A national contrast therapy brand is expanding into North Alabama with plans to open a Huntsville studio later this year.
SWTHZ will open a roughly 3,457-square-foot location at The Shops at Merchants Walk, the Whole Foods Market-anchored development at Bob Wallace Ave., RCP Companies announced.
The studio will be owned and operated by Lindsay and Ryan Hirsowitz, who also operate a SWTHZ location in the Birmingham area.
SWTHZ offers private contrast therapy suites featuring full-spectrum infrared saunas, cold plunges, vitamin C showers and in-suite entertainment. Clients can reserve sessions of up to 60 minutes through the company’s app.
“As a physical therapist, I spent years talking to patients about the importance of recovery, but too often saw how difficult it was for them to actually make it part of their routine,” Lindsay Hirsowitz said. “That’s the gap we’re working to fill with SWTHZ, and we’re excited to bring accessible, purposeful recovery to Huntsville.”
Founded in 2019, SWTHZ began franchising in 2022 and has since expanded to more than 100 studios across more than 25 states, according to the company.
RCP also announced that Men’s Wellness of North Alabama will open at Merchants Walk.
The veteran-owned practice, founded by Joshua Rogers, provides services including primary and preventive care, hormone and fertility medicine, weight management and hair restoration. The new office will expand the practice into the Huntsville market.
The two businesses will join a growing collection of health and wellness tenants at Merchants Walk that includes Whole Foods Market, Orangetheory Fitness, HealthSource, StretchLab, Masters Salon and Salons by JC.
“Health and wellness have become one of our strongest categories,” RCP Companies Senior Director of Development Nadia Niakossary said. “Both of these are owner-operated businesses with real depth behind them.”
The Shops at Merchants Walk and neighboring Merchants Square comprise approximately 135,000 square feet of retail and dining space near Memorial Parkway and Bob Wallace Avenue.
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