Skip to content

A Strategic Approach to Acquisition and Growth

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

beverage and towel sitting outside of a sauna
urban sweat deck new chapter in your business
urban sweat graffiti art
Urban Sweat Women Owner Standing in Front of Graffiti Wall
interior of urban sweat facility
man sitting in sunlighten infrared sauna room

Case Studies

A small selection of Green Apple’s solutions and marketing services.

charter construction website design mock up

Charter Construction’s New Website: Case Study

Overview Charter Construction has earned a reputation as one of Nashville’s most trusted commercial contractors for nearly 40 years. Known for their steady leadership,
See Case Study
new crain construction website after redesign

Crain Construction’s New Website: Case Study

Overview Crain Construction is a full-service commercial contractor known for its thoughtful approach, strong relationships, and high-quality work across Nashville for nearly a century.
See Case Study
lbmcep.com new website visual

LBMC EP New Website: Case Study

Overview LBMC Employment Partners (EP) is a Professional Employer Organization (PEO) and HR outsourcing firm that provides comprehensive HR, payroll, benefits, and compliance services
See Case Study
Load More

Reviews

What Our Clients Are Saying 

 
 
 
 
 
 
 
  
 
 
 
 Posted on Google Google 
 
 Amanda Monroe profile picture 
 
 
 Amanda Monroe 
 
 
 
 Google star 1Google star 2Google star 3Google star 4Google star 5Trustindex verifies that the original source of the review is Google. 
Green Apple has been a delight to work with: Smart, strategic, and always considering their clients’ best interests. They dig deep to find what truly makes an impact, pivot when necessary, and consistently think ahead. Having partnered with the Green Apple team for over 2 years, I can confidently say they are among the most trustworthy, organized, and strategic agencies I’ve collaborated with!
  
 
  
 
 
 
 Posted on Google Google 
 
 Michael Shinn profile picture 
 
 
 Michael Shinn 
 
 
 
 Google star 1Google star 2Google star 3Google star 4Google star 5Trustindex verifies that the original source of the review is Google. 
Samantha really knows her stuff. Super easygoing and doing some really impressive things. Can’t say enough good things.
  
 
  
 
 
 
 Posted on Google Google 
 
 Amanda Williams profile picture 
 
 
 Amanda Williams 
 
 
 
 Google star 1Google star 2Google star 3Google star 4Google star 5Trustindex verifies that the original source of the review is Google. 
Green Apple Strategy is one of the best agencies I have had the privilege to work with as a freelance graphic designer. They are organized, efficient and kind. The processes they have in place help make everything run smoothly. The Green Apple team truly cares about its clients and works hard to fulfill their needs.
  
 
  
 
 
 
 Posted on Google Google 
 
 Krista Elvey profile picture 
 
 
 Krista Elvey 
 
 
 
 Google star 1Google star 2Google star 3Google star 4Google star 5Trustindex verifies that the original source of the review is Google. 
They are an incredibly talented and kind team to work with! I would highly recommend to any potential clients!
  
 
  
 
 
 
 Posted on Google Google 
 
 Kristina Iaccarino profile picture 
 
 
 Kristina Iaccarino 
 
 
 
 Google star 1Google star 2Google star 3Google star 4Google star 5Trustindex verifies that the original source of the review is Google. 
There are many marketing agencies out there, but Green Apple is truly one of a kind. When they say "strategy first," they genuinely mean it. Instead of chasing trends, they take the time to understand each client’s needs and build thoughtful, customized plans. The team is made up of talented experts who are also kind, supportive, and deeply committed to both their work and their relationships. I'm so grateful for the opportunity to collaborate with them. It's rare to find a company with such strong values and people who offer both trust and unwavering support. If you're looking for a partner, whether you're working with them or for them, who truly cares and delivers with integrity, Green Apple is the one! 💚
  
 
  
 
 
 
 Posted on Google Google 
 
 Wendy Whittemore profile picture 
 
 
 Wendy Whittemore 
 
 
 
 Google star 1Google star 2Google star 3Google star 4Google star 5Trustindex verifies that the original source of the review is Google. 
I've known Samantha and Green Apple Strategy for quite a while now and have always been impressed with their deliverables. Over the past several years, we've been honored to partner with them on a variety of projects and have been just as impressed behind the scenes. Sam's team is professional and organized. Their multitude of backgrounds makes them the perfect partner for web, digital, video, design and all around great storytelling. They worked seamlessly with our production team getting them everything they needed in a timely manner. It was so refreshing to work at a quick pace and not get hung up on waiting for a reply. We look forward to continued work with Green Apply and would highly recommend them.
  
 
  
 
 
 
 Posted on Google Google 
 
 RDEE profile picture 
 
 
 RDEE 
 
 
 
 Google star 1Google star 2Google star 3Google star 4Google star 5Trustindex verifies that the original source of the review is Google. 
I have had the pleasure of working with Green Apple for over 10 years. Their team, especially through their creative collective, The Orchard, has been instrumental in achieving marketing successes across various shared clients in different industries. Green Apple's expertise and dedication to client success are unparalleled. They embrace new technologies, consistently combining the latest digital media techniques with a hands-on, personalized approach to client service that defines their brand and culture.
  
 
  
 
 
 
 Posted on Google Google 
 
 Meg Grunke profile picture 
 
 
 Meg Grunke 
 
 
 
 Google star 1Google star 2Google star 3Google star 4Google star 5Trustindex verifies that the original source of the review is Google. 
Green Apple has been instrumental in helping our organization grow. From redesigning our website to updating our brochures, they’ve handled everything seamlessly. Their team is top-notch—professional, creative, and genuinely invested in delivering positive outcomes for the companies they partner with. We couldn’t be happier with their work!