HOTWORX® Marks Q1 2025 with Global Expansion, Innovation, and Milestones

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  • Infrared Sauna Fitness Brand Opens First Studio in Dubai, Expanding International Footprint
  • HOTWORX Celebrates 8-Year Anniversary of Flagship Oxford Location
  • Fitness Franchise Launches “Scan & Go” Retail Feature and Introduces Revolutionary “Gluteus Max” Equipment

 NEW ORLEANS, La. (May 8, 2025) – HOTWORX®, the first-ever 24-hour infrared fitness studio franchise, kicked off the first quarter of 2025 by opening its first-ever studio in Dubai, UAE, marking the brand’s second location in the Middle East. The international expansion comes right as HOTWORX celebrates the eight-year anniversary of its original flagship location in Oxford, Mississippi, all while rolling out cutting-edge tech and equipment to elevate the member experience.

Global Expansion: First Studio in Dubai

As demand for wellness solutions continues to surge globally, HOTWORX has officially expanded its footprint in the Middle East with the launch of its first studio in Dubai.

“The opening of our Dubai studio represents a major step in our mission to make HOTWORX accessible around the world,” said Stephen Smith, Founder and CEO of HOTWORX. “We’re excited to bring our innovative approach to fitness to a market that values both health and technology.”

This new location joins existing international studios in Ireland and Saudi Arabia and brings the brand’s unique infrared sauna workouts to one of the world’s most dynamic fitness markets. As the brand continues with global growth, they have their eyes set on opening their first location in Canada in Q2 this year and expanding into Mexico by the end of the year.

Celebrating Eight Years in Oxford

HOTWORX also celebrated the eight-year anniversary of its original studio in Oxford, Mississippi, located on the city’s historic square. Since first opening its infrared sauna doors in 2017, the Oxford studio has become a community staple by empowering thousands of members to prioritize their health through HOTWORX’s one-of-a-kind “3D Training” method.

“Oxford is where it all began,” said Smith. “Celebrating eight years here isn’t just a milestone, it’s a reminder of our roots and the community that helped shape our mission. As we expand around the world, we carry that same spirit of innovation, grit, and member dedication into every new studio.”

Innovations in Technology and Equipment

In addition to geographic growth, HOTWORX is continuing to lead the industry with forward-thinking fitness solutions. In Q1, the brand unveiled its new “Scan & Go” studio feature, allowing members to conveniently purchase retail items using the HOTWORX Burn Off app and helping them save time through the ease of technology. This innovation offers 24/7 access to HOTWORX-branded gear, wellness products, and other workout essentials, streamlining the member experience while maximizing studio efficiency and ultimately, their success. On the fitness side of the business, HOTWORX is introducing the “Gluteus Max,” a state-of-the-art resistance training machine specifically designed to amplify glute engagement and lower body sculpting.

“Whether it’s a smarter retail experience or next-gen equipment, our goal is to make every touchpoint with HOTWORX convenient, efficient, and member-focused,” said Smith. “We’re constantly looking for ways to continuously raise the bar.”

For more information about HOTWORX and to find a location near you, visit hotworx.net. For more on franchising opportunities with HOTWORX, visit: hotworx.net/franchising.

ABOUT HOTWORX®

Founded in Marrero, La., HOTWORX introduces a groundbreaking fitness program and is one of the fastest-growing franchises worldwide, known for its innovative approach to infrared fitness training. With over 700 studio locations and over 250,000 members, HOTWORX provides members with an immersive, virtual exercise experience that combines the benefits of infrared heat with either 30-minute isometric workouts or 15-minute High-Intensity Interval Training (HIIT) sessions. Using its patented infrared sauna, HOTWORX offers a “3D Training” method, uniquely blending heat, infrared energy, and exercise for a deep, detoxifying workout. Members can conveniently book sessions through the HOTWORX Burn Off app, making fitness accessible and secure.

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