THE ZONE

TheZoneMag

A wellbeing publication for businesses wanting to tell their wellbeing story. Produced by national journalists we provide in-depth features on everything you need to engage your staff regarding wellbeing at work, from our environment to physical and mental wellbeing. In every issue, we feature a people story, a workspace story, an interview with a leading figure in wellbeing as well as nutrition, self development, and exercise - and we cover all the latest trends in our news pages. The unique offering allows each company to own their content with bespoke pages where you can share staff news, your wellbeing diary and your vision - as well as your company logo on the cover. We aim to inspire, and encourage all our readers to always see the bigger picture.

the

zone wellbeing

at work

THE NEW NORMAL n PREMIUM NUTRITION n RETAIN LOCKDOWN FITNESS

n YOUR BESPOKE COMPANY MAGAZINE: DIARY, REAL LIVES, EVENTS

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“ In the middle

of difficulty lies

opportunity. ”

– ALBERT EINSTEIN

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CONTENTS

page 16

page 26

page 46

2 Your Magazine

4 Welcome from the zone

6 Our New Online Platform

7 Contributors

Working People

10 The Future

for Wellbeing at Work

Working Lives

16 Health and Happiness in

a New Working World

20 The New Flexible Workspace

World of Wellbeing

26 Time to go Alcohol-free?

The Company Edit

32 Staff Stories

35 Diary and News

Wellbeing Guides

40 Trends

42 Nutrition

46 Move

50 Self

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YOUR MAGAZINE

As a progressive leader with an interest

in a holistic way of living, you already

know that how we work impacts on

how we live and, now more than ever,

putting people first is the way for your

business to get the best results.

When you subscribe to the zone, we create

a bespoke magazine for your business with

your logo on the front cover. The pilot issue

of the zone was created for Intrinsic Facilities

Engineering. MD Chris Roberts says: “The

stories celebrate staff successes, and the

diary is a commitment to wellbeing. We've

not only ticked the wellbeing box, we've

improved all our lives.” Go to pg33.

Writing a quarterly company letter in

the zone keeps wellbeing at the top of

the agenda. CEO involvement is crucial for

maximising returns from employee wellbeing.

“If companies hope to see an ROI from

wellbeing, CEOs must treat it as a central

organising principle,” suggested Jim Purcell,

former CEO and wellbeing expert, writing in

Forbes. Go to pg52 to subscribe to the zone.

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“ Health is a state of complete

physical, mental and social

wellbeing, and not merely

the absence of disease

or infirmity. ”

WORLD HEALTH ORGANIZATION

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WELCOME

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from

the

zone

When we decided to create a multi-channel wellbeing magazine

and bespoke platform that helps businesses to shape their

wellbeing narrative, gives teams a voice, and ensures we are all

proactive about putting people first, we had no idea what was

around the corner. The pandemic has put health and wellbeing

under the spotlight and, in this issue of the zone, we've spoken to

the experts in human resources, buildings and space, health and

safety, psychology, and fitness and nutrition about the changing

landscape of our working world. In our two-part 'The Next Normal',

starting on page 16, we ask what the priorities will be when it comes

to the wellbeing of people. And, in part two, we examine what

the acceleration of change in digital and office life means for the

spaces we now work in, and how we organise our time.

As we continue to write about and work with businesses focused

on wellbeing, we encourage everyone to consider the COVID-19

'crisis' as a catalyst for real and lasting change. In our forthcoming

white paper, written in association with The Sussex Innovation

Centre (download from i-wellbeing.com), we urge employers to think

about their next steps, and to continue to engage with their staff

and develop wellbeing strategies at their changing workplaces.

With a very real chance of a second wave coming later in the

year, more people are aware of the importance of their health,

immunity, fitness and mental wellbeing. The evidence shows that

businesses must reflect the importance of wellbeing in their culture,

and nurture steps towards a healthier future for all by ensuring that

employee wellbeing is non-negotiable and valued.

In every issue of the zone, we aim to inform and educate our

readers through our regular pages, the Guides: in Trends, we look

at innovations in wellbeing; in Move, we show you how to stick at

fitness habits started in lockdown; in Nutrition, we've selected some

premium products to keep you in top health and share a delicious

recipe in our new series from a family-owned business, Carrington

Recipes, and; in Self, we share our book club recommendations and

stories that look at change from the inside out.

We love our print magazine and we hope you enjoy the unique

model we've built, offering bespoke content to your business. The

work continues, and on page six you can read more about the new

i-wellbeing digital platform that launches in September.

Contact us about wellbeing hello@i-wellbeing.com

and about the magazine hello@thezone-mag.com

“ Businesses

must reflect the

importance of

wellbeing in

their culture, and

nurture steps to a

healthier future. ”

@ thezone_mag

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LAUNCHING IN SEPTEMBER

i-wellbeing online platform

In addition to our print magazine, we’re delighted to announce we will be launching an online

subscribers’ platform for businesses. As well as a free online magazine, subscribers will be able to access

premium content and bespoke wellbeing pages and, coming soon, a suite of interactive content.

i-wellbeing.com

Shaping the wellbeing narrative for business.

the zone online magazine

All the great content from the magazine plus

bonus news in the zone online magazine.

WORKING

LIVES

WORKING

PEOPLE

WORLD OF

WELLBEING

TRENDS

NUTRITION

MOVE

SELF

Home

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Clients


Subscribe

The Zone

Login

The New Flexible Workspace

In this two-part article, we're examining how the pandemic

has transformed our working life.

Subscriber Pages

Here's where your business shares its bespoke wellbeing news, diary, and real-life stories.

THE ZONE

You'll be able to

access premium

content from

the zone magazine.

CEO LETTER

We provide the

template and

edit your regular

wellbeing update.

NEWS &

DIARY

Keep staff up to

date with your

wellbeing events,

diary and news.

REAL-LIFE

STORIES

Here you celebrate

the wellbeing stories

of your staff and share

good news.

Your wellbeing strategy

In your subscriber-only section, we provide a template where you can add your

diary of events and news around wellbeing. From yoga classes at lunchtime, to

mental health workshops and weekends away, your bespoke platform keeps your

teams up to date on what's happening in your company's world of wellbeing. From

i-wellbeing HQ, we will work with you to deliver webinars and targeted content

relevant for your teams, all on the subject of wellness. Your platform puts plans into

action and makes the business accountable and, combined with real-life stories, it's

a compelling content mix that shows your staff that wellbeing is non-negotiable.

Why sign up to i-wellbeing?

We will offer a full menu of benefits on the platform, including vital feedback from

surveys linked to articles and tracking data. We'll follow what staff like to read and,

in our anonymous surveys, we can ask them how they feel about issues such as

sleep, stress and fitness. In our online shop, staff can get discounts on products

recommended by the zone and we will regularly share exclusive partner offers.

However, the gem in our product is its simplicity: a diary, a letter, and storytelling.

As Vera Gramkow says (pp10-13), about this unique time: “There's an opportunity to

reinvent how we think about health and wellness and get back to basics.”

YOUR

LOGO HERE

There's power

and commitment

when it's written

A regular wellbeing

message from the leader

of your company keeps

your teams engaged and

it will help you to shape,

as well as stick to, your

wellbeing strategy. At

i-wellbeing, we make it

easy for you. You brief us

in an email or over the

phone, and we craft your

wellbeing update. We

can send you examples

of recent ‘ed's letters’

to show you the type of

work we can do for you.

How 5-aside Got Me Fit (staff will

love real-life wellbeing stories...)

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CONTRIBUTORS

JANAINA TAVARES

VERA GRAMKOW

RACHEL CASHMAN

ANNA MAPSON

Janaina is head of

organisational development

at ActionAid in Brazil. She

has worked within the third

sector for almost a decade in

roles linked to HR, training

and development, risk,

governance, and IT. Her

philosophy is that we have

a duty to create a positive

impact within our teams,

companies, and the people

that surround us. Janaina

has found simple solutions

for work challenges created

by COVID-19 (pg10).

Vera is global head for

developing and executing

talent and performance

solutions at Bayer. Her work

shapes a high-performance

culture of employee

engagement, inclusion and

innovation. Vera leads with

agility, using technology and

AI to measure progress. Her

passions include developing

and exploring new ways

to get work done. She sees

opportunities for improving

how we work in our postpandemic

life (pg10).

Rachel is CEO of The Soircas

Consultancy; specialists

in psychological safety,

wellbeing and resilience at

work. Their programmes, for

individuals and for teams of

two to 500, boost morale and

engagement, reduce sickness,

stress and absence, and

achieve sustainable, healthy,

high performance. Her

ambition is that everyone is

happy and psychologically

safe at work. She discusses

some of the common

problems that remote

working can cause (pg16).

Anna is a registered

nutritional therapist

mBANT CNHC and creator

of the 7-Day Gut Reset

online package. She has a

background in management

consultancy but, after a

molar pregnancy, which

involved a miscarriage

and then six months of

chemotherapy, she changed

course to look for healthier

ways to help others solve

gut issues and gain energy.

She shares ways we can

help ourselves be healthier

(pg16).

RICHIE CROWLEY

Richie is one of a growing number of millennials who have

rejected alcohol. His work connects him with those “driving

movements of global culture, from dance music to tattoo, and

from meditation to sober curiosity.” In the summer of 2019, he

completed a self-supported 3,904-mile bicycle ride across the US

and, in doing this, he says he realised that the greatest personal

tragedy is deferring a dream. Richie, a brand strategist, has

toured as a corporate speaker, published poetry, and appeared

as a guest on podcasts, including the UK's One Year No Beer. He

reports on the growth of the alcohol-free market (pg26).

SIMONE DE GALE

Simone is a chartered

architect, qualifying at the

Architectural Association.

Her grandfather was an

architect, and her family

work in construction in

London. Simone is the driving

force and innovator behind

her company. She’s won

numerous awards including,

most recently, International

Entrepreneur of the Year (HSBC

Forward Ladies). She looks at

how we use space in the new

working world (pg20).

HEATHER BEACH

Heather is the founder and

managing director of The

Healthy Work Company. She

has been running businesses

in the health and safety

community for more than

20 years, and is a specialist

in organisational cultural

change. A qualified coach,

Heather, her partners and

associates are committed to

transforming the way the

health and safety profession

is viewed by the general

public (pg16).

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“ We're living through a crisis

of distraction. Traction is an

action that pulls you towards

what you want – distraction

is its opposite. ”*

NIR EYAL

*This is a paraphrased quote from Nir Eyal when he

appeared on Dr Rangan Chatterjee's podcast,

Feel Better, Live More, episode 120.

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WORKING PEOPLE

There are 168 hours in a week and, for many of us, a good proportion of that time is

spent at work. Our work identity is aligned with our personal identity and therefore the

personal matters: people matter. Every issue, we explore the themes, issues and discussions

around what makes people happy, productive, and helps them to be their best self.

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The Future for

Wellbeing at Work

The UN has set out a series of

goals to help make the world

a better place. Goal three is

about promoting wellbeing for all ages.

Wellbeing refers to the state of being

comfortable, healthy, or happy; a state

that has been challenged by COVID-19.

So, how do we continue to keep wellbeing

prioritised when money is tight and

people are stretched to the limit?

Wellbeing: should it be seen as

a cost or investment?

In January 2020, an article was published

in the technology magazine, Wired,

entitled, Why goodwill is the smart metric to

pay attention to. In this article, Dan Ariely,

professor of psychology and behavioural

economics at Duke University, discussed

the metrics of wellbeing. He explained

that many companies view wellbeing not

as an investment but a cost.

“Pre-COVID-19, whether wellbeing was

seen as a cost or an investment depended

on who you were talking to,” says Vera

Gramkow, who is responsible for talent,

performance and employee engagement

at Bayer globally. “If it’s the board, it is

looking for proof of return on investment

(ROI), but investments in health and

wellbeing are hard to measure,” she adds.

“Depending on the business situation,

especially when the margins are thin,

you need a leadership team that is

motivated by health for all, that maybe

has a personal experience related to the

importance of health and wellbeing,”

she explains.

Janaina Tavares, who heads up

organisational development at ActionAid

in Brazil, says: “The scenario is changing,

with the focus shifting from employee

wellness programmes to wellbeing

initiatives. COVID-19 is a game-changer

as companies are now offering more

comprehensive health and productivity

programmes that tackle emotions and

mental health, social connectivity and

financial education,” she adds.

