The Transformative Power of Cold Plunging: Insights from Ryan Duey - Full Transcript

00:00so today's guest is someone who's I'm so today's guest is someone who's I'm happy to to call a friend and I will happy to to call a friend and I will happy to to call a friend and I will tell you man I think you guys make a tell you man I think you guys make a tell you man I think you guys make a very sexy gold punch it makes you feel very sexy gold punch it makes you feel very sexy gold punch it makes you feel better and you go work out hard again better and you go work out hard again better and you go work out hard again the next day I can literally tell right the next day I can literally tell right the next day I can literally tell right now just in how cognizant and alert and now just in how cognizant and alert and now just in how cognizant and alert and clear and a wake that I am that had I clear and a wake that I am that had I clear and a wake that I am that had I not done that I wouldn't feel you know not done that I wouldn't feel you know not done that I wouldn't feel you know before coming on I always like reading before coming on I always like reading before coming on I always like reading like talking to our customer experience like talking to our customer experience like talking to our customer experience team like give me the coolest stories team like give me the coolest stories team like give me the coolest stories what's happening it was at least 10 what's happening it was at least 10 what's happening it was at least 10 years had had a migraine headache the years had had a migraine headache the years had had a migraine headache the minimum 25 to 30 days per month done minimum 25 to 30 days per month done minimum 25 to 30 days per month done every option you can think got the coal every option you can think got the coal every option you can think got the coal Plunge 18 days they've not had a Plunge 18 days they've not had a Plunge 18 days they've not had a migraine headache one thing we are migraine headache one thing we are migraine headache one thing we are seeing is that women tend to be be ultimate welcome back to the ultimate ultimate welcome back to the ultimate ultimate welcome back to the ultimate human podcast today we're diving deep human podcast today we're diving deep human podcast today we're diving deep into the chilling world of cold therapy into the chilling world of cold therapy into the chilling world of cold therapy with none other than Ryan dwey with none other than Ryan dwey with none other than Ryan dwey co-founder and co- CEO of plunge Ryan co-founder and co- CEO of plunge Ryan co-founder and co- CEO of plunge Ryan has transformed his personal health has transformed his personal health has transformed his personal health challenges into a thriving business that challenges into a thriving business that challenges into a thriving business that brings the rejuvenating power of cold

01:00brings the rejuvenating power of cold brings the rejuvenating power of cold water therapy right to your doorstep water therapy right to your doorstep water therapy right to your doorstep from launching his first Float Center in from launching his first Float Center in from launching his first Float Center in Sacramento to creating a multi-million Sacramento to creating a multi-million Sacramento to creating a multi-million dollar Empire around cold plunges Ryan's dollar Empire around cold plunges Ryan's dollar Empire around cold plunges Ryan's journey is nothing short of inspiring journey is nothing short of inspiring journey is nothing short of inspiring let's plunge into a story and uncover let's plunge into a story and uncover let's plunge into a story and uncover the cold hard facts about this the cold hard facts about this the cold hard facts about this fascinating Wellness practice hey guys fascinating Wellness practice hey guys fascinating Wellness practice hey guys welcome back to the ultimate human welcome back to the ultimate human welcome back to the ultimate human podcast I'm your host Gary Brea human podcast I'm your host Gary Brea human podcast I'm your host Gary Brea human biologist where we go down the road of biologist where we go down the road of biologist where we go down the road of everything anti-aging biohacking everything anti-aging biohacking everything anti-aging biohacking longevity and everything in between longevity and everything in between longevity and everything in between today is going to be a special treat for today is going to be a special treat for today is going to be a special treat for you guys because arguably my favorite you guys because arguably my favorite you guys because arguably my favorite modality you've heard me talk about this modality you've heard me talk about this modality you've heard me talk about this millions of times I call it my drug of millions of times I call it my drug of millions of times I call it my drug of choice because nothing makes me feel choice because nothing makes me feel choice because nothing makes me feel better for longer and I know a lot of better for longer and I know a lot of better for longer and I know a lot of you guys agree and that is the cold you guys agree and that is the cold you guys agree and that is the cold plunge so today's guest is someone who's plunge so today's guest is someone who's plunge so today's guest is someone who's I'm happy to to call a friend um he I'm happy to to call a friend um he I'm happy to to call a friend um he spent the night at my house last night spent the night at my house last night spent the night at my house last night and we actually did a whole morning full and we actually did a whole morning full and we actually did a whole morning full of biohacking and breath work and of biohacking and breath work and of biohacking and breath work and sunlight and cold plunging and I think sunlight and cold plunging and I think sunlight and cold plunging and I think the absolute world of his company his

02:00the absolute world of his company his the absolute world of his company his product the market leading design that product the market leading design that product the market leading design that he's and his Partners have come up with he's and his Partners have come up with he's and his Partners have come up with and the impact that they're making on and the impact that they're making on and the impact that they're making on the Cal plunging world so welcome to the the Cal plunging world so welcome to the the Cal plunging world so welcome to the podcast Ryan Dey thanks Gary it's good podcast Ryan Dey thanks Gary it's good podcast Ryan Dey thanks Gary it's good to be here and so you're the co-ceo and to be here and so you're the co-ceo and to be here and so you're the co-ceo and co-founder correct of of of coal plunge co-founder correct of of of coal plunge co-founder correct of of of coal plunge um and I will tell you man I think you um and I will tell you man I think you um and I will tell you man I think you guys make a very sexy coal plunge thank guys make a very sexy coal plunge thank guys make a very sexy coal plunge thank you um I really do I I use it every day you um I really do I I use it every day you um I really do I I use it every day uh we used it today not together um but uh we used it today not together um but uh we used it today not together um but um I I want to I want to back this story um I I want to I want to back this story um I I want to I want to back this story up because um I feel like you guys up because um I feel like you guys up because um I feel like you guys started at around a time when cold started at around a time when cold started at around a time when cold plunging wasn't as in Vogue as it is plunging wasn't as in Vogue as it is plunging wasn't as in Vogue as it is today and maybe even not even as widely today and maybe even not even as widely today and maybe even not even as widely as accepted or as mainstream practice as as accepted or as mainstream practice as as accepted or as mainstream practice as it is today so talk a little bit about it is today so talk a little bit about it is today so talk a little bit about your your journey from what you were your your journey from what you were your your journey from what you were doing before to to this this segue into doing before to to this this segue into doing before to to this this segue into the into the cold plunging industry yeah the into the cold plunging industry yeah the into the cold plunging industry yeah before I mean before plunge launch which before I mean before plunge launch which before I mean before plunge launch which feels like we've been here a while but

03:00feels like we've been here a while but feels like we've been here a while but this was post pandemic you know we this was post pandemic you know we this was post pandemic you know we launched the country company in launched the country company in launched the country company in September of 2020 uh my co-founder Mike September of 2020 uh my co-founder Mike September of 2020 uh my co-founder Mike and I we both owned brick and mortar uh and I we both owned brick and mortar uh and I we both owned brick and mortar uh basically float tank centers float spot basically float tank centers float spot basically float tank centers float spot the sensory deprivation sensory the sensory deprivation sensory the sensory deprivation sensory deprivation we had uh saunas and he had deprivation we had uh saunas and he had deprivation we had uh saunas and he had cryo at his so we we had kind of we were cryo at his so we we had kind of we were cryo at his so we we had kind of we were in health and wellness biohacking were in health and wellness biohacking were in health and wellness biohacking were you guys part of the same franchise no you guys part of the same franchise no you guys part of the same franchise no so just independently very different so so just independently very different so so just independently very different so Mike and I are you know we have our Mike and I are you know we have our Mike and I are you know we have our souls are aligned in a very unique way souls are aligned in a very unique way souls are aligned in a very unique way like we've had very similar life like we've had very similar life like we've had very similar life experiences and that's for another story experiences and that's for another story experiences and that's for another story but anyways he was opening in San but anyways he was opening in San but anyways he was opening in San Francisco and this is back in 2016 Francisco and this is back in 2016 Francisco and this is back in 2016 there's no you know float tank Center there's no you know float tank Center there's no you know float tank Center was a very rare thing and I was uh or he was a very rare thing and I was uh or he was a very rare thing and I was uh or he the 2015 he opened um and I saw he was the 2015 he opened um and I saw he was the 2015 he opened um and I saw he was opening I was opening in Sacramento I opening I was opening in Sacramento I opening I was opening in Sacramento I drove down I walked in he's working the drove down I walked in he's working the drove down I walked in he's working the front desk I said hey man we're going to front desk I said hey man we're going to front desk I said hey man we're going to be friends there's an entrepreneur be friends there's an entrepreneur be friends there's an entrepreneur working the front desk of his own working the front desk of his own working the front desk of his own business ex you know so he had same you business ex you know so he had same you business ex you know so he had same you know same very interesting life know same very interesting life know same very interesting life experiences that had happen to lead him

04:00experiences that had happen to lead him experiences that had happen to lead him to opening this facility and I read his to opening this facility and I read his to opening this facility and I read his story I was like that's my story I was story I was like that's my story I was story I was like that's my story I was like who is this guy so I went down and like who is this guy so I went down and like who is this guy so I went down and met him and we just became Buds and met him and we just became Buds and met him and we just became Buds and there was no like business relationship there was no like business relationship there was no like business relationship it was strictly friendship like we were it was strictly friendship like we were it was strictly friendship like we were uh you know I got to see how he worked uh you know I got to see how he worked uh you know I got to see how he worked he saw how I worked we did some big a he saw how I worked we did some big a he saw how I worked we did some big a big nonprofit fundraising for maps the big nonprofit fundraising for maps the big nonprofit fundraising for maps the multi disciplinary Association for multi disciplinary Association for multi disciplinary Association for psychedelic studies which had been like psychedelic studies which had been like psychedelic studies which had been like a big impact in our life so we got to a big impact in our life so we got to a big impact in our life so we got to like do some some events together uh and like do some some events together uh and like do some some events together uh and so then you know we have our businesses so then you know we have our businesses so then you know we have our businesses things are going well 2020 hits and all things are going well 2020 hits and all things are going well 2020 hits and all of a sudden we go from having our of a sudden we go from having our of a sudden we go from having our businesses to their closed down and he businesses to their closed down and he businesses to their closed down and he had just happened to move to Sacramento had just happened to move to Sacramento had just happened to move to Sacramento and your question of like cold plunging and your question of like cold plunging and your question of like cold plunging at this time it was like I was doing a at this time it was like I was doing a at this time it was like I was doing a river like myow American river in river like myow American river in river like myow American river in Sacramento that was where I was getting Sacramento that was where I was getting Sacramento that was where I was getting into I had kind of got led to cold into I had kind of got led to cold into I had kind of got led to cold plunging through I had started getting plunging through I had started getting plunging through I had started getting sick in like in 2018 or 2017 excuse me I sick in like in 2018 or 2017 excuse me I sick in like in 2018 or 2017 excuse me I had like six colds in six months I had like six colds in six months I had like six colds in six months I thought I was a healthy guy I was like thought I was a healthy guy I was like thought I was a healthy guy I was like what is going on I didn't quite what is going on I didn't quite what is going on I didn't quite understand when you say sick what was it understand when you say sick what was it understand when you say sick what was it was like a cold I was getting these like

05:00was like a cold I was getting these like was like a cold I was getting these like consistent colds didn't I'm sure there consistent colds didn't I'm sure there consistent colds didn't I'm sure there were some underlying Dynamics but at the were some underlying Dynamics but at the were some underlying Dynamics but at the time My Health Mentor was basically like time My Health Mentor was basically like time My Health Mentor was basically like why don't we just incorporate some why don't we just incorporate some why don't we just incorporate some breath work and let's start getting your breath work and let's start getting your breath work and let's start getting your cold let's see where that takes us cold let's see where that takes us cold let's see where that takes us really and you know couple months boom I really and you know couple months boom I really and you know couple months boom I I wasn't getting sick anymore so I was I wasn't getting sick anymore so I was I wasn't getting sick anymore so I was like okay I'm fully I learned about whim like okay I'm fully I learned about whim like okay I'm fully I learned about whim whm Hoff and I was totally I was whm Hoff and I was totally I was whm Hoff and I was totally I was attracted to just his energy and what attracted to just his energy and what attracted to just his energy and what like you know the pursuit that he was on like you know the pursuit that he was on like you know the pursuit that he was on so I I I believed in it but then I saw so I I I believed in it but then I saw so I I I believed in it but then I saw it firstand with my body so I had my it firstand with my body so I had my it firstand with my body so I had my kind of moment with cold um and then kind of moment with cold um and then kind of moment with cold um and then Mike similar to him he was uh he had got Mike similar to him he was uh he had got Mike similar to him he was uh he had got attracted to it through similar thing attracted to it through similar thing attracted to it through similar thing kind of chasing Rivers he had gone on kind of chasing Rivers he had gone on kind of chasing Rivers he had gone on this road trip through the Rockies and this road trip through the Rockies and this road trip through the Rockies and it had like he basically got addicted to it had like he basically got addicted to it had like he basically got addicted to it he was like what I was doing it every it he was like what I was doing it every it he was like what I was doing it every morning out of my van and it was like I morning out of my van and it was like I morning out of my van and it was like I he got home he's like I have to keep he got home he's like I have to keep he got home he's like I have to keep doing this so he kind of built his own doing this so he kind of built his own doing this so he kind of built his own chest freezer that's kind of his mindset chest freezer that's kind of his mindset chest freezer that's kind of his mindset is he's the engineer but you know you is he's the engineer but you know you is he's the engineer but you know you talk about the sexy product he's the guy talk about the sexy product he's the guy talk about the sexy product he's the guy behind that and so we both had our behind that and so we both had our behind that and so we both had our stories there where this was very stories there where this was very stories there where this was very impactful in our life but it wasn't like

06:00impactful in our life but it wasn't like impactful in our life but it wasn't like a business thought at all um pandemic a business thought at all um pandemic a business thought at all um pandemic hits he's sitting there and he's kind of hits he's sitting there and he's kind of hits he's sitting there and he's kind of like we're looking around there's like like we're looking around there's like like we're looking around there's like there's no cold plunge on the market there's no cold plunge on the market there's no cold plunge on the market like there there were but they were like there there were but they were like there there were but they were 10,000 15,000 $20,000 like very unique 10,000 15,000 $20,000 like very unique 10,000 15,000 $20,000 like very unique kind of uh you know almost look like kind of uh you know almost look like kind of uh you know almost look like Etsy projects like very you know lot Etsy projects like very you know lot Etsy projects like very you know lot different a totally different look and different a totally different look and different a totally different look and so we were kind of looking around like so we were kind of looking around like so we were kind of looking around like you have these moments like is are is it you have these moments like is are is it you have these moments like is are is it us should should we do and is this us should should we do and is this us should should we do and is this actually opportunity actually staring actually opportunity actually staring actually opportunity actually staring and I assume you weren't sitting on a and I assume you weren't sitting on a and I assume you weren't sitting on a big pile of cash at this time no so we big pile of cash at this time no so we big pile of cash at this time no so we so pandemic hits with business shut down so pandemic hits with business shut down so pandemic hits with business shut down first time in our life we actually have first time in our life we actually have first time in our life we actually have a little time you know and so he starts a little time you know and so he starts a little time you know and so he starts designing this product in the garage designing this product in the garage designing this product in the garage it's literally out of the garage he's it's literally out of the garage he's it's literally out of the garage he's sourcing bathtubs he's sourcing off sourcing bathtubs he's sourcing off sourcing bathtubs he's sourcing off the-shelf Parts he's just kind of put the-shelf Parts he's just kind of put the-shelf Parts he's just kind of put Frankenstein in this thing but really Frankenstein in this thing but really Frankenstein in this thing but really starting to like hone in to to like what starting to like hone in to to like what starting to like hone in to to like what what works here and so he he approached what works here and so he he approached what works here and so he he approached me and he's like hey what do you think me and he's like hey what do you think me and he's like hey what do you think when you want to do this and at first I when you want to do this and at first I when you want to do this and at first I was like no I the product wasn't to a

07:00was like no I the product wasn't to a was like no I the product wasn't to a place that I I didn't really have the place that I I didn't really have the place that I I didn't really have the vision on a product side that he had he vision on a product side that he had he vision on a product side that he had he improved it came back this was summer of improved it came back this was summer of improved it came back this was summer of 2020 and I was finally like all right 2020 and I was finally like all right 2020 and I was finally like all right let's do it man and so it was literally let's do it man and so it was literally let's do it man and so it was literally like we we turned a website on you know like we we turned a website on you know like we we turned a website on you know we bought the cold plunge. comom for $10 we bought the cold plunge. comom for $10 we bought the cold plunge. comom for $10 this is it was a unique time where you this is it was a unique time where you this is it was a unique time where you the calp punch.com for 10 bucks 10 bucks the calp punch.com for 10 bucks 10 bucks the calp punch.com for 10 bucks 10 bucks it was like and you have to look back at it was like and you have to look back at it was like and you have to look back at that time it's like C plunge is this that time it's like C plunge is this that time it's like C plunge is this term now it seems like it's in the term now it seems like it's in the term now it seems like it's in the Zeitgeist it's everywhere if you looked Zeitgeist it's everywhere if you looked Zeitgeist it's everywhere if you looked at Google trends at that time like ice at Google trends at that time like ice at Google trends at that time like ice bath was a 10x search over the term cold bath was a 10x search over the term cold bath was a 10x search over the term cold plch ice bath was the term that I do an plch ice bath was the term that I do an plch ice bath was the term that I do an ice bath I take ice ice bath I take ice ice bath I take ice baths in our group it was all coal baths in our group it was all coal baths in our group it was all coal plunge like we're like this so we just plunge like we're like this so we just plunge like we're like this so we just went all in we the company was called went all in we the company was called went all in we the company was called plunge we bought the Cal plunge. comom plunge we bought the Cal plunge. comom plunge we bought the Cal plunge. comom for 10 bucks and we're like we're going for 10 bucks and we're like we're going for 10 bucks and we're like we're going to bet everything on this term because to bet everything on this term because to bet everything on this term because that's how we speak about it and that's that's how we speak about it and that's that's how we speak about it and that's what we're going to make big is this the what we're going to make big is this the what we're going to make big is this the concept of coal plunging get away from concept of coal plunging get away from concept of coal plunging get away from just the post athlete ice bath where just the post athlete ice bath where just the post athlete ice bath where you're suffering through it we wanted to you're suffering through it we wanted to you're suffering through it we wanted to kind of it was a totally different

08:00kind of it was a totally different kind of it was a totally different experience for us than that and that was experience for us than that and that was experience for us than that and that was a huge win for us so then like our first a huge win for us so then like our first a huge win for us so then like our first month in this garage we're top of Google month in this garage we're top of Google month in this garage we're top of Google we're getting phone calls and so now we're getting phone calls and so now we're getting phone calls and so now we're really the company start we're we're really the company start we're we're really the company start we're getting connected to certain people and getting connected to certain people and getting connected to certain people and the company grew obviously the company the company grew obviously the company the company grew obviously the company grew really quickly and cold plunging in grew really quickly and cold plunging in grew really quickly and cold plunging in general just really started to take off general just really started to take off general just really started to take off and that was like the accelerant for us and that was like the accelerant for us and that was like the accelerant for us in that summer of in Fall of 2020 and in that summer of in Fall of 2020 and in that summer of in Fall of 2020 and then you know here we are now four years then you know here we are now four years then you know here we are now four years later so you you you said something later so you you you said something later so you you you said something earlier that uh caught my attention you earlier that uh caught my attention you earlier that uh caught my attention you said that you guys had similar pths said that you guys had similar pths said that you guys had similar pths beforehand um like similar life Journeys beforehand um like similar life Journeys beforehand um like similar life Journeys what to back up a little bit and talk what to back up a little bit and talk what to back up a little bit and talk about that cuz clearly a friendship about that cuz clearly a friendship about that cuz clearly a friendship ensued before the business relationship ensued before the business relationship ensued before the business relationship ensued but you know you're both in the ensued but you know you're both in the ensued but you know you're both in the float tank space but what if you're float tank space but what if you're float tank space but what if you're comfortable talking about it what kind comfortable talking about it what kind comfortable talking about it what kind of Journey was that because you will of Journey was that because you will of Journey was that because you will hear me say all the time on my podcast hear me say all the time on my podcast hear me say all the time on my podcast um I think some of the greatest um I think some of the greatest um I think some of the greatest inventions Innovations medicine inventions Innovations medicine inventions Innovations medicine technology um is they come from people

