Sunbelievable
- Company typePrivate
- Founded1995
- HeadquartersStaten Island, New York, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Sunbelievable does
Sunbelievable Tanning is a privately held regional tanning salon chain founded in 1995, operating four retail locations—three in Staten Island, New York (Tottenville, Eltingville, Westerleigh) and one in Raritan, New Jersey—each open seven days a week with extended hours. The company delivers three core service lines: UV tanning using bed tiers ranging from Level 3 to Level 7 (including LED, high-pressure, and hybrid systems such as the K11 Air with 7,362 LEDs and the KBL P9S Hybrid), automated spray tanning via Norvell NARPLUS Auto Revolution Plus booths, and SmartSun Red Light Therapy using the SST 28 device that combines red light with low-intensity UV for skin, pain, and recovery use cases. Revenue is generated primarily through transaction-fee UV and spray tan sessions sold as single visits or multi-visit packages, supplemented by per-session Red Light Therapy packages (e.g., 9 visits for $99), retail sales of professional tanning lotions, and a $75 one-time lifetime VIP Tanning Club membership offering package and lotion discounts plus one complimentary visit. The go-to-market is direct-to-consumer at the point of service, supported by organic social presence on Facebook and Instagram and Google Reviews-based reputation management, with a separately marketed semi-absentee owner franchise program (franchise.sunbelievable.net) positioned as a capital-light unit expansion lever.
Sunbelievable firmographics
Firmographics- Name
- Sunbelievable
- Legal name
- Sunbelievable Tanning
- Website
- https://sunbelievable.net
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Sunbelievable industry classification
Industry- Product category
- Tanning Salon Services
- NAICS
- Beauty Salons (812112)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro industry
- UV Tanning (Tanning Beds/Booths)Tanning Packages & Sessions (Single/Bundle)Sunless Tanning Product Retail (Self-Tanners/Branded Products)Tanning Memberships & Subscription ProgramsProfessional Tanning (Spray Tan & Salon Systems)
Keywords
Where Sunbelievable is headquartered
LocationHeadquarters
- HQ city
- Staten Island, New York
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Sunbelievable business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- UV Tanning Sessions: Pay-per-visit tanning sessions using UV beds at various intensity levels. Customers purchase individual sessions or packages (bundles of sessions) for regular use.
- Spray Tan Services: Professional spray tan sessions offered at various price points including full body ($50), upper body ($30), lower body ($25), face & chest ($25). Also available as booth sessions at $40 for single or discounted multi-packs.
- Red Light Therapy Sessions: SmartSun Red Light Therapy sessions available at select locations using the SST 28 device for skin rejuvenation, pain relief, and muscle recovery.
- VIP Membership Club: One-time lifetime payment of $75 for VIP membership offering 20% off tanning packages, 30% off lotion bottles, $15 off full body spray tans, and 1 free visit.
- Tanning Lotions and Products: Sale of professional indoor tanning lotions and tan extenders, available with VIP discount.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Full Body Spray Tan |
| Unit Pricing | Pay-as-you-go | Spray Booth Sessions |
| Unit Pricing | Pay-as-you-go | Red Light Therapy Package |
| Unit Pricing | Pay-as-you-go | Norvell Spray Booth Package |
| Subscription | Multi-year contract | VIP Membership |
| Subscription | Multi-year contract | Subscription Add-on Promotion |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Sunbelievable product offering
Product offeringCore offering
Sunbelievable operates a regional chain of four retail tanning salons in Staten Island, NY and Raritan, NJ, offering UV tanning services using advanced tanning beds, automated spray tanning using Norvell solutions, and SmartSun Red Light Therapy for wellness. The company also sells professional tanning lotions and operates a VIP Tanning Club lifetime membership program with ongoing discounts on services and products.
Product overview
Sunbelievable is a tanning salon chain offering a portfolio of three core service lines: UV Tanning (using various levels of advanced tanning beds from Level 3 to Level 7, including LED beds, high pressure systems, and hybrid technology), Spray Tan (automated spray tanning using Norvell solutions for streak-free application), and SmartSun Red Light Therapy (using the SST 28 device for light-based wellness). Additional offerings include professional tanning lotions as add-on products and a VIP Tanning Club membership program. The company operates four locations in Staten Island, NY and Raritan, NJ.
Differentiator
Problem solved
Functional benefit
Products and services
- UV Tanning UV tanning sessions using advanced tanning beds at various intensity levels (Level 3 through Level 7), offered at multiple salon locations with amenities including XM Radio and A/C cooling. Targeted at consumers seeking a year-round bronze tan.
