Converting your
tanning business
into a DAY SPA
-March issue of Today's Image
As we
approach the new millennium, tanning salon owners are faced
with changing customer needs and market trends that affect
their business. There is no question the next four to six
months will be booming in salons, but what about after peak
season?
Media
exaggeration about the dangers of UV exposure has had a significant
impact on the tanning business. Owners faced with figuring
out how to make more in a shorter period diversify into other
revenue streams, and have profit potential year round. For
many owners in this seasonal business, the main questions
are: "What services do I add?" and "What direction
should I go?"
What services
can be added to a salon that will have high market demand,
low operations costs, good profit potential, and minimal start
up costs? The answer is, we feel, body wraps and spa services.
Our business has grown significantly since adding these services
and transforming a medium-sized tanning salon into a highly
profitable multi-service tanning and body spa facility. We
are believers in the power of education and training, and
have formed an on-site training and consulting company to
educate and train other salon owners on how to diversify into
other services in addition to tanning.
Profit
potential for body wraps
The profit potential for adding body wraps and spa services
is significant for the business owner. The price a customer
pays for a body wrap varies greatly from market to market
in different parts of the country. On average, a single session
will range from $50 to $135 for a body wrap. A small to medium
salon can easily average 15 wraps per week once their business
is established. Using a median price of $79.50 per wrap, a
salon owner could expect to generate over $54,000 annually.
Salons that market body wraps heavily and diversify to offer
other spa treatments can easily double their earnings.
Body wraps
sales will be highest during the peak of the tanning season,
and customers interested in inch loss will be most concerned
with their appearance during the times of year they wear the
least. Likewise, travel season has a great impact on body
wrap sales. It is common for customers to come in for wraps
together sharing the fun and excitement of losing inches and
being pampered.
Bigger
sales achieved by selling wrap packages, similar to selling
tanning packages, with reduced rates for larger commitments,
can have major impact on daily sales. A package of body wraps
can sell for between $300 to $750 depending on number of sessions
and location. Multiple sessions of wraps have both aggregate
benefits as well as providing maintenance for inch loss results.
The costs
to provide wraps are minimal for the products themselves.
In most cases, the cost for the body wrap application will
be under $20. Labor will be the largest cost to the salon
owner, as the process requires a professional, mature technician
who will work intimately with a client for one to two hours.
Diplomacy, professionalism, and being articulate are a few
of the main ingredients for performance and perfection. Client's
expectations re high, and they should expect a quality treatment
and nothing less. Body wraps and spa body treatments in most
salons carry a premium price for premium service and results.
Getting
started
The initial investment to get started in the body wrap and
spa services can range from $1000 to over $10,000, depending
on the business owner's objectives, space, equipment, supplies,
and proper hands-on education and training. The cost is predicated
on the salon owner's budget, goals, and how much revenue he
or she would like to generate. More profits can be generated
if the services offered are unique and diversified. If a salon
owner has high goals of say, $10,000 or more revenue per month,
more supplies and equipment will be required to handle a higher
volume of clientele. Furthermore, a salon owner that wants
to be unique and diversify, providing body wraps, spa services,
Alpha Massage, or any other add-on services, will need more
space. A separate lounging area is recommended so that clients
can have privacy and be able to relax during their treatment.
Education
and training
Service,
education, and training are the essential ingredients that
give a salon the distinguished signature of knowledge and
performance that is unsurpassed. Education and training needs
to extend far beyond the basics of video and mere application
techniques and into the realm of hands-on training with an
educator. On-site, hands-on training is an innovative approach
that is successful and sought after by individuals who know
the power of quality training. Why education and hands-on
training? Because it prepares and motivates, is a powerful
tool, inspires confidence, assures client safety, gives credence,
creates knowledge, instills expert techniques, and sets a
standard of success that is unique.
What are
the approaches available on the market today for learning
body wraps? The most common approach is to purchase videotapes
from a manufacturer or a distributor. These tapes are typically
short in length, and merely show the application process.
Although they are inexpensive, it is difficult to learn to
run a business and understand first-hand the requirements
involved through a videotape. Video methods do not teach various
methods required for different body sizes, safety concerns,
infection control, consulting, marketing, advertising, and
telephone consulting, to name a few of the shortcomings.
A salon
that is integrating a new business needs complete knowledge.
This is no different from when we, as salon owners, first
opened our primary business. Videotapes do have their place
in beauty and spa industries. They provide continuing education
after one has gone through a formal academic program.
Another
approach is to attend seminars, workshops, or hire an on-site
educator who can provide comprehensive training. Hiring an
educator to represent your salon is a decision that should
not be taken lightly. An educator provides more credibility
if they have comprehensive academics, continuous involvement
in research, hands-on experience owning and operating a salon,
an understanding the safety issues of clients, and have stayed
abreast of the technologies through education, seminars, and
continuous involvement in the industry.
