SoakBathhouse
- Company typePrivate
- Founded2020
- HeadquartersCoolum Beach, Australia
- Headcount51–100
- GTM typeB2C
- OfferingServices
SoakBathhouse firmographics
Firmographics- Name
- SoakBathhouse
- Legal name
- Soak Holdings Pty Ltd trading as Soak Bathhouse
- Website
- https://soakbathhouse.com.au
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
SoakBathhouse industry classification
Industry- Product category
- Bathhouse and Wellness Services
- akta.pro primary industry
- Hot/Cold Contrast Therapy (Hot Tubs, Plunge Pools & Hydrotherapy) (HSADAKAD)
- akta.pro secondary industries
- Sauna & Steam Bath Facilities (HSADAKAC), Hydrotherapy & Thermal Spa Services (Sauna/Steam/Hot Tubs) (HSALAFAF), Thermal Baths, Hot Springs & Saunas (Onsen, Hammams, Banya, Sauna Worlds) (THAJAHAD), Mindfulness & Mental Wellbeing Experiences (Stress Management, Sleep Retreats, Coaching) (THAJAHAH)
Keywords
Where SoakBathhouse is headquartered
LocationHeadquarters
- HQ city
- Coolum Beach
- HQ country
- Australia
- HQ region
- Oceania
Offices6 records
Markets served
SoakBathhouse business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D
Revenue model
- Bathhouse Session Fees: Core revenue from entry fees to bathhouse sessions. Sessions include access to mineral pools, hot spas, saunas, steam rooms, cold plunge pools, and relaxation areas. Multiple session tiers available (Soak Origin, Soak Alchemy, Soak Reset) with varying price points starting from $39.95.
- Massage & Treatment Services: Add-on massage treatments (Relaxation, Deep Tissue, Pregnancy massage) priced from $110.95. LED Facial & Meditation add-ons at $49.95. Infrared Sauna sessions at $49.95 for up to 2 people.
- Gift Cards: Gift cards available in fixed amounts ($50, $100, $150, $200, $300) or custom amounts starting from $39.95. Redeemable across all wellness experiences including mineral pools, saunas, steam rooms, and massage treatments.
- Membership Subscriptions: Recurring membership programs offering priority access, discounts on value packs (up to 45% off), complimentary services, birthday rewards, and early booking access. South Melbourne Priority Membership offers $320 value for $99.
- Specialty Ritual Events: Special event experiences including Sunday Sleep Soak Ritual (90-minute session with Unwind Magnesium Chocolate, take-home eye mask, herbal tea, low candlelight), Soak & Sound (live acoustic music Wednesdays), Full Moon Soak Ritual, and seasonal packages.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Soak Reset - Morning bathhouse ritual |
| Unit Pricing | Pay-as-you-go | Soak Origin - Classic soak experience |
| Unit Pricing | Pay-as-you-go | Soak Alchemy - Elevated with signature add-ons |
| Unit Pricing | Pay-as-you-go | Massage - Professional massage treatments |
| Unit Pricing | Pay-as-you-go | Infrared Sauna |
| Unit Pricing | Pay-as-you-go | LED Facial & Meditation |
| Unit Pricing | Pay-as-you-go | Soak Sanctuary - Massage & bathhouse ritual |
| Unit Pricing | Pay-as-you-go | Gift Cards - Fixed amounts |
| Unit Pricing | Pay-as-you-go | Gift Cards - Custom amount |
| Unit Pricing | Pay-as-you-go | Father's Day Recovery Package |
| Unit Pricing | Pay-as-you-go | Father's Day Ultimate Recovery Package |
| Subscription | Monthly | South Melbourne Priority Foundation Membership |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels9 records
SoakBathhouse product offering
Product offeringCore offering
Soak Bathhouse operates physical bathhouse destinations offering access to mineral pools, dry cedar and infrared saunas, steam rooms, cold plunge pools, and relaxation areas via timed session packages (Soak Origin, Soak Alchemy, Soak Reset, Soak Sanctuary). Add-on services include massage therapy, infrared sauna sessions, and LED Facial & Meditation treatments. The company also runs subscription memberships, gift cards, and curated event experiences such as Sunday Sleep Soak Ritual, Soak & Sound, and Full Moon Soak Ritual across six Australian locations.
Product overview
Soak Bathhouse operates as a multi-location wellness platform offering modern bathhouse experiences across Australia. The core product is access to mineral pools, hot spas, saunas, steam rooms, and cold plunge pools, with session packages ranging from the budget-friendly Soak Reset ($39.95) to premium combined experiences. Add-on services include massage therapy, infrared sauna sessions, and LED Facial & Meditation treatments. The company runs six locations (Alexandria, Bondi Junction, Mermaid Beach, South Yarra, West End, and upcoming South Melbourne) with a booking and membership management system powered by Zenoti. Seasonal events like Sunday Sleep Soak Ritual, Soak & Sound, and Full Moon Soak Ritual provide recurring experiential offerings.
