Hes the young Aussie who founded an ice bath company that boasts viral success, celebrity endorsements from the likes of Chris Hemsworth and millions of dollars a year in sales.
But now the popular Odin Ice Baths business started by chiselled Gold Coast nutritionist Jonathon Jono Clare has plunged into administration and is being angrily pursued by customers wondering where their purchases are.
Daily Mail Australia can reveal that the business was placed in external administration this past week amid a growing social media storm over failed shipments of its cult products.
Mr Clare - who founded the company after finding ice baths helped his cystic fibrosis - urgently uploaded a video to his companys social media pages in December apologising for a spate of failed to deliveries, citing supply chain issues.
Now, administrators McLeods Accounting have said they are conducting investigations into the companys affairs after creditors sought for the company to be wound up last week.
It is a staggering blow for the small company which still boasts the endorsements of some of the biggest names in wellness on its website - including Mark Wahlberg, Chris Hemsworth, and Amanda Nunes, plus race car driver Lewis Hamilton.
Ice bathing has grown a cult following in recent years and has become an increasingly popular wellness product offered by gyms and spas. Some studies suggest the practice offers a mild benefit in alleviating muscle soreness after exercise.
Jonathan Jono Clares viral ice-bath company has been placed under external administration just a few short years after winning celebrity endorsements and being feted in the pages of Body&Soul
Chris Hemsworth and Mark Wahlberg were among the celebrities to soak in the tin-and-cedar Australian tubs
Mr Clares baths initially caught traction on a local Facebook group leading the entrepeneur to expand his idea into a full-sized business.
Everyone struggles – most people have something that theyre dealing with but its not what happens to you in life, its your reaction to it, he told a Commonwealth Bank profile.
That’s why I thought my business might provide a solution for others that Ive provided for myself.
‘Business is not for the faint of heart and I underestimated how difficult a business would be to run. But we got through the tough times, and we just got a bit better at everything and we learnt as we went.’
Six months into his endeavour, Mr Clare told wellness magazine Body + Soul he was projected to reach $3million in sales by the close of his first year.
Psychologically, I’ve kind of always got it in the back of my mind that this could be my last five years on Earth, he said.
There is a small but significant chance that this could be the case, and as a result, that’s kind of pushed me to kind of do something with my life.
I don’t want to be one of these people who get to the end of my life, whenever that may be, and have all these regrets about what I could have done.
The company marketed ice baths as the authentic cold exposure therapy experience
Director, Mr Clare, appears to use his real name as a property marketer in Queensland
However, in a video update privately sent to customers on December 13 last year, the founder apologised for delays in shipments of his product.
Im making this video to give you an update on your order and show you what weve been up to, he began.
Were rapidly catching up on lead times, Id like to sincerely, personally apologise for any delays that you might have experienced.
There were two main reasons for the delays: the first being that were an Australian handmade product, and like all beautifully handmade products they take time, and due to the popularity of the (latest model) lead times just got away from us.
The second reason were delayed is because we had some key components arrive in our factory and they just werent up to the quality standards that we expect and unfortunately that led to a knock-on effect for production and the factories.
I really want to acknowledge that our communication as a company could absolutely have been improved because there was so much uncertainty in our supply lines.
Disgruntled customers left complaints on the companys social media pages citing extensive wait times, and not-yet delivered products.
Mine is a year late and still hasn’t shown up, one alleged on social media.
The business became a viral sensation when it first began in 2022
On 8/17/24 I placed my order for an Odin Ice Bath 3.0 and was quoted 12 weeks for delivery, another alleged.
After 4 months, I filed a dispute with AMEX and then all of a sudden, I got their attention ... (and they) begged me to cancel the dispute.
After 4 weeks of back and forth, the freight company finally admitted to me that they had not been paid by Odin for the shipping fees and that my order was on hold until they got paid.
According to ASIC records, a fitness and recovery centre in Melbourne applied a winding up order against the company in February 2025, before it was heard in March.
Odin Ice Baths appointed administrators on Tuesday and the matter fronted the Victorian Supreme Courts civil registrar on Wednesday.
Registrar Claire Grisham and a lawyer appearing on behalf of Pulse8 Recovery and two other creditors heard Odins lawyers would seek an adjournment of proceedings.
Finance broker Dylan Grey and Mr Keramos advised they would need a number of months to enable their investigations, meetings with creditors, and investigate suggested third-party interest in purchasing the business.
The cold plunge trend took off with gym junkies, sports stars and Hollywood heart-throbs spruiking the activity
The business also offers saunas via their online site
Everything was prepared very urgently yesterday, Odin Ice Bathss counsel said, arguing solicitors at the firm were only engaged on April 1.
Less than two weeks before administrators were appointed to the ice bath company, another company titled ‘Odin Ice Pty Ltd’ was registered in Biggera Waters, Queensland.
The related records listed Mr Clare as the Director and Secretary of the company.
Daily Mail Australia has contacted Mr Clare for comment via the administrators. Mr Clares social media pages have been taken down.
McLeods Accounting directed customers with queries for the company to contact their office through their email, odin@mcleodsaccounting.com.au.