Ice Plunging — a Trend To Stay Or Just Short-Term Hype?

by Barbara Yakimchuk

Ice Plunging — a Trend To Stay Or Just Short-Term Hype?

28 Feb 2025

Photo: Diana Light

Ice plunging is nothing new — even if you haven't tried it yourself, you probably know someone who has. And we do not tend to question those who do it; we all know it is good for our health (even if we are not entirely sure how). But where did this trend come from? Why is it gaining popularity in the Middle East? And what are the expected — and unexpected — effects of ice bathing? We will discover all of this further. And as a bonus, some insights from a Dubai-based ice plunging studio owner, along with my personal top recommendations.

The history of ice baths dates back to four regions simultaneously: ancient Greece and Rome, Nordic Europe, and Japan. Cooling therapies have been practised in these cultures for centuries, with ice baths believed to enhance physical strength and overall well-being.

The first modern boom in cold therapy began in the 20th century when ice bathing was recognised as a potential medical tool. Doctors started prescribing it to professional athletes to reduce muscle inflammation, aid recovery, and prevent further injury. However, it remained largely confined to the sporting world and was not widely adopted by the general public.

The latest surge came in the 21st century, driven by influencers and opinion leaders on social media. TikTok, in particular, gave the trend a major boost, with videos under the hashtag "coldplunge" accumulating over a billion views, shown that this trend influences consumer behaviour. By July 2023, the growing interest in ice bath tubs on TikTok directly impacted Amazon sales in the United States.

Middle Eastern countries have followed suit. While precise numbers are not widely available, several reports suggest that the region is keeping pace with trends in the UK and the USA. This growth is fuelled by a rising interest in wellness and alternative health practices. Many Dubai-based influencers I follow on Instagram have even installed ice baths on their balconies or in their gardens.

What is Ice Bathing?

Ice bathing typically refers to immersing yourself in cold water, usually at a temperature between 10°C and 15°C. Some people opt for even lower temperatures, but those can be quite intense and are rarely used.

You might have noticed that some ice baths contain actual ice cubes, while others don't. The main reason for adding ice is simply to cool the water down to the desired temperature. The water in an ice bath with ice cubes still usually stays within the same 10–15°C range (sometimes a little cooler) as the water without them.

Another reason for adding ice cubes? The visual effect. Let us be honest — plunging into a bath filled with floating ice looks far more dramatic on Instagram and tends to get more engagement.

I found one more reason for adding ice cubes: more rapid cooling for athletes. It is said that if an athlete needs to lower their body temperature quickly, adding more ice can shorten the immersion time. But whether there is ice in the bath or not, the initial shock of cold water is still great, and most people will not stay in the plunge longer than five minutes anyway — so it hardly saves much time.

Photo: Getty Images

Can I switch ice baths for cold showers?

If you are considering switching from cold showers to ice baths, keep in mind that they are not the same. The key difference lies in how they cool your body. In an ice bath, you are fully immersed, leading to a faster drop in core temperature, stronger anti-inflammatory effects, and even increased fat burning.

Cold showers, on the other hand, are great for waking up or getting an energy boost. However, since the water flows over your body rather than fully surrounding you, they don't provide the same benefits and are not really considered part of proper cold therapy.

Photo: Robbie

What do people expect from Ice Bathing today?

In addition to the benefits mentioned above — ones every athlete is after (and believe me, even if you are not a professional but train regularly, you will know how much of a headache muscle inflammation can be) — there are several other effects people notice in their bodies:

Boosts Circulation
Strengthens the Immune System
Enhances Metabolism & Fat Burning
Improves Skin & Hair Health

However, beyond the physical benefits, there is also a psychological aspect. Reports indicate that ice bathing can elevate dopamine levels by 250% and norepinephrine levels by 530%, potentially helping alleviate depression and anxiety.

Photo: Diana Light

I recently tried ice bathing myself, and I have to say — I loved it so much that I want to keep going. So, what exactly did I feel?

To be honest, my first emotion was fear. We were advised to stay in for about a minute, but on my first attempt (we did three rounds in total), I barely lasted ten seconds. My body went rigid from the cold, and it scared me. But as soon as I stepped out and the initial shock faded, I felt an incredible sensation throughout my body. My body started giving me heat and energy to warm me up, and it was an amazing feeling.

Overall, after the procedure, it felt like a total reset. We spent an hour alternating between ice bathing and the sauna, and by the end, I felt an unbelievable surge of energy and a major mood lift. To be honest, I had not been feeling great that day, and I was struggling to find the motivation to go out in the evening — I was looking for excuses not to. But after this experience, my whole state shifted.

What are the essential rules for Ice Bathing?

