Today we’d like to introduce you to Tabitha Cain.
Hi Tabitha, thanks for joining us today. We’d love for you to start by introducing yourself.
Co-owner David Landes was traveling on the West Coast and found floating and decided he wanted to bring it back to Roanoke. . They weren’t simply looking for another entrepreneurial opportunity. Both came from business backgrounds and understood what it took to build and operate a successful company. What they were searching for was something different—something that could make a meaningful impact on the community while helping people improve their lives. Hence, the vision of Still Water Floatation was born
As they explored various possibilities, they found themselves drawn to a growing need they saw all around them. People were overwhelmed, stressed, disconnected, and struggling to find balance in an increasingly busy world. They wanted to create a space where individuals could step away from the constant demands of daily life and reconnect with themselves.
That vision became Still Water Floatation.
From the beginning, the mission was never simply about offering flotation therapy. It was about creating an environment where physical recovery, mental clarity, and emotional well-being could come together in one place. A place where people could find relief from stress, recover from the demands of work and life, and experience a deeper sense of peace.
The flotation experience became the cornerstone of that mission. Floating offers a rare opportunity to unplug from external stimulation and allow both the body and mind to rest in ways that are difficult to achieve elsewhere. Guests often report reduced stress, improved sleep, physical relief, enhanced creativity, and a profound sense of calm.
But as Still Water Floatation grew, the owners realized that wellness looks different for everyone.
While many people embrace floating, others seek similar benefits through different experiences. Wanting to serve a broader range of individuals, Still Water Floatation expanded its offerings by adding two private Fire and Ice therapy rooms.
These wellness suites combine the restorative heat of a sauna with red light therapy with the invigorating effects of cold-water immersion, creating an experience that supports recovery, circulation, stress reduction, and mental resilience. For many guests, the contrast between heat and cold provides a powerful reset for both body and mind. For others, it offers an alternative path to the same destination: feeling better, clearer, and more connected.
The addition of the Fire and Ice rooms reflects the philosophy that has guided Still Water Floatation from the beginning—that there is no single path to wellness. Some people find their reset in the silence of a float tank. Others find it through the challenge and exhilaration of contrast therapy. What matters is creating opportunities for people to slow down, tune in, and care for themselves.
Today, Still Water Floatation continues to evolve, but its purpose remains unchanged. More than a wellness center, it has become a community resource—a place where people can find relief from physical tension, quiet an overactive mind, and reconnect with themselves amid the noise of modern life.
In a culture that often encourages us to keep pushing forward, Still Water Floatation offers something increasingly valuable: a chance to pause, recharge, and return to life feeling more balanced, present, and whole.
At its heart, Still Water Floatation was built on a simple belief: when people are given the space to rest, recover, and reconnect with themselves, positive change naturally follows. By creating that space for the community, the owners have built more than a business—they have created a destination for healing, wellness, and personal renewal.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
One of the biggest struggles we faced was have a pandemic hit just 5 months after opening. Luckily, if you are going to open a new business right before a pandemic, one that focuses on sanitation and isolation is the way to go. We are so grateful for a community that believed in and supported our business during such a trying time for all.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
One way we connect with the community is by displaying the work of local artists in our reception and waiting areas. It’s a great way for local artists to get discovered and it’s fun to see the art work change out every few months.
What do you like best about our city? What do you like least?
I love that Roanoke is at the heart of health and wellness. Between it being a western medicine hub for Southwestern Virginia and a vibrant source of outside fitness activities it’s to perfect place for alternative, supportive and restorative wellness businesses to thrive.
Contact Info:
- Website: https://www.stillwaterfloatation.com
- Instagram: @stillwaterfloatation.com
- Facebook: https://facebook.com/stillWaterFloatation.com
