For Maria Kirgan, offering health and wellness experiences is deeply personal. After spending 25 years in the software industry, grappling with the demands of travel and a high-stress career, she faced a life-altering diagnosis: breast cancer. This moment transformed her priorities, placing health and well-being at the forefront.

During her recovery, she discovered the transformative benefits of infrared sauna and red light therapy through Perspire Sauna Studio, which became a crucial part of her healing journey. Inspired by this personal experience, Kirgan decided to pivot her career and bring the same wellness opportunities to her community.

“Perspire has helped me to recover from a health crisis and it continues to help me relieve pain and stress daily,” says Kirgan. “I’m so grateful to be able to share the same healing to our community now.”

Driven by this passion, Kirgan now operates four successful Perspire Sauna Studio locations in California.

A Path to Success

Launching and scaling a business is no small feat, but Kirgan found immense support within the Perspire Sauna Studio franchise system. A key figure in her journey has been Katy Fetters, Vice President of Experience, whose hands-on approach made a significant impact.

“The training and support I received and still receive daily is unmatched,” Kirgan says. “Perspire brings a decade or more of operational experience and know-how, and Katy personally walked me through all of it.”

In 2024, Perspire Sauna Studio established its Experience Department to prioritize the guest experience and support franchisees in delivering top-tier service.

Fetters elaborates: “We work closely with franchisees like Maria by aligning on key standards, providing detailed education on how to execute effectively, and ensuring no gaps in their knowledge. Through hands-on training, operational guidelines, and continuous education, we set them up for success.”

Exceptional Customer Experience

For Kirgan, providing an outstanding customer experience is central to her business philosophy. “I think that offering a scientifically proven product wrapped in the best possible experience equals a win, and that’s what I set out to do every day,” she says.

With guidance from Fetters, Kirgan created a welcoming and rejuvenating environment for her clients.

“We established clear guest experience benchmarks, covering everything from the initial studio greeting to the upkeep of our state-of-the-art sauna rooms,” Fetters explains. “This consistency ensures that no matter which location a guest visits, they receive the same high-quality service.”

To maintain and improve service quality, Perspire Sauna Studio employs data-driven tools such as net promoter scoring and secret shopper programs.

“These tools help franchisees gauge satisfaction levels, celebrate successes, and quickly address any issues,” says Fetters. “It’s all about continuous improvement and ensuring guests feel valued.”

Community Engagement & Strategic Partnerships

From the beginning, Kirgan understood the importance of community engagement. She forged partnerships with local gyms, fitness professionals and wellness centers to expand her reach and build strong relationships.

“Being part of the community is critical to our success,” Kirgan notes.“Everyone has been so welcoming and supportive, and I couldn’t ask for more.”

These collaborations, supported by Perspire Sauna Studio’s guidance, not only increased visibility but also fostered a sense of trust and loyalty among local residents. Fetters emphasizes that studios are more than just wellness centers – they’re sanctuaries.

“We create spaces where clients feel seen, heard and valued,” she says. “This personal connection fosters deep trust and loyalty, which is invaluable for both the community and the franchisee.”

Ongoing Communication & Tailored Support

Perspire Sauna Studio’s commitment to its franchisees goes beyond initial training. To ensure continuous improvement, the company recently launched a new digital platform designed to streamline communication and provide franchisees with easy access to updates, best practices and other resources.

“This platform keeps franchisees informed and engaged, ensuring they feel supported and connected to the larger Perspire community,” says Fetters.

Additionally, Perspire Sauna Studio relies on its Franchise Advisory Council and Marketing Advisory Council to gather feedback and implement system-wide improvements. Regular check-ins with Franchise Business Coaches provide personalized support, allowing franchisees to address unique challenges and optimize their operations.

“These one-on-one sessions are critical,” Fetters explains. “They allow us to dive deep into each location’s needs and offer tailored advice to help franchisees succeed.”

Scaling for Success

Kirgan’s dedication, paired with Perspire Sauna Studio’s support, allowed her to scale from a single studio to four thriving locations.

“From the onset, I knew I wanted to grow,” Kirgan explained. “Perspire’s proven operations and support made it possible to scale efficiently. They’ve nailed down the operational framework, so all I had to do was focus on executing and meeting goals to guarantee success.”

Her studios have consistently achieved impressive client retention and growth, fueled by positive word-of-mouth and high satisfaction rates.

“Every day, our members share how Perspire has changed their lives,” Kirgan says. “Hearing this is truly a gift and it’s what gives us purpose to do what we do each day.”

When asked what advice she’d give to first-time franchise owners, Kirgan didn’t hesitate with an answer, saying “It’s a scary decision to take that leap, but you’ll never know how much you love it until you do. My only regret is not doing it sooner. Perspire Sauna Studio has given me the tools to chart my own destiny, and the quality of life I’ve gained in doing so is immeasurable.”

This article originally appeared in ATN’s Fitness & Wellness Franchise Outlook Report, which explores the essential questions that can help determine if a franchise aligns with your personal and professional aspirations. Download the free report.

The post Scaling Wellness: A Perspire Sauna Studio Franchisee’s Journey to Success appeared first on Athletech News.

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.

Fyzical Therapy & Balance Centers has emerged as one of the fastest-growing franchise brands across health, wellness and fitness, recently hitting 620 locations and earning a spot on Entrepreneur’s coveted “Franchise 500” list. 

Brian Belmont is responsible for much of that growth. Since joining Fyzical as its CEO in 2018, Belmont has helped the physical therapy franchise expand from around 170 locations to over 600 by prioritizing sound franchise economics and responsible yet aggressive growth. 

A former executive vice president at Quiznos and part of the C-suite leadership team that took Planet Fitness public in 2015, Belmont has taken his franchise learnings to Fyzical, which focuses on fall prevention and vestibular balance in addition to offering a full suite of traditional physical therapy and holistic wellness services. 

Belmont sat down with Athletech News to discuss what separates Fyzical from other physical therapy clinics across the United States, share his keys to franchising success and outline Fyzical’s plans for continued expansion. 

The following conversation has been lightly edited for clarity and length.

Athletech News: Can you tell us about your background and why you decided to join Fyzical in 2018?

