Our Foundation

We Were You

Like most driven professionals, we thought recovery was something that just happened naturally. Until it didn't.


Despite trying everything—expensive gym memberships, supplements that promised the world, DIY ice baths that leaked all over our garages—we kept hitting the same wall. Burnout. Brain fog. That feeling of running on empty while everyone else seemed to have found their edge.


The cold therapy space was either overpriced luxury ($15K+ systems) or unreliable junk that broke down after months. We needed something different: precision engineering without the luxury tax.

IDEA TO REALITY

Why It Took 3 Years

From coming up with the idea to testing over 5 different chillers from various manufacturers. We spent time away from our families, jobs and personal lives to develop something the world would love.

2022 - Idea

Learning Why Everything Sucked: We tested 47 different chiller configurations. Most couldn't maintain consistent temperature. Others failed within months. We realized the market was selling marketing, not engineering.

2023 - Development

Finding Our Manufacturing Partner: We went through 12 potential manufacturers before finding one that met our standards. Not the cheapest. Not the fastest. But the only one willing to build something that would last 10+ years, not 10 months.

2024 - Launch Phase

Precision Under Pressure: 1,200+ hours of testing. Temperature fluctuation under ±0.5°F. Chiller components rated for commercial use. Every component stress-tested for the demands of daily use by people who don't compromise.

The Outcome

What Drives Us

Our Hero Mission Statement
"Your biology drives your business. We just engineered a more reliable way to optimize it."


We believe high-performers deserve tools that match their standards. Not products that break down when you need them most. Not customer service that disappears after purchase. Not another thing to worry about maintaining.


Just consistent, predictable results that integrate into your life without adding complexity.

The Stats

Performance-First Engineering

We don't sell wellness. We sell results.

Only Facts

Every claim backed by mechanism, not marketing

We’ve thoroughly tested our claims and cold plunges to ensure the highest quality

Consistency

Your 500th plunge works exactly like your first

Our cold plunges last forever. We know that because of real customer feedback

Honest Pricing

Premium quality without luxury markup

Our entire reason for starting Primal was because we needed an affordable option. We will never stray from that guiding principle