Our story
Wellness, made for life on the move.
LoveCool started in a small studio in London with one stubborn idea - that the tools we rely on every day, from gym towels to travel kit, could feel as considered as the rituals they support.
Three years later, the LoveCool Towel is in over 12,000 gym bags, yoga studios and backpacks across the UK and beyond. We're still a small team, still in London, still obsessed with the details.
Shop the towel
- Cools skin up to 30–35°F below body temperature
- Absorbs up to 10x its weight in water
- Activated in under 60 seconds
- Reusable 500+ times - no waste, no guilt
- Zero batteries, zero power, zero compromise
Performance first
Every product we make has to genuinely work - tested across gyms, studios and long-haul flights before it ever ships.
Made responsibly
Recycled microfibre, plastic-free packaging and a supply chain we visit ourselves. No greenwashing.
Built for everyday life
Designed for runners, yogis, commuters, parents and travellers. Wellness should fit into the day you already have.
The science
The science behind the cool.
Cooling towels work through evaporative cooling - the same natural process as sweating, but far more efficient. When you wet the LoveCool Towel, wring it out and snap it, the specialist fabric absorbs moisture and distributes it evenly across the surface.
As that moisture evaporates, it draws heat away from your skin - dropping the surface temperature by 30–35°F. The effect lasts for hours on end and can be reactivated again and again with just a splash of water. No batteries. No chemicals. Just physics.
Water absorbed
Towel soaks and holds moisture across every fibre.
Heat drawn away
Evaporation pulls warmth from the skin surface.
Cooling sensation
Surface drops by 30–35°F - instantly.
Head-to-head
Why not just use a flannel?
We get the question a lot. Here's how the LoveCool Towel stacks up against the two things most people reach for instead.
Featured LoveCool Towel | Old habit Regular flannel | Gadget Handheld fan | |
|---|---|---|---|
| Cooling duration | Up to 2 hours | 5–15 minutes | Battery-dependent |
| Works during exercise | Hands-free | Impractical | Needs a hand |
| Targets pulse points | Directly | Partially | - |
| Works in humidity | Yes | No | Less effective |
| Needs power or battery | Never | Never | Always |
| Portable & compact | Pocket-sized | Bulky | Bulkier |
| Reusable | 500+ washes | Degrades quickly | Yes |
By the numbers
Cooling towels by the numbers.
A category quietly becoming one of the fastest-growing in global wellness.
- ~$800M
- Global cooling towel market value in 2025
- $1B
- Projected global market value by 2032
- 13.2M
- UK gym members actively working out
- 600M
- Individual UK gym visits recorded in 2024
- 2 hrs
- Cooling effect per single activation
- 500+
- Wash cycles a quality cooling towel withstands
The market behind the movement
"The global wellness industry isn't slowing down - and neither are we. The UK health and wellness market is worth over $125 billion. More than 13 million people in the UK hold a gym membership. Heat wellness is one of the fastest-growing categories in sport and lifestyle accessories worldwide. LoveCool was built for this moment - and for every person who refuses to let the heat slow them down."
How it works
Three steps to instant cool.
- Step 1
Wet it
Soak the LoveCool Towel in cold water for 30 seconds.
- Step 2
Wring & snap
Wring out the excess water and snap it firmly in the air to activate.
- Step 3
Feel the difference
Drape around your neck, wrist or forehead and feel the cool within seconds.