Purpose and motivation to work

“To benefit from human capital,

companies will need to change their focus

and start thinking more about the nature

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PEOPLE AT WORK

If you’re trying to rebuild your business, can wellbeing still be a

priority? Wellbeing and public health are under the microscope, but

money is tight – so what’s their value and how do you implement

wellness programmes, and recession-proof your business and people?

Fiona Bugler spoke to two global leaders in HR in the middle of April

at the peak of COVID-19 to hear their insights and predictions.

of motivation,” suggested Dan Ariely. He

emphasised the importance of what he

called ‘goodwill’ – “the gap between the

minimum someone needs to do to keep

their job, and the maximum they will do

if they are excited about doing it.” Writing

in January, he believed in 2020 that

successful companies would be those who

“manage to keep their employees invested

in their work.”

When employees don’t feel like their

work has meaning, they’re less motivated

to do it. That means decreased productivity

and engagement. This quote from the

founder of Compassionate Coding, April

Wensel, sums this up: “It’s not hard work

that burns people out, but rather the

feeling that their work doesn’t matter.”

“Having a purpose is important, but

a company needs to be able to articulate

that,” says Gramkow. “To just say we

want to improve life, save the planet etc.,

isn’t enough. Everyone aspires to make

a difference – but to bring this to life can

be harder than it sounds. For the younger

generation, it’s not ‘give me purpose and

I’ll work all day and night’. It’s ‘give me

purpose but give me room to be me,’”

she explains. Actions speak louder than

words: “Employees need to see the impact

they make,” she adds.

Listen to your staff

Talk to your employees now and find out

who they are. Engaged employees are

your advocates. Give them a voice.

Hear what they have to contribute.

Tavares stresses that there is a need

now, more than ever, to listen. This

is the cornerstone of her approach in

giving employees a sense of autonomy

(for example, they provided 24/7 access

to psychologists throughout lockdown)

– and happiness is central to good

performance at work. For her, wellbeing

simply means ‘self-care’.

She also believes that giving staff a

voice and sharing real-life stories is vital,

and points out that employees are a

reflection of the business’s customers.

How they respond to and how they’re

treated, i.e. the culture of the company,

is a vital test of success or failure. “Your

employees are your first customers,” she

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says. “If the organisation doesn’t have

happy and satisfied employees, they

do not deliver performance-orientated

results. You need to give employees a

voice. Let them speak. Let them feel

comfortable giving their opinions. What

are their ideas? What are their opinions?

Acknowledge them. Let them feel part of

the organisation and the company so they

are happy where they are,” she says.

“Now is the time to turn up the volume

on the behavioural part of wellbeing,”

says Gramkow. “This includes providing a

sense of belonging. To do that, employees

need to feel trusted and be given a voice.

If their work makes a difference they will

want to give that extra bit. ‘Do I have

a voice? Do I feel my company cares

about me? Do I work for leaders or with

others who inspire me?’ It’s more about

a mindset shift than spending lots of

money,” she adds.

Safety in lean times

Psychology Today magazine says:

“Wellbeing is the experience of health,

happiness, and prosperity.” Prosperity

is a bottom-line, people need to feel

prosperous – or at least comfortable. Will

our new reality shake this – and how will

our prosperity and wellbeing be tested?

“In modern life, especially in

economically advanced countries, people

have many of their basic needs already

met, and we’ve moved up the Maslow

pyramid* when it comes to our hierarchy

of needs. Before COVID-19, we had

many of our needs satisfied so we began

to focus on self-fulfilment; what can a

company do for me and my wellbeing?”

explains Gramkow.

“Now, a primary concern around

physical and mental/emotional

wellbeing is about safety; employees want

their employers to keep them safe, and

keep them sane,” says Gramkow. “The

main focus for now might be enough

to know that their employer kept them

safe during COVID-19 and cared enough

about them to keep their job open. Yes,

people live to work, but we also work to

live,” she says.

Mental health

The pandemic has created uncertainty

and fear. As well as the virus, there is

a silent pandemic affecting our mental

health. In the UK, anxiety levels have

risen. According to the Office of National

Statistics in the UK, between 20 March

and 30 March 2020, almost half (49.6 per

cent) of people in Great Britain reported

‘high’ (rating six to 10) anxiety; this

was sharply elevated compared with the

end of 2019 (21 per cent) and equates to

more than 25 million people (out of the

population aged 16 years and over).

“We’ve seen an increase globally

in issues around mental health,” says

Tavares. “As part of our process, we

have set up weekly calls to monitor the

wellbeing of our staff. I make a point

of listening to everything they say and

picking out key words and, if necessary,

flagging it up if I feel they are struggling,”

she adds. “We’re investing in mindfulness

and non-violent communication. You

don’t need a huge budget, you just need

to listen,” she emphasises.

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PEOPLE AT WORK

“ There’s an opportunity to reinvent

how we think about health and

wellness and get back to basics,

whether that’s simple acts such as

virtual coffees on Zoom or supplying

extra hand sanitiser to families. ”

Keep it simple

Solutions are about keeping things simple

and returning to core values. Listening,

providing a safe environment, taking

small steps to create big change, and

leading by example.

“Organisations need to now fight to

keep their businesses alive, so it will be

harder to justify investing in health and

wellbeing. Hopefully, that will allow

us to rethink our priorities, scale back

and re-imagine. It’s not always about

spending money on all-singing, alldancing

events, free yoga, free fruit and

extra benefits,” says Gramkow.

“Employees simply want to know that

their company understands their personal

situation and gives them flexibility to

balance work and life, and also provides

space to reflect. We need to be creative

and innovative. There’s opportunity to

reinvent how we think about health

and wellness and get back to basics,

whether that’s simple acts such as virtual

coffees on Zoom or supplying extra hand

sanitiser to families,” she adds.

Tavares agrees, “Companies with pool

tables, gyms and Red Bull machines still

can make their staff feel like slaves to the

company because they live their life in

the office. If your employee is working 14

hours a day, a ping pong table won’t cut it.

Offering half-days off, or toil-down when

you have to travel for work (i.e. time off to

account for time travelling) makes more

of an impact,” she says.

Practise what you preach

If you’re a business leader and have had

an insight into a less hectic, less crazy life,

start living it. Don’t send emails at 2 am

and work 14-hour days.

“Teams are the mirrors of their team

leaders, so you have to be very careful to

practise what you preach,” says Tavares.

“I used to work in NYC in the fashion

industry and I had to learn to stop and

have a life out of the office,” she adds.

Gramkow agrees, “It’s tricky for leaders,

who are supposed to promote health and

wellbeing but may struggle themselves

on how to be a role model.” However, she

sees a change, “Before COVID-19, they

had the appetite for health and wellbeing,

but now there’s a sense of urgency.”

The Digital Revolution was

accelerated in 2020

At ActionAid Brazil, a Human Resources

Wellbeing platform was set up two years

ago. “We created the platform with a

start-up because there was nothing in the

market that attended to our employees’

needs. Training is through chatbot,

there’s instant messaging and anonymous

surveys,” says Tavares. “We just launched

webinars run by the staff – they wanted

something to take their minds off

the pandemic,” she explains. “We’ve

discovered staff who are certified in storytelling

and mindfulness. This simple act

shows our staff we value them and, at the

same time, they’re becoming multipliers –

enabling other team members to develop

and learn.”

With COVID-19, digitisation has been

kick-started and also offers flexibility and

opportunity to restructure the working

day as more people work from home.

Tavares, who’s been a home-working

advocate for years, says that many of her

staff, who spend up to six hours a day

commuting, requested more flexibility,

but she adds they also miss the office.

Gramkow agrees, pointing out that even

younger people, who would have been

more in favour of a blended work/life

balance, in other words, work, take a

break, work again, are now missing the

structure and connectedness of office life.

COVID-19 is a wake-up call

We have been forced to stop the world

and focus on health, get back to basics

and prioritise what’s important. Tough

times and an uncertain future lie ahead,

but companies must pay attention to

their people. “Now is the time to focus

on wellbeing,” says Tavares. “Wellbeing

belongs to everyone, but HR has to lead

it,” she adds. “Health and wellbeing can be

enablers for sustainability, as set out by

the UN,” says Gramkow. “Sustainability

of a business model involves developing

pools of talented, happy people with

a longer employee life cycle. Happy

and engaged employees lead to happy

customers and a sustainable business. It

makes business sense,” she says.

*The theory by Abraham Maslow puts

forward that people are motivated

by five basic categories of need: physiological,

safety, love, self-esteem, and selfactualisation.

Vera Gramkow and Janaina Tavares are

supporters of UNLEASH; the biggest global

gathering of the HR and tech community:

unleashgroup.io.

13

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,

“ Don't get so busy

making a living that

you forget to

make a life. ”

DOLLY PARTON

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WORKING LIVES

Our buildings are living, breathing spaces that absorb energy, affecting our mood and

productivity at work. Where we work, and who we work with, has an impact on how we

work. In this one-off, Working Lives special, the zone looks at how moving from spaces

we're familiar with to working from home can affect our health and wellbeing.

15

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HEALTH AND

HAPPINESS IN

A NEW WORKING

WORLD

How will the next normal look? Wellbeing at work is now a priority. In this

two-part feature, we explore the changes we can expect to see for the people

and the workspaces they occupy. In part one, we focus on people and ask

the experts how a new way of working affects our happiness, and get some

advice on how best to adapt to this new way of working.

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THE NEXT NORMAL

The Experts

THE PSYCHOLOGIST

Rachel Cashman is CEO of The Soircas Consultancy

Ltd; specialists in psychological safety, wellbeing

and resilience at work. Here, she highlights the

common problems around remote working and

explores ways employers can make it work.

Flexible working and working from home (WFH)

have proven to be popular choices for many

workers, both before and after the pandemic.

An American Gallup survey published early in

2020 found that employees were most engaged when

they worked off-site 60 to 80 per cent of the time. This

translates to working in the office one or two days per

week, reports Laura Vanderkam (lauravanderkam.com)

in the personal development publication, Forge, on the

blogging platform, Medium. In a survey of 700 office

workers conducted by specialist financial services and

legal recruitment consultancy, Fram Search, 56 per cent

of respondents felt that they worked more efficiently

from home, while only 24 per cent felt they worked less

efficiently, and 20 per cent said that it made no difference.

A further 91.9 per cent felt that a combination of officeand

home-based working would be ideal, as opposed to

being either wholly office or home-based (download The-

Future of the World of Work survey from framexec.com).

Is WFH good for everyone? Other research has found

that remote working is better suited to certain personality

types. A University of Calgary study found that people

who score highly on traits such as conscientiousness and

honesty were more likely to work effectively from home.

Whether you’re suited to WFH or not, you may have

had to do it and, for many, continue to do it, and it’s a

major shift for individuals and organisations. The Fram

survey found that 40.4 per cent cited ‘communication with

colleagues’ as the greatest challenge while working from

home. Staying at home and staying happy – and productive

– may be a challenge. Here are the insights from experts in

psychology, fitness, nutrition and health and safety…

The UK lockdown and the rapid increase in working from home

highlighted four common concerns among my coaching clients:

■ Presenteesim – This has shifted from who stays in the

office the latest to who responds to email/instant messenger

the fastest, and who is the most prolific in the chat boxes.

Screens can be left on 24/7 and this promotes an unhealthy

presenteeism culture.

■ Boundary blending – People are using the same kitchen

table to eat their meals and undertake their professional work.

Moving the laptop out of the way and replacing it with a plate

and cutlery doesn’t invoke the same emotional transition from

work to home. Therefore, the cognitive markers that regulate

the phases of our day are becoming confused. This is having an

impact on sleep, hydration, alertness, and general wellbeing.

■ ZoomDoom – Showing up virtually requires a different

type of energy, focus, and networking skills to build

relationships from the neck upwards, and is devoid of usual

meeting context and body language.

■ Privacy parameters – People who wish to create space

between work and home are having their sense of privacy

compromised. As a result, many people are choosing to turn

off their camera in meetings and this, in turn, affects human

interactivity within the meeting.

Adapting and responding to a new working life

These are just some of the issues people are facing and, of

course, there are many more. In response to our next normal,

the British Psychological Society (BPS) published guidance

in June 2020 to help create healthy, sustainable, homeworking

conditions for both workers and their employers.

