City Cave float therapy chain looks for USA franchise growth

Having opened its first location in the USA last year in Fort Lauderdale, Florida, Brisbane-founded City Cave Float & Wellness Centre is stepping up its expansion plans for the North American market through a franchise model backed by two experienced franchising experts.

Offering float therapy, infrared sauna and massage services, City Cave was founded in 2016 by Jeremy Hassell and Tim Butters, growing from a single outlet in Brisbane’s Fortitude Valley to operate from 74 locations in Australia and New Zealand.

The company, which has 30 more locations domestically in its sights, has ambitious growth plans for its network in the USA market - initially targeting the Dallas-Fort Worth market in Texas - following the success of its debut float therapy location in Florida.

Hassell, who alongside his co-founder won the 2018 Brisbane Young Entrepreneur Award - Health & Fitness, advised “as one of the fastest growing wellness franchises in the world, we've always had our sights on expanding into the United States.

"Now that our first US location has proven successful in Flagler Village, we are all in on franchising, beginning in Dallas-Fort Worth. We can't wait to further expand City Cave to new communities across the country."

City Cave says the franchise journey in the USA is being driven in partnership with Suzanne Greco, the former Chief Executive of Subway, and Dustin Hansen, the former Chief Executive of shipping and logistics franchise group InXpress.

Greco, the sister of Subway co-founder Fred DeLuca, was Chief Executive of the fast-food franchise between 2015 to June 2018.

In a statement, City Cave advised “both individuals have left an indelible mark on highly successful global franchise systems.

“Their collective focus is dedicated to collaborating with Tim and Jeremy in establishing a sustainable franchise brand, with a meticulous emphasis on enhancing franchisee profitability.”

Hansen will assume the role of President of operations in the USA, with Greco playing a mentorship role for the business.

Butters added “we've perfected our franchisee programming to ensure that we offer the highest quality training and a huge amount of support, and we're excited to offer the early US franchisees an all-expenses paid training trip to Australia for in-centre training and peer-to-peer learning.

"We look forward to finding franchise partners in the States with pioneering mindsets and who see the huge potential in building City Cave's foundations from the ground up in America."

Image credit: City Cave.