The faces and story behind a business
Meet Max and Kate, a married couple and the masterminds behind The Ice House.
They started practicing the cold plunging at their patio in the Base Camp of NEOM, one of the Saudi Arabian giga projects, back in 2023 and while both working there. Right from the start of incorporating this wellness practice into their routine, they experienced all the benefits described in the research and media and even ones that were not described.
Then, trying to keep up with the routine during trips to Dubai, Max realised that there is a high demand for such service in UAE but a very limited supply. After some market research and business planning, they decided to take the leap of faith, leave a corporate job and start this business in Dubai.
Originally from Russia, Max and Kate have been living in the Middle East since 2006 and 2008 respectively. Max is a civil engineer and an urban planner by education and experience. Kate has been working in accounting, finance and internal auditing. This is their first business and work outside of corporate 8 to 5 jobs.
But let’s listen to what they have to say:
“I have always thought that entrepreneurship is something too risky and that probably I’ll be spending the rest of my life in an office. However, when I started practicing ice bathing back in Sep 2023, I got a release of so much energy and focus that it gave me space for thinking outside the box and reprograming by mindset. In addition, I experienced an increase in my creativity, an effect that I haven’t seen described anywhere in the literature. Ice bathing also helped me through a high anxiety and stress period in early 2024. Overall, I’ve only seen positive impact of this practice on my life.” (c) Kate
“After starting ice bathing, I instantly felt good. It helped a lot with my post-workout recovery and I felt that I can perform better at the gym. Six months after starting ice bathing, I beat my own best in deadlifting – from 161kg to 180kg. After exchanging our experiences with my wife, we realised that it would be amazing to share this practice with other people. So the studio is our take at doing just that – introducing this practice to more individuals and building a community of like-minded people.” (c) Max
We pledge to uphold the highest ethical standards in all our practices.
We foster a sense of belonging & support for our employees & customers.
We will continuously seek new ways to enhance the ice bath experience.
We commit to environmental responsibility.
We believe in the holistic approach to health and well-being.
The Ice House Recreation Club Ltd
Unit RT-208, Level 1, Index Tower, DIFC, Dubai, UAE
Mon-Fri 6:30am – 7:30pm
Sat-Sun 8:00am – 4:00pm
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