Cold water therapy has been steadily rising in search since 2018 when it first went viral. Raved about by athletes, fitness fanatics and celebrities alike who all swear by the practice, the practice promises a myriad of supposed health benefits, from improved energy, to increased life longevity, to boosted metabolism and mental health.
So, why's it such a hot topic? Lockdown is partly to thank - people had more time to focus on their wellbeing and embraced alternative therapies as a way of coping with the turbulent and uncontrollable daily circumstances.
