Fitness

Contrast therapy

Ancient hot-cold rituals are having a high-tech resurgence as clients embrace temperature extremes for clarity, resilience and faster recovery. Ellen Cummings gets the lowdown

Traditionally a practice rooted in Russian banyas and Nordic bathing culture, contrast therapy has rapidly become one of the most searched-for wellness experiences in the UK. According to Google data analysed by booking platform Fresha, interest in contrast therapy has surged 125% in the past year, reaching 36,000 monthly searches in 2025. High-profile celebrity converts have helped drive visibility, but the bigger shift is cultural. A new wave of clients is seeking rituals that combine recovery and emotional reset in a single session.

Of course, spas have been offering contrasting hot and cold therapy options such as saunas, steam rooms and ice caves for decades, but the new generation of contrast therapy fans are accessing these types of facility in a more structured and curated way.

Inside London’s Banya No.1, for example, guests alternate between intense heat and ice-cold plunges, guided through the traditional Russian parenie ritual with birch and oak leaves. The appeal reflects a broader movement: a desire to regulate the nervous system, improve sleep, boost performance and “switch off” more deeply than a standard spa visit typically allows.

For spas, contrast therapy has become a strategic opportunity. With fitness-focused consumers, biohackers, stressed professionals and wellness-curious newcomers all searching for experiences that deliver fast, physiological benefits, hot-cold rituals now sit at the intersection of performance and luxury.

A new kind of wellness client

The rise of contrast therapy aligns with a shift in how people understand wellbeing. Consumers increasingly take a systemic view of health, recognising the link between physical performance, stress resilience, emotional stability and aesthetic outcomes.

At Vidavii, a tech-driven “wellness circuit” in London combining cryotherapy, infrared heat, lymphatic drainage and breathwork, this mindset is front and centre. As co-founder Michal Cohen-Sagi puts it, “We always start with one truth: wellbeing is systemic. You can’t separate physical performance from nervous system balance, or beauty from cellular health. Modern clients understand this more than ever.”

This shift explains why single-treatment experiences are sometimes losing ground to integrated rituals. As she notes, “People are busy. They want maximum benefit in minimum time. A smart circuit like ours delivers recovery, mood regulation, performance enhancement, and visible beauty benefits all at once – in under an hour.”

Charlene Riddell, head of sales and business development at Pure Spa, agrees that clients are actively seeking multilayered, mood-changing experiences. She says, “Many clients are seeking ‘reset’ rituals that offer mental clarity and emotional balance, making contrast therapy feel like a powerful way to decompress from stress or burnout.”

Alongside this emotional driver sits an increasing appetite for simple, elemental practices. “There’s a growing desire for natural, accessible wellness experiences – things that feel elemental, such as heat, cold and breathwork – rather than overly clinical approaches,” Riddell adds.

Post-pandemic health consciousness, the rise of biohacking and visibility from podcasts and social media have all accelerated awareness. In Pure Spa’s experience, today’s guests arrive informed, curious and ready to experiment.

“Many guests now treat hot and cold therapy as part of their regular routine rather than an occasional treat”

The physical effects

While contrast therapy has ancient roots, its benefits are being rediscovered through a modern performance lens. For spas, understanding the physiology is essential, not only for marketing purposes, but for guiding guests safely.

At Vidavii, the physical impact of the heat-cold-pressure circuit is, as Cohen-Sagi describes, “immediate and multi-layered”. She highlights:

• Reduced inflammation – “the origin of most chronic issues”

• Improved metabolism – cold exposure boosts energy expenditure

• Faster muscle recovery – particularly for fitness and sports clients

• Increased circulation and oxygen delivery – supporting glowing skin and tissue rejuvenation

• Pain reduction – including joint stiffness

• Lymphatic activation – aiding detoxification and reducing puffiness

The result? “A body that feels lighter, stronger and more energised”, according to Cohen-Sagi.

Pure Spa has seen similar outcomes, especially among fitness-oriented clients who use hot-cold cycling to recover post-training. Riddell notes that their guests typically complete a 60-minute private session, repeating the infrared-cold plunge-rest cycle two or three times:

• 8–12 minutes in an infrared sauna

• A 4°C cold plunge

• A dedicated relaxation zone

This structured approach helps clients understand sequencing, pacing and physiological intention – key to elevating contrast therapy from novelty to necessity.

The mental and emotional reset

While physical recovery is a major draw, the mental and emotional impact may be what keeps guests coming back.

