It is not such a great austerity to rise early in the morning, to take cold showers. Srila Prabhupada says, 'This is not a great austerity, this is hygiene!' But sometimes we are thinking these things are so difficult. But our austerity is to participate in the sankirtan movement and by such full active participation the Lord becomes pleased. When the Lord is pleased, then the devotee automatically advances in Krishna consciousness.
Boston 1990