Brian Belmont: I started my career in the Marine Corps for 10 years. In my early 30s, I joined Quiznos, which at that time was one of the fastest-growing franchise concepts in the U.S. We grew Quiznos to over 5,000 stores, and I went from national director to executive vice president of development and operations. From there, I went to Camp Bow Wow as chief operating officer. After that, I moved to Planet Fitness as chief operating officer, helping the company go public in 2015. 

So I’ve been lucky to have been with growth brands. When it comes to franchising, I look to see whether there’s a niche – a place in the market that no one else is addressing. For Fyzical, that’s balance and vestibular wellness. On top of that, our founder (Jim Abrams) is an iconic figure in franchising. All of that attracted me to Fyzical. When I got here, we were at about 170 stores. We’re at 620 today, so it’s been a pretty rewarding process. 

ATN: What separates Fyzical from a typical physical therapy clinic?

BB: Our founder realized that no one in academia – or in the market at all – was addressing falls and fall prevention. So he brought on Brian Werner (currently Fyzical’s national director of balance center development, education and training). We adopted his diagnostics as well as his clinical protocol and pushed that throughout our whole system. The reason we’re able to open a clinic in a market that has many, many PTs already is because no one (else) is addressing vestibular imbalance. There’s a huge demand in the market, and all we have to do is capture it. That’s number one. 

Number two is that we have great physical therapists. There’s something I call the “puppy mill” of physical therapy – treating a bunch of people at the same time. We don’t do that. We do individual, episodic, one-on-one care. Over time that creates a lifetime partner. You might have busted your shoulder, but sooner or later, you’re going to have something else that happens to you. You’re going to think of Fyzical because you had such a good experience when you were there. 

ATN: What’s the age range of a typical Fyzical client?

BB: We definitely skew older because of the fall prevention. But it varies by state. I’ve got a 24-year-old daughter who was a dancer, so she’s had a lot of hip and back issues. She became a Fyzical client because she needed that care. If you come to Southwest Florida, however, where demographics skew much older, our average age is probably 58 to 60. So it’s across the board.

ATN: Fyzical has more than tripled in size since you took over in 2018. What’s been the key to scaling the brand? 

BB: At the forefront of everything in franchising is whether a franchisee can make money. At the end of the day, it’s the economic model that solves it all. We provide the systems that help us grow, like business intelligence data, which allows franchisees to know whether they’re making money that day, and track their visits and referrals. Your operating systems need to be adapted system-wide and they need to be uniform within a franchise system. 

ATN: As Fyzical continues to grow, what types of franchise owners are you targeting? 

BB: The best way to build wealth and create a strong brand in a franchise system is through multi-unit ownership, so over the last four or five years, we’ve come to prefer multi-unit operators. You get to a point with franchising where you have the luxury to super select.

We focus on folks who have either already been successful in a career as an executive or who’ve grown a couple of other brands and want another growth brand. We’ve got over 60 area reps who’ve bought anywhere from five to 10 units to grow over five to seven years. Most of our multi-unit owners partner with a physical therapist as a clinical lead.

ATN: What’s your pitch to franchisees about why they should choose Fyzical over other health, wellness and fitness concepts?

BB: Because no one else is doing what we do; there’s no one else in the market that can provide what we do for our patients. And If you want a growth brand, this is easily a brand that can reach a couple of thousand stores. We’re still under-penetrated: for instance, we have almost 80 stores in Florida, which has one of the lowest reimbursement rates in the U.S., and we’re successful there. There are markets like Seattle where we have just a handful of stores. So it’s pretty attractive.

ATN: What are your long-term expansion goals for Fyzical? Could international expansion ever be in the cards?

BB: Based on regression studies, we can get to at least 3,000 over time, so we’re very confident. But it’ll be thoughtful growth. You can’t just grow for the sake of growth, you need to consider, “What’s the impact on an existing clinic? What’s the right market penetration?” However, we do want to continue gaining market share because that’s what keeps everyone behind us, not ahead of us. 

Internationally, there’s a great opportunity to go to Canada. It’s a completely different medical system – they call it physiotherapy – but it’s almost 50% cash-based. We’re exploring that right now. I also believe England or Australia could be good markets because their healthcare systems are similar (to Canada).

The post CEO Corner: Fyzical’s Brian Belmont on the Art of Franchise Growth appeared first on Athletech News.

Perspire Sauna Studio is redefining wellness with its mission to deliver science-backed experiences that produce tangible results. With the introduction of contrast therapy through its proprietary SNØ showers — a refreshing blast of 45° chilled water — the wellness franchise has elevated its offerings. This innovation integrates advanced health modalities seamlessly into the existing services, enriching the wellness journey for members while showcasing the brand’s strategic foresight and commitment to growth.

Why Contrast Therapy?

The decision to add contrast therapy wasn’t just about filling a gap—it was about expanding the boundaries of wellness to complement Perspire Sauna Studio’s core offerings of infrared saunas and red-light therapy. Contrast therapy — the intentional use of heat followed by cold exposure — delivers scientifically validated benefits that complement the core offerings of infrared saunas and red-light therapy.

The result is a revitalizing experience that harnesses the best of modern wellness science to support faster recovery, greater resilience and improved overall health. This evolution is a natural progression of the company’s mission: to ensure every individual leaves Perspire Sauna Studios feeling better than when they arrived.

The Science Behind the Experience

Athletes, wellness enthusiasts, and longevity experts have studied and utilized contrast therapy for decades. Here’s what makes it such a powerful addition:

• Optimized Circulation: Heat and cold exposure support vascular flexibility and cardiovascular health by encouraging blood flow and oxygen delivery.
• Reduced Inflammation: Cold exposure triggers anti-inflammatory processes, aiding recovery from stress, injury, or physical activity.
• Cellular Renewal: Brief exposure to cold stimulates brown fat activation, boosting metabolism and combating oxidative stress.
• Enhanced Recovery: Heat soothes and relaxes, while the invigorating coolness of an SNØ shower leaves members feeling refreshed and energized.
• Mental Clarity and Resilience: Cold exposure promotes the release of endorphins and norepinephrine, enhancing focus and uplifting mood.

Contrast therapy isn’t just a trend — it’s a proven technique studied and utilized for decades by athletes, wellness enthusiasts, and even longevity researchers. Here’s what makes it so powerful:

A Strategic Approach to Innovation

What sets contrast therapy apart at Perspire Sauna Studio isn’t just its benefits—it’s how the brand has integrated it into its studios with precision and foresight. “We’ve ensured a cost-effective, streamlined rollout by leveraging existing infrastructure, such as showers already in place, and introducing state-of-the-art chiller systems,” says Katy Fetters, VP of Experience.. “This strategic approach minimizes disruption for current franchisees while maximizing value, adding an innovative revenue stream with minimal investment.”

