The cold plunge is a company. They make cold plunges, and they were kind enough to gift one to the huberman lab podcast. The folks at the cold plunge are not just interested in a marketing their product, but one of their main interests is encouraging people to engage in cold exposure for particular end points or guals. This particular protocol we're referring to as the fat loss optimization protocol, for lack of a better name. Can be used to induce shiver. And it's really grounded in cold. But i want to emphasize that these protocols are free of cost.

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