In the latest episode of Athletech News’ Unscripted podcast, Jamie Weeks, the founder and CEO of contrast therapy brand SWTHZ, joins co-hosts Edward Hertzman and Eric Malzone for a deep dive into the business of fitness and wellness franchising. 

Weeks, Hertzman and Malzone discuss topics including the push and pull of corporate versus franchisee control, the benefits of running corporate-owned studios in a franchise model and how SWTHZ is pursuing growth in the emerging wellness category. Watch this episode of “Unscripted” for unfiltered takes on the following:

• Approaching the franchisor-franchisee relationship as an entrepreneurial partnership 
• Where fitness and wellness franchise brands tend to go wrong in their marketing and operations
• Why sauna and cold plunge might be the key to making America healthy

Key Talking Points:

• (0:00 – 5:59) Introductions and the concept of “whole-person wellness”
• (5:59 – 10:24) Contrast therapy as a gateway into fitness and wellness
• (10:24 – 14:26) Operational challenges in scaling a luxury wellness concept 
• (14:26 – 22:05) Why choice is overrated in curating service offerings
• (22:05 – 29:12) How Weeks approaches the business of franchising
• (29:12 – 32:52) Defining success as an entrepreneur 

The post Unscripted: SWTHZ’s Jamie Weeks on Contrast Therapy, Biz of Franchising appeared first on Athletech News.

Contrast therapy franchise SWTHZ has partnered with Plunge, a leading cold plunge company, to make Plunge’s tubs available at its studios nationwide.

Through the agreement, Plunge becomes the exclusive cold plunge partner of SWTHZ, while SWTHZ becomes the official contrast therapy studio of Plunge.

SWTHZ will make Plunge All-In tubs available to members at its locations nationwide; the fast-growing contrast therapy franchise, which offers cold plunge, sauna an vitamin-C showers, is planning to have 75 studios open by the end of 2024 and 200-plus by the end of 2025.

The brands expect to facilitate as many as 12 million cold plunge sessions across SWTHZ locations in 2026. 

“Over the past two years we’ve rigorously tested almost every plunge variation on the market, and without a doubt Plunge’s All-In has stood out as the best,” says Jamie Weeks, founder and CEO of SWTHZ. “Integrating the Plunge All-In into our contrast therapy suites represents a significant upgrade to our offerings and unlocks new possibilities within the member experience.”

“This partnership aligns perfectly with our mission of being the global category leader in deliberate exposure to heat and cold therapy,” Weeks added.

The Plunge All-In is Plunge’s marquee cold plunge tub. It features an easy-access design and connects to an app that notifies users when it’s time to change the filter — which only takes a few seconds. The tub can be controlled from anywhere via the app, ensuring it’s ready on demand. It maintains a temperature of 37 degrees Fahrenheit no matter how many plunges a user takes and cools 20% faster than previous Plunge versions.

SWTHZ will also support Plunge Club, the brand’s initiative to bring people together and establish a community via wellness and cold water immersion. Plunge Club plans to stop in Atlanta, Boston, Chicago and Los Angeles, where SWTHZ already maintains a presence. 

“We are so excited to be partnering with SWTHZ” said Ryan Duey, Plunge co-founder and co-CEO. “This is a natural next step evolution into the industry of cold plunging and contrast therapy.” 

Plunge believes the only thing holding back the wider adoption of cold plunging is the limited opportunities people have to find accessible options. This partnership offers a significant opportunity to change that.

“Our goal has always been to simplify and reduce the friction for people to get into cold water, and the biggest hurdle we’ve seen is actually getting people into a cold plunge for the first time,” Duey added. “Now having a best-in-class facility for our potential clients and communities we support is a win-win.”

The increased interest in wellness nationwide stands to benefit both brands as they move forward with this partnership.

New data is also out supporting the effectiveness of certain wellness modalities, while consumers show an increased willingness to spend on it. 

The post SWTHZ, Plunge Ink Exclusive Distribution Partnership appeared first on Athletech News.

