THE FRANCHISEE

Perspire Sauna Studio has 37 locations across the country.

“The model is to provide a high-level concierge customer experience for every guest. They come in and have their own private infrared sauna and it’s in its own suite. … Maybe guests want their sauna set to a certain temperature. We can do that. Maybe they want the lights set to a certain color or they’re looking to address a certain issue. We’ll have it set up in a way intended to address that issue,” said Jessica Kurz.

JESSICA AND TOM KURZ

PERSPIRE SAUNA STUDIO

THE FRANCHISE: Newport Beach-based Perspire Sauna Studio says its studios combine the centuries-old practice of heat therapy with modern science and technology, providing full-spectrum infrared sauna therapy with color light therapy.

2015: Jessica Kurz, a psychotherapist, is diagnosed with breast cancer and undergoes 16 rounds of chemotherapy, which lead to adverse side effects. After researching non-medicinal options to address her symptoms, Kurz discovers infrared sauna therapy and installs a sauna in her home.

SEPTEMBER 2019: Jessica’s friend in the Atlanta area informs her about her positive experience at a new Perspire Sauna Studio location in her area. Jessica tells her husband, Tom, about the franchise, and the two have a conversation with Shery Christopher, director of franchise development for Perspire. The Kurzes fly to California for their “discovery day” in November to learn more about franchising. On New Year’s Eve, the couple signs on as franchisees.

FEBRUARY 2021: After having to put their plans on pause because of the COVID-19 pandemic, they sign the lease agreement for their space at 15455 W. Bluemound Road in Brookfield. They were drawn to Bluemound because of the corridor’s central location in the metro area, its high visibility and the revitalization of nearby Brookfield Square.

SEPTEMBER 2021: Perspire opens its doors. Though the business has faced challenges finding workers in the current labor market, Jessica says they are on target to meet corporate’s goals for the site. The couple is currently focused on establishing their first location, but they have plans for possible second and third sites. Jessica and Tom Kurz, co-owners of Perspire Sauna Studio’s Brookfield location.

“Our team is really strong. And the people that have come into the studio in terms of guests and our membership base, they love it. We have some people who come every single day,” Jessica Kurz said.

The saunas also include color light therapy.