Palm Beach Tan Shifts Marketing to Wellness Services
The franchise is partnering with a new agency to move beyond tanning by promoting its wellness and infrared sauna offerings.
Updated on Oct. 27, 2026 in Advertising
Live Poll
Do you trust national franchise brands to successfully pivot their image toward new service offerings?
Palm Beach Tan and Wellness has appointed Dallas-based media agency Arm Candy to lead its national advertising strategy. The partnership aims to shift the nearly 650-unit franchise's brand identity toward broader wellness services.
Why it matters
The company is seeking to diversify its revenue by moving beyond core tanning services to promote red light therapy and infrared saunas. This agency shift is intended to drive new memberships and increase engagement across its extensive franchise footprint.
Palm Beach Tan and Wellness operates nearly 650 locations nationwide. The scope of this new media engagement covers all franchise sites, though specific contract values and revenue growth targets remain undisclosed.
The players
Palm Beach Tan and Wellness
A national franchise operator specializing in tanning services, red light therapy, and infrared saunas with nearly 650 locations.
Arm Candy
A Dallas-based media agency that manages advertising strategies for franchise-heavy clients including restaurant chains.
John Lods
The CEO and founder of Arm Candy who oversees the agency's media strategy and proprietary analytics development.
Andy Von Kennel
The president and partner of Arm Candy responsible for managing client relationships and advertising execution.
The details
Arm Candy plans to utilize its proprietary analytics platform to optimize advertising placements across national and local channels. By coordinating national branding with localized campaigns, the agency intends to tailor messaging specifically to individual franchise markets. This approach seeks to reposition the brand from a tanning-centric model to a comprehensive wellness destination.
Timeline
October 27, 2026: The agency selection was officially announced.
Market Landscape
This move mirrors the broader retail industry trend of pivoting traditional service models toward integrated wellness offerings to capture shifting consumer demand. It follows a pattern set by legacy businesses using specialized media strategies to rebrand their service portfolios.
Franchise operators should monitor how this new media strategy impacts local membership acquisition rates and customer traffic. If the shift toward wellness services proves successful, it may signal a viable path for other retail operators looking to pivot their aging business models.
The takeaway
Rebranding a franchise requires both a clear shift in service offerings and a data-driven approach to reach new customer segments. Operators should track the performance of their marketing vendors by demanding granular analytics that tie specific media spend to measurable foot traffic and membership growth.
Further reading
For more on evolving media strategies for national franchises, visit our Advertising section.
Source note: This article includes information reported by MediaPost.
Live Poll
Do you trust national franchise brands to successfully pivot their image toward new service offerings?
