Odin Ice Baths Enter Voluntary Administration: A Wake-Up Call for the Cold Plunge Industry
In a disappointing move that’s sent ripples through the wellness world, Odin Ice Baths has gone into voluntary administration.
For many, it’s not just disappointing, it’s personal. Customers who paid thousands for a premium recovery product have been left high and dry. No updates. No support. No refund.
And while the memes about being “left out in the cold” are already circulating, the reality is anything but funny.
This isn’t just a story about one brand going under.
It’s a story about trust. About the difference between launching a product and building something that lasts.
Not Every Brand Was Built with a Long-Term Vision
Odin helped bring ice baths into the mainstream. No doubt. Their design stood out, their content looked good. But from what we now know, key areas were overlooked, like product testing, compliance, and long-term customer care.
One example? Electrical safety.
When we were building Ritual Recovery, one of the first things we prioritised was ensuring that our chillers met Australian & New Zealand electrical standards (AS/NZS). Not because we had to but because it was the right thing to do.
At the time, hardly any other brands in the space, including Odin, were doing this. It’s only now, after issues have surfaced, that we’re seeing others scramble to retrofit or rethink their systems, or having to abandon their current systems and go through the hard yards to get their product certified.
That’s not innovation. That’s damage control.
Integrity > Hype
The wellness industry is booming. But that boom has attracted brands more focused on speed than substance. When the goal is just to ride the trend, quality and safety often take a back seat. At the time of writing, there are now Odin customers who have paid in full and have waited over one year for their ice bath (which they will never receive) - this is completely unacceptable.
But here’s the thing: people aren’t trends.
You’re buying tools to support your mental clarity, your recovery, your wellbeing. That deserves more than a slick Instagram feed and a fancy logo.
It deserves brands that will:
Put compliance and durability ahead of cost-cutting
Offer real support before and after your purchase
Build with integrity, not just aesthetics
A Moment of Hesitation, And a New Standard
We get it. Odin’s collapse might make you pause. It should. These aren’t small purchases, they’re investments in your health. But don’t mistake one brand’s missteps as a reflection of the whole industry.
There are brands doing it right. We admire a lot of other brands in this space too, backed by people with a vision of something that is for the long term enjoyment of their customers which they rely on for their success.
There are people in this space committed to doing things properly, for the long term.
And there’s never been a better time to support companies that are transparent, compliant, and deeply intentional in what they create.
Our Promise
Ritual Recovery is proudly a veteran-run business, and we carry the core values from that role into everything we do, discipline, accountability, precision, and service.
We don’t cut corners. We don’t make excuses.
From day one, we’ve used premium-grade materials, designed with performance, longevity, and style in mind. Every component we choose, from the steel to the insulation to the smart controls, is selected because it works, and it lasts.
And when it came to electrical compliance, we didn’t wait to be told what to do, we made sure our chillers met AS/NZS standards before ever going to market.
Because for us, this isn’t a side hustle. It’s a mission.
Of course, we are not perfect and we have made mistakes. We work hard to rectify problems, iterate, update and make things right. We are evolving and listening to our customers feedback intently.
We're here to build tools that genuinely improve lives, crafted with care, built to perform, and backed by values that don't fade when things get hard.
This is Ritual Recovery.
We’re here for the long haul.
