A wellness studio offering private infrared saunas, cold plunges, and contrast therapy is coming to Boston’s Fenway neighborhood, bringing a new approach to relaxation and recovery to the city.
SweatHouz, also stylized as SWTHZ, is preparing to open a new location at 1363 Boylston Street, according to the company’s website. Franchisee Nico Varano, who began franchising with the brand in 2023 and became its CEO in January 2026, told What Now Boston that the studio has just received its construction permit and is targeting an opening by the end of February 2027.
Founded in Atlanta, Georgia in November 2019 by former Orangetheory Fitness franchisee Jamie Weeks, SweatHouz takes a private, personalized approach to wellness and recovery. Rather than moving between communal facilities, each suite features an infrared sauna, cold plunge, and vitamin C shower, with 60 minutes reserved for guests to relax and enjoy the experience at their own pace.
After checking in at the front desk, guests can customize their session to suit their preferences. Varano recommends spending about 45 minutes in the sauna, followed by three to five minutes in the cold plunge before showering, though guests can tailor their experience to their preferences.
Each suite is designed to feel like a personal retreat, with options to turn on the TV, listen to a podcast, or play meditation music. The private suites allow visitors to keep interaction with others to a minimum, offering an hour to disconnect from the outside world. “You come in, you’re in your own private suite, and you’re going to leave feeling a lot better both mentally and physically,” said Varano.
Those who prefer company can bring a guest along for a wellness date or a different kind of night out. “It’s really your space for the full hour,” Varano explained. “We see people come in by themselves. We see people come in with a guest. Some people do date nights. Some people come in and watch, you know, Love Island on the TV.”
With more people looking for ways to socialize and unwind beyond the usual bar or club scene, Varano sees SweatHouz as another option for spending time together while prioritizing well-being.
The concept is also designed to welcome people with varying levels of fitness and wellness experience. Whether guests regularly participate in HYROX competitions or have never stepped inside a gym, Varano said, they can enjoy the experience without feeling out of place.
The upcoming Fenway studio will span approximately 2,000 square feet and feature eight private suites, along with a beauty bar sponsored by Dyson. After completing their sessions and showering, guests will be able to freshen up with Dyson hair dryers and other products before heading back out into the city.
Varano said Fenway stood out as a promising location for the brand, pointing to the neighborhood’s similarities to other successful SweatHouz markets. Its proximity to Boston’s medical hub also presents an opportunity to serve healthcare workers looking for a dedicated break during demanding schedules. “We look forward to providing all the nurses and doctors with an hour to themselves to just disconnect,” he said.
The Fenway opening is part of a broader expansion across the region. SweatHouz already operates a location in South Boston, while its Assembly Row studio in Somerville is temporarily closed for renovations. The Assembly Row location, which Varano described as one of the brand’s top-performing studios, is being updated to reflect the company’s newer format, with the sauna, cold plunge, and shower all housed in the same private suite. It is expected to reopen in approximately two months.
Beyond Boston, the brand is preparing to open a location at Salem, New Hampshire’s Tuscan Village within the next month. Varano also identified the Seaport and Cambridge as potential areas for future expansion.
SweatHouz is also preparing to launch a new app in about a month, introducing interactive features designed to personalize the wellness experience. The platform will offer different protocols, or guided routines, based on guests’ individual goals, along with a proprietary metric called SweatHouz Pulse that will track users’ commitment to the brand and their health goals.