SWTHZ, a contrast therapy franchise that’s eyeing massive growth, is adding to its roster. The wellness brand announced the appointment of hot and cold scientist Dr. Susanna Søberg to its medical advisory board and private equity vet Rachel Lee to its board of directors.

Creator of the Thermalist Education program, Dr. Søberg will serve as SWTHZ’s lead medical advisor of science and education, and will work with the brand’s product development team to enrich the member experience with educational content around heat and cold water immersion therapy, her areas of expertise.

“This collaboration is a powerful opportunity to broaden the reach of scientifically grounded wellness protocols and to make a profound impact on public health globally,” Dr. Søberg said.

“The addition of Dr. Søberg to our Medical Advisory Board is an important step in educating the communities we serve on the physical and mental health benefits of heat and cold exposure,” added Jamie Weeks, founder and CEO of SWTHZ and parent company Legacy Franchise Concepts. “Dr. Søberg’s scientific rigor and profound understanding of how these modalities positively impact human physiology are very important in driving mass adoption.”

Lee, a former private equity partner at Ares Management, will help steer the SWTHZ ship as the brand plots franchise expansion. expansion. SWTHZ (formerly SweatHouz) currently has 25 open contrast therapy studios and says it intends to open 100 additional locations over the next 12 months, which would give it a presence in 30 states.

Lee’s 15 years of experience at Ares as partner and head of consumer private equity should come in handy as she helps SWTHZ scale. In her previous role, Lee led investments focused largely on high-growth, multi-unit consumer businesses and partnerships with founder-led companies. She’ll now help lead the expansion of one, something SWTHZ hasn’t been shy about. 

“I am excited to join the LFC team and contribute to the growth of SWTHZ,” said Lee. “Jamie and I have long envisioned working together, and I am confident that our combined efforts will drive remarkable success.”

The post SWTHZ Adds Key Players as Contrast Therapy Franchise Eyes 100+ Studios appeared first on Athletech News.

In this exclusive “Fireside Chat” interview, Jamie Weeks, founder of SWTHZ, an ambitious wellness franchise that offers saunas, cold plunges and Vitamin C showers, meets with Athletech News founder and CEO Edward Hertzman to share his views on franchising, real estate and more. 

Weeks and Hertzman cover how SWTHZ is separating itself from the pack in the increasingly crowded wellness franchise space. Weeks, who built one of the world’s largest Orangetheory Fitness franchise portfolios before creating SWTHZ, also talks about how his upbringing led him to become a disruptor and gives his future outlook on the wellness industry. Watch the full interview for expert commentary on the following: 

• Where and why fitness and wellness brands go wrong in the franchising game
• The importance of correct data application
• The line between healthcare and fitness/wellness

Key Talking Points:

• (0:00 – 1:21) Introductions
• (1:21 – 6:05) Jamie’s journey in launching SWTHZ
• (6:05 – 11:11) Boxes to check for a successful wellness franchise
• (11:11 – 14:59) How SWTHZ HQ forms close relationships with its franchisees
• (14:59 – 17:23) Expanding to LA or NY last rather than first
• (17:23 – 21:30) Data’s role in franchising decisions
• (21:30 – 25:47) Where wellness takes fitness as a whole in the future
• (25:47 – 28:53) Psychedelics in wellness
• (28:53 – 35:50) Does the fitness industry need more disruptors?
• (35:50 – 36:19) Wrap-up

The post Fireside Chat: SWTHZ’s Jamie Weeks on Disrupting Fitness & Wellness appeared first on Athletech News.

When it comes to health and fitness, the franchise market is booming. But Jamie Weeks is approaching things differently – on every level.

Week’s rapidly expanding brand, SWTHZ – a premium-experience contrast therapy studio featuring infrared sauna, cold plunge and Vitamin C showers – launched in 2019 and now boasts 15 studios in six states. By year’s end, he expects to have five times that. There are currently 50 new studios in 22 states under construction, with 24 franchisees holding 250 licenses. The brand is soon to set sights on an international launch, where a waitlist is expected.

