Chill, Sweat, Connect: Frostfire Sauna & Cold Plunge Brings Wellness Revolution to Downtown Lynchburg

A new, one-of-a-kind experience has opened in downtown Lynchburg for those looking to expand their wellness routine, take a new chance or simply just connect with others in a phone-free environment.

Located at 1337 Main Street, Frostfire Sauna & Cold Plunge is bringing a unique wellness experience to Lynchburg, offering a combination of sauna and cold plunge therapy in a community-focused setting.

Owners Sam and Robb Foster were inspired to create the business after attending a jiu jitsu camp in Asheville, where they visited a sauna and cold plunge facility.

“We went with two acquaintances and after spending two hours phone-free, enduring the challenge of cold water and relaxing in the sauna, we came out as friends,” Sam Foster said. “It was that experience that made us know we wanted to bring this to Lynchburg. It’s not just about wellness, it’s about community building.”

Frostfire officially opened earlier than expected after winning a $20,000 grant from Launch LYH – a program developed by the Downtown Lynchburg Association, which allowed Foster to transition from her career as a physical therapist to running the business full-time.

Her background in physical therapy has proven to be an asset as she educates clients on the health benefits of cold plunging and sauna use.

“It’s not just about feeling good, it’s about understanding why it works, especially for athletes or those recovering from injuries,” she said.

The transformation of the former Oxide Pottery studio into Frostfire was a family affair, with both Sam and Robb Foster working nights and weekends to bring their vision to life.

“It took about two months of hard work, but we managed to open earlier than planned,” she said. “The space already had creative energy, and we kept the pottery wall as a nod to its past.”

Frostfire’s ambiance is designed to be both relaxing and energizing.

“We wanted it to be intimate, communal and phone-free,” Foster said. “The vibe is all about good energy. Uplifting, quiet and creative.”

Being the first of its kind in Lynchburg, Frostfire has had to introduce residents to the benefits of cold plunging, which involves immersing oneself in icy water to promote muscle recovery and improve circulation.

“There’s definitely an education piece,” Foster said. “Once people try it, they walk out smiling and they feel great.”

Frostfire also offers compression therapy with NormaTec for enhanced recovery, along with organic and vegan bath and body products in their retail section. Sessions start at $30 for an hour or $40 for two hours, with membership options and monthly specials available.

 As for why they chose downtown Lynchburg, Foster said it is clear there is a transformation happening.

“With the amphitheater coming and the growing business culture, we knew we wanted to be part of downtown’s revival,” she said.

The grand opening celebration for Frostfire is set for Nov. 1, but the soft opening has already allowed locals to experience the unique benefits of sauna and cold plunge therapy.

“Everyone who tries it leaves smiling,” she said. “We’re excited to be a part of this community and offer a space for relaxation and connection.”