by John P. Ribner

In life, there are the things that happen to us, how we react to them and the people we become because of them – all three are interrelated. Never is this fact more apparent than with Susan Phemster, Australian Gold/Swedish Beauty Brand Manager of Indoor Tanning Lotions. Sue has had her share of tragic experiences; but these events are clearly eclipsed by her many great accomplishments. Before she came to helping head one of the tanning industry’s top lotion manufacturers in 2000, Susan flourished in other top marketing positions in the promotions and healthcare industries, and had many valuable experiences along the way. It’s a testament to the strength, determination and dignity with which she carries herself, and for which she is known.

Professionally speaking, indoor tanning lotions are Susan’s life. At Australian Gold/Swedish Beauty, she has many responsibilities, all of them centered around the life cycle of the company’s popular products. It starts with the research she and the AG/SB team conduct into formulas and ingredients, and continues with the testing, development and eventual marketing of the finished products. Susan leads a very busy life; but her dedication and perseverance make her the perfect person for the job.

Life On the Lake
Susan’s story begins in St. Joseph, MI, where she was born to John and Dorothy Zick. She was the middle child, with an older sister, Marian, and a younger brother, David. The three enjoyed a modest, middle class childhood; their father worked for the local electric power provider, and their mother was a homemaker. Growing up on scenic Lake Michigan, much of Susan’s early years were spent on the beach or in the water. “It was a great place to grow up,” commented Susan. “It’s very beautiful, and I still co-own a cottage there, nicknamed ‘Camp David’, with my brother and sister. We all spend as much time there as we can.”

While much of Susan’s early childhood was filled with carefree times on Lake Michigan, it’s also marked by tragedy. When she was just 12 years old, Susan’s mother passed away after a six-year illness, and it had a profound effect on her life. “My older sister was away at college at the time, so much of the responsibility of raising my younger brother was mine,” she commented. “I didn’t mind helping out, and my brother and I continue to be very close to this day; but it did cause me to miss out on a lot as a kid.”
Young Susan’s days typically began with getting herself and David ready for school, then she would have to come right home after school to help care for him. At 16, she was given a car – not to drive around for fun like her teenage friends did, but to pick up groceries and run errands. Although she sometimes doesn’t see it, having so much responsibility at such a young age perhaps contributed to Susan’s growing up to be the dependable, hardworking person she is today.

College Days, Part One
After graduating from high school, Susan was college-bound. Although at that time she didn’t know exactly what she wanted to do with her life, she headed off to Hood College – an all-girl school in Frederick, MA – to pursue a general education degree. After completing her freshman year, tragedy struck again with the death of her stepmother, and Susan left college to return home and help care for her younger brother. “Like the time my mother passed away, I didn’t mind helping to take care of David,” she commented. “He and I have always been very close, and many of his friends still consider me ‘mom.’”

While back home in St. Joseph after her stepmother’s passing, Susan met a young attorney, and the two quickly fell in love. “We eventually got married, but we weren’t ready for the responsibilities that come with marriage,” she recalled. “We were divorced five years later.” Now that her brother was old enough to look after himself, Susan decided to finish what she started – it was time to get back to school.

College Days, Part Two
When she decided to return to college after having left at the end of her freshman year, Susan enrolled at Indiana University, majoring in business with a marketing minor. Attending the Midwestern college provided her something that her life had been missing ever since her mother’s death – a mother figure. “While I was at IU, I lived with my Aunt Marilyn and Uncle Ron,” she said. “My Aunt Marilyn, whom I called ‘Auntie M,’ was like a second mother to me, and during my three years there, she provided the mothering I hadn’t had. It was a very fulfilling experience for me.”

While at college, Susan also got close to her Uncle Ron, a graphic artist. “I loved watching him work on all his projects, seeing them grow from a concept to a reality,” she recalled. “Of course I didn’t know it then, but I would end up utilizing much of what I learned from watching him to help create, design and market the tanning lotions I work with today.”

