The Healing Power of Contrast Therapy: A Deep Dive into Plunge's Approach - Full Transcript

00:00and welcome to the Growth Lab. This is and welcome to the Growth Lab. This is the podcast dedicated to the business of the podcast dedicated to the business of the podcast dedicated to the business of beauty and vitality. Today we're sitting beauty and vitality. Today we're sitting beauty and vitality. Today we're sitting down with Sean Foster, the visionary down with Sean Foster, the visionary down with Sean Foster, the visionary behind plunge.co, behind plunge.co, behind plunge.co, a Nordic style bath house business. It's a Nordic style bath house business. It's a Nordic style bath house business. It's an amazing practice that features many an amazing practice that features many an amazing practice that features many different unique services. It's different unique services. It's different unique services. It's absolutely incredible. Let's find out absolutely incredible. Let's find out absolutely incredible. Let's find out more about this ancient practice. more about this ancient practice. more about this ancient practice. Today's episode is sponsored by Med Spa Today's episode is sponsored by Med Spa Today's episode is sponsored by Med Spa Accelerator. We help med spas and weight Accelerator. We help med spas and weight Accelerator. We help med spas and weight loss clinics solve the bottleneck of loss clinics solve the bottleneck of loss clinics solve the bottleneck of inconsistent, unqualified patient leads inconsistent, unqualified patient leads inconsistent, unqualified patient leads to achieve predictable, scalable monthly to achieve predictable, scalable monthly to achieve predictable, scalable monthly revenue without staff burnout. We are revenue without staff burnout. We are revenue without staff burnout. We are absolutely thrilled to have Shawn join absolutely thrilled to have Shawn join absolutely thrilled to have Shawn join us to discuss the future of aesthetics us to discuss the future of aesthetics us to discuss the future of aesthetics and spa services and these unique and spa services and these unique and spa services and these unique treatments. Let's get started. I'm treatments. Let's get started. I'm treatments. Let's get started. I'm excited to dive into your story, Sean. excited to dive into your story, Sean. excited to dive into your story, Sean. I'd like to frame these conversations I'd like to frame these conversations I'd like to frame these conversations simply, past, present, and future. I simply, past, present, and future. I simply, past, present, and future. I want to start with your origin story and want to start with your origin story and want to start with your origin story and how you got into this demanding really how you got into this demanding really how you got into this demanding really rewarding industry. And then we'll pivot

01:00rewarding industry. And then we'll pivot rewarding industry. And then we'll pivot to present reality. What's working? to present reality. What's working? to present reality. What's working? What's causing friction and what's What's causing friction and what's What's causing friction and what's keeping the doors open? And then finally keeping the doors open? And then finally keeping the doors open? And then finally then we'll look at your future outlook then we'll look at your future outlook then we'll look at your future outlook which is the next 3 to 5 years and the which is the next 3 to 5 years and the which is the next 3 to 5 years and the biggest strategic moves that you're biggest strategic moves that you're biggest strategic moves that you're planning. And then we'll cover the full planning. And then we'll cover the full planning. And then we'll cover the full spectrum of building a successful spectrum of building a successful spectrum of building a successful practice like the one that you have practice like the one that you have practice like the one that you have going on right now. Does that sound like going on right now. Does that sound like going on right now. Does that sound like a good road map? a good road map? a good road map? >> Sounds amazing. >> Sounds amazing. >> Sounds amazing. >> Awesome. Awesome. So, you just uh tell >> Awesome. Awesome. So, you just uh tell >> Awesome. Awesome. So, you just uh tell me more about plunge.co uh and the me more about plunge.co uh and the me more about plunge.co uh and the locations that you're opening. You've locations that you're opening. You've locations that you're opening. You've got the floor, my friend. got the floor, my friend. got the floor, my friend. >> Yeah. Well, Plunge is a Nordic style >> Yeah. Well, Plunge is a Nordic style >> Yeah. Well, Plunge is a Nordic style contrast therapy studio. And by contrast contrast therapy studio. And by contrast contrast therapy studio. And by contrast therapy, uh all we mean by that is it's therapy, uh all we mean by that is it's therapy, uh all we mean by that is it's the alternating between hot and cold the alternating between hot and cold the alternating between hot and cold modalities. So, we have a traditional modalities. So, we have a traditional modalities. So, we have a traditional kind of Nordic style sauna. And by kind of Nordic style sauna. And by kind of Nordic style sauna. And by Nordic style, we mean kind of Nordic style, we mean kind of Nordic style, we mean kind of traditional heat. We have it's a dry traditional heat. We have it's a dry traditional heat. We have it's a dry sauna that uses kind of an element with sauna that uses kind of an element with sauna that uses kind of an element with the rocks and we pour water on top of the rocks and we pour water on top of the rocks and we pour water on top of that to uh to kind of increase the that to uh to kind of increase the that to uh to kind of increase the humidity in the space. Uh we usually run humidity in the space. Uh we usually run humidity in the space. Uh we usually run those at around 180 to 200° and uh we

02:00those at around 180 to 200° and uh we those at around 180 to 200° and uh we alternate between that and our cold alternate between that and our cold alternate between that and our cold plunge pools and our cold punch pools plunge pools and our cold punch pools plunge pools and our cold punch pools usually run anywhere between 45 to 50°. usually run anywhere between 45 to 50°. usually run anywhere between 45 to 50°. And it's kind of that alternating And it's kind of that alternating And it's kind of that alternating between the hot and the cold uh that between the hot and the cold uh that between the hot and the cold uh that kind of gives you that therapeutic kind of gives you that therapeutic kind of gives you that therapeutic benefit, the contrast therapy benefit. benefit, the contrast therapy benefit. benefit, the contrast therapy benefit. We started it uh we first had the idea We started it uh we first had the idea We started it uh we first had the idea back in 2018. Uh you know I had started back in 2018. Uh you know I had started back in 2018. Uh you know I had started utilizing the cold water to recover from utilizing the cold water to recover from utilizing the cold water to recover from physical activity. I like to trail run physical activity. I like to trail run physical activity. I like to trail run and I like to uh I'm pretty active and I and I like to uh I'm pretty active and I and I like to uh I'm pretty active and I was trying to look for you know was trying to look for you know was trying to look for you know something to help me recover better. something to help me recover better. something to help me recover better. >> Uh and I remember sitting in an ice >> Uh and I remember sitting in an ice >> Uh and I remember sitting in an ice bath, you know, after football practices bath, you know, after football practices bath, you know, after football practices to try and get inflammation down. And so to try and get inflammation down. And so to try and get inflammation down. And so >> started sitting in the river, you know, >> started sitting in the river, you know, >> started sitting in the river, you know, pretty often. I have a river that's pretty often. I have a river that's pretty often. I have a river that's pretty close to my house and it was pretty close to my house and it was pretty close to my house and it was helping me quite a bit from a recovery helping me quite a bit from a recovery helping me quite a bit from a recovery standpoint, but I noticed it was also standpoint, but I noticed it was also standpoint, but I noticed it was also helping me quite a bit from a mental helping me quite a bit from a mental helping me quite a bit from a mental standpoint. I, you know, kind of have standpoint. I, you know, kind of have standpoint. I, you know, kind of have always dealt with anxiety and stress always dealt with anxiety and stress always dealt with anxiety and stress just like everybody does. just like everybody does. just like everybody does. >> Yeah. I mean, everybody does. Yeah, it >> Yeah. I mean, everybody does. Yeah, it >> Yeah. I mean, everybody does. Yeah, it seems pretty normal. seems pretty normal. seems pretty normal. >> Yeah. And uh after utilizing the cold >> Yeah. And uh after utilizing the cold >> Yeah. And uh after utilizing the cold water, I had noticed that a lot of the

