Cold Life

What Cold Life does

Cold Life, founded in January 2022 by Kyle Ponton (CEO) and Sam Maxwell (CMO), designs, engineers, and manufactures vertical cold plunge systems and water filtration products from its headquarters in Alpharetta, Georgia, with manufacturing operations in Miami, Florida and Tennessee. Its product line centers on the Ultimate Plunge family (Ultimate Plunge $5,999-$7,799, Ultimate Human Plunge $6,499-$8,299, Ultimate Party $1,499-$2,799, Midnight Edition $12,999) plus the entry-level Ultimate Lite ($2,999-$4,799) and a complementary water-filtration line including the Ultimate Showerhead. Core technology is a proprietary Pro-Curve Chiller that cools water to 37°F with optional heating to 104°F, housed in aerospace-grade aluminum in a vertical format that uses roughly 50% less floor space than competitors.

The company runs a primarily direct-to-consumer e-commerce model, with an installed base of 18,000+ customers and 200+ commercial locations across 10+ countries, and has launched a dedicated B2B division (thecoldlifeb2b.com) to serve gyms, studios, and hotels. Go-to-market leans on celebrity endorsements and co-branded collections with Mark Wahlberg, Jon Jones, and Gary Brecka, alongside partnerships such as a Rolls-Royce Enthusiasts Club limited-edition Midnight Edition (33 units) and a Hotel Commonwealth luxury hospitality installation. Revenue mechanics combine one-time hardware sales priced from $1,499 to $12,999 with financing through Bread Pay and HSA/FSA eligibility via Truemed, supplemented by accessories and international shipping to markets including the UK, Australia, and Canada.

Name

Cold Life

Legal name

The Cold Life LLC

Website

https://thecoldlife.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Cold Life is a DTC wellness hardware company, founded in 2022, that designs and manufactures vertical cold plunge systems and water filtration products for individual consumers, commercial gyms and studios, and luxury hospitality, supported by celebrity endorsements.

Ownership category

akta.pro rank

Product category

Cold Therapy and Wellness Equipment

akta.pro primary industry

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

Keywords

• Cold plunge systems
• Cold therapy equipment
• Ice bath products
• Filtered shower heads
• Wellness recovery devices

Headquarters

HQ city

Doral

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. Cold Plunge Hardware Sales: Primary revenue from selling cold plunge systems. Product lineup includes Ultimate Plunge ($5,999-$7,799), Ultimate Lite ($2,999-$4,799), Ultimate Human Plunge ($6,499-$8,299), Ultimate Party ($1,499-$2,799), and limited Midnight Edition ($12,999). Includes accessories and bundles.
2. Water Filtration Products: Ultimate Showerhead ($99-$199) and replacement filters ($49). Filter subscriptions at $39 per 90-day filter replacement cycle.
3. Commercial/B2B Sales: 200+ commercial locations using Cold Life equipment for gyms and studios. B2B division serves business customers with dedicated commercial products and maintenance kits.
4. Financing Services: Partnership with Bread Pay for 0% APR financing up to 24 months, enabling higher average order values. Truemed integration allows HSA/FSA purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

The Cold Life designs, engineers, and manufactures USA-made vertical cold plunge systems and premium water filtration products sold direct-to-consumer and through a B2B division. The product line centers on five cold plunge models (Ultimate Plunge, Ultimate Lite, Ultimate Human Plunge, Ultimate Party, and Midnight Edition) all powered by the proprietary Pro-Curve Chiller, complemented by the Ultimate Showerhead filtration system and recurring filter subscription.

Product overview

The Cold Life is a direct-to-consumer wellness technology company founded in January 2022 and headquartered in Alpharetta, Georgia. The company designs, engineers, and manufactures vertical cold plunge systems and water filtration products in the USA. The core product portfolio centers on four cold plunge models — the Ultimate Plunge (aluminum, 3rd generation), Ultimate Lite (portable inflatable), The Ultimate Human Plunge (Gary Brecka-endorsed, aerospace-grade aluminum), and Ultimate Party (community/group inflatable) — all powered by the proprietary Pro Curve Chiller (chilling to 37°F, with optional Cold+Hot upgrade to 104°F). A limited-edition Midnight Edition (33-unit run, Rolls-Royce Enthusiasts Club partnership) serves as a premium tier. Adjacent to cold therapy, The Cold Life offers the Ultimate Showerhead — a multi-stage filtered shower system removing chlorine, PFAS, and heavy metals — supported by a replacement filter subscription. The company also provides commercial customization (Custom Logo service), financing through Bread Pay (0% APR, 24 months), HSA/FSA payment via TrueMed, and an optional White Glove Delivery service. Accessories include maintenance kits (residential/commercial), the Polar UV Lid, plunge covers, benches, decking steps, hose kits, and replacement seals. The product ecosystem is unified around the theme of water-based wellness, combining cold therapy and filtered water into a single lifestyle brand.

