A cold plunge startup grew from $270K in revenue in 2020 to $10M per month by 2023. The founders sent a homemade plunge in a U-Haul to influencer Aubrey Marcus for free, then toured the country loading units onto trucks and visiting other influencers like Andrew Huberman, creating viral buzz that drove demand.
So 2020, they did $270,000 in revenue. 2021, they did $8 million. 2022, they did $33 million in revenue. This year, 2023, they're doing around $10 million a month and they're going to surpass $100 million in revenue off freaking cold plunges. It's wild. Insane. The way he told me they got started was they basically DM'd Aubrey Marcus, who's this health guy on Instagram who owns Onnit, and they were like, hey man, we'll come to your house and just set up a cold plunge for free. And so they get a U-Haul and they fill it up with their like little homemade thing. That they did, and they brought it to his place and they set it up and they were like, is there anyone else you think we should talk to? And he's like, yeah, Huberman, talk to this guy. And so they get a U-Haul and they fill it up with 5 more and they start delivering it to these guys.
They called it a plunge tour where they fill up 4 or 5 of these, go on a plunge tour, and they would Instagram while they were doing it. And so people on IG and it'd be like, damn, this must be like some super successful company because they're only delivering to people that I know, even though there were no other customers. It was only those customers.
