From $0 to $100 Million In 3 Years Selling Cold Plunges

**Shaan Puri** (0:00)
All right, today we're talking about an app that is taking off that I think might be the next TikTok. It's a Chinese app that you've probably never heard of.
Sam got all the numbers behind a cold plunge business that's doing over $100 million years, including their ad numbers, which is rare. You almost never get to see that. And lastly, we talk about lessons that we learned from Jess Ma, a founder who has built a business up to $900 million, and she shared one or two golden little nuggets that we wanted to talk about.

**Sam Parr** (0:34)
All right, let me give you an update on something. So we had, you know, I take a lot of pride in the fact that we've had some people on here right before their like fame arc really took off. We had Brian Johnson on here.
You said that he mentioned like, yeah, you guys are one of my first people. Another one, Andrew Huberman. We talked to Andrew Huberman. I remember we talked to him and I think he was like in his hallway in Stanford or something like doing an interview with us.
And after the pod or during the pod, I told him that like cold plunging is interesting to me.
And after the pod, he goes, hey, I wanna send you a cold plunge.
And I was like, that's very kind of you. I would love that. And so we introduced me to this guy named Brian, Ryan Dewey. Ryan sent me a cold plunge. And the company now it's, what's the URL actually? Is it? I don't even know. What is it?

**Shaan Puri** (1:21)
plunge.com.

**Sam Parr** (1:22)
plunge.com. Yeah, it's just called Plunge.
He sent me this thing and I started using it and I loved it and I dug it. And by the way, this also sounds like an ad. This is not an ad. I have nothing to do with these guys. But.

**Shaan Puri** (1:33)
But Ryan, I will take a free plunge. I said no earlier. I changed my mind.

**Sam Parr** (1:37)
Did you say no when he offered you one?

**Shaan Puri** (1:38)
I said no. I said no the first time.

**Sam Parr** (1:40)
That's crazy.

**Shaan Puri** (1:41)
And I was wrong.
I'm man enough to admit it. I was wrong. I would like a plunge. Thank you.

**Sam Parr** (1:46)
Yeah, they're awesome. But here's the deal. When he was selling them at the time, I think they were like $3,500. Now, I think they're like $5,500. And I didn't know if I liked doing it. So I was like, yeah, I'll take one. Because that's a lot of money to spend just to test something out. And so I got an update on these guys. I think they only launched in 2020
And in preparation for this podcast, I just went and talked to them. We got a bunch of numbers.
This year, so here, listen to the revenue. In 2020, so the way it started is Ryan and his partner Michael, they each separately owned brick and mortar businesses. One of them, Ryan owned this thing called a float therapy center, or I don't know what it is.

**Shaan Puri** (2:21)
Float tank.

**Sam Parr** (2:21)
Yeah, it's like you go, it's like, I used to call it a deprivation tank. I used to do it in San Francisco every once in a while. You like sit in this tanning bed that's filled with salt water. You basically float and it's completely dark and no noise and you feel funky. It's kind of cool. His other partner owned, I think it was called a Reboot. It was like a sauna that you could go to in LA. But COVID happens, so both of those businesses get screwed.
And so they're like, man, we got to figure something out. And they noticed that at their places, people were asking for cold plunges. And they also saw that online, I think at the time, it was like 15 grand to get a cold plunge, as opposed to what a lot of people do. What I used to do in college is you get like a big trash can and you just got to go to like 7-Eleven and buy ice and fill your thing up, your bucket with water hose, or hose, water from the hose, and it takes forever, whatever. And they're like, all right, let's create our own. So 2020, they did 270,000 in revenue.
2021, they did 8 million.
2022, I think we got it in 21 or 22, whenever Andrew came on. 2022, they did 33 million in revenue. This year, 2023, they're doing around 10 million a month, and they're gonna surpass 100 million in revenue. A freaking cold plunges. It's wild.