A stretching studio — what's that? Fayetteville's about to find out.

StretchLab, a fitness studio specializing in one-on-one assisted stretching, is set to open a new location in Fayetteville next month, adding to its existing portfolio of more than 10 locations across the state.

Hiral Desai, 40, owner of the new Fayetteville franchise, said Saturday that the StretchLab at 2723-1 Freedom Parkway Drive is opening Aug. 16. She said that the studio's customized stretching sessions are designed to improve flexibility and alleviate pain by tailoring sessions to individual needs, focusing on problem areas or targeting specific muscle groups.

"Assisted stretching is a fairly new concept and as people experience the benefits from our services, the demand will rise," Desai said. "I hope to open more StretchLab locations around the Fayetteville area."

More: Sweat it out: Your guide to Fayetteville gyms, fitness classes and how much they cost

StretchLab prices

Desai said StretchLab offers several membership options ranging from $159 a month to $769 a month, depending on the session length and frequency. Sessions can last 25 or 50 minutes, and members can visit between four and 12 times a month. She said individual 25-minute sessions are $55 and individual 50-minute sessions are $105. The studio also offers group stretching for special or corporate events.

Desai said that the 50-minute session is a deep, full-body stretch focusing on all major muscle groups and extremities, aimed at improving range of motion, flexibility and easing stiff joints. The 25-minute session works to alleviate muscle tightness, she said.

The technicians who work with the StretchLab clients are certified personal trainers and yoga and Pilates instructors who have undergone 60-100 hours of training with StretchLab to become certified "flexologists," Desai said. She said that staff will consistently check in with clients during stretch sessions to gauge their comfort level and adjust the stretch accordingly.

Origin story

Desai said that when she first learned about StretchLab, she was experiencing pain in her calves, knees, hamstrings and back from working out six days a week. She said that after just one demonstration stretch, her back and knee pain significantly reduced, and she could feel her muscles relax the next day. She said that she understood how "beneficial one-on-one assisted stretching will be for other people and so I bought this franchise."

The StretchLab she visited in California inspired her to bring the concept to Fayetteville. Prior to this, Desai graduated from Georgetown University with a master’s degree in human resources in 2022 and worked as a recruiter for Amazon’s human resources department. She was born and raised in Western India and moved to Fayetteville six years ago due to her husband's work as a physician.

"This journey has been both challenging and exciting at the same time," Desai said. "I learned so much and I feel every day is a new learning experience."

She said that as soon as she signed the lease for the Fayetteville studio in January, she found out she was expecting her second child and that opening a business while pregnant has been "tough."

"I have physical limitations but luckily, due to lots of support from my daughter, husband and my employees, I have been able to organize pop up events, build a great business network and create a good founding member/customer base for my business," Desai said.

She said that she encourages women to start their own businesses if they feel called to do so, adding that anyone with a vision and resources can become an entrepreneur.

"My 10-year-old daughter looks up to me, she already wants to be the general manager of my StretchLab studio," Desai said. "I feel like as a mother, I have set an amazing example for her and my future baby girl, to always be financially independent."

The details

Address: 2723-1 Freedom Parkway Drive

Phone: 910-557-7204

Hours: 11 a.m. to 7 p.m. Tuesday through Sunday (when it opens)

On the web: facebook.com/stretchlabfayetteville/

Reporter Lizmary Evans covers growth and development for The Fayetteville Observer. You can reach her at LEvans@gannett.com

This article originally appeared on The Fayetteville Observer: A stretching studio — what's that? Fayetteville's about to find out.