On this episode of WellBuilt, Jon sits down with Ryan Duey, co-founder of Plunge, to explore how cold exposure and contrast therapy have become one of the fastest-growing health and wellness movements—and how Plunge helped lead the charge.

Ryan shares how a background in float centers, a pandemic-era garage prototype, and a grassroots push to sell just 20 units to friends turned into a breakout wellness brand now used by tens of thousands of people and generating over $100M in annual revenue.

The conversation covers:

• What cold plunging is and why it’s gaining mainstream traction
• Why people are willing to invest in premium tools like Plunge—high-qualty products that remove friction and turn difficult habits into daily rituals.
• How Plunge evolved from viral Instagram moments to community-led marketing and creating cold plunge culture.
• Their universal chiller kit, DIY adoption, and how plunge became a home for users transitioning from lower-quality competitors.
• The science behind cold exposure—dopamine boost, nervous system regulation, stress management, and how cold plunging rewires your response to discomfort.

We also dig into Ryan’s personal journey—from a near-death motorcycle accident to founding float centers, and ultimately launching Plunge.