This seems to have been a widespread health fad. The American humorous poet Ogden Nash denounced it rather thoroughly:
Jonathan Jukes is full of health,
And he doesn't care who knows it
Others may exercise by stealth.
But he with a cry of Prosit!
Others put up with coated tongues.
And shoulders narrow and droopy;
Jonathan overinflates his lungs
With a thundering shout of Whoopee!
Jonathan's noise is healthy noise,
Jonathan's joys are healthy joys,
Jonathan shuns the primrose path.
And starts the day with an icy bath.
I might forgive the super-physique
Contained in the Jukes apparel;
The apple glowing in either cheek;
The chest like< an oyster barrel;
The muscles that flow like a morning stream.
The result of applied eugenics;
The rigorous diet, the stern regime
Of arduous calisthenics;
I can pardon most of the healthy joys,
I can pardon most of the healthy noise,
But Heaven itself no pardon hath
For the man who boasts of an icy bath.
If the Missing Links were vigorous chaps
And their manly deeds were myriad.
Must civilization then relapse
Back to the glacial period?
Humanity learns at a fearful price;
Must the lessons all be lost?
Does the locomotive feed on ice?
Is the liner propelled by frost?
One constant truth mankind has found
Through fire and flood and slaughter:
The thing that makes the wheels go round
Is plenty of good hot water.
And therefore, therefore, Jonathan Jukes,
You deserve the harshest of harsh rebukes;
You and your frigid daily bath
Are blocking civilization's path.
You think of yourself as Spartan and spunky?
So, Jonathan, is the old brass monkey.