Gravity Floatation Centre

What Gravity Floatation Centre does

Gravity Floatation Centre (legal name Gravity Float & Wellness) operates a single physical wellness centre at 559 High Street, Northcote, Victoria, approximately 9 km from Melbourne's CBD. Founded in 2014, it is described as Victoria's first and largest float centre and offers an integrated system of nine evidence-based recovery therapies centred on nervous system regulation: floatation therapy (sensory deprivation pods filled with Epsom salt solution), contrast therapy (sauna and ice bath), infrared sauna (Solocarbon far-infrared), massage (remedial, relaxation, pregnancy, lymphatic drainage), PEMF therapy (iMRS Prime systems), 24-point sequential compression therapy, Contour Light therapy (635nm/940nm wavelengths), and Styku 3D body composition scanning.

The business generates revenue across four streams: per-session therapy bookings (casual pricing), bundled Wellness Packs (e.g., Float + Infrared at $119, Urban Retreat combinations up to $240), tiered Wellness Club memberships ($50-$234/month on a 6-month minimum direct debit commitment), and retail sales of home-use iMRS PEMF systems ($5,000-$20,000) and Dreampod-compatible filters. Distribution is direct-to-consumer via the company website, iOS and Android apps, and the MINDBODY booking platform, with a single physical location and no channel partners. GTM is anchored on Google Reviews and local SEO, mobile self-serve booking, and referrals from registered funding scheme pathways.

The customer base spans individual wellness consumers in Melbourne and Victoria (chronic stress, pain, inflammation, sleep issues, athletes, desk workers, pregnant/postpartum women) plus government-funded participants under NDIS (Innovative Community Participation, Price Code 09_008_0116_6_3), WorkCover, TAC, My Aged Care, and Department of Veterans' Affairs. GU Health is noted as the only private health insurer currently covering float therapy. The founder serves as President of the Float Therapy Association for Australia and New Zealand and the business operates with a 1-10 employee headcount.

Name

Gravity Floatation Centre

Legal name

Gravity Float & Wellness

Website

https://gravityfloat.com.au

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Gravity Floatation Centre operates a single Northcote, Melbourne wellness centre offering nine evidence-based therapies (floatation, contrast, infrared, massage, PEMF, compression, contour light, Styku scanning) and serves both consumer and government-funded clients (NDIS, WorkCover, TAC, My Aged Care, DVA) via memberships, packs, and retail.

Ownership category

akta.pro rank

Product category

Wellness and Recovery Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Float Therapy (Sensory Deprivation Tanks) (HSADAKAF)

akta.pro secondary industries

Recovery Lounges & Multi-Modal Recovery Centers (HSADAKAI), Spa & Massage Services (Day Spas, Massage Studios, Treatment Packages) (THAJAHAC)

Keywords

• Floatation therapy
• Sensory deprivation
• Infrared sauna
• Contrast therapy
• Wellness recovery

Headquarters

HQ city

Northcote

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales

Revenue model

1. Therapy Session Sales: Individual session bookings for floatation therapy, contrast therapy, massage therapy, infrared therapy, contour light therapy, PEMF therapy, compression therapy, and Styku body composition scanning. Sessions are offered at various durations (15-90 minutes) with per-session pricing. Clients can book casual sessions, value packs (bundles of sessions), or wellness club memberships.
2. Wellness Packs (Bundled Packages): Pre-curated combination packages pairing complementary therapies (e.g., Float + Infrared, Float + Massage, Massage + Infrared, Triple combinations). These provide savings versus individual session pricing and encourage multiple therapy purchases.
3. Wellness Club Memberships: Monthly subscription memberships offering discounted rates on all services. Minimum 6-month commitment with direct debit billing. Credits valid for 3 months from debit date. Includes Float Club, Infrared Club, Platinum membership tiers, and Contrast Club options.
4. Gift Cards: Digital and physical gift cards sold at custom amounts, valid for 3 years from purchase. Gift cards can be applied toward any service or product at the centre.
5. NDIS and Government Funding: Registered NDIS provider under 'Innovative Community Participation' (NDIS Price Code: 09_008_0116_6_3). Services also covered under WorkCover, TAC (Road Trauma), My Aged Care, and Veteran Affairs Gold/White Card. Billing is directed to these funding bodies rather than individual clients where applicable.
6. Product Sales: Sale of float pod filters (micron liquid filters compatible with Dreampod systems) and iMRS PEMF machines for home use. Filters sold in bundles of 50 at $355 GST inclusive. PEMF systems available with payment plans from $5,000 to $20,000.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Gravity Floatation Centre operates a single-site wellness centre in Northcote, Melbourne offering floatation therapy, contrast therapy, infrared sauna, massage, PEMF, compression, contour light and Styku body composition services delivered as integrated nervous-system recovery sessions. Services are sold individually, in bundled Wellness Packs, or via monthly Wellness Club subscriptions, with supplementary retail of iMRS PEMF home machines, float pod filters and gift cards.

