Professor Tim Noakes is a world-renowned researcher from the University of Cape Town in South Africa.
On 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). This phenomenon had not been noted in any other human. Pugh believes it is a Pavlovian Response to years of cold water swimming.