed offers the most technologically advanced lamp and filter system available, according to the company. A combination glass filter and glass reflector replaces the metal reflector systems of the past. “This new system removes almost all the UVB rays while also taking away much of the heat associated with high-pressure systems,” Wilson says.

Tanners relax under 24 1,000-watt Philips lamps during the 18-minute session. Other user amenities include a large mattress area, LED display and voice prompting, easy-to-use manual-lift canopy and high-powered body fan.

The new unit was designed with the salon operator specifically in mind. The 950 fits into a 9-by-9-foot room and requires only a 90-amp breaker with minimal air requirements.

It features a drop-down acrylic as well as a spring system for the filter glass to pop in and out.

“It’s amazing how quickly you can change lamps and change glass,” Wilson says. “The maintenance on this unit is a breeze and that translates into happy salon owners.”

Adding to the ease of maintenance is the fact that a line of lamp changes takes 25 minutes, says Jeff Grizzard, a head sales representative at Ultrabronz. He says new technology was used to make the 950 more energy efficient, helping to keep down long-term costs.

Not only does the 950 perform above and beyond expectations, its design turns heads. With designable color schemes—moldings come in a choice of black and silver—salon owners can choose from a large variety of RAL metallic paints for the metalwork. This allows the equipment to fit into the look and color scheme of the salon.

“It’s a beautifully designed unit—inside and out,” Wilson says. “Salon owners who purchase an Ultrabronz unit are really making an investment in their long-term business goals. Our quality and customer support speak for themselves. In fact, 75 percent of the people who purchase our equipment either have been tanners or know somebody who owns our equipment.”

While the 2004 season is focused on the 950 Series, Ultrabronz continues to work on future products and design. With new products on the horizon, Latham is committed to launching them only when they are completely finished. There will be no rush for the sake of debuting equipment on a certain date.

“Each piece of equipment he manufactures has to meet his approval and standards, which are extremely high,” Wilson says. “He is a perfectionist and accepts nothing less than offering the best equipment on the market.”

After The Sale

With a lineup of exceptional products and manufacturing now securely stateside, Ultrabronz can turn its attention to customer service—something Wilson says sets Ultrabronz apart from its competitors.

“Our customers deserve this because we provide a higher level of service and a higher level of products,” she says. “We have so much positive energy and focus on what we can do to help the customer—whether it be sending artwork or talking to salespeople on what kinds of packages might work for their areas.”

For Grizzard, who’s been serving Ultrabronz customers for seven years, the mission is simple: “We give people what we promise.”

“We provide a high-dollar piece of equipment, and we give them the level of customer service they deserve,” he says. “We supply marketing items and brochures to help customers develop the right advertising for their specific location.”

Adding to this personalized service is the fact that Ultrabronz technicians personally install the equipment and offer on-site courses to salon owners and employees.

“From there, we like to give marketing support to back it up and customer service of the backside of that,” Grizzard says, noting that extended customer-service hours are available from 9 a.m. to 9 p.m. daily.

Supported by highly trained technical staff, Ultrabronz continues serving as the industry’s authority for high-pressure systems. Above all, the company believes it is giving its customers a piece of equipment and the tools that will increase their profits.

“We believe Ultrabronz has great name-brand recognition for high-pressure tanning, and we know a lot of our customers have done extremely well with the beds that we offer,” Grizzard says. “We give full support. We give customer service. We offer all parts. We’re a hands-on organization and we’ve positioned ourselves where we can be a dominant player in the industry.”