Float Baby Update | Shark Tank Season 7

Kristi Ison worked as a Certified Infant Massage Instructor and saw firsthand how water therapy could benefit babies, but parents had few options to access it. To fix this, she created Float Baby, a spa where infants float in warm water using a patented ring before receiving a gentle massage. The sessions help babies build strength, improve circulation, and support brain development. What will the sharks think of her baby spa? Let’s find out in our Float Baby update and pitch recap.

If you’re short on time, here’s a quick overview of what happened to Float Baby after Shark Tank.

Kristi entered Shark Tank Season 7, seeking $150,000 for 20% equity in her baby spa brand. After her pitch, she left without a deal.

In terms of a Float Baby update, the company operated successfully for nearly a decade, serving over 30,000 families and generating $1.8 million in annual revenue. However, despite its longevity, the company announced its permanent closure, with founder Kristi Ison transitioning to a new venture.

Shark	Result
Kevin O’Leary	No offer
Barbara Corcoran	No offer
Chris Sacca	No offer
Daymond John	No offer
Mark Cuban	No offer

Shark Tank Float Baby Pitch

• Entrepreneur: Kristi Ison
• Business: Baby floating classes to improve strength and development
• Ask: $150,000 for 20% equity
• Result: No deal
• Sharks: None

Kristi introduced Float Baby, a spa offering water therapy and massages for infants, and asked for an investment to grow her business.

After she played a video demonstrating the concept, guest shark Chris Sacca questioned the scientific proof, and Mark Cuban pushed for specific studies.

Kristi cited research from seven countries and a Griffith University study showing that babies in water therapy programs reached milestones 50% faster. Mark dismissed it as too vague.

Daymond John joked about the flotation device, and Kristi explained that the method had been used in Japan for five years.

She added that she had a patent pending on her cover design, which was larger than existing flotation rings.

Daymond then asked how the business operated. Kristi said Float Baby is a physical storefront with three private tubs, allowing three babies per session.

Each floating session lasts 20 to 25 minutes, and costs $65 per hour-long session.

Kevin O’Leary questioned how she would protect the business from competitors. Kristi said she needed larger tubs to expand because the current tubs required her to graduate babies at six months.

She found a Chinese manufacturer that makes specialized baby spa tubs.

Kristi said she made $84,000 in her first year but was on track for $60,000 in the second year.

Mark saw this as a major issue and pointed out that she wasn’t fully booked. He insisted that filling time slots should be her priority before expanding.

Daymond added that the concept should have already gone viral. He asked if she had done social media marketing, but Kristi admitted that marketing was not her strong point.

Mark then questioned her hustle, suggesting she attend Mommy and Me classes, hand out business cards, and offer coupons.

Kristi said she had sales experience in medical devices, but Mark wasn’t convinced. Seeing no clear drive, he dropped out.

Chris didn’t see what made her uniquely great at this business. He felt it was just a job, not a scalable company, and dropped out.

Daymond pointed out that money wouldn’t fix poor business fundamentals and that she lacked a clear marketing strategy. So, he dropped out.

Barbara Corcoan didn’t see it as an investable opportunity, she dropped out.

Kevin was the last shark left. He said Kristi overlooked a bigger opportunity and should have asked for investment to license the flotation ring and sell it for $69.95 instead of focusing on expanding the spa.

Kristi said she had considered selling the flotation rings but not the tubs. Kevin was shocked she didn’t see the scalability potential and he exited the negotiation.

Ultimately, Kristi walked out without a deal. Find out where the company is now in the rest of our Float Baby update

Shark Tank Float Baby Update

Our Float Baby update found that after the show, the company continued operating in Houston, offering infant spa services.

The business ran for nearly a decade and served over 30,000 families.

As of February, 2023, she was still afloat and had $1.8 million in annual revenue.

On April 12, 2024, Float Baby announced it would permanently close. Following the closure, Ison launched Party Baby USA, a children’s event planning service in Houston.

Despite not securing a deal on Shark Tank, Float Baby operated for years before shutting down.

Kristi Ison has since moved on to her new venture in the children’s services industry.

This will be our final Float Baby update.

Curious about the other products from Season 7 Episode 17? Find our company updates below.

• SmartPlate Update
• Bee Free Honee Update
• MTailor Update

For more on companies and products, be sure to stop by our Season 7 Products Page.