Entrepreneurship is hard. It takes mental toughness, resolve, and the ability to push past limits. It can be lonely and cold, but it’s important to take the plunge.
Veteran Erik Hill, owner of Immersion, LLC., a company offering contrast therapy in Fargo-Moorhead at a reasonable price, did just that.
About Immersion, LLC
Immersion, LLC offers a transformative wellness experience by combining the invigorating effects of cold plunges with the detoxifying power of saunas. Located inside CrossFit Fargo, Immersion helps individuals “get comfortable with being uncomfortable” through hot-and-cold therapy. With benefits ranging from improved circulation and faster muscle recovery to clearer thinking and better sleep, this practice appeals to both athletes seeking performance recovery and everyday individuals looking for stress relief and overall health improvements.
Hill’s mission is to help clients unlock mental toughness while discovering the physical and emotional benefits of balancing heat and cold. Whether you’re an elite athlete or simply curious about enhancing your wellbeing, Immersion offers a space where discomfort leads to growth— and better health.
“I wanted to make cold plunging more accessible, not with a spa vibe,” Hill said. “I know that would intimidate me. I’m just trying to make it easy for people and be honest with them. I really just want to help people feel better, whether it’s physically or mentally. If I can help someone who’s struggling—whether they’re dealing with dark thoughts, physical pain, or just feeling overwhelmed—that’s what makes me happy. If they leave feeling better, that’s a big win for me and the community.”
Erik Hill’s Journey
Hill grew up in McCutchenville, OH, a small farming town near Toledo. While his family didn’t run a full farm, they had animals like horses and cows. As he got older and focused more on sports, he became less involved in farm activities, though he often helped out relatives who still farmed when he was younger. After graduating high school, Hill attended and graduated from Tiffin University, which is located just 15 minutes from McCutchenville.
Shortly after graduating, Hill enlisted in the Ohio National Guard. He later transferred to the Minnesota National Guard, which led him to the area.
“I was trying to get promoted in the military, but there weren’t many opportunities in my unit since people were already in place,” Hill said. “So, I reconnected with a guy I went through basic training with, who was in our sister unit in Minnesota, and asked if there were any spots open. After that, I submitted my paperwork for an interstate transfer and moved up here. It wasn’t anything against my family; I was just looking for something new. I didn’t have kids or a wife at the time, so I figured, why not? It was intimidating because you don’t know anybody. I don’t regret it at all though.”
Hill, who switched over to the Army Reserves in 2018, like most veterans, has faced challenges due to service— especially with him having a wife and two young children.
“When I deployed, we were stationed in Kuwait, and while I didn’t see any combat since we were engineers, there was still a lot of stress and challenging situations to deal with, especially being on my own,” Hill said. “The hardest part was leaving my family—that was a tough pill to swallow. But I love this country, and I’ll do anything for it. It’s about self-sacrifice and service. Being away from family is difficult, but you still get to talk to them.”
Returning also presented its own set of challenges for Hill.
“We came back in October, after leaving in November of 2022, so it was really recent,” Hill said. “That’s kind of how everything started for me. I came back physically, but mentally, I was just frustrated and angry—it was a dark rabbit hole. I felt out of place—like I wasn’t needed anymore because my wife made it a whole year without me. Those feelings build up, and it leads to arguments and all that.
HOT
I eventually reached out to the VA and a therapist. I didn’t want to take pills for the rest of my life. Medication helps some people, and I know it’s necessary for many, but it wasn’t the path I wanted to take.”
So, he began cold plunging to help him “reset his mind”—starting by simply filling his bathtub with the ice-cold water that comes out of the faucet during our winter months.
“I’m a natural person,” Hilld said. “Even when I get a headache, I don’t take anything for it—I just push through. If I get sick, I always look up natural remedies before buying something from the store
So, I started Googling natural ways to deal with everything I was going through, and cold plunges kept coming up. I thought, ‘What’s this all about?’ I initially started cold plunging to manage stress and anxiety, and it definitely helps with that. I always tell people it doesn’t get rid of everything, but it makes things more manageable. It brought me back down to baseline, and then the benefits with sleep and muscle recovery surprised me. I wasn’t expecting that. I started sleeping better after just a few days, and on heavy lifting days, my legs weren’t wrecked like they usually were—I felt fine. It snowballed from there and pushed me to work harder because, with less stress and soreness, life just became more enjoyable. Right now, the stress and anxiety relief is what I appreciate the most. It really brings me to a calmer state.”
After experiencing the benefits of cold plunging, things began to move quickly for Hill, who says the opening of the business was also partially inspired by his completion of Andy Frisella’s 75 Hard Program.
Immersion, LLC’s first week of business was just this May. Hill opened the business inside of Fargo Crosffit a gym he has been going to shortly after transferring to the area in 2017.