03:00water, I had noticed that a lot of the water, I had noticed that a lot of the the symptoms that I would feel on a the symptoms that I would feel on a the symptoms that I would feel on a regular basis had been lessened regular basis had been lessened regular basis had been lessened substantially. And nothing had really substantially. And nothing had really substantially. And nothing had really changed other than the fact that I was changed other than the fact that I was changed other than the fact that I was sitting in the river, you know, a few sitting in the river, you know, a few sitting in the river, you know, a few times a week. times a week. times a week. >> And after kind of looking into it a >> And after kind of looking into it a >> And after kind of looking into it a little bit deeper and a little bit little bit deeper and a little bit little bit deeper and a little bit further, sure enough, that's one of the further, sure enough, that's one of the further, sure enough, that's one of the main, you know, uses of cold water main, you know, uses of cold water main, you know, uses of cold water immersion therapy. And uh, you know, immersion therapy. And uh, you know, immersion therapy. And uh, you know, started looking into it more and I started looking into it more and I started looking into it more and I started to fall in love with it. And started to fall in love with it. And started to fall in love with it. And that's kind of how I came across that's kind of how I came across that's kind of how I came across contrast therapy and utilizing the sauna contrast therapy and utilizing the sauna contrast therapy and utilizing the sauna along with it. and uh you know utilized along with it. and uh you know utilized along with it. and uh you know utilized the sauna a few different times along the sauna a few different times along the sauna a few different times along with the cold water and realized that with the cold water and realized that with the cold water and realized that this was something that I wanted to try this was something that I wanted to try this was something that I wanted to try and make accessible. So that's that's and make accessible. So that's that's and make accessible. So that's that's kind of the the initial concept and and kind of the the initial concept and and kind of the the initial concept and and what contrast therapy is. There's what contrast therapy is. There's what contrast therapy is. There's there's, you know, a slew of other there's, you know, a slew of other there's, you know, a slew of other benefits that come from utilizing benefits that come from utilizing benefits that come from utilizing contrast therapy. You know, the main contrast therapy. You know, the main contrast therapy. You know, the main benefit comes from vaso dilation and benefit comes from vaso dilation and benefit comes from vaso dilation and vaso constriction, meaning that when vaso constriction, meaning that when vaso constriction, meaning that when you're in the sauna, those blood vessels you're in the sauna, those blood vessels you're in the sauna, those blood vessels are opening up. It's allowing, you know, are opening up. It's allowing, you know, are opening up. It's allowing, you know, really substantial blood flow through really substantial blood flow through really substantial blood flow through your entire body. That's why you feel your entire body. That's why you feel your entire body. That's why you feel relaxed and comfortable in the heat. And relaxed and comfortable in the heat. And relaxed and comfortable in the heat. And there's a lot of benefits to that. And there's a lot of benefits to that. And there's a lot of benefits to that. And then, then, then, >> you know, getting in the cold water >> you know, getting in the cold water >> you know, getting in the cold water vessel constriction and all the all

04:00vessel constriction and all the all vessel constriction and all the all those vessels constrict, you know, those vessels constrict, you know, those vessels constrict, you know, supplying kind of the the most core supplying kind of the the most core supplying kind of the the most core pieces of your body the blood that it pieces of your body the blood that it pieces of your body the blood that it needs. And it's doing that kind of needs. And it's doing that kind of needs. And it's doing that kind of flushes your system in a way where you flushes your system in a way where you flushes your system in a way where you end up, you know, being able to release end up, you know, being able to release end up, you know, being able to release different chemicals like dopamine and different chemicals like dopamine and different chemicals like dopamine and adrenaline. And not to mention, you adrenaline. And not to mention, you adrenaline. And not to mention, you know, there's a slew of other aesthetic know, there's a slew of other aesthetic know, there's a slew of other aesthetic benefits like being able to to burn benefits like being able to to burn benefits like being able to to burn calories a little bit quicker, training calories a little bit quicker, training calories a little bit quicker, training your body, your body's nervous system, your body, your body's nervous system, your body, your body's nervous system, metabolism, handful of things like that metabolism, handful of things like that metabolism, handful of things like that that come from that vaso dilation and that come from that vaso dilation and that come from that vaso dilation and vaso constriction. Uh, vaso constriction. Uh, vaso constriction. Uh, >> wow. >> wow. >> wow. >> I didn't realize there was so much >> I didn't realize there was so much >> I didn't realize there was so much science behind just getting hot and science behind just getting hot and science behind just getting hot and getting cold and getting hot and getting getting cold and getting hot and getting getting cold and getting hot and getting cold. cold. cold. Uh, and there's there is real science Uh, and there's there is real science Uh, and there's there is real science behind it, isn't there? behind it, isn't there? behind it, isn't there? >> There is. Yeah. Uh it's interesting >> There is. Yeah. Uh it's interesting >> There is. Yeah. Uh it's interesting because there have been quite a few because there have been quite a few because there have been quite a few long-term studies especially in long-term studies especially in long-term studies especially in conjunction with regular sauna usage. conjunction with regular sauna usage. conjunction with regular sauna usage. >> Mhm. >> Mhm. >> Mhm. >> And you know it's been interesting over >> And you know it's been interesting over >> And you know it's been interesting over the last four or five years as contrast the last four or five years as contrast the last four or five years as contrast therapy has kind of made a rise in therapy has kind of made a rise in therapy has kind of made a rise in popularity. The amount of studies that

05:00popularity. The amount of studies that popularity. The amount of studies that are being done has has skyrocketed and are being done has has skyrocketed and are being done has has skyrocketed and especially the studies being done with especially the studies being done with especially the studies being done with cold water immersion. And so, you know, cold water immersion. And so, you know, cold water immersion. And so, you know, there's I think we're just seeing right there's I think we're just seeing right there's I think we're just seeing right now the crest of the wave as far as kind now the crest of the wave as far as kind now the crest of the wave as far as kind of the research goes because, you know, of the research goes because, you know, of the research goes because, you know, a lot of these studies take years and a lot of these studies take years and a lot of these studies take years and years and a lot of people to run and years and a lot of people to run and years and a lot of people to run and we're just starting to see a lot of we're just starting to see a lot of we're just starting to see a lot of those come out. But there's there's been those come out. But there's there's been those come out. But there's there's been quite a few studies run on cold water quite a few studies run on cold water quite a few studies run on cold water immersion and sauna usage independently. immersion and sauna usage independently. immersion and sauna usage independently. And it's going to be exciting in the And it's going to be exciting in the And it's going to be exciting in the next few years to see a lot of those next few years to see a lot of those next few years to see a lot of those studies come to fruition, you know, when studies come to fruition, you know, when studies come to fruition, you know, when they're able to kind of complete both of they're able to kind of complete both of they're able to kind of complete both of those as as a contrast therapy package. those as as a contrast therapy package. those as as a contrast therapy package. >> Okay. Yeah, that's awesome. Now, you >> Okay. Yeah, that's awesome. Now, you >> Okay. Yeah, that's awesome. Now, you started in January of 2020, right? started in January of 2020, right? started in January of 2020, right? That's got to be the Utah location, That's got to be the Utah location, That's got to be the Utah location, right? right? right? >> Yeah, we actually started in June of >> Yeah, we actually started in June of >> Yeah, we actually started in June of 2021. Yeah, we we started building in 2021. Yeah, we we started building in 2021. Yeah, we we started building in January. Well, January. Well, January. Well, >> okay. >> okay. >> okay. >> Yeah, we started kind of the initial >> Yeah, we started kind of the initial >> Yeah, we started kind of the initial concepts of the business in January of concepts of the business in January of concepts of the business in January of 2020 and that was kind of when the 2020 and that was kind of when the 2020 and that was kind of when the initial portions of the business started initial portions of the business started initial portions of the business started to kind of, you know, coalesce and we to kind of, you know, coalesce and we to kind of, you know, coalesce and we were able to finally open in June of

