XtraClubs is bringing its sauna, ice bath and steam model to Manly this April, alongside a founder story that every fitness professional needs to hear and a business model that’s quietly reshaping how Australians think about recovery.
The story of XtraClubs, and what their fourth Sydney location signals for the fitness and wellness industry, is far more interesting than a standard venue launch. It starts with a founder who hit 130 kilograms, couldn’t find a recovery facility that suited his schedule, and decided to build one himself. It continues with a rapidly scaling brand now eyeing Parramatta, Canberra, and international markets within the next 12 months.
For fitness professionals and wellness business owners paying attention, there’s a lot to unpack here.
How a Personal Health Crisis Led to One of Australia's Fastest-Growing Sauna and Ice Bath Club Brands
Anthony Simonetta, serial entrepreneur, co-founder of Hustle Agency and Website2App, and the driving force behind XtraClubs, wasn’t always in the wellness space. Two years ago, he was deep in the grind of running multiple businesses, had reached 130kg, and was feeling the physical and mental weight of a lifestyle that had no genuine recovery outlet.
He knew the research. He understood the value of sauna, cold exposure and steam therapy. But when he went looking for somewhere to access these facilities on his own terms (before work, after a late finish, without booking a single expensive session at a day spa) he hit a wall.
“I wanted a place where I could go any time, stay as long as I liked and access premium wellness facilities without paying for overpriced single sessions,” he says. “I really struggled to find a place that was open when I was available, and that’s when it occurred to me there was a glaring gap in the market.”
He took the idea to his brother James, whom he describes as the driving force behind everything they’ve built together, and business partner Simon Hamilton. Rather than assuming demand existed, they tested it: a targeted marketing campaign and an ice bath challenge on Bondi Beach. The response was overwhelming. Within months, the trio had secured over $2 million in capital. Within 14 months, they had two locations open.
Today, XtraClubs operates three Sydney clubs (Bondi Junction, Green Square and Marrickville), with Manly set to open in April 2026.
What 's On Offer At XtraClubs Manly?
Situated at 32 The Corso, less than 200 metres from Manly Wharf and a short walk from the beach, the new location has been designed with the same “affordable luxury” philosophy that defines the brand.
Inside, members have access to:
- A large Traditional Finnish Sauna
- Four custom-built Infrared Saunas
- Six Ice Baths across two temperature settings: 3-5°C and 10-12°C
- A Steam Room
The dual temperature range for ice baths is a deliberate, considered decision, and one worth noting given the ongoing conversation in sports science circles about whether one-size-fits-all cold exposure guidance is appropriate.
“We offer ice baths across two temperature settings to cater to both more experienced users and those who are newer to cold exposure,” says Simonetta. “The range is designed to provide flexibility so individuals can choose an intensity level that feels appropriate for their body and experience. We’re strong advocates for listening to your body and encouraging people to engage with contrast therapy in a way that feels safe, sustainable, and right for them.”
It’s a sensible, evidence-aware approach and a refreshing contrast to the “colder is always better” bravado that sometimes dominates cold therapy culture online.
The club is open every day from 6am to 11pm, with membership starting from $19.95 per week and casual access available for $39 per 90-minute session.
XtraClubs Membership Pricing, Gym Partnerships and What's Next for Their Australian Expansion
For gym owners, studio operators, and fitness entrepreneurs, the XtraClubs pricing and access model is worth examining closely.
Four membership tiers (Flow at $19.95/wk, Essentials at $27.95/wk, Elevate at $36.95/wk and Thrive at $54.95/wk) keep the entry point genuinely accessible while creating natural upsell pathways. The $39 casual session acts as a low-friction acquisition tool, letting prospective members experience the full offering before committing.
The Founding Membership strategy, offering time-limited best-available rates ahead of each new club launch, has proven effective at building pre-opening community and securing committed revenue before doors open. If you’re considering a new location or service launch in your own business, it’s a mechanic worth borrowing.
XtraClubs is privately owned and not currently seeking equity investment in Australia, though the brand is actively exploring international expansion opportunities over the next 12 months. Domestically, Parramatta and Canberra are confirmed as upcoming locations, with all new sites listed on their website alongside early founding member sign-ups.
Why the Rise of Recovery Clubs in Australia Creates Real Opportunity for Gym Owners and Fitness Professionals
Dedicated recovery clubs represent a meaningful shift in how Australians think about the relationship between training and restoration, and for fitness professionals, that shift creates both opportunity and urgency.
XtraClubs has already begun building relationships with select local gyms near their existing locations, and is actively open to expanding these community-based partnerships, particularly with training studios and corporate wellness programs aligned with a recovery-focused philosophy.
If you operate near one of their current or upcoming locations, a referral or co-marketing relationship is worth exploring. Recovery is no longer a luxury add-on that clients pursue independently. Increasingly, it sits at the centre of how people structure their entire wellness routine, and the fitness businesses that connect with that shift will be better positioned than those that don’t.
The broader message from XtraClubs’ growth is clear: Australians are hungry for accessible, premium-quality recovery. The founding model, the $2M raised in months, the rapid progression from concept to four locations. None of that happens in a market that isn’t ready.
XtraClubs Manly Opens April 2026: What the Demand Signals Tell the Fitness Industry
Anthony Simonetta didn’t set out to build a wellness brand. He set out to solve a personal problem that turned out to be a very common one: people who understand the value of recovery but can’t find a space that makes it genuinely easy to prioritise.
The Manly opening is the next chapter in a story that’s moving quickly. For fitness professionals in Sydney and well beyond, it’s worth paying close attention to how XtraClubs is building, and what the demand for their model says about where the industry is heading.
XtraClubs Manly opens April 2026 at 32 The Corso, Manly NSW. Memberships and casual sessions are available via xtraclubs.com.au.
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