What AVA Cooling Technology does

AVA Cooling Technology, operating as a DBA of Sela Athletic Development and Rehab, designs, manufactures, and sells a portable palm cooling device branded as the Anti-Fatigue (AF) Charge Bar. The product targets the glabrous skin on the palms, where arteriovenous anastomoses (AVAs) enable rapid heat exchange, allowing athletes to lower core body temperature during rest intervals. The device is constructed from anodized aluminum with PVC rubber end caps, weighs approximately 2 lbs, is 12 inches long with a 2-inch diameter, and includes a built-in thermometer that displays temperature in the optimal 45-60°F range. It requires no batteries, wires, tubes, or external refrigeration and can be re-cooled with water from a sink or fountain. A patent application is pending, and the product is made in the USA using American suppliers.

The company's commercial offering consists of three SKUs: a single AF Charge Bar unit at $74.95, a 5-unit Team Pack at $344.75 (with custom branding available for 3+ device orders), and TempExact replacement caps at $15.95 per pair. Distribution is direct-to-consumer through avacooling.com (Shopify-powered) and Amazon, supplemented by direct contact for custom team orders and an event-driven sales presence at sports competitions. The customer base spans professional teams (NBA, NFL, WNBA), elite college athletic programs (Duke, UCLA, University of Georgia, Virginia Tech, Oklahoma Softball), individual fitness enthusiasts, and a newly targeted segment of women in perimenopause using palm cooling for hot flash and sleep management.

AVA was founded in 2021 by Dr. Kyle Sela, a US Army Iraq War Veteran, Doctor of Physiotherapy, and Board-Certified Sports and Orthopedic Specialist with a Sports Medicine Fellowship from Duke University. The company is headquartered in Sun Valley, Idaho, operates with 1-10 employees, and has raised no disclosed external funding. Marketing is driven by content, organic social, influencer partnerships (notably YouTube creator Will Tennyson with 3.8M subscribers), podcast appearances, and word-of-mouth from professional athletes and athletic trainers, with a current review base of 148 reviews (4.2/5 rating) on the flagship product.

Name

AVA Cooling Technology

Legal name

Sela Athletic Development and Rehab

Website

https://avacooling.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

AVA Cooling Technology designs and sells the Anti-Fatigue Charge Bar, a portable palm cooling device that lowers core body temperature via heat exchange through the palms, serving professional and college sports teams, fitness enthusiasts, and perimenopausal women.

Ownership category

akta.pro rank

Product category

Athletic Recovery Equipment

akta.pro primary industry

Heat Exchangers & Thermal Transfer Equipment (IMAHAKAC)

Keywords

• Palm cooling devices
• Athletic recovery equipment
• Thermoregulation products
• Sports performance tools
• Heat exchange technology

Headquarters

HQ city

Sun Valley

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - Anti-Fatigue Charge Bar: One-time hardware sale of the Anti-Fatigue Charge Bar palm cooling device. Single unit purchase at $74.95. Revenue generated from individual consumer and team purchases through e-commerce and Amazon.
2. Team Pack / Bulk Sales: Multi-unit team packs (5-pack at $344.75) and custom bulk orders for sports teams and organizations. Includes custom logo/branding options for team orders.
3. Accessories - TempExact Caps: Replacement end caps with thermometer for the AF Charge Bar at $15.95 per pair (sold as accessories/supplies).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

AVA Cooling Technology designs, manufactures, and sells the Anti-Fatigue (AF) Charge Bar, a portable hand-held palm cooling device that uses the body's glabrous skin and arteriovenous anastomoses (AVAs) to rapidly lower core body temperature during athletic exertion. The anodized aluminum cylinder is engineered to maintain a 45–60°F surface temperature for 45–60 minutes and can be re-cooled with tap water, enabling athletes to delay fatigue, extend work volume, and recover faster between sets, halves, and substitutions. The company sells the device direct-to-consumer, via Amazon, and through bulk/team-pack orders with optional custom branding.

Product overview

AVA Cooling Technology offers a focused product line centered on palm cooling technology for athletic performance enhancement. The core product is the Anti-Fatigue (AF) Charge Bar, a portable cooling cylinder that athletes hold during rest periods to reduce core body temperature via heat exchange through glabrous skin on the palms. The Team Pack variant provides bulk purchasing for organizations. TempExact Caps serve as replacement accessories for the cooling device. The product portfolio is unified around the AF Charge Bar platform with accessories extending utility.

