Danish wellness success: 2 young entrepreneurs sell thousands of ice baths with Polax

Du finder den danske version her.

A conversation with Oliver Pausgaard & Victor Enemark, co-founders of Polax

In a time where wellness is trending, Polax has made its mark with ice baths and saunas that make it possible to create spa-like experiences at home. The Danish brand, founded by young entrepreneurs Oliver and Victor, has quickly grown to become one of the leading players in the wellness product industry. Their journey began during their studies, where they discovered a shared passion for business—particularly in e-commerce and wellness. Today, Polax is more than just products; it’s a lifestyle focused on creating moments of well-being, no matter where you are.

We sat down with Oliver and Victor, who shared their story and vision for the future of Polax.

Oliver Pausgaard & Victor Enemark, Co-founders af Polax

Have you always dreamed of becoming entrepreneurs?

Oliver:
“No, not at all, actually. Entrepreneurship only caught my interest in recent years. No one in my family or circle of friends is self-employed, so it wasn’t something that was naturally in the cards. In my younger years, football took up most of my time, and my biggest dream was to become a professional football player.”

Victor:
“As a child, I also dreamed of becoming a football player, but a lack of commitment and prioritizing my social life meant it never happened. When I realized that a football career wasn’t realistic, I decided that one day I would create something of my own.

My interest in entrepreneurship started early—already at the age of 11, I was selling redcurrants from the garden and mowing neighbors’ lawns. Since then, I’ve had many small projects, which I’d describe as ‘hobby businesses’ or ideas that never made it past the drawing board.

That’s why it feels completely natural to be where I am today, even though it certainly wasn’t written in the stars. And if you ask my old teachers, I don’t think they would have seen it coming either!”

How did you meet each other – and how did Polax come about?

Oliver:

“We met during our marketing economics studies at Cphbusiness and ended up in the same study group. It quickly became clear that we worked well together and shared a common interest in business, particularly e-commerce. Victor had a poster shop alongside his studies, and I had previously run a marketing agency. With Victor’s experience as a sauna infusion master, wellness became a natural focus. When we were introduced to ice baths abroad, we saw the potential to bring the concept to Denmark, especially since winter swimming was growing in popularity during the pandemic. Not everyone has access to the sea or lakes, so we wanted to create a solution that would make ice bathing possible at home.”

Victor:

“During my gap year, I worked as a lifeguard and was responsible for sauna infusion sessions in the wellness department, where I really saw the difference sauna and ice baths could make for the body and mind. The idea for Polax emerged naturally from my experience and growing interest in wellness. I pitched the idea to Oliver, and within 24 hours, we were up and running!”

How would you describe Polax as a company?

Oliver:

“Polax is a wellness brand focused on accessibility. Our products – ice baths, saunas, and accessories – are designed to be portable, so you can maintain healthy habits wherever you are. Our slogan, ‘Create your moments,’ reflects the idea of creating your own wellness moments.”

Victor:

“Polax is about making wellness more accessible for private homes. Our name combines ‘polarity’ and ‘relax,’ symbolizing the balance between contrasts like hot and cold, stress and calm. We stand out by combining functionality, aesthetics, and customer service in everything we do.”

How has your product development journey been?

Victor:
“We started with three ice baths, one sauna, and two maintenance products. Today, we offer eight different ice baths, cooling solutions, two saunas, and a wide range of accessories like kimonos and towels.

In the spring, we’re launching two new products – an innovative cooling solution and a new sauna product – which we’re very excited to present. We prioritize quality and thorough development because we aim to be the best in our niche.”

You’ve just completed a rebranding – what’s behind it?

Oliver:
“The market is constantly evolving, and so must we. We wanted to create a visual identity that reflects quality and trust, while supporting our international ambitions. Our new look radiates a premium brand and ensures we can deliver both functional and emotional value to our customers.”

Victor:
“The rebranding is our way of taking Polax to the next level. It’s about creating a clear and cohesive identity that highlights our focus on quality, design, and customer experiences. Wellness is more than products – it’s a journey towards balance and transformation, and that’s what our brand communication should reflect.

Where do you see Polax in 3-5 years?

Oliver: “In 3-5 years, we hope to have many happy customers, especially in Scandinavia, which will be our primary market. We would rather be dominant in a few countries than mediocre in many. Additionally, we see ourselves with an expanded product range and as a key player in the wellness industry.”

Victor: “We want to become a leading player in wellness – both in Denmark and internationally. Our focus is on developing and improving our products, while also exploring new markets.”

Who inspires you?

Oliver: “I’m inspired by brands that create unique user experiences. Bedre Nætter is a great example of innovation in e-commerce – they build hype and communicate really strongly.”

Victor: “I draw inspiration from companies like Weber, who have achieved great success with a single main product. This has taught us to focus on our core products, like ice baths and saunas.”

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