On-site
education and training can be more costly than a video, but
this is offset by the value of expertise and the return of
profits that will be generated by a well prepared business
owner. It is difficult to put a price on the training required
to become a qualified body therapist. Training and expertise
are essential for your business and clients. After all, clients
deserve the best!
State
law and certification
Laws,
regulations, and guidelines vary in each state on the qualifications
needed to perform treatments in body wraps, spa, laser hair
removal, and electrology. Many states do not require a license
to perform body wraps. However, one must stay apprised of
legislation for these laws can change.
Michigan
is a state that has passed a law stipulating that you must
have an aesthetician or cosmetology license to perform any
form of body wrap or body treatment. This amended law can
be reviewed in the revision handbook of Aug. 6, 1997, article
12, of the state's occupational code. However, individuals
can perform at this time endermology, which is governed under
massage. A license is not required for massage therapy in
Michigan and laser hair removal is not governed at this time.
It is
always advisable to contact your state's department of cosmetology
or public health for current and detailed information.
Whether
a license is required or not, the business owner needs to
have a solid foundation and complete understanding of all
processes. States that regulate are concerned about client
safety, which is governed by OSHA and supported by the public
health services. Client safety encompasses infection control,
proper sanitation in all methods (not just laundry), and universal
precautions. HBV, HIV, and other infectious diseases are spread
by direct contact through the skin or mucous membranes. In
addition, pre-existing lesions or cuts on hands, or dermatitis,
may provide a route of entry.
Medical
consent form
Understanding
the value and purpose of the medical consent form is a legal
responsibility. Yes, it is a legal form of protection between
you and the client, however, this form represents important
health and medical information regarding conditions, ailments,
diseases, medications, and recent surgeries. This information
helps the therapist understand what inherent risks can be
avoided. This is not a form to be signed and set aside. You
are the professional insuring the safety to the client and
the therapist, just as it is between an individual and their
physician. Some feel there are no inherent medical risks or
contraindications that can occur with body wraps and body
treatments, but insurance providers will say this is not a
valid conclusion. A business owner must carry insurance for
body wraps and spa services. Insurance providers are a reliable
source to assist you in understanding the risks that can occur.
Risks can occur in any profession: hair, tanning, nails, or
any other service. Nothing is fool-proof.
Education
and training is the true formula that will prepare a salon
owner in eliminating risks and avoiding problems that can
occur. Our industry has long acknowledged the importance of
training for tanning, and the same is true for body wraps.
The customer chooses a salon for many reasons, and two important
reasons are reputation and credibility. Let this be your signature,
for the client is truly in your hands.
How body
wraps work
Body wraps have been around for quite awhile - literally thousand
of years if you go back to Egyptian times. The most popular
body wraps used are for inch loss and body contouring. Body
wraps work on the lymphatic system to rid the body of toxins
and impurities that have been introduced through caffeine,
nicotine, alcohol, fatty foods, and pollutants.
The circulatory
and lymphatic system carries blood and lymph throughout the
body. The lymph fluid is moved by the same mechanisms in the
body that return the blood to the heart. There are microscopic
vessels called lymphatic capillaries, which drain excess tissue
fluid that does not return to the blood capillaries. The capillaries
also absorb protein from the tissue fluid. When fluids enter
the lymphatic capillaries, they take on the name lymph.
When toxins
enter the skin and fat tissue and the lymph cannot remove
this excess toxins the fat tissue becomes swollen and engorged
increasing size up to 100 times in some cases. THe wrap pulls
these toxins from the tissues reducing cellulite and reducing
stretch marks. this also allows the compressed tissue to hold
the new shape by revitalizing the collagen ,Elastin matrix
which is comprised of millions on tiny monofilament size (
elastic bands ) which when your young give your skin tone
and snap. This in turn provides a physical inch loss that
is NOT water. Your clients lose 6 - 20 inches per wrap until
the wrapped out stage is met. The wrapped out stage is when
at your client current body weight they can no longer lose
inches.
Body
wrap application process
Following
a simplified breakdown of a common application process using
an Clay body wrap:
The wraps
are presoaked at the appropriate temperature and time before
the treatment.
The body
is measured in 16 different areas before the application.
The body
is exfoliated to remove the dead skin cells and increase vascular
circulation.
The body
is prepared using an aloe amino mist to open pores.
The body
is wrapped. Client remains in wraps at different time intervals,
according to the various methods of body wrap treatment and
equipment being used.
After
appropriate time, wraps are removed and body is measured for
inch loss.
Home
care instructions are provided.
The
best body wrap technician
Clients
paying $69 to $135 or more for a treatment expect a qualified,
trained therapist - someone they feel comfortable with during
the process. The relationship between the therapist and customer
will be very personal and intimate. It is necessary for the
client to wear only undergarments or a bathing suit when being
wrapped. Many clients will be overweight and sensitive to
their body shape.
