Plunge and SweatHouz (SWTHZ) Announce Strategic Partnership In An Effort To Increase Contrast Therapy and Cold Plunge Adoption

Plunge, the leading cold plunge company, and SWTHZ, the fastest-growing multi-unit wellness brand, today announced a two-fold strategic partnership with Plunge becoming the Exclusive Cold Plunge Partner of SWTHZ, and SWTHZ being introduced as the Official Contrast Therapy Studio of Plunge. This collaboration brings together the best hardware and best membership-based boutique wellness provider to drive widespread adoption of contrast therapy.

The partnership will enhance SWTHZ’s current offerings by integrating the award-winning, best-in-class Plunge All-In within SWTHZ’s private contrast therapy suites equipped with saunas, cold plunges and vitamin-C showers. The All-In will be featured in 75 locations nationwide by the end of 2024, and north of 200 locations in 2025. SWTHZ, with 100 locations set to open in the next 9 months, serves as one of Plunge’s most significant partnerships to date as it will open the door to as many as 12 million cold plunge sessions across all SWTHZ studios in 2026.

“Over the past two years we’ve rigorously tested almost every plunge variation on the market, and without a doubt Plunge’s All-In has stood out as the best,” said Jamie Weeks, Founder and CEO of SWTHZ. “Integrating the Plunge All-In into our contrast therapy suites represents a significant upgrade to our offerings and unlocks new possibilities within the member experience. This partnership aligns perfectly with our mission of being the global category leader in deliberate exposure to heat and cold therapy. Together with Plunge, we’re setting new standards in wellness and recovery.”

As part of the partnership, SWTHZ will bolster Plunge Club, Plunge’s community-focused initiative to bring people together and build camaraderie through wellness and cold water immersion by way of increased resources and leveraging its rapid member base. Plunge Club, powered by SWTHZ, will be making stops across the country in 2024 and beyond including SWTHZ markets such as Atlanta, Boston, Chicago, and Los Angeles. The community-building activations, coupled with brick-and-mortar integrations throughout the country and the expansive social following of both brands align with the shared vision of promoting the growing adoption of contrast therapy and its holistic benefits.

“We are so excited to be partnering with SWTHZ. This is a natural next step evolution into the industry of cold plunging and contrast therapy,” said Ryan Duey, Plunge Co-Founder and Co-CEO. “This partnership is not just about expanding our reach, but about a shared mission of increasing adoption of cold plunging. Our goal has always been to simplify and reduce the friction for people to get into cold water, and the biggest hurdle we’ve seen is actually getting people into a cold plunge for the first time. Now having a best-in-class facility for our potential clients and communities we support is a win-win. SWTHZ has created a one-of-a-kind experience that we are excited to support and will fulfill Plunge’s goal of getting 10 million new people cold plunging over the next two years.”

For more information on SWTHZ’s studio offerings and locations, please visit sweathouz.com.