The “Iceman” is in hot water. Wim Hof, a Dutch athlete famous for his ability to withstand extreme temperatures, has built a devoted and celebrity-studded following by extolling the benefits of cold plunges and breathing exercises. His trademark Wim Hof Method is billed as a way to “keep your body and mind in its optimal natural state”. Behind his image of a clean-living guru, however, Hof is now accused of being a dirtbag whose life is in an extremely suboptimal state. On Saturday, de Volkskrant, a Dutch newspaper, published a shocking report about the wellness influencer, accusing him of horrific domestic violence. Hof denies ever having been violent, has said that he intends to take legal action against the newspaper, and has already filed a complaint for alleged defamation against one of his accusers.
There is a reason these allegations are coming out now. A biopic about the self-styled Iceman, with the actor Joseph Fiennes in the lead, is in the works. When Hof’s ex-partner, Caroline, was told about the film, she wanted to tell her side of the story. On Monday, de Volkskrant reported that production of the biopic had been temporarily halted due to “the seriousness of the accusations”.
Hof isn’t the only wellness influencer whose private life is under scrutiny. Earlier this year, Andrew Huberman, who has his own cult-like following in what has been termed the “Goop for bros” wellness space, was the subject of an unflattering viral New York magazine article. The Huberman allegations – that he was a hot mess who juggled multiple girlfriends and had rage issues – were far less serious than those made against Hof, but still damaging to his carefully crafted image.
Then there’s Russell Brand, who, for a long time, styled himself as a “spiritual gent” and alternative health guru before being investigated for serious alleged sex offences, which he denies having committed. After all that came out, he had a quick re-Brand – finding God and getting baptised in the Thames. I’ve never found God myself, but I can paraphrase Jesus: beware of false prophets, or perhaps at least woo-woo wellness bros.
• Arwa Mahdawi is a Guardian columnist
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