Urban Sweat: Client Case Study | Green Apple Strategy

Urban Sweat, an emerging wellness provider with two Nashville locations specializing in infrared sauna, red light therapy, and cold plunges, faced an exciting opportunity when Founder and CEO Kristen Nicholson was poised to acquire another group, adding nine new locations to its portfolio. The acquisition of CYL, a Green Hills sauna studio and franchise brand with nine units operating across Colorado, Kentucky, Tennessee, Texas, Michigan, Missouri, and Oklahoma, served as the largest acquisition in Urban Sweat’s history. Recognizing the need for a strategic approach that would seamlessly integrate these new franchises while preserving the brand’s identity, Nicholson turned to Green Apple Strategy.

Green Apple worked closely with Urban Sweat to develop a comprehensive communication, marketing, and PR strategy. The goal was not only to make the transition smooth but also to position Urban Sweat as a national industry leader, setting a new standard for self-care and wellness.

Opportunity: Strategic Communication for Franchise Success

When Urban Sweat decided to expand, it wasn’t just about adding new locations; it was about ensuring that everyone involved in the acquisition—especially the new franchise owners—felt supported and excited about joining the Urban Sweat family. Green Apple Strategy began by partnering with Kristen Nicholson to develop a strategic communication plan that would help new franchise owners transition into the Urban Sweat brand with confidence.

The first step involved creating an Acquisition Marketing Strategy that outlined the strategic approach for all communications. All steps and assets introduced the Urban Sweat brand, outlined the benefits of being part of a growing wellness empire, and showcased the resources and support the new franchise locations would receive as members of the Urban Sweat family. It wasn’t just about welcoming them—it was about making them feel that they were joining a brand that had their long-term success in mind. This process reassured new franchise owners that Urban Sweat was not only a business opportunity but also a community of entrepreneurs empowered to succeed.

Green Apple extended this strategic communication plan to include other key stakeholders, such as existing Urban Sweat employees and the loyal members and guests at both current and new franchise locations. Clear and thoughtful communication was vital to ensure a smooth transition, building excitement about the expansion and ensuring that the Urban Sweat brand remained cohesive and unified throughout the process.

Opportunity: Positioning Urban Sweat for Long-Term Growth

Beyond the acquisition, the real opportunity was in positioning Urban Sweat as the leading brand in the recovery studio space, not just in Nashville but across the nation. The acquisition allowed Urban Sweat to step into the spotlight as an industry leader, offering a comprehensive recovery and wellness experience designed to enhance health, longevity, and social self-care.

Green Apple Strategy crafted a messaging framework that encapsulated the essence of the Urban Sweat brand and could be applied to each new franchise location. This framework emphasized Urban Sweat’s commitment to offering transformative wellness experiences and creating a vibrant community that empowers people to live life to the fullest. By aligning the messaging across all franchises, Green Apple ensured that the brand’s core values were clear, consistent, and compelling in every market and location.

With the internal communication and messaging in place, the next step was to make the acquisition public. Green Apple developed a multi-state PR Strategy that included an in-depth media push, starting with Nashville and expanding to the markets of the new franchise locations. The PR Strategy centered around highlighting Kristen Nicholson’s leadership and Urban Sweat’s vision, showcasing the brand’s growth as a significant milestone in the wellness industry. This approach not only amplified the brand’s reputation but also positioned Urban Sweat as a trendsetter in recovery and self-care, capturing the attention of media outlets and consumers alike.

Results: Strategic Partnership and Turnkey Support

By providing strategic thinking and turnkey support across all aspects of the acquisition, Green Apple ensured that Urban Sweat and its new franchise locations were well-prepared for the transition. From internal communications with franchise owners and employees to external PR campaigns, Urban Sweat had the tools it needed to manage the acquisition with confidence and focus on continued growth.

Through Green Apple’s targeted PR efforts, the acquisition generated substantial visibility, securing 339 unique article placements and reaching a potential audience of over 201 million. This coverage spanned Nashville and multiple major business markets, positioning Urban Sweat as a rising leader in the wellness and recovery industry.

The result is that Kristen Nicholson and her team can concentrate on what they do best—leading their organization and empowering new franchise owners—while Green Apple handles the strategic PR execution. With a solid foundation of brand messaging and communication in place, Urban Sweat is now poised for continued success as a national leader in the recovery and wellness industry.

Client Testimonial

“I truly appreciate Sam and the Green Apple team for their guidance during the rollout. Their support allowed me to focus on other changes without the stress. It felt great to know I could trust them to handle their responsibilities with expertise and care.”

What We Did

Acquisition Marketing Strategy, Messaging Strategy, Public Relations, Website Audit & Recommendations, Strategic Content Development, Email Marketing, Social Media, Pitch Deck Design & Development