As recovery and wellness continue to gain traction in the fitness industry, cold plunges have emerged as a sought-after amenity in gyms nationwide. At EōS Fitness, the decision to install an in-ground cold plunge was driven by both functionality and design — ensuring a high-quality experience for members while maintaining a sleek, commercial-friendly setup. In this Q&A, Shilpi Sullivan, the chief marketing officer of EōS Fitness, shares insights on the challenges, benefits, and member response to the addition of cold plunges, as well as advice for clubs considering this investment.
Why did you choose to do an in-ground cold plunge?
For us, it came down to two things: practicality and aesthetics. An in-ground cold plunge is a more viable commercial option for gyms like ours that see high member traffic — it’s built to handle the volume while maintaining a premium look and feel. At EōS, we’re all about delivering top-tier amenities without compromising on member experience.
What were the biggest challenges with installation, maintenance or meeting state/county regulations?
Cold plunges share many of the same challenges as pools, including time-intensive maintenance, high costs and the need to navigate varying city and county regulations. Each location presents its own set of requirements and challenges. We approach it like we do with any of our water-based amenities — meticulously planning for compliance, safety and long-term maintenance.
How do you manage safety, liability, and member education for cold plunge use?
We follow the same best practices we use for all our amenities, especially pools. That means adhering to stringent local regulations, ensuring accessibility with features like lifts, code compliance and communicating guidelines, benefits and tips clearly across multiple channels — whether it’s in-gym signage, our website or direct member emails. Education and awareness are key to ensuring a safe and enjoyable experience for everyone.
What has been the member response? Do you charge extra or include it in membership?
We’re currently piloting cold plunges at select locations. Recovery is a huge part of fitness and an important incorporation into a well-rounded fitness routine. Right now, cold plunge is included in our Will Power membership as part of our commitment to offering high-value amenities.
What advice would you give to clubs considering adding a cold plunge?
Know your brand, know your members. It’s easy to chase trends, but the real question is — does it align with who you are? At EōS, we’re a gym through and through, and a cold plunge fits into that vision. Other gyms might lean into pickleball or other emerging trends, and that makes sense for them. The key is to stay authentic. Don’t add an amenity just because everyone else is — add it because it strengthens your brand, aligns with your mission and enhances the member experience.