This speed to market is unmatched, and the business model is flipping the script on the traditional franchising model. 

“We are moving at locomotive speed,” Weeks says. “I know how to scale, and we are doing it fast.”

No stranger to franchising, Weeks is one of the leading OrangeTheory Fitness operators with 142 studios. In 2019, he launched Legacy Franchise Concepts (LFC), which owns and operates the rights to SWTHZ. He is also the largest area developer with 10 open studios and 75 licenses for Dogtopia, a dog daycare brand with over 185 facilities nationally.

 A Different Approach to Franchising

There are multiple ways in which Weeks is approaching franchising differently with SWTHZ. First, he’s putting a limit on the number of franchisees.

“Many franchisors make the mistake of selling too many licenses to too many people and it becomes a tail wagging the dog scenario,” he explains. “We are being very selective to bring on a set number of capable franchisees and will then suspend additional licensing for a time in the states. Limiting the number of franchisees eliminates internal competition. In fact, the franchisees are working together toward the brand’s overall success. It’s truly a franchisee-first model where everybody wins.”

He goes on to explain other differentiating factors. 

“I am an operator myself,” he says. “Of the 15 (SWTHZ) studios open today, 11 are corporate, and we are holding several areas for further corporate expansion down the road. This tells our franchisees that we are fully vested ourselves and wholly confident in the brand’s future success.” 

Another distinction? His bullishness in opening doors. When asked where he sees the brand five years from now, Weeks says he sees north of 500 facilities in the U.S. alone.

The Value of Contrast Therapy

Weeks describes SWTHZ as a premium experience offering luxurious private suites, each outfitted with an infrared sauna and cold plunge, Vitamin-C Showers and a host of amenities and entertainment. Guests or members receive a scented or unscented cold compress upon arrival and can customize their experience with a chromotherapy color of choice. En-suite entertainment includes surround sound for streaming music, TV shows, meditation apps and podcasts. 

“The suite becomes the guests’ private sanctuary to use as they see fit,” says Weeks. “Some may want a simple cold plunge, others will indulge in the Infrared Sauna followed by a cold plunge and then a Vitamin-C shower, while others might choose to go back and forth between hot and cold therapies. There is no other place that offers this all within one room – translating to a supreme experience that’s highly personal and private.”

Members can also bring a guest to share in the experience.

Weeks says the overall concept has been met with massive success. He also says SWTHZ won’t stray from offering scientifically proven hot and cold protocol, also known as contrast therapy. 

 “A lot of studios are trying to be a bit of everything, from Cryotherapy to IV infusions to float tanks etc, and that’s not a bad thing,” he says. “But our focus is hot and cold protocol with Vitamin-C showers. These are proven natural remedies that people have been reaping huge benefits from for centuries. SWTHZ has taken these protocols and created an exceptional destination for the everyday consumer.”

Weeks himself experiences a cold plunge daily and says it’s changed his life. 

“I no longer need caffeine because the endorphins and dopamine I experience from the plunge last for hours,” he explains. “I sleep better and am more physically prepared to go harder in my workouts too.”

Other benefits of hot and cold therapy include reduced inflammation, calorie burn, skin health, improvements in heart health, circulation and lymphatic drainage, a boost in metabolism, enhanced mood and more.

The Perfect Complement to Fitness

Weeks says SWTHZ is the ideal complement to fitness given the myriad of recovery benefits of contrast therapy.

“We have a few locations where SWTHZ sits between an Orangetheory Fitness studio, a yoga studio and a Pilates studio, and that’s just perfect for us,” he says. “Patrons will work out hard and then come over to us for all the recovery and additional health benefits and walk away feeling fantastic.”

In the end, Weeks says the desire for hot and cold therapy is only going to grow.

“This is not a fad. It’s not going away, and no one offers a Contrast Therapy experience like SWTHZ.”

