I recently went one-on-one with Melanie Richards, founder and CEO of goGLOW.
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Melanie: I spent over a decade in law enforcement, dedicating my career to advocating for the safety and empowerment of battered women. One of my proudest achievements was helping develop multi-agency domestic violence service centers—an initiative that’s now replicated nationwide.
While my work as a Probation Officer was deeply meaningful, I felt a pull toward something new—something that was mine. I wanted to create a brand rooted in confidence and self-care. That’s when I spotted an untapped market in sunless tanning. I launched goGLOW as a mobile service, bringing luxury tanning directly to clients. Scaling it into a thriving franchise wasn’t easy—the biggest hurdle was learning to trust others to uphold the goGLOW standard. But I leaned into the challenge, built a strong training system, and cultivated a community of franchisees who truly believe in our mission. Watching goGLOW expand while staying true to our values has been one of the most rewarding experiences of my life—and we’re just getting started!
Adam: How did you come up with your business idea? What advice do you have for others on how to come up with great ideas?
Melanie: Great ideas often come from solving everyday problems. I paid attention to what frustrated people—what wasn’t working in the beauty industry—and asked myself how I could fix it. There was a clear gap in safe, high-quality sunless tanning solutions. People deserve to feel confident in their skin without sacrificing their health. My advice? Stay curious. Look for those pain points people complain about and think, “How can I make this better?” Opportunity is hiding in those daily inconveniences.
Adam: How did you know your business idea was worth pursuing? What advice do you have on how to best test a business idea?
Melanie: The deeper I researched, the clearer it became—the spray tanning industry lacked consistent quality and safety standards. Even with growing awareness of tanning bed risks, alternatives weren’t always safer. Traditional spray tans often came with harsh chemicals, overspray, and inhalation risks.
That’s why I created goGLOW: to offer a luxurious, natural-looking glow that nourishes the skin. We tested relentlessly—refining our formula and application process until clients not only looked radiant but felt good about what they were putting on their bodies. My advice? Test with real people. Let them experience your product or service, gather feedback, and iterate. A great idea is one thing; real-world validation is what makes it viable.
Adam: What are the key steps you have taken to grow your business? What advice do you have for others on how to take their businesses to the next level?
Melanie: Growth starts with creating something scalable. You can’t do it all—trust me, I tried! The turning point was learning to delegate and build systems that others could replicate without sacrificing quality. I focused on developing a comprehensive training program and nurturing a community of franchisees who truly understand our vision.
If you want to level up your business, invest in people who align with your values and empower them to lead. Growth isn’t just about expansion—it’s about sustainability. Build something that thrives beyond you.
Adam: What are your best sales and marketing tips?
Melanie: Lead with the facts: the benefits, the solution you’re offering, and the customer experience. People don’t want to be sold to—they want to understand how your product improves their life. At goGLOW, we’ve made our service a must-have in clients’ beauty routines. Our best marketing comes from happy customers sharing their transformations. When you prioritize results and experience, word-of-mouth becomes your strongest sales tool.
Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level?
Melanie: Listening is key. Great leaders know when to speak and when to step back and absorb what their team is saying. Prioritize continuous learning—none of us have all the answers. And don’t underestimate the power of your personal brand. It’s what people turn to when they need to trust your leadership. Stay credible, stay visible, and never stop growing.
Adam: What is your best advice on building, leading, and managing teams?
Melanie: Know your team’s strengths and let them shine. People excel when they feel confident and capable. Build a culture of learning, where everyone understands the vision and feels invested in the outcome. Energy is contagious—when your team is excited about the mission, it shows in everything they do.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Melanie:
- Invest in Strategic Partnerships: Don’t hesitate to allocate resources to collaborations that expand your brand’s reach and influence.
- Embrace Diversification: Growth thrives on multiple revenue streams—think franchising, retail products, and new service offerings.
- Think Long-Term: Make smart investments today that will position your brand for lasting success.
Adam: What is the single best piece of advice you have ever received?
Melanie: “The best piece of advice I’ve ever received is to trust the process, but don’t be afraid to challenge it. It’s a reminder that while consistency and patience are key to growth, innovation and critical thinking are essential for breaking through barriers and finding new opportunities. Trusting the journey while staying curious and adaptable is what leads to real success.”
Adam: Is there anything else you would like to share?
Melanie: If you’ve ever thought about what’s next—starting a business, launching a project—just go for it. There’s never a perfect time. The world is waiting for new ideas and fresh passion. Believe in yourself, take that leap, and create something that excites you. You won’t regret it!
