City Cave ramps up | Inside Franchise Business

City Cave ramps up growth, 50 more sites planned for 2022

Sarah Stowe

Expansion is ramping up at the City Cave Float & Wellness Centre with a plan to add 50 further sites across Australia’s eastern seaboard.

The planned growth is a continuum of the expansion the Queensland-born business has driven over the last year which saw 27 sites opened in under six months. That brings the total footprint to 52 centres from 16 at the start of 2021.

Of the wellness sites opened there were 14 new centres added to the two sites in New South Wales; 12 opened in Queensland (there are now 34 open); and one in Darwin. There is also one site up and trading in New Zealand.

For 2022 there will be continued growth in New South Wales and Queensland and a focus on developing the Victorian and South Australian markets.

Growth has continued despite the pandemic challenges. Co-founder Jeremy Hassell said the key to rolling out a chain of new sites centred on planning, focus and collaboration.

The head office team was split between Queensland and New South Wales to maximise support for new franchisees.

“Each role in our support office is vital to the opening of each franchisee and their success; dynamic leadership was key to organisation and ensuring success of operations,” said Hassell.

Sydney-based head of franchise development, Liz Seeto, said there was a strong focus on timing and preparation, securing good sites, and deal negotiations.

“We worked hard with our external suppliers to ensure they were able to support us in our expansion plan; This made a huge difference in guaranteeing we didn’t experience any shortages. Our builders, suppliers, and contractors have been super supportive during this time and our support office team really pulled together,” Seeto said.

The planned growth will take the City Cave closer to its target of 150 sites opened by 2024.