06:00were able to finally open in June of were able to finally open in June of 2021 and that that was the the Provo, 2021 and that that was the the Provo, 2021 and that that was the the Provo, Utah location that first opened. And Utah location that first opened. And Utah location that first opened. And how's the journey been so far? You know, how's the journey been so far? You know, how's the journey been so far? You know, Bill, getting up to that point. Bill, getting up to that point. Bill, getting up to that point. >> I mean, it's been a roller coaster, >> I mean, it's been a roller coaster, >> I mean, it's been a roller coaster, right? Anybody that's opened a business, right? Anybody that's opened a business, right? Anybody that's opened a business, uh, you know, knows that it's not all uh, you know, knows that it's not all uh, you know, knows that it's not all sunshine and roses. And especially in sunshine and roses. And especially in sunshine and roses. And especially in the business that you're in, you know, the business that you're in, you know, the business that you're in, you know, it's it's definitely a roller coaster. it's it's definitely a roller coaster. it's it's definitely a roller coaster. Opening up our first location was Opening up our first location was Opening up our first location was probably one of the hardest things that probably one of the hardest things that probably one of the hardest things that we've ever done, me and my wife, cuz we've ever done, me and my wife, cuz we've ever done, me and my wife, cuz we're we're partners in this, but it's we're we're partners in this, but it's we're we're partners in this, but it's also been one of the most fulfilling also been one of the most fulfilling also been one of the most fulfilling things. you know, we we we get to chat things. you know, we we we get to chat things. you know, we we we get to chat with people who, you know, contrast with people who, you know, contrast with people who, you know, contrast therapy has a positive impact on on a therapy has a positive impact on on a therapy has a positive impact on on a regular basis. And from a growth regular basis. And from a growth regular basis. And from a growth perspective, uh, you know, took us a perspective, uh, you know, took us a perspective, uh, you know, took us a handful of months to to really get handful of months to to really get handful of months to to really get operating the way that we wanted to to operating the way that we wanted to to operating the way that we wanted to to build our clientele and build our client build our clientele and build our client build our clientele and build our client base. And now we're kind of on the flip base. And now we're kind of on the flip base. And now we're kind of on the flip side of that. We're not only are we side of that. We're not only are we side of that. We're not only are we trying to run a we've moved on from trying to run a we've moved on from trying to run a we've moved on from running a singular location and now we running a singular location and now we running a singular location and now we uh run kind of a franchised business uh run kind of a franchised business uh run kind of a franchised business model and now we're going through those model and now we're going through those model and now we're going through those same sorts of of growing pains and and

07:00same sorts of of growing pains and and same sorts of of growing pains and and roller coaster rides with all of our roller coaster rides with all of our roller coaster rides with all of our franchises and uh learning how to best franchises and uh learning how to best franchises and uh learning how to best help them get them up to where they need help them get them up to where they need help them get them up to where they need to be from a business and revenue and to be from a business and revenue and to be from a business and revenue and customer perspective. customer perspective. customer perspective. >> Yeah. Okay. Yeah, of course. I wanted to >> Yeah. Okay. Yeah, of course. I wanted to >> Yeah. Okay. Yeah, of course. I wanted to ask you some uh what is the core ask you some uh what is the core ask you some uh what is the core philosophy and the patient experience philosophy and the patient experience philosophy and the patient experience that you've built plunge around? that you've built plunge around? that you've built plunge around? >> Yeah, at Plunge we have three core >> Yeah, at Plunge we have three core >> Yeah, at Plunge we have three core values that we try and adhere to values that we try and adhere to values that we try and adhere to everything that we do in the business. everything that we do in the business. everything that we do in the business. >> Okay. And >> Okay. And >> Okay. And >> this goes from the way that we operate >> this goes from the way that we operate >> this goes from the way that we operate the you know the corporate franchising the you know the corporate franchising the you know the corporate franchising side of things as well as how each of side of things as well as how each of side of things as well as how each of our franchises and our hosts, the people our franchises and our hosts, the people our franchises and our hosts, the people who are in the space every single day who are in the space every single day who are in the space every single day kind of operate. Those three kind of kind of operate. Those three kind of kind of operate. Those three kind of core tenant values focus around core tenant values focus around core tenant values focus around cleanliness. You can't run a bath house cleanliness. You can't run a bath house cleanliness. You can't run a bath house like ours without it being, you know, like ours without it being, you know, like ours without it being, you know, kind of the the standard of cleanliness kind of the the standard of cleanliness kind of the the standard of cleanliness to be as hygienic as humanly possible. to be as hygienic as humanly possible. to be as hygienic as humanly possible. And everything we've done And everything we've done And everything we've done >> uh in our business from the way we >> uh in our business from the way we >> uh in our business from the way we design our cold plunge pools to the way design our cold plunge pools to the way design our cold plunge pools to the way that our our studios are designed as that our our studios are designed as that our our studios are designed as well as well as well as >> uh you know, how we build out our

08:00>> uh you know, how we build out our >> uh you know, how we build out our sessions on a regular basis kind of go sessions on a regular basis kind of go sessions on a regular basis kind of go to this uh this overall value of keeping to this uh this overall value of keeping to this uh this overall value of keeping a clean space. And so that's that's kind a clean space. And so that's that's kind a clean space. And so that's that's kind of number one. The second piece of this of number one. The second piece of this of number one. The second piece of this is accessibility. We want to make sure is accessibility. We want to make sure is accessibility. We want to make sure that plunge is not only accessible that plunge is not only accessible that plunge is not only accessible geographically geographically geographically that people have a choice in in getting that people have a choice in in getting that people have a choice in in getting into a plunge in their community, but we into a plunge in their community, but we into a plunge in their community, but we also want it to be, you know, from a also want it to be, you know, from a also want it to be, you know, from a budgetary standpoint. We want it to be budgetary standpoint. We want it to be budgetary standpoint. We want it to be accessible monetarily. We don't want accessible monetarily. We don't want accessible monetarily. We don't want this to be something that's only for, this to be something that's only for, this to be something that's only for, >> you know, that's only a luxury for >> you know, that's only a luxury for >> you know, that's only a luxury for people. We want this to be something people. We want this to be something people. We want this to be something that people can utilize on a regular that people can utilize on a regular that people can utilize on a regular basis. basis. basis. >> And we also want physically accessible >> And we also want physically accessible >> And we also want physically accessible as well, right? We want this to be as well, right? We want this to be as well, right? We want this to be someplace that even if you're in a someplace that even if you're in a someplace that even if you're in a wheelchair or if you have some sort of wheelchair or if you have some sort of wheelchair or if you have some sort of disability or if you are 80 years old disability or if you are 80 years old disability or if you are 80 years old and have a hard time walking, we've and have a hard time walking, we've and have a hard time walking, we've really taken the time to design the really taken the time to design the really taken the time to design the space so that no matter who you are, space so that no matter who you are, space so that no matter who you are, right, plunges for for everybody and you right, plunges for for everybody and you right, plunges for for everybody and you can access you can access the space can access you can access the space can access you can access the space however you choose. And then our third however you choose. And then our third however you choose. And then our third kind of core tenant value is community. kind of core tenant value is community. kind of core tenant value is community. We have built this space being a

