The 18-degree water that greeted intrepid divers at Saturday’s Polar Bear Plunge made for the coldest-ever event in an annual series that’s seen more than its share of shivers.

Knowing full well what they’d signed on for, around 40 people nevertheless stood poolside and ready at the Cullman Aquatic and Wellness Center’s (CWAC) outdoor facility at the appointed time Saturday morning, ready to take the briefest of plunges, joining what’s become a tradition as Cullman Parks and Recreation (CP&R) caps its Community Wellness Week each January.

“This is actually the coldest pool temperature we’ve had since we started,” said CP&R marketing director Waid Harbison. “It was about 18 degrees this morning, with an air temperature of around 34. The pumps and chemicals kept the water from being frozen, but yeah — it was cold.”

Why do people do it? After watching divers jump in, get the one of the biggest shocks of the still-young year, and the just right back out just as fast, it’s a question that’s probably best left to psychologists. But CP&R has gotten a lot of mileage out of the event as a way to drive new CWAC memberships while raising local awareness for health and fitness.

“It’s really a fun way to start off the new year, when a lot of people are trying to commit themselves to getting in shape,” said Harbison. “It helps us get new members into the facility, which we always make free to use the day of the Polar Bear Plunge.

“The whole facility is open to the public for free on that day, which is the only time we do that each year, so we use that as an opportunity to bring in local partners who conduct screenings, provide information on nutrition and wellness, and just answer any questions people have about health and fitness. It’s a big plus for the community.”

The plunge marks the end of CP&R’s wellness week, when the surge of locals determined to get in shape offer the department its best opportunity to bring in new members. New memberships were discounted by $50 in the week leading up to Saturday’s sub-freezing bath, and Harbison says it’s no coincidence that the event comes just as people are looking to make good on their New Year’s resolutions.

“January is our biggest month for new memberships, and that’s a good thing. People do taper off after a month or two, but while we have their attention, it’s a good way of trying to get people in the gym. We offer about 50 fitness classes, and we’re adding more all the time, so there’s definitely something for everyone.”