OWN A CITY CAVE
More than just a wellness centre. Purpose-built sanctuaries that transform lives through premium wellness experiences.
the BRAND That Started A Movement
In a culture wired for stress and burnout, City Cave is the antidote. We brought float therapy, infrared sauna, and massage together under one roof and built something the wellness industry hadn't seen before. Science-backed treatments. Purpose-built spaces. A genuine escape from the everyday. Growing from one centre in 2016 to 70+ locations across Australia, we didn't follow the wellness trend. We shaped the category, and we've been setting the standard ever since.
THE MARKET That’s MOVING IN ONE DIRECTION
Australia's wellness economy is now worth US$126.7 billion, ranked 10th globally and growing at 7.6% annually. That's not a niche market. It's a market that has well and truly arrived, and it's still growing.
This isn’t being driven by a spike in interest, but by a genuine change in how people look after themselves. People are shifting from reactive healthcare towards preventative health. There's a growing focus on mental wellbeing, and regular self-care has become normalised in a way it simply wasn't five years ago. As a result, demand for float therapy, infrared sauna, and recovery services has accelerated. What used to be considered a luxury is now a part of people’s everyday routine.
That distinction matters for business owners, because when motivation shifts from a one-off indulgence to ongoing maintenance, spending shifts from discretionary to recurring. The more mainstream the motivation becomes, the more the demand follows. For prospective business owners, that's a market with real momentum behind it.
$126.7B
Australia's Wellness Economy
7.6%
Annual Growth
#10
AU Market Rank
Source: Global Wellness Institute, The Global Wellness Economy: Australia, 2025
The Model THAT Scales Without the Stress
Other wellness brands are built on one-off visits. City Cave is built for regulars. Float therapy, infrared sauna, and massage. Services people come back to weekly, booked in advance, worked into the rhythm of their week. Science-led, membership-based, and designed to be used often.
Members don't visit once. They build a routine, and the business model follows. Memberships drive recurring revenue. Visit packs and casual bookings add flexibility. Gift cards bring in new customers. And because every centre offers three core services, members often cross over from one to another. Revenue that arrives on a schedule, not in bursts. A customer base that compounds instead of churns.
THE TEAM INVESTED IN YOUR SUCCESS
Tim and Jeremy founded City Cave in 2016 and they're still in the business every day. The team at HQ has grown around them, and it's not accidental. They've brought in people who've done this before at McDonald's, Kwik Kopy, and Subway. Your area manager knows your centre, your numbers, and what you're working towards. They're on a call with you every week, reviewing performance, working through problems, and helping you plan what's next. The marketing team runs national campaigns and works with you on local strategy, digital, social, and customer acquisition specific to your area. Operations and training cover everything from how to deliver the services to how to hire, how to manage a team, and how to read your P&L. And none of it is set-and-forget. The systems you're using today have been built, tested, and rebuilt over nearly a decade and 70+ locations across Australia.
The Network of owners backing you
We already have an incredible group of well-established franchisees on the same journey. 32% of our owners have already expanded to a second location, bringing a depth of experience that's hard to find anywhere else. That's years of hard-won knowledge in the industry, available to you from day one. You get the full weight of the brand behind you, and a network of experienced owners who've already been where you are and built on it.
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FAQs
THE OPPORTUNITY
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With a City Cave, you're plugging into something that already works rather than building it from scratch.
An independent wellness business means years of figuring out the treatments, equipment, systems, marketing, brand, and suppliers, and making most of those mistakes yourself. With City Cave, you inherit the playbook: site selection, fitout standards, operations, booking systems, brand recognition, and group purchasing, all refined across 70+ centres across Australia.
You also inherit the network. A dedicated support team, and a community of owners who've likely already solved anything coming your way. Going it alone can look cheaper on paper, but the real cost usually shows up in time, risk, and the things you didn't know you didn't know.
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Yes. We help you find your perfect location for your centre based on your interest, what areas we have available. We take into consideration factors such as client access, nearby tenants, access to parking and all things that are essential for a great location.
Area availability changes over time, so the earlier you enquire, the more options tend to be on the table.
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We do the research for you. With 70+ centres operating across Australia, City Cave has a clear read on what works: the demographic mix, foot traffic patterns, complementary businesses nearby, signage visibility, parking, and catchment size. During the Discover phase, we pressure-test any area you're considering against those criteria and share the results with you honestly. If the location you've got in mind isn't right, we'll say so, and we'll help you look at stronger options nearby. A City Cave in the wrong location doesn't serve you, your team, or your community, so it's in everyone's interest to get this part right.
THE FIT
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No. Most City Cave owners come from completely different industries. The business model is built around systems, training, and ongoing support, so your ability to lead a team and follow a proven process matters more than your background. You'll know plenty by the time you open, and we have a support team every step of the way to help guide you..
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There's no typical City Cave owner. Our owners come from a wide range of backgrounds and personality types. You don't need to be a business expert, and you don't need to know anything about float therapy. If you can work within a defined framework, support your fellow owners in a positive way, and you genuinely value helping people feel better, City Cave is for you. We'll train you in the rest.
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Yes. A number of City Cave locations are owned by partnerships, whether that's a spouse, a friend, or a business associate. The franchise agreement will need to reflect the ownership structure, but it's a common setup and something the team can walk you through early in the process.
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Absolutely. Several City Cave owners operate more than one location or run other businesses alongside their centre. The model is designed to support owner-operators who want to step back from the day-to-day once their team is established. If you're looking at this as an investment rather than a career change, that's a conversation worth having early.
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In the early months, yes. Like any new business, the launch phase needs your attention. You're setting the culture, learning the operations, and building your team. Once the centre is established and your team is performing, many owners step into more of an oversight role. How quickly that happens depends on you and the team you build, but the model is designed to get you there.
THE SUPPORT
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Support runs across three phases. Before you open we help you with site selection and lease negotiation, project managers run the entire centre build on your behalf (design, tender, fitout), and the Learning & Development team takes you through comprehensive franchisee training and induction. At launch, the support team trains your staff and works alongside you through opening, and you partner with our marketing partner on your opening campaign. After that, you receive regular visits and performance reporting from your Franchise Support Coach for the life of your agreement.
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Yes, and this is where a lot of the real value sits. You stay connected to the City Cave support team for the full term of your agreement, with regular in-person visits and performance reporting from your Franchise Support Coach. You also receive help across operations, marketing, and business development as things evolve. You’ll tap into a network of 70+ other owners who share what's working for them, which is often where the best ideas come from. Nothing about the support stops at launch day.
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Just pick up the phone. City Cave has a dedicated support team and you'll have a direct relationship with them from day one. Beyond that, you're connected to a network of 70+ other owners who have almost certainly dealt with whatever you're facing. One of the real advantages of a franchise is that you're never figuring it out alone.
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Everything you need to run a centre day-to-day: booking and membership management, customer relationship tools, reporting dashboards, the City Cave business planning tool for financial forecasting, marketing assets, a full operations manual, and treatment protocols. You don't have to choose vendors, build systems, or write procedures. You plug into what already works and focus on leading your business.
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Join Australia’s largest wellness franchise. City Cave offers a proven, science-backed model, premium brand recognition, and full support so you can thrive in the booming health and wellness industry.