The post How SWTHZ Is Bringing Contrast Therapy to the Masses appeared first on Athletech News.

From cold water plunges to peptides, consumers are increasingly seeking non-invasive treatments that promote wellness and longevity — and industry leaders are taking note. 

Boutique wellness studios and spas are booming, and the addition of technology is allowing consumers to quickly book a non-invasive appointment leaving them feeling refreshed. Consumers also have the option of purchasing their own devices for wellness on the go or at home.

Here are four companies creating and disrupting the future of the wellness industry, winning over everyday consumers with therapies once reserved for celebrities.

Therabody & High-Tech Self-Care

Therabody, a wellness technology company renowned for its Theragun massage gun and other high-tech solutions, offers science-backed products that reduce stress and pain, and encourage wellness habits.

The company has partnered with top athletes including James Harden, Cristiano Ronaldo and DeAndre Hopkins, and closed a $165 million growth equity round last year.

Dr. Jason Wersland, Therabody’s founder and chief wellness officer, has seen consumers shift their priorities towards wellness, citing the pandemic as one challenge that empowered people to take charge of their health. 

“Wellness is definitely in the greater conversation, culturally,” Dr. Wersland said. “People are exercising more and looking for ways to care for themselves, which is where Therabody comes in. We’re always working on science-backed ways to deliver well-being to as many people as we can.”

Recognizing that Therabody customers lead busy lifestyles, the company has developed wearable product lines such as RecoveryTherm and RecoveryPulse, offering an on-the-go option so people can continue their daily routines while receiving recovery benefits.

“In terms of active recovery, products like the Theragun and TheraCup are really beneficial as well,” Dr. Wersland said. “We also like to make our innovations easy to use, so we have developed a wide range of routines that people can use in the Therabody App. Protocols are tailored to address specific needs and target treatment areas so you can feel better, faster.”

Most importantly, Therabody’s products are suitable for a wide range of consumers and have helped shape the narrative around recovery and self-care.

“While our devices are pro-grade, they’re used by everyone from professional athletes, parents and grandparents, people who work on their feet all day or at a desk,” Dr. Wersland explained. “We have made products that are simple, effective, and convenient so you can easily add self-care into your routine.”

As for the future, Therabody is focused beyond the body and to the mind, Dr. Wersland shared. 

“TheraMind content in our app pairs with several of our devices to help ease the body into the ideal state to relax and receive maximum benefit from our therapies,” he said. “Our focus is to consistently provide cutting-edge, best-in-class products, content and services that support both mind and body.”

The Covery Brings Spa Experience to the Masses

The Covery Wellness Spa, an immersive boutique wellness experience, is poised for significant expansion across the Northeast as the demand for comprehensive recovery services continues to surge.

The rapidly developing spa, projected to launch 100 additional locations by year’s end, provides an extensive range of therapeutic services, including cryotherapy, facials, body sculpting, IV therapy, red light therapy and more. All of the therapies at The Covery boast an impressive array of benefits aimed at supporting overall health and wellness, improving recovery and performance, and improving overall aesthetics to help clients live, glow and perform in their everyday lives.

Ryan Ensmann, director of marketing and operations at The Covery, reports a significant upswing in interest for non-invasive aesthetic therapies and peptides. It appears that an increasing number of consumers are exploring beauty and aesthetic treatments that provide viable alternatives to invasive procedures.

Peptides, particularly, are garnering increased attention from consumers. 

“Peptides have surged in awareness owing to the rise in popularity of Semaglutide,” Ensmann asserts. “The Covery offers an array of available peptides to help support various health and wellness benefits!”

According to Ensmann, oxygen therapy, IV therapy, and peptides currently rank as some of the most sought-after therapies at The Covery.

The wellness spa employs a hyperbaric oxygen chamber for oxygen therapy, a modality that involves inhaling oxygen at pressures exceeding normal atmospheric levels. This treatment promotes enhanced oxygen distribution throughout the body, especially in areas requiring an energy boost. The result is increased stamina and cognitive function, robust lung health support and expedited recovery from physical exertion.

