THE HOTTEST CHILL IN FRANCHISING
It’s late summer in Austin, Texas, and it’s infernally hot inside the city’s newest cryotherapy center. The 3,500-square-foot facility is still weeks from opening, so sawdust is flying and workers are dripping sweat as they put the finishing touches on the drywall.
Walking the site, owner Jeff Mobley describes a vision that’s still taking shape. That empty patch of floor there? That’s where two cryotherapy chambers will sit.
This is the latest outpost for iCryo, a Texas-based franchise with 42 units open or under construction. If you don’t know what cryotherapy is, then you’re probably just not paying close enough attention, and one of those is just half a mile from Mobley’s. For $9.95, first-time customers can be blasted with nitrogen-cooled air to -166°F for three minutes. This chill, cryo advocates say, will trigger the body’s flight-or-fight response and flood the body with feel-good hormones. It can (allegedly) cure any number of ailments.
