XtraClubs

What XtraClubs does

XtraClubs is an Australian direct-to-consumer wellness operator serving individual consumers, principally wellness-conscious urban adults in Sydney, with access to Finnish saunas, infrared saunas, steam rooms, and temperature-controlled ice baths. It operates four open clubs in Bondi Junction, Green Square, Marrickville, and Manly, and has announced additional clubs in Parramatta for October 2026 and Canberra for November 2026. Its custom mobile app supports booking, account management, access control, and referrals, while the facilities use temperature, water-sanitation, humidity, and air-circulation controls.

The core revenue model is recurring membership subscriptions, supplemented by casual sessions, session packs, gift cards, towel service, and merchandise. Entry membership pricing starts at $18.95 per week and casual sessions start at $39, with access managed through the app and website. Acquisition relies on self-service digital booking, organic content and search, social media, reviews, email, and member referrals; no funding, customer count, or revenue is disclosed.

Name

XtraClubs

Legal name

XTRA Wellness Pty Ltd

Website

https://xtraclubs.au

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

XtraClubs is an Australian direct-to-consumer wellness operator serving adults through app-accessed Finnish and infrared saunas, steam rooms, and temperature-controlled ice baths across four Sydney clubs, using memberships, casual sessions, and an expanding location network.

Ownership category

akta.pro rank

Product category

Wellness Facilities & Spa Services

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro industry

PRIMARYHSADAKAD

Hot/Cold Contrast Therapy (Hot Tubs, Plunge Pools & Hydrotherapy)

Home & Personal Services/Fitness, Wellness & Personal Training/Spa, Sauna & Recovery Services

SECONDARYHSADAKAC

Sauna & Steam Bath Facilities

Home & Personal Services/Fitness, Wellness & Personal Training/Spa, Sauna & Recovery Services

SECONDARYHSALAFAF

Hydrotherapy & Thermal Spa Services (Sauna/Steam/Hot Tubs)

Home & Personal Services/Personal Care & Beauty Services/Spa & Body Treatment Services

SECONDARYHSADAKAG

Infrared Therapy (Infrared Sauna & Light Therapy)

Home & Personal Services/Fitness, Wellness & Personal Training/Spa, Sauna & Recovery Services

Keywords

• Sauna facilities
• Ice bath therapy
• Wellness memberships
• Contrast therapy
• Steam room services

Headquarters

HQ city

Bondi Junction, New South Wales

HQ country

Australia

HQ region

Oceania

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Weekly membership subscriptions providing unlimited access to sauna, ice bath, and steam facilities. Membership tiers (Essentials, Elevate, Thrive) offer varying levels of peak/off-peak access and multi-location availability. Annual memberships require upfront payment for first 4 weeks followed by fortnightly payments.
2. Casual Sessions: Single session bookings at $39 per person for 90-minute access to Finnish Sauna, Infrared Sauna, Ice Baths, and Steam Room. Valid across all XtraClubs locations.
3. Session Packs: Pre-purchased session bundles offering discounted rates compared to casual single sessions. Currently featuring EOFY Sale with savings up to $110 on Session Packs.
4. Gift Cards: Digital gift cards available for purchase, allowing recipients to book sessions or become members.
5. Towel Service: Optional additional service for members to rent fresh towels per visit. Included with Thrive membership tier.
6. Merchandise (Shop): Online shop selling merchandise items, packs, and bundles.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

XtraClubs operates membership-based wellness facilities providing unlimited access to contrast therapy equipment including Traditional Finnish Saunas (90°C), Infrared Saunas (70°C), Steam Rooms (45°C), and temperature-controlled Ice Baths (3°C-10°C). Members access facilities via a proprietary mobile app across multiple Sydney locations, with membership tiers (Flow, Elevate, Thrive, Essentials) starting from $18.95/week. The company also offers pay-as-you-go casual sessions at $39, session packs, gift cards, and Guided Sauna Sessions featuring the European Aufguss ritual.

Product overview

XtraClubs is a wellness center offering premium sauna, ice bath, and steam facilities across multiple Sydney locations. The core offering is membership-based unlimited access to contrast therapy facilities including Traditional Finnish Saunas (90°C), Infrared Saunas (70°C), Steam Rooms (45°C), and Ice Baths (3°C/10°C). Members can also access Guided Sauna Sessions featuring European Aufguss rituals with breathwork and essential oils. The experience is managed through a custom mobile app for booking and access control. Pay-per-visit session packs and gift cards are available as alternatives to membership.

