A $99 Unlimited Tanning Membership Sounds Great… But Is It Really Making You Money? Let’s Do the Math.
Salon owners, we get it—offering an unlimited tanning membership at $99 sounds like an easy way to bring in customers and keep them loyal. But is it actually helping your bottom line, or are you leaving money on the table?
Let’s crunch some numbers and see if this pricing strategy is as golden as it seems.
The Appeal of Unlimited Tanning
From a customer’s perspective, unlimited tanning sounds like a dream—one flat fee, no stress, and they can tan as much as they want. Sounds great, right?
For salon owners, the logic behind it is:
✅ Guaranteed recurring revenue
✅ Encourages loyalty and return visits
✅ Competes with budget-friendly chains
But here’s the problem: if your pricing isn’t structured properly, you might be LOSING money on heavy tanners while not maximizing the profit potential of those who tan less frequently.
The Profitability Problem: Let’s Do the Math
Say your unlimited membership is $99/month.
Now, let’s break it down:
🔸 Cost per tan session: If a customer tans 15 times a month, they’re paying $6.60 per session—WAY less than a single-session price.
🔸 Your overhead per tan: After electricity, lamp wear, lotions, employee time, and maintenance, your cost per session might be $2-$4 (or more for high-pressure beds!).
🔸 Heavy tanners = low margins: If someone tans every other day, you’re making very little per session, even if they’re paying monthly.
BUT HERE’S WHERE IT GETS INTERESTING…
Casual tanners are your real money-makers.
If a customer only tans 5-7 times per month, they’re paying $14-$20 per session, which is much closer to your standard single-session price. That’s where unlimited memberships can work in your favor.
The key is balancing heavy tanners with casual users while making sure your membership price still makes sense for your costs.
How to Make Your Memberships More Profitable
1. Tiered Memberships Instead of a Flat Unlimited Plan
Instead of giving unlimited access for one price, consider:
✔ Level 1: 8 sessions/month - $$
✔ Level 2: 12 sessions/month - $$$
✔ VIP Unlimited: Includes perks like discounts on lotions/spray tans
This way, you’re setting limits while still offering value.
2. Offer Discounts on Retail, Not Just Sessions
If they’re getting a steal on tanning, balance it out by offering exclusive member-only discounts on lotions, skincare, and upgrades. That’s extra profit right there!
3. Upgrade Options for Premium Beds
Your base membership should be for standard-level beds. Want the fancy high-pressure bed? That’s an add-on upgrade. Encourage upgrades instead of giving it all away at $99.
4. Track Tanning Frequency
If 80% of your members are tanning 20+ times a month, your price is probably too low. Adjust accordingly!
The Bottom Line: Is Your $99 Membership Helping or Hurting?
If it drives new business and upsells retail, it can be a win.
If it’s costing you more than it makes, it’s time to rethink the pricing.
A well-structured membership can boost revenue and retention, but only if it’s designed strategically. If your $99 membership is packed with heavy tanners and draining your profits, it’s time for a revamp.