For more than 40 years, the indoor tanning industry has done something exceptionally well, we've created retail sales around a service.

Think about it. When a customer comes into tan, we don't simply send them to the tanning bed and wish them luck. We educate them on why a quality tanning lotion will enhance their experience and help them achieve better results. We explain the importance of moisturizing their skin afterward with a tan extender to keep their skin healthy and their color looking its best.

Today, that conversation feels completely natural. Customers expect it.

But if you think back years ago, that wasn't always the case.

One of the questions salon owners heard all the time was, "Do I really need a tanning lotion?"

The answer was, and still is, absolutely.

Over time, customers learned that tanning lotions weren't just another product on the shelf. They became part of the tanning experience. Salon owners and their staff took the time to educate customers about why those products mattered, and eventually using lotion became just as normal as wearing protective eyewear.

Today, our industry is experiencing a very similar opportunity.

As salons continue adding wellness services like infrared saunas, red light therapy, cryotherapy, massage chairs, and other recovery-focused experiences, many owners have been asking the same question.

"What do I sell with these services?"

For a while, there really weren't many options. Salon owners embraced wellness because customers were asking for it, but the retail side of those services hadn't quite caught up.

Fortunately, that's beginning to change.

Manufacturers have been listening to salon owners and responding with products specifically designed to complement many of today's wellness services. Whether it's skincare developed to pair with heat therapies, products designed to leave skin feeling refreshed after cold therapy, or body care products that enhance the overall wellness experience, there are finally retail opportunities that fit naturally alongside these services.

The challenge isn't whether these products have value.

The challenge is helping customers understand that value.

Just as we educated customers about tanning lotions years ago, we now have an opportunity to educate them about wellness retail.

Customers don't automatically know that there are products designed to complement the services they're enjoying. They won't ask for something they've never heard of. That's where your team becomes one of your greatest assets.

When someone enjoys a relaxing session in an infrared sauna or finishes a cryotherapy treatment, it's a perfect opportunity to recommend products that help complete the experience. It's not about adding another item to the receipt. It's about helping your customer get the most out of the service they've already chosen.

That's a very different conversation than simply asking, "Would you like to buy this today?"

Instead, your staff becomes an educator.

They can explain why a particular product pairs well with a service, how customers are using it, and what makes it a valuable addition to their wellness routine. Customers appreciate recommendations when they feel genuine and are focused on improving their experience rather than simply increasing a sale.

Of course, that means your staff has to be comfortable talking about these products.

Just like any new product category, confidence comes through education. Invest time in manufacturer training. Learn what makes each product unique. Encourage your team to experience the products themselves whenever possible. People naturally sell with more confidence when they've personally used what they're recommending.

One thing I would encourage salon owners not to do is decide for the customer.

We've all heard comments like, "My customers won't buy that," or, "They're only here for the sauna."

Maybe.

But maybe they would, if someone simply explained the benefits.

After all, customers once asked if they really needed tanning lotion, too.

We know how that story turned out.

Wellness services are creating exciting new opportunities for our industry, and with those services comes the opportunity to build an entirely new category of retail sales. Salons that embrace these products early, educate their staff, and consistently introduce them to customers will be in a great position to increase both customer satisfaction and retail revenue.

At Four Seasons Sales & Service, we've spent more than four decades helping salons build successful retail programs around tanning. Now we're excited to help salons do the same with wellness.

If you're unsure where to start, that's what we're here for.

Our Sales Representatives can help you choose products that fit your business, provide ideas for merchandising and promotions, and connect you with manufacturer training so your team feels confident talking about these exciting new additions.

The indoor tanning industry has always been about more than providing a service.

It's about creating an experience.

Wellness retail is simply the next chapter in that story—and we believe it's one worth embracing.