HEAT by Sophia Lie

What HEAT by Sophia Lie does

HEAT by Sophia Lie is a Stockholm-based longevity and wellness operator founded in 2018 by Sophia Lie, a former model. The company runs a hybrid physical-plus-DTC business centered on infrared sauna and recovery studios, with a flagship inside Stockholm's NK department store (opened August 2023) and a second studio in Palma de Mallorca (opened Summer 2023). The service stack combines infrared sauna, cryotherapy, LPG massage, and compression therapy delivered under a proprietary HEAT System methodology, with pricing structured around single sessions (295–1,895 SEK), tiered session packages, and monthly memberships at 1,295 SEK/month.

The company monetizes across three revenue streams. (1) In-studio services at premium price points, with the Stockholm NK location serving as the primary traffic anchor and Palma extending reach into a Mediterranean lifestyle market. (2) The HEAT Collection DTC product line, launched in 2021, which translates the in-studio protocol into consumer hardware and supplements, and was extended in March 2025 with the HEAT Sculpting Tools launch. (3) A B2B channel enabled by Swedish friskvård benefit integrations on Epassi and Wellnet, which routes employer-sponsored wellness spend into HEAT's services.

The customer base spans high-net-worth consumers, athletes, beauty and wellness buyers, and corporate employees accessing the brand through friskvård. The company also distributes through a Therabody product integration in its studios. It operates as by Sophia Lie AB with 11–50 employees and no disclosed external funding, indicating a founder-financed, organically scaled boutique wellness brand rather than a venture-backed chain.

Name

HEAT by Sophia Lie

Legal name

by Sophia Lie AB

Website

https://heatbysophialie.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

HEAT by Sophia Lie is a Stockholm-based wellness operator founded in 2018 that runs infrared sauna and recovery studios (Stockholm NK, Palma de Mallorca) and a DTC product line (HEAT Collection) for high-net-worth consumers, athletes, and corporate clients.

Ownership category

akta.pro rank

Product category

Wellness Studio Services

NAICS

Heating Equipment (except Warm Air Furnaces) Manufacturing (333414), Industrial and Commercial Fan and Blower and Air Purification Equipment Manufacturing (333413), Mattress Manufacturing (33791)

SIC

Heating Equipment, Except Electric & Warm Air Furnaces (3433), Heating Equip, Except Elec & Warm Air; & Plumbing Fixtures (3430), Industrial Process Furnaces & Ovens (3567)

akta.pro primary industry

Infrared Therapy (Infrared Sauna & Light Therapy) (HSADAKAG)

akta.pro secondary industries

Sauna & Steam Bath Facilities (HSADAKAC), Hot/Cold Contrast Therapy (Hot Tubs, Plunge Pools & Hydrotherapy) (HSADAKAD), Hot/Cold Therapy Services (Cryotherapy/Ice Baths) (HSALAFAH), Spa & Massage Services (Day Spas, Massage Studios, Treatment Packages) (THAJAHAC)

Keywords

• Infrared sauna therapy
• Cryotherapy treatments
• Lymphatic drainage massage
• Wellness studio services
• Home wellness products

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. In-Studio Treatments: Revenue from wellness treatments including infrared sauna sessions, full-body cryotherapy, contrast therapy, LPG massage, lymphatic drainage, body sculpt massage, cryo facial, red light facial, compression therapy, and massage. Priced per session with multi-session packages available. Treatment gift cards also sold.
2. HEAT Collection Product Sales: Direct-to-consumer sales of professional-grade wellness products including infrared sauna blankets, cotton inserts, travel bags, sculpting tools (gua sha, cupping sets), collagen powder, electrolyte powder, ionic body brush, cryo-ball, and third-party technology products (TheraFace, JetBoots). Sold through Shopify e-commerce platform with 30-day return policy.
3. Studio Memberships: Monthly subscription memberships providing recurring access to wellness tech treatments. Stockholm offers Sculpt Membership at 1,295 SEK/month with therapist-led treatments, cryotherapy, sauna access, and product discounts. Palma offers tiered memberships (HEAT Base €39/month, HEAT Prime €149/month, HEAT Exclusive €299/month).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

HEAT by Sophia Lie operates wellness studios in Stockholm (NK Parkaden flagship) and Palma de Mallorca delivering infrared sauna, contrast therapy, full-body cryotherapy, LPG massage, lymphatic drainage, body sculpting, facial, and massage treatments under the proprietary "Sweat. Sculpt. Recover." system. The company also sells a direct-to-consumer product line — the HEAT Collection — including infrared sauna blankets, sculpting tools, and recovery supplements, supported by monthly memberships at both studio locations.

