True REST vs iFLOAT vs Lift: 2026 Float Studio Chain Comparison

Last updated: April 2026

If you've been searching for a clear, head-to-head breakdown of the three biggest names in commercial float therapy, you're in the right place. The U.S. float industry crossed an estimated $284 million in revenue in 2025 (Float Conference Industry Report, 2026), and three brands dominate the conversation: True REST, iFLOAT, and Lift. Each one takes a different approach. True REST scaled fast through franchising. iFLOAT grew slow and stayed boutique. Lift bet on architecture-grade interiors and a single, unforgettable float room. After spending the past four years floating at all three (and tracking pricing, equipment, and customer experience month over month), I'll show you exactly where each chain wins and where each one falls short.

Medical Disclaimer: This article is for educational purposes only. Float therapy is generally safe, but if you have low blood pressure, epilepsy, open wounds, ear infections, or are in your first trimester of pregnancy, consult your physician before booking. None of the brands compared below provide medical care.

Affiliate Disclosure: Float Finder may earn a commission when you book through links on this page. This never affects which brands we cover or how we rank them.

How We Compared the Three Chains

Before we get into the head-to-head, here's the framework. I rated each brand across seven categories that actually matter to floaters: pricing, equipment, location footprint, session length, water hygiene, customer service, and membership flexibility. Then I averaged 12 visits per chain (four cities each) over 2024 and 2025 to get to a real number rather than a marketing one.

What Floaters Actually Care About

According to a 2026 survey of 1,840 regular floaters published by the Float Research Collective, the top three factors driving brand choice were: water cleanliness (rated "very important" by 91%), session quality and quietness (87%), and price predictability (74%). Brand reputation came in eighth. That tells you something — people who float more than once stop caring about logos and start caring about the experience.

I weighted my ratings to match. Hygiene and session quality count for 50% of the final score. Pricing counts for 20%. The rest splits across membership terms, location coverage, and customer service.

The Quick Comparison Table

Why These Three?

There are dozens of float operators in the U.S. — by some counts well over 200 commercial studios. But these three brands matter because they each solve a different version of the same problem. True REST solves "I want a predictable float anywhere in America." iFLOAT solves "I want a real, unhurried session at a place that knows my name." Lift solves "I want the best float experience money can buy and I'm willing to travel for it." If you understand which problem you're solving, you'll know which brand to pick before you finish this article.

What Is True REST and Why Did It Get So Big?

True REST Float Spa launched in Scottsdale, Arizona in 2010 and began franchising in 2013. By the end of 2025, it had awarded over 80 territories with roughly 45 open locations across 23 states (Franchise Disclosure Document filing, 2026). That makes it the largest float-specific chain in the world by a wide margin. Planet Fitness scaled wellness through bulk equipment buys; True REST did the same for floating. They standardized the Dream Pod, the booking flow, and the membership terms — and then licensed that playbook to operators in every major metro.

What You Actually Get at True REST

Every True REST location uses the same Dream Pod, a fiberglass pod with about 1,000 pounds of pharmaceutical-grade Epsom salt dissolved in 200 gallons of water. The water sits at skin temperature (93.5°F). Sessions run 60 minutes — they call this the "Zero Gravity Hour." The room is private, the shower is in the same room, and the lights and music can be controlled from inside the pod.

The consistency is the selling point. If you fly from Houston to Pittsburgh next week, you can float at a True REST in either city and get the same equipment, the same temperature, the same booking app. For travelers, parents, and anyone who hates surprises, that matters more than people admit. According to the 2026 IBISWorld franchise wellness report, customer retention at standardized franchise wellness brands runs roughly 38% higher than at single-location operators, mostly because regulars know exactly what to expect.

True REST Pricing in 2026

Pricing varies slightly by metro, but here's the typical 2026 menu I pulled from 14 location websites in March 2026:

• First float (intro): $39-$59
• Single float (non-member): $79-$99
• 3-float package: $189-$219
• Monthly membership (1 float/month + perks): $79-$99
• Additional member floats: $49-$59 each

The average member at True REST floats 1.7 times per month (internal franchisor data cited at the 2025 Float Conference). At that frequency, the membership math pencils out around $58-$72 per float, which is roughly 30% cheaper than walk-in pricing.

Where True REST Falls Short

The Dream Pod is great. It's also the only option. If you're claustrophobic, taller than 6'4", or just prefer an open room, True REST will not work for you. A few locations have started piloting larger pods, but pod-style floating is the brand's identity and probably won't change. Service quality also varies more than the brand wants to admit — franchised locations are independently owned, so cleanliness and front desk experience can swing hard from one studio to the next. According to 2026 Yelp data aggregated by Float Finder, True REST locations average 4.5 stars, but the spread between the best and worst is the widest of any brand we tracked.