“I think starting Crossfit all started with a bet—I can’t remember exactly what got me into it at first,” Hill said. “But I tried it out and got hooked on the challenge. The suffering aspect, you know, pushing myself beyond the usual routine of arms on Monday, legs on Tuesday—it keeps me engaged. Opening in this gym in May was an exciting but tough time. You don’t expect everyone to come running, but you’re so excited. Then reality hit, especially in those first three weeks, and I started thinking, ‘Am I going to bankrupt myself?’ Those thoughts are normal for a business owner. I listen to a lot of top entrepreneur podcasts, and they always say, ‘You’ve got to grind, and talk to people.’ So, for the first two months, I was driving around, handing out flyers, meeting people, and joining networking groups. I was already part of ‘Love Your Local,’ which is run by Indira, and they became like my second family. They saw me transition into business, and they’ve been there as I continue to grow.”
“The hardest part of starting a business is really dealing with your own self-doubt,” Hill said. “When people cancel or stop coming, you start thinking, ‘Am I going to fail?’ You also have to learn not to get too attached to people because everyone leaves for different reasons—whether it’s money, time, or they just don’t want to continue. It’s tough not to take it personally because you want them to come back, especially when you know they were doing well and feeling good. That’s been a challenge for me, letting go and not falling into the mindset of thinking I’m going to fail or go bankrupt. It’s just part of business.”
For Hill, a big part of overcoming that self doubt is diving in with relentless effort. He frequently attends networking groups around town and “grinds.” He even works part-time with his friend’s business, Summerville Landscaping, which focuses on mowing, patio work, and snow removal. He also takes on handyman jobs like weeding and leveling porches on the side.
Possible Benefits of Sauna Use Include
Cardiovascular Health
Saunas help improve heart function by dilating blood vessels, enhancing circulation, and lowering blood pressure.
Improved Endurance and Athletic Performance
Saunas aid athletes by increasing plasma volume, red blood cell count, and heat tolerance. These changes improve oxygen delivery, delay fatigue, and enhance overall endurance, similar to how endurance athletes use heat acclimatization techniques.
Mental Health and Stress Reduction
Sauna sessions trigger the release of endorphins and reduce cortisol levels, promoting relaxation and improved mental well-being.
Detoxification and Skin Health
Sweating in a sauna helps eliminate toxins, clears pores, and promotes skin health by enhancing epidermal function and reducing bacteria on the skin.
Reduced Inflammation and Muscle Recovery
Saunas help reduce muscle soreness and joint pain by promoting better circulation and relaxation.
Boosted Immune System
Regular sauna sessions have been shown to reduce the frequency of colds and respiratory infection.
COLD
“My advice for other entrepreneurs is to grind, especially on the days you don’t want to,” Hill said. “Those are the days that count the most. It’s easy to get distracted or feel discouraged when people cancel or things don’t go as planned, but that’s when you have to push yourself. People make it seem like starting a business is easy, but it’s not—it takes real dedication. I use those moments, like checking my bank account in the morning, to fuel my motivation and ask myself, ‘What else can I do today? Who can I talk to?’ It’s scary going from a secure job to the unknown, especially when you have a family and bills to pay, but if you’re truly not happy with what you’re doing, you have to take the leap. There are great resources like the North Dakota Small Business Development Center that can help with things like starting an LLC or creating a business plan. At the end of the day, you’ve got to be passionate about what you’re doing and willing to constantly learn. That’s what keeps me going.”
The Future
Erik Hill’s mission for Immersion LLC goes beyond wellness—it’s about community, transformation, and support. As a veteran, Hill knows the challenges many service members face when returning home, and he dreams of partnering with the VA to bring the healing power of contrast therapy to fellow veterans.
If you want to support Hill’s mission and experience the benefits firsthand, visit immersion-llc.com to claim a free sauna and cold plunge session or explore membership options. Whether you’re an athlete, veteran, or someone looking for a way to reset, Immersion offers a chance to embrace discomfort, build resilience, and discover a better version of yourself.
Possible Benefits of Cold Tub Use Include:
Reduces Muscle Soreness and Inflammation
Cold water immersion helps decrease inflammation and relieve delayed-onset muscle soreness by constricting blood vessels and slowing biochemical processes that cause inflammation.
Boosts Mood and Mental Health
Exposure to cold water triggers the release of neurotransmitters such as dopamine, serotonin, and norepinephrine, which regulate mood and reduce stress.
Strengthens the Immune System
Cold plunging can increase white blood cell production, enhancing immune function and helping the body defend against infections.
Enhances Sleep Quality
Some studies suggest that cold exposure may improve sleep by reducing time spent awake after falling asleep and improving the body’s ability to regulate temperature.
Support Active Recovery
While ice baths may limit the buildup of lactic acid, they also promote active recovery by enhancing blood flow and nutrient delivery to fatigued muscles.
Support Immersion, LLC
immersion-llc.com
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701-405-5295
5292 51st Ave S, Fargo
