LIFTS Episode 135 – Inside SWTHZ: Building the Starbucks of Contrast Therapy | Nico Varano

Welcome to another episode of LIFTS, where we explore the future of fitness, wellness and human performance. In this episode, hosts Matthew Januszek and Mohammed Iqbal are joined by Nico Varano, CEO of SWTHZ, one of North America's fastest-growing recovery and wellness brands. Recovery has become one of the biggest growth opportunities in health and fitness, with consumers increasingly seeking experiences that help them reduce stress, improve performance and build healthier habits. But what does it take to build a business around recovery? Nico shares his journey from becoming SWTHZ's very first franchisee to leading the company as CEO. Together, they explore why recovery is becoming a category in its own right, how contrast therapy is evolving beyond a wellness trend, and why hospitality, technology and habit-building are central to creating lasting customer experiences. The conversation also looks at the role of AI, wearables and personalised data, the differences between private and communal recovery experiences, and what the future holds as SWTHZ continues its expansion across North America. ## In this episode, we cover: - Nico's journey from customer to CEO - Why recovery is becoming a category of its own - Building a scalable wellness franchise - The rise of private contrast therapy experiences - How hospitality is redefining customer expectations - The role of AI, wearables and data in recovery - Why habit-building matters more than one-off experiences - The future of recovery, wellness and preventative health 👉 Connect with Nico Varano on LinkedIn: https://www.linkedin.com/in/nicovarano/ Support fitness industry news by sponsoring future LIFTS episodes. Contact us at wendy@liftspodcast.com for advertising opportunities. Subscribe to our YouTube channel and turn on notifications so you never miss a new video when it's published: https://www.youtube.com/user/EscapeFitness Or if you prefer, you can receive the latest news direct to your inbox by subscribing here: https://www.liftspodcast.com/newsletter Join the conversation at LIFTS: LinkedIn: https://www.linkedin.com/company/liftspod Instagram: https://www.instagram.com/lifts.podcast/ ## Timestamps 00:00 From Customer to CEO 01:23 Why Recovery Is Booming 06:03 Building the SWTHZ Vision 09:49 Why Recovery Is Its Own Category 16:20 Can Gyms Compete with SWTHZ? 19:31 The Power of Private Recovery 24:01 Wearables, AI & the Resilience Score 30:25 Taking SWTHZ Global 36:21 Growing Beyond Memberships 39:27 Key Takeaways & Final Thoughts