"We launched 12 new products this year," Ryan Duey, co-founder and CEO of Plunge, said on a Zoom call last month. "We went from a single product to this whole portfolio, different categories this year. We're fundamentally a different business now." This statement indicates how rapidly the business has scaled in both product variety and market presence.
Duey describes the company's "rocket ship" growth as "challenging and stressful," so it helps that the main product the 38-year-old is selling is designed to combat all the ailments of a high-functioning CEO: cold plunging is said to increase energy, reduce stress and boost your immune system, among other benefits.
Unlike other flash-in-the-pan wellness trends, like fitness mirrors and intermittent fasting, cold plunges have been able to retain their cool factor: This year, Liquid Death partnered with Plunge on a limited-edition tub called the Freeze to Death Cold Plunge. This underscores the sustained interest and marketability of the cold plunge trend.
As he detailed, his routine involves a personal trainer, Sundays for the big-picture planning, and daily cold plunges that not only reflect his commitment to his product but also enhance his personal well-being and productivity.
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