LSN : Daily Signals : The Campaign: Unplugged and Munya Chawawa turn to humour to tackle Britain’s screen addiction

The Trend: Masculinity Reset Retreats

Photography by Thirdman, Belarus

Men’s mental wellbeing retreats are reshaping modern masculinity, focusing on mindfulness, movement and meaningful male friendships. Rising rates of loneliness and male suicide – particularly in the UK, where men accounted for three-quarters of 2023 suicides, according to the Office for National Statistics – highlight an urgent need for spaces where men can connect and reflect.

Emerging initiatives, from immersive weekend retreats to grassroots communities, address this need. Boys Will Be Boys in the UK offers fitness, bushcraft and restorative practices, while Men’s Reset Retreat in Ibiza combines physical challenges with breath work, workshops and intimate group bonding. Pilla, a UK-based wellness community, brings accessible day retreats and events to cities, combining yoga, meditation and social interaction for men and non-binary participants. Rainbow Men Retreats provide queer men with inclusive, spirituality-focused experiences.

These retreats are a response to declining male friendships and increasing societal pressures on men, and provide spaces for vulnerability, self-discovery and emotional resilience. While high-intensity or ‘warrior’-framed programmes risk reinforcing traditional masculine stereotypes, experts advocate approaches that embrace emotional openness and 21st-century realities of gender.

The trend signals opportunities for brands to champion men’s mental health by creating experiences that prioritise connection, community and holistic wellbeing over power, aggression or outdated masculine ideals, redefining what it means to be a man today.

The Big Idea: Brand Innovation Debrief: Aman

Aman epitomises ultra-luxury hospitality, blending serene design, bespoke service and rare experiences for a devoted high-net-worth clientele. Founded in 1988 in Phuket by Adrian Zecha, Aman, Sanskrit for ‘peace’, prioritises intimacy, calm and deep connection to place over conventional five-star formality.

Its retreats, from Bhutan’s Himalayan forests to Utah’s desert mesas, exemplify biophilic, place-based design, creating immersive environments that harmonise with local culture and nature.

Aman attracts a loyal ‘Aman junkie’ following, with repeat guests accounting for about 50% of business, according to Town & Country. The brand rarely advertises or lowers rates, instead cultivating exclusivity and emotional attachment.

Expansion includes wellness products, furniture collaborations and Janu, a socially dynamic sister brand appealing to younger audiences. Aman Essentials and Aman Interiors extend its philosophy into daily life, enabling clients to bring the brand’s serene aesthetic and rituals into their homes.

Experiential travel is central, with bespoke journeys like Jet Expeditions and Driving Journeys offering intimate, transformative experiences. Wellness and personal growth are woven into every touchpoint, reinforced by high-profile ambassadors such as Novak Djokovic.

Aman is defined by subtlety, anticipatory service, cultural authenticity and connection to place. Whether through spiritual lodges, yachts or