THE ZONE

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
01
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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.
02
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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
About
Services
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).
07
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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.
09
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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
10
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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
11
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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.
16
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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
17
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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.
18
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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. ”
19
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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.
22
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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
25_Wellbeing Opener (Final).indd 1 20/07/2020 18:48

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
26-30_World of wellbeing_Alcohol (Final).indd 1 20/07/2020 17:45

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
28
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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
26-30_World of wellbeing_Alcohol (Final).indd 5 20/07/2020 17:45

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. ”
32
31-34 Bespoke Dummy Pages (Final new).indd 2 20/07/2020 17:41

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
31-34 Bespoke Dummy Pages (Final new).indd 4 20/07/2020 17:41

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
35-37_Wellbeing Diary(New Final).indd 2 21/07/2020 14:27

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
35-37_Wellbeing Diary(New Final).indd 3 21/07/2020 14:28

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
40-41_Trends (Final).indd 1 20/07/2020 17:54

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
40-41_Trends (Final).indd 2 20/07/2020 17:54

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
42-45 Nutrition Recipes(Final).indd 1 20/07/2020 17:55

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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