Cold plunge therapy has captured the attention of fitness enthusiasts, athletes, and wellness seekers nationwide. What started as a niche practice has evolved into a mainstream wellness trend, with facilities scrambling to meet the growing demand of consumers. The practice involves immersing oneself in cold water, typically between 38°F and 50°F, for short periods of time ranging from two to five minutes.

I spoke with Dan Bergeron from The Cold Life, who shared that people turn to cold plunging for various reasons, including muscle recovery after intense workouts, stress reduction, and anxiety management. The therapy targets the vagus nerve, which runs from the brain down through the spine, potentially helping to calm the nervous system. Many users report experiencing a dopamine release following their sessions, creating what some describe as an addictive “love to hate it” sensation that keeps them coming back for more.

Cold Plunging Therapy

Cold water immersion has gained significant traction in recent years, with facilities reporting increased member requests for this service. Users often start with shorter exposures and gradually increase their time as they become more comfortable with the cold.

The therapeutic benefits many people seek include muscle recovery support, stress reduction, and anxiety management. According to cold therapy advocates, immersion up to the collarbone helps stimulate the vagus nerve, which may contribute to the regulation of the nervous system. This nerve pathway connects the brain to various organs throughout the body, and its activation through cold exposure is what proponents believe creates the calming effects many users report.

Cold plunging also produces what users describe as a unique psychological response. The initial shock and discomfort of cold water create what enthusiasts call “type two fun”, which is the experience that feels challenging in the moment but becomes rewarding afterward. This psychological component, combined with the reported dopamine release following sessions, contributes to what many describe as the addictive nature of regular cold plunge practice.

The Cold Life Solution

The Cold Life was born from a simple observation during the COVID pandemic when founders and childhood friends Sam and Kyle noticed people building DIY cold plunge setups in their garages and backyards. They recognized an opportunity to create purpose-built equipment that would surpass these makeshift solutions. The company relocated its headquarters from Georgia to Miami in late 2023, where all manufacturing now takes place.

Dan Bergeron, Sales Manager at The Cold Life, explained that their vertical-style cold plunge design sets them apart from traditional tub-style units. “Vertical cold plunging makes it easier to control your breath,” Bergeron notes, referencing insights from wellness expert Gary Brecka. Dan shared, “For people newer to cold plunging, you can control how deep you want to go by standing and gradually squatting down.” This design allows users to manage their exposure level more precisely, making the experience less intimidating for beginners who might feel overwhelmed by full-body immersion in horizontal tubs.

Manufacturing entirely in the USA provides The Cold Life with quality control advantages that many competitors lack. Their chiller units are manufactured in Tennessee, while the main units are produced in Miami. This domestic production model eliminates the parts sourcing challenges that plague companies relying on overseas manufacturing. When repairs are needed, replacement components are readily available rather than requiring lengthy international shipping delays.

The company’s customization capabilities have proven particularly valuable for commercial clients. Gyms, sports teams, and hotels can specify custom colors and logos to match their brand aesthetics. For business owners, this represents a unique revenue opportunity, as cold plunge access can command a premium price of $30 to $50 per month, per member, making it one of the few pieces of equipment that directly generates additional income streams.

Final Thoughts

The fitness industry has consistently sought equipment that enhances the member experience while generating new revenue streams. Cold plunge therapy offers both of these opportunities simultaneously, providing facilities a way to differentiate themselves in an increasingly competitive market. The therapeutic benefits users seek, whether muscle recovery or stress management, align perfectly with the holistic wellness approach many modern fitness facilities are adopting.

What makes The Cold Life compelling extends beyond its manufacturing quality or customization options. Their vertical design philosophy acknowledges that accessibility matters for newcomers who need gradual exposure control and for facilities that want to maximize member comfort and safety. This thoughtful approach to user experience, combined with domestic manufacturing reliability, positions them well as cold plunge therapy continues its evolution from trend to standard amenity.

About Elisa Edelstein
Elisa is a curious and versatile writer, carving her niche in the health and wellness industry since 2015. Her lens is rooted in real world experience as a personal trainer and competitive bodybuilder and extended out of the gym and on to the page as a writer where she is able to combine her passions for empowering others, promoting wellness, and the power of the written word.