What do Lizzo and your favorite Twitter thread bro have in common?
A pricey ice bath.
According to The New York Times, ice baths are hot right now, and companies are diving headfirst into the lucrative biz.
Ice baths aren’t new. For years, athletes have used them after workouts to ease muscle soreness and promote recovery. Now the trend has taken hold in the wellness community:
While it’s still TBD whether an icy dip actually helps you shed pounds, that hasn’t stopped a flood of new startups from entering the space:
… doesn’t stop with pricey baths. Customers can also chill out with facial ice rollers, cryotherapy, and ice bath group classes.
All we know is, at these prices, we’ll be plunging in the nearest river instead.