- Spray Tan
Quantifiable outcome
- Spray tan lasts 5-7 days, up to 10 days with tan extender
- +2 more outcomes
Companies that use Sunbelievable
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Sunbelievable technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Sunbelievable partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- NorvellcoreNorvell provides professional spray tan solutions for Sunbelievable's automated spray tan booths. Norvell solutions contain malador ingredients to minimize odor of sunless products. Sunbelievable offers NARPLUS Norvell Auto Revolution Plus spray tan equipment.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Sunbelievable competitors and assessment
Company assessmentBroad incumbents
- Planet Fitness: Planet Fitness is a major fitness chain that offers tanning beds and red light therapy (Total Body Enhancement) at many locations as part of its Black Card membership — comparable UV + red light service mix but embedded in a much larger fitness business model.
Direct peers
- Sun Tan City: Sun Tan City is one of the largest US tanning salon chains operating hundreds of locations with UV beds, spray tan, and membership programs — highly comparable business model to Sunbelievable's multi-location franchise-style operation.
- Tan Republic: Tan Republic is a US tanning salon chain offering UV tanning, sunless spray tanning, and skincare services in multiple locations — directly comparable chain retail format to Sunbelievable.
- Hollywood Tans: Hollywood Tans is a tanning salon franchise chain offering UV tanning, spray tanning, and related wellness services across multiple US locations — directly comparable to Sunbelievable's UV + spray tan + red light mix.
- Palm Beach Tan: Palm Beach Tan operates a national chain of tanning superstores offering UV tanning, spray tanning, skincare, and wellness products — directly comparable chain format with similar service mix to Sunbelievable.
Emerging players
- European Wax Center: European Wax Center is a public beauty/waxing franchise chain with membership-based recurring revenue — comparable as a beauty/personal care retail franchise concept with similar subscription economics to Sunbelievable's VIP club.
- Massage Envy: Massage Envy is a national wellness franchise chain offering massage, skincare, and stretch services — comparable as a recurring-visit wellness/self-care service concept adjacent to Sunbelievable's red light therapy positioning.
- Amazing Lash Studio: Amazing Lash Studio is a beauty franchise specializing in eyelash extensions and related services — comparable beauty/personal care franchise concept targeting similar repeat-visit, appearance-driven female consumers.
- Hand & Stone Massage and Facial Spa: Hand & Stone is a franchise chain offering massage, facials, and skincare services — adjacent self-care/wellness service business with comparable membership-driven recurring revenue model.
Others
- Norvell Skin Solutions: Norvell is the spray tan solution provider and equipment partner already used by Sunbelievable (NARPLUS Norvell Auto Revolution Plus booths) — relevant as the supplier whose technology and product line underpins Sunbelievable's spray tan service.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Sunbelievable social profiles
Digital presenceSunbelievable financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sunbelievable leadership team
Management profileNumber of profiles
Sunbelievable funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sunbelievable M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sunbelievable
What does Sunbelievable do?
Sunbelievable operates a regional chain of four retail tanning salons in Staten Island, NY and Raritan, NJ, offering UV tanning services using advanced tanning beds, automated spray tanning using Norvell solutions, and SmartSun Red Light Therapy for wellness. The company also sells professional tanning lotions and operates a VIP Tanning Club lifetime membership program with ongoing discounts on services and products.
Is Sunbelievable a public or private company?
Sunbelievable is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Sunbelievable founded?
Sunbelievable was founded in 1995. It employs 1 to 10 people.
Where is Sunbelievable based?
Sunbelievable is headquartered in Staten Island, New York, United States, in the North America region.
How does Sunbelievable make money?
Five revenue lines are on record. UV Tanning Sessions are the primary driver. The others are spray Tan Services, red Light Therapy Sessions, VIP Membership Club and tanning Lotions and Products.
Who are Sunbelievable's main competitors?
Planet Fitness is listed as a broad incumbent. Direct peers are Sun Tan City, Tan Republic, Hollywood Tans and Palm Beach Tan. Emerging players are European Wax Center, Massage Envy, Amazing Lash Studio and Hand & Stone Massage and Facial Spa. Norvell Skin Solutions is listed as an others.
Does Sunbelievable have an API?
No public API is recorded for Sunbelievable.
What industry is Sunbelievable in?
Sunbelievable's product category is Tanning Salon Services. Its primary akta.pro industry code is HSALAJAA, UV Tanning (Tanning Beds/Booths), with a secondary code of HSALAJAE, Tanning Packages & Sessions (Single/Bundle). Its NAICS code is 812112 and its SIC code is 2840.