Cool Down, Power Up: Life Time Adding Cold Plunges to 70+ Clubs, Enhancing Recovery Options Nationwide

Rhea-AI Summary

Life Time (NYSE: LTH) has announced plans to install cold plunges at over 70 of its athletic country clubs nationwide by summer 2025. This expansion builds upon their existing 20+ cold plunges and complements their comprehensive recovery and rejuvenation offerings. According to their recent survey, 43% of over 1,000 respondents expressed interest in trying or increasing ice baths and cryotherapy.

The cold plunges offer various health benefits, including energy boosting, inflammation reduction, and recovery aid. The company recommends starting with 30-second sessions and gradually building tolerance. The initiative is part of Life Time's broader recovery offerings, which include Rejuvenation Suites with saunas, steam rooms, whirlpools, and dedicated LT Recovery spaces featuring Dynamic Stretch programming, hydromassage, cryotherapy beds, and other recovery equipment.

Positive

• Expanding cold plunge facilities to 70+ locations, indicating significant infrastructure investment
• Strong consumer demand confirmed by 43% of survey respondents interested in cold therapy services
• Diversification of revenue streams through comprehensive recovery offerings

Negative

• None.

Expansion complements more than 20 existing cold plunges and growing suite of recovery and rejuvenation offerings at Life Time's athletic country clubs

CHANHASSEN, Minn., Jan. 31, 2025 /PRNewswire/ -- As more people seek programs and amenities to optimize their wellness routine, Life Time (NYSE: LTH) is taking recovery to new depths with the addition of cold plunges at more than 70 of its athletic country clubs nationwide by summer 2025.

Cold plunges can be a fantastic recovery tool and offer a variety of health benefits, including boosting energy, alleviating inflammation and aiding recovery. In fact, according to a recent survey conducted by Life Time, more than 43% of the more than 1,000 respondents noted ice baths and cryotherapy as a recovery practice they want to try or increase in the year ahead.

"Cold-water therapy is one of the most effective ways to recharge your body and mind," says Danny King, Life Time's Director of Recovery and Performance. "By spending just 30 seconds in a cold plunge, you can boost your energy, improve your sleep and build mental resilience. It's a simple yet powerful tool for recovery. By integrating this into the comprehensive offerings at Life Time, we further solidify our position as the premier holistic destination for health and wellness, providing unparalleled opportunities for our members to live healthy, happy lives."

As highlighted in Life Time's Experience Life magazine, cold plunge benefits include:

• Morning Boost: Immersion in cold water stimulates the nervous system, providing a burst of energy and alertness to start the day.
• Mental Resilience: Cold plunges are a form of positive that help train the body's response, building resilience through focused breathing during moments of discomfort.
• Restful Sleep: For some, cold plunging before bed can lower heart rate and regulate body temperature, contributing to better deep sleep and REM cycles.

Beginners are encouraged to start with short durations, such as 30 seconds, and gradually build up their tolerance. "While everyone is talking about cold plunge, it isn't about how long you can stay in," King says. "We encourage people to talk with one of our experts to understand the proper techniques and timing. This helps to avoid potential risks and achieve the best possible outcomes for your health and wellness."

With recovery becoming a vital part in all health and fitness routines, the cold plunge expansion complements Life Time's growing recovery offerings and spaces, including its Rejuvenation Suites with saunas, steam rooms and whirlpools. This in addition to dedicated LT Recovery spaces featuring Dynamic Stretch programming, hydromassage and cryotherapy beds, compression boots, percussion massage guns and foam rollers. To support in recovery, Life Time also offers its proprietary line of  LTH supplements and wellness products.

This initiative also underscores Life Time's commitment to continually enhancing its spaces through ongoing renovations of existing athletic country clubs. Life Time's rollout of cold plunges is already underway and will continue beyond 2025, with numerous locations nationwide benefiting from this enhanced recovery feature.

Life Time members can learn more on if their club has a cold plunge via their respective club website under the luxury amenities page.

For more information about Life Time, visit www.lifetime.life or follow on social media at Facebook, Instagram and LinkedIn.

About Life Time
Life Time (NYSE: LTH) empowers people to live healthy, happy lives through its portfolio of more than 175 athletic country clubs across the United States and Canada. The health and wellness pioneer also delivers a range of healthy way of life programs and information, and the best curated products and LTH nutritional supplements via its complimentary Life Time Digital app. The Company's healthy living, healthy aging, healthy entertainment communities and ecosystem serve people 90 days to 90+ years old and is supported by a team of more than 41,000 dedicated professionals. In addition to delivering the best programs and experiences through its clubs, Life Time owns and produces nearly 30 of the most iconic athletic events in the country.

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SOURCE Life Time, Inc.

FAQ

How many new cold plunges is Life Time (LTH) adding to its facilities by summer 2025?

Life Time is adding cold plunges to more than 70 of its athletic country clubs nationwide by summer 2025.

What percentage of Life Time (LTH) survey respondents showed interest in ice baths and cryotherapy?

According to Life Time's recent survey, more than 43% of over 1,000 respondents indicated interest in trying or increasing ice baths and cryotherapy.

What recovery amenities does Life Time (LTH) offer alongside cold plunges?

Life Time offers Rejuvenation Suites with saunas, steam rooms, whirlpools, plus LT Recovery spaces with Dynamic Stretch programming, hydromassage, cryotherapy beds, compression boots, percussion massage guns, and foam rollers.

When will Life Time (LTH) complete the cold plunge expansion project?

The rollout is scheduled to be completed by summer 2025, with plans to continue expansion beyond 2025.