Kulture Training Club
Building the future of fitness with recovery at its core
Kulture Training Club: building the future of fitness with recovery at its core
The vision: a new era of training gyms
Lisa and Romane Lanceford weren't interested in opening another generic fitness facility. Their concept for Kulture Training Club was deliberate: merge the comprehensive facilities and professional standards of a health club with the community-driven intensity of a small group training environment.
"We wanted to create something different," explains Lisa. "A space that delivers both premium facilities and that authentic gym culture where everyone pushes each other forward."
But the Lancefords understood something many gym operators miss: when your members train super hard, recovery can't be an optional extra. It needs to be built into the foundation.
Why cold plunges made the shortlist
The decision to include cold plunges came from two observations:
First, the science. Recent research consistently showed cold water immersion accelerated recovery, reduced inflammation, and improved training adaptation. For a gym built around high-intensity training, this wasn't a nice-to-have—it was essential.
Second, the gap in the market. Despite growing awareness of cold therapy benefits, commercial-grade cold plunges were virtually non-existent in their local area. Kulture saw an opportunity to deliver something their future members couldn't access anywhere else.
"We knew from day one that if we were building a new era of training gym, recovery had to be at the same level as the training floor," says Romane.
The member response: "the icing on the cake"
Member feedback has been entirely positive since opening. But more telling is member behaviour: cold plunges regularly tip the scales when prospects tour the facility.
"For many of our members, having cold plunges available was why they chose us over other gyms," Lisa explains. "They train hard here—really hard—so recovery matters to them."
Members report "super fast" recovery times, maintaining training intensity without the usual fatigue accumulation.
As Romane puts it: "It's the icing on the cake. We deliver exceptional training, exceptional community, and exceptional recovery. That's the complete package."
Expansion plans built on a recovery foundation
The success of Kulture's recovery suite isn't just improving member retention—it's shaping the business's growth strategy. The Lancefords are now planning multiple Kulture Training Club locations across the UK and internationally, with cold plunges confirmed as core equipment in every site.
"We wouldn't open a Kulture without them now," says Lisa. "They're as fundamental to what we offer as the squat racks and the assault bikes."
A worthwhile investment
"If you're serious about offering premium facilities and a next-level approach to recovery, this is a worthwhile investment, The member response proves it. This isn't an amenity—it's infrastructure."
"Anyone looking to differentiate themselves in a crowded market needs to think beyond just adding more equipment to the gym floor. Recovery is where the new opportunity is, and cold plunges are leading that shift."
"We wouldn't open a Kulture without them now," says Lisa. "They're as fundamental to what we offer as the squat racks and the assault bikes."
Lisa & Romane Lanceford, Kulture Training Club, Bristol
Matching capacity to demand
When adding an ice bath to your gym, start by thinking about how many members will use it each day. Demand usually grows quickly once people experience the benefits. If the ice bath is on the gym floor or open for unrestricted use, it’s best to choose a higher-capacity system. Our Spa range is built to handle busy peak times without dropping performance.
Not sure what you need? Get in touch and we’ll help you choose the right setup for your space and membership.
Small user load: The Pro
Up to 75 users per day
Great for: Boutique gyms or gated experiences.
Reaches temperatures as low as 3°C (chill) or 0°C (ice generation)
Maintenance required: Simple daily maintenance required
High user load: The Spa
Up to 400 users per day
Great for: Large gyms, all member access or changing room experiences.
7°C per hour cooling rate—most powerful on the market
Maintenance required: More powerful filtration means less maintenance.
Complete custom build
Up to 400 users per day
Spa grade ice bath custom built with plant room installation.
Great for: Limited space plant room installs or complex spaces where premium materials or shapes are required.
How might ice baths work for your gym?
The most forward-thinking gyms are embracing cold water immersion, giving members a powerful tool to train harder, recover faster, and stay engaged longer. Those leading the way aren’t just offering ice baths, they’re creating an experience that builds loyalty, strengthens community, and boosts revenue.
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