Altered States Wellness with Kyle Struebing

May 24, 2026
 Show Notes
 Altered States Wellness with Kyle Struebing

Many thanks to Kyle Struebing for joining me today for the 164th episode of The Art of Medicine with Dr. Andrew Wilner. Kyle is a co-founder of Altered States Wellness along with Jo-Jo, his life partner. Altered States Wellness is a franchise focusing on wellness services, which include float therapy, cold plunge therapy, red light therapy, PEMF (pulsed electromagnetic field) therapy, and other alternative treatments.

Kyle shared his interest in wellness that sprouted from a self-care journey. His experience included years in the car business, followed by selling supplements, and finally moving into wellness. His current work in wellness has provided immense satisfaction in helping others and offers an attractive work–life balance.

Altered States Wellness has grown into a franchise, currently operating in five locations across Texas, with more under development. Kyle emphasized the importance of offering multiple treatment modalities rather than focusing solely on one treatment approach, as this allows for optimal solutions for each client’s needs. For individuals contemplating a franchise, Kyle emphasized the importance of having both business acumen and a personal belief in the health benefits of the wellness services.

To learn more, go to www.alteredstateswellness.com

For more on float therapy and Project Arcturus: https://www.clinicalfloat.org/arcturus

@alteredstateswellness @justinfeinstein @projectarcturus #floattherapy #redlighttherapy @BobbyDubois @drbobby

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Transcript

0:07

Welcome to the Art of Medicine, the program that explores the arts, business, and clinical aspects of the practice of medicine. I'm your host, Dr. Andrew Wilner. I've planned a great program for today, but first, a word from our sponsor, locumstory.com. Locumstory.com is a free, unbiased educational resource about locum tenens. It's not an agency. Locumstory answers your questions on their website, podcast, webinars, videos, and they even have a locums 101 crash course. Learn about locums and get insights from real-life physicians, PAs, and NPs at locumstory.com. And now to my guest. Today, I have the pleasure of speaking with Kyle Strubing. Kyle is the co-founder of Altered States Wellness, a franchise focusing on wellness services. We're going to discuss how such a franchise might fit in with the entrepreneurial spirit of some locum tenens and other physicians. Welcome, Kyle. Thanks, Doc. Appreciate you having me. Thank you. Yeah. I'm interested to learn about wellness. You know, as a neurologist, I deal mostly with illness, not wellness. We'd like to get to the wellness part, but first, what's your background? What would attract you to something like this? Are you a physician? Do you have medical training, or this was just a niche kind of business that looked attractive to you? Where are you coming from? So I would say option C on that. I listened to some of your other podcasts and all these people were giving off their credentials and stuff, and I went to the University of Northern Illinois and studied history. I was in the car business for a long time, but we had a, you know, kind of went on a self-care journey, and that entrepreneurial bug just bit us really hard. And we started a couple of supplement stores and things really took off, but we realized that real fast, we had, you know, 1,400 square feet in our stores, and we were only using 400 or 500, and the same people were coming in, pain, inflammation, anxiety, and I thought, hey, how else can we help these people? So we started to add different things. We had chiropractors in there, and we kind of did that, you know, management model, and it was great, but we wanted to kind of take that human element out of it, so we thought, how could we replace the people with machines? So we got into flotation therapy, and that was a big eye-opener for us. I am the co-founder of Altered States. The other co-founder is my life partner and wife partner, Jojo, and the two of us were going along our health journey of, you know, sobriety, wellness, and just wanted to figure out a way to kind of help without, you know, without taking some type of drugs with the addiction piece and things like that, and found float therapy, and I went in there, and, you know, I get in this, and I'm very skeptical, you know. I have to see a lot of things, and one thing I am, though, is I'm curious, so I went in, and we did the float. It felt like it lasted five minutes, and I came out, and I felt fantastic, and I thought, dang, there's something to this, so we added our first float tank in our store, our little original store that we still have in Coppell, Texas, and then that took off, and then we added a second one, and then the kind of sauna cold plunge thing came up. I used that to rehab. I had an impinged peroneal nerve in my right knee, and it was just not coming back, and I read this thing about this contrast therapy, and so I tried it and did it, and it really, really helped. My doctor was like, brother, what are you doing? And I thought, hey, we added it to