Therapy doesn’t always look like a couch.
Sometimes, it looks like  a loch, and a group of women walking into freezing water.
Together

“Come as you are”,That’s the message at the heart of Wild Wimmin, a cold-water swimming initiative founded in Scotland during the height of the COVID lockdowns. What started as a spontaneous Facebook post has since evolved into a transformative community of over 6,000 women, all drawn to the healing power of cold water and connection.

When Jenny, co-founder of Wild Wimmin, was confined to a two-mile radius during lockdown, she turned to nature and to other women for support. She invited a few friends to join her for an open water swim. Six came. That ripple turned into a wave.

Together with Heather, her co-founder and fellow pandemic redundancy survivor, Jenny grew that small group into a grassroots movement. They got certified in open water safety, bought a pickup to haul gear, and created something rare: a women-only space that was radically accepting, emotionally safe, and totally offline.

No Judgement. No Performance. Just Water.

At Wild Wimmin, the rules are simple: no pressure, no perfection, no pretense. Some swim in bikinis, others in full wetsuits. Some glide effortlessly, others simply float. Everyone is welcome.

The water , sometimes as low as 2°C in winter , is an equalizer. “You can’t hide in cold water,” Jenny told us. “But you also don’t have to explain yourself. You just get in ,together.”

Women come to the lochs and lakes of Scotland carrying grief, trauma, menopause symptoms, isolation, anxiety. And through the sheer act of entering cold water  and doing so side-by-side — they leave with something else: clarity, community, courage.

Nature as Medicine

Jenny’s own story mirrors that of many in the group. Last year, she felt herself withdrawing, overwhelmed by the fog of perimenopause — a decade-long hormonal transition still widely misunderstood. Her friends noticed and gently nudged her back into the water.

That nudge turned into her lifeline.

Now on HRT and speaking openly about women’s health, Jenny emphasizes the importance of women supporting women through these silent transitions. “We’re not depressed,” she says. “We’re changing. And we need each other, not just pills.”

Wild Wimmin became a space for this kind of healing: no diagnosis, just solidarity. It’s not therapy, but it’s deeply therapeutic.

What’s Next: Sauna, Stillness & Softness

Though the Wild Wimmin business operations are winding down, the community lives on. Jenny is now launching a new offering: Wild Sauna Company — a lakeside Finnish sauna experience that blends heat and cold, stillness and sensation.

Opened on August the 8th, the Wild Sauna will host half-day and full-day retreats that combine sauna bathing with yoga, mindfulness, and reiki. For the first time, these sessions will be open to all genders , a deliberate step toward supporting men’s mental health, too.

This evolution feels natural. As Jenny puts it: “We started in cold water. Now we’re bringing in warmth.”

Why Moaie Cares

At Moaie, we believe in more than just products. We believe in ritual. In community. In brave spaces where women can show up, messy, magnificent, in transition and be seen.

The Wild Wimmin story inspires us deeply. It’s a testament to what happens when women take their health into their own hands, together.

It’s not about being strong all the time. It’s about being held when you’re not.