“Every therapy we offer leverages cutting-edge technology,” Ensmann said. “The Covery serves as an ideal hub for health and wellness, offering these and numerous other therapies under one roof, coupled with a convenient membership model that provides easy access to our therapies for all of our members.”

SweatHouz & The Rise of Sauna, Cold Plunge 

SweatHouz, a rapidly growing chain of infrared sauna and cold plunge studios, plans to open 25 to 30 locations by the end of the year. The boutique wellness business began franchising last summer, quickly gaining steam with over 100 licenses sold in territories nationwide. 

“We hope to get 100 studios opened by the end of 2024,” Jamie Weeks, SweatHouz founder, has told Athletech News. “In 2024 and 2025, you’re going to start seeing SweatHouz locations pop up everywhere.”

The company also teamed up with Hyperice, a global wellness brand, in a deal where SweatHouz clients will find Hyperice’s tech-based recovery products as additional studio therapies in all SweatHouz locations. 

Stefani Rizzi, SweatHouz’s head of marketing and design, says the rising popularity of boutique wellness can be attributed to several factors.

“First and foremost, people are increasingly prioritizing their health and well-being — and they are looking for offerings that make it simple to achieve their goals,” Rizzi said, adding that boutique wellness studios like SweatHouz attract consumers looking to build a wellness routine with ease and comfort in mind. 

It’s also SweatHouz’s focus on creating a welcoming and high-end atmosphere that allows for a more personalized client experience, where guests develop a sense of community, ultimately creating client loyalty. 

“Over the last few years (SweatHouz) has fully immersed ourselves in the client experience and continues to outperform competitors when it comes to servicing our members and providing a next-level experience for everyone,” Rizzi said. “Service aside — it’s what we do behind the scenes that sets us apart.”

Overall, Rizzi says the boutique wellness industry is just heating up. 

“You’ve seen it with brands like Orangetheory, Barry’s, SoulCycle, and other like-minded fitness brands — but the recovery space is full of untapped potential,” she said. “There are plenty of fitness concepts and more are emerging almost daily but you are not seeing that in the recovery and mental health space. At SweatHouz, we target it all — from cardiovascular health to injury prevention, muscle recovery, and just a simple escape from the noise of the world. It’s not just about your physical well-being — your mental health has to be a priority too.”

Icebox Cryotherapy Spreads the Gospel of Cold 

While being exposed to ultra-low temperatures may not sound like an enjoyable time, cryotherapy is one of the coolest trends in wellness. With just three minutes, cold therapy can be an effective way to assist in athletic recovery, pain management, beauty and wellness.  

It’s also a treatment that changed the life of Icebox Cryotherapy Studios founder and CEO Alia Alston. 

After being involved in a serious car accident, Alston was left with chronic pain and a debilitating neck injury. Her father, a chiropractor, caught wind of the first cryotherapy sauna in the U.S. and encouraged Alston to give it a try. 

Within just a few sessions, she soon discovered the therapeutic abilities of cryotherapy, eventually relieving the numbness in her arm and leg and experiencing a major reduction in pain.

Wanting to help others, Alston developed Icebox as a spa-like wellness studio offering cryotherapy and other services. The cryotherapy company has sold 36 locations through organic sales, with most franchisees being former Icebox members or guests. 

By the close of the year, Icebox Therapy will have 20 studios open and more planned for 2024, demonstrating the recent surge in interest in recovery, particularly cold therapy.

“People are using various practices and techniques to promote physical and mental healing,” Alston said. “Of course, one of the most popular methods is cold therapy, known for its ability to reduce inflammation and speed up healing.”

Alston explains that cold therapy has additional benefits, such as improving circulation and boosting endorphin production for pain relief and an improved mood.

