03/20/2026
Hit that 🔴 and watch the MAGIC happen. This is SO FUN! Grateful to and for this super fun experience!
🧠Activating that Anterior Midcingulate Cortex - SAY WHHHAAAATTT?!
When we do HARD THINGS we activate an area of the brain called the Anterior Midcingulate Cortex.
The anterior midcingulate cortex (aMCC) is a brain region crucial for willpower, persistence, and motivation. It activates when facing challenging or unwanted tasks, acting as a “gym” to grow when building resilience. The aMCC is highly connected, integrating emotion, pain, and cognitive control to drive goal-oriented behavior.
There’s more - not only does it activate this area of the brain, it also actives the Parasympathetic (Rest & Digest) nervous system, boosts endorphins, testosterone, and oxytocin!
What’s your favourite Cold Plunge benefit?!