City Cave reveals US plans

City Cave US plans
City Cave will launch in Florida and Texas this year. (Source: Supplied)

City Cave will open outlets in four US states this year as the wellness brand targets north American expansion with a long term mega goal of 3000 outlets.

The first venue in Florida, at Fort Lauderdale, is set for an April 2023 opening. Further sites in the US Sunshine State and in Texas, in Chicago, Illinois, and in Washington DC will follow. 

The brand plans to open 10 locations this calendar year, and a longer term goal of securing footprints of 10-30 locations through development plans. 

The Australian-owned company has attracted Suzanne Greco, Subway’s former global CEO and president, as a shareholder in the international expansion of the brand.

US plans for City Cave growth with former Subway boss

Suzanne Greco said “Tim and Jeremy have successfully built an amazing business in the wellness space, and I am proud to be a part of the next expansion. 

“Bringing my experience, I will be guiding Tim and Jeremy to build a sustainable and profitable franchise brand here in the US, with a keen focus on franchisee profitability.”

City Cave co-founder and global CEO, Jeremy Hassell, said “We are very excited to work with Suzanne. It is a wonderful addition to have her a part of our founding family in the States, with our aim to maintain the values and message of our brand as we grow internationally.

“We are looking forward to adopting a rich philosophy in our network and leaning on Suzanne’s guidance,” said Hassell.

A City Cave venue features open pools in private rooms equipped with private showers – all designed and manufactured in Australia.

City Cave has established 70 locations primarily across Australia and New Zealand since franchising in 2018. At the start of 2021 the business had 16 outlets which grew to 52 sites in January 2022.

In January this year the brand made its first foray into Far North Queensland with a regional site opening in Townsville.