EverSun/iTAN
How we replaced a stack of disconnected vendors with one integrated growth system - for a beloved Southern California brand in the middle of a full rebrand.
A beloved SoCal name, mid-reinvention.
EverSun/iTAN is a 28-location tanning and wellness brand across Southern California, with tens of thousands of active members and deep local brand equity built over years. In late 2025 it rebranded from iTAN to EverSun. The name on the door changed. The growth engine underneath it hadn’t caught up.
The real cost of a fragmented stack.
EverSun’s marketing lived across separate vendors - ads in one place, the website in another, SEO somewhere else. Each did their slice. No one owned the whole system. When we ran a full diagnostic, the revenue wasn’t leaking inside any one channel - it was leaking through the seams between them.
- Tracking measured the wrong thing.Success was being counted in form fills and clicks - not paying members. The one number that actually mattered, member acquisition, wasn’t being measured at all.
- A rebrand leaking its own equity.The old iTAN name still drew over 129,000 searches a month - but the listings never said “now EverSun,” so barely 4.6% clicked through. A decade of brand equity, quietly draining.
- Invisible to search and AI.No sitemap submitted, and no location or FAQ structure across the 28 studios - so neither Google nor AI assistants could cleanly read who EverSun was, or where.
- Revenue slipping out the back.Six figures in failed-payment billing with no systematic recovery - much of it recoverable, none of it owned by anyone.
One partner, holding all the data, sees what no single vendor can.
With the whole picture in one place for the first time, the analysis surfaced where this business is actually won and lost.
Where retention is decided
Over half of all member churn happens in the first three months - while members who pass three-plus years almost never leave. The whole retention fight is at the very start.
What actually keeps members
Members who build a skincare or lotion routine churn far less than those who buy nothing - but cheap one-off accessories do nothing. It’s the routine, not the transaction, that signals a member who stays.
The metric that matters
Every dollar should answer to paying-member acquisition and lifetime value - so that became the metric the entire system was built to optimize.
One system, built to talk to itself.
One source of truth for tracking
Wired the member database and point-of-sale through to Google Ads and Meta so a conversion fires on a new paying member - not a form fill - and the ad platforms optimize toward members and their lifetime value.
A GEO/SEO foundation across all 28 locations
Location schema for every studio, a 92-question FAQ structured for AI search, titles and metadata that finally say “formerly iTAN,” and a sitemap submitted - so search and AI can find every door.
A retention engine built on the data
A 90-day onboarding play around routine attach, winback and at-risk flows, and systematic failed-payment recovery - aimed squarely at the windows the data flagged.
One dashboard, one plan
Cost-per-member, acquisition by source, member LTV by channel, and churn by cohort - pulled into a single view leadership can act on, instead of five reports that never agreed.
The engine’s in place. The numbers are coming.
This is a current engagement. The integrated system is live, and for the first time performance is being measured against the metric that matters - paying members, and what they’re worth over time.
We’ll publish the member-acquisition and retention numbers here as they mature - on the same honest basis we built the tracking: revenue and members, not vanity metrics.
Five vendors each optimized their own slice - and the revenue leaked through the seams between them. One studio, holding the whole system, closes the gaps no one else could see.
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