> “It’s such a strange service — who wants to be in the cold? You need to hear about it from someone you trust,” said Michael Garrett, the head of Reboot, a spa that offers cryotherapy around the Bay Area. (Cryotherapy is when you make yourself get cold.)

Love the author's snark.

>He said the cold therapy gives him a high, as blood rushes to his head and chest, and he believes practitioners are addicted. “I’m addicted straight up, it’s a high and I love it,” Mr. Garrett said.

I never understood paying for cryotherapy - can't the same be accomplished by a cold shower? I definitely love a good cold shower occasionally, seems cold enough to get the blood rush effect (recommended to me by my cardiologist for this exact reason).