Three options. Only one actually works for your business.
Three pods at $90 a float fills if you build the pack economics. They sit empty if you don't.
Floatation centres operate on tight unit economics: a 60-minute float at $70 to $120, a 90-minute float at $90 to $160, three to five pods running 8 to 10 sessions a day each maximum, fixed rent on a space that needs commercial-grade water filtration and HEPA air handling. The centres that build a real business escape the single-float-discount trap by doing four things consistently: winning niche audience searches with dedicated landing pages (post-workout-recovery, meditation and mindfulness, chronic-pain-and-fibromyalgia, sleep, pregnancy-and-prenatal), running a pack-conversion sequence that turns the curious first-floater into a 6-session pack holder by week 4, filling the Wednesday and Thursday off-peak pods with targeted Meta ads, and running the seasonal moments (bridal, Hens, Valentine's, Mother's Day, Christmas, corporate-team-build, post-workout-recovery for marathon training months) as planned campaigns rather than as 'oh, that's coming up' afterthoughts. All four are weekly marketing work that the centre owner cleaning pods and managing reservations can't do.
Good floatation centre marketing has three pillars: a niche audience page library (post-workout-recovery, meditation and mindfulness, chronic-pain-and-fibromyalgia, sleep, pregnancy-and-prenatal, corporate-team-build, post-cancer-recovery) so the right person finds the right reason to float; a pack-conversion sequence wired into Mindbody or Vagaro that turns the single-float trial into a 6-session pack between session 1 and session 4; and a seasonal campaign calendar that plans bridal, Hens, Valentine's, Mother's Day, Christmas, marathon-training-months and corporate-team-build three weeks out rather than the day before. Layer in an off-peak Meta ad layer for Wednesday and Thursday utilisation and an FTAA-member badge in the bio, and the three pods stop sitting empty.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Sets the plan around the three numbers that move the centre: single-float-to-6-session-pack conversion rate by week 4, Wednesday-and-Thursday off-peak utilisation, and seasonal-campaign revenue (bridal, Hens, Valentine's, Mother's Day, Christmas, marathon-training months, corporate-team-build). Briefs the other agents so the niche audience pages, the off-peak ads, the pack-conversion sequence and the seasonal campaigns all push toward the same outcome: three pods running at 80% utilisation with most floaters on a 6-session pack.
Imports your existing site so you stop paying for hosting plus a CMS subscription, ships a niche audience page library (post-workout-recovery, meditation and mindfulness, chronic-pain-and-fibromyalgia, sleep, pregnancy-and-prenatal, corporate-team-build, post-cancer-recovery support, bridal-and-Hens private hire), and embeds the 90-second 'what your first float actually feels like' video on every page. Mindbody or Vagaro booking widget re-embedded. Two taps to publish a new page.
Owns whether you appear in the map pack for 'floatation tank [suburb]' and the niche audience searches ('post-workout-recovery float', 'pregnancy float'). Complete Google Business Profile, niche-page schema, review prompts after every float, FTAA-member badge in the bio, and the technical fixes that keep you indexed. Auto-applies low-risk fixes.
Runs Meta ads on the niche audience cohorts at full pricing, targeted at adults 28-55 in your 5km radius, with a dedicated off-peak Wednesday and Thursday ad set for the empty pod times. A small Google ad set catches 'float near me' urgent searches. Seasonal ad sets queue three weeks out for bridal-and-Hens, Valentine's, Mother's Day, Christmas, marathon-training months and corporate-team-build. TGA-aware copy: wellness and recovery framing, no medical outcome claims.
Turns every consented float into a post in your voice: a 90-second 'what your first float feels like' walkthrough, a post-workout-recovery athlete story, a pregnancy float milestone, a bridal-Hens private-hire reel, a corporate-team-build case study, a Christmas-gift-pack tile, a meditation-and-mindfulness practitioner profile. Builds the trust signal that justifies the 6-session pack. You snap a centre photo, agent drafts the caption, you approve.
Drafts the longer-form pieces floaters search for before they book: 'what to expect from your first float (an honest guide)', 'how often should you float for recovery', 'floatation tank vs sensory deprivation chamber, what's the difference', 'is floating safe during pregnancy (honest answer)'. Two a month, in your voice, TGA-aware on health claims, that pull consideration-stage search.
Your first 30 days.
- Existing Squarespace site imported, legacy hosting torn down, Mindbody or Vagaro booking widget re-embedded
- Single-float-to-6-session pack-conversion rate baseline set by Sam against the current Mindbody data; target lift for week 8
- Google Business Profile primary category corrected from 'Day Spa' to 'Wellness Centre', services expanded from 3 to 12
- FTAA member badge surfaced on every page above the booking CTA, equipment quality (Lifefloat, Dreampod, i-sopod) called out
- Post-workout-recovery, meditation and mindfulness, pregnancy-and-prenatal, sleep and chronic-pain niche audience pages indexed
- 90-second 'what your first float actually feels like' video filmed, edited and embedded on every page, the Google profile and the ads
- Wednesday and Thursday off-peak Meta ad set live with desk-worker targeting in your 5km radius
- Seasonal campaign calendar built three weeks out for the next quarter (bridal, Valentine's, Mother's Day, Christmas gift-pack, marathon-training months, corporate-team-build)
Floatation centres that escape the discount-and-hope trap do it the same way every time: they build niche audience pages so the right person finds them for the right reason, they run a pack-conversion sequence so the curious first-floater becomes a 6-session pack holder by week 4, they fill the Wednesday and Thursday off-peak pods with targeted Meta ads to post-workout-recovery and meditation audiences, and they plan the seasonal campaigns (bridal, Hens, Valentine's, Mother's Day, Christmas, marathon-training months, corporate-team-build) three weeks out as proper campaigns rather than day-of tiles. None of which can be done while you're cleaning a pod between sessions.
Agencies are too dear to actually do this work for $2.5k a month. Tools are cheap but the pack-conversion rate is a number you guess at and the off-peak pods stay empty. In-House is the third option: for $299 a month the agents ship the niche audience pages, run the off-peak fill ads, queue the seasonal campaigns, post the consented centre content, and turn the curious first-floater into the 6-session pack holder. You snap one centre photo, approve the week, done.