The guidelines, Working from home: Healthy sustainable working

during the Covid-19 pandemic and beyond, outlined practical

steps and considerations that can make home-working

successful. To keep employees engaged and to avoid feeling

lonely, the BPS suggested online coffee dates as a positive

way to keep people healthy and happy. Clinical evidence

demonstrates that loneliness has the health impact of smoking

15 cigarettes a day. Other wellbeing suggestions from the BPS

include choosing walking meetings in outdoor space – fresh

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“ Ensuring staff have the

right training that allows

them to up-skill for remote

working is vital. ”

air is very powerful for helping to create a positive mindset.

Whatever way it's done, communication is fundamental when

assuring that daily tasks align with a sense of purpose. Regular

check-ins and understanding how a person's activities continue

to contribute to the direction and ambition of the organisation

can help retain focus.

When people are struggling remotely, possibly because

of one of the reasons listed previously, or a combination

of them, a simple technique for them to improve things is

to re-frame tasks and activities, or re-frame how the day is

constructed, creating adaptive responses to challenges and

problems. For example, on the issue of personal parameters

being compromised, mentioned previously, a simple solution

to help create space between work and home is to set a neutral

background for online interactions – meetings, fitness classes,

family catch-ups. This helps you to physically be anywhere and

contribute without sharing your taste in books.

ABC GUIDE TO WELLBEING FOR EMPLOYERS

■ Autonomy – When physically remote, people need the

trust and freedom to work in the way that best suits their

circumstances but still deliver the necessary outputs. For

example, this might be changes to the way an individual will

construct their day.

■ Belonging – Remote working is not a rationale for

solo working. Relationships matter and still feeling part of

something is a culturally important link to productivity.

■ Competence – Staff may feel consciously incompetent in

aspects of their remote working life. For example, they might

not have the confidence to use necessary online tools and

virtual support. Ensuring staff have the right training that

allows them to up-skill for remote working is vital, and regular

check-ins should be considered.

THE NUTRITIONIST

Anna Mapson, registered nutritional therapist

(goodnessme-nutrition.com), explains how, in

lockdown, many of us got into the habit of moving

less and eating more, leading to digestive issues.

She has some tips that will help you to help yourself.

The pandemic and subsequent recession, and continued

uncertainty, has created stress and anxiety – and when we’re

stressed, we don’t digest our food as well because our body is

prioritising other functions over digestion. This means food is

partially digested and can ferment in the gut, causing bloating

and gas. Stress can also cause insomnia and, when we’re tired, we

tend to crave stodgy carbs to give us energy. Frequent snacking

can also increase bloating if your digestion doesn’t get a break.

There are simple things you can do to help yourself:

■ Stick to three meals a day and no snacks in between. If you

need to eat between meals, choose something with protein and

fats, such as a small handful of nuts and a piece of fruit.

■ Focus on getting enough protein in your main meals to keep

you going so you don’t get hungry.

■ Finish eating three hours before bed to give your digestion a

rest and maximise sleep quality.

■ Aim for eight hours sleep a night.

WFH: THE STATS

Survey conducted by specialist recruitment consultancy, Fram Search.

56% 40.4% 33.4% 91.9%

felt they worked

more efficiently

at home.

cited communication

with colleagues as the

greatest challenge.

said they were more

likely to look for a new

role now than before

the COVID-19 crisis.

felt that a combination

of office- and homebased

working would

be ideal.

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THE NEXT NORMAL

The Experts

FITNESS AND WELLBEING

SPECIALIST

Editor of the zone, Fiona Bugler is a former coach

who likes to look for solutions. Here are her tips for

living in a new normal – with wellbeing at its core.

■ Get up early – In the first issue of the zone, we reviewed

Hal Elrod’s book, The Miracle Morning. Hal set out some early

morning steps in the acronym SAVERS. Start your day with

‘S’; silence or meditation. Next, say out loud some affirmations

(the ‘A’), i.e. stating positive beliefs and statements. ‘V’ is for

visualisation; see how you would like your day to look or spend

time looking at images of inspiration, such as a mood board. ‘E’

is for exercise; keep it simple, just jog on the spot or do some

stretches. ‘R’ is for reading – a book or magazine – it doesn't

matter what it is, as long as it inspires you. And finally ‘S’ is for

scribing or writing and refers to taking some time to write in

your journal. Hal says we can do all this in six minutes.

■ Always get dressed for work – Working in your pyjamas

isn’t good for mental health or productivity. Whatever clothes

you choose to put on for work, tune-in to see whether you feel

you’re in a work mindset. You don’t have to don a three-piece

suit, but some kind of home-working uniform can help get you

in a positive and proactive mindset.

■ Move – You might think working from home would be a

place you’d get easily distracted and be up and down from your

desk but, for many of us, it’s much easier to stay seated in one

place for hours on end. Make sure you get up and move, stretch,

and do some yoga or simple breathing techniques.

■ Get outside – Try to step outside every day. As little as

10 minutes of walking can transform your day and your mood,

and you’ll probably find that, once you’re outside, you’ll go for

longer than 10 minutes.

■ Make good habits non-negotiable – Eating plenty

of fruit and vegetables and wholefoods, drinking water, and

exercising consistently are easier to stick at if you don't give

yourself any get-out clauses. Set yourself some simple rules

to live by and don't fix the habits into your day. Check out my

review of Atomic Habits in Self on page 52.

■ Stay in the moment – Allowing yourself time every day

to meditate, or simply taking time to breathe and be in the

moment, appreciate being alive, the sunshine, the work you

have to do, really does help to deal with the upheaval we're all

facing following this global pandemic.

WORKPLACE WELLBEING

SPECIALIST

Heather Beach, founder of the Healthy Work

Company (healthy-working.com), has been running

businesses in the health and safety community for

more than 20 years. She suggests the old normal

wasn’t working and explores lessons we can learn.

Normal wasn’t working for many of us. We were constantly ‘on’

and too busy in every area of our lives, which was having a direct

impact on our stress levels.

We are seeing that many employees don’t want to go back to

normal: in a poll on our Facebook group, we found 43 per cent

want increased flexibility on when and where they work, with

only 16 per cent being in a hurry to get back to the office.

■ Trust is vital – Prior to the pandemic, some jobs were

considered to be completely unsuitable for home-working. One

of these includes our customer with a call centre of 900 staff

who managed to get home working successfully up and running

within two weeks. They believe the success came from staff

feeling they were trusted.

■ Measure results not hours – Our findings reveal many

employers plan to extend existing flexible working and many

are also looking at how to make that truly flexible, i.e. not just

where you work from, but making work more output based.

■ Make time to reflect – The enforced lockdown has made

us re-evaluate our lives and that hamster wheel we were on, and

while we are definitely grappling with the separation between

our home and work lives, we can reclaim an hour or two a day

used for commuting, for exercise, taking the kids to school or

even starting work earlier.

“ Employers are

planning to make

flexible work more

output based. ”

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THE NEW FLEXIBLE

WORKSPACE

In part two of looking at the next normal, we're examining how the

pandemic has transformed our working space. There now seem to be

more questions than answers: How will the work from home culture

influence how we organise our office space and the buildings we

occupy? Could coronavirus compliance affect the profitability of our

business, our productivity, and our corporation's mindset? And what

do we need to do to make businesses productive and healthy?

20

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THE NEXT NORMAL

The current crisis has been transformational.

Our working habits were changed forcibly and

overnight, with 49 per cent of UK employees

working from home (WFH) during the lockdown

period. We are currently experiencing a disruptive

period of rapid and forced evolution into an era of

remote working, and our reliance on technology

and good working practices to achieve and survive

this has increased tenfold. It is up to us now –

and our employees – to determine whether the

COVID-19 crisis is just that – a crisis – or the

catalyst for real and lasting change.

Working from home isn't new or exclusive to

the pandemic. In the UK, the Office for National

Statistics (ONS) had shown a growth in the number

of people working from home in the five-year

period before the virus hit. There were an estimated

1.7 million people who said that they worked

mainly from home in 2019; just more than five

per cent of the total workforce. The ONS research

also revealed that WFH applied to an older (age

30+), professional group of higher-earners and the

majority were based in London and the South.

In March 2020, we were all told to 'stay at home'

and, as stated above, almost half of us found

ourselves WFH. The trend was reflected globally. In

the US, a Gallup poll revealed that the percentage

of people WFH jumped from 31 per cent to 62 per

cent in one month (March to April).

Writing in July 2020, towards the end of

lockdown in the UK, we take a look at the impact

of working away from the office on how we work –

and the challenges and opportunities it brings.

Connectivity challenges

Video conferencing and cloud-based computing

have been crucial in the move from a physical

workspace to our new virtual realities. Microsoft

likened the shift in working as seeing “two years of

digital transformation in two months”; in April, its

Teams application reported 200 million meeting

participants in a single day.

As well as the obvious people issues and blurred

lines between home and office, the business

community need to ensure that all the connections

work well. In December last year, it was reported by

Ofcom that just 10 per cent of all homes currently

have fibre optic connections which, according to

Adi Gaskell, writing for Forbes, is behind other

countries where high-speed fibre optic now makes

up half of fixed wireless internet in nine OECD

countries. According to Gaskell, “This could result in

considerable disruption, especially for broadbandintensive

sectors and for those living in areas still

predominantly served by copper-based networks.

Not only are such networks slower, but they’re also

less robust and subject to greater drop-out.”

The lockdown highlighted the cracks in the

system and showed what needs to be addressed

Tips for

the ideal

home office

from

architect

Simone De

Gale

n Work in a room

with a window.

Add a small sofa

away from the

desk for relaxing

and for taking

phone calls. Try to

create a space you

can close away

in the evening if

possible.

n Complete

an audit to

ensure your new

WFH office is

presentable in its

best light, similar

to what you

would expect at

your workplace

office, and keep

it businesssavvy.

Hide

personal books

and magazines

that you would

not want to

share with your

colleagues, clients

or employers

on video calls.

n Add plants

that will lift

your mood and

make the space

feel fresh.

if, in the future, more of us have to or choose

to work at home. According to the Daily

Telegraph: “Research from network monitoring

firm thousandeyes.com revealed that the UK

experienced 13 outages in the week of 13 April,

which rose to 21 outages the following week. The

week of 27 April saw another 20 incidents.” The

Telegraph also pointed to results from a survey

from 4G Internet that found, of the 2,000 people

asked in the UK, a third had experienced internet

issues during lockdown. As anyone who worked at

home and experienced a loss of broadband knows,

these disruptions are stressful, and many are

pushing for the government to act to improve our

broadband connections.

Back at the office – the challenges

As companies begin to return to work, there’s a

range of considerations that will make working

from home more likely for many workers to ensure

companies stay productive, safe and profitable.

New routines such as using hand sanitiser and

having your temperature taken as you enter your

workplace will have an impact on the time available

to work. And before you even get to work, you may

have had to try an alternative way to get in to avoid

crowded buses or tubes. Then, when you finally get

to your desk, you may find you’re sitting further

away from your colleagues, there’ll be new rules

around meeting rooms and shared spaces, and we

will communicate differently.

Forward-thinking companies are creating

guidelines to help employees returning to the

office, for example, recommending staff only to

return to work if they cannot work efficiently or

effectively from home, as well as adding webcams

to desktops, and providing lockers and storage

solutions for coats and bags.

Heather Beach, founder and MD at The Healthy

Work Company, suggests that some businesses will

return their staff in A and B rotas. But she adds:

“We are seeing a real culture of experimentation

from how much office space they need, to how to

utilise time in the office most effectively – perhaps

for training or meetings.”

“We are sequencing days when staff should

come into the office, and other times when

working from home,” says business owner and

award-winning London-based architect Simone De

Gale (simonedegale.com). “As it has been close to

three months since the lockdown period, we now

have our data management systems fully up and

running, and the transition was smooth,” she adds.

Trust will be central to making things work

in our new normal. As Beach warns: “Changing

core hours isn't easy in international businesses,

especially where there is reluctance from managers

to move away from a traditional eight-hour

working day. This is a source of frustration for some

21

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Post-pandemic

workplace

innovation

HR and H&S managers who want to encourage

trust in people to produce results in the workplace.”

Health and safety

And, of course, many industries are simply not

able to work remotely, for example, construction.

“Safety takes a hit when managers are not on site,”

says Beach, who is a health and safety specialist.

“Health and safety compliance will be a real

source of concern to those businesses who, due

to the pandemic, had a stay of execution from the

HSE regarding assessment,” says Beach. But as the

situation continues, things such as a display screen

equipment assessment, a general risk assessment,

and training on areas such as electrical and fire

safety, as well as security for lone working, will all

be required,” she adds.

