In the latest episode of Athletech News’ Unscripted podcast, Jamie Weeks, the founder and CEO of contrast therapy brand SWTHZ, joins co-hosts Edward Hertzman and Eric Malzone for a deep dive into the business of fitness and wellness franchising.
Weeks, Hertzman and Mazlone discuss topics including the push and pull of corporate versus franchisee control, the benefits of running corporate-owned studios in a franchise model and how SWTHZ is pursuing growth in the emerging wellness category. Watch this episode of “Unscripted” for unfiltered takes on the following:
Approaching the franchisor-franchisee relationship as an entrepreneurial partnership
Where fitness and wellness franchise brands tend to go wrong in their marketing and operations
Why sauna and cold plunge might be the key to making America healthy
Key Talking Points:
(0:00 – 5:59) Introductions and the concept of “whole-person wellness”
(5:59 – 10:24) Contrast therapy as a gateway into fitness and wellness
(10:24 – 14:26) Operational challenges in scaling a luxury wellness concept
(14:26 – 22:05) Why choice is overrated in curating service offerings
(22:05 – 29:12) How Weeks approaches the business of franchising
(29:12 – 32:52) Defining success as an entrepreneur
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Athletech Studios
February 20, 2025
