When Bertrand Avignon founded Cryo Control in 2004, few believed such a specialized sport company would find a market in France. Twenty-one years later, the manufacturer of autonomous ice baths that help accelerate athlete recovery has become a leader in its field, both at home and abroad.

Avignon, a former semi-professional rugby player, started Cryo Control in Castanet-Tolosan near Toulouse after noting that athletes already relied on cold water immersion for physical recovery, but would use old-fashioned makeshift basins with ice in it. “There was a real need for a more efficient solution, and we responded to it with high-performance products.”

A presence in 60 countries

Cryo Control, which works in conception, design, manufacture and retail of the ice bath systems, has since grown exponentially. The company equips several national teams in France, from soccer to rugby and swimming, as well as high-level training centers across the country. It has also been able to use international events as a “launch platform to expand abroad,” says the company’s CEO.

Cryo Control made its export debut when it was chosen to equip the 2012 Olympics in London — a feat it has since repeated with the Games in Rio, Tokyo and Paris.

Despite its relatively small size of six permanent employees, the company boasts relationships with more than 1,200 clients, federations, clubs, sports events, and training and medical structures in 60+ countries. Cryo Control was recently selected by Morocco to deploy its ice baths in the country’s stadiums, which are being renovated for the upcoming Africa Cup of Nations.

A growing French sport industry

According to Avignon, the French sport industry has strengths it can rely on to play on the international stage: “We have an expertise that is recognized abroad. It’s not always easy to be competitive, especially when producing in France, but we are also associated with quality products. In the end, it’s essential to adapt to each country’s specificities to export there.”

Since he founded Cryo Control, its CEO has observed a positive evolution of the sport industry in France, with an economy that represented 2.6% of the country’s GDP in 2024, i.e. €71 billion in annual revenue — more than the aeronautics industry (€65 billion) or the telecommunications industry (€31 billion). This growth dynamic was on display at the second edition of Bpifrance’s Sport Définition event, which gathered actors from the sector, including Cryo Control, on June 19 in Paris.

“Such events are crucial to foster collaboration, provide examples to emulate and build a strong French sport industry that can shine abroad,” says Avignon. “We have innovative actors but the industry still lacks structure and coordination. We need a catalyst that will allow us to be more visible internationally.”

Avignon’s rugbyman past helps guide the way he thinks about running his business, and the sector-wide opportunities in France: “Just like in sport, it’s about resilience and playing as a team!”