SWTHZ’s nationwide expansion shows that the need for physical and mental restoration extends beyond luxury markets
Contrast therapy and other wellness amenities might feel like a luxury for your body and mind, but they were never meant to be. SWTHZ has championed that mindset since the start, leading the evolution of recovery and holistic wellness. And the company is proving it via its franchise growth.
“People crave an hour to themselves — and what we’ve seen is if the environment is private, luxurious and drives reduction in stress/anxiety and improves general health, it resonates with an even broader audience,” said Mike Tan, CEO of SWTHZ.
SWTHZ is currently up to over 75 locations, many outside of city or high-end community limits. As the brand continues to grow, any notion that cold plunges, saunas and Vitamin C showers can’t make it in the suburbs is evaporating.
Undeniable Demand
As conversations around wellness evolve, the line between physical and mental recovery continues to blur, and that works to SWTHZ’s benefit.
Citing research he and his brand have gathered from major consulting firms, Tan remarked that the global mental health crisis is still far more extensive than most realize. That, compounded with the need for physical relief, makes individuals who don’t need recovery few and far between.
“The total addressable market of people who need support with mental and physical recovery is everyone, at some point in time,” Tan said. “It’s not even a question of whether or not there’s a demand. There absolutely is.”
People seek recovery today for an abundance of reasons, and SWTHZ prides itself on being able to serve all of them. If you’re feeling beat up from the physicality of your daily routine, have chronic health conditions, or just want some time to wind down, the brand gives you the experience you’re after, regardless of where you live.
“Wellness is about meeting people where they are,” Tan said. “We see three kinds of guests: those recovering from the doing, those pushing to do more, and those simply trying to find time to recharge. No matter who they are, everyone’s looking for the same thing — an incredible experience that helps them feel renewed. That’s our job at SWTHZ.
Real World Examples
East Wichita was one of the many regions to quickly identify a demand for wellness. While many have wondered if contrast therapy would catch on outside of New York or Los Angeles, SWTHZ has drawn a steady stream of interested consumers nonetheless.
“There you have Hunter Mitchem, who was one of the candidates at the ATN Innovation Summit Power Players awards for Franchisee of the Year,” Tan said. “Hunter is one of the best. They have a really good product, a world-class team and they’re very ingrained in the community.”
Tan attributed much of Mitchem’s success to his engagement as an owner and his leveraging of his local insight.
“The core of a franchise business, after the product and systems, are engaged franchisees in their market,” Tan said. “That’s one of the reasons why franchising is so successful. People understand the market that they buy — and they’ve bought it because they understand the market.”
Mitchem and his team have made a habit of forging partnerships with community organizations and individuals who have influence in his markets, ultimately unlocking incredible brand reach. His strategy proves that whether it’s in a city or in a small town, franchisees who remember who they are and where they are can win.
Technology & The Future of Wellness
While Tan acknowledged it’s easy to get distracted by other modalities and opportunities, he and SWTHZ remain concentrated on their mission.
“It’s very easy, as you start to grow your footprint and notice areas of opportunity, to constantly add new service lines, but we’re in the very early innings of the recovery space,” he said. “At the end of the day, our job is to make sure that the experience is great, that customers understand what’s happening in their body and why they feel so good after doing contrast therapy… The most important thing for us is investing to understand each market we enter so we can continue to bring as many people under the SWTHZ tent, which is experiencing the benefits of private, and luxurious contrast therapy suites.”
Rather than deviating from them, SWTHZ wants to strengthen its core offerings by leveraging new technologies and opportunities as the industry evolves.
“You can imagine a world where an individual starts to get data points and starts to see the impact of contrast therapy on their recovery, their sleep, their HRV or the metrics that so many of us are tracking on a daily basis,” Tan said. “The future of wellness has never been more exciting and accessible.
This article originally appeared in ATN’s Franchise Landscape 2025: Insights Into Fitness& Wellness Growth report, which explores how how boutique concepts, HVLP operators and multi-brand franchisors are reshaping the industry, from Pilates and barre studios to big-box gyms. Download the free report.
