Dr. Gordon Giesbrecht is one scientist who believes in immersing himself in his research.

Giesbrecht's passion is ice and snow, specifically when it can create hypothermia. For 20 years, the physiologist and director of the University of Manitoba's Laboratory for Exercise and Environmental Medicine, has been studying the issue.

He studies how the body reacts to ice cold water by using his own body as a subject. Giesbrecht's lowered his body temperature to the hypothermia threshold more than three dozen times.

Giesbrecht's work has resulted in a unique nickname -- Professor Popsicle.

"It's funny even some people at my lectures don't know me by my name until I tell them have you heard of Professor Popsicle? Oh yeah, now I remember," Giesbrecht told CTV's Jill Macyshon.

He's done his research by crashing snowmobiles, cars and trucks into icy water.

Giesbrecht's used his research to film survival videos on subjects including how to escape submerged vehicles and how to survive a fall through ice.

"We have a latin slogan called vite slavatis, which means saving lives," Giesbrecht said.

Giesbrecht recently appeared on The Late Show with David Letterman to prove people can survive in icy water for more than an hour if they stay calm and hang onto something.

"Every year or two I'll say to myself, geez how much longer can I do this stuff? But I've still got two years of work lined up behind me," Giesbrecht said.

What keeps him going is the possibility of saving lives as medical officials, including the Swedish Army, use his research.