Flotation therapy spas are on the rise

Although in-home spa treatments are gaining momentum, unique spa experiences outside of the home—such as wine and beer-related treatments—are still catching consumers’ attention. Services have expanded to pets for people who want to pamper their fur babies, and now flotation therapy spas are popping up for parents who want to spoil their human offspring as well.


Australian infants can relax at Baby Spa’s recently opened location in Perth, floating from the company’s patented BUBBY flotation device that supports them in the water while allowing them freedom of movement. Infants from two days to six months old are welcome in the spa, where their parents can learn about baby massage, sensory stimulation, and general wellbeing. Thirty minute sessions are $85; although it may seem like a steep price for a service for infants, their Millennial parents tend to view spa services in general as life-enhancing experiences rather than unnecessary indulgences.


iFloat Baby Spa is the first of its kind to open in Canada, located in Mount-Royal, Quebec. In addition to the spa’s flotation therapy, iFloat Baby Spa offers baby massages, an indoor playground, mommy and me classes, and fully catered private parties. In addition to à la carte sessions, the spa also offers a membership model for a month of unlimited floatation therapy or flotation therapy plus massages. Such membership models are of interest to Gen Ys and can help brands with customer loyalty and retention.


Although the company didn’t receive funding on ABC’s Shark Tank, Float Baby still opened in Houston, TX and plans to launch a new location in Dallas. The spa offers various classes split into appropriate age groups for babies from three days to 18 months old, including flotation therapy, baby massage, music and story time class, and private classes. Although some are still skeptic of the benefits for babies, the majority of parents don’t believe in such a thing as a parenting expert, anyway.