HOTWORX Taps Texas Franchisee for 200-Studio Expansion into Mexico

NEW ORLEANS, LA – December 16, 2025 – In a significant move signaling its global ambitions, 24-hour infrared fitness franchise HOTWORX has announced a landmark Master Franchise Agreement to enter Mexico. The deal, which marks the brand's first foray into Latin America, outlines a plan to develop more than 200 studios across the country, spearheaded by top-performing Texas-based franchisee Karla Ramos. The first location is slated to open in the bustling city of Monterrey in early 2026.

This expansion represents a pivotal step for the fast-growing company, which has already established a presence in Canada, Ireland, Saudi Arabia, and Dubai. By tapping into the burgeoning Mexican wellness market, HOTWORX is betting big on the region's increasing appetite for innovative, results-driven health solutions.

"HOTWORX continues to attract passionate, driven entrepreneurs who believe in our mission to deliver innovative, results-driven fitness experiences," said Stephen P. Smith, Founder and CEO of HOTWORX. "Karla embodies the leadership, discipline, and dedication that define our brand. Her success as a franchisee in Texas and her deep understanding of Mexican business and culture make her the perfect partner to lead our expansion into Latin America."

A Strategic Leap into a Booming Market

The decision to enter Mexico is backed by compelling market data. The country's fitness and health club market surpassed $2.1 billion in 2022 and is projected to continue its robust growth. This expansion is fueled by a confluence of factors, including rising disposable incomes, increased urbanization, and a powerful cultural shift toward health consciousness. With an estimated 70% of Mexican adults acknowledging the importance of physical activity, the ground is fertile for new fitness concepts.

While established chains like Sport City and Smart Fit dominate the landscape, there is a clear and growing consumer demand for the specialized, experience-driven offerings of boutique studios. This "boutique phenomenon" has reshaped the fitness industry across Latin America, creating an opportunity for unique concepts to thrive. The recent entry of other specialized U.S. brands, such as Pure Barre, further signals Mexico's readiness for diverse workout options.

HOTWORX aims to capture this segment with its patented infrared saunas that offer a '3D Training' method, combining heat, infrared energy, and exercise. The model, featuring virtual instructors and 24/7 access, also aligns with Mexico's rapidly growing virtual fitness market, which is projected to surge from $306 million in 2022 to nearly $2 billion by 2030.

The Bicultural Entrepreneur at the Helm

At the center of this ambitious expansion is Karla Ramos, a Mexico City native whose career trajectory uniquely positions her for the role. Before becoming one of HOTWORX’s most successful multi-unit franchisees, Ramos built a formidable resume in international business. After earning her degree, she managed operations for luxury retail giants like Coach and David Yurman on Rodeo Drive and later for Omni Resorts.

Returning to her family's customs brokerage firm in Laredo, Texas—one of the largest import/export hubs in the U.S.—she honed her skills in finance and cross-border operations. Her journey with HOTWORX began in 2022 with a studio in New Braunfels, Texas, which quickly surpassed 500 members. She followed this success with a second location in Laredo, where she became one of the fastest franchisees in the system's history to reach the 1,000-member milestone.

Her deep-rooted understanding of both U.S. and Mexican business cultures was a critical factor in securing the master franchise agreement, a process that involved two years of dedicated due diligence. Ramos's Laredo studio will now serve as the flagship training and support center for all incoming Mexican franchisees, creating a seamless bridge for operational and cultural integration.

"From the first time I stepped into a HOTWORX sauna, I knew this was a concept that would change people's lives," said Ramos. "Mexico is ready for something innovative, efficient, and wellness-focused, and I'm proud to bring this opportunity to the country where I was born. This is about empowering a new generation of entrepreneurs while also helping people live stronger, healthier lives."

An Infrared Revolution for Mexico's Wellness Scene

While the concept of an infrared fitness studio is novel in Mexico, the technology itself is not entirely unknown. High-end spas and wellness centers in major hubs like Mexico City and Guadalajara have already incorporated infrared saunas into their service menus, cultivating an initial awareness of their detoxification and stress-relief benefits among wellness-focused consumers. This existing familiarity provides a foundation upon which HOTWORX can build.

The brand's unique selling proposition lies in transforming a passive wellness experience into an active, high-efficiency workout. Members can choose between 15-minute High-Intensity Interval Training (HIIT) sessions or 30-minute isometric workouts, all performed inside the patented saunas. This model promises maximum results in minimum time, a compelling offer for busy professionals and health-conscious individuals.

The launch in Monterrey is a calculated first step. Known as a progressive and affluent city with a strong economy and a community of wellness enthusiasts, it serves as an ideal testbed and launchpad for the brand's national rollout. By introducing its '3D Training' to this receptive audience, HOTWORX aims to create a new category in the fitness market and spark a trend that differentiates it from traditional gyms.

Paving the Way for 200 Studios

The path to establishing over 200 studios involves navigating Mexico's specific business and regulatory landscape. The expansion will be governed by Mexico's Industrial Property Law, which requires detailed franchise disclosures and the registration of trademarks with the Mexican Institute of Industrial Property (IMPI). However, logistical hurdles like equipment importation are expected to be streamlined under the United States-Mexico-Canada Agreement (USMCA).

Having a leader like Ramos, who is fluent in the nuances of Mexican business culture—which often prioritizes personal relationships and direct communication—is an invaluable asset in overcoming potential bureaucratic and operational challenges. Her leadership is central to the strategy of building a strong, localized support system for future franchisees.

As HOTWORX continues its global march, the expansion into Mexico serves as a powerful case study in strategic international growth. By partnering with a proven, culturally-attuned entrepreneur, the brand is not just exporting a business model but thoughtfully integrating it into a new market with immense potential.

"Expanding into Mexico is a natural evolution for HOTWORX," added Smith. "Our system's strength lies in empowering talented entrepreneurs like Karla to scale the brand globally while maintaining the consistency and innovation that set HOTWORX apart."