the store, and then we just started adding things, and now we have five locations across Texas set to add another one here this week, and then we have another 10 to 15 coming across the country of, you know, just a place for people to go, you know, to kind of alter their state of thinking about wellness, whether it be, you know, kind of that anti-grind culture, I'll say, or, you know, and not to be combative towards physicians or anything, but to just say, like, let's do some things before it gets to that point, and let's really take care of ourselves, so, yeah, that's really what we've been doing. Now my role is a lot of leadership, and I get to empower other people like myself who are doing the corporate, you know, and just getting that feeling of worth. My biggest pitch is I say, you know, when you're young, you do what you do. That's not who you are. What we do now is we bridge the gap between what we do and who we are, so I feel like I never work a day anymore. I haven't set an alarm in over six years, and it's just great, and I want to bring that to other franchisees and help other families and whether, you know, just in their next stage of their career development and be business owners, foster a lot of that. Great. Well, that's exciting. I had so many questions, but I didn't want to interrupt you. No, I'm sorry. So, float therapy. Yes. I took a raft once down this river. You know, that was sort of float therapy. That was pretty exciting, but I'm imagining there's this giant bathtub, and you put in a quarter, right? It's like a vending machine model. You put in a quarter, and then it's your turn, and you tell me how is that set up? Yeah, so that's a great question. It's very similar to that. There's no quarters involved, though. It's 2026 now. We have to do the waivers and the whole things, but yes, very similar. No, there are what we have are massive seven and a half foot tall float suites, so typically when people think float therapy, it's either a box or those little bubbles. The biggest thing with that is our initial barrier to entry is people look at that and go, oh my gosh, that's claustrophobic. There's no way I'm getting in there. So, we've kind of taken that out. I have to stand on my tiptoes to clean the ceilings of it. There is 1,100 pounds of medical grade Epsom salt, magnesium sulfate, in these tanks, and it comes out to about 200-ish gallons of fluid, right? And they go in there. They shower before, shower afterwards. They go in there, and you float horizontally, and it just creates this space. Ah, so it's like the Dead Sea. It's a high salt concentration, so you float. Yes, sir. It's not hard to float. A lot of people don't float well, but in there, you're going to be able to float. Not at all. Not at all. You are sitting... Yeah. That's cool. 100%. Every person that thought that they were negative buoyant and all that, it has more salt concentration than the Dead Sea. And then the temperature is controlled in the air in the tank, and then the water is at exactly 93.5 degrees, so it's the temperature of your skin. The air, the water, and you match. And what that does is you lose kind of the feel. That's kind of your feeling sense and your orientation sense. And then you can turn the lights off in the machine. There's a process that leads up to it, so you're in total control in there. You can turn the lights off. You can turn the music off. And when you're in this full sensory deprivation environment, if you think about it, when you shut all the stimulus off, you're able to focus back in. It really stimulates the theta brainwaves, which is great for creativity, stress reduction, things like that. We actually see them go into... We're real big into wearables and tracking, but their resting heart rates go way, way down. And it just allows them to kind of get what they need out of it. We work with a lot of professional athletes who do a lot of visualization and manifestation. I float a lot that way. But yeah, it's flotation therapy. I try to stay away from the sensory deprivation because that can be a little intimidating, or it's R-E-S-T, Restrictive Environmental Sensory Therapy. Yeah, that's been the biggest driver for us. It's our differentiator. We create these cool, immersive experiences that make it approachable and really help people out. You know, I think just the absence of screaming children and ambulance sirens already is making me feel more relaxed. Yes, sir. Is it like 30 minutes, or 20 minutes, or an hour, or as long as you want, or what's the- We do hour-long sessions. It takes you a minute to kind of get there. We're real big on coaching and kind of figuring out what we're trying to get out of this float, right? Myself and the staff has gotten real good at kind of... Maybe it's a breathing exercise to help you, or a meditation exercise, or something along those lines. There are audio tracks on there that can do guided meditations and things in there to help you get to that point. But the end goal is that stress, or is that full sensory deprivation. We found in the industry, and I'm pretty good friends with Dr. Justin Feinstein, who's doing a huge, fantastic, fantastic study called Project Arcturus, where