iCRYO Cryotherapy has announced it will open its first site in California, US, later this year.
The franchised operator – which offers cryotherapy and other wellness services – has expanded rapidly from its base in Houston, Texas, with the growth being driven by the increased demand for cold-based wellness treatments.
"We've wanted to expand to California for a long time, and I can't wait to see what the future holds for us there," said iCRYO COO and co-founder, Kyle Jones.
"There's immense potential for iCRYO in California and we're happy to finally be taking advantage of it. Watching something you've helped create span from coast to coast is really something special."
Cryotherapy has increased in popularity in recent years, partly thanks to being associated with high-profile celebrity advocates – such as Lindsay Lohan, Jennifer Aniston and Daniel Craig – and partly to a number of major successes in professional sports being attributed to its use.
The treatment method was widely credited with helping the Welsh rugby union team reach the 2011 World Cup semi-finals, while it also featured heavily in helping Leicester City overcome odds of 5,000-1 to the English Premier League title in 2016.
Its use at the top level – by athletes such as Juventus star Ronaldo – has led to it being increasingly marketed to amateurs looking to improve their performances.
iCRYO now operates around 20 locations and offers whole body cryotherapy, cryo facials, infrared saunas, compression therapy, body sculpting and localised cryotherapy.
