EDMOND The largest full-spectrum infrared and red-light sauna therapy business in the U.S. is expanding to the metro with two locations.
Perspire Sauna Studio this month secured a two-unit deal to bring the infrared and red-light sauna therapy franchise to the Oklahoma City metro area. CEO Lee Braun anticipates an early 2025 opening in Edmond.
The science of the sauna has come a long way since the invention of the electric stove nearly a century ago, with the latest iterations using light to direct heat at the skin. Proponents of infrared sauna and red-light therapy claim several benefits of regular use, including preventative wellness, improved physical recovery, increased immune system responsiveness, rejuvenated skin and improved sleep.
Braun’s inspiration to open the first location in Costa Mesa, California in 2010 came from family friends who used infrared saunas to recover from Lyme disease.
“Then we created a sauna studio because we noticed how great our skin looked, how great we felt joint pain, back pain, muscle pain, all that kind of faded away after infrared sauna use,” Braun said.
The business is growing fast with 59 locations in 26 states. Braun anticipates 85 Perspire locations by the end of 2024. Braun said he couldn’t disclose the exact location for the Edmond franchise. The Oklahoma City location will open in 2026.
Both franchises will be operated by Oklahoma City residents Rajiv and Pooja Patel. Braun said Rajiv and Pooja come from a background of hospitality and improving the well-being of others. Rajiv spent more than a decade as a director of hotel operations and Pooja is an experienced pharmacist.
“I think they saw some of our studios in other states. We're in Nebraska, Illinois and Iowa and so I think they had caught wind of some of the studios there, and given their background, this seemed like a great business for them,” Braun said.
Pooja said more people are looking to improve their well-being beyond physical exercise, which is why the Perspire brand has grown significantly in the last 14 years.
“It’s a modality that makes experiential, preventative health more accessible and enjoyable than ever,” Pooja said in a statement.
Braun expressed confidence in Rajiv and Pooja as franchisees and said he’s excited to enter the Oklahoma market because it allows the brand to play a role in the health and lifestyle of new communities, and it’s “proof positive” that Perspire is attracting interest in untapped markets.
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