How many of us can actually say that we take regular cold showers? If you're from a colder climate, the number is likely to be even less. However, cold showers and baths have a long history in many cultures, and for good reason. Vincenz Priessnitz, a farmer in the 1920s, developed and marketed a medical treatment he called hydrotherapy. He sold the concept of using cold water to cure a long list of aliments, and achieved almost instant success.