For new studios, contrast therapy is already woven into the DNA of the Perspire 2.0 design. From floorplans to fixtures, it’s a reflection of the company’s commitment to future-proofing offerings and delivering an unparalleled wellness experience.

Future-Focused Wellness

Contrast therapy represents more than just a new service —i t’s a signal of where wellness is headed. Consumers today demand holistic, science-driven solutions that fit seamlessly into their busy lives. By introducing this modality, Perspire Sauna Studio is not just keeping up with demand setting a new standard.

“This innovation also highlights our ability to think long-term. By building onto our existing framework, we’ve created a scalable solution that enhances the customer experience and supports the growth of our franchise network,” says Fetters. 

Elevating Membership Value

Contrast therapy is an exclusive feature within the premium membership tier, providing members with access to a modality that delivers immediate and lasting benefits. For franchisees, this addition serves as a compelling upsell opportunity, enhancing member retention and strengthening the studio’s overall value proposition.

Join the Evolution of Wellness

At Perspire Sauna Studio, innovation is more than a guiding principle — it is a commitment to redefining holistic care for both body and mind. The introduction of contrast therapy exemplifies this dedication, setting a new benchmark in wellness services. Whether focused on recovery, longevity, or vitality, members can experience the future of wellness today.

For entrepreneurs and wellness leaders, Perspire Sauna Studio offers more than a business opportunity — it provides a platform to transform lives, empower communities, and lead the evolution of wellness.

The post The Science & Strategy Behind Contrast Therapy at Perspire Sauna Studio appeared first on Athletech News.

IV therapy franchise Prime IV Hydration & Wellness has unveiled a new time-saving service, Power Pushes, that offers clients an IV drip experience in less time.

The new service is now available at select Prime IV locations and is offered in the following wellness categories:

• The Power Glow: A skin-enhancing blend designed to reduce wrinkles, boost collagen, treat blemishes, diminish age spots, and promote healthy hair and nails
• The Power Champion: A performance-focused formula that enhances athletic endurance, supports lean muscle growth, reduces inflammation, and aids tissue repair
• The Power Myers’ Cocktail: A specialized mix that alleviates migraines, allergies, fatigue, and body aches
• The Power Immunity: An immune-boosting combination featuring Glutathione, Vitamin C and Zinc

“We’re responsible for giving our clients the best wellness solutions, even as we adapt to industry challenges,” Prime IV Hydration & Wellness founder and CEO Amy Neary said. “Our Power Pushes offer the nutrient benefits of traditional IV therapy but in a faster, more efficient package. It’s about making wellness accessible, effective, and convenient — especially during the busy holiday season.”

Neary spoke with Athletech News earlier this year and shared that the IV therapy franchise hopes to have up to 750 facilities by the end of 2027.

“Our success as a business model in and of itself has been incredible,” Neary said. “Right off the bat, when I opened my first location, it was extraordinarily successful, and our early adopters have had extraordinary success.”

The post Fast-Tracked Wellness: Prime IV Launches “Power Pushes” appeared first on Athletech News.

Around 10 to 12 percent of Americans see a chiropractor each year. If Dr. Jason Helfrich has his way, that number will soon be much higher.

That’s not because more Americans will be in back pain, it’s because more people will come to recognize the holistic health, wellness, and longevity benefits of chiropractic care, provided they go to the right office. 

“We do wonderful things for pain, but there’s so much more to function and human potential that we see when we adjust somebody and free up their bodies’ innate ability to function as it was intended to,” Dr. Helfrich, a chiropractor who founded 100% Chiropractic, a franchise brand with locations across the country, tells Athletech News. “It’s super important that we get the message out to people of what chiropractic truly is about, and what it’s not about.”

“We’re focused on getting people’s bodies back to thriving at a level that some people didn’t even know they were intended to live at,” he adds.

Originally a restaurateur, Dr. Helfrich and his wife, Dr. Vanessa Helfrich, decided to change their lives in the early 2000s, moving to a new state and taking out student loans to attend chiropractic school in Iowa. After graduating, they founded 100% Chiropractic in Colorado Springs, Colorado, in 2004. 

Over the last 20 years, the Helfrichs have turned 100% Chiropractic into a thriving nationwide business. After some initial expansion success, 100% Chiropractic began franchising in 2015, setting the stage for even more growth. Today, the brand operates over 120 locations, with offices in states stretching from New Jersey to Texas to California. 

The Case for Chiropractic as a Longevity Tool

There’s reason to believe 100% Chiropractic could become even bigger, especially if Dr. Helfrich and his peers are successful in changing the narrative around chiropractic services. 

100% Chiropractic is doing its part to make that goal a reality. Besides implementing sound business fundamentals he learned during his time running restaurants, Dr. Helfrich believes a focus on long-term health and longevity is what sets 100% Chiropractic apart from other chiropractic offices in the United States. 

During their first visit to a 100% Chiropractic location, patients are taken through a Discovery Session, where a board-certified doctor of chiropractic reviews x-ray results, a posture analysis, health history, and health goals to develop a holistic treatment plan. The next visit is an Empowerment Session, where chiropractors educate patients on any issues they may be experiencing along with providing general education on the anatomy of the spine. 

While back adjustments are obviously on offer, 100% Chiropractic also provides massages, assisted stretching therapy, cold lasers, and nutrition services for its patients. 

“It’s a very thorough approach to people’s health, as opposed to, let’s get you out of neck and back pain,” Dr. Helfrich explains. “This is more like, let’s get you out of neck and back pain, but let’s get your body thriving. There are different ways we’re going to make that happen for you.”

Building a Franchise Business

Another reason for 100% Chiropractic’s impressive growth likely lies in the way the Helfrichs have approached building the business. 

To grow the brand over the last two decades, the Helfrichs have taken the tricks they learned in the restaurant biz and applied them to chiropractic offices. That included systematizing 100% Chiropractic’s operational procedures from the get-go, so new business partners – and eventually, franchisees – could step in and have their own locations running smoothly from day one. 

