There’s got to be some benefit to it if so many are braving the icy conditions of the open water.
Images of brass monkeys in rather chilly conditions spring to mind and one toe dipped in the water off Brompton beach would have most of us throwing in the towel.
But those already involved with the wonderfully named groups of intrepid swimmers, like the Chunky Dunkers of Donaghadee, have found a new cheerleader.
The BBC’s Mark Simpson may seem to us to be more in tune with the air waves than the real ones of the Irish Sea, but he’s admitted he’s now taking the plunge for cold water therapy with more frequency these days.
Extolling the benefits of his weekly early morning routine he reported: “I use it like a cold bath, like sports teams use ice baths for their injuries in recovery.
“It’s very good for my joints and my mental health.”
Now we all know why he sounds so ‘cool and calm’ on the telly. Safety comes first, of course. As Mark himself says ‘if in doubt get out’.