Invest in Plunge

At Plunge, we believe that resilience is the ultimate superpower.

Our cold plunges and high-heat saunas are tools for transformation, engineered to make building resilience a daily habit. 

With industry-leading quality, seamless app control, and thoughtful design, we deliver contrast therapy* that’s accessible, highly effective, and life-enhancing.

It’s not too often that your obsession is also your career. And your therapy. And a way to change lives all over the world. But for us, that’s exactly what happened.

Both of our co-founders, Michael and Ryan, had life-altering experiences that fueled a passion for cutting-edge wellness therapies. When the COVID-19 pandemic forced their float tank thriving businesses to close, Michael started tinkering to build the world’s best cold plunge.

After countless iterations, Michael and his dad created a winning design. Ryan joined soon after to build the first 20 plunges together in Michael’s garage. 

We bought the domain “thecoldplunge.com” for a mere $10 and shaped how people referenced the modality. Two years later, we secured Plunge.com and set out to create a new category in wellness. 

Initial growth came from seeding products with leading health influencers like Aubrey Marcus, Andrew Huberman, and Rich Roll. This epic “Plunge tour” proved the efficacy of our product and catapulted demand to the next level.

Just after hitting our first million dollars in sales in 2022, we were invited to pitch on Shark Tank and ended up with one of the top offers the show has ever seen.

By building an aesthetic, modern cold plunge for half the cost of the competition, we quickly achieved product-market fit. The quality and craftsmanship of our products combined with exposure from Shark Tank and top influencers catapulted us to market domination. 

Today, with a growing community of 30,000+ loyal customers, over $200M+ in cumulative revenue, and partnerships with iconic brands like CrossFit, Liquid Death, and the NY Yankees, we’re leading the charge in a booming $8B market.

We couldn’t be where we are today without the tremendous passion and support of our customers. That’s why we’re giving the Plunge community first access to our investment round before we raise institutional capital.

We live in a world where convenience is king, and it’s quietly robbing us of our vitality. Sedentary lifestyles, screen-based entertainment, and the lack of physical challenges in daily life have left us ill-equipped to age with strength and vitality.

Instead of thriving as we grow older, many people face chronic illnesses, reduced mobility, and a declining quality of life.

People are catching on to the power of ancient rituals – like exposure to extreme cold and heat – as a highly efficient way to boost vitality, build resilience, and keep our bodies intact. 

However, the rising popularity of this modality has led to the proliferation of clunky, white-labeled products that lack durability, reliability, and aesthetic appeal. These low-quality boxes are eyesores – there’s a reason they’re often placed out of sight.

When you’re investing in your health and motivating yourself to plunge into ice-cold water or embrace high heat on a regular basis, details matter.

At Plunge, we’re empowering people to reclaim vitality and extend their health spans with a suite of contrast therapy products that offer unmatched style and uncompromised quality. 

Built with high-quality materials and supported by a best-in-class app, our stunning range of premium cold plunges and saunas make submerging yourself into ice-cold water or entering sweltering heat an irresistible part of your day. 

We’re breaking the mold and thinking outside of the box, literally, with products that are meant to be seen. Our modern designs are not only meticulously engineered and validated through 45 million sessions to ensure optimal ergonomics and a seamless experience, but they also elevate any home, spa, locker room, or office building.

Our cold plunges are assembled in California, and our saunas are made here too. Keeping it local allows us to ensure that every Plunge and Sauna meets our high standards.

Each cold plunge features premier filtration and sanitation so that users can enjoy clean, perfectly chilled water at any time - no ice needed!

Our state-of-the-art Plunge All-In Commercial Max features the highest standard in health department certification and hassle-free maintenance, giving us a significant competitive advantage over other commercial solutions. 

Spas, gyms, and businesses benefit substantially from reduced operational costs and compliance with health and safety standards while offering an unparalleled cold plunge experience.

Our recently launched high-heat saunas open up an entirely new market for Plunge. 

Crafted from premium cedar and featuring an ergonomic backrest and adjustable flip-up benches that leave space for hot yoga, solo workouts, or group sessions, our saunas cater to a range of individual and group experiences.

