SWTHZ Partners With Hot & Cold Expert in Science-Backed Approach to Wellness

SWTHZ, the premium-experience contrast therapy studio, knows that you need to work with the best to be the best. That’s why the brand is partnering with acclaimed cold and heat scientist and author Dr. Susanna Søberg.

“We have been closely following Dr. Søberg’s work for the past year and her reputation is truly remarkable,” said Stefani Rizzi, director of marketing at SWTHZ. “She’s a pioneer in deliberate exposure to heat and cold therapies, particularly through sauna and cold plunge. Her research and efforts align seamlessly with SWTHZ’s mission to enhance the global adoption of contrast therapy.”

Under the partnership, Søberg will serve as SWTHZ’s Advisor of Science and Education on its medical advisory board.

Staying on the Cutting Edge of Wellness

While SWTHZ is already well-educated in contrast therapies, having featured infrared saunas, cold plunges, and Vitamin C showers since its launch in 2019, the brand is always eager to learn more. Like she will with new members, Søberg will help SWTHZ executives better understand the science behind the brand’s wellness modalities, presenting them with her Thermalist Education program and collaborating to determine the ideal path for the brand’s certification and staff enrollment.

“Dr. Søberg’s Thermalist Education is a game-changer,” said Rizzi. “It provides our executives and staff with comprehensive, scientifically-backed training in contrast therapy, which is at the core of what we do. By acquiring this education, we’re not just investing in the professional development of our team, we’re also demonstrating our commitment to staying at the forefront of the wellness industry.”

The program focuses on cold, heat, and breathwork therapies, touching on a decade of research and experience.

SWTHZ sees the addition of Dr. Søberg as a serious competitive advantage in the increasingly crowded wellness market.

“With the knowledge and skills gained from Thermalist Education, our staff will be better equipped to deliver exceptional experiences to our members,” Rizzi said. “They’ll be able to provide informed guidance, support, and engagement that truly sets SWTHZ apart. In a competitive market, this level of expertise is invaluable.”

A Well-Timed Alliance

SWTHZ expects to open 70 new locations by the end of the year; the brand knew it was imperative to greet the new wave of members now coming through their doors with top-notch expertise.

“By partnering with Dr. Søberg now, SWTHZ is reinforcing its position at the forefront of the wellness market,” added Rizzi. “We’re not responding to trends; we’re helping to shape existing ones. This collaboration aligns perfectly with our growth strategy and our mission to make cutting-edge wellness accessible to everyone.”

“Dr. Søberg’s Thermalist Education is a game-changer. It provides our executives and staff with comprehensive, scientifically-backed training in contrast therapy, which is at the core of what we do. By acquiring this education, we’re not just investing in the professional development of our team, we’re also demonstrating our commitment to staying at the forefront of the wellness industry.”

Franchisees Get More With SWTHZ

SWTZH franchisees stand to benefit from this collaboration with Søberg as well as the brand’s members and executives. The brand already maintains a uniquely close relationship with its franchise partners. This collaboration promises to elevate that to a new level.

credit: SWTHZ

“Imagine the impact of having Dr. Søberg’s expertise at your fingertips as a franchisee,” said Rizzi. “You’ll be able to attract more members, deliver unparalleled experiences, and establish your location as the go-to destination for cutting-edge wellness. This partnership isn’t just about sharing knowledge; it’s about fostering a culture of continuous improvement and collaboration across our entire franchise network.”

SWTHZ currently operates studios across six states but with sites under construction that will eventually extend that to 25 by 2025. The brand is also eyeing an international launch with a waitlist expected to drop soon.

“We can’t wait to share this knowledge with our community,” added Rizzi. “It’s like giving our members a secret weapon for their health journey. Plus, it just feels great to know we’re at the cutting edge of wellness science. It’s a win-win for everyone.”

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