How Group Cold Plunging Became My Unhinged, Unexpectedly Joyful Hobby

Our Take – the allure of cold plunging lies not in its shock value but in the ritualistic elegance it brings to a jet‑set lifestyle. When the author describes standing on Pacific sand in a sports bra, the scene reads like a curated sunrise shoot for a modern muse, the kind of effortless daring that makes a weekend feel like a runway. It echoes the same intentionality we celebrate in high‑end fashion: a moment that is both elevated and attainable, inviting readers to consider how a disciplined plunge can become a timeless habit rather than a fleeting fad. In the same vein, Chanel’s recent price strategy—Chanel's price increases over the past five years have been extraordinary — are they losing the plot or playing a brilliant long game?—highlights how brands leverage scarcity and craftsmanship to cultivate desire. Cold plunging, with its raw, elemental nature, offers a parallel form of scarcity: the rare, early‑morning tide that only the committed can claim. It is an experience that feels as exclusive as a limited‑edition handbag yet remains within reach for anyone willing to step into the chill.

The piece also taps into a broader cultural shift toward intentional wellness, where the body becomes a canvas for curated experiences. The author’s partnership with a best friend—Erin—mirrors the social capital of a well‑curated travel squad, turning a solitary act into a communal statement. This mirrors the rise of group fitness trends, such as line dancing, that transform movement into a shared, stylish performance—see A Case For Line Dancing as a Cardio Workout. The underlying message is clear: the joy derived from these practices is amplified when they are framed as a collective, aspirational ritual. Readers who already appreciate the power of a perfectly paired accessory—like the jewelry trends highlighted in If You're Wearing This Jewelry Trend, I Know You're a Fashion Person—will recognize the same formula at work: a curated element that elevates everyday moments into iconic experiences.

Why does this matter beyond the novelty of icy water? Because the practice aligns with the modern muse’s pursuit of resilience and poise. A cold plunge is a deliberate, timed interruption that forces the body to reset, sharpening focus and reinforcing a sense of control—qualities that translate seamlessly into the boardroom, the runway, and the travel itinerary. The author’s description of “fear in our eyes before running into the crashing waves” captures the tension between vulnerability and confidence, a duality that sophisticated consumers find compelling. It reinforces the idea that true luxury is not just about possession but about cultivating an elevated mindset that can endure extremes with grace.

Looking ahead, the intersection of wellness rituals and lifestyle branding is poised to deepen. As more influencers and designers integrate health practices into their narratives, we may see curated cold‑plunge retreats become the next boutique hotel amenity, offering jet‑set travelers a tailored, effortless way to begin a day. Will the next season’s must‑have accessory be a thermally insulated plunge suit, or will the experience itself become the ultimate status symbol? The answer will shape how we define modern luxury in an increasingly experiential world.

On a recent early Saturday morning, I stood at the edge of the Pacific Ocean, my bare feet digging into cold, wet sand. The day was windy and chilly — about 55 degrees — and yet, for some reason, I was standing in shorts and a sports bra, ready to jump into the frothy oncoming waves. My best friend, Erin, stood beside me, and we looked at each other with fear in our eyes before running into the crashing waves, our hearts pounding and uncontrollable laughs and shouts spilling out of us. The ritual has become a regular activity for me on weekend mornings, ever since I joined a plunge hosted by a local group, Ocean Beach Plunge Club, and Athleta for International Women's Day in March. That event gathered 300 women together at San Francisco's Ocean Beach for a 45-minute walk that culminated in a plunge in the freezing water. I brought along Erin for that event, too, and the pure shock and joy that we experienced plunging for the first time together, in such a large group, was mind-altering. It was miserable to actually get in the freezing water, yes, but the minute we came up for air, we were smiling, a rush of dopamine surging through us. Stepping into a warm towel afterward, all I felt was pride and bliss. I should caveat that I have never loved being in the water. I'm usually the friend waiting on the beach while everyone else goes swimming, watching our stuff. Yet, in the last few months, I've been cold plunging in the ocean several times, sometimes with a larger group of friends and sometimes just with my partner. The throughline from that very first plunge is that doing something difficult alongside people I love makes for a very gratifying experience. Cold plunging — submerging yourself in cold water for anywhere from 30 seconds to 15 minutes and activating your sympathetic nervous system — has become more popular among celebrities and regular folks alike in recent years. As Popsugar previously reported, there are apparent benefits, from reduced inflammation to better sleep. (There are potential dangers too, so it's important to consult a healthcare professional before trying it out and to monitor your body throughout.) While I definitely feel more alert on the days that I cold plunge, the group aspect is what really brightens up my mornings. I recently caught up with Krista Vendetti, who founded Ocean Beach Plunge Club with two of her friends, to learn more about why they started the club and what she gets out of group plunging herself. "I was seeing my friends more, and we were doing this really scary thing together, being brave." For Vendetti, the founding of Ocean Beach Plunge Club was entirely organic. About two years ago, she had a goal of getting into the ocean more because she lived nearby. She started asking her friends if they'd join her, and got a lot of "no's." But, over margaritas, she convinced one other mom friend to try it with her, and it became a tradition — a walk early in the morning and then a plunge in the ocean. "All of a sudden, we were doing this a couple times a week," Vendetti says. "I was seeing my friends more, and we were doing this really scary thing together, being brave." Word spread, and more of Vendetti's friends started walking and plunging with them. They eventually opened up their walk-and-plunges to the public twice a month; today, they expect about 50 people to show up every other Saturday morning at 6:30 a.m. to join. "Now that it's a larger community of women, it's so powerful," Vendetti says. "We're all cheering each other on, supporting each other. Doing it together makes it more special and easier, and really just more fun to be part of something bigger." Indeed, while I certainly enjoy reaping the physical benefits of cold plunging, I can't say that getting up early on a Saturday morning to jump into freezing water is something I actively want to do. Instead, getting pumped up with friends and running into that cold water together holds an inexplicable power. We're showing up and pushing ourselves for each other. It reminds me of that electric feeling you sometimes get in a group fitness class or a concert, when you're in community with other people, somehow vibrating with the same frequency. I might have found it in the ocean, but you can find it anywhere — as long as you're willing to do something brave with people you love. 49362040 Lena Felton (she/her) is a senior director of special projects at PS, where she oversees sponsored packages, tentpole projects, and editorial partnerships. Previously, she was an editor at The Washington Post, where she led a team covering issues of gender and identity. She has been working in journalism since 2017, during which time her focus has been feature writing and editing and elevating historically underrepresented voices. Lena has worked for The Atlantic, InStyle, So It Goes, and more.

Tagged with

#fashion editorial