"The Wim Hof Hotel", an initiative by the famous ‘Ice Man’, demonstrates how a personal brand can evolve into a global phenomenon, boasting 1000 instructors worldwide.

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Since 2015, Hof has breathed (excuse the pun) new life into what might otherwise be considered a mundane hotel in Poland, securing 70% of its capacity for his retreats and instructor training sessions.

Nestled near the Czech border and within reach of Snezka, the highest Czech peak, this hotel has transformed into a pivotal hub for those eager to learn Hof's renowned techniques.

It’s not without its plaudits either, as the hotel boasts a very respectable 8.2 on Booking.com (at the time of writing).