A Fresh Start Powered by Wellness Technology

When Image Sun in Fredericksburg, Virginia, reopened last November, it wasn’t just a comeback—it was a reinvention. For owner Charlotte Sealy, a yearlong shutdown caused by an electrical fire became the catalyst to rethink not only her space, but the future of her business. Rebuilding took longer than expected, giving Charlotte time to step back and reassess where the industry is headed and how Image Sun could evolve with it.

“I have a new, revived outlook on the industry and being in business,” Charlotte says.

“I wanted a fresh start with a fresh look and new beds. I wanted to be more upscale, not just a country tanning salon where people can come get a tan. I wanted to turn it into a sanctuary—a place you can get away to take care of yourself. Come in to spend 30 minutes or an hour focusing on your well-being. I’m passionate about wellness and biohacking, and I want to feel good, and I know everybody my age does, too.”

That reflection led Charlotte to wellness—and specifically to red light therapy—as the foundation of Image Sun’s next chapter. After researching the category and studying what was emerging across the industry, she chose to add the SmartSun Therapy SST28 as a centerpiece service, alongside POLY LED light therapy and an infrared sauna with salt therapy.

“All I had was tanning, and after researching the industry and SmartSun Therapy, I thought it was the best product. I trusted that SmartSun Therapy was offering an amazing product,” she says.

Since reopening, the SST28 has quickly become the most popular service in the salon and has also played a central role in reshaping Image Sun’s business model. Red light therapy is included in the salon’s all-inclusive membership, which now bundles tanning, spray tanning, and wellness services. After just four months back in business, Image Sun was already generating the same EFT revenue it did before the fire.

“After being open for four months, I’m making the same EFT revenue I was before with half the clientele. Once we hit the busy season, I expect to triple that membership. The people who were just tanning are now spending $90 per month because they see it as more valuable,” Charlotte says. “The all-inclusive membership definitely works. You give them a tour, and people are all about coming in and having a spa day and taking care of themselves.”

Unlike tanning, red light therapy doesn’t offer an immediate visual change—something Charlotte initially recognized as a potential challenge. Instead, clients notice how they feel.

“People are amazed that it really does work. It might seem hard to sell something that doesn’t provide an immediate, visible result. But what I’ve experienced and heard is how good you feel after the session is over. Something about it makes you feel good. You feel uplifted. It does something to your mood. I have a lot of older people who have back issues, hip problems, or autoimmune diseases, and every single person reports feeling better,” she says.

Too Successful, Too Fast……

Almost immediately after introducing the SmartSun Therapy SST28 at one of his Haute Skin Spa & Tanning locations in Minnesota, Cole Johnson ran into a big problem.

His single unit couldn’t keep up.

“Basically, what happened is it got too successful, too fast. We’re getting to that threshold where I don’t know if we can sell more packages right now because it’s so heavily used. This is a very good problem to have, but people start getting annoyed because they have to wait or they can’t get in because it’s so busy,” Johnson says.

Since launching the SST28 in late 2025, usage has surged well beyond expectations. By integrating the service into both a $149.95 all-access membership and a $100-per-month wellness membership, the system quickly became one of the most utilized offerings in the salon.

After upgrading from more basic red light equipment to the SST28, Johnson saw red light revenue increase more than tenfold year-over-year. As of March, he was awaiting delivery of two additional units to help keep up with demand.

“I’m a numbers person because they don’t lie. I ran the numbers for the first 68 days with it just to see from the time we launched it to that time frame how much we had grown our red light services, and our revenue had increased over 10 times. This time last year, our basic red light generated maybe $800 in that two-plus months, and we’re now nearing about 10-grand in revenue for 68 days.”

What stands out isn’t just the growth—it’s the speed. The SST28 didn’t require a long ramp-up or heavy marketing investment. Demand built quickly through client experience, visible results, and word-of-mouth, with membership adoption accelerating alongside it.

“We do have a blend of both memberships and sessions. The SST created two new memberships that are dominating sales right now. We have it paired with infrared sauna in a membership, and a lot of people see value in that. We also have a premium membership that includes those and all UV. You can buy five sessions for $100 or do a membership for $100. We did that on purpose,” Johnson says.

To introduce the service, Johnson focused on creating early engagement and establishing usage habits from the start.

“One thing we did that got people so interested is we did a buy one, get two free. We sell the one session at $25. We put a time frame in there where they have to use them within 10 days because we wanted to get across the notion of you don’t just do one session. You don’t go to the gym once and get results. You don’t diet once. You have to make it a lifestyle change or pattern. That really got people into it and got people’s mindset correctly with doing it as a habit and understanding the science behind it a little bit,” he says. READ MORE

How brand, staff, and environment shape credibility in diversified salons

As more tanning businesses gravitate toward wellness-focused services and branding, the gap between those gaining traction and those struggling is becoming clear: wellness isn’t something you add—it’s something you become.

You can invest in state-of-the-art equipment. You can install new signage. You can even update your name. But unless the entire experience evolves alongside those changes, customers will continue to see you—and treat you—like the tanning salon you used to be.

