Despite once being outliers, swim spas and cold tubs — also called ice baths or cold plunges — are emerging as popular products in the hot tub industry.
While hot tubs, swim spas and cold tubs serve a similar purpose in promoting health and wellness through water, the latter two cater to more specific needs, making them valuable additions to fitness and wellness routines.
“The pandemic contributed greatly to the popularity of swim spas and cold tubs,” says Sarah Watkins, head of marketing for Superior Wellness, based in the United Kingdom, noting the growing focus on wellness during that time as people had to stay home to exercise. Watkins recalls that swim spas were in large demand, with orders “flying out the door.”
Celebrities, athletes, health enthusiasts and medical professionals have brought awareness to the benefits of cold-water therapy, and Watkins says searches for ice baths have grown significantly in the past year.
“The benefits are not just physical but mental too, and using a cold tub is now a daily routine for many,” Watkins says, adding that Superior Wellness is seeing intense competition with new ice bath brands.
Ed McGinty, owner of Redmond Spa and Stove in Redmond, Oregon, believes the post pandemic era presents an opportunity for the industry to capitalize on the health-centric shift in consumers, not just for the sales opportunity but because swim spas and cold tubs are helping meet specific mental and physical health needs.
“There’s a lot of depression and anxiety — everybody has little pieces of it in their world,” McGinty says, and the industry is poised to help customers who “just want to feel better.”
Photos: British swimmer, Imogen Clark, in the Helios Swim Spa by Superior Wellness
Swim spas versus hot tubs
While hot tubs excel at providing relaxation and socialization, swim spas combine those same features with fitness and exercise opportunities, Watkins says.
Water aerobics and swimming can be effective strategies for improving cardio fitness, building strength, boosting mood, easing joint pain, sleeping better and reducing the risk for heart disease, diabetes and even cancer, according to a blog post from Harvard Health. “Swim spas stand out for their dual functionality, offering both a space for swimming and for relaxation,” Watkins says. “They cater to fitness enthusiasts who want the benefits of swimming without needing a full-sized pool.”
Jake Ricks, vice president of marketing and customer experience for Bullfrog Spas in Herriman, Utah, says the company’s line of swim spas is a key growth driver. “It’s a fantastic product with a wide range of benefits and a lot of future potential growth for our dealers,” he says.
While swim spas have been around for a long time, Ricks says it remains an underdeveloped portion of the hot tub market, pointing to delivery as a key challenge.
“Once you locate a great crane partner, it’s pretty easy,” he says.
Ricks says the other big challenge is pulling the trigger on the retail floor space and the event plans necessary to show and sell swim spas.
The ceiling for swim spas is really high. It’s a great product that fits a very specific niche in people’s lives.”
Jake Ricks, Bullfrog Spas
“The ceiling for swim spas is really high,” Ricks says. “It’s a great product that fits a very specific niche in people’s lives.”
He describes swim spas as “backyard water that’s easier to take care of, accessible anytime and while somewhat expensive, not nearly as expensive as pools.”
Cold tubs and industry trends
Another growing trend in the industry is contrast therapy, Watkins says.
“Combining a sauna with an ice bath is a powerful tool for recovery and overall health and well-being,” she explains.
The heat from the sauna causes blood vessels to dilate, which improves blood flow and lowers inflammation levels. Followed up by cold water exposure, the blood vessels constrict, reducing muscle soreness.
McGinty of Redmond Spa and Stove only recently began selling cold plunges, but he’s been using one for years. He was introduced to cold water therapy through a client who asked him to custom-build a cold plunge about five years ago.
McGinty credits media attention for the growing interest in cold plunge trends, citing the work of extreme athlete Wim Hof and peer-reviewed research from Andrew Huberman, a neuroscientist and host of the Huberman Lab podcast.
Photos: Chill Tub Pro by Superior Wellness
Hof, a spokesperson for Passion Spas cold plunges who is also known as the Ice Man, is the creator of the Wim Hof Method, which combines cold water exposure with breathing techniques. Backed by studies from Radboud University in The Netherlands and Wayne State University in Detroit, Michigan, this method claims to boost immune and mental health.
Research featured on Huberman Lab found deliberate exposure to cold water can boost metabolism, enhance mood, increase energy and focus, build mental resilience and speed up muscle recovery after strenuous exercise.
McGinty says everyone should be aware of best practices surrounding cold water therapy, especially if customers have preexisting health conditions.
Ricks says he’s not as sold on cold plunge products and is waiting to see how the hype unfolds in the industry.
“We’ve quickly reached a peak of inflated product expectations,” he says. “There very well could be a trough of disillusionment coming. We’ll see how it shakes out.” Ricks believes it will be a product category for some time, but it’s a matter of figuring out where the specialty retailer fits in the distribution and how to differentiate.
The common ground
While there are differences in the marketing and design of swim spas and cold tubs, they share a handful of similar health benefits, something consumers are increasingly interested in.
“Both a swim spa and cold tub can help to improve your sleep, reduce stress and anxiety,” Watkins says. “Studies have shown that hydro and aquatic therapy boosts recovery rates after exercise and reduces fatigue.”
Cold tubs can be a good follow-up for someone who exercises in a swim spa.
There’s this new excitement out there that our industry is very poised to take advantage of.”
Ed McGinty, Redmond Spa and Stove
“There’s this new excitement out there that our industry is very poised to take advantage of,” McGinty says. “The crossover is how a cold plunge makes us feel. And I think that’s been intuitive. People go, ‘You know, I used to jump in a lake when I was a kid, and I always felt fantastic when I got out.’ Now we have science behind that.”
Swim spas and cold tubs blend relaxation with recovery, influencing how people approach fitness and wellness. With increasing consumer interest, retailers could see opportunities for growth in a health-conscious market.