Through space allocation, service and technology, the SWTHZ concept delivers wellness that feels personal, private and restorative
SWTHZ, a leading contrast therapy franchise, is a brand defined by precision — as demonstrated through carefully monitored plunge temperatures, humidity levels and metrics that power its continued growth. But beneath the data, there’s a greater purpose. Each number, each process, builds toward something that can’t be quantified — a feeling of belonging.
“At SWTHZ, belonging means creating a space where wellness feels personal, safe and judgment-free,” said Stefani Rizzi, Head of CX and Design at SWTHZ. “The industry in general has a standard that can feel exclusive and intimidating, whether that’s with big box gyms or group fitness. We’ve flipped that script. For us, belonging is when someone walks into a studio and immediately feels that this space was designed for them, wherever they are on their health journey.”
The brand accomplishes this not only with its recently redesigned suites, which offer a private and seamless experience, but through a variety of consumer touch points that apply an at-home feeling.
“It’s luxury, made accessible,” Rizzi said. “In closing the gap between health-span and lifespan, we’re also closing the emotional gap between wanting to be well and feeling like you belong in wellness.”
Setting the Scene
SWTHZ suites welcome members instantly with warm woods, muted colors and soft lighting.
The private suite concept removes the pressure often present in fitness environments. All are designed with enough space to fit two guests, should any member want to bring a plus-one for a small fee. All studios feature ADA suites as well, which can fit 3-4 guests. Some studios even include dual plunge suites, allowing larger group sessions to flow more seamlessly.
“The experience is about autonomy,” Rizzi said. “You move into your own space. You’re able to customize your own experience every time you’re in there.”
The brand also recently introduced new floor plans outside the suites, taking into account how people move, transition and interact within its studios. SWTHZ interiors now balance solitude with subtle community, featuring a greeting zone that feels more like a boutique hotel than a gym and pathways that reduce congestion and noise while enhancing flow.
The greeting zone also allows studios to walk a line — serving customers who might need assistance while still giving everyone comfortable operating space.
“It’s going to feel natural for members,” Rizzi said. “It’s not going to feel salesy. You won’t be bombarded. We have that front desk, that service aspect, but it’s more like a concierge service. We’re there to help you in your experience, but we’re not there to be in your face.”
SWTHZ offers carefully considered details from beginning to end. Every studio has a common area beauty bar equipped with Dyson hair dryers and styling tools. These spaces are placed strategically in the studio so clients can enter after a session and don’t have to pass back through the lobby or any high traffic areas, allowing them to exit comfortably.
Building Through Technology
SWTHZ also leverages tech to facilitate personalization. Sauna temperatures and durations are adjustable for members, which empowers them to enjoy a session however they please, and reinforces the message that they belong.
“Belonging comes from personalization — from giving people the freedom to use their session for what they need, not what we prescribe,” Rizzi explained. “Every client has a different reason for walking through our doors. Some come to recover, others to reset. Some chase longevity, others just want to feel good in their skin again. There’s no one-size-fits-all approach to wellness and we’ve built our experience to honor that.”
While plunge temperatures are kept between 48 and 55 degrees, members can use the SWTHZ app to document their sessions, share their experiences with online communities and forge a sense of belonging from a social standpoint.
SWTHZ suites also feature wellness amenities with cutting-edge technology at their core, such as infrared saunas and Plunge All-In Max tubs. Rizzi shared that SWTHZ is actively exploring partnerships with like-minded brands to bring clients meaningful tools that track their progress and measure the impact of their sessions as well.
“We know that gamification, insight and being able to measure the impact of what you’re doing on a day-to-day basis is really relevant, especially now when technology and information are so readily available,” Rizzi said. “We want to look at ways to track and measure your progress, look at how you’re sleeping, your cardiovascular health and what your general recovery is like, so those conversations are happening.”
Leveraging Franchisees
When it comes to these initiatives, SWTHZ didn’t innovate in isolation either. Brand decisions are often made based on continuous research and feedback from client focus groups, surveys and direct conversations. SWTHZ leverages the unique, on-the-ground perspective of its franchisees as well.
“Our franchisees and studio teams are our best educators,” Rizzi said. “They’re the ones living the brand every day, face-to-face with our clients. Their feedback shapes our design updates, training programs and operational playbooks.”
SWTHZ’s unique franchising principles — focused on scaling strategically with multi-unit operators so it can connect with franchisees, and by extension, consumers, in an efficient manner — also help it evolve thoughtfully.
“It becomes much easier to talk to them, literally on a day-to-day basis,” Rizzi said. “It’s continuous learning, open dialogue at every single level.”
Positive Results
While SWTHZ measures progress in relationships and trust rather than pure data, Rizzi reports that this investment in “belonging” has generated a quantifiable return for the brand as well.
“While belonging is an emotional metric, it yields tangible results,” she said. “We’ve seen higher retention rates, stronger referrals and longer membership tenure in markets where we’ve doubled down on a people-first culture. Members who feel seen and supported don’t just renew — they advocate.”
Rizzi also added that SWTHZ’s NPS and satisfaction scores “continue to climb” alongside investments in staff development and intentional design. There’s no shortage of anecdotal evidence as well.
“Belonging builds loyalty; loyalty builds lifetime value; and lifetime value fuels sustainable growth,” she said. “But beyond the data, it’s the stories that stick — clients sharing how they’ve lowered stress, regained confidence or simply found a space that feels like theirs. That’s the real return on belonging.”
