Recovery has become one of the most visible parts of training. Scroll social media and you’ll see athletes plunging into ice baths, influencers sweating it out in saunas and gyms promoting their recovery spaces just as heavily as their equipment. What used to be behind the scenes is now a trend members talk about, share online and actively seek out when choosing where to train.
For fitness clubs, health clubs and gyms, offering hot and cold recovery is no longer just an added perk. It’s a way to meet member demand, attract new athletes and fitness enthusiasts and create a premium experience that keeps people coming back.
The Cold Plunge Craze
Cold has long been a recovery room staple, from ice packs and cold compression to ice baths to high-tech cryotherapy machines. But few recovery tools have generated as much buzz as cold plunges. They’re everywhere, from viral TikTok clips to pro athlete interviews, and have become a symbol of serious training.
Klay Thompson, four-time NBA champion, swears by daily cold plunges for focus and energy. Soccer legend Cristiano Ronaldo frequently posts his post-match ice baths, while Lionel Messi has long relied on them as part of his training and game recovery. Former NFL star J.J. Watt took cold immersion to extremes, even jumping into frozen lakes, and Olympic marathon champion Eliud Kipchoge uses weekly ice baths to handle the demands of long-distance training.
When world-class athletes embrace cold immersion, everyday members take notice. For many, taking an icy dip is more than recovery; it’s a ritual, a challenge and an experience they want to share with others. That enthusiasm has turned cold plunges into an expectation. Members increasingly look for them when choosing a fitness club, and facilities that provide them quickly see how much attention and excitement they generate. They’re not just used, but talked about, photographed and posted online, giving clubs organic visibility and cultural credibility.
For owners, that makes cold plunges less of a luxury and more of a member magnet. Having the amenity signals that your facility is modern, competitive and aligned with what today’s athletes value.
Heat as a Wellness Ritual
If cold plunges are about intensity, heat is about balance. Saunas and infrared cabins have become staples not just in training facilities but also in wellness studios, boutique gyms and even home setups. They’ve shifted from being a luxury to something members expect as part of a modern recovery experience. Top athletes lean on heat as well. Tom Brady, seven-time Super Bowl champion, travels with a portable infrared sauna to stay consistent with his regimen. And Josh Allen, quarterback of the Buffalo Bills, says he and his wife use an infrared sauna almost daily during the NFL season.
Part of the appeal is how versatile heat sessions feel. For some, it’s a way to unwind and reset after a tough workout. For others, it’s a quiet ritual that helps them clear their head, release tension and leave feeling restored. And because saunas are already familiar to most people, adding them to a recovery space feels instantly accessible, like a natural extension of the training routine.
For clubs, offering heat isn’t just about comfort. It positions the facility as a premium destination, the kind of place where members can move seamlessly from training to recovery and walk out feeling like they’ve had the complete experience.
Hot & Cold Recovery: The Premium Experience
For members who want the best of both worlds, alternating between hot and cold has become the ultimate recovery practice. It’s immersive, energizing and often seen as a step above hot or cold alone.
Some of the biggest names in sports alternate cold and heat as part of their recovery process. LeBron James, four-time NBA champion, alternates ice baths and hot showers to stay ready through long seasons. Novak Djokovic, 24-time Grand Slam tennis champion, ends training days with cold then sauna. And Sam Hubbard, defensive end for the Cincinnati Bengals, credits the routine with keeping him fresh during the NFL grind.
Part of the appeal is the experience itself. Moving from the sharp jolt of cold to the relaxing warmth of heat creates a rhythm that feels both energizing and restorative. Many athletes talk about it as a ritual they look forward to, something that helps them reset not just physically but mentally too.
For fitness clubs and gyms, offering hot and cold recovery signals a commitment to providing the kind of memorable experience that members will talk about, post about and associate with your brand.
Putting It All Together: Recovery That Sets Your Club Apart
For fitness clubs, health clubs and gyms, the takeaway is simple: members don’t just appreciate recovery amenities, they demand them. The clubs that invest in providing hot-and-cold recovery options position themselves as modern, competitive and culturally relevant.
This is bigger than helping athletes feel better. It’s about retention, reputation and revenue. Recovery is now part of the decision-making process for where people choose to train, and the facilities that embrace it will be the ones members choose, talk about and stay loyal to.