they're trying to get over 1,000 participants in the study. And he said throughout his studies that about 72 minutes is where that theta brain waves, and that's optimal. But he'll always say, and I'll always say, just get what you need out of it. If you want to float with the door open, music on, lights on, go for it. It's just a nice place for you to kind of rest, decompress. And then just everybody knows magnesium is so good for you. It really helps. You get a kind of spinal decompression in the weightless, when you're weightless. It's pretty important. It's done wonders for us, for sure. But no cocktails while you're in the float therapy. Is that an option? No cocktails. We're kind of a sober feel to it. What you do before you get in the tank is your business. It's certainly not recommended. Yeah, we try to, you know, for sure, yeah, pass on the cocktails. Maybe a kombucha before you come in this way. I'm a scuba diver since I was 16 years old, and one of the sort of less appreciated, wonderful things about scuba diving is the weight. You can be neutrally buoyant, and you just suspend yourself at any depth you want with a little bit of skill. And I think that actually is kind of exhilarating. Even if you don't see a cool fish, just being neutrally buoyant and just hanging there in the environment is restorative. How about that? So I like the idea. So can I get one of these tanks, you know, from my living room, or is this really commercial-grade stuff? I mean, I could facilitate anything, brother. With the amount, you know, with enough time and enough money, I can make anything happen. But the ones specifically that we have, they're massive. And, you know, there's float tents, there's float pods, but the ones we have are massive for that specific reason, right? They are, I wouldn't say hard to maintain, but there's a maintenance aspect to it for sure, right? You got to clean the water, you got to keep it heated, things like that. So I would, you know, have we put them in someone's residence, NFL players? Yes, absolutely. For your average person spending $40,000 on that, if it's worth it to you, by all means. But before you do that, come into one of my places and check it out too before and get on a regular flow practice. That's what I would recommend. All right, that sounds appropriate. Now, all of these wellness things really aren't, or are any, from a physician's point of view, are any of these wellness therapies, I think you've got red light therapy going on, different things that make people feel better, are any of them FDA approved? Or are these just sort of time tested and things that people seem to gravitate to? That's, it's actually, I was, I saw beforehand, you kind of gave me that sheet, and I was thinking about that. And it's, it's funny, because I'm so skeptical on these things, right? I have to do it. And I get approached with so much stuff. And I'm never, and what I think one of my superpowers is, I'm kind of curious about all of it. And we, the PEMF, the Pulsed Electromagnetic Field, was one thing that I was like, oh my gosh, I don't get it. Well, I started using it, and it really started helping. Well, then I started doing some research on it. I was like, it's been FDA approved for wound and bone healing forever, and it's since the 70s. And it's funny, because I get so much more benefit out of things like float therapy, and float therapy is not FDA approved. Now, the machines are built up to the standard and the UL cert for sure. But it doesn't have that class two regulation on it. And it's funny to see how those were. Like you said, red light is cleared, and there are some protocols that are there. And I laugh when I see a lot of this advertisement that makes these outrageous claims. And I'm just looking, and I'm like, my goodness, guys, there's got to be a better way to communicate this. And they're just asking for it. One of the goals of Project Arcturus is to submit to the FDA based on certain protocols. And honestly, for me, that's one of my five-year goals. My father-in-law works a lot with the FDA in kind of heart medical device aspects. So we're really figuring out what that would take to get a ton of, you know, just research and more, I guess, bring it more into the popular vernacular per se. But one thing we noticed about two years ago was with a lot of these things, you know, a lot of that data is self-reported. So to me, it got to be like, you know, we're asking, we're doing these surveys or whatever on a scale of one to 10, how do you feel? And I just found that to be a little, a little off. But we use an HRV tool now that can measure the autonomic nervous system, like your fight or flight and your rest and recover, and go through different and figure out snapshots and baselines of that using the tool. So we can actually show trackable data on these things now, which I think is super key. And it's a huge differentiator for us because I have five, six different modalities called tools to be able to help, you know, and you get somebody coming in who wants to cold plunge and wants to go crazy. And they're in, you know, 90% fight or flight. And it's like, Hey brother, like let's, let's chill out. Maybe this is doing