“This trend towards holistic health shows a shift away from relying solely on medication or invasive procedures,” she said. “People are now seeking natural and non-invasive methods to improve their well-being.”

As consumers continue to seek out non-invasive wellness treatments like cryotherapy, Icebox is ready to implement a robust franchise development sales strategy that will allow the company to rapidly expand into communities.

“We’ve dedicated the past four years to building a solid foundation of systems, applications, technology and policies to support our studios,” Alston said. “It’s important to me that we have a plan and the capability to open all these studios. Franchising is my way of empowering others to have their own business and positively impact their communities.”

The post The Boutique Wellness Era Is Officially Here appeared first on Athletech News.

American Express has released its Global Travel Trends report, revealing key insights into the rise of wellness tourism.

The report details the experiences travelers are searching for, which in many cases go beyond simple rest and relaxation. Instead, travelers are lured to destinations and resorts with promises of health and wellness and the opportunity to come back with more than just souvenirs but new habits that promote optimal well-being. 

Here is what American Express found based on data obtained through an online poll. 

Respondents were far-ranging, including 1,000 travelers from Australia, Canada, India, Japan, Mexico, U.K. and 2,000 travelers in the U.S. with a household income of at least a $70k equivalent and who generally travel by air at least once a year. 

• 88% plan to spend the same or more on wellness vacations this year, compared to previous years
• 81% look forward to unplugging while on vacation to “live in the moment”
• 73% are planning vacations to better their mental, physical, and emotional health this year
• 72% say they are more focused on self-care than they were a year ago
• 68% are seeking travel destinations that are surrounded by nature to focus on mental clarity
• 43% have selected a hotel/accommodations based on the spa and wellness center amenities

Gen Z, Millennials ride the wellness wave

As for the Gen Z and Millennials, American Express reports that 71% are excited to book vacations to private beaches to focus on relaxation, compared to 62% of overall survey respondents. 

The younger generations are also more likely to book travel plans centered on personal wellness (61%) compared to 48% of overall survey respondents. 

Additionally, 60% of Gen Z and Millennials reveal they will go out of their way to book hotels that offer spa and wellness services, compared to 43% of overall respondents. They also plan to take extended wellness vacations (60%) compared to the rest of the survey respondents (57%).

The rise of boutique wellness

The yoga industry has also identified an opportunity for wellness enthusiasts, with companies such as The Travel Yogi offering curated yoga retreats that blend adventure and mindfulness in places such as France, Kenya, Patagonia and Bali. 

The Travel Yogi offers travelers “active relaxation,” providing immersive cultural and nature experiences while deepening yoga their yoga practices.

Overall, the popularity of rejuvenating experiences bodes well for the health and wellness industry, especially as several boutique recovery studios are ready to serve guests with a menu of various modalities that encourage an overall sense of well-being. 

SweatHouz, a wellness and recovery company created by Jamie Weeks, is capitalizing on the surge in interest in saunas and cold plunge recovery. The brand sold over 100 franchise licenses in under a year and plans to have 25 to 30 studios open for business by the end of the year. 

“In 2024 and 2025, you’re going to start seeing SweatHouz locations pop up everywhere,” said Weeks. 

The wellness brand also partnered with recovery company Hyperice earlier this year. As part of the deal, SweatHouz studios feature special recovery rooms with Hyperice products, including the Normatec air compression sleeves, Hypervolt massager and Venom, a heat and vibration wrap. 

Looking ahead, the boutique wellness brand hopes to onboard coaches to assist members with guided stretching, flexibility routines and possibly breathwork. 

The Covery, another boutique wellness studio, is anticipating 100 sold locations by the end of the year, actively seeking multiunit franchise partners as it plans to tap into the $4.5 trillion wellness recovery market.

The wellness spa brand offers a collection of noninvasive therapies across aesthetics, wellness and performance optimization. 

What’s next?

As American Express notes in its report, 70% of respondents say they like to get to the airport early to settle in and relax in an airport lounge, identifying this statistic as a trend to watch.

