I Built Plunge: A $200 Million Business Selling Cold Plunges

Send us Fan MailRyan Duey is the co-founder and CEO of Plunge, one of the fastest-growing brands in wellness and recovery. After a near-fatal motorcycle accident in Thailand, Ryan’s life took a radical turn—from spiritual exploration to building a $200 million company redefining modern cold therapy.Expect to learn the real lessons behind entrepreneurship—why business is harder than most people think, how stress shows up differently for every founder, and why early-stage chaos can sometimes feel easier than managing success. Ryan shares how psychedelics shaped his leadership style, what it means to evolve from founder to CEO, and how to find peace inside the storm.You’ll also discover the power of resilience, why endurance matters more than inspiration, how AI is changing business strategy, and what most entrepreneurs get wrong about selling high-ticket products. This is a raw, unfiltered conversation on business, stress, and the pursuit of meaning behind success.Chapters00:00 Ryan Duey’s Near-Death Experience & The Birth of Plunge02:41 The Truth About Building a $200M Brand07:12 Why Business Is Harder Than You Think12:48 How Stress Manifests for Different Founders18:05 Lessons from Psychedelics and Leadership23:17 The Founder-to-CEO Transition29:44 Resilience, Endurance & What Keeps You Going34:55 AI’s Role in Business Growth41:20 Selling High-Ticket Products the Right Way47:58 Why Most People Misunderstand Cold Plunging51:35 Final Reflections on Entrepreneurship & PurposeTakeawaysBusiness is hard. The highlight reel never shows the sleepless nights, pressure, or doubt.Unit economics matter more than ego. Scale doesn’t mean success.Stress is personal. Some founders thrive in chaos; others in calm.Psychedelics can expand leadership perspective—but only when integrated intentionally.AI is a multiplier, not a replacement.Selling high-ticket products requires trust, communication, and human connection.Resilience trumps talent. Endurance is the real competitive advantage.Connect with Us!https://www.instagram.com/alchemists.library/https://twitter.com/RyanJAyala