The Plunge story is one of turning lemons into lemonade and a friendship turning into a powerful partnership. In March of 2020, COVID shut down Michael's float spas and with his newly found free time, looked at the cold plunges on the market and found them to be shockingly expensive. He and his dad started working on creating a more affordable option. After countless iterations and improvements, the Plunge was born. Michael didn't want to run another business alone and immediately thought of Ryan Duey because of his common passion for cold plunging, integrity, value alignment, and has been successful at everything he's done. Ryan agreed to come on board and it has been fun ride ever since. They have since started a factory in Sacramento, and are sending Plunges all over the world.