for accomplishments relating to cold exposure, from running a half marathon barefoot in the Arctic Circle, to the length of time spent swimming under ice.
Those particular perky workouts have garnered him something of a messianic aura, and it seems to be having an effect on the rest of us.
Following the launch of his recent BBC One series, Freeze The Fear With Wim Hof, John Lewis has reported that sales of outdoor swimming accessories and cover-ups have increased by 51 per cent since last year.
The benefits are certainly appealing, if the temperatures aren’t; scientists say it boosts the metabolism, the immune system and that dips in cold water improve your body’s defensive response to health problems. “Over the past year, the trend for Wim Hof has only increased,” says Jo Bennett, head of buying at John Lewis. “Outdoor swimming is not only good for the body, but also for the mind.
Read more on telegraph.co.uk