Life Time is taking the plunge—cold plunge, that is.
The luxury athletic country club is introducing cold plunges at over 70 of its facilities nationwide by this summer.
The move follows Life Time’s recent 2025 Wellness Survey, revealing that more than 43% of respondents are eager to try or increase their use of ice baths and cryotherapy as recovery modalities in 2025.
“Cold-water therapy is one of the most effective ways to recharge your body and mind,” said Life Time director of recovery and performance Danny King. “By spending just 30 seconds in a cold plunge, you can boost your energy, improve your sleep and build mental resilience. It’s a simple yet powerful tool for recovery. By integrating this into the comprehensive offerings at Life Time, we further solidify our position as the premier holistic destination for health and wellness, providing unparalleled opportunities for our members to live healthy, happy lives.”
Those who are new to the world of cold plunging are advised to begin with short sessions, such as 30 seconds, as they build up their tolerance.
“While everyone is talking about cold plunge, it isn’t about how long you can stay in,” King pointed out. “We encourage people to talk with one of our experts to understand the proper techniques and timing. This helps to avoid potential risks and achieve the best possible outcomes for your health and wellness.”
Supplements are also an area of interest, according to Life Time’s survey. In response, the premium club operator has launched LTH, an expanded line of supplements and wellness products including daily multivitamins and greens capsules, Rewind Collagen Elixir, and Revive Colostrum Powder. Other products are also in development, including a caffeine-free pre-workout supplement, D.TOX protein snack bars, and cinnamon roll-flavored collagen peptides.
Life Time is set to reveal its Q4 and full-year earnings on its Feb. 27 earnings call.
