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Ice is better than heat for an acute injury during the first week. Most people stop icing after the first day or two unless they're very uncomfortable. No longer than 15 minutes at a time with a hamstring. If it were a toe or a finger, no more than 10 minutes as cases of frostbite have occurred. Always a good idea to place the ice in a plastic bag and place layers of paper or cloth towels between the bag and the skin. Remember RICE - rest, ice, compression, elevation. Generally 15 -20 min is maximum for icing an injury.
A Yusuf Boyd, NASM Elite Trainer , Athletic Training, answered. You should ice injuries for 20 minutes and allow at least 1 hour before icing again. The reason for icing is to decrease inflammation and/or pain in the affected area. The way it works is the ice lowers body temperature around the affected area, decreasing blood flow which in turn helps to reduce swelling.