We get this one a lot, but the answer is surprisingly simple. Our core mission is to make healthy habits accessible for everyone, so you don't have to sell your kidney to be able to afford a premium ice bath. Our IceChiller is priced lower than our competitors, because we have developed it from scratch using components from chest freezers. We also negotiate the best prices with our suppliers for materials and components by ordering very large stock quantities, streamline our production process to reduce labor costs, and focus on essential features without adding unnecessary ones. Our IceChiller is a high-quality and affordable option for your ice bath needs, without the huge markup most other brands put on their ice baths.