Differentiator

Problem solved

Functional benefit

Products and services

• XtraClubs Membership Subscription-based membership providing unlimited access to Finnish Sauna, Infrared Sauna, Ice Baths, and Steam Room across all XtraClubs locations. Tiers include Flow, Elevate, Thrive, and Essentials with pricing from $18.95/week.
• Traditional Finnish Sauna Custom-built traditional Finnish sauna operating at 90°C dry heat with automatic water spray and air circulation for consistent heat and humidity. Designed with European heritage principles; seating up to 30 people at Bondi Junction.
• Infrared Sauna
• Steam Room
• Ice Baths
• Casual Session Packs
• Guided Sauna Sessions (Aufguss)
• Gift Cards
• XtraClubs Mobile App
• Towel Service

Quantifiable outcome

• 63% lower risk of sudden cardiac death for sauna users 4-7 times/week vs once/week
• +5 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered core and minor.

• SaunaBroscoreStrategic or Co-development PartnerSaunaBros are described as Estonian-born sauna masters who designed and installed the saunas at XtraClubs Bondi Junction. They have designed and installed saunas in Sydney for elite clientele. XtraClubs describes being thrilled with their work on the Bondi Junction location.
• Local Fitness, Nutrition, and Wellness BrandsminorGTM or Marketing PartnerMember perks program offers exclusive discounts to XtraClubs members from partner brands including gym memberships (15% off), pilates classes (50% off), nutrition services ($50 off), and matcha/food menu (15% off). Partners are local to the clubs and complement member lifestyle.
• Joint Venture PartnerscoreStrategic or Co-development PartnerXtraClubs offers limited opportunities to open XtraClubs locations as joint-venture partners in 2026. Joint-venture partnerships provide resources and support to open successful business locations.

Scale indicators5 records

Recent moves11 records

Expansion highlights5 records

Direct peers

• Capybara Bathhouse: Australian bathhouse chain with multiple locations providing sauna, steam and cold plunge experiences; mentioned by XtraClubs reviewers as an alternative in the same category.
• Slowhouse Bathhouse: Sydney-based bathhouse and sauna concept offering heat and cold experiences on membership and casual bases; explicitly named by XtraClubs members as a competing brand.
• SOAK Bathhouse: Australian day-spa/bathhouse operator offering saunas, cold plunge, steam, and hammam experiences for urban wellness consumers; cited by XtraClubs members as a direct comparison in Google reviews.

Regional players

• Aether Mindbody Spa (Melbourne): Melbourne-based bathhouse/wellness destination combining saunas, plunge, and treatment rooms; comparable multi-modal wellness concept but operating in a different state from XtraClubs.
• Peninsula Hot Springs: Major Australian thermal bathing destination offering saunas, steam, and cold pools on day-pass and membership bases; same category and use case as XtraClubs but different geography and destination model.

Broad incumbents

• Equinox / Fitness First (premium gym segment): Large premium fitness chains (Equinox, Fitness First, Fitness Plus) some of which have added saunas, plunge pools, and recovery zones — competing for the same urban wellness member wallet share with much broader offerings.

Emerging players

• Sauna House (Nordic-style operators): Australian/Nordic-style sauna clubs offering communal sauna and contrast-therapy experiences to urban wellness audiences; closely comparable concept and customer demographic.
• The Ice Bath Man: Australian recovery and cold-plunge studio concept serving athletes and everyday wellness users via single sessions and packages — overlapping demand profile with XtraClubs' casual session product.
• Sweat It Wellness & Fitness Studio: Sydney-based wellness and contrast-therapy studio offering ice baths, saunas, and group recovery programming to a similar urban wellness demographic.

Others

• Blys (in-home wellness): Australian wellness marketplace delivering at-home massage and recovery services; competes for the same discretionary wellness spend but via in-home rather than facility-based delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/xtraclubs
• Instagraminstagram.com/xtraclubs
• LinkedInlinkedin.com/company/xtra-clubs

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 XtraClubs