Cold Plunge and Wellness Studio, a locally owned wellness business in Newburgh, Indiana, is helping residents improve recovery, reduce inflammation, sleep better, and manage stress through contrast therapy. Owned by Tommy Ayers and Tracie Irvin-Ayers, the studio combines sauna sessions, cold plunges, and red light therapy in a welcoming environment designed for both experienced wellness enthusiasts and first-time visitors. Since opening in October 2025, the business has built a loyal following by offering personalized coaching and creating a unique experience that many customers say has transformed their health and wellbeing.

The business was born from a personal wellness journey that quickly turned into a passion and ultimately a business. Tommy Ayers first experienced contrast therapy, which combines sauna sessions with cold plunges, during a trip to Indianapolis in January 2024. He was immediately hooked. The following weekend, his wife, Tracie, tried it herself and quickly understood the appeal. Soon, the couple found themselves seeking out similar experiences wherever they traveled.

"We became addicted to it right away," Tommy said. "Every place we visited gave us ideas about what we liked and what we didn't like."

The benefits they experienced were significant. Tommy had struggled with inflammation  and frequently relied on a heating pad to manage pain. After regularly incorporating contrast therapy into his routine, the pain largely disappeared. He also noticed dramatic improvements in his sleep.

"I have sleep apnea and now I sleep like a rock," he said.

At the time, the couple was using a sauna at their gym and an inflatable cold plunge at home. Tommy could barely fit in it, and as they explored alternatives, they realized there was nothing available in the Evansville and Newburgh area. Instead of installing their dream setup at home, they decided to create a business where others could experience the same benefits.

While researching the industry, they visited facilities across the country, carefully studying every detail. Although they explored franchise opportunities, they ultimately chose to remain independent so they could build the exact experience they envisioned.

“As we explored different franchise options, we realized we wanted more freedom to make our own decisions,” Tommy said. “We spent a lot of time researching plunge systems and wellness equipment, and we preferred some options that weren’t available through the franchises. Building our own studio allowed us to create the experience we truly envisioned.”

That commitment to creating a unique experience remains evident today. One of the things that sets Cold Plunge and Wellness Studio apart is its personalized approach. Staff members coach first time guests through the process, teaching breathing techniques, body positioning, and strategies for staying calm in the cold water.

"The first time is always the hardest," Tracie said. "We encourage first-time guests to aim for one minute for their first plunge. The second time, most people make it to three minutes, which is the sweet spot for optimal benefits."

The team takes pride in getting to know their members and helping each person find a routine that works for them. Some members prefer coaching and encouragement during their sessions, while others simply want someone to keep track of their time. Either way, the studio strives to create a welcoming and supportive environment.

Tommy has continued working as Store Manager at Schnuck’s in Newburgh and Tracie as Vice President & Marketing Officer at First Bank. Both employers have been supportive and encouraging throughout the process.

A key connection came through First Bank. Matt Whetstone listened to their idea and encouraged them to pursue it. He also recommended they connect with the Southwest Indiana Small Business Development Center (SBDC) to strengthen their business plan and projections.

"Matt was supportive from the very beginning," Tracie said. "He encouraged us to do our research and connect with the SBDC."

Their business advisor, Doug Claybourn, helped the couple refine their plan, test assumptions, and develop realistic financial projections.

"He poked holes in our plan, which was exactly what we needed," Tommy said. "The process made us better prepared, and our projections ended up being very close to reality."

With guidance from the SBDC and financing through an SBA loan from First Bank, the couple moved forward with leasing space in Fiesta Plaza next to Fiesta Acapulco in Newburgh. Property owner Melvin Ortez was already familiar with cold plunging and immediately understood the concept.

Finding the right contractor was one of their biggest challenges, but once they partnered with Todd Zimmer and Pinnacle Contractors, everything came together. Construction was completed in about three months. They also assembled a strong team of local partners, including Gentry Law, Kincaid Insurance, Vowells & Schaaf, United Capital Financial Advisors, Scott Laugel with Laugel Creative, Slade Print, Sign Crafters, Directions Advertising Promotions, Evansville Tile Distributors, and Complete Design Service.

"We literally have the best partners," Tracie said. "Everyone cared about what we were building."

Before opening in October 2025, Cold Plunge and Wellness Studio secured founding members who believed in the vision and helped create momentum from the start.

Since opening, the studio has become known for helping people improve recovery, reduce inflammation, improve sleep, manage stress, and support overall wellness. Members use a variety of routines, but an ideal routine is a 12 minute sauna session, 3 minute cold plunge, then another 12-15 minute sauna session, finishing with a 3-4 minute cold plunge. Adding red light therapy before or after has added benefits, such as faster recovery, increased circulation, and healthier-looking skin.

The owners have heard countless stories from members whose lives have been positively impacted. One of the first members arrived using a cane due to chronic pain. Within a week of regularly using the studio, he no longer needed it.

"He became, and still is, one of our biggest advocates," Tommy said.

Athletes have also embraced the studio. Local high school teams have visited before major competitions, and the Castle High School track team incorporated recovery sessions into its recent training for the state meet.

The business continues to grow through strong community involvement, partnerships with local wellness providers, sponsorships, social media engagement, and word of mouth referrals. Every Friday, members can bring a guest for $10, helping introduce new people to contrast and red light therapy.

Despite balancing full time careers and business ownership, Tommy and Tracie remain deeply involved in daily operations.

"We work seven days a week, but it never feels like work because we're passionate about it," Tommy said. "Even when we're not here, we're checking schedules and communicating with staff."

What makes them most proud is the impact they have had on the community.

"We're locally owned, locally operated, and we built this from the ground up," Tracie said. "We never imagined we'd have this kind of impact on people's lives. Being able to share something that has helped us so much and watch it change other people's lives has been incredibly rewarding."

For aspiring entrepreneurs, their advice is simple. Build a strong team, seek multiple opinions, and surround yourself with trusted partners.

The success of Cold Plunge and Wellness Studio shows what can happen when passion, preparation, and community support come together to transform a personal experience into a thriving small business.

Learn more and book your first session at https://www.gocoldplunge.com/.