SweatHouz Brings Private Contrast Therapy to New York City with First Studio in Tribeca

SweatHouz, a national leader in private contrast therapy, today announced its entry into the New York City market with its first studio coming to Tribeca, slated to open in Fall 2026. The Tribeca studio marks the first step in the plan to establish SweatHouz as New York City’s premier recovery destination, bringing private contrast therapy that includes infrared sauna, cold plunge and more to neighborhoods across Manhattan and Brooklyn, one of the most in-demand wellness markets in the world.

Contrast therapy, the practice of alternating deep heat with cold immersion, has become a staple of modern recovery. Moving between the sauna and the cold plunge gets blood flowing, eases sore muscles, clears the mind, and reduces stress. SweatHouz built its model around that ritual, with private suites that pair an infrared sauna and a cold plunge so members run the full cycle on their own time, without waiting on a shared plunge or sauna. Suites are also equipped with antioxidant infused Vitamin C showers to revitalize the body after a sweat session.

New York runs at a pace few cities match, and the people who power it rarely get a moment to reset, which is exactly the gap SweatHouz set out to fill. The brand chose Tribeca for its first location, a dense, design-literate neighborhood where residents invest in wellness and expect spaces to match, setting the tone for every NYC studio that follows.

“In the city that never sleeps, SweatHouz is where New York finally gets to rest and recover,” said Nico Varano Jr., CEO of SweatHouz. “Private contrast therapy suites built to shut out the noise and let you recover on your own terms. And with the Wasi family as our partners, this is just the start. We’re bringing SweatHouz across Lower Manhattan.”

Located at 30 Warren Street, the studio will feature eight private contrast therapy suites, each pairing an infrared sauna and a cold plunge, along with the PentHouz — a private suite built for four to six people and designed for small groups who want a higher-touch, more social setting, a premium format SWTHZ plans to bring to select markets as it grows. Rounding out the space is a 22-by-10-foot event room designed to host programming such as wellness pop-ups, sound baths, meditation & breathwork, and small-group yoga, with capacity for 10 to 12 guests seated or 20 to 25 standing, available to book for private parties to co-branded wellness events.

SweatHouz is building New York City’s largest dedicated recovery network. The Tribeca opening kicks off a development agreement for at least 12 studios across Manhattan and Brooklyn, in partnership with the Wasi Family Group. A second and third New York studio are already underway, with a lease recently signed in the East Village.

“I fell in love with SweatHouz as a member first where it became an integral part of my weekly routine,” said Mehwish Wasi, SweatHouz New York Franchisee. “Bringing it to New York isn’t a business decision as much as a personal one. I know what these 60 minutes can do for someone at the end of a hard day, and there’s no city that needs that more than this one. Getting to lead SweatHouz New York market entry is the opportunity of a lifetime, and Tribeca is only the beginning.”

Founded in 2019, SweatHouz has grown into one of the country’s fastest-growing recovery concepts, with 100+ studios nationwide and 1.9 million private recovery sessions delivered last year alone. Under Nico Varano, the brand’s first-ever franchisee-turned-CEO, SweatHouz has scaled from a single location to a national footprint spanning cities including Atlanta, Dallas, Denver, Phoenix, and Los Angeles, guided by a franchising discipline built to ensure every studio delivers the same premium reset regardless of market. With more than 500 franchise licenses awarded, SweatHouz continues its march toward becoming the category’s defining national brand.

The SWTHZ Tribeca studio is slated to open in October 2026. For updates and early access, visit sweathouz.com/tribeca. Founding memberships are available in limited quantities ahead of opening.