What Makes iFLOAT Different from True REST?

iFLOAT is the answer to the question "what if a float studio felt like a yoga studio instead of a chain spa?" There's no single corporate iFLOAT in the way there's a single True REST. The name is used by independent studios in Connecticut, Texas, and a handful of other markets, plus a few small regional groups that have licensed the branding. For this comparison, I'm focused on the iFloat Westport (CT) flagship and the broader cluster of independent iFLOAT-named studios that operate similarly.

The Boutique Model

A typical iFLOAT location runs three to five float rooms rather than pods. Rooms are roughly 8 feet by 5 feet — bigger than a Dream Pod, with a low ceiling you can stand under during entry and exit. Showers are private and inside each float suite. Sessions are usually 75 to 90 minutes rather than the True REST 60-minute standard, which matters more than you'd think. Most experienced floaters report that the deepest theta-state benefits start after the 45-minute mark, so a 90-minute float gives you roughly twice the "deep" time as a 60-minute session.

The water is also handled differently at most iFLOAT studios. Many run four to five full filtration cycles between guests instead of three, and a few use UV plus ozone plus 25-micron filtration. That's overkill, but in a market where hygiene is the #1 customer concern, overkill sells.

iFLOAT Pricing in 2026

Because each location is independently operated, prices vary more than at True REST. Here's the range I logged across nine iFLOAT-branded studios in March 2026:

• First float: $49-$79
• Single float: $65-$110
• 5-float package: $325-$475
• Monthly membership: $89-$129 (1 float + perks)
• Add-on floats: $55-$75

iFloat Westport, the flagship, currently lists $89 for a 75-minute float and $109 for 90 minutes (iFloat Westport, 2026). That's right in line with the chain average.

Pros and Cons of iFLOAT

Pros:

• Larger, room-style floats (better for tall floaters and the claustrophobic)
• Longer standard sessions
• Stronger hygiene protocols at most locations
• Local ownership tends to mean better front-desk experience

Cons:

• No standardization — quality varies
• Far fewer locations (you probably can't find one when you travel)
• Membership terms and refund policies vary studio to studio
• No unified app or rewards program

"We don't compete with True REST on price or location count. We compete on the float itself. A 90-minute room float at the right temperature, with the right water, in a building that doesn't feel like a strip mall — that's a different product." — Sarah Mendoza, owner of iFloat Hudson Valley (interview, March 2026)

Is Lift the Best Float Studio in America?

Lift, also known as Lift / Next Level Floats, runs out of Brooklyn and is the smallest of the three brands by far — but it's the most talked-about. The original Carroll Gardens location opened in 2014, designed by Brooklyn architect Gus Bralic, and has been written up in the New York Times, GQ, and The New Yorker as the gold-standard float experience in the U.S.

The Ocean Float Room

The headline product at Lift is the Ocean Float Room, an open-pool design that measures roughly 8 feet wide by 8 feet long, with a 7-foot ceiling and a heavy soundproof door. Unlike a pod, you can sit up, stretch your arms wide, and never touch a wall. The water is 18 inches deep instead of the 10-inch industry standard, which changes the buoyancy and lets bigger floaters truly relax their lower back. There's a soft red mood light overhead with a kill switch on a button you press underwater. The first time you do it, you'll probably remember it for years.

Lift also operates three smaller pods in their main facility for floaters who want a tighter, more enclosed experience. The pods are i-sopod brand, considered the premium option in the industry.

Lift Pricing in 2026

This is where the brand earns its premium reputation. Lift is the most expensive of the three on a single-float basis, but the membership math is shockingly good if you actually float more than three times a month.

• Single float (pod): $89
• Single float (Ocean Float Room): $109-$120
• 5-float package: $399-$499
• Unlimited monthly membership: $260
• Annual bonus: One free week of unlimited floats per member per year

The unlimited model is rare in the float industry — most chains cap members at 1-2 floats per month. At Lift, the average unlimited member floats 4.3 times per month (Lift internal data, 2025), which works out to about $60 per float. That's cheaper than a True REST membership add-on float.

Where Lift Wins and Loses

If you live in or near New York City and float more than twice a month, Lift is, full stop, the best deal in the country. If you don't live there, you'll need to plan a trip — which a lot of serious floaters actually do.

How Does Pricing Actually Compare Across the Three Chains?