“We started to build like we had 10 locations even when we had one,” Dr. Helfrich recalls. “I was always a big believer that people run the systems, systems run the business.”

The Helfrichs also sought to get their peers involved on the business side, initially only selling franchise licenses to fellow chiropractors. Today, around half of all 100% Chiropractic franchises are owned by the chiropractors who run them. 

While 100% Chiropractic now also sells franchises to non-chiropractors, it continues to stay true to its roots as it brings entrepreneurs into the fold. 

“We built the company on being a franchise run by chiropractors for chiropractors,” Dr. Helfrich notes. 

That strategy appears to be working. According to the brand, the average income among 100% Chiropractic clinics in 2023 was $813,365. Offices averaged 248 patient visits per week, significantly higher than the industry average of 168. 

Creating a ‘Movement’

Dr. Helfrich is optimistic that soon, more people will come to recognize the benefits of chiropractic services. While only 10 to 12% of Americans regularly see a chiropractor today, it may not take much more adoption before the movement becomes truly mainstream. 

“When you get to 15 to 17%, you start to really create a movement that culture understands,” he says. “(Going to a chiropractor) has long lived on the cusp of becoming the norm, with people understanding the role that chiropractic plays in their family’s healthcare. We want to push it up and over that edge.”

If that happens, expect to see franchised concepts like 100% Chiropractic become even more popular than they are today. Dr. Helfrich says the brand’s next expansion goal is to open 200 locations, although he doesn’t feel pressure to chase growth, especially amid current macroeconomic uncertainty.   

At the end of the day, though, the Helfrichs have a bigger mission: they want to change the way people view chiropractic care–and healthcare in general – in America, prizing preventive care over sick (or injured) care. 

“We live in a world of, you’re hurt, you take a pill and you get better. Or, if you’re not hurt, then you must be healthy. It’s just not true,” Dr. Helfrich says. “The first sign of a heart attack is a heart attack. We don’t often feel cancer inside of us developing, but it is. Pain is a poor judge of health.”

The post 100% Chiropractic, a Fast-Growing Franchise, Taps Into the Longevity Boom 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.

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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. 

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As the wellness landscape becomes increasingly saturated, Squeeze, a new massage brand chain, is differentiating itself with affordable and convenient services. Founded by the same team as Drybar, the massage brand offers app-based bookings and customizable service experiences for no additional fee. Squeeze Massage is currently rapidly expanding across the United States, with dozens of locations in the works.

ATN spoke with Brittany Driscoll, the co-founder and CEO of Squeeze, to discuss her background, vision, and goals for the new wellness brand.

“I began my career in marketing and advertising, working with some of the world’s most renowned consumer brands, including Coca-Cola, Disney, Hilton Worldwide, Barbie, and Hot Wheels,” Driscoll said. She went on to lead marketing for Drybar, where Driscoll was instrumental in opening more than 50 shops and launching the Drybar product line with Sephora, Ulta, and Nordstrom.

“I was ready for my next challenge and discussed potential ideas with Drybar’s founders, Alli Webb and Michael Landau,” She continued. “After countless discussions and strategy meetings, Squeeze was born in 2017.”

Driscoll saw an opportunity in the massage experience, both for consumers and employees. “On one end, there are low-end discount chains, and on the other, high-end hotels and spas that aren’t feasible for regular use,” she stated. “We created Squeeze to bridge this gap, offering a premium, luxurious experience at an affordable price.”

Squeeze launched in 2019, but quickly faced the challenges of the global pandemic. The brand re-opened in 2022.

Driscoll explained that Squeeze’s app-based approach sets the company apart. “The app makes scheduling seamless, allowing guests to book, set personalized preferences, pay, tip, rate, and review all from their smartphones,” she said. “This ensures a hassle-free experience, where guests can walk in and float out. Each massage is tailored to the customer’s preferences, including focus areas, pressure, music, lighting, and the use of lotion or oil. We also offer complimentary enhancements like deep tissue, heat therapy, percussion therapy, aromatherapy, and prenatal options.”

Squeeze has also been focusing on its franchising strategy. “Potential franchisees, or operating partners as we call them, often discover us through podcasts, online articles, social media, or personal experiences with the brand,” Driscoll said. After franchisees meet pre-qualification requirements, the discovery and evaluation process takes about 6 to 8 weeks. “Once approved, operating partners receive extensive support, including real estate and development guidance, pairing with a designated mentor, and in-person training sessions at our Studio City location,” she said.  

Driscoll’s journey has had challenges, but she relies on her team to drive the business forward. “Building a business from scratch involves constant competing priorities and learning to manage functions I had no previous experience in,” she said. “Fortunately, I have an incredibly hard-working, passionate, and smart team that has helped turn Squeeze into a disruptive, household name.”

She also noted the importance of making deliberate decisions each day. “Every small choice shapes your life, so make thoughtful and deliberate decisions,” Driscoll said. “Don’t give up and stay resilient. Success doesn’t happen overnight, and that’s okay. Things are often made to look easier than they are.”

Squeeze has big plans for 2025: the brand plans to double its footprint in the next year. The company also has over 100 new locations in development.

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Eric Casaburi grew Retro Fitness into one of the United States’ largest fitness chains, leaving a lasting mark on the popular low-price gym model. He’s now in the midst of doing something similar in the longevity space. 

Casaburi founded Serotonin Anti-Aging Centers in 2021, inspired by his wife’s journey in undergoing hormone replacement therapy and his desire to help aging Gen X-ers feel better as they grow older.

Serotonin, which offers services including medical weight loss, hormone replacement therapy, red-light therapy and even Botox, to name a just few, already has close to 100 franchise units open or in development. 

There’s likely much more growth to come; Serotonin has inked recent deals to bring locations to metro areas including Chicago and New York, and is actively pursuing more expansion. If all goes according to plan, Casaburi believes the brand can support up to 1,000 franchise locations in the U.S.

Casaburi spoke with Athletech News about his impressive background in fitness and wellness franchising, why he decided to create Serotonin Anti-Aging Centers, and why longevity services represent the “next iteration of fitness.”

The following conversation has been lightly edited for clarity and length. 

Athletech News: Can you tell us about your background in the fitness and wellness industry? 

