The Power of Proximity

Jason Belon has believed in the power of red light therapy for years — long before most salons had even considered it. His journey started with the early MyLipo paddle system, then expanded to the POLY Rejuv LED. Having done extensive reading and research on the subject, Jason knew exactly what he was looking for when he wanted to invest in a full-body red light unit, and that’s exactly what he found with the SmartSun Therapy SST28.

“What I like about the SST is that it comes down and touches your body,” Jason says. “The closer it is, the better it works. Your body responds super well to the red light, but you need that close proximity. That’s why I didn’t get a clamshell unit. The closer it is, the more it’s going to do its magic.”

Even better, clients don’t walk past the SST28 thinking, “another tanning bed.”

“It doesn’t look like a tanning bed,” he says. “It’s not the clamshell look, so people walk by and say, ‘What’s that about?’”

The reaction afterward is even better.

“Most people come out smiling. They come out with a grin ear to ear like, ‘That was a lot different than I expected,’” he says.

Jason started out selling the SST28 in packages and sessions to maximize margins on the powerful service, but he later found additional success broadening the appeal by incorporating it in a $129 all-access membership.

The result?

• Wellness-seeking clients are coming from outside the tanning market.

• Red light seekers are now tanning, too.

• Minimal all-access cancellations so far.

• Clients are experiencing serious wellness results

“I am getting some people that just come in for red light, and I’m getting people to come in the tanning beds, too,” Jason says. “I have one guy who has Parkinson’s disease, and he says it slows down the progression. I have him coming in three to four times a week, and I told him to get in the stand-up a few times a week and keep his vitamin D levels up.”

For Jason, red light isn’t a trend — it’s a significant factor that will help his business and the tanning industry in general become better and stronger moving forward.

“I love the industry and would love to see it grow even bigger,” he says. “I do see wellness benefits being a big part of that.”

Giving the Gift of Wellness

Every holiday season, salons gear up for gift card sales, special promotions, and last-minute shopping rushes. But there’s one area of your business that’s perfectly positioned for gifting—and often easier to promote than tanning services: wellness.

From red light therapy and infrared saunas to halotherapy and hydration treatments, wellness services are universal in appeal. They speak to something bigger than aesthetics: relaxation, stress relief, and overall well-being. That makes them natural holiday gifts, because they’re not about changing how someone looks—they’re about helping them feel better, inside and out.

[Sub] Why Wellness Sells as a Gift

1. Wellness is Non-Controversial.

While tanning is beloved by many, it’s still subject to outside perception and debate. Wellness services, on the other hand, are universally viewed in a positive light. Positioning them as gifts sidesteps any hesitation a shopper might feel about “giving tanning.”

2. Wellness Has Broad Appeal.

Everyone experiences stress, fatigue, or seasonal blues—meaning everyone can benefit from wellness-focused services. Whether it’s a co-worker, spouse, or parent, these gifts don’t require the giver to know someone’s exact preferences. They’re safe, thoughtful, and universally appreciated.

3. Wellness Is Emotional.

Gift-giving is about connection and meaning. Promoting wellness taps into that emotional layer by offering more than a product or session—it’s the gift of confidence, relief, and self-care. Framing your services this way makes them highly attractive during the holidays.

[Sub] Promotional Strategies That Work

1. Lead with Language, Not Logistics.

Don’t start with what’s included in a package. Start with how it makes someone feel. Phrases like “The Gift of Relaxation,” “Give the Glow of Confidence,” or “Stress-Free Holidays Start Here” resonate more than lists of services.

2. Position Wellness as Timeless.

Tanning is often thought of as seasonal, but wellness isn’t. Frame your promotions around benefits that matter all year—stress relief, recovery, energy boosts—so clients see them as lasting, valuable gifts.

3. Highlight Wellness as an Experience.

People crave experiences more than “things.” Promote your wellness services as unique moments clients can look forward to after the holidays. Use language like “an escape from the winter blues” or “time carved out just for them.”

4. Tap Into Workplace and Group Gifting.

Wellness is an easy choice for offices, sports teams, and community groups looking for universal gift ideas. Market your services as hassle-free, meaningful presents that work for everyone.

5. Use Cross-Channel Consistency.

Make sure your in-salon displays, social media posts, email newsletters, and website all frame wellness as a gift category. Consistency reinforces the idea that your salon is a destination for holiday shoppers.

[Sub] The Bigger Picture

Focusing on wellness during gift season is another step toward reframing your brand as part of the self-care and wellness movement, opening doors for new clients who may not have considered your business before. Once they visit for a gifted service, they’re far more likely to return for other offerings, including tanning.

