Fitness & Tanning

Indoor tanning and fitness have been linked indirectly for many years. Just take a look at those infomercials that are prevalent on late-night television. If they are for a diet, fitness or weight-loss product they always feature before and after pictures. If you pay attention, you’ll notice that the person in the after picture is always darker than they were in the before picture. Why? Because a tanned physique looks leaner and more contoured.

People used to think big muscles meant someone was a dumb jock and indoor tanning was nothing more than a fad. With proven health and self-esteem benefits, tanning and fitness maintenance have become a lifestyle choice.

In the early 1980s, when tanning first started to boom in the United States, the fitness industry was one of the first areas to embrace it. The two work hand-in-hand because they complement each other. Relaxing in a tanning unit can ease stress and after a few sessions—when a member sees the results—he or she will feel better too. Seeing results is very important because one of the fitness industry’s biggest problems is the effort needed for a person to attain the desired results. Gyms and fitness centers always are preaching about changing your appearance and they all promise results but never show the hours of hard work required to achieve those results.

In a 2005 survey of more than 4,200 International Health, Racquet & Sportsclub Association (IHRSA) member clubs in the United States, 90 percent of the clubs do not offer tanning. There are an estimated 29,000 health clubs in the United States. That means that more than 20,000 health clubs in the country don’t offer tanning.

Salons need to recognize that the members of those clubs are potential tanners. Through creative cross promotions, salon operators can lure fitness lovers—significantly boosting their clientele. Most people work out because they want to change their appearance, so tanning is far from a hard sell.

Experts agree that tanning allows you to see significant results in the first seven to 14 days. In fact one fitness center owner in New York says the key is to get people tanning and working out three or four times a week. "Tanning is such a good experience that we feel that offering our members two or three free tanning sessions can easily turn them into regular tanners," he says.

Co-op advertising between tanning salons and fitness centers makes sense because both are ways to improve your self-image and relieve stress and tension. According to one seasoned veteran, it is one of the most profitable forms of advertising.

"It always works well with our area merchants," she says. "They feel this is a great exposure opportunity with a no-cost perk because to look good is to feel good."