Justin and Taylor Norris are the co-founders of LIT. Before LIT sold a single sauna, they built and ran their own training studios. Scaling to over $2M in annual revenue with $500K in profit, and opening with waitlists because it was their lease, their savings, and their name on the door. When they went looking for commercial recovery equipment worth that name, it didn't exist,so they built it.

Investors noticed before the industry did. LIT is backed by Marcy Venture Partners, the venture fund co-founded by Jay-Z — alongside Super Bowl champion Bobby Wagner, MLB All-Star Adrian Gonzalez, and fashion entrepreneur Rachel Zoe. When the people who built careers on recovery put their money behind a recovery company, that's a different kind of endorsement. Today, more than 500 studios and recovery rooms nationwide run on LIT, with over 10,000 units in the market.

Their mission at LIT is to make world-class recovery accessible to every business that wants to build with it. The playbook they wrote for their own studios — founding membership pricing, floor plans, presale campaigns — now ships with the equipment, and the people who designed the systems still walk the factory floors, plan the studios, and take the demo calls themselves.