HOTWORX Signs Multi-Unit Franchise Agreement to Enter Alaska Market

HOTWORX, a 24-hour infrared sauna fitness franchise, has signed a multi-unit franchise agreement to expand into Alaska, marking its first entry into the state. Franchise owners Tracey Pidge and Ciara Boyce, both experienced multi-unit operators with existing studios in Washington, have committed to developing five locations across Alaska, starting with Wasilla, which is scheduled to open in the third quarter of 2026.

Stephen P. Smith, Founder and CEO of HOTWORX, emphasized the importance of having Pidge and Boyce lead the charge in this new market. “Tracey and Ciara are exactly the kind of operators we want leading our entry into a new state, and especially in a state with such a unique business climate,” said Smith. He noted that every new state signifies the growing demand for accessible, 24-hour infrared fitness, highlighting Alaska as a market the brand has been eager to serve.

The expansion comes as a strategic move into a new demographic. Pidge and Boyce bring personal ties to Alaska, both having spent decades in the state before moving to the lower 48, which may facilitate community engagement and brand introduction. They plan to leverage their longstanding family and community connections in Alaska to foster membership growth.

The mother-daughter team is well-prepared, having operated successful HOTWORX studios in University Place and Lacey, Washington, each boasting over 600 members. Boyce’s background as a U.S. Army veteran and certified personal trainer is expected to enhance their operational efficacy in Alaska.

The HOTWORX franchise combines infrared heat with isometric and high-intensity interval training, providing a unique fitness experience. The owners express a commitment to not only delivering fitness but also creating a warm, supportive environment for Alaskans during the long winters. As they embark on this expansion, the initial cadence set by these commitments may signal overall system health and demand for the brand moving forward.

Whether the brand can maintain this level of expansion momentum in Alaska may depend on the team's ability to effectively leverage their local connections and establish a strong community presence.