A new take on a familiar trade

SHEBOYGAN FALLS – As a new business owner, Mandi Fenner knows the importance of standing out in a crowded marketplace.

That’s why Fenner is striving to offer tanning, massage, facial, body-treatment and nutrition services, with a bit of a twist.

Addicted Industries opened its doors Jan. 11, in the former Stern Tannery office building at 334 Broadway St. in downtown Sheboygan Falls.

“This is something I have been thinking about for the last five years,” Fenner said. “My goal was to own my own business by the time I was 25. I’m 23 now, so I am fortunate to have achieved that goal.”

After working in the industry for several years, the 2004 Sheboygan Falls High School graduate began developing a plan to open her own business.

“I have gained previous experience at the Kohler Water Spa,” Fenner said. “Working there helped me decide where I wanted my professional life to go.

“I am not the type of person that enjoys working at big companies or the corporate scene,” she said. “I wanted to have control over my future and have the ability to make my own decisions.”

After searching for the ideal location for her new business, Fenner found a home at the former Stern Tannery office building, which has also served as a bar, restaurant and bakery throughout the years.

“I knew that I wanted to be in Sheboygan Falls,” Fenner said. “I looked at a couple of other commercial spaces that were for rent, but I eventually decided that this location had the most potential for the services I offer and opportunity for expansion in the future.”

With help from a few of her friends and relatives, Fenner created a warm and inviting atmosphere for those seeking to relax, unwind and recharge.

“This all came together very quickly,” she said. “I signed the lease with Jeff Stern on December 12th. Two days later, we went to work on the interior. We had a lot of work to do in a short time.”

Fenner enlisted the help of Augie Hoffmann of A.J. Construction of Wisconsin, Troy and Jay Schmitt of TJS Asphalt, Pete Scheuerman of Between the Lakes Building Inspection and several family members, to bring the sparse interior of the building to life.

The intense makeover was completed in the span of just three weeks, from Dec. 14 to Jan. 4.

“The interior was completely open and needed a lot of cleaning, painting and updating,” Fenner said. “We put in several walls to create the tanning and spa rooms.

“There were a lot of late nights, but it was well worth it,” she said. “I am very pleased with the results.”

The business features two deluxe tanning beds, a stand-up tanning bed and a spa room.

“Each of our tanning beds is brand new,” Fenner said. “We are the only place in the city that has all new tanning beds.

“The stand-up bed is nice for people who are in a hurry and like a very even tan,” she said. “The deluxe beds take 12 minutes, and the stand-up is a nine-minute bed.”

Along with a wide selection of tanning packages and services, Addicted Industries also features a variety of massages, facials and body treatments.

“There are a lot of different massages and facials to choose from,” Fenner said. “All spa services include a hot foot soak and can include the use of hot stones, hot towels and aromatherapy, if desired.”

Along with the standard tanning and spa services, Fenner offers several unique complimentary items.

“For every guest, we have complimentary beverages and snacks,” Fenner said. “That is why I decided to keep the bar.

“It provides a nice area to sit and have a beverage or some snacks, before or after tanning or using the spa,” she said. “I also have cozy couch and fireplace area to relax.”

Complimentary beverages and snacks include coffee, tea, hot chocolate, juice, bagels, yogurt, meatballs, taco dip, cucumber sandwiches and cookies.

“I would like to offer a continental breakfast each morning,” she said. “I think having food and drinks in the bar area provides an extra touch that you don’t see at other places.

“I do have a soda license, and I will be adding Life Water and energy drinks.”

A graduate of the Empire Education Group Cosmetology School in March 2009, Fenner plans to host special parties, after regular store hours.

“I have a birthday party coming up for a group of young girls,” Fenner said. “I hope to do quite a few parties in the future.”

Expanded early morning hours are also a possibility.

“I’ve had factory workers ask me about opening early,” Fenner said. “There is a possibility to be open at 5 or 6 a.m. on some days”

Addicted Industries carries Get Clean and Cinch nutritional supplements.

“I was diagnosed with cancer several years ago, so nutrition is something that is important to me,” Fenner said. “I hope to introduce the benefits of nutritional supplements to many new people.”

With a name that is far from the ordinary, Fenner hopes Addicted Industries attracts plenty of curiosity.

“I chose the name for many reasons,” Fenner said. “I am a person that thinks outside the box.

“I am hoping the name will invite questions and interest, since it is so different,” she said. “I have already receive quite a bit of interest and fielded a lot of questions about the business. If I included salon in the name, it would probably not stir up as much of an initial reaction.”

The word “addicted” has a positive meaning for Fenner.

“I’ve heard people say they are addicted to massages or working out or staying healthy,” she said. “The word can have a negative meaning, but for me it has a connection to good things a person can be addicted to.”

Despite opening a new business in a crowded salon-services market, Fenner relishes the challenge of good old-fashioned competition.

“There are a lot of similar types of businesses out there,” Fenner said. “I enjoy competition, because it pushes you to be better.

“I was raised in a farming family, so I am used to hard work,” she said. “I am not afraid of taking on a challenge and working hard to stay ahead.”

By incorporating a neutral color scheme, Fenner is aiming to attract both a female and male clientele.

“I didn’t want to make it all pink and flowery, because that might be a bit intimidating for men,” she said. “This is a place for both men and women.

“I think having a neutral color, design and decorative scheme achieves that purpose.”

Right now, Fenner is the only employee of Addicted Industries. That is something she hopes to change in the near future.

“Doing it all myself is difficult,” Fenner said. “I like to be hands on, but I know that there are times when my time is really crunched, and I can’t do everything I would like to do.

“A lot of people have been coming in asking about job opportunities,” she said. “I am looking to get some help with the massages, and hopefully I can add a few more employees in the future.”

While several customers have already followed her to Addicted Industries, Fenner is looking to attract new customers with several specials.

“I am fortunate that I do have a loyal clientele,” she said. “I also know it is very important to bring in new business.

“I think the prices are reasonable, and there special days each month that tanning services will be 50- percent off, with the purchase of any in-store tanning lotion. There are also daily specials for tanning, store products and gift sets, as well as student discounts, with a valid student ID.”

A grand opening is scheduled Saturday, Jan. 30, from 9 a.m. to 5 p.m.

“I would like to invite people to stop in at anytime to check out what we have here,” Fenner said. “Everyone is welcome.”

The business has numerous possibilities for expansion.

“I would like to expand to the upstairs of the building someday, because it is a beautiful space” she said. “I would like to add a barbershop, spray tanning, whirlpool, sauna and a hydro massage bed someday.”

Along with making Addicted Industries a success in Sheboygan Falls, Fenner has some even bigger dreams.

“My goal is to own something similar to the Sports Core someday,” she said. “It would be a health and workout facility that promotes overall healthier living.

“My ultimate goal is to own a health facility in Las Vegas by the time I’m 40.”

She is excited to be one of the newest members of the Sheboygan Falls business community.

“I grew up here, so I know what a nice place it is,” she said. “It is also cool to have a chance to get to know a lot of new people in the community.

“My hope is to provide a bold and contemporary business that is memorable, inviting and unique.”

Addicted Industries is open Monday, from 11 a.m. to 7 p.m., Tuesday, Wednesday and Thursday, from 9 a.m. to 8 p.m., Friday, from 9 a.m. to 6 p.m. and Saturday, from 9 a.m. to 2 p.m.

For more information, call 467-6TAN, or 467-6826.