{"id":107124,"date":"2024-06-28T11:50:00","date_gmt":"2024-06-28T16:50:00","guid":{"rendered":"https:\/\/athletechnews.com\/?p=107124"},"modified":"2024-06-28T20:05:21","modified_gmt":"2024-06-29T01:05:21","slug":"swthz-adds-key-players-as-contrast-therapy-franchise-eyes-100-studios","status":"publish","type":"post","link":"https:\/\/athletechnews.com\/swthz-adds-key-players-as-contrast-therapy-franchise-eyes-100-studios\/","title":{"rendered":"SWTHZ Adds Key Players as Contrast Therapy Franchise Eyes 100+ Studios"},"content":{"rendered":"<h5 class=\"wp-block-heading\"><strong>As it scales nationwide, the sauna and cold plunge studio brand is welcoming scientist Dr. Susanna S\u00f8berg and private equity vet Rachel Lee to its ranks<\/strong><\/h5>\n\n\n\n<p>SWTHZ, a contrast therapy franchise that&#8217;s eyeing massive growth, is adding to its roster. The wellness brand announced the appointment of hot and cold scientist Dr. Susanna S\u00f8berg to its medical advisory board and private equity vet Rachel Lee to its board of directors.<\/p>\n\n\n\n<p>Creator of the <a href=\"https:\/\/soeberginstitute.com\/pages\/thermalist-education-overview\"  rel=\"noreferrer noopener\" target=\"_blank\" aria-label=\"(opens in a new tab)\">Thermalist Education<\/a> program, Dr. S\u00f8berg will serve as SWTHZ&#8217;s lead medical advisor of science and education, and will work with the brand&#8217;s product development team to enrich the member experience with educational content around heat and cold water immersion therapy, her areas of expertise.<\/p>\n\n\n\n<p>&#8220;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,&#8221; Dr. S\u00f8berg said. <\/p>\n\n\n\n<p>\u201cThe addition of Dr. S\u00f8berg 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,&#8221; added <a href=\"https:\/\/athletechnews.com\/fireside-chat-swthz-jamie-weeks-disrupting-fitness-wellness-exclusive-interview\/\">Jamie Weeks<\/a>, founder and CEO of SWTHZ and parent company Legacy Franchise Concepts. &#8220;Dr. S\u00f8berg&#8217;s scientific rigor and profound understanding of how these modalities positively impact human physiology are very important in driving mass adoption.&#8221;<\/p>\n\n\n\n<p>Lee, a former private equity partner at Ares Management, will help steer the SWTHZ ship as the brand plots franchise expansion. expansion. <a href=\"https:\/\/www.sweathouz.com\/\"  rel=\"noreferrer noopener\" target=\"_blank\" aria-label=\"(opens in a new tab)\">SWTHZ<\/a> (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.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/athletechnews.com\/wp-content\/uploads\/2024\/06\/Rachel-Lee-PR-Release.png-1-1024x729.webp\" alt=\"\" class=\"wp-image-107129\" style=\"width:439px;height:auto\"\/><figcaption class=\"wp-element-caption\">credit: SWTHZ<\/figcaption><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Lee\u2019s 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\u2019ll now help lead the expansion of one, something SWTHZ <a href=\"https:\/\/athletechnews.com\/how-swthz-is-bringing-contrast-therapy-to-the-masses\/\">hasn\u2019t been shy about<\/a>.\u00a0<\/p>\n\n\n\n<p>\u201cI am excited to join the LFC team and contribute to the growth of SWTHZ,\u201d said Lee. \u201cJamie and I have long envisioned working together, and I am confident that our combined efforts will drive remarkable success.\u201d<\/p>","protected":false},"excerpt":{"rendered":"SWTHZ, a sauna and cold plunge studio brand, is adding scientist Dr. Susanna S\u00f8berg and private equity vet Rachel Lee to its ranks.","protected":false},"author":83,"featured_media":107125,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"disable_comments":false,"pmpro_default_level":"","tpd_franchise_content":"","hide_featured_img_single_post":false,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"tpd_featured_video":[],"tpd_sponsored_post_logo":"","tpd_sponsored_post_logo_link":"","tpd_sponsored_post_logo_width":0,"tpd_sponsored_enable_nofollow":true,"tpd_disable_incontent_ads":false,"tpd_disable_right_rail_ads":false,"tpd_disable_after_content_ads":false,"tpd_disable_header_ads":false,"tpd_disable_sticky_footer_ads":false,"tpd_disable_video_ads":false,"tpd_disable_outbrain":false,"tpd_affiliate_disclaimer":[],"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[214],"tags":[3842,4324,2182,1048,4883,4494],"post-options":[4311],"vertical":[],"coauthors":[],"class_list":{"0":"post-107124","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-wellness","8":"tag-cold-plunge","9":"tag-heat-therapy","10":"tag-jamie-weeks","11":"tag-saunas","12":"tag-swthz","13":"tag-wellness-franchise","14":"post-options-franchise","15":"pmpro-has-access"},"acf":[],"featured_media_url":"https:\/\/athletechnews.com\/wp-content\/uploads\/2024\/06\/Retouched__Sandy-Springs-Photos__Location-10-_1_-1180x664.webp","author_name":"collin-helwig","author_avatar":"https:\/\/athletechnews.com\/wp-content\/uploads\/2021\/08\/Headshot-96x96.png","primary_category":{"term_id":214,"name":"Wellness","slug":"wellness","taxonomy":"category","url":"https:\/\/athletechnews.com\/category\/wellness\/"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v26.8) - 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