City Cave has made its debut in Tasmania with the opening of its first wellness center in Launceston, marking a major milestone for the expanding franchise. The launch introduced the brand to the Apple Isle and set a new pre-sale record across City Cave’s entire network. The strong local response underscores a growing demand for accessible, science-based wellness experiences among Tasmanians who are eager to manage stress and enhance their overall well-being.
Jeremy Hassell, Chief Executive Officer and co-founder of City Cave, described the response as both humbling and inspiring. He expressed pride in the community’s embrace of City Cave’s philosophy of relaxation and recovery. “This expansion represents a new chapter for City Cave,” Hassell said. He emphasized the company’s commitment to making wellness an essential part of everyday life through thoughtful, consistent growth.
The Launceston location is led by franchisees Amanda Smith and Kali Holland, who bring extensive experience in health and fitness to the venture. Their shared goal is to provide therapies that help people restore balance and find calm amid busy schedules. “We wanted to bring transformative therapies to our community,” Holland said. Smith added that City Cave’s approach is focused on helping people unwind while developing better strategies to manage stress. Their mission reflects a broader national trend as Australians continue to invest heavily in wellness, contributing to an industry now valued at more than 170 billion Australian dollars.
Founded in 2016 by Hassell and Tim Butters, City Cave was created to redefine traditional wellness environments. The brand’s offerings include float therapy infused with magnesium to reduce anxiety and muscle tension, infrared sauna sessions that promote recovery and detoxification, and personalized massage treatments designed to meet individual needs. Each facility is built to provide privacy, comfort, and cleanliness, appealing to both first-time visitors and long-term wellness enthusiasts.
The success of the Launceston launch demonstrates City Cave’s ability to connect with regional markets while maintaining its reputation for premium yet approachable wellness experiences. As more Australians seek ways to prioritize mental and physical health, City Cave’s model of combining quality services with accessibility continues to resonate. The opening of the Launceston center on August 23 represents more than geographic expansion; it signals the company’s growing influence in shaping how Australians experience and invest in personal well-being.
