‘Here’s our next business’: Tradies ditch construction for wellness leading to global success

An idea that sprouted during two unemployed tradies’ flotation therapy sessions has led to global success. This is how they did it.

Two tradies left construction for the wellness industry, with their success going global. Picture: Supplied

A Brisbane self-care brand launched seven years ago by two tradies has found global success, after launching its first United States franchise last week.

Float and Wellness centre City Cave opened its doors to the Florida city of Fort Lauderdale on Sunday AEST following its success in the Southern Hemisphere.

The healthcare company – which offers a range of services from float therapy to infrared saunas – has recorded more than 300 per cent growth since the start of 2021, and has seen an annual turnover of $60 million this financial year.

The Fort Lauderdale centre is the first of 3000 United States-based stores hoped to come, with the country adding to the company’s global footprint which includes 70 other locations across Australia and New Zealand.

City Cave offers flotation therapy, infrared saunas and massage rooms. Picture: Supplied

It’s also fitted with three float therapy rooms, three infrared saunas and three massage rooms.

Notwithstanding its success, City Cave debuted from humble beginnings with its founders Tim Butters and Jeremy Hassell previously working in the construction industry before launching the business.

Respectively a tiler and a builder, Mr Butters and Mr Hassell met on a building site in 2014 on the Gold Coast before a Christmas function later that year inspired the pair to do business together.

However their first venture didn’t go to plan, with the pair selling their home textiles retail business some time after due to limited growth opportunities.

Due to the stress of being unemployed, a friend of the dynamic duo advised them to try flotation therapy – a zero-gravity environment that’s designed to clear the mind and relax the body.

Tim and Jeremy launched the business after they noticed something was missing from their own flotation therapy experiences. Picture: Supplied

Those who use the service are invited to enter a flotation tank, which is filled with an Epsom Salt solution and water that is heated to match external body temperature.

“We were reluctant at first, but decided to give it a go. The actual float therapy was incredible – we felt instantly relaxed – and that’s coming from two former tradies who would never do something like this,” Mr Butters told news.com.au.

“But we were not sold on the overall experience – we were sitting on old plastic chairs and confinement from being in a pod.”

This observation stimulated an idea which would later lead to the pair’s global success story.

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Tim Butters and Jeremy Howell, co-founders of City Cave. Picture: Supplied

“We both walked out of the session and looked at each other and said ‘here’s our next business’. We knew there was something unique and special with float therapy,” Mr Butters said.

“We knew we could make this an elevated experience, from the moment guests step inside.”

The pair came up with the idea to create the indoor flotation experience in an open-air setting.

Eight weeks later, in 2016, the men had set up Australia’s first open-air flotation therapy centre situated on James Street in Brisbane’s Fortitude Valley.

From here, City Cave franchises started popping up around the country before taking off in New Zealand, offering guests the ultimate experience to improve their wellbeing.

“Jeremy and I wanted to create something with purpose. Providing customers with evidence-based therapies in a relaxing space where they can switch off for 45 minutes or 1 hour, to reset, and actually feel the difference, is what drives us,” Mr Butters said.

“The feedback we receive from our customers day in day out is truly what makes City Cave so successful.”

City Cave has 70 stores across Australia and New Zealand, with its latest one opening in the United States. Picture: Supplied

Mr Butters added 1.5 million Australians float at City Caves every year, and said many rave about their complimentary offerings including wellness rooms, free hot and cold tea, and relaxing decor, lighting and music.

“Hygiene is critically important in our business. We sanitise and clean every room between every customer. No stone is left unturned,” he said.

“This is very different to what customers report in other businesses that have communal-style facilities.”

It’s these positive experiences and Google reviews which Mr Butters said contributed to the company’s $60 million turnover this financial year.

Mr Butters said those who have an idea for a business should "just do it". Picture: Supplied

Looking forward, Mr Butters and Mr Hassell hope the number of franchises across Australia and New Zealand expand to at least 200 more locations in the next five years.

“We want to show people that anything is possible – we were two tradies working on a job site and now we are in the wellness industry,” Mr Butters said.

“We also want everyone to experience the service that we offer, because we genuinely believe it has a life changing impact.

“It’s a tough time out there for many people, but we are on a mission to improve wellness across Australia and the world, with our unique physical and mental offering.”

Finally, the pair believe anyone can start a business if they have a concept and passion for success.

“Just do it! We battled Covid when growing, and there’s always a reason that it’s going to be tough, but if you have a great idea and fantastic people, you can make it happen,” Mr Butters said.