Plunj Franchise Cost, Revenue & Review 2026
- Investment
- $395K – $696K
- Disclosed sales
- partial, no system average
- SBA charge-off
- Under 10 loans (6)
Data from FDD filing + SBA 7(a) records
Analysis by FranchiseVerdict Research · Methodology
PLUNJ is a wellness franchise offering Nordic-inspired contrast therapy with saunas and cold plunges. Franchisees run the studios, managing equipment, appointments, and memberships.
FranchiseVerdict summary · 2026
A PLUNJ franchise requires a total initial investment of $395K – $696K, including a $25K franchise fee and an ongoing 6.0% royalty[2]. The 2025 FDD on file does not yield a unit-revenue figure we can publish. FranchiseVerdict grade: C (Average), an editorial assessment, not investment advice. Run a live ROI scan →
Sources, dates and evidence
FDD issued: · Data extracted: · Last cited check: · Staleness risk: medium - issued 12 to 24 months ago; a newer filing is likely on file
Evidence: strong✓ Investment (Item 7)✓ Item 19 status✓ Units and owners (Item 20)✗ SBA loan coverage✓ Litigation (Item 3)✓ Financial statements (Item 21)✓ Franchisor identityhow this is scored6 of 6 headline figures on this page cite a page of the filing.
Overview
- Investment
- $395K – $696K
- 28th pct Recreation & …
- Avg gross sales
- N/A
- Incl. company outlets2 outlets
- Royalty
- 6.0%
- 9th pct Recreation & …
- Units
- 4
- 16th pct Recreation & …
- SBA charge-off
- N/A
Quick verdict · Recreation & Entertainment · color = vs category peers
Green = favorable by >10% vs Recreation & Entertainment median · No shading = within ±10% · Red = unfavorable by >10% · Source: FDD filings + SBA 7(a)
Data from public FDD filings and SBA records. Not financial advice. Methodology
Bottom line
- COSTTotal investment $395K – $696K including a $25K franchise fee, 6.0% ongoing royalty.
- RETURNSFY2024 Total Sales of the two Plunj units that traded the full calendar year - Provo $368,221 and Saratoga Springs $617,324. Total Sales covers all products, goods and services sold, traded or bartered, including the value of barter, less refunds, sales taxes collected and sales of used equipment. Item 19 also discloses two units that opened late in 2024 and are excluded here because their figures are not annual: Idaho Falls $51,375 (opened August 2024) and Kaysville $15,619 (opened December 2024, roughly one month of trading). Item 19 additionally prints Net Operating Income - Provo $163,378, Saratoga Springs $242,185, Idaho Falls $15,504, Kaysville $8,919 - but NOI here is NOT net income: the franchisor defines operating expenses to EXCLUDE interest and 'draws made by franchise owners', so owner compensation is not deducted, and no depreciation, amortization or tax is taken. Note also that the printed NOI does not equal sales minus expenses for the two full-year units (Provo differs by $18,384, Saratoga Springs by $19,694). The filing calls all four units 'franchise units' in one paragraph and refers to 'our affiliate owned location' in another without identifying which column it is.
- RISKVerdict C (Average), verdict score 40/100 (higher is better).
- GROWTHPositive: net +3 franchised outlets in the latest year (3 opened, 0 closed) (Item 20).
- DATAItem 19 reports total sales and net operating income rather than annual gross sales, so unit revenue is not directly comparable. Ask franchisees directly for full unit-level revenue.
Item 1 · who you're contracting with
The Franchisor
Corporate structure & franchisor financials
- Legal entity
- Plunj Franchise, LLC
- CEO title
- Member/Manager
- Sean Foster
- Incorporated in
- UT
- HQ
- 493 E 4380 N, Provo, Utah 84604
- Auditor
- Kezos & Dunlavy
- Audited financials
- Franchisor revenue
- $155K
- vs $17K prior year
Overview
About
- CEO
- Sean Foster
- Headquarters
- UT
- Founded
- 2022
- FDD year
- 2025
- States available
- 2
Can you afford it, and what does the money buy?
Entry cost is about typical for a recreation & entertainment franchise (near the category median).
