In boardrooms and wellness retreats alike, a new practice is emerging among today’s high performers: cold immersion. From tech founders to financial executives, more leaders are incorporating cold plunges into their daily routines — and not because it’s trendy. They’re doing it because it works.
Here’s why cold immersion is becoming a non-negotiable for decision-makers, and what it says about the future of high-performance living.
1. Resilience Starts in the Nervous System
Cold immersion is more than a physical shock — it’s a training ground for mental resilience. The exposure to controlled stress in cold water helps regulate the autonomic nervous system, promoting better control over how we respond to pressure.
A systematic review found that cold water immersion (CWI) significantly reduced stress levels 12 hours post-exposure, suggesting its potential in stress management strategies (PLOS ONE). Additionally, cold exposure has been shown to lower cortisol levels, the body’s primary stress hormone, which can help mitigate the effects of chronic stress.
As one client, a lawyer, exclaimed, “Cold immersion is my secret weapon in the courtroom.”
For business leaders navigating uncertainty, decision fatigue, and nonstop change, this daily reset builds real-time adaptability. Cold plunging forces presence, breath control, and composure under discomfort — qualities essential in both leadership and life.
2. Boosted Energy, Naturally
Forget caffeine. A few minutes in cold water triggers a surge of norepinephrine and dopamine, sharpening focus and increasing alertness without the crash. Exposure to cold water stimulates the release of neurotransmitters such as dopamine and norepinephrine, which are associated with improved mood, focus, and cognitive function. Case in point, one study highlighted that cold water immersion increased dopamine levels by up to 250%, leading to enhanced mood and alertness (Srámek et al., 2000).
In a world that demands 12-hour days and next-day pivots, this kind of sustainable energy boost is a game-changer. Many CEOs report that cold plunging helps them start their day with clarity and momentum.
3. Improved Recovery and Performance
Founders and executives are increasingly prioritizing their physical health — and not just in the gym. Cold immersion is known to reduce inflammation and improve sleep quality (Science Daily). For those managing intense schedules and travel, recovery becomes part of performance strategy.
Entrepreneurs are realizing that wellness isn’t a luxury — it’s a necessity to perform consistently at the top of their game.
4. Ritual, Not Just Routine
For high achievers, routines often become rigid. But cold plunging introduces something deeper: ritual — a daily moment of discomfort that demands intention and focus. Many leaders describe it as a form of moving meditation, or a reset button that centers them before taking on the chaos of the day.
As more CEOs talk openly about mental health, stress, and burnout, rituals like cold plunging are emerging as powerful tools for restoration and recalibration.
5. It’s Not a Trend — It’s a Commitment
Most executives embracing cold immersion aren’t doing it because it’s “cool”. They’re doing it because it’s part of a larger shift toward intentional living — optimizing their mind, body, and environment for clarity, longevity, and impact.
In fact, many report installing cold tubs in their homes, integrating them into daily routines much like a morning espresso or Peloton session. This signals a deeper trend: the home as a wellness hub, where design supports long-term performance.
“CEOs and entrepreneurs were our first client base and continue to be the ones who are investing in their wellness. One of our clients recently gifted two of his CEOs with cold tubs stating that he hopes they will enjoy the benefits and that it transforms their lives as much as it did for him.” – Joe Rizzi, co-founder, Ice Works Bath Co
The future of leadership isn’t just built in boardrooms — it’s cultivated in recovery rooms, wellness spaces, and daily practices that strengthen clarity, presence, and resilience.
Cold immersion isn’t a hack. It’s a discipline. And for many of today’s business leaders, it’s one they’re unwilling to live without.
Thinking about integrating a cold tub into your home, office or retreat space? Ice Works Bath Co partners with designers, architects, and homeowners to create intentional wellness experiences built to last. We are your one-source solution for consultation, design, build and installation.
Want to learn more? Head to our website. Ready to get serious? Get in touch and let’s get the ball rolling.
