Our Story

From a cold plunge in Dana Point to a full recovery studio on Pacific Coast Highway.

Plunge Performance & Recovery is a wellness and recovery studio located at 34098 E Pacific Coast Highway in Dana Point, California. Founded in September 2022 by world champion skimboarder Austin Keen and team, the studio offers cold plunge therapy, traditional sauna, red light therapy, hyperbaric oxygen therapy (HBOT), PEMF therapy, compression boots, and TheraJet dry hydrotherapy. Named Best New Business by the Dana Point Times in 2024, Plunge Performance is directed by Seth Feldman and serves athletes, weekend warriors, and anyone looking to optimize their recovery and overall well-being.

How It Started

It started with cold water and a simple question: why isn't there a place to do this in Dana Point?

Austin Keen is a world champion skimboarder who spent his career pushing his body to the limit on the shores of Southern California. Years of competition taught him that recovery isn't optional — it's what separates good athletes from great ones. Cold immersion became a non-negotiable part of his routine. But when he looked for a local facility that offered cold plunge therapy, nothing existed.

Austin Keen building the original Cold Plunge Therapy Lounge in 2022

Austin Keen building the original Cold Plunge Therapy Lounge — 2022

So in September 2022, Austin Keen and team opened Cold Plunge Therapy Lounge on Del Prado Avenue in Dana Point — two Edge Theory Labs tubs, a traditional sauna, and a mission to make world-class recovery accessible to everyone in the community. Not just elite athletes. Not just biohackers. Everyone — from the surfer coming off the water, to the parent who needs 15 minutes to reset, to the runner training for their first marathon.

The original Cold Plunge Therapy Lounge signage — before Plunge Performance

The Move to PCH

The concept proved there was real demand for accessible recovery in South Orange County. By mid-2023, the studio had outgrown its original space. The team loaded the Edge Theory Labs tubs into a trailer and moved to a larger home at 34098 Pacific Coast Highway — a Spanish-style building with arched windows right on the main corridor of Dana Point.

Moving the original Edge Theory Labs tubs to Pacific Coast Highway

A New Chapter

In 2024, Seth Feldman and family acquired the studio and immediately set about expanding what it could offer. Seth oversaw a full remodel that opened up the floor plan and made room for new modalities — red light therapy, hyperbaric oxygen therapy, PEMF, compression boots, and TheraJet dry hydrotherapy. The business officially rebranded as Plunge Performance & Recovery, the sign went up, and a wider range of science-backed therapies brought in an even more diverse crowd.

Mid-remodel 2024 — opening up the floor plan for new modalities

That same year, the Dana Point Times named Plunge Performance its Best New Business of 2024.

For Seth, one of the primary motivations has always been giving the Dana Point community a dedicated space for recovery — a place where people can take care of their bodies without driving to LA or searching for a gym that happens to have a cold tub. That vision drives every decision about what the studio offers and how it operates.

A full house in the plunge room at Plunge Performance

A full house in the plunge room — this is what it's all about

What Makes Us Different

Science-forward, not sales-forward.

Every therapy we offer is grounded in published research. We don't oversell. We share what we know, help you build a protocol, and let the results speak for themselves.

Community over transaction.

Our members don't just show up for sessions — they hang out on the patio, swap recovery tips, and hold each other accountable. We built a studio, but what grew was a community.

Clean, consistent, coached.

Our cold plunge pools use multi-stage hospital-grade filtration. Our temperatures are precise and consistent. And our staff coaches every first-timer through their plunge — no one goes in unsupported.

Setting the tone at Plunge Performance

Our Services

Cold Plunge Therapy

Water held at 39–45°F with staff coaching for every session

Traditional Sauna

185°F dry radiant heat, included with every plunge session

Red Light Therapy

15-minute full-body sessions in a 360° device

Hyperbaric Oxygen Therapy

60-minute sessions at 1.3 ATA pressure

PEMF Therapy

15-minute pulsed electromagnetic field sessions

Compression RX

Sequential pneumatic compression for leg recovery

TheraJet Dry Hydrotherapy

Pressurized water massage, fully clothed

Visit Us

Address

34098 E Pacific Coast Hwy
Dana Point, CA 92629

Phone

(949) 480-2653

Email

staff@plungeperformanceandrecovery.com

Hours

Mon–Fri: 7 AM–1 PM & 3 PM–7 PM
Sat–Sun: 9 AM–3 PM

Book Your Session