more harm than good. And to be able to just be smarter and also understanding that like our services aren't cheap, right? Like let's use as much knowledge as we can instead of guessing. Right. So yeah, it's long answer to a, to a short question, but yeah, the, the FDA approval and all that. It's, it's, it's a really interesting thing for me. Well, that's my goal actually, is the long answers to a short question. So we're, we're, we're doing a podcast thing. So what about, I remember going through the airport a few years ago, I think it was pre COVID and there were these oxygen bars, oxygen therapy, you know, is that still a thing or did that kind of go by the wayside? I think it's kind of faded a little bit in the industry. It's a lot, you know you're seeing the contrast therapy stuff, which is you know the cold plunge in for a cold plunge sauna, cold plunge sauna, which is great. That that's huge in the industry now. But a lot of these things have, you know, the oxygen bars kind of got replaced by the IV bar or even, you know, they're, they're doing a lot of peptides too has really come into the, it is super popular now. We don't do a lot of that because of the licensing and things, things like that. It's tougher to get funding. And then just for, from a business perspective, it wasn't very advantageous to us, but yeah, that's, that's really where you don't see as many oxygen bars. You do see, we are starting to see a lot of the HBOT machines. So the hyperbaric oxygen therapy, which essentially, you know, some of them you do hook up to an oxygen tank. But yeah, it's, it's whatever you see all these different biohacks and these people come up with these protocols that have been tested or not. I don't know as far as the competitors are concerned, but you know, you just see these people kind of piecing these things together, which I think is great. You know, one thing that I, that I noticed when we have, you know, like our competitors that do just one modality, when you're, when you're a hammer, everything looks like a nail, right? So if somebody comes to you and goes, oh, I have bad inflammation or, oh, I'm stressed or, oh, I'm that, or, oh, I'm this, the answer is always sauna. So it's like, well, maybe, but what can we do that's more optimal to help you, right? You're going to spend money here. Let's spend the money in the correct way so that I can give you results. Right. That was a big thing for us. Yeah. I like that. All right. Let's switch gears a little bit and get into the nitty gritty of a business. So I'm a busy doctor and like I said earlier, you know, I'm dealing with people who are sick and usually they're pretty sick and wellness isn't really the first thing on their mind, but it would be nice to kind of branch out and do something like you're doing. You do franchise this. What would be involved for me to say, okay, I'm going to open up one of these right next to my office for the patients who are relatively well, and even want to be more weller. That counts. Yeah. Yeah. No, we're actually, we actually have two franchisees that are with us that one is a, he was a general practitioner and he was doing a lot of like clinic stuff. And he noticed a significant decrease in his business since COVID due to the telemed and stuff like that. And he's, he's kind of gutting out half of his, his 5,500 square feet. And he's going to take half of that square footage and convert that to an altered States to be able to, cause it seemed very, very similar. And then another doc who used to do a ton of work with cancer and stuff and treat that. And she kind of, you know, sees the value in it and to be able to write, she has all these clients and she has this personal brand and she's built this trust. And then to be able to pivot that to them so that she sees her, she sees her customers and people that she's dealt with over 10 years more often and can help outside of, Hey, it's, it's, we're at, you know, stage nine out of 10 right now. Well, I can't, we help at three. So it's an play. For us, you know, it's, we have a franchise and we provide all the systems, all the processes, all the training. You get the equipment deals, the whole nine, right. It's cradle to grave. We go through the entire process. We have, you know, architects, designers, general contractors to help build that. And, you know, our, our big thing is to get you profitable and helping out as soon as possible. After, you know, after doing this for nine years, we're not guessing marketing strategies of the life. And that that's really where the value is in joining with us is, is I've seen this a thousand times I've been doing this forever. So there's not a lot of guessing. And then it's in the support as well. It's like, Hey, Kyle, this isn't working or this isn't, you know, the, this campaign worked or it didn't work or, or whatever. And we can go in and provide solutions. So the big thing for us is that support. Cause we've been franchisees with another business before and take very seriously the commitment that someone's giving to us. Yeah. I mean, it's a lot of, you know, we get a lot of doctors and we get a lot of people like that were in my, my shoes, family, people tired of the