09:00technology um is they come from people technology um is they come from people that have solved the problem in their that have solved the problem in their that have solved the problem in their life you know um like you know your life you know um like you know your life you know um like you know your journey with just being sick all the journey with just being sick all the journey with just being sick all the time and then and you have a health G time and then and you have a health G time and then and you have a health G there that says hey let's incorporate there that says hey let's incorporate there that says hey let's incorporate some breath work and some cold plunging some breath work and some cold plunging some breath work and some cold plunging and that had to be part of the hook that and that had to be part of the hook that and that had to be part of the hook that that set and and I've had s just some that set and and I've had s just some that set and and I've had s just some fascinating entrepreneurs on the podcast fascinating entrepreneurs on the podcast fascinating entrepreneurs on the podcast some of them making some of them making some of them making groundbreaking um Technologies in in the groundbreaking um Technologies in in the groundbreaking um Technologies in in the health and wellness space I mean I just health and wellness space I mean I just health and wellness space I mean I just had the founder of whoop on no medical had the founder of whoop on no medical had the founder of whoop on no medical experience experience experience but here he is you know creating a but here he is you know creating a but here he is you know creating a device that is that is very likely going device that is that is very likely going device that is that is very likely going to have save a lot of lives down the to have save a lot of lives down the to have save a lot of lives down the road as they as they innovated into even road as they as they innovated into even road as they as they innovated into even more of a medical device than just a more of a medical device than just a more of a medical device than just a just a wearable so talk about that that just a wearable so talk about that that just a wearable so talk about that that that Journey um yeah I mean for me it's that Journey um yeah I mean for me it's that Journey um yeah I mean for me it's started where I had a serious accident started where I had a serious accident started where I had a serious accident in Thailand uh probably about 12 years in Thailand uh probably about 12 years in Thailand uh probably about 12 years ago uh head-on collision very you know ago uh head-on collision very you know ago uh head-on collision very you know speed booed to an island was in the speed booed to an island was in the speed booed to an island was in the hospital for 3 weeks kind of one of hospital for 3 weeks kind of one of hospital for 3 weeks kind of one of those like very life life and death

10:00those like very life life and death those like very life life and death situation what kind of injuries did you situation what kind of injuries did you situation what kind of injuries did you um the main one was like a a brain but um the main one was like a a brain but um the main one was like a a brain but really my jaw was separated into two and really my jaw was separated into two and really my jaw was separated into two and they had to do like a pretty e emergency they had to do like a pretty e emergency they had to do like a pretty e emergency surgery on me um so I have this life surgery on me um so I have this life surgery on me um so I have this life altering experience as life does when altering experience as life does when altering experience as life does when you have that happen right um I'm in a you have that happen right um I'm in a you have that happen right um I'm in a Thai Hospital mouth wired shut um can't Thai Hospital mouth wired shut um can't Thai Hospital mouth wired shut um can't really speak to anyone I'm there for really speak to anyone I'm there for really speak to anyone I'm there for weeks so I have a lot of time to think weeks so I have a lot of time to think weeks so I have a lot of time to think and so that event led me on a journey and so that event led me on a journey and so that event led me on a journey Journey more from a spiritual side and Journey more from a spiritual side and Journey more from a spiritual side and like kind of discovering it was like it like kind of discovering it was like it like kind of discovering it was like it accelerated life like what I had a job I accelerated life like what I had a job I accelerated life like what I had a job I liked I was working in the sports liked I was working in the sports liked I was working in the sports industry I was I was into it but I was industry I was I was into it but I was industry I was I was into it but I was like what are all the things you are like what are all the things you are like what are all the things you are putting off in this world that you want putting off in this world that you want putting off in this world that you want to like you want to do now and there was to like you want to do now and there was to like you want to do now and there was a very clear one for me which is I a very clear one for me which is I a very clear one for me which is I wanted to go down to the Amazon wanted to go down to the Amazon wanted to go down to the Amazon rainforest and work with iasa it was rainforest and work with iasa it was rainforest and work with iasa it was like this was about you know 13 years like this was about you know 13 years like this was about you know 13 years ago I didn't know a single person in my ago I didn't know a single person in my ago I didn't know a single person in my life that had done this it was very life that had done this it was very life that had done this it was very different time than where I think

11:00different time than where I think different time than where I think psychedelics are and the Zeitgeist now psychedelics are and the Zeitgeist now psychedelics are and the Zeitgeist now but I was just so called to it from a uh but I was just so called to it from a uh but I was just so called to it from a uh personal transformate like I wanted to personal transformate like I wanted to personal transformate like I wanted to learn more about myself and this was learn more about myself and this was learn more about myself and this was like that seemed like the greatest like that seemed like the greatest like that seemed like the greatest adventure of my life and I was like adventure of my life and I was like adventure of my life and I was like you'll do that later and I was finally you'll do that later and I was finally you'll do that later and I was finally like no I'm doing this now and so I came like no I'm doing this now and so I came like no I'm doing this now and so I came home flew home from Thailand eventually home flew home from Thailand eventually home flew home from Thailand eventually caught on the path of recovery and that caught on the path of recovery and that caught on the path of recovery and that led me to a float tank so I started to led me to a float tank so I started to led me to a float tank so I started to get into a float tank because first I get into a float tank because first I get into a float tank because first I wanted to prep to go I was going to go wanted to prep to go I was going to go wanted to prep to go I was going to go in a year I decided saving up I'm going in a year I decided saving up I'm going in a year I decided saving up I'm going down to the Amazon to this facility down down to the Amazon to this facility down down to the Amazon to this facility down there it's a very you know had to wire there it's a very you know had to wire there it's a very you know had to wire money down to a Peruvian Bank to be able money down to a Peruvian Bank to be able money down to a Peruvian Bank to be able to get down there but I was like okay to get down there but I was like okay to get down there but I was like okay let's spend a year of like meditation let's spend a year of like meditation let's spend a year of like meditation and like prepping my mind and my body to and like prepping my mind and my body to and like prepping my mind and my body to go down there and to get my physical go down there and to get my physical go down there and to get my physical body ready so that's what led me to the body ready so that's what led me to the body ready so that's what led me to the float tank and so it was very float tank and so it was very float tank and so it was very serendipitous um ended up going the next serendipitous um ended up going the next serendipitous um ended up going the next year down to Peru had you know a life year down to Peru had you know a life year down to Peru had you know a life altering experience of just uh um you

12:00altering experience of just uh um you altering experience of just uh um you know understanding myself knowing things know understanding myself knowing things know understanding myself knowing things I wanted to go after which is this you I wanted to go after which is this you I wanted to go after which is this you know that's what accelerated when I was know that's what accelerated when I was know that's what accelerated when I was like oh I'm going to go start a float like oh I'm going to go start a float like oh I'm going to go start a float Center like I want to go do this um it Center like I want to go do this um it Center like I want to go do this um it wasn't immediate there were some things wasn't immediate there were some things wasn't immediate there were some things that transpired but I was clear into that transpired but I was clear into that transpired but I was clear into like this is change my life how do I like this is change my life how do I like this is change my life how do I give this more like it was that give this more like it was that give this more like it was that paradoxical situation of like I wanted paradoxical situation of like I wanted paradoxical situation of like I wanted to do the most selfish thing which is I to do the most selfish thing which is I to do the most selfish thing which is I wanted to get around other like-minded wanted to get around other like-minded wanted to get around other like-minded people so I was like I'll just build a people so I was like I'll just build a people so I was like I'll just build a place and they'll come and this has place and they'll come and this has place and they'll come and this has changed my life I want to share it right changed my life I want to share it right changed my life I want to share it right that was like my path to opening Capital that was like my path to opening Capital that was like my path to opening Capital floats in Sacramento well where Mike and floats in Sacramento well where Mike and floats in Sacramento well where Mike and I stories are unique he has a life I stories are unique he has a life I stories are unique he has a life altering experience in Thailand he ends altering experience in Thailand he ends altering experience in Thailand he ends up going down to Peru to drink iasa this up going down to Peru to drink iasa this up going down to Peru to drink iasa this is all within two years of each other he is all within two years of each other he is all within two years of each other he goes and starts a float Center in San goes and starts a float Center in San goes and starts a float Center in San Francisco like we have these three very Francisco like we have these three very Francisco like we have these three very distinct distinct distinct Standalone things and now we you know Standalone things and now we you know Standalone things and now we you know run plunge right you know uh the leading run plunge right you know uh the leading run plunge right you know uh the leading in Cole plunge company that we've come in Cole plunge company that we've come in Cole plunge company that we've come together and so you know that was and I together and so you know that was and I together and so you know that was and I read his story online I was like who is read his story online I was like who is read his story online I was like who is this man like who is this guy yeah um

13:00this man like who is this guy yeah um this man like who is this guy yeah um and we've been you know sympatico sense and we've been you know sympatico sense and we've been you know sympatico sense and and gone through a lot together um and and gone through a lot together um and and gone through a lot together um so yeah that those were talk about that so yeah that those were talk about that so yeah that those were talk about that experience a little bit because um I experience a little bit because um I experience a little bit because um I I've never done the iasa I know lots of I've never done the iasa I know lots of I've never done the iasa I know lots of people that have and the majority of people that have and the majority of people that have and the majority of people will say the same thing that you people will say the same thing that you people will say the same thing that you do very transformative experience um but do very transformative experience um but do very transformative experience um but what is it that's so transformative what is it that's so transformative what is it that's so transformative about that is there a time that you're about that is there a time that you're about that is there a time that you're are you seeing your your life from the are you seeing your your life from the are you seeing your your life from the outside kind of looking in is it because outside kind of looking in is it because outside kind of looking in is it because you sort of suspended all all of your you sort of suspended all all of your you sort of suspended all all of your inhibitions and you're actually able to inhibitions and you're actually able to inhibitions and you're actually able to have this Moment of clarity where you go have this Moment of clarity where you go have this Moment of clarity where you go this is what I want to do with my life this is what I want to do with my life this is what I want to do with my life or you find all these things that are or you find all these things that are or you find all these things that are holding you back I mean what for people holding you back I mean what for people holding you back I mean what for people that have never done that had that that have never done that had that that have never done that had that experience even though it's it's a lot experience even though it's it's a lot experience even though it's it's a lot more popular obviously now than it was more popular obviously now than it was more popular obviously now than it was 11 years ago um and I think that um you 11 years ago um and I think that um you 11 years ago um and I think that um you know there there are some very prominent know there there are some very prominent know there there are some very prominent athletes celebrities you know a listers athletes celebrities you know a listers athletes celebrities you know a listers that have been public about their their that have been public about their their that have been public about their their Journeys with daasa but what what was Journeys with daasa but what what was Journeys with daasa but what what was that experience like was it frightening that experience like was it frightening that experience like was it frightening yeah it's it's it's it's everything it's

14:00yeah it's it's it's it's everything it's yeah it's it's it's it's everything it's terrifying it's the most Peak experience terrifying it's the most Peak experience terrifying it's the most Peak experience and everything in between it's a tool and everything in between it's a tool and everything in between it's a tool that I I I use it's somewhat consistent that I I I use it's somewhat consistent that I I I use it's somewhat consistent in my life it's definitely like a you in my life it's definitely like a you in my life it's definitely like a you know every so often I'll enter into that know every so often I'll enter into that know every so often I'll enter into that and it's kind of my look under the hood and it's kind of my look under the hood and it's kind of my look under the hood like really what's going on here like like really what's going on here like like really what's going on here like this you know get into the this you know get into the this you know get into the subconscious um I think it's a great uh subconscious um I think it's a great uh subconscious um I think it's a great uh for me it's amazing tool in mindfulness for me it's amazing tool in mindfulness for me it's amazing tool in mindfulness so there's acronym called rain um and so there's acronym called rain um and so there's acronym called rain um and it's it's I actually just go through it's it's I actually just go through it's it's I actually just go through this process when I whenever I enter this process when I whenever I enter this process when I whenever I enter into iasa and it's like you go in and into iasa and it's like you go in and into iasa and it's like you go in and it's just you know what opens up is it's it's just you know what opens up is it's it's just you know what opens up is it's the ultimate role of the dice you don't the ultimate role of the dice you don't the ultimate role of the dice you don't know what's coming you know it's like as know what's coming you know it's like as know what's coming you know it's like as much as you think this is the issue much as you think this is the issue much as you think this is the issue there is a lot of other stuff going on there is a lot of other stuff going on there is a lot of other stuff going on and it allows me to enter in and Rain and it allows me to enter in and Rain and it allows me to enter in and Rain basically it's like recognized like I go basically it's like recognized like I go basically it's like recognized like I go in and it's like it can be the most in and it's like it can be the most in and it's like it can be the most terrifying experience it's like okay I terrifying experience it's like okay I terrifying experience it's like okay I recognize um I recognize where I'm at recognize um I recognize where I'm at recognize um I recognize where I'm at bring awareness and like I bring

15:00bring awareness and like I bring bring awareness and like I bring awareness okay recognize I'm terrified awareness okay recognize I'm terrified awareness okay recognize I'm terrified okay I'm a I become aware to that okay okay I'm a I become aware to that okay okay I'm a I become aware to that okay you've become aware you're terrified how you've become aware you're terrified how you've become aware you're terrified how do I integrate and allow the terar like do I integrate and allow the terar like do I integrate and allow the terar like as opposed to identifying with the tear as opposed to identifying with the tear as opposed to identifying with the tear I can like see the tear and it's just I can like see the tear and it's just I can like see the tear and it's just this like N I actually don't even know this like N I actually don't even know this like N I actually don't even know what n stands for I literally when I what n stands for I literally when I what n stands for I literally when I work with it it's like I end at I but work with it it's like I end at I but work with it it's like I end at I but it's this amazing tool for me and it's it's this amazing tool for me and it's it's this amazing tool for me and it's different for everyone so I don't this different for everyone so I don't this different for everyone so I don't this isn't like uh this is what iasa is but isn't like uh this is what iasa is but isn't like uh this is what iasa is but for me it's always been what are these for me it's always been what are these for me it's always been what are these things that I'm identifying with and I'm things that I'm identifying with and I'm things that I'm identifying with and I'm like attached to and that's usually like attached to and that's usually like attached to and that's usually where my pain is that's usually where my where my pain is that's usually where my where my pain is that's usually where my suffering is and I can start to see it suffering is and I can start to see it suffering is and I can start to see it separately process it observe it for separately process it observe it for separately process it observe it for what it is not be so you know what it is not be so you know what it is not be so you know electrically charged by it um and so electrically charged by it um and so electrically charged by it um and so that's been that's been an amazing tool that's been that's been an amazing tool that's been that's been an amazing tool plus it's like I can go on and on I mean plus it's like I can go on and on I mean plus it's like I can go on and on I mean it's it's been when I first went down it's it's been when I first went down it's it's been when I first went down what the big one was was like what the big one was was like what the big one was was like relationship with my parents like I went relationship with my parents like I went relationship with my parents like I went very deep into understanding like just very deep into understanding like just very deep into understanding like just the deep deep love that they've like the deep deep love that they've like the deep deep love that they've like given me my whole life like to this

16:00given me my whole life like to this given me my whole life like to this place that like of gratitude I I cannot place that like of gratitude I I cannot place that like of gratitude I I cannot like they I've never questioned love like they I've never questioned love like they I've never questioned love they've like given that from me and so they've like given that from me and so they've like given that from me and so that was like my you know had a lot with that was like my you know had a lot with that was like my you know had a lot with my parents on that first trip deep my parents on that first trip deep my parents on that first trip deep appreciation for them then deep appreciation for them then deep appreciation for them then deep gratitude things that I just could never gratitude things that I just could never gratitude things that I just could never have seen as a child and probably still have seen as a child and probably still have seen as a child and probably still don't even fully see but um as I don't don't even fully see but um as I don't don't even fully see but um as I don't have kids of my own but like getting a have kids of my own but like getting a have kids of my own but like getting a taste of like oh my God like what my taste of like oh my God like what my taste of like oh my God like what my parents have have given and offered me parents have have given and offered me parents have have given and offered me and and and you know sacrifice but not and and and you know sacrifice but not and and and you know sacrifice but not even sacrifice cuz they felt they had to even sacrifice cuz they felt they had to even sacrifice cuz they felt they had to sacrifice it was like No Just Pure Love sacrifice it was like No Just Pure Love sacrifice it was like No Just Pure Love U and I feel like that's kind of been U and I feel like that's kind of been U and I feel like that's kind of been rocket fuel for everything I've been rocket fuel for everything I've been rocket fuel for everything I've been able to go after like I feel so blessed able to go after like I feel so blessed able to go after like I feel so blessed and grateful and sometimes lucky where and grateful and sometimes lucky where and grateful and sometimes lucky where I'm like oh I just I've never questioned I'm like oh I just I've never questioned I'm like oh I just I've never questioned love and it allows to go you know Chase love and it allows to go you know Chase love and it allows to go you know Chase these Big Dreams and try and spread it these Big Dreams and try and spread it these Big Dreams and try and spread it more and give these things into more and give these things into more and give these things into modalities that matter to me so wow are modalities that matter to me so wow are modalities that matter to me so wow are your parents a big supportive force in your parents a big supportive force in your parents a big supportive force in your life they're huge they've always your life they're huge they've always your life they're huge they've always been they don't always get me like I've

17:00been they don't always get me like I've been they don't always get me like I've definitely gone kind of an opposite definitely gone kind of an opposite definitely gone kind of an opposite route of them um but they they've always route of them um but they they've always route of them um but they they've always respected and trusted me they got to respected and trusted me they got to respected and trusted me they got to think that youve built something really think that youve built something really think that youve built something really special I mean they've got to at least special I mean they've got to at least special I mean they've got to at least appreciate the impact you're making on appreciate the impact you're making on appreciate the impact you're making on the world now they love it I mean now the world now they love it I mean now the world now they love it I mean now they have a cold plunge they're all into they have a cold plunge they're all into they have a cold plunge they're all into it which is great they go floating which it which is great they go floating which it which is great they go floating which is like if you know my parents has is like if you know my parents has is like if you know my parents has thought with you know you would been thought with you know you would been thought with you know you would been there like more pragmatic floating dates there like more pragmatic floating dates there like more pragmatic floating dates and now they have their plunge outside and now they have their plunge outside and now they have their plunge outside my mom's all into it like it's awesome my mom's all into it like it's awesome my mom's all into it like it's awesome so they're it's cool to see it like kind so they're it's cool to see it like kind so they're it's cool to see it like kind of enter into their life and the impact of enter into their life and the impact of enter into their life and the impact it's having on them shout out to the it's having on them shout out to the it's having on them shout out to the shout out to the dewis yeah um so so you shout out to the dewis yeah um so so you shout out to the dewis yeah um so so you guys decide in in this during the covid guys decide in in this during the covid guys decide in in this during the covid pandemic um you know like you said pandemic um you know like you said pandemic um you know like you said you're you weren't sitting on like a you you're you weren't sitting on like a you you're you weren't sitting on like a you know War chest of cash um so you know H know War chest of cash um so you know H know War chest of cash um so you know H how do you how do you creep into this how do you how do you creep into this how do you how do you creep into this this cold punch space you get the you this cold punch space you get the you this cold punch space you get the you get the URL um and you decide that you get the URL um and you decide that you get the URL um and you decide that you know you're going to you're going to

