Vitamin D Deficiency Epidemic

Vitamin D Sunshine

What most do not know is that Vitamin D isn’t actually a vitamin but more of a hormone? Weird right?
It’s actually what we call a pro-hormone, which is a substance that can be converted into a hormone.
What’s unique about Vitamin D is that our bodies don’t need a food source for it.

Now you see, our skin has the ability to take ultraviolet B rays from sunshine and make this vital component to happiness that if you don’t have enough of can cause life threatening health problems. I am dead serious about this.

Vitamin D receptors have been found in almost every tissue in our bodies, showing direct links with our cardiovascular, immunological, reproductive, cognitive and metabolic health. Yes! That’s almost all areas of your health.

Want to get sick less? Get enough Vitamin D
Want stronger Bones? Get enough Vitamin D
Want more “Nutritional Insurance”? Get enough Vitamin D
Want to feel happier? Get enough Vitamin D

Simply, Vitamin D is so important to your overall health that if you’re deficient in it like most people, it may be a big problem. 
Vitamin D mediates its effects through these receptors in the cell nucleus, effecting gene expressions via the production of Calcitriol (a potent steroid hormone with many biological actions). Scientists estimate that Calcitriol or the lack of it can affect the expression of hundreds of different genes, now linked to over 200 Major Health Problems, such as:

– Cognitive impairment in older adults
– Depression
– Osteoporosis (Vitamin D is vital in proper absorption of calcium for strong bones)
– Obesity (The active form of vitamin D effects the production of insulin, effecting insulin sensitivity – which is directly related to fat loss)
– At least 16 types of cancers (including Prostate, Colon, and Breast cancers)
– Type 1 and 2 Diabetes

It’s been estimated that 50% of Americans are Vitamin D deficient, and I believe that number is way off. Yikes! It’s starting to look like an epidemic.

However here’s some good news. You can very easily get more Vitamin D in your body by exposing yourself to UVB light. (Outside in the sunlight for up to an hour, indoor low pressure for up to 15 minutes.)

Source: Athletic Greens


If a pharmaceutical company patented and sold sunshine, the public message we receive about it would be completely different.


Did the picture above shock you? Well it shouldn’t… Humans need UV Light exposure. It is a vital to support the largest organ of the human body! Sunshine is free – it has no marketing department for its life-giving benefits. If a pharmaceutical company patented and sold sunshine, the public message we receive about it would be completely different. Instead, the professional indoor tanning community is the only entity in a position to challenge the $35 billion anti-UV industry’s total sun abstinence messaging. This explains why indoor tanning is under attack from this powerful coalition of industries who profit from the exaggerated and largely unsubstantiated anti-UV message.

Cosmetic Dermatology

The cosmetic dermatology’s powerful fear-based marketing message, which drives millions of customers into their offices, has helped grow their businesses by 320%. And the existence of the indoor tanning industry is competitive to dermatology’s multibillion-dollar phototherapy industry. Consider, according to the Journal of the American Academy of Dermatology:

  1. In 1993, 873,000 phototherapy sessions were delivered in dermatology offices in the U.S. By 1998, sessions had fallen off 94 percent to just 53,000.
  2. The cost of a single phototherapy session – which utilizes indoor tanning equipment in a dermatologist’s office – is nearly $100 per session, about 20 times more than an indoor tanning session. An estimated 1.5 million indoor tanning clients today successfully treat psoriasis in indoor tanning facilities.
  3. If tanning salons were closed, the cosmetic dermatology industry would gain up to $5 billion in phototherapy sessions which would be charged to health insurance companies and the Medicare system. (According to dermatology’s own reports, psoriasis patients average 35 sessions per year at an estimated average of $85 per session.)

The dermatology industry is in a hypocritical position when it comes to indoor tanning:

  1. According to the phototherapy industry’s own practices, dermatologists use sunburning dosages of UV light for the clinical treatment of psoriasis, a non-life threatening disease. If any UV exposure were as dangerous as a recent statement from the AAD claims, then dermatologists would be guilty of violating their Hippocratic oath for using UV in burning dosages to treat purely cosmetic skin conditions.
  2. Melanoma mortality is increasing in men over age 50, but dermatology is targeting its anti-sun campaign almost exclusively at women under age 50 – the group most likely to visit cosmetic dermatology practices for its services.
  3. The American Academy of Dermatology and other skin-care groups get much of their marketing budget directly from the chemical sunscreen industry. The AAD receives millions for putting endorsement logos on chemical sunscreen products – a much-criticized “pay for play” program.

Chemical Sunscreen Industry

Chemical sunscreen is mis-marketed as a daily use product – as a “fear-based purchase” – designed to be worn 365 days a year (in daily cosmetics for women) – which has turned chemical sunscreen into a $5-6 billion business controlled by a handful of major players. Sunscreen also block as much as 99% of vitamin D production. Consider:

