Porsches, private jets, a phalanx of personal assistants, seafood kitchens and even personal advisers on acquiring fine art – they are all among the status symbols flaunted by chief executives. The latest trophy will appear rather less appealing to many: an ice bath.
But having a cold water tub in your penthouse or mansion in which to plonk your shivering self is, believe it or not, a badge of prestige. Celebrity fans of 'cold water immersion' – the fancy term for dunking yourself in freezing water – include pop stars Lady Gaga and Madonna.
The trend has taken hold in boardrooms and on trading floors. The craze for cold water includes freezing showers and ice baths, where users dip into a low-temperature, sauna-style box or inflatable pod for a few minutes. Trying it on for size: Hugh Wahla, former boss of fashion chain Urban Outfitters, is a fan of the big freeze.
Like many a fad in the business world, it seems to have started in Silicon Valley. Twitter founder Jack Dorsey says he starts his days at 5am with an ice-cold bath, just before he embarks on a five-mile walk to work. A cold dip is part of Richard Branson's morning routine on his Necker Island.
Brewdog founder James Watt, who has an ice bath on the balcony of his luxury London apartment, claims it is the 'single most important thing' he does for his health. Devotees claim there are plenty of physical benefits. Exposure to the cold when alternated with a hot shower or a sauna, they argue, can improve circulation, which is beneficial for heart health. The cold can also help to numb pain receptors for those experiencing joint or muscle pain.