Re-purposing office space

Architect Simone De Gale has faced business

challenges. “Where we previously had eight staff,

we can now only accommodate four. It will cost

us double to retain the same working office space.

Therefore, we will continue to operate in WFH

mode, with some work taking place in the office, in

particular, client and team meetings,” she says.

She remains cautiously optimistic: “We will get

better at this; landlords may find other ways to use

their premises such as residential spaces, or a mix

of residential/work spaces.”

Exploring new ways to work and use our space

is a positive thing. “Employers have found that it

is quite easy to adapt, and employees are reporting

higher levels of satisfaction with regards to work/

life balance,” adds De Gale.

The human-centric future workplace

The next normal could find people increasingly

working where they feel comfortable by connecting

using great technology. It's likely there will be a

shift in how offices look and the purpose they

serve, and their survival into the future will depend

on the successful integration of wellbeing in the

workplace. Employee health and business wealth

go hand-in-hand in the next normal.

Feng Shui tips

Organise

your home

office

space

■ To avoid

distraction from

your work, avoid

sitting in front of

a window.

■ Take the

commanding

position; this is

facing the entry

to your room.

■ Declutter and

clear space on

your desk.

BESTSELLERS

It’s good news

for wellbeing;

as well as an

increase in sales

of SUP boards, home gym equipment

and immunity-boosting vitamins, cycling

has seen a boom, thanks to lockdown and

new ways of commuting. Brompton Bikes,

the easy, foldaway, commuter bike, has

reported its highest ever sales in the

10 years it's been in the marketplace.

KEEP IT GREEN Glen Eckett, from printing

company Solopress, says the print industry

has been hit hard so they decided to start

offering Green Screens after noticing that,

shortly after lockdown was announced,

an increasing number of customers were

supplying green artwork when ordering

roller banners. “People who are worried

about being judged by their

home can take video calls

with any background they like.

They also allow for a healthier

home dynamic as other

people in the home can move

behind the screen without

having to worry about being

seen in the background.”

MONITORS MATTER Samsung has

provided WFH tips on its website including

a recommendation for using its Samsung

Space Monitor as a way to maximise

home office space – it pushes back to sit

flat against a wall, leaving the entire work

surface clear.

SHOPPING FOR A PANDEMIC Entrepreneur

magazine’s store (store.entrepreneur.com)

has created an entire WFH section and,

in its lifestyle section, it features products

such as antimicrobial door openers and

gloves so you can handle keys and door

handles germ-free.

FACE MASKS FOR ALL Maskey, the

brainchild of Adam Freeman, who previously

appeared on BBC One’s The Apprentice, is

a vending machine for face masks, installed

across the UK. In the first five weeks, the

company was selling more than 3,500

non-medical face coverings each week.

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23_ADVERT.indd 9 22/07/2020 14:00


“ The Greatest Wealth

Is Health. ”

RALPH WALDO EMERSON

24_Quote(Final).indd 9 20/07/2020 15:52


WORLD OF WELLBEING

According to the World Health Organization, wellbeing can take many forms; it is a

complex and multi-dimensional approach that can contribute to helping us feel good,

happy, and to function well. In this section, we explore wellbeing in more depth, featuring

the bigger stories and news from holistic health to sustainability and innovation.

25

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TIME TO GO

ALCOHOL

-FREE?

The non-alcoholic beverage

revolution is on the horizon. It’s

only a matter of time before it

lands on your doorstep. US-based

sober writer, Richie Crowley,

shares this article, first published

on Medium, and explains why

alcohol-free is an investment in

your health and, if you back this

growth market, your finances too.

26

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WORLD OF WELLBEING

At 9:30 am on 2 May 2019, the

opening bell of the New York Stock

Exchange rang, and thing’s went

wild. This was the day that the

Los Angeles plant-based meat

substitute producer, Beyond Meat,

went public. Shares opened up

84 per cent and, by the end of the

day, shares of what is now called

BYND had traded hands

23,118,966 times.

Eighty-four days later, one share of BYND

was worth $239.70. BYND had launched

one of the most successful initial public

offerings (IPOs) in history. It went public

at a $1.5 billion valuation and, less than

three months later, it was worth more

than $13 billion, up 859 per cent from

its initial IPO price of $25 per share.

This surprised many people, and the few

that took advantage were in the vegan,

vegetarian, or in-the-know categories.

I was one of those vegans and

vegetarians, though my intolerance for

any type of risk stopped me from making

the decision to invest. I’m kicking myself.

In hindsight, I was in the know and didn’t

trust myself, next time I will.

And the next time I’ll start the day

off with a drink to celebrate what it

will mean: that the non-alcoholic (NA)

revolution will have arrived.

Nearly a century before the term ‘sober

curious’ became a Wall Street Journal

headline, American’s were rejecting

alcohol. Through the decades, these

decisions came with attached stigmas

but, today, they’re beginning to reach a

mainstream normalisation.

On the heels of plant-forward plates

has come equity for alcohol in the

conversation of harmful substances,

both socially and physically. Companies

are even beginning to react to the

hypocrisy of banishing one of the three

leading causes of preventable death while

inviting in another: alcohol.

These conversations have begun to

normalise the decision to go alcohol-free.

As Ruby Warrington, who became sober

curious more than eight years ago, says

about the revolution: “Think of sober

curiosity as a ‘wellness’ approach to (not)

drinking alcohol.”

Wellness is a tricky term, often

attached to fad diets, which dilute the

word. Wellness practices are increasing

mindfulness, positive mental health,

and providing new lifestyles for humans.

Something that alcohol-free Three

Spirit (threespiritdrinks.com) leaned

into, informing us that: “People want

to be drinking less! We see all sorts of

indications, in addition to the nonalcoholic

insights and data, such as CBD

(cannabidiol) and vegan trends, and the

demand for natural alternatives. We

decided to put things in our drink that

make you feel good.”

Trends aside, to become the next

BYND is going to take more than a few

abstainers at your local yoga studio.

Worldwide alcohol consumption has

“ Think of sober

curiosity as a

‘wellness’

approach to

(not) drinking

alcohol. ”

— Ruby Warrington

declined 1.6 per cent and nearly 40 per

cent of global consumers reported a desire

to drink less alcohol for health.

The US has seen breweries such as

Athletic Brewing Company begin to

dedicate themselves entirely to brewing

non-alcoholic beer, and existing brewers

of alcoholic beer such as Brooklyn

Brewery reserve tanks for NA options.

Even the king of beers released Bud 0.0.

That’s like a major fast-food company

deciding to add an Impossible Whopper to

its menu. Oh wait – that happened.

Internationally, this movement is a

bit ahead of the US, but even alcoholic

options such as Heineken, Guinness,

Peroni Libera, and Corona are beginning

to import their non-alcoholic options into

the US market as if to say ‘why not?’ To

ask ‘why not?’ implies less commitment,

less conviction. These brands are

not simply following the leader, but

responding to serious signals and fighting

for a seat at a table that will soon become

a standing-room-only category.

A growing market

AB InBev, which owns a deep roster of

beers including Budweiser and Corona,

has pledged to increase no or low-alcohol

beer to 20 per cent of its global beer

volumes by the end of 2025. Ahead of

that schedule is Heineken’s alcohol-free

option, Heineken 0.0, which launched in

Europe last year and recently launched

in the United States. Outside of beer, the

spirit category has seen Distill Ventures,

the venture capital arm of Diageo, which

owns brands such as Johnnie Walker,

Smirnoff, Tanqueray, and Guinness,

invest in the non-alcoholic ‘spirit’ Seedlip,

and about a quarter of Distill’s portfolio

is now devoted to NA beverages. And it's

not just the specialists – Coca-Cola has

joined the party, and beer companies are

buying up healthy teas. These movements

are clear reactions.

But what are they reacting to? A

targeted study in the UK found that 29

per cent of 16 to 24-year-olds were nondrinkers

in 2015, up from 18 per cent in

2005. With a population slightly over 65

million, surely these results from the UK

are exciting, but they represent such a

small portion of the world’s drinkers.

Worldwide alcohol consumption has

declined 1.6 per cent according to an

IWSR (theiwsr.com) report, and nearly

40 per cent of global consumers reported

a desire to decrease alcohol consumption

for health reasons, which would explain

several reports returning forecasts that

the global market for non-alcoholic drinks

will grow by 32 per cent to $30 billion

by 2025. This, parallel to reports of offpremise

retailer sales outpacing a typical

final week in March 2020, increasing

22 per cent compared to the same

one-week period in 2019. A data point

amplifying excitement is that even

27

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Gen Z is drinking at lower rates than

adolescents have in generations before.

US data firm Nielsen found that 66 per

cent of legal-aged drinkers between 21

and 34 are working on cutting down their

consumption too. If that’s not enough,

consider why Whole Foods listed zeroproof

drinks on its list of Top 10 Food

Trends for 2020.

When forecasting winners, one of

the first items we evaluate is where a

trend came from. Jeff Hollander, CEO of

Hairless Dog Brewing Company, shared

where its 0.0 line came from: “We saw

the craft beer explosion in which every

possibility and style of beer was being

brewed. Then we saw how careful the

selection process of consumers was. This

was all going on parallel to a wellness

explosion that increased consumer

awareness of what they were putting into

their bodies. Consumers started asking

whether eggs were cage-free, whether

steaks were grass-fed, and whether bread

was gluten-free. This mindful consumer

was now infiltrating every existing

category with the exception of beer. So we

decided to brew a 0.0 beer.”

Not only is the non-alcoholic revolution

a response to the mindful consumer, but

the increase in the availability of nonalcoholic

options is also solving a problem

that already existed. On top of that, nonalcoholic

beverages are practical, make life

easier and safer, and ask consumers for a

very slight change in behaviour.

Money maker?

Often lost in excitement is dissension

so, in this process, I wanted to turn over

every stone and truly see whether the

non-alcoholic category has what it takes

to chase down BYND. Sure,

$30 billion is something to write home

about, but it’s still only three per cent of

the trillion-dollar global alcohol market.

The question we need to ask ourselves

comes from a 1994 book by Al Ries and

Jack Trout, The 22 Immutable Laws of

Marketing. Law 21, The Law of Acceleration,

says that successful programmes are not

built on fads, they’re built on trends.

“A fad is but a wave in the ocean and a

trend is the tide. The fad is very visible,

but it goes up and down in a big hurry.

Like the tide, a trend is almost invisible

but it’s very powerful.”

To most, BYND was invisible. To know

whether something is a fad or a trend,

don’t look to social media, look to stats.

People may have been drinking more

during quarantine, and the number

of places that sell alcoholic beverages

in the US grew by more than 100,000

between 2007 and 2017 from 528,594

to 644,647, but a 2017 Nielsen report

showed that the US is experiencing a

decelerating alcoholic beverage growth.

According to a new report, American

adolescents are binge drinking less

than they used to. They still might

be categorised as a ‘drinker’, but NA

beverages aren’t just for the sober.

Someone who has cut back from regularly

having two or three glasses of wine with

dinner to having only a glass once a week,

for example, would still fall into the

same statistical category, and that’s the

opportunity: inviting this drinker in.

Three Spirit reports that the customers

who want a pick-me-up or a relaxing

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WORLD OF WELLBEING

nightcap are a core market for them.

None know this better than Seedlip,

whose ‘messaging’ is about inclusivity

more than anything else. “Our collective

intention is to ensure that everyone has

a seat at the table, and we do that with

an elevated, adult, non-alcoholic option

made widely available,” said a Seedlip rep.

In the way Meatless Monday

introduced eaters to plant plates, Dry

January advances this category. And an

advantageous point of difference for the

NA beverage category is that you can sell

29%

of 16 to 24-year-olds

were non-drinkers in

2015; 29 per cent up from

18 per cent in 2005.

and buy non-alcoholic beverages online

and they can be shipped directly to your

door. Not only is there a zero ask of

behaviour change at a bar or restaurant,

but the NA category is also making your

life significantly easier with familiar

e-commerce experiences.

Another signal to consider is the ‘who’

behind this movement. In the run-up

to the plant-based meat substitutes

explosion, we saw the world’s wealthiest

backing leading brands: Bill Gates and

Richard Branson invested in Memphis

Meats; Li Ka-shing, one of Asia’s richest

men, invested in Modern Meadow;

Twitter co-founder Evan Williams holds

a $414 million stake in BYND; Prince

Khaled bin Alwaleed of Saudi Arabia, a

loud and proud vegan for the past five

years, has invested in Bahrain's Plant

Cafe. Even the Canadian government

invested in BYND. Outside of individuals,

the largest incumbents of the meat

industry, Tyson and Cargill, began

creating their own plant-based brands.