Source: FDD 2025 · Items 5–7
Full Item 7 breakdown14 line items
Initial investment breakdown
| Line item | Low | High | |
|---|---|---|---|
| Initial Franchise Feenot refundable | $25K | $25K | |
| Initial Training | $0 | $500 | |
| Real Estate Improvements | $193K | $322K | |
| Rent (3 months plus security deposit) | $14K | $43K | |
| Architectural / Engineering Fees | $6K | $16K | |
| Equipment, Furniture, Fixtures, Decor, Design Services, and Supplies | $127K | $235K | |
| POS System, Computer Hardware, and Software | $1K | $3K | |
| Signs | $3K | $8K | |
| Miscellaneous Opening Costs | $3K | $5K | |
| Insurance Premiums | $3K | $6K | |
| Opening Inventory | $5K | $10K | |
| Grand Opening Assistance Expenses | $3K | $5K | |
| Advertising | $500 | $1K | |
| Additional Funds | $13K | $17K | |
| Total initial investment | $395K | $696K |
Line items extracted from FDD Item 7. Ranges reflect the franchisor's stated low and high per line. Total is the sum of line-item lows / highs — actual costs may fall outside this range depending on market and build-out scope.
Item 7 · what it costs to open + operate
The Vitals
- Total investment
- $395K – $696K
- Top 40% of category vs category
- Liquid capital req'd
- $13K – $17K
- Top 40% of category vs category
- Franchise fee
- $25K – $25K
- Top 40% of category vs category
- Royalty
- 6.0%
- typical 6–8%
- Ad fund
- 1.0%
- typical 3–5%
- Total fee load
- 7.0%
- vs 9–13% typical
Ongoing fees · Item 6
| Fee | Amount |
|---|---|
| Royalty | 6.0% of gross sales |
| Marketing / ad fund | 1.0% of gross sales |
| Technology fee | $150 |
| Transfer fee | $8K |
| Renewal fee | $13K |
| Inventory (initial) | $5K – $10K |
| Total fee load | 7.0% of rev |
What do units actually make?
Source: FDD 2025 · Item 19
ROI & LBO modelsSingle-unit · 25-unit portfolio · editable
No Item 19 revenue figure for PLUNJ is on file. The return models need a revenue figure to start from, and the operating costs that turn gross sales into a profit are in no FDD. Enter your own and the calculator runs on your assumptions — nothing here is modelled until you do.
Returns model · single-unit ROIC
What would one PLUNJ unit return on the cash you put in?
Illustrative category typicals — not sourced to any filing, survey or sample. Replace them with figures from franchisee validation calls before you rely on the output.
Unlevered ROIC · per unit
Your modelled return on total invested capital, before any debt financing.
—
An FDD discloses gross sales, not profit. We hold no sourced figure for annual revenue, COGS, labour, rent / occupancy and other operating costs, and will not substitute an assumed one. Enter your own and the model runs on your assumptions.
These models are for research and scenario planning only. Not investment advice. Actual results depend on your specific location, management, and market conditions. Consult a franchise attorney and accountant before signing any franchise agreement.
Item 19 · Source: 2025 FDD
Financial Performance
FY2024 Total Sales of the two Plunj units that traded the full calendar year - Provo $368,221 and Saratoga Springs $617,324. Total Sales covers all products, goods and services sold, traded or bartered, including the value of barter, less refunds, sales taxes collected and sales of used equipment. Item 19 also discloses two units that opened late in 2024 and are excluded here because their figures are not annual: Idaho Falls $51,375 (opened August 2024) and Kaysville $15,619 (opened December 2024, roughly one month of trading). Item 19 additionally prints Net Operating Income - Provo $163,378, Saratoga Springs $242,185, Idaho Falls $15,504, Kaysville $8,919 - but NOI here is NOT net income: the franchisor defines operating expenses to EXCLUDE interest and 'draws made by franchise owners', so owner compensation is not deducted, and no depreciation, amortization or tax is taken. Note also that the printed NOI does not equal sales minus expenses for the two full-year units (Provo differs by $18,384, Saratoga Springs by $19,694). The filing calls all four units 'franchise units' in one paragraph and refers to 'our affiliate owned location' in another without identifying which column it is.
Includes company-owned outlets
Based on only 2 outlets
- Item 19 type
- total sales and net operating income
- Sample size
- 2 outlets
- vs category median 5 · small
- Range (low → high)
- $368K→$617KCited, not corroborated — printed on page 38 of the 2025 FDD. Nothing else in our record independently restates or re-derives it.
- Cohort dispersion (min → max)
- Reporting year
- 2024
- Fiscal year the figures cover
- Source filing
- FDD 2025
- Disclosed in the 2025 filing, covering 2024
- Transparency
- 7 / 10
- vs category median 4 / 10 · above
Compared against 165 Recreation & Entertainment brands
Operator outlook
What the numbers say
Data-driven interpretation of this brand's financial disclosures, fee structure, and system trajectory.
