Two Maine Mermaids builds a business around winter ocean dips

Two Maine Mermaids is perhaps one of the more unusual startups selected for this year’s Top Gun, a 15-week training program of the Maine Center for Entrepreneurs in Portland and the Northern Maine Development Commission in Caribou.

Mainebiz checked in with founders Kelsy Hartley and Caitlin Hopkins to find out about their business, which organizes winter ocean dips for groups of women.

Mainebiz: How did this idea get started?

Kelsy Hartley: Caitlin and I each had our own dipping practice. A mutual friend connected us. At the time, in 2020, cold water swimming was not well known and everyone thought we were crazy individually. The conversation with the friend was, “Hey, I have this other crazy friend. You should hang out.” So we started dipping together. From there, we realized it was a profound way to connect to others, especially during a time of difficulty and isolation.

Caitlin Hopkins: We started hosting full moon dips in March 2021. Those are free, everyone is welcome. We were looking for a way to spread the joy and community that we were experiencing from our cold water dipping practice. We didn’t anticipate it being a business, per se. As we grew, we found more and more folks were aligning with this powerful experience of going into the cold water. We started our Women’s Wave event, which is now the largest and coldest International Women’s Day celebration in the U.S. Last year was the first year we were able to pay ourselves.

MB: So that got you thinking from the business perspective?

KH: We realized that folks wanted to support this event and what we were doing. That’s when we formalized our LLC. Last year’s Women’s Wave had 1,500 people on Willard Beach. It’s not your average polar plunge — everyone walks hand-in-hand together. It’s a statement about the strength and power of women and community.

Two Maine Mermaids founders, Kelsy Hartley, left, and Caitlin Hopkins, started cold-water dipping as an interest. The main event now attracts hundreds. Photo / Courtesy Two Maine Mermaids

CH: We line up hand-in-hand on the beach, mostly women, but anyone is welcome to join. And we do a slow and steady walk into the water. It’s a very powerful experience.

MB: How cold is the water?

CH: In March, the water is in the 30s.

MB: What else have you done to get up and running as a business? 

CH: This is a part-time venture at the moment. We have hosted retreats and other programming in the past. Right now, all of our energy is focused on building the Women’s Wave and proving its value, both economically and socially and emotionally.

MB: How does the Women’s Wave support the local economy?

CH:  During the week leading up to the Women’s Wave, we are highlighting local businesses hosting women-centric events and offering specials and discounts to Women’s Wave participants. For example, Austin Street Brewery is hosting and sponsoring the Women’s Wave Party and MOFF [Maine Outdoor Film Festival] is screening films to celebrate International Women’s Day.

MB: How much traction is this event and your business getting?

KH: We’re getting messages from people in Spain, Ireland and the U.K. who are inspired to host their own Women’s Wave.

MB: What do you hope to get from Top Gun?

KH: Because the Women’s Wave has garnered so much attention and interest, our goal is to expand the movement nationally and internationally. We’re hoping that the Top Gun program will propel us down that path.