Historians theorize that its origins began in ancient Greek and Roman frigidariums or cold baths. Dr. Lubna Khan-Salim, aesthetic surgeon and avid cold plunger, says diving into cold water also has a long history in Scandinavia, where the therapeutic benefits have been touted for centuries. However, its popularity in the wellness industry has only popped up in the last five years or so. “It particularly took hold in lockdown during the global pandemic,” she says. “It was a relatively safe activity for people to do outdoors while social distancing and many people took to social media to share how a cold dip improved their mood and health.”
But data shows this isn’t just a social media craze. Booking companies like Pitchup are seeing a 49 percent increase in winter arrivals. “Last year, we added three new accommodations to Pitchup.com that offer cold plunge wellness experiences—more than we’ve ever listed before,” says Dan Yates, Pitchup.com’s founder.
Nimmo Bay Resort.Photo: Jeremy Koreski
The health benefits are undeniable, with studies showing it can improve insulin sensitivity, boost dopamine, slow disease progression, lower inflammation, increase metabolism, and reduce stress and anxiety. “Cold water plunging is like an exercise system for the circulatory, hormonal, nervous, and immune system all at once,” says Dr. Marcus Coplin, naturopathic medical doctor and medical director for The Springs Resort. “Recently, I’ve seen a major uptick in the amount of people who want to take a cold water plunge as part of their self-directed health and well-being practice.”
Anna Deacon and Vicky Allan wrote the book (quite literally) on cold plunging, after beginning to swim in the frigid Scottish waters that surrounded them in 2017. Their books The Ripple Effect and Taking The Plunge, among others, dive into the healing powers of “wild swimming” and the sense of community that comes with it. “While researching our books on cold water swimming, we have come across hundreds of people who have experienced incredible health benefits from cold water plunges both mentally and physically,” says Deacon. “I personally found that swimming outdoors helps me a lot with anxiety and an overly busy mind.”