The New Ritual for Everyone from Celebrities to Athletes

New York’s Hottest Wellness Trend: Icy Immersion Therapy.

NEW YORK – In recent years, New York’s wellness scene has been reshaped around cold water therapy. This movement, pioneered by celebrities and elite athletes, has transformed what was once considered a marginal practice into one of the city’s most popular wellness rituals.

“Five years ago, people saw cold water immersion as an extreme practice,” says a wellness expert. “Today, from the Cannes Film Festival to celebrity private events, cold water therapy has become a standard practice.”

Celebrities like Hailey Bieber and Harry Styles, along with elite athletes including Naomi Osaka and Steph Curry, report that regular cold plunging provides anxiety-reducing, mood-enhancing, and anti-inflammatory effects.

A New York-based internist explains the science behind cold water therapy: “The body’s response to cold shock triggers the release of stress-regulating chemicals and activates the vagus nerve, which regulates the nervous system.”

However, experts warn: “People with heart conditions, uncontrolled blood pressure, or certain medical disorders should approach cold water therapy with caution.”

Cold plunge centers in New York have now diversified to appeal to different preferences. Establishments like Saint in Chelsea offer private, intimate rooms, while other centers in Flatiron and Williamsburg provide group sessions and communal experiences.

“The popularity of cold water therapy no longer stems just from celebrity influence,” adds a wellness entrepreneur. “Research confirms its benefits for stress regulation and recovery. People are incorporating this practice into their lives because they see tangible benefits.”

What was once attempted only by brave experimenters has now become an essential part of New Yorkers’ daily wellness routine.

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