The investments are beginning in

the NA space. In early 2020, Athletic

Brewing Company closed a $17.5 million

Series-B round with backing from both

individuals and venture capital firms,

including Timothy Barakett, TOMS

Shoes founder Blake Mycoskie, Darren

Rovell’s Tastemaker Capital Partners, and

Wheelhouse Partners. Across the menu,

Seedlip, the privately held non-alcoholic

spirit, received funding from Diageo,

the world’s second-largest distiller. Even

alcohol’s Tyson and Cargill equivalents,

Budweiser and Heineken, are producing

non-alcoholic options.

Some may see all this excitement as

pressure, but there is the opportunity to

learn from past mistakes and avoid being

a bust and ring that bell. We learned

with the disappointment of Segway

in Adam Grant’s book, Originals: How

Non-Conformists Move The World, that the

hype we should pay attention to shouldn’t

come from investors, but consumers.

The revolution has the endorsement of

major backers, but this isn’t Steve Jobs

or Jeff Bezos telling Dean Kamen that

his product is revolutionary, these are

customers waving their hands saying, “I

f**king love this.”

The failure to listen to customers was

a major mistake of Segway’s Kamen. As

Grant writes: “One of the biggest mistakes

was that, when building Segway, Kamen’s

team generated a wide number of ideas,

but didn’t have enough critical input from

customers to make the right choices for

the final product.” To understand the

consumer, I joined a Facebook group

that has more than 3,000 members and

30+ posts daily reviewing beers. I quickly

learned that, yes, the consumer is driving

this revolution. So much so, Athletic

Brewing Company had to open a second

brewery to meet demand.

All of these actions and signals are to

determine the path forward. In a 2019

piece, Michael Kealy, education coach at

TD Ameritrade, expressed caution about

the NA category saying: “Fads do come

and go.” Kealy is right about fads being a

wave in the ocean, but incorrect to call the

non-alcoholic revolution a fad. It’s a tide.

It’s a trend. There is a clear growth pattern

in the category and consumers continue

to vote in favour of it.

The modern adult

To best understand this category, I asked

several of its leaders to provide me with

the street-level experience. Athletic

Brewing Company founder Bill Shufelt

and head brewer John Walker developed

a proprietary fermentation process to

remove alcohol from their brew, which

no other producer of NA beer has

done. Their Run Wild IPA won gold in

the non-alcoholic category at the 2018

International Beer Challenge, and it was

named the best US non-alcoholic beer in

the World Beer Awards in 2018.

On the ground level is where Athletic

experiences this revolution most. “Right

now, we’re up more than 500 per cent

tracking where we were last year, but a

lot of last year was dictated by really tight

capacity,” Shufelt said of sales through the

first two months of 2020. An issue solved

with its San Diego brewery.

Athletic’s growth is consistent with

the entire category which, according to

market research firm IRI, saw off-premise

dollar sales of non-alcoholic beer offerings

having increased 43 per cent to $21.9

million, year-to-date to 23 February.

Over the last 52 weeks, dollar sales

of those offerings are up 28 per cent to

$138.5 million.

A learning I took from the conversation

with Bill Shufelt was how inviting the

category is. “We’ve always tried to urge

people to drink less from the positive

side, using motivating, aspirational, and

inclusive language,” he says. “We try to

include drinkers and non-drinkers alike.

Rather than alienate others with outdated

language, we have the opportunity to

invite them in and try our beer. Beer for

the modern adult.”

People are accepting Athletic’s

invitation too. The non-alcoholic beer

segment is growing at a 44 per cent clip

“ A wellness

explosion made

consumers aware

of what they were

putting into their

bodies. ”

— Jeff Hollander

29

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WORLD OF WELLBEING

this year, up from 23 per cent in 2019

and single-digit growth in 2018 when the

brand launched.

Another brewery putting a new

beverage on occasions that people have

known for years is Hairless Dog Brewing

Company, confirming the invitations

category leaders are sending out. “Our

messaging is all about getting more

people to the party,” said Hollander,

continuing: “A great way of doing that

is encouraging conversations. Some of

the leading voices will drive this category

forward as they normalise drinking

alcohol-free beverages.”

Little more conversation

This is exactly what drove the plantbased

revolution forward: conversation.

The emergence of online publications

dedicated entirely to vegetarian and vegan

news normalised the category through

conversation both on- and offline.

Does the non-alcohol category have

this yet? Not exactly, but DrinkTec, the

world’s leading trade fair for the beverage

and liquid food industry, has a dedicated

blog for alcohol-free and there's also

podcasts. A YouTube show called Off The

Rocks releases weekly episodes reviewing

new products using humour to make

going alcohol-free, well, cool.

There are even Drizly-esque

e-commerce platforms (check out

nacraftbeverages.com) dedicated entirely

to NA craft beer, hop tea, sparkling wine,

and alcohol-free spirits.

This drum, which I could beat all day

long, reverberates a simple question for

venues and menus worldwide: What’s the

harm of having non-alcoholic drinks on

your menu?

If we’ve learned anything, the decision

to do so is an invitation. In conversation

with Plant Pub founder, Pat McAuley, the

“ We include

drinkers and

non-drinkers...

we have the

opportunity

to invite

them in. ”

— Bill Shufelt

bold Boston-based restauranteur who

actually opened a restaurant during the

pandemic, said of including non-alcoholic

beverages on Plant Pub’s menu:

“Having non-alcoholic options on your

menu is the ultimate invitation. The way

restaurants now have gluten-free and

vegan options, carrying non-alcoholic

beverages ensures your place is a

destination for all, and those who adopt

this early, will win”.

The same way major importers said why

not, restaurants, venues, and festivals are

next in line to join this sober revolution.

“The non-alcoholic beverage revolution is

here and the category is exploding,” says

Pat McAuley.

As we look forward, NA beers still

account for just a small portion, about 0.3

per cent, of the overall beer market, says

Bart Watson from the Beer Association.

But, he notes that non-alcoholic beers are

up five per cent (11 per cent by

dollar sales) in sales over the last year.

The NIAAA (National Institute on

Alcohol Abuse and Alcoholism) reports

that 86.3 per cent of people aged 18 or

older drank alcohol at some point in

their lifetime, 70 per cent reported that

they drank in the past year, and 55.3 per

cent reported that they drank in the past

month. Now put on your marketing hat

or investor cap and see the opportunity

these facts present. What we should

focus on is what’s not in print: 44.7 per

cent of people are not casual drinkers

and 30 per cent of people rarely drink. As

percentages of the 209 million American

population over the age of 18, on the low

end that’s over 62,000,000 who simply

don’t drink, and 93,000,000 that are

casual. Compare that to the five per cent

or 10,000,000 Americans over the age of

18 that identify as vegetarian or vegan,

and then quietly get excited knowing that

the latter category produced BYND.

To think even further outside the box,

a 2017 study found that in countries

with legalised medicinal cannabis, alcohol

sales dropped more than 12 per cent

when compared with similar countries

without weed. Although cannabis is

not legal federally in the US, it has

been normalised; 11 states have passed

legislation to legalise it, and more are

expected to in 2020.

To conclude an absolute truth here

would be unwise, but it’s clear there is

a lot of noise in the category. The

non-alcoholic beverage revolution is here

and the category is exploding along with

wellness. Will it deliver the next BYND?

Time will tell, but it might be wise to have

your tickets ready for when the bell rings.

Follow Richie Crowley on blogging platform

Medium, @rickieticklez. You can also follow him

at RICKiRICKi.com and sign up for his monthly

newsletter. Check out his YouTube channel where

he features on Off The Rocks, tasting a range of

non-alcoholic beverages.

30

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SAMPLE

T H E C O M PA N Y

EDIT

THIS IS YOUR MAGAZINE, AND THIS IS HOW YOUR BESPOKE SECTION LOOKS. IN THIS

SPACE, YOU CAN SHAPE YOUR COMPANY'S WELLBEING NARRATIVE BY SHARING

REAL-LIFE STORIES FROM YOUR TEAMS ABOUT THEIR HEALTH, THEIR FITNESS,

AND THEIR TOTAL WELLBEING. IN EVERY ISSUE, YOU CAN ALSO SHARE THE LATEST

COMPANY INITIATIVES, EVENTS YOU'VE GOT LINED UP, AND ANY RELEVANT NEWS.

31

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YOUR LOGO HERE

STAFF STORIES

In your bespoke section, we share wellbeing stories from your people,

exploring how they are living their best life outside work. Experienced

journalists will listen to and write up the stories that will inspire and

engage your teams. Here, we show you how it might look and explain the

power of storytelling and the importance of giving your staff a voice.

I F I N A L L Y G O T I N T O T H E

HABIT OF MEDITATING

Suzie Johnston, 35, works as head of marketing. She

has two children and has managed the lockdown

stress of home-schooling and full-time work by

making the effort to meditate in the morning.

HOW WE DO IT... The story is written in the

first person. We will set up the interview

and write the story, encouraging honesty

and a personal touch. By sharing real-life

stories, your company shows it cares about

its people and is prioritising their wellbeing.

We give your staff a voice, which makes

them feel that they count. We can share up

to three stories in this section, as illustrated

here, or we can focus on one longer story, for

example, a year of fundraising and running a

marathon, or life as a mental health officer.

Before I start, I must

say, I don’t want

anyone to read this and think, ‘Oh

no, I did nothing in lockdown, I

feel inadequate’. Meditation was

literally all I could do. I didn’t

learn French, start baking, or run

every day! I managed my sanity by

spending five minutes a

day meditating… and the

story would continue…

“ I’m feeling

calmer and more

relaxed now. ”

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SAMPLE

THE COMPANY EDIT

“ I appreciate my job

so much more. ”

I V O L U N T E E R E D F O R

T H E N H S W H I L E I

WAS FURLOUGHED

John Smith, 35, who works in the sales

team, found that volunteering for the

NHS was unexpectedly beneficial for

his mental health.

WHY WE DO IT... “Telling stories is one of the

most powerful means that leaders have to

influence, teach and inspire... Storytelling

forges connections among people, and

between people and ideas. Stories convey

the culture, history and values that unite

people. When it comes to our countries,

our communities, and our families, we

understand intuitively that the stories we

hold in common are an important part of

the ties that bind.” – Vanessa Boris writing

in Harvard Business Publishing, Corporate

Learning, harvardbusiness.org.

I didn’t realise how self-centred I’d become. I’m not saying I was

selfish or self-obsessed, but I really didn’t look beyond work,

my family and football. And I was often feeling depressed and have always

struggled with stress and anxiety. I was in a rut. Volunteering for the NHS

in lockdown has changed me for good, and for the better.

I signed up back in March and, at first, didn’t hear anything. Then I

received a buzz on the volunteer app on my phone and was asked to do

some driving, dropping off prescriptions to people in the community who

couldn’t get out of their houses.

As someone who gets the 6:57 am train to London and comes home at

7:30 pm every day in the week, I had no idea who lived in my community.

My first client was Henry, an 88-year-old World War II veteran. His wife

died 10 years ago and, until recently, he was completely independent. But

in January he had a mild stroke and, for the first time in his life, he had to

depend on others.

Henry reminded me how important it is to have a positive outlook. He

helped me see that there was a simple explanation for my negative thought

patterns and depression. He’d learned very early on how important it was

to feel connected to his friends. I'd become isolated, and Henry pointed out

I just needed to make an effort to meet friends and avoid social media.

This simple change made such a difference to me. I re-joined my local

five-aside football team and renewed old friendships. At first we couldn’t

train together, but soon we were able to meet in the park and do some

training. The act of being sociable and active has woken me up, and I’m

finding work so much more fulfilling and less draining. When

we get back to the office, I’ll be organising football training after

work. Make sure you get in touch and we’ll get started.

33

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SAMPLE

THE COMPANY EDIT

I RAN A VIRTUAL 5K AND WON MY FIRST MEDAL

Jane Ransom, 48, who’s head of our accounting team, kept her mental and physical health in

check during lockdown by running a virtual 5K. Here’s her story.