Eric Casaburi: I’ve worked in gyms since I was a teenager. I started out pulling urinal cakes and cleaning out locker rooms, that was my first job so I could work out for free. I started my first business, a fitness center, when I was in my early 20s. We were very successful – I opened up a second and third gym, and then realized I wanted to scale a business. 

I created Retro Fitness in 2000, trademarked it in 2004, converted my first store in 2005 and we launched franchising in 2006 (Retro Fitness now has over 100 locations). My target audience back then was Generation X, which is me. I just turned 50, but back then, I was in my mid 20s. Any guy who looks at a weight in their 20s puts on five pounds of muscle. If you stare at a treadmill in your 20s, you lose three pounds. You’re just an incredible candidate for exercise. 

That Generation X target client has since aged. They’ve unfortunately seen a substantial decline in their hormones and haven’t understood why. These same people are going to gyms now and quitting, saying, “I’m not getting results anymore, I don’t feel the energy, I don’t have all these great assets that age gave me.” What age was giving you was really just optimized hormones. 

ATN: What ultimately convinced you to step down as Retro Fitness CEO in 2019 and take the leap to start Serotonin Anti-Aging Centers?

EC: My wife, Kim, is the true inspiration for the Serotonin brand we see today. While we were growing Retro Fitness, Kim had multiple miscarriages between our second and third child. We finally had our third child, but that wasn’t until we went to a very smart doctor who told us Kim didn’t have a conception problem, she had a gene issue. 

When Kim hit 40, she went into early menopause from all the pregnancy complications. She didn’t know what was happening, she thought she was having a nervous breakdown. We finally found a doctor who decided to test her hormones. She went on hormone replacement therapy and it was life-changing. If you see my wife now, she’s 51 years old and she looks like my daughter’s older sister. She can do more pull-ups than you and I put together, she does Pilates four times a week and she’s gorgeous. But if she showed you her picture at age 41 or 42, you’d be like, “Wow, who’s your depressed, overweight sister?”

We realized it wasn’t just Kim who was going through this heartache. Men go through it, too. As men get older, their testosterone and libido decrease. So I started spending more and more time at anti-aging and med-spa conferences. Serotonin Anti-Aging Centers is just the next iteration of fitness. 

ATN: What types of services does Serotonin offer?

EC: We do hormone replacement therapy, peptides, medical weight loss – all these cool drugs you hear about on the news like Ozempic and Wegovy, we use the compounded versions. We do hyperbaric chambers, red light therapy, inflammation management, IVs, all these amazing things. 

We also do aesthetics – I just got microneedling done on my face to make my skin look even younger. It’s amazing what we can do.

ATN: What services are most popular among Serotonin clients? 

EC: Weight loss is always the lowest-hanging fruit, but there are so many underlying conditions that we uncover. We love using weight loss as the gateway because we know you’ll come in for that challenge, but what we uncover through your bloodwork is what’s really going on with you. 

When we look at people’s bloodwork, we can say, “You have a substantial decline in your testosterone (if you’re a male). The reason you have this visceral fat is because your body’s kind of working in reverse right now.” People call that aging. 

ATN: What are the typical demographics of Serotonin’s core customer base?

EC: We see a huge audience, and it’s getting younger. Gen X was originally our target audience, but it’s really shifted. For aesthetics, we’ll see people in their 20s; weight loss starts at any age. Our hormone replacement therapy audience is probably somewhere in their mid 30s to early 60s. But we also see people a decade after that and a decade before that. 

ATN: Why do you think the market for wellness and longevity services has grown so much over the past few years? 

EC: I think the pandemic was an incredible eye-opener. People became enlightened to how little control they’d been given over their health and then more enlightened to how much control they actually could have over their health when they started to do their due diligence.

I also think people are getting access to more information – and good information. We don’t really have to advertise much about why we do what we do because every podcaster in the world is talking about it, from Joe Rogan to those like Andrew Huberman, Peter Attia and Rhonda Patrick. You couldn’t find these people three years ago. Now they’re everywhere. 

ATN: From a business perspective, what makes Serotonin Anti-Aging Centers stand out from other wellness and longevity franchises that are popping up across the country?

EC: One of the easiest things to point to is our experience. I’ve been in the franchising space for 20-plus years – this is not a simple business to be in. We’ve spent a ton of money and financial resources as well as sweat equity building out the model we use. We understand franchising, which means we understand supporting franchisees. 

A lot of people get into franchising because they have a successful store or a widget. But when you’re in franchising, you’re in the education business. It’s not the business of running a hotdog stand or a coffee shop; it’s the business of teaching entrepreneurship, management and skills. 

ATN: How big can Serotonin Anti-Aging Centers become?

EC: We’re a cash-based business because most insurance doesn’t cover this stuff today, unfortunately. Aesthetics and all those wonderful things are usually for more affluent (customers), so we’re not going to be in every single community. 

I’d say we’ll get to 700 to 1,000 units in this business in the continental United States, and we’ll scale it and grow at a very good pace because we’re going slower to go fast, intentionally. We probably could have almost three times the amount of franchises sold if we were selling (one and two-unit franchise deals) in communities we don’t want to be in. But we say no to candidates more than we say yes because we want the right fit for our brand.

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Amid the global success of its infrared sauna workout concept, boutique fitness studio Hotworx will soon be available to Canadian customers.

Hotworx, a 24/7 fitness studio, offers members an infrared sauna-based workout experience; its unique model has seen the brand open nearly 700 locations worldwide, including studios in the United States, Australia, Saudi Arabia and Ireland. It’s now seeking franchisees to grow the brand in Canada.

“We are actively seeking fitness-minded owners who want to be part of the Hotworx world,” said Stephen Smith, CEO of Hotworx. “We work closely with our franchise partners to help them set up for success and grow in their markets. A Hotworx fitness studio doesn’t require a big real estate footprint, which makes it an appealing opportunity for franchisees in Canada.”

Founded in 2017, Hotworx combines typical workout boutique fitness-style classes with virtual trainers in an infrared sauna environment.

The studio’s saunas use infrared heat, which causes the body to sweat and, along with isometric workouts, is said to remove toxins from the body’s organs. According to Hotworx, this method, also known as “3D Training,” decreases warmup time, activates the regenerative process in the body, increases heart rate, and maximizes calories burned. 

“We are excited to introduce Canadians to our unique fitness studios that not only deliver superior results but also provide an immersive workout experience,” Smith added. “With our 24/7 accessible studios and innovative 3D Training Method, Hotworx is an ideal solution for Canadians looking for a workout unlike any other fitness program available.”

