A cold plunge company was launched in Italy without a team or warehouse, focusing on the booming wellness market. Prior experience in building companies guided the process. Observations of search trends and influencer actions indicated growing interest in cold plunges among various demographics. Initially sourcing from a Chinese manufacturer, production moved to Italy for improved logistics. The emphasis was on reliable product sourcing and using influencers for authentic marketing rather than spending on ads. This strategy proved effective in gaining traction quickly.
Instead of burning cash on ads right away, I turned to influencers. I sent cold plunge units to athletes and fitness creators I respected.
I saw cold plunges picking up steam with athletes, biohackers and wellness creators, but the category hadn't gone fully mainstream yet.
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