The ideal
therapist will be someone who is mature (at least in their
20s), knowledgeable, and fully trained in consulting and techniques
required for providing body wrap services. A well-trained
therapist providing these services will maximize the potential
for the salon owner by having the ability to also sell larger
body wrap packages. This increases the chances that your clients
will feel comfortable enough to book future appointments.
If the client feels uncomfortable or slighted by a technician
that was not well trained, they will not return for a second
visit. Therefore, it is very important to the success of the
business to have proper training and professionalism.
Body
and spa add-on services
As
we move into the new millennium, there is an awakening of
interest in innovative and holistic services. Salons that
stay abreast of trends and add-on services are maximizing
their profits year round. Summer will soon be here and your
clients are getting ready for vacation, shorts, and swimsuit
season. These clients want to look and feel their best, and
will take advantage of services that improve and change the
silhouette. Pampering, rejuvenation and total relaxation are
all demanded by this generation.
An innovative
salon provides diversified, quality services. Clients love
one stop shopping. Some add-on services a salon can offer
are body wraps, body treatments, Electronic Muscle toning,
lymphatic drainage, and body spa services. Body treatments
and EMS services are natural add-on services in our industry.
Clients already have a mindset of looking their best. The
addition of these services will maximize profits, draw in
more clientele, and differentiate your salon from competitors.
Owners do not have to have an elaborate salon with expensive
spa equipment and showers. These services can be provided
in a roomfrom 6' by 6' to 10' by 10' that is decorated in
a tranquil and serene manner. With a diverse menu and total
wellness in mind, the add-on treatments will bring in loyal
customers year-round.
Here are
a few of the most popular and sought after services on the
market today:
Body
wraps and lymphatic drainage
Body
wraps and endermatherapie enhance movement of lymph and connective
tissue fluids, thus promoting normal, healthy, functioning
of the lymph system. Toxins and impurities are removed from
the body through the natural waste system. Body wraps and
lymphatic drainage techniques are highly effective when coupled
with the EMS treatments.
Body wraps
aid in overall inch loss reduction and endermatherapie aids
in spot inch reduction for dimpling and "orange peel."
Endermatherapie is excellent when used before and after a
body wrap or spa treatment. Coupling body wraps, EMS is essential
for results and healthy functioning of the whole body. As
we know, if a person is unhealthy on the inside, the results
usually show on the skin. Producing maximum results is the
goal we are all after.
Body
treatments
There
are many popular body treatments on the market today that
aid in revitalizing, skin nourishing, re-hydrating, de-stressing,
detoxification, contouring, toning, and improving the overall
silhouette. The client can unwind when placed in an atmosphere
of serenity and tranquility catering to all the senses of
the mind, body and soul. Aromatherapy is also a complementary
service in great demand, and has many medicinal and soothing
benefits. The experience and treatment should be enjoyable,
and should be performed by a trained body therapist. The most
popular treatments on the market today are solar bronzing,
body wraps, salt-glows, Thalassotherapy, balenotherapy, back
facial, polishes, aromatherapy body packs, paraffin, and mud
therapies.
Conclusion
Body
wraps and spa services should exceed the client's expectations.
Each body therapist has a responsibility to adhere to client
safety precautions, and to keep in touch with the highest
forms of education and knowledge, hygienic practices, and
industry developments. Clients today demand a higher level
of expertise, products, and premium service. Clients paying
a premium price also expect to receive a premium service and
quality treatments. A well-trained body therapist who has
undergone hands-on training in all facets - not just application
- will provide exceptional, quality service to the client.
Performance,
knowledge and perfection will differentiate your salon from
the competition, and help you surpass the client's expectations.
To Wrap or Not to Wrap?
-February issue of Looking Fit
Tanning
is a seasonal business often vulnerable to peaks and valleys
throughout the calendar year. Therefore, many salon owners
have turned to other profit centers in order to increase revenue.
What services can be added to a tanning salon that will cater
to existing clientele, offer low start-up costs and high profit
potentials, and can be implemented quickly to add a solid,
service-based foundation? According to John and Lisa Ford,
owners of the Seattle, Wash. - based Body Wrap Academy and
Sunny's Tanning & Body Spa, the answer is body wrap and
day spa services.
"Our business has grown incredibly since adding body
wrap and day spa services," says John. "These services
have transformed a traditional tanning and nail salon into
a highly profitable multi-service tanning and day spa facility.
It was only a matter of months before the body wrap business
was generating as much income as our tanning business. In
addition, by providing body wrap services, we steadily increased
our year-round profitability."
Wrapping
History
Body
wraps have been used around for a long time - literally thousands
of years dating back to ancient Egypt. However, the more popular
versions of body wraps used for inch loss and body contouring
only have been around for approximately 20 years.
