To help cyclists recover after partaking in the Prudential Ride London event, beer brand Amstel will be opening the doors to its 'Cold Tub Pub,' which is set to provide a place for people to take an on-site ice bath.
Ice baths are commonly used by runners and cyclists as a cold therapy treatment that helps to constrict blood vessels and decreases metabolic activity, which helps to limit swelling and the breakdown of tissue.
Cyclists will be invited to submerge themselves to the waist in a bucket of cold water, all the while drinking an Amstel Bier and chatting with other event participants. After a short period of refreshment and recovery, cyclists will be invited to unwind in the pub's lounge, which is set to have a TV sharing footage from Prudential Ride London.
In-Bar Ice Baths
Amstel's 'Cold Tub Pub' Will Refresh Cyclists After the Prudential Ride London
Trend Themes
1. Ice Bath Recovery - In-bar ice baths offer a convenient and social way for athletes to recover after intense physical activity.
2. Convergence of Fitness and Hospitality - The Cold Tub Pub demonstrates the potential for combining health and wellness services with hospitality experiences.
3. Cold Therapy in Events - Incorporating ice baths in event venues provides a unique and novel experience for participants.
Industry Implications
1. Sports and Fitness - Sports and fitness facilities can explore the introduction of in-bar ice baths to enhance their recovery offerings.
2. Hospitality and Events - Hotels and event venues can consider incorporating on-site ice baths to attract health-conscious guests and participants.
3. Alcoholic Beverages - Beer brands and bars can leverage ice baths as an innovative way to enhance the drinking experience and engage customers.