Differentiator
Problem solved
Functional benefit
Products and services
- Soak Origin The classic soak experience offering access to mineral pools, saunas, steam rooms, and cold plunge pools, starting from $59.95. Targeted at individual consumers seeking a standard bathhouse session.
- Soak Reset A morning bathhouse ritual experience designed for early sessions, starting from $39.95. Targeted at wellness consumers seeking an accessible entry-level bathhouse experience.
- Soak Alchemy Elevated bathhouse experience enhanced with signature add-ons, starting from $89.95. Targeted at consumers seeking a premium experiential upgrade.
- Soak Sanctuary A combined massage and bathhouse ritual experience that includes full bathhouse access plus a professional massage treatment, starting from $169.95. Targeted at consumers seeking a premium combined experience.
- Massage Professional massage therapy treatments available as an add-on to bathhouse sessions, including relaxation massage, deep tissue massage, and pregnancy massage, starting from $110.95. Targeted at individual consumers seeking therapeutic or relaxation massage.
- Infrared Sauna Private infrared sauna sessions using gentle infrared heat to warm the body from within, supporting circulation, recovery, and muscle relaxation, priced at $49.95 for up to 2 people. Targeted at individuals and pairs seeking infrared heat therapy.
- LED Facial & Meditation A 20-minute experience pairing clinically backed red light therapy with guided meditation through headphones, priced at $49.95. Targeted at individual consumers seeking restorative beauty and mindfulness experiences.
- Memberships Subscription-based wellness memberships offering priority access, discounts on value packs (up to 45% off), complimentary services, birthday rewards, and early booking access. South Melbourne Priority Foundation Membership offered at $99 unlocking $320 of value. Targeted at regular wellness consumers seeking recurring access and benefits.
- Gift Cards Digital and physical gift cards available in preset amounts ($50, $100, $150, $200, $300) or custom amounts from $39.95, redeemable across all wellness experiences including mineral pools, saunas, steam rooms, and massage treatments. Valid for 5 years. Targeted at gift-givers and consumers seeking flexible wellness spending.
- Sunday Sleep Soak Ritual A 90-minute Sunday evening ritual (6-9pm) including a soak session, Peak Unwind Magnesium Chocolate, take-home eye mask, herbal tea, and low candlelight atmosphere. Targeted at consumers seeking sleep-focused, restorative wellness experiences.
- Soak & Sound Weekly Wednesday evening event (5-8pm) featuring live acoustic music throughout the bathhouse. Targeted at consumers seeking a social wellness experience blending music and bathing.
- Full Moon Soak Ritual Monthly bathhouse ritual experience aligned with the full moon, designed as a wellness and intention-setting event. Targeted at consumers seeking themed, community-oriented wellness experiences.
- Soak Bathhouse Alexandria A physical bathhouse location in Alexandria, Sydney, offering the full Soak Bathhouse experience portfolio. Targeted at Sydney-based individual consumers and visitors.
- Soak Bathhouse Bondi Junction A physical bathhouse location in Bondi Junction, Sydney, combining warm mineral pools, magnesium hot spas, cold plunge pools, saunas, steam rooms, and massage treatments. Targeted at Sydney eastern suburbs consumers and visitors.
- Soak Bathhouse Mermaid Beach The Gold Coast's original bathhouse offering a unique open-air wellness experience with open-air travertine magnesium mineral pools, hot spas, cold plunge, dry cedar sauna, steam room, lounge areas, and LED facial & meditation. Targeted at Gold Coast locals and tourists.
- Soak Bathhouse West End A rooftop bathhouse location in West End, Brisbane, featuring five open-air magnesium hot spas at 38°C, a large warm mineral pool at 34°C, traditional cedar saunas, steam rooms, cold plunge pools, massage treatments, and private infrared saunas. Targeted at Brisbane locals and visitors.
- Soak Bathhouse South Yarra A physical bathhouse location in South Yarra, Melbourne, open from 6:30am daily, featuring travertine mineral pools, cold plunge, dry cedar sauna, steam room, infrared sauna, and LED facial & meditation. Targeted at Melbourne inner-city consumers and visitors.
- Soak Bathhouse South Melbourne An upcoming physical bathhouse location in South Melbourne, featuring mineral pools, cedar sauna, cold plunge, steam room, infrared sauna, and express changerooms. Priority Foundation Memberships are currently available for purchase. Targeted at Melbourne inner-south consumers and visitors.
