Balance September 2017 - 17

N AV ICGHAT
NG S O
L UUG
I L ILO
IN
T

t hhee manual

e at m e n

e month

t of th

CRYOTHERAPY

tr

It may sound like it involves weeping,
but it's actually a bracing way to aid
recovery time - filmmaker Raffaello
Degruttola investigates

Y

ou might read the word
'cryotherapy' and think
it entails speaking with
a counsellor, only pausing every few
moments to sob uncontrollably.
However, it has nothing to do with
tears, unless you hate the cold. The term
cryotherapy is actually actually from
the Greek 'cryo', which means cold,
and 'therapy', which means cure.

ACTING ON A WIM

ILLUSTRATION:
WORDS: XXXXACUTEGRAPHICS.CO.UK
XXXX XXXX XXXX XXXX6.5PT/8PT APERCU

My journey began after being concussed
in August 2016 during a game of football.
I felt out of sorts in every way, so I went
online seeking help. My first port of
call was the ever high-voltage Tony
Robbins. While watching one of his
seminars on YouTube, I came across
an eccentric and hirsute Dutchman
motivating the audience, saying: 'We
are going to hold our breaths for three
minutes... all of us.' Three minutes?
I was intrigued.
It transpired that this man was
Wim Hof; with 26 world records and
a seeming obsession with the cold,
the daredevil known as 'The Ice Man'
deserved investigation. Over the next
few months I learned about the science
behind cold baths and showers, with

well
informed
PUTTING PURPOSE
BEFORE PROFIT
Cutting-edge wellness
research that packs
a big punch

a breathing technique that has changed
my life. I started to come across
cryotherapy and underwent my first
session at 111Cryo in Harvey Nichols
- stepping into a specially built chamber
that's around -89ºC inside.

THRILLER IN THE CHILLER
Once you're in there, you can do whatever
you like. I danced to Michael Jackson's
Thriller, which played on the speakers,
having been told that moving keeps you
colder. Prepping with daily cold showers
had helped me to adjust to the freezing
temperature, but a cryotherapy session
is something else! The benefits of the
cold on your body are now scientifically
proven, with sportspeople using it to
increase muscular recovery time.
The cold also releases endorphins,
and I felt like someone had pressed a
reset button on my brain afterwards; I
was alert, focused and optimistic. The
experience has been truly transformative
and my concussion is firmly behind me.

The growth in consumer
consciousness has long been
forcing brands to rethink the
way they do business. While
millennials continue to demand
their favourite activewear with
a side of activism, the shift in
wellness brands prioritising
purpose over profit is now
playing a key role in shaping
wider business models. In a
survey by Deloitte, 88% felt

THE COLD, HARD TRUTH
Give it a go: Alas,
it feels as though
cryotherapy is a
rich person's luxury;
I'm not entirely
convinced that a
more affordable
freezing cold bath or
shower hasn't similar
benefits. If you want
to give it a try, start
with warm showers,
then push it to cold
for 30-60 seconds,
that way there's not
as much of a shock.
You'll eventually find
that you can cope.

Low point:
The cost

BOOKING INFO

Cost
3 Minute Cryo
Chamber;
£95 per session

today's businesses were having
a positive impact on the
planet, while 62% believed
most business leaders were
helping to improve society.
Making sense
And the benefits don't end
there. In addition to saving
both time and money by
attracting and retaining the
best workforce, startups which

September 2017 BA LA N CE

High point:
It's a great
pick-me-up
and puts a
spring in
your step

Contact
111cryo.com
020 7201 8489
info@111cryo.com

demonstrate ethical practices
are setting themselves apart,
while established brands which
focus on 'improving people's
lives', are outperforming their
competitors. It seems clear
that fair practices and strong
core values really do make
sound business sense.
Laura Hill, Senior Editor
and Wellness Trends Expert,
welltodolondon.com

17



Table of Contents for the Digital Edition of Balance September 2017

Balance September 2017 - 1
Balance September 2017 - 2
Balance September 2017 - 3
Balance September 2017 - 4
Balance September 2017 - 5
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Balance September 2017 - 7
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