09:00We have built this space being a We have built this space being a communal space. It's someplace that communal space. It's someplace that communal space. It's someplace that people can come together and be together people can come together and be together people can come together and be together in the sauna and in the cold plunge. And in the sauna and in the cold plunge. And in the sauna and in the cold plunge. And it's really important for us to be able it's really important for us to be able it's really important for us to be able to kind of direct and and build this to kind of direct and and build this to kind of direct and and build this company in a way that is building that company in a way that is building that company in a way that is building that community. We want plunge to be a third community. We want plunge to be a third community. We want plunge to be a third place, not just home, not, you know, place, not just home, not, you know, place, not just home, not, you know, your place of work, but we want it to be your place of work, but we want it to be your place of work, but we want it to be this third place where people gather and this third place where people gather and this third place where people gather and get to know each other and, you know, get to know each other and, you know, get to know each other and, you know, come and relieve the stresses of the come and relieve the stresses of the come and relieve the stresses of the day. day. day. >> Yeah. I mean, that makes sense, right? >> Yeah. I mean, that makes sense, right? >> Yeah. I mean, that makes sense, right? Isn't that what bath houses first Isn't that what bath houses first Isn't that what bath houses first became? like back in the ancient Roman became? like back in the ancient Roman became? like back in the ancient Roman times or or even you know back in the on times or or even you know back in the on times or or even you know back in the on the other side of the world in the the other side of the world in the the other side of the world in the Russian bath houses right people would Russian bath houses right people would Russian bath houses right people would just used to go there and converse and just used to go there and converse and just used to go there and converse and that's how usually like business were that's how usually like business were that's how usually like business were was done and how relationships were was done and how relationships were was done and how relationships were formed right formed right formed right >> yeah that's you know a lot of people you >> yeah that's you know a lot of people you >> yeah that's you know a lot of people you know have asked us like oh where did you know have asked us like oh where did you know have asked us like oh where did you get this idea and the idea that we have get this idea and the idea that we have get this idea and the idea that we have had is not had is not had is not >> it's not yours >> it's not yours >> it's not yours >> and like we're over here in in the >> and like we're over here in in the >> and like we're over here in in the United States we're is really behind. United States we're is really behind. United States we're is really behind. You know, bath houses and bath culture You know, bath houses and bath culture You know, bath houses and bath culture has been a thing basically everywhere.

10:00has been a thing basically everywhere. has been a thing basically everywhere. You know, from, you know, the Roman You know, from, you know, the Roman You know, from, you know, the Roman baths to the Turkish baths to, you know, baths to the Turkish baths to, you know, baths to the Turkish baths to, you know, the Finnish saunas and the uh the bath the Finnish saunas and the uh the bath the Finnish saunas and the uh the bath house experiences that you can house experiences that you can house experiences that you can experience over in Asia. Even the Native experience over in Asia. Even the Native experience over in Asia. Even the Native Americans used Sweat Lodge Americans used Sweat Lodge Americans used Sweat Lodge >> in a very similar, you know, in a very >> in a very similar, you know, in a very >> in a very similar, you know, in a very similar use case. And yeah, it really is similar use case. And yeah, it really is similar use case. And yeah, it really is about gathering and about, you know, about gathering and about, you know, about gathering and about, you know, about being together and about, you about being together and about, you about being together and about, you know, kind of experiencing this thing know, kind of experiencing this thing know, kind of experiencing this thing together in a way where you're all together in a way where you're all together in a way where you're all equal. Uh there's a Finnish proverb that equal. Uh there's a Finnish proverb that equal. Uh there's a Finnish proverb that basically says that everyone is created basically says that everyone is created basically says that everyone is created equal but no more so than in the sauna equal but no more so than in the sauna equal but no more so than in the sauna because when you go in there you're because when you go in there you're because when you go in there you're you're basically in a you know pair of you're basically in a you know pair of you're basically in a you know pair of swim trunks and in a lot of places not swim trunks and in a lot of places not swim trunks and in a lot of places not even that and you're really stripped even that and you're really stripped even that and you're really stripped down to kind of the bare necessities and down to kind of the bare necessities and down to kind of the bare necessities and you know you could be in in one session you know you could be in in one session you know you could be in in one session with you know a broke college student or with you know a broke college student or with you know a broke college student or you could be in a session with somebody you could be in a session with somebody you could be in a session with somebody who's exited multiple businesses and you who's exited multiple businesses and you who's exited multiple businesses and you know it's up to you to kind of have a know it's up to you to kind of have a know it's up to you to kind of have a conversation and get to know that person conversation and get to know that person conversation and get to know that person and and kind of build that community for and and kind of build that community for and and kind of build that community for yourself. Yeah, that's incredible. yourself. Yeah, that's incredible. yourself. Yeah, that's incredible. Absolutely incredible. So, I I want to Absolutely incredible. So, I I want to Absolutely incredible. So, I I want to kind of pivot a little bit to business

11:00kind of pivot a little bit to business kind of pivot a little bit to business uh stuff. So, you mentioned obviously I uh stuff. So, you mentioned obviously I uh stuff. So, you mentioned obviously I think it was in the middle of it you think it was in the middle of it you think it was in the middle of it you were talking about membership, right? were talking about membership, right? were talking about membership, right? Being affordable for for most people. Being affordable for for most people. Being affordable for for most people. So, what type of membership programs So, what type of membership programs So, what type of membership programs have you developed for Plunge so people have you developed for Plunge so people have you developed for Plunge so people can come repeatedly and experience the can come repeatedly and experience the can come repeatedly and experience the services over and over on that regular services over and over on that regular services over and over on that regular basis? basis? basis? >> Yeah. So we basically run with a handful >> Yeah. So we basically run with a handful >> Yeah. So we basically run with a handful of different memberships. Uh our core of different memberships. Uh our core of different memberships. Uh our core membership base models are we have a membership base models are we have a membership base models are we have a four times per month membership where four times per month membership where four times per month membership where people can come in and utilize the space people can come in and utilize the space people can come in and utilize the space you know four times per month and that's you know four times per month and that's you know four times per month and that's you that's our most accessible you that's our most accessible you that's our most accessible membership. membership. membership. >> Um >> Um >> Um >> that runs at about $80. Okay. Uh and it >> that runs at about $80. Okay. Uh and it >> that runs at about $80. Okay. Uh and it depends on location because you know depends on location because you know depends on location because you know some some locations are a tad bit more some some locations are a tad bit more some some locations are a tad bit more expensive based off of where they're expensive based off of where they're expensive based off of where they're located and you know how much their located and you know how much their located and you know how much their paint rent and stuff. paint rent and stuff. paint rent and stuff. >> Um okay >> Um okay >> Um okay >> but they usually they usually sit at >> but they usually they usually sit at >> but they usually they usually sit at around $75 to $80. Um, and that again around $75 to $80. Um, and that again around $75 to $80. Um, and that again gets you four times per month. And you gets you four times per month. And you gets you four times per month. And you can also bring a buddy with you for for can also bring a buddy with you for for can also bring a buddy with you for for $25. Um, which is a $10 discount off of $25. Um, which is a $10 discount off of $25. Um, which is a $10 discount off of the regular, you know, just walk-in the regular, you know, just walk-in the regular, you know, just walk-in rate, which is $35.