Fee burden
Total ongoing fee load of 7.0% (near the Recreation & Entertainment median).
Disclosure
Item 19 reports total sales and net operating income rather than annual gross sales, so unit revenue is not directly comparable.
Operator retention
Net unit growth of +300.0% over 3 years (3 opened, 0 closed).
Multi-unit rate
Only 1% of franchisees own multiple units. Could indicate challenging economics or a young system where operators haven't had time to expand.
Source: FDD Item 19 financial performance representations and publicly filed FDD data. Past performance is not indicative of future results. Verify all figures with the franchisor and current franchisees before making any investment decision.
vs Recreation & Entertainment medians
How Plunj Compares
Category median of published Recreation & Entertainment brands that report the figure; the middle half spans the 25th to 75th percentile and n counts the brands behind it. Medians are used because a few very large systems pull an average far from the typical brand. Revenue is disclosed gross sales, not profit.
Is the system healthy?
Source: FDD 2025 · Item 20
Unit growth
Item 20 · unit dynamics
The Growth Chart
- Total units
- 4
- Opened
- 3
- Last reporting year
- Closed
- 0
- Terminated
- 0
- Franchisor ended the franchise (per Item 20)
- Non-renewed
- 0
- Term expired, not renewed (per Item 20)
- Turnover rate
- N/A
- Company-owned
- 0
- Corporate units in the system
- % franchised
- 100%
- vs corporate-owned
- Multi-unit owners
- 1.0%
- Net growth (3-yr)
- Outlier (see FDD)
- Likely small-sample artifact
Last fiscal year · Item 20 exits and transfers
- Terminated
- 0
- Not renewed
- 0
- Transferred
- 0
- Reacquired
- 0
- Franchisor bought back
- Projected new
- 11
- Franchisor's next-year forecast
Year-over-year franchised unit counts and net change. Source: FDD Item 20.
Item 20 · 3 states with active franchisees
The Territory Map
Derived from franchisee contact records. Shows states with at least one current operator. Not where the franchisor is registered to sell new units (that data is re-extracting in a future refresh).
States derived from franchisee contact records (FDD Item 20). Shows states with at least one current operator on file. Full state registration data (Item 12) will appear on a future FDD refresh.
Where the owners are · Item 20 owner list
7 current owners across 3 states.
- UT 4
- ID 2
- MT 1
Counts only, from the list the franchisor prints in Item 20. Names and phone numbers are for your own due diligence and are not shown here.
Fast growth in a small system. Newer franchisors expanding quickly may not yet have the support infrastructure of larger systems.
SBA loan performance
Government records
SBA Loan Data
Aggregated from SBA loan disclosures. This brand has only 6 7(a) loans on file; statistical reliability is limited below 10 loans.
- Total loans
- 6
- Loan volume
- $2.4M
- Median loan
- $452K
- 50th percentile
- Charge-off rate
- Under 10 loans (6)
- Insufficient SBA coverage: 6 loans, rate hidden below 10
Historical SBA 7(a) lending data, not predictive of future performance. How SBA charge-off rates are calculated
- Repayment rate (PIF)
- Under 10 loans (6)
- 5-yr charge-off
- Under 10 loans (6)
- Loans approved 2021+
- Active lenders
- 4
- Defaults
- N/A
Explore lender portfolios on Bank Reports or regional data on State Reports.
What could kill this investment?
Source: SBA 7(a) FOIA · FDD Items 3, 21
Risk analysis
FranchiseVerdict rating + FDD Items 3, 4, 8, 16, 21
Risk & Legal
Litigation (Item 3)
Subject: officers or affiliates. The franchisor is not a named party in these cases.
No litigation required to be disclosed
Bankruptcy (Item 4)
None disclosed
Audited financials (Item 21)
Yes · Kezos & Dunlavy
Franchisor revenue (Item 21)
Franchisor entity revenue (not unit-level)
ⓘ These are the parent company's consolidated financials (the parent guarantees the franchisor), not this brand's standalone results — the figure reflects the whole corporate group, not this brand alone.
Supplier relationship · Items 8 & 16
- Franchisor sells you products: Yes
- Kickbacks from required suppliers: No
- Must buy proprietary products: Yes
- Restricted to system-approved products: Yes
- Can negotiate own supplier terms: No
Score breakdown · what drove the 40 / 100 verdict
- 01MINOROnly 4 units with 300% YoY growth is unsustainable math and suggests extremely small base (likely 1-2 units previously)
- 02MINORHigh investment range ($394k-$696k) paired with modest average net income ($107k) yields 3.7-6.5 year payback with no margin for error
- 03MINORRoyalty structure (6% of gross) provides no relief during downturns and compounds cash flow pressure
Severity inferred from the FDD text · not a regulatory classification
What are you signing up for?