  1. Sunscreen does not prevent melanoma, according to the U.S. Preventive Services Task Force, which makes policy recommendations for the federal government, “The evidence is insufficient to recommend sunscreens for the prevention of skin cancer.”
  2. According to the independent Environmental Working Group – a consumer watchdog group that has analyzed hundreds of sunscreen ingredients, “Most sunscreen chemicals are far from innocuous. In sunlight, some release free radicals that can damage DNA and cells, promote skin aging and possibly raise risks for skin cancer. Some act like estrogen and may disrupt normal hormone signaling in the body. Others may build up in the body and the environment.”
  3. A 2008 Centers for Disease Control study showed that 97 percent of Americans have the sunscreen active ingredient oxybenzone in our urine. This ingredient has been linked to killing coral reefs, changing the gender in fish and potentially causing cancer.
  4. Chemical Sunscreen manufacturers are not allowed to advertise that chemical sunscreen prevents melanoma. So chemical sunscreen companies pay Dermatology groups millions of dollars to endorse their product and make that claim on their behalf. The AAD received an estimated $6-8 million in 2009 to help misbrand chemical sunscreen as a daily-use product.
  5. The Skin Cancer Foundation is a marketing front group organized by sunscreen manufacturers to create a “Skin Cancer Foundation Seal of Approval” which appears on sunscreen products to convince consumers into thinking their products prevent melanoma, which they are not allowed to claim themselves. The SCF website says: “For adequate protection against melanoma, non-melanoma skin cancers and photo-aging, everyone over the age of six months should use sunscreen daily year-round, in any weather.”

Casual Self-Treatment of Cosmetic Skin Conditions


Millions customers frequent U.S. indoor tanning salons for their own self-treatment of cosmetic skin conditions and other non-cosmetic tanning reasons – physiologic benefits that can occur when one follows the cosmetic regimen at a tanning facility. According to a 2010 Smart Tan survey:

  1. More than three million consumers frequent tanning salons for self-treatment of psoriasis, eczema, acne, vitiligo, seasonal affective disorder (SAD) and to increase vitamin D levels.
  2. Approximately one million indoor tanners said they were referred to tanning facilities by their dermatologist.

Could Indoor UV Light Be a Surrogate for What Nature Intended?

Sun vs UV

Vitamin D production is one of the benefits that has been associated with human exposure to ultraviolet-B (UVB) emitted in sunlight and by an estimated 90 percent of commercial indoor tanning equipment. While the North American indoor tanning industry conducts indoor tanning as a cosmetic service, an undeniable physiological side effect of this service is that indoor tanning clients manufacture sufficient levels of vitamin D as a result of indoor tanning sessions.

  1. Vitamin D is a hormone produced naturally when skin is exposed to UVB in sunlight or indoor tanning units. Scientists through thousands of studies now recommend vitamin D blood levels of 40-60 ng/ml.
  2. Vitamin D sufficiency is linked to a reduction in 105 diseases, including heart disease, diabetes, multiple sclerosis and most forms of cancer. It is believed that vitamin D deficiency contributes to nearly 400,000 premature deaths and adds a $100 billion burden to our health care system.
  3. 77 percent of Americans are considered vitamin D deficient according to government data and overzealous sun avoidance is the only plausible explanation for the 50 percent increase in that figure in the past 15 years

Nature’s Sunscreen

One reason our customers enjoy the professional indoor UV light experience is that our knowledgeably trained staff can give them controlled UV exposures to gradually develop natural sunscreen – often called a “base tan” – while minimizing the risk of sunburn. The tanning process actually creates two different forms of natural protection against sunburn:

  1. Melanin pigment produced when UV light meets the skin literally enshrouds and shields skin cells in the skin’s epidermis, protecting each cell from getting too much UV exposure. Melanin is a powerful anti-oxidant, helping the skin naturally eliminate free-radicals that can cause damage.
  2. As the skin tans, the outer layer thickens (a natural process called acanthosis) which is nature’s design to make the skin naturally more resistant to sunburn.

The value of a base tan, as any indoor tanner knows, is that it adds another layer to your sun protection arsenal – making sunscreen worn outdoors for outings on sunny days even more effective. Here’s how that works:

  1. A typical new client begins tanning with 5-minute sessions, gradually develops a tan and can work her/his way up to 20-minute sessions. At this point, she/he becomes naturally FOUR TIMES more resilient to sunburn than when she/he first started tanning. (5 minutes x 4 = 20 minutes). So that tan has an SPF 4 value.
  2. When someone with a base tan uses sunscreen outdoors, they essentially multiply the effectiveness of the sunscreen. In other words, an SPF 15 product applied to the skin of a person whose base tan has already made her four times more resilient to sunburn creates a net SPF of 60. (SPF 15 x 4 = SPF 60).

In sunny environments many fair-skinned people can sunburn during normal outdoor activities even while wearing sunscreen. But with a base tan their sunscreen becomes more effective and they are much less likely to sunburn.

UV Exposure Recommendation

It is recognized that there are many health benefits associated with UV Light Therapy and UV light is vital for the production of vitamin D.

There is evidence to suggest that over exposure to UV light may lead to skin cancer. It is also widely believed that sudden and rapid exposure to sunlight for paler skins may pose a higher risk than people who are exposed to UV in moderation in a controlled environment, such as sunbeds.

Our goal is help and advise you build a sensible tan. Our knowledgeable staff will build a plan which suits your needs, time and skin type.


1. Always build your tan gently over a period of time.
2. Starting with a few minutes and increase gradually.
3 Leave 48 hours between your first and second sessions.
4 Leave 24 hours between each subsequent session.
5. Avoid sunbathing that day if you’ve had a sunbed session or vice versa.
6. Always use a tanning accelerator to enhance your colour and replenishthe skin

To promote safe and sensible tanning, the following people are prevented from using UV Light Equipment

Under 18 years; 16-17 years with parental consent

Clients on photosensitive medication

Skin type 1

We reserve the right to refuse service base upon individual client circumstances.