Private Suites, Proven Therapies and Recurring Visits Support the Growing Sauna Franchise
For centuries, people have used saunas to relax, recover and support their overall well-being. Today, traditional heat bathing has become a popular wellness practice, with modern infrared technology making sessions more comfortable, convenient and customizable.
A study published in the International Journal of Circumpolar Health surveyed 971 adults in northern Sweden. Sauna users reported better general health and sleep, less pain and lower rates of high blood pressure than nonusers. Infrared technology has helped bring the practice to a wider audience. According to the Mayo Clinic, traditional saunas warm the air, which then heats the body. Infrared saunas use light to heat the body more directly, creating vigorous sweating and an increased heart rate at a lower temperature.
Despite its long history, sauna therapy was not always easy to work into a regular routine. Access was often limited to gyms, resorts and high-end spas, making it more of an occasional luxury than an everyday wellness option. Infrared technology, private suites and membership-based studios have helped make sauna sessions more accessible and personalized.
Lee Braun believed wellness should be accessible — a necessity rather than a luxury. Inspired by the age-old practice of sauna therapy backed by modern infrared technology, he translated his vision into reality by founding Perspire Sauna Studio in 2010 in Costa Mesa, Calif. Braun, who serves as CEO, launched the franchise model in 2018, and leads Perspire as it transitions from an emerging to established brand, with the 100th studio opening in early 2026.
In the Q&A below, Perspire Chief Marketing Officer Caroline Linton shares details about the brand.
1. How does Perspire continuously innovate while avoiding short-term fads?
Innovation is a core tenet of Perspire’s business strategy, but it’s always guided by our commitment to keep the member experience simple and science-backed. We continuously evaluate emerging modalities through a rigorous, evidence-forward lens and work closely with our franchise advisory council to test, learn and iterate before introducing anything new. By blending time-tested sauna traditions with modern research, we deliver therapies that support recovery, stress regulation, skin health and long-term well-being. Sessions are in private suites with fully customizable settings, allowing guests to create their own wellness rituals they can sustain two to three times per week. That consistency, not just novelty, is what drives real results and keeps us aligned with our long-term vision.
2. What is the member experience like?
Members typically book their sessions ahead of time through the Perspire mobile app, making check-ins quick and seamless. Guests enjoy their own private infrared sauna suites where they can personalize temperature, session length and intensity. Members can enhance their sessions with optional add-ons including halotherapy for respiratory support, contrast therapy to stimulate circulation and recovery, and Perspire’s proprietary red light therapy designed to complement infrared heat and support skin health and cellular recovery.
3. How often do members visit to see the best results?
For most members, were commend two or three sessions per week, which aligns well with the physiological responses associated with heat exposure and red light therapy exposure for overall health.
4. Who is the ideal franchisee and what does it take to run a Perspire Sauna Studio?
Ideal owners have a passion for health and wellness, enjoy connecting with people in their communities, are good leaders who manage their key performance indicators, and have a “white belt mentality” to continuously learn and improve. Six to eight employees are optimal at each 1,600-2,000-square-foot studio.
5. What questions do franchise candidates usually ask?
Over the years, we have been asked whether sauna is simply a trend. In reality, heat therapy has been used across cultures for thousands of years as a proven way to support recovery, reduce inflammation and promote overall well-being. Perspire has modernized and elevated this practice, making it accessible and consistent.
Perspire Sauna Studio Services
Perspire’s science-backed heat, cold, light and salt-based therapies encourage relaxation, recovery and long-term wellness. Each private session offers:
- Infrared sauna plus red light therapy: Heat has been used for healing across cultures and centuries, from Roman bath houses to Finnish saunas and sweat lodges. Infrared heat enhances detoxification, and boosts metabolism and immune function. Red light therapy, initially studied by NASA to support astronauts’ healing, also boosts serotonin, elevating the mood, improving mental clarity and reducing stress. Additional benefits include increased circulation, collagen production and improved skin health.
- Halotherapy: With roots dating to 19th-century Eastern Europe, where salt miners appeared to have remarkably healthy lungs, salt-based therapy is believed to calm lung and sinus inflammation. Salt’s antibacterial properties also support clearer, healthier looking skin.
- Contrast therapy: Inspired by the Norwegian ritual of snøbad (snow bathing), the practice of moving between heat and cold exposure reduces inflammation, increases energy, encourages lymphatic flow and boosts mood.
Learn more about the Perspire Sauna Studio franchise opportunity.
