A sauna session followed by a dip in 40-degree water may sound jarring, but Tracie Irvin-Ayers believes you’ll be amazed by what comes next.
Contrast therapy — the combination of relaxing in high heat, then briefly plunging into cold water — has been shown to boost circulation, reduce inflammation, promote better sleep, and even calm anxiety. After her and husband Tommy’s first plunge in 2024, “We both walked away feeling energized, clear-headed, and surprisingly calm,” Tracie says. “We were immediately hooked.”
In October 2025, they opened Cold Plunge and Wellness Studio in Newburgh, the area’s first business dedicated to contrast therapy. “What surprised us was how quickly curiosity turned into excitement,” Tracie says. “Most people leave saying, ‘That wasn’t nearly as bad as I expected,’ and many are already planning their next visit before they walk out the door.”
The rapid change in temperature creates a “vascular workout” of expanding and constricting blood vessels, a process that “complements healthy lifestyle changes and recovery efforts,” says Ande McConnell, General Manager of Optimize U, a national medical and wellness company with a clinic in Newburgh. McConnell says that site provides more than 100 contrast therapy sessions each month and includes complimentary treatments for its active hormone optimization members.
Temperatures and times differ based on the business: At Optimize U, the water in the private recovery suite stays at 42-45°F, while Cold Plunge and Wellness Studio maintains its tubs at 39-52°F. Clients sweat in 130-195°F heat for 10-12 minutes before spending 2-3 minutes cooling off in a tub, then repeat.
Since launching its mobile contrast therapy services in June, Henderson, Kentucky-based MELT Mobile Sauna + Cold Plunge has welcomed wedding parties, families, and couples on date nights while set up at places like Farmer and Frenchman Winery. This fall, it’ll have a regular residency outside Post House apartments.
“More than anything, we hear people say they simply needed a break,” says Kyle Hittner, who opened MELT with her husband, Jon. “They arrive because they’re curious about contrast therapy, and they leave talking about how good it felt to slow down for 90 minutes.”
