Fitness & Tanning

Results also depend on the trends and demographics of each individual market. Salon should tailor cross promotions around the time of year.

"For instance, we did something for January that we called ‘Shape Up for the New Year,’" she says, "In the promotion, we included a membership package and an introductory tanning package. It was the perfect time to do it because—as we all know—the busiest time for a gym is January."

Another salon owner in California says the most effective method has been simple exposure. "We trade out our informational tents with the gyms in our area," he says. "We place theirs within our resorts and they place ours in their gyms. Occasionally give gift certificates to the fitness centers to use as prize rewards or employee incentives."

End Results

Working out and tanning already have a symbiotic relationship because anybody who wants a healthy glow also would like to have a well-defined physique. Overweight people with dark complexions do not look as overweight as pale people who are overweight. It’s plain and simple.

The advantage of a tanned physique is that it gives you a more defined look. If you work out, you are going to be healthy and if you look the part you are going to live healthy.

When you have a tan, you actually look and appear thinner and leaner because dark colors—like dark clothing—absorb light. If you go on a fitness program and tan at the same time, you will see much quicker results than if you only worked out. Therefore, it tends to make people stay on their program longer.

Experts agree, adding that pale skin creates a shadowing effect and it creates a blind spot on your muscles, so the darker you are the less the light reflects off of it. Just think about the term blinding snow.

"Tanning is a natural fit," says another salon owner. "People like to look good and tanning is the finishing touch. When you spend a couple hours busting your butt at the gym it’s very relaxing to lie down for 20 minutes to tan."

Co-op advertising with a fitness center or gym in close proximity to your salon is smart business. Salon operators need to recognize this profit bonanza and act quickly—a business partnership can include a coupon trade-off, signage swap or programs for educating each other’s clientele on the benefits. Share some ideas with the manager or operator of the fitness center nearby. Use examples and explain in detail how your tanners are people who care about their health and how tanning and working out at the same time will enhance a person’s appearance and get them in the cycle of tanning and fitness, fitness and tanning.

Your customers will dramatically change and improve their appearance and their all-around outlook on life. It’s a fantastic concept and it really is catching on.