The multi-talented, prolific author and professor Tim Noakes touches eloquently on a number of subjects relevant to sports. During Lewis Pugh‘s Arctic and Antarctic swims, Professor Noakes recorded Pugh’s ability to raise his core body temperature by nearly 2°C in anticipation of entering the freezing water. He coined the phrase “anticipatory thermo-genesis” (the creation of heat before an event). Pugh believes it is a Pavlovian Response to years of cold water swimming.