Hotworx members have 24-hour access to the studio’s saunas and can sign up for various fitness classes offered by 11 professional virtual instructors. There are 12 available classes including 30-minute isometric workouts like hot yoga and Pilates, as well as 15-minute HIIT workouts like hot cycling and rowing. 

Hotworx’s approach of combining heat therapy with instructor-led workouts might be unique, but isn’t the only sauna brand looking to expand its number of franchise locations. Perspire Sauna Studio recently announced its goal to open  500 locations by 2027 and Beem Light Sauna reported 200 locations in development as of  December 2023. 

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While the usage of infrared sauna and red-light therapy has increased, so too has an interest in contrast therapy. Perspire Sauna Studio is here to meet that need.

Perspire’s latest device, dubbed the “SNØ Shower,” allows sauna members to experience the full effects of contrast therapy, which is the practice of exposing the body to extremely high and low temperatures in quick succession. The increasingly popular treatment method is said to offer many benefits for the body, like improved mood and energy, quicker muscle recovery and reduced inflammation. Athletes often use contrast therapy to reduce muscle damage as well as pain from delayed-onset muscle soreness. 

Perspire, the United States’ largest sauna franchise, is well known for its innovative infrared and red-light therapy, which, unlike traditional sauna methods, work to heat the body as opposed to the air around it. Both therapies are said to boost relaxation, relieve pain, and boost immunity among other benefits. 

The sauna franchise will now be offering contrast therapy to its customers using the SNØ Shower, a state-of-the-art cold water chiller system that offers a 45-degree rain shower blast. 

Lee Braun, founder and CEO of Perspire, says that this new technology will not only benefit members but also the Perspire brand. 

“Our exclusive ‘SNØ Shower’ system seamlessly integrates into our infrared sauna experience, offering members all the benefits of cold plunging without the operational complexities,” Braun said. “Introducing this new modality will not only enhance the guest experience and expand upon the range of health benefits we offer, but it will also further set us apart in the marketplace.” 

The SNØ Shower is made in collaboration with Silient Cold Water Systems, which provides integrated chilled water solutions to both residential and commercial properties.

Two Florida Perspire locations, one in Sarasota and one in Winter Park, are now offering the SNØ Shower to members. The company plans to open two more locations with the technology this fall and by 2025, Perspire expects half of franchise studios to offer the service. 

Eyeing 500 open locations by 2027. Perspire Sauna Studio currently has over 200 signed franchise agreements and 55-plus open studios, with around 50 more that are slated to open by the end of this year.

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When it comes to physical therapy, Fyzical Therapy & Balance Centers has proved to be the fastest-growing franchise brand in the nation.

Founded in 2012, Fyzical has nearly 600 locations in 46 states nationwide. In just the past six months, the personalized physical therapy brand says it’s opened 44 new locations and signed 32 franchise deals that will lead to 46 additional locations.

Fyzical is a therapy provider offering assistance with orthopedic, neurologic, and geriatric disorders. Instead of providing just physical therapy, the brand prioritizes improving total quality of life for its clients and creating a custom care plan for each individual. Plans can include manual therapy, balance therapy, and neurological rehabilitation.

When a client joins a Fyzical location, they’re first evaluated by a Fyzical therapist to determine the root cause of their pain and discomfort before being set on a treatment plan. One of the brand’s evaluation techniques involves the use of the its trademarked BodyQ scale, an integrated testing program focused on preventative care.

Once evaluated, clients can receive personalized assistance and treatment for issues like dizziness, balance and walking problems, and pelvic floor disorders. Fyzical also offers general fitness and wellness programs to help improve strength, endurance, weight loss, and mobility. 

When it comes to opening up new locations, Fyzical is focused on community-building, a passion shared by one of its newest franchise owners, former NBA player Greg Monroe.

Monroe, drafted by the Detroit Pistons in 2010, was motivated to join the physical therapy world after his retirement by the team’s trainer, Arnie Kander. Now, he looks forward to bringing the life-altering treatment to those in his community.

“After my NBA career, I explored new entrepreneurship opportunities, and Fyzical’s franchise model aligned perfectly with my goals,” said Monroe. “I’m thrilled to introduce three Fyzical locations to my hometown of New Orleans and forge meaningful connections within the local community.”

Along with rapidly increasing its number of locations, Fyzical has received several awards this year, including Entrepreneur’s Franchise 500 list. 

The brand continues to search for additional franchisees in multiple cities throughout the U.S.

Fyzical’s growth comes as fitness and wellness franchises continue to expand at impressive rates, including traditional big-box gyms, anti-aging franchises and franchises that offer GLP-1 weight-loss drugs. 

The post Fyzical Nears 600 Locations Amid Physical Therapy Franchise Growth appeared first on Athletech News.

A little over half of consumers received a massage last year for relaxation and stress reduction, and 42% for health and wellness purposes, according to survey findings from the American Massage Therapy Association.

The NOW Massage is poised to increase those numbers; the boutique massage franchisor is in growth mode at a time when wellness practices are surging — and plans to open 100 locations by the end of 2025. 

Athletech News spoke with Gara Post, co-founder and chief creative officer of The NOW Massage, about the boutique massage brand’s franchise growth plans, how it’s targeting the wellness-obsessed Gen Z consumers and the shift from massage as a luxury perk to a holistic health practice recommended by health professionals.

‘Approachable Luxury’

Having launched in 2015 with its first boutique in West Hollywood, California, The NOW Massage quickly earned a reputation for delivering a premium massage experience within a curated environment that Post describes as “approachable luxury” — incorporating the aesthetic of beachside destinations from around the globe. Guests settle into a calming world with sheepskin throws, plants and whitewashed walls before embarking on a relaxing journey of self-care.

The experience quickly gained fans and positive reviews, propelling The NOW to open four boutiques in 18 months and opening the door to a franchise model in 2019. It wasn’t always the brand’s intention to franchise, but Post found a void in the marketplace for high-quality massage services in a design-driven setting without the time commitment (and cost) of a traditional spa. 

“At the time, it felt like the only options were massage chains with limited aesthetics, high-end hotel spas or expensive day spas,” she said. “We wanted to create an oasis that made massage convenient and easy to incorporate into one’s self-care routine.”

