MILWAUKEE (CBS 58) -- Hundreds of people gathered along Milwaukee's Bradford Beach on New Year's Day for the annual 'Polar Bear Plunge'.

The event is a long-time Milwaukee tradition.

"it was amazing," Milwaukee resident Robert Vogel said. "I mean this is my 20th year consecutively, so by far the easiest."

The plunge is not sponsored and free for anyone who wants to participate. 

"I feel great, I'm glad I did it," Glendale resident Andreas Baker said. "We just talked last night and I decided to just run in, run out, it was great. I'm definitely doing it next year"

Milwaukee Fire crews were on the scene to help anyone in need.