Identifying a Market Opportunity

In 2008, after graduating from college, Courtney Claghorn voiced a concern to her boyfriend, Sam Offit, about the high cost of spray tans in Los Angeles. Only salons offering tanning beds seemed to provide this service, prompting Sam to suggest that if Courtney felt this way, other women might too. This idea sparked a turning point for Courtney, leading her to explore an untapped market in affordable spray tanning.

Launching the Business

With a modest investment of $1,000, consisting of $500 from each of them, Courtney and Sam converted the dining room of their Santa Monica apartment into a makeshift spray tan studio. Initially, Courtney offered her services to friends, gradually building a loyal client base over several months.

As demand grew, she recognized the potential of her side hustle and decided to leave her full-time job in the fintech sector. Shortly thereafter, she secured a physical location for SUGARED + BRONZED, which swiftly gained traction, resulting in consistent customer growth.

Establishing and Growing the Brand

Founded officially in 2010, SUGARED + BRONZED operated for nearly a decade without any external investment. The company aimed to open ten locations before seeking investors, achieving this goal by 2019 when it received a strategic growth investment from Main Post Partners, a private equity firm in San Francisco.

Navigating Challenges

The timing of this investment coincided with the onset of the COVID-19 pandemic, which forced SUGARED + BRONZED to halt operations temporarily. Faced with the unprecedented challenge of maintaining revenue with a year-long closure, Claghorn described the struggle of rehiring and retraining staff before the company could focus on growth again.

Current Status and Future Growth

Despite the hurdles faced during the pandemic, SUGARED + BRONZED has emerged stronger, now boasting over 35 locations and more than 400 employees. The company anticipates continued growth with a 20% increase in revenue by 2024 and aims for over $50 million in revenue by 2025. They operate in nine markets, including key cities such as Los Angeles, Dallas, and New York City, with plans to open a store in Washington, D.C., in the near future.

Seasonal demand is a significant factor; Claghorn notes a 30-40% revenue increase during the spring and summer months, driven by events like spring break and festival season. Planning for this spike has become a focus, with winter used for staff training and hiring to meet peak demand.

Expanding Product Offerings

In addition to services, SUGARED + BRONZED is diversifying its offerings with a new line of products aimed at both tanning and sugaring. The first part of this product line was launched in late 2024, with plans for further releases to enhance customers’ experiences with exfoliating and moisturizing products.

Advice for Aspiring Entrepreneurs

Reflecting on her journey, Claghorn emphasizes the importance of action over extensive planning. “Find a way to make that first dollar, get your first sale,” she advises. Her experience teaches that the process of entrepreneurship often involves navigating the unknown and learning as you go.