Cold water therapy facility to open in Hereford city centre

David and Donna Palfreman are opening Reset in St Owen’s Street, designed to help customers “reset, recharge, and revitalise” their body, mind and soul.

The new space will offer cold water therapy, with the centre featuring three ice baths, at three, five and seven degrees. A sauna will also be available, which can facilitate up to six people at a time.

Donna and David decided to open Reset after undergoing major operations. (Image: Donna Palfreman)

Donna said that the idea for Reset came about after she wanted a “complete shift” in career, after 25 years of teaching, and both her and her husband being fitness fanatics.

After David underwent a major knee surgery, and Donna underwent a hip replacement earlier this year, the couple began cold open-water swimming for its health benefits, and soon became attracted to the idea of opening Hereford’s first cold water therapy facility.

Customers will be able to book in for an hours slot, rotating between ice baths and the sauna up to three times to help feel the health benefits of the practice.

Customers are able to pay-as-you-go for the facility or sign up for a regular membership. The facility will also be available for private hire and will offer "Express sessions" for 20 minutes for those in a rush.

Donna said that the therapy “helps so many different avenues” and that if you’re a competitive person, the sessions can become “addictive”, with an “endorphin high" after the ice bath.

Donna added that the endorphin high produced from the activity can last for up to eight hours afterwards, and that the centre would provide a “safe place to put your body in an extreme situation”.

Bookings at reset will be available in the early morning for those wanting an adrenaline rush before work, with customers able to use specially designed shower facilities, and even grab a coffee on the way out.

The couple have said that the “grand opening” will hopefully be on Friday, September 20, with the shop welcoming expectant customers in to see the new facilities.