{"id":149854,"date":"2026-02-16T11:00:00","date_gmt":"2026-02-16T16:00:00","guid":{"rendered":"https:\/\/athletechnews.com\/?p=149854"},"modified":"2026-02-15T17:30:12","modified_gmt":"2026-02-15T22:30:12","slug":"sweathouz-sauna-cold-plunge-studio-expansion-new-york-city","status":"publish","type":"post","link":"https:\/\/athletechnews.com\/sweathouz-sauna-cold-plunge-studio-expansion-new-york-city\/","title":{"rendered":"SweatHouz Eyes a Sauna & Cold Plunge Studio Takeover in NYC"},"content":{"rendered":"
A team of entrepreneurs is opening SweatHouz’s first New York City location, in Tribeca, this spring. They have plans to open units throughout Lower Manhattan and Brooklyn, citing an untapped market for private contrast-therapy studios in the Big Apple<\/h5>\n\n\n\n

Mehtab Wasi has been a SweatHouz member since the day the Atlanta-founded infrared sauna and cold plunge studio brand first opened its doors in her city \u2014 she still books sessions every week.\u00a0<\/p>\n\n\n\n

So when SweatHouz (also known as SWTHZ) announced it was ready to franchise in New York City, she contacted them right away, eager to be the first to bring the concept to Manhattan.\u00a0<\/p>\n\n\n\n

Now Wasi, along with partners Mehwish Wasi and Samir Vogan, is finalizing a lease at 30 Warren St. in Tribeca<\/a> for a flagship SweatHouz location, with a target opening in April. <\/p>\n\n\n\n

After Tribeca, the group plans to open as many as 12 studios across Lower Manhattan and Brooklyn over the next several years.<\/p>\n\n\n\n

The trio\u2019s conviction stems from a shared observation: New York City may be saturated with bathhouses<\/a>, cryotherapy studios and high-end spas, but for residents seeking a more private, routine-friendly contrast-therapy session, the options are surprisingly limited.<\/p>\n\n\n\n

\u201cI\u2019m a real estate agent,\u201d Vogan told Athletech News. \u201cA lot of the time I\u2019m taking calls in the sauna, in the cold plunge. This business model just offers everything that New Yorkers are looking for\u2014myself included.\u201d<\/p>\n\n\n\n

SweatHouz<\/a>\u2019s private suites are equipped with infrared saunas, cold plunges, Vitamin C showers, Bluetooth speakers and a TV for entertainment.<\/p>\n\n\n\n

\"\"
credit: SweatHouz<\/figcaption><\/figure>\n\n\n\n

For Wasi, previously a member of a luxury gym with communal saunas, the privacy aspect was the hook from day one.<\/p>\n\n\n\n

\u201cI think about how busy all New Yorkers are \u2014 they\u2019re in a busy subway, they\u2019re going to the office, they\u2019re going to a crowded gym,\u201d Wasi said. \u201cThis will give them that one place to be alone and really be truly by themselves.\u201d<\/p>\n\n\n\n

While private spaces are available, the upcoming Tribeca location will also feature a \u201cparty suite,\u201d serving as a larger communal space for group contrast therapy sessions, corporate events, sauna parties and wellness gatherings that can accommodate groups of 10 to 20 people.\u00a0The concept has already been tested at SweatHouz\u2019s Boston location, where it has performed well.<\/p>\n\n\n\n

The flagship will also feature a dedicated wellness space for events, stretching and pre-sauna rituals. Wasi also sees an untapped opportunity in New York\u2019s event-driven culture<\/a>.<\/p>\n\n\n\n

\u201cRight before your big event, you go to the sauna, you do a cold plunge,\u201d she said. \u201cYour skin glows. New York is just known for that \u2014 there\u2019s always something happening. So right before your event, right before you want to get ready, you go do that. It centers your mind. You get relaxed. Your skin looks good. You feel refreshed. And then you\u2019re ready to conquer whatever you\u2019re trying to do that day.\u201d<\/p>\n\n\n\n

The group plans to evaluate the party suite\u2019s reception at Tribeca before potentially replicating it across future locations. <\/p>\n\n\n\n

For now, though, the team is focused on getting the Tribeca doors open.<\/p>\n\n\n\n

\"\"
credit: SweatHouz<\/figcaption><\/figure>\n\n\n\n

As a parent brand, SweatHouz’s ambitions extend well beyond New York. The franchisor now has a presence across 25 states, is expanding aggressively. Entrepreneurs Brian Massoll and Ethan Lewis are planning 30 studios across Florida alone, while additional territories are underway in Virginia, Utah, Colorado and Connecticut.<\/p>\n\n\n\n

The initial investment to open a SweatHouz<\/a> ranges from $569,757 to $1,193,974.

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