Cold water therapy facility opening in Hereford this week

Reset, which will open in St Owen's Street on Thursday (October 24), is designed to help customers "reset, recharge, and revitalise" their body, mind, and soul, through cold water therapies.

A sauna will be available for customers to use. (Image: Donna Palfreman)

The city centre facility will feature three ice baths, at three, five and seven degrees. A sauna will also be available, which can host up to six people at a time, with customers able to dip in and out of each to maintain a good temperature.

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The new venture was inspired by the owners' fitness-fanatic lifestyle and urge to bring a holistic venture to the city.

David and Donna Palfreman decided to take the leap and take on the vacant unit, and wanting a "complete shift" in career, after 25 years of teaching.

After Mr Palfreman underwent a major knee surgery, and Mrs Palfreman underwent a hip replacement earlier this year, the couple began cold open-water swimming for its health benefits and soon became attracted to the idea of opening Hereford’s first cold water therapy facility.

Customers will be able to book in for an hour slot, rotating between ice baths and the sauna up to three times to help feel the health benefits of the practice.

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Customers are able to pay-as-you-go for the facility or sign up for a regular membership. The facility will also be available for private hire and will offer "express sessions" for 20 minutes for those in a rush.

Mrs Palfreman said that the therapy “helps so many different avenues” and that if you’re a competitive person, the sessions can become “addictive”, with an “endorphin high" after the ice bath.

RESET is kitted out with seating areas, showers, and various amenities for customers to use. (Image: Donna Palfreman)

She added that the endorphin high produced from the activity can last for up to eight hours afterwards and that the centre would provide a “safe place to put your body in an extreme situation”.

Bookings at reset will be available in the early morning for those wanting an adrenaline rush before work, with customers able to use specially designed shower facilities, and even grab a coffee on the way out.