STORYTELLING AND WELLBEING... Reading

about colleagues living their best lives and

doing the most they can for their wellbeing

captures our attention, and positivity is

contagious. Here we demonstrate the power

of momentum. An energetic, proactive

workforce inspires and delivers in all areas

of life. We use storytelling as a way to

encourage your teams to feel empathy

for colleagues and to consider their own

wellbeing. Through stories, we unite your

staff and drive deeper connections.

Over the last five years, I’ve gradually put on more and more

weight, and become less energetic. When lockdown came, I

decided enough was enough and re-started a couch to 5K programme,

something that achieved results when I did it years ago.

The first day I stepped outside, it was hot and sunny, but I didn’t feel like

wearing minimal gear. I wore black leggings and a long top, and struggled

because of the heat. I walk/ran about a mile and then headed back in. A few

nights later, a friend recommended I watch Brittany Runs A Marathon. It was

the perfect film and came just at the right time.

Like Brittany, I took one more step and kept going out. On the next

Zoom call, Carol, who you may know is the office athlete, told me about a

virtual 5K being run online. I signed up and was hooked… and the

story would continue…

“ I’ve lost 1st 7lbs

just from running. ”

34

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EXAMPLE

N E W S & D I A R Y

Here's a real-life example of a diary and news page from associated

company, Intrinsic Facilities Engineering. In this issue, they limber up

for a virutal 5K, stretch it out in the office, and share training news.

The Intrinsic Triathlon Challenge

VIRTUAL TRI ■ TRAINING PLAN ■ 16-WEEK COUNTDOWN

THREE CORE SESSIONS

Log on to the zone platform for

your personalised plan. You can

then join the training group on

WhatsApp for tips and support.

HOW TO DO IT

Bike: A one-hour set that you can

do in a spin class, or opt for turbo

or a flat stretch of road.

Swim: A 30-minute swim building

up to one hour. Do it at your pool,

in the sea, lake or river.

Run: A set of intervals to boost

your running speed. Do on the

track, the treadmill or at the park.

DID

YOU

KNOW?

Daily cold showers

help beat depression,

boost metabolism, and

reduce inflammation...

What's not to like?

35

35-37_Wellbeing Diary(New Final).indd 1 21/07/2020 14:27


OUR WELLBEING

EDIT

➠ OUR EXPERT'S DESK WORKOUT

Four exercises for good posture and tension release.

EXAMPLE

Laura Gallagher is a

world-class trampolinist. It

was her performance in the

World Championships in 2019

that secured Team GB a 2020

Olympic place (obviously on

hold!). She’s the very definition

of resilience, with a string of

international gold, silver and

bronze medals to her name,

dating back to 2007.

▼ Strong L-shape legs for

balance and core strength

Stand tall, draw your navel to your spine,

and tilt your pelvis forward and back until

it’s in ‘neutral’ to activate your core muscles.

Now lean forward into the position shown,

extending one leg behind. Keep your arms

long, strong and by the body, as shown,

or you can extend them in front of you,

keeping a long line from fingertips to toes.

Concentrate on lengthening your body, and

retain your balance by keeping a slight bend

in the supporting knee (note Laura has a

uniquely strong core so doesn't do this).

Once balanced, ensure both hips point to

the floor and tighten the glutes, keeping

the 'L' shape: avoid rounding or arching the

back. Make your neck long and visualise a

wire extending from the top of your head

to your feet. Breathe easily, hold and repeat

on the other side. If needed, beginners can

allow the foot of their extended leg to gently

rest on a wall behind for support.


TOP TIP

Do a posture and

breath check once a

day: stand tall, relax

your shoulders and

breathe easily.

Let go with a forward bend

The ultimate ‘let go’ movement. Stand with

your legs straight, shoulder-width apart.

Clasp your hands behind your back, breathe

in and, as you breathe out, lean forwards,

allowing your arms to rise and fall towards

your head. Feel the muscles in your neck

and head release as you lean towards the

floor, and enjoy feeling a stretch in the back,

chest and backs of the legs. Yogis say this is

good for your complexion as blood rushes

to the face and boosts circulation.

▼ Supported stretch and

release for the upper body

Stand tall in front of the wall and

engage your core muscles. Lean

forwards, reaching your fingertips

towards the wall. Focus on keeping your

back straight and your upper body long,

and enjoy the stretch in your arms,

shoulders, neck, chest and back.

▼ Reverse plank for a strong

core and a stretch

Position a chair so it can’t roll back when

you put your weight on it, then lower

yourself onto it, supporting yourself

with your hands, and lift up into the

reverse plank position, extending your

legs out, as shown. Take a moment to

check through your plank: start with

the core, tighten the belt of muscles

below your belly button and tighten

your glutes, ensuring your hips are level

and square. Open your chest and press

through your hands but avoid overarching

your back. Keep your back long

and shoulders down. Check your legs

are long and strong. If you want to work

harder, you can lift one leg off the floor,

hold and repeat on the other side.

36

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THE COMPANY EDIT

EDUCATION FOR YOU

SUSTAINABLE FACILITIES

MANAGEMENT TRAINING

At Intrinsic, we're aware of the ever-changing issues

that go with running a sustainable business and

the importance of a strong environmental policy.

It's great to see this new course for those working in

facilities management based in London.

Thinking of trying meditation?

If you've thought about meditation and

mindfulness but don't know where to

start, try the Headspace app. Designed

with people like us in mind, just

10 minutes a day can really help you to

deal with problem-solving and stress.

Upon completion of this course, you will

be able to:

IFE parkrun alternative

Pre-COVID-19, the Intrinsic team were frequently

found on the start line of their local parkrun on

a Saturday morning. For those who don't know,

parkrun is a completely free event that's held in

locations across the UK and worldwide at 9am

every Saturday. Obviously that's all changed due

to coronavirus, but you can sign up for the virutal

Intrinsic parkrun by logging on to the platform

and grabbing your personalised 5K schedule from

the team at the zone. It's a timed 5K run open to

everyone, to either walk, run or walk-run. If you like

it, you can try out the real thing when normality

resumes. To do that, you need to register at

parkrun.org, print a barcode, and go along to

your local event. With a mix of elites and absolute

beginners, your time is recorded and it's a great

fitness benchmark. We were delighted to be a

sponsor when junior parkrun, a 2K run for children,

launched in Eastbourne.

● Identify the key elements of sustainability that

will affect your institution, especially the

financial aspects.

● Make sure that when you buy new equipment or

products you choose the best quality.

● Find a consistent way of reporting your carbon

data and sticking with it.

● Look at your site with a fresh pair of eyes and

define which sustainable technologies would work

for you.

● Put together a carbon plan for your organisation.

● Track your electricity and gas usage.

● Educate building users on how best to reduce

carbon consumption.

Note this is an example. This course was held at

London Business Training & Consulting. Check

for the latest courses at lbtc.co.uk.

37

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YO U R

CLIENT

CONNECTION

CELEBRATE

SHARED PURPOSE

DEALS

TEAM

THIS IS YOUR AD PAGE. GIFT IT TO A CLIENT OR TO A SUPPLIER OF A SERVICE.

WE’LL SHARE IT WITH YOUR TEAM AND THE WIDER I-WELLBEING COMMUNITY.

38_Advert Example(Final).indd 1 20/07/2020 17:53


THE ZONE GUIDES

The whole is greater than the sum of its parts; each part playing a role in your wellbeing

profile. Within this Guides section, in Trends we offer the latest news and knowledge, in

Nutrition we share recipes and ideas on optimising nutrition, in Move we update you on

the latest fitness news, and in Self we dig deeper and look at personal development.

39

09_15_37_Openers(Final).indd 3 20/07/2020 17:53


Social distancing at work made easy

Innovative companies are finding ways to make coronavirus compliance easier.

Big Brother is watching you, which is exactly

what you need to get office life up and

running in the next normal. 4D Monitoring

is a company that provides smart building

technology. Its range of products help

businesses to comply with social distancing,

for example, its innovative FootfallCam

3D plus is a people counter for offices. It

provides real-time notifications for capacity

and density, and it works in hot-desking

environments and managed office spaces.

The camera, which monitors who is coming

in and out of the building and where they

are going, can help businesses re-purpose

under-utilised areas and be focused

and proactive about cleaning. Real-time

notifications mean staff can be notified

instantly using email and push notifications

when capacity thresholds are close to

being reached.

➝ Find out more about FootfallCam 3D

plus and other smart tech solutions at

4dmonitoring.co.uk.

DID

YOU

KNOW?

You’re losing 39 per cent of job applicants if your company is perceived

as not being inclusive – survey from mckinsey.com, June 2020.

TRENDS

Round-up of what to see, do, and know in the world of wellbeing.

The Wellness Sabbatical

The Global Wellness

Summit has cited

10 trends for 2020

in its Wellness Trends

report. Here, we look

at the rise of the

wellness sabbatical.

Global Wellness predicts a new travel concept

where work and wellness are intentionally

blended. The ideal package lasts three weeks,

enough time to make real life changes, and

includes combining your working day with a

range of wellness activities.

Are we ready for this? Or is this a lifestyle

choice for limited groups, stressed-out

wealthy CEOs or, at the other end, millennial

digital nomads with fewer commitments?

According to the article (read it in full here:

globalwellnesssummit.com/2020-globalwellness-trends/wellness-sabbatical/),

there are

a growing number of tour operators, hotels and

spas offering this type of break, described as

co-working meets co-living. Companies offering

the packages include: Roam, Outsite, Behere,

The Remote Experience, Unsettled, The Nomad

House, and CoWoLi. Luxury breaks in Thailand

at Kamalaya’s Wellbeing Sabbatical (kamalaya.

com) start at £15,000 for 21 days, and in India

and Mexico, tour operators offer specialist

sabbaticals for up to a year. The article goes on

to suggest that digital nomads will help to drive

a trend towards affordable wellness sabbaticals

and, of course, you can do your own version

by designing a DIY break. Definitely a trend to

watch – according to the report, 25 per cent of

The Fortune 100 best companies to work for now

offer sabbaticals to employees.

40

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WELLBEING GUIDES

STAND TO ATTENTION

Working at stand-up desks

helps to burn calories, improve

your posture, and can also help

to boost brain power at work.

A 2018 study revealed that using a standup

desk and having the freedom to move

around your workspace has been found to

have cognitive benefits. The researchers at

the Institute of Cognitive Neuroscience at

University College London (UCL) followed

15 subjects and monitored their cognitive

abilities after working at a standing desk. The

first of its kind, the study was commissioned

by Posturite, makers of the Opløft Sit-Stand

Platform (posturite.co.uk/oploft), which is slim,

lightweight and portable – and ideal for our

new working landscape, blending working from

home with the office. Before cynics dismiss the

study as marketing, it’s worth pointing out that

UCL’s Professor Vincent Walsh was reported at

the time, in both The Times and The Telegraph, as

saying he was surprised by the results and had

no interest in getting them to fit the company’s

brief. Other research has shown that standing is

better for you physically – it burns more calories

and it’s better for your posture – but this study

was the first to look at the mental benefits.

Findings included an improvement in brain

power and decision-making, with participants

doubling their score in a standard cognitive

test. There was also a 64 per cent improvement

in performing language-based problems, and

concentration and creativity, also tested, both

improved. Find out more at posturite.co.uk.

The Zone Recommends

Is it the end of 9-5?

Research from the University of Basel

in Switzerland found that workers

who can set their own hours (trustbased

working time) tend to be more

productive, work longer hours, and be

happier than those tied to rigid 9-5

schedules. Want to explore this further?

Tune in to Dr Rangan Chatterjee’s Feel

Better, Live More podcast show, How To

Work Less and Get More Done with Alex

Pang, the author of Shorter – Redesign

Your Work and Reclaim Your Time.

41

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NUTRITION

Working hard and exercising requires quality

fuel for top energy. At the zone, we're advocates

of health for everyone, and support businesses

giving back by investing in the wellbeing of their

staff and the community at large. Here, we focus

on premium, top-of-the-range nutrition as we

believe the best investment you can make is in

yourself – your body and your health.

Editor Fiona

Bugler trains

five to six

times a

week and

works long hours. She

recognises that, to do

this, she needs to invest

in her health. For an

impartial, honest review,

she selected and bought

the products tested.

42

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WELLBEING GUIDES

FOUR SIGMATIC

COFFEE

Recommended by top

‘life lesson’ podcast hosts

and authors Rich Roll and

Tim Ferriss, I decided I had

to try mushroom coffee.

Like Athletic Greens (right),

Four Sigmatic® is a brand

that was not an overnight

success. It's a wellestablished

product with

a solid back-story from its

Finnish founder who has a

background in mushrooms.

