Breathe & Chill: Exploring the Hottest Trends in Cold Therapy and Breathwork for Ultimate Wellness

Winter usually has us seeking a cozy fireplace, an infrared sauna, or a heated chalet for some après-ski, out-of-the-snow recovery. But fitness and wellness enthusiasts the world over have made being cold the pinnacle of luxury wellness. It turns out that the hottest health trend is actually ice cold.

Celebrities and athletes have shared photos of their expensive cold plunge tubs at their homes. Cryotherapy continues to grow exponentially in the US, Europe, and Western Asia.

Why? It ties into our newsletter topic from last month: longevity. As the Washington Post reported, Harvard biologist and leading researcher of longevity David Sinclair’s “metabolic winter” hypothesis could explain why cold immersion supports long-term health. The theory posits that our metabolism was created to endure more extreme weather — being really cold or really hot. In a climate-controlled world, our body doesn’t go through the wringer, so to speak… but is that good for us? This is what Sinclair is studying. He proposes we are perhaps “too comfortable.”

As fitness professionals you already know that tearing down the muscle tissue allows for a rebuild and increased strength. Challenging the brain by learning new things strengthens neuroplasticity and creates sharper thinking. Causing tiny traumas to the skin can increase collagen production — the concept behind microneedling facial treatments.

Similarly, this idea of cold for longevity hypothesizes that (safe) traumas and challenges to the body can help it adapt, become stronger, and possibly even live longer.

Cold can also be an acute stressor that may assist in a training program, as well as an anti-inflammatory treatment that can help with recovery. Cold water or temperatures can shock the system — stimulating the sympathetic nervous system, or your "fight-or-flight." This type of stressor can trigger the release of cortisol, which can be energizing and perhaps power an individual through intensive training. The concept of ice baths for athletic recovery is nothing new. This method has been used for centuries.

Alongside the popularization of cold therapy comes the rise of breathwork in the mainstream wellness space. The Wim Hof method is perhaps the most popular blend of these two approaches to health and longevity. “There are three components of the Wim Hof method,” he says. “The breathing, the gradual cold exposure, and the commitment.” Though there’s not a ton of data to back up this specific method’s scientific credibility, it has done an excellent job of introducing these two wellness tools to the public’s toolbelt.

And there’s plenty of bonafide research proving breathwork’s efficacy on human health. Frontiers in Human Neuroscience published a review of “psychophysiological effects of both eastern and western slow breathing techniques,” and concluded that evidence supports:

• Better calming responses from the parasympathetic nervous system (the opposite of "fight-or-flight," sometimes called “rest and digest”)
• Improved emotional control
• Improved psychological well-being
• Better HRV (heart rate variability)

Cold therapy and breathwork — whether used together or separately — are easy to incorporate into your club’s repertoire. Whether it’s a breathwork class or a cold plunge area, these techniques can improve the health of your clientele and community. From improved training and better recovery to soreness relief and mental health support, there are plenty of benefits to be reaped.

In response to VP of Inspire360's, Ravi Sharma's, LinkedIn question asking about cold therapy and breathwork, breathing instructor and bestselling author, Patrick McKeown, responds by saying, “There’s a reason breath training is exploding in popularity. It empowers us to manage preventable health conditions, balances physical and mental states, and creates potent physical adaptations that give us sporting superpowers.”

In terms of the protocol and approach with clients, Exer Health co-founder and Chief Experience Officer Clint Gehde in Denver says, “Keep it simple. I like to start people with breathwork before [using the] sauna or ice,” he says. Ideally, a client (and trainer, obviously) will “Understand the foundations of breath and dial into the physiological response,” before they’re offered further tools involving intense temperature changes. “Build trust and confidence before throwing anyone into the fire or ice,” he adds. “There's always a reason or purpose for the person wanting to have these amazing tools.”

Gehde shared his personal protocol, as well. When going for a cold water submersion, try incorporating his breathwork approach:

1. Sympathetic breathing patterns at full submersion to meet the cold at that intense moment upon entry (heavy mouth breathing and fire exhalation)
2. Work into the parasympathetic framework, which may be a more simplistic version to help the person achieve this state [in through the nose, out through the mouth]... Then slow it all down to possibly full nasal [breathing].
3. Try and spend at least a third of the time within this state before full submersion and coming out.

