From a Mobile Truck to 51 Locations and Counting: The Unstoppable Rise of goGLOW

How a former Probation Officer turned a side hustle into one of the fastest-growing beauty franchises in the country

Mar. 3, 2026 at 1:31am

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The Unstoppable Rise of goGLOW details the remarkable journey of Melanie Richards, a former probation officer who turned her side hustle of a mobile spray tanning service into a nationwide franchise powerhouse. What started as a single truck in Minneapolis in 2010 has evolved into 26 open locations across the country, with an additional 25 stores in the process of opening and a pipeline that shows no signs of slowing down.

Why it matters

In the crowded beauty and wellness franchise space, goGLOW's rapid ascent stands out as an unlikely entrepreneurial success story. The brand has carved out a unique niche by positioning itself as a skincare-forward beauty destination, rather than a traditional tanning salon, and its innovative product line and patented air-filtration system have given it a technological edge over competitors.

The details

goGLOW was founded by Melanie Richards, who spent over a decade as a probation officer in Minnesota before launching a mobile spray tanning service on the side. One truck became four, and Richards opened her first brick-and-mortar location in Edina, Minnesota in 2015. The concept - bright, modern studios with a focus on clean, vegan, and paraben-free products - proved successful, and goGLOW officially launched its franchise program in 2023. The results have been explosive, with 26 locations open as of early 2026 and a robust pipeline of additional stores in development.

  • goGLOW was founded in 2010 with a single mobile spray tanning truck in Minneapolis.
  • The first brick-and-mortar location opened in Edina, Minnesota in 2015.
  • goGLOW launched its franchise program in 2023.
  • As of early 2026, goGLOW has 26 open locations, with an additional 25 stores in the process of opening.

The players

Melanie Richards

The founder and CEO of goGLOW, who spent over a decade as a probation officer in Minnesota before launching a mobile spray tanning service that evolved into a nationwide franchise.

goGLOW

A beauty franchise that offers customized spray tanning services and a proprietary line of skincare products, known for its bright, modern studios and focus on clean, vegan, and paraben-free formulations.

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What’s next

With 26 locations open or on the verge of opening and a healthy pipeline of additional territories in development, goGLOW is entering its next chapter with serious scale on the horizon. The brand has assembled a leadership team with deep franchise industry experience and is partnering with franchise development firms to attract high-caliber operators and accelerate its expansion timeline.

The takeaway

goGLOW's rapid rise from a single mobile spray tanning truck to a nationwide franchise powerhouse with 26 locations and counting is a testament to the power of product innovation, operational discipline, and a genuine passion for the customer experience. The brand's unique positioning as a skincare-forward beauty destination, combined with its proprietary technology and clean, vegan formulations, have given it a competitive edge in the crowded beauty and wellness franchise space.