What is the definition of 'Marks' in the context of a Beem Light Sauna franchise?

According to the 2025 Beem Light Sauna Franchise Disclosure Document, the term "Marks" collectively refers to the Brand name under which a Studio operates, along with other trademarks, service marks, trade names, signs, associated designs, artwork, and logos. Beem Light Sauna retains the right to designate other trade names, service marks, and trademarks as Marks and may change the Marks at any time.

For a prospective franchisee, this means that the visual identity and branding elements associated with the Beem Light Sauna business are controlled by the franchisor. Franchisees are authorized to use these Marks to operate their Studio, but they do not own them. The franchisor's ability to modify the Marks at any time means that franchisees must be prepared to update their Studio's branding to comply with any changes implemented by Beem Light Sauna.

This is a fairly standard arrangement in franchising, where brand consistency is crucial. Franchisees benefit from using established Marks that customers recognize, while franchisors maintain control over their brand's image and can evolve it as needed. However, franchisees should be aware of the potential costs associated with rebranding if Beem Light Sauna decides to change its Marks.