Endure Thermal Spa isn’t just a wellness facility offering infrared saunas, cold plunges, and lymphatic therapy— it’s a lived-in philosophy, born from years of pain, perseverance, curiosity, and faith.
For the Pendleys, the decision to launch a business wasn’t made in a moment of calm. It came during a season of stress and grief, a time when healing felt urgent.
From Struggle to Self-Discovery
Ethan Pendley remembers the turning point vividly.
“I was 248 pounds and miserable,” he said. “Not just physically—I was angry, anxious, stuck. I wasn’t proud of the person I was at home. Something had to change.”
Years earlier, Ethan had torn nearly every ligament in his knee in a pair of freak accidents—first at a paintball tournament, then in a BMX crash. The full reconstruction left him with chronic pain and a deep fear of physical activity. By their early thirties, both Pendleys felt depleted— burned out, unhealthy, and distant from the lives they envisioned.
The couple’s transformation didn’t come through fad diets or overnight fixes. It came through research. Trial. Error. And a growing awareness that healing is cyclical, not linear.
“We discovered the thermal cycle in 2018 during a trip to Thermea in Winnipeg,” Ethan said. “That experience was the first time I realized, ‘I feel different after this. Calmer. Lighter. Better.’ So we started digging into the science behind it.”
Thermea Spa Village in Winnipeg is a must-visit. This spa offers saunas, cold baths, hot baths, massages, facials, dining experiences, and so much more!
They found that alternating between heat and cold had profound effects on their inflammation, sleep, and mood. And in the process, they began imagining what a space like that could look like closer to home.
In April 2024, they decided to go for it. With no prior experience owning a business, the Pendleys dove headfirst into an entrepreneurial journey marked by deep learning curves and deeper conviction.
Katie, a former cosmetologist turned homeschooling mother of two, leaned into a lifelong love of learning. “Homeschooling really taught me that you don’t have to stop growing just because you’re an adult,” she said. That mindset spilled over into their business planning—hours of reading, consulting with doctors and researchers, studying protocols, and finding mentors through the SBDC (Small Business Development Center).
“I remember thinking, ‘Write a business plan? Where do you even start?’” Katie said. “But people like Katie Andrew and Paul Smith at the SBDC walked us through it. They were incredible. That support was everything.”
The Pendleys used a ROBS (Rollover for Business Startups) program to fund the launch—essentially converting Ethan’s 401(k) from a previous job into a business investment. They partnered with Great States Construction, faced the chaos of build-outs and equipment logistics, and opened Endure in 2025.
What You’ll Find at Endure
Endure isn’t a massive, impersonal spa. It’s intimate by design. The facility features a lymphatic roller—a self-guided therapy that helps stimulate the body’s lymphatic system, reduce inflammation, and improve circulation. Think foam rolling, but automated and targeted. “If foam rolling is a manual toothbrush, the lymphatic roller is a Sonicare,” Katie said.
Endurance isn’t just physical. It’s emotional. Spiritual. The name comes from Romans 5:3–4: ‘Suffering produces perseverance; perseverance, character; and character, hope.’ We believe health isn’t just about looking good—it’s about withstanding life’s storms and coming out stronger.”
Cold Plunge 101 with Endure
Target temp: 55°F
Sweet spot: 2–3 minutes
Beginner tip: Even 30 seconds counts
Women: Avoid plunges under 51°F during certain hormone cycles
Why it works: Activates brown fat, spikes norepinephrine, supports hormone balance, and builds resilience to stress
Then there’s the sauna—three private rooms, each with a two-person infrared sauna—and a cold plunge set precisely to 55 degrees. “We researched everything,” Ethan said. “For women, 51 to 60 degrees is the ideal window—cold enough to trigger the benefits without shocking the system. Men can plunge longer instead of colder.”
A fourth sauna—dubbed the Social Sauna—can hold up to 12 people comfortably. It’s the centerpiece of what the Pendleys hope will grow into a genuine wellness community
“Whether it’s a date, a small group gathering, or just friends supporting each other, we wanted a space that encourages connection,” Katie said.
Each session begins with hydrogen water, followed by the roller, then the sauna, then the plunge. “It’s a full-body reset,” Ethan said. “Not just physically, but mentally, and emotionally.”
Living the Brand
The Pendleys don’t just run Endure— they live it.
Katie has continued her own wellness journey, balancing homeschooling, motherhood, and entrepreneurship while diving deep into Pilates, nutrition, and circadian health. Ethan, meanwhile, maintains a full-time job in business management and still finds time for fitness, prayer, and family.
“It’s not balance—it’s integration,” Ethan said. “Work, faith, health, family—it’s all woven together. I wake up at 5 a.m. most days. Katie runs the facility during the day. I help close it down at night. We’ve sacrificed downtime to build something that matters.”
That “something” goes far beyond saunas and rollers.
“What we’re really offering is permission,” Katie said. “Permission to take time for yourself. To rest. To heal. To try something new. To believe that feeling good doesn’t have to be a luxury—it can be a lifestyle.”
Faith, Community, and the Long Game
Faith underlines everything at Endure. From their name— symbolizing the biblical call to perseverance— to the color purple throughout the space (a blend of sacrifice and obedience, Katie explained), the spiritual layer of their mission is foundational.
“Endurance isn’t just about surviving a cold plunge,” Ethan said. “It’s about surviving grief, stress, trauma—and coming out stronger.”
That perspective took on new urgency when Ethan’s brother suffered a cardiac arrest on a ski slope, walking alone to a clinic in the middle of the episode. “He survived against all odds,” Ethan said. “That was a wakeup call. Life is fragile. Health is not guaranteed. But we can do something with the time we’re given.”
The Pendleys hope to expand Endure’s reach through corporate wellness partnerships, working with schools and businesses to create spaces for stress relief and recovery. They’ve already partnered with Valley Christian Counseling and TrueMed to help clients use HSA and FSA funds to pay for services.
But their primary focus is still the individual who walks in overwhelmed and walks out recentered.
“We want fewer sick days, more vacation days,” Katie said. “Less anxiety, more clarity. We’re not trying to be perfect health gurus. We’re just people who got curious, started healing, and want to share that with others.”
Ask Ethan or Katie what they’ve learned most in building Endure, and they’ll say the same thing: Everything is figure-outable.
“There’s no perfect time to start a business,” Katie said. “But if it’s the right thing, and you surround yourself with the right people, the timing becomes secondary.”
And perhaps that’s what makes Endure so compelling. It’s not just a business. It’s a daily practice. A family affair. A spiritual discipline. A defiant stand for health, rest, and self-awareness in a world that often demands the opposite.
“Confidence comes from yesterday,” Ethan. “From what you did the day before. That’s what we’re building here—small, meaningful actions that help people show up better for their families, their work, their purpose.”
Katie and Ethan’s Favorite Wellness Reads
- “Dopamine Nation” by Anna Lembke
- “Unreasonable Hospitality” by Will Guidara
- “Habits of the Household” by Justin Whitmel Earley
- “Everything is Figure Outable” by Marie Forleo
Endure Thermal Spa
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