Differentiator

Problem solved

Functional benefit

Brands

• The Ultimate Human: A collection designed and endorsed by Gary Brecka, featuring exclusive The Ultimate Human branding and premium cold plunge products
• Cold Life Merch

Products and services

• Ultimate Plunge

Quantifiable outcome

• 85.42% average chlorine reduction over 3 months of shower filter use
• +4 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Hotel CommonwealthcoreStrategic or Co-development Partner · 30 March 2026Hotel Commonwealth in Boston partnered with Rekova Recovery to become the first hotel in New England to offer comprehensive in-room cold therapy and recovery programming. The partnership includes The Cold Life cold plunge systems alongside Clearlight and Hyperice products, timed for Boston Marathon season. The Rekovery Session package includes health-conscious F&B options.
• Gary BreckacoreGTM or Marketing PartnerWorld-renowned human biologist, longevity expert, and founder of The Ultimate Human. Gary Brecka endorses The Cold Life product line and has a dedicated 'Ultimate Human' collection. He advocates for the brand through his podcast and social media presence.
• Mark WahlbergcoreGTM or Marketing PartnerAcademy Award-nominated actor and wellness advocate with 30+ million social followers. Known for '4AM Club' fitness protocols. Endorses The Cold Life as a partner, bringing high-profile celebrity credibility to the brand.
• Jon 'Bones' JonescoreGTM or Marketing Partner16X UFC Champion and elite athlete who endorses The Cold Life products. Represents the performance and recovery positioning of the brand.
• TruemedcoreGTM or Marketing PartnerHSA/FSA integration partner allowing customers to use pre-tax health funds for Cold Life cold plunge purchases, potentially saving 30% on qualifying purchases.
• Rolls-Royce Enthusiasts Club (RREC)minorStrategic or Co-development PartnerOfficial patron in RREC's '120 Years of Rolls-Royce' celebration. The Cold Life Midnight Edition limited edition plunge (33 units) commemorates Rolls-Royce heritage and is positioned as a luxury wellness item.

Scale indicators5 records

Recent moves3 records

Expansion highlights6 records

Direct peers

• Renu Therapy: Cold plunge manufacturer offering consumer and commercial units with integrated chillers, competing head-to-head with Cold Life in both DTC and B2B gym/hospitality channels.
• ChillTub: Cold plunge and ice bath brand offering consumer and commercial plunge units with integrated cooling; comparable product set, price range, and target customers to The Cold Life.
• Morozko Design: Premium ice bath/cold plunge maker with self-chilling technology; competes with Cold Life in the high-end home wellness segment with similar price points and recovery-focused positioning.
• Brass Monkey Cold Plunge: Cold plunge brand targeting similar home and commercial recovery users with chiller-equipped plunge systems; direct overlap with Cold Life's product portfolio.
• Ice Barrel: Direct competitor selling upright cold plunge barrels (similar vertical form factor to Cold Life's Ultimate Plunge), targeting athletes and home recovery users with comparable price points and DTC e-commerce model.
• Plunge: Category-defining cold plunge brand with all-in-one chiller-equipped plunge systems targeting the same performance-minded DTC consumer and commercial gym segment. Closest direct competitor to The Cold Life.

Broad incumbents

• Hyperice: Established recovery technology brand (Hypervolt, Normatec) that also co-partnered with The Cold Life at Hotel Commonwealth. Offers broader recovery portfolio including portable cold therapy; competes in adjacent categories rather than full plunge systems.
• Sun Home Saunas: Infrared sauna and contrast therapy brand offering cold plunges alongside saunas; competes for the same home wellness consumer seeking contrast therapy and is a relevant broader-portfolio incumbent.
• Clearlight Saunas: Premium infrared sauna brand co-partnered with The Cold Life at Hotel Commonwealth. Competes for the same luxury wellness consumer with broader thermal therapy portfolio (saunas, red light) rather than plunge specialization.

Emerging players

• Coldture: Emerging cold plunge brand offering modern, design-forward plunge systems at premium price points; emerging competitor overlapping with Cold Life's aesthetic and DTC positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/the_coldlife
• Facebookfacebook.com/p/The-Cold-Life-100089719231983/?paipv=0&eav=AfYE9HW9YPXr5ZveoWCK5pgMMIegQIxnJ2u2zwpP2msbjTRb24t2A_Q7eHURCMYW5YQ&_rdr
• Instagraminstagram.com/thecoldlife
• LinkedInlinkedin.com/company/thecoldlife

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Cold Life