SWTHZ, Plunge Ink Exclusive Distribution Partnership
Plunge will provide its cold plunge tubs to SWTHZ facilities nationwide, a massive distribution deal for the cold therapy brand
Contrast therapy franchise SWTHZ has partnered with Plunge, a leading cold plunge company, to make Plunge’s tubs available at its studios nationwide.
Through the agreement, Plunge becomes the exclusive cold plunge partner of SWTHZ, while SWTHZ becomes the official contrast therapy studio of Plunge.
SWTHZ will make Plunge All-In tubs available to members at its locations nationwide; the fast-growing contrast therapy franchise, which offers cold plunge, sauna an vitamin-C showers, is planning to have 75 studios open by the end of 2024 and 200-plus by the end of 2025.
The brands expect to facilitate as many as 12 million cold plunge sessions across SWTHZ locations in 2026.
“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,” says Jamie Weeks, founder and CEO of SWTHZ. “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,” Weeks added.
The Plunge All-In is Plunge’s marquee cold plunge tub. It features an easy-access design and connects to an app that notifies users when it’s time to change the filter — which only takes a few seconds. The tub can be controlled from anywhere via the app, ensuring it’s ready on demand. It maintains a temperature of 37 degrees Fahrenheit no matter how many plunges a user takes and cools 20% faster than previous Plunge versions.
SWTHZ will also support Plunge Club, the brand’s initiative to bring people together and establish a community via wellness and cold water immersion. Plunge Club plans to stop in Atlanta, Boston, Chicago and Los Angeles, where SWTHZ already maintains a presence.
“We are so excited to be partnering with SWTHZ” said Ryan Duey, Plunge co-founder and co-CEO. “This is a natural next step evolution into the industry of cold plunging and contrast therapy.”
Plunge believes the only thing holding back the wider adoption of cold plunging is the limited opportunities people have to find accessible options. This partnership offers a significant opportunity to change that.
“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,” Duey added. “Now having a best-in-class facility for our potential clients and communities we support is a win-win.”
The increased interest in wellness nationwide stands to benefit both brands as they move forward with this partnership.
New data is also out supporting the effectiveness of certain wellness modalities, while consumers show an increased willingness to spend on it.