PLUNJ Salt Lake

Written By Morgan Olsen

Brian Brown,

owner PLUNJ Salt Lake

For most people, a cold plunge sounds like punishment. For Brian Brown, it sounded like purpose.

When Brian opened PLUNJ in Salt Lake City, he wasn’t just building another wellness space. He was taking on something bigger — what he calls “the epidemic of loneliness.” His idea was simple but bold: create a space that helps people reconnect with themselves and each other, inspired by the centuries-old Nordic spa tradition.

TIn Finland and Sweden, saunas and cold plunges aren’t a trend — they’re a way of life. A ritual of community. A daily reminder to slow down. Brian wanted that same sense of connection to exist here in Utah — a place where you can breathe, recharge, and share the experience with others.

The response has been electric. In just a few months, PLUNJ has collected over 400 verified five-star reviews from guests ranging from first-timers to seasoned “sauna snobs.” Groups come for team sessions, birthdays, and business retreats — and everyone leaves with a sauna hat and a smile.

PLUNJ isn’t just about hot and cold — it’s about warmth and connection. About building something that brings people together in a time when we need it most. We’re lucky to have Brian and PLUNJ as part of the Durable community, reminding us that business can be both purposeful and profoundly human.

Learn more about PLUNJ Salt Lake:

Morgan Olsen

Morgan is in charge of community and communications with Durable. She loves doing puzzles, binging a good show, traveling, and spending time with her husband and two children.

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