What Plunge does

Plunge is a Sacramento, California-based wellness company founded in 2020 that designs, manufactures, and sells premium cold plunge tubs and saunas for both home consumers and commercial customers. Its product portfolio centers on the All-In Gen 2 (an all-in-one plug-and-plunge system with integrated Pro Chiller cooling to 37°F without ice), The Plunge and Pod tubs, a Pro Chiller unit, Sauna XL and Sauna Mini models, and dedicated commercial SKUs for facility deployments, all managed through a companion Plunge App that provides app-controlled temperature, timers, remote diagnostics, and guided contrast therapy protocols.

The technology stack emphasizes connected hardware: a built-in chiller with continuous filtration, ambient operating range of 33–120°F, smart temperature controls, and remote diagnostics rather than any disclosed AI/ML capability. The Plunge App carries a 4.7-star rating and is positioned as a product-led growth vehicle, with the company citing 45M+ logged sessions and 40,000+ customers since launch.

Plunge operates a direct-to-consumer e-commerce model at plunge.com, supplemented by a dedicated B2B channel at business.plunge.com with vertical-specific sales motions for fitness and wellness facilities, luxury hospitality, corporate wellness, pro sports teams, military and first responders, and high-end real estate developments. Revenue is generated primarily through one-time hardware sales (tubs, saunas, and bundles) with recurring contribution from consumables (filters, chemicals, test strips, replacement stones) and accessories. Pricing ranges from low four figures for entry products to $7,500+ in bundle savings on premium configurations, with HSA/FSA eligibility and a Bread Pay financing partnership offering 0% APR over 24–36 months to lower the purchase friction. Strategic partnerships with Bryan Johnson's Blueprint and the Medical University of South Carolina, combined with earned media in Fortune, Forbes, Architectural Digest, and Outside Magazine, support the company's premium positioning in the at-home recovery and longevity category.

Name

Plunge

Legal name

Plunge

Website

https://thecoldplunge.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Plunge is a Sacramento-based wellness company that designs and sells premium cold plunge tubs and saunas for home consumers and commercial facilities, featuring app-controlled, integrated-chiller hardware sold direct-to-consumer and through a dedicated B2B channel.

Ownership category

akta.pro rank

Product category

Cold Plunge and Sauna Wellness Equipment

NAICS

Industrial and Commercial Fan and Blower and Air Purification Equipment Manufacturing (333413)

SIC

Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585)

akta.pro primary industry

Hot/Cold Contrast Therapy (Hot Tubs, Plunge Pools & Hydrotherapy) (HSADAKAD)

akta.pro secondary industry

Sauna & Steam Bath Facilities (HSADAKAC)

Keywords

• Cold plunge tubs
• Contrast therapy equipment
• Infrared saunas
• Wellness recovery products
• App-controlled plunge systems

Headquarters

HQ city

Sacramento

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Revenue model

1. Cold Plunge Hardware Sales: One-time purchase of cold plunge tubs including All-In, The Plunge, and Pod models. Prices vary by model with current discounts up to $2,000.
2. Sauna Hardware Sales: One-time purchase of sauna products including Sauna XL, Sauna Mini, and commercial models.
3. Contrast Therapy Bundles: Bundled packages combining cold plunge and sauna systems for the complete contrast therapy setup.
4. Accessories and Supplies: Replacement filters, chemicals, test strips, accessories for cold plunges and saunas. Ongoing consumables and upgrade sales.
5. Financing Revenue: Partnership with Bread Pay provides financing options (0% APR up to 24 months, extended to 36 months during promotions). Revenue generated through financing partnerships.
6. Business/Commercial Sales: Commercial-grade products for fitness facilities, hospitality, corporate wellness, sports teams, and real estate developments through dedicated business.plunge.com channel.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels8 records

Core offering

Plunge designs, manufactures, and sells premium cold plunge tubs and saunas for both home and commercial use. Its product line includes the All-In Gen 2, The Plunge, Pod, Pro Chiller, and a range of saunas (Sauna XL, Sauna Mini) plus contrast therapy bundles, all integrated with the Plunge App for smart temperature control, timers, and remote diagnostics. The company sells direct-to-consumer via plunge.com and operates a dedicated commercial channel (business.plunge.com) for fitness, hospitality, corporate wellness, sports, military, and real estate customers.

