Kurt Prosser is proving that education plus experience is the key to wellness adoption — using events, local insight and personal hustle to grow SWTHZ in Columbus
Kurt Prosser, a multi-unit SweatHouz (SWTHZ) franchisee in Columbus, Ohio, knows people just need to jump in.
While wellness is certainly in demand, there’s still some reluctance toward it, largely due to a lack of education. At the same time, hopping into a tub filled with 50-48 degree water can be intimidating for anyone.
But whether it’s cold plunging, entering a sauna, taking a Vitamin-C shower or just giving wellness a shot in general, all these journeys begin with a single step — and for many, that first experience is all it takes to recognize benefits and become an active consumer.
Prosser, who found his way to contrast-therapy franchise SWTHZ after listening to a Jamie Weeks podcast, has been instrumental in guiding Columbus area residents through that process. Already owning three SWTHZ locations and eyeing more, he represents one of the contrast therapy studio’s top franchisees.
While Prosser continues to argue that education is the key to additional growth both for himself and other franchisees, tapping brand resources and entrepreneurial vigor are also essential to success.
Educating Through Events
While wellness may be well-established in other parts of the world, the U.S. still has some catching up to do, Prosser argues.
“There is a lot of newness here in the U.S.,” Prosser said. “There’s a newness that we’re still trying to perfect and scale, and that’s probably been the biggest challenge. That presents challenges around education, the science of it all, communicating that to customers and making sure we get the technology right.”
That said, there’s no shortage of scientific evidence supporting the notion that contrast therapy and other wellness activities lengthen and improve life quality. For Prosser, the challenge is getting individuals to recognize that, and he tackles it by hosting events.
“I’ve found that when you start repeating some of these scientific findings to consumers, their eyes roll back into their head,” he said. “So, we get involved in the community with events and activities, let them experience a cold plunge and notice how great they feel afterwards. Once they try it, they’re like, ‘Oh, I feel really good. Why is that?’ Then, we’ll tell them why. That’s how we approach it. It’s educating through the experience.”
For example, Prosser recently launched an event called “Move and Mingle,” where Columbus residents partake in several different fitness activities. Afterward, they’re invited to socialize around different health vendors, including SWTHZ’s amenities.
“We get the participants to experience the cold plunge or sauna, feel amazing and then we’ll share some of the science and education behind it,” Prosser said. “At that point, they’re more interested in everything, because they’re feeling good or their legs aren’t sore anymore.”
HQ Assistance
There’s a certain ethos across the SWTHZ executive level that makes chasing this goal of more education and expansion an invigorating pursuit rather than a stressful climb as well.
“The team is outstanding,” Prosser said. “They’re a highly motivated group of individuals that really see big aspirations and big goals, so they are fully supporting us and that way.”
Prosser also raved about SWTHZ’s experience within the broader franchising scope, attributing much of his success to it thus far.
“A lot of the HQ members have been in other franchises,” Prosser added. “Several of the staff, even a few down below, have a lot of experience. So they’ve been able to not only provide us with that drive, but they’ve also been able to back it up with meaningful tactics that have helped out in the field. That’s troubleshooting stuff in the studio, construction, all the way to sales and running promos. It’s been outstanding.”
Get Your Hands Dirty
In sharing some final advice, Prosser argued it’s also vital for franchisees to get involved in daily operations when first launching a new location, especially if it’s their first.
“Get your hands dirty,” he said. “Just getting in the studio has taught me so much. That’s helping the staff, cleaning, helping the sales associates and the manager. In (the) first few months, take on some of those roles yourself.”
While Prosser operates in a more remote, birds-eye-view role today, he knows his initial willingness to show up and involve himself in daily operations is what makes that possible.
“That’s been the biggest help as I’ve transitioned to more of a remote role,” Prosser said. “Now, I can say, ‘Hey, I heard that machine is having a little bit of an issue. Here’s what I did last time when I was in there.’”
Prosser also cited the importance of speaking with members — learning about their pain points and preferences to adapt accordingly.
“That’s been so helpful, because I’ve been able to take that information and use it to do our amazing events,” he said.
Prosser is looking forward to starting that process again soon. His third SWTHZ location opened this past November, and he’s targeting more in the future.
“The plan is to open two to three locations per year in the Columbus market, and eventually get to 10 studios,” he said. “The third location will open this November, we’re working on four or five for next year, and then we’ll continue at that pace.”
