Built for the Brave: How Fjord is Redefining the Cold Plunge Experience
by Tom McKeown
Not all cold plunges are created equal. Just ask Steven Haynes, founder of Fjord, an Austin-based premium cold plunge company on a mission to build the most reliable cold plunge on the planet. In a wellness landscape increasingly drawn to cold exposure for its mental and physical benefits, Fjord stands apart by combining engineering excellence, user-centered design, and a deep respect for the ritual of recovery.
“We saw a real need in the market,” Steven explained during our recent interview. “Most plunges look sleek, but they’re built overseas and tend to break down—especially in commercial settings. That’s the pain point we solve: reliability.”
Fjord is one of the only cold plunge companies that designs and manufactures in the United States, and it shows. From component choice to system redundancies, this isn’t a device built for show—it’s built for performance.
Built to Last: Engineering Meets Wellness
At the heart of Fjord’s innovation is a dual-pump setup—a primary 1,200-gallon-per-hour pump, and a secondary backup inside the chiller box. Why two? “If your pump fails while the chiller is still running and you’re not around, the water can freeze—and you’re looking at a $2,000 repair,” says Steven. Fjord’s system anticipates that and avoids it.
Add to that dual filtration (a mesh pre-filter and a micron filter), insulated hoses, and American-made chillers putting out up to 11,500 BTUs, and you begin to understand Fjord’s uncompromising design ethos. It’s all about resilience.
And if you’re a business looking for scale, they’ve thought of you too. Fjord is actively developing a new commercial-grade model, making it more compact and modular for boutique wellness facilities, gyms, and developers integrating wellness amenities into their builds.
From Norway’s Fjords to Austin’s Backyards
Steven’s passion for cold immersion was born far from Texas—in the icy fjords of Norway. During a 15-year career in strategy consulting, Steven worked extensively across the Nordic region, spending weeks in Stavanger and swimming—without a wetsuit—in 45-degree water. “Those swims left a mark on me,” he says. “When I started the company, I knew I wanted to bring that same elemental connection to nature and recovery into people’s homes.”
It’s no coincidence the company is named Fjord—the Norwegian word for “inlet.” It’s a nod to his inspiration and a promise to customers: this is not just a product, it’s a practice.
Mental Clarity Meets Metabolic Boost
The science backs it up. Steven cites multiple studies that show cold water exposure can reduce symptoms of depression and anxiety, with some participants even reducing or eliminating SSRI use. “It boosts dopamine by 2.5x baseline, which helps with motivation, energy, and mood,” he explains.
Physically, the benefits are just as impressive:
- Reduces inflammation (a longtime favorite for athletes)
- Improves metabolic health by activating brown fat
- Lowers blood sugar without medication, through norepinephrine-driven glucose uptake
“It’s not just hype,” Steven says. “It’s biology.”
Who’s Using Fjord?
Fjord serves two fast-growing audiences:
- Homeowners – Usually high-performing men between 35 and 60 looking for wellness tools that are effective and efficient. Many use their cold plunge as a quick mental reset on non-gym days—or even as a social ritual. “For them, the Fjord becomes a statement piece, something they’re proud to share with friends,” Steven notes.
- Commercial Operators – Gyms, spas, yoga studios, and a booming category of contrast therapy boutiques are driving much of Fjord’s current growth. “These clients need equipment that can handle high usage with minimal downtime. That’s where we really shine.”
A third, hybrid segment is also emerging: real estate developers adding cold plunges as wellness amenities in high-end homes and condos.
More Than a Product—A Partnership
What really sets Fjord apart isn’t just machinery—it’s service.
“We’re still boutique enough to be high-touch,” Steven says. “We pick up the phone. We offer customizations. If you want your brand’s logo or a different hose configuration, we’ll make it work.”
Commercial units can be outfitted with ozone sanitation systems—a game-changer for busy operators. “With ozone, water stays clean for up to six months,” he explains. “That’s a huge value-add for places that don’t want to drain and refill constantly.”
What’s Next: Fjord x Running Man
Fjord’s breakout moment may be just around the corner. In September, Fjord will be the official cold plunge partner for Jesse Itzler’s Running Man Festival, a 3-day wellness gathering outside Atlanta. “It’s like Burning Man for biohackers,” Steven laughs. “We’ll have 18 Fjord cold plunges on site in the Cold Village. It’s a big marketing bet—but one we’re excited about.”
With names like Eric Hinman and Devin Levesque in attendance, Running Man represents a who’s who of the wellness elite—and a major opportunity to position Fjord as the premium solution for recovery-first experiences.
Thinking About Buying a Cold Plunge?
Steven has a simple message for the wellness-curious:
“Most first-time buyers shop based on how cool it looks and the price. But once you own one, what matters is whether it works—and keeps working. That’s what we focus on.”
Fjord isn’t the cheapest option, but it might just be the last cold plunge you’ll ever need.
Want to Learn More or Connect?
Steven and his team are always available to chat. Whether you’re a gym owner looking to upgrade, a developer integrating wellness into your design, or an individual ready to take the plunge—Fjord has a solution built for you.
And if you’re based in Austin, keep an eye out for Fjord at upcoming HeyATX Wellness events.
Based in Austin, TX
Learn more: www.fjordcoldplunge.com
Contact: steven@fjordcoldplunge.com
This profile is part of the Longevity Wellness Passport Series by HeyATX, spotlighting the most innovative founders, clinicians, and creators shaping the future of wellness.
About Tom McKeown
Tom McKeown is Co-founder of the ATX Wellness Passport publication and a fitness enthusiast who spends his free time training for ultra marathons, triathlons and dekafit competitions. He and his business partner/wife, Jessica Campos, help longevity clinics and studios create fire spreading growth in order to spread the gospel of wellness.
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