Florida's Fashionable Way to Cool Off: The Cold Plunge

From spa retreats to fitness centers, establishments are marketing cold water therapy as a holistic remedy for everything from stress relief to muscle recovery. With the trend gaining momentum, businesses in South Florida are enthusiastically promoting cold plunges to a wider audience beyond just athletes.

“There is a lot of competition in this business here in South Florida, but thankfully there are also new clients popping up left and right,” said Amber Grieve, 23, manager at Hydrology Wellness in Coral Gables. “We’re even opening up a new facility in Weston next month, because of the increased popularity.”

Cold water immersion involves submerging the body in water of around 30 to 50 degrees Fahrenheit for a short duration, typically ranging from a few seconds to several minutes. At Hydrology Wellness, the water is kept between 37 to 47 degrees Fahrenheit. This practice is believed to promote various physiological and mental responses, such as reducing inflammation and improving mental acuity.

From ancient Rome to Nordic societies, for centuries civilizations around the world, have embraced the practice of immersing oneself in cold water as a form of hydrotherapy. Now businesses and residents all over South Florida are trusting the teachings of the past with little scientific knowledge of its effects today.

“I was reintroduced to cold plunges last year while scrolling through TikTok. It was all over my feed,” said Braxton Bartlett, 23, a Boca Raton resident and fitness enthusiast who trains to participate in Ironman Florida. “It definitely helps with all the running I do and I always feel amazing after hopping into a cold plunge, so why would I stop just because science says there’s no real benefits.”

Initially embraced by elite athletes as a means of accelerating recovery and reducing muscle soreness post-exercise, cold plunges have gained widespread popularity through social media. This expansion reflects a growing interest in alternative health practices and underscores the versatility of cold water immersion as a wellness modality for the general population.

According to the National Institute of Health , research on the mental health benefits of cold plunges has largely been based on questionnaires. The results of these questionnaire-based studies are still something to appreciate with a majority of participants indicating a “reduction of tension, fatigue and an improvement in mood and memory.”

But while many influencers and celebrities on social media also claim that participating in cold water therapy helped treat their anxiety and depression, some are not so easily persuaded by new trends.  

“I’d never get near one of those things. I get anxious just thinking about having to be in a cold place for a long time, that’s why I left New York,” said Malachi Miller, 22, an employee at Rialto Capital Management in Miami and someone who enjoys a casual game of pick-up basketball on the weekends.

Most facilities that provide cold water therapy in South Florida require clients to sign waivers before taking the plunge. This precautionary measure stems from the acknowledgment of potential risks associated with cold water immersion, particularly for individuals with associated underlying health conditions.

“We make all gym members sign a waiver and no one can use the cold plunge without an employee present in the gym,” said Kyle Klosowski, 32, Owner of ReinventU Gym, where they offer and encourage the use of cold plunges to all its members.

Given the limited research available on the topic, these waivers serve as a protective measure for businesses, acknowledging the uncertainty surrounding the long-term effects of cold plunges.

Despite the lack of conclusive research surrounding the efficacy of cold plunges, the trend does not seem to be slowing down. Businesses in South Florida steadfastly adhere to the narrative of their substantial benefits and advocate for their widespread adoption. This unwavering advocacy underscores the industry’s commitment to promoting cold water immersion as a cornerstone of holistic wellness in South Florida, urging individuals to embrace the chill for optimal vitality.

“I think everyone should be doing some sort of cold water therapy at least three to five times a week, if not every day,” added Klosowki, who put himself up to a 30-day cold plunge challenge back in March. “I can truthfully say that after that challenge I felt more alive, more aware.”