18:00know you're going to you're going to know you're going to you're going to compete either on price point or on U compete either on price point or on U compete either on price point or on U utility what have you um but I mean how utility what have you um but I mean how utility what have you um but I mean how did you even go about deciding where are did you even go about deciding where are did you even go about deciding where are we going to get this manufacturer like we going to get this manufacturer like we going to get this manufacturer like who who can build a cal punch you pick who who can build a cal punch you pick who who can build a cal punch you pick up the a phone and start calling up the a phone and start calling up the a phone and start calling manufacturer say can you build a build manufacturer say can you build a build manufacturer say can you build a build funny we tried we thought that was the funny we tried we thought that was the funny we tried we thought that was the route so there were a couple early wins route so there were a couple early wins route so there were a couple early wins like the white acrylic tub that we've like the white acrylic tub that we've like the white acrylic tub that we've become the original one I literally become the original one I literally become the original one I literally remember that when you guys launched it remember that when you guys launched it remember that when you guys launched it literally I was like that when you literally I was like that when you literally I was like that when you started searching for it and it would started searching for it and it would started searching for it and it would come up on Google come up on Google come up on Google that one would come up and instantly I that one would come up and instantly I that one would come up and instantly I would click on it just that modern would click on it just that modern would click on it just that modern minimalist it was both sides were minimalist it was both sides were minimalist it was both sides were slanted I remember it the tight angles slanted I remember it the tight angles slanted I remember it the tight angles and and so that it was funny the largest and and so that it was funny the largest and and so that it was funny the largest free standing bathtub facility happened free standing bathtub facility happened free standing bathtub facility happened to be 30 minutes from us in Sacramento to be 30 minutes from us in Sacramento to be 30 minutes from us in Sacramento and they had all these tubs and so the and they had all these tubs and so the and they had all these tubs and so the early tubs not the ones we sold but we early tubs not the ones we sold but we early tubs not the ones we sold but we would just go buy Mike at a van and we'd would just go buy Mike at a van and we'd would just go buy Mike at a van and we'd go buy one at a time and they'd kind of go buy one at a time and they'd kind of go buy one at a time and they'd kind of have extra on so we could like work on have extra on so we could like work on have extra on so we could like work on the product and it was like we never had the product and it was like we never had the product and it was like we never had to front much a lot of cash we never had to front much a lot of cash we never had to front much a lot of cash we never had to like we were just able to bring one

19:00to like we were just able to bring one to like we were just able to bring one back we'd build it and then it was like back we'd build it and then it was like back we'd build it and then it was like you know we decided let's sell 20 of you know we decided let's sell 20 of you know we decided let's sell 20 of these to our float centers right these to our float centers right these to our float centers right business I had s open back up mic was business I had s open back up mic was business I had s open back up mic was still closed and we're like we'll just still closed and we're like we'll just still closed and we're like we'll just email them and say hey this is a project email them and say hey this is a project email them and say hey this is a project we've been working on we would love to we've been working on we would love to we've been working on we would love to sell 20 we'll hand deliver to your house sell 20 we'll hand deliver to your house sell 20 we'll hand deliver to your house and so that was our game of like let's and so that was our game of like let's and so that was our game of like let's just learn the product let's take it to just learn the product let's take it to just learn the product let's take it to our first customers we get to shake our first customers we get to shake our first customers we get to shake their hand we get to look at them we get their hand we get to look at them we get their hand we get to look at them we get to connect with them and we really built to connect with them and we really built to connect with them and we really built we just put ourselves at the front of we just put ourselves at the front of we just put ourselves at the front of this company we didn't go we went this company we didn't go we went this company we didn't go we went founder forward like you know if there's founder forward like you know if there's founder forward like you know if there's ever an issue we're going to make it ever an issue we're going to make it ever an issue we're going to make it right to you like that is 100% like what right to you like that is 100% like what right to you like that is 100% like what and so you know we had a lot of and so you know we had a lot of and so you know we had a lot of learnings and we moved really quick and learnings and we moved really quick and learnings and we moved really quick and so that was our first 20 but like I said so that was our first 20 but like I said so that was our first 20 but like I said we get this URL we start to start we get this URL we start to start we get this URL we start to start ranking around and then there was just ranking around and then there was just ranking around and then there was just interest around like so we're in the interest around like so we're in the interest around like so we're in the garage we are trying to call some of garage we are trying to call some of garage we are trying to call some of these big manufacturers to say hey we we these big manufacturers to say hey we we these big manufacturers to say hey we we have our bill of materials we know how have our bill of materials we know how have our bill of materials we know how to build these things we got sourcing to build these things we got sourcing to build these things we got sourcing already down are you down to cuz we just already down are you down to cuz we just already down are you down to cuz we just took a lot of off the-shelf stuff at the took a lot of off the-shelf stuff at the took a lot of off the-shelf stuff at the time we had engineered what we currently time we had engineered what we currently time we had engineered what we currently have we hadn't engineered a fullon like

20:00have we hadn't engineered a fullon like have we hadn't engineered a fullon like system yet we just yeah we kind of put system yet we just yeah we kind of put system yet we just yeah we kind of put we put one together that made sense we put one together that made sense we put one together that made sense start call manufacturers of course we start call manufacturers of course we start call manufacturers of course we had no size and scale for any of these had no size and scale for any of these had no size and scale for any of these people so we just but we had orders people so we just but we had orders people so we just but we had orders coming in we had people calling and coming in we had people calling and coming in we had people calling and putting orders in and so we were like we putting orders in and so we were like we putting orders in and so we were like we got to figure this out yeah so I call got to figure this out yeah so I call got to figure this out yeah so I call someone I know can you come down I knew someone I know can you come down I knew someone I know can you come down I knew this guy could work on cars can you come this guy could work on cars can you come this guy could work on cars can you come down and start building it and we just down and start building it and we just down and start building it and we just started building this early on I you started building this early on I you started building this early on I you know it was like we still have some of know it was like we still have some of know it was like we still have some of them on the team it was just a like can them on the team it was just a like can them on the team it was just a like can you help can you help can you help I you help can you help can you help I you help can you help can you help I knew a guy hey can you do customer knew a guy hey can you do customer knew a guy hey can you do customer support for us like we really just built support for us like we really just built support for us like we really just built it very very quickly in our first bootst it very very quickly in our first bootst it very very quickly in our first bootst I mean it was the true Apple stand we I mean it was the true Apple stand we I mean it was the true Apple stand we had enough you know we bought enough for had enough you know we bought enough for had enough you know we bought enough for one plunge we sold that that gave us one plunge we sold that that gave us one plunge we sold that that gave us enough money to go buy two more plunges enough money to go buy two more plunges enough money to go buy two more plunges we bought two more we sold two and we we bought two more we sold two and we we bought two more we sold two and we just built it that way in our early just built it that way in our early just built it that way in our early first couple years we had a lead time so first couple years we had a lead time so first couple years we had a lead time so we were able to kind of cash flow the we were able to kind of cash flow the we were able to kind of cash flow the business through our lead time now it's business through our lead time now it's business through our lead time now it's since grown much much larger but you

21:00since grown much much larger but you since grown much much larger but you know we there was total Mike and I only know we there was total Mike and I only know we there was total Mike and I only know we come from brick and mortar like know we come from brick and mortar like know we come from brick and mortar like that has to be profitable like there's that has to be profitable like there's that has to be profitable like there's no there's no game around that you got no there's no game around that you got no there's no game around that you got to execute really clean and so that was to execute really clean and so that was to execute really clean and so that was kind of our we built the mo we built the kind of our we built the mo we built the kind of our we built the mo we built the business like okay let's how do we go business like okay let's how do we go business like okay let's how do we go for Speed but also be not get ahead of for Speed but also be not get ahead of for Speed but also be not get ahead of our skis um and so that was the uh that our skis um and so that was the uh that our skis um and so that was the uh that was the win and then you then we get was the win and then you then we get was the win and then you then we get into this we play we went really deep into this we play we went really deep into this we play we went really deep into like our influencer Partnerships so into like our influencer Partnerships so into like our influencer Partnerships so we were early on with like you know we were early on with like you know we were early on with like you know where're DM Aubrey Marcus and he's like where're DM Aubrey Marcus and he's like where're DM Aubrey Marcus and he's like why don't you fly out and like set one why don't you fly out and like set one why don't you fly out and like set one up and that was like our first it was up and that was like our first it was up and that was like our first it was our first unit we ever shipped was to our first unit we ever shipped was to our first unit we ever shipped was to that's expensive when you're you know that's expensive when you're you know that's expensive when you're you know starting out as an entrepreneur like to starting out as an entrepreneur like to starting out as an entrepreneur like to give product away to give your time away give product away to give your time away give product away to give your time away to to actually go and do an I mean you to to actually go and do an I mean you to to actually go and do an I mean you have to do it to kind of get exposure it have to do it to kind of get exposure it have to do it to kind of get exposure it was the founder it 100% it was we ran was the founder it 100% it was we ran was the founder it 100% it was we ran our big thing was we ran to these our big thing was we ran to these our big thing was we ran to these U-Hauls and we would drive down to LA U-Hauls and we would drive down to LA U-Hauls and we would drive down to LA and we had a lot of Partners down Rich and we had a lot of Partners down Rich and we had a lot of Partners down Rich Roll people that we really respected Roll people that we really respected Roll people that we really respected that was the key here of like who are

22:00that was the key here of like who are that was the key here of like who are people that have given so much to our people that have given so much to our people that have given so much to our life and that we know are like high life and that we know are like high life and that we know are like high integrity high value people if we can integrity high value people if we can integrity high value people if we can connect with them and get you know and connect with them and get you know and connect with them and get you know and if they would share this with their if they would share this with their if they would share this with their community that would be huge and so we' community that would be huge and so we' community that would be huge and so we' go down drop in with these people and go down drop in with these people and go down drop in with these people and you know they thought it was the coolest you know they thought it was the coolest you know they thought it was the coolest thing they were so grateful and then you thing they were so grateful and then you thing they were so grateful and then you know we'd be like hey who's your who's know we'd be like hey who's your who's know we'd be like hey who's your who's your friend like we would love to be your friend like we would love to be your friend like we would love to be there and so then we were you know at there and so then we were you know at there and so then we were you know at Rich rolls down to you know we at Andrew Rich rolls down to you know we at Andrew Rich rolls down to you know we at Andrew huberman's we at Tony Hawk house and huberman's we at Tony Hawk house and huberman's we at Tony Hawk house and it's like just snowballed in this like it's like just snowballed in this like it's like just snowballed in this like kind of six-month window and I think it kind of six-month window and I think it kind of six-month window and I think it you know publicly it looked like we were you know publicly it looked like we were you know publicly it looked like we were a lot larger than we were where we're a lot larger than we were where we're a lot larger than we were where we're still this kind of like very infant still this kind of like very infant still this kind of like very infant company six n months old and and at this company six n months old and and at this company six n months old and and at this time you weren't manufacturing your old time you weren't manufacturing your old time you weren't manufacturing your old cuns you were still buying no so we were cuns you were still buying no so we were cuns you were still buying no so we were we would buy all the parts in bulk and we would buy all the parts in bulk and we would buy all the parts in bulk and we had we basically built these assembly we had we basically built these assembly we had we basically built these assembly lines and we would just do assembly lines and we would just do assembly lines and we would just do assembly lines and then that's that was really lines and then that's that was really lines and then that's that was really the you know the early we call it our V1 the you know the early we call it our V1 the you know the early we call it our V1 product that was there and then really

23:00product that was there and then really product that was there and then really quickly we started getting a lot of data quickly we started getting a lot of data quickly we started getting a lot of data we started getting more input and we started getting more input and we started getting more input and feedback on a cold plunge that the world feedback on a cold plunge that the world feedback on a cold plunge that the world wanted and so that was a very early on wanted and so that was a very early on wanted and so that was a very early on and Mike and the engineering team and we and Mike and the engineering team and we and Mike and the engineering team and we hired an in-house engineering team and hired an in-house engineering team and hired an in-house engineering team and went after it and that's what led us to went after it and that's what led us to went after it and that's what led us to like all of our current products now like all of our current products now like all of our current products now like this is all in-house engineered like this is all in-house engineered like this is all in-house engineered based off of the data points that we've based off of the data points that we've based off of the data points that we've received from thousand tens of thousands received from thousand tens of thousands received from thousand tens of thousands of people on like what they want to Cole of people on like what they want to Cole of people on like what they want to Cole plunge what they don't want what's plunge what they don't want what's plunge what they don't want what's working what's not working what is working what's not working what is working what's not working what is important um and so that's yeah but important um and so that's yeah but important um and so that's yeah but early on we were just like assembly line early on we were just like assembly line early on we were just like assembly line build them get them out yeah and you had build them get them out yeah and you had build them get them out yeah and you had one version right yeah we had exactly I one version right yeah we had exactly I one version right yeah we had exactly I think we we made a second bigger tub so think we we made a second bigger tub so think we we made a second bigger tub so we had two chillers but it was very this we had two chillers but it was very this we had two chillers but it was very this was it um you know since the product was it um you know since the product was it um you know since the product portfolio has gotten a lot wider which portfolio has gotten a lot wider which portfolio has gotten a lot wider which is a big part of our Focus now is how do is a big part of our Focus now is how do is a big part of our Focus now is how do we make like a cold plunge for any use we make like a cold plunge for any use we make like a cold plunge for any use case any you know budgetary reasons to case any you know budgetary reasons to case any you know budgetary reasons to space to location um so and I got to say space to location um so and I got to say space to location um so and I got to say too man whoever does your product too man whoever does your product too man whoever does your product animation now is is spoton man it is it

24:00animation now is is spoton man it is it animation now is is spoton man it is it is just I like I I I use the term sexy is just I like I I I use the term sexy is just I like I I I use the term sexy it's just super sexy it's just very it's just super sexy it's just very it's just super sexy it's just very crisp and modern minimalist and it it crisp and modern minimalist and it it crisp and modern minimalist and it it gives you a good fundamental gives you a good fundamental gives you a good fundamental understanding of the product so whoever understanding of the product so whoever understanding of the product so whoever is taking your ideas and and bringing is taking your ideas and and bringing is taking your ideas and and bringing them to life in the electronic domain is them to life in the electronic domain is them to life in the electronic domain is doing doing a great job I I love that doing doing a great job I I love that doing doing a great job I I love that conveyor belt look to how you guys conveyor belt look to how you guys conveyor belt look to how you guys assemble the you know the cold plunge I assemble the you know the cold plunge I assemble the you know the cold plunge I mean I was very attracted to it is that mean I was very attracted to it is that mean I was very attracted to it is that him Ben and the marketing team we pass him Ben and the marketing team we pass him Ben and the marketing team we pass that on right off camera big shout out that on right off camera big shout out that on right off camera big shout out um because I I think you know when when um because I I think you know when when um because I I think you know when when you have a consumer product I mean they you have a consumer product I mean they you have a consumer product I mean they don't get a chance to touch if you don't don't get a chance to touch if you don't don't get a chance to touch if you don't have a retail location where they can have a retail location where they can have a retail location where they can come in like a car lot and test drive come in like a car lot and test drive come in like a car lot and test drive and touch it and see it and feel it so and touch it and see it and feel it so and touch it and see it and feel it so um you have to create that imagery um you have to create that imagery um you have to create that imagery online so you know hats off to you guys online so you know hats off to you guys online so you know hats off to you guys for that but so so you're this is before for that but so so you're this is before for that but so so you're this is before you're actually Manufacturing in house you're actually Manufacturing in house you're actually Manufacturing in house though corre this is before you take though corre this is before you take though corre this is before you take take things in house and I always love take things in house and I always love take things in house and I always love the entrepreneurial Journey because um

25:00the entrepreneurial Journey because um the entrepreneurial Journey because um you know there's there's there's got to you know there's there's there's got to you know there's there's there's got to be some some points along you know the be some some points along you know the be some some points along you know the way where you were like man I don't I way where you were like man I don't I way where you were like man I don't I don't know if if we're going to make it don't know if if we're going to make it don't know if if we're going to make it or you know we' got to take this big or you know we' got to take this big or you know we' got to take this big gamble on the um on going into our own gamble on the um on going into our own gamble on the um on going into our own manufacturer because that's a big big manufacturer because that's a big big manufacturer because that's a big big step and it's usually a lot of personal step and it's usually a lot of personal step and it's usually a lot of personal risk because business doesn't have any risk because business doesn't have any risk because business doesn't have any credit y um only you guys do y and um so credit y um only you guys do y and um so credit y um only you guys do y and um so talk about this to you know the talk about this to you know the talk about this to you know the transition to becoming a real company transition to becoming a real company transition to becoming a real company meaning instead of using parts and meaning instead of using parts and meaning instead of using parts and parcel from other companies and and parcel from other companies and and parcel from other companies and and slapping them together how did how did slapping them together how did how did slapping them together how did how did you roll it into to to Bringing you roll it into to to Bringing you roll it into to to Bringing Manufacturing in house yeah I think so Manufacturing in house yeah I think so Manufacturing in house yeah I think so Mike was doing Mike was the team early Mike was doing Mike was the team early Mike was doing Mike was the team early on and he was designing and even the the on and he was designing and even the the on and he was designing and even the the Allin that you have here the unit that Allin that you have here the unit that Allin that you have here the unit that was like his ear first iteration so if was like his ear first iteration so if was like his ear first iteration so if you look at the iteration before we were you look at the iteration before we were you look at the iteration before we were company it's like that was kind of what company it's like that was kind of what company it's like that was kind of what he was prototyping so it's really

26:00he was prototyping so it's really he was prototyping so it's really interesting to see that now like coming interesting to see that now like coming interesting to see that now like coming to fruition um a big step for us we were to fruition um a big step for us we were to fruition um a big step for us we were designing and engineering and working designing and engineering and working designing and engineering and working with some outside design teams that he with some outside design teams that he with some outside design teams that he was leading was uh his cousin happens to was leading was uh his cousin happens to was leading was uh his cousin happens to be a worldclass uh he was the head of be a worldclass uh he was the head of be a worldclass uh he was the head of engineering over at MakerBot which was engineering over at MakerBot which was engineering over at MakerBot which was one of the world leading 3D printing one of the world leading 3D printing one of the world leading 3D printing companies so he started to help Mike companies so he started to help Mike companies so he started to help Mike into some of these calls like we would into some of these calls like we would into some of these calls like we would talk with other you know these outside talk with other you know these outside talk with other you know these outside manufacturers and people in the design manufacturers and people in the design manufacturers and people in the design front and uh anyways Dave gets into cold front and uh anyways Dave gets into cold front and uh anyways Dave gets into cold plunging he lives in New York City and plunging he lives in New York City and plunging he lives in New York City and he gets a cold plunge and he's like I he gets a cold plunge and he's like I he gets a cold plunge and he's like I really love this and we basically were really love this and we basically were really love this and we basically were like what do you you want to come over like what do you you want to come over like what do you you want to come over here and which was a huge leap for him here and which was a huge leap for him here and which was a huge leap for him to come from this like these very to come from this like these very to come from this like these very established he was actually working for established he was actually working for established he was actually working for uh another huge company at the time well uh another huge company at the time well uh another huge company at the time well you know billion dooll funded business you know billion dooll funded business you know billion dooll funded business to be like hey do you want to come the to be like hey do you want to come the to be like hey do you want to come the col plunge industry yeah uh and he join

27:00col plunge industry yeah uh and he join col plunge industry yeah uh and he join our startup yeah exactly and so he's our startup yeah exactly and so he's our startup yeah exactly and so he's been instrumental in like building out been instrumental in like building out been instrumental in like building out our internal team now into like actually our internal team now into like actually our internal team now into like actually you know which has been essential for us you know which has been essential for us you know which has been essential for us as we've increased this product as we've increased this product as we've increased this product portfolio of wanting a product in portfolio of wanting a product in portfolio of wanting a product in commercial space there's a whole new commercial space there's a whole new commercial space there's a whole new compliance and Regulatory Dynamic that compliance and Regulatory Dynamic that compliance and Regulatory Dynamic that goes into it but bringing his expertise goes into it but bringing his expertise goes into it but bringing his expertise into it that was huge we made we made a into it that was huge we made we made a into it that was huge we made we made a big hire with our VP of production at big hire with our VP of production at big hire with our VP of production at the time we basically hired these people the time we basically hired these people the time we basically hired these people that had been in these really big kind that had been in these really big kind that had been in these really big kind of Legacy Industries mhm brought them in of Legacy Industries mhm brought them in of Legacy Industries mhm brought them in um and you know Mike and I don't have um and you know Mike and I don't have um and you know Mike and I don't have that background like we ran float that background like we ran float that background like we ran float centers you know what I mean like and centers you know what I mean like and centers you know what I mean like and that's why I'm so fascinated by this that's why I'm so fascinated by this that's why I'm so fascinated by this journey yeah yeah I mean it sort of journey yeah yeah I mean it sort of journey yeah yeah I mean it sort of Reinventing yourself and the business at Reinventing yourself and the business at Reinventing yourself and the business at the same time 100% I I came from brick the same time 100% I I came from brick the same time 100% I I came from brick and mortar service business to a online and mortar service business to a online and mortar service business to a online product business they are completely product business they are completely product business they are completely different animals um so yeah I I have different animals um so yeah I I have different animals um so yeah I I have had to had to had to learn I'm learning as fast as I can learn I'm learning as fast as I can learn I'm learning as fast as I can right now yeah you know what they say right now yeah you know what they say right now yeah you know what they say time is everything I mean in retrospect

