According to Google Trends, searches for "contrast therapy" have quadrupled since 2020, and searches for "cold plunge" have increased more than tenfold since early 2022.
Practitioners of contrast therapy report significant benefits, such as improved sleep, faster workout recovery, and increased mood. "It carried over to other parts of my life," Gillam says.
These businesses all readily list the health benefits associated with saunas, hot tubs, and cold-water plunges: lower blood pressure, decreased risk of heart disease and dementia, reduced inflammation, improved insulin sensitivity.
Gillam immerses himself in a 48-degree pool after a sauna session. The first moments are tough, but he believes in the therapy's profound benefits.
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