Plunge and SweatHouz team up to make cold plunging more accessible

Cold therapy is hot right now, but for many, it’s been out of reach. That’s why Plunge and SweatHouz (SWTHZ) have partnered to bring the chill to the masses.

Bringing the cold closer

The partnership will integrate Plunge’s All-In system into SWTHZ’s contrast therapy suites at 75 locations nationwide by the end of 2024, expanding to 200 locations by the end of 2025.

Plunge’s All-In system will be added to SWTHZ’s contrast therapy suites.

“Our goal has always been to simplify and reduce the friction for people to get into cold water, and the biggest hurdle we’ve seen is actually getting people into a cold plunge for the first time,” says Ryan Duey, Plunge co-founder and co-CEO.

This collaboration could lead to as many as 12 million cold plunges across all SWTHZ studios in 2026.

Why it matters

Cold plunging has been gaining traction for its potential benefits in recovery, stress reduction, and overall wellness. But for many, the barriers to entry – like cost, equipment, or simply not knowing where to start – have been too high. This partnership aims to change that.

Duey adds, “SweatHouz has created a one-of-a-kind experience that we are excited to support and fulfilling Plunge’s goal of getting 10 million new people cold plunging over the next two years.”

The bottom line

If you’ve been curious about cold plunging but didn’t know where to start, your chance to take the plunge might be coming to a location near you.