City Cave Float & Wellness Center expands into the US market

City Cave Float & Wellness Center, an Australian wellness franchise providing float therapy, infrared sauna, and massage services, has revealed plans for franchising in the United States.

With a commitment to enhancing mental and physical wellness, City Cave strives to build healthier communities by offering natural remedies and supporting mental health and physical recovery. With 74 locations spanning Australia, New Zealand, and the US, City Cave inaugurated its inaugural franchise in Florida last June, with 30 more in development. The team is concentrating its initial franchise expansion efforts in Texas, particularly in the Dallas-Fort Worth area.

"As one of the world's fastest-growing wellness franchises, we've always aimed to expand into the US," stated Jeremy Hassell, City Cave's co-founder. "Now that our initial US location in Flagler Village, Florida, has demonstrated success, we're fully committed to franchising, starting with Dallas-Fort Worth. We're excited to bring City Cave to new communities nationwide."

Founded by Queensland entrepreneurs Jeremy Hassell, a former builder, and Tim Butters, a former tiler, City Cave emerged after their encounter on a Gold Coast construction site in 2014. Acknowledging the necessity for a health and wellness center prioritizing individuals' longevity and overall well-being, Hassell and Butters introduced City Cave in Australia in 2016. They aimed to provide an array of tailored holistic and clinical services, establishing a haven for relaxation and meditation.

In 2019, the duo earned the prestigious NextGen in Franchising Competition award at the International Franchise Association Convention, marking the first time a non-American brand secured the accolade. They attribute their victory to propelling City Cave to new heights, expanding the brand's presence across Australia and New Zealand by over 300 percent since the beginning of 2021.

City Cave has strategically partnered with prominent figures in America to strengthen its global expansion endeavors. The leadership team in the US, led by Suzanne Greco, former CEO of Subway, and Dustin Hansen, former CEO of InXpress, is committed to working alongside Hassell and Butters to build a sustainable franchise brand. Their primary focus is on improving franchisee profitability through meticulous planning and execution.

In this strategic collaboration, Hansen serves as the president, with Greco providing mentorship. Furthermore, additional local talent has been recruited to bolster operational capabilities throughout the US.