COOLDOWN — Recovery Is the Workout

The Problem

You upgraded your shoes, your watch, your protein. Your recovery still smells like a locker room in 1995.

The recovery aisle hasn't had a reason to change in decades. We're giving it one.

Goopy tubs & greasy hands

Scooping paste out of a jar after a workout. In what world is that the reward?

Menthol that reads as medicine

Formulas built to smell like injury, packaged like a pharmacy shelf, designed for nobody.

Ingredient lists you'd never gift

Petroleum bases and mystery fragrance — in a product you rub on your body daily.

✓

The Cooldown way

A clean, mess-free stick with a sensorial cool-to-warm finish. Recovery you'd proudly leave on your desk.

$24 early bird$30 after launch

Product 01 · Launching First

The Therapy Balm

Everything a recovery topical should have been all along — engineered for the last five minutes of your training, not the medicine cabinet.

Magnesium chloride, where you want it

The mineral your recovery routine already respects — delivered as a targeted topical ritual, not another pill.

Arnica montana, the athlete's flower

A botanical trusted by endurance athletes for generations, paired with shea and jojoba for skin that trains daily.

A finish you can feel working

Cool on contact, warming as you massage it in. A sensorial cue that tells your body: the work is done.

Zero-mess stick format

Twist, glide, done. No greasy palms, no jar, no leaks in the gym bag. TSA-friendly by design.

EARLY BIRD PRICE$24$30

Reserve with 10% off

The Sensation Timeline

0:00Cool hit on contact

~2 minWarmth blooms in

~5 minRitual complete

Formulation Philosophy

What's inside. What never will be.

✓ In the stick

Magnesium ChlorideThe recovery mineral, in topical form
Arnica MontanaThe endurance world's favorite botanical
Shea Butter + JojobaSo daily use feels like skincare, not treatment
Gentle Menthol + Warming BotanicalsThe cool-to-warm signature finish

✕ Never in the stick

Petroleum & Mineral OilYour skin deserves a better base
Synthetic FragranceScent should come from the formula, not mask it
Parabens & PhthalatesTable stakes for a brand built in 2026
Medical CosplayWe're a ritual, not a prescription — and we like it that way

Final formula in development with US manufacturing partners. Ingredient commitments above are our locked formulation criteria.

The Cooldown Ritual

Three steps. One habit. Every session.

STEP 01 — BEFORE

The Guard

Anti-chafe protection stick. Zero friction from mile one to mile twenty-six. No mess, no stains, no drama.

Product 02 · Coming Next

STEP 02 — DURING

Do the Work

Run, lift, ride, swim. That part is on you. We'll be waiting at the finish line.

Your Job

STEP 03 — AFTER

The Therapy Balm

Magnesium + arnica, cool-to-warm. Close the loop. Recovery isn't the reward for training — it's part of it.

Launching First

The Honest Comparison

There's a reason your gym bag doesn't have one yet.

	COOLDOWN	Old-School Muscle Rubs	Body Lotions & Tubs
Mess-free stick format	✓	✕	✕
Cool-to-warm sensorial finish	✓	Half of it	✕
Magnesium + arnica together	✓	Rarely	✕
Clean, giftable ingredient list	✓	✕	Sometimes
Designed for training days	✓	Designed for injuries	Designed for bathrooms
Smells like a brand, not a clinic	✓	✕	✓

Why Now

The biggest running boom in history is missing its recovery brand.

1.13M

Applicants to the 2026 London Marathon ballot — up 36% in a single year. Racing has never been this big.

$1.5B

Projected topical magnesium market by 2033, growing ~7% every year.

20%

Of marathon-training injuries are skin-related — and almost nobody is building for that customer.

Sources: London Marathon 2026 ballot data · Dataintelo topical magnesium market report 2024–2033 · HMP Global dermatology research on runners.

The Story

Built by three people who ship products for a living.

Cooldown started as a WhatsApp thread between three friends who spent years launching and scaling consumer products for some of the biggest e-commerce shelves in the world — and kept asking the same question after every workout:

why does recovery still feel like a chore?

So we're building the brand we kept looking for and never found. Supply chain discipline, real cosmetic formulation experience, and brand finance rigor — pointed at the five minutes after you train.

"I've mapped my own routine step by step — nine products on a normal day. The one I always wished existed was the one for right after the run. So we're making it." — J., co-founder. Marathoner, triathlete, supply chain operator.

The Operator

15+ years in retail & e-commerce supply chain. Marathoner. Owns sourcing, manufacturing, and fulfillment.

The Formulator

Beauty & cosmetics product developer. Launched cosmetic lines from zero. Owns product and innovation.

The Strategist

Brand economics & growth. Manages P&L for major consumer brands. Owns finance and channels.

Questions

Fair questions, straight answers.

When does The Therapy Balm ship?

The first batch (1,000 sticks) is targeted for fall 2026. Waitlist members get first access, early-bird pricing, and code EARLY10 — in that order, before anyone else.

Is this a pain-relief medicine?

No — and that's deliberate. Cooldown is a cosmetic recovery ritual: magnesium, arnica, and a sensorial cool-to-warm finish for your post-workout routine. We make no drug claims, and we'd rather be the best ritual than a fake prescription.

Who is it for?

People who move on purpose: runners, lifters, cyclists, swimmers, weekend warriors. If your week includes training days, your gym bag has a Cooldown-shaped hole in it.

What are the formulation standards?

Clean by default: no petroleum, no parabens or phthalates, no synthetic fragrance. Made in the USA with certified manufacturing partners (GMP / ISO 22716). Final formula is in development — the criteria above are locked.

What does the waitlist commit me to?

Nothing. One email when the first batch drops, your 10% code, and the option to ignore us forever. No spam, no daily drip campaigns.

10% OFF

Early access only.

Join the waitlist for The Therapy Balm's first 1,000 sticks. First access, early-bird price, zero spam.

EARLY10

You're in. Save your code — we'll email you when the first batch drops. 🏁

One launch email. That's the whole relationship until you decide otherwise.