Brass Monkey x Salus London
Demand for deep recovery
Salus London is a premium body transformation gym in East London, a place where clients expect best-in-class training and results rooted in science. But Salus quickly recognised that recovery is no longer optional, it’s essential. The stress, anxiety, and emotional burnout members were bringing in from the outside world demanded something deeper than protein shakes, massage guns and passive stretching.
From ice bath to business model
What started as two Brass Monkey ice baths became a core part of the Salus offering, so impactful, it led to the creation of a new brand: Salus Ice. Now a thriving sister company, Salus Ice offers members and non-members cold immersion experiences with real, measurable value.
Positioned as a standalone experience or a powerful addition to physical training, the ice bath has transformed how Salus delivers value. From energy-boosting pre-workout dips to trauma-informed shiver work for emotional regulation, cold water therapy has become one of the most in-demand services they offer.
Making recovery commercially smart
Salus didn’t install a bath, they crafted an experience. Each member is guided through the cold with breathwork, mindset coaching, and aftercare. This makes the experience more than a trend. It becomes a ritual. A conversation starter. A powerful tool for connection. Beyond private sessions, Salus also hosts community days and mental health retreats anchored around the cold. These events create awareness, generate income, and deepen brand loyalty, while attracting a wider audience into their ecosystem.
Built for performance. Backed by Brass Monkey.
Salus was the first gym to install Brass Monkey’s commercial-grade system. Engineered for real-world performance, high volume daily use, and premium presentation. With powerful filtration, ice generation for 0°C, and stunning design, it’s recovery that looks and performs like part of the brand, not an afterthought. And with ProCare support, installation, and guidance from the start, Salus was able to focus on what matters: building the experience, telling the story, and generating results.
The rise of cold-centric studios
Salus Ice is a template for the future. As wellness continues to outpace fitness, Laurence and his team are already expanding the cold offering with more events and deeper programming. In an industry where members are seeking more than physical transformation, Salus is proof that smart, emotionally-intelligent recovery is impactful and it’s wildly successful.
“To see their passion for the product, and how fast they were able to innovate was really impressive. No one's come close to doing anything like it. There's plenty of cold baths out there, but there's not the self-generating ice for sure. I get fed ads for ice baths continuously. I'm like, where's your ice? I'm a stickler for being the best that we can be when it comes to results with clients or the systems that we use, we always want the best.
For us, it’s about building our brand awareness and standing for something bigger and better like Brass Monkey does. Standing for a quality of service that’s the best. There is no one close, Brass Monkey are easily the best and I'm not particularly biased. I spend a lot of time looking at different ice baths and I'm like, okay, it's either the temperature doesn't go low enough or there's no ice. Obviously, there's baths that look really good and baths that look similar, but in terms of the final result of that experience of actually getting into some ice, it’s mind-blowing. I can't see anyone keeping up in the slightest. Their ideas are bigger than everyone else's and it feels like they're the trailblazers of ice baths and everyone else just tries to follow behind.”
Laurence Fountain - Director