It’s one of the trendiest and fastest growing franchises in New England. But what exactly is ‘contrast therapy’ and who led this regional explosion? Sophia Sargent recently spent an afternoon in the sauna to find out what it was that made Nico Varano ‘take the plunge’ with his latest venture.
THERE is always a new health trend to try and catch up on.
With the power of social media, lots of ideas show up out of nowhere -but don’t always stick- with proven research and actual benefit to us long term. Instagram scrolls through newsfeeds today, however, see all of the biggest influencers participating in the latest craze: contrast therapy.
This, unlike many other health trends though, has centuries of evidence showing why it is has been -and still is- one of the best recovery treatments around.
As the sauna and cold plunging become more a part of everyday routines, it’s important to remember that this particular “trend” isn’t something that you’ll never see again on your “for you page’ (FYP).
Introducing Sweathouz, one of the trendiest companies to emerge in Boston post pandemic. It’s a full contrast therapy studio with saunas, cold plunge baths, and vitamin c showers.
Picture this: you walk into Sweathouz where you’re greeted by friendly staff. The walls are covered in inspirational song lyrics and retro celebrity artwork. Then you head to your own private oasis, your studio, where you turn the lights off and just sweat it out in the sauna, freeze it off in the cold plunge, and shower afterwards in the vitamin c serums.
It’s your place to disconnect for 30-60 minutes; and then finish your experience at the beauty bar, where you see your post therapy glow -and of course- use the dyson hair dryers to get you ready for your day again.
NOW this begs the question, what brings someone to Sweathouz? The contrast therapy of course, which is exposing your body to hot and cold temperatures to recover your muscles. There are so many benefits to this back and forth, even the Swedes don’t go anywhere without a sauna on site!
Benefits include: better circulation, increase of dopamine, decrease inflammation, decrease in stress, reduction of fine lines and wrinkles, better sex, and faster muscle recovery.
The beauty of this concept is that it’s been in Swedish culture for generations, as well as a common practice for athletes, but has finally become accessible to the average person for major health benefits.
People love it too! Whether it’s grandma and grandpa who struggle from joint pain, or the mom that just needs an hour break from her work day, the net is so wide for the enjoyment and benefits of Sweathouz.
The beauty is that you don’t have to be a competitive athlete or gym enthusiast to take part in these health practices. Anyone will feel better walking out of Sweathouz than they did walking in the door -both mentally and physically.
LAUNCHING his first two locations in the Boston area Assembly Row and Burlington, Nico Varano is a franchisee founder and sits on the board of Sweathouz. This concept inspired him to continue his family legacy of entrepreneurs and follow his dreams of creating his own empire.
Nico’s father, Nick, built the incredible Varano restaurant group and with it, the iconic Strega brand. Nico, was not only a big part of that process, but he got to pick up the tricks of the trade through the guidance of his father gaining valuable firsthand know-how he would later apply to his own success.
As a graduate of Boston College (BC) with a degree from the Carroll School of Management in Finance and Accounting, Nico was motivated from the beginning to carve out his lane in capitalism.
The first in his “lineage” to attend college, Nico wanted to “work hard” and “work smart” like his parents have always instilled in him and his sister Marina, and -more importantly- showed them and others by example.
While at BC -and by watching his father- Nico learned the valuable skills of networking and availability, something he says helps to define his career on what and who he is as a professional.
Networking, he points out, opened many doors for him as he began to kick off his career -and continues to do so today.
Not only did Nico have an eagerness and desire to launch an entrepreneurial career; he was well equipped to do it.
Growing up, he saw his father own and transform a multitude of restaurants. This, he credits with sparking an interest in working on Wall Street, which he did before transitioning to consumer retail and other ventures.
Among these ventures, he was able to work with various national restaurant groups, and gained valuable lessons from companies through this exposure to policies and practices that worked -and didn’t work- for them.
Nico always knew he wanted his career to involve something strategic, perhaps in an advisory or consultant role, which he thought he would do for his entire professional life.
A private equity firm experience, he states, is really where things fell into place for his accomplishments.