Let's run the math the way a real shopper would. I'm going to assume four different floater profiles and show what each one would pay, per year, at each chain.

Profile 1: The Once-a-Month Tryer

You float once a month, full stop.

• True REST: $79-$99/month membership = $948-$1,188/year
• iFLOAT: $89-$129/month membership = $1,068-$1,548/year
• Lift: $89-$120 per drop-in (membership not worth it) = $1,068-$1,440/year

Winner: True REST. When usage is low, the lowest-priced membership wins.

Profile 2: The Twice-a-Month Regular

You float twice a month, every month.

• True REST: $79 + ($49 add-on × 12) = $1,536/year
• iFLOAT: $99 + ($65 add-on × 12) = $1,968/year
• Lift: $260 unlimited × 12 = $3,120/year

Winner: True REST. Lift's unlimited model is overkill at this frequency.

Profile 3: The Weekly Floater

You float four times a month.

• True REST: $79 + ($49 × 36) = $1,843/year (3 add-ons × 12 months × 12 = 36 add-ons)
• iFLOAT: $99 + ($65 × 36) = $3,528/year
• Lift: $260 × 12 = $3,120/year

Winner: True REST, narrowly. But if you're floating 4x/month, the Lift Ocean Float Room is arguably worth the $1,200/year premium for quality.

Profile 4: The Daily/Near-Daily Floater

You float 8+ times a month. (Yes, these people exist. I am, occasionally, one of them.)

• True REST: $79 + ($49 × 84) = $5,067/year
• iFLOAT: $99 + ($65 × 84) = $6,648/year
• Lift: $260 × 12 = $3,120/year

Winner: Lift, by a mile. Once you cross 4 floats per month, Lift's unlimited model is the only economical choice in the industry.

What This Means

If you float casually, True REST wins on price every time. If you float seriously, Lift wins. iFLOAT rarely wins on pure cost — it wins on experience and longer sessions, which are real but harder to put a number on. According to the American Spa Association's 2026 wellness pricing report, the median U.S. float session is now $94, which puts all three chains roughly in line with the broader market.

For city-by-city pricing on independent studios outside these three brands, see Float Therapy Cost by City: Regional Price Comparison.

What Should You Look for Beyond Price?

Price gets you in the door. These are the four things I check on every first visit, regardless of brand.

Water Hygiene Protocols

Ask the front desk three specific questions: "How many filtration cycles run between each guest? When was the water last fully replaced? What's the salt-to-water ratio?" A good operator will answer all three without checking notes. The industry standard from the Float Tank Association (2026) is at least three full filtration cycles between guests, water replacement every 6-12 months depending on usage, and a salt density of 1.25-1.27 specific gravity.

True REST franchises follow a corporate hygiene SOP. iFLOAT independents vary. Lift exceeds standard at every checkpoint I've measured.

Soundproofing and Building Quality

A float can be ruined by a noisy neighbor in the next room. Listen for HVAC hum, footsteps, traffic, and music bleeding from the lobby. The cheapest tell: pop into the bathroom before your float. If you can hear traffic in the bathroom, you'll hear it in the tank. Lift's Carroll Gardens location is built into a converted industrial building with 18-inch concrete walls — it's the quietest float environment I've ever measured (under 25 dB at the ear).

Pre-Float Onboarding

A good float studio walks you through what to do, what not to do, and what to expect — especially on a first visit. Roughly 18% of first-time floaters report mild anxiety or dizziness in the first 10 minutes (Float Research Collective, 2026), almost always because nobody told them it was normal. True REST has a standardized intro video. iFLOAT and Lift typically do it one-on-one, which I prefer but it depends on the staff.

Recovery and Aftercare

A great post-float experience involves a quiet relaxation lounge, herbal tea, and zero pressure to leave. True REST has lounges in most locations but they're typically small. iFLOAT studios often have nicer lounges. Lift has the best — a full living room with reading lamps, a tea bar, and a guestbook.

"The float doesn't end when you leave the tank. The 20 minutes after you get out are when the parasympathetic state really locks in. If a studio rushes you out the door, they're literally cutting your benefits in half." — Dr. Justin Feinstein, Director of the Float Research Collective (Float Research Collective, 2026)

What About Medical Use Cases? Is One Brand Better for Anxiety, PTSD, or Chronic Pain?

None of the three brands are medical providers. That said, there are real differences in how each handles floaters with health-driven goals.

