As Hotworx breaks presale records and expands into new markets like Dubai, the infrared fitness franchise says its primary focus remains on the untapped white space across the U.S.
Hotworx may be expanding its 24-hour infrared fitness concept overseas, but its most explosive growth and primary focus is still happening at home.
The Louisiana-based fitness franchise, which delivers virtual workouts inside infrared saunas and is nearing 800 locations, opened its first Dubai studio earlier this year, building on an expanding international footprint that includes Ireland and Saudi Arabia. At the same time, demand in the U.S. is reaching new heights: a recent studio presale in Grand Island, Nebraska sold more than 600 memberships in a single day, shattering company records.
“This wasn’t just a great sales day; it’s a testament to how Hotworx resonates with today’s wellness-minded consumer,” founder and CEO Stephen P. Smith said. “People are looking for convenient, results-driven fitness options that fit their schedule and lifestyle. Hotworx continues to meet that need better than anyone else.”
Hotworx offers 15-minute HIIT or 30-minute isometric sessions and provides ultimate flexibility, with members able to access workouts 24/7 and manage everything (from bookings to entry) through the Hotworx Burn Off app, which Smith says sees 99.5% usage across the brand’s predominantly female member base.
“We built a tech-forward concept from the beginning,” Smith recently told Athletech News. “I was trepidatious about whether customers were going to like working out to virtual instructors on the screen. Turns out they love it.”
Looking ahead, Hotworx is preparing to enter Canada and Mexico later this year.
“The response in Dubai, along with the excitement it’s sparked in other markets, is proof that the Hotworx model transcends borders,” Smith said. “Efficient, effective wellness is a universal need.”
Hotworx also reported record-breaking leads and member growth from March through June, with each month outperforming the last, according to the company. Trial bookings, waitlist signups and online inquiries all rose during the four-month stretch as consumer interest in time-efficient fitness continued to build.
Meanwhile, the franchise is wrapping its 2025 Hotworx Franchise Convention in Colorado, where fifteen finalists are competing for one of seven spots as official Hotworx Virtual Instructors for the 2025–2026 season.
“The first half of 2025 has been a powerful testament to the strength of our system,” Smith said. “As we dive into Convention and the back half of the year, our focus remains on elevating the experience for our members, supporting our franchisees and pushing the brand forward in bold new ways.”
While international expansion is gaining momentum, Smith said Hotworx’s primary focus remains domestic growth. “There’s still a lot of white space left ,” he said. “California, for example, is the greatest fitness market on the planet, and we’ve got a long way to go in that state and in places like New York.”
According to Smith, Hotworx has mapped out a path to 2,500 to 3,000 locations nationwide.
