The pandemic forced the cofounders to pivot from managing physical sauna locations, to becoming experts in a direct-to-consumer brand
The circumstances of the pandemic accelerated the demand and interest in the blankets, but it wasn’t the driving force behind why they developed it.
The pandemic did force the cofounders’ skillset to pivot: they went from managing physical sauna locations and essentially honing their expertise in the service industry, to becoming experts in a direct-to-consumer brand — and continuously learning and improving along the way. “All of a sudden, Lauren and I, as entrepreneurs, we've had to go through this steep learning curve surrounding what our company looks like now and how we need to operate,” Kaps shares.
Kaps and Berlingeri moved away from the healthclub-meets-nightclub vibe of the physical locations and rebranded to a more fashion-meets-wellness narrative that emphasizes the mission of bringing nature indoors and ‘turn you on , tune you in , and deliver a healthy ‘DOSE’. The brand’s offerings are inspired by earthy elements , powered by advanced technologies, and designed to ignite your best body and mind.
While the sauna blanket was waitlisted for months during the pandemic, which highlighted that they struck gold with the right product, the cofounders know that customer feedback is worth its weight in gold — as a result, they are constantly reiterating the sauna blanket to improve the user experience, from a design perspective. “We do see ourselves primarily as direct-to-consumer, e-commerce focused now,” Kaps shares.
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