'I'm a professional cuddler - let me tell you why a hug feels so good'

Samii Wood, a 41-year-old professional cuddler from Bedford, is on a mission to promote the importance of touch and its health benefits. She organizes events known as 'cuddle puddles' every two weeks, where people gather to share hugs and cuddles in a cozy setting filled with cushions and blankets. Samii believes that cuddling is not just a comforting experience but also has significant health advantages. 'When you hug someone, your body releases serotonin, which is the feel-good hormone, and oxytocin, the love and bonding hormone,' she explains. These hormones can help improve mood and create a sense of connection among people. Samii invites individuals to explore the healing power of touch at her cuddle puddles, where participants can engage in platonic touch and comfort. She emphasizes that touch can lower stress levels by reducing cortisol, the stress hormone, and can help regulate the nervous system. Many of Samii's clients come to her seeking relief from issues like loneliness, post-traumatic stress disorder, or nervous system problems. 'People often think my service is just for creepy guys, but that's not true,' she says. 'I have clients of all ages and genders who come to these events. ' One of her regular attendees, Pep Valerio, 36, shares his experience: 'Cuddling is healing without words. You don’t need to know someone’s problems; just being there for each other is enough. ' During group sessions, Samii guides participants through imaginative scenarios to enhance emotional connections. 'I sometimes say, 'Imagine the person you're hugging is the person you'd most like to hug just one more time,' and that often brings out strong emotions,' she adds. 'We've had people crying on each other. ' In addition to group cuddles, Samii offers one-on-one sessions tailored to individual needs. These can range from simply sitting close and talking to lying down and spooning. She also incorporates nurturing touches like back stroking or cradling. Samii emphasizes that her service is fully clothed and platonic, ensuring a safe environment for everyone involved. To protect her clients, she screens them before sessions and requires them to sign consent forms that outline boundaries. 'It's very client-led, so they tell me what they want and what they're comfortable with,' she explains. While some may raise eyebrows at the idea of paying for cuddles, Samii insists that it is a nurturing service that can provide comfort and healing. She acknowledges that intimate touch can sometimes lead to arousal, but she has strategies in place to refocus clients on the nurturing aspect of the session. In the UK, there is no regulatory body for cuddle therapy, but professionals like Samii can gain accreditation from organizations that teach ethical touch protocols based on informed consent. Samii discovered cuddle therapy after watching a documentary that showcased its popularity in other countries. However, she notes that in the UK, people are often more hesitant to engage in touch. 'The Covid pandemic has made people crave touch more but also fear it,' she explains. 'In America and Europe, it's more accepted, but we really need it here too. ' Samii believes that many people are seeking connection, especially in a world where online interactions can leave us feeling disconnected. 'There's no shame in wanting to be held and hugged,' she says. 'We all need that connection.