If you’ve ever stood on the shores of Okanagan Lake on January 1st—hands buried in pockets, steam rising from mugs of coffee, watching neighbours hype each other up before an icy plunge—you’ll know this truth: the Naramata Polar Bear Fire Plunge isn’t really about the cold.
It’s about people showing up.
That’s exactly why I wanted to sit down with Brian Goodwin, co-owner of HuGood Sauna Co. and the Shelter, to learn more about why he and his business partner Charlie Hughes do what they do—and why they immediately offered to bring their mobile sauna to the Plunge in support of the Naramata Fire Fighters Society.
What followed was less a business interview and more a conversation about community, conviction, and the simple power of warmth—both physical and human.
From Snowy Mornings to Something Bigger
Brian and I started our chat the same way many winter conversations in the Okanagan do: snow, kids, Apex Mountain, and how lucky we are to have it all so close. That appreciation for place isn’t accidental. Brian and his wife moved to Naramata three years ago after living in Whistler, Vancouver, Surrey, and Nanaimo.
They weren’t chasing a trend—they were chasing community.
“We wanted to know our neighbours,” Brian shared. “We wanted our kids to grow up somewhere people show up for each other. That mattered more than anything.”
That mindset runs through everything Brian and Charlie do.
The Health Journey That Sparked It All
HuGood didn’t start as a polished business idea. It started with a cold tub on a patio.
Two winters ago, Brian filled a tub with water, let it freeze overnight, broke the ice each morning, and sat in it for three minutes—every day. He paired it with an old sauna in his 1970s basement and committed to the routine for 45 days straight.
The result?
“It was a life-changer,” he told me. “I felt better. Clearer. Stronger. I couldn’t believe how much it helped.”
Friends noticed. Conversations started. Charlie joined in. And a simple question emerged: Why isn’t this more accessible?
That question turned into a flatbed trailer, a leap of faith, and what is now HuGood (Mobile) Sauna Co.—a beautifully built, tiny-home-like sauna on wheels designed to bring wellness directly to people.
Wellness, But Make It Social
One thing Brian kept coming back to was the social side of sauna and cold plunge culture.
Not everyone wants to grab beers.
Not everyone wants a gym.
But almost everyone wants to feel good.
That philosophy carried naturally into their next step. Through conversations, they joined forces with two other (likeminded) entrepreneurs, Ashley Kay and Jordan McCallum and the Shelter was born.
Shelter: A Floating Gathering Place
Shelter—their floating sauna on Okanagan Lake—was the natural evolution. Bigger. More communal. More connected to nature.
It’s not a spa tucked away from the elements. It’s a space that embraces them.
“Whatever Mother Earth gives you that day—that’s the experience,” Brian explained. “Wind, snow, sunshine… you’re in it.”
Eight to ten people at a time can rotate between sauna and a lake plunge, turning something deeply personal into something shared. The name fits perfectly: a place to seek warmth, safety, and reset.
Sessions at the Shelter are intentionally flexible. You can book a single seat and meet like-minded people, or reserve the entire sauna with friends. It’s wellness without pressure—and community without pretense.
“You walk out feeling like you’re floating,” Brian said. “It’s fun, it’s challenging, and you leave better than when you arrived.”
Why the Polar Bear Fire Plunge Matters
So why support the Naramata Polar Bear Fire Plunge year after year?
For Brian, it’s about what the day represents.
“It’s the best way to start the year,” he said. “You challenge yourself, you show up for your community, and you do something positive—together.”
That idea of showing up isn’t new for Brian.
Over the past few years, he’s supported local initiatives—from the daycare fundraiser to previous Polar Bear Plunges—because he believes small communities only work when people lean in, especially when it’s inconvenient or uncomfortable.
January isn’t an easy time to get people together. That’s exactly why the Plunge matters.
And when it comes to supporting volunteer firefighters, Brian didn’t hesitate.
“They put their name in the hat to show up when it matters. In a small community, that means everything.”
This year, that support took a step further. Instead of just donating, Brian and Charlie are physically showing up—rolling their mobile sauna down to the beach on January 1st so plungers can warm up before and after they hit the lake.
And speaking as the organizer, I can say this with confidence:
there will be no shortage of people lining up for a warm spot before, or after they’ve taken the plunge.
That’s community in action.
A Few Final Words
When I asked Brian if he’d choose the cold plunge or the sauna if he only had five minutes, he laughed.
“The plunge,” he said. “The sauna elevates it—but the cold gets you going.”
That pretty much sums up HuGood.
They’re not here to sell comfort. They’re here to help people feel alive—and connected.
And that’s why, on January 1st, as many brave (and maybe slightly hungover 😄) community members take the plunge, there will be warmth waiting on shore.
One More Community Shout-Out
In true Naramata fashion, HuGood won’t be the only local business showing up on January 1st.
Cole Pethybridge, owner of Sage and Steam, also generously offered to bring two mobile sauna tents to the Polar Bear Fire Plunge—helping create even more space for people to warm up, connect, and stay present before or after they take the plunge.
When I asked Cole why supporting the Plunge mattered to him, his answer summed it up perfectly:
“I’m supporting the Naramata Polar Bear Fire Plunge because I’ve seen firsthand, through retreats and shared experiences, how powerful it is when people push themselves together. Discomfort has a way of breaking down walls and building real connection. Bringing two mobile saunas is about supporting the community, creating a safe space to recover, and helping people stay present in the experience longer — together.”
Two local businesses. One cold lake. A whole lot of community spirit.
And that’s what this Plunge—and this place—is really about.
Written by Will van Middendorp – Organizer