Product overview

Gravity Floatation Centre operates as Victoria's first and largest float and recovery wellness centre, offering an integrated system of evidence-based therapies designed to regulate the central nervous system. The core offering consists of individual therapy services including Floatation Therapy (sensory deprivation pods with Epsom salt), Contrast Therapy (sauna and ice bath), Massage Therapy (remedial, sports, pregnancy, lymphatic drainage), Infrared Therapy (Solocarbon far infrared sauna), Contour Light Therapy (red/near-infrared body contouring), PEMF Therapy (pulsed electromagnetic field using iMRS systems), Compression Therapy (24-point sequential compression), and Styku Body Composition scanning. These services are available individually or bundled through Wellness Packs, and can be accessed regularly via Wellness Club Membership subscriptions. The centre also retails Float Pod Filters and iMRS PEMF Systems for home use, alongside gift card products.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Floatation therapy releases tension from 90% of neuromuscular activity
• +8 more outcomes

Named customers6 records

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Float Therapy Association for Australia and New ZealandcoreStrategic or Co-development PartnerGravity's founder serves as President of the Float Therapy Association for Australia and New Zealand. This leadership position shapes industry standards and lends credibility to Gravity's evidence-based approach to floatation therapy.
• MINDBODYcoreTechnology or IntegrationMINDBODY provides the booking and payment processing platform for Gravity's website. MINDBODY meets PCI Level 1 security standards for online transactions.
• NDIS (National Disability Insurance Scheme)coreStrategic or Co-development PartnerGravity is a registered NDIS provider under 'Innovative Community Participation' (NDIS Price Code: 09_008_0116_6_3). Provides services supporting non-medicated injury recovery, pain management, inflammation relief, muscle recovery, PTSD, stress, anxiety, depression and sleep improvement for NDIS participants.
• WorkCover VictoriacoreStrategic or Co-development PartnerRegistered provider for WorkCover-eligible clients. Services support non-medicated PTSD, anxiety, depression, pain management and sleep improvement for workplace injury rehabilitation.
• TAC (Transport Accident Commission)coreStrategic or Co-development PartnerRegistered provider for TAC recipients recovering from road trauma or motor vehicle accidents. Services support mental health, pain management and sleep improvement for road trauma clients.
• My Aged CarecoreStrategic or Co-development PartnerRegistered provider for My Aged Care clients. Provides non-medicated pain management, inflammation relief, stress, anxiety, depression and sleep improvement services for aged care recipients.
• Department of Veterans' AffairscoreStrategic or Co-development PartnerRegistered provider for Veteran Gold and White Card holders. Provides services supporting non-medicated PTSD, anxiety, depression, pain management and sleep improvement for veterans.
• Clinical FloatationminorOthersExternal clinical research resource for floatation therapy. Gravity references Clinical Floatation's publications to support evidence-based claims for float therapy benefits and outcomes.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Others

• Dreampod: Manufacturer of float tanks and ice baths that Gravity uses and resells consumables for. Comparable as the upstream equipment supplier whose products underpin Gravity's float therapy offering.
• MindBody (Recover Brands / ClassPass): Wellness booking and discovery platform that Gravity uses as its core booking system. Comparable as the ecosystem infrastructure Gravity depends on and as a competitor for consumer wellness discovery.

Broad incumbents

• Remedy Place: Multi-location social wellness club offering lymphatic drainage, infrared sauna, cryotherapy, and contrast therapy. Directly comparable positioning as a multi-modality recovery-centric wellness destination.
• Restore Hyper Wellness: Large US-based franchise offering cryotherapy, infrared sauna, IV therapy, compression, and recovery services. Comparable as a multi-modality recovery brand demonstrating the scalable model Gravity could pursue.
• City Cave: Australian multi-site wellness centre chain offering float, infrared sauna, ice baths, and massage. Comparable as a scaled, multi-location version of the integrated recovery model Gravity operates at a single site.
• Endota Spa: Australia's largest day spa network offering massage, facials, and body treatments. Comparable as a scaled Australian wellness operator competing for the same wellness-recovery consumer wallet.

Direct peers

• REST Recovery (formerly Urban Recovery): Australian recovery and wellness centre offering float, infrared sauna, compression, and cryotherapy under an integrated model. Directly comparable to Gravity in modality mix and positioning around recovery and nervous system support.
• The Float Room: Australian float therapy specialist offering float tank sessions and complementary wellness services. Closely comparable as a single-category float operator competing for the same Melbourne/Sydney wellness consumer.
• iFloat: Australian float therapy centre operator with multiple locations offering sensory deprivation pods, infrared sauna, and massage — directly comparable to Gravity's core float-and-recovery model in the same Australian market.

Emerging players

• Cryocore: Australian recovery studio specializing in cryotherapy, infrared sauna, and compression. Comparable as a single-location overlapping competitor focused on recovery modalities that Gravity also offers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/gravity-float-wellness

Compliance1 record

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 Gravity Floatation Centre