You’ve probably heard of the polar bear plunge, or maybe you’ve seen someone emerging from a steamy sauna only to dive into an icy lake. Backed by science and—in some countries—centuries of tradition, it’s not just about braving the elements or speeding recovery. This wellness practice packs a host of health benefits.
Chris Ellis and Camille Periat, the driving forces behind the soon-to-open Santa Cruz Athletic Club in mid-town, take what they term contrast therapy seriously. At home, the former bodybuilders and owners of Santa Cruz Power Fitness have built their own routine with a 215-degree sauna and cold plunges. “It’s completely transformed my energy and how I live day-to-day,” Chris shares. “I sleep better, I feel better—and we knew we had to bring this to our members.”
The challenge? Making the ice bathing available to everyone without the steep costs or intimidating setup of traditional methods. The costs to render the cold water plunge tubs ADA compliant was estimated at $250,000, which would have been a deal breaker. That’s when Periat had a lightbulb moment: “What if we replaced cold plunges with snow (aka freezing cold water) showers?” The idea was simple but revolutionary.
Tracking down the perfect solution wasn’t easy. Eventually they found a state-of-the-art system used by an exclusive East Coast spa, but the company wasn’t interested in working with gyms. Undeterred, Chris made his case directly to the CEO: “We’re not a spa. We’re a gym trying to do something new for our community.” To comply with the ADA requirements, they wrote a paper and had it cited seven different times. Eventually, persistence won out, and the result is a feature unlike anything else in the area.
On the list of amenities built into Santa Cruz Athletic Club, from red light therapy to on-site licensed clinicians, Periat says it’s the benefit the two are most proud of.
Contrast baths, as explained by the National Institute of Health, involve a dip in very hot and then very cold water in a specific pattern of timing, temperature and duration. Research shows that this back-and-forth between heat and cold causes blood vessels to tighten and relax, creating a pumping effect. This boost to the blood flow and oxygen is said to speed up healing, improve movement and help the body recover faster.
Periat and Ellis say cold plunges are effective but often expensive to maintain and inaccessible for many people, particularly those with mobility challenges. Snow showers solve those issues, meeting ADA requirements while eliminating the need for sterilization or complex installations.“We’re taking a method that’s traditionally exclusive and making it available to everyone,” Chris says.
As a longtime follower of the Wim Hof method, a series of breathing exercises combined with cold plunge, I was intrigued. I’ve braved the cold plunge at Refuge in Carmel, although 30 seconds was all I could take. Ellis says the shower more readily triggers the vagus nerve, delivering the same restorative effects as three minutes in a cold plunge—which not all of us can withstand.
Ellis explains, “This isn’t just about cutting-edge tech; it’s about creating a space where fitness and recovery meet innovation and accessibility.”
“We’re proud to bring something truly unique to Santa Cruz,” Camille adds. “This isn’t just a gym feature—it’s a game-changer.”
If you’re ready to take the plunge, starting in March the club plans to provide a seamless way to experience the benefits of contrast exposure. Members can move from an individual sauna into a 40-degree snow shower, complete with handles, a seat and settings ranging from 15 to 45 seconds.
In addition to standard fitness programs, members will have access to wellness-focused services like IV therapy and hyperbaric oxygen chambers. On-site consultations with medical professionals will also be available.
Those snow showers are genius! This feels like the perfect blend of innovation and accessibility. I’m impressed they’ve made a complex therapy seem approachable.