Inside the trend – cold-water therapy
Since the pandemic, wild swimming has become an established British pastime, but growing numbers of people are now in search of a more extreme cold-water experience.
Borrowed from a centuries-old Nordic practice, cold-water plunges have more recently been adopted by plucky Brits in search of an invigorating health boost. We wanted to explore the trend and highlight some of the best books on the topic.
What’s it all about?
Cold water therapy can involve taking an ice bath, a cold shower or going for a swim in the sea in winter. It's any exposure to cold water for the purpose of feeling better. It’s widely thought that the practice has many health and wellbeing benefits, including reducing joint and muscle stiffness, improving heart health, boosting the immune system, and lifting mood. This wellness habit has been firmly embedded in Nordic and Scandinavian cultures for years.
Why now?
Extreme athlete Wim Hof, who is also known as The Iceman, has helped popularise cold-water therapy. The Dutchman has held a Guinness World Record for swimming under ice and has marketed his method for enduring low temperatures. His BBC show Freeze the Fear with Wim Hof saw celebrities take on different challenges in sub-zero conditions. Premier League footballers and other elite athletes have been trying out ice baths to aid injury recovery too. At the less extreme end of the scale, the growth in wild swimming may have contributed to the popularity of this trend, as well as our enduring fascination with scandi culture. However, the scientific evidence about the benefits of cold-water immersion is not conclusive and there are some risks associated with this activity, if people don’t know what they’re doing.
How can I incorporate this into my range?
This is not just a trend for extreme athletes. It appeals to wild swimming communities or anyone with an interest in health and wellbeing. Books on this theme will sit well with any scandi themes or ranges and complement wellness or outdoors products as well. It also offers a fresh angle for winter range themes, especially for retailers in cross proximity to coastal or rural environments.
Book suggestions
The Power of Cold
This stylish, compact hardbook will look great in minimalist displays. The content offers a practical guide to embracing the power of coldness to improve your life.
Chill
One for swimmers, this book shares stories and case studies of how swimming in cold water can be transformative.
The Book of Nordic Self Care
An attractively packaged book offering a broad overview of Nordic self-care practices and rituals.
50 Things To Do The Snow
You don’t have to submerge in freezing water to get a boost from the cold, and this cute hardback shares 50 activities to try on the next snow day.
The Cold Fix
Author Sarah Barnes shares how her new-found appreciation of cold-water swimming helped her come to terms with a future of limited mobility.
More inspiration
