Plunge and SWTHZ Announce Strategic Partnership
Krissy Vann | Host, All Things Fitness and Wellness
Plunge and SWTHZ have announced a strategic partnership aimed at advancing the adoption of contrast therapy across the United States. As part of the agreement, Plunge will become the exclusive cold plunge partner for SWTHZ, while SWTHZ will be recognized as the official contrast therapy studio for Plunge. This collaboration is set to integrate Plunge’s All-In cold plunge units into SWTHZ's wellness facilities nationwide.
The partnership is expected to enhance SWTHZ’s contrast therapy offerings by incorporating the Plunge All-In units into its private therapy suites, which are already equipped with saunas and vitamin-C showers. The rollout will begin with 75 SWTHZ locations by the end of 2024, expanding to over 200 locations in 2025. This initiative could result in up to 12 million cold plunge sessions at SWTHZ studios by 2026.
Jamie Weeks, Founder and CEO of SWTHZ, expressed enthusiasm about the collaboration, stating, “Over the past two years we’ve rigorously tested almost every plunge variation on the market, and without a doubt Plunge’s All-In has stood out as the best. Integrating the Plunge All-In into our contrast therapy suites represents a significant upgrade to our offerings and unlocks new possibilities within the member experience. This partnership aligns perfectly with our mission of being the global category leader in deliberate exposure to heat and cold therapy.”
The partnership also includes a focus on community engagement through Plunge Club, a Plunge initiative designed to promote wellness and cold water immersion. SWTHZ will support this initiative by providing additional resources and leveraging its growing member base. Plunge Club events are planned in several major cities, including Atlanta, Boston, Chicago, and Los Angeles, throughout 2024 and beyond.
Ryan Duey, Co-Founder and Co-CEO of Plunge, emphasized the shared goals of the partnership, stating, “We are so excited to be partnering with SWTHZ. This is a natural next step evolution into the industry of cold plunging and contrast therapy. Our goal has always been to simplify and reduce the friction for people to get into cold water, and the biggest hurdle we’ve seen is actually getting people into a cold plunge for the first time. Now having a best-in-class facility for our potential clients and communities we support is a win-win. SWTHZ has created a one-of-a-kind experience that we are excited to support and will fulfill Plunge’s goal of getting 10 million new people cold plunging over the next two years.”
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