Sarah Cox was the owner of her own successful piano studio, with long waitlists for her private lessons. However, it became difficult to juggle classes and being present for her own children. When her children were able to attend elementary school, Cox was ready to embark on a new business project. Her husband introduced her to the beem® Light Sauna franchise opportunity, and Cox immediately knew it was a great fit. By Kelsi Trinidad
Investing in Wellness With Infrared Light Therapy
Sarah Cox was the owner of her own successful piano studio, with long waitlists for her private lessons. However, it became difficult to juggle classes and being present for her own children. When her children were able to attend elementary school, Cox was ready to embark on a new business project. Her husband introduced her to the beem® Light Sauna franchise opportunity, and Cox immediately knew it was a great fit.
“I was like, ‘I’m obsessed with this. If this came to our area, I would be standing at the door waiting to go in,’” Cox said. “So, what kind of started as an idea became a passion project for me because it was something that purely aligned with what I love and value.”
Regarding services, Beem Light Sauna studios have light beds that emanate red, blue and green light therapy, as well as infrared saunas. Because none of the services are invasive, there’s no need for medical staffing for franchises. Now part of Sequel Brands, the company has streamlined the pre-sales and build-out processes, making them easier for franchisees who may need support building and sustaining a loyal customer base
For Cox, it was important to truly believe in the service she was offering. With a family history of autoimmune disorders and her own health challenges, she had long sought healthier, more organic approaches – leading her to discover the benefits of infrared sauna and light therapies.
“You sit in the sauna for 40 minutes, you detox and you sweat out all these toxins,” Cox said. “You do that three times a week, and it just completely heals your system. You can walk out, and you’re like, ‘Wow, I feel so good!’”
Cox opened her Beem Light Sauna location in Short Pump, Virginia, in August 2025. This year, she’s focused on the location’s growth and gaining more recurring memberships.
“More than being a leading franchisee, I truly believe everyone in our community – no matter their age – can benefit from what we offer, and I want Beem Short Pump to be a place that helps them do just that,” Cox said.
Kelsi Trinidad