28:00time is everything I mean in retrospect time is everything I mean in retrospect your timing probably couldn't have been your timing probably couldn't have been your timing probably couldn't have been better you got you caught the base of better you got you caught the base of better you got you caught the base of that sort of parabolic you know growth that sort of parabolic you know growth that sort of parabolic you know growth curve um because it went from being very curve um because it went from being very curve um because it went from being very obscure to really you know being obscure to really you know being obscure to really you know being mainstream you know I had dinner last mainstream you know I had dinner last mainstream you know I had dinner last night with the the the founder of whoop night with the the the founder of whoop night with the the the founder of whoop and I forget if it was last night or and I forget if it was last night or and I forget if it was last night or this morning he was telling us that this morning he was telling us that this morning he was telling us that there's been like a 300 fold increase in there's been like a 300 fold increase in there's been like a 300 fold increase in logged cold plune sessions in logged logged cold plune sessions in logged logged cold plune sessions in logged cold plunge sessions and that's people cold plunge sessions and that's people cold plunge sessions and that's people volunteer you know adding a cold plunge volunteer you know adding a cold plunge volunteer you know adding a cold plunge session to their whoop tracking to see session to their whoop tracking to see session to their whoop tracking to see like what kind of metrics are coming out like what kind of metrics are coming out like what kind of metrics are coming out of out of Cal punching totally I think of out of Cal punching totally I think of out of Cal punching totally I think it's still like we were in the second to it's still like we were in the second to it's still like we were in the second to third inning of still this like brand third inning of still this like brand third inning of still this like brand new industry I would totally age that new industry I would totally age that new industry I would totally age that it's you know I think we're outside of it's you know I think we're outside of it's you know I think we're outside of like the our first customers were just like the our first customers were just like the our first customers were just like those early adopters you know like like those early adopters you know like like those early adopters you know like they were there they were already doing they were there they were already doing they were there they were already doing oh my God there's someone actually oh my God there's someone actually oh my God there's someone actually building one like for like for the at building one like for like for the at building one like for like for the at that time $5,000 they didn't really that time $5,000 they didn't really that time $5,000 they didn't really exist and so they you know that kind of exist and so they you know that kind of exist and so they you know that kind of accelerated now we're getting to um it's accelerated now we're getting to um it's accelerated now we're getting to um it's just a it's still but it's still it's just a it's still but it's still it's

29:00just a it's still but it's still it's still so early into the people like we still so early into the people like we still so early into the people like we go out I I like to do this thing where go out I I like to do this thing where go out I I like to do this thing where I'll go walk the floor and I go see read I'll go walk the floor and I go see read I'll go walk the floor and I go see read the names who's I got John in Missouri the names who's I got John in Missouri the names who's I got John in Missouri that's getting a unit I got uh you know that's getting a unit I got uh you know that's getting a unit I got uh you know Jenna out of North Dakota like I go and Jenna out of North Dakota like I go and Jenna out of North Dakota like I go and I just make these stories of in my head I just make these stories of in my head I just make these stories of in my head of like most of us have a very difficult of like most of us have a very difficult of like most of us have a very difficult time meeting our protein needs and time meeting our protein needs and time meeting our protein needs and certain protein sources like whey certain protein sources like whey certain protein sources like whey protein and others can be as little as protein and others can be as little as protein and others can be as little as 20% absorbable 20% absorbable 20% absorbable this is 99% absorbable and it has all of this is 99% absorbable and it has all of this is 99% absorbable and it has all of the essential amino acids that the body the essential amino acids that the body the essential amino acids that the body needs to build lean muscle to recover to needs to build lean muscle to recover to needs to build lean muscle to recover to improve our exercise performance and improve our exercise performance and improve our exercise performance and most importantly to repair after we have most importantly to repair after we have most importantly to repair after we have intense exercise so this is called intense exercise so this is called intense exercise so this is called perfect Amino by Body Health it's like I perfect Amino by Body Health it's like I perfect Amino by Body Health it's like I said 99% absorbable it only has 2 said 99% absorbable it only has 2 said 99% absorbable it only has 2 calories eventually the caloric intake calories eventually the caloric intake calories eventually the caloric intake has virtually no caloric intake it will has virtually no caloric intake it will has virtually no caloric intake it will not break a fast it tastes amazing you not break a fast it tastes amazing you not break a fast it tastes amazing you mix it in water I take this literally mix it in water I take this literally mix it in water I take this literally every single morning if you're working

30:00every single morning if you're working every single morning if you're working out in a fasted State you have to take a out in a fasted State you have to take a out in a fasted State you have to take a full spectrum amino acid prior to your full spectrum amino acid prior to your full spectrum amino acid prior to your workout to preserve your lean muscle and workout to preserve your lean muscle and workout to preserve your lean muscle and make sure that you're recovering make sure that you're recovering make sure that you're recovering properly and again it will not break properly and again it will not break properly and again it will not break your fast so the caloric impact is your fast so the caloric impact is your fast so the caloric impact is virtually zero you get all of the full virtually zero you get all of the full virtually zero you get all of the full spectrum amino acids it tastes wonderful spectrum amino acids it tastes wonderful spectrum amino acids it tastes wonderful I use it every single day you can go to I use it every single day you can go to I use it every single day you can go to bodyhealth.com bodyhealth.com bodyhealth.com slul imate that's bodyhealth.com slul imate that's bodyhealth.com slul imate that's bodyhealth.com ultimate and look for the perfect aminos ultimate and look for the perfect aminos ultimate and look for the perfect aminos they actually come in capsules if you're they actually come in capsules if you're they actually come in capsules if you're on the go or it becomes in several on the go or it becomes in several on the go or it becomes in several flavors that they make in a powder which flavors that they make in a powder which flavors that they make in a powder which I love it's flavored with natural um uh I love it's flavored with natural um uh I love it's flavored with natural um uh means of flavoring so there's no means of flavoring so there's no means of flavoring so there's no artificial sweeteners in here so this is artificial sweeteners in here so this is artificial sweeteners in here so this is one of my absolute favorite products one of my absolute favorite products one of my absolute favorite products give it a try if you're working out at give it a try if you're working out at give it a try if you're working out at all you need a full spectrum amino acid all you need a full spectrum amino acid all you need a full spectrum amino acid go to bodyhealth.com go to bodyhealth.com go to bodyhealth.com Ultimate that's bodyhealth.com Ultimate that's bodyhealth.com Ultimate that's bodyhealth.com ultimate I love their lab Ed products ultimate I love their lab Ed products ultimate I love their lab Ed products you can actually see the absorption rate

31:00you can actually see the absorption rate you can actually see the absorption rate for all of their products they've got for all of their products they've got for all of their products they've got great electrolyte protein combinations great electrolyte protein combinations great electrolyte protein combinations my favorite is the perfect aminos my favorite is the perfect aminos my favorite is the perfect aminos bodyhealth.com bodyhealth.com ultimate and now back to the ultimate ultimate and now back to the ultimate ultimate and now back to the ultimate human podcast this is the first unit in human podcast this is the first unit in human podcast this is the first unit in this neighborhood that this guy's going this neighborhood that this guy's going this neighborhood that this guy's going to show up and like you know this is to show up and like you know this is to show up and like you know this is like the brand new thing that he's going like the brand new thing that he's going like the brand new thing that he's going to be the outlier all the neighbors are to be the outlier all the neighbors are to be the outlier all the neighbors are coming over yeah exactly and that's coming over yeah exactly and that's coming over yeah exactly and that's what's and then it you actually hear the what's and then it you actually hear the what's and then it you actually hear the stories of like oh now we have suay stories of like oh now we have suay stories of like oh now we have suay Hangouts that used to be you know uh Hangouts that used to be you know uh Hangouts that used to be you know uh beers and darts it's we cold plunge and beers and darts it's we cold plunge and beers and darts it's we cold plunge and and uh connect you know it's a different and uh connect you know it's a different and uh connect you know it's a different form of connection um and it's just form of connection um and it's just form of connection um and it's just that's the stuff that I I still go out that's the stuff that I I still go out that's the stuff that I I still go out and I'm like this is the first time and I'm like this is the first time and I'm like this is the first time these people it's the entry point for so these people it's the entry point for so these people it's the entry point for so many of these people to see what cold many of these people to see what cold many of these people to see what cold water can do for them yeah you know it's water can do for them yeah you know it's water can do for them yeah you know it's I I remind my team about this all the I I remind my team about this all the I I remind my team about this all the time like you know when you when you time like you know when you when you time like you know when you when you live in this world where the people you live in this world where the people you live in this world where the people you associate with and the C that you follow associate with and the C that you follow associate with and the C that you follow on social media and all of the you know

32:00on social media and all of the you know on social media and all of the you know information that you're digesting is all information that you're digesting is all information that you're digesting is all about your industry you think that it's about your industry you think that it's about your industry you think that it's a lot more mainstream than it is and you a lot more mainstream than it is and you a lot more mainstream than it is and you get you know slightly outside of your get you know slightly outside of your get you know slightly outside of your own sphere and you realize most people own sphere and you realize most people own sphere and you realize most people really don't even know what cold really don't even know what cold really don't even know what cold punching is the majority of Americans punching is the majority of Americans punching is the majority of Americans let's just say for example like how you let's just say for example like how you let's just say for example like how you know we we we talk about biohacking know we we we talk about biohacking know we we we talk about biohacking longevity anti-aging most people don't longevity anti-aging most people don't longevity anti-aging most people don't don't even know what those terms are you don't even know what those terms are you don't even know what those terms are you know I mean outside of our sphere I find know I mean outside of our sphere I find know I mean outside of our sphere I find I try to make a conscious effort to not I try to make a conscious effort to not I try to make a conscious effort to not be the ultra Ultra woke biohacker that be the ultra Ultra woke biohacker that be the ultra Ultra woke biohacker that just wants to talk to other Ultra woke just wants to talk to other Ultra woke just wants to talk to other Ultra woke biohackers because those are not the biohackers because those are not the biohackers because those are not the audience that needs us the audience that audience that needs us the audience that audience that needs us the audience that needs us are the ones that don't know needs us are the ones that don't know needs us are the ones that don't know like the audience that needs you the like the audience that needs you the like the audience that needs you the people don't even know what a cold people don't even know what a cold people don't even know what a cold shower is much less a cold plunge yet shower is much less a cold plunge yet shower is much less a cold plunge yet and I I think I totally agree with you I and I I think I totally agree with you I and I I think I totally agree with you I think we if uh we were to look at your think we if uh we were to look at your think we if uh we were to look at your total sales first as total Market you'd total sales first as total Market you'd total sales first as total Market you'd see a b parabolic opportunity still you see a b parabolic opportunity still you see a b parabolic opportunity still you know huge opportunity even ahead of you know huge opportunity even ahead of you know huge opportunity even ahead of you guys and I think it's like to your point guys and I think it's like to your point guys and I think it's like to your point on the language of How It's like it's

33:00on the language of How It's like it's on the language of How It's like it's very easy it's a net negative to very easy it's a net negative to very easy it's a net negative to sometimes use those words you know into sometimes use those words you know into sometimes use those words you know into like the biohacking it's like what is like the biohacking it's like what is like the biohacking it's like what is like we try and be really at least for like we try and be really at least for like we try and be really at least for me it's like what you know neopine me it's like what you know neopine me it's like what you know neopine phrine and anti-inflammatory and these phrine and anti-inflammatory and these phrine and anti-inflammatory and these things that's like to the everyday like things that's like to the everyday like things that's like to the everyday like I don't know that sometimes that doesn't I don't know that sometimes that doesn't I don't know that sometimes that doesn't even resonate with me I'm like what does even resonate with me I'm like what does even resonate with me I'm like what does this actually do it's like right well it this actually do it's like right well it this actually do it's like right well it makes me more focused it makes me a you makes me more focused it makes me a you makes me more focused it makes me a you know a uh better business partner it know a uh better business partner it know a uh better business partner it makes me a happier person I feel uh more makes me a happier person I feel uh more makes me a happier person I feel uh more happy about my like things that are happy about my like things that are happy about my like things that are really tangible right like that's the really tangible right like that's the really tangible right like that's the you know that's what I get so I mean of you know that's what I get so I mean of you know that's what I get so I mean of course I this is why I have the company course I this is why I have the company course I this is why I have the company but it's like two to three minutes and but it's like two to three minutes and but it's like two to three minutes and you get these like you get these like you get these like incredible impacts that are just I I incredible impacts that are just I I incredible impacts that are just I I just don't see in a lot of other things just don't see in a lot of other things just don't see in a lot of other things that I I do uh let's actually talk about that I I do uh let's actually talk about that I I do uh let's actually talk about that for a minute I mean there's um that for a minute I mean there's um that for a minute I mean there's um lucky for you I mean I think that the lucky for you I mean I think that the lucky for you I mean I think that the the science and the evidence is catching

34:00the science and the evidence is catching the science and the evidence is catching up to the benefits you know things start up to the benefits you know things start up to the benefits you know things start out very anecdotal or or very subjective out very anecdotal or or very subjective out very anecdotal or or very subjective meaning somebody goes I feel better I'm meaning somebody goes I feel better I'm meaning somebody goes I feel better I'm sleeping better um and we're not you sleeping better um and we're not you sleeping better um and we're not you know there's no way to really measure know there's no way to really measure know there's no way to really measure that um maybe you could measure that but that um maybe you could measure that but that um maybe you could measure that but now you can but you know the the whole now you can but you know the the whole now you can but you know the the whole idea that um you go from these idea that um you go from these idea that um you go from these subjective things like I'm I'm feeling subjective things like I'm I'm feeling subjective things like I'm I'm feeling better to now you see that there's real better to now you see that there's real better to now you see that there's real science you know behind science you know behind science you know behind behind Cold plunging I I've often argued behind Cold plunging I I've often argued behind Cold plunging I I've often argued that you know cold plunging is a is an that you know cold plunging is a is an that you know cold plunging is a is an amazing way to kick off your weight loss amazing way to kick off your weight loss amazing way to kick off your weight loss journey and I don't think that there's journey and I don't think that there's journey and I don't think that there's any been any randomized clinical trials any been any randomized clinical trials any been any randomized clinical trials you know that have had a control group you know that have had a control group you know that have had a control group and a non-control group and looked at and a non-control group and looked at and a non-control group and looked at specific weight loss with the only specific weight loss with the only specific weight loss with the only variable being changed as as cold variable being changed as as cold variable being changed as as cold plunging but when you look at sort of plunging but when you look at sort of plunging but when you look at sort of the Myriad of benefits it Stacks up to the Myriad of benefits it Stacks up to the Myriad of benefits it Stacks up to healthy metabolism and weight loss I healthy metabolism and weight loss I healthy metabolism and weight loss I mean if you're if you're activating mean if you're if you're activating mean if you're if you're activating Brown fat and exchanging a calorie for

35:00Brown fat and exchanging a calorie for Brown fat and exchanging a calorie for heat um meaning the cost for the heat heat um meaning the cost for the heat heat um meaning the cost for the heat that you're getting back in your body is that you're getting back in your body is that you're getting back in your body is a calorie okay well that's a that's a a calorie okay well that's a that's a a calorie okay well that's a that's a good thing for um metabolism good thing good thing for um metabolism good thing good thing for um metabolism good thing for for weight loss if now I I was for for weight loss if now I I was for for weight loss if now I I was reading a a really interesting article reading a a really interesting article reading a a really interesting article about some of the specific cold shock about some of the specific cold shock about some of the specific cold shock proteins specifically Lin 28a and Lin proteins specifically Lin 28a and Lin proteins specifically Lin 28a and Lin 28b and these particular cold shock 28b and these particular cold shock 28b and these particular cold shock proteins the liver releases are are proteins the liver releases are are proteins the liver releases are are having positive impacts on insulin having positive impacts on insulin having positive impacts on insulin making insulin more sensitive and less making insulin more sensitive and less making insulin more sensitive and less resistant and you know insulin resistant and you know insulin resistant and you know insulin resistance is one of the I mean you want resistance is one of the I mean you want resistance is one of the I mean you want to talk about a pandemic in our country to talk about a pandemic in our country to talk about a pandemic in our country I mean we have a pandemic of insulin I mean we have a pandemic of insulin I mean we have a pandemic of insulin resistance people don't know it the resistance people don't know it the resistance people don't know it the blood sugar's out of control they they blood sugar's out of control they they blood sugar's out of control they they their their insulin's out of control and their their insulin's out of control and their their insulin's out of control and I mean that's a dead impediment to to I mean that's a dead impediment to to I mean that's a dead impediment to to losing weight so if you prove that you losing weight so if you prove that you losing weight so if you prove that you have another sort of arrow pointing at have another sort of arrow pointing at have another sort of arrow pointing at at weight loss and it improves your at weight loss and it improves your at weight loss and it improves your metabolism and I I know how I feel and metabolism and I I know how I feel and metabolism and I I know how I feel and you know how you feel but um now there's you know how you feel but um now there's you know how you feel but um now there's evidence it does raise dopamine right so evidence it does raise dopamine right so evidence it does raise dopamine right so it's it's helping to give you that it's it's helping to give you that

36:00it's it's helping to give you that enderin boost the runner's high um I enderin boost the runner's high um I enderin boost the runner's high um I mean I I always call it my drug of mean I I always call it my drug of mean I I always call it my drug of choice because nothing makes me feel choice because nothing makes me feel better for longer um so do you see that better for longer um so do you see that better for longer um so do you see that now that there's more evidence where now that there's more evidence where now that there's more evidence where where do you see the adoption of cold where do you see the adoption of cold where do you see the adoption of cold plunging going like who's your what's plunging going like who's your what's plunging going like who's your what's your fastest growing Market segment your fastest growing Market segment your fastest growing Market segment right now is it gyms is it the the gyms right now is it gyms is it the the gyms right now is it gyms is it the the gyms I'm super excited on kind of this beat b I'm super excited on kind of this beat b I'm super excited on kind of this beat b side of like that's that's probably how side of like that's that's probably how side of like that's that's probably how this scales out even more you know this scales out even more you know this scales out even more you know that's the entry point for so many that's the entry point for so many that's the entry point for so many people not everyone has the backyard people not everyone has the backyard people not everyone has the backyard Wellness Center built out but a lot of Wellness Center built out but a lot of Wellness Center built out but a lot of people have gym memberships and if I people have gym memberships and if I people have gym memberships and if I look at like how to accelerate this look at like how to accelerate this look at like how to accelerate this that's a huge front for us I think from that's a huge front for us I think from that's a huge front for us I think from the like the core customers it's like we the like the core customers it's like we the like the core customers it's like we run a lot of you know pre- purchased run a lot of you know pre- purchased run a lot of you know pre- purchased surveys and engage our you know surveys and engage our you know surveys and engage our you know potential customers and it's still potential customers and it's still potential customers and it's still workout recovery is still this like like workout recovery is still this like like workout recovery is still this like like what intrigues a lot of people

37:00what intrigues a lot of people what intrigues a lot of people absolutely it's like that's a that's a absolutely it's like that's a that's a absolutely it's like that's a that's a benefit that you can get into that's benefit that you can get into that's benefit that you can get into that's obviously there's a lot of debate on obviously there's a lot of debate on obviously there's a lot of debate on should you plunge right after your should you plunge right after your should you plunge right after your workout or should you wait that's where workout or should you wait that's where workout or should you wait that's where do you fall in that I fall um I I think it is a I get cold where I um I I think it is a I get cold where I can get cold um I live a healthy can get cold um I live a healthy can get cold um I live a healthy lifestyle I'm not training to be be the lifestyle I'm not training to be be the lifestyle I'm not training to be be the most elite athlete right and I think if most elite athlete right and I think if most elite athlete right and I think if you are it's a different conversation you are it's a different conversation you are it's a different conversation well you and I used it as a sleep hack well you and I used it as a sleep hack well you and I used it as a sleep hack last night we got in it was like a 60 last night we got in it was like a 60 last night we got in it was like a 60 second like we didn't go super long we second like we didn't go super long we second like we didn't go super long we weren't like pushing red lining in the weren't like pushing red lining in the weren't like pushing red lining in the cold we did a steam before yep maybe 15 cold we did a steam before yep maybe 15 cold we did a steam before yep maybe 15 20 minutes and then then we hit it for 20 minutes and then then we hit it for 20 minutes and then then we hit it for about 45 seconds to a minute um and I about 45 seconds to a minute um and I about 45 seconds to a minute um and I slept great I didn't sleep long last slept great I didn't sleep long last slept great I didn't sleep long last night but I actually slept really good night but I actually slept really good night but I actually slept really good and so I think there's different ways to and so I think there's different ways to and so I think there's different ways to utilize it but I I for the post-workout utilize it but I I for the post-workout utilize it but I I for the post-workout recovery the debate that's there I don't recovery the debate that's there I don't recovery the debate that's there I don't really wait into it because my personal really wait into it because my personal really wait into it because my personal is like you know I I talked to other is like you know I I talked to other is like you know I I talked to other people like you know we have a really

