The Truth About Franchising: Perspire Sauna Studio

Tanner Holmes is building a multi-unit, multi-brand franchise portfolio under Impact Brands LLC across Illinois and Wisconsin with Perspire Sauna Studio and Sola Salon Studios. He unpacks what first-year franchise ownership really feels like, why "one foot in, one foot out" quietly kills operators, and how he thinks about expansion pacing across multiple brands — including the part nobody posts about: the cash pressure and leadership strain behind the scenes.