Just Float, Inc.

Just Float, Inc. was the world’s largest floatation therapy center, located in Pasadena, California, and operated from 2013 to 2023. Purpose-built to redefine the sensory deprivation experience, Just Float featured 11 custom-engineered float suites, a full-service wellness lobby, and an advanced sanitation and sensory control system — setting an entirely new gold standard for the industry. More than a spa, Just Float was a wellness innovation hub — blending hospitality-level service with medically informed relaxation therapies. Over 100,000 floats were delivered to a diverse clientele of professionals, athletes, creatives, and wellness seekers — each one offered a sanctuary of stillness in a fast-moving world. Under Michael Ruskow’s leadership in 2018, following the departure of co-founder Jim Hefner, Ruskow achieved a 47.78% revenue increase in just 8 months. This turnaround sparked strategic expansions into B2B corporate wellness programs, a custom in-house retail line, and a high-retention membership model designed for long-term impact and community growth. Just Float garnered national and international attention — featured in People, Forbes, Livestrong, ABC News, LA Times, and even Disney+’s The World According to Jeff Goldblum. It was highlighted on the TEDx stage, discussed at float industry conferences, and became a case study in the successful intersection of wellness, business strategy, and exceptional customer experience. After a decade of leadership and innovation, Just Float was successfully transitioned to Float Restore in 2023 — a thriving wellness center that continues to serve the local community today. Just Float stands as a landmark in the floatation therapy space — undeniable proof that bold vision, rigorous execution, and unwavering dedication to the guest experience can build something truly iconic.