Promoting tanning as a gift can feel complicated, but wellness is easy, universal, and emotionally powerful. By leaning into the language of self-care and emphasizing wellness as an experience, you can turn the holiday shopping rush into a long-term growth opportunity. This season, market not just your services, but the meaning behind them: the gift of feeling good.

Caribbean Beach Tanning’s SST28 Launch Delivers a Fast Start and Powerful Results

Caribbean Beach Tanning & Wellness may have just added the SmartSun Therapy SST28 in April, but the results are already exceeding expectations.

By introducing a new $99 SST–only membership and incorporating the device into their all-inclusive EFT program, the salon saw an immediate impact. Their first EFT draw after the SST28 launch was $2,700 higher than May of the previous year. In June, that figure more than doubled, with EFT revenue up by $5,400 year-over-year.

Located in Minnesota’s Brainerd Lakes region—an area known for outdoor summer recreation and lifestyle—Caribbean Beach typically sees a seasonal dip in business when warmer weather hits. But this year, the addition of full-body red light therapy helped reverse that trend.

“Brainerd Lakes is very much a summer, outdoorsy tourist area. We usually see a lot of decrease, so we hope it continues for July and August this year and we’ll have the best summer we’ve ever had in 20 years,” owner Jackie Gruber says.

Gruber has long believed in the potential of red light therapy, having previously operated a LED red light panel system at the salon. But as demand grew for full-body sessions, it became clear a step up was needed.

“The SST28 was on our bucket list because we got the panel three years ago and it went really well. The one downfall was most people wanted full body,” she says. “When we ordered the SST28, we teased a little about it and told customers it’s coming. The day after it shipped, we sold a red light package without it being in operation. People were really excited.”

While cosmetic benefits continue to be a strong draw, Gruber says the SST28 has uncovered a much deeper need in the community: pain relief.

“Having full body blows the panel out of the water comparing to how it went when we first got it. Full body is what people need and what we’ve been noticing is a lot of people used the panel for cosmetic reasons and the bed showed us that more people are in pain than you think, and they’ve had so much relief with it,” she says.

Despite the fast start, the salon is only beginning to tap into the SST28’s full potential. A few completely new customers have already signed up for red light therapy, and some former clients have returned after several years away. Still, most of the early growth has come from upgrading and retaining their existing base. And with word-of-mouth just starting to build around the Brainerd Lakes community, the sky’s the limit for what this service could become.

With momentum building, Caribbean Beach is positioned not just for a standout summer, but for elevated success year-round.

Choosing the Right Red Light Therapy Device

As the demand for red light therapy devices grows, it becomes essential for tanning businesses to make informed decisions before making a purchase. If you’re going to invest in red light, you want a device that’s going to provide substantial results for clients and become a new profit center for your business. Here are some crucial elements to consider when selecting a red light therapy device:

1. LED Quantity:

One of the fundamental factors to assess is the number of LEDs (Light Emitting Diodes) in the device. The effectiveness of red light therapy is often associated with the density of LEDs per square inch. For example, a red light facial unit may have 3,000 to 4,000 LEDs, while a full-body system should ideally exceed 25,000 LEDs to deliver optimal results. The higher the LED count, the better the coverage and potential benefits.

2. Wavelengths:

Not all red light therapy devices are created equal, and the specific wavelengths emitted play a crucial role in their effectiveness. Look for devices that offer targeted 635nm red light and 850nm near-infrared light. Scientific research has shown that these spectrums are the most impactful for red light therapy, promoting cellular function and yielding positive results in various applications.

3. LED Proximity:

The distance between the LEDs and the user is a critical consideration. Red and near-infrared light diminish rapidly over distance, and as much as 60-80% of the light can be lost in just a few inches. Therefore, it is important to choose a device where the LEDs are positioned optimally to ensure consistent and effective light exposure during the therapy session.

4. Market Testing:

Before investing in a red light therapy device, inquire about its success in the indoor tanning market. Check to see if the company has testimonials or can even put you in touch with owners of similar businesses who have purchased the device. Those people will be the best sources to tell you if your investment will be a true difference-maker or just anther complementary service.

5. FDA Registration or Clearance:

Ensure that the red light therapy device you are considering is properly registered or cleared by the U.S. Food and Drug Administration (FDA). The FDA registration ensures that the device meets safety and performance standards. Some manufacturers have faced consequences for not complying with these regulations, leading to the shutdown of their operations. Protect your investment by choosing a device with proper FDA documentation.

When considering all of these elements, there’s only one device in the tanning market that checks all the boxes. The SmartSun Therapy SST28 features 28,433 red and near-infrared light diodes, highly specific wavelengths, zero-gravity design, is FDA-registered, and has been proven in more than 100 tanning businesses to produce the most significant results of any device used in the industry. Numerous tanning businesses of all shapes and sizes will tell you that SmartSun Therapy is one of the best investments they’ve ever made.