Even staring down a global pandemic that saw businesses fold, Post says The NOW continued to scale and didn’t see interest wane – a testament to the concept and consumer interest in self-care practices and wellness. 

“Since franchising began, The NOW has opened 64 boutiques to date and has 160-plus locations in development,” she said.

A Wellbeing Tool

Self-care is a necessity, according to Post, especially in our fast-paced and digitally-driven society. 

“While massage was once seen as a luxury, more people understand the need for it on a regular basis, and health professionals are recommending it at a higher rate to manage stress, anxiety and muscle recovery,” she explained.

Having a monthly or bi-monthly massage routine (both of which The NOW offers as membership plans) can support overall health and well-being. 

“More than ever, health-conscious individuals are looking for alternative ways to support and manage the stress and strain of daily life,” Post noted. “Recent studies show that regular massage offers significant benefits beyond relaxation. It can reduce inflammation, manage stress and anxiety, treat sports injuries, aid sleeplessness, decrease tension headaches, and increase flexibility and range of motion.”

Several modalities and customizable enhancements are available for guests at The NOW, who can select from three Swedish-inspired massages: The Now, a signature relaxation massage, The Healer, an energy-balancing massage and The Stretch, a sports-inspired recovery massage.

Guests have the option to pair their selected service with luxurious add-ons such as Herbal Heat Therapy, Deep Tissue, Fresh Eyes, Hemp Calm Balm, Gliding Cupping and Gua Sha, a traditional Chinese medicine technique.

Appealing to Gen Z & Millennials

The NOW is in tune with young consumers, crediting its connection to its local communities as an integral part of its success since day one. Not only are the boutiques exquisitely designed, but they are also “highly Instrammable,” as Post points out. 

“Our popularity in the press and on social media created the blueprint for how we connect with Millennial and Gen Z audiences in each market and was a groundbreaking development in the massage space,” she said, adding that social media has helped drive awareness of practices such as massages, cold plunge and Gua Sha.

The NOW has embraced younger consumers eager to carve out time for self-care, amassing a network of thousands of Millennial and Gen Z influencers and ambassadors. Post said that the brand receives new influencer collaboration requests daily. 

Beyond aesthetics and social media, The NOW also appeals to younger consumers with customizable options starting at $60 in select markets.

Growth Ambitions  

By the close of 2025, The NOW aims to have 100 locations open and operating. 

While the massage franchisor has upcoming boutique openings in Texas, New Jersey, Arizona, South Carolina, North Carolina, Georgia, Florida, Nevada and California, The NOW has prime territories available in major markets such as Minneapolis, Salt Lake City, Boston, New Jersey and Washington D.C., and Austin, Houston and San Antonio in Texas.

The franchisor has attracted franchisees from various corporate backgrounds, with its ideal franchise partners being multi-unit operators who share a passion for wellness.

“Franchise owners should have an authentic interest in wellness and understand the healing benefits of incorporating regular massage as part of one’s self-care routine,” Post explained. “Our ideal franchise owner is proud and enthusiastic about bringing a NOW Massage boutique to their city and has a desire to make a positive impact in their community.”

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It’s not fast food that Illinois-based Protein Bar & Kitchen serves – it’s “fast fuel,” according to the brand.

The better-for-you, fast-casual restaurant brand has inked its first multi-unit franchise agreement at a time when nutrition is trending, JP Morgan has created a $500 million fund targeting weight-loss drugs, and weight loss medication patients are searching for ways to get adequate protein and nutrients.

Protein Bar & Kitchen, which offers protein-packed meals, soups, smoothies and parfaits covering breakfast, lunch and dinner, plans to open its first Northwest Indiana location in Crown Point next month. Its new partner is a seasoned multi-brand and multi-unit restaurant franchisee, according to the Protein Bar & Kitchen leadership team.

The location will feature the quick-serve brand’s first drive-through for added convenience, along with its dine-in, carry-out, delivery, online orders and catering services.

Private Equity firm L Catterton invested in the fast-casual restaurant chain in 2013.

“As consumer demand continues to rise for protein-packed, healthy meal options, we are excited to welcome our very first franchisee to Protein Bar & Kitchen,” said CEO Jeff Drake. “The all-day power of protein is growing in popularity, and as we grow our footprint across the nation, we look forward to bringing PBK to Crown Point.”

Behind the Protein Bar & Kitchen is entrepreneur and founder Matt Matros, the creator of Limitless Sparking Water, who launched the protein-powered quick-serve brand in 2009 in Chicago. The brand began with selling smoothies and then later added quinoa, and has since grown to over ten locations. 

Drake helped to revolutionize the fast-casual chain after taking the reins in 2017.

Drake hit the ground running, and by 2018, Protein Bar and Kitchen had had its best year since its launch. He’s encouraged by the consumer interest in improving health. Plus, having a protein-based menu is ideal for all diets, Drake pointed out, whether a consumer is vegan, vegetarian or paleo.

“It doesn’t matter what diet you’re on, protein is a key component of that,” he said, explaining that the brand has enhanced its menu over time.

In a LinkedIn post last month, Matros celebrated Protein Bar & Kitchen’s fifteenth anniversary and its 14 locations, thanking its “OG PB loyalists.”

Prospective Protein Bar & Kitchen franchisees are required to have a minimum liquid capital of $150,000 and a net worth of $1 million.

The post Protein Bar & Kitchen Eyes Franchise Expansion for ‘Fast Fuel’ Concept 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.”

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Perspire Sauna Studio, one of the country’s top infrared sauna and red-light therapy franchises, is adding to its executive team as it pursues continued expansion. This comes after several months of growth for the company as it’s added multiple new studios across the U.S., including locations in Chicago, Atlanta, and Austin. 

Katy Fetters, who has been an executive with Perspire for 11 years, most recently serving as vice president of operations, has been promoted to vice president of experience. In the past decade, she’s worked as a studio manager and regional manager.

Jeremy Oliver, a seasoned fitness industry professional who has worked in management roles at top brands like Orangetheory Fitness and F45 Training, will be taking on the role of vice president of operations at Perspire.

Oliver and Fetters will help Perspire meet its ambitious growth goals, which include having a total of 500 locations open in the U.S. by 2027. Perspire currently has over 200 signed franchise agreements, at least 55 open studios and around 50 more that are slated to open in 2024.