Cohen-Sagi describes the emotional arc of Vidavii’s circuit: “Clients tell us they feel reset – confident, uplifted, clear-minded. Cryotherapy is a short, controlled challenge that activates resilience, releasing endorphins and elevating mood within minutes.”

Infrared offers the counterpoint. Cohen-Sagi explains, “Infrared brings the opposite experience: softening the nervous system, reducing stress hormones, supporting serotonin and easing sleep pressure.” Together, they create a physiological shift that breaks stress loops and promotes balance.

Pure Spa has observed a similar effect, particularly among stressed professionals and those exploring anxiety reduction or mindfulness. According to Riddell, “The most engaged tend to be fitness-focused clients and stressed professionals who value the grounding, mentally clarifying effect.”

As more consumers view mental clarity and nervous system regulation as essential to wellbeing, thermal journeys offer a tangible, sensory way to achieve it quickly.

A growing audience

Across both operators, demand is rising from a wide demographic:

• Fitness enthusiasts incorporating hot-cold cycling into recovery plans

• Biohackers using structured thermal sequences to optimise performance

• Stressed professionals seeking emotional regulation

• Mindfulness and anxiety-focused clients using breath-led cold exposure

• Social groups booking sessions together

• Traditional spa clients curious about adding structure or novelty

Riddell highlights a notable shift: “Usage has increased as many guests now treat hot and cold therapy as part of their regular routine rather than an occasional treat. We’ve also seen a rise in social use, with groups of friends booking the experience together.”

This shift towards habitual use supports opportunities for memberships, packages, and routine-led journeys.

Creating the spa’s role

As contrast therapy moves from athletic recovery centres into mainstream spas, operators must balance performance-led elements with a luxurious, soothing environment.

Pure Spa emphasises atmosphere and high-touch guidance. Riddell says, “Hot and cold therapy feels luxurious and spa-like when the focus is on creating a calm, welcoming atmosphere rather than pushing guests to extremes.”

This includes soft lighting, clear signage and guidance, scented steam and subtle soundscapes, comfortable transition areas and a supportive staff presence.

Riddell reinforces that staff training is central: “Knowledgeable guidance makes the experience feel safe and carefully curated.” Teams at Pure Spa provide:

• Verbal guidance on timings

• Breathwork prompts

• Contraindication checks (for example, pregnancy, cardiovascular issues, medications)

• Safety reminders such as slow cold immersion and hydration

Operational rigour is equally essential and involves factors including regular temperature monitoring, water-quality management in plunge pools, careful capacity control, rigorous cleaning protocols and emergency procedure training. Done well, the result is a spa-grade journey rather than an intimidating athletic challenge.

The role of technology

While many contrast therapy rituals are rooted in tradition, tech-assisted formats are opening new doors, especially for younger, time-poor or results-driven clients.

Vidavii is an example of this evolution. Its approach merges ancient principles with modern data and personalisation. Cohen-Sagi explains, “We’re entering a new era of accessible longevity. Elite performance tools, once reserved for athletes and biohackers, are becoming inviting, beautifully designed lifestyle experiences.”

At Vidavii, treatment time in the cryotherapy chamber is adjusted based on a client’s height and weight. As Cohen-Sagi explains, “Cold is a dose-dependent stressor. By adjusting the protocol based on body composition, we work within the individual’s capacity, ensuring safety, better nervous system response and stronger, sustainable adaptation.”

For spas considering tech integration, the takeaway is clear: personalisation elevates results, enhances safety and makes thermal journeys more approachable for new users.

What makes it work?

The most successful operators create curated journeys, not disjointed facilities. Pure Spa’s recommended sequence offers a simple but effective template:

1. Warm phase: 8-12 minutes sauna

2. Cool rinse: short, refreshing shower 

3. Cold immersion: 30 seconds to two minutes 

4. Rest and rehydrate: 5-10 minutes

Beginning with shorter cycles is key, especially for beginners. Breath guidance, pacing, and reassurance form part of the experience; elements that distinguish a spa ritual from DIY exposure in a gym or home setting.

A growing trend

Looking ahead, Pure Spa anticipates continued growth. Riddell comments, “We expect demand to grow as recovery and mental wellbeing increasingly blend with traditional spa relaxation, while biohacking and performance-focused wellness become mainstream.”

With search interest at an all-time high, celebrity culture amplifying visibility, and technology making personalisation easier than ever, contrast therapy shows no signs of slowing.

For spas, the opportunity lies not just in installing the facilities, but in shaping journeys that feel structured and restorative. As Cohen-Sagi puts it, “The beauty and skin benefits people love? They’re a side effect of deep biological optimisation. When the inside is functioning better, it radiates outward.”