Plunge makes home cold plunge tubs with built-in chillers. Founded in 2020 in a garage, it grew to $100M+ DTC revenue in 4 years riding the cold therapy biohacking wave.
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See all ads on AdLibrary →Plunge is a Truckee, CA-based home cold plunge tub company founded in 2020 by Michael Garrett and Ryan Duey. Starting from a garage prototype and a damaged $100 bathtub, Plunge grew to $100M+ in DTC revenue within 4 years by capitalizing on the cold therapy trend driven by Wim Hof, Andrew Huberman, and biohacking influencers. Their tubs feature a built-in chiller for precise temperature control.
Plunge's paid strategy is a textbook trend-riding playbook — they built a high-quality product around an exploding category (cold therapy) and amplified it with influencer seeding at the peak of the Wim Hof and Andrew Huberman-driven cold plunge conversation. Ads leverage biohacker credibility and customer transformation stories. See Plunge ads on AdLibrary.
Facebook and Instagram are Plunge's primary paid channels. High-production video ads showing the cold plunge setup, user reactions, and temperature control features dominate creative. Targeting focuses on biohackers, CrossFit athletes, sauna enthusiasts, and Huberman Lab podcast listeners. Customer testimonial video ads drive strong conversion from the warm audience.
Core hooks: 'Cold plunge from your backyard,' 'Set your temp. Step in. Transform,' and 'The cold therapy your body has been waiting for.' Science-backed benefit copy (dopamine, cortisol, recovery) resonates with the biohacker demographic. Price-justification framing ('less than a year of spa memberships') addresses the premium purchase consideration.
Plunge is the definitive case study in building a DTC brand on the back of an organic cultural moment. They did not create the cold therapy trend — they created the best consumer product for it at the moment of peak demand. The lesson: monitor emerging wellness trends early, build a quality product faster than incumbents, then use paid media to harvest existing demand.
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