US operator, Life Time, has started the rollout of cold plunges to more than 70 of its clubs in response to customer demand.

In a recent survey conducted by the operator, more than 43 per cent of the 1,000 respondents said they would like to try ice baths and cryotherapy as a recovery practice.

“Cold water therapy is one of the most effective ways to recharge your body and mind,” says Danny King, Life Time’s director of recovery and performance. “By spending just 30 seconds in a cold plunge you can boost your energy, improve your sleep and build mental resilience.

“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 lives,” he said.

Life Time’s recovery offerings include rejuvenation suites with saunas, steamrooms and hydrotherapy pools, as well as recovery spaces with stretch programming, Hydromassage and cryotherapy beds, compression boots, percussion massage guns and foam rollers.

According to the Health and Fitness Association’s 2024 HFA Global Report, Life Time is the top global chain in terms of revenue, generating US$2.22 billion in 2023.