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.

Alongside warmer temperatures and blooming flowers — communal bathing is expected to arrive in Tennessee this spring. Sauna House, a modern bathhouse brand, announced plans to launch a Knoxville location as early as spring 2025. The brand is eager to bring its innovative wellness approach and hospitality to the area.

“We are incredibly proud to bring a space to our community that not only promotes mental and physical well-being but also offers a beautiful place for neighbors and friends to connect in a tech-free environment,” said Peter and Dianna Osickey, long-time Knoxville residents and the new location’s developers. “After experiencing Sauna House Asheville, we dreamed of having a similar facility closer to home and are thrilled to now be the stewards of this amazing resource for the East Tennessee community.”

Unlike most wellness or recovery studios, Sauna House delivers a rejuvenating experience that also focuses on connecting people to themselves and others rather than technology. All Sauna House locations are device-free, putting a barrier between guests and the often stress-inducing screens that riddle their lives. The brand also offers expansive social spaces featuring innovative architecture and maintains a strong commitment to hospitality to curate personable experiences. 

Sauna House is also known for its “Hot-Cold-Relax” circuit, which gives guests a 15-minute hot sauna session, then a 3-5 minute cold plunge followed by an opportunity to return to the sauna. The cycle is then repeated two or three times. Drinks such as tea, adaptogenic sparkling water or kombucha are available to those partaking in the experience as well.

“We couldn’t be more excited to bring Sauna House to Knoxville,” said founder and CEO Andrew Lachlan. “Knoxville’s energy is rooted in its people and the balance between vibrant city life and access to nature. Sauna House is proud to offer a modern wellness experience that resonates with these values, creating a space for community, relaxation and meaningful connection.”

Along with the aforementioned amenities, the Knoxville Sauna House will feature an outdoor courtyard and a space for private events. 

To give the community a taste of what’s to come, Sauna House will also host a pop-up at Ijams Nature Center, which is less than five miles away from the soon-to-be Knoxville location. The mobile sauna experience begins on Friday, Dec. 27, complementing the natural cold plunge taking place at Mead’s Quarry. A polar plunge sauna party is also scheduled for Dec. 31, which Knoxville Mayor Indya Kincannon will partake in, the brand says. 

This passion for wellness and contrast therapy demonstrated by Knoxville’s stakeholders is shared across the country. SWTHZ, an Atlanta-based contrast therapy studio that launched roughly two years ago, had 31 open locations and 16 under construction as of last month. Pause Studio, a holistic wellness brand offering float therapy, contrast therapy and more, has 34 new locations set to open in 2025 as well. 

The post Tech-Free Contrast Therapy Studio Sauna House Expands to Tennessee appeared first on Athletech News.

SWTHZ, a leading supplier of recovery and holistic health services, facilitates wellness in more ways than one. Keeping a close ear to the ground to provide for the modern consumer while also managing to deliver a wide range of offerings that appeal to everyone, the brand meets both specific and broader wellness demands at the same time.

With this multifaceted approach, SWTHZ hasn’t just taken large steps forward, but leaps and bounds in terms of franchising. The brand has 31 open locations and 16 under construction. Future advances are expected as well. 

“This deliberate exposure to hot and cold is only going to grow in adoption,” said Mike Tan, COO at SWTHZ. “There’s going to be more down the line. We’re only scratching the surface as to the reasons why people are going to use this.”

Meeting New Demands

It’s difficult to find anything in the fitness industry more prevalent right now than strength training. Mindbody forecasted a surge in popularity for the modality ahead of 2024 and the past few months have proven it to be an accurate one.

SWTHZ has everything anyone needs to recover fast and effectively to get back in the gym quicker for more. The brand’s infrared sauna and cold plunge therapy services are especially impactful in this regard. 

“We know if you strength train, inflammation and joint pain tend to be one of the first things that comes up,” said Tan. “With cold plunge and infrared sauna, first they increase blood flow. Blood flow is particularly important when you think about reducing inflammation.”

In the sauna, infrared wavelengths penetrate the skin, reaching deep into the muscles to enhance recovery. The cold plunge further stimulates blood flow and offers anti-inflammatory benefits.

However, strength training doesn’t just test the body, but also the mind. The benefits of infrared sauna and cold plunging touch the mental and physical side of things as well. 

“You’ve also got the other part of strength training, which is stress on the mind,” said Tan. “These modalities that help release the appropriate hormones to be able to regulate a lot of that so you’re in a much better place.”

All these factors help users get a better night’s rest as well, which remains the ultimate recovery tool. 