Quantifiable outcome
- Winner of Best of Queensland Experience 2023, 2024, 2025 by Tourism & Events Queensland for both Mermaid Beach and West End locations
- +1 more outcomes
Companies that use SoakBathhouse
Customer profileSegments7 records
Ideal customer profiles5 records
SoakBathhouse technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
SoakBathhouse partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
SoakBathhouse competitors and assessment
Company assessmentBroad incumbents
- Equinox: Global premium fitness and wellness brand with spa, recovery, and contrast therapy offerings integrated into its clubs. Targets a similar affluent urban professional demographic with subscription-driven wellness access — broader portfolio but overlapping membership model.
- Soho House: Global membership-based social and wellness club with hotels, spas, and bathhouses in over 40 locations. Operates in the same premium wellness/social connection space but at much broader scale and with hospitality as a primary offering — useful comp for Soak's membership-driven LTV model.
Direct peers
- Aire Ancient Baths: Global premium bathhouse and spa operator with locations in New York, London, Chicago, Toronto, and Barcelona. Offers a comparable thermal bathing experience with hot/cold plunge pools and luxury positioning, representing the upscale international analog of Soak's concept.
- Bathhouse Group: US-based modern bathhouse brand operating locations in New York City, Brooklyn, and other urban centers. Closely comparable business model with emphasis on contrast therapy, social bathing, and accessible wellness pricing — useful international benchmark for unit economics.
- Sense of Self: Australian contemporary wellness brand with bathhouse and spa offerings in Melbourne. Targets a similar premium wellness consumer with social bathing experiences and contrasts with traditional day spas — directly comparable positioning and price point to Soak.
- Burke & Wills Bathhouse: Modern Melbourne-based bathhouse offering mineral pools, saunas, steam rooms, and contrast therapy in a social wellness format. Closest direct Australian competitor to Soak, competing in the same Melbourne catchment with a comparable price tier and experiential positioning.
- Peninsula Hot Springs: Australia's premier natural thermal springs destination on the Mornington Peninsula, featuring over 50 bathing pools, saunas, and spa experiences. Closest large-scale Australian thermal wellness competitor targeting similar wellness tourists with a destination-resort model.
- Onsen Ma: Modern Japanese-inspired bathhouse in Brisbane offering traditional and contrast bathing experiences, saunas, and relaxation areas. Direct peer for Soak's West End Brisbane location with similar target demographic and accessible premium pricing model.
Regional players
- Banya Noosa: Modern bathhouse operating in Noosa, Queensland, offering a comparable mix of mineral pools, saunas, cold plunge, and contrast therapy. Operates in the same Australian market but in a single regional tourism catchment rather than Soak's multi-city urban footprint.
Emerging players
- Float Space: Australian wellness brand specializing in float therapy, infrared saunas, and contrast therapy in a multi-modality studio format. Targets overlapping customer segments (recovery, urban professionals, wellness enthusiasts) with complementary but not identical offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
SoakBathhouse social profiles
Digital presenceSoakBathhouse financial estimates
Financial estimateRevenue estimate
Valuation estimate
SoakBathhouse leadership team
Management profileNumber of profiles
Profiles2 records
SoakBathhouse funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SoakBathhouse 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 SoakBathhouse
What does SoakBathhouse do?
Soak Bathhouse operates physical bathhouse destinations offering access to mineral pools, dry cedar and infrared saunas, steam rooms, cold plunge pools, and relaxation areas via timed session packages (Soak Origin, Soak Alchemy, Soak Reset, Soak Sanctuary). Add-on services include massage therapy, infrared sauna sessions, and LED Facial & Meditation treatments. The company also runs subscription memberships, gift cards, and curated event experiences such as Sunday Sleep Soak Ritual, Soak & Sound, and Full Moon Soak Ritual across six Australian locations.
Is SoakBathhouse a public or private company?
SoakBathhouse is a private company. It is classified as family owned and is currently operating.
When was SoakBathhouse founded?
SoakBathhouse was founded in 2020. It employs 51 to 100 people.
Where is SoakBathhouse based?
SoakBathhouse is headquartered in Coolum Beach, Australia, in the Oceania region.
How does SoakBathhouse make money?
Five revenue lines are on record. Bathhouse Session Fees are the primary driver. The others are massage & Treatment Services, gift Cards, membership Subscriptions and specialty Ritual Events.
Who are SoakBathhouse's main competitors?
Broad incumbents on record are Equinox and Soho House. Direct peers are Aire Ancient Baths, Bathhouse Group, Sense of Self, Burke & Wills Bathhouse, Peninsula Hot Springs and Onsen Ma. Banya Noosa is listed as a regional player. Float Space is listed as an emerging player.
Does SoakBathhouse have an API?
No public API is recorded for SoakBathhouse.
What industry is SoakBathhouse in?
SoakBathhouse's product category is Bathhouse and Wellness Services. Its primary akta.pro industry code is HSADAKAD, Hot/Cold Contrast Therapy (Hot Tubs, Plunge Pools & Hydrotherapy), with a secondary code of HSADAKAC, Sauna & Steam Bath Facilities.