A professional cuddler who charges £75 for an hour-long hug is now hosting parties where strangers can enjoy ‘cuddle pee’ in groups.
30-year-old Trevor Hooton from Bristol, who is originally from Montreal, Canada and goes by the name ‘Treasure’, founded their unconventional therapy company in May.
And now the push is expanding to more communal events — where people can come together “to explore and enjoy non-sexual physical connection in a safe, structured environment” — with special plans in the works for Valentine’s Day.
Treasure, which uses the pronouns she/she, aims to help people through the power of hugs and “connections coaching” to help people who are struggling to build relationships with others.
Bristol-based Trevor Hooton, 30 – who is originally from Montreal, Canada and goes by the name of ‘Treasure’ – founded their unconventional therapy company in May
Going for £30 per session, the cuddle parties at ‘Embrace Connections’ see groups spend time building trust and understanding physical touch – before coming together for a ‘shared comfy cozy cuddle experience’, also known as ‘cuddle pee’ ‘.
Treasure explained that what they offer is “more than just a hug” – it’s about “infusing care, affection and benevolence into someone through touch.”
They admitted that not everyone understands exactly what their company offers – some even confuse it with sex work.
But Treasure insists that professional hugging is “not as new as it seems” and thinks everyone should give it a try.
A professional cuddler who charges £75 for an hour-long hug now offers parties where strangers can enjoy ‘cuddle pee’ in groups
“I built a business based on my passion for building human connections,” said the professional cuddler. “A lot of people struggle to make those and that’s where I step in.”
They added that the parties were “amazing” and are a way to “provide value to many people at once.”
“I’ve done four parties so far and each one has been unique and special in its own way,” Treasure explained. “We have a very mixed group — some people are single and unfamiliar with touch, but want to develop comfort.
“At the other end of the spectrum, there are people who have become accustomed to it and want more of it.
Going beyond she/they pronouns, Treasure aims to help people through the power of hugs and ‘connections coaching’ to help those struggling to build relationships with others
“The participants seem to run away from it and love it anyway.”
Treasure first started exploring the science behind human connections 10 years ago because they found it fascinating.
But it wasn’t until 2021 that they started working on turning it into a business, launching in May 2022.
Embrace Connections offers a range of different services – including ‘connections coaching’, a session that helps you build relationships with others, and ‘cuddle therapy’ – where people pay for an hour-long cuddle session.
Treasure has now added “cuddle parties” to their list of services and the next one is scheduled for Valentine’s Day.
Treasure has now added “cuddle parties” to their list of services and the next one is scheduled for Valentine’s Day
“The first part of the party is a welcome and arrival and a brief discussion of the expectations and limits of space,” they said of the new initiative. “We then do a series of workshop activities to help people get into their own bodies and meet and interact with each other.
“This is important because if you just dropped people into this environment and said, ‘Do your best,’ problems could arise.”
After an hour there is a break where the group comes together to eat something and get to know each other better.
Treasure then ‘resets the room’, and the ‘cuddle puddle’ – where everyone piles up and cuddles – begins.
“Over the course of the rest of the evening, some people stay in the cuddle or some go off and have some couple cuddles, massages or just a cup of tea,” they added. “Some people are strangers at the beginning and feel close and powerful at the end.”
Treasure said they “challenge the unspoken rules of society” through their work – and believe that by doing so, we can “achieve something better for ourselves.”
Treasure has asked attendees to wear red on Valentine’s Day and is also setting up a card making station as an added perk.
“The room seats 25 and we’ve almost reached that,” they said. “It’s just nice to be held on Valentine’s Day.”
Treasure’s most popular service is its ‘cuddle therapy’, where people pay £75 to be cuddled by them – and the pro says it’s always ‘a non-sexual, platonic intimacy, based on what the person wants’.
They explained that Treasure and the client go through guidelines to make sure everyone is on the same page and then structure the session based on agreed boundaries.
There is a lot of ‘checking in’ during the session to make sure the person feels safe and calm.
Treasure said unusual service is different for everyone – and it may take some work to find the most effective approach.
They even admitted that it can be a bit awkward at first, but it will be worth it in the end.
“It can be uncomfortable,” they admitted. “It’s weird and not typical for most people to get intimate with a stranger.
“People come with their own insecurities or biases, but I do my best to find a place where they feel comfortable.
“And if the person starts to feel the beginnings of something sexual, we communicate about that and back off, because it has to be non-sexual intimacy.”
Treasure had to learn the theory behind cuddling, saying, “It’s about communication and building trust — when you hire a cuddling therapist, you’re hiring their time, attention, and care.”
“When I give someone a hug, I pour care, affection, and goodwill through that touch.
“Hugging a stranger isn’t much use, it has to be someone who cares about you.”