Ongoing fees run about 7.0% of sales (royalty + ad fund), before rent and labor.
Source: FDD 2025 · Items 11, 12, 17
FDD Items 12, 15, 17 · continued from Risk & Legal
Contract & Territory Detail
| Initial term | 10 years |
|---|---|
| Renewal term | 10 years |
| Allowed renewalsℹ | 1 |
| Territory type | Exclusive territory |
| Protected territory | Yes |
| Exclusive territoryℹ | Yes |
| Online sales rightsℹ | Restricted |
| Franchisor can compete | Yes |
| Hire a manager? | Allowed |
| Owner-operator | Optional |
| Non-compete (years)ℹ | 3 years |
| Non-compete (miles)ℹ | 20 mi |
| Right of first refusalℹ | Yes |
| RoFR response window | 60 days |
| Transfer requires consent | Yes |
| Termination notice | 30 days |
| Curable defaultsℹ | 9 |
| Mandatory arbitration | Yes |
| Arbitration location | Salt Lake County, Utah |
| Jury trial waiver | Yes |
| Governing law | UT |
| Litigation count | 0 |
View Item 3 litigation summary
No litigation required to be disclosed
Items 10, 11
Training & Operations
- Classroom training
- 38 hrs
- On-the-job training
- 10 hrs
- Training location
- Provo, Utah and virtual
- Ongoing training
- Required
- Field support
- 16 hrs/yr
- On-site visits per year
- Time to open
- 4 mo
- From signing to launch
- Site selection
- franchisee
- Franchisor financing
- Not offered
- Item 10
Items 5 & 11
Franchisor Support
Item 20 · call current owners
Franchisee Contacts
7 owners to call
Name · phone · city · state. Extracted from FDD Item 20
Frequently asked questions
Frequently Asked Questions
How much does it cost to open a PLUNJ franchise?
The total investment to open a PLUNJ franchise ranges from $395K – $696K, with an initial franchise fee of $25K. This includes real estate, equipment, inventory, and working capital as disclosed in their Franchise Disclosure Document (FDD).
What do PLUNJ franchise owners earn?
Item 19 of the PLUNJ FDD discloses outlet figures from $368K to $617K but no single average across all outlets. These are gross sales figures, not profit; the Revenue section shows what the filing reports and on what basis. Item 20 of the FDD lists current and former franchisees; asking them directly is the standard way to fill this gap.
Who owns PLUNJ?
PLUNJ is franchised by Plunj Franchise, LLC. Source: FDD Item 1, 2025 filing.
What is Item 19 in the PLUNJ FDD?
The FDD section where a franchisor may disclose financial performance of its outlets. Disclosure is optional and formats vary; figures are typically gross sales, which is revenue before expenses, not profit. FranchiseVerdict extracts these figures directly from the PLUNJ FDD and qualifies whose outlets they describe.
What is PLUNJ's franchise failure rate?
SBA 7(a) loan charge-off data is not available for PLUNJ (fewer than 10 loans on file). Charge-off rates are one way to gauge franchise risk, but not all franchise loans go through the SBA program. We recommend reviewing turnover and closure data in the FDD and speaking with current franchisees.
How many PLUNJ franchise locations are there?
As of their most recent FDD filing, PLUNJ has 4 total units in the United States, including 4 franchised units and 0 company-owned units. 3 new units were opened in the latest reporting year.
Is PLUNJ a good franchise to buy?
FranchiseVerdict rates PLUNJ as a C-grade franchise with a verdict score of 40 out of 100 (higher is better). The grade is a deterministic score built from six weighted dimensions — financial health, unit economics, unit growth, scale, legal, and transparency — then calibrated against SBA loan charge-off rates and FDD age. Transparency is one of the six, so a filing that discloses less scores lower on that dimension than one that discloses more. Our rating is based solely on publicly available FDD and government data; we recommend speaking with current franchisees before making any investment decision. This is not investment advice.
Data sourced from public FDD filings and SBA 7(a) FOIA records. Not financial advice.
For franchisors
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Data extracted from public FDD filings and SBA 7(a) loan disclosures (FOIA). This information is provided for research purposes only and does not constitute financial, legal, or investment advice. Verify all figures with the franchisor's current Franchise Disclosure Document before making any investment decision.