Your WHY: The Key to Pushing Through

I recently watched a video where an influencer shared his reason for making cold immersion a daily routine. His perspective struck a chord with me—cold therapy isn’t for everyone. As a company, we can make our ice tubs more accessible, but that doesn’t necessarily mean more people will embrace them. The truth is, cold immersion requires something deeper than affordability or convenience. It demands a strong determination and a compelling reason why.

We hear all the benefits: better sleep, faster metabolism, improved focus, enhanced recovery, and even a deeper connection to something primal. Science backs it all up. Yet, none of these reasons alone will keep you stepping into icy water day after day. When the cold grips you, when every instinct screams to get out, only your why will keep you in. That why is your North Star, guiding you through discomfort—not just in the ice, but in life.

As this influencer put it: When you find your WHY, it’s your guiding star on those tough days. It’s what keeps you going when everything else is telling you to quit. Find your WHY, and you’ll power through anything—even the coldest morning.

For him, the why was simple: he likes to do hard sht.* That was enough.

So, what’s your why?

Share your WHY below and get our complimentary SISUKKA T-shirt!