It is also worth noting that ice bathing is not something to take lightly — immersing your body in cold water can have unpredictable effects. So it is essential to be aware of your health condition and follow several key rules before starting.

If you are trying it for the first time, make sure someone is with you who can assist if needed.
Avoid ice baths if you have heart or blood pressure issues, as there is a risk (small, but it is still there) of hyperventilation, spikes in blood pressure, and even temporary cognitive impairment.
Do not stay in an ice bath for too long — most of the benefits are gained within the first few minutes.

How popular are Ice Baths in Dubai? Why?

To get the best insight, I spoke with someone from the industry — Hamdan Al-Khafaji, Co-founder of Contrast Wellness Studio, a first-of-its-kind private sauna and ice plunge wellness studio in the UAE.

— You have launched an ice bath and sauna wellness business. What makes you believe ice bathing is a long-term trend rather than just a passing hype? And what do you think are the main reasons behind its popularity?

— Hot and cold therapy is not a trend — it has been around for thousands of years. The only difference now is that science has caught up and proved what people have always known. What was once a ritual is now easily accessible. It makes you feel incredible, and you instantly notice the benefits. It is not just about athletes anymore; busy professionals, parents, and anyone looking to optimise their health are integrating it into their routine. People try it once, feel the benefits, and keep coming back. That is not hype — that is a lifestyle shift.

— Who typically comes for an ice bath in the UAE — athletes or regular people? Men or women? Have you had any unexpected visitors become regulars — people you didn’t anticipate when launching the business?

— We get a mix of everyone. Athletes, yes, but also high-performers from all walks of life— CEOs, creatives, parents, and people who just want to feel better. One of the biggest surprises has been the number of people who do not work out at all but come purely for the benefits. Ice baths are not just about muscle recovery; they help with stress, anxiety, and focus. It is actually pretty balanced — men and women both love it for different reasons.

— What effects are people looking to achieve when they start ice bathing? Are there any unexpected benefits they discover along the way?

— Most people come in for recovery or energy, but what keeps them coming back is the mental shift. They expect to feel physically better, but they don't expect the clarity, the focus, and the sense of control it gives them over their stress and emotions. Ice baths teach you to stay calm under pressure, and that translates into every part of life. People come in for the physical benefits and walk out realising it is just as much about the mind. It is a step in the right direction.

— For someone trying an ice bath for the first time, what is the best way to approach it for a smooth and effective experience?

— It is shocking, even for me, and I do it often. Don't overthink it — just deal with what has to come. Get in and focus on your breath. The shock lasts about 30 seconds, then your body settles. The key is to relax into it instead of fighting it. If you need to get out and try again, do it — the second plunge is always easier. Stay in for one minute, and if you feel good, go longer. Once you do it, you will realise you are capable of way more than you thought.

Photo: ContrastWellness

Where to try ice bathing in the UAE?

Contrast Wellness Studio

This is the place I tried, so I can confidently say — I highly recommend it! Contrast Wellness has four venues in Dubai and focuses on sauna and ice bath experiences, with additional treatments like massages. The concept is simple yet effective: alternating between heat and cold, allowing your body to relax in warmth before shocking it with an ice-cold plunge.

This place offers two sauna options: traditional Finnish saunas with heat and steam, and infrared saunas (we tried this one, said to have great benefits for the skin). One thing I loved was the private space — you can come as a couple or with a group, and have your own area with an ice bath, sauna, shower, and changing room. Plus, there is a TV to watch while you heat up! So, if you are looking for a quick but effective recharge in just an hour, try this!

Photo: @contrastwellness

Padel Edition

I love how they combine sport and ice bathing in one place — especially since, as we discussed, it is essential for reducing muscle inflammation.

Imagine this: you play padel with your friends, the game is intense, and every muscle in your body is pushed to its limit. Two hours later, you are exhausted, muscles aching... and then you plunge into an ice bath. Voilà! Instantly, you feel lighter and refreshed.

Plus, it is the perfect post-workout recovery your body needs. And, with their stylish interior, a few photos here will make for a great Instagram story!

Photo: @padeledition

Seven Wellness

If you are looking for a place with literally everything — Seven Wellness is the one. This premium sports club offers top-tier gym equipment, Pilates, stretching, boxing, and yes… another cold plunge.

I absolutely love its branding and design — everything is sleek, well-thought-out, and done in great taste!

Photo: @sevenwellness

Purchasing an ice bath tub

If you are passionate about ice bathing and ready to make it a daily habit, consider setting one up at home. If you have a garden, you are lucky. However, if you plan to install it on your balcony, it is advisable to confirm the dimensions with your building authority (usually, it should be fine). A lot of options can be easily found on Amazon!

by Barbara Yakimchuk