City Cave Float and Wellness Centre

What City Cave Float and Wellness Centre does

City Cave Float and Wellness Centre (legal entity City Cave Pty Ltd, ACN/ABN 11 621 384 414) is an Australian wellness franchise founded by CEO Jeremy Hassell and headquartered in Brisbane. The company operates a direct-to-consumer franchise network offering three core services under proprietary brand names: CAVEFLOAT™ float therapy in private open pools filled with 400kg of pharmaceutical-grade Epsom salts and heated to skin temperature; CAVESAUNA™ private infrared sauna sessions operating at 48–53°C with radiant heat; and CAVEMASSAGE™ including remedial, sports, pregnancy, and relaxation massage. As of June 2025, the network comprises 72 locations across all Australian states and territories plus one international centre in Queenstown, New Zealand, making it Australia's largest float and wellness network by location count and review volume (31,297 Google Reviews averaging 4.91 stars).

The business generates revenue through a mix of one-time casual session purchases, prepaid Value Packs and combination packages (Flauna, Saunage, Floatage, Complete Wellness), recurring weekly or monthly membership subscriptions with a 3-month minimum commitment, 3-year-validity gift cards, and franchisor-level franchise fees and royalties. Pricing ranges from A$49 (casual infrared sauna) to A$199 (90-minute casual massage), with promotional discounts during EOFY, Black Friday, Boxing Day and New Year campaigns. Distribution is omnichannel: physical franchise locations, online booking via citycave.com.au, an iOS/Android mobile app, and franchise opportunity marketing to prospective franchisees. Technology integrations are limited to Stripe and MyTime for payments, with no disclosed AI/ML capabilities.

Customers are predominantly individual wellness seekers addressing stress, sleep and anxiety, athletes and fitness enthusiasts seeking recovery, and chronic pain sufferers seeking drug-free pain management, with a secondary corporate wellness segment purchasing Employee Wellness Packs. The company holds registered trademarks for CAVEFLOAT™, CAVESAUNA™ and CAVEMASSAGE™, and was founded with seed involvement from TWIYO Capital in 2018, though the franchise footprint has since scaled from 16 to 72+ locations largely through franchisee capital rather than disclosed institutional investment.

Name

City Cave Float and Wellness Centre

Legal name

City Cave Pty Ltd

Website

https://citycave.com.au

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

City Cave operates Australia's largest float therapy, infrared sauna, and massage franchise network with 72+ locations nationally and one in New Zealand, serving individual wellness consumers, athletes, and chronic pain sufferers through casual sessions, memberships, and packages.

Ownership category

akta.pro rank

Product category

Wellness and Spa Services

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

SIC

Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Float Therapy (Sensory Deprivation Tanks) (HSADAKAF)

akta.pro secondary industry

Thermal Baths, Hot Springs & Saunas (Onsen, Hammams, Banya, Sauna Worlds) (THAJAHAD)

Keywords

• Float therapy services
• Infrared sauna sessions
• Wellness franchise network
• Sensory deprivation therapy
• Massage therapy services

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Casual Session Sales: One-time purchases of individual float therapy, infrared sauna, or massage sessions at per-session pricing.
2. Membership Subscriptions: Weekly or monthly direct debit memberships offering discounted per-session rates with issued credits. Minimum 3-month commitment, memberships can be paused for up to 8 weeks per year with 14 days notice.
3. Packages and Credits: Prepaid service packs including Value Packs (4x, 8x, 12x), Single Credits, Combination Packs (Flauna, Floatage, Saunage, Complete Wellness), and Employee Wellness Packs with varying expiry periods.
4. Gift Cards: Physical and e-gift cards sold at various price points for float, sauna, massage sessions and combination packages. Valid for 3 years from purchase.
5. Franchise Fees: Revenue from franchisee licensing fees as the franchisor of the City Cave wellness centre network.
6. Promotional and Seasonal Offers: Limited-time promotional pricing including EOFY sales, Black Friday, Boxing Day, and New Year packages at discounted rates.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

City Cave Float and Wellness Centre operates a franchised network of wellness centres across Australia providing float therapy (CAVEFLOAT™) in private open pools filled with pharmaceutical-grade Epsom salts, infrared sauna sessions (CAVESAUNA™), and massage therapy (CAVEMASSAGE™) including remedial, sports, pregnancy, and relaxation variants. Services are sold per-session, through combination packages, recurring memberships, gift cards, and via a mobile booking app.