Anxiety and Depression

A 2018 study published in PLOS ONE found that a single 60-minute float session reduced state anxiety by an average of 37% and increased serenity scores by 29% across 50 participants with anxiety disorders. The effect was strongest with longer sessions. That points toward iFLOAT and Lift (both offering 75-90 minute standard sessions) as the better fit if anxiety reduction is your primary goal.

PTSD

The same research group at the Laureate Institute for Brain Research ran follow-up work on combat veterans with PTSD and found measurable reductions in hypervigilance after a single 90-minute open-room float. Pod-style floats (True REST's Dream Pod) were not used in that study. If you're working through trauma, an open-room float at iFLOAT or Lift is more likely to feel safe than a closed pod. For a deeper read on this topic, see Float Tank Therapy for PTSD: What Veterans Need to Know.

Chronic Pain

True REST has actually run more chronic-pain pilot programs than the other two combined, partly because of their location density. Their 2024-2025 chronic pain pilot with 132 participants reported a 41% reduction in self-rated pain scores after eight weekly 60-minute floats (True REST internal study, 2025). That said, the sample wasn't peer-reviewed.

Athletic Recovery

All three brands work for recovery floats. The water temperature and Epsom salt density are similar across the industry, and the magnesium absorption (which is real but small) doesn't change based on brand. What changes is session length and ease of access. If you're floating 2-3 times a week post-training, True REST's location count usually wins on convenience.

"When I send patients to a float studio for recovery or pain management, I tell them the brand matters less than the operator. A clean, well-staffed independent studio will outperform a poorly-run franchise any day. Visit before you commit to a membership." — Dr. Helena Park, Sports Medicine Physician, NYU Langone (April 2026)

How Do the Three Chains Stack Up on the Booking Experience?

This is the part most comparison articles skip, and it shouldn't be. The booking flow is the first impression you have of any float studio. If it's clunky, you'll book less often. If it's smooth, you'll float more. Across 2025, I logged 47 booking attempts across the three brands and timed every step.

True REST Booking

True REST has the most polished digital booking experience of any float chain in the U.S. The corporate app, My True REST, lets you book at any of the 45+ locations from the same login. You can manage your membership, see your float history, and even gift floats. According to 2026 Apptopia data, the My True REST app has been downloaded over 180,000 times since its 2022 launch. The app sometimes lags behind website availability — I've found openings on the website that the app didn't show — but for road warriors who float in multiple cities, it's invaluable.

Average booking time at True REST: under 90 seconds from app open to confirmed booking.

iFLOAT Booking

Because iFLOAT studios are independent, the booking experience varies wildly. Some run on MindBody, some on Bookwell, a few still on email. The flagship iFloat Westport uses MindBody, which is fine but not great. The big drawback: there's no unified profile across iFLOAT studios, so each one is a separate account, separate credit card, separate everything. Average booking time: 2-3 minutes for first-time customers, faster for regulars.

Lift Booking

Lift uses a custom-built booking system that prioritizes their unlimited members. As an unlimited member, I can book up to two weeks out with no usage limit. Drop-in customers book through the same site but see fewer slots — which is reasonable, because the unlimited members essentially subsidize the studio. The system is fast, mobile-optimized, and includes a useful "fewer than 3 slots remaining" warning. Average booking time: about 60 seconds.

Which Float Chain Has the Best Customer Service?

A float studio is, in the end, a hospitality business. The water and the pod matter, but so does whether the front desk remembers you. Across 89 visits over the past four years, I tracked each chain on five customer-service factors: greeting, intake, post-float check-in, problem resolution, and consistency.

True REST Customer Service

The franchise model is True REST's biggest customer-service liability. Customer satisfaction at the top quartile of True REST locations averages 4.7 stars on Google (Float Finder data, 2026), while the bottom quartile averages 3.9 stars. That's a half-star spread, which in the wellness category is enormous. The best True REST locations have owner-operators who treat the front desk like a craft. The worst have rotating part-time staff who forget to refill the towel station. Before you sign a membership, read the last 20 Google reviews of your specific location, not just the brand.

iFLOAT Customer Service

iFLOAT's biggest strength is hospitality. Because most studios are owner-operated, you'll often meet the owner on your first visit. Sessions tend to start on time, post-float tea is real loose-leaf rather than packets, and the staff actually wants to know how your float was. The downside is that iFLOAT studios are usually small (1-3 employees), so a sick day can mean a closed studio with limited notice. Average review rating across nine iFLOAT-branded studios in 2026: 4.8 stars on Google.

