Barry Petersen, a surfer and owner of the Coffee Surf Company, has been doing sunrise polar plunges from October to April for five years. Petersen, who jumped in the ocean for 100 days straight, is part of a growing number of people turning to cold water immersion to improve their mental and physical wellness. The practice, which is not new to humans, has gained a following as people seek ways to reduce stress, reconnect with their bodies and improve overall wellness. Despite mixed evidence, there is more evidence to support its physical benefits. The New Jersey Department of Health has issued guidance on how to safely operate and manage cold cold facilities.