Three Countries.
Three Record-Breaking Holidays.
How a Canadian consultant scaled float centers in Belfast, Glasgow, and rural Ireland from struggling to capacity. Same strategy. Three different markets. The results spoke for themselves.
Daniel — Revive
Daniel opened Revive in May 2022 and within months, the bookings became unpredictable. Some days he’d have three floats. Some days, none. He had three members. No website. He was sending people straight to his booking system and hoping for the best.
The work started with the basics. A proper website with education about flotation therapy for a market that barely knew what floating was. Bi-weekly coaching calls. Sales training for converting first-time floaters into members. Advice on what to say when someone steps out of the tank for the first time.
“The advice and guidance from Bryce has been invaluable and helped us massively in our quest to become a better center, push for reviews, and obviously be the best floating wellness center we could be.”Daniel — Revive, Belfast
Alex — Float One
Alex co-owns Float One in Glasgow. Two pods, just approaching their first year of trading. As a multi-business owner, he couldn’t give the marketing the time it needed. It was becoming, in his words, “a focal point for stress in my life.” He was a student of plumbing, chemistry, and social media all at once, and none of it was working well enough.
The work was about taking the marketing off his plate entirely. Social media, online ads, monthly and seasonal newsletters. But it went deeper than that. They discussed pricing adjustments, service types, and streamlined what the business actually offered.
“The guys have done an incredible job of driving sales and helping us build sustainability in our business. Sales are great but the peace of mind knowing that your marketing is being taken care of by knowledgeable professionals is just second to none. And I have extra time in my days to focus on the future of my business and spend more time with my family.”Alex — Float One, Glasgow
Barry — Float Well
Barry opened Float Well in March 2023 and by September he knew he needed help. A small center in a small Irish town, trying to prove the concept and build enough momentum to justify an expansion he’d been dreaming about.
The ads launched in September and the creative quality was immediately noticed. “Straight off the bat I had people reaching out to me telling me that the quality of advertising was just immense, that it was like nothing else that they’d seen in terms of the advertising for any kind of wellness studio around.”
“I knew that I needed to see these results to get me to a place where I could expand, and expansion is now very much on the cards. I’m not entirely sure if that would have been possible at this point without More Floats.”Barry — Float Well, Celbridge
Why This Matters
The float industry has a geography problem. Most marketing advice comes from large urban markets with built-in demand. Belfast, Glasgow, and Celbridge are not those markets. These are smaller communities where floating needs to be explained before it can be sold. Where ad budgets are tight and every pound or euro has to work harder.
What these three centers proved is that the strategy transfers. The same playbook that works in North America works in Northern Ireland, Scotland, and rural Ireland. The same approach to creative, to education-first advertising, to seasonal campaigns, to membership building. It works because it’s built on how people actually discover and commit to floating, and that process doesn’t change with geography.
As Alex put it: “This has been a historic problem with the float industry that there were very few materials available, particularly those that function in line with today’s technology, to provide education and insight to potential clients through the mediums which they commonly use, which is social media.”
The float industry has always lacked professional marketing infrastructure. These three centers didn’t just get ads. They got a system built by someone who had spent a decade learning what works for float centers specifically. The creative, the messaging, the seasonal timing, the membership conversion strategy. All of it was designed for this industry and this industry alone.
What Makes This Repeatable
We don’t carbon copy the same campaign everywhere. We go to the source. The owner. Their story. Their why. Their mission. Their community.
Every ad that performed in Belfast, Glasgow, and Celbridge started with the same foundation: what does this owner believe about floating, and what are their clients actually experiencing? Then we leveraged the power of their community. Their members. The real stories from the people walking through their doors.
That’s why the creative resonated. It wasn’t stock footage or generic wellness messaging. It was Daniel’s members in Belfast talking about what floating did for them. It was Barry’s customers in Celbridge telling their friends the advertising was “like nothing else they’d seen.” It was Alex’s community in Glasgow responding to stories that felt real because they were real.
The strategy works anywhere because it’s built on strong foundations that get customized for each person. That’s what a decade in this industry builds. Not a formula. A foundation that gets to the heart of the business and draws it out.
The Strategy Outlasted The Work
Daniel is still running the Christmas strategy he learned during the engagement. Three years later, at nearly 7× return, independently. Barry was planning the expansion he’d always wanted. Alex got his time back to spend with his two-year-old daughter.
The results speak in the numbers. But the real proof is that the strategy outlasted the engagement. It wasn’t about having someone run your ads. It was about learning how to build a float business that actually works.
The strategy transfers.
Yours can be next.
It doesn’t matter where you are. It matters that you’re ready.
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