38:00people like you know we have a really people like you know we have a really good relationship with like Kelly good relationship with like Kelly good relationship with like Kelly starett and some of these like really starett and some of these like really starett and some of these like really big people in in recovery and everything big people in in recovery and everything big people in in recovery and everything it's it's it's like it makes you feel better and you go like it makes you feel better and you go like it makes you feel better and you go work out hard again the next day if it's work out hard again the next day if it's work out hard again the next day if it's doing that then great like don't be doing that then great like don't be doing that then great like don't be overly concerned if you got your max overly concerned if you got your max overly concerned if you got your max gains on your muscle on your muscle gains on your muscle on your muscle gains on your muscle on your muscle growth or you know if you're if that's growth or you know if you're if that's growth or you know if you're if that's what you are striving for and you are a what you are striving for and you are a what you are striving for and you are a lead athlete sure you probably want to lead athlete sure you probably want to lead athlete sure you probably want to space it there's some evidence to show space it there's some evidence to show space it there's some evidence to show May take hours yeah you hear different May take hours yeah you hear different May take hours yeah you hear different things again but I'm I'm more of I am things again but I'm I'm more of I am things again but I'm I'm more of I am trying to live a a robust happy trying to live a a robust happy trying to live a a robust happy lifestyle work out hard but I also am lifestyle work out hard but I also am lifestyle work out hard but I also am not training to be an elite athlete um not training to be an elite athlete um not training to be an elite athlete um and so to me it's I find it to be more and so to me it's I find it to be more and so to me it's I find it to be more personally more of an excuse of getting personally more of an excuse of getting personally more of an excuse of getting cold than actually doing it if it's that cold than actually doing it if it's that cold than actually doing it if it's that big of a concern do it before um but I I big of a concern do it before um but I I big of a concern do it before um but I I tend to be like where I can get cold cuz tend to be like where I can get cold cuz tend to be like where I can get cold cuz I know what I feel afterward and iseler I know what I feel afterward and iseler I know what I feel afterward and iseler it's just it's the momentum that's

39:00it's just it's the momentum that's it's just it's the momentum that's created then you know I just get in created then you know I just get in created then you know I just get in where I can get in I still literally where I can get in I still literally where I can get in I still literally feel the the the plunge we did you know feel the the the plunge we did you know feel the the the plunge we did you know this morning we sort repeated the same this morning we sort repeated the same this morning we sort repeated the same um metric you know you and I and and um metric you know you and I and and um metric you know you and I and and will you 15 20 minute Steam and then will you 15 20 minute Steam and then will you 15 20 minute Steam and then three four minute cold plunge um and I I three four minute cold plunge um and I I three four minute cold plunge um and I I can literally tell right now just in how can literally tell right now just in how can literally tell right now just in how cognizant and alert and clear and awake cognizant and alert and clear and awake cognizant and alert and clear and awake that I am that had I not done that I that I am that had I not done that I that I am that had I not done that I wouldn't I wouldn't feel this good and I wouldn't I wouldn't feel this good and I wouldn't I wouldn't feel this good and I see you like went in before and then you see you like went in before and then you see you like went in before and then you came out like know and then I jumped on came out like know and then I jumped on came out like know and then I jumped on him because he was warm I was like come him because he was warm I was like come him because he was warm I was like come here and I feel these cold hands but um here and I feel these cold hands but um here and I feel these cold hands but um so I I you know I I agree with you the so I I you know I I agree with you the so I I you know I I agree with you the market is just you know they just market is just you know they just market is just you know they just exploding but when you start you're also exploding but when you start you're also exploding but when you start you're also getting data yeah right you're getting getting data yeah right you're getting getting data yeah right you're getting data on um large pools of customers and data on um large pools of customers and data on um large pools of customers and part of me really thinks that when you part of me really thinks that when you part of me really thinks that when you get large pools of real time data you

40:00get large pools of real time data you get large pools of real time data you know this is as good as any clinical know this is as good as any clinical know this is as good as any clinical trial ever conducted because you can trial ever conducted because you can trial ever conducted because you can take voluminous amounts of data and you take voluminous amounts of data and you take voluminous amounts of data and you can look at Trends um and you can look can look at Trends um and you can look can look at Trends um and you can look at how many people are reporting weight at how many people are reporting weight at how many people are reporting weight loss how many people are reporting loss how many people are reporting loss how many people are reporting feeling better and so what kind of data feeling better and so what kind of data feeling better and so what kind of data are you getting from your customers how are you getting from your customers how are you getting from your customers how is the how is the data and the feedback is the how is the data and the feedback is the how is the data and the feedback kind of shaping the direction of your kind of shaping the direction of your kind of shaping the direction of your business yeah it's all I mean like I business yeah it's all I mean like I business yeah it's all I mean like I said it it all starts with workout said it it all starts with workout said it it all starts with workout recovery and it all goes to mood and recovery and it all goes to mood and recovery and it all goes to mood and energy it becomes it's a mental health energy it becomes it's a mental health energy it becomes it's a mental health tool is number one first and foremost tool is number one first and foremost tool is number one first and foremost what I think this is like every person what I think this is like every person what I think this is like every person is seen um so that's what we like from a is seen um so that's what we like from a is seen um so that's what we like from a focus standpoint that's what we really focus standpoint that's what we really focus standpoint that's what we really focus around and and uh and that's also focus around and and uh and that's also focus around and and uh and that's also the in the data that you're seeing like the in the data that you're seeing like the in the data that you're seeing like people are reporting man I just feel a people are reporting man I just feel a people are reporting man I just feel a lot better lot better lot better totally it's you know and it shows up

41:00totally it's you know and it shows up totally it's you know and it shows up into different statements of um you know into different statements of um you know into different statements of um you know I'm I'm happy or I'm more uh I feel more I'm I'm happy or I'm more uh I feel more I'm I'm happy or I'm more uh I feel more energy I feel more connected to my energy I feel more connected to my energy I feel more connected to my family like these things that's like family like these things that's like family like these things that's like that's how it shows up in the real world that's how it shows up in the real world that's how it shows up in the real world um we also see these like very unique um um we also see these like very unique um um we also see these like very unique um you know it I think our nervous system you know it I think our nervous system you know it I think our nervous system impacts Us in so many different ways MH impacts Us in so many different ways MH impacts Us in so many different ways MH when we have when we have when we have a imbalanced nervous system or a imbalanced nervous system or a imbalanced nervous system or something's off there and so you know something's off there and so you know something's off there and so you know when you get in the cold there has this when you get in the cold there has this when you get in the cold there has this regulatory Dynamic to it that is it regulatory Dynamic to it that is it regulatory Dynamic to it that is it varies for so many different people like varies for so many different people like varies for so many different people like I was just you know before coming on I I was just you know before coming on I I was just you know before coming on I always like reading like talking to our always like reading like talking to our always like reading like talking to our customer experience team like give me customer experience team like give me customer experience team like give me the coolest stories what's happening the coolest stories what's happening the coolest stories what's happening like what have we heard lately you know like what have we heard lately you know like what have we heard lately you know I was ask you yeah one was I was ask you yeah one was I was ask you yeah one was someone uh it was at least 10 years had had a uh it was at least 10 years had had a migraine headache for 25 out of the the migraine headache for 25 out of the the migraine headache for 25 out of the the minimum 25 of 30 days per month really minimum 25 of 30 days per month really minimum 25 of 30 days per month really had done every option you can think

42:00had done every option you can think had done every option you can think non-surgical you talk injections you non-surgical you talk injections you non-surgical you talk injections you talk modality you talk biohacking you talk modality you talk biohacking you talk modality you talk biohacking you talk they have done the talk they have done the talk they have done the gauntlet got the coal gauntlet got the coal gauntlet got the coal plunge 18 days they've not had a plunge 18 days they've not had a plunge 18 days they've not had a migraine headache in a row in a row they migraine headache in a row in a row they migraine headache in a row in a row they were like I this is I I've look I've were like I this is I I've look I've were like I this is I I've look I've done it all I was the guinea pig for the done it all I was the guinea pig for the done it all I was the guinea pig for the world on migraine headaches I don't know world on migraine headaches I don't know world on migraine headaches I don't know what's happening there I can't sit here what's happening there I can't sit here what's happening there I can't sit here and say this is I'll let other people and say this is I'll let other people and say this is I'll let other people debate what that's a signal we get a lot debate what that's a signal we get a lot debate what that's a signal we get a lot of people with uh thyroid issues and of people with uh thyroid issues and of people with uh thyroid issues and auto a lot of autoimmune disorders that auto a lot of autoimmune disorders that auto a lot of autoimmune disorders that are going on U which is also important are going on U which is also important are going on U which is also important to caveat like I say like if you have an to caveat like I say like if you have an to caveat like I say like if you have an autoimmune like the cold is um you know autoimmune like the cold is um you know autoimmune like the cold is um you know it is adrenaline you want to start out it is adrenaline you want to start out it is adrenaline you want to start out at a spot where it's like you're not at a spot where it's like you're not at a spot where it's like you're not overly stressing your body out right overly stressing your body out right overly stressing your body out right like this is a stresser but there's a like this is a stresser but there's a like this is a stresser but there's a edge for every person to find your like edge for every person to find your like edge for every person to find your like what is the stress point that you can what is the stress point that you can what is the stress point that you can actually stress but also relax into it

43:00actually stress but also relax into it actually stress but also relax into it so you know we've seen it's a important so you know we've seen it's a important so you know we've seen it's a important for people that turn to this for for people that turn to this for for people that turn to this for different autoimmune issues they're different autoimmune issues they're different autoimmune issues they're dealing with don't go jump in at 39 dealing with don't go jump in at 39 dealing with don't go jump in at 39 degrees right and think this is going to degrees right and think this is going to degrees right and think this is going to solve your problem it's like actually solve your problem it's like actually solve your problem it's like actually start at maybe 60 start at 65 just like start at maybe 60 start at 65 just like start at maybe 60 start at 65 just like ease in like I think of it like uh you ease in like I think of it like uh you ease in like I think of it like uh you know working out for your muscles like know working out for your muscles like know working out for your muscles like if you haven't been working out in the if you haven't been working out in the if you haven't been working out in the gym your nervous system is the same gym your nervous system is the same gym your nervous system is the same thing it needs to develop and so you thing it needs to develop and so you thing it needs to develop and so you know you would go to I wouldn't go put know you would go to I wouldn't go put know you would go to I wouldn't go put you through a crossfit workout if you you through a crossfit workout if you you through a crossfit workout if you hadn't worked out right that's going to hadn't worked out right that's going to hadn't worked out right that's going to hurt you you can hurt yourself you can hurt you you can hurt yourself you can hurt you you can hurt yourself you can have a net negative impact and C plung have a net negative impact and C plung have a net negative impact and C plung is the same way it's like treat that is the same way it's like treat that is the same way it's like treat that your system your nervous system like you your system your nervous system like you your system your nervous system like you would your muscular system like get in would your muscular system like get in would your muscular system like get in find a temp that you're going to show find a temp that you're going to show find a temp that you're going to show back up tomorrow and do like let's just back up tomorrow and do like let's just back up tomorrow and do like let's just get off the couch let's get this system get off the couch let's get this system get off the couch let's get this system turned on let's get it used to this kind turned on let's get it used to this kind turned on let's get it used to this kind of stressful environment hortic stress of stressful environment hortic stress of stressful environment hortic stress exactly that you can you can learn how exactly that you can you can learn how exactly that you can you can learn how to relax into it and so you know I think to relax into it and so you know I think to relax into it and so you know I think I think that's a big misnomer in cold I think that's a big misnomer in cold I think that's a big misnomer in cold plunging that this is like a suffering plunging that this is like a suffering plunging that this is like a suffering exercise and it to me it's the exact

44:00exercise and it to me it's the exact exercise and it to me it's the exact opposite this is yes it's a resilience opposite this is yes it's a resilience opposite this is yes it's a resilience Builder and I can do hard things but if Builder and I can do hard things but if Builder and I can do hard things but if you can't relax into the environment you can't relax into the environment you can't relax into the environment you're at too high of a threshold like you're at too high of a threshold like you're at too high of a threshold like you are not at a spot that this is you are not at a spot that this is you are not at a spot that this is having a net positive for you and so I having a net positive for you and so I having a net positive for you and so I think if I was if anyone was take away think if I was if anyone was take away think if I was if anyone was take away like how to like starting out with C like how to like starting out with C like how to like starting out with C plunging everyone ask like how do you do plunging everyone ask like how do you do plunging everyone ask like how do you do it what should you do it's like find a it what should you do it's like find a it what should you do it's like find a temp that takes your breath away but you temp that takes your breath away but you temp that takes your breath away but you can you can find a way to regulate your can you can find a way to regulate your can you can find a way to regulate your breath in there and just follow that breath in there and just follow that breath in there and just follow that lead you will naturally lower the temp lead you will naturally lower the temp lead you will naturally lower the temp you'll find the temp that works for you you'll find the temp that works for you you'll find the temp that works for you um don't go stress yourself out to a um don't go stress yourself out to a um don't go stress yourself out to a spot that you you were just redlining spot that you you were just redlining spot that you you were just redlining the whole time it's not it's not it's the whole time it's not it's not it's the whole time it's not it's not it's not what this exercise is you know um I not what this exercise is you know um I not what this exercise is you know um I I I think too that the the starting I I think too that the the starting I I think too that the the starting point for when you look at the evidence point for when you look at the evidence point for when you look at the evidence at least that I've looked at is there's at least that I've looked at is there's at least that I've looked at is there's not a lot of evidence that much colder not a lot of evidence that much colder not a lot of evidence that much colder is better or much longer is better it's is better or much longer is better it's is better or much longer is better it's really just you know one of those tools really just you know one of those tools really just you know one of those tools in the Arsenal of Optimal Health in the Arsenal of Optimal Health in the Arsenal of Optimal Health um and really mental health where 3 to

45:00um and really mental health where 3 to um and really mental health where 3 to six minutes you know when people ask me six minutes you know when people ask me six minutes you know when people ask me I always tell them 48 to 50 degrees 3 I always tell them 48 to 50 degrees 3 I always tell them 48 to 50 degrees 3 minutes minimum 6 minutes maximum just minutes minimum 6 minutes maximum just minutes minimum 6 minutes maximum just as a as a as a guideline because I just as a as a as a guideline because I just as a as a as a guideline because I just haven't haven't haven't seen any evidence that longer is seen any evidence that longer is seen any evidence that longer is necessarily better I mean and you know necessarily better I mean and you know necessarily better I mean and you know we're not trying to become cold adaptive we're not trying to become cold adaptive we're not trying to become cold adaptive we're trying to cold shock the body um we're trying to cold shock the body um we're trying to cold shock the body um so 3 minutes minimum 6 minutes maximum so 3 minutes minimum 6 minutes maximum so 3 minutes minimum 6 minutes maximum 48 to 50 degrees which we talked about 48 to 50 degrees which we talked about 48 to 50 degrees which we talked about this morning is about where where you this morning is about where where you this morning is about where where you said said said yours um but do you see the evidence yours um but do you see the evidence yours um but do you see the evidence saying any anything different do you saying any anything different do you saying any anything different do you feel like colder is better longer is feel like colder is better longer is feel like colder is better longer is better you said you're going to send me better you said you're going to send me better you said you're going to send me a snorkel today so I can actually go in a snorkel today so I can actually go in a snorkel today so I can actually go in and do the full immersion experience I I and do the full immersion experience I I and do the full immersion experience I I don't I haven't seen again we're still don't I haven't seen again we're still don't I haven't seen again we're still early in this like you said we talked early in this like you said we talked early in this like you said we talked about studies and yeah there's more about studies and yeah there's more about studies and yeah there's more coming out but it's still we're still in coming out but it's still we're still in coming out but it's still we're still in some anecdotal like figuring out off some anecdotal like figuring out off some anecdotal like figuring out off numbers and I haven't seen that number numbers and I haven't seen that number numbers and I haven't seen that number and it's more based off the individual and it's more based off the individual and it's more based off the individual like we have these like we have these like we have these generalities one thing we are seeing is

46:00generalities one thing we are seeing is generalities one thing we are seeing is that women tend to be from a what's that women tend to be from a what's that women tend to be from a what's what's and this is again a general what's and this is again a general what's and this is again a general statement but women about 7even degrees statement but women about 7even degrees statement but women about 7even degrees warmer like as opposed to men and you warmer like as opposed to men and you warmer like as opposed to men and you know like and this is we've seen this know like and this is we've seen this know like and this is we've seen this across the board of a lot of women it's across the board of a lot of women it's across the board of a lot of women it's like it's too cold at one it's not it's like it's too cold at one it's not it's like it's too cold at one it's not it's a net negative for their body at that a net negative for their body at that a net negative for their body at that point right like so raise the temp up um point right like so raise the temp up um point right like so raise the temp up um you know a guy plunging at 45 it's just you know a guy plunging at 45 it's just you know a guy plunging at 45 it's just different we all have different bodies different we all have different bodies different we all have different bodies we have different um more insulation we have different um more insulation we have different um more insulation exactly so it's it's a very something I exactly so it's it's a very something I exactly so it's it's a very something I get excited on this it's like yeah we get excited on this it's like yeah we get excited on this it's like yeah we can give General protocols but there is can give General protocols but there is can give General protocols but there is this self-discovery that you kind of got this self-discovery that you kind of got this self-discovery that you kind of got to get the unit and that's why you got to get the unit and that's why you got to get the unit and that's why you got to get the unit you got to find the to get the unit you got to find the to get the unit you got to find the temperature that works for you you got temperature that works for you you got temperature that works for you you got to fight the dose the duration like to fight the dose the duration like to fight the dose the duration like there's a bit of Journey Discovery for there's a bit of Journey Discovery for there's a bit of Journey Discovery for yourself and that's why it's a big yourself and that's why it's a big yourself and that's why it's a big difference I think from showers like difference I think from showers like difference I think from showers like when I'm on the road I'll take a cold when I'm on the road I'll take a cold when I'm on the road I'll take a cold shower but a cold shower is very shower but a cold shower is very shower but a cold shower is very different you don't know the temp that different you don't know the temp that different you don't know the temp that you're getting it's it's not one that you're getting it's it's not one that you're getting it's it's not one that you can really surrender into you can't you can really surrender into you can't you can really surrender into you can't actually it's tough to really relax into actually it's tough to really relax into actually it's tough to really relax into a shower just yeah it's just hitting you a shower just yeah it's just hitting you a shower just yeah it's just hitting you it's it's not concentrated over your

47:00it's it's not concentrated over your it's it's not concentrated over your body right um so they're very different body right um so they're very different body right um so they're very different experiences I think it's a great way to experiences I think it's a great way to experiences I think it's a great way to kind of feel like you talked about the kind of feel like you talked about the kind of feel like you talked about the dopamine and come out and feeling more dopamine and come out and feeling more dopamine and come out and feeling more alert yeah you can get that from a alert yeah you can get that from a alert yeah you can get that from a shower but it's a very different shower but it's a very different shower but it's a very different experience than a full body submersion experience than a full body submersion experience than a full body submersion um but yeah anecdotally it's like we we um but yeah anecdotally it's like we we um but yeah anecdotally it's like we we find majority of our customer base in find majority of our customer base in find majority of our customer base in that like 48 to 52 range into that like 48 to 52 range into that like 48 to 52 range into temperature that's like where a lot of temperature that's like where a lot of temperature that's like where a lot of are we see a lot of people jump to 39 37 are we see a lot of people jump to 39 37 are we see a lot of people jump to 39 37 to start because it's kind of what the to start because it's kind of what the to start because it's kind of what the Zeitgeist is then they naturally raise Zeitgeist is then they naturally raise Zeitgeist is then they naturally raise it up maybe not so naturally maybe they it up maybe not so naturally maybe they it up maybe not so naturally maybe they just ra it for EXA it's like you know just ra it for EXA it's like you know just ra it for EXA it's like you know what yeah like what is the you know what what yeah like what is the you know what what yeah like what is the you know what gets you back in each day and so you gets you back in each day and so you gets you back in each day and so you kind of got to figure out your body but kind of got to figure out your body but kind of got to figure out your body but I say that the two signals you look at I say that the two signals you look at I say that the two signals you look at don't over complicate it does it take don't over complicate it does it take don't over complicate it does it take your breath away great you want that your breath away great you want that your breath away great you want that that's a good temp to start can you that's a good temp to start can you that's a good temp to start can you regulate your breath in there usually regulate your breath in there usually regulate your breath in there usually ideally within 45 to 60 seconds what you ideally within 45 to 60 seconds what you ideally within 45 to 60 seconds what you go from there then there's some go from there then there's some go from there then there's some different you know debate and and different you know debate and and different you know debate and and studies out there of kind of what the

