Wake Forest’s expanding wellness landscape gained new momentum this winter. The opening of SweatHouz (SWTHZ) at Grove 98 offers residents a new way to unwind, recharge, and prioritize recovery in everyday life. Since opening its doors on February 9, the private contrast therapy studio has quickly attracted interest from community members seeking innovative approaches to health and wellness, further reinforcing Grove 98’s evolution into a lifestyle-focused destination.
For Studio Manager Nick Addesso, leading the new location represents both a professional milestone and a personal passion. Addesso joined SWTHZ in August 2025 through the company’s Raleigh location to help launch and manage the Wake Forest studio. With seven years of experience in the health and wellness industry, he said the brand’s approachable philosophy immediately stood out.
“SWTHZ’s approach to hot and cold therapy excited me because it’s more approachable for the average person,” he said. “The team has built an amazing environment for inclusivity, which only furthered my passion to lead the Wake Forest location.”
The grand opening was met with strong community support, and that momentum has continued in the weeks since. “Our grand opening was a wonderful success,” Addesso said. “Seeing so many familiar faces come in and support us as a new business was great for the team.” Early feedback has been overwhelmingly positive, with new visitors often arriving through recommendations from friends and family. “We have seen many word-of-mouth referrals as well and love that we are making a positive difference in the community,” he added.
While some may initially think SWTHZ is another fitness center, Addesso says the studio offers something distinctly different. The concept centers on contrast therapy, combining infrared sauna heat, cold plunge immersion, and vitamin C-enhanced showers, all within private suites designed to help guests disconnect from daily stress and focus on recovery. “We pride ourselves on building strong relationships with our members and guests,” he said. “We’re invested in their recovery and relaxation journey and helping them get the most out of each session.”
Each visit includes 60 minutes in a private suite designed to reset both body and mind. “Each suite includes entertainment options, so guests can unwind to calming music or catch up on a favorite show,” Addesso said. Guests are encouraged to move between modalities at their own pace, creating an experience that blends relaxation with intentional wellness.
The wellness benefits are a major draw for many members. Research suggests infrared sauna sessions may help reduce stress hormones such as cortisol while supporting the release of beneficial hormones like dopamine, promote cardiovascular health through elevated heart rate during heat exposure, and aid muscle relaxation for those recovering from workouts or active lifestyles. Cold plunge therapy, which Addesso calls a personal favorite, has been associated with endorphin reset, increased energy, improved sleep, and potential metabolic benefits through brown fat activation. Some long-term studies have also linked regular sauna and cold exposure to improved cardiovascular outcomes and lower all-cause mortality. While individual results vary, many members incorporate contrast therapy as part of a broader wellness and recovery routine.
Beyond physical recovery, SWTHZ is also becoming a place where community connections form, a trend increasingly seen in wellness spaces that offer shared experiences without traditional social pressures. “For many people, this is their first time experiencing contrast therapy, and it can be a little nerve-racking,” Addesso said. “We’ve seen people meet for the first time, share the experience, and leave talking about it together.” Couples, friend groups, and first-time wellness explorers have all embraced the concept, highlighting its broad appeal.
The decision to locate at Grove 98 was intentional. With easy access off Highway 98 and neighboring businesses focused on health and lifestyle, the development offered the right environment for a wellness-forward concept. “We wanted to be in a wellness-oriented area,” Addesso said. “With complementary businesses like NOW Massage and O2 Fitness, we’re excited to contribute to the health and wellness hub forming in Wake Forest.”
As Grove 98 continues to grow, SWTHZ sees itself as part of a larger lifestyle ecosystem where residents can prioritize their well-being, grab a coffee, enjoy a meal, and meet everyday needs - in one convenient location. “We love seeing the area grow into a one-stop shop for health and wellness, dining, and everyday needs,” Addesso said. “We can support people who are just starting their wellness journey and those who are already well into it.”
Jason Cannon, President of the Wake Forest Business and Industry Partnership (WFBIP), said the addition reflects the type of thoughtful growth shaping Wake Forest’s future. “SWTHZ is a great example of how lifestyle-focused businesses are enhancing quality of life while contributing to our local economy,” Cannon said. “As Grove 98 continues to attract wellness, fitness, and dining concepts, it strengthens Wake Forest’s reputation as a place where people can live well, connect, and recharge.”
For Addesso, one of the most encouraging aspects of opening has been the warm welcome from both residents and neighboring businesses. “As a manager opening a new studio, there’s always a little nervousness,” he said. “But the local community has been amazing. We’ve truly felt supported.” He also credited local partners, including Pure Barre, Wake Forest Coffee Company, Orangetheory Fitness, Burn Boot Camp, F45, and NOW Massage for helping promote the opening and build early momentum.
Looking ahead, the team’s goals remain focused on connection and community. “We want to get more involved in Wake Forest,” Addesso said. “Building community is always top of mind for us, and what better way than helping people recover and relax.”