Product overview

HEAT by Sophia Lie is a wellness company offering a unified platform combining studio-based treatments and a consumer product line organized around three pillars: Sweat (infrared therapy), Sculpt (lymphatic drainage), and Recover (cold therapy). The core offering includes full-spectrum infrared sauna sessions, contrast therapy (infrared + cryotherapy), LPG massage, full-body cryotherapy, ice baths, and various sculpting treatments. The HEAT Collection product line, launched in 2021, includes the flagship HEAT Infrared Sauna Blanket™ as the centerpiece, complemented by accessories (Cotton Insert & Pillow Set™, Travel Bag™), sculpting tools (Gua Sha and Cupping Sets in various configurations), recovery tools (Cryo-Ball™, Ionic Body Brush™), and supplements (Collagen Powder™, Natural Electrolyte Powder™). The company also resells third-party wellness technology from Therabody (TheraFace Mask, RecoveryAir JetBoots, TheraFace PRO™, SmartGoggles™). Membership programs (Sculpt, HEAT Base/Prime/Exclusive) provide recurring access to studio treatments and product discounts. The company operates studios in Stockholm (NK flagship) and Palma, Spain.

Differentiator

Problem solved

Functional benefit

Brands

• The HEAT Collection: Product line including infrared sauna blankets, sculpting tools, recovery supplements, and wellness technology for home use.

Products and services

• Infrared Sauna (Studio Treatment) Full-spectrum infrared sauna session combining near-, mid-, and far-infrared wavelengths to raise core body temperature for detox, circulation, immune support, and metabolic benefits. Available as 30 or 45 minute sessions with single and multi-session packages.
• Contrast Therapy Combined 30-minute infrared sauna session followed by full-body cryotherapy for vascular reset through alternating heat and cold exposure.
• Full-Body Cryotherapy Controlled cold exposure in a cryo chamber for blood vessel constriction, inflammation reduction, endorphin release, and recovery.
• Ice Bath Studio Guided, controlled cold-water immersion for inflammation reduction and recovery enhancement.
• LPG Massage Specialized LPG (Endermologie) lymphatic drainage and tissue sculpting massage for face and body, available in 30, 45, 60, and 75 minute durations targeting face, body, or full face and body.
• HEAT Body Sculpt Massage Hands-on massage combining lymphatic drainage, detoxification, and body shaping techniques.
• The HEAT Face Workout Facial massage and sculpting treatment combining techniques to lift and tone facial muscles.
• Lymphatic Compression Compressed air technology for promoting circulation and combating fluid retention in legs.
• CryoFacial Stream of precisely controlled cold air applied to the face for rejuvenation and skin tightening.
• Red Light Facial LED light therapy facial for skin rejuvenation using red light wavelengths.
• HEAT Massage Tailored massage therapy for relaxation and relief from daily tension.
• EMbody Targeted muscle activation treatment using electrical muscle stimulation for fitness and recovery, offered at the Palma studio.
• HEAT Infrared Sauna Blanket Professional-grade, low-EMF and ELF-safe infrared sauna blanket for home use with medical-grade magnetic therapy, charcoal layers, and amethyst/tourmaline crystal layer for detox, circulation boost, pain relief, and improved sleep. Priced at 7,995 SEK.
• HEAT Infrared Sauna Blanket Kit Complete home wellness bundle including the HEAT Infrared Sauna Blanket, Cotton Insert and Pillow Set, and Travel Bag.
• HEAT Sculpting Trio Professional-grade sculpting kit combining the HEAT Facial Cupping Set, HEAT Facial Gua Sha, and HEAT Body Gua Sha for lymphatic drainage and tissue sculpting at home.
• HEAT Facial and Body Gua Sha Duo Pair of gua sha tools for facial and body sculpting that stimulate the lymphatic system and reduce puffiness.
• HEAT Facial Cupping Set Facial cupping set for depuffing and defining facial contours through gentle suction therapy.
• HEAT Body Gua Sha Body-sized gua sha tool for targeted stimulation of the lymphatic system, flushing toxins, and reducing water retention.
• HEAT Cotton Insert and Pillow Set Breathable cotton-bamboo blend insert and pillow set that pulls moisture away from the body for cleaner, more comfortable sweating in the sauna blanket.
• HEAT Sauna Blanket Travel Bag Lightweight, durable travel bag designed to fit the entire HEAT ritual kit including the blanket, insert, pillow, and cleaning spray.
• HEAT Collagen Powder Collagen supplement powder for supporting recovery, skin health, and post-treatment restoration.
• HEAT Natural Electrolyte Powder Natural electrolyte powder for hydration and mineral replenishment during and after heat therapy sessions.
• HEAT Cryo-Ball Cryotherapy ball for targeted cold therapy application to soothe muscles and reduce inflammation.
• HEAT Ionic Body Brush Ionic body brush for supporting lymphatic drainage and detoxification through dry brushing technique.
• Therabody TheraFace Mask Therabody facial therapy device combining microcurrent, LED light therapy, and massage for comprehensive facial care, resold through HEAT e-commerce.
• Therabody RecoveryAir JetBoots Therabody compression boots for enhanced circulation and accelerated muscle recovery, resold through HEAT e-commerce.
• Therabody TheraFace PRO Professional-grade Therabody facial therapy device with advanced microcurrent and LED capabilities, resold through HEAT e-commerce.
• Therabody SmartGoggles Therabody eye and periorbital therapy device using heat, light, and massage for relaxation and rejuvenation, resold through HEAT e-commerce.
• Sculpt Membership (Stockholm) Monthly membership in Stockholm priced at 1,295 SEK/month, including one 45-minute sculpt treatment, one 30-minute infrared sauna session, one full-body cryotherapy session, monthly bring-a-friend sauna access, 20% off the HEAT Collection and additional wellness tech and hands-on treatments, and a freeze allowance of 2 months per year.
• HEAT Base Membership (Palma) Entry-level monthly membership in Palma at €39/month, including one wellness tech treatment per month, Monday-Thursday studio access, 10% off single sessions and the HEAT Collection, plus a one-time €29 joining fee.
• HEAT Prime Membership (Palma) Mid-tier monthly membership in Palma at €149/month, including four wellness tech treatments per month, Monday-Saturday studio access, 20% off single sessions, and a monthly bring-a-friend option.
• HEAT Exclusive Membership (Palma) Premium monthly membership in Palma at €299/month, including twelve wellness tech treatments per month for high-frequency wellness access.
• HEAT Treatment Gift Card Gift card valid for in-studio treatments and/or product purchases at HEAT Stockholm, valid for one year from purchase.
• HEAT Product Gift Card Digital gift card valid for online product purchases at heatbysophialie.com.

