HOTWORX Signs Multi-Unit Franchise Agreement to Enter Alaska Market

"Tracey and Ciara are exactly the kind of operators we want leading our entry into a new state, and especially in a state with such a unique business climate," said Stephen P. Smith, Founder and CEO of HOTWORX. "Every new state we enter reflects the growing demand for accessible, 24-hour infrared fitness, and Alaska is a market we have long looked forward to serving. The Wasilla studio is the beginning of a much larger HOTWORX presence across the state in the years ahead."

While Alaska is a new market for HOTWORX, it’s familiar territory for the mother-daughter team. Pidge and Boyce spent decades in Alaska before relocating to the lower 48. They say returning to the state that shaped them both personally and professionally has been a long-held goal. They have secured the rights to develop four additional studios across the state, with plans to grow the HOTWORX presence in Alaska over the next several years.

"We have deep roots in Alaska, including family and community connections that go back generations," said Boyce. "Those relationships give us a way to introduce HOTWORX to Alaskans that feels personal and genuine. This is a dream we did not want to let pass, and we are grateful to be living it together as a family."

Pidge and Boyce are seasoned HOTWORX franchise owners, with studios in University Place and Lacey, Washington, each of which have grown to more than 600 members. That operational track record gives the team a strong foundation as they introduce HOTWORX to a new state. Boyce, a U.S. Army veteran and certified personal trainer, credits her time in the military with shaping the discipline and leadership she now brings to the studios.

HOTWORX combines infrared heat with isometric and high-intensity interval training in a 24-hour studio model. The mother-daughter duo shared that the brand's accessibility was a central reason for their commitment to HOTWORX, noting some of their members who have regained mobility and improved their health through the infrared workouts.

"Alaska winters are long and dark, and we know firsthand how much that affects people," said Pidge. "HOTWORX gives our members a place to feel warmth, energy, and community during the months when that is hardest to find. Bringing that home to Alaska means everything to us."