Perspire Sauna Studio Adds South Bay Locations

Perspire Sauna Studio, a full-spectrum infrared and red-light sauna therapy franchise, is headed to California’s South Bay with a newly signed three-unit development deal that will bring studios to Cupertino, Morgan Hill and Los Gatos.

Behind the push is South Bay resident Michael Payne and his business partner.

“As people of color, my business partner and I were both drawn to Perspire’s authentic commitment to inclusivity,” Payne said. “It means a lot to see a wellness brand that represents and respects diverse communities. Combine that with the clean, modern design and science-backed guest experience, and we knew this was the right brand to introduce to the South Bay.”

Perspire Sauna Studio founder and CEO Lee Braun, who launched the brand in 2010, noted that California remains a key growth market for the franchise.

“We’re thrilled to welcome Michael and his team to our growing franchise system,” Braun said. “Their passion for wellness and connection to the South Bay community reflects our mission to make science-backed, holistic health more accessible and inclusive than ever.”

As the brand continues expanding nationwide, Perspire Sauna Studio is also evolving its support structure for franchisees.

In April, Perspire Sauna Studio named Tanner Holmes, a multi-unit Perspire franchisee, its first-ever Area Representative. In his new role, Holmes will oversee franchise development and operations support across Illinois and Wisconsin.

“Being a Perspire franchisee has shown me just how powerful this brand and business model can be,” Holmes said. “Taking on the Area Representative role allows me to pay that forward by helping other franchisees hit the ground running. From licensing questions to HR-related advice to site selection, I’m excited to be a resource for anyone looking to bring the Perspire experience to their communities in Illinois and Wisconsin.”