About Us

It all started on the sidelines. As a mom of two very active kids, I’ve seen my share of trips, falls, twists, and tears. Someone always needed ice — and always needed it now. I’d look around for a cooler, a bag, anything that would work. And every time, I thought: there has to be a better way.

That’s where IceeNOW began — a simple idea from a mom who wanted to keep her young athletes in the game, not sidelined by injuries. Just like hydration, stretching, and recovery time, icing and compression are essential for healthy muscles and faster recovery. Every sports bag should have an easy, mess-free way to do it.

IceeNOW was designed to make recovery simple: cooling and compression that’s always ready — no ice, no freezer, no hassle. Because let’s be honest, it’s not just the kids who want to stay in the game. Whether you run, hike, play tennis, golf, pickleball, or hit the gym, none of us want to be slowed down by sore muscles or joint pain.

The formula still works: R.I.C.E. — Rest, Ice, Compression, Elevation. We’ve just made it easier. Over the years, thanks to feedback from athletes, parents, and trainers, IceeNOW has grown to include a full line of cooling, heating, and compression products — from sleeves and wraps to tape and on-the-go first aid solutions.

What started as a mom’s idea on the sidelines has become a family-run brand built on recovery, resilience, and community. Together with my daughter Ella — the inspiration and heart behind IceeNOW — we’re proud to help athletes of all ages be active, stay active, and get back to what they love.

~ Sue Shannon, Founder