As major players in the fitness and wellness industry have merged with cruises and hotels, such as boutique fitness curator Xponential signing on with Princess Cruises as official fitness partner and Peloton partnering with Hilton to bring its connected fitness bikes to hotels in Canada and Europe, there could also be an opportunity for wellness operators to set up shop at destinations travelers may find by way of pleasure or necessity. The stage is set for consumers to potentially soon see wellness pop-ups or brick-and-mortar studios at the airport. 

The post Wellness Vacations Are on the Rise as Boutique Offerings Flourish appeared first on Athletech News.

SweatHouz creator Jamie Weeks knows a good fitness and wellness franchising opportunity when he sees one.

Weeks founded Honors Holdings, which is now the largest Orangetheory Fitness franchisee in the world with over 140 studios. 

Weeks, who likes to call himself a “serial operator of franchise businesses,” got a new business idea after regular trips to the infrared sauna helped him get better, longer sleep at night while lowering his resting heart rate from 63 beats per minute down to the low 50s. 

“Here I am getting older, when it should be getting harder to sleep, and I’m sleeping longer, with a lower resting heart rate,” Weeks, now 48, recalls. “It’s crazy to think that just 30 to 45 minutes in a sauna is what’s doing that.”

Inspired by that experience, Weeks created SweatHouz, a chain of infrared sauna and cold plunge studios, in 2019. 

SweatHouz currently has 13 studios up and running and plans to have 25 to 30 opened by the end of this year. The company didn’t start franchising until the summer of 2022, but things are already moving fast, with more than 100 licenses sold in territories across the country. 

“We hope to get 100 studios opened by the end of 2024,” Weeks says. “In 2024 and 2025, you’re going to start seeing SweatHouz locations pop up everywhere.”

In February, SweatHouz partnered with Hyperice. As part of the agreement, SweatHouz studios now feature Recovery Rooms outfitted with Hyperice products like the recovery brand’s Normatec air compression sleeves, portable Hypervolt massager and Venom, a heat and vibration wrap. 

According to Weeks, the early success of the SweatHouz brand is a function of a few things: the benefits of hot and cold therapy, his team’s expertise as franchise operators and a strategic influx of private equity money to fuel growth. 

Hot and cold: the new wave in Wellness

Scientists, doctors and influencers alike have extolled the many benefits of sauna sessions and cold plunges, including their abilities to promote recovery, help manage chronic pain and even improve mental health. 

There are some encouraging findings from the medical community to support those claims. 

Regular sauna use can increase healthspan and has been linked to a 30-50% decrease in cardiovascular disease and related deaths, according to a 2021 study. A meta-analysis conducted in 2022 showed that cold plunging was an effective recovery tool after high-intensity exercise, reducing muscle soreness, speeding up perceived recovery and even lowering inflammatory markers.

“The growth is not going to slow down any time soon, because it’s more than just recovery.” Weeks says of hot and cold therapy. “For some people, it’s recovery from working out. For others, it’s just being able to go into a sauna and meditate for 30 minutes after a long day, or cold plunging and feeling the endorphins and the dopamine rush. It’s all those things.”

The many benefits of hot and cold therapy allow SweatHouz to attract members from all walks of life, from the hardcore fitness enthusiast to the novice looking to unwind from a stressful day at work. 

“It’s for the young CrossFit-er who’s doing muscle ups seven days a week and needs all the recovery they can get, but it’s also for the person who does very little working out and they’re getting their Zone 2 cardio workout while they’re sitting in an infrared sauna for 45 minutes,” Weeks says.

An operator at heart

Weeks knows what it takes to operate successful fitness and wellness franchises, as evidenced by his success with Orangetheory. Part of Weeks’ vision is for SweatHouz to have a limited number of franchisees, but who control multiple units, similar to his own experience with Orangetheory. 

For example, Weeks and his team are in talks with a group that would bring up to 20 SweatHouz locations to New Jersey.

