For gym owners, this presents an opportunity and a challenge. How can you capitalise on the growing demand for cold water and recovery facilities? And if your budget or space constraints mean you can’t offer these amenities, how can you give your members access to cold water experience they’re seeking?
How cold water therapy made it into the mainstream
Cold water therapy isn’t new, but its mainstream popularity is. The combination of hot summers, increased awareness of mental health benefits, and consumers seeking out new ways to enhance wellbeing has created demand.
The science behind cold water immersion is there. Cold water triggers the release of endorphins and norepinephrine, giving most people a natural mood boost and stress relief. Regular cold exposure may also improve circulation, reduce inflammation, and support immune function.
As with so many trends, social media has turned a niche activity into a lifestyle statement. Wild swimming adventures and ice bath morning routines dominate our wellness feeds, creating a community around cold water that extends beyond traditional fitness consumers into holistic and outdoor circles.
The timing couldn’t be better for gym operators. People will continue to look for new and novel ways to recover from workouts, level up their wellbeing, and buffer lifestyle stress. If your gym offers cold water facilities, that’s a compelling USP that could set you apart from competitors.
Premium recovery suites for high-end memberships
For gyms with space and budget to invest, recovery suites represent the ultimate cold water offering. These facilities typically combine multiple recovery modalities in one premium space.
- Ice baths or cold plunge pools
- Contrast therapy options
- Infrared saunas
- Premium changing areas
- Hydration and towel service
Investment considerations for recovery suite set-ups
A basic ice bath setup might cost £3,000-£8,000, while a comprehensive recovery suite with multiple modalities could reach £50,000+. Don’t forget to factor in maintenance, hygiene, and water changes.
How to create recovery suite memberships
Tiered membership opportunities can make recovery suites profitable. Consider premium memberships that include unlimited recovery access, day passes for non-members, or bolt-on recovery packages for existing members. Many gyms successfully charge £15-30 per session or £50-100 monthly for unlimited access.
Budget-friendly cold water facilities
Not every gym can install a full recovery suite, but there are cost-effective ways to join the cold water trend that will still differentiate your facility from those without.
- Portable ice baths offer flexibility without permanent installation. These can be placed in existing spaces, moved seasonally, or even used for outdoor events during summer months.
- Dedicated cold shower stations provide year-round cold exposure at minimal cost. Converting existing shower areas or installing temperature-controlled shower heads gives members cold therapy access without major renovation.
- Seasonal outdoor options work well during heatwaves. Temporary cold water stations, inflatable pools, or partnerships with local cold water swimming groups can create buzz and community without permanent investment.
- Workshop and education programmes around cold water therapy can generate revenue. Partner with local experts to offer cold water swimming or recovery workshops.
Building community with cold water member offers
To successfully integrate cold water facilities, you’ll need to think beyond the equipment. Gyms that leverage the trend well are building community and education around their facilities.
Member challenges to leverage community
Cold water challenges create engagement and social media opportunities. How about monthly cold water challenges, team competitions, or social media campaigns around cold exposure to build a buzz that attracts new members?
Embed cold water options into programming
Structured offers help existing members get the most out of your cold water offer. You could consider:
- Beginner cold water workshops with safety protocols
- Progressive cold exposure programmes over 4–6 weeks
- Group ice bath sessions for community building
- Recovery-focused classes combining cold therapy with mobility work
Safety first, second, and third
Safety protocols are essential for any cold water offer, even more so if this isn’t your area of specialism. Make sure your staff training covers contraindications, time limits, and emergency procedures. Clear signage and member comms will protects your members and your business.
Giving members access to facilities you don’t offer
Not every gym can offer cold water therapy, but that’s no reason to give up on the trend altogether. By being part of the Hussle network, your members can access other facilities like pools and spas, building their own wellness stack.
Hussle has a strong presence in the corporate wellness space. We know that employee wellbeing professionals increasingly expect comprehensive wellness offers for their employees. When your gym is part of the Hussle network, you will tap into a hard-to-reach membership base that wants access to local gyms, pools, cold water therapy, and recovery facilities.
Rather than losing members to competitors with pools or recovery suites, you can maintain your core membership and ensure they have access to these amenities through the EGYM Hussle network.
Future-proof your business with the EGYM Hussle corporate and B2B fitness network
Cold water therapy isn’t going away, and early adopters often capture market share that’s difficult for competitors to reclaim. This is a significant opportunity for gym operators, whether through direct investment in recovery facilities or strategic network partnerships.
Expand your business reach and become part of a growing wellness trend
EGYM Hussle are in a unique position to help encourage engagement in fitness via wellness-focused businesses, who are willing to subsidise the cost to the end user. The result: members of a previously untapped market visiting our partner venues. Contact us today to unlock the huge opportunity that EGYM Hussle brings.
