Urban Sweat
Urban Sweat is a Nashville-based wellness studio operator and franchise offering infrared sauna, red light therapy, and cold plunge services across 12 U.S. locations. It sells per-session, package, membership, franchise, and gift-card revenue to health-conscious consumers seeking recovery and longevity benefits.
- Company typePrivate
- Founded2022
- HeadquartersNashville, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Urban Sweat does
Urban Sweat is a privately held, Nashville-headquartered wellness studio operator that, founded in February 2022 by Kristen Nicholson after 22 years in corporate healthcare, delivers three core therapeutic modalities in private suites: infrared sauna (offered as 30-minute pod and 40-minute cabin formats with customizable heat and chromotherapy/sound therapy add-ons), red light therapy (20-minute full-body red and near-infrared sessions targeting cellular healing and collagen production), and cold plunge (immersion to as low as 39°F for energy, focus, and recovery). Underlying assets consist of physical recovery hardware — infrared pods/cabins, red light panels, and plunge pools — supported by a tech stack of Squarespace (website), Vagaro (booking, POS, and gift cards across each studio), and ClassPass (marketplace discovery), with no proprietary AI or data platform disclosed.
The company makes money via a layered revenue model: per-session drop-in and first-timer rates ($15-$60 per modality), autopay month-to-month memberships with 4/8/12-session or unlimited tiers ($45-$550/month) carrying a 2-month minimum, prepaid session packs of 3-20 sessions that can be shared and expire in 12 months, digital gift cards sold through Vagaro, and franchise/licensing fees as the chain expands nationally. The customer base is predominantly direct-to-consumer health-conscious individuals targeting detoxification, anti-aging, immunity, sleep, and muscle recovery, with a secondary persona of longevity-focused clients routed to Agile Telehealth for peptides, GLP, TRT, and HRT under a partnership agreement.
Geographically, Urban Sweat operates 7 explicitly listed studios (The Nations, WeHo, Green Hills, and Nolensville in the Nashville metro; Lexington KY; Dallas TX; Cherry Creek/Denver CO) and reached 12 nationwide locations following the October 2024 acquisition of CYL, a nine-studio sauna franchise being rebranded and upgraded with cabin saunas, red light therapy, and cold plunge. Distribution combines company-owned retail studios, a franchise channel for new operator-owned locations, the Vagaro self-serve booking platform, and the ClassPass marketplace, supported by a modest marketing mix of owned website, email, and Instagram plus earned media through consecutive regional awards.
Urban Sweat firmographics
Firmographics- Name
- Urban Sweat
- Legal name
- Urban Sweat
- Website
- https://urban-sweat.squarespace.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Urban Sweat is a Nashville-based wellness studio operator and franchise offering infrared sauna, red light therapy, and cold plunge services across 12 U.S. locations. It sells per-session, package, membership, franchise, and gift-card revenue to health-conscious consumers seeking recovery and longevity benefits.
- Ownership category
- akta.pro rank
Urban Sweat industry classification
Industry- Product category
- Wellness and Recovery Services
- NAICS
- Fitness and Recreational Sports Centers (713940)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Recovery Lounges & Multi-Modal Recovery Centers (HSADAKAI)
- akta.pro secondary industries
- Sauna & Steam Bath Facilities (HSADAKAC), Hot/Cold Contrast Therapy (Hot Tubs, Plunge Pools & Hydrotherapy) (HSADAKAD), Hydrotherapy & Thermal Spa Services (Sauna/Steam/Hot Tubs) (HSALAFAF)
Keywords
Where Urban Sweat is headquartered
LocationHeadquarters
- HQ city
- Nashville
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
Urban Sweat business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Session-based individual bookings: Customers pay per session for infrared sauna (pod or cabin), red light therapy, or cold plunge. First-timer and drop-in rates available. Sessions are 15-40 minutes depending on modality.
- Monthly memberships: Autopay month-to-month memberships offering 4, 8, or 12 visits per month for each modality, or unlimited access. 2-month minimum commitment required. No rollover of unused visits.
- Package sales: Prepaid bundles including intro offers (3 sessions), packs of 10-20 sessions, and 7-day unlimited access passes. Packages expire 1 year from purchase date and can be shared with others.
- Gift cards: Digital gift cards sold via Vagaro platform for studio services, available for printing or email delivery
- Franchise fees: Urban Sweat offers franchise opportunities for operators to open new studio locations nationwide, with the first studio opened in The Nations in February 2022
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | First-timer session rates |
| Unit Pricing | Pay-as-you-go | Drop-in session rates |
| Unit Pricing | Pay-as-you-go | Intro offers (3 sessions) |
| Subscription | Monthly | Monthly memberships (4x/mo) |
| Subscription | Monthly | Monthly memberships (8x/mo) |
| Subscription | Monthly | Monthly memberships (12x/mo) |
| Subscription | Monthly | Unlimited memberships |
| Unit Pricing | Pay-as-you-go | Session packs |
| Subscription | Pay-as-you-go | 7-day unlimited passes |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Urban Sweat product offering
Product offeringCore offering
Urban Sweat operates wellness studios that deliver three core therapeutic modalities: infrared sauna sessions (in private pods and larger cabins), red light therapy in private suites, and cold plunge immersion therapy. Sessions are sold individually, in prepaid packages, or via recurring monthly memberships, and the brand also licenses its concept to franchise operators expanding the studio footprint across the United States.
