SweatHouz Announces First New York Sauna and Cold Plunge Studio in Tribeca

Mehtab Wasi, who "has been a SweatHouz member since the day the Atlanta‑founded infrared sauna and cold plunge studio brand first opened its doors in her city, she still books sessions every week," is leading a local franchise push in Manhattan, Athletechnews reports. Wasi, together with partners Mehwish Wasi and Samir Vogan, is finalizing a lease at 30 Warren St. in Tribeca for a flagship SweatHouz location with a target opening in April, and an Instagram post said the studio "will open its first NYC location in Tribeca this spring."

SweatHouz, also referred to as SWTHZ, markets private infrared sauna suites paired with cold plunge tanks and Vitamin C showers in a membership model described by company materials as "technology‑forward" and intended for recovery, longevity and convenience. Company press materials circulated late last year state the franchisor operates in 25 states and highlights private suites as the brand differentiator for routine contrast therapy sessions.

Locally, the TriBeCa team has larger plans. Athletechnews reports the group intends to open as many as 12 SweatHouz studios across Lower Manhattan and Brooklyn over the next several years, and a sponsored 1851 Franchise headline describes a "12‑Unit Development Agreement Across Manhattan and Brooklyn." Company press material reprinted by Yahoo Finance quotes a spokesperson identified only as "Tan," saying, "We're seeing franchise demand accelerate faster than ever. Our newest 13‑unit agreement in Lower Manhattan puts SWTHZ in the heart of New York City." The available coverage presents both 12‑unit and 13‑unit figures; the difference is noted in public materials and has not been reconciled in reporting.

Nationally, PR Newswire and Yahoo Finance excerpts from franchise release material say SweatHouz had "more than 78 studios open in 25 states and over 90 currently in development" and that the brand announced plans to open two new studios every week through the end of 2025. The franchisor's franchise disclosure document, cited in company materials, lists an initial investment range of $569,757 to $1,193,974 and Item 19 shows a top‑performing studio generated over $1.2 million in annual revenue.

Franchise coverage also highlights financing and multi‑unit operators: a sponsored item notes a partnership with ApplePie Capital to launch a core loan program, and Athletechnews reports entrepreneurs Brian Massoll and Ethan Lewis are planning 30 studios across Florida while additional territories are underway in Virginia, Utah, Colorado and Connecticut.

Athletechnews frames the local pitch as a response to market gaps, noting, "New York City may be saturated with bathhouses, cryotherapy studios and high‑end spas, but for residents seeking a more private, routine‑friendly contrast‑therapy session, the options are surprisingly limited." That rationale underpins the Wasi group's push to establish a routine‑friendly, private contrast‑therapy option in Tribeca and beyond.

For press follow up, PR materials list Chad Cohen at Mainland, 312‑526‑3996, as media contact; local lease execution details, official opening date, clarification on the 12 versus 13 unit count, and the full identity of the quoted "Tan" remain items outstanding from the publicly released materials.