SweatHouz Franchisee Brian Liberty's Success Journey

When Brian Liberty left his career in investment banking to become a franchisee with the fast-growing contrast therapy concept SweatHouz, it was a big shift, but one he knew was necessary to find a deeper meaning in his work.

“Joining SWTHZ as a franchisee was a big career change, but I always wanted to pursue that entrepreneurial spirit and open a business of my own,” Liberty said. “The franchise model was one that I gravitated to because I felt like there is a team effort, and a lot of the playbook was laid out for you — you just have to go and execute on it.”

Now, just one year into his journey, Liberty has developed two successful SWTHZ studios — in Westport, Connecticut, and Roslyn, New York — with another opening soon in West Harrison, New York.

Franchise growth

“This upcoming location is my third,” he said. “This is our first full year, and it’s been incredible to see the growth.”

Before franchising, Liberty spent years in investment banking, immersed in transactions and financial analysis. But despite that success, he knew he wanted to be on the ownership side of the table.

“Switching careers from a financial background — doing transactional work — to now owning and operating an actual franchise has been a big shift,” he said. “But it’s been incredibly rewarding.”

Liberty says he approached franchising not as a side hustle but as a full-scale business venture.

“I wanted it to be something I could dive fully into,” he said. “I was more interested in growing something meaningful and eventually having a business that was monetizable in the future — one that could bring on a financial partner.”

Discovery and partnership

Liberty first discovered SWTHZ while researching cold plunging and contrast therapy — a wellness modality gaining massive traction across the United States.

“It came together pretty quickly,” he said. “Founder Jamie Weeks’ story really resonated with me. We had mutual connections, and I immediately felt confident in partnering with him. I felt a high level of trust there.”

What really drew him in, however, was the uniqueness of the brand. SWTHZ is redefining the luxury wellness category with private suites that combine infrared sauna, cold plunge and vitamin C showers. This premium yet approachable model appeals to today’s health-conscious consumers who want results, not routines, and privacy instead of crowds.

“SWTHZ is such a unique concept compared to other franchise opportunities out there,” Liberty said. “It’s an opportunity to shape the future of contrast therapy and be a market leader — not just another fitness brand competing for members on the same street. That uniqueness was what attracted me most.”

Business model and expansion

From an ownership perspective, SWTHZ delivers on both purpose and profit. Top-performing studios generate over $1.2 million in annual revenue, powered by a lean operational model that requires just seven to eight employees per studio and no medical licensing.

Proprietary technology automates key functions, supports real-time monitoring and even gamifies the member experience — making the business simple to run and easy to scale. Combined with high retention rates, a recurring membership structure and a luxury aesthetic that commands strong margins, SWTHZ gives franchisees like Liberty the tools to build something both financially sound and personally meaningful.

Liberty isn’t slowing down. “We’re going to keep going,” he said. “This is a big season coming up for us — our first full peak season — and we’re looking to do it all again next year. If we can, we’d like to open at least two more locations next year. Once you have success with your first few, more doors open — especially when it comes to financing, which is important in a capital-intensive business like this.”

Beyond growth, Liberty says his biggest goal is to build a business rooted in exceptional service and community connection. “I want to be known for extremely high customer service and truly caring about our members,” he said. “We always try to do the right thing — not just make a buck. If someone has a concern, we listen and make it right. Having high review scores and net promoter scores is super important to us because that’s what makes your business successful in the long run.”

He’s also passionate about community engagement. “We’ve connected with community members and done small charitable events,” he said. “The communities we’re in recognize that. If we can continue to do more of that — to be known as good people who give back — that’s important to us for all of our locations.”

Now, with more than 70 studios open and more than 90 in development, SWTHZ is on track to surpass 100 locations by the end of 2025 — and Liberty is helping lead that charge in the Northeast.

“SWTHZ is what wellness should feel like,” said Tracey Walsh, Chief Franchise Experience Officer of the brand. “People are craving time to disconnect and feel better, but they don’t want the crowded gym or discomfort of a communal spa. SWTHZ is private, elevated and engineered for real impact.”

SweatHouz is a first-of-its-kind wellness concept offering private contrast therapy experiences with infrared sauna, cold plunge and Vitamin C showers in luxury, technology-forward suites. Designed for recovery, longevity and convenience, SWTHZ uses smart engineering and a membership-based model to make high-performance wellness accessible and effortless. With franchise opportunities available in select markets, SWTHZ is redefining the recovery space — one studio at a time. For more information, visit