Montreal Canadiens defenseman Lane Hutson unexpectedly boosted a Quebec-based cold plunge manufacturer in May 2025 when his agency contacted the firm to purchase a vertical immersion tub. This association brought attention to Eternal Ice Bath, a Lévis-based company with production in Sherbrooke.
How Quartexx Hockey Connected Lane Hutson With Eternal Ice Bath
In May 2025, co-owners Guillaume Couture and Pierre-Luc Corriveau were busy conducting a photo shoot for a new product line when their business received an unexpected telephone call. Shelbi Kilcollins, director of marketing and player services at Quartexx Hockey, reached out to inquire about acquiring an ice bath specifically for Montreal Canadiens defenseman Lane Hutson.
The blue-liner sought a high-quality recovery apparatus built by a local manufacturer rather than relying on mass-produced Chinese models that dominate the commercial market. Couture noted that the young defender aligns closely with the company’s core principles of hard work and exemplary professional conduct on and off the ice. The $5,000 vertical immersion unit was subsequently shipped directly to Hutson’s parents in the Chicago, Illinois area.
From Recycled Bins in Sherbrooke to Business Expansion
The enterprise originated from Corriveau’s personal routines and persistent back discomfort while playing dekhockey. Frustrated by the lack of adequate recovery equipment available commercially, Corriveau initially utilized a winter recycling bin for cold water therapy. When he shared the concept with Couture, who possessed a background in web development, the pair decided to formalize the venture.
Production is anchored in Sherbrooke through a manufacturing partnership with Manunor, a specialist in plastic parts creation via rotomoulage. The process molds vertical immersion tubs designed to allow complete body immersion in a seated posture. Initial funding for the enterprise arrived via a loan from the Business Development Bank of Canada, a federal Crown corporation supporting small and medium-sized businesses across the country.
Hutson Partnership Attracts New Players and Agencies
The association with Hutson generated commercial momentum for Eternal Ice Bath. The young Canadiens defenseman subsequently introduced the recovery method to his younger brother, Cole, who plays for the Washington Capitals. The two defensemen recently faced each other for the first time in the National Hockey League.
Additional player agencies and high-profile clients have since approached the company. Business leadership remains in active discussions with Winnipeg Jets psychiatrist Dr. Morgan Marcoux regarding future equipment placements. At the same time, operations face external economic headwinds; co-owners confirmed that tariffs and customs duties imposed by the administration of Donald Trump forced the company to pass a “TRUMP TAX” directly onto consumers.
Frequently Asked Questions About Eternal Ice Bath and Lane Hutson
How much did Lane Hutson’s ice bath cost?
The vertical immersion recovery unit purchased by the agency for Lane Hutson was valued at $5,000.
Where are Eternal Ice Bath units manufactured?
While the company is headquartered in Lévis, Quebec, its manufacturing takes place in Sherbrooke through a partnership with the plastic-molding firm Manunor.
