Biography of Ryan Duey: Founder and co-CEO of Plunge -Entrepreneur
Ryan Duey: A Journey from Float Therapy to Cold Plunging
Ryan Duey, co-founder and co-CEO of Plunge, started his
journey in health and wellness with a focus on float therapy. After years of
running his float therapy business, Capitol Floats, he found himself dealing
with declining health. Struggling with his immune system, Ryan was introduced
to cold water immersion and breathwork, which quickly became an essential part
of his healing routine. This sparked his passion for cold plunging, and he
realized the profound benefits it had not just for his physical recovery, but
for mental clarity and overall well-being.
The Birth of Plunge
As COVID-19 forced Ryan’s float spas to close, he found
himself with ample time to explore new ventures. It was during this downtime
that Ryan, along with his co-founder Michael Garrett, recognized a gap in the
market for affordable and aesthetically pleasing cold plunge options.
Dissatisfied with existing solutions, they decided to take matters into their
own hands and build the first cold plunge unit themselves. It was a decision
that would change their lives, marking the beginning of Plunge.
A Humble Beginning
The first units of their cold plunge were sold to their
float spas. With limited resources, they sent out an email to gauge interest,
leading them to hand-deliver every unit. They were determined to reinvest all
the money they earned into making more units. Their early efforts, driven by
hard work and persistence, set the foundation for what would eventually grow
into a thriving business.
Reaching the Masses
Plunge took off quickly, thanks in part to a simple but
effective strategy: buying a great domain name. Ryan and his co-founder
purchased TheColdPlunge.com for just $10, and within months, they saw their
website ranking on the first page of Google. Their website traffic exploded
without spending a penny on ads, marking the first major turning point in their
business. The key was a combination of solid product quality, timing, and word
of mouth.
The Power of E-commerce and Social Media
Ryan recognized the immense potential of e-commerce to drive
growth. By setting up an online store, Plunge was able to reach a wide audience
across the globe. The power of social media and influencer marketing played a
crucial role in boosting their visibility. As they began to collaborate with
influencers and industry leaders, Plunge quickly became a household name in the
wellness community. They found success in combining traditional marketing
methods with a fresh approach to digital outreach.
Cold Plunging: A Daily Ritual
Ryan believes that the surge in cold plunging's popularity
can be attributed to its immediate and undeniable benefits. The feeling after
stepping out of the cold water is nothing short of invigorating, leaving
individuals feeling refreshed and energized. As more people began sharing their
experiences, it became clear that cold plunging had a unique way of making
people feel better in a short amount of time, leading it to become a daily
ritual for many.
From a Trend to a Lifestyle
For Ryan, cold plunging is more than just a passing trend;
it’s a lifestyle. People are increasingly seeking ways to boost their energy,
reduce inflammation, and improve their mental clarity, and cold plunging
delivers all of this in a short, intense session. It’s a quick reset for the
body and mind, making it an appealing option for people with busy lifestyles
who want maximum benefits in minimal time.
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Influencer Partnerships and Organic Growth
One of the keys to Plunge’s success has been leveraging
organic marketing, particularly through influencer partnerships. These
influencers not only used the product but shared their experiences with their
audiences, creating a ripple effect. Ryan and his team understood that customer
trust is earned through real experiences, and they made sure their product and
customer service aligned with the needs of their customers. This organic growth
strategy created a community of loyal users who became Plunge’s best advocates.
Building Relationships with Customers
At the core of Ryan’s philosophy is the belief that strong
relationships with customers are essential for long-term success. Plunge’s
motto, “All boats rise,” reflects this ethos. The company is dedicated to
providing exceptional customer service, building trust, and fostering a culture
of mutual benefit. By creating a space where everyone wins—customers,
employees, and the business itself—Ryan and his team have built a brand that
resonates with its audience on a deeper level.
A Focus on Consistency and Values
Ryan’s approach to business is rooted in consistency and
staying true to core values. He emphasizes the importance of living out the
human experience in both life and business. Staying aligned with the company’s
mission and values is central to Plunge’s continued success. By staying
grounded in their principles, the team has created a company culture that
thrives on authenticity, integrity, and customer-first thinking.
The Role of Team Building
At Plunge, team building is more than just a company
activity—it’s an integral part of the business model. Ryan is deeply invested
in creating a culture of learning and development for his employees. For him,
the key to a successful team is providing resources for personal and
professional growth. One memorable example was a Wim Hof workshop that Ryan
organized for the team, which included breathwork sessions and cold plunging.
This experience allowed employees to bond, grow, and share in the benefits of
the company’s mission.
Scaling the Business
From those early days of hand-delivering units, Plunge has
grown into a business that ships hundreds and thousands of cold plunges
worldwide. The company’s success is a testament to the hard work and strategic
thinking that went into building the brand. Ryan and his co-founder have
consistently reinvested in the business, scaling it from a small startup to a
multi-million-dollar company.
A Personal Passion Fueling the Business
What drives Ryan to continue growing Plunge is his personal
connection to the benefits of cold plunging. After experiencing firsthand the
health benefits of cold water immersion, Ryan became passionate about sharing
this practice with others. He believes that cold plunging has the power to
improve lives, and his mission is to make it accessible to as many people as
possible. This personal connection to the product has been a key factor in the
company’s success and growth.
The Future of Plunge
Looking ahead, Ryan is committed to expanding Plunge’s
offerings and continuing to innovate in the wellness space. The company’s
growth has been nothing short of remarkable, and Ryan’s vision is clear: to
make cold plunging as common as coffee. He hopes to continue building
relationships, improving the product, and ensuring that Plunge remains a
trusted name in wellness for years to come. With the success they’ve had so
far, there’s no doubt that Plunge is poised for even greater things in the
future.
Timeline for story
2015: Ryan Duey starts Capitol Floats, focusing on float
therapy.
2019: Ryan experiences health struggles, discovers cold
water immersion.
2020 (COVID-19): Ryan and Michael Garrett co-found Plunge
during the pandemic.
2020: First cold plunge units sold to float spas, delivered
by hand.
2020: Plunge buys TheColdPlunge.com, sees website traffic
spike.
2020-2021: E-commerce growth, social media and influencer
marketing boost visibility.
2021: Cold plunging becomes a wellness trend and daily
ritual.
2022: Plunge expands its influence through organic growth
and influencer partnerships.
2022: Company focuses on building strong customer
relationships.
2022-2023: Plunge scales, shipping cold plunges globally.
2023: Ryan continues to grow Plunge, focusing on innovation
and wellness.