As with
many holistic health trends today, body wraps first gained
popularity abroad and is has been just in the recent past
that Americans searching for safe and natural methods to look
and feel better have become interested. For example, baby
boomers burnt out on fad diets, exercise gimmicks and surgical
approaches to shedding inches have turned to the more natural
methods of body wraps to rid themselves of stubborn fat and
cellulite.
"Herbal
body wraps are not a 'silver bullet' to long-term weight problems,"
says John. "However, they also are not a water-loss process
or 'snake oil' that will compromise a salon's reputation.
The product and techniques really do shed inches through a
biological process that can be proven and technically explained
by trained professionals."
John adds
that when coupling body wraps with proper exercise and nutrition,
they can be quite effective for size reduction and overall
body cleansing.
"Each
treatment can yield an overall loss of six to 15 inches and
help rid the body of unwanted fats and other element,"
he says. "These elements, when stored over time, will
expand the volume of fatty tissue and cause the body to retain
more water in an effort to dilute them from the body."
In general,
body wraps work on the lymphatic system to rid the body of
toxins and impurities introduced through forms of pollutants.
The circulatory and lymphatic systems then carry blood and
lymph through the body. The lymph fluid is moved by the same
mechanisms in the body that return blood to the heart. Within
this fluid there are microscopic vessels called lymphatic
capillaries that drain excess fluid that does not return to
the blood capillaries. In addition, these capillaries also
absorb protein from the tissue fluid. When fluids enter the
lymphatic capillaries, they take on the name lymph. The lymphatic
system provides the body with immune defenses and removes
foreign waste and cell debris from the blood. This lymphatic
fluid or lymph moves through a network of vessels where pressure
from blood in neighboring capillaries forces lymph into tissue
spaces where it gives the appearance of enlarged fatty tissue
on the abdomen, buttocks and thighs.
Sample
Application of Clay Body Wrap
The wraps
are pre-soaked at the appropriate temperature and time before
treatment.
The body is measured in 16 different areas prior to application.
The body is wrapped accordingly. Client remains in wraps at
different time intervals according to the various methods
of body wrap treatments being provided.
The client works out for 35 minutes and the rests for 35 minutes
After appropriate time, wraps are removed and body is measured
for inch loss.
Home care instructions are provided along with some care products
available for sale.
Wrapping
Opportunities
The
opportunity for body wrap and body treatment services for
the indoor tanning salon owner is tremendous. Most of the
techniques used for body wraps do not require a state license
such as would be necessary for massage, hair or nail services.
However, this should not falsely imply that a salon owner
should enter this business without serious preparation and
understanding of issues such as pre-existing medical conditions,
first aid, infection control, and an idea of prescription
medications that could cause complications.
Once properly
trained, the start-up cost is relatively low and facility
requirements minimal compared to the cost of adding new tanning
equipment and facilities. A standard-sized tanning room will
suffice and no special shower or exercise equipment is necessary.
In fact, in most situations, clients can be wrapped standing
or lying down and once wrapped, the client can relax in the
herbal soaked wraps for 30-60 minutes without any form of
exercise and still achieve the desired results.
The average
selling cost of a body wrap ranges from $69 to more than $135,
depending on location and the types of services provided.
Services that are more elaborate can include exfoliation and
body scrubs with salts and will produce a higher price; however,
clients expecting to pay $69 or more for treatment expect
a qualified therapist.
"A
videotape can't teach you how to run a salon, nor can it prepare
a salon owner on how to run a successful body wrap or day
spa facility," say Allan. "Videotapes only teach
application and do not prepare a tanning salon owner for everything
they might encounter. Success will be predicted on how well
the salon owner and technician understand the business, body
treatment processes and techniques, consulting and all other
areas of running and operating a salon."
Although
body wraps can be provided year-round, like the indoor tanning
season, they are most popular during the 'peak' tanning season.
"People
tend to focus on special events such as weddings, an upcoming
trip, athletic events and the swimsuit season," says
John. "In addition, the popularity of body wraps is higher
with women than with men; however, both can and will use this
service. It also is common to see couples come in together
including mother and daughter or just a couple of friends."
Body
wraps are a perfect complement to a tanning and hair salon
as the existing customer base already is committed to improving
their appearance and how they feel about themselves. However,
what is the bottom line? According to Allan, salons can increase
their revenue by more than $10,000 per month during the peak
season.
"The
addition of other spa and body services serves as a balance
to the needs of the customers and reduces the seasonal demand
of body wraps," he says. "Whether body wraps are
a trend or are here to stay can only be answered over time.
However, one thing is for sure. There is significant demand
right now and smart business owners are not standing on the
sidelines to see if their competitors will offer them first
- they are taking advantage of the opportunity today."
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