“For those people that train aggressively and train hard, in some scenarios they will experience challenges with sleeping, depending on the time of day that they’re training and how muscles are breaking down,” said Tan. “They’re repairing themselves. So in any case where you can again support blood flow, reduce stress hormones, or things of that nature, you’re going to improve sleep. What happens when you sleep better? You’re going to recover better.”

It’s all a part of SWTHZ’s desire to be on top of all things wellness. If another fitness modality takes off like strength training, the brand will be there to support it at the drop of a hat. 

“There’s a lot of buzz around a lot of stuff,” Tan added. “At the end of the day, it’s our job to be aware of what these trends are and how they potentially fit into our product roadmap. We’re always going to be aware of what’s out there and if it makes sense in terms of it fitting within this luxurious contrast therapy wellness experience that we want, then we’ll be interested in bringing it into the member experience.”

Wellness for All

Even while catering to the specific demands of current wellness consumers, SWTHZ pays attention to the general fitness community with equal vigor. It’s an important group to pursue in furthering the growth of wellness — and a lucrative one. 

SWTHZ reports that 20% of the population in North America has a gym membership, but 50% don’t use it. That data suggests the gym is no longer the first place people visit to begin improving their health. SWTHZ is eager to make itself available and welcoming as a new, alternative starting point for a healthier lifestyle. 

“The world is telling us that just going to the gym doesn’t work for everyone,” said Tan. “They’re looking for alternative solutions and in this context, at SWTHZ, you’ve got three types of members. You’ve got individuals who are looking to recover from fitness, those who are coming in for mental health reasons, and then the individuals just looking to live a healthier life and recognize the benefits of hot and cold exposure. If you think about that, there’s a really big total addressable market.”

“I think it’s just very important that because our product is able to impact a very broad range of health outcomes, we’d be crazy not to have a product that is able to appeal to that broad of an offering,” he added. “From a business perspective, it makes sense. From a product perspective, it makes sense because it doesn’t require a different product or experience.”

The post How SWTHZ Delivers on Wellness Demands of All Kinds appeared first on Athletech News.

Age-old practices like saunas have been infused and enriched with innovation and tech and are being reintroduced. Products, technology and modalities are being combined for new and heightened experiences. Even the shapes and sizes of the equipment are being reimagined. 

Here, Athletech dives into the cold tubs that are making a splash and the saunas that are turning up the heat and leading the industry in innovation.

Sauna Studios Proliferate

The sauna – an ancient solution that’s been rediscovered and redefined – is contributing to the wellness market in a formidable way.

SWTHZ – a premium experience contrast therapy studio that offers infrared sauna, cold plunge and Vitamin-C showers – launched roughly twenty months ago and now boasts 25 studios and plans to open 100 additional locations over the next 12 months, which would give it a presence in 30 states. The brand is soon to set sights on an international launch, where a waitlist is expected. 

SWTHZ’s founder Jamie Weeks, the leading Orangetheory Fitness franchise operator with around 10% of the nation’s studios, sees a huge market for contrast therapy (alternating between hot and cold modalities), which prompted him to create SWTHZ, formerly known as SweatHouz.

“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.”

Another innovator – Perspire Sauna Studio – has combined the centuries-old healing practice of a traditional sauna with the science-backed technology of infrared (IR) and red light therapy (RLT). With 50-plus locations and another 30-plus coming soon, Perspire is bringing infrared sauna and red light therapy into communities across the country.

“I would argue that of all modalities on the market in the preventative and longevity space, the combination of red light therapy and infrared sauna is the most effective and biggest bang for your buck,” said Jackie Mendes, Vice President of Franchise Development. “In sessions lasting less than an hour, you can make your body healthier, which then results in countless benefits daily.”

Old-School Bathhouses Get Redefined

Centered on the communal aspect of a traditional sauna, bathhouses are experiencing a renaissance and could very well become the next hottest franchise opportunity.

One such concept, Sauna House, is promoting a “digital detox” within the walls of its growing communal bathing franchise. Sauna House has sold ten locations in markets such as North and South Carolina, Tennessee, Florida and Colorado, with plans to close an additional twelve locations by the end of the year. 

What Sauna House offers isn’t merely a place but a movement, said CEO and founder Andrew Lachlan. 

“We are committed to building healing sanctuaries that transcend generations, promoting well-being in both body and spirit,” Lachlan said of Sauna House, which announced upcoming bathhouse studios in Charlotte and Raleigh, North Carolina. 

The franchise features a ‘Hot-Cold-Relax’ circuit that is device-free and touts a whole-body contrast therapy within an environment engulfed in sleek architecture. Sauna House offers guests a hot sauna session, followed by a cold shower and plunge, and then a chance to return to the warmth of a sauna to deepen into relaxation. Drinks such as tea, adaptogenic sparkling water or kombucha are also available to complement the wellness experience. 

