The Global Wellness Institute's Hydrothermal Initiative, Chaired by Design for Leisure's Don Genders, released their top 5 trends for 2026. Here we share "Trend 1: The Cooling Conversation Matures."

Though the rise of the ice bath in social media posts, on podcasts and in the news has brought a new and welcomed focus to the importance of cooling in the hydrothermal journey, 2026 marks a shift towards gentler, more accessible forms of cooling. Operators, clinicians, and consumers increasingly recognize that sustainable, repeatable cooling practices can deliver equal—or even greater—benefits than ultra-cold immersion, while being safer and far more widely tolerated.

As a result, facilities are moving beyond the traditional cold plunge and integrating a wider spectrum of cooling experiences into the overall thermal journey. These may include snow rooms and snow showers, experience showers, Kneipp-inspired walking pools, temperature-controlled cold rooms (typically 12–15°C), and shorter, guided contrast cycles. Cold is increasingly positioned not as a singular shock experience but as one element within a thoughtfully designed hydrothermal circuit.

This shift is also being reinforced by elite athletic programs, many of which are adopting more moderate, protocol-driven heat-and-cold approaches in place of prolonged ice immersion. The reasons are both practical and physiological: large-scale ice baths can be challenging to manage in commercial environments due to safety, hygiene, and guest tolerance, while emerging research suggests that moderate cold exposure can still deliver meaningful recovery and metabolic benefits when used consistently.

Why it matters

Cooling is moving from shock-and-awe toward protocol-driven, human-centered thermal design—supporting better wellbeing outcomes, operational sustainability, and broader guest adoption.

Sources:

1. “The Effect of Contrast Water Therapy on Recovery After Exercise: A Systematic Review.” Sports Medicine https://pubmed.ncbi.nlm.nih.gov/25689918/

2. “Cold Water Immersion: Sudden Cold Exposure and Its Physiological Effects.” Comprehensive Physiology  https://pubmed.ncbi.nlm.nih.gov/28135017/

3. “Should You Take a Cold Plunge After a Workout?” https://www.mayoclinichealthsystem.org/hometown-health/speaking-of-health/cold-plunge-after-workouts

4. “Five Trends Driving the Business of Wellness Recovery.” https://athletechnews.com/five-trends-driving-business-of-wellness-recovery/