Many people are even setting up their own ice baths at home. The global cold plunge tub market was valued at close to US$338 million in 2024 and is projected to reach nearly $483 million by 2033.

Professional athletes use ice baths as part of their recovery. Wilfred Ndidi. Sam Braybrooke, Ayoze Perez, Harvey Barnes take the plunge during the Leicester City training camp in 2022.