It's not a spa. It's a method.
Private infrared heat and cold immersion with guided protocols, engineered for athletes and high-performers.
~10% annual growth
Infrared sauna and cold plunge markets, through 2034.
Lowest density category
100M+ social impressions
For #recovery, with Gen Z driving demand and wearables like WHOOP, Hyperice and Oura growing the category.
One repeatable, evidence-backed ritual
Contrast therapy delivered as a method: the same protocol, the same energy, every visit — not an open-ended spa experience.
Structured sessions
Clear time, temperature and breathing guidance from start to finish.
High-energy, music-forward
Built for engagement rather than the hush of a traditional spa.
The performance pillar
Raises visit frequency across the wider Fitura ecosystem.
Efficient labor model
A lean staffing profile, with guided protocols designed to run without a full instructor roster.
Investment, timeline, footprint
Estimated initial investment
Refer to the FDD for verified figures.
Build timeline
Efficient suite layouts keep buildouts low-cost.
Co-located footprint
Real estate partner
Sites sourced and secured with SABRE Business Consulting, a national retail advisory firm.
Cold, heat and the room between them.
How a studio makes money
Four lines, anchored by recurring recovery memberships.
Memberships & passes
Recovery memberships and single-use drop-ins.
Merchandise
Branded recovery gear.
Beverage & supplements
Hydration and nootropics at the front desk.
Corporate partnerships
Athlete programs and B2B accounts.
Explore the contrastheory brand
See the protocols, suites and membership model on the contrastheory site.
Request the Fitura Brands franchise information kit.
Tell us which concept interests you, the market you have in mind, and your background. A Fitura franchise consultant will validate fit, share detailed investment information, and walk you through our discovery process. Qualified candidates receive the Franchise Disclosure Document (FDD) as the next step.
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