In marketing terms,

attention has focused on

Instagram and more than a

quarter of a million people

are signed up for daily

updates about mushroom

coffee. This intriguing drink,

which includes focusbuilding

Lion's Mane and

immune-supporting Chaga

mushrooms, promises

to help you ‘think’. It's a

favourite of bio-hackers

and those into ‘nootropics’

(healthy, mind-bending

drugs and supplements).

Just before it arrived,

Chris Evans began talking

about it on Virgin Radio and

described the taste as rich

and chocolatey. On-air, he

said he was buzzing after

drinking it. I first opted

for the instant coffee

sachets, which tasted just

like instant coffee, but as

I'm not a fan, I switched to

the ground coffee, which

tasted better. For both, I

used frothy oat milk, which

seemed to work better

than cow's milk. Did focus

and brain power improve?

Yes. After one cup around

11 am, I was able to focus

on concentrated work for

hours. I paid £22.95 for

the ground coffee from

online retailer, Ocean’s

Alive, and feel it was a good

health investment. It's

also made me re-think my

caffeine habits – quality

not quantity. Check out

regular offers or set up a

30- or 60-day subscription

by going direct to the

foursigmatic.com website.

Athletic Greens

With 46,000 followers on Instagram, a quality podcast, and leading ambassadors from across

the wellbeing world recommending the product, it's easy to see how this brand gets away

with its premium price tag. Athletic Greens® costs almost £80 a month; that’s as much as a

good-quality gym membership but, put in perspective, it's a lot less than some bad habits, for

example, smoking 20 cigarettes a day. I paid £95 for a one-off pouch, with a free 30-day travel

pack, and have been taking it every day since it arrived, which is now 28 days. A few days after

it arrived, I received an email asking whether I’d noticed a difference: Did I have more energy?

Were cravings reduced? Did I notice anything different about my gut health? The short answer

is no, other than on the slightly negative side – my sensitive gut was a little unsettled.

However, it felt like a small sacrifice for kick-starting my day with “75 vitamins, minerals and

whole food-sourced ingredients, carefully selected for high potency and bioavailability.” I'm

also reassured to know it's manufactured in a TGA-registered facility in New Zealand, with

“strict analytical and microbiological testing, and the highest quality standards.” It’s suitable

for all diets and packed with nutrients. For time-poor, health-conscious people, its price

may actually be reassuring as you can cut out any other supplements you might be taking.

It also tastes surprisingly good and is palatable on an empty stomach. After a month, I feel

good; there’s something about spending money on my health that helps me focus on staying

healthy! If you do sign up, why not try out the super nutrient-dense smoothie recipe below?

DID

YOU

KNOW?

Rhodiola root dry

extract (found in

Athletic Greens) helps

fight fatigue, and

promotes mental

sharpness and stamina.

First-class

smoothie

✦ Unsweetened

almond milk

✦ Handful of spinach

✦ 1 tbsp chia seeds

✦ 2 tbsp hemp protein

powder

✦ A handful of frozen

blueberries

✦ 1 huge tbsp

peanut butter

✦ 1 scoop of

Athletic Greens

✦ Top with 2 tbsp

granola and

a few raspberries

43

42-45 Nutrition Recipes(Final).indd 2 20/07/2020 17:55


WELLBEING GUIDES

Nutrient-dense fine-dining

The Revive recipe series by Carrington Recipes (carringtonrecipes.com) teaches you how to push

culinary boundaries using fresh, nutritious produce to create healthy, gastronomic masterpieces.

THIS MONTH'S DISH is packed

with phytochemicals and iron,

showcased in a succulent piece

of seared venison. A premium

package of health, it's served

with a bountiful brigade of

bioflavonoid-rich vegetables

and soaked in cherry juice – a

nutrient-dense super fruit.

The colour of health

Fresh sweet cherries are used to garnish

this dish and also complement the rich

venison flavour. Cherries are packed

with health benefits. This delicious fruit

contains anthocyanins, a sub-category

of flavonoid pigments that are abundant

in various fruits. The visible, vibrant

colours are how we see these chemicals.

The same goes for the vegetables in this

dish. It is also rich in phytochemicals,

which can be also seen by the bright

purple pigmentation of the broccoli, kale

and beetroot in particular.

More about flavonoids

Anthocyanins act as inhibitors to

proliferation in certain cell types and

inhibitors to prostaglandin synthesis,

which has an anti-inflammatory effect.

These natural effects have been shown

to have a host of positive health benefits

including muscle recovery, antiinflammation

and pain relief.

Flavonoids belong to a category of

phytochemicals called polyphenols.

Polyphenols are packed with antioxidants

and potential health benefits. They are

known for their multiple hydroxyl groups

that deliver the powerful antioxidants.

They do this by maintaining low levels of

reactive oxygen intermediates.

What does this mean for

your health?

Studies have shown that anthocyanin

suppresses proliferation and

tumourigenesis (the production or

formation of tumours) in cancer stem

cells. In addition to reducing the risk

of certain cancers, cherries also have

a positive effect on sleep as they

contain melatonin, a molecule critical

in regulating the sleep-wake cycle in

humans. They have been used in various

treatments for insomnia and have been

proven to support undisturbed sleep.

Anthocyanins are enriched, in

particular, in tart or sour cherries,

recognised by their lighter, yellowish

colour. Tart cherries are highly perishable

and have an exceptionally short fruiting

season, and are therefore commercially

non-viable and not widely available.

However, this great fruit grows wild and

can be found throughout the UK in wood

borders and hedgerows, or you can grow

your own.

Choosing quality venison

The nutritional and ethical benefits of

this wonderfully ‘gamey’ meat largely

outweigh that of its more common,

commercially reared, meat competitors

such as beef or chicken. Locally and

sustainably sourced, venison is easy to

find in farm shops and markets, making it

a great ethical and responsible choice.

Powerfully packed with iron

Wild venison is truly rich in iron, an

element that the UK population is most

commonly deficient in, particularly

women and athletes. Around half of the

iron in venison is the easily absorbed

‘heme’ iron; it also increases the

bioavailability of non-heme iron, found in

vegetables, by up to four times.

The Zone Exclusive

Carrington Revive recipes

Carrington recipes stem from a foundation

of clinical nutritional research, designed

explicitly to benefit health and nutrition.

This is uniquely combined with fine-dining

techniques to produce exquisite, delicious and

creative dishes to excite taste buds and revive

health. From September you can follow the

Revive series of recipes at i-wellbeing.com.

44

42-45 Nutrition Recipes(Final).indd 3 20/07/2020 17:55


SUCCULENT SEARED VENISON

A succulent piece of seared venison served with a bountiful brigade of

bioflavonoids. This delicious combination is a mouth-watering sensation

that really packs a powerful flavour punch. The crunchy, sweet walnuts

complement the fresh, crisp carrots. The peppery, bitterness of the brassica

and acidic beetroot sets the taste buds alight and cuts through the rich

sweetness of the creamy butternut, which rounds the dish to be a perfect

marriage for the hearty and luxuriously rich venison loin.

INGREDIENTS

✦ 250g loin of wild venison –

rested to room temperature

GARDEN OF PHYTOCHEMICALS











A handful of cherries – pips

removed and cubed

200g purple sprouting broccoli

– remove stems leaving just

floral bud

200g purple kale – cut into

5cm lengths

One large carrot – halved

lengthways and sliced

One butternut squash – diced

into 1cm cubes

A handful of walnuts – slightly

crushed

1 tbsp honey

One beetroot bulb – halved

and finely sliced

100ml raw cider vinegar

One medium red onion – sliced

Preheat the oven to 180°C /gas mark 4. Oil a large baking tray, add the

diced butternut squash, and roast for 30 to 45 minutes until slightly

browned.

Add 500ml water, halved cherries and 2 tbsp of honey to a heavybased

pan and bring to a boil. Simmer for 15 to 20 minutes. Turn off

the heat. Remove the cherries and strain into the remaining liquid.

Leave to cool.

Steam the sliced beetroot for three to five minutes, transfer to a

small bowl, and add the sliced red onion and pour over the raw cider

vinegar until all the ingredients are covered. Marinate for 30 minutes.

TIP: Leaving the beetroot longer will increase the pickled flavour; you

can even do this the day before.

Season the venison loin with a generous amount of salt and pepper

and massage with olive oil. Add walnuts and honey to a small frying

pan, heat until caramelised, allow three to five minutes.

OPTION: The carrots, kale and broccoli can be added to the dish as

raw ingredients, resulting in a crunchy fresh taste or, if preferred, you

can steam for two to five minutes to soften slightly.

Heat a heavy-based frying pan until very hot and sear your venison

loin on all sides until dark golden brown. Turn down to a medium or

low heat and continue to gently fry, turning regularly for five minutes

(medium-rare) or to your liking. Once cooked, leave to rest for around

five minutes.

Take the butternut squash out of the oven, place in a bowl, and use

a hand blender to puree.


CHERRY JUICE




250g cherries – pitted and

halved

2 tbsp honey

500ml water

TO SERVE: Halve the venison loin, place a generous portion of

butternut squash on the plate and sit the loin on top. Arrange the

kale, broccoli, pickled beetroot, carrot and cherries. Sprinkle over the

caramelised walnuts. Enjoy with a glass of fresh cherry juice – or a

glass of organic red wine!

45

42-45 Nutrition Recipes(Final).indd 4 20/07/2020 17:56


THREE WHYS: Reasons to stick at exercise

1

Exercise gives you a

healthy body

Exercise is good for your cardiovascular

and respiratory systems; it will help to

control your weight which, in turn, will

control your blood pressure, and lower

your risk of certain cancers and diabetes.

It’s also good for your sex life, “Regular

physical activity may enhance arousal for

women. And men who exercise regularly,

are less likely to have problems with

erectile dysfunction than men who don’t

exercise,” states the Mayo Clinic.

2

It’s

great for your

mental health

There’s no shortage of research to show

how exercise beats depression, boosts selfesteem

and relieves stress. It’s a physical

reaction; when you exercise, you boost

levels of the hormone serotonin. When

you dance, run, do aerobics, the increase

in blood circulation to the brain positively

affects the hypothalamic-pituitary-adrenal

(HPA) axis and, thus, the physiologic

reactivity to stress. Exercise is also great

for self-esteem – weight loss and toning

up help to boost confidence in the short

term and, in the longer term, there’s great

MOVE

satisfaction from mastering a new skill

and progressing with a task. Exercise, and

starting to look after and love your body,

helps to build confidence. If you have

started to exercise and felt these benefits,

here’s another reason to keep going –

new research by a PhD student from the

University of Adelaide, published online

in the Journal of Affective Disorders, has

found that stopping exercise can increase

the symptoms of depression. The study

was small scale (152 people in a variety

of studies were reviewed), but talking to

Science Daily, Professor Bernhard Baune,

head of psychiatry at the University

of Adelaide and senior author on the

paper said: “Depressive symptoms

arising from stopping exercise occurred

in the absence of the typical biological

markers commonly involved with

depressive symptoms.”

3

It

gives you back

control – of you

This covers both why one and why two.

There might come a time when you

cannot control what your body is doing,

but while you can control it and you're

in good health, it's important to take

the opportunity to take care of yourself.

Don’t be a victim to weight, stress and

self-imposed illness, you can choose

fitness and health. If you’re into instant

gratification, you can get that when you

exercise as those feel-good hormones float

around your body. But a good reason to

exercise is to reinforce discipline and selfresponsibility,

and knowing that you can

improve how you feel by simply showing

up and doing the workout. Keep doing

this and you’ll understand the power of

consistency – and you'll see results.

Older people who

have never taken part

in sustained exercise

programmes have

the same ability to

build muscle mass as

highly trained master

athletes of a similar

age, say researchers

from the University of

Birmingham.

Did you start exercising in lockdown and want to carry on?

Here’s why you should keep at it – plus the zone's tips on how to do it…

Cycle fitness

As we showed on page 22, some

businesses boomed in lockdown,

including the bike sellers. If you

bought a bike, there are some

simple ways to keep your interest

and to get fitter. It's easy to get

into the habit of cycling at one

pace; it might be fun but, like any

exercise routine, without pushing

yourself, it won't make you fitter.

Do enjoy your long, easy rides,

but also add in at least one

session of either fast intervals on

flat roads, long hilly rides, or hill

repeats. When you're confident,

invest in pedals with cleats,

which will allow you to put more

energy in and get more out. If

you can, try off-roading on a

mountain bike, or do intervals on

an indoor turbo or at spin classes

to improve your all-round fitness.

