He Got Hooked on SweatHouz as a Customer. Now He’s CEO of More Than 100 Studios.

Nico Varano has transitioned from private equity to become the CEO of SweatHouz (SWTHZ), a unique wellness franchise that specializes in contrast therapy through private suite experiences including infrared saunas and cold plunges. Varano’s journey with SweatHouz began as a customer when he sought recovery options for a boxing injury. His background in evaluating business models enabled him to recognize the franchise's potential early on, particularly its appealing aspects like recurring revenue, minimal footprint, and low operational costs.

After becoming the brand's first franchisee, Varano opened eight studios in Boston, contributing significantly to the franchise’s success in terms of revenue per member and customer retention. His expertise and first-hand experience as a franchisee provided him valuable insights that helped shape his role on the board before he stepped into the CEO position without formally pursuing it. Varano continues to operate his original Boston locations, blending his franchisee experience with corporate leadership.

In his new role, Varano emphasizes the importance of service quality and employee selection as differentiators in a competitive market. He stated, “They can copy our floor plan in ninety days. They can’t copy the people,” highlighting that while the physical attributes of the brand can be imitated, the unique customer experience provided by the staff cannot.