Research from Mira Showers reveals that Brits are following in the footsteps of athletes for a boost, as nine in 10 cold showerers enjoy the wellbeing benefits

• Gloucester Rugby stars and cold-water advocates Max Llewellyn, Christian Wade and Jamal Ford-Robinson face Mira Showers’ freezing shower challenge to highlight the physical and mental benefits of cold water therapy

• Cold-water showers are gaining popularity, with a recent survey by Mira Showers revealing one in six (15%) have experienced improved focus and mood from taking them, providing an at-home alternative to open water swimming

• Sports scientist and former rugby pro James Hudson explains that cold showers can support wellbeing in addition to their physical benefits

• The images and research come as Mira Showers launches the UK’s first guided cold water experience shower – the Mira Activate with ColdBoostTM

• Explore the full library of imagery here: Freeze Frames (https://www.dropbox.com/scl/fo/l61k4kfwihfmpo9wmuqoi/AOGNw-3f95BHQw40YB6v-eU?rlkey=vd2sw25tdp6hlbgpxby71r439&e=1&st=c6w5ea17&dl=0)

Gloucester Rugby players have been put to the test with cold water endurance in a challenge from shower brand Mira Showers (https://www.mirashowers.co.uk).

Capturing ‘Freeze Frames’ of the players’ reactions, Winger Christian Wade, Centre Max Llewellyn and Prop Jamal Ford-Robinson have teamed up with the brand to highlight the benefits of cold water therapy.

It comes as new research from Mira Showers reveals that a third (34%) of Brits are taking a cold shower at least once a week.

Cold water therapy is commonly used in many sports as a recovery modality, as it is said to aid muscle and injury recovery by constricting blood vessels (https://shorturl.at/011Jk); subsequently reducing inflammation and swelling (https://shorturl.at/0NQGd).

Yet the players attest to cold-water immersion’s benefits that extend beyond the physical.

Winger Christian Wade says: “I like to have a shower before bed and do a 30-second count under the coldest temperature before I shut it off. I love the refreshing feeling, and I find I get better sleep as someone who gets too hot at night. It helps me regulate my body temperature so I’m in a good space to sleep.

“A lot of people shy away from cold water, but once you get into the routine, you’ll see the benefits and realise that the colder temperature isn’t as bad as you thought it was going to be. Work on getting your breathing under control when you’re in there and you’ll soon start to enjoy the experience.”

Enjoying cold water immersion is a ritual for Jamal Ford-Robinson each morning, as he loves the ‘shock’ feeling it gives to the body.

The Gloucester Rugby Prop says, “You feel amazing after cold water exposure, particularly after waking up feeling groggy with low energy. It gives a great kickstart to the body for the day ahead.”

“Consistency is key to building the habit, even if you’re initially under cold water for 10 seconds. When I first started doing cold water immersion, I recited the poem ‘If’ by Rudyard Kipling to ensure I did it for a good length of time. Putting on a three-minute song is also a good way to ease yourself into the feeling.”

Centre Max Llewellyn adds, "You definitely feel more refreshed and better than when you went in. You might not enjoy every second of it, but the feeling afterwards is worth it.”

The survey of 2,000 Brits, commissioned by Mira Showers, also revealed that one in six (15%) already take cold showers to boost both their mood and energy levels.

When it comes to exercise enthusiasts, nearly one in five (18%) turn to the trend for sports recovery, more than walking (16%) and electrolytes (14%). Around one in 10 (8%) even said cold showers (https://shorturl.at/yLloa) help to boost their confidence.

Of those who take cold showers, a quarter (24%) report better sleep quality, while three in 10 (30%) see improved mood or reduced stress and nearly another quarter (23%) experience better skin or hair condition.

The survey comes after Mira Showers’ latest bathroom offering in the form of Mira Activate with ColdBoostÔ (https://shorturl.at/tMYae) – the UK’s first guided cold shower experience, bringing cold water therapy (https://shorturl.at/AN4et) to the home. With four settings altering the duration of a boost, users can feel the water temperature slowly decrease alongside breathing prompts on the display for an immersive cold-water experience.

Dr James Hudson, former professional rugby player and Recovery Sports Scientist at Gloucester Rugby, partnering with Mira Showers, says:

“Wellness isn’t just about feeling better physically, it’s also about feeling better mentally for a more holistic approach.

“Cold water exposure has well known positive effects on post-workout recovery, but it also has potential to improve mental clarity, elevate mood, reduce fatigue and boost overall energy levels. A cold shower, even for a short time, can help you reset, refocus, and recover – either from a tough workout or a tough day at work – and you can tailor the experience depending on your preferences.

“Whether you practise cold water immersion in the morning for an invigorating start to the day or if you do it before bed to get better sleep, cold showers are a simple boost to your routine.”

Shower expert Kerry Hale from Mira Showers added: “Bringing cold water therapy into the home takes all the hassle of open water swimming out of the trend. We can all relate to the feeling of cold water hitting our skin, and it turns out some of the country’s biggest rugby stars can vouch for that too – but the results seemingly do Brits wonders according to our research.”

ENDS

Notes to Editors

A survey of 2,000 people in the United Kingdon, commissioned by Mira Showers and undertaken by Obsurvant, in April 2025.

Full campaign image library: Freeze Frames (https://www.dropbox.com/scl/fo/l61k4kfwihfmpo9wmuqoi/AOGNw-3f95BHQw40YB6v-eU?rlkey=vd2sw25tdp6hlbgpxby71r439&e=1&st=c6w5ea17&dl=0)

About Mira Showers

Mira Showers is the UK's leading shower manufacturer, renowned for its commitment to delivering excellent service and high-quality, award-winning products to its customers. With a century-long legacy of innovation and excellence, Mira prides itself on enhancing the showering experience for households across the nation.

Mira Showers believes that its responsibility extends beyond providing exceptional showering solutions; it encompasses their commitment to the well-being of its customers, communities, and the environment.

Mira Showers has most recently won the ‘Water Saving Domestic Product of the Year’ award for the Mira Advance HeatloopTM at the Energy Saving Awards.

Logo

Images

Tags

More Like This

Showers run dry as cost of living locks millions in hygiene poverty this winter

80% of Brits find body transformation pics demotivating

WHOOP Announces Its “Year In Review” Celebrating That 2023 Was the Year Human Performance Became a Lifestyle

PLUSS ties up with The Rodnight Partnership to enhance availability of its neonatal cooling device 'MiraCradle®' in developing countries

Bathing water reforms to consider water sports and water quality

Nearly half of UK adults feel unable to cope with stress, new study reveals

7-Part Documentary Series "Perfect Sweat" Now Available On Demand

New Trend Report Shows Brits Will Opt for Marathons Over Margaritas in 2024