Melanie Richards never expected to become a franchisor. For over a decade, she dedicated her career to law enforcement, serving as a Probation Officer and working to protect and empower victims of domestic violence. One of her proudest achievements was helping develop multi-agency domestic violence service centers—an initiative that has since been replicated nationwide. But despite the fulfillment of her work, she felt an undeniable pull toward something new—something she could build from the ground up.
That spark led her to an unexpected industry: sunless tanning. Noticing a gap in the market for high-quality, health-conscious spray tans, Richards launched goGLOW as a mobile luxury tanning service. From those early days, driving from client to client with a mission to provide a flawless, skin-nourishing tan, she had a vision: to create a brand rooted in confidence and self-care.
The journey from mobile service to thriving franchise, however, wasn’t without its challenges. The biggest hurdle? Learning to trust others to uphold the goGLOW standard. Scaling a business meant developing a training system that could replicate her meticulous approach, ensuring that every franchisee shared her commitment to excellence. But Richards leaned into the challenge, building a strong franchise model and cultivating a community of franchisees who not only understood the mission but believed in it.
Innovating for Safety and Quality
As Richards delved deeper into the tanning industry, she realized something critical: while the dangers of UV tanning beds were well known, spray tanning alternatives weren’t always much safer. Many traditional spray tans contained harsh chemicals and produced excessive overspray, creating inhalation risks for both clients and technicians. She knew there had to be a better way.
That’s when the idea for goGLOW’s revolutionary air-filtration system was born. The process of finalizing the patent was long and arduous, but the outcome set goGLOW apart in the sunless tanning space. The proprietary system features a walk-in booth with a curved wall that expertly controls airflow to enhance comfort, efficiency, and precision. Strategically placed fans minimize airborne tanning solution particles, while advanced filters ensure that only clean, fresh air circulates during each session.
This wellness-first approach has positioned goGLOW at the forefront of the clean beauty movement. Consumers today are more conscious than ever about the environments they engage with, and goGLOW’s commitment to transparency, safety, and luxury meets this growing demand head-on.
Scaling a Franchise with Purpose
With innovation as its foundation, goGLOW has experienced rapid franchise growth. The company currently operates 14 locations, with nearly 85 additional units sold. By the end of this year, the brand expects to open 25 more locations—an aggressive but strategic expansion.
Richards, along with Brand President Tori Johnston, understands the challenges of scaling as an emerging brand. Their approach to franchising is built on a blend of cutting-edge technology, rigorous training, and a deep understanding of consumer needs. The air-filtration system isn’t just a differentiator—it’s a testament to goGLOW’s commitment to providing the best possible experience for both clients and franchisees.
“Our goal has never been to simply sell franchises,” Richards explains. “We’re creating a movement—a brand that people trust and a business that makes them feel good inside and out.”
The Future of goGLOW
With momentum building, goGLOW’s next phase of growth will focus on further integrating technology to enhance the client experience while maintaining the personal touch that made the brand successful in the first place. From streamlining booking and operational efficiency to continually refining its product formulations, goGLOW is committed to evolving with the beauty and wellness industry.
Richards’ journey from law enforcement to franchising is proof that the best businesses are often born from passion and purpose. By combining her drive to empower others with her relentless pursuit of innovation, she’s created a franchise model that’s as inspiring as it is successful. And with goGLOW’s ambitious expansion plans, this is only the beginning.
For aspiring franchisees, goGLOW represents more than just a business opportunity—it’s a chance to be part of a brand that’s redefining an industry. And as Richards has proven, when you believe in your mission and build with integrity, success is inevitable.