Most self-made millionaire entrepreneurs are visionaries—big-picture thinkers excelling in branding and marketing. They assemble top talent and propel their ventures forward.
Tony Hartl possesses these qualities in spades, but he also embraced the grind. Before age 40, he built substantial wealth multiple times through hands-on effort. He founded Planet Tan and personally managed one of his initial three stores seven days a week for years. This work ethic stemmed from his Midwest roots, where he was raised primarily by his single mother and aunt, starting young with snow shoveling and lawn mowing.
At 19, as a Southern Illinois University sophomore, Hartl bought his first home—a condo for himself and his mother. He also served as general manager of a local health club.
"I don't think anyone is born with that entrepreneurial spirit. I prefer to focus on being bright, driven, and committed," Hartl says. "You can control your effort and attitude. I was really hungry growing up due to our circumstances—we didn't have much. But I was exposed to business success early, and it became normal."
Hartl sold his 17 Planet Tan locations to Palm Beach Tan in 2008. The following decade involved world travel, raising his son, and writing Selling Sunshine: 75 Tools, Tips and Tactics to Become a Highly Successful Entrepreneur. In 2015, he helped launch Seed, a successful Malbec wine label from Mendoza, Argentina. Yet, it fell short of his entrepreneurial drive.
Three years ago, Hartl dove back in, acquiring rights to open 29 Crunch Fitness locations in Texas. In just one year, they've launched over six sites, employ 200 people, and serve 30,000 members—with aggressive expansion ahead. His philosophy remains consistent from Planet Tan days: positively impact employees and customers.
Hartl entered the tanning industry in 1995. At 26, he landed a key sales and marketing role at a company that went public, earning stock options. Six months later, facing cash flow woes and downsizing, he was tasked with selling stores. Spotting potential, he bought three solid Dallas-area locations for $10,000 of his own money plus a $40,000 investment.
Subtle yet transformative changes followed: monthly memberships, a rebrand to Planet Tan, fresh paint and carpets, and higher wages for dedicated staff—not just high schoolers seeking pocket money. The stores generated over $1 million in sales that first year.
"The odds of failure were 99%, but I was naïvely optimistic, fueled by youth," Hartl reflects. "I didn't take a paycheck that first year, had no health insurance, worked seven days a week with no time off. Massive trade-offs for the success we achieved. Looking back, it was a huge gamble."
After 13 years of growth, Hartl eyed an exit. Around then, legendary ex-GE CEO Jack Welch invited him to a seminar. In a one-on-one, Welch advised: "Whenever you can make a decision to change your life forever, do it. Remove all odds from the table. You can always start over."
Hartl now echoes Welch. By 2025, he aims for 50 Crunch Fitness gyms, 1,500 employees, and 400,000 members. Fitness suits his passion as an avid athlete, cyclist, and runner, focused on helping others improve. He explored other franchises but chose Crunch for its bold marketing, non-judgmental vibe, and standout member experience after visiting a location.
"I missed the business," he says. "I want to support my employees and create real impact for them and our members. Beyond family, ask: how can I impact others' lives?"
"I want to drive positive change, a platform I lacked in retirement. Effort and attitude are life's essentials. We aim to transform as many lives as possible."
Jeff Sullivan
Editorial Director of Panini America and columnist for Dallas Cowboys Star Magazine. He lives in Arlington, Texas.
Jeff Sullivan
