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Each week, my inbox fills with product pitches ranging from Khloé Kardashian’s latest protein popcorn flavor to a new mattress collection from Sleep Number. Lately, though, I’ve noticed one recurring theme: People really, really want to be cold.
Here are three recent standouts:
Frost Locker: Think sauna, but in reverse. The chambers come in multiple sizes and colors, with optional themed “frost walls,” featuring everything from swimming polar bears to the northern lights. They’re launching first in commercial settings—Crunch Fitness already offers access through a specialty membership—but home units are coming soon, starting around $19,000.
Home Plunge: This portable system converts an existing bathtub into a cold plunge or hot-and-cold contrast therapy setup. It cools water down to 34 degrees Fahrenheit in about two hours. Want to add Jacuzzi functionality? That’s another $1,000.
Polar Monkeys contrast therapy system: For those who prefer their wellness rituals outdoors, Polar Monkeys recently introduced a $28,880 contrast therapy setup featuring side-by-side cold-to-hot tubs designed for two people.
Apparently, if you have enough money, suffering can become a luxury experience.
Cold Plunging: Hype, Helpful Or Somewhere In Between?
My gym recently installed a cold plunge. One of the characters in Rooster (which I highly recommend if you enjoy Steve Carell and emotionally complicated people) regularly dunks himself in ice baths. Cold exposure seems to be everywhere. Yet, despite being a regular gym-goer who’s no stranger to soreness, I’ve remained skeptical.
The research surrounding cold plunging is surprisingly mixed. Some studies suggest benefits for mood, alertness and stress reduction. Others challenge many of the bigger claims around recovery, metabolism and long-term health.
I spoke with experts from both the medical and fitness worlds to see where they stand.
Prashant Rao, MBBS, cardiologist and physician-scientist
“I think some of the evidence may be real but narrower than what social media might suggest,” says Dr. Prashant Rao, a cardiologist and physician-scientist at Beth Israel Deaconess Medical Center. He adds that while a few studies show acute cold exposure can reduce stress and help sleep, evidence is lacking in bigger claims linked to athletic recovery.
He also notes that “it may actually blunt muscle adaptation if used right after lifting” and says another recent study showed cold exposure may worsen glucose tolerance and insulin sensitivity in the short term.
Rao does acknowledge the positives and expects research to continue validating its effects on mood, alertness and acute stress reduction. “However, I’m not yet convinced by the bigger claims about long-term metabolic health, fat loss, athletic performance and even lifespan,” he says. “The current early data is already mixed and, in some cases, pointing the wrong way.”
His tip: If you want to explore cold exposure, start with a 30- to 60-second cold shower at the end of a regular shower but resist holding your breath.
Jesse Ramos Jr., CPT, owner of BBT Fitness
“I think both sides have a point; some of the claims around cold plunging are definitely blown out of proportion online, but that doesn’t mean there aren’t legitimate benefits for certain people,” says Jesse Ramos Jr., certified personal trainer and founder of BBT Fitness in New York City.
He says “it depends on what someone is chasing.” Some seek mental resilience, while others appreciate the mood, adrenaline and alertness boost. “I used it myself while recovering from a back injury and noticed real relief,” he adds.
The mixed research isn’t hindering the practice because “cold plunging has become an identity marker,” he says. “People attach to it because it signals discipline and self-mastery. You did something hard before most people were awake.”
It may be an outlet for people to feel in control of their stress, energy and health in trying times, but it’s still not a solution. “Cold plunging works best when viewed as one tool within an overall healthy lifestyle rather than a quick fix,” says Ramos. “Sleep, movement, nutrition, hydration, stress management and consistency will always have the biggest long-term impact on overall health and recovery.”
He also advises against long cold plunge sessions or daily exposures. Instead, he suggests 50 to 59 degrees Fahrenheit for two to four minutes as the effective range. He recommends waiting at least an hour after strength training before plunging. “Most people don’t need long sessions or daily exposure,” he adds. “A few minutes once or twice a week is enough to notice a difference.”
So What’s Next?
Cold plunging may no longer be the newest wellness obsession, but the industry keeps finding new ways to package and sell it.
According to Ramos, many performance-focused consumers are already chasing the next frontier: peptides and red light therapy.
If you’re familiar with my work, you know I’ve been deep in the red-light rabbit hole. At the moment, I’m testing a red light mask, a full-body mat and a sculpting belt.
As for peptides? That's a much bigger—and considerably more controversial—conversation we’ll tackle another day.
My Take
After spending weeks researching this topic, my conclusion is fairly simple: cold plunging probably isn’t magic, but it probably isn’t nonsense either. If sitting in freezing water makes you feel energized, focused or mentally resilient, great. Just don't let the wellness industry convince you that a cold plunge can replace the boring stuff that actually works. Sleep still wins. Every time.
Cold Plunging Medical Guidance From Rao
Anyone with known coronary artery disease, peripheral vascular disease or heart rhythm disorders should avoid cold plunging or at least speak to a physician before engaging in this practice. This is because it causes a big sympathetic surge, blood pressure spike, drives blood away from your extremities, and can trigger abnormal heart rhythms in susceptible hearts. I’d also be cautious in young children, adults over 65 and pregnant individuals who haven't previously acclimatized.
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