Sunlighten is diversifying.
What’s happening: The infrared sauna and light therapy brand acquired key assets of Ice Barrel, maker of cold tubs and chillers.
Bring the heat. A category leader for 25 years, Sunlighten has accelerated alongside interest in self-care and recovery.
Along with growing DTC sales, Sunlighten’s B2B division outfits fitness, pro sports, and wellness hospitality partners — including the NFLPA, Life Time, F45 Training, Canyon Ranch, and Six Senses resorts.
Staying innovative, Sunlighten pioneered the first sauna with separate near-, mid-, and far-infrared wavelengths, later adding red light to create the only four-wavelength system, plus a standalone red light panel with 20+ customizable guided programs.
Opposites attract. An accessible entry to cold water therapy, Ice Barrel aligns with Sunlighten’s greater vision: building an ecosystem for healthspan, athletic recovery, and everyday vitality.
Positioning itself as a lifestyle facilitator, Sunlighten co-founder Connie Zack envisions a central “source of truth” through its app — merging Ice Barrel’s digital content, community, and personalized protocols with its own wellness technologies and resources.
As part of its UK flagship location, the brand will open an experiential contrast therapy center in London this June featuring Ice Barrel and Sunlighten products.
Punchline: To consumers, optimal performance requires both hot and cold. As Plunge ramps up its sauna business and Kohler pushes into contrast with KLAFS and Remedy Place, Sunlighten is unifying the entire experience.