12:00rate, which is $35. rate, which is $35. >> Okay. >> Okay. >> Okay. >> And then, yeah, we have another >> And then, yeah, we have another >> And then, yeah, we have another membership model that's eight times per membership model that's eight times per membership model that's eight times per month, and that's $160 a month. And then month, and that's $160 a month. And then month, and that's $160 a month. And then we have our highest tier package, which we have our highest tier package, which we have our highest tier package, which is called our CESU package, which is is called our CESU package, which is is called our CESU package, which is basically an unlimited uh pass where you basically an unlimited uh pass where you basically an unlimited uh pass where you can come up to one time per day. Uh, and can come up to one time per day. Uh, and can come up to one time per day. Uh, and that usually runs at about $210 per that usually runs at about $210 per that usually runs at about $210 per month. And again, you still get that month. And again, you still get that month. And again, you still get that same membership benefit of being able to same membership benefit of being able to same membership benefit of being able to bring somebody with you every single bring somebody with you every single bring somebody with you every single time you come for a discounted rate. time you come for a discounted rate. time you come for a discounted rate. >> Yeah, that'd be great. That'd be cool if >> Yeah, that'd be great. That'd be cool if >> Yeah, that'd be great. That'd be cool if on that level of membership, you could on that level of membership, you could on that level of membership, you could bring in a buddy, you know, just for bring in a buddy, you know, just for bring in a buddy, you know, just for free, right? And and then, you know, free, right? And and then, you know, free, right? And and then, you know, they tell more other people about it as they tell more other people about it as they tell more other people about it as they start to realize those benefits and they start to realize those benefits and they start to realize those benefits and then it just start start to organically then it just start start to organically then it just start start to organically spread throughout that. That that that's spread throughout that. That that that's spread throughout that. That that that's a great idea. Um, wow. Okay, cool. Well, a great idea. Um, wow. Okay, cool. Well, a great idea. Um, wow. Okay, cool. Well, I thanks for going over your membership I thanks for going over your membership I thanks for going over your membership types. really appreciate that. types. really appreciate that. types. really appreciate that. Obviously, like you said, a price is Obviously, like you said, a price is Obviously, like you said, a price is going to depend on location, right? But going to depend on location, right? But going to depend on location, right? But I want to focus a little bit more about I want to focus a little bit more about I want to focus a little bit more about growth and systems. Looking at your growth and systems. Looking at your growth and systems. Looking at your current patient acquisition process, you

13:00current patient acquisition process, you current patient acquisition process, you know, for all those members that are know, for all those members that are know, for all those members that are coming in, what is the first point of coming in, what is the first point of coming in, what is the first point of friction or strain that uh you see friction or strain that uh you see friction or strain that uh you see coming up right now? coming up right now? coming up right now? >> Yeah, it's interesting because, you >> Yeah, it's interesting because, you >> Yeah, it's interesting because, you know, I feel like a lot of people who know, I feel like a lot of people who know, I feel like a lot of people who know and who know about contrast know and who know about contrast know and who know about contrast therapy, who love contrast therapy, you therapy, who love contrast therapy, you therapy, who love contrast therapy, you know, we don't have a hard time reaching know, we don't have a hard time reaching know, we don't have a hard time reaching those customers. I think that it's those those customers. I think that it's those those customers. I think that it's those topline customers that I think everybody topline customers that I think everybody topline customers that I think everybody that runs a similar business. You know, that runs a similar business. You know, that runs a similar business. You know, it's pretty easy to find ways to market it's pretty easy to find ways to market it's pretty easy to find ways to market to and get leads that are that fall to and get leads that are that fall to and get leads that are that fall right in the niche category of what right in the niche category of what right in the niche category of what you're looking for. But it's really you're looking for. But it's really you're looking for. But it's really tapping into that second level of of tapping into that second level of of tapping into that second level of of customer and consumer that is, you know, customer and consumer that is, you know, customer and consumer that is, you know, maybe looking for something about, you maybe looking for something about, you maybe looking for something about, you know, the of the benefits of contrast know, the of the benefits of contrast know, the of the benefits of contrast therapy, but they don't know it exists. therapy, but they don't know it exists. therapy, but they don't know it exists. And it's, you know, how do we reach And it's, you know, how do we reach And it's, you know, how do we reach them? How do we find them? what's the them? How do we find them? what's the them? How do we find them? what's the best way of coming in contact with those best way of coming in contact with those best way of coming in contact with those people and getting them into the space people and getting them into the space people and getting them into the space and getting them interested. You know, a and getting them interested. You know, a and getting them interested. You know, a lot of people hear cold plunge and they lot of people hear cold plunge and they lot of people hear cold plunge and they get scared. Um, you know, because it's get scared. Um, you know, because it's get scared. Um, you know, because it's kind of a daunting, you know, thing to kind of a daunting, you know, thing to kind of a daunting, you know, thing to go jump into a 40°ree go jump into a 40°ree go jump into a 40°ree uh pool of water, which is uh pool of water, which is uh pool of water, which is understandable and, you know, it's kind

14:00understandable and, you know, it's kind understandable and, you know, it's kind of hard. of hard. of hard. >> They're not getting cold feet, are they, >> They're not getting cold feet, are they, >> They're not getting cold feet, are they, Sean? Sean? Sean? >> Exactly. No, a lot of people do. And >> Exactly. No, a lot of people do. And >> Exactly. No, a lot of people do. And it's really art, you know, it's we've it's really art, you know, it's we've it's really art, you know, it's we've we've done it enough that we know that we've done it enough that we know that we've done it enough that we know that when people, you know, come in, start in when people, you know, come in, start in when people, you know, come in, start in the sauna, get to know the people that the sauna, get to know the people that the sauna, get to know the people that they're in the session with, and they they're in the session with, and they they're in the session with, and they experience, you know, the the cold water experience, you know, the the cold water experience, you know, the the cold water on their terms, we don't make them do on their terms, we don't make them do on their terms, we don't make them do anything. You know, they can just get up anything. You know, they can just get up anything. You know, they can just get up to their waist and get out. You know, to their waist and get out. You know, to their waist and get out. You know, 99% of the time, uh, they're feeling 99% of the time, uh, they're feeling 99% of the time, uh, they're feeling good after the fact and they want to good after the fact and they want to good after the fact and they want to experience more. And so it's it's really experience more. And so it's it's really experience more. And so it's it's really our, you know, our job and and you know, our, you know, our job and and you know, our, you know, our job and and you know, some of the friction points for us is some of the friction points for us is some of the friction points for us is finding those people and then getting finding those people and then getting finding those people and then getting them comfortable enough to come in and them comfortable enough to come in and them comfortable enough to come in and experience what plunge is, you know, on experience what plunge is, you know, on experience what plunge is, you know, on a regular basis and understanding that a regular basis and understanding that a regular basis and understanding that they don't need it's not something they they don't need it's not something they they don't need it's not something they need to be scared of and something that need to be scared of and something that need to be scared of and something that they can kind of totally embrace. they can kind of totally embrace. they can kind of totally embrace. >> Maybe it comes down to education, right? >> Maybe it comes down to education, right? >> Maybe it comes down to education, right? You know, Yeah. and and and maybe start You know, Yeah. and and and maybe start You know, Yeah. and and and maybe start a marketing campaign, you know, that's a marketing campaign, you know, that's a marketing campaign, you know, that's like take the plunge, right? I mean, you like take the plunge, right? I mean, you like take the plunge, right? I mean, you you nailed it on the name, I think. you nailed it on the name, I think. you nailed it on the name, I think. Absolutely. You definitely nailed it on

