Done properly, cold water is your most profitable amenity.
We set the cold standard. The infrastructure, the governance, and the science that turn your ice bath into your venue’s strongest retention feature. All three, in every Brass Monkey installation.
What most venues get wrong
Dead square footage
You invested in an ice bath. Members tried it once, didn’t understand why, and never returned. Now it’s a feature they walk past. No programme or staff training means no reason to go back.
Consumer product in a commercial setting
Your ice bath wasn’t built for 30–50 sessions a day. Three months in, performance drifts, filtration fails, and the supplier isn’t answering. Now your maintenance guy is improvising.
No programme, no retention
Nobody told your team what to do with it. No protocol. No member progression. Cold water without structure and support behind it isn’t a valued feature — it’s a one-time experience.
Liability you haven’t quantified
No contraindication screening. No governed protocols. No staff training documentation. Like all gym equipment, cold water has specific risks. If something goes wrong, who’s responsible?
Cold only works if it’s done properly.
We don't drop off a bath and disappear. The Cold Standard means the whole system behind it – your team trained and confident; the water quality, temperature and uptime monitored through HALO; every session held to standard with dosing matched to the member, safety governance and progress members can feel.
Infrastructure
Hardware built to perform at scale. Maintained to stay that way.
Governance
Member protocols that produce results. Ongoing support that protects uptime.
Science
University-partnered research. Not influencer claims.
This is built for operators who want cold water immersion run as infrastructure — not for anyone happy to leave a tub in the corner and let members work it out for themselves.
Built into the industry’s best venues.
Over 1,500 installations. From independents to 32-site national rollouts. We don’t disappear after delivery.
- 1500
- Commercial installations and counting
- 5
- Years experience in cold water infrastructure
- 1
- Ongoing university research partner
The venues that did it properly.
TopNotch
Once members try it, they're willing to give it another go. And once they do, many of them come back consistently, even on their days off.
Kulture Club
We wouldn't open a Kulture without them now, they're as fundamental to what we offer as the squat racks and the assault bikes.
1Rebel
Adding the cold plunges has rounded off the whole experience for us. It’s been an amazing opportunity to educate customers and encourage them to take their recovery as seriously as they take their workouts—it just betters the entire experience.
Sebastian Nelson, GM, Everlast Trafford Palazzo
Since we started selling it, the demand on the ice bath and sauna recovery area has skyrocketed. We didn't expect it. It's adding massive value to the membership.
More than an ice bath. A complete cold water system.
Every Brass Monkey installation comes with over £2,000 of included infrastructure, governance, and science. This isn’t a bundle. It’s The Cold Standard.
Commercial-grade hardware
Built for 50–400 sessions a day. Pro Range, Spa Range, or custom. Not consumer products in a commercial setting.
Halo ecosystem
Smart monitoring across 28 data points. Remote temperature control. Proactive alerts — we know before you do if something drifts.
Member progression programme
Phil Learney’s Tolerance > Capacity > Regulation methodology. Structured progression programming built into every installation.
ProCare servicing available
Maximum uptime, guaranteed. Monthly, quarterly, or one-off servicing. 95% of issues resolved remotely.
Staff training & deployment guidance
Your team trained on protocols, safety, and maintenance. Operator flash cards and a PT training course (launching May 2026).
UK installation & commissioning
Our engineers install, configure, and sign off every installation. No pallet delivery. No ‘manual and a phone number’ approach.
Launch marketing pack
Posters, launch emails, member comms templates, training event framework. Cold done properly deserves a proper launch.
What most operators ask first.
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Every month you run cold without a programme, the cost compounds.
Members who tried cold once and never came back aren’t a cold problem. They’re a programming problem. The space doesn’t improve on its own. The equipment doesn’t maintain itself. And your competitors are already working out that the standard matters.
The question isn’t whether to do cold properly. It’s whether to start now or after the next equipment failure.
Ready to do cold properly?
Free venue assessment.
No obligation.
30-minute call with our team — we'll tell you exactly what The Cold Standard looks like in your facility.