Ice baths, once a niche recovery tool for athletes, have surged into mainstream wellness culture, fueled by social media influencers and commercial plunge centers. Valued at USD 338 million in 2024, the global cold plunge market is projected to hit USD 483 million by 2033. But experts warn that the trendy practice, often involving unsupervised dips in 3–15°C water, carries serious health risks.

Cold water immersion triggers a “cold shock” response—rapid breathing, spiking heart rate, and elevated blood pressure. Prolonged exposure can lead to hypothermia, with symptoms like shivering, confusion, or fainting. In rare cases, it may cause heart attacks or strokes, especially in those with undiagnosed conditions. A 1969 study showed even fit swimmers struggled within 90 seconds in 4.7°C water. “Afterdrop” can further lower core temperature post-immersion, risking collapse.

A recent Sydney incident saw a young man suffer cold shock after a 10-minute ice bath. Long-term risks include non-freezing cold injuries, causing lasting nerve and vascular damage. Claims of mental health, testosterone, or metabolism boosts lack robust evidence, though some studies suggest modest, short-term relief for muscle soreness.

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For safer use, experts recommend: consulting a doctor, starting with brief warm-to-cold showers, limiting sessions to 3–5 minutes, never plunging alone, recognizing hypothermia signs, and understanding fitness doesn’t prevent cold shock.

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