15:00Absolutely. You definitely nailed it on Absolutely. You definitely nailed it on the name, Sean. That's fantastic. Uh as the name, Sean. That's fantastic. Uh as the name, Sean. That's fantastic. Uh as far as uh is as is getting the word out far as uh is as is getting the word out far as uh is as is getting the word out and getting uh more people uh thinking and getting uh more people uh thinking and getting uh more people uh thinking about this, right? Uh obviously, you about this, right? Uh obviously, you about this, right? Uh obviously, you know, you can kind of already think of know, you can kind of already think of know, you can kind of already think of who is going to be the first people that who is going to be the first people that who is going to be the first people that are going to be targeted for this, like are going to be targeted for this, like are going to be targeted for this, like is going to be athletes, people that is going to be athletes, people that is going to be athletes, people that work out, obviously runners and stuff work out, obviously runners and stuff work out, obviously runners and stuff like that. How are you targeting those like that. How are you targeting those like that. How are you targeting those initial leads uh or potential customer initial leads uh or potential customer initial leads uh or potential customer bases? Yeah, various ways. It's really bases? Yeah, various ways. It's really bases? Yeah, various ways. It's really important for us first to make sure that important for us first to make sure that important for us first to make sure that our owners are really involved in kind our owners are really involved in kind our owners are really involved in kind of their grassroots marketing efforts. of their grassroots marketing efforts. of their grassroots marketing efforts. You know, getting out to local events You know, getting out to local events You know, getting out to local events and getting in front of the people in and getting in front of the people in and getting in front of the people in their community. I mean, we are a their community. I mean, we are a their community. I mean, we are a brickandmortar store and so, you know, brickandmortar store and so, you know, brickandmortar store and so, you know, getting people that are in the area into getting people that are in the area into getting people that are in the area into your store is, you know, the first and your store is, you know, the first and your store is, you know, the first and it's, you know, one of the most it's, you know, one of the most it's, you know, one of the most important pieces and a lot of those important pieces and a lot of those important pieces and a lot of those grassroots efforts are, you know, either grassroots efforts are, you know, either grassroots efforts are, you know, either free or low cost. free or low cost. free or low cost. >> So, it's, you know, some lowhanging >> So, it's, you know, some lowhanging >> So, it's, you know, some lowhanging fruit there. And so, you know, we we fruit there. And so, you know, we we fruit there. And so, you know, we we make sure that that's kind of number one make sure that that's kind of number one make sure that that's kind of number one that people realize that they need to be

16:00that people realize that they need to be that people realize that they need to be getting out and getting the the business getting out and getting the the business getting out and getting the the business out there in that way. Uh, you know, the out there in that way. Uh, you know, the out there in that way. Uh, you know, the secondary portion of that is is is secondary portion of that is is is secondary portion of that is is is collaboration with other businesses that collaboration with other businesses that collaboration with other businesses that have a similar, you know, set of of have a similar, you know, set of of have a similar, you know, set of of clientele. You know, whether that's yoga clientele. You know, whether that's yoga clientele. You know, whether that's yoga studios, CrossFit gyms, boutique studios, CrossFit gyms, boutique studios, CrossFit gyms, boutique fitness, you know, the list goes on. And fitness, you know, the list goes on. And fitness, you know, the list goes on. And it's important to make those connections it's important to make those connections it's important to make those connections because in reality, you know, we want to because in reality, you know, we want to because in reality, you know, we want to strengthen, you know, their offering by strengthen, you know, their offering by strengthen, you know, their offering by offering a discount to our services and offering a discount to our services and offering a discount to our services and vice versa. They want to strengthen vice versa. They want to strengthen vice versa. They want to strengthen their offering by ask offering a their offering by ask offering a their offering by ask offering a discount of our services. And so discount of our services. And so discount of our services. And so >> that seems like a really great plan. >> that seems like a really great plan. >> that seems like a really great plan. >> Yeah. And it's, you know, that's that's >> Yeah. And it's, you know, that's that's >> Yeah. And it's, you know, that's that's proved to to to to for us to be able to proved to to to to for us to be able to proved to to to to for us to be able to reap some good benefit from it. But it reap some good benefit from it. But it reap some good benefit from it. But it does take work. You know, I think a lot does take work. You know, I think a lot does take work. You know, I think a lot of these grassroots efforts, especially, of these grassroots efforts, especially, of these grassroots efforts, especially, you know, in also these collaborative you know, in also these collaborative you know, in also these collaborative efforts with other businesses, efforts with other businesses, efforts with other businesses, uh, it's easy for business owners to uh, it's easy for business owners to uh, it's easy for business owners to start feeling like nothing's happening start feeling like nothing's happening start feeling like nothing's happening because, you know, you've contacted 20 because, you know, you've contacted 20 because, you know, you've contacted 20 businesses and you've only seen a few businesses and you've only seen a few businesses and you've only seen a few members or you've spent a lot of time in members or you've spent a lot of time in members or you've spent a lot of time in advance and, you know, you're not advance and, you know, you're not advance and, you know, you're not getting a ton of leads. But in reality, getting a ton of leads. But in reality, getting a ton of leads. But in reality, the consistent effort behind a lot of

17:00the consistent effort behind a lot of the consistent effort behind a lot of those pushes over the space of a year, those pushes over the space of a year, those pushes over the space of a year, two years is really what makes a big two years is really what makes a big two years is really what makes a big difference. And that's one thing that we difference. And that's one thing that we difference. And that's one thing that we try and communicate pretty heavily try and communicate pretty heavily try and communicate pretty heavily upfront to our franchises that it's that upfront to our franchises that it's that upfront to our franchises that it's that consistent effort and getting out into consistent effort and getting out into consistent effort and getting out into the community is really important. And the community is really important. And the community is really important. And then of course, you know, we we we run then of course, you know, we we we run then of course, you know, we we we run digital campaigns pre-opening, a lot of digital campaigns pre-opening, a lot of digital campaigns pre-opening, a lot of ads that run on Meta, a lot of ads that ads that run on Meta, a lot of ads that ads that run on Meta, a lot of ads that run kind of pay-per-click. We have a, run kind of pay-per-click. We have a, run kind of pay-per-click. We have a, you know, a few different people that we you know, a few different people that we you know, a few different people that we work with in order to kind of get those work with in order to kind of get those work with in order to kind of get those operational. And so that's that's a big operational. And so that's that's a big operational. And so that's that's a big piece of that puzzle as well for us. piece of that puzzle as well for us. piece of that puzzle as well for us. >> Yeah. Yeah. That's what I was going to >> Yeah. Yeah. That's what I was going to >> Yeah. Yeah. That's what I was going to touch on. Speaking about that specific touch on. Speaking about that specific touch on. Speaking about that specific part is what do you think the biggest part is what do you think the biggest part is what do you think the biggest bottleneck transitioning those from a bottleneck transitioning those from a bottleneck transitioning those from a potential lead into actually a booked potential lead into actually a booked potential lead into actually a booked appointment? appointment? appointment? >> Yeah, it's honestly for us it's giving >> Yeah, it's honestly for us it's giving >> Yeah, it's honestly for us it's giving them something that is of value enough them something that is of value enough them something that is of value enough for them. Well, for them. Well, for them. Well, >> we talked about education, right? >> we talked about education, right? >> we talked about education, right? I think yeah I think it's number one I think yeah I think it's number one I think yeah I think it's number one getting them educated well enough to getting them educated well enough to getting them educated well enough to understand that they don't need to be understand that they don't need to be understand that they don't need to be scared of contrast therapy but then scared of contrast therapy but then scared of contrast therapy but then number two giving them enough value to

