Sometimes, a trip ends up inspiring a new business.
That’s what happened to Joaco and Santi during an exchange in Australia, an experience that led them to found Alfa Humans. The brand, established in Argentina in 2023 and originally known as Alfa Hackers, develops wellness tools, and has stood out for its ice-free cryotherapy bathtubs and portable saunas.
In 2022, ice cryotherapy was all the rage; however, maintaining the habit was complex due to the constant purchase of ice bags, which involved a high-costs and made it almost impossible. This challenge made them think: “There has to be a better, easier and cheaper way.”
Traveling made them realize that cryotherapy did not need ice. Alfa Humans developed cold-plunge bathtubs that don’t require ice (the product uses a chiller that cools the water). In this way, democratized access to high-performance wellness habit, transforming therapies exclusive to elite athletes into sustainable habits for anyone.
The brand understood that wellness should not focus solely on physical performance, but also on emotional balance and daily health. Thus, Alfa Humans went from promoting activities that are demanding of the body, to building experiences focused on listening to its needs, offering tools to improve rest, reduce stress, and turn wellbeing into a more accessible and sustainable habit.
Source: Alfa Humans
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