Why Does Cold Water Affect Everyone Differently? Cold water immersion has become one of the fastest-growing trends in health and wellbeing, with more people embracing cold plunges and contrast therapy as part of their recovery and wellness routines. Whether it's an ice bath after exercise or a sauna followed by a cold plunge, the practice is increasingly recognised for its physical and mental benefits. Yet spend a few minutes around any cold plunge, and one thing quickly beco