Entrepreneur Launched Wellness Brand for Students

The startup Sweat and Soak now brings saunas and cold plunges to fraternity and sorority events.

Updated on Sept. 25, 2026 in Health and Wellness

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Marty Mocs, a 24-year-old Liberty University graduate, has launched Sweat and Soak to bring wellness services to college campuses. The mobile brand offers saunas, cold plunges, and pilates to students.

Why it matters

The brand aims to provide college-aged students access to wellness activities that were previously marketed primarily to older demographics. Mocs developed the business concept after traveling to Finland and experiencing European wellness culture.

The global wellness industry is valued at over $6 trillion, with individual consumers spending more than $6,000 annually. Meanwhile, universities like the University of Wisconsin have established 3 on-campus wellness facilities.

The players

Marty Mocs

He is the 24-year-old founder of Sweat and Soak and a graduate of Liberty University.

The details

Sweat and Soak organizes mobile wellness experiences featuring saunas and cold plunges for fraternities and sororities. The company also partners with philanthropic organizations focused on women's heart health and breast cancer research.

The brand Sweat and Soak officially launched in 2026.

Industry Dynamics

This venture represents a broader shift to commoditize high-end wellness practices for the collegiate market. It follows a pattern set by the $6 trillion global wellness industry as providers expand beyond traditional luxury spas to reach younger demographics.

College students can now access wellness services like saunas and cold plunges directly at campus events. This lowers the barrier to entry for students interested in these health practices without requiring expensive gym or spa memberships.

The takeaway

The growth of mobile wellness startups suggests that health-focused experiences are becoming a standard feature of campus life. Students interested in these services should check if their local fraternity or sorority chapters have partnered with the brand.