What True REST Float Spa does

True REST Float Spa is a US-based wellness franchisor founded in 2016 and headquartered (corporate contact) in Tempe, Arizona, that sells and supports a network of more than 40 independently owned franchise locations across 20+ US states and Ontario, Canada. Its core product is Flotation-REST (Restricted Environmental Stimulation Therapy) delivered via state-of-the-art float pods containing 10 inches of water with over 1,000 pounds of Epsom salt, heated to skin temperature (93.5°F), and serviced by a multi-stage filtration system (5x water turnover, UV, ozone, hospital-grade hydrogen peroxide). The company has extended its service menu with the Vitality Suite module — combining infrared sauna (penetrating up to 3 inches into tissue), cold plunge, and red light therapy as a guided contrast-therapy protocol — and offers an integrated iOS mobile app for booking and tracking, an oxygen bar amenity, and an 'Enhanced AI Dynamic Music Wave' feature.

Revenue is generated primarily at the franchisee level through per-session float fees (~$65-$89), tiered monthly memberships ($65-$269/mo with rollover floats and shared users), prepaid multi-session packages, and gift cards (valid 5+ years). The franchisor captures value through franchise fees, royalties, and brand/supply programs, while consumer-facing marketing is driven by content (blog, quiz assessment), organic social (Instagram, Facebook, Twitter, YouTube), SEO/local pages, email/SMS, and earned media (Entrepreneur, Forbes, USA Today, Lucid News). The customer base is fragmented B2C, spanning individuals seeking stress relief, athletes pursuing recovery, chronic-pain sufferers, creatives/professionals seeking cognitive benefits, and people with sleep or seasonal affective issues, making the franchisor's revenue base diversified but tied to discretionary consumer wellness spend. Leadership is anchored by CEO James W. Rowe.

Name

True REST Float Spa

Legal name

True REST Float Spa

Website

https://truerest.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

True REST Float Spa is a US wellness franchisor operating 40+ independently owned float-therapy and Vitality Suite locations across 20+ US states and Canada, serving consumers seeking stress relief, recovery, sleep improvement, and chronic-pain management through Epsom-salt float pods and contrast-therapy amenities.

Ownership category

akta.pro rank

Product category

Float Therapy Services

NAICS

Other Ambulatory Health Care Services (6219)

SIC

Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

Float Therapy (Sensory Deprivation Tanks) (HSADAKAF)

Keywords

• Float therapy services
• Flotation therapy
• Wellness spa services
• Infrared sauna therapy
• Sensory deprivation therapy

Headquarters

HQ city

Farmington

HQ country

United States

HQ region

North America

Offices46 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Float Therapy Sessions: Single 60-minute float therapy sessions sold at individual locations. Pricing varies by location, with introductory discounts for first-time customers.
2. Membership Subscriptions: Monthly membership plans offering multiple float sessions per month with shared user benefits. Tiers include Basic, Plus, and Premium options. Floats rollover monthly.
3. Vitality Suite Sessions: Combined therapy sessions featuring red light therapy, infrared sauna, and cold plunge in a 30-45 minute guided protocol.
4. Float Packages: Prepaid packages of multiple float sessions, typically expiring 6 months after purchase.
5. Gift Cards: Gift cards sold at locations and online, valid for minimum 5 years per state law.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

True REST delivers flotation-REST (Restricted Environmental Stimulation Therapy) sessions in Epsom salt-saturated enclosed pods, supplemented by a Vitality Suite that combines infrared sauna, red light therapy, and cold plunge experiences. Services are sold as single sessions, bundled packages, or recurring memberships through franchised spa locations across North America.

Product overview

True REST Float Spa operates as a franchise wellness company offering float therapy services through a network of independently owned spa locations. The core product is Float Therapy using specialized float pods with Epsom salt solution. The company has expanded its portfolio with the Vitality Suite add-on module, combining infrared sauna, cold plunge, and red light therapy for contrast therapy treatments. Additional offerings include a mobile app for session booking and wellness tracking, an oxygen bar for post-float relaxation, and AI-enhanced music wave programs. The company is structured as a franchise model with locations across multiple U.S. states and one Canadian location.

