Learning to slow down: Cold-water swimming benefits explored in new study
Medical Xpress
March 2, 2026
Taking a freezing dip in a lake or the sea is a valued well-being practice in the world's happiest country. In Finland, over 720,000 people (about 1 in every 8) are regular cold-water swimmers, voluntarily plunging into water below 15°C (59°Fahrenheit) or colder, on average 2–3 times per week. Now, a new study examines how this practice enables individuals to transform initial discomfort into moments of calm and presence, offering a surprisingly effective antidote to the digital rat race. The research is published in the European Journal of Marketing.
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Originally published on Medical Xpress on 3/2/2026