Ice baths, cold water therapy, and contrast therapy, which combines cold-water or ice baths with saunas, have collectively been increasing in popularity over the past few years to become one of the top wellness trends globally in 2025. This is true for ice baths in particular. Wellness spas are adding ice baths to their offerings, sales of home cold-plunge tubs are on the rise, and doctors, athletes, and fitness experts, as well as influencers of all kinds, are touting their benefits.
Some of the purported advantages of ice baths include reduced muscle soreness and inflammation, better circulation, and increased mental focus and mood enhancement, among others. But many health claims associated with ice baths have been debunked or at least disputed by science, which has also identified some potential risks to the practice, such as elevated heart rate and blood pressure, respiratory distress, slowed muscle growth, and hypothermia.
Despite these mixed signals on their effectiveness and safety, usage and sales of ice baths continue to grow and with their increased popularity comes a rise in licensing and collaboration deals. Some examples:
- Just this month, French home spa maker NetSpa and the UFC mixed martial arts brand, represented for licensing by IMG, announced a new ice bath they said was for athletes who want to push their limits, mentally and physically. They noted that many MMA fighters regularly use ice baths and contrast therapy as part of their wellness regimen. The inflatable and portable UFC-branded bath is eight-sided, reflecting the shape of the Octogon, the cage where UFC matches take place. Two models are available, one meant for a single user and one that accommodates two people (or gives one individual more room to stretch out and relax).
- Kohler paired with Remedy Place, a luxury social wellness club in New York and Los Angeles, for a home ice bath. The deal represents Kohler’s first ice bath and inaugural product in the wellness category. Announced in October 2024 and introduced in spring 2025, the bath holds up to 95 gallons of water; temperatures can be set as low as just above the freezing point. The product has an integrated water management system and UV sanitization to preserve the freshness of the water, along with ambient lighting surrounding the base, and can be installed indoors or outdoors. In related news, Kohler also purchased a sauna company, Klafs, earlier in 2024.
- Plunge, a cold therapy and sauna marketer, partnered with beverage brand Liquid Death in September 2024 for an outdoor home cold plunge shaped and painted to look like a can of Liquid Death mountain water. The limited edition of 300 has temperature controls ranging from “brisk slap in the face” to “flirting with hypothermia,” according to the marketing materials. The retail price was set at more than $5,000.
- In July 2023, Michael Phelps and Master Spas launched the Michael Phelps Chilly GOAT cold tub, intended for athlete recovery. The product can be used for ice baths and cold therapy; Phelps used both as a competitive swimmer and Olympian and continues to practice cold therapy. Phelps has worked with Master Spas since 2010, when the company launched the first Michael Phelps Signature Swim Spa, and is involved in the development of his signature products.
It should be noted that, in a separate but related trend, property owners around the world, from Marimekko to Porsche, are increasingly entering the related sauna category as well.
Watch for Raugust Communications’ monthly e-newsletter next Tuesday, September 16, 2025. The Licensing Topic of the Month will focus on trends in the dollar store channel during this time of economic uncertainty, while the Datapoint research spotlight will take a look at changes in the IP landscape within the licensed and collaborative beauty category in 2024. If you do not yet subscribe to this free publication, you can do so here.
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