Aesthetic Solution Providers | beem®
By the time Leigh Feldman stepped into the role of CEO at beem® Light Sauna, the wellness world was already shifting. Once dominated by traditional spa services and sweaty workouts, the space was cracking open to new interpretations of healing, recovery, and longevity. Feldman, with his eye on emerging consumer behavior and an unwavering belief in the science of light therapy, was poised to meet the moment.
Today, beem is more than just a place to sweat. It’s a movement grounded in the gentle power of chromotherapy—a non-invasive, tech-forward solution to modern stress, fatigue, and inflammation. With over 45 studios nationwide and no closures to date, beem is growing at the intersection of biohacking and boutique wellness, where recovery meets ritual, and health is deeply personal.
A Brand Born from a Mother’s Love
The heart of beem isn’t technology—it’s a story. The company’s genesis lies with co-founder Cynthia May, whose search for a holistic treatment for her daughter’s autoimmune disease sparked a journey into light therapy. Her mission became a franchise: to make light-based healing more accessible, more human, and more deeply impactful.
“What originated as a mother’s dedication,” Feldman says, “has become a nationwide brand dedicated to changing lives through light. That kind of origin gives everything we do a real sense of purpose.”
That purpose is visible not only in the science-backed therapies offered—infrared sauna, red, blue, and green light, and soon, vibration plate technology—but also in the ethos that fuels every studio: healing, without pressure. Relief, without gimmicks.
Inside the beem Experience
Walk into a beem studio and you’re likely to find serene lighting, minimalist design, and a carefully curated environment designed to soothe rather than stimulate. But beneath the surface-level calm is a tech-enabled engine driving personalization and results. One of beem’s standout innovations is a proprietary AI tool that works like a digital decision tree, creating customized chromotherapy regimens based on an individual’s goals—whether it’s detoxification, skin repair, stress relief, or sleep improvement.
“We’re not just about sweating—we’re about solving,” Feldman says. “Our competitors may be chasing trends, but we’re focused on transformation.”
That differentiation is key. While brands like Perspire double down on sweating as a detox strategy, beem is leaning into holistic bio-optimization—fusing wellness trends with ancient principles and modern science to support both body and mind.
Who are beems?
beem’s primary audience is overwhelmingly female (about 65%), drawn by promises of skin rejuvenation, hormonal support, and better sleep. Men—many of them self-proclaimed biohackers—make up the remaining 35%, often seeking anti-aging benefits or next-level performance recovery. It’s a boutique experience that caters to the informed wellness consumer, someone who’s done their research and is looking for results without the clinical coldness of a medical spa.
And the results speak for themselves. Zero closures since the brand’s inception—a rare feat in the franchise world—isn’t just a sign of a strong concept, but of a deeply engaged network.
“Our owners don’t just run businesses—they co-create a culture,” Feldman explains. “They share wins and losses, best practices, new studies. It’s one of the most collaborative ecosystems I’ve ever been part of.”
Tech Meets Touch
While the brand is rooted in holistic traditions, it’s also embracing the efficiencies of tomorrow. In an age where consumers demand both personalization and convenience, beem is developing new tech solutions to streamline client segmentation, automate communication, and make wellness easier to access—even for the busiest urban professional.
“Technology allows us to maintain intimacy while scaling impact,” says Feldman. “It’s not about replacing the human connection—it’s about enhancing it.”
It’s a balance that many wellness brands struggle to strike, but beem seems to have found its rhythm: using AI to personalize, not prescribe. Creating studio environments that feel like third spaces—neither home nor work, but something sacred in between.
"We’re not just about sweating—we’re about solving. Our competitors may be chasing trends, but we’re focused on transformation."
Challenges in the Light
Despite its success, the brand isn’t without its hurdles. As Feldman candidly notes, the biggest challenge isn’t technology or operations—it’s people. Running an executive model business requires soft skills that aren’t always taught in spreadsheets or seminars.
“This is a people business first and foremost,” he says. “And sometimes our owners need help navigating the emotional intelligence side of leadership.”
To support its franchisees, beem has built a robust infrastructure, including a VP of Sales, a National Sales Director, Franchise Business Coaches, and a Director of Education—all dedicated to helping franchisees hit membership targets while staying aligned with the brand’s heart-centered mission. There’s also a powerful marketing team and a National Brand Fund that drives public relations and influencer partnerships to keep the brand culturally relevant.
Fashionably Early
Ask Feldman what sets beem apart, and he’ll tell you: timing. The brand has a knack for sensing what’s next, from green and blue light therapies (which are now rolling out to 36 of 45 studios) to the quiet rise of “vibration plates” for lymphatic health and toning.
“We like to say we’re fashionably early,” he laughs. “Not so early that people don’t get it—but early enough to lead the conversation.”
Looking ahead, Feldman sees continued growth—both in the range of therapies offered and in beem’s geographic footprint. But expansion isn’t the only metric he’s tracking. What matters more is relevance. “Consumers today don’t want generic. They want something that feels like it was made for them.”
That desire for hyper-personalized wellness is shaping the entire franchise industry, he says. And as companies evolve, the winners will be those that can answer the essential consumer question: “Can you solve this for me in a way that fits my life?”
Lighting the Way Forward
If 2025 is the year of wellness, then beem is a brand built for the times: optimistic, tech-forward, and emotionally intelligent. It doesn’t ask people to overhaul their lives—it invites them to step into a small room filled with light and feel a little better when they step out.
“Franchising doesn’t usually sound like a revolution,” Feldman admits. “But I think we’re building something that really does change people’s lives.”
And in a world increasingly dimmed by stress and overstimulation, beem is proving that sometimes, all it takes is the right kind of light.
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