“The Perspire Sauna Studio franchise is expanding its footprint at record rate, and there isn’t a single member of our team who envisions that slowing down at any point in the near future,” Oliver said. “Our additions are meant to help ensure that; making certain every facet of the brand’s operation moves in lockstep and speaks the same language.”

Perspire Sauna, which was founded in 2010 by CEO Lee Braun, is focused on expanding the accessibility of infrared sauna and red-light therapy for all individuals. The brand’s goal is to “combine (the) centuries-old healing practice of traditional sauna” with modern technology. While infrared saunas heat the body, red light therapy uses minimal heat. The benefits of the two practices are said to include relaxation, body detoxes, pain relief, immunity boosts and sleep improvement.

Along with its new executive additions, Perspire Sauna is pushing for interested single-unit and multi-unit franchisees to consider opening up additional locations to help the brand reach its  2027 goal. 

“As our development ramps up, so too does our team, all of whom bring with them a depth of knowledge and experience that will be integral in helping us reach the milestones we’re targeting over the next few years,” Braun said.

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At one point or another, anyone who has forked over money (and time) to sit in a cryotherapy chamber or red light bed —even the most fervent of wellness seekers— has briefly wondered: “Is this really worth it?”

Boutique wellness franchise Restore Hyper Wellness believes it’s now on track to provide the answer, offering a glimpse into how certain wellness modalities may positively impact health and well-being following a peer-reviewed pilot study that used Oura rings to help track progress.

The Healthspan Project — led by Dr. Rachele Pojednic, director of scientific research and education at Restore — assessed changes in participants’ body composition, heart rate variability (HRV), and blood biomarkers after six months of consistent usage of numerous wellness therapies.

The study included weekly treatments of total body cryotherapy, photobiomodulation (red light therapy), mild hyperbaric oxygen chamber therapy (mHbOT), compression and micronutrient therapy for healthy participants aged 31 to 64. Participants were told to engage in moderate exercise, however this was neither tracked nor monitored.

“In this pilot study, we are among the first to demonstrate the efficacy of the consistent use of complementary therapies over an extended period,” Dr. Pojednic said. “Many popular wellness solutions, like cryotherapy, red light therapy and infrared sauna, face an absence of evidence.”

Inside the Study

Overall, Dr. Pojednic explained that participants who engaged in a “multi-modal” wellness therapy protocol showed measurable improvements — such as a demonstrated loss in body fat (2.3kg/5.1lb average decrease of body fat mass, primarily in the trunk area with 1.1kg lost) while preserving lean muscle mass and a 35% increase in HRV, specifically among study participants with existing cardiovascular risk factors.

Similarly, blood biomarkers indicated improved cardiovascular health with reductions in LDL cholesterol (9.77 mg/dL average decrease) and hsCRP (a marker of inflammation – a 1.75 mg/L decrease).

“One of the most significant benefits of this study was that it was done in the real world,” Dr. Pojednic said. “While highly controlled studies run in a lab are critical to helping to determine isolated effect size and mechanisms, understanding how those outcomes translate to the wellness enthusiast is often challenging. In this case, we can see that consistent utilization of these wellness therapies appears to have a positive impact on health.”

The results are ultimately promising, although the study’s authors note that a future study could employ a larger sample size to focus on “teasing apart” therapy-specific effects.

“It is also possible that certain therapies are more effective in specific combinations,” they wrote. “Further study is warranted, perhaps with a factorial design, to determine the optimal combinations and orderings of therapies.”

Restore Expands Wellness Footprint

Restore Hyper Wellness, which has grown to over 225 locations across the U.S., received a $140 million investment in 2021 led by General Atlantic. As the wellness franchise continues to push for domestic growth, it also sees massive overseas potential.

“The exciting thing about our business is the need states we’re addressing are universal,” Restore co-founder and CEO Steve Welch has told Athletech News. “This is not an American problem or a Canadian problem. This is worldwide.” 

Restore’s newest offering, a weight management program developed with its national director of performance medicine, Dr. Rich Joseph, combines GLP-1s such as Ozempic and Wegovy alongside Restore’s full-service therapeutic approach, which includes an InBody scan, metabolic health blood panel and a telehealth call with a nurse practitioner. 

The post Wellness Therapies Like Red Light Show Promise, Study Finds appeared first on Athletech News.

While Lindora might be best known for GLP-1 drugs aimed at supporting metabolic health and weight loss, that’s not all the wellness franchise does.

The recently acquired Xponential Fitness brand is now offering free testosterone replacement therapy (TRT) initial exams and labs for male guests of Lindora members in a nod to Men’s Health Month. Family members, spouses, partners, or friends of members are all free to book consultations. 

“Hormone imbalances and deficits in men are not talked about enough, and testosterone replacement therapy can be a safe and effective solution for so many to improve mood, metabolism, quality of life and more,” said Dr. Amy Lee, chief medical advisor for Lindora. “We are excited to offer complimentary exams to referrals throughout June.”

The National Institute of Health estimates that 50% of men over the age of 80 are hypogonadal, meaning they don’t produce enough testosterone. Testosterone levels tend to start falling around age 30 for men. TRT therapy aims to combat that by replacing testosterone the body fails to produce. Doing so can increase a man’s quality of life, metabolism, libido, ability to gain muscle, athletic performance, recovery, sleep quality, energy, mood, mental focus and confidence.

Lindora’s TRT treatment begins with a phone screening to review symptoms and medical history. Once cleared, participants undergo a comprehensive blood panel in person at a Lindora site. That’s followed by a medical consultation and exam with a hormone replacement therapy (HRT) medical expert to discuss results and determine a treatment plan and medications.

Participants can schedule quarterly follow-ups to monitor progress and adjust medication if needed with a full membership starting at $229 per month. As part of this month’s promotion, Lindora will make $150 of store credit available to male referrals who join before June 30th.

Acquired by Xponential in late 2023, the California-based Lindora is gearing up to expand across the country. The brand recently inked multi-unit franchise agreements in areas such as Dallas, Boise, Idaho, Rochester, Buffalo, Atlanta, Chicago and Portland (Oregon).

Lindora is quickly attracting new franchisees from different industries and backgrounds to fuel this growth, due in large part to the booming wellness industry. 

The post Lindora Spotlights Men’s Health With Free Testosterone Exams 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.