All Plunge products offer smartphone-controlled sessions through the Plunge App. 

Our app enhances the customer experience and reinforces brand loyalty with features like session tracking, temperature control, maintenance reminders, and wellness tips, as well as connectivity with Apple Watches. 

The app also creates opportunities for upselling and cross-selling, offering tailored recommendations for complementary products, accessories, and eventually subscription-based memberships.

We’re currently working on incorporating a personal wellness coach into the app to drive accountability and enable data integrations with other popular wearables like Oura and Whoop.

On the B2B side, PlungeConnect is a cutting-edge enterprise platform that centralizes device data for seamless monitoring and maintenance.

In just a few minutes every day, you can experience powerful, tangible benefits—enhanced circulation, reduced inflammation, and faster recovery.

We’re proud to work with some of the best in the business - from world-class athletes to leading minds in science and the biggest wellness brands.

With decades of experience driving innovation at iconic companies like Amazon, MakerBot, Chevron, and Life Fitness, our leadership team knows how to turn ideas into impact. 

We’ve combined that expertise with our shared passion for contrast therapy to build a brand that’s as enduring as the benefits we deliver.

Contrast therapy is a new and fast-growing market with immense untapped potential. Aggregating the residential and commercial markets for both cold plunges and saunas, the estimated U.S. market size is $8B+ today. 

Currently, 5% of US households own a hot tub, while less than 1% own a cold plunge or sauna. If the same hot tub consumers purchased a plunge or a sauna, the U.S. residential market size would exceed $40B.

For the commercial market, over 70% of leading U.S. gym chains offer saunas and yet only 6% offer cold plunges, creating a massive market growth opportunity. If all the gyms that with saunas also offered cold plunge therapy, the U.S. commercial market opportunity is $3.4B.

With the proven production capabilities and infrastructure we have in place today, Plunge can scale by more than 3X in the next 5 years.

With a combined residential and commercial total available market (TAM) of $43.4B+ as well as international expansion on the horizon, the market opportunity is massive.

The majority of our revenue comes from D2C and B2B cold plunge and sauna sales. Our average acquisition cost is incredibly low compared to our average order values.

Partnerships and joint marketing with influential brands like Liquid Death, alo, and CrossFit have proven to offer a lucrative customer acquisition channel that has already led to $1.6M in direct attributable revenue with zero acquisition costs. 

We are focused on growing returning and recurring revenue from supplies and accessories, driven by our iOS app which simplifies maintenance and reordering supplies and drives customer loyalty.

From 2022 to 2023, we rode a tidal wave for residential cold plunging. With little competition at our price point, we exploded to $82M in sales in 2023 and ramped our production capabilities to keep up. 

In 2024, we leaned into the B2B channel and achieved 111% year-over-year growth, generating $13M in commercial revenue. Top-tier operators like SweatHouz and Chelsea Piers turned to Plunge for premium, commercial-grade cold plunges to scale their offerings. We also surpassed $9M in revenue from the launch of our new high-heat sauna products in the first full year of sales. 

2025 is all about optimizing efficiency while expanding our B2B growth engine and whitespace to scale our sauna business. With streamlined operations, a leaner team, and smart marketing, we’re on track for sustainable profitability.

Future growth will come from B2B expansion with partners like SweatHouz, Hilton, and Marriott, plus international expansion and exciting new products like custom app protocols, upgraded tubs and saunas, and smaller, budget-friendly models.

Plunge is well-positioned for an attractive exit through strategic or private equity acquisition. With established relationships and ongoing dialogue with leading players in the wellness and fitness space, we’re already on the radar of potential buyers.

We’ve built Plunge from the ground up; bootstrapped with $12M in debt financing and strong organic growth. With $0 in outside equity, we’ve proven the power of our product and the fierce loyalty of our customers. Now, we're inviting our community to take the Plunge and join us as investors.

With tremendous upside potential in the B2B market, international expansion ahead of us, and continued product innovation, we’re only getting started. Your investment will help us expand our impact and bring the power of contrast therapy to millions - all while giving you a financial stake in our growth!