Client Story: FloCryo
Forget uncomfortable ice baths as a relief for sore muscles, cryotherapy is the new advanced way to not only aid the healing process but also work as a beauty treatment and a remedy for elderly aches and pains. The cool craze is sweeping Australia and most recently the Sunshine Coast, in the form of FloCryo.
Celebrities endorse it, athletes swear by it, but what is cryotherapy? While the idea of placing yourself in a chamber at sub-zero temperatures seems terrifying, it’s actually a comfortable process with great benefits according to owner of FloCryo in Noosa, James Bermingham.
“It’s a treatment where you stand in this sauna-like chamber and liquid nitrogen is used as a cooling agent. The machine converts it into a gas form, which is blown around your body. It gets down to negative 150°C,” he explains.
James adds that athletes use it the same way as an ice bath, “but it’s dry so it’s not like an ice bath where you’re in water and it stings your skin. It’s not as painful.”
The liquid nitrogen tricks your body into thinking you are going to freeze. The body begins to work in overdrive and sends blood to your vital organs, which becomes enriched with enzymes, oxygen and white blood cells.
“When you step out and warm up, all that enriched blood flows back to your muscles and limbs. It has a cleaning effect, taking out toxins and lactic acid,” he says.
While James is now an expert on the topic, he wasn’t aware of cryotherapy until just over a year ago. After partially studying sport and exercise science at university, James deferred to work in the mines for 10 years instead. But sport and exercise science always intrigued him, especially since his partner Ellie was working in the industry.
“I listened to a podcast one day about cryotherapy, which I hadn’t heard of before. I decided to research it and thought there was something in this. It went from there.”
The pair downsized their house, moved from Eumundi to Noosa and simplified their lives to open FloCryo. One year on the practice is not only offering whole body cryotherapy, but localised cryotherapy and cryofacials as well.
“The localised cryotherapy and cryofacials are done by the same machine. It’s like a spot treatment, so if you want to treat a certain area of your body we can focus on that,” says James.
The treatment doesn’t just benefit athletes. The localised treatments administer relief to elderly aches and pains such as rheumatoid arthritis. And the cryofacials offer an alternative beauty therapy for rejuvenated skin.
To get the business off the ground, James enlisted the team of experts at What The Fox Creative. They helped him develop customer personas, designed his brand and website, and managed FloCryo’s social media for the first month.
“The website is amazing. They’ve given us plenty of great ideas and had the willingness to take on everything we’ve asked. I didn’t really know how I wanted the brand to feel but they’ve nailed it.”
James has already recommended What The Fox to other business owners who might need a little help to get their business noticed in the market.
Opening the doors to FloCryo in November lightened the weight on James’ shoulders, but he says there’s still a lot to do. “Because it’s so new in Australia there’s so much work to do in terms of awareness and marketing of cryotherapy. We’re just trying to get it out there – what the benefits are for people.”
He adds that he hopes to get more help from What The Fox in the future to get this amazing treatment the hype it deserves.
Published in Profile Magazine, Dec 2017.
Words: Caitlyn Spanner. Photos: Cullen Collection.