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City Cave wellbeing growing

Champions of wellbeing: how City Cave is growing its brand

Sarah Stowe
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Flotation proved a catalyst for former tradie and City Cave co-founder Jeremy Hassell who found the water treatment significantly improved his wellbeing. Today the City Cave business is a confident player in the $164.4 billion Aussie wellness market. It has taken the east coast of Australia by storm, has more than 70 centres, and has dipped its toes into the US market. 

In this podcast Jeremy shares his perspective on the wellness sector: the recovery, social and bespoke elements of treatments and services. City Cave has carved a niche for itself as a personal, individual offer with a focus on relaxation.

Customer experience and strong hygiene standards are the foundations for the offer, which includes flotation in a private, open space pool; infrared sauna; and massage.

Jeremy and fellow founder Tim Butters developed and grew the concept in Queensland, deploying the tactics of locating centres on city outskirts before heading into prime city centre sites.

In the eight years of its growth the business has grown a significant footprint across the east coast and is now heading west, while also launching the concept into the US.

Jeremy talks about handling the challenges of growth and the business landscape today, his leadership style, and his vision for the business.