--- title: The ice bath business is on fire - The Hustle description: Enthusiasts are shelling out thousands for their own baths. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/182945496-HS-News-Brief_2022-11-17T030716.341Z.webp --- # The ice bath business is on fire ![Sara Friedman](https://53.fs1.hubspotusercontent-na1.net/hubfs/53/assets/hubspot.com/web-team/WBZ/HubSpot%20Media/Blog%202021/Images/Nav/Optimized/TheHustle_Icon_Dark.svg) [Sara Friedman](https://hs-sbup.thehustle.co/author/sara-friedman) [Sara Friedman Twitter profile ](https://twitter.com/sarafriedmannn) Published: November 17, 2022 Updated: October 11, 2023 What do [Lizzo](https://www.tiktok.com/@lizzo/video/7141061413652532522?embed_source=120009725%2C120008483%3Bnull%3Bembed_blank&is_from_webapp=v1&item_id=7141061413652532522&refer=embed&referer_url=www.nytimes.com%2F2022%2F10%2F27%2Fstyle%2Fcold-plunge-ice-bath.html&referer_video_id=7141061413652532522) and your favorite Twitter thread bro have in common? ![The ice bath business is on fire](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/182945496-HS-News-Brief_2022-11-17T030716.341Z.webp?width=595&height=400&name=182945496-HS-News-Brief_2022-11-17T030716.341Z.webp) A pricey ice bath. According to *The New York Times*, ice baths are [hot right now](https://www.nytimes.com/2022/10/27/style/cold-plunge-ice-bath.html), and companies are diving headfirst into the lucrative biz. #### **What’s all the fuss?** Ice baths aren’t new. For years, athletes have used them after workouts to ease muscle [soreness](https://link.springer.com/article/10.1007/s40279-022-01644-9#:~:text=Cold%2Dwater%20immersion%20(CWI)%20is%20a%20commonly%20performed%20recovery,4.3%2F5%20%5B5%5D.) and promote recovery. Now the trend has taken hold in the wellness community: - Cold-plunge [enthusiasts](https://open.spotify.com/episode/3W4Y9Zb9SEr8E4OKdA3yiC?si=iDeGuolNRWeeMSmiP0_eJQ&utm_source=copy-link&nd=1) claim that submerging yourself in icy water has benefits like mental clarity, decreased pain, and weight loss. While it’s still TBD whether an icy dip actually helps you shed pounds, that hasn’t stopped a flood of new startups from entering the space: - [Plunge ](https://thecoldplunge.com/)offers a $4.9k personal tub and a $6.4k commercial model - [BlueCube](https://bluecubebaths.com/)’s home ice bath is $15.9k; its spa model rings in at $26.9k - [Renu Therapy ](https://www.renutherapy.com/)offers a travel tank at $995 and home models starting at $9.6k - [Morozko Forge](https://www.morozkoforge.com/)’s ice baths retail for $12.8k and $19.9k #### **The incoming cold front…** … doesn’t stop with pricey baths. Customers can also chill out with facial [ice rollers](https://shopskinnyconfidential.com/products/hot-mess-ice-roller?variant=28634555482205¤cy=USD&utm_medium=product_sync&utm_source=google&utm_content=sag_organic&utm_campaign=sag_organic&gclid=CjwKCAiAjs2bBhACEiwALTBWZSPqPZG1RVL5lIKfi9hLcEwGJMSCg57Jv9INHFqUsIBprVNHSQUzEBoCWPkQAvD_BwE), [cryotherapy](https://www.entrepreneur.com/franchise/meet-cryo-the-next-wave-of-everyday-health-and-wellness/411965), and ice bath group [classes](https://remedyplace.com/). All we know is, at these prices, we’ll be plunging in the nearest river instead. Topics: [Luxury Goods](https://hs-sbup.thehustle.co/tag/luxury-goods) ## Follow us on social media prev next - ![Soho House brings exclusivity to the masses](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/365490956-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-SohoHouse_20230911231649.webp) ### Soho House brings exclusivity to the masses - ![On the rocks, please: Luxury ice is in](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/905172989-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-LuxuryIce_20230821232049.webp) ### On the rocks, please: Luxury ice is in - ![Porsche plans to go public](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/227670446-HS-News-Brief_2022-09-06T224354.533Z.webp) ### Porsche plans to go public Pop up for Subscribe to The Hustle Daily Newsletter Subscribe to The Hustle Daily Newsletter Get the 5-minute news brief keeping 2.5M+ innovators in the loop. Always free. 100% fresh. No bullsh*t. 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