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
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 — she still books sessions every week.
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.
Now Wasi, along with partners Mehwish Wasi and Samir Vogan, is finalizing a lease at 30 Warren St. in Tribeca for a flagship SweatHouz location, with a target opening in April.
After Tribeca, the group plans to open as many as 12 studios across Lower Manhattan and Brooklyn over the next several years.
The trio’s conviction stems from a shared observation: New York City may be saturated with bathhouses, cryotherapy studios and high-end spas, but for residents seeking a more private, routine-friendly contrast-therapy session, the options are surprisingly limited.
“I’m a real estate agent,” Vogan told Athletech News. “A lot of the time I’m taking calls in the sauna, in the cold plunge. This business model just offers everything that New Yorkers are looking for—myself included.”
SweatHouz’s private suites are equipped with infrared saunas, cold plunges, Vitamin C showers, Bluetooth speakers and a TV for entertainment.
For Wasi, previously a member of a luxury gym with communal saunas, the privacy aspect was the hook from day one.
“I think about how busy all New Yorkers are — they’re in a busy subway, they’re going to the office, they’re going to a crowded gym,” Wasi said. “This will give them that one place to be alone and really be truly by themselves.”
While private spaces are available, the upcoming Tribeca location will also feature a “party suite,” 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. The concept has already been tested at SweatHouz’s Boston location, where it has performed well.
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’s event-driven culture.
“Right before your big event, you go to the sauna, you do a cold plunge,” she said. “Your skin glows. New York is just known for that — there’s 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’re ready to conquer whatever you’re trying to do that day.”
The group plans to evaluate the party suite’s reception at Tribeca before potentially replicating it across future locations.
For now, though, the team is focused on getting the Tribeca doors open.
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.
The initial investment to open a SweatHouz ranges from $569,757 to $1,193,974.
