Chilly GOAT Cold Tubs Recovers the Mind & Body Alike
Partnership
Sponsored By Chilly GOAT Cold Tubs
Chilly GOAT Cold Tubs is keeping the mind in mind when it comes to the brand’s array of wellness and recovery products
The topics of mental health, stress and terms like “burnout” have elevated from noteworthy subjects to top-of-mind concepts for countless fitness and medical professionals within the past five to ten years. It’s been a slow, yet important climb for all parties involved.
Michael Phelps’ Chilly GOAT Cold Tubs, the contrast therapy brand by Master Spas, is now helping others make that ascension. With a handful of hot and cold therapy products that support both the body and mind — and by making them easy for any operator to weave into their suite of offerings — the brand has its arms wide open, eager to help usher in this new age of health and wellness.
“There’s been a real shift in how we talk about wellness,” said Master Spas President Kevin Richards. “Whether we’re talking with individual customers or gym owners, stress relief and burnout prevention come up time and time again. At Master Spas, we’ve always believed in the power of water to help people feel better — physically and mentally. In fact, we’ve made it our mission.”
The Mission
With two tubs, the Alpine and Valaris, Chilly GOAT makes plunging in waters ranging anywhere from 40° to 104° F feasible for gyms or studios and their members. Lower temperature plunges in particular boost endorphins while also improving blood flow and oxygen delivery to the brain, leading to an improved mental state and sharpened focus.
“Cold exposure stimulates the release of endorphins, which can lift your mood and help ease symptoms of anxiety and depression,” said Richards. “Many people describe feeling euphoric after a session. It’s like hitting a mental reset button.”
Fitness consumers of all levels have been quick to recognize this benefit, as Richards noted that some athletes even use their tubs before competitions to “dial in.”
The cold water also activates a stress response in the body. User heart rates jump as breaths shorten. While that may sound counterproductive to improving one’s health, doing it repeatedly has the opposite effect, as the repetition trains the body and mind to better handle stress.
“Over time, this carries over into daily life,” Richards explained. “Users tell us they feel more resilient and less reactive. That’s a major win for mental health.”
Cold plunging also lends a helping hand when it comes to our most natural way of recovering both mentally and physically.
“Cold immersion helps regulate your nervous system, reducing cortisol levels and activating the parasympathetic ‘rest and digest’ response,” said Richards. “That shift helps people fall asleep more easily and stay asleep longer, which are crucial for managing stress and recovery.”
Easy for Gyms to Get Started
As compelling as these effects are, Chilly GOAT knows they’ll only be felt by a handful of individuals if not delivered in a productive manner. That’s why the brand crafts products with efficient, durable and flexible designs.
This allows operators, even those just getting into the wellness game, to check the recovery box without having to tear down other central parts of their operation.
“Most gym owners don’t have unlimited space or massive budgets — but they’re still looking for ways to deliver more value to their members,” said Richards. “We designed Chilly GOAT tubs to be space-conscious, energy efficient and low maintenance so you don’t have to do a full renovation or carve out a dedicated spa space. You can get a cold tub up and running quickly and start offering something new without disrupting your core operations.”
Each tub spans no more than 84 inches in length, is spacious for users, yet unobtrusive in shared spaces. Chilly GOAT also provides a dedicated team to support operators, ensuring a calculated yet swift approach as well.
From that point on, the amenities do the rest of the work themselves.
“And the return? It’s there,” said Richards. “Whether you’re running a boutique studio or a full-scale training facility, adding recovery and wellness solutions gives people more reasons to show up, stay longer and feel better — not just physically, but mentally too.”
Still Learning
While Chilly GOAT is pleased with this progress, the brand doesn’t view it as a stop sign, but instead one telling them to keep going, especially with new intel coming in that supports the brand’s mission.
“The Chilly GOAT team is always looking at the latest research and trends in cold water and sauna therapy,” said Richards. “What’s exciting is how much momentum the science is gaining — especially around mental health.”
While touting the new research around cold plunging, Richards referenced one study that found people who practiced regular cold exposure experienced better mental health, fewer somatic complaints and even shorter durations of upper respiratory infections. In another, participants who immersed themselves in cold water for a single session experienced significant mood improvements, growing less tense, posting lower levels of anger and fatigue as well as more energy and self-esteem.
“Perhaps most compelling is how quickly the benefits can kick in,” said Richards. “That really validates what we hear from users every day: ‘I feel so much better after just a few minutes.’”
Richards also mentioned Chilly GOAT plans to look further into the power of contrasting hot with cold in the future. It’s something the brand can already facilitate, whether through the Valaris tub, which can hold both cold and hot water at once with its dual-tub design, or its Sweaty GOAT saunas.
“There’s science behind it, too,” Richards said. “It’s been shown to help boost mood and even reduce depressive symptoms. Contrast therapy is something we continue to explore because it supports both sides of that — physical and mental recovery.”
This article originally appeared in ATN’s 2025 Wellness Room: The Art & Science of Integrating Recovery, which maps the forces redefining how operators retain members, monetize square footage and prepare their brands for a dynamic future. Download the free report.