Branching out from Ontario, Canada, another bathhouse brand Othership, launched in New York City’s Flatiron neighborhood recently.

While Othership offers a traditional circuit, the concept provides a variety of sessions based on needs and moods for its “journeyers.” A free-flow session allows guests to do their own thing with a chance to socialize with others, while a quieter free-flow offers minimal interaction and a relaxing playlist. An evening social session offers a two-hour sober-curious gathering, allowing guests to connect with friends, both new and old.

Its Co-Founder and CEO Robbie Bent sees massive potential for the brand and intends to open Othership locations in every city in North America.

Cold Water Therapy Becomes Mainstream

Turning down the heat, let’s talk cold plunges. 

Earlier this year, direct-to-consumer manufacturer Plunge launched four new products in a bid to make cold water immersion therapy more accessible. The Evolve Series offerings include an inflatable, portable cold plunge tub, a pop-up offering, and technological improvements on Plunge’s core offerings.

With the new products, Plunge looks to tap into a different segment of the market that may want an introduction to cold plunging at an even lower price before investing in a larger model.  

This is on the heels of the Plunge All-In launch, which has several features for at-home wellness enthusiasts. Its new design is easy to access, allowing users to change their filter quickly. The Plunge app notifies users when it’s time to change the filter, which can be done in seconds. The tub can also be controlled from anywhere through a mobile app, ensuring it’s ready on demand.

A year ago, Ice Barrel was named the official cold partner of the CrossFit Games. Shortly after, Solidcore founder Anne Mahlum invested $265,000 in the company and extended a line of credit worth $1.5 million.

Ice Barrel, led by founder and CEO Wyatt Ewing, takes a slightly different approach to cold plunges, focusing on an upright position versus a lounging, the impetus being that the body’s instinct when in a cold environment is to lean in and engage, and the upright posture allows the participant to fully experience that response. 

When it comes to cold tubs, Mystic River Cold Plunge takes engineering ingenuity, aesthetics and craftsmanship to another level.

One way this plays out is the addition of a water agitator (think soothing wave that pushes and pulls across the body, not splashy or noisy) that keeps the body in the desired “Cold Shock Mode” throughout the plunge. 

“There is a ‘thermal barrier’ that’s created by the body if the user is sitting still in still water,” Founder Daniel Schmitt explained to Athletech News. “It comforts the body and can take it out of the fight or flight mode. The agitator keeps this from happening, so the user gets the utmost benefit from the plunge.”

The company’s attention to detail encompasses every aspect of the tub’s performance and durability to create a high-end experience. With 1.5 horsepower and 11,500 BTUs it maintains the water temperature even if the user goes from hot to cold.  

The post The Booming Business of Hot & Cold appeared first on Athletech News.

In the ever-evolving landscape of franchising, the rapidly growing wellness and recovery sector offers investors a unique opportunity to capitalize on the growing demand for holistic health solutions. From stress relief to injury recovery, these franchises provide innovative services that cater to the needs of today’s health-conscious consumers. 

Here, we delve into what sets these notable wellness and recovery franchises apart in a competitive market. From comprehensive training programs to ongoing support and marketing initiatives, each franchise holds potential for the right franchisee. 

Perspire Sauna Studio

Investment: Perspire Sauna Studio offers a compelling investment opportunity with a total investment range of $430,000 to $880,000 and an initial franchise fee of $45,000.

About: For those looking to invest in a premier wellness and recovery franchise, Perspire Sauna Studio presents an unparalleled opportunity. Established in 2018, Perspire Sauna Studio has not just expanded but exploded onto the scene, with 55 open studios and over 200 franchises awarded, predominantly in Southern California. The brand’s remarkable growth—doubling the number of open studios annually and achieving a 2.5x increase in franchise sales—is a testament to the burgeoning demand for its wellness services and the potential for solid unit economics.

Jackie Mendes, vice president of franchise development, highlights the studio’s commitment to delivering private, personalized and convenient services, with a strong focus on an elevated customer experience. “Our approach to providing a customized wellness journey distinctly sets us apart in the competitive wellness market,” Mendes explains.

When seeking prospective franchisees, Perspire Sauna Studio looks for individuals with a deep passion for health and wellness and business acumen in operations, sales and marketing. Ideal candidates should be business-savvy, demonstrate exceptional leadership skills, align with the brand’s core values, and possess strong community ties.

