Sunlighten Acquires Assets of Cold Therapy Brand Ice Barrel
Cool deal: Sunlighten, known for bringing the heat with its infrared therapy tech, is diving into cold exposure with Ice Barrel, citing growing demand
Infrared light and wellness company Sunlighten has acquired key assets from made-in-America cold therapy brand Ice Barrel Inc., establishing a new subsidiary, Ice Barrel, LLC.
The acquisition follows a 2023 investment from Solidcore founder Anne Mahlum, an active investor in the fitness and wellness space who backed Ice Barrel with $265,000 and extended a $1.5 million line of credit to support its growth.
“This acquisition solidifies the future of cold therapy and positions Ice Barrel, LLC to lead with greater purpose and impact,” Ice Barrel founder Wyatt Ewing said. “By introducing the Ice Barrel brand to the Sunlighten family, there will be a doubling down on community, innovation and customer care, ensuring that the life-changing power of cold remains accessible to everybody, everywhere. It’s exciting to see the brand expand globally and to collaborate with Sunlighten’s experienced team.”
Ewing will support the transition team to help guide the brand through its next phase.
“The synergy between the Sunlighten and Ice Barrel brands is exceptional; two highly compatible, cutting-edge technologies that align perfectly with our vision for the future of wellness,” Sunlighten CEO Aaron Zack said. “Our customers have been asking for immersive cold water experiences for years, and now we’re able to deliver. This acquisition expands our product ecosystem and opens new supply chains within North America. I’m excited to redefine how consumers engage with cold therapy and to create truly memorable experiences.”
The deal marks a strategic expansion for Sunlighten, which brings more than two decades of experience in the wellness space to the fast-growing cold therapy market.
Last year, Ice Barrel introduced the Ice Barrel Chiller, a device that maintains cold water temperatures and allows users to control settings remotely via a companion app. At the time of its launch, Ewing positioned Ice Barrel as part of a broader wellness movement, telling Athletech News last year that the company is more than just a cold therapy company.
“We like to think of ourselves as a wellness company that has a bent toward physical sensation,” he said. “You can take a pill or use red light, but you can’t feel the (immediate) effects. If you take an ice bath, sit in a sauna or use a percussion gun, you’re going to immediately feel the effects. We have an exciting product roadmap, and I think the future of the business is very bright.”