Aligning Tanning & Wellness with the Planet Fitness Model:
Smart Retail Strategies for Success
As Planet Fitness ® locations continue evolving beyond fitness into full-body wellness centers, the PF ® Black Card Spa experience has become a key area of differentiation and member satisfaction. From tanning to redlight services to skin care and relaxation, the modern Planet Fitness member is looking for more than just a workout, they are seeking an all-around self-care experience.
That’ s where intentional merchandising, smart product selection and strategic seasonal planning come into play. New Sunshine, the manufacturer behind trusted brands like California Tan, Designer Skin, Swedish Beauty, JWOWW and Australian Gold, is helping Planet Fitness owners optimize their spa areas with curated product lines, wellness-focused merchandising and a full suite of educational tools to support success year-round.
Product Selection with Wellness in Mind
As the industry shifts toward a more wellness-centered approach, product selection should reflect that elevated focus. Gone are the days of flashy packaging and single-purpose lotions. Today’ s clients are ingredient-aware and routine-driven. They want results, and they want them to fit within a lifestyle of health and self-care.
New Sunshine’ s California Tan Restored Collection is specifically designed to support red light therapy services. With formulas that enhance the skin’ s natural function, reduce the appearance of fine lines and improve hydration, these products align perfectly with red light therapy goals. The collection’ s clean, sophisticated design also fits beautifully into modern spa aesthetics, making it easy to display alongside both skincare and tanning products.
In addition, the Body by CT Collection offers multifunctional skincare and body-enhancing benefits that can be integrated across a variety of spa and wellness services. Designed for the wellnessminded consumer, these products are ideal for pairing with red light, infrared treatments, wellness pods, saunas, total body enhancement and traditional UV tanning. They can even be used while working out to support detoxification and enhance toning results. This collection promotes a full-body, self-care routine that aligns with the modern consumer’ s desire for visible results and overall well-being.
Merchandising for Impact Planet Fitness spa areas are prime real estate for retail success, but it is important to recognize that presentation matters. Instead of simply lining up bottles, consider themed groupings or cross-category bundles that tie into seasonal promotions or service upgrades. For example, one could pair a facial moisturizer from the Restored
line with a body product from Body by CT – positioned as the perfect duo for post-workout recovery or red light enhancement.
By highlighting these multi-functional products through signage, shelf talkers and front desk scripts, staff can more easily engage with members and recommend items that fit their goals. When done right, retail becomes a natural extension of the spa service not a separate or secondary sale.
Design That Matches the Environment
Today’ s wellness-minded consumers want products that look as good as they perform. That’ s why New Sunshine has focused on clean, neutral-toned packaging across many of its lines. From matte finishes to minimal fonts, these designs are created to blend into elevated spa environments.
California Tan’ s modern aesthetic is especially popular in Planet Fitness spa areas, thanks to its refined packaging and skincare-forward messaging. It not only enhances the visual appeal of retail displays but reinforces the message that tanning and wellness are part of a broader self-care strategy.
Tools & Training to Support Success
New Sunshine provides Planet Fitness franchisees and staff with a full suite of training tools to support product knowledge, upselling and merchandising. Resources include on-demand training videos, live webinars and seasonal support materials, available 24 / 7 across the following platforms:
• Exclusive Planet Fitness Microsite: https:// www. ns-b2b. com /
• Training Channel: www. gotostage. com / channel / newsunshine These platforms are designed to be flexible, engaging and practical, giving your team curated content and the confidence to speak to both the science and the benefits behind each product and service.
Final Takeaway
The wellness wave isn’ t going anywhere, and your Black Card Spa area is a key part of how members experience that shift. With the right products, smart merchandising and a clear plan for engagement, your location can maximize both member satisfaction and revenue. G
This advertorial was written by New Sunshine Account Executive Jessica Snider. New Sunshine is a silver sponsor partner of the PFIFC. For more information, visit https:// www. newsunshinellc. com.
GearedUp | 2025 Issue 3
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