Product overview
Urban Sweat is a luxury wellness studio offering three primary therapeutic modalities: infrared sauna (available as private pod or cabin formats), red light therapy in private suites, and cold plunge therapy. The service operates on a pay-per-session, package, and membership model with locations across the U.S. including Nashville (multiple neighborhoods), Lexington KY, Dallas TX, and Denver CO. The company has expanded to 12 locations nationwide following the October 2024 acquisition of CYL sauna franchise. Additional services include longevity offerings (peptides, GLP, TRT, HRT) through a partnership with Agile Telehealth, and the company offers franchise opportunities for expansion.
Differentiator
Problem solved
Functional benefit
Products and services
- Infrared Sauna Therapy Infrared sauna sessions offered in two formats—30-minute private pods at 130-150°F with customizable heat settings, and 40-minute larger cabins with chromotherapy and sound therapy—for detoxification, improved sleep, immunity, inflammation reduction, and muscle recovery.
- Red Light Therapy 20-minute full-body red and near-infrared light therapy sessions in private suites that stimulate cellular healing, reduce inflammation, support collagen production for skin health, and aid muscle recovery.
- Cold Plunge Therapy Cold water immersion therapy using plunge pools reaching temperatures as low as 39°F, with sessions of recommended 1 to 5.5 minutes to trigger norepinephrine production for energy, focus, and recovery.
- Longevity Services (Peptides, GLP, TRT, HRT) Health optimization services delivered through Agile Telehealth partnership including peptide therapy, GLP-1 medications, testosterone replacement therapy (TRT), and hormone replacement therapy (HRT) for clients seeking advanced longevity and hormonal health support.
- Monthly Memberships Autopay month-to-month subscription memberships with a 2-month minimum commitment, offering 4, 8, or 12 visits per month per modality or unlimited access, plus bundled plans like Double Dip, Triple Threat, and combined unlimited packages.
- Session Packages Prepaid session bundles including 3-session intro offers, 5/10/20-session packs, and 7-day unlimited passes, valid for 1 year from purchase and shareable (excluding intro offers).
- Urban Sweat Franchise Program Franchise offering that licenses the Urban Sweat studio concept to operating partners for new U.S. locations, including brand, operating model, and the infrared sauna, red light therapy, and cold plunge modalities.
Quantifiable outcome
- Studies show cumulative 52 minutes per week in infrared sauna maximizes benefits
- +2 more outcomes
Companies that use Urban Sweat
Customer profileSegments3 records
Ideal customer profiles2 records
Urban Sweat technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature4 records
Urban Sweat partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Agile TelehealthminorUrban Sweat has partnered with Agile Telehealth to offer longevity services including peptides, GLP, TRT (Testosterone Replacement Therapy), and HRT (Hormone Replacement Therapy) to clients. This partnership extends Urban Sweat's wellness offerings beyond physical modalities into hormonal health and optimization services.
Scale indicators3 records
Recent moves7 records
Expansion highlights7 records
Urban Sweat competitors and assessment
Company assessmentMarket position
Strengths4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Urban Sweat social profiles
Digital presenceUrban Sweat financial estimates
Financial estimateRevenue estimate
Valuation estimate
Urban Sweat leadership team
Management profileNumber of profiles
Profiles1 record
Urban Sweat subsidiaries and ownership
Company hierarchySubsidiaries1 record
Urban Sweat funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Urban Sweat M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Urban Sweat
What does Urban Sweat do?
Urban Sweat operates wellness studios that deliver three core therapeutic modalities: infrared sauna sessions (in private pods and larger cabins), red light therapy in private suites, and cold plunge immersion therapy. Sessions are sold individually, in prepaid packages, or via recurring monthly memberships, and the brand also licenses its concept to franchise operators expanding the studio footprint across the United States.
Is Urban Sweat a public or private company?
Urban Sweat is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Urban Sweat founded?
Urban Sweat was founded in 2022. It employs 11 to 50 people.
Where is Urban Sweat based?
Urban Sweat is headquartered in Nashville, United States, in the North America region.
How does Urban Sweat make money?
Five revenue lines are on record. Session-based individual bookings are the primary driver. The others are monthly memberships, package sales, gift cards and franchise fees.
Does Urban Sweat have an API?
No public API is recorded for Urban Sweat.
What industry is Urban Sweat in?
Urban Sweat's product category is Wellness and Recovery Services. Its primary akta.pro industry code is HSADAKAI, Recovery Lounges & Multi-Modal Recovery Centers, with a secondary code of HSADAKAC, Sauna & Steam Bath Facilities. Its NAICS code is 713940 and its SIC code is 7997.