18:00number two giving them enough value to number two giving them enough value to get into the space to experience it you get into the space to experience it you get into the space to experience it you know on their terms and so know on their terms and so know on their terms and so >> it's finding that right mix because also >> it's finding that right mix because also >> it's finding that right mix because also we don't want to just offer a whole we don't want to just offer a whole we don't want to just offer a whole bunch of free visits because you know we bunch of free visits because you know we bunch of free visits because you know we know that you know not everybody that know that you know not everybody that know that you know not everybody that comes for free is your ideal customer comes for free is your ideal customer comes for free is your ideal customer and the lifetime value of a free and the lifetime value of a free and the lifetime value of a free customer is not usually the best case customer is not usually the best case customer is not usually the best case scenario. So, you know, it's really scenario. So, you know, it's really scenario. So, you know, it's really figuring out what the best price mix is figuring out what the best price mix is figuring out what the best price mix is for our customers and and trying to hit for our customers and and trying to hit for our customers and and trying to hit on that as best we can. on that as best we can. on that as best we can. >> Yeah. Okay. That's fantastic. Yeah. So, >> Yeah. Okay. That's fantastic. Yeah. So, >> Yeah. Okay. That's fantastic. Yeah. So, if you were to audit one of your if you were to audit one of your if you were to audit one of your follow-up protocols with like for follow-up protocols with like for follow-up protocols with like for example a current member, right, that's example a current member, right, that's example a current member, right, that's coming, you know, no matter what coming, you know, no matter what coming, you know, no matter what membership level they have, what do you membership level they have, what do you membership level they have, what do you suspect the biggest drop off occurs suspect the biggest drop off occurs suspect the biggest drop off occurs from? From the initial consult to the from? From the initial consult to the from? From the initial consult to the actual booking of the procedure? Does actual booking of the procedure? Does actual booking of the procedure? Does that make does that question make sense? that make does that question make sense? that make does that question make sense? >> Yeah. So I I think the hardest thing for >> Yeah. So I I think the hardest thing for >> Yeah. So I I think the hardest thing for us is just getting people, us is just getting people, us is just getting people, you know, from that first visit into you know, from that first visit into you know, from that first visit into their second and third visit so that we their second and third visit so that we their second and third visit so that we can start working them through our can start working them through our can start working them through our funnel into, you know, potential

19:00funnel into, you know, potential funnel into, you know, potential membership options and membership options and membership options and >> Yeah. >> Yeah. >> Yeah. >> so that they can become a lifetime >> so that they can become a lifetime >> so that they can become a lifetime customer and not just customer and not just customer and not just >> somebody that tries it one time. >> somebody that tries it one time. >> somebody that tries it one time. >> Yeah. Exactly. And so it really is, you >> Yeah. Exactly. And so it really is, you >> Yeah. Exactly. And so it really is, you know, number one providing the know, number one providing the know, number one providing the experience that we hope to provide, experience that we hope to provide, experience that we hope to provide, which, you know, we feel like we do a which, you know, we feel like we do a which, you know, we feel like we do a really good job there, but then also really good job there, but then also really good job there, but then also giving them enough value to to to come giving them enough value to to to come giving them enough value to to to come back that second time and third time, back that second time and third time, back that second time and third time, and then, you know, having enough in and then, you know, having enough in and then, you know, having enough in there, too, to be able to sign up for there, too, to be able to sign up for there, too, to be able to sign up for memberships that make sense for them as memberships that make sense for them as memberships that make sense for them as well. well. well. >> So, where do you think that drop off >> So, where do you think that drop off >> So, where do you think that drop off occurs from after the first visit when occurs from after the first visit when occurs from after the first visit when they don't want to come back or or maybe they don't want to come back or or maybe they don't want to come back or or maybe they're just testing it out or what do they're just testing it out or what do they're just testing it out or what do you think? you think? you think? >> Yeah, it's interesting. I think I think >> Yeah, it's interesting. I think I think >> Yeah, it's interesting. I think I think the you know a lot of times that drop the you know a lot of times that drop the you know a lot of times that drop off occurs what we've realized is if we off occurs what we've realized is if we off occurs what we've realized is if we aren't proactive about getting them to aren't proactive about getting them to aren't proactive about getting them to make a decision in the space right after make a decision in the space right after make a decision in the space right after they're you know they're feeling so good they're you know they're feeling so good they're you know they're feeling so good after the session if we allow that to after the session if we allow that to after the session if we allow that to sit you know any amount of time then it sit you know any amount of time then it sit you know any amount of time then it becomes harder for us to activate them becomes harder for us to activate them becomes harder for us to activate them down the line as a customer so it really down the line as a customer so it really down the line as a customer so it really is you know getting them to realize you

20:00is you know getting them to realize you is you know getting them to realize you know what they've experienced and then know what they've experienced and then know what they've experienced and then kind of acting on that and I I think a kind of acting on that and I I think a kind of acting on that and I I think a lot of that you know usually comes out lot of that you know usually comes out lot of that you know usually comes out of, you know, not having or not being of, you know, not having or not being of, you know, not having or not being presented with enough value right off presented with enough value right off presented with enough value right off the bat for them to feel comfortable, the bat for them to feel comfortable, the bat for them to feel comfortable, you know, jumping into a membership you know, jumping into a membership you know, jumping into a membership right away. right away. right away. >> I see. Perhaps it's a timing issue. >> I see. Perhaps it's a timing issue. >> I see. Perhaps it's a timing issue. >> Yeah. Yeah. >> Yeah. Yeah. >> Yeah. Yeah. >> I see. Okay. That's very interesting. >> I see. Okay. That's very interesting. >> I see. Okay. That's very interesting. Now, you're launching your the next Now, you're launching your the next Now, you're launching your the next location uh in Scottsdale, Arizona. I'm location uh in Scottsdale, Arizona. I'm location uh in Scottsdale, Arizona. I'm told your head must be absolutely told your head must be absolutely told your head must be absolutely spinning. What's the most exciting spinning. What's the most exciting spinning. What's the most exciting challenging part about that in your challenging part about that in your challenging part about that in your mind? Yeah, honestly from our mind? Yeah, honestly from our mind? Yeah, honestly from our perspective in opening up, you know, the perspective in opening up, you know, the perspective in opening up, you know, the multiple locations that we are, you multiple locations that we are, you multiple locations that we are, you know, across the US, it really is kind know, across the US, it really is kind know, across the US, it really is kind of the logistical concerns and and the of the logistical concerns and and the of the logistical concerns and and the templatization of, you know, what we're templatization of, you know, what we're templatization of, you know, what we're trying to build. trying to build. trying to build. >> Mhm. >> Mhm. >> We are basically working every single >> We are basically working every single >> We are basically working every single day to build out standard operating day to build out standard operating day to build out standard operating procedures across the board from procedures across the board from procedures across the board from everything from operations to buildouts everything from operations to buildouts everything from operations to buildouts to what people can expect as far as to what people can expect as far as to what people can expect as far as startup costs go. And that is, you know,

