Success Story: Endure Thermal Spa

Endure Thermal Spa, Fargo

For Katie and Ethan Pendley, what began as a personal wellness practice soon grew into a vision for community healing. After experiencing the benefits of full-spectrum infrared saunas and cold plunge contrast therapy themselves, the couple realized the Fargo-Moorhead area lacked a space dedicated to these recovery-focused services. That realization inspired the creation of Endure Thermal Spa, which opened its doors in March 2025.

Endure Thermal Spa offers a suite of recovery and wellness services, including infrared saunas, cold plunge contrast therapy, and lymphatic body rolling. The Pendleys have created a welcoming, education-focused environment where clients can reset, recover, and build resilience physically, mentally, and emotionally.

Turning a Wellness Vision into a Business Plan

With limited experience launching a wellness business, Katie and Ethan sought trusted guidance to turn their concept into a reality. Through referrals from other small business owners and the local Chamber of Commerce, they connected with the North Dakota Small Business Development Centers (ND SBDC) in Fargo, where they began working with Center Director Paul Smith.

The Pendleys worked with Paul for about a year leading up to their opening. Together, they developed a detailed business plan, researched their target market, created financial projections, and prepared materials for lender review. “We wanted a trusted guide for navigating the SBA loan process and financial projections,” Katie said. “Paul helped us refine our plan, model cash flow, and provided tools that gave us the confidence to move forward.”

With ND SBDC guidance and financing through Bremer Bank using the SBA 7(a) loan program, the couple successfully opened their spa. “We received approval from the first bank we approached and were able to move from planning to opening with clarity and support,” Katie said. “The SBDC was an invaluable resource throughout the process.”

Growing Through Faith, Family, and Community

Since opening, Endure Thermal Spa has developed a loyal client base and built partnerships with local health providers, counselors, and fitness studios. The Pendleys have also hosted community events to introduce recovery-based wellness practices to new audiences. “The Fargo-Moorhead community has shown up with referrals, word-of-mouth support, and genuine enthusiasm for what we’re doing,” Katie said. “Local wellness providers have been eager to collaborate, and our members are our best advocates.”

Balancing a tight budget while managing a new build-out and launch timeline was among their biggest challenges, but endurance is part of their story both personally and professionally. As parents of two young children, the Pendleys emphasize keeping family and faith at the center of their business. “Don’t underestimate the value of grit and community,” Katie said. “Define your non-negotiables, stay adaptable, and surround yourself with people who believe in your vision.”

Built on a foundation of faith, endurance, and community support, Endure Thermal Spa continues to grow as a place where individuals can strengthen their health, build resilience, and connect. As their tagline invites, “Come endure with us.”