corporate grind, things like that. Yep. So you're owning your own business with kind of a silent partner. I'm the franchisor who's going to get a percentage and also is going to supply you with billing and the advertising and all of that. But most of the investment is, is your own, right? Because you've got to pay for the facility and so you're running your own business with kind of a silent partner. I don't know. Is that, is that a reasonable way to think about it? It's just, it's a standard franchisee franchise or agreement. you know, it's a 7% royalty, 1% brand fee. It's $40,000 franchise fee. And then, yes, you have to fund, you know, the, the build out the, the rent, things like that. But it's, you know, our goal is to, you know, make it look like a million dollar store, but let's spend a quarter million dollars on that. Right. The, we talk about this magical$3,000 fountain. Yes, it looks fantastic, but what was the ROI on that thing? We want to be smart. We want to build these things, right. Taking the consideration, customer flow and overall experience. We want to create a, you know, we're real big on experiential wellness. You go into one of our stores, it's not very transactional. You know, they're not in sterile, you know, no offense to you guys, but they're, we don't want them to feel like they're going into a doctor's office. We want them to feel like, yeah, we want them to feel like it's something that is approachable. We want to build community. So it keeps people coming back. It's safe, keeps them curious and, and really just delivers results is a big thing for us. Right. I had done a program on a med spas a while back. So it's sort of like that, but less, less of the med and more of the spa. More of the spa, more, a little bit more performance. We get a ton of athletes. We get a ton of people who, you know, a big longevity play people love, you know, the, with infrared saunas, people are cognizant of their all cause mortality, things like that. And there's nothing better for, as far as a modality than, than sauna. I mean, I, I'm such a huge fan of sauna, I think. Well, that's time tested. And in fact, when I was a kid, one of the things I used to do with my dad, we used to go to the Y and I remember he loved the sauna. We're going back probably 60 years ago and going into the sauna, that was really a special thing to do on the weekend. And of course, in the, you know, Norway and Denmark, part of the world, the whole plunge is, you know, that's how you grow up. You, you know, you jump into the ice after your sauna and be a pretty healthy bunch. So I think that's time tested for sure. Maybe no FDA data, but it certainly, no, no, absolutely not. That's right. That's right. Okay. So pretty interesting. So you've got five of your own stores, right? That you guys run and then a bunch of, No, five, five franchise, we own one outright, ours in Capelle. And then we have an additional four and then we have an additional four franchisees at the moment and more and more coming left and right. So my role is really, has really changed throughout the, at least in the last, you know, I would say year and it's, it's brought new challenges. I like it. But it's, you know, it's, it's like when you, when you get your first job or what have you, and you're really good at that role and then you get promoted and now it's an entirely different role. So it's, it's fun, it's challenging and it, yeah, it's, it's great. It's a lot of, you know, not very similar to being in the store, a lot of coaching, a lot of, you know, a lot of big brothering. I say, you know, I'm everybody's big brother. I'm here to help. I'm here to keep you away, keep you protected. But yeah, it's been a great, it's been great. The evolution of this business has been fantastic. I'm so excited. Let me ask you a couple of other questions before we wind up. One of the things that slows people down or it, it's a barrier, I guess, to entry is, is licensing. Like with the MedSpy, you know, you have to be licensed to do this and licensed to do that. Do, do any of these therapies require any bureaucracy or you can just say, Hey, here's the tub, jump in. And, and that's okay. Yeah, it, it does not. Now there can be some health department compliances depending on state, local, you know, a couple of different things. Luckily in Texas, float tanks and cold plunges are exempt. So we don't have to hang, you know, no lifeguard on duty signs, which is great. Cause it would really kill the aesthetic. But yeah, no, as far as licensing and we built that specifically for that, you know, the goal is to run lean and mean we have, you know, right now at the stores, there's one employee running, running the show you know, just getting people in, getting them going, getting them checked in and build. And then as it gets busy on the busier times, Friday, Saturday, Sundays, we have two people there. So we try to run lean and mean we try to hire the right people, you know, incentivize them the right way. And really, you know, once you get into those licensing, when you're doing the IVs, you're doing this at those doctor referral fees and paying a licensed nurse to administer that IV that adds up and that