Rigzin Dolma understands that bringing a brand to life takes more than a recognizable logo and a consistent color palette. It takes a thoughtful approach to how a space looks, feels and functions, along with an understanding of the people who will use it every day.

As Construction Design Manager at Purpose Brands LLC, Dolma helps shape those experiences across four distinct franchise concepts: Anytime Fitness, Orangetheory Fitness, The Bar Method and Waxing the City.

Based in the Minneapolis area, she oversees layout, interior design and corporate spatial design standards, helping translate each brand’s identity into environments that work for franchise owners, employees and customers.

For Rigzin, the challenge is maintaining consistency across growing franchise networks while recognizing that no two locations are exactly alike. Every project brings its own considerations, from available space and operational needs to the details that make a customer experience feel seamless.

We recently connected with Rigzin to discuss her approach to franchise design, the challenges of balancing brand standards with individual project needs and what it takes to turn a design vision into a space that delivers.

Give us a snapshot of your brand?

Waxing the City is a wellness and self-care brand focused on helping people feel confident in their own skin. It was founded on a simple idea: waxing done well starts with skin done right. The result is a wax that’s precise, comfortable and welcoming to every body.

Of course, waxing is at the center of what we do, but the experience is about much more than the service itself. We want people to feel comfortable, cared for, and confident when they walk out the door.

There’s a real balance between expertise and hospitality. Our Cerologists are highly skilled, and we want the experience to feel approachable and welcoming. At the end of the day, we’re in the confidence business.

What was the inspiration behind that concept?

A big part of the inspiration was making self-care feel approachable. Waxing is a personal and vulnerable service, so we wanted to create an environment where people could walk in and immediately feel comfortable, not intimidated or self-conscious.

The goal has always been to give guests a premium experience while still making it feel warm and welcoming. If someone comes in feeling a little nervous and leaves feeling more confident, that’s a pretty great experience to be part of.

What type of consumer are you targeting?

Our guests are people who value wellness, self-care and feeling good. They’re willing to invest time in themselves and want more than just a quick service.They want to trust the person they’re working with. They want to feel comfortable in the space. And they want an experience that feels personal, not transactional.

Our guests understand the time and care that an appointment at Waxing the City provides. They want to feel known, understood and cared for.

What kind of conversations are you having with your customers?

We seek to understand what the guest is looking for and help them get the most out of their appointment. We want guests to feel comfortable asking questions and know that they’re getting honest, expert advice.

Our Cerologists spend a lot of time answering questions, talking through aftercare, recommending services and helping guests figure out what works best for their lifestyle.

The best interactions between our Cerologists and guests are personal, not transactional. They feel more like a conversation with someone who knows you and understands what you need.

How does the design of your stores accommodate what consumers are looking for today?

One of the things I really enjoy about working across the Purpose Brands portfolio is that each brand has a very different customer experience, so the design must respond to that.

At Waxing the City, privacy and comfort are huge considerations because of the nature of the service. For example, we intentionally separate our treatment rooms from the more public areas of the studio.

Even something as simple as staggering doors when treatment rooms face each other can make a difference in how comfortable a guest feels coming in and out of a room.

Most people probably wouldn’t consciously notice that detail, and honestly, that’s kind of the point.

Good design isn’t always about what you see. Often, it’s about how a space makes you feel.

Is there a location that really shows how the brand interacts with the community and customers? One of your favorites?

My favorite locations are the ones where you can really see the franchisee’s personality come through. The strongest studios become more than just a place people go to get a service. They become part of the neighborhood. Guests know the team, the team knows their guests and there’s a real sense of community. A good example is our studio in Fremont, California, owned and operated by Siri Guttigoli.

Those locations are always a good reminder that while design helps create the environment, it’s really the people inside that bring the brand to life.

Walk us through how and why it is designed the way it is?

Everything starts with the guest journey. We want the front of the studio to feel bright, welcoming, and approachable. Then there’s a progression from public to private; as you move farther into the space, it naturally becomes quieter and more private because that’s where the treatment rooms are.

Every part of that is intentional. We’re thinking about how a guest enters, where they wait, how they move through the space, and how they feel throughout the experience. At the same time, we have to make sure the studio works efficiently for the team.

For me, good design is finding that balance between the guest experience, the operational needs and the overall feel of the brand.

