Happy New Year!

I want to begin my first letter of 2014 on a positive note… I believe that this year has the potential to begin a turn-around for the tanning business. Now, I do have to say that our industry is going to have to make some changes in order for this to happen – let me explain.

In 2014, ist Magazine is going to reflect back on events that have occurred over the past 10+ years. Why? Because it must be understood that the road we chose to follow as an industry has led us to a bad place. We begin our reflection in this issue with the article entitled “Are We Insane? Health Claims = Unhealthy Industry” written by our head writer John P. Ribner with the help of adjunct professor and Sun is Life Director, Tony Brown. It examines the things we’ve done wrong in the opinion of Team IST. We’re not trying to convince you that the message we’ve communicated to the public has been all wrong; but we’ve suffered some consequences as a result of it. So, we will not only reflect on the past, but also look ahead to show you what the tanning business could be like if we change our direction, stop thinking short-term and seriously consider our actions going forward. Hopefully, over the next year, Team IST will convince the members of our industry that if we all work together, educate those who do business in tanning salons and choose to communicate the RIGHT message to the public, then maybe we can waylay the damaging and negative rhetoric from our detractors and begin to grow our industry once again.

I left the December ITA Board meeting feeling better about the tanning business than I have in over a decade. We have a new, unified Board that represents all industry sectors and whose members are on the same page with regard to communicating a consistent and responsible message about tanning services. Your ITA Board is made up of individuals with substantial investments in and concern for our industry’s future growth. Our belief is that if we work together with combined energy, our industry can become stronger. If you’re not supporting the efforts of ITA by being a member, you can’t expect to realize a successful future in this industry.

As the industry’s top trade publication, we continue to do our part to move our industry forward. In this issue is a valuable business tool – our 2014 Buyers Guide. This is the only resource of its kind for salon operators, and my team did another fantastic job putting it together. You can check out new products in all industry sectors, as well as find info about returning favorites from all the top product providers. Use it to help you make your buying decisions for this season, and hang onto it in the months to come when you’re planning to upgrade equipment or add to your product offerings.

A New Year is always a time to think about making positive changes in our lives. On the business side, let’s all resolve to be smart and do things the right way. Let’s train our staff to practice the tanning salon trade with professionalism, promoting the RIGHT message to our salon guests and our communities by NOT making health claims about our services. Join the ITA, and make connections with your local and state governments so that as we fight to make solid progress on regulatory issues, you can help. Let’s make 2014 a year that brings positive change for our industry. Team IST will be doing our part… resolve to join us.

Thanks for reading!