Meet the Executives Taking Ice Baths Before Board Meetings
Walk into an office building on Park Avenue in New York City and you might just see something out of the ordinary.
It’s no longer just pro-athletes and weekend warriors—now you’ll find junior analysts and their managing directors plunging into icy water before their biggest meetings.
Cold exposure has become a bona fide status symbol among high-performers in finance and beyond, not only because it looks hardcore, but because it delivers real results.
From luxury gyms to private office suites, cold plunges are the new must-have for executives aiming for sharper decision-making, grit, and resilience.
Why does cold exposure have so much workplace buzz?
Everyone from CEOs to digital nomads are tuning in to the true power of plunging—not just better cardiovascular health or brown fat conversion, but the unstoppable jolt of energy and relaxed, razor-sharp confidence that shows up 15 minutes after you climb out.
As the founder of Twitter, Jack Dorsey, puts it: “Nothing has given me more mental confidence than cold exposure.” Joe De Sena, Spartan CEO, does daily plunges before Zoom calls, using the physical challenge to bolster his mind for tough meetings.
Jesse Itzler, co-owner of the Atlanta Hawks and serial entrepreneur, plunges before speeches and high-stakes pitches, calling out the clarity and fearlessness it brings.
And I’m right there with them. I may not run a hedge fund, but I’ve used cold expsure—everything from icy Lake Michigan before work to a brutal cold shower ahead of a tough call—to switch my brain from frazzled to focused. When your mind’s a mess or stress hits a peak, a cold plunge absolutely wipes the slate clean and makes everything else in your day feel manageable.
Benefits of Cold Plunging
Dopamine Surge: Cold plunges can boost dopamine by up to 250%, delivering a wave of motivation, focus, and mental clarity that caffeinated drinks can’t match .
Stress Resilience: The brief shock of the cold trains your vagus nerve and nervous system to recover faster from stressors, making you more resilient in high-pressure situations .
Nothing Phases You: Many (including Dave Asprey) claim the hardest thing in their day is a morning plunge, so the rest of the day just feels easier. Personally, I’ve found it wipes away anxiety—deadlines, hard meetings, even workplace tension become way less intimidating .
Metabolic Hacks & Recovery: Cold can help convert unhealthy yellow fat to metabolically active brown fat, giving your metabolism a boost. It’s also shown to aid in muscle recovery and may improve sleep, another reason analysts are plunging with their bosses on no-sleep schedules .
Sure, some plunges (like the Morozko Forge) run $10K, but you don’t need to bankroll your biohacking—cold showers, contrast therapy, an ice-filled trash can, or an icy lake will all do the trick.
Anything 55°F or below counts. I started with what I had and quickly saw my stress response, morning energy, and workplace performance transform.
It’s wild seeing this wellness practice move from fringe to mainstream—to boardrooms, locker rooms, and beyond. But it makes sense: nothing else so quickly tones the mind, body, and nerves for the daily battles of high-stress jobs. Ice baths changed my life, and I believe everyone should experience what the cold can do.
Looking to try cold plunging?
Here are some practical tips and techniques to get started:
Where to find a cold plunge
Sauna Houses & Spas: Many cities now have sauna houses or wellness centers that offer dedicated cold plunge pools for an authentic experience.
Cold Showers: At home, simply turn your shower all the way to cold. This is an easy and accessible way to benefit from cold exposure.
Natural Spots: If you're feeling adventurous, an icy lake or the ocean (when conditions are safe) makes for a classic plunge—just like jumping into Lake Michigan before work.
DIY Plunge: If you want to recreate the experience, fill a large container or bathtub with cold water and ice—anything below 55°F works well. I talk about my DIY trash can in my apartment here.
Cold exposure techniques:
Hot/Cold Contrast: Alternate between hot (sauna or warm shower) and cold (plunge, lake, or ice bath). Try a few rounds for increased benefits.
3-5 Minute Limit: Aim for 3-5 minutes max in the cold plunge—any longer can be too stressful on your body.
Relax & Surrender: Once you enter the cold, focus on slow, controlled breathing. Try to relax, surrender, and let your body acclimate rather than fighting the sensation—this is key for maximum benefits and mirrors what execs practice before big moments.
If you’re looking to buy a premium cold plunge, here are four of the best options:
Morozko Forge – A leader in the space, Morozko is known for its industrial-grade, self-cooling ice bath units, often used in luxury gyms and by top executives .
Plunge – This unit stands out for its user-friendly design, filtration system, and competitive price point, making it a favorite among at-home users and professionals alike .
Renu Therapy – Known for excellent build quality, reliable chilling, and beautiful design, Renu Therapy tubs are a top choice for those seeking aesthetics with function .
Whether you’re putting one in your office or at home, these units deliver the cold, clarity, and recovery power the executive set has come to love.
Action Step
Whether it’s a cold shower, a trip to a sauna house, or a dip in a chilly lake, the benefits for stress resilience, mental clarity, and energy are real. Remember: stay relaxed, surrender to the cold, and see how it shifts your mindset.
For more on this mindset and technique, check out this podcast episode with Zane!
So—would you brave a cold plunge before your next big meeting?
Love you all.
I’m grateful to my partners who create amazing health & wellness products.
Disclaimer. I am not a doctor. This is just some random stuff I learned on the internet. Pretend it’s a story. Ok bye.
The scientific evidence behind cold plunging’s psychological benefits is shaky at best. That dopamine “fact” is based on one really tiny study that for some reason people really latched onto as strong evidence to be repeated. It isn’t. For whatever that’s worth. There’s so much hype and personal story in this space, which is totally valid and important. Just trying to separate science from story. They’re both awesome, but they aren’t the same. I’d love your thoughts on a piece I wrote about cold plunging!
https://open.substack.com/pub/brittanyalperin/p/should-you-believe-the-hype-about?r=2y2pv6&utm_medium=ios