A New Standard in Sunless Tanning
GoGlow® had already built a cult following with consumers who loved its premium tanning and skincare services. But the leadership team saw a bigger opportunity: reframing sunless tanning from a cosmetic quick-fix into a professional skin-health service. To achieve that, they needed a franchise model that would not only replicate their service but elevate the entire category.
The Challenge
GoGlow’s concept was loved by consumers, but the brand faced hurdles. Without a franchise disclosure document, operations manuals, or recruitment system, the brand couldn’t attract serious investors. Beyond that, the spray tanning industry had long been seen as a commodity service. For GoGlow to scale, it needed to shift the narrative: tanning as skincare and wellness, supported by proprietary technology and expert training.
Our Franchise Development Approach
SL Franchise Group provided the complete franchise creation suite:
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We authored the FDD and developed a franchise site that reframed the investment opportunity.
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We codified GoGlow’s proprietary equipment and procedures into training programs and SOPs.
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We created nine interlocking Operations and Training Manuals to ensure consistency across every location.
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We built the franchise recruitment and approval framework, with KPIs tied to operational performance.
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We launched a marketing playbook that highlighted founder visibility, PR, and social proof to drive organic franchise inquiries.
Results That Redefined a Category
The results were transformational. Within a short time, GoGlow surpassed 100 franchises awarded, with momentum continuing toward a projected 150 franchises by year-end【web†source】. With a newly patented air-filtration booth, GoGlow further differentiated itself in the beauty and wellness space, making spray tanning both healthier and more professional.
For SLFG, GoGlow stands as proof of how strong franchise consulting, franchise sales strategy, and operations development can reframe an entire category.