The Netherlands, on January 1, 2017. Tens of thousands of participants dip into the cold North Sea water every year in the Netherlands's largest dive held at the beach of Scheveningen, in The Hague. This tradition started in 1960 when a swim club decided to start the year fresh with a plunge in the sea. The new year’s dive received national attention after a big soup brand decided to sponsor it. From that moment on, the amount of participants and locations has increased every year.