SweatHouz Names First Franchisee Nico Varano as CEO

ATLANTA — SweatHouz, a rapidly expanding contrast-therapy franchise known for its private infrared sauna, cold-plunge and vitamin C shower suites, is turning to a familiar face as it enters its next stretch of growth.

Nico Varano, the first SWTHZ franchisee, is stepping into the top leadership role as the brand looks to expand its national footprint while further building its technology platform.

“It means the world to me. I started this journey as a 28-year-old opening one studio,” Varano said. “I spent that first year figuring out how to operate it to the best of my ability, and we grew it to the number one studio in the system. I came to corporate every quarter to meet with the team as a board member. So, to have this role now means a lot to me. I believe this is the leading brand in contrast therapy. I can’t wait to continue to share that vision.”

Varano’s relationship with the brand started in early 2023, when he purchased a corporate-owned SWTHZ studio in New England. He went on to grow to five locations, including early studios at Boston’s Assembly Row and in Burlington. That hands-on operating experience helped shape the company’s V2 model, which combines the sauna and cold plunge in a single private suite.

After two years serving on the SWTHZ board, Varano now shifts from franchise operator to chief executive officer. Based at the company’s Atlanta headquarters, Varano will use his operational know-how to strengthen communication between studio operators and the corporate team with the ultimate goal of not only maintaining but also scaling the brand’s growth in the wellness space.

"It’s about making decisions with both the franchisee hat and the corporate hat on and asking what’s best for the brand," Varano said. "If you do the right thing for the client and the right thing for franchisees, more often than not, you’ll succeed."

SWTHZ has set an ambitious goal of reaching 250 studios by the end of 2028. Company leaders believe continued interest in preventive wellness and longevity will fuel that expansion.

"Everyone talks about longevity now. They want to live longer and healthier," Varano said. "The world is moving more and more toward physical and mental recovery. There simply isn’t another place where you can intentionally take one hour to yourself to sauna, cold plunge and take a vitamin C shower, whether for mental or physical recovery. The trends keep pointing in that direction. After you do it and get that dopamine hit, it’s life-changing."

As more locations come online, Varano said the brand plans to introduce additional technology aimed at further enhancing the member experience. That includes tools that allow users to track their sauna time and cold immersion minutes digitally. Even as the brand continues to innovate, Varano believes doubling down on core services will drive significant membership growth.

"We focus on simple things,” he said. “I’d love to return our studios to averaging 300 members each. I’d love 300 introductory sessions per studio per month. And I’d love to reach 250 studios by the end of 2028, which would give us solid footing before global expansion.”

Varano continues to operate and develop his own studios while serving as CEO, a dual role he said reflects his commitment to the system.

"If you’re thinking about franchising or continuing to grow your studios, there should be no better confirmation than knowing the CEO of SWTHZ is also continuing to open his own studios in his market," Varano said. "I’m in it with you. I’m growing my own studio base every day. If that doesn’t get you excited about the future of SWTHZ, I don’t know what will."

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