Taking the Plunge - Exploring the Rise in Popularity of Cold Therapies

Therme Group's Craig Blyth and British Sauna Society's Deborah Carr explore the rising trend of cold water therapies embraced by wellbeing enthusiasts today.

In a post pandemic world, where health and wellbeing are now understood through a much broader lens, consumers have an increasing abundance of activities to explore. As well as physical and mental health, focus has also been placed on nutrition, lifestyle, social connection and work. Lockdowns put our relationship with the natural environment under the microscope, where we realised how important being outside is to our demeanor and how much its been taken for granted. The great outdoors helped people cope with anxiety and negative feelings and re-framed the medicinal possibilities of natural surroundings.

As a result, the idea of rewilding and challenging ourselves in the pursuit of happiness and wellbeing has become another new trend. Ice-bathing - popularized by the renowned Wim Hof – is a major new movement and profiled across all media touchpoints. Ironically, although we are seeing a shift towards digital detoxing in people's lives and getting back to nature, these trends are unmissable across social media. 

The rise of social channels and digital connectivity has played a significant role in popularizing wellbeing activities and establishing communities dedicated to specific pursuits. As well as a sense of adventure, freedom and rejuvenation, cold water therapy and wild swimming are reported to have multiple health benefits.

Cold bathing has existed since Roman times, the frigidarium being a crucial part of the sauna ritual. The cold plunge has been around since at least 5th century BC and has been enjoyed by ancient civilizations from Romans, Greek and Egyptian civilisations, and then centuries later across Scandinavia. 

Ice bathing has been suggested to have many health benefits, although the research is still in its infancy and many claims are potentially subjective. Practiced by many sports professionals, ice bathing may aid muscle recovery and help decrease pain. The practice could also boost the immune system, treat depression, enhance circulation, boost metabolism and reduce stress.

Prof Greg Whyte, of Liverpool John Moores University believes that there is marginal evidence for the health benefits of cold water currently, but this reflects the fact that its an emerging area of study rather than a lack of credibility. “We can be fairly secure in the fact there are health benefits – not only in terms of physical and mental health but, because it’s often a community activity, in terms of social health”.

The potential social dynamic of cold water immersion, especially in wild swimming, is also a key motivator. Research from the Outdoor Swimmer suggests that post pandemic, not only has the number of UK outdoor swimmers increased, but a big spike in winter swimming has been observed. The proportion of female swimmers has grown, as well as becoming the most regular swimmers overall. The sense of a shared experience and a supportive community are a key driver for trialling outdoor swimming, with females having a much lower negative response to their first swim (1% compared to 26% of men).

The interest in wild swimming will only grow in 2024. The UK has the set standard for wild swimming, where its been a major trend over the past 10 years. Wild swimming will return to major UK cities in 2024 inc locations in Canary Wharf, East and South London, as well as a new watercourse in Bristol. Wild Swimming will also feature in the Paris Olympics, with races to be held in the Seine. The opening ceremony will take place along the river rather than in a stadium and has led to a major clean up. Other cities around the world will no doubt be inspired to do the same for rivers in their cities, providing new leisure alternatives for its citizens.

As a convenient form of exercise, cold water immersion in its various forms will likely be incorporated more frequently into wellbeing routines. When more research is presented, cold immersion preferences will be adapted to treat specific health goals. Therme is exploring the potential for cold therapy to be incorporated into its resorts, as well as a whole host of new ideas at the forefront of the wellbeing industry. If future locations provide the opportunity, then wild swimming could be added to the offering. Bringing people together in a natural environment and helping them to reconnect to themselves and each other, lies at the heart of Therme.