The Rise of Cold Plunges in Wellness Culture
Jonathan Leary, the founder of Remedy Place and a functional medicine doctor, reflects on a time not too long ago when the idea of freezing your body for health reasons seemed quite odd. Back in 2019, as he was preparing to launch his first “social self-care” store in West Hollywood and hosting wellness pop-ups throughout Los Angeles, the notion of dipping into a small, chilly tub didn’t quite resonate with the masses. It’s fascinating how things have shifted since then.
“What was once considered unusual is now a staple at every major wellness event, from the Cannes Film Festival to the Kardashians’ backyards,” he shares, noting that Remedy Place now boasts locations in New York (both Soho and Flatiron) and a newly opened spot in Boston, where ice bath classes start at $50 each. “It was astounding to witness this transformation.”
On social media, the #6MinuteClub, popularized by Cold Plunge enthusiasts, has accumulated thousands of posts on Instagram and millions of TikTok views.
It’s interesting—celebrities like Hailey Bieber and Harry Styles, along with high-profile athletes such as Naomi Osaka and Stephen Curry, are embracing this trend. But are they really risking frostbite? Surprisingly, the practice offers various emotional and physical benefits, from easing anxiety to reducing inflammation and aiding muscle recovery after workouts.
Amanda Kahn, an internist and expert in longevity from New York, actively advises her patients to try cold plunges. She explains that these ice baths can stimulate a long-term reaction to cold exposure, releasing chemicals that help regulate stress and activating the vagus nerve, which plays a crucial role in managing the nervous system.
However, she also highlights that cold plunges might not be suitable for everyone. “Those with certain heart conditions, uncontrolled blood pressure, Raynaud’s disease, asthma, or seizure disorders should consult their healthcare provider before trying,” Kahn advises. Additionally, she points out that hygiene and water quality are crucial in communal settings, as cold temperatures do not eliminate bacteria.
The popular cold plunge locations in Manhattan and nearby areas are centered around community vibes, but there’s a new player in the field. The Saint in Chelsea is designed with privacy in mind. The intimate space, about 1,100 square feet, can accommodate only three guests at a time and features a sauna alongside four bathrooms.
Co-founder Alex Feldman describes each of these private areas as “sanctuaries” equipped with modern amenities, including walnut-clad dressing rooms, cedar saunas, ice baths, rain showers, and elegant flooring, stating, “It’s a unique offering here in New York City.” A visit starts at $90.
In stark contrast, Othership incorporates a vibrant and lively atmosphere. Located in Flatiron and Williamsburg, it refers to its guests as “Journeyers” and the collective experience as “The Experience.” This combines sauna sessions with ice baths, featuring “guides” who engage participants with towel shakes (wafting essential oils) and activities like “voice toning,” where attendees are encouraged to hum or chant, along with self-massage using gua sha techniques to stimulate lymphatic drainage.
Testimonials from Othership reveal powerful stories, showcasing how even brief interactions with icy water can lead to significant personal transformations, with drop-in sessions starting at $64.
Harry Taylor, co-founder of Othership, is not surprised by this trend. He acknowledges that the early celebrity interest, inspired by figures like Wim Hof, helped mainstream cold exposure, but the discussion has evolved since then. “There is now a growing body of peer-reviewed research exploring cold exposure as a means for stress regulation and recovery,” Taylor says. “It’s become less about novelty and more about the tangible benefits people are experiencing in their everyday lives.”