Take us through your construction and design strategy.

We try to get involved as early as possible, ideally during site selection, because so many early decisions directly impact the final project.

One thing that makes our Construction & Design team unique is how closely our project managers, designers, and construction managers work together. We’re not handing something off and walking away. We stay involved throughout the process and work together to solve problems as they come up.

Our goal is to be a partner to the franchisee. The earlier we can identify a potential issue, the more options we have to solve it. That ultimately helps us manage cost, maintain quality and keep the project moving.

Give us a rundown of your store’s layout.

Our studios are generally organized into three main zones. The first is the reception and retail area, typically near the storefront. It’s bright, visible and serves as the first introduction to the brand.

Then you move into the treatment room area, where privacy becomes much more important. We’re thinking about everything from room placement and circulation to ceiling heights and how guests enter and exit the rooms.

And then there’s the back-of-house area, which includes our restrooms and what we call the Cerologist Sanctuary. The Sanctuary is one of my favorite parts of the brand. It’s a space specifically for our Cerologists, a place where they can take a break, recharge, train or just have a little separation from the guest-facing environment.

I think that’s important because we’re designing these spaces for our employees, too. We also want them to feel valued and supported, just like our guests.

What’s the biggest issue today related to the construction side of the business?

Our franchisees are making a significant investment to open these businesses, so we have a responsibility to help them open as efficiently as possible without compromising the quality of the space.

We’re constantly reviewing materials, design decisions, purchasing and construction methods to find ways to save money or time while still delivering the experience the brand requires.

And there’s a lot that goes into that: rent commencement, construction schedules, existing conditions, permitting, material lead times. All those things can have a real financial impact.

At the end of the day, every week and every dollar matters to a franchisee.

Talk about sustainability. What are you doing?

For us, sustainability is about making smart decisions that hold up over time. We consider durability, energy-efficient lighting, and materials that can handle the daily wear and tear of a busy studio.

I think sustainability can sometimes feel like it has to be this big, visible initiative, but there’s also a lot of value in simply designing responsibly.

If we choose materials that last longer, reduce unnecessary waste, and create spaces that don’t need constant renovation or replacement, we’re making a better long-term decision for the business and the environment.

What’s the biggest item on your to-do list right now?

Finding ways to reduce build-out costs without compromising the guest experience is always a priority We have a huge advantage as part of Purpose Brands because of our scale as a global company provides immense purchasing power across our brands. We’re always looking for ways to leverage that for our franchisees.

That can mean finding better pricing on fixtures and finishes, looking at alternative materials, or finding efficiencies in how we build.

It’s probably not the flashiest part of my job, but I really enjoy finding those opportunities. Being able to tell a franchisee, “We found a way to save you money here,” while still giving them a space they’re proud of, that’s pretty rewarding.

Tell us what makes your brand so unique?

I think it’s the balance between expertise and hospitality. Waxing is a very personal service, and we never want to lose sight of the person behind the appointment.

Everything, from the service model to how we design our studios, is meant to make people feel comfortable, confident, and cared for. And there are a lot of intentional details behind that. Some guests will notice them right away, and some they’ll never consciously see.

But hopefully, they feel the difference.

Sitting Down with … Purpose Brands’ Rigzin Dolma

What’s the most rewarding part of your job?

Seeing an empty space turn into a real, thriving business never gets old. I can walk into a completely vacant storefront and start picturing what it could become, but there’s something really satisfying about coming back after opening and seeing people actually using the space.

You see guests coming through the door, employees building careers, and franchisees starting to see their investment come to life.

That’s what makes all the drawings, meetings, emails and construction calls worth it.

What’s the best thing a client ever said to you?

Honestly, some of the best compliments I’ve received aren’t about how a space looks. I had a franchisee tell me that we helped save them a significant amount of money by looking closely at the existing plumbing, electrical infrastructure, and site conditions before we finalized the design.

That meant a lot to me because that’s what good design should do.

Of course, I want the space to look great, but I also want it to work. If we can find a smart solution that saves a franchisee money, avoids unnecessary construction, and still gives them a space they’re proud of, that’s just as rewarding to me as someone saying they love the design.

That’s probably the part of my job I enjoy most: figuring out how to make the design work harder for the business.