Creating a professional wellness environment requires a fundamental shift in how a business presents itself, how staff interacts with guests, how expectations are set, and how the physical space supports the promise being made. It’s not about becoming a luxury day spa. It’s about becoming credible, consistent, and intentional in every detail.

Salon owners like Emily Sigmon of Carolina Tan & Wellness, Bridget Holleran Coe of Baja Beach Wellness, and Lori VanDeWall of Beach House Tanning Salon have all taken that journey from different starting points. Their experiences reveal a shared truth: wellness succeeds when it’s treated as a system—not a service.

[Sub] Branding and Community Outreach

For many wellness customers, the first impression happens long before they ever step inside a salon. It happens online, during a Google search, on a website, or through social media. In that moment, potential clients aren’t judging personality or passion. They’re judging credibility.

Emily Sigmon says that realization fundamentally changed how she refined her brand at Carolina Tan & Wellness. Like many owners, she spent years doing everything herself, both inside the salon and in the way she represented the brand externally. Customers noticed the effort, but Emily wasn’t satisfied. Eventually, hiring professionals to refine her brand introduced structure and consistency that ultimately strengthened the business’s wellness positioning.

That type of brand discipline matters even more in wellness, where most prospective customers are not emotionally invested yet. They don’t care how long you’ve been open or how loyal your tanning clients are. They’re evaluating legitimacy, and they do it quickly.

“Statistics show that it takes seven seconds for someone to make a decision about you. If you’re researching something like red light therapy, you Google it for your area. They haven’t walked in your door or seen your face or care if you’re a small business. They’re just looking for red light, and their first impression of you is what you have online. That’s how they find all the information, and if it’s not perfect, you’re going to lose any potential new client that’s finding you online,” Emily says.

When the decision was made to go all in on wellness, Bridget Holleran Coe made a deliberate choice to reposition her business in a way that was immediately visible. READ MORE

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.”

Life Changing Results By Crystal Dunford

Just when I thought I had life figured out, I learned how quickly everything can change.

For 17 years, I had a career with the federal government, focusing on benefits, retirement, and planning for the future. My husband and I worked hard and built a good life. Outside of work, I was active and fulfilled — hiking with my kids and our dog, riding horses with friends, boating, swimming, and truly enjoying life.

One day, my son, daughter, a friend, and I went horseback riding. It was a perfect day — trails through the woods, riding down to the river, jumping ditches, laughing and having the best time. Then, without warning, my horse turned and I lost my balance. I went over his shoulder and underneath him. In an incredible act of instinct, he jumped over my body to avoid stepping on me. He is truly an amazing horse.

My son ran to me immediately. My daughter brought my horse back. There’s an unspoken rule with riding — you always get back on. I told my son, “I have to get back on,” but I physically could not stand. I had lost control of my bodily functions and couldn’t regain it.

My son carried me back to the vehicle while my daughter put the horses away. I refused to go to the hospital until I could shower at home. My husband carried me into the house, and everyone knew that instead of a shower, I needed the ER. In October of 2020, doctors discovered I had fractured four bones in my pelvis, including my coccyx (tailbone). It took four months before I could walk again.

I tried to return to work, but my position required lifting and carrying 70 pounds. I could barely walk to the end of my driveway. The life I had worked so hard to build was suddenly gone. My boss told me to file for disability, and my heart sank. I couldn’t imagine that for myself. I wasn’t disabled — I couldn’t be.

Over time, my body healed in some ways, but the chronic pain and inflammation never left. Any overexertion resulted in pain. Even something as simple as mopping the floor meant sitting down for 20 minutes afterward, waiting for the pain to subside. Doctors prescribed medication, but that became the solution — pills, not healing.

In 2023, I applied for a job at Carolina Tan & Wellness. Not because I fully understood what I was stepping into, but because I saw something special in Emily and the light she brought to the community. During my interview, I explained my physical limitations, unsure if I could even meet the demands of the position. I truly believe God placed that opportunity in front of me that day for a reason.

Today, I want to share what a gift the SmartSun Therapy SST28 has been in my life.

At first, I was skeptical. I didn’t really understand what “medical-grade red light and near-infrared” meant, and honestly, I didn’t believe it could make a difference. But then I started using the SmartSun. I don’t know that I can explain the science behind it, but I can say I believe.

After three months, I went shopping with my daughters and didn’t have to stop to rest. After four months, I began walking again for exercise. After six months, I added light swimming, longer walks, and gentle hiking.

Now, after a little over a year of consistent use, I have been able to come off three medications that were prescribed after my accident. I can do activities I haven’t been able to do since before the fall. Scars from surgeries and stretch marks from pregnancies have visibly diminished. When I feel run down or have a headache, I lay in the SmartSun and come out feeling better.

Someone once asked me how often I use it. When I said two to three times a week, they replied, “So it’s kind of like a chiropractor,” I understood what they meant, and I answered with a question of my own: How often do you change the oil in your car or have it serviced?

Our bodies don’t maintain themselves — we have to take care of them.

That conversation ended there, but my point was made.

The Smart Sun has given me back pieces of my life I thought were gone forever. It hasn’t just helped my body — it has restored my hope, confidence, and belief that healing is possible.

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.