Taking a position at Prospect Hill was a time in his life, Nico shares, where he was able to both work with his father on selling a great portion of the Varano restaurant group; and also accelerate to a portfolio company, working under the tutelage of Prospect Hill CEO Ken Murphy (former CEO of Mattress Firm).
“I credit him (Ken Murphy) and my dad for the lessons I’ve learned,” Nico says. “Including how to hire, seeing both sides of a deal, building structure to a company, and the overall day-to-day running a company.”
He continues: “None of this would happen without seeing my dad take leaps of faith. Seeing the risks he was willing to take, and then put in the work to make his dreams come true. I couldn’t ask for a better mentor or father.”
Nico emphasizes that it is not just WHAT his father has accomplished, but HOW he did it.
“My dad created one of the best restaurant groups in all of Boston, in all of the northeast for that matter,” Nico gushes. “He did all of this ith very little education and as a school drop-out. In my opinion he is the single greatest business owner, figure, whatever it may be, in the whole world.
Nico pauses to reflect, smiling as he thinks of the moment.
“It’s amazing the gift I have of him being my right hand man whenever I have a question. We talk 50 times a day or more. His guidance gives me confidence, and his love gives me strength.”
For Nico, the journey in many ways began with his parents, who gave birth to him at a very young age. He had the unique opportunity to watch them grow up as he did, making certain decisions and learning lessons on the way, especially when his father invested everything they had in the restaurant business.
“You have to lay it down to pick it up” Nico cites a one of his favorite quotes and lessons taught by his father. This resonates, he says, because: “Life is not an audition, you only get one chance to put it all on the line. If it works out, great, if not, start over!”
If you live in fear of never trying, Nico reasons, you are limiting yourself of ever knowing the true possibilities of life and your real potential is.
IT was while training for a charity fight, raising money for cancer research with Haymakers for Hope that opened the pathway leading Nico to Sweathouz.
Haymakers for Hope is a 501(c)(3) routinely puts on charity fight cards throughout different locations around New England. During Nico’s Haymakers experience, over $70,000 for cancer research was raised he won his fight to boot!
Three days prior to his fight, he met Sweathouz CEO Jamie Weeks. After trying and experiencing the incredible benefits of Sweathouz for the first time, Nico took his own leap of faith -as any true Varano does- and proposed to Weeks that he wanted to be the franchisee for ALL of New England.
“Boxing convinced me that Sweathouz really works. I trained hard for my fight and, my body took a beating,” Nico says laughing. “The recovery and enhanced healing contrast therapy provided, definitely allowed me to compete and give my optimal performance for the fight.”
EXPANSION for Sweathouz New England is well underway as you read this. Assembly Row was acquired in January 2023, which catapulted Nico into real estate for his Burlington location shortly thereafter. Burlington, in fact, was the first full contrast therapy location nationwide!
And although social media is quick to highlight all of the fun, Nico confides -like any business- he has endured his share of challenges and frustrations in building out Sweathouz as well.
“Construction has been the most challenging part because of how new the company is,” he explains. “We’ve been able to work through it, but it definitely hasn’t always been easy.”
Despite all of this, Nico has been able to finance the entire endeavor on his own; not borrowing one dollar from outside capital.
“I was actually rejected by 55 banks when I started my career,” Nico shares. “To this day, I keep a list of all of those that said no to me in my pocket for added motivation.”
Further, Nico took a hands-on approach in the building process for each space, adding his own aesthetic touches, despite Sweathouz being franchised.
On the way are locations in South Boston, Hingham, and Chestnut Hill, with plans for many more to come.
“Never give up,” he says. “Hard work always prevails Just keep your nose to the pavement and keep going.”
NICO VARANO, is making a big splash throughout New England. How could he not, with the amount of sweat and toxins he has exiting our bodies each day? He hopes that Sweathouz and contrast therapy are able to instill confidence in people daily.
“I want you to feel better leaving,” he says. “Than you did when you walked in.”
And what can we expect from Nico and Sweathouz in the future?
“I hope to have ten new locations throughout New England within the next year,” he states. “That’s the goal.”
And with a work ethic, leadership, guidance and business intelligence instilled in him by his mentor and father -true to the Varano name- you just know he is going to do it.
