City Cave Float and Wellness Centre
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.
- Company typePrivate
- Founded2017
- HeadquartersBrisbane, Australia
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
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.
City Cave Float and Wellness Centre firmographics
Firmographics- 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
City Cave Float and Wellness Centre industry classification
Industry- 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
Where City Cave Float and Wellness Centre is headquartered
LocationHeadquarters
- HQ city
- Brisbane
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
City Cave Float and Wellness Centre business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Casual Session Sales: One-time purchases of individual float therapy, infrared sauna, or massage sessions at per-session pricing.
- 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.
- 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.
- 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.
- Franchise Fees: Revenue from franchisee licensing fees as the franchisor of the City Cave wellness centre network.
- Promotional and Seasonal Offers: Limited-time promotional pricing including EOFY sales, Black Friday, Boxing Day, and New Year packages at discounted rates.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Float Therapy - Individual Sessions |
| Unit Pricing | Pay-as-you-go | Infrared Sauna Sessions |
| Unit Pricing | Pay-as-you-go | Massage Therapy Sessions |
| Unit Pricing | Pay-as-you-go | Combination Packages |
| Unit Pricing | Pay-as-you-go | Gift Card Options |
| Subscription | Monthly | Membership Plans |
| Unit Pricing | Pay-as-you-go | EOFY Promotional Pricing (Limited Time) |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
City Cave Float and Wellness Centre product offering
Product offeringCore 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
Companies that use City Cave Float and Wellness Centre
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles4 records
City Cave Float and Wellness Centre technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature5 records
City Cave Float and Wellness Centre partnerships and signals
Strategic signalScale indicators8 records
Recent moves9 records
Expansion highlights6 records
City Cave Float and Wellness Centre competitors and assessment
Company assessmentDirect 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
City Cave Float and Wellness Centre social profiles
Digital presenceCity Cave Float and Wellness Centre financial estimates
Financial estimateRevenue estimate
Valuation estimate
City Cave Float and Wellness Centre leadership team
Management profileNumber of profiles
Profiles1 record
City Cave Float and Wellness Centre funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
City Cave Float and Wellness Centre M&A and investment
M&A and investmentM&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
What does City Cave Float and Wellness Centre do?
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.
Is City Cave Float and Wellness Centre a public or private company?
City Cave Float and Wellness Centre is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was City Cave Float and Wellness Centre founded?
City Cave Float and Wellness Centre was founded in 2017. It employs 1,001 to 5,000 people.
Where is City Cave Float and Wellness Centre based?
City Cave Float and Wellness Centre is headquartered in Brisbane, Australia, in the Oceania region.
How does City Cave Float and Wellness Centre make money?
Six revenue lines are on record. Casual Session Sales are the primary driver. The others are membership Subscriptions, packages and Credits, gift Cards, franchise Fees and promotional and Seasonal Offers.
Who are City Cave Float and Wellness Centre's main competitors?
Direct peers on record are Urban Float, Float Lab, True REST Float Spa, Just Float and iFloat. Broad incumbents are Endota Spa and Restore Hyper Wellness. Kailo Wellness is listed as an emerging player.
Does City Cave Float and Wellness Centre have an API?
No public API is recorded for City Cave Float and Wellness Centre.
What industry is City Cave Float and Wellness Centre in?
City Cave Float and Wellness Centre's product category is Wellness and Spa Services. Its primary akta.pro industry code is HSADAKAF, Float Therapy (Sensory Deprivation Tanks), with a secondary code of THAJAHAD, Thermal Baths, Hot Springs & Saunas (Onsen, Hammams, Banya, Sauna Worlds). Its NAICS code is 713940 and its SIC code is 7900.