>> reporter: as for these arctic athletes, each has their own strategy for diving into the frigid waters. >> you've got to run in place to get warmed up, and we like to love and hug and kiss and get all warm and fuzzy and then we jump right in. >> reporter: after a few minutes of psychological gamesmanship, it's time. this army of self-proclaimed polar bears runs towards its nemesis, the ocean. >> it's a lot better if you dunk your head in really fast. it's like ripping a band-aid off. >> reporter: another year, another plunge. >> every day is a new year. yeah! >> reporter: in coney island, matt cozar, channel 7, eyewitness news. >> he wins the best outfit. dressed up like a scottish bagpiper. >> now the polar bear club, it's the oldest winter bathing organization in the u.s. they swim in the atlantic every sunday from november through april. >> that guy said it best. it's like ripping off a band-aid, which i wouldn't want to do either.