Wait... you work out INSIDE a sauna?

Yesterday I discovered a fitness concept that made me stop for a second.

HOTWORX.

At first I didn’t really understand it.

Then I realized:

You literally work out inside an infrared sauna.

Wait…

What?

And that’s exactly why I remembered it.

Think about how most businesses try to differentiate themselves.

A gym gets slightly better equipment.

A restaurant has slightly better burgers.

An agency promises slightly better marketing.

A software company adds three more features.

Everything is…

slightly better.

But “work out inside a sauna”?

That’s different.

You immediately understand the idea.

You can tell someone about it in one sentence.

And they’ll probably remember it.

I think there’s a really interesting business lesson in that.

You don’t always have to invent something completely new.

Gyms already exist.

Saunas already exist.

HOTWORX simply combined two things people already understand…

and suddenly created something that feels new.

And you can do this with almost anything.

Take something people already buy.

Combine it with another behavior, trend or experience.

And ask:

Would these two things be more interesting together?

Gym + sauna.

Coffee shop + coworking.

Restaurant + entertainment.

Fitness + gaming.

Software + AI.

Sometimes a great business idea isn’t hiding in some completely undiscovered industry.

It’s sitting right between two existing ones.

And I think that’s also why looking for business ideas can be so much fun.

Once you start paying attention, you see them everywhere.

You start looking at businesses and thinking:

“What could I combine this with?”

“What would make this completely different?”

“What would make someone stop and say…

Wait.

What?”

Because being 10% better is nice.

Being interesting enough that people tell their friends about you is something else entirely.

Christian

P.S. I’m still not sure I want to do burpees inside a sauna.

But I definitely remembered the business.