46

46-49_Guides_Move(Final).indd 1 20/07/2020 17:57


WELLBEING GUIDES

46-49_Guides_Move(Final).indd 2 20/07/2020 17:57



HOW TO STICK TO YOUR FITNESS PLAN

the zone's 5-Step Guide

Check with your GP or practice nurse that it’s okay to exercise

(in almost all cases it is) and then set out to make some gradual

changes that will still bring you results within weeks.

n Create a vision

If you were out of your routine and got

fit in the spring, it’s easy when you’re

back at work and in your old ways to

forget what you may have achieved.

Create a clear vision in your mind of

where you want fitness to take you

and what will help you achieve your

goals. Writing down what you want to

achieve as if you’ve already achieved

it, and creating ‘mood boards’ with

pictures of how you want to look and

feel, have been proven to increase

your chances of success.

n Exercise in the morning

Google ‘habits of successful people’

and you will find exercising in the

morning listed as one of the top

habits. But when it comes to the

physiological effectiveness of exercise,

many studies have found that late

afternoon is actually the best as this

is when your body temperature is

WALK DON’T RUN

Bodies such as the British Heart

Foundation recommend walking

10,000 steps a day, measured using a

pedometer. Most of us walk between

3,000 and 4,000 steps a day

anyway, so reaching 10,000, or

around five miles, is a realistic

and achievable goal. If you

weigh in at 11st (70kg),

you’ll burn 440 calories by

walking 10,000 steps briskly

(3.5mph). If walking to work

isn’t an option, take note, a

2007 study found that the

train is best, with train users

walking an average of 30 per

cent more steps a day, and four

times more likely to walk 10,000

steps per day than car commuters.

optimum. However, the case for

morning workouts includes the power

of getting it done, and other research

shows the morning as the most

effective workout time for our body

clock (circadian rhythm). According

to the American College of Sports

Medicine, working out in the morning

will also help you sleep better at night.

n Join a group

Scientists at Oxford University

studying a group of rowers found that

group exercise can release the happy

hormones, endorphins, making you

not just happier, but more effective

as you exercise. Group exercise, such

as aerobic and studio classes, is a

great way to get started in fitness,

distracting you from discomfort and

making you accountable. Of course, in

recent times, this moved online which,

for newbies, has a lot of advantages

such as getting you used to working

Fit made simple

Many people feel overwhelmed

by the concept

of getting fit, thinking

they have to make big

changes and completely

overhaul their lifestyle.

To make fitness progress,

adopt the simple rule of

making small changes

every week. In week one,

you could go walking

three times – a great start

for heart health. In week

two, you could add some

leg strength with

repeated sets of 8-10

lunges. In week three, for

a strong core, try doing

the plank every other day.

Support your body on your

elbows and toes, and lift

up. Make your back long

and straight like a plank.

Keep your neck in line with

the spine and belly button

drawn in as you contract

those deep core

abdominal muscles. Hold

for 30 to 60 seconds.

48

46-49_Guides_Move(Final).indd 3 20/07/2020 18:51


WELLBEING GUIDES

out and giving you confidence. Both

on- and offline qualified instructors

are very good at motivating you to

work hard and adapting classes for

different levels of fitness. But do

check they are qualified so you can

learn, adapt and progress at the right

pace for you.

n Stick to the old-school exercises

Old-school military exercises, such as

sit-ups, press-ups and burpees, have

stood the test of time: one, because

they’re effective; two, because there

are only so many ways we can move

our body and; three, they are easy

to do. The current buzz is around

high intensity interval training (HIIT)

where you work as hard as you can

(around 95 per cent of maximum

heart rate) for very short bursts. This

is an effective way to get fit and you'll

only need to commit 10 to 20 minutes,

three to five days a week, for results.

n Do weights

If you want to burn fat, pump iron.

The biggest misconception is that

cardio is the only way to burn calories

and lose fat. But when you train at a

lower intensity, for example, marathon

running, your body learns to store fat

as fuel, which it needs for longer runs.

The quickest and most effective way

to change your body shape is through

weight training, which teaches your

body to store glycogen as fuel in the

muscles. You create more lean muscle,

which not only looks aesthetically

pleasing, but it also means that your

body becomes more efficient at

burning calories after you’ve worked

out – the ‘after burn’ effect. And

remember, you don’t need to use

weights as your own bodyweight

works too. You can add resistance

when you use your imagination (pullups

on park equipment, power jumps

onto a step or bench).

Stand up & paddle

As Brits were forced into

‘staycations’ and getting

outside to stay sane

in lockdown, stand up

paddleboarding, or SUPing,

soared in popularity. It's not

surprising, it's easy to learn,

great for your core and upper

body, and being on the water

can help still the mind – a

mesmerising effect similar to

that felt when going fishing.

46-49_Guides_Move(Final).indd 4 20/07/2020 17:58


SELF

You can never stop learning, reading, and trying out new ways of being.

the zone

Book Club

Every issue, we’ll review books about self and

development, helping you to become the best

version of yourself. Join our virtual book club by

emailing books@thezone-mag.com.

Atomic Habits by James Clear

(Penguin Books, £15.99)

REVIEW BY FIONA BUGLER

A good ‘self-help’

book is one that

leaves you with

something that you

take action on and

continue to do long after reading. James Clear’s well-constructed

and practical book teaches a lesson we probably all know; small

steps lead to big changes, but in breaking down how habits are

made and how habits are cemented, he lays a solid foundation

for the concepts behind the common-sense guide. Key takeaways

include re-examining how we look at goals; rather than focusing

on setting goals, Clear suggests we need to pay attention to the

system we put in place for the end result.

If, for example, your goal is to build a million-dollar business,

your system is to test product ideas, hire employees, and run

marketing campaigns. If you completely ignored your goal and

focused only on your system, would you still succeed? Clear

suspects you would. Other takeaways include examining your

environment and seeing whether it’s the right one for you to

implement new habits. If you want to avoid watching TV, he

says, unplug it; trying to avoid social media, then put your phone

out of reach. He also points out how new habits can be formed

in short periods of time – just two minutes of exercise a day, he

says, is manageable and can set you up for a lifelong fitness habit.

Mindset matters and tips to make things stick include telling

yourself you are the person who’s emerged from taking on a new

habit, for example, 'I don’t smoke', not, 'I’m giving up smoking'.

Clear also recommends you reward yourself when you do

something you want to make a habit. And learn to habit stack;

identify a current habit you already do each day and then stack

your new behaviour on top. If you have coffee when you wake,

layer on your desired new habit: 'After I pour my cup of coffee

each morning, I will meditate for one minute.' There’s loads

more advice, research and practical tips to help you, ultimately,

live a better life. And for ongoing support and inspiration, visit

jamesclear.com to sign up for his email and to read his articles.

50

50-51_Guides_Self(New Final).indd 1 21/07/2020 14:24


WELLBEING GUIDES

How Bad Are

Bananas? The

Carbon Footprint

of Everything

by Mike

Berners-Lee

(Profile Books, £9.99)

REVIEW BY MATT COX

In an age of misinformation, fake news and selfappointed

‘experts’ on social media, it is sometimes

difficult to know what we can do to reduce our carbon

footprint and help reduce our impact on the planet.

Mike Berners-Lee has come up with an easy-to-read,

no-judgements-made manual for checking out the impact

of our lifestyle. Using the ‘10-tonne lifestyle’ as a goal

(a lifestyle that emits 10 tonnes of C02 per annum),

Berners-Lee draws up real-life examples and comparables

to paint the picture, looking at the environmental cost

of buying a coffee with buying a newspaper, explaining

the most carbon-efficient way to wash the dishes,

comparing which fruit to buy and when and, most

importantly, looking at different travel emissions. Even

as someone who regards themselves as environmentally

aware, I learnt a lot from this book and here are my key

action points: practise seasonal eating; reduce my meat

intake (check out our recipe on pg45 for quality meat

consumption); and buy products that are high quality and

have a long lifespan. I’ll also make sure that I have full

loads and lower temperatures for dishes and clothes, and

be aware that car travel is often more efficient than train

travel (three to four people in one car means it’s efficient).

And the answer to the question in the title? Not bad at

all, in fact, brilliant! A 140-calorie banana emits 80g of

carbon due to natural growing conditions, boat freight,

and the little packaging required.

BOOK CLUB’S NEXT BOOK

Next issue, we’ll review How Not to Die and Drive –

The Surprising Truth About What Motivates Us.

Email books@thezone-mag.com. We’ll send you the

book lists and the next virtual meeting date, and we’ll

publish the best reviews here in the zone.

The money influencer

She's one of many millennial mothers leading the

financial charge on Instagram with advice on how to

develop a money mindset and manage your finances in

an increasingly challenging world.

SARAH AKWISOMBE, FOUNDER OF THE NO BULL

BUSINESS SCHOOL, HAS A NO BULLSH*T STYLE AND, IN

HER NEW BOOK, SHE DELIVERS A 10-STEP PROGRAMME

SHOWING YOU HOW TO RE-TRAIN YOUR BRAIN FOR A

POSITIVE MONEY MINDSET.

At the time of writing, Sarah Akwisombe, who has 41.2K

followers on Instagram (and a further 25K who follow

@nobullschool), is telling 11K plus viewers (there will be

more) how she's turned over £267,568 in eight weeks

(“more than a quarter of a million pounds”) and, she points

out, that doesn't include “pre-booked work, brand work, or

anything else.” On top of that, all her digital courses have

a high profit margin. The entrepreneur who, until a few

years ago, was making just £18K per anum, is set to turn

over £750K this year and, as she points out, “that's during

a pandemic.” Her key message is that, yes, you can also

make money but, first, you have to “Do a lot of work on

yourself.” She explains that, in order to achieve results, it's

taken 15 years, and that she has invested time and money

on herself and, importantly, on her wellbeing. From tarot

cards to fitness training three times a week, to weekly

psychotherapy sessions, she's covered all bases. She's

raw, very honest, well-intentioned, refreshingly arrogant

– but she's shining a light on a new female energy and an

exciting way to do business in the digital space.

The Money Is Coming by Sarah Akwisombe (Little, Brown Book

Group, £12.99) out 27 August 2020. Follow @sarahakwisome.

WHY

SLEEP

MATTERS

from Essentialism

by Greg McKewon

In chapter eight of Essentialism:

The Disciplined Pursuit of Less

(Crown Business, £12.99) Greg McKewon refers to

a Harvard Business Review article, which explains

how sleep deprivation and high performance are

not good bedfellows. Sleeping badly for four or five

nights a week “induces an impairment equivalent to

a blood alcohol level of 0.1 per cent.” Check out the

book for more lessons for working out what matters

in life and business, as well as further evidence on

how sleep is a valuable entity in business.

51

50-51_Guides_Self(New Final).indd 2 21/07/2020 14:24


LIKE WHAT YOU'VE READ?

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52-53_IBC_Masthead(New Final)(JMcM).indd 1 21/07/2020 14:25


the

zone

Editorial Director Fiona Bugler

Creative Director Kelly Flood

Writer Matthew Cox

Sub Editor Joanna McMahon

the zone magazine is published by Intrinsic Wellbeing Ltd, company registration number 12461580.

The publisher has endeavoured to make sure that all content is accurate on the date of publication.

The views expressed in the articles reflect the author(s) opinions and are not necessarily the views of the

publisher or the editor.

Published material, adverts, editorials and all other content is published in good faith. the zone magazine and

Intrinsic Wellbeing Ltd accept no liability for any loss or damage of any kind caused by this publication, any

errors, or for the accuracy of claims made by the advertisers.

All rights reserved and nothing can be partially or wholly reprinted or reproduced without written consent.

Included in the magazine are links to websites, third-party content and advertising. the zone magazine and

Intrinsic Wellbeing Ltd cannot be held responsible and shall not be liable for the content on other websites,

advertisements and other resources.

the zone magazine and Intrinsic Wellbeing Ltd reserve the right to make changes to any information in the

magazine without notice. By subscribing to our magazine and website, you agree to all terms and conditions

listed above. If you have any questions about this policy, please contact us.

52-53_IBC_Masthead(New Final)(JMcM).indd 2 21/07/2020 14:25


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Productivity Positivity Creativity Focus

www.posturite.co.uk/oploft

54_ADVERT.indd 9 20/07/2020 17:59

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