Differentiator

Problem solved

Functional benefit

Products and services

• Anti-Fatigue (AF) Charge Bar A portable, battery-free palm cooling cylinder (2 lbs, 12 in long, 2 in diameter) made of anodized aluminum with PVC rubber end caps. Athletes grip the device during rest intervals to cool the glabrous skin on both palms simultaneously, enabling rapid heat exchange through arteriovenous anastomoses to lower core body temperature, reduce fatigue, and speed recovery. Includes an embedded thermometer showing the optimal 45–60°F range and can be re-cooled with water from any sink or fountain. Targeted at individual athletes, gym-goers, and team players seeking performance and recovery gains.
• Anti-Fatigue (AF) Charge Bar Team Pack A 5-unit pack of the AF Charge Bar priced at $344.75 (discounted from $374.75), designed for athletic teams, training staffs, and sports organizations that need to equip multiple athletes. Custom logo/branding options and custom shipping quotes are available for orders of three or more devices, handled via direct contact with the company.
• TempExact Caps Replacement end caps with integrated thermometer sold as a pair for $15.95, allowing existing AF Charge Bar owners to swap out worn or damaged caps and continue monitoring device temperature in the optimal cooling range. The device itself is not included.

Quantifiable outcome

• 4-5 more sprints at or above 90% top speed in palm cooling group (PMC12143273 study)
• +8 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• HyperIce: HyperIce is a leading athletic recovery and performance technology brand offering ice compression, percussion massage (Hypervolt), and heat devices to professional athletes and consumers. It is a broad incumbent in the same sports recovery category AVA Cooling Technology targets, but with a much larger product portfolio, NBA/NFL/NBA sponsorship footprint, and significantly greater distribution and funding.
• Game Ready: Game Ready (formerly CoolSystems) manufactures cold-and-compression therapy systems used by professional sports teams, athletic trainers, and orthopedic clinics. It competes with AVA in the athletic thermoregulation/recovery category but focuses on whole-limb wraps and clinical-grade equipment rather than palm cooling.
• Rapid Reboot: Rapid Reboot makes dynamic compression recovery systems for athletes and offers cold-therapy accessories. It competes in the broader athletic recovery and thermoregulation category with AVA, but with a more hardware-intensive compression focus.
• Breg: Breg is a medical-device company that makes cold therapy, bracing, and orthopedic products used by clinicians, athletic trainers, and orthopedic patients. It is a broad incumbent with overlapping thermoregulation technology but serves a more clinical channel than AVA's DTC/Amazon/team sales motion.

Direct peers

• Mission Athletecare: Mission Athletecare is a sports performance and hygiene brand whose flagship product is the Enduracool instant cooling towel, used widely by athletes and pro teams for thermoregulation. It is a direct peer in the consumer athletic cooling category with overlapping target customers and channels.
• StaCool: StaCool manufactures evaporative cooling vests and accessories for athletes, industrial workers, and people with heat sensitivity. It addresses the same core problem (heat-related fatigue and performance loss) using a different modality (torso vest vs. AVA's palm cooling), making it a directly comparable consumer cooling product.
• Coolcore: Coolcore develops cooling fabric technology incorporated into athletic apparel, towels, and accessories. It targets similar thermoregulation use cases for athletes, fitness enthusiasts, and outdoor workers, competing for the same consumer education and retail shelf space as AVA.
• Arctic Cool: Arctic Cool produces cooling apparel (shirts, towels, hats) using a proprietary HydroFreeze fabric that activates with sweat or water. It targets the same athletic performance and outdoor recreation customers as AVA Cooling Technology with an apparel-based cooling solution.

Emerging players

• Coolibar: Coolibar is a UPF 50+ sun-protection apparel brand that addresses heat, sun, and skin exposure for athletes and outdoor enthusiasts. It has partial overlap with AVA's thermoregulation/heat-management value proposition but addresses UV exposure as its primary differentiator.
• Recovapro: Recovapro sells percussion massage devices and recovery tools targeted at athletes and fitness consumers. It is an emerging player in the same athletic recovery category as AVA, with partial overlap in target customers and channels but a different core modality.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks3 records

Key highlights7 records

Customer concentration

• TikToktiktok.com/@avacooling
• Facebookfacebook.com/AVAcoolingTech
• LinkedInlinkedin.com/company/ava-cooling-technology

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 AVA Cooling Technology