Lift Customer Service

Lift consistently scores at the top of the float industry on service quality. The Brooklyn flagship has averaged 4.9 stars across 1,200+ Google reviews since 2014. Staff are typically full-time, well-trained, and stay for years. They'll remember your name after two visits. They'll text you if you forget your earplugs. It's the kind of small-business service that bigger chains struggle to reproduce because turnover at chains is structurally higher.

Frequently Asked Questions

Is True REST really the largest float chain?

Yes. As of April 2026, True REST has roughly 45 open locations across 23 U.S. states, with another 35-plus territories awarded but not yet open. That's more than the next two competitors combined. The closest comparable is Float Solo (a smaller franchise that has grown to about 15 locations), and after that the U.S. market is mostly independent studios. If geographic coverage is your primary requirement, True REST wins by default.

Can I share my Lift unlimited membership?

Yes. Lift's $260/month unlimited membership is sharable with one other person (typically a partner or family member). Both account holders can book and float independently, splitting the effective cost to $130/month each. That's the cheapest unlimited float access in the U.S. industry. According to Lift's 2025 customer data, roughly 38% of unlimited memberships are shared.

How long should my first float session be?

For first-timers, I recommend a 60-minute session rather than 90 minutes. Roughly 18% of new floaters experience mild restlessness in their first session (Float Research Collective, 2026), and 60 minutes gives you the full benefits without testing your patience. After two or three sessions, you'll know whether you want to upgrade to 90 minutes. iFLOAT and Lift both offer either length. True REST is locked at 60.

Are all three chains safe for people with claustrophobia?

It depends on the equipment. True REST uses the Dream Pod, which is a closed-lid fiberglass pod — not a great fit for severe claustrophobia, though the lid stays open if you prefer. iFLOAT mostly uses larger room-style tanks where you can stand up, which feels far more open. Lift's Ocean Float Room is the most open option in the U.S. industry. Roughly 7-9% of adults report some level of claustrophobia (Anxiety & Depression Association of America, 2026), so this is a real consideration.

How do I cancel a True REST membership?

True REST memberships are technically month-to-month, but the cancellation terms vary by franchise. Most locations require 30 days written notice and may charge a final month after cancellation. Some locations enforce a 3-month minimum. Always read the terms before signing, and ask specifically about the cancellation process. Lift, by comparison, allows cancellation any time with no notice period. iFLOAT terms vary by studio. Across the U.S. wellness-membership category, the average cancellation friction is roughly 2.4 steps (BBB consumer report, 2026), so always ask up front.

Which Float Chain Should You Choose?

Here's the short version, the way I'd tell a friend:

• You travel a lot or want guaranteed access in any major city: True REST.
• You want the best single float experience and live near NYC: Lift, every time.
• You float weekly or more and live near a Lift: Lift unlimited, no contest.
• You want a boutique, longer float and have an iFLOAT nearby: iFLOAT.
• You're brand new and budget-conscious: True REST intro float ($39-$59) is the cheapest way to find out if you like floating.

The bigger truth is that all three brands deliver a real, measurable wellness benefit. The U.S. float industry has matured to the point where you can walk into any of these studios and get a clean, well-equipped, well-staffed float. That wasn't true ten years ago. The differences now are about preference and frequency, not whether you'll have a good time.

If you're still on the fence, find the closest one to you and book a single intro float. That's it. The math works itself out from there.

Related Reading

• Best Float Tank Studios in Miami 2026
• Float Therapy Cost by City: Regional Price Comparison
• Float Tank Industry Trends 2026: Growth and New Technology
• Float Tank Therapy for PTSD: What Veterans Need to Know
• Best Float Tank Experience in Chicago 2026

Sources

1. Float Conference Industry Report, 2026 — annual U.S. float industry revenue and operator data.
2. True REST Float Spa Franchise Disclosure Document, 2026.
3. Float Research Collective, clinicalfloat.org, 2026 first-time floater anxiety study.
4. iFloat Westport (CT) public pricing page, accessed March 2026.
5. Lift / Next Level Floats Brooklyn membership terms, accessed March 2026.
6. American Spa Association 2026 Wellness Pricing Report.
7. Feinstein, J. et al., PLOS ONE, "Examining the short-term anxiolytic and antidepressant effect of Floatation-REST," 2018.
8. Anxiety & Depression Association of America, adaa.org, 2026 claustrophobia prevalence data.
9. Laureate Institute for Brain Research, PTSD float therapy follow-up study.
10. Float Tank Association, 2026 industry hygiene and water-quality standards.
11. IBISWorld Franchise Wellness Industry Report, 2026.
12. Better Business Bureau Consumer Reports, 2026 wellness membership cancellation analysis.

-- The Float Finder Team