The Growing Franchise Offers Private Infrared Sauna Sessions With Light, Salt and Cold Therapies
The basic idea behind sauna therapy is not new. People in many parts of the world have used heat for relaxation and recovery for generations.
What has changed is the way consumers experience it.
Modern infrared technology allows the body to be heated more directly instead of relying only on extremely hot air. Private suites provide greater comfort, while mobile scheduling and memberships make it easier to visit regularly.
Perspire Sauna Studio has brought these elements together in a growing wellness franchise.
From One California Studio to 100 Locations
Lee Braun founded Perspire Sauna Studio in Costa Mesa, California, in 2010. He wanted to make wellness more practical and accessible, rather than something people could experience only during a luxury spa visit or resort stay.
The company began offering franchises in 2018. Its expansion continued over the following years, and Perspire celebrated the opening of its 100th studio in early 2026.
Braun remains the company’s CEO and is leading Perspire as it develops from a younger franchise system into a recognized name in the wellness industry.
The brand’s growth has been supported by a model built around private appointments and recurring visits. Instead of treating sauna therapy as an occasional indulgence, Perspire encourages members to make it part of their normal wellness schedule.
What Makes an Infrared Sauna Different?
In a conventional sauna, a heating system warms the room’s air, which then raises the temperature of the body.
An infrared sauna uses light to warm the body more directly. This can generate intense perspiration and increase the heart rate while keeping the surrounding temperature lower than it would be in a traditional sauna.
For some guests, that lower-temperature environment can feel more manageable and comfortable.
Sauna users have reported benefits involving general health, rest, pain and blood pressure. Interest in these possible benefits, along with easier access to infrared systems, has helped sauna therapy reach consumers beyond gyms and premium spas.
A Session Designed Around the Individual
Perspire members normally reserve appointments through a mobile app. Booking in advance reduces waiting and creates a smoother arrival process.
Once inside the studio, the member uses a completely private infrared sauna suite. The temperature, intensity and length of the appointment can be adjusted to personal preferences.
This private setting is central to the Perspire experience. It gives guests space to relax while allowing them to create a routine that fits their comfort level.
The company suggests visiting two or three times each week. According to Perspire, this frequency is consistent with the physical responses connected to repeated heat and red light exposure.
Guests can choose from additional therapies depending on the services available and the experience they want.
Infrared Heat and Red Light Therapy
The primary Perspire service combines an infrared sauna with the company’s proprietary red light therapy.
Heat-based practices have appeared in many cultures, from Finnish saunas and Roman bathhouses to traditional sweat lodges. Perspire says infrared heat can support perspiration, metabolism, circulation and immune function.
Red light therapy has a more recent scientific background. NASA studied the technology as a possible way to support healing among astronauts. It is now used in wellness settings with the aim of encouraging cellular recovery, circulation, collagen production and healthier-looking skin.
The therapy is also associated with serotonin, mood, focus and stress management.
Halotherapy for Salt-Based Wellness
Halotherapy is another optional service offered by Perspire.
The history behind the practice reaches back to Eastern European salt mines during the 19th century. Observers noticed that miners working in those environments appeared to have particularly healthy lungs.
Modern salt therapy developed from those observations. It is believed to help calm irritation affecting the lungs and sinuses. Salt also has antibacterial qualities that may contribute to cleaner and healthier-looking skin.
Contrast Therapy Inspired by Nordic Traditions
Perspire also includes contrast therapy among its wellness options.
The practice alternates heat and cold exposure and is influenced by traditions such as Norwegian snøbad, or snow bathing. Moving between different temperatures is intended to stimulate the body and support circulation.
Perspire associates contrast therapy with reduced inflammation, better energy, improved mood and increased lymphatic flow. It can also be used as part of a recovery-focused routine.
Innovation Without Chasing Every Trend
Perspire recognizes that wellness trends can appear and disappear quickly. Its leadership team says new services must offer more than short-term excitement.
Chief Marketing Officer Caroline Linton explains that the company considers emerging therapies through a research-focused review process. Perspire also involves its franchise advisory council in testing and improving new ideas before making broader changes.
The goal is to keep the experience easy for members while offering services supported by evidence. Rather than frequently introducing complicated treatments, the company concentrates on wellness areas such as recovery, stress control, skin health and sustainable well-being.
Consistency is a major part of that approach. Perspire wants guests to create a realistic ritual they can continue several times each week.
Who Fits the Perspire Franchise Model?
Perspire seeks franchise candidates who are interested in health, enjoy meeting people and want to become involved in their communities.
An owner should be comfortable leading a team and using key performance indicators to understand how the location is performing. The brand also prefers people who remain open to coaching and development. Perspire describes this attitude as having a “white belt mentality,” where learning never stops.
Each studio is typically between 1,600 and 2,000 square feet. A location can generally operate with a staff of six to eight people.
Prospective owners sometimes question whether sauna therapy will remain popular. Perspire’s position is that heat therapy has survived for thousands of years across many cultures. The opportunity lies in presenting that enduring practice in a format that fits modern lifestyles.
By combining private rooms, infrared technology and complementary therapies, Perspire Sauna Studio has turned an ancient wellness ritual into a growing franchise concept.
Learn more about Perspire Sauna Studio franchise opportunities.