“This is an easy protocol and can be accomplished at the individual level or in a club setting with multiple participants at a time,” adds Gehde. “Make it an enjoyable experience that presents solutions for your members. They will be back for more!”

McKeown offers a way to go even deeper into this practice: a breathwork-specific certification. “The Oxygen Advantage certification provides a safe, scientific, and well-regarded solution for those looking to offer breath training as part of their health, wellbeing, sports or performance business,” says McKeown, who emphasizes that this is important for all types of fitness and health professionals. “If you work in sports, as a yoga teacher, physiotherapist, fitness coach, medical doctor, occupational therapist, osteopath, speech therapist, psychotherapist, martial arts teacher, performing arts teacher, performance coach, or in any profession that involves unlocking potential — breath training certification is for you.”

“Our mission is to make the use of science-based breath techniques universal within a generation,” he adds, explaining that this program helps individuals “Become fitter and stronger; reduce breathlessness; relieve the symptoms of many common illnesses; increase exercise intensity with less effort; improve energy levels, concentration, and mental focus; and simulate high altitude training to improve aerobic and anaerobic capacity.”

Lindsey Trubia, CEO at PeakFlow in Encinitas, CA, posits that this is an exciting time for the industry. “The dialogue around delivering brand-specific, science-based breathwork and cold exposure classes has never been more vibrant,” she shares.

These brands, Trubia says, are increasingly investing in the “ongoing education of their trainers, with the focus on bringing breathwork and cold exposure to their communities, in a science-based, safe, and effective manner.”

“What's even more promising is the simultaneous implementation of train-the-trainer programs, which can lead to remarkable returns on investment,” Trubia adds. “This not only enhances community health and happiness but also positively impacts the brand's market value and financials. We are excited to support the industry with commercial ROI packages in partnership with the Nordic Wave.”

It’s clear that between these two modalities — intentional breathing and deliberate temperature change — we’re helping facilitate a better mind-body connection in an increasingly disconnected world. There’s a rich opportunity to learn and grow from these “trends” (for lack of a better word) and to impart something truly unique and powerful to our communities.

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Industry Happenings:

Upcoming Events:

1. NSCA Coaches Conference, January 3-5, 2024, Orlando, Florida
2. YogaFit Mind Body Fitness Conference, January 3-7, 2024, Palm Springs, California
3. TheFITExpo, January 20-21, 2024, Los Angeles, California
4. Connected Health & Fitness Summit, February 7-8, 2024, Los Angeles, California
5. DC Mania®, February 23-25, 2024, Herndon, Virginia
6. IHRSA, March 6-8, 2024, Los Angeles, California

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Upcoming Workshops in December & January:

1. 20+ workshops from Peak Pilates
2. 15 workshops from Spinning®
3. 10 workshops from TRX®
4. 6 workshops from FMT
5. 2 workshops from CFSC
6. 2 workshops from Oxygen Advantage
7. 2 workshops from Peak Flow Breathwork
8. 2 workshops from SoulBody Fitness
9. 1 workshop from SparkPro
10. 1 workshop from StriveLife

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Industry News:

• The Mental Wellbeing Association just came out with its first certification on mental well-being for fitness professionals.
• Bay Club announced their acquisition of PRO Club Inc.
• Reebok partnered with manufacturing company Sakar to make tech and massage products, pickleball equipment, and more.
• A new report from the Global Wellness Institute (GWI) found that the wellness industry has grown more than 64% since 2013.
• Xponential Fitness partnered with Julianne Hough’s company, Kinrgy, to launch brick-and-mortar studio locations.
• Fitness entrepreneur Kayla Itsines and her co-founder bought back control of their app Sweat from iFIT.
• Escape Fitness partners with Hyperice and debuts dedicated recovery stations.

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Thanks for Reading!

This newsletter was brought to you by Kathie Davis, Peter Davis, Ravi Sharma, Dominique Astorino, and the Inspire360 team.

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A Note from Peter & Kathie

The industry is changing rapidly and we are here to help you sift through all the noise and get to the good stuff. Every month, we'll bring you trending topics and the inside scoop that we believe is paramount for fitness professionals to know.

Keep Inspiring,

Peter & Kathie Davis

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