Remedy Place founder and functional medicine doc Jonathan Leary remembers a time when people weren’t quite so willing to freeze their tushes off in the name of wellness.

Circa 2019, just as he was opening his first “social self-care” emporium in West Hollywood while overseeing wellness pop-ups all over Los Angeles, plunking oneself down in a pint-sized portable tub of 39-degree H2O was still deemed pretty fringe. Not now.

“From Cannes Film Festival to the Kardashians’ backyard, what was once considered not normal has now become the staple of every major wellness event ,” says Leary, who is up to four Remedy Place locations (Soho and Flatiron in New York, and a just-opened Boston outpost; from $50 for a single breathwork ice-bath class). “It’s been incredible to witness this shift.”

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