This book is what the cryotherapy and wellness world has desperately needed. As the industry continues to expand, more knowledge and research is in demand, and this is the perfect answer to that. This resource will help this evolving industry to continue to grow. ~ Kelly Carden, founder of the Cryotherapy Industry National Association

Attitudes to health are changing, and Maria and Antra have written this brilliant guide on the life-changing benefits of cryotherapy. I work and work out harder than I've ever done. Without cryotherapy being part of my recovery, it just wouldn't be possible. You have to try it! ~ Melanie Chisholm aka Mel C, Spice Girls

I didn't like the cold... I didn't think I liked the cold... I love the cold. Through various points over the last 10 years cryotherapy has helped me recover better after training, helped get me back training during darker spells when I lost the discipline to show up, manage weight and blood sugar, and during some pretty difficult times given me a lift mentally which has allowed me to start putting the pieces back together. When I find myself in a slump if I've fallen out of a routine where I no longer use the cold regularly it's the cold I return to so as I can begin reclaiming my life. Everyone who uses the cold has a reason - injury, energy, longevity, mood - whatever the reason, all the other benefits come with it and unlike most things the benefits are cumulative, they don't begin to wane with regular use - quite the opposite. Now you also have the addition of targeted cryo for muscle soreness / injury, cryo facials (apparently five in a row is equivalent to a facelift!) and cryo slimming. I personally enjoy contrast therapy - using the infrared sauna in between rounds of cold. LondonCryo is literally a sanctuary for those seeking to feel as good as can be. Now that we have ReInventing Cool by Maria and Antra, we can all understand why our ancestors turned to cold for its powerful impact on their health and why it's the way forward to reap all the benefits I've firsthand experienced. Green's autobiography, Lucky, was published in September 2015. It was a Times bestseller. Green presented Suicide and Me on BBC Three on 27 October 2015. Green also contributed to the book, Dear NHS: 100 Stories to Say Thank You. ~ Stephen Manderson aka Professor Green

I'm very glad and excited about "Reinventing Cool". Whole body cryotherapy is a long-proven treatment still not fully understood by the public. Maria and Antra are both renown wellness industry pioneers, aware of the needs of the fast-growing market not only with regards to education on safety and efficacy. They show and explain all relevant touchpoints and open the doors to understanding the full power of this 21st century lifestyle treatment. A must-read for everybody interested in living a healthy and happy life. ~ Rainer Bolsinger, Chair of the Global Wellness Institute Cryotherapy Initiative

Over the last decade, whole body cryotherapy has evolved from a niche, somewhat esoteric practice to a widely sought-after therapy by millions. This rapid expansion, however, has given rise to numerous myths and misunderstandings. “Reinventing Cool” arrives at a pivotal moment, offering invaluable insights for wellness center proprietors to better navigate their industry. It also helps clients and potential customers with more grounded expectations and adequate preparation. We at NEXT Wellness commend the collaborative effort of two esteemed figures in the field – a seasoned treatment provider and a renowned business coach and educator – for authoring a seminal work that promises to further empower individuals in the pursuit of health and longevity. ~ Jay Houston, Co-CEO of NEXT Wellness, Inc. 5000

Finally, there is a resource to help! As a cryotherapy center owner, I've witnessed firsthand the prevalent misconceptions surrounding cryotherapy. It isn't just about extreme cold; it's a holistic wellness solution. In the process of building our business, we had to bridge the gap between perception and reality and put a lot of effort into making users to not only engage but also understand the science behind cryotherapy. I wish we had “Reinventing Cool” in our hands when we first started! The book goes into important detail in an easy-to-read way and will be a great guide to all who want to better understand why to use cold, when, and how. ~ Paul Hooten, Owner of Ultra Cryo & Recovery (multiple locations in Florida)

Maria and Antra are true innovators in the cold therapy space with a passion for educating and giving practical yet proven no-nonsense advice. As an owner of a wellness clinic that provides multiple types of cold therapy, I can attest that whole body cryotherapy is, hands down, the most beneficial service in our portfolio and a crucial component of a holistic drug-free longevity routine. Our clients have given us countless testimonials recounting the benefits they have personally experienced, including improved mobility, decreased pain and inflammation, increased energy, improved mood, and better sleep. This book provides a roadmap on how to incorporate whole body cryotherapy to achieve these results. ~ Mike Schwarz, Founder of CoolCRYO (Rapid City, South Dakota)

Cold thermogenesis through whole body cryotherapy is a powerful practice, lasting just 3 minutes, yet offering a cascade of health benefits. This method, grounded in our past where our ancestors thrived in cold environments, has now been shown by solid research to boost metabolism, regulate blood glucose, reduce inflammation, and improve sleep and recovery. Its potential extends to combating certain cancers and promoting longevity. As someone who competed in Ironman triathlons and experienced extensive cold exposure, I can attest to the lasting metabolic advantages. Whole Body Cryotherapy is not just a modern wellness trend; it's a scientifically backed approach to enhancing physical and mental performance. ~ Ben Greenfield, CEO of Ben Greenfield, NYT Bestselling Author, Biohacker and Health Consultant