“We prioritize franchisees who can cultivate and inspire a cohesive team to propel their business forward,” Mendes emphasizes. Experienced franchisees with a proven track record in other brands are particularly welcome. This strategy helps to ensure a robust network of capable franchisees who can contribute to the franchise’s continued success.”

Innovation drives Perspire Sauna Studio’s engagement. The recent introduction of Halotherapy integrates the benefits of salt therapy with the studio’s signature infrared saunas. Additionally, the company is testing a novel delivery method for Contrast Therapy, further enhancing their clients’ wellness experiences.

Looking ahead, Perspire Sauna Studio is focused on advancing its technological infrastructure to create a fully integrated biohacking experience that will add significant value for members, increase retention and drive long-term revenue for the studios. Additionally, the company has ambitious plans for international expansion this year to extend its impact in the global wellness industry.

As Jackie Mendes succinctly says, “We are not just building a business; we are cultivating a community dedicated to health and well-being.” Investing in Perspire Sauna Studio means becoming part of a forward-thinking, rapidly growing brand that prioritizes personalized wellness experiences and continuous innovation.

Learn more here.

Pause Studios 

Investment:  “With a franchise cost ranging from $1M to $1.5M, Pause Studios presents a compelling investment opportunity,” notes the brand’s senior leadership team.

About: Pause Studios emerges as a transformative force in the burgeoning landscape of wellness and recovery studio fitness franchises, offering a unique blend of holistic healing services and community engagement. Established in 2022, Pause Studios has swiftly garnered attention, with five corporate locations already open in Los Angeles, and 77 franchise territories awarded to new franchisees, with the highest concentration being in Florida.

Despite its infancy, Pause Studios has already made significant strides, focusing on creating immersive experiences and fostering a sense of community.

What truly sets Pause Studios apart is its commitment to offering diverse holistic healing services. “We differentiate ourselves by providing seven unique services, including float, sweat, and cryotherapy, alongside industry-leading retail offerings,” explains the brand’s senior leadership team. This comprehensive approach to wellness, coupled with our focus on creating immersive experiences and fostering a sense of community, sets Pause Studios apart in a crowded market.

Pause Studios has introduced several cutting-edge innovations to enhance the wellness experience for its clients. These include custom breathwork programming designed to optimize respiratory health and relaxation and “sauna socials,” which create a unique communal and social experience within the soothing environment of its saunas. Additionally, Pause Studios offers new longevity services to promote long-term health and vitality, ensuring clients enjoy a comprehensive and forward-thinking approach to wellness.

Ideal Pause Studios franchisees are those who possess a passion for the brand, its commitment to wellness services, and building a vibrant community. The brand’s senior leadership team states, “We seek individuals committed to promoting holistic healing and creating a welcoming environment for our members.”

Looking ahead, Pause Studios has ambitious growth plans, intending to open 80 franchise locations over the next 26 months. “Our focus is on expanding our footprint and bringing our transformative wellness experiences to new communities,” concludes the brand’s leadership. With a dedication to innovation and community-building, Pause Studios is poised to help redefine the wellness and recovery studio landscape.

Learn more here.

The Covery Wellness Spa

Investment: Starting a franchise with The Covery Wellness Spa requires an initial franchise fee of $39,500, followed by a total investment of between $325,000 and $600,000

About: As the wellness and recovery industry expands, investing in the right franchise can be a strategic move for entrepreneurs. One standout option is The Covery Wellness Spa, founded in 2021 and led by CEO Tatum Crews. With a blend of innovative treatments, a robust franchisee support system, and a focus on scalability, The Covery is a promising opportunity for those looking to enter the wellness space.

While the brand is a relative newcomer to the wellness scene, it has already opened 10 locations, with another 65 locations awarded to new franchisees, predominantly in the Southeastern U.S. The immediate focus of the Covery team is to support its newest franchisees, ensuring successful openings and a solid foundation focused on strong execution.

The Covery Wellness Spa differentiates itself through several key factors, but none is more important than how it supports its members. “

We stand out because of our robust medical team,” says Crews. “Our franchise locations are staffed and managed by RNs, providing an unrivaled level of care and experience.” Additionally, The Covery strongly emphasizes the customer experience, meticulously designing spa environments with optimal lighting, sound, and décor to create a relaxing and healthy atmosphere.

Training and franchisee support are central to The Covery’s franchise model. The company provides comprehensive initial and ongoing training, ensuring franchisees and their teams are well-equipped to operate successfully.

“We educate and support our franchise branches continuously,” Crews explains. This dedication to support helps maintain high standards across all locations.

