For Maria Kirgan, offering health and wellness experiences is deeply personal. After spending 25 years in the software industry, grappling with the demands of travel and a high-stress career, she faced a life-altering diagnosis: breast cancer. This moment transformed her priorities, placing health and well-being at the forefront.
During her recovery, she discovered the transformative benefits of infrared sauna and red light therapy through Perspire Sauna Studio, which became a crucial part of her healing journey. Inspired by this personal experience, Kirgan decided to pivot her career and bring the same wellness opportunities to her community.
“Perspire has helped me to recover from a health crisis and it continues to help me relieve pain and stress daily,” says Kirgan. “I’m so grateful to be able to share the same healing to our community now.”
Driven by this passion, Kirgan now operates four successful Perspire Sauna Studio locations in California.
A Path to Success
Launching and scaling a business is no small feat, but Kirgan found immense support within the Perspire Sauna Studio franchise system. A key figure in her journey has been Katy Fetters, Vice President of Experience, whose hands-on approach made a significant impact.
“The training and support I received and still receive daily is unmatched,” Kirgan says. “Perspire brings a decade or more of operational experience and know-how, and Katy personally walked me through all of it.”
In 2024, Perspire Sauna Studio established its Experience Department to prioritize the guest experience and support franchisees in delivering top-tier service.
Fetters elaborates: “We work closely with franchisees like Maria by aligning on key standards, providing detailed education on how to execute effectively, and ensuring no gaps in their knowledge. Through hands-on training, operational guidelines, and continuous education, we set them up for success.”
Exceptional Customer Experience
For Kirgan, providing an outstanding customer experience is central to her business philosophy. “I think that offering a scientifically proven product wrapped in the best possible experience equals a win, and that’s what I set out to do every day,” she says.
With guidance from Fetters, Kirgan created a welcoming and rejuvenating environment for her clients.
“We established clear guest experience benchmarks, covering everything from the initial studio greeting to the upkeep of our state-of-the-art sauna rooms,” Fetters explains. “This consistency ensures that no matter which location a guest visits, they receive the same high-quality service.”
To maintain and improve service quality, Perspire Sauna Studio employs data-driven tools such as net promoter scoring and secret shopper programs.
“These tools help franchisees gauge satisfaction levels, celebrate successes, and quickly address any issues,” says Fetters. “It’s all about continuous improvement and ensuring guests feel valued.”
Community Engagement & Strategic Partnerships
From the beginning, Kirgan understood the importance of community engagement. She forged partnerships with local gyms, fitness professionals and wellness centers to expand her reach and build strong relationships.
“Being part of the community is critical to our success,” Kirgan notes.“Everyone has been so welcoming and supportive, and I couldn’t ask for more.”
These collaborations, supported by Perspire Sauna Studio’s guidance, not only increased visibility but also fostered a sense of trust and loyalty among local residents. Fetters emphasizes that studios are more than just wellness centers – they’re sanctuaries.
“We create spaces where clients feel seen, heard and valued,” she says. “This personal connection fosters deep trust and loyalty, which is invaluable for both the community and the franchisee.”
Ongoing Communication & Tailored Support
Perspire Sauna Studio’s commitment to its franchisees goes beyond initial training. To ensure continuous improvement, the company recently launched a new digital platform designed to streamline communication and provide franchisees with easy access to updates, best practices and other resources.
“This platform keeps franchisees informed and engaged, ensuring they feel supported and connected to the larger Perspire community,” says Fetters.
Additionally, Perspire Sauna Studio relies on its Franchise Advisory Council and Marketing Advisory Council to gather feedback and implement system-wide improvements. Regular check-ins with Franchise Business Coaches provide personalized support, allowing franchisees to address unique challenges and optimize their operations.
“These one-on-one sessions are critical,” Fetters explains. “They allow us to dive deep into each location’s needs and offer tailored advice to help franchisees succeed.”
Scaling for Success
Kirgan’s dedication, paired with Perspire Sauna Studio’s support, allowed her to scale from a single studio to four thriving locations.
“From the onset, I knew I wanted to grow,” Kirgan explained. “Perspire’s proven operations and support made it possible to scale efficiently. They’ve nailed down the operational framework, so all I had to do was focus on executing and meeting goals to guarantee success.”
Her studios have consistently achieved impressive client retention and growth, fueled by positive word-of-mouth and high satisfaction rates.
“Every day, our members share how Perspire has changed their lives,” Kirgan says. “Hearing this is truly a gift and it’s what gives us purpose to do what we do each day.”
When asked what advice she’d give to first-time franchise owners, Kirgan didn’t hesitate with an answer, saying “It’s a scary decision to take that leap, but you’ll never know how much you love it until you do. My only regret is not doing it sooner. Perspire Sauna Studio has given me the tools to chart my own destiny, and the quality of life I’ve gained in doing so is immeasurable.”
This article originally appeared in ATN’s Fitness & Wellness Franchise Outlook Report, which explores the essential questions that can help determine if a franchise aligns with your personal and professional aspirations. Download the free report.
