The 24-hour infrared fitness franchise’s expansion has accelerated in recent years, fueled by a steady stream of new U.S. openings and growing international activity
Hotworx has crossed a new benchmark in its fast-paced global expansion, opening its 800th studio just eight years after the brand debuted its infrared fitness concept in 2017. The milestone underscores the momentum behind the 24-hour, virtually instructed model that has helped the franchisor scale across the United States and abroad.
The newest location, in Salem, New Hampshire, is owned by Phillip and Michelle Sundman, local franchisees who join a rapidly growing network of operators betting on infrared training.
“This isn’t just about a number, it’s about hundreds of franchisees who believed in our concept and thousands of members who show up every day because they feel the difference infrared training makes,” Hotworx founder and CEO Stephen Smith said. “We’re proud of this milestone, and even more excited for what’s ahead.”
Hotworx’s expansion has accelerated in recent years, fueled by a steady stream of new U.S. openings and growing international activity. The company recently finalized a master franchise agreement in Mexico, adding to its presence in Dubai, Canada, Saudi Arabia and Ireland. Additional international markets are expected to roll out in 2026.
Inside the Hotworx Model
While infrared fitness remains a niche category, Hotworx has emerged as its most visible player, particularly for franchisors searching for models that combine automation, smaller footprints and around-the-clock access.
Workouts take place inside infrared saunas where members can choose between 30-minute isometric sessions (including yoga, Pilates and barre) or 15-minute HIIT options like cycling and rowing. The company refers to the combination of heat, infrared energy and exercise as “3D Training,” aimed at maximizing efficiency within short workout windows.
Each location also includes a Functional Exercise (FX) Zone for cross-training and relies on virtual instruction to provide uninterrupted, 24-hour availability — an increasingly common feature in boutique fitness franchising as operators look to balance staffing needs with member expectations for flexibility.
For the Sundmans, bringing studio number 800 to Salem represents an opportunity to introduce a less traditional fitness format to the community.
“We’re honored to be part of this incredible milestone for Hotworx,” said Michelle. “This brand has transformed how people think about working out, and we’re thrilled to bring this innovative approach to Salem. We can’t wait to help our members unlock the power of infrared training and see real results.”
