Kathryn Butters is the founder/owner of CryoVigor. Before opening New York City’s premier cryotherapy center, Kathryn spent 20+ years in the interactive entertainment industry as a senior executive leader.
What motivated and inspired you to start your own business?
Preventive, alternative and natural forms of health treatments are things that just aren’t prescribed often enough. Instead, individuals must take these treatments into their own hands. More and more I’ve been reading articles of the various causes of different diseases from heart attacks to arthritis to Alzheimer’s and even cancer. A common link to all of these is inflammation.When I discovered how cryotherapy can help fight chronic inflammation, one of the biggest threats to our health, I wanted to share the benefits with others. The science behind cryotherapy just made sense and although its fairly new in the U.S., it has been around in Europe for over 20 years with plenty of studies and personal testimonials.
Tell us about your business.
CryoVigor is a cryotherapy center that offers whole body and localized treatments. Cryotherapy is a form of cold therapy that was invented in Japan as a way to treat rheumatoid arthritis and it’s been used in Europe to treat a variety of conditions from joint pain and even depression. In America it’s also caught on, with major players like Tony Robbins and LeBron James touting its benefits. My business is located in the heart of New York City and my clients are Type A personalities who want an edge in recovery, performance and overall health.
Are you currently running any promos/contests/giveaways that you would like our readers to know about?
We are so confident that anyone will feel the benefits of whole body cryotherapy that we are offering first-time customers 50% off their first treatment. We are also partnering with different corporations through their wellness programs to offer employee discounts. If any LadyBossBlogger readers would like to take part, just introduce me to the HR corporate wellness person with your organization and we can take it from there.
I was on a team that took a startup video game company to a successful sale to one of the major publishers in the interactive entertainment industry. I have an accomplished background in finance. I built my own electrolysis practice, negotiated a 10-year lease in Manhattan commercial real estate (toughest market in the country) and now have my own self-funded business in cryotherapy.
Where is your business based?
We are located on 46th Street and Fifth Avenue in Manhattan between Grand Central Station, Bryant Park and Rockefeller Center.
What were the first few steps you took to get your business up and running?
I did my research in finding the best equipment and the best location. I spoke with consultants who helped me get off the ground running; setting up and operating the equipment. Since visibility and awareness are keys to success I wanted to make sure my website was properly built and made that a priority from the start.
What has been the most effective way of raising awareness of your business and getting new customers?
We have been making great connections with corporate wellness programs, local gyms and through search engine marketing. We run ads in print and also on area kiosks.
What have been your biggest challenges so far?
Educating the consumer is always a challenge with alternative health treatments. The FDA released a statement that claimed there were no conclusive benefits for cryotherapy. Well, it takes a lot of money to fund studies that show otherwise. Meanwhile there have been countless first-hand accounts by the top high-performing people in the world who swear by it. So, yes, education and getting around the skeptics is tough.
How did you overcome these challenges?
Excellent customer service and our own belief that the product works wonders. Once we get people to try it themselves they become our best word-of-mouth sales team.
How do you keep motivated through difficult times?
Again, it’s my firm belief in cryotherapy as one of the keys to living healthier. Of course, there are no magic bullets and diet and exercise remain paramount to one’s overall health, but cryotherapy can really accelerate the body’s natural ability to heal without medication or surgery. It also feels a lot nicer than ice baths.
How do you distinguish yourself from your competitors?
At the end of the day it’s our investment in the best-in-class equipment and training on how to use that equipment and delivering a great experience. My team is made up of individuals with exercise science, kinesiology, physical therapy backgrounds. They are great listeners and we address and make recommendations based on our clients’ individual needs.
What is the best advice you have received recently?
To keep at it… just keep going.
My mom handed me a book “Make your Bed” by Navy Seal Admiral McRaven, which reinforces the fact that the little things in life matter.
What advice would you give to other entrepreneurs?
To trust your gut. There will always be nay-sayers, but if you believe take the leap.
What are your favorite business tools/resources and why?
People. I find face-to-face interactions are best to get a firsthand honest opinion of experiences and knowledge sharing.
What is a good article or book you have read recently?
I’m not much of a book reader because I’m afraid I’ll never finish and don’t like to start something I can’t finish. I do like to read articles and Tony Robbins has become my go-to on a variety of topics including business, relationships and just life in general. It doesn’t hurt that he’s also a true believer in cryotherapy!
What are you currently learning about for your business or looking for help with?
I’m looking into the cumulative and longer-term benefits of using cryotherapy. I’m also learning more about other ways to reduce inflammation in the body naturally, as in diet and foods that either cause inflammation or have an anti-inflammatory effect.
What are your goals for the next few months and how are you striving to achieve them?
I’m looking to tap into the local fitness industry and expand my reach in corporate wellness, and reaching people directly through their health providers.
What social media outlets do you use? List them below.
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