In this Q&A, you’ll hear from Lee Braun, founder & CEO of Perspire Sauna Studio, a sauna-centered wellness franchise. Lee shares the path from one to 80+ studios, and why Perspire’s science-backed protocols are designed to foster daily rituals for optimal well-being.
Tell us about Perspire.
Lee Braun: Perspire Sauna Studio is a modern wellness sanctuary built around the power of saunas. Through infrared heat, red light therapy, and—most recently—contrast therapy, we offer a science-backed experience that helps people reset, recover, and ignite their inner wellness.
What started as a single location in Southern California has grown into a national brand with over 80 studios open and dozens more on the way this year. We’re leading the charge in making sauna-centric wellness part of our guests’ daily ritual.
Our goal is simple: help people feel better, live lighter, and create time for themselves in a world that rarely slows down.
What led you to pursue this opportunity?
LB: Back in 2010, I was a 24-year-old with zero experience in retail, business, or wellness. But, I had a passion for health and a conviction that heat therapy was more than an afterthought at the gym — I saw it as a daily tool for recovery, relaxation, and longevity.
After opening our first studio, I spent years wearing every hat — from front desk to marketing to repairman. While our earliest days were a struggle, the belief that our service would one day be a staple of wellness allowed us to keep going.
When guests would come in and love how they felt after their sauna session, noticing improvements in their overall health, that’s how we knew we had something special.
How does Perspire serve the modern wellness consumer?
LB: Today’s wellness consumer isn’t just looking for hype — they want results, simplicity, and something they look forward to. At Perspire, we make it easy to build a healthy ritual that fits into daily life.
Our studios are designed for accessibility and consistency: Guests can book in advance, arrive on their schedule, and enjoy a personalized sauna session in a private suite. It’s self-care without the barriers — no complicated protocols; no pressure to perform.
Feeling good in the moment and doing good in the long term, every aspect of our experience is rooted in science, from the infrared heat and red light therapy to the emerging research behind contrast therapy.
How has the rise of contrast therapy impacted the business? Are you exploring other modalities or partnerships?
LB: Contrast therapy has exploded, and we’ve leaned in.
We recently introduced the SNØ Shower, a proprietary cold experience designed to pair with infrared heat for the ultimate contrast effect. SNØ Shower is a 45-second, 45-degree rainfall shower that delivers exhilarating results every time. It’s clean, sleek, fully programmable, and doesn’t require a plunge pool.
This offering has been a game-changer. Not only is it driving membership upgrades but, integrated into their private sauna session, it’s offering guests even more benefits like mood elevation and decreased inflammation.
We’re actively exploring additional modalities that complement our core, like breathwork, meditation, and aromatherapy. Being purposeful about it, everything we do is grounded in science, personalized, and designed to enhance the ritual, not distract from it.
How are you approaching expansion?
LB: We’re scaling with intention. Our growth strategy is focused on franchise expansion, supported by area representatives in key markets across the US. This allows us to move quickly while maintaining strong local leadership and studio performance.
We’ve also invested heavily in brand, tech, and infrastructure so our system can scale without sacrificing quality.
Our north star, Perspire should feel like the most rejuvenating hour of someone’s day. If we keep delivering that, everything else falls into place.
If you’re interested in having your company featured in our Q&A series, send an email to team@fitt.co.
