Breathwork has exploded in popularity in the west this last decade, and what was considered a quirky woo woo technique has gone mainstream for good reason. According to Google Trends, searches for “Breathwork” have increased 6-fold in the last five years. In the last year alone, searching Breathwork online grew 40%.
So what’s happened to push Breathwork into the mainstream?
- James Nestor’s book, Breath, was an instant New York Times + London Sunday Times bestseller and has been translated into more than 35 languages.
- Wim Hof, the most well-known breathwork practitioner in the world, has had his own show on BBC.
- Andrew Huberman, the digital world’s most popular neuroscientist, has just collaborated with Whoop creating a series of breathwork features for their wearable product.
Just as yoga exploded a few decades ago, now it seems it’s the turn of Breathwork, with some calling it a “Breatholution”. But why do we need to pay attention to this in the marketing space?
- More people than ever need it. In the UK today, over 8.3 million adults are on anti-depressants and for the sixth year in a row, there has been an increase in both patients and prescriptions. Breathwork offers a timely resource in being able to restore + reset our nervous systems – most of which are out of balance and struggling to cope with the complexity of modern work and life.
- Science enables us to not only clearly demonstrate the benefits of Breathwork, but also understand how and why breathwork so clearly improves all aspects of our health.
- Digital media and specifically social media platforms have meant people have become increasingly aware of the vast arrange of health benefits it offers.
Why Breathwork Matters in Marketing
In the high-pressure world of marketing, tight deadlines, demanding clients, and creative problem-solving can take a toll. Breathwork offers a practical way to reduce stress, boost focus, and improve overall well-being—leading to better results for teams and clients alike.
By activating the parasympathetic nervous system, breathwork helps regulate emotions, prevent burnout, and foster a more collaborative work environment. It also increases oxygen flow to the brain, enhancing concentration, creativity, and productivity—key to delivering innovative campaigns.
Beyond mental clarity, breathwork supports physical health by improving posture, reducing tension, and increasing energy levels. Practicing it as a team can strengthen morale, connection, and resilience—helping marketing professionals stay engaged, effective, and inspired.
Last summer, I escaped for a day to the Surrey Hills to one run by Justine Clement of The Life Adventure. Its most popular workshops among employers are Breathwork, Forest Bathing, Journaling and Storytelling and Manifestation. My brain unfurled. If this is the future of work, I thought, sign me up.
Emma Jacobs, Financial Times
We had the most fantastic Breathwork session with Justine during our wellbeing day. She brought to life the wonderful benefits of Breathwork in a powerful & easy to understand way. The exercises were inspiring yet simple and had everyone feeling incredibly zen. Justine has a beautiful energy that made everyone feel included and open to experiencing something new that can genuinely help in daily life both at home and in work. Huge thank you from everyone at Diageo.
Sarah Nixon Browne, Head of Shopper Marketing, Diageo
Just Another Thing to Do?
Well, yes. But the reality is that you only need a few minutes of your time to get amazing results, and many techniques are really easy to incorporate into your day once you learn how. All the data shows that breathing better and using both ancient, as well as modern methods lead to a more balanced, creative, and productive life and team.
If you’d like to learn more, contact Justine Clement, founder of The Happy Prize Company and a certified Breathwork coach. Whether you’re interested in a workshop, 1-to-1 session, or a full-day immersion—including Forest Bathing and cold-water therapy—get in touch at justine@wonderbreath.com
About Justine
Justine was former CEO of prize management agency Unmissable and is founder of The Happy Prize Company. She is also a certified Conscious Connected Breathwork coach, recently been described by Conde Nast Traveller magazine’s Wellness & Spa Guide as the ‘British Queen of Breathwork’, She’s spent the past 20 years exploring ways to live and feel better through ashtanga yoga, kinesiology, Celtic studies and mythology, psychotherapy, plant communication and mindfulness, to name a few. For many years, she was a self-confessed ‘on-the-go’ CEO and no words of warning from others about the importance of slowing down could stop her. She only really started to listen after a series of injuries forced her to stop. Her slow recovery invited her to start learning how to ‘be’ rather than ‘do’ … and she found some powerful lessons in those enforced moments of stillness. She is also a certified Forest Bathing guide and founder of a cold-water swimming community project on the south coast called The Selsey Sea Bathing Society.