Quantifiable outcome

• 3 out of 4 first-timers who try full-body cryotherapy return for more (Stockholm 2026)
• +2 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• EpassicoreGTM or Marketing PartnerEpassi is a Swedish friskvård (health benefit) provider enabling employees to use employer-subsidized wellness benefits at HEAT. HEAT treatments including LPG Massage, Massage, IR Sauna, Ice Bath, and Cryotherapy are eligible under Epassi schemes.
• WellnetcoreGTM or Marketing PartnerWellnet is a Swedish friskvård provider connecting employer wellness benefits to HEAT treatments. Supports corporate wellness program customers who pay for treatments using pre-tax health benefit allowances.
• Terreno ClubminorStrategic or Co-development PartnerTerreno Club wellness collaboration in Palma featuring Pilates sessions, HEAT signature treatments, poolside relaxation, and healthy food. One-day wellness escape event showcasing HEAT services to Terreno Club members.
• Aethos ClubminorStrategic or Co-development PartnerAethos Club Palma partnership including guided breathwork sessions with HEAT Infrared Sauna Blankets, HEAT Method demonstrations, express treatments, and 20% discount for Aethos Club yearly members. Day of Recovery event format.
• Ulrika DavidssonminorStrategic or Co-development PartnerBestselling author and nutritional advisor collaboration for Unlock Longevity Through Food pop-up event at HEAT Palma. Science-backed functional nutrition insights combined with HEAT Sweat. Sculpt. Recover. experience.
• @pauseproject_ / @cocosdeliminorGTM or Marketing PartnerInfluencer collaboration for Pilates and Brunch event at HEAT Palma featuring guided Pilates session, HEAT treatment demos, smoothies, light bites, product access, and event-only offers.

Scale indicators7 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Restore Hyper Wellness: Restore operates a multi-modality wellness and recovery network offering cryotherapy, infrared sauna, compression, light therapy, and memberships. Its service mix and membership-led model closely overlap HEAT’s Sweat, Sculpt, and Recover proposition.
• Remedy Place: Remedy Place is a membership-based wellness club combining recovery modalities such as heat, cold, compression, and body treatments. It is comparable to HEAT’s integrated treatment menu and premium membership positioning.
• iCRYO: iCRYO provides cryotherapy, infrared sauna, compression, and recovery services through wellness locations. Its modality mix and treatment-led customer experience are closely comparable to HEAT’s cold and infrared therapies.
• Hotworx: Hotworx combines infrared heat with guided fitness sessions and membership access. It overlaps HEAT’s infrared use, wellness positioning, and recurring access model, although exercise is more central to Hotworx.
• Perspire Sauna Studio: Perspire Sauna Studio provides infrared sauna sessions, contrast-oriented recovery options, and membership access. It is a direct operating peer to HEAT’s infrared studio and recurring membership model.

Broad incumbents

• Sunlighten: Sunlighten manufactures and sells infrared sauna and light-therapy systems, overlapping HEAT’s infrared service and at-home product category. It is an equipment-focused incumbent rather than a studio operator.
• Massage Envy: Massage Envy operates a large membership-based massage and facial-services network. HEAT shares its recurring treatment model and also offers massage, body-sculpting, and facial services.

Regional players

• QC Terme: QC Terme operates European thermal-wellness destinations with spa and hydrotherapy offerings. It is relevant to HEAT’s premium Palma wellness experience, but is a regional destination operator rather than an infrared specialist.

Emerging players

• HigherDOSE: HigherDOSE sells infrared sauna blankets and related at-home wellness products, directly overlapping HEAT’s flagship sauna blanket and home wellness collection. Its product-led business model differs from HEAT’s studio-first model.
• Heat Healer: Heat Healer offers at-home infrared sauna blankets and related recovery products, competing for the same home heat-therapy customer as HEAT Collection. It is a narrower product competitor without HEAT’s studio membership base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/heatbysophialie
• LinkedInlinkedin.com/company/heat-by-sophia-lie

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HEAT by Sophia Lie