The flagship evolution of recovery
Brass Monkey at Everlast Gyms
Everlast Gyms Liverpool has integrated Brass Monkey ice baths to transform their flagship into a premier recovery destination.
By bridging the gap between elite fitness and holistic wellness, they have successfully delivered a professional-grade contrast therapy experience that meets the evolving demands of the 2026 fitness consumer.
A New Standard for Recovery
At the brand-new flagship Everlast Gyms in Liverpool, the traditional gym model has been transformed into a comprehensive wellness destination. By embedding Brass Monkey ice baths directly into the recovery zone alongside saunas and steam rooms, Everlast has created a high-performance "hot and cold" contrast circuit. This integration allows members to seamlessly tie professional-grade recovery into their training regimes, resulting in a facility where members don't just come to train—they come to thrive.
The Shift from Fitness to Wellness
The industry is currently witnessing a distinct evolution where members no longer want to separate their fitness and wellness journeys. In the first 90 days since launch, it has become clear that providing everything under one roof is the right strategic decision. Members are moving away from visiting separate boutique wellness studios; instead, they are utilizing their Everlast membership to access world-class recovery tools that were previously only available to elite athletes. This "everything under one roof" approach has added massive value to the membership, making the recovery zone an integral part of the flagship experience.
Operational Simplicity and Support
Opening a new flagship facility is a daunting task, but the partnership with Brass Monkey made the integration of cold therapy remarkably smooth. From an operational perspective, the units are exceptionally easy to maintain, providing a manageable transition for staff accustomed to larger-scale pool maintenance. The onboarding process was supported by exceptional communication, with help available via a simple WhatsApp or email. This level of partnership ensured that the team felt confident and knowledgeable from day one, allowing them to focus on member engagement rather than technical hurdles.
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Busting Myths and Building Habits
While many members are initially apprehensive about the cold—often citing fears of the temperature—the presence of the ice baths has sparked an incredible amount of curiosity. Through member tours and staff education on breathing techniques, these initial barriers are quickly dismantled. Once members have tried it, many become regulars. Interestingly, there has been a significant surge in female members using the baths, with many reporting that the sessions have become an essential tool for managing the stresses of modern professional life.
The Future of the Industry
Demand for cold water immersion keeps growing, and Liverpool has shown Everlast that wellness belongs at the heart of the modern gym.
"I would 100% recommend Brass Monkey. We know the way the industry is going and cold water therapy is massive. The benefits are just unbelievable and the positive impact on this facility has been massive."
— Megan, General Manager, Everlast Gyms Liverpool