---
title: "Unscripted: SWTHZ’s Jamie Weeks on Contrast Therapy, Biz of Franchising"
url: https://burnaze.com/article/287465de-9a3b-4874-b3fd-f6ef0bea55ac
source: "Athletech News"
original_url: https://athletechnews.com/unscripted-podcast-swthz-jamie-weeks/
author: "Athletech Studios"
category: "Recovery"
industry: "Fitness"
segment: "Recovery"
published: 2025-05-02T13:13:47.000Z
modified: 2026-10-31T17:04:58.765Z
image: https://images.unsplash.com/photo-1540497077202-7c8a3999166f?w=1600&q=80&auto=format&fit=crop
---

# Unscripted: SWTHZ’s Jamie Weeks on Contrast Therapy, Biz of Franchising

**TL;DR:** Jamie Weeks, founder and CEO of SWTHZ, discusses the business of fitness and wellness franchising on the Unscripted podcast. Weeks shares his approach to the franchisor-franchisee relationship and the growth of SWTHZ in the emerging wellness category.

*By Athletech Studios, originally published in Athletech News on 2025-05-02. [Read the original](https://athletechnews.com/unscripted-podcast-swthz-jamie-weeks/).*

## Story

In the latest episode of Athletech News’ Unscripted podcast, Jamie Weeks, the founder and CEO of contrast therapy brand SWTHZ, joins co-hosts Edward Hertzman and Eric Malzone for a deep dive into the business of fitness and wellness franchising.

Weeks, Hertzman and Malzone discuss topics including the push and pull of corporate versus franchisee control, the benefits of running corporate-owned studios in a franchise model and how SWTHZ is pursuing growth in the emerging wellness category. Watch this episode of “Unscripted” for unfiltered takes on the following:

- Approaching the franchisor-franchisee relationship as an entrepreneurial partnership

- Where fitness and wellness franchise brands tend to go wrong in their marketing and operations

- Why sauna and cold plunge might be the key to making America healthy

**Key Talking Points:**

- (0:00 – 5:59) Introductions and the concept of “whole-person wellness”

- (5:59 – 10:24) Contrast therapy as a gateway into fitness and wellness

- (10:24 – 14:26) Operational challenges in scaling a luxury wellness concept

- (14:26 – 22:05) Why choice is overrated in curating service offerings

- (22:05 – 29:12) How Weeks approaches the business of franchising

- (29:12 – 32:52) Defining success as an entrepreneur

## Entities

- Fitness (sector)
- Athletech News (publication)
- fitness franchising (topic)
- Jamie Weeks (person)
- franchisor-franchisee relationship (topic)
- Edward Hertzman (person)
- SWTHZ (company)
- Eric Malzone (person)
- wellness category (topic)

---
Originally reported by Athletech Studios, Athletech News (https://athletechnews.com/unscripted-podcast-swthz-jamie-weeks/). Summarized by Burnaze (https://burnaze.com/article/287465de-9a3b-4874-b3fd-f6ef0bea55ac).