48:00studies out there of kind of what the studies out there of kind of what the length of time will do yeah you know is length of time will do yeah you know is length of time will do yeah you know is the longer maybe more for brown fat the longer maybe more for brown fat the longer maybe more for brown fat activation potentially that's in there activation potentially that's in there activation potentially that's in there um you know even but you do see evidence um you know even but you do see evidence um you know even but you do see evidence for prolonged exposure I it's more of for prolonged exposure I it's more of for prolonged exposure I it's more of conversations with experts in places conversations with experts in places conversations with experts in places that have brought that up that have brought that up that have brought that up um I think it's again it's still what I um I think it's again it's still what I um I think it's again it's still what I get excited on is like we're now in get excited on is like we're now in get excited on is like we're now in talks with some of the major institutes talks with some of the major institutes talks with some of the major institutes and kind of uh uh organizations around and kind of uh uh organizations around and kind of uh uh organizations around the country that would do these type of the country that would do these type of the country that would do these type of studies and there's actually interest studies and there's actually interest studies and there's actually interest now that's that's what's really exciting now that's that's what's really exciting now that's that's what's really exciting is that you know now mainstream science is that you know now mainstream science is that you know now mainstream science is starting to get behind it and put is starting to get behind it and put is starting to get behind it and put more evidence that and that's always the more evidence that and that's always the more evidence that and that's always the anecdotal that leaves there leads to anecdotal that leaves there leads to anecdotal that leaves there leads to that like I came from the float tank that like I came from the float tank that like I came from the float tank industry I got into floating just industry I got into floating just industry I got into floating just because what it made me do what it made because what it made me do what it made because what it made me do what it made me feel it wasn't some study that told me feel it wasn't some study that told me feel it wasn't some study that told me which is that's just who I am I don't me which is that's just who I am I don't me which is that's just who I am I don't I don't NE I kind of I want I'm curious I don't NE I kind of I want I'm curious I don't NE I kind of I want I'm curious I want to try it but then floating I want to try it but then floating I want to try it but then floating became what a a hugely studied area and

49:00became what a a hugely studied area and became what a a hugely studied area and and what it was doing for the mental and what it was doing for the mental and what it was doing for the mental side of it was great it was side of it was great it was side of it was great it was quantifying um you know what everyone quantifying um you know what everyone quantifying um you know what everyone was feeling that's great right cold is was feeling that's great right cold is was feeling that's great right cold is getting there now it's like the ver getting there now it's like the ver getting there now it's like the ver look everyone that gets a cold like gets look everyone that gets a cold like gets look everyone that gets a cold like gets starts doing cold water like they love starts doing cold water like they love starts doing cold water like they love it they Absolut like has this massive it they Absolut like has this massive it they Absolut like has this massive impact on their life started it in yeah impact on their life started it in yeah impact on their life started it in yeah I mean there's C things you want to be I mean there's C things you want to be I mean there's C things you want to be aware of when you're getting in aware of when you're getting in aware of when you're getting in obviously like heart conditions some obviously like heart conditions some obviously like heart conditions some stuff like that but like I know it works stuff like that but like I know it works stuff like that but like I know it works and now it's the exciting part of like and now it's the exciting part of like and now it's the exciting part of like okay let's go like actually start to okay let's go like actually start to okay let's go like actually start to quantify why this worked for you in this quantify why this worked for you in this quantify why this worked for you in this way why this worked for you in that way way why this worked for you in that way way why this worked for you in that way right and you know I get real excited right and you know I get real excited right and you know I get real excited over the next like you know 24 months over the next like you know 24 months over the next like you know 24 months here what we're going to see what we're here what we're going to see what we're here what we're going to see what we're discovering um I was actually just on a discovering um I was actually just on a discovering um I was actually just on a previous podcast talking about you know previous podcast talking about you know previous podcast talking about you know if if you're alive in the next 5 years if if you're alive in the next 5 years if if you're alive in the next 5 years which most people listening to this will which most people listening to this will which most people listening to this will be um then easily we're going to live to be um then easily we're going to live to be um then easily we're going to live to between 120 and 140 years old because um

50:00between 120 and 140 years old because um between 120 and 140 years old because um early detection science artificial early detection science artificial early detection science artificial intelligence mapping of the human genome intelligence mapping of the human genome intelligence mapping of the human genome and realtime data on large pools of and realtime data on large pools of and realtime data on large pools of people is all converging now and so we people is all converging now and so we people is all converging now and so we have real actionable data that I think have real actionable data that I think have real actionable data that I think in the next five years we're going to in the next five years we're going to in the next five years we're going to see three centuries of medical see three centuries of medical see three centuries of medical advancement you know um you got advancement you know um you got advancement you know um you got artificial intelligence that can that artificial intelligence that can that artificial intelligence that can that can crunch 700 trillion independent data can crunch 700 trillion independent data can crunch 700 trillion independent data points and and create an actionable item points and and create an actionable item points and and create an actionable item out of it um you know I was actually out of it um you know I was actually out of it um you know I was actually just looking at a wearables app and just looking at a wearables app and just looking at a wearables app and they've got AI integrated into it and they've got AI integrated into it and they've got AI integrated into it and you can ask the AI questions about your you can ask the AI questions about your you can ask the AI questions about your own metrics in in in this app and and I own metrics in in in this app and and I own metrics in in in this app and and I think it's just so exciting because think it's just so exciting because think it's just so exciting because people will see that um these hormetic people will see that um these hormetic people will see that um these hormetic stresses that we put on our body stresses that we put on our body stresses that we put on our body actually strengthen us like cold water actually strengthen us like cold water actually strengthen us like cold water um they don't only improve our mood and um they don't only improve our mood and um they don't only improve our mood and our emotional state and obviously wake

51:00our emotional state and obviously wake our emotional state and obviously wake us up make us feel more clear and more us up make us feel more clear and more us up make us feel more clear and more awake but they have actual positive awake but they have actual positive awake but they have actual positive physiologic outcomes in the body and physiologic outcomes in the body and physiologic outcomes in the body and it's a it's a relatively easy thing to it's a it's a relatively easy thing to it's a it's a relatively easy thing to do um so uh what do you see as the next do um so uh what do you see as the next do um so uh what do you see as the next evolution evolution evolution of of coal plunge um you where where are of of coal plunge um you where where are of of coal plunge um you where where are you guys going I know we just we we we you guys going I know we just we we we you guys going I know we just we we we just put a a deal together which I'm just put a a deal together which I'm just put a a deal together which I'm super super excited about um and I love super super excited about um and I love super super excited about um and I love that you guys have answered the entry that you guys have answered the entry that you guys have answered the entry market price for most consumers because market price for most consumers because market price for most consumers because price is a barrier for a lot of people price is a barrier for a lot of people price is a barrier for a lot of people um to be able to get into cold punching um to be able to get into cold punching um to be able to get into cold punching for 99 bucks um that's a whole lot for 99 bucks um that's a whole lot for 99 bucks um that's a whole lot different than getting in for 10 grand different than getting in for 10 grand different than getting in for 10 grand um so talk a little bit about you know um so talk a little bit about you know um so talk a little bit about you know where you expect the journey to go with where you expect the journey to go with where you expect the journey to go with yeah to that I mean the accessibility yeah to that I mean the accessibility yeah to that I mean the accessibility has always been kind of our number one has always been kind of our number one has always been kind of our number one excitement between Mike and I like how excitement between Mike and I like how excitement between Mike and I like how do we get just more people coal punching

52:00do we get just more people coal punching do we get just more people coal punching like how cool is it and so you know that like how cool is it and so you know that like how cool is it and so you know that has been our journey of getting a wide has been our journey of getting a wide has been our journey of getting a wide array of price options for people so array of price options for people so array of price options for people so there's like this short-term like we're there's like this short-term like we're there's like this short-term like we're really close to we just released a new really close to we just released a new really close to we just released a new series that kind of created some new series that kind of created some new series that kind of created some new price points we're going to even get price points we're going to even get price points we're going to even get more options out here more options out here more options out here um much sooner than later right um and um much sooner than later right um and um much sooner than later right um and and create that so that's like step one and create that so that's like step one and create that so that's like step one like how do we just be like how do we just be like how do we just be the One-Stop shop for wherever you're at the One-Stop shop for wherever you're at the One-Stop shop for wherever you're at in life from a financial perspective in life from a financial perspective in life from a financial perspective your living perspective the space that your living perspective the space that your living perspective the space that you have um your personal size like you have um your personal size like you have um your personal size like everything like having this One-Stop everything like having this One-Stop everything like having this One-Stop shop so that's there I think where we shop so that's there I think where we shop so that's there I think where we also get real excited on is like you also get real excited on is like you also get real excited on is like you know we want to I get really excited so know we want to I get really excited so know we want to I get really excited so we have our app like all of our products we have our app like all of our products we have our app like all of our products now are like connectable to the app and now are like connectable to the app and now are like connectable to the app and so there's just cool functionality that so there's just cool functionality that so there's just cool functionality that comes with that of you know whether it's comes with that of you know whether it's comes with that of you know whether it's the sauna you can have it scheduled on the sauna you can have it scheduled on the sauna you can have it scheduled on to turn on at 700 a.m. when you wake up

53:00to turn on at 700 a.m. when you wake up to turn on at 700 a.m. when you wake up and it's hot and ready or driving home and it's hot and ready or driving home and it's hot and ready or driving home you want to turn on for your wife or you want to turn on for your wife or you want to turn on for your wife or have it ready for yourself same with have it ready for yourself same with have it ready for yourself same with your cold plunge you can temp do your cold plunge you can temp do your cold plunge you can temp do different temps for you and your partner different temps for you and your partner different temps for you and your partner that's cool but where I'm I also get that's cool but where I'm I also get that's cool but where I'm I also get really excited on is like how do we really excited on is like how do we really excited on is like how do we turn how do we make a turn how do we make a turn how do we make a true like smart uh let's smart plunge true like smart uh let's smart plunge true like smart uh let's smart plunge like you know you have your whoop like you know you have your whoop like you know you have your whoop there's a now as we understand this more there's a now as we understand this more there's a now as we understand this more your HRV is changing every day what is your HRV is changing every day what is your HRV is changing every day what is HRV like okay that's there's a lot HRV like okay that's there's a lot HRV like okay that's there's a lot that's wrapped up in like a recovery that's wrapped up in like a recovery that's wrapped up in like a recovery score there and so you know should you score there and so you know should you score there and so you know should you be plunging on the days that you have a be plunging on the days that you have a be plunging on the days that you have a really low recovery score maybe but really low recovery score maybe but really low recovery score maybe but maybe or maybe not but maybe it should maybe or maybe not but maybe it should maybe or maybe not but maybe it should be a little it naturally should warm up be a little it naturally should warm up be a little it naturally should warm up can the unit get smart where it's can the unit get smart where it's can the unit get smart where it's actually feeding off of your body and actually feeding off of your body and actually feeding off of your body and it's showing up when you wake up in the it's showing up when you wake up in the it's showing up when you wake up in the morning hey you're Gary your sleep score morning hey you're Gary your sleep score morning hey you're Gary your sleep score was incredible you are ready to rip was incredible you are ready to rip was incredible you are ready to rip today we actually brought the temp down today we actually brought the temp down today we actually brought the temp down 2° for you and we recommend that you go 2° for you and we recommend that you go 2° for you and we recommend that you go a minute further today and you're ready a minute further today and you're ready a minute further today and you're ready and you your body can take that dose so

54:00and you your body can take that dose so and you your body can take that dose so it gets you know it starts to get really it gets you know it starts to get really it gets you know it starts to get really smart with the bio feedback that we're smart with the bio feedback that we're smart with the bio feedback that we're getting because that Tech's out there getting because that Tech's out there getting because that Tech's out there yeah now how do we integrate and then yeah now how do we integrate and then yeah now how do we integrate and then the science is kind of this next piece the science is kind of this next piece the science is kind of this next piece as we learn more and more for each human as we learn more and more for each human as we learn more and more for each human of what they and then they can kind of of what they and then they can kind of of what they and then they can kind of program their system and they the units program their system and they the units program their system and they the units kind of giving them feedback there so kind of giving them feedback there so kind of giving them feedback there so that's that's kind of the big road map that's that's kind of the big road map that's that's kind of the big road map yeah where I see this um the convergence yeah where I see this um the convergence yeah where I see this um the convergence of technology and the modality itself of technology and the modality itself of technology and the modality itself correct yeah correct yeah that's that's correct yeah correct yeah that's that's correct yeah correct yeah that's that's that super exciting and I I have a that super exciting and I I have a that super exciting and I I have a tendency to to to believe the same thing tendency to to to believe the same thing tendency to to to believe the same thing and you know the the the product Suite and you know the the the product Suite and you know the the the product Suite that you have now that's that's getting that you have now that's that's getting that you have now that's that's getting the price point down to the to the the price point down to the to the the price point down to the to the masses I think it's going to just open masses I think it's going to just open masses I think it's going to just open up a whole a whole new market for you up a whole a whole new market for you up a whole a whole new market for you you know I read something and you you you know I read something and you you you know I read something and you you don't have to validate this if you don't don't have to validate this if you don't don't have to validate this if you don't want to but I read something recently want to but I read something recently want to but I read something recently that the company was valued around $100 that the company was valued around $100 that the company was valued around $100 million um did you ever see a point that million um did you ever see a point that million um did you ever see a point that you would be co-founder and co-ceo of a you would be co-founder and co-ceo of a you would be co-founder and co-ceo of a company that was worth a $100 million company that was worth a $100 million company that was worth a $100 million see this in your IAS Journey did you no see this in your IAS Journey did you no see this in your IAS Journey did you no no I think no no I I still walk out on

55:00no I think no no I I still walk out on no I think no no I I still walk out on our warehouse and headquarters and the our warehouse and headquarters and the our warehouse and headquarters and the teams I it you're just like wow still teams I it you're just like wow still teams I it you're just like wow still every week God's good yeah I just walk every week God's good yeah I just walk every week God's good yeah I just walk out and I just like we just had our you out and I just like we just had our you out and I just like we just had our you know we do our monthly All Hands meeting know we do our monthly All Hands meeting know we do our monthly All Hands meeting just looking out like wow like this you just looking out like wow like this you just looking out like wow like this you this group of people has come together this group of people has come together this group of people has come together to go like work work on this project to go like work work on this project to go like work work on this project like we're all solving like I get like we're all solving like I get like we're all solving like I get excited yeah as a company it's awesome I excited yeah as a company it's awesome I excited yeah as a company it's awesome I I've always had a dream of just building I've always had a dream of just building I've always had a dream of just building an awesome culture and people working on an awesome culture and people working on an awesome culture and people working on something together and like that was something together and like that was something together and like that was like a personal dream that I had where I like a personal dream that I had where I like a personal dream that I had where I could show up to work we all enjoyed could show up to work we all enjoyed could show up to work we all enjoyed being around each other we worked hard being around each other we worked hard being around each other we worked hard we worked towards this Mission but then we worked towards this Mission but then we worked towards this Mission but then I look at just like for the health I look at just like for the health I look at just like for the health health and wellness preventative health health and wellness preventative health health and wellness preventative health like all these things I'm like man this like all these things I'm like man this like all these things I'm like man this is the most group of humans that is the most group of humans that is the most group of humans that arguably probably have ever come arguably probably have ever come arguably probably have ever come together to work on this modality of together to work on this modality of together to work on this modality of cold plunging yeah like that blows me

56:00cold plunging yeah like that blows me cold plunging yeah like that blows me away in in what I know in the known away in in what I know in the known away in in what I know in the known history like how many employees do you history like how many employees do you history like how many employees do you have now we we are probably around 240 have now we we are probably around 240 have now we we are probably around 240 employees wow um you know in a whole employees wow um you know in a whole employees wow um you know in a whole different Spectrum we've brought a lot different Spectrum we've brought a lot different Spectrum we've brought a lot of people over from Big Legacy of people over from Big Legacy of people over from Big Legacy Industries um you have to to come yeah Industries um you have to to come yeah Industries um you have to to come yeah they're coming that's exciting they're they're coming that's exciting they're they're coming that's exciting they're coming over and being like all right I'm coming over and being like all right I'm coming over and being like all right I'm I know it's changed their life and I know it's changed their life and I know it's changed their life and they're like I want I know what this is they're like I want I know what this is they're like I want I know what this is doing and you know mission mission leads doing and you know mission mission leads doing and you know mission mission leads the way like we you know it's a sort of the way like we you know it's a sort of the way like we you know it's a sort of a labor of love for the whole company a labor of love for the whole company a labor of love for the whole company which is which is incredible you when which is which is incredible you when which is which is incredible you when you're in service to humanity and like you're in service to humanity and like you're in service to humanity and like you're driven by we see the same thing you're driven by we see the same thing you're driven by we see the same thing in our industry it's like the Chicken in our industry it's like the Chicken in our industry it's like the Chicken Soup for the Soul is not the balance Soup for the Soul is not the balance Soup for the Soul is not the balance sheet it's the it's the stream of sheet it's the it's the stream of sheet it's the it's the stream of lifechanging texts and emails and lifechanging texts and emails and lifechanging texts and emails and testimon that you get from people going testimon that you get from people going testimon that you get from people going you know and I'm sure you get some you know and I'm sure you get some you know and I'm sure you get some really good ones man this pulled me out really good ones man this pulled me out really good ones man this pulled me out of depression man this kickstarted my of depression man this kickstarted my of depression man this kickstarted my weight loss journey man this you know um

57:00weight loss journey man this you know um weight loss journey man this you know um fixed my mood issues um you know I'm fixed my mood issues um you know I'm fixed my mood issues um you know I'm sleeping better I'm you know and and and sleeping better I'm you know and and and sleeping better I'm you know and and and when you start to have a positive impact when you start to have a positive impact when you start to have a positive impact on that sphere in somebody's life what on that sphere in somebody's life what on that sphere in somebody's life what you realize is you know the little you realize is you know the little you realize is you know the little contribution that you're contribution that you're contribution that you're making has so many touch points in their making has so many touch points in their making has so many touch points in their life you know you're affecting their life you know you're affecting their life you know you're affecting their career their relationships their maybe career their relationships their maybe career their relationships their maybe better father maybe better mother you better father maybe better mother you better father maybe better mother you know more more self-esteem you know know more more self-esteem you know know more more self-esteem you know better self-image improve sleep like better self-image improve sleep like better self-image improve sleep like it's just there's so many touch points it's just there's so many touch points it's just there's so many touch points that that that this company that you sort of you know this company that you sort of you know this company that you sort of you know molded and and started yourself is molded and and started yourself is molded and and started yourself is having on on humanity and like that's having on on humanity and like that's having on on humanity and like that's got to drive you because you're you're got to drive you because you're you're got to drive you because you're you're very I mean I've gotten to know you're a very I mean I've gotten to know you're a very I mean I've gotten to know you're a very Purpose Driven Purpose Driven guy very Purpose Driven Purpose Driven guy very Purpose Driven Purpose Driven guy um it it is the yeah and sometimes it is um it it is the yeah and sometimes it is um it it is the yeah and sometimes it is I'm looking at spreadsheets yeah and I'm looking at spreadsheets yeah and I'm looking at spreadsheets yeah and it's a business I'm it's a business I'm it's a business I'm running and running and running and it's like you step back you're just like

