About Perspire Sauna

Perspire Sauna Studio is a leading infrared sauna franchise that blends health science with self-care, delivering a premium experience through advanced infrared heat and chromotherapy. Founded by wellness entrepreneur Lee Braun in Newport Beach, CA, Perspire set out to modernize the traditional sauna with boutique studio aesthetics and clinically backed wellness benefits.

In 2019, as Americans increasingly prioritized biohacking, stress relief, and immune support, Perspire stood out as a franchise-ready lifestyle brand at the intersection of health, wellness, and recovery. To help spark brand visibility and jumpstart expansion, Dunn Pellier Media partnered with Perspire from August 2019 through January 2020 to lead a high-impact public relations campaign designed to support franchise growth, raise brand awareness, and build long-term equity.



53

Millions Earned Media Online Readership Coverage

1,678,485

Influencer Impressions Vues

Their Challenge

  • Breaking Through a Saturated Wellness Market – The infrared sauna category was still relatively niche, and Perspire needed to distinguish itself in a space crowded with emerging wellness trends and lifestyle services.
  • Educating Consumers on Infrared and Chromotherapy – Perspire had to simplify and explain the science of infrared heat therapy and color light therapy, which many consumers hadn’t yet embraced or understood.
  • Driving Awareness for Franchise Expansion – As a health and wellness franchise, Perspire needed to attract not only customers but qualified franchisees, and establish itself as a scalable and credible opportunity in the wellness franchising space.

 

Our Challenge

Establishing a Scalable Wellness Brand and Franchise — from the Ground Up

As part of Perspire Sauna Studio’s original franchise PR launch team, DPM was tasked with crafting a compelling brand narrative, securing earned media, and establishing credibility for both the founder and the franchise model. In addition to boosting consumer visibility, the campaign was designed to support investor relations, create digital buzz, and lay the foundation for Perspire’s positioning as one of the top emerging wellness franchises in the U.S.



Goals

Building Awareness and Franchise Momentum

  • Position Perspire as a Leading Wellness Franchise – Elevate the brand in both consumer and franchise development media, spotlighting its unique offering within the growing wellness economy.
  • Educate Media and Consumers with Science-Driven Messaging – Translate the health benefits of infrared therapy, chromotherapy, and infrared sauna detox into accessible content for lifestyle, fitness, and healthcare audiences.
  • Establish Founder Lee Braun as a Thought Leader – Share Braun’s entrepreneurial journey and commitment to modernizing recovery to position him as a visionary in the health and lifestyle franchising sector.
  • Secure National Media to Build Trust and Authority – Leverage editorial storytelling and strategic press to drive top-of-funnel awareness, interest, and brand trust among health-conscious consumers and potential franchisees.
PR Strategy

Public Relations & Influencer Marketing for a Wellness Franchise

Targeted Media Relations & Outreach. DPM created personalized, editorial-forward pitches targeting leading outlets in health, fitness, franchising, and lifestyle verticals. Each story was designed to highlight:

  • Detoxification, circulation, and calorie-burning benefits
  • Sleep, immune support, and post-workout recovery
  • The value of owning a wellness franchise in today’s economy

 

 



Founder-Led Storytelling

  • We positioned Lee Braun as a modern franchise founder with deep wellness industry insight, building a narrative around personalized health, innovation, and long-term vision.

Influencer & Content Partnerships

  • DPM partnered with high-engagement influencers in wellness and clean living spaces to build grassroots visibility, social proof, and user-generated content that supported both B2C and B2B goals.
Results

Our Results

Outlet Highlights

DPM secured high-impact editorial placements in national and regional outlets that helped build trust, drive foot traffic, and attract franchise interest.

Key Coverage Included:

  • Parade – 22.5M UVPM
  • Medium – 24.1M UVPM
  • Yahoo! – 2.3M UVPM
  • Franchising.com – Multiple feature stories supporting franchise expansion
  • OC Register + Coast Magazine – 3M+ UVPM

Organic Authority, Thrive Global, Sporteluxe, Orange County Business Journal

Results: Measurable Momentum Across Wellness + Franchise Channels

The six-month campaign (Aug 2019 – Jan 2020) catalyzed brand momentum and earned media visibility that helped Perspire scale from a regional favorite to a nationally recognized franchise in the wellness industry.

Total Earned Media Reach: 53,014,579 UVPM

Influencer Impressions: 1,678,485 impressions across health and wellness verticals

Notable Relationships Initiated:

  • Health Theory / Impact Theory
  • Organic Authority Contributor
  • Goop (Austin event participant)
  • Wanderlust and Daybreaker collaboration leads

Why It Matters: Laying the PR Foundation for Scalable Wellness Growth

DPM’s campaign didn’t just drive media hits, it strategically built franchise credibility, activated high-quality press relationships, and positioned Perspire Sauna Studio as a top player in the health + wellness franchising category. Today, Perspire has grown to over 60 open locations, building on the early press and partnership momentum we helped create.



Testimonial

A Word From Our Client

“Partnering with DPM during our initial franchise rollout helped lay the foundation for Perspire Sauna Studio’s long-term growth. Dunn Pellier Media’s PR campaign brought meaningful awareness to our first locations in Orange County and Austin, while elevating our brand and founder story on a national level. That early momentum was key in establishing our credibility as a wellness franchise — and today, we’ve grown to over 60 locations across the country.”

Lee Braun, Founder, Perspire Sauna Studio

Media Coverage