This week Alia Alston, founder of Icebox Cryotherapy Studios, shares her personal journey and business insights on Franchise Today. A car accident and childbirth complications led her to discover the pain-relieving benefits of cryotherapy, prompting her to open the first retail cryotherapy studio in the United States. Despite her lack of experience in owning a retail store, her background in product development, retail marketing, and real estate, coupled with her entrepreneurial spirit, drove her to pursue this venture. Fast forward the tape and her wildly successful first studio in ATL, has beocme the first of 20, as she is successfully franchising the brand and changing lives for both clients and franchisees, as the business successfully scales.  .  .   . Initially targeting professional athletes in Atlanta, Icebox quickly attracted a broader clientele seeking natural anti-inflammatory solutions and chronic pain relief. Alia’s vision for Icebox was to create a scalable and simple model for services that could be easily replicated by franchisees, inspired by the success of brands like SoulCycle. Despite initial hesitations, she decided to franchise Icebox, which proved successful even through the challenges posed by the 2020 pandemic, thanks to the dedication of franchisees and a focus on strategic growth. In running the franchise, Alia emphasizes the importance of passionate franchisees who are also disciplined, meticulous in client experiences, and involved in daily operations. The discussion extends to the critical role of the right team management and the excitement surrounding the partnership with Impact Brands for scaling the business. Finally, Alia' reflects on her drive to balance work and family life, aspiring to be a role model for working moms and leave a legacy for her children.