The Covery continues to innovate, recently introducing Ozone IV Therapy and Hormone Replacement Therapy (HRT) to its offerings. Looking ahead, the company plans to enhance its infrastructure, implement comprehensive testing protocols, and focus on successfully opening and supporting its newest locations by providing best-in-class franchisee support.

“We are strategically advancing our brand to ensure long-term success,” Crews notes.

Learn more here.

SWTHZ

Investment: Starting a SWTHZ franchise requires an initial franchise fee of $45,000, followed by a total investment of between approximately $500,000 and $700,000, depending on the leasehold improvements required to meet the brand standard.

About: Investing in wellness brands is becoming increasingly popular, and one brand that stands out is SWTHZ. With 17 locations currently open, SWTHZ has shown significant growth since its first studio opened in November 2019. The company plans to finish the year with a remarkable 75 open locations.

SWTHZ is making its mark in several key areas, with the highest concentration of studios in Washington, D.C., Northern Virginia and Dallas. By the end of 2024, SWTHZ aims to have a presence in 23 states, showcasing its ambition for national expansion, says Stefani Rizzi, Director of Marketing at LFC Brands.

What sets SWTHZ apart from other wellness brands is its commitment to providing its clients with a premier, holistic experience. Each private suite at SWTHZ is equipped with an infrared sauna, cold plunge, vitamin-C shower and en-suite entertainment.

“We focus on science-backed modalities that have stood the test of time while providing our clients and guests with holistic wellness to help them live more fulfilling lives—for longer,” Rizzi explains.

The brand emphasizes continuity in the member experience both in and out of the studios, with future plans to integrate more technology to keep clients engaged and active in their wellness journeys. SWTHZ seeks franchisees with specific experience who are interested in making a deep commitment.

“With us only having 32 franchisees, our focus is on multi-unit franchisees that have had some sort of retail or franchise experience in the past,” says Rizzi. This selective approach ensures that franchisees are well-equipped to grow and manage their studios effectively.

Looking ahead, SWTHZ is preparing for international growth with exciting plans on the horizon. Additionally, SWTHZ is teeing up new innovations, affirming the brand’s commitment to continuous improvement and expansion is clear.

Learn more here.

Restore Hyper Wellness

Investment: Initial investment starts at just over $800,000.

About: Restore Hyper Wellness nurtures a loyal customer based in the wellness and recovery franchising world. Established in 2015 in Austin, Texas, this franchise has quickly emerged as a leader, revolutionizing the industry with its cutting-edge approach and commitment to customer well-being.

At the heart of Restore Hyper Wellness is its dedication to enhancing vitality and longevity. Franchisees gain access to a proven business model backed by a renowned brand – the franchise boasts over 225 locations across the U.S., strategically concentrated in California, Texas, Washington and New York.

Restore’s relentless pursuit of innovation and ability to stay ahead of the curve sets it apart. It distinguishes itself through a comprehensive range of services, including cryotherapy, IV drip therapy, infrared sauna sessions, and more. This diverse portfolio caters to various wellness needs, ensuring personalized care tailored to clients’ preferences.

The franchise’s exponential growth trajectory speaks volumes about its success and potential. With each passing year, Restore Hyper Wellness expands its footprint, opening new locations and attracting a diverse clientele. This rapid expansion underscores the growing demand for holistic wellness solutions and positions Restore as a frontrunner in meeting these needs.

When selecting new franchisees, Restore prioritizes individuals who share its passion for health and well-being. Prospective franchisees undergo a rigorous screening process, emphasizing their commitment to customer satisfaction and ability to uphold the franchise’s values and standards. The company is particularly interested in in-market owners involved in day-to-day operations, as they are among the most successful franchisees in the system.

Innovation is the lifeblood of Restore Hyper Wellness. In 2024, the franchisor unveiled its Weight Management Program, advancing personalized weight loss strategies by amalgamating individual health data with FDA-approved weight loss medications and the establishment’s wide-ranging wellness therapies. Developed alongside Dr. Rich Joseph, Restore’s chief medical officer, the initiative fosters sustainable weight loss by mitigating food cravings and enhancing appetite signaling. With assessments like InBody scans and telemedicine consultations, each client receives a tailored plan for their weight management journey.

Looking ahead, Restore Hyper Wellness has ambitious plans for the future. Under the leadership of co-founder and CEO Steve Welch, the company aims to have 500 studios by the end of this year. From expanding its range of services to penetrating new markets, the franchise remains steadfast in its mission to empower individuals to lead healthier, more fulfilling lives. With innovation at its core and a growing network of franchisees, Restore Hyper Wellness is poised to be a recognized name in wellness for years to come.

Learn more here.

The post The Best Wellness & Recovery Franchises To Open 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.