A professional cuddler who makes a living snuggling with strangers and offers one-to-one sessions for £85 says people shouldn't be ashamed of asking for a hug.

Samii Wood, 41, is a qualified cuddle therapist offering hug sessions for people in need of platonic connection.

Samii, runs Conscious Connected Touch which offers workshops priced at £15 to £22 which see up to ten people in a 'cuddle puddle' - with a nest of pillows and blankets to snuggle.

Her one-to-one clients come for platonic nurturing or touch based therapy, working through trauma, isolation and loneliness.

Her one-to-one sessions range from £65 for one hour to £85 for 90 minutes.

Samii, who is insured, said: "We have a nest of pillows and blankets and we snuggle. "

"We have to realise we have needs about platonic touch and I'm facilitating a safe space for that to happen - so people don't feel judged, shamed and get it in a nurturing environment."

"I've always been an affectionate person and touch is important to me. "

"People have nurturing needs and to feel as part of the community and the tribe. It's part of our survival and it's ok to want that. It's a need. "

"A lot of my job is educating. I would love for society to be more open and receptive."

Samii, from Bedford, Beds., has also embarked on giving out free hugs in the city centre - reaching 100 in one day.

She says hugging strangers is good for your health and that regular touch has huge benefits.

Samii explained: "Primarily when we have the nurturing touch, our touch receptors in our skin go to our brain and they trigger a few different things."

"Our cortisol levels are lowered, we get a boost in serotonin and oxytocin."

"These are our feel good safety hormones. We have that because of the mother and baby connection - we relied on someone to take care of us. "

"People find a lot of emotions they've held onto come to the surface when they're held."

Samii has a mixture of clients spanning across men and women from their 20s to retirement age and from 'all walks of life'.

She screens clients before taking them on and gets them to sign consent forms that explicitly state boundaries.

Samii said: "Some have trauma relating to touch, some are awkward with touch but want to learn how to communicate touch."

"We do have people who crave connection and being held."

"One attendee said it was like its backwards. You touch this person and then you get to know them afterwards. "

"I tell my clients to hug the other person as if it was someone you want to hug but can't anymore."

Samii said the UK is especially reluctant when it comes to acknowledging a need to be touched.

She explained: "We're not taught that we're allowed it but we don't need to feel guilt and shame about it."

"Children were seen and not heard. "

"I think we realise that's not the way to be but we can still be stand-offish. "

"It's always been within our culture to be less tactile compared to other places and we're not educated any different."

"We're more disconnected than ever. "

"I think people we don't realise the difference between online connection and physical connection. "

"We're sometimes not aware of it until we get used to touch again. "

"People seem scared to touch since the covid lockdown. People have stayed hands off or are now seeking it."

Along with her free hugs initiative, Samii said she hoped more people would understand the need for platonic touch and reach out.

She added: "I encourage everyone to make a conscious effort to be more connected with each other. "

"It doesn't have to be hugging, it can be making more eye contact, smiling in the street - the ripple effect will go out."

"It takes a community to heal a community."

SAMII'S TOP TEN TIPS FOR BUILDING INTIMACY:
1. Redefine intimacy - Intimacy isn't about sex, it's about connection. True intimacy is built through vulnerability, trust, and shared presence.
2. Understand the 5 types of intimacy - Intimacy shows up in many ways: physical (touch), emotional (sharing feelings), intellectual (deep conversations), spiritual (shared values or beliefs), and experiential (doing things together).
3. Practice eye gazing - Sit facing your friend or partner and maintain gentle eye contact for 2-3 minutes without speaking. Let yourself be seen, and truly see them.
4. Try back-to-back sharing - Sit facing away from each other, with your backs touching. Take turns sharing something honest or vulnerable. This posture can make sharing feel safe yet connected.
5. Explore gentle facial touch - Take turns gently stroking or holding each other's cheek with a flat hand. This can feel surprisingly intimate and soothing. To increase the intimacy, include gentle eye gazing.
6. Do listening swaps - Set a timer for 5-15 minutes. One person shares whatever's on their mind while the other listens silently. When time's up, the listener simply says "thank you." Then swap."
7. Give a hand or arm massage - Use essential oils to set the mood: lavender for calm, citrus for uplift. A simple hand or arm massage is a great way to introduce safe, consensual touch.
8. Embrace the 20 second hugs - Hold each other for at least 20 seconds. This reduces cortisol (stress hormones) and activates oxytocin and serotonin - hormones that help you feel bonded and relaxed.
9. Cuddle without an agenda - Platonic cuddles can be deeply nourishing. Whether lying side-by-side or in a cuddle puddle, simply being close fosters connection and comfort.
10. Create a Ritual of Connection - Set aside regular time each week to intentionally connect - without screens or distractions. This might be a cuddle session, a shared walk, or quiet time together. Consistency builds emotional safety and therefore, intimacy.