Pidge and Boyce, a mother-daughter team currently operating successful locations in University Place and Lacey, Washington, have secured the rights to develop five studios across Alaska. Each of their existing Washington facilities maintains a membership base exceeding 600 people, a track record that CEO Stephen P. Smith cited as a primary driver for their selection to lead the brand’s debut in such a distinct business climate.

Returning to Alaska marks a personal milestone for the duo, who spent decades living in the state before moving to the lower 48. Boyce, a U.S. Army veteran and certified personal trainer, noted that their deep-rooted community connections will shape how they introduce the brand’s infrared heat and isometric training model to local residents. Pidge emphasized the specific appeal of the 24-hour accessibility during Alaska’s long, dark winters, describing the studios as a necessary resource for members seeking warmth and consistent fitness routines throughout the year. The pair maintains additional growth plans in Washington, with three more studios currently in development.