21:00startup costs go. And that is, you know, startup costs go. And that is, you know, continually the kind of our top of mind continually the kind of our top of mind continually the kind of our top of mind biggest thing is making sure that we biggest thing is making sure that we biggest thing is making sure that we have the procedures in hand that are have the procedures in hand that are have the procedures in hand that are going to allow for the highest, you going to allow for the highest, you going to allow for the highest, you know, type of quality visit across the know, type of quality visit across the know, type of quality visit across the board at all of our franchise locations board at all of our franchise locations board at all of our franchise locations no matter no matter where they're at and no matter no matter where they're at and no matter no matter where they're at and to make sure that our processes are to make sure that our processes are to make sure that our processes are nailed down to a point where, you know, nailed down to a point where, you know, nailed down to a point where, you know, whether we're opening in Scottsdale, whether we're opening in Scottsdale, whether we're opening in Scottsdale, Arizona or New York, New York, you know, Arizona or New York, New York, you know, Arizona or New York, New York, you know, we have the right stuff in hand to make we have the right stuff in hand to make we have the right stuff in hand to make sure that everybody can be successful. sure that everybody can be successful. sure that everybody can be successful. And when are those slated to open? Uh And when are those slated to open? Uh And when are those slated to open? Uh >> Scottsdale, Arizona should open up in >> Scottsdale, Arizona should open up in >> Scottsdale, Arizona should open up in the next few weeks here. We're hoping the next few weeks here. We're hoping the next few weeks here. We're hoping just after the new year, they'll be just after the new year, they'll be just after the new year, they'll be ready to roll. And then probably after ready to roll. And then probably after ready to roll. And then probably after that, the next locations that will open that, the next locations that will open that, the next locations that will open are our Dallas McKini location and our are our Dallas McKini location and our are our Dallas McKini location and our Leland, Colorado location. Leland, Colorado location. Leland, Colorado location. >> Okay, fantastic. Well, being in >> Okay, fantastic. Well, being in >> Okay, fantastic. Well, being in Scottsdale, I want to be one of the Scottsdale, I want to be one of the Scottsdale, I want to be one of the first ones to go check it out. I cannot first ones to go check it out. I cannot first ones to go check it out. I cannot wait. You got to let our viewers know wait. You got to let our viewers know wait. You got to let our viewers know where it is. Do you do you have the where it is. Do you do you have the where it is. Do you do you have the address? address? address? >> It's in Paradise Valley. I don't have >> It's in Paradise Valley. I don't have >> It's in Paradise Valley. I don't have the specific address memorized right off the specific address memorized right off the specific address memorized right off the bat, but if you go to our website, the bat, but if you go to our website, the bat, but if you go to our website, plunge.co, plunge.co, plunge.co, >> you'll be able to see a list of all of

22:00>> you'll be able to see a list of all of >> you'll be able to see a list of all of the locations that are currently open as the locations that are currently open as the locations that are currently open as well as the locations that are under well as the locations that are under well as the locations that are under construction and yet to open construction and yet to open construction and yet to open >> and you'll be able to get uh you know, a >> and you'll be able to get uh you know, a >> and you'll be able to get uh you know, a lot of information there. We have lot of information there. We have lot of information there. We have locations opening up in Nevada, Arizona, locations opening up in Nevada, Arizona, locations opening up in Nevada, Arizona, California, Texas, Tennessee, St. Louis. California, Texas, Tennessee, St. Louis. California, Texas, Tennessee, St. Louis. So, we're we're really trying to to get So, we're we're really trying to to get So, we're we're really trying to to get out there and and get a location that out there and and get a location that out there and and get a location that will be hopefully close to your to your will be hopefully close to your to your will be hopefully close to your to your house. house. house. >> Fantastic. That's amazing. I'm so >> Fantastic. That's amazing. I'm so >> Fantastic. That's amazing. I'm so excited about that. I'm definitely going excited about that. I'm definitely going excited about that. I'm definitely going to go check it out because honestly, to go check it out because honestly, to go check it out because honestly, I've never done a cold plunge before and I've never done a cold plunge before and I've never done a cold plunge before and and done a sauna and I think I I'm I'm and done a sauna and I think I I'm I'm and done a sauna and I think I I'm I'm I'm brave enough to actually take that I'm brave enough to actually take that I'm brave enough to actually take that on. on. on. >> You definitely are. Definitely are. >> You definitely are. Definitely are. >> You definitely are. Definitely are. >> Thank you so much. That's great. Um all >> Thank you so much. That's great. Um all >> Thank you so much. That's great. Um all right. Uh before we wrap everything up right. Uh before we wrap everything up right. Uh before we wrap everything up here, I just wanted to uh touch base on here, I just wanted to uh touch base on here, I just wanted to uh touch base on something that you mentioned earlier and something that you mentioned earlier and something that you mentioned earlier and you mentioned about uh something about you mentioned about uh something about you mentioned about uh something about the patient drop off occurring between the patient drop off occurring between the patient drop off occurring between the initial consult and the actual the initial consult and the actual the initial consult and the actual booking of the procedure and trying to booking of the procedure and trying to booking of the procedure and trying to find that timing. Right? If you look at find that timing. Right? If you look at find that timing. Right? If you look at the business, so so you know really the business, so so you know really the business, so so you know really looking at that specific one thing, it's

23:00looking at that specific one thing, it's looking at that specific one thing, it's it's not really not a people problem, it's not really not a people problem, it's not really not a people problem, it's a system process problem. Is that it's a system process problem. Is that it's a system process problem. Is that right? right? >> Yeah. Yeah. It's it's making sure that >> Yeah. Yeah. It's it's making sure that >> Yeah. Yeah. It's it's making sure that our hosts understand, you know, when to our hosts understand, you know, when to our hosts understand, you know, when to pitch, how to pitch, um, and, you know, pitch, how to pitch, um, and, you know, pitch, how to pitch, um, and, you know, understanding that that we're not understanding that that we're not understanding that that we're not necessarily pushy salesmen, but we're necessarily pushy salesmen, but we're necessarily pushy salesmen, but we're educators and we're trying to educate educators and we're trying to educate educators and we're trying to educate them on the best options that are that them on the best options that are that them on the best options that are that could potentially be of interest for could potentially be of interest for could potentially be of interest for them based on the usage that they intend them based on the usage that they intend them based on the usage that they intend to have with our services. to have with our services. to have with our services. >> So, would you say that probably one of >> So, would you say that probably one of >> So, would you say that probably one of the the biggest anchor for you is the the biggest anchor for you is the the biggest anchor for you is probably uh, appointment setting and probably uh, appointment setting and probably uh, appointment setting and lead qualification? lead qualification? lead qualification? >> Yeah, for sure. >> Yeah, for sure. >> Yeah, for sure. >> Okay. All right. Well, that is amazing. >> Okay. All right. Well, that is amazing. >> Okay. All right. Well, that is amazing. Thank you so much for diving into Thank you so much for diving into Thank you so much for diving into everything, Sean. I thank you for being everything, Sean. I thank you for being everything, Sean. I thank you for being so candid about your operational so candid about your operational so candid about your operational reality. We've covered a ton of ground reality. We've covered a ton of ground reality. We've covered a ton of ground for plunge.co from your origin story to for plunge.co from your origin story to for plunge.co from your origin story to the future and then also to your other the future and then also to your other the future and then also to your other locations that are currently being built locations that are currently being built locations that are currently being built out. And I know that our audience will out. And I know that our audience will out. And I know that our audience will get immense value from this. So, it's get immense value from this. So, it's get immense value from this. So, it's plunge.co. plunge.co. plunge.co. Please uh check out the uh website in

Interview with Sean Foster on The Growth Lab