Differentiator

Problem solved

Functional benefit

Brands

• Vitality Suite: A service offering combining infrared sauna, cold plunge, and red light therapy for recovery and wellness. Available at select locations.

Products and services

• Float Therapy Guided float sessions in enclosed Epsom salt-saturated pods designed to deliver restricted environmental stimulation (REST) for stress relief, sleep improvement, pain reduction, and recovery. Available to individual consumers as single sessions, packages, or memberships.
• Vitality Suite A bundled wellness experience combining infrared sauna, red light therapy, and cold plunge, sold as a single recovery session alongside Float Therapy. Targets individual consumers interested in holistic recovery, circulation, and inflammation reduction.
• True REST Mobile App Branded mobile application enabling True REST customers to book sessions, manage memberships, purchase packages, access digital wellness content, and track visits across franchised locations.

Quantifiable outcome

• Cortisol levels drop by 25-45% after a single float session
• +9 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• SoundSelfminorStrategic or Co-development PartnerSoundSelf integration partnership referenced in Lucid News coverage for combined float tank and ketamine therapy sessions with technology enhancement.

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• The Now Massage: The Now is a boutique massage and wellness franchise with locations offering massage, infrared sauna, and other recovery services. It overlaps with True REST's stress-relief positioning and competes for similar real estate footprints in upscale suburban markets.
• Hand & Stone Massage and Facial Spa: Hand & Stone is a large established massage and facial spa franchise with 500+ North American locations. While not a float concept, it competes for the same wellness-and-self-care consumer wallet and represents the scale benchmark for franchised spa services.
• Chill Cryotherapy: Chill Cryotherapy is a multi-location recovery and wellness franchise offering cryotherapy, infrared sauna, and related modalities. It competes for the same recovery-focused customer as True REST's Vitality Suite, although without a dedicated float pod offering.
• Massage Heights: Massage Heights is a multi-unit massage therapy franchise with a membership model that closely mirrors True REST's recurring-revenue approach. While not offering float therapy, it competes for the same membership-driven wellness consumer and uses a similar franchise-driven national rollout strategy.
• StretchLab: StretchLab is a 300+ location assisted-stretching franchise targeting recovery, mobility, and wellness consumers. It competes with True REST for the athletic-recovery and chronic-pain customer segments, and uses a comparable franchise-driven retail model.
• iCRYO: iCRYO is a national cryotherapy and wellness franchise with locations offering cryotherapy, infrared sauna, IV therapy, and other recovery services. It overlaps with True REST's Vitality Suite use cases and competes for wellness-oriented consumers and franchisees.

Direct peers

• Sweat Tent: Sweat Tent is a portable infrared sauna franchise offering contrast-therapy and recovery experiences at gyms and studios. It is comparable to True REST's Vitality Suite sauna component and competes for the same athletic-recovery and wellness consumer.
• Float Zone: Float Zone is a direct float therapy franchise competitor with multiple locations offering Epsom salt float pods in a dedicated sensory-deprivation environment. It is one of the closest direct comparable concepts to True REST's core float offering and competes head-to-head for franchisees and customers in the same niche.
• Restore Hyper Wellness: Restore operates a national hyper-wellness franchise combining cryotherapy, IV drip therapy, infrared sauna, and float therapy under one roof. It competes directly with True REST's Vitality Suite customers and franchisee pool, and represents the broader multi-modality model True REST is evolving toward.

Others

• Clean Juice: Clean Juice is a national organic juice and wellness cafe franchise. While not a direct float or recovery competitor, it operates in the same health-and-wellness lifestyle category and competes for the same wellness-conscious consumer demographic and franchisee pool.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/truerest
• YouTubeyoutube.com/truerest
• Facebookfacebook.com/TrueREST
• Instagraminstagram.com/truerest
• LinkedInlinkedin.com/company/truerestdetroit

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about True REST Float Spa