Brass Monkey x Salus London
Great expectations
Salus London is a body transformation gym based in east London. Their clients pay for and expect the best in every aspect of their service. Expert training personalised to each member using world-leading technology, and techniques rooted in science and with an understanding that every Salus member is on a deeply personal journey.
One clear choice
The shift in focus from client aesthetics alone towards a position where clients are stronger mentally and physically was rooted in a personal story for Director, Laurence Fountain. A close friend struggling with depression turned to the ice for help and it saved his life. When Laurence experienced depression himself, he knew the ice had the answer and that’s when he discovered Brass Monkey. After researching other brands Brass Monkey emerged as the obvious choice; consistently cold, ice-making, with powerful filtration and a sleek black customised finish to suit the Salus surroundings.
The Cold Connects
Salus owns the first Brass Monkey commercial Ice Baths, engineered for their intended user load with plant room installation. They use the Baths as a conversation tool and a way to connect with their clients. Guiding each person through and ice bath experience from breathing to immersion and beyond is an effective way to bond with a client. Some members use the ice before a workout to energise the mind and body with a huge surge of adrenaline and dopamine to give them an ultra-powerful workout, others immerse for the mental health benefits.
Working with neuroscientists and gurus in the industry, Laurence discovered that shivering can be used as a process to relieve trauma. When a client suffering from PTSD came to the gym for support, Laurence knew the Ice Bath could help his condition, and the effects were swift and life-changing. He’s also impressed with the speed at which the cold gets to work, delivering a sense of peace and calm when clients control their breathing.
Making it accessible
Salus understands the huge opportunity to brand the Ice Bath experience and create an accessible tool for those who can get real benefits. Creating community days or mental health retreats that centre around cold immersion to spread knowledge, help people and make a real difference under the Salus brand.
“To see their passion for the product, and how fast they were able to innovate was really impressive. No one's come close to doing anything like it. There's plenty of cold baths out there, but there's not the self-generating ice for sure. I get fed ads for ice baths continuously. I'm like, where's your ice? I'm a stickler for being the best that we can be when it comes to results with clients or the systems that we use, we always want the best.
For us, it’s about building our brand awareness and standing for something bigger and better like Brass Monkey does. Standing for a quality of service that’s the best. There is no one close, Brass Monkey are easily the best and I'm not particularly biased. I spend a lot of time looking at different ice baths and I'm like, okay, it's either the temperature doesn't go low enough or there's no ice. Obviously, there's baths that look really good and baths that look similar, but in terms of the final result of that experience of actually getting into some ice, it’s mind-blowing. I can't see anyone keeping up in the slightest. Their ideas are bigger than everyone else's and it feels like they're the trailblazers of ice baths and everyone else just tries to follow behind.”
Laurence Fountain - Director
Continue reading with our Grantley Hall case study.
Brass Monkey at
Grantley Hall
Grantley Hall is a hotel nestled deep in the Yorkshire Dales, offering the ultimate in luxury across the guest experience. Their Three Graces Spa centres on a balanced wellness philosophy, blending state-of-the-art facilities with tranquil surroundings to meet the high expectations of their guests.
Grantley Hall
Grantley Hall is a hotel nestled deep in the Yorkshire Dales, offering the ultimate in luxury across the guest experience. Their Three Graces Spa centres on a balanced wellness philosophy, blending state-of-the-art facilities with tranquil surroundings to meet the high expectations of their guests.
