Brave participants splash in icy Lake Michigan for annual Polar Bear Plunge

Most people don't plan to head to the beach on January 1, but in Milwaukee, it's a New Year's tradition as hundreds of people took to Bradford Beach for the annual Polar Bear Plunge.

Courageous souls ran into the frigid waters of Lake Michigan at noon for the yearly event, and many of the participants say they come back every year for more. 

The water temperature was at 36 degrees, four degrees warmer than last year.  Most plungers we spoke with said the hardest part was actually getting out of the water since it became difficult moving your feet. 

The paramedics were on hand in case someone needed assistance.  Thankfully, no one did.