London Inc. Early Summer 2024 - 8

Upfront Health & Wellness
TAKING
THE PLUNGE
Embracing a growing
demand for wellness and
recovery, a studio offering
hot and cold therapy
launches with large
ambitions
FOR EIGHT YEARS, Christian Vemb
helped run Pulp & Press Juice Co.,
a raw, organic, cold-pressed juice
company he founded in 2013 with John
Parlow, as it grew from home-based
startup to a national brand.
Then, following the well-worn path
of many serial entrepreneurs, the time
to step away arrived. " We devised an
exit strategy, and I left in July 2021, "
Vemb recalls. " So, then I was like,
'Okay, now what am I going to do?' "
Dunk himself in a tub of very cold
water, is what.
Vemb had been introduced to sauna
and cold plunge therapy - the combination
of a hot sauna bath and cold-water
immersion - years earlier when he
was dealing with a nagging back injury.
" It literally zapped whatever it was
that was bothering my back, which I
assume was a lot of inflammation, and
never came back, " he says.
Vemb developed his own cold
immersion therapy practices over
the years, and along the way realized
a passion for sharing and educating
people on the benefits of what's called
a " Nordic cycle " - a practice that
involves going back and forth from ice
cold water to a hot sauna.
He also knew that cold immersion
therapy was quickly growing in
popularity in wellness and athletic
training circles to reduce the severity
and duration of muscle soreness (it's
been a mainstay practice for professional
athletes for many years).
Enter Vemb's next mission-driven
Christian Vemb
venture. In April, Longevity Lounge
(www.longevitylounge.ca) opened its
doors in the new Uptown retail plaza
at Richmond Street and Sunningdale
Road. In addition to its core offering of
traditional sauna and cold immersion
therapies, the studio offers red light
therapy, an emerging treatment used to
improve skin appearance, reduce pain
and inflammation and aid in wound
healing.
" I needed to get back to my healthand-wellness
roots, because this is
what I'm passionate about; this is my
8 | londonincmagazine.ca | EARLY SUMMER 2024
purpose, " Vemb explains. " I figured if
I don't do this, someone else was going
to. That is part of what was lighting a
fire under my butt - I wanted to be first
to market. "
Many of his growing clientele are
new to cold immersion therapy, but
Vemb has seen repeatedly how quickly
people are sold on the benefits of the
contrast therapy routine. " Every single
time, regardless of how skeptical they
are going in, they come out and they're
literally jumping, with a grin from ear
to ear. "
http://www.longevitylounge.ca http://www.londonincmagazine.ca
London Inc. Early Summer 2024

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