Michael Phelps Chilly GOAT Cold Tubs knows that opposites attract — if not each other — then wellness consumers in droves. The contrast therapy brand by Master Spas carries several tubs that facilitate both hot and cold plunging experiences. Those, along with its saunas, help operators thrive in the modern fitness era while their members sweat and shiver.
“People aren’t just looking for a place to work out anymore. They’re looking for a complete wellness experience,” said Kevin Richards, President of Master Spas. “Contrast therapy isn’t just a passing trend; it’s something people are actively seeking out and they’re willing to pay extra for it. Adding these amenities can help with member retention and attract a broader audience, making it a smart move for any facility looking to stay competitive.”
Contrast Done Right
Chilly GOAT spearheads those efforts with its Alpine and Valaris tubs. The former, the brand’s original tub, ranges anywhere from 40° to 104° F and pairs nicely with Sweaty GOAT saunas or a secondary tub to deliver that temperature contrast.
“Businesses can set up two side by side, keeping one hot and one cold,” Richards explained.
The Valaris streamlines the experience with dual tubs side by side, allowing for an immediate hot-to-cold contrast.
“It has a hot tub on one side and a cold tub on the other, making it easy for people to move seamlessly between temperatures,” Richards said. “A lot of other options on the market require changing the water temperature on a single unit, which takes time and isn’t practical. We wanted a better solution.”
The Valaris design team also thought beyond just the water when crafting the product, adding contoured soaking areas, integrated seating and armrests. It’s also built in the United States with premium components including a UV filtration system and the industry’s most powerful chiller.
“Another big factor is durability,” said Richards. “And since it’s built in the USA by Master Spas, owners don’t have to worry about frequent maintenance issues. The last thing a business wants is downtime due to equipment problems. That reliability is a big reason it’s become a favorite.”
Smooth Integration
If you’ve spent years coating your gym floors with benches, treadmills or yoga mats, putting in a few tubs might feel as daunting as jumping into one of the brand’s coldest ones. But as all Chilly GOAT users will tell you, you know it’s worth it after the fact. The brand is there to help guide your entry as well.
Both Valaris and Alpine tubs maintain a sleek design that fits in a variety of areas without compromising flow or creating congestion. Each spans no more than 84-inches in length, keeping the product roomy for all users but not overbearing to anyone around it.
“When we designed the Chilly GOAT, we wanted to strike the right balance — spacious enough to be comfortable for all body types while having a versatile design,” said Richards. “The seat is wide, there’s plenty of legroom. Plus, everything is built in, so there’s no need for extra space to house external components.”
The brand also has a dedicated team that assists facilities integrating Chilly GOAT products. Some, like the Alpine, just need a simple plug-in to a standard 110V/15-amp outlet to begin running, but the team is there to help operators strategically carve out space for their new amenities along with the actual installation.
“With years of experience in the fitness industry, they understand the needs of gym owners and operators,” said Richards. “They’ve helped businesses plan for proper spacing, water access and maintenance so that adding contrast therapy is as seamless as possible. It was important to us to have a team that truly understands this space and can guide businesses through the process.”
The Time is Now
The aforementioned leap is also something operators would be wise to make sooner rather than later. Wellness amenities remain a popular demand among fitness consumers. Not taking advantage of that helps neither consumers nor brands.
“I suppose no one understands a business better than its owner,” said Richards. “You know what works, what your members want and what keeps them coming back. But what business wouldn’t benefit from an easy, bolt-on revenue stream? We’re always looking ahead, thinking about the future and how to grow — and we see operators doing the same.”
There’s been no shortage of brands who’ve brought tubs and saunas into their spaces over the past handful of years, including several the industry likely never expected to.
“Even smaller CrossFit gyms are dedicating space for a cold tub and sauna because they recognize the value,” said Richards. “A gym that only offers the basics is going to have a harder time standing out.
“We’ve also seen a lot of traction with recovery-focused studios — places that aren’t traditional gyms but cater to athletes and wellness-minded individuals,” Richards added. “We’ve worked with a variety of gym owners, from boutique fitness studios to larger training facilities, and the feedback has been overwhelmingly positive. One of the biggest takeaways is that contrast therapy isn’t just an add-on. It becomes a selling point.”
