The health and wellness industry is worth an estimated $4 trillion. This extraordinary valuation encompasses the sale of health club memberships, exercise classes, fad diets, supplements, alternative therapies, and thousands of other products and practices, all vying for our attention. In this, the inaugural article in “The Skeptic’s Guide to Sports Science” column, I chose to scrutinize whole-body cryotherapy. Not only does it illustrate the industry’s preference for hype and hearsay over hard data, but it’s also marketed on the exploitation of several ingrained cognitive biases. This makes it an ideal case study for the critical thinker.

• The Skeptic's Guide to Sports Science book: https://www.nbtiller.com
• Skeptical Inquirer magazine: https://www.skepticalinquirer.org
• Original article & references: https://skepticalinquirer.org/exclusive/cryotherapy-the-cold-hard-truth/

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