Working Woman
After graduating from college in 1985, Susan entered the working world. Her first post-college job was in the promotions field, working on various advertisements and other sales promotions. Two of her biggest accounts were TIME magazine and Whirlpool, the latter of which afforded her the chance to do some traveling. “I had the opportunity to travel extensively in Hong Kong and see how people do business there, which is very different from how it’s done in the Western world – over there, business is more like a ritual, whereas in America, everything is ‘cut to the chase.’ It was a fantastic experience to see business in another culture.”

A “Healthy” Living
The second part of Susan’s career journey took her to Massachusetts, where she worked in the healthcare field. “I entered that industry during some very exciting times!” she exclaimed. “A that time, it was legal for doctors and hospitals to advertise their services, and this changed everything in the healthcare industry. I started in marketing and eventually went into nationwide sales management.” For many years, Susan found a home in healthcare marketing; but as always, it didn’t take long for her to take on new career challenges. That’s just the kind of person she is.

Susan’s career suddenly shot up through the sky – literally. The owner of the healthcare company she worked for started a hot air balloon business in Las Vegas, and asked Susan to help him get it off the ground, no pun intended. “I moved to Las Vegas in 1996 to help start the balloon venture,” she recalled. “I created marketing materials and made sales calls to practically every casino and business in town. I was able to help get the business going, and it’s still there today. As a result, I’ve been on more hot air balloon rides than I care to remember.” Susan then returned to healthcare marketing. “By that time, that industry had changed again, and just wasn’t challenging anymore,” she added.

During her time in the healthcare field, Susan had a very un-healthy experience – she actually broke her right foot in half. “While vacationing in Jamaica, I slipped and fell, landing on top of my foot and breaking the five bones in the heel from the five bones in the toes,” she recalled. “I was in a cast for three weeks, but when the doctors removed it, they realized it was much more serious than they thought.” Thus began a two-year ordeal – Susan had eight surgeries which involved removing bone marrow from both of her hips. As she couldn’t put any weight on the injured foot, she had to live her life in a wheelchair and motorized cart, and then endure a year of physical therapy. During this time, she didn’t miss a day of work except for her surgeries, which is a testament to her determination. “What I learned from that experience was how to be much more patient!” she exclaimed.

Next Stop: Tanning Lotions
After her successful marketing career, Susan came to Australian Gold/Swedish Beauty, bringing lots of real world experience with her. She absolutely loves her position with the lotion company, even if she didn’t actually apply for it, herself. “My sister Marian was visiting me in Indianapolis, when she saw an ad for a job at Australian Gold/Swedish Beauty, and thought I would be a good match for it,” she said. “I remember telling her that the job sounded interesting and that I planned to apply for it.”
Marian took Susan at her word, and sent one of Susan’s résumés to the tanning industry giant. As fate would have it, AG/SB was interested, and called Susan for an interview. She got the job, but unfortunately wasn’t able to start right away. “The day before I was supposed to report for work, my father passed away,” she said. “Everyone at AG/SB was very sympathetic, and they allowed me to start two weeks later so I could take care of everything.” Once settled in at the lotion manufacturer, Susan felt she’d found a place where her unique skills, education and experience made a perfect fit.

Laid-Back Gal
Susan says the majority of the excitement in her life she gets at AG/SB, where she keeps up on the latest industry trends to develop and market the company’s popular lotions. Outside the office, she prefers a more laid-back life, as evidenced by her two favorite hobbies – boating and gardening. “Ever since my childhood in Michigan, I live to be on the lake,” she commented. “I feel centered when I’m on the water. One of my favorite things to do is take my boat out and watch the sun set over Chicago. It’s very peaceful.” Susan still owns a cabin on Lake Michigan – about a two-hour drive from her home outside Indianapolis – where she enjoys taking trips on her 25-foot Bayliner Cabin Cruiser. “Gardening is also very therapeutic for me,” she added. “I have a vegetable garden, and my coworkers seem to like it when I bring in fresh produce for everyone.”

After all she’s been through, Susan has a unique ability to sum up her life quite simply. “My goal is to continue to work, enjoy life and stay healthy,” she commented. “I try to live my life like my grandfather, Fred Bork, who lived to be 103 years old. He was the coolest guy in the world, and a living example of how to always do the right thing in life. He’s been such an inspiration to me – I hope that I’m somewhat like him.”