'Freezebury' is an initiative conceived by former Leinster rugby player Damien Browne which entails sea swimming in the piercing cold waters on the shores of Ireland. The idea of this highly challenging activity is to push your boundaries and step outside of your comfort zone. Each day the candidate partaking in the challenge is encouraged to stay in the water one minute longer than the previous day, building towards the end goal of staying in the water for 28 minutes on the final day of the month. According to Browne, mental toughness plays a massive role in this challenge and controlling the breath is a vital method of remaining calm and focused whilst submerged in the water.