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Heartland Tanning, Inc.:
Three Phases of Success
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chieving three phases of success — as distributor, manufacturer and industry advocate — has made Heartland
Tanning, Inc. a true leader in indoor tanning.
One of the tanning industry’s most versatile companies,
Heartland Tanning, Inc. has everything a salon owner might need.
As a distributor, it offers a full line of lotions and accessories from
strategically placed locations offering prompt shipment; as manufacturer, Heartland produces various levels of its popular equipment
line. The past 32 years have marked nearly nonstop evolution for
Heartland Tanning and the future is likely to continue that trend.
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Strategic Growth
Over the years, Heartland has experienced growth through
strategic acquisitions of smaller distribution and manufacturing
companies. Brad stated,“More importantly, the biggest asset
that we, as a company, have gained from our acquisitions is the
management and sales personnel of these acquired companies. In
every case, we’ve retained the majority of the staff, and it’s these
hardworking people who help make us what we are.”
Phase Three: Industry Leader
Phase One: An Opportunity
Heartland Tanning, Inc. began in 1983, originally as a parttime job for its founder and CEO, Greg Henson.“My brother
Greg and I were working for our father’s company, Mini Gym,
which manufactured exercise equipment for gyms and schools,”
said Brad Henson, Heartland executive vice president and general
manager.“During that time, we got a lot of requests for tanning
units from many of our clients.”After researching the indoor
tanning industry, Greg began selling indoor tanning units while
still working at Mini Gym, while Brad continued on in the family
business. This, of course, quickly evolved into Heartland Tanning
Inc., which Greg named after its Lee’s Summit, Missouri, location
— in America’s“heartland.”
2015 Issue 2 | GearedUp
Phase Two : Manufacturing Success
42
While Greg was the first Henson to start Heartland, it wasn’t
long before he was joined by his brother, Brad.“In 1994, Greg saw
the opportunity to begin making his own tanning units, and he
turned to our dad, Glen, and me for our experience in manufacturing,” Brad said. “The first unit we built was the Power Tan 4000
tanning booth, which was a good, solid tanning unit for its time.
I have to admit that I also got excited about the idea of building
tanning units, and our father encouraged us to go into business
together in this new and exciting industry, so I joined Greg at
Heartland.”Together, Brad and Greg would lead other Henson
family members, friends and fellow employees — all key players
on Team Heartland — through the company’s many evolutions
over the next 32 years.
For the past two years, Heartland has established itself as
an industry leader in training and education for tanning salon
and gym professionals.“As a distribution company, we deal in
commodities, however; our mission is very simple; we partner
with you to help your business grow,” said Brad.“And we are
committed to supplying Planet Fitness customers with the finest,
high-quality products and assisting them to be profitable in the
process.” In fact, Heartland Tanning has dedicated Planet Fitness
equipment and sales representatives available for your stores.
These individuals have all the information readily available
including, top-selling lotion brands, Planet Fitness-branded
tanning eyewear, the compliant lamps to use in your UV tanning
equipment and more!
The Evolution Continues …
With 32 successful years behind it, Heartland now looks
toward the future.“We’re at a pivotal time in the evolution of this
industry,” said Brad.“In the near