58:00it's like you step back you're just like it's like you step back you're just like what are we doing here like what like what are we doing here like what like what are we doing here like what like what the impact we're getting to have is what the impact we're getting to have is what the impact we're getting to have is just it's it's incredible talk a little just it's it's incredible talk a little just it's it's incredible talk a little bit about how you how how do you bit about how you how how do you bit about how you how how do you maintain the culture in a in a company maintain the culture in a in a company maintain the culture in a in a company growing that fast um and how do you just growing that fast um and how do you just growing that fast um and how do you just not become product and service oriented not become product and service oriented not become product and service oriented and have a client vendor relationship and have a client vendor relationship and have a client vendor relationship with your clients I mean h how are you with your clients I mean h how are you with your clients I mean h how are you building this culture when you when you building this culture when you when you building this culture when you when you said you know you you didn't really want said you know you you didn't really want said you know you you didn't really want to build a company you wanted to build to build a company you wanted to build to build a company you wanted to build build a culture um how do you and your build a culture um how do you and your build a culture um how do you and your partner maintain that in in the company partner maintain that in in the company partner maintain that in in the company and still manage the growth because and still manage the growth because and still manage the growth because there's a lot of entrepreneurs listening there's a lot of entrepreneurs listening there's a lot of entrepreneurs listening to this podcast that they'd also want to this podcast that they'd also want to this podcast that they'd also want you know culture-driven Enterprise and you know culture-driven Enterprise and you know culture-driven Enterprise and you want to enjoy the journey right um you want to enjoy the journey right um you want to enjoy the journey right um how do you guys maintain that how do you guys maintain that how do you guys maintain that culture yeah it's it's sometimes harder culture yeah it's it's sometimes harder culture yeah it's it's sometimes harder than others um very intentional like I than others um very intentional like I than others um very intentional like I first and foremost I'm like I don't want first and foremost I'm like I don't want first and foremost I'm like I don't want to I we spend more time at work in this to I we spend more time at work in this to I we spend more time at work in this place than we do half time with our

59:00place than we do half time with our place than we do half time with our families like this better be a place I I families like this better be a place I I families like this better be a place I I do like how you added interviews in the do like how you added interviews in the do like how you added interviews in the sauna and the cold punch I thought that sauna and the cold punch I thought that sauna and the cold punch I thought that was really cool that that to qualifier was really cool that that to qualifier was really cool that that to qualifier you human resources directors but I just you human resources directors but I just you human resources directors but I just think it's super cool to that was a big think it's super cool to that was a big think it's super cool to that was a big you talk about culture like it was a you talk about culture like it was a you talk about culture like it was a huge hire for us we brought you know huge hire for us we brought you know huge hire for us we brought you know Leslie solivan over history and HR and Leslie solivan over history and HR and Leslie solivan over history and HR and building culture and that was a huge building culture and that was a huge building culture and that was a huge hire for us to come in and be like you hire for us to come in and be like you hire for us to come in and be like you know that was something that was so know that was something that was so know that was something that was so passionate for me m and I wanted someone passionate for me m and I wanted someone passionate for me m and I wanted someone as you know as a CEO there's so much you as you know as a CEO there's so much you as you know as a CEO there's so much you take on but culture was critical so I take on but culture was critical so I take on but culture was critical so I was like I need someone that I has my was like I need someone that I has my was like I need someone that I has my back that is like solely focused on back that is like solely focused on back that is like solely focused on creating the ultimate place for us to be creating the ultimate place for us to be creating the ultimate place for us to be and work and create that culture so you and work and create that culture so you and work and create that culture so you know step one like that was part of it know step one like that was part of it know step one like that was part of it like building making the right higher like building making the right higher like building making the right higher for that and then it's you know we did for that and then it's you know we did for that and then it's you know we did it's I know a lot of companies do it but it's I know a lot of companies do it but it's I know a lot of companies do it but for like our mission and values like for like our mission and values like for like our mission and values like that was something we had it kind of on that was something we had it kind of on that was something we had it kind of on the surface Mike and I we wrote out our the surface Mike and I we wrote out our the surface Mike and I we wrote out our values it was pretty generic

1:00values it was pretty generic values it was pretty generic authenticity and you know that the these authenticity and you know that the these authenticity and you know that the these words like what does that mean and I words like what does that mean and I words like what does that mean and I remember we hired someone to come in remember we hired someone to come in remember we hired someone to come in this is back in a couple years ago and this is back in a couple years ago and this is back in a couple years ago and he was basically we call him like our he was basically we call him like our he was basically we call him like our business Shaman and he came in and he business Shaman and he came in and he business Shaman and he came in and he basically called our he was like this is basically called our he was like this is basically called our he was like this is [ __ ] like what are your like we need [ __ ] like what are your like we need [ __ ] like what are your like we need we spent six months then as a as a core we spent six months then as a as a core we spent six months then as a as a core leadership team we were a very tight leadership team we were a very tight leadership team we were a very tight leadership team at the time what are our leadership team at the time what are our leadership team at the time what are our values who are we like deeply like values who are we like deeply like values who are we like deeply like dissecting every word putting them out dissecting every word putting them out dissecting every word putting them out there and so that has become you know there and so that has become you know there and so that has become you know when you interview you learn about what when you interview you learn about what when you interview you learn about what the values are when you on board you the values are when you on board you the values are when you on board you learn about the values are all of our learn about the values are all of our learn about the values are all of our reviews are only B based around r five reviews are only B based around r five reviews are only B based around r five values where you show up plus minus plus values where you show up plus minus plus values where you show up plus minus plus minus how do you get you know we have minus how do you get you know we have minus how do you get you know we have core rules that you can't have too much core rules that you can't have too much core rules that you can't have too much in leadership to be in the plus minus in leadership to be in the plus minus in leadership to be in the plus minus Zone um so that's and how do you and how Zone um so that's and how do you and how Zone um so that's and how do you and how do you measure those is this a test that do you measure those is this a test that do you measure those is this a test that they do using one of the personality they do using one of the personality they do using one of the personality profilers no so it's like we we just profilers no so it's like we we just profilers no so it's like we we just very clear into what these values mean very clear into what these values mean very clear into what these values mean and uh and so then you know every

1:01and uh and so then you know every and uh and so then you know every quarter you're being where are you quarter you're being where are you quarter you're being where are you sitting in this value uh one of our sitting in this value uh one of our sitting in this value uh one of our values is called courageously direct values is called courageously direct values is called courageously direct it's say what needs to be said uh be it's say what needs to be said uh be it's say what needs to be said uh be straight up no gossip courageously straight up no gossip courageously straight up no gossip courageously direct courageously direct no gossip say direct courageously direct no gossip say direct courageously direct no gossip say what needs to be said um and you know what needs to be said um and you know what needs to be said um and you know and that's a lot easier said than done and that's a lot easier said than done and that's a lot easier said than done sometimes like that's an edge for me sometimes like that's an edge for me sometimes like that's an edge for me sometimes to like really like hard in sometimes to like really like hard in sometimes to like really like hard in relationships much less companies relationships much less companies relationships much less companies totally and so we what is where do we totally and so we what is where do we totally and so we what is where do we stand there are we saying what needs are stand there are we saying what needs are stand there are we saying what needs are we letting resentment show up are we we letting resentment show up are we we letting resentment show up are we letting are we not uh being honest with letting are we not uh being honest with letting are we not uh being honest with each other or I always say the other each other or I always say the other each other or I always say the other side of that is like sometimes it's side of that is like sometimes it's side of that is like sometimes it's leaving what doesn't need to be said leaving what doesn't need to be said leaving what doesn't need to be said like are we showing restraint and like like are we showing restraint and like like are we showing restraint and like that didn't need to you know like was that didn't need to you know like was that didn't need to you know like was that actually the courageously direct that actually the courageously direct that actually the courageously direct thing maybe was to hold back right thing maybe was to hold back right thing maybe was to hold back right anyway anyway anyway so that all of those values have been so that all of those values have been so that all of those values have been critical in us like really defining our critical in us like really defining our critical in us like really defining our culture and then you build the culture and then you build the culture and then you build the guardrails around that like we said we guardrails around that like we said we guardrails around that like we said we have all these review structures we have have all these review structures we have have all these review structures we have different meeting points we uh you know

1:02different meeting points we uh you know different meeting points we uh you know create very common goals that the team create very common goals that the team create very common goals that the team like experiential goals financial goals like experiential goals financial goals like experiential goals financial goals and you know as I say all this I'm still and you know as I say all this I'm still and you know as I say all this I'm still this is something I study I really look this is something I study I really look this is something I study I really look into like how do we because we triple in into like how do we because we triple in into like how do we because we triple in size last year and massive so that goes size last year and massive so that goes size last year and massive so that goes from you know and I think we did really from you know and I think we did really from you know and I think we did really really well and we learned some things really well and we learned some things really well and we learned some things of like what we didn't foresee right um of like what we didn't foresee right um of like what we didn't foresee right um really try and take you know employee really try and take you know employee really try and take you know employee feedback really directly um how are you feedback really directly um how are you feedback really directly um how are you managing that kind of the pace of hiring managing that kind of the pace of hiring managing that kind of the pace of hiring when the company triples in a year so when the company triples in a year so when the company triples in a year so that last year was like the accelerant that last year was like the accelerant that last year was like the accelerant we've slowed down on hiring now we've slowed down on hiring now we've slowed down on hiring now um it's fast and furious you just do um it's fast and furious you just do um it's fast and furious you just do what you got to do you know like whether what you got to do you know like whether what you got to do you know like whether it's yeah it's it's being clear into the it's yeah it's it's being clear into the it's yeah it's it's being clear into the roles that we want to go after you know roles that we want to go after you know roles that we want to go after you know and we're really big into like hiring and we're really big into like hiring and we're really big into like hiring you know any department head it's like you know any department head it's like you know any department head it's like we treat them as an entrepreneur like we treat them as an entrepreneur like we treat them as an entrepreneur like you run your business are clear but like you run your business are clear but like you run your business are clear but like you own it and you know they have their

1:03you own it and you know they have their you own it and you know they have their process and their style but we really process and their style but we really process and their style but we really give you know space for them to go do it give you know space for them to go do it give you know space for them to go do it their way create create exactly and so their way create create exactly and so their way create create exactly and so you know I find that to be much higher you know I find that to be much higher you know I find that to be much higher upside um better ownership structure upside um better ownership structure upside um better ownership structure accountability can be can be more clear accountability can be can be more clear accountability can be can be more clear um but yeah it's fast and furious yeah um but yeah it's fast and furious yeah um but yeah it's fast and furious yeah it's funny like some of the things it's funny like some of the things it's funny like some of the things you're saying I'm like applying these to you're saying I'm like applying these to you're saying I'm like applying these to my own business and in in in in the back my own business and in in in in the back my own business and in in in in the back of my mind you know because those are of my mind you know because those are of my mind you know because those are just you know basic core values that I just you know basic core values that I just you know basic core values that I think get lost a lot of times in in think get lost a lot of times in in think get lost a lot of times in in business uh you know I was just in Dubai business uh you know I was just in Dubai business uh you know I was just in Dubai and before I went over there I was and before I went over there I was and before I went over there I was Googling around to see what had a places Googling around to see what had a places Googling around to see what had a places had a cold plunge and there was an had a cold plunge and there was an had a cold plunge and there was an entrepreneur that was staying at the entrepreneur that was staying at the entrepreneur that was staying at the manin Oriental in Dubai and he liked manin Oriental in Dubai and he liked manin Oriental in Dubai and he liked coal plunging so much he bought them two coal plunging so much he bought them two coal plunging so much he bought them two coal plunges and put it in so I it was coal plunges and put it in so I it was coal plunges and put it in so I it was there for him whenever he showed up yeah there for him whenever he showed up yeah there for him whenever he showed up yeah yeah I mean it was just a um so I was yeah I mean it was just a um so I was yeah I mean it was just a um so I was like all right we're going we're going like all right we're going we're going like all right we're going we're going to that hotel so I mean I just think to that hotel so I mean I just think to that hotel so I mean I just think that there's there there's so much that there's there there's so much that there's there there's so much um and truth be told we just cut the um and truth be told we just cut the um and truth be told we just cut the podcast and took a little wee wee break

1:04podcast and took a little wee wee break podcast and took a little wee wee break but you told me I don't even know why but you told me I don't even know why but you told me I don't even know why this deserves to be on my podcast right this deserves to be on my podcast right this deserves to be on my podcast right now but it actually hit me in the funny now but it actually hit me in the funny now but it actually hit me in the funny spots it's probably why you took a break spots it's probably why you took a break spots it's probably why you took a break to go pee well you may me conscious of to go pee well you may me conscious of to go pee well you may me conscious of it but he told me a story about um how it but he told me a story about um how it but he told me a story about um how he was on a podcast and the podcast he was on a podcast and the podcast he was on a podcast and the podcast guest had to pee so bad but didn't want guest had to pee so bad but didn't want guest had to pee so bad but didn't want want to bring it up it was the host it want to bring it up it was the host it want to bring it up it was the host it was the host it was the host so shout was the host it was the host so shout was the host it was the host so shout out it's already public so I'm not it is out it's already public so I'm not it is out it's already public so I'm not it is public okay cuz I don't want he's a public okay cuz I don't want he's a public okay cuz I don't want he's a legend and he's incredible he's legend and he's incredible he's legend and he's incredible he's incredible podcast Danny Miranda okay he incredible podcast Danny Miranda okay he incredible podcast Danny Miranda okay he flew to plunge to interview me and we flew to plunge to interview me and we flew to plunge to interview me and we did an did an did an interview and it in the end he had he interview and it in the end he had he interview and it in the end he had he had Beed his had Beed his had Beed his pants and and that was how it wasn't pants and and that was how it wasn't pants and and that was how it wasn't like he peed his pants because he wasn't like he peed his pants because he wasn't like he peed his pants because he wasn't in control he peed his pants because in control he peed his pants because in control he peed his pants because consciously his fans because he was such consciously his fans because he was such consciously his fans because he was such a committed podcast host like he was a committed podcast host like he was a committed podcast host like he was like I was not going to interrupt your

1:05like I was not going to interrupt your like I was not going to interrupt your story it was too like it was too intense story it was too like it was too intense story it was too like it was too intense for the moment that I could not have for the moment that I could not have for the moment that I could not have said we need to break so he's like I said we need to break so he's like I said we need to break so he's like I just dude I just cannot imagine of all just dude I just cannot imagine of all just dude I just cannot imagine of all these are white chairs but be ter I only these are white chairs but be ter I only these are white chairs but be ter I only have two of them so I mean what kind of have two of them so I mean what kind of have two of them so I mean what kind of chairs did he have I'm really interested chairs did he have I'm really interested chairs did he have I'm really interested in this I don't remember hopefully they in this I don't remember hopefully they in this I don't remember hopefully they were vinyl yeah it everything got were vinyl yeah it everything got were vinyl yeah it everything got cleaned up everything got cleaned up so cleaned up everything got cleaned up so cleaned up everything got cleaned up so he just let it rip you didn't know you he just let it rip you didn't know you he just let it rip you didn't know you didn't not in during the moment he was a didn't not in during the moment he was a didn't not in during the moment he was a total professional like he committed to total professional like he committed to total professional like he committed to the game like did it was like I have a the game like did it was like I have a the game like did it was like I have a feeling this may not have been his first feeling this may not have been his first feeling this may not have been his first time PE on a podcast that's a question time PE on a podcast that's a question time PE on a podcast that's a question it's and he handled it every way he like it's and he handled it every way he like it's and he handled it every way he like he was just made it public he like he was just made it public he like he was just made it public he like didn't had no shame he just ate it he didn't had no shame he just ate it he didn't had no shame he just ate it he owned it he was just like I did this owned it he was just like I did this owned it he was just like I did this because I I wasn't going to interrupt because I I wasn't going to interrupt because I I wasn't going to interrupt your your interview I it was what it was your your interview I it was what it was your your interview I it was what it was that's that's the biggest compliment I'm that's that's the biggest compliment I'm that's that's the biggest compliment I'm trying to think of the caliber of guests trying to think of the caliber of guests trying to think of the caliber of guests that would piss my way through a podcast that would piss my way through a podcast that would piss my way through a podcast 4 4 4 H nope can't think anyway yeah I I I

1:06H nope can't think anyway yeah I I I H nope can't think anyway yeah I I I felt I felt honored I guess but yeah but felt I felt honored I guess but yeah but felt I felt honored I guess but yeah but but but but now this is where the story but but but now this is where the story but but but now this is where the story takes an intriguing takes an intriguing takes an intriguing turn right this you're only hearing 50% turn right this you're only hearing 50% turn right this you're only hearing 50% of the story because of the story because of the story because later um he was on a podcast and and and later um he was on a podcast and and and later um he was on a podcast and and and you had the same moment of release this you had the same moment of release this you had the same moment of release this was not on my bingo card of what I would was not on my bingo card of what I would was not on my bingo card of what I would be sharing on the ultimate human podcast be sharing on the ultimate human podcast be sharing on the ultimate human podcast how many plunge refunds are coming in how many plunge refunds are coming in how many plunge refunds are coming in right now um I was being interviewed it right now um I was being interviewed it right now um I was being interviewed it was digital so but it was you know was digital so but it was you know was digital so but it was you know halfway through there's no way out I had halfway through there's no way out I had halfway through there's no way out I had to go I didn't schedule a bathroom break to go I didn't schedule a bathroom break to go I didn't schedule a bathroom break before the before the before the interview you know you can ask to cut interview you know you can ask to cut interview you know you can ask to cut totally here's where it was I I don't totally here's where it was I I don't totally here's where it was I I don't think this happens if if the previous think this happens if if the previous think this happens if if the previous one hadn't happened cuz it went into my one hadn't happened cuz it went into my one hadn't happened cuz it went into my head of like that's an option which is head of like that's an option which is head of like that's an option which is an absurd option to think that you are an absurd option to think that you are an absurd option to think that you are but I was now like oh you can do this no

1:07but I was now like oh you can do this no but I was now like oh you can do this no one's here the ultimate efficiency so I one's here the ultimate efficiency so I one's here the ultimate efficiency so I I just let it rip continued on with the I just let it rip continued on with the I just let it rip continued on with the interview and um I forget which interview and um I forget which interview and um I forget which interview it was I don't remember what interview it was I don't remember what interview it was I don't remember what show I am def probably find this and I'm show I am def probably find this and I'm show I am def probably find this and I'm sure there's some adjustment in my sure there's some adjustment in my sure there's some adjustment in my facial reactions like as during the facial reactions like as during the facial reactions like as during the interview maybe a little more relaxed on interview maybe a little more relaxed on interview maybe a little more relaxed on the second half uh or maybe not like I'm the second half uh or maybe not like I'm the second half uh or maybe not like I'm now you know I just peed my pants but um now you know I just peed my pants but um now you know I just peed my pants but um yeah so that that is H so that I brought yeah so that that is H so that I brought yeah so that that is H so that I brought it up and I think it got you nervous it up and I think it got you nervous it up and I think it got you nervous yeah no it's did it made me nervous yeah no it's did it made me nervous yeah no it's did it made me nervous because now I was conscious of it the because now I was conscious of it the because now I was conscious of it the whole podcast so we just had to cut I whole podcast so we just had to cut I whole podcast so we just had to cut I for the record I used the restroom um for the record I used the restroom um for the record I used the restroom um not the not the chair but that that was not the not the chair but that that was not the not the chair but that that was hilarious and I'm glad we've weaved it hilarious and I'm glad we've weaved it hilarious and I'm glad we've weaved it into the podcast maybe we'll carve it into the podcast maybe we'll carve it into the podcast maybe we'll carve it out I don't know but I I thought that out I don't know but I I thought that out I don't know but I I thought that was that was a very authentic moment um was that was a very authentic moment um was that was a very authentic moment um cuz sometimes I want to pee when I'm in cuz sometimes I want to pee when I'm in cuz sometimes I want to pee when I'm in the cold punch but I always hold it that the cold punch but I always hold it that the cold punch but I always hold it that would hurt I don't that would be a would hurt I don't that would be a would hurt I don't that would be a struggle I I no I mean I I feel the urge

