Aleya Velshi and Melissa Donato from Alter

Aleya Velshi and Melissa Donato are the Co-Founders of Alter.

Alter is a sauna and ice bath studio in College West, Toronto. Alter's mission is to make hot and cold exposure a more approachable and consistent practice by creating a warm, welcoming, and community-oriented atmosphere and an experience that pays homage to this centuries-old modality.

Alter offers flexible drop-in sessions and classes.

Takeaways

• Starting a business with close friends and how to make it work.
• Research needed before launching a physical space.
• Designing a space to be welcoming and engaging.
• Building a team that creates a top-notch experience for guests.
• Structuring scheduling and blend of drop-in and classes.
• Balance between newcomers and regulars and designing an experience that works for everyone.
• Expansion is considered based on factors such as product-market fit, replicability, and scalability.
• Pricing is determined by sustainability, comparable experiences, and the needs and preferences of their guests.

Chapters

00:00 Starting a Business with Close Friends

08:12 Research and Due Diligence

09:38 Designing a Comfortable and Approachable Space

22:44 Building a Welcoming and Diverse Team

26:49 Structured Classes and Flexible Drop-In Sessions

27:42 Creating a Unique and Approachable Wellness Experience

34:03 Building a Supportive Community through Events and Collaborations

34:33 Strategies for Expansion and Growth

40:24 Pricing: Balancing Sustainability and Guest Preferences

Keywords

friends, business, hot and cold therapy, sauna, ice bath, convenience, community, research, self-funded, design, comfort, routine, team, classes, drop-in sessions, cultural origins, personalized experience, wellness, experience, classes, advanced, beginner-friendly, options, flexibility, community, events, workshops, expansion, pricing