Local Couple Brings Icebox Cryotherapy to Arizona Markets After Witnessing the Benefits Firsthand

Jolene and Jeff Cheak were both working in the manufacturing industry when they decided it was time to pursue something different. Jolene discovered cryotherapy in her own health journey and, after seeing all the benefits it provides, wanted to introduce it to the community through her own business. That’s when she discovered Icebox Cryotherapy, the first brick-and-mortar cryotherapy franchise. 

When the couple began exploring cryotherapy franchises, they realized that Icebox offered something truly special. Jolene was blown away by the emphasis on taking care of the guests and making sure that the experience is amazing each and every time someone visits the studio. The couple made the decision to franchise with the brand and has since opened two locations in Scottsdale and Tucson, Arizona. 

1851 Franchise spoke to Jolene about her franchising journey with Icebox. 

1851 Franchise: Frame your personal story for us. What did you do before franchising, and how did you decide franchising made sense for you?

Cheak: My husband Jeff and I were both in the flexible packaging and manufacturing industry when we decided to pursue something different. We wanted to do something we could be passionate about and that we were personally interested in. I had discovered cryotherapy in my personal journey with conventional medicine and the challenges that I've had with that. I became really interested in it, and we decided it was something we wanted to pursue professionally. We began looking into cryo franchises and, the more that we investigated and learned about all the different companies out there, we landed on Icebox. Everything about the brand really spoke to us, and it was a great fit. 

1851: What was your perception of franchising prior to becoming a franchisee, and what do you want people to know about franchising now that you are in it?

Cheak: At the time, I didn't really understand the dynamics of working with a franchise. I now realize that it's much more of a partnership than something you do on your own. 

1851: What made you pick this brand? What excites you most about this company?

Cheak: The experience walking into the studio is very different from the other studios I’ve visited. There’s a huge focus on the guests and making sure that the experience is amazing every time. I had tried other brands that felt much more transactional and less about how good people feel coming in and out of the studio.

1851: What do you hope to achieve with your business? What are your plans for growth? 

Cheak: We have two locations now and are signed up for three. Our plan is to open that third one eventually and continue to grow with the brand.

1851: What is the one thing about your story you want us to know? 

Cheak: The benefits at Icebox are beyond what we even expected or knew before getting into it. We’ve continued to find even more passion for the brand as we’ve grown and created new relationships with all the people that come in. It's just incredibly fulfilling, and it’s amazing to share that with other people. 

1851: What advice do you have for other people thinking about becoming a franchise owner?

Cheak: Try to understand what resources are available and take advantage of them.