I believe there's probably a strong placebo effect of these showers, which we shouldn't ignore that is highly effective. I like the idea that you may only need 30 seconds because I think most people could get away with that. And beyond that, I love the idea that it's not necessary to do more. The more is not better. It's definitely worth doing bigger population studies. This is one of the things we'd love to do in the Zoe health study - get people taking cold showers.

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