“We’ve sold just over 100 licenses, but we’ve done it with only 15 franchisees,” Weeks noted. 

Franchisees should have confidence in Weeks’ vision for SweatHouz because he’s putting his own time and money on the line. Weeks is planning to open at least 100 SweatHouz studios himself, through Legacy Franchise Concepts (LFC), a company he co-created alongside private equity firm Prospect Hill Growth Partners, because he’s so bullish on the concept.  

“If Corporate LFC is going to open 100 SweatHouzes, that should tell you everything you need to know from a franchisor standpoint,” he says. “At the end of the day, we’re operators and my team is made up of entrepreneurial people who know how to operate businesses.”

Private equity support  

Weeks partnered with Prospect Hill Growth Partners in February 2022, a firm he had an existing relationship with through Honors Holdings. The sides combined to form LFC, which operates the global rights to SweatHouz.

The support from Prospect Hill has helped SweatHouz scale up over the past year and a half, improving the quantity and quality of wellness services it can offer to customers.  

“There aren’t many recovery brands out there that are able to offer an infrared sauna, cold plunge, Hyperice Recovery Rooms and a Vitamin C shower,” Weeks said. “Last month, we did 7,200 cold plunges in 13 studios. We’re leading the cold plunge industry in the United States.”

SweatHouz plans to keep innovating with new services in the years to come. 

One of those services could be bringing on coaches who work with SweatHouz members on guided stretching and flexibility routines, Weeks said. The wellness brand may also look to add coaches certified in breathwork who can help members employ breathing techniques to lower their resting heart rates.

“We want to always be evolving and keeping with technology,” Weeks says. “Having a private equity partner that allows me to have that vision and go do those things is really important.”

In the fitness industry, as in life, evolution is the key to long-term success.  

“I’ve seen fitness concepts that just do one thing for 5 or 10 years and they don’t change anything,” Weeks cautions. “Those brands struggle to continue growing.”

The post SweatHouz Poised To Capitalize on Red-Hot Market for Sauna, Cold Plunge Recovery appeared first on Athletech News.

The Big Apple has welcomed the largest Orangetheory studio in the world, as Honors Holdings LLC, the largest franchisee of the fitness franchise, has launched a groundbreaking flagship Orangetheory studio in Plaza District, Manhattan, NYC.

The 6,800 square-foot studio at 715 Lexington Avenue will serve as a key location for corporate events. Last month, Orangetheory held an exclusive press event to announce its new partnership with DJ Steve Aoki. 

The new two-story flagship location features 16 stations with cutting-edge equipment, including treadmills capable of reaching speeds of up to 15 miles per hour and will include Orangetheory’s signature in-studio and wearable fitness technology.

The NYC flagship location also includes a street-level retail store where Orangetheory will sell co-branded merchandise with partners such as Lululemon as well as apparel and accessories from brands such as Nike. 

With digital signage and large LED billboards, Orangetheory’s flagship location will offer an immersive shopping experience.

“We’re excited to bring Orangetheory’s transformative, science-backed workouts to Midtown Manhattan’s Plaza District,” says Jamie Weeks, founder and CEO of Honors Holdings. 

“We’re beyond grateful to have an incredible franchisor in Orangetheory Fitness. The commitment of their leadership is unparalleled, and we couldn’t have asked for a better partner as we navigated the process of opening a studio that will be the gold standard for years to come.” 

The new Lexington Ave location is the fourth in NYC for Honors Holdings. The Atlanta-based franchisee operates locations at 51 Astor Place, 62 Crosby Street in Manhattan, and 485 Kings Highway in Brooklyn, as well as over 100 in the USA and over 130 Orangetheory studios worldwide.

“As a franchisee, Jamie and his team embody the mission, vision and values Orangetheory was built upon,” says Dave Long, CEO of Orangetheory Fitness.

“The Honors team proves time and again they are committed to providing a best-in-class experience for all of their members, and we couldn’t be happier that Jamie is at the helm of our flagship location.”

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