London Inc. Early Summer 2024 - 9

What is it about the wild fluctuation
in temperature that produces benefits?
Vemb explains that both sides of the
pendulum, hot and cold, play their part
in the equation. The heat of the sauna
activates heat shock proteins that
scour the body and repair damaged
cells. On the flipside, the cold of the ice
bath releases cold shock proteins from
the liver that neutralize free radicals
in the body.
" For any kind of athlete, this is one
of the best things you can do, " Vemb
says, adding that associated benefits
- improved mental clarity and
reduced stress and anxiety - appeal to
a broader demographic. " Clients could
be seeking pain relief, they could be
seeking less inflammation, they could
be seeking mood elevation. "
Pointing to the rise in holistic
wellness and natural treatments,
combined with the increasing popularity
of sports and fitness activities
and emphasis on recovery methods,
Vemb believes the market for sauna and cold plunge therapy
is perhaps just a few years out from where something like
spin classes or barre workouts are now. Which is why his
emphasis on market originator positioning is paramount.
" A national brand was the goal right from the start -
striking when the iron's hot, " he says. " If things go well here,
the plan is to open another location or two in London, then
seek funding and expand from there. "
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" A NATIONAL BRAND WAS THE GOAL
RIGHT FROM THE START - STRIKING
WHEN THE IRON'S HOT " -Christian Vemb
But those are the mid- and longer-term goals. For now,
only a few months since opening, Vemb's focus for Longevity
Lounge is building awareness and getting the word out.
" The slower days aren't as slow, the busier days are busier, "
he says, looking back on his first couple of months in
business. " I'm excited that I'm finally where we are and
bringing this to the city. "
KIERAN DELAMONT
EARLY SUMMER 2024 | londonincmagazine.ca | 9
https://dealer.porsche.com/ca/london/en-CA http://www.porschelondon.ca http://www.londonincmagazine.ca
London Inc. Early Summer 2024

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