Ben Pelton started with yoga and pranayama in 2012, found Wim Hof in 2016, became one of the first 26 certified Wim Hof instructors in North America, spent years teaching cold exposure and breathwork to athletes and coaches, and eventually created his own certification: the Breath Reset. He's also a BJJ purple belt who competes and coaches — and has been in an ice bath modified from a chest freezer for the better part of a decade.

Thomas P. Seager didn't set out to build a company. He was a 52-year-old engineering professor in Phoenix going through a divorce, running blood panels, and trying to figure out why his health had deteriorated. He needed to do ice baths. The ice kept melting in the desert heat. So he built a machine.