Product overview

City Cave Float and Wellness Centre operates as a franchise network of wellness centres offering three core services under branded names: CAVEFLOAT™ (float therapy in private open pools with pharmaceutical-grade magnesium sulphate), CAVESAUNA™ (private infrared sauna sessions with radiant heat), and CAVEMASSAGE™ (massage therapy including remedial, sports, pregnancy, and relaxation). Services can be purchased individually, as combination packages (Flauna, Saunage, Floatage, Complete Wellness), or through membership plans with recurring billing. The company also offers a mobile app, gift cards, and Red Light Therapy as an add-on at select locations. The network spans 72+ Australian locations and operates internationally with centres in New Zealand.

Differentiator

Problem solved

Functional benefit

Products and services

• CAVEFLOAT™ Float Therapy Private-room float therapy sessions in a world-first open pool design (rather than an enclosed pod) filled with 400kg of pharmaceutical-grade Epsom salts (magnesium sulphate) heated to skin temperature (~35°C), designed to minimise light and sound for sensory reduction and zero-gravity relaxation. Sold to general consumers at casual ($89) or member ($49-$59) rates.
• CAVESAUNA™ Infrared Sauna Private infrared sauna sessions using radiant heat that penetrates the body directly without harmful UV rays, operating at 48-53°C, with Bluetooth connectivity. Supports detoxification, pain relief, and relaxation. Sold to consumers at $49 casual or $33-$38 member rates.
• CAVEMASSAGE™ Massage Therapy Massage therapy services including remedial, sports, pregnancy, and relaxation massage delivered by qualified therapists to support muscle tension relief, recovery, and general wellbeing. 45-min ($119), 60-min ($139), and 90-min ($199) durations.
• Red Light Therapy Add-on therapy combined with infrared sauna sessions using red light wavelengths to support cellular energy (ATP) production, collagen production, muscle recovery, and skin health.
• Wellness Combination Packages Prepaid bundled service packs combining the three core services: Flauna (Sauna + Float, $129), Saunage (Sauna + 45-min Massage, $159), Floatage (Float + 45-min Massage, $189), and Complete Wellness (Sauna + Float + 45-min Massage, $229). Includes Value Packs (4x, 8x, 12x) and Single Credits.
• City Cave Memberships Weekly or monthly direct-debit subscription plans with a 3-month minimum commitment offering discounted per-session rates with issued credits valid for 60 or 90 days. Members receive reduced pricing (e.g., $49/week or $59/month for float sessions). Memberships can be paused for up to 8 weeks per calendar year with 14 days notice.
• Gift Cards Physical and digital gift cards sold at various price points (Single Float $79, Flauna $109, 60-Minute Massage $139, Floatage $169, Couples Flauna $149, Complete Wellness $209) and redeemable at any City Cave location nationally for any service up to the value stated. Valid for 3 years from purchase.
• City Cave Mobile App Mobile application for iOS and Android enabling customers to book appointments, manage memberships, message local centres, and purchase gift cards or packages. Available on the Apple App Store and Google Play.

Quantifiable outcome

• 4.91 out of 5 stars average rating from 31,297 Google Reviews
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Scale indicators8 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Urban Float: Multi-location US float therapy brand offering individual floats, memberships and packages in modern retail-style centres. Closely aligned with City Cave's per-session + subscription pricing model and float-centric service mix.
• Float Lab: Los Angeles float spa pioneer operating premium float centres with memberships and complementary recovery services (infrared sauna, cryotherapy). Direct float-therapy competitor with overlapping wellness stack.
• True REST Float Spa: US-based float therapy franchise operating multiple locations with a membership-driven model. Directly comparable to City Cave as a multi-site float therapy concept with subscription revenue and franchised unit growth.
• Just Float: US float therapy chain with membership and single-session pricing across multiple locations. Comparable service offering, customer target (wellness/recovery seekers) and subscription economics.
• iFloat: Float therapy centre operator with multi-location footprint and membership pricing. Comparable core service (float) and recurring-revenue model.

Broad incumbents

• Endota Spa: Australia's largest day-spa network with a national footprint of massage, skincare and wellness locations. Comparable as a domestic franchise-style spa/wellness brand serving repeat wellness consumers.
• Restore Hyper Wellness: US franchise operating wellness centres combining cryotherapy, IV therapy, infrared sauna, float and recovery services under one roof. Closely comparable service mix and franchise-led growth model.

Emerging players

• Kailo Wellness: Australian wellness concept offering float, sauna and complementary therapies. Comparable target customer, geography and service stack, though smaller scale than City Cave.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/citycaveau

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 City Cave Float and Wellness Centre