Ring in 2026 by jumping into frigid Lake Michigan with thousands of fellow Wisconsinites—or simply cheer from the shore with hot cocoa in hand. The greater Milwaukee area offers multiple polar plunge opportunities, from the legendary Bradford Beach tradition to charity-focused events supporting Special Olympics athletes.
Bradford Beach: Milwaukee’s biggest polar plunge
The Bradford Beach Polar Bear Plunge represents Milwaukee’s largest and longest-running winter swim, with roots tracing back over a century to printer James G. Brazell’s 1911 winter swims. Today’s iteration draws thousands of participants and spectators for a festive, tailgate-style celebration.
Event Details
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Date: Wednesday, January 1, 2026
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Time: Participants gather 10 AM–2 PM; most plunges occur around noon
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Location: Bradford Beach, 2400 N. Lincoln Memorial Drive, Milwaukee, WI 53211
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Cost: Completely FREE
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Registration: None required—just show up
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Age restrictions: Family-friendly, all ages welcome
What to expect: This is a spontaneous community gathering, not a formally organized event. The atmosphere resembles a winter beach party with tents, bonfires, grills cooking brats and burgers, music, and participants in everything from swimsuits to elaborate polar bear costumes. Milwaukee Fire Department paramedics station themselves in the water for safety.
Parking tip: Arrive early—spaces fill quickly along Lincoln Memorial Drive. Some years offer shuttle service from downtown establishments.
Shorewood’s Atwater Beach
The Gentlemen of Shorewood Polar Plunge provides a more neighborhood-focused experience with a beloved post-plunge tradition: voting in the annual Shorewood Chili Cookoff at participating local restaurants competing for the coveted “Golden Spoon” award.
Event Details
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Date: Wednesday, January 1, 2026 (Fifth Annual)
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Time: 11 AM–1 PM; plunge at HIGH NOON
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Location: Atwater Park/Beach, 4000 North Lake Drive, Shorewood, WI 53211
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Cost: Free to plunge; $5 donation to Kinship MKE to vote in chili cookoff
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Organizer: The Gentlemen of Shorewood (community group founded 2017)
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Charity: Kinship MKE (Kinship Community Food Center)
Family-friendly features: Live music plays from the bluff observation deck, where non-swimmers can watch “the silliness” while staying warm. Free coffee and hot chocolate are provided. The event received a $2,000 Shorewood Foundation grant for amenities including tenting, lifeguard staffing, and emergency services.
Access considerations: Reaching the beach requires descending 100+ steep stairs or using the wheelchair-accessible paved zigzag path. Small children may find the stairs challenging. The park features playgrounds at both the top and bottom of the bluffs.
Parking: Free street parking along Lake Drive—arrive early as spaces are limited during events.
Please note: Dates and times are subject to change, and occasionally events may be cancelled. Please check the event website to confirm the latest details.
