In July 2017, Nordic Cuddle was invited to take part in a programme about cuddle therapy for BBC Radio 4. The programme aired on Friday 19th January 2018, as part of the ‘Niche Work If You Can Get It’ series. We’d love you to listen to the programme, which is available on the BBC iPlayer site here.
Nordic Cuddle were absolutely delighted to take part in this programme because we wanted to explain how professional cuddling is becoming an accepted and trusted form of holistic therapy, in line with a growing body of scientific research (as mentioned by Karen Krizanovich in the show). Our founder, Rebekka Mikkola, was interviewed and also delivered a session with a client for the programme. While we appreciate the BBC investigating the role of cuddle therapists in our modern day society, we feel that there were some issues raised in the programme and would like to respond to these for the purpose of clarity.
The host of the programme Nick Baker explained that he was worried about the idea of a “young person offering physical intimacy for money, in a client’s home.” We feel that this statement could be misconstrued, and would like to be clear about our policies. Cuddling is by its very nature intimate, however, both the client and the professional cuddler abide by a strict code of conduct which states that the session is strictly platonic and non-sexual in nature. Please see our Code of Conduct and our FAQs, for more information about this.
Nick Baker also questions why people turn to cuddle therapy, asking, “Is it a substitute for love? Is it a substitute for true intimacy? Is it a substitute for friendship?” The answer is that people turn to cuddle therapy for various reasons. Some clients simply lack human touch and hugs in their life, others suffer from anxiety, stress and loneliness. Some people are solving a trauma around touch. There is no one set answer, and if you’re interested in exploring whether cuddle therapy is for you, we’d recommend getting in contact with us to find out more!
During the course of the programme, Nick expresses his concern about the treatment itself. We understand his point and would like to reiterate the point made by Kitty Mansfield that, “cuddle therapy is not a substitute for proper medical consultation for physical, mental and psychological illnesses.” Cuddle therapy is for those who are touch deprived and based on scientific evidence, we know that touch has the ability to mitigate the impacts of major issues like loneliness. As such, we are proud to deliver this innovative form of therapy and to play a positive role in the lives of our clients!
Despite Nick’s initial feelings, he experienced a cuddle session with a Brighton-based professional cuddler and his comments were, “This is very pleasant,” and later says, “It does feel really nice.” So we wonder whether Nick’s criticisms stacked up with his actual experience of cuddling. In the programme Karen Krizanovich, suggests to Nick that, “You’re not their market, you see that’s the issue… You’re not a man that needs a cuddle.” Maybe this goes some way to explaining Nick’s slight lack of enthusiasm for cuddle therapy.
Nordic Cuddle wholeheartedly appreciate being recognised by the BBC for the work we do, and for being selected to take part in this fascinating programme. We look forward to continuing to provide quality cuddle therapy sessions to our clients, and always welcome the opportunity to positively change perceptions of our industry to reflect the true nature of our work.
For all press and media enquiries, please contact Rebekka Mikkola on the details below.