In a market obsessed with performance metrics and step counts, beem® is redefining what it means to feel good, turning light, heat and stillness into the next generation of sensory, tech-driven wellness.
Wellness has long been promoted as a pursuit — something to optimize or perfect. But beem®, a new franchise concept from Sequel Brands, is turning that narrative on its head. The brand’s philosophy is simple: wellness should feel good, not like work.
“beem® was designed for feeling good because we wanted to simplify wellness,” says Nate Chang, Chief Marketing Officer for Sequel Brands. “For so long, wellness has been marketed as something complicated, expensive or performance-driven, something you have to ‘earn.’ We saw a gap between what people needed small, consistent moments of restoration and what the industry was offering.”
Built around that premise, beem® blends science and sensory experience into a ritual that’s accessible, inclusive and immediate. Its studios are modern sanctuaries that combine light, heat and calm into a single, restorative session.
“Our idea came to life around the belief that everyone deserves access to the benefits of light, heat and stillness without judgment, pressure or complexity,” Chang explains. “beem® combines science-backed modalities like infrared sauna and light therapy into an experience that’s approachable, uplifting and easy to fit into real life.”
At its core, beem® isn’t about chasing a result, it’s about helping people feel better in their bodies and calmer in their minds simply because they deserve to.
The Experience of Recovery, Simplified
Step into a beem® studio and the atmosphere itself is restorative. Every element from lighting, scent, pacing is carefully tuned to evoke physiological calm.
“When we talk about the ‘science of feeling good,’ we mean that everything we do is rooted in proven methods that help your body and mind function better,” says Chang. “It’s not just about the idea of relaxation, it’s about creating real physiological change.”
Infrared heat supports circulation and detoxification; red light promotes cellular repair; chromotherapy helps balance mood and energy. The effect is measurable, but it’s also deeply felt.
“We take what’s backed by research and translate it into something people can actually feel the benefits of, not just read about in a study,” Chang says. “In the studio, this shows up as an experience that’s intentional from start to finish: the lighting, the sound, the scent and even the way the session ends. It’s all designed to help your nervous system shift from stress to calm so you leave feeling lighter, clearer and genuinely good.”
beem®’s audience is as diverse as its approach from athletes recovering between workouts, professionals decompressing between meetings, parents grabbing 45 minutes of stillness and anyone craving a sense of renewal.
“People come to beem® because they’re looking for something that feels restorative, not performative,” Chang explains. “Our guests aren’t necessarily chasing a six-pack or a full spa day. They’re busy people who want to feel better in their bodies, clear their heads and reset in a way that actually fits into everyday life.”
And beem® offers exactly that. “At beem®, you don’t have to ‘do’ anything — the experience does the work for you,” Chang adds. “It’s that middle ground between a gym and a spa, where science-backed recovery meets simplicity and calm. People leave saying they didn’t realize how much they needed it until they tried it and that’s exactly the point.”
A Scalable Model for the Modern Wellness Market
Scaling serenity is no small feat, but for beem®, consistency is a brand promise. Every studio, regardless of location, delivers the same sensory and emotional continuity.
“Maintaining the integrity of the experience is about making sure every guest, in every studio, feels the same sense of calm, care and consistency the moment they walk through the door,” Chang says.
That begins with the details. “It’s about culture, community and environment—making sure each team understands that we’re not just running a studio, we’re guiding someone through a moment that’s meant to help them feel better,” he says.
This philosophy extends beyond guests to the franchise model itself. beem®’s structure was built to ensure operational simplicity for owners while maintaining the emotional resonance that keeps members returning.
“Franchisees benefit because beem® doesn’t compete with traditional fitness, it completes it. Focused on restoration over performance, beem® fills the recovery gap every fitness routine needs. beem® doesn’t compete with traditional fitness, it completes it. Focused on restoration over performance, beem® fills the recovery gap every fitness routine needs.” Chang says.
That shift expands both audience and opportunity. “It opens the door to a much broader audience to people who might never join a gym or a day spa but want to manage stress in a simple, approachable, private way.”
From a business standpoint, it’s also stable and scalable. “A sensory, emotion-driven model is more predictable,” he adds. “It’s appointment-based, it doesn’t rely on large class schedules or high staff turnover, and it drives repeat visits through how it feels, not through pressure or obligation.”
For franchisees, the results are measurable: stronger retention and loyalty rooted in emotional connection. “When our guests’ feelings associate your brand with feeling calm, restored and cared for, that’s loyalty you can’t buy.”
Tech-Enabled, Human-Centered Wellness
If the first wave of connected fitness was about performance tracking, beem® represents what’s next: technology that supports emotion, intuition and real-time feedback.
“I think we’re moving into a phase where technology won’t replace human connection, it will enhance it,” says Chang. “Over the next five years, tech-enabled wellness will become more intuitive, more personalized and more seamlessly integrated into everyday life.”
The next frontier, he believes, lies in responsive environments.
“At beem®, we see technology as a way to deepen the emotional and sensory experience, not make it colder or more clinical,” he says. “The future of wellness will be less about tracking numbers and more about creating environments that actually respond to people, helping them feel seen, balanced and genuinely well.”
beem®’s growth strategy is intentionally measured, with an emphasis on thoughtful expansion and deepening personalization. “We’re growing, but we’re focused on doing it the right way, with franchise partners who really believe in what beem® stands for,” Chang says.
That includes “exploring new layers of personalization, ways to make each session more responsive to how someone feels that day.” And while expansion is on the horizon, impact remains the guiding principle: “Growth for us isn’t just about more locations, it’s about deepening the impact we have on how people feel better,” he explains.
Because ultimately, beem® isn’t selling a service. It’s creating a state of wellness being.
