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.

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.

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 

The post Why the Marketing Industry Would Benefit from Embracing a Breatholution appeared first on IPM Bitesize.

Edenred, a leading digital platform for services and payments and worldwide leader in
Employee Benefits, announces the acquisition of 100% of the share capital of Reward Gateway,
a leading Employee Engagement platform with strong positions in the UK and in Australia, and
also present in the United States. Reward Gateway offers a unified suite of solutions ranging
from employee savings, rewards & recognition to well-being and corporate social animation,
empowering Human Resources departments to build the right combination of engagement
tools.
Reward Gateway is a fast-growing company that has successfully built a strong, highly
profitable and sustainable business model. This acquisition, amounting to £1.15bn (1) and valuing
Reward Gateway at 20x EV/EBITDA 23e (2), marks a major milestone in Edenred’s Beyond 22-25
strategic plan. By consolidating Reward Gateway’s strong leading positions and extending its
geographical scope in selected key countries, Edenred will accelerate the strengthening of its
Employee Benefits value proposition in line with its mission to be the most trusted global
Employee Benefits & Engagement platform.
Bertrand Dumazy, Chairman and CEO at Edenred, said: “We are pleased to announce the
acquisition of Reward Gateway and are looking forward to welcoming their teams in the
Edenred world. By integrating this leading employee engagement platform, we are
substantially extending our employee benefits offer to provide HR managers with a
comprehensive range of solutions helping them make their organization more attractive to
talents. While Reward Gateway is bringing us leading positions in the UK and in Australia, as well
as a promising presence in the US market, we will be looking at scaling Reward Gateway
outside of its current footprint in selected key countries. With a business model based on an
efficient and fully scalable SaaS (3) platform, Reward Gateway has been consistently delivering
strong double-digit growth and high margins. The combination of our people, our solutions, our
customer bases and our technologies offers high potential for synergies. This acquisition is a
unique opportunity for Edenred to accelerate on the implementation of its Beyond strategy. A
decisive move matching our mission to be the most trusted global employee benefits and
engagement platform.”
Nick Burns, CEO at Reward Gateway, said: “We are extremely proud to join Edenred. The
combination of Reward Gateway’s operations and technology with Edenred’s position as a
global market leader across 1 million corporate clients in 45 countries, offers an accelerated
path to achieve our mission of ‘making the world a better place to work’. As we will aim at a
single unified platform, we will benefit from economies of scale to build tailored solutions for
specific markets. Bringing together our collective strengths, from commercial reach to product
innovation and advanced technology, will be putting us in a position to provide HR leaders
with a truly market-beating solution.”

(1) Enterprise value
(2) Post run-rate integration synergies
(3) Software as a Service

The post Edenred extends its Employee Benefits solutions by acquiring leading platform Reward Gateway appeared first on IPM Bitesize.

We continue with our showcase of incredible campaigns carried out by members of our IPM community through the Covid pandemic period. These cases were selected by our panel of judges as having used creativity or incredible management skills to support the Covid cause or to overcome the problems created by it.

Here we feature Work Perk, who demonstrate the power of sampling within a case related focus.

Moments of happiness in the toughest of times

Maddi Graham, General Manager, The Work Perk

Campaign Video Watch

Employee rewards and sampling specialists The Work Perk, know more than most the benefit and effectiveness of product sampling. In this case study they demonstrate real creativity in bringing their operational expertise to the aid of critical workers within the NHS and other frontline organisations.

Faced with difficulties in maintaining normal sampling distribution techniques The Work Perk inspirationally directed all its sampling campaigns towards supporting critical workers. With a staggering total of almost 4 million samples from the likes of Kenco, Cadbury, Cif, Heinz and more, which were specifically targeted to appropriate sectors, The Work Perk showed how existing resources could bring moments of happiness to critical workers both in the UK across the globe, at a time when they needed it most.

Judges’ quote

“The Work Perk were flexible and nimble in adapting their core services to effectively leverage their

pandemic‐driven campaign through a multiplicity of channels, underpinned by a digital hub and

upscale it through the power of big brand support around a worthy cause.”

The post Covid Featured Case Study-Critical Worker Donations by The Work Perk appeared first on IPM Bitesize.

At The Work Perk, we believe that the most challenging situations can be overcome when people work together. That’s why we have so much admiration for healthcare and critical workers all around the world as the COVID-19 virus attempts to put a stop to our everyday life.

As a leading employee rewards business, we’re fortunate enough to have fantastic partnerships with companies who benefit from our offering – spreading joy and delivering free products from amazing brands to hard workers. As beneficial as it is for recipients to delight in the joys of our services, it’s especially rewarding for us to be able to give back to them for the crucial work that they do – and there has never been a more pertinent time than now to do so.

We want to do what we can for critical workers on the frontline of the pandemic. That’s why we’re pleased to announce that, along with some of our brand partners like Boost Drinks, Arla & Kenco, we’ll be exclusively supporting our NHS, emergency services and other critical workers over the next few months by providing them with beverages, snacks and more. A small contribution to help lift spirits and boost morale during these challenging times, and to show support for the inspirational work being carried out by our key worker professionals.

The Work Perk have built great relationships with critical worker organisations over the years – with over 500 NHS and Emergency Service locations and more than one million healthcare professionals from across the U.K on our network. We’ll be reaching out to new and existing members to offer our services at this time.

If you’re a critical worker and would like to benefit from our campaigns, you can also head to our website to register.

If you’re a brand and would like to offer your products to critical workers across the U.K. or the U.S. please get in touch with The Work Perk team via the website.

For general enquiries please contact Tom Nelson at thomas.nelson@theworkperk.com

The post The Work Perk Supports Critical Workers with Free Products at Work appeared first on IPM Bitesize.