Stephen Montoya
From the left, Jen and Rusty Watkins are the franchisees behind City Cave Fort Worth located on South Main Street.
For years, I’d pondered the possibility of floating in an isolation chamber — a notion seeded by the trippy 1980 sci-fi film “Altered States” and later revisited in the Stephen Spielberg flick “Minority Report.” Hollywood’s portrayal of the experience, however, was always more fantastical than factual. But if there’s one thing I’ve learned in my decade as a journalist, it’s that the best stories are lived firsthand. And so, when I discovered City Cave Float & Wellness Center had opened in Fort Worth, I couldn’t help but dive in — literally.
Nestled in the heart of Fort Worth’s South Main District at 465 S. Main St., City Cave offers a slice of serenity with float therapy, infrared saunas, and massage services. The moment I stepped into the facility, I was greeted with a warm, minimalist design and the quiet hum of relaxation. The atmosphere promised a break from the noise of the world, but what would floating in sensory deprivation really feel like?
Inside my float room, I found the world’s first truly open float pool. Unlike the claustrophobic pods I had imagined, this spacious, pitch-dark room was filled with warm, buoyant water—infused with a high concentration of Epsom salts. The idea was simple: to create an environment devoid of sound, sight, and distractions, allowing my mind to relax in ways it never had before.
For the first few minutes, I struggled to unplug. My mind raced with questions — “What exactly was I supposed to do here?” But after about 20 minutes, something shifted. My body felt weightless, my thoughts quieted, and I began to settle into the stillness. The unfamiliarity of it all turned into something close to bliss. There were no loud digital beeps, no email alerts, no sirens blaring in the distance. Just silence, darkness, and the rhythmic ebb of my breath.
Forty minutes later, I emerged from the room — a mix of exhilarated relaxation and mild overstimulation. While I didn’t morph into a prehistoric monster like William Hurt’s character in “Altered States,” I did feel something rare: a deep calm. The mental clutter of the day seemed to wash away, replaced by a newfound clarity and focus that was, frankly, uncanny. And though I could’ve easily drifted off into slumber during my float, I left the room feeling rejuvenated — not drowsy or disoriented, but primed and ready to tackle the remainder of my day.
The experience was unlike anything I had imagined. Floating, it turns out, isn’t just a quirky wellness trend; it’s a game-changer.
Rusty and Jen Watkins, the husband-and-wife duo, are the local franchisees introducing City Cave to Fort Worthians. After years of running a successful business and exploring franchise opportunities, they were drawn to the concept of float therapy — particularly its benefits for chronic pain and mental health. Jen, who had struggled with hip dysplasia for over a decade, found herself searching for alternative treatments to help manage her pain. It was during this search that City Cave entered their lives, offering a solution that not only complemented Jen’s recovery but also inspired their leap into entrepreneurship.
“After my hip replacement surgery, the benefits of float therapy were evident,” she says, recalling the surprising relief she felt after her first float session. “It was a game-changer for me, not just for pain relief, but for my mental well-being. The idea that this could help others was powerful.”
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The couple’s decision to bring City Cave to Fort Worth was fueled by more than just personal experiences — it was also about creating a space for the community. Fort Worth’s South Main area, with its vibrant, up-and-coming feel, seemed like the perfect place to introduce a concept that combines the therapeutic benefits of float therapy with the growing interest in wellness and self-care.
City Cave’s flagship concept revolves around offering holistic wellness experiences in an environment designed for both physical and mental relaxation. The brand differentiates itself from other wellness providers with its wide-open float rooms, which create a non-claustrophobic experience that’s particularly appealing to newcomers. While traditional float pods can feel cramped and confining, the spaciousness of City Cave’s float rooms provides an entirely different sensation — one that feels expansive and liberating.
The center also features infrared saunas, a modern twist on the traditional sauna experience. Rather than heating the air, infrared light directly penetrates the body, promoting pain relief, muscle relaxation, and improved circulation. For those seeking full-body recovery, City Cave offers a menu of massages, allowing clients to tailor their wellness experience to their unique needs.
City Cave’s success is driven not just by its innovative offerings but by its core values: abundance, balance, collaboration, and empathy. The brand’s founders, Tim Butters and Jeremy Hassell, have instilled a philosophy that prioritizes human connection, whether through community wellness or through the deeper emotional benefits of the services they provide.
“We’re not just about relaxation,” Rusty says on the City Cave website. “We’re about providing real relief to people who are dealing with chronic pain, stress, or mental health challenges. Our goal is to make these services accessible to everyone.”
For Jen, the emphasis on empathy resonates deeply. “Having gone through my own struggles with pain, I have a genuine desire to help people who are dealing with similar issues. This is more than just a business for us — it’s a way to serve our community.”
With their first location now open, Rusty and Jen are looking to the future — expanding City Cave into more communities in the Dallas-Fort Worth metroplex. The couple has already set their sights on the next location, aiming to expand the wellness movement beyond Fort Worth.
In the larger scheme of things, City Cave’s expansion aligns perfectly with the booming wellness industry, a sector currently valued at $1.3 trillion. And with Texas leading the nation in franchise growth, the future of City Cave in the DFW market looks promising.
“We want to be a part of the wellness revolution,” Rusty says. “This is just the beginning.”