Product overview

Plunge is a California-based luxury wellness company offering premium contrast therapy products for home and business. The product portfolio includes cold plunges (All-In Gen 2, The Plunge, Pod, Pro Chiller), saunas (The Sauna, Sauna Mini), and contrast therapy bundles (All-In + Sauna, Pod + Sauna Mini). The ecosystem is powered by the Plunge App with app-controlled temperature and timers, remote diagnostics, and guided protocols. Commercial offerings include specialized versions of all products (All-In Commercial Max, All-In Commercial, Infrared Sauna Commercial, Sauna Commercial, Sauna Mini Commercial) managed through the Plunge Connect platform. The company backs its products with evidence-based research through a partnership with the Medical University of South Carolina and positions its offerings around 8 proven benefits: faster recovery, stronger immunity, elevated mood, improved metabolism, better sleep, reduced inflammation, stronger resilience, and natural energy.

Differentiator

Problem solved

Functional benefit

Brands

• Plunge × Blueprint: Bryan Johnson's supplement and sauna protocols for recovery and longevity.

Products and services

• All-In Gen 2 Cold Plunge

Quantifiable outcome

• 45 million+ sessions completed
• +2 more outcomes

Named customers1 record

Segments3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Medical University of South Carolina (MUSC)coreStrategic or Co-development Partner · 21 October 2025Research partnership to establish facilities for contrast therapy research, focusing on cold water immersion and sauna benefits. MUSC's research expertise combined with Plunge's cold and contrast therapy units to study physiological and neurological effects. Research led by Dr. Mark Rosenberg at MUSC's Division of Aerospace and Performance Neurology on the Charleston campus.
• Bryan Johnson's BlueprintcoreStrategic or Co-development PartnerPartnership with Bryan Johnson's Blueprint featuring his supplement and sauna protocols for recovery and longevity. Integrated into Plunge's product offerings.
• Plunge ProsminorChannel Partner/ Reseller/ DistributorNetwork of certified Plunge professionals for installation, maintenance, and support services.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Renu Therapy: Direct-to-consumer cold plunge and sauna brand competing head-to-head with Plunge in the premium home contrast-therapy category, including chiller-equipped plunge tubs and sauna bundles sold online.
• Ice Barrel: Sells upright cold plunge barrels and accessories directly to consumers, competing with Plunge's Pod and entry-level plunge models on price, simplicity, and home usability.
• Morozko Forge: Premium cold plunge manufacturer with built-in chillers and ice-free cooling, directly comparable to Plunge's All-In Gen 2 on technology, price point, and target wellness/performance buyer.
• Edge Theory Labs: Premium cold plunge tubs with integrated chillers targeting the same high-end home and commercial recovery customer as Plunge, including app integration and wellness positioning.
• Sun Home Saunas: Direct-to-consumer infrared sauna brand that has expanded into cold plunges, competing directly with Plunge's Sauna XL/Mini line and bundle strategy across the contrast-therapy use case.
• Redwood Outdoors: Sells cedar cold plunge tubs and barrel saunas to home wellness buyers, competing with Plunge on natural/wood aesthetic and outdoor placement at a lower price point.
• Yukon Cold Plunge: Cold plunge tubs with chillers marketed to home and light commercial users, overlapping Plunge's entry and mid-tier plunge SKUs on price and buyer profile.

Broad incumbents

• Therabody (Theragun): Established recovery and wellness brand with a broader portfolio (percussive therapy, compression, etc.) that increasingly overlaps Plunge's recovery/longevity positioning among the same premium consumer base.

Emerging players

• SaunaSpace: Infrared sauna specialist serving the home wellness segment with comparable aesthetic and price positioning to Plunge's sauna line, but without the integrated cold plunge offering.

Others

• Hydrow: Premium connected home fitness brand sharing Plunge's DTC, app-driven, premium-lifestyle positioning; not a direct plunge competitor but competes for the same high-income wellness enthusiast's discretionary spend.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/thecoldplunge
• Facebookfacebook.com/thecoldplunge
• LinkedInlinkedin.com/company/thecoldplunge

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Plunge