08/22/2026
90 seconds in freezing water. And a much bigger reason behind it.
On September 15, Jacksonville business leaders will trade the boardroom for a cold plunge at CEO Soak Jacksonville—all in support of the fight against ALS (Amyotrophic Lateral Sclerosis).
But behind the fun is a very real mission.
Every 90 minutes, someone is diagnosed with ALS. And right here in Jacksonville, The ALS Association is helping families navigate that diagnosis while funding research toward something much bigger: a cure.
That’s a story we’re honored to help share.
Our latest feature takes you behind CEO Soak Jacksonville, the impact of the ALS Association in our community, and how Jacksonville is showing up for the fight. 👉 Read the full article: https://jaxbusinesscalendar.com/articles/fighting-als-one-plunge-at-a-time-how-jacksonville-is-making-a-difference
Ready to do more than read about it? Become a Soak Ambassador and take the plunge yourself. Everything you need to get involved is in the article.
So… who’s brave enough to take the plunge? 👀
Every 90 minutes, someone is diagnosed with ALS. Every 90 m...