Perspire Sauna Studio is bringing its infrared sauna and color light therapy services to the Milwaukee market this year, with long-term plans to open as many as 20 franchise locations statewide.
The Newport Beach, California-based chain estimates that around 10 studios, or half its Wisconsin footprint, would be located in the Milwaukee area. The first is slated to open in late spring, said a company spokesperson, who declined to confirm the studio's exact location within the Milwaukee area due to ongoing lease negotiations.
Perspire currently has 13 locations in California, Florida, Georgia, Nebraska and Texas, with an additional 15 locations opening soon in new markets including Wisconsin, Arizona, Idaho, Iowa, North Carolina and Tennessee, according to a news release.
Helping draw the company to the local market is the "nordic sauna culture" and "severe winter weather," said co-owner Lee Braun.
"Despite the (COVID-19) pandemic, Perspire continues to grow given our naturally socially distant approach," Braun said in a statement. "Each guest can still enjoy the many health and wellness benefits the experience has to offer in a safe and reliable manner."
Perpsire offers infrared sauna therapy as well as red light and color light therapy. Such wellness treatments have been known to promote relaxation and stress relief, detoxification, improve sleep, as well as boost energy levels and the immune system, according to its website.
One 40-minute session is $39 and includes towel service and smart TV entertainment. Depending on the location, monthly membership deals range from $70 to $180.
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