1:08struggle I I no I mean I I feel the urge struggle I I no I mean I I feel the urge I feel the urge to be but I always just I feel the urge to be but I always just I feel the urge to be but I always just wait till I get out cuz my cold plunge wait till I get out cuz my cold plunge wait till I get out cuz my cold plunge is actually in my bathroom so I don't is actually in my bathroom so I don't is actually in my bathroom so I don't think I would ever forgive myself I was think I would ever forgive myself I was think I would ever forgive myself I was like toilet's eight feet away dude why like toilet's eight feet away dude why like toilet's eight feet away dude why did you do this to yourself and then I did you do this to yourself and then I did you do this to yourself and then I would think about it you you can hang on would think about it you you can hang on would think about it you you can hang on another three minutes yeah you can hang another three minutes yeah you can hang another three minutes yeah you can hang on to the three minutes so anyway we on to the three minutes so anyway we on to the three minutes so anyway we digress um but um you know the plunge is digress um but um you know the plunge is digress um but um you know the plunge is is is certainly the market leader in in is is certainly the market leader in in is is certainly the market leader in in Innovation and coal plunging you know if Innovation and coal plunging you know if Innovation and coal plunging you know if if you're comfortable tell me about if you're comfortable tell me about if you're comfortable tell me about where you think you know you as a coal where you think you know you as a coal where you think you know you as a coal plun are going what what sort of plun are going what what sort of plun are going what what sort of Innovations are you looking at to stay Innovations are you looking at to stay Innovations are you looking at to stay you know stay a market leader are are you know stay a market leader are are you know stay a market leader are are you looking at different filtration you looking at different filtration you looking at different filtration systems trying to get um chemicals out systems trying to get um chemicals out systems trying to get um chemicals out of the water are you are are you looking of the water are you are are you looking of the water are you are are you looking at different um modalities for you know at different um modalities for you know at different um modalities for you know filtration maybe putting bio stacking filtration maybe putting bio stacking filtration maybe putting bio stacking modalities into the cold Pune what's modalities into the cold Pune what's modalities into the cold Pune what's what's on the horiz Horizon for you guys what's on the horiz Horizon for you guys what's on the horiz Horizon for you guys well the new one that's even out of cold well the new one that's even out of cold well the new one that's even out of cold was we added the sauna that was like a was we added the sauna that was like a

1:09was we added the sauna that was like a big one a lot of customer interest on big one a lot of customer interest on big one a lot of customer interest on that we had what's your time frame on that we had what's your time frame on that we had what's your time frame on saas do you have these in stock they saas do you have these in stock they saas do you have these in stock they they're about six week lead time or no they're about six week lead time or no they're about six week lead time or no four- we lead time right now um we've four- we lead time right now um we've four- we lead time right now um we've manufactured them out of Sacramento manufactured them out of Sacramento manufactured them out of Sacramento clear Cedar the whole thing really clear Cedar the whole thing really clear Cedar the whole thing really beautiful everything's us yeah the whole beautiful everything's us yeah the whole beautiful everything's us yeah the whole we Ed the whom heaters they're out of we Ed the whom heaters they're out of we Ed the whom heaters they're out of Estonia okay um and that's what we use Estonia okay um and that's what we use Estonia okay um and that's what we use in our in the um in the unit itself but in our in the um in the unit itself but in our in the um in the unit itself but it's all all designed we're really proud it's all all designed we're really proud it's all all designed we're really proud and excited on that unit it was like a and excited on that unit it was like a and excited on that unit it was like a fun design process don't come from a fun design process don't come from a fun design process don't come from a kind of Natural Evolution for coal kind of Natural Evolution for coal kind of Natural Evolution for coal plunging to CU yeah it it wasn't our plunging to CU yeah it it wasn't our plunging to CU yeah it it wasn't our intention when we got into it we weren't intention when we got into it we weren't intention when we got into it we weren't like oh we'll get cold and we'll go hot like oh we'll get cold and we'll go hot like oh we'll get cold and we'll go hot but it was a customer it was like we all but it was a customer it was like we all but it was a customer it was like we all of our customers were asking who do you of our customers were asking who do you of our customers were asking who do you recommend or will you ever build one and recommend or will you ever build one and recommend or will you ever build one and so we pulled them and got some info and so we pulled them and got some info and so we pulled them and got some info and it was like let's do it so we sat on on it was like let's do it so we sat on on it was like let's do it so we sat on on another two-year journey and we launched another two-year journey and we launched another two-year journey and we launched it this year right um so that's been and it this year right um so that's been and it this year right um so that's been and and what do you have one person two and what do you have one person two and what do you have one person two person we have our like our XL which can person we have our like our XL which can person we have our like our XL which can really fit like six but I would say like really fit like six but I would say like really fit like six but I would say like four comfortably okay then the standard four comfortably okay then the standard four comfortably okay then the standard is more of like a you know three person

1:10is more of like a you know three person is more of like a you know three person sauna um and then we'll have a smaller sauna um and then we'll have a smaller sauna um and then we'll have a smaller one coming out later um a little smaller one coming out later um a little smaller one coming out later um a little smaller footprint but it's a very unique one we footprint but it's a very unique one we footprint but it's a very unique one we did it like you know core features to it did it like you know core features to it did it like you know core features to it like I always thought saas were pretty like I always thought saas were pretty like I always thought saas were pretty uncomfortable like they're kind of uncomfortable like they're kind of uncomfortable like they're kind of you're like either straight back or you're like either straight back or you're like either straight back or right they can be barrels we made like right they can be barrels we made like right they can be barrels we made like this ergonomic Centric sauna so it's this ergonomic Centric sauna so it's this ergonomic Centric sauna so it's like at a 15 angle degree so you can like at a 15 angle degree so you can like at a 15 angle degree so you can kind of relax and recline into it which kind of relax and recline into it which kind of relax and recline into it which was a you know that was where my brain was a you know that was where my brain was a you know that was where my brain was like why don't we do this we did it was like why don't we do this we did it was like why don't we do this we did it with some designers that were what we with some designers that were what we with some designers that were what we called sauna nerds these great guys out called sauna nerds these great guys out called sauna nerds these great guys out of Wisconsin sa nerds and they they it of Wisconsin sa nerds and they they it of Wisconsin sa nerds and they they it was fun process because Mike and I were was fun process because Mike and I were was fun process because Mike and I were coming up with well why don't we do we coming up with well why don't we do we coming up with well why don't we do we want ergonomic and they're like well want ergonomic and they're like well want ergonomic and they're like well there's an engineering Dynamic to this there's an engineering Dynamic to this there's an engineering Dynamic to this that's reason why saunas have not been that's reason why saunas have not been that's reason why saunas have not been ergonomically friendly it's very hard to ergonomically friendly it's very hard to ergonomically friendly it's very hard to put this together and have it stand and put this together and have it stand and put this together and have it stand and so it doesn't fall down so there was so it doesn't fall down so there was so it doesn't fall down so there was like a lot of hurdles we had to come to like a lot of hurdles we had to come to like a lot of hurdles we had to come to even create the design that we had um we even create the design that we had um we even create the design that we had um we wanted a sauna that was multi-use that wanted a sauna that was multi-use that wanted a sauna that was multi-use that you could work out in you you know like you could work out in you you know like you could work out in you you know like can you we made it big enough that we can you we made it big enough that we can you we made it big enough that we could uh put an assault bike in there could uh put an assault bike in there could uh put an assault bike in there and you could do an assault bike workout

1:11and you could do an assault bike workout and you could do an assault bike workout and pull the benches up and you can and pull the benches up and you can and pull the benches up and you can actually work out at like 110 degree actually work out at like 110 degree actually work out at like 110 degree heat and kind of build your heat heat and kind of build your heat heat and kind of build your heat endurance you know which has a huge endurance you know which has a huge endurance you know which has a huge plethora of like you know your plethora of like you know your plethora of like you know your performance abilities and Athletics um performance abilities and Athletics um performance abilities and Athletics um we had that we had you know we wanted a we had that we had you know we wanted a we had that we had you know we wanted a sauna at the time there wasn't no real sauna at the time there wasn't no real sauna at the time there wasn't no real sauna you could just remotely control um sauna you could just remotely control um sauna you could just remotely control um and we wanted to be able to schedule and and we wanted to be able to schedule and and we wanted to be able to schedule and you know I want a sa at 7:00 a.m. and you know I want a sa at 7:00 a.m. and you know I want a sa at 7:00 a.m. and uh my partner she wants to uh sauna at 4 uh my partner she wants to uh sauna at 4 uh my partner she wants to uh sauna at 4 p.m. can the sauna just turn on at that p.m. can the sauna just turn on at that p.m. can the sauna just turn on at that can I turn it on remotely um so those can I turn it on remotely um so those can I turn it on remotely um so those are all features that we worked in now are all features that we worked in now are all features that we worked in now we have the pl so wow that's uh that's a we have the pl so wow that's uh that's a we have the pl so wow that's uh that's a big one I think big one I think big one I think [Music] [Music] [Music] um modalities I mean it's just like how um modalities I mean it's just like how um modalities I mean it's just like how we're big into just iterate like we just we're big into just iterate like we just we're big into just iterate like we just get feedback and it's like how do we get feedback and it's like how do we get feedback and it's like how do we just on the pursuit of like creating the just on the pursuit of like creating the just on the pursuit of like creating the the best Cal plunge what does the world the best Cal plunge what does the world the best Cal plunge what does the world want like trying to just commit to what want like trying to just commit to what want like trying to just commit to what about like filtration I mean there about like filtration I mean there about like filtration I mean there anything on the horizon for cuz I think anything on the horizon for cuz I think anything on the horizon for cuz I think that's the area where F first of all you

1:12that's the area where F first of all you that's the area where F first of all you know again I it sounds like I'm trying know again I it sounds like I'm trying know again I it sounds like I'm trying to run a commercial for you guys I'm to run a commercial for you guys I'm to run a commercial for you guys I'm really not I've experienced with a lot really not I've experienced with a lot really not I've experienced with a lot of different Co punches but um the of different Co punches but um the of different Co punches but um the filtration in this thing is amazing you filtration in this thing is amazing you filtration in this thing is amazing you know I'm able to just reach in and grab know I'm able to just reach in and grab know I'm able to just reach in and grab the hair off the tops of the little the hair off the tops of the little the hair off the tops of the little filters I haven't changed the filter filters I haven't changed the filter filters I haven't changed the filter since I've had it changed the water once since I've had it changed the water once since I've had it changed the water once since I've had it and I use it very since I've had it and I use it very since I've had it and I use it very regularly my wife loves that you can regularly my wife loves that you can regularly my wife loves that you can actually shut the motor off when you get actually shut the motor off when you get actually shut the motor off when you get in there cuz she doesn't like the extra in there cuz she doesn't like the extra in there cuz she doesn't like the extra circulation she just likes to freeze and circulation she just likes to freeze and circulation she just likes to freeze and and and deal with it and get out um I and and deal with it and get out um I and and deal with it and get out um I actually kind of like that it doesn't actually kind of like that it doesn't actually kind of like that it doesn't let you cheat you know when flow the let you cheat you know when flow the let you cheat you know when flow the flow flow's kind of hitting you um was flow flow's kind of hitting you um was flow flow's kind of hitting you um was there anything interesting on the there anything interesting on the there anything interesting on the horizon for I mean we just launched all horizon for I mean we just launched all horizon for I mean we just launched all the new stuff in like like in the sense the new stuff in like like in the sense the new stuff in like like in the sense of the filter location that was like an of the filter location that was like an of the filter location that was like an actual the integration yeah the like how actual the integration yeah the like how actual the integration yeah the like how accessible it is that was like a huge accessible it is that was like a huge accessible it is that was like a huge feedback piece we got old units were feedback piece we got old units were feedback piece we got old units were very difficult to actually change the very difficult to actually change the very difficult to actually change the filter current filter is about 20% filter current filter is about 20% filter current filter is about 20% bigger so you actually have to you know

1:13bigger so you actually have to you know bigger so you actually have to you know in in theory was less you know less in in theory was less you know less in in theory was less you know less water changing we made the the big issue water changing we made the the big issue water changing we made the the big issue in filtration is a lot of hair you know in filtration is a lot of hair you know in filtration is a lot of hair you know hair and lint from your clothing can hair and lint from your clothing can hair and lint from your clothing can really upset the pump and when the pump really upset the pump and when the pump really upset the pump and when the pump gets upset the flow rate gets upset gets upset the flow rate gets upset gets upset the flow rate gets upset that's where the downstream issues come that's where the downstream issues come that's where the downstream issues come into your water cleanliness and into your water cleanliness and into your water cleanliness and everything so we made the hair gra like everything so we made the hair gra like everything so we made the hair gra like the the grates on the unit very tight so the the grates on the unit very tight so the the grates on the unit very tight so you could actually hair lint doesn't get you could actually hair lint doesn't get you could actually hair lint doesn't get through there so those were like you through there so those were like you through there so those were like you know I don't know if they're the sexiest know I don't know if they're the sexiest know I don't know if they're the sexiest thing to the consumer right but from a thing to the consumer right but from a thing to the consumer right but from a efficiency of your unit they're massive efficiency of your unit they're massive efficiency of your unit they're massive factors like you said you know I I don't factors like you said you know I I don't factors like you said you know I I don't change my water I don't I don't put change my water I don't I don't put change my water I don't I don't put chemicals in my water don't um and again chemicals in my water don't um and again chemicals in my water don't um and again I'm I'm I'm not we sell a m we have a non- bromine not we sell a m we have a non- bromine not we sell a m we have a non- bromine non-chlorine option that you can put in non-chlorine option that you can put in non-chlorine option that you can put in your water if you want to every you know your water if you want to every you know your water if you want to every you know different water sources are different different water sources are different different water sources are different ways to do it if you you're filtering ways to do it if you you're filtering ways to do it if you you're filtering the water in or not so recommend like me the water in or not so recommend like me the water in or not so recommend like me every water source is different um but

1:14every water source is different um but every water source is different um but yeah we made it that this thing is it's yeah we made it that this thing is it's yeah we made it that this thing is it's it's very low touch yeah um and it's it's very low touch yeah um and it's it's very low touch yeah um and it's it's simple and it cold plunging is it's simple and it cold plunging is it's simple and it cold plunging is already hard enough we want to just take already hard enough we want to just take already hard enough we want to just take the whole every excuse in the book out the whole every excuse in the book out the whole every excuse in the book out of it and this thing is uh simple easy of it and this thing is uh simple easy of it and this thing is uh simple easy setup and and the water stays clean and setup and and the water stays clean and setup and and the water stays clean and cold whatever you want it yeah so cold whatever you want it yeah so cold whatever you want it yeah so amazing Ryan this has been amazing um I amazing Ryan this has been amazing um I amazing Ryan this has been amazing um I i' I've thoroughly enjoy enjoyed my i' I've thoroughly enjoy enjoyed my i' I've thoroughly enjoy enjoyed my journey with you you with with the journey with you you with with the journey with you you with with the plunge um I really feel like you guys plunge um I really feel like you guys plunge um I really feel like you guys are just getting started it's are just getting started it's are just getting started it's fascinating the culture that you've fascinating the culture that you've fascinating the culture that you've built the way that you've maintained built the way that you've maintained built the way that you've maintained humility and gratitude through this humility and gratitude through this humility and gratitude through this whole process how it was really born out whole process how it was really born out whole process how it was really born out of a real personal Journey for you and of a real personal Journey for you and of a real personal Journey for you and your partner I mean those those are just your partner I mean those those are just your partner I mean those those are just amazing because I think the people make amazing because I think the people make amazing because I think the people make the company the people make the culture the company the people make the culture the company the people make the culture um you know I I wind down every podcast um you know I I wind down every podcast um you know I I wind down every podcast by by asking my guest the same question by by asking my guest the same question by by asking my guest the same question if you see my podcast you know it's if you see my podcast you know it's if you see my podcast you know it's coming there's no right or wrong answer coming there's no right or wrong answer coming there's no right or wrong answer for this but always ask what what it for this but always ask what what it for this but always ask what what it means to you to be an ultimate

1:15human I think the ultimate human you use human I think the ultimate human you use the term gratitude m to me is the term gratitude m to me is the term gratitude m to me is uh grateful for what we have and committed and committed to you know self self transformation to you know self self transformation to you know self self transformation yeah like yeah it's the counterbalance yeah like yeah it's the counterbalance yeah like yeah it's the counterbalance of like you know being fully in of like you know being fully in of like you know being fully in gratitude of I'm good with where I'm at gratitude of I'm good with where I'm at gratitude of I'm good with where I'm at mhm mhm mhm and the purpose and the motivation and the purpose and the motivation and the purpose and the motivation to strive for more yeah you know uh I to strive for more yeah you know uh I to strive for more yeah you know uh I know you believe that because this know you believe that because this know you believe that because this morning we did we did breath workout on morning we did we did breath workout on morning we did we did breath workout on the balcony we talked about this a the balcony we talked about this a the balcony we talked about this a little bit and you know I was saying little bit and you know I was saying little bit and you know I was saying that I used I use some of my morning that I used I use some of my morning that I used I use some of my morning sessions in in light prayer just to give sessions in in light prayer just to give sessions in in light prayer just to give thanks not to ask for what I want um thanks not to ask for what I want um thanks not to ask for what I want um just to be thankful for where I am and I just to be thankful for where I am and I just to be thankful for where I am and I and I got that very much that same same and I got that very much that same same and I got that very much that same same Vibe you know from you just a a genuine

1:16Vibe you know from you just a a genuine Vibe you know from you just a a genuine interest in in what you do and a genuine interest in in what you do and a genuine interest in in what you do and a genuine passion for what you do and a real passion for what you do and a real passion for what you do and a real humility in like this success that humility in like this success that humility in like this success that you've that you've had so we have a we you've that you've had so we have a we you've that you've had so we have a we have a phrase I just it's so important have a phrase I just it's so important have a phrase I just it's so important to me it's like one of our core values to me it's like one of our core values to me it's like one of our core values is all boats rise it's like and that's is all boats rise it's like and that's is all boats rise it's like and that's like core to me and that's just this like core to me and that's just this like core to me and that's just this like true win-win relationships like I like true win-win relationships like I like true win-win relationships like I think you talk about gratitude and think you talk about gratitude and think you talk about gratitude and competitive landscape and what it is competitive landscape and what it is competitive landscape and what it is it's like and I think you live this it's like and I think you live this it's like and I think you live this really admirably is like thank you you really admirably is like thank you you really admirably is like thank you you know it's like yeah you you want to know it's like yeah you you want to know it's like yeah you you want to succeed but you also want the health of succeed but you also want the health of succeed but you also want the health of others to improve that's really the others to improve that's really the others to improve that's really the mission here and you know it's it's like mission here and you know it's it's like mission here and you know it's it's like it's the core value that I try and like it's the core value that I try and like it's the core value that I try and like live all of my life like any live all of my life like any live all of my life like any relationship that I enter into like that relationship that I enter into like that relationship that I enter into like that it's a win-win this isn't like a it's a win-win this isn't like a it's a win-win this isn't like a reductionist like one we're One's Gonna reductionist like one we're One's Gonna reductionist like one we're One's Gonna outdo the other yeah um you know and outdo the other yeah um you know and outdo the other yeah um you know and then how big can that boat get how how then how big can that boat get how how then how big can that boat get how how many people get on that Rising tide many people get on that Rising tide many people get on that Rising tide situation yeah and so um that's what I situation yeah and so um that's what I situation yeah and so um that's what I mean when I say you know gratitude for

1:17mean when I say you know gratitude for mean when I say you know gratitude for what is and equally like the Improvement what is and equally like the Improvement what is and equally like the Improvement and that's like Rising the tide amen man and that's like Rising the tide amen man and that's like Rising the tide amen man that's is awesome well guys um how how that's is awesome well guys um how how that's is awesome well guys um how how uh how can they find you how can they uh how can they find you how can they uh how can they find you how can they find out more about the plunge um how do find out more about the plunge um how do find out more about the plunge um how do they find out about the plunge how do they find out about the plunge how do they find out about the plunge how do they how do they follow you um where can they how do they follow you um where can they how do they follow you um where can they where can they find you plunge. they where can they find you plunge. they where can they find you plunge. comom that's the simplest way for all of comom that's the simplest way for all of comom that's the simplest way for all of our our social medias type in plunge or our our social medias type in plunge or our our social medias type in plunge or even even even if you might have to type Co plunge if you might have to type Co plunge if you might have to type Co plunge you'll find us plunge um plunge. comom you'll find us plunge um plunge. comom you'll find us plunge um plunge. comom amazing man thank you for coming on amazing man thank you for coming on amazing man thank you for coming on today and as always guys that's just today and as always guys that's just today and as always guys that's just science

Ryan Duey How Cold Plunging Boosts Mental Health Focus and Recovery TUH 067