hurts the bottom line. So we really wanted to kind of stick with our core. We've branched out a little bit on some different things. It's one thing we're real big on. If, you know, you have a modality that you're absolutely in love with, like let's throw one, let's throw that in one of the rooms to try and see, right? We have those conversations. So, but yeah, the core modalities that we have, there's no need for licensing. Yeah. Aside from CPR training, that's really all they have, you know. All right. So I would be remiss if I did not ask you, I mean, it all sounds great. What's been the biggest challenge to make this work? I'm a potential franchisee and I'm thinking about it. What should I really be thinking about? What's going to be my biggest challenge to make this work? I think it's the why, right? It's my biggest thing is like, why are we doing this? You know, you need to have the business mindset, you know, there's, you have people who come in are all about the numbers and then you have people who come in who are all about the wow factor and they're believers, right? They've used this stuff. They can speak on it. They have own personal stories and testimonials, which for us, for me, that's where a lot of that starts. So having a blend of both of those, I would say is, you know, finding someone with a blend of of both of those is, has been our biggest challenge. But yeah, I mean, really it's, it's, you gotta have, you know, you gotta have the why and then you gotta have the smarts of, you know, be a little, a little business savvy at least, right? Okay, great, great answer. Kyle, this has been fantastic. Anything, oh, anything you'd like to add and how can people get in touch with you? No, I just, I really appreciate you having me on. This was great. We're doing a ton of great stuff at Altered States, at Altered States Wellness. You can find me at alteredstateswellness.com. You know, and you just reach out, you can call up to any of the stores and they can get in touch with me. But yeah, just, you know, there's a lot of things coming up with float therapy. If you A-R-C-T-U-R-U-S, it's a huge float study. Dr. Justin Feinstein's very big into this. He did a project called the Maui Calm Project. And just really, you know, if you're interested in this or want to figure out a way and keep in mind, guys, we're not stealing from you guys. We're not trying to, we're not big anti, big pharma thing like that. We just want to be a compliment to you guys. We want to, we refer a lot of people. We, you know, I have people come in who you're just way past what we can do and we'll refer them out to, you know, somebody has a broken toe or something. There's nothing I can do for you in that float is not going to help with that. You need to go to a doctor, ma'am. But then also as they get, as you've kind of, you know, the preventative type things, the longevity play is like, we can be your resource for that. And me personally, if you're interested in adding one of these machines, please feel free to reach out to me. We're an open book. We feel like, you know, all waters raise all ships or whatever that is. But yeah, it's real big for us for the growth of the industry. But no, I just, I appreciate you having me on and listening to me babble. Kyle Strubing, thanks for joining me on the Art of Medicine. Thank you, sir. And now a final thanks to our sponsor, locumstory.com. Locumstory.com is a free, unbiased educational resource about locum tenens. It's not an agency. Locumstory exists to answer your questions about the how to's of locums on their website, podcast, webinars, and videos. They even have a locums 101 crash course. At locumstory.com, you can discover if locum tenens make sense for you and your career goals. What makes locumstory.com unique is that it's a peer-to-peer platform with real physicians sharing their experiences and stories, both the good and bad about working locum tenens, hence the name LocumStory. Locumstory.com is a self-service tool that you can explore at your own pace with no pressure or obligation. It's completely free. Thanks again to locumstory.com for sponsoring this episode of the Art of Medicine. I'm Dr. Andrew Wilner. See you next time. This program is hosted, edited, and produced by Andrew Wilner, MD, FACP, FAAN. Guests receive no financial compensation for their appearance on the Art of Medicine. Andrew Wilner, MD, is a professor of neurology at the University of Tennessee Health Science Center in Memphis, Tennessee. Views, thoughts, and opinions expressed on this program belong solely to Dr. Wilner and his guests and not necessarily to their employers, organizations, other group, or individual. While this program intends to be informative, it is meant for entertainment purposes only. The Art of Medicine does not offer professional, financial, legal, or medical advice. Dr. Wilner and his guests assume no responsibility or liability for any damages, financial or otherwise, that arise in connection with consuming this program's content. Thanks for watching. For more episodes of the Art of Medicine, please follow on YouTube or your favorite podcast player. Please share with your friends and subscribe. www.andrewWilner.com