Four years ago, in the peak of the pandemic, Jaime Strong changed careers and took a calculated risk to join an up-and-coming wellness franchise in Sydney. Four years later, her investment has seen her portfolio grow into four franchises in four years, with a fifth on the way.
The self-dubbed girl boss owes her success to the growing need for self-care, an industry now worth $96 billion US. Strong opened her first City Cave in 2020, a premium, science-led solution that offers cave float therapy (not pods), personal infrared saunas and massages.
“I knew floatation therapy was an untapped treatment option and I knew it was something I needed to help grow, so I did my research wanting to find the best way to nurture this concept into a business. My friend, who was actually the first ever to invest in City Cave, introduced me to the founders back in 2019. We met, and I instantly knew I needed to invest in it and that it would succeed. So, I took the risk and never looked back,” Jaime said.
“I knew I could have a meaningful effect and tap into a consumer need on a grander scale because of the existing franchise model. I could take it, grow it and really help people.”
Since launching in 2016, City Cave has become one of the fastest-growing franchises in the world, opening 30 new centres in the past 24 months in Australia and plans for 10 more in the forthcoming year.
Strong’s investment would see her female-led footprint grow, securing a second location in Rouse Hill take hold, followed by a third in Minchinbury and now a fourth in Dural.
“Our purpose is to make it accessible to all of our local communities. It’s not about the money. I think that’s what makes this franchise model so successful and has set us up for our fifth opening later in 2024,” Jaime said.
“It’s all about serving our community, helping people relax, destress and escape from their specific mental or physical circumstances through the therapies we offer. By following this formula, and looking at what the market was asking for, we just continued to grow and grow.”
Jaime discovered float therapy when her current husband, Tim, was diagnosed with adrenal fatigue, after years of burnout in his own construction business and high-pressure environments. Float therapy was recommended as a potential remedy to assist adrenal fatigue by regulating the central nervous system.
“I initially wanted to get Tim on a health retreat, but he couldn’t take time off. So, as I was researching ways to support adrenal fatigue, float therapy came up. I’d never heard of it before, so I thought may as well try it. I remember after our first float, I turned to Tim and said ‘that was amazing. We need to do this as a business, we need to bring it to our community, make it closer to home’ because we travelled 50 minutes for it ourselves,” Jaime said.
Grounded in evidence-based insights and cutting-edge medical research, City Cave delivers the most advanced floatation experience in the world. Its flagship patented sensory reduction treatment, floatation therapy, is unique compared to the traditional floatation pods. The large, private open-air float (not pods) is heated and matched to an individual’s body temperature and provides a sense of weightlessness to achieve deep relaxation.
“Our mission is to change people’s lives for the better, plain and simple. While it might sound like a cliché, our evidence-based therapies aim to extend the lifespan and improve the quality of life for people across the globe,” City Cave Co-founder Jeremy Hassell said.
With an annual turnover of $60M in revenue this financial year, the successful business franchise model also plans to open 10 new locations across Australia over the next year.
The purpose-driven brand is very selective of the right people to join their business, choosing team members and franchisees based on their core values of Collaboration, Abundance, Empathy and Balance.
For more information, please visit: www.citycave.com.au
About City Cave:
CITYCAVE™ provides premium, science-led solutions to address some of modern life’s greatest challenges.
CITYCAVE™ understand that true wellness comes from a balanced mind and body. Whether you’re seeking relief from stress and anxiety, physical recovery, or just need a mental reset, City Cave is your sanctuary for relaxation and rejuvenation.
At every location across Australia and the USA, we offer world-leading Float Therapy, Infrared Sauna, and Massage services, ensuring the deepest possible relaxation and holistic support for your wellbeing.
“Photography by Art Portraits Australia”