The thought of icy-feeling water washing over you may not be the most appealing thing to most people, but cold-water therapy has gone big time—if my social media is anything to go by.

I spend a lot of time on Instagram, Facebook, and TikTok and, without fail, every day I'm met with a video of someone immersing themselves in a freezing cold ice bath. There are various types of cold-water therapy but, of late, it's the fact they're advocated by the Dutch extreme athlete Wim Hof that has popularized them.

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