Just who is the Lakeview Polar Bear Club (LPBC)? I was wondering the same thing. They are from Chicago, Illinois and hosted their 10th annual plunge this weekend.

This blurb describing the group was taken directly from their website:

The LPBC was born in late 2001 when Brian Marchal decided that he wanted to join a polar bear club and jump in Lake Michigan. Being new to Chicago he thought it might be a good way to meet a
few people and have a good time.  Unfortunately, back in the Stone Age of 2001 most polar bear clubs didn’t have websites and poor Brian couldn’t find a club to join.  So he decided to convince a big group of his friends to go to the Lake on New Year’s Day in 2002 and jump in the lake.  Turns out that Brian wasn’t very persuasive. Therefore, on January 1st, 2002 the humble beginnings of the LPBC were born when a group of 3 people jumped into Lake Michigan.

A few weeks after the initial plunge Brian heard that one of his cousins needed a lung transplant.  The family did not have much money, but the Marchal family is pretty darn big.  The idea came to life of a polar plunge event to raise money for his cousin.  If they brought together all the family and friends they could raise enough money to significantly help out his cousin and their family.  Plans started immediately and on January 25th, 2003, the LPBC hosted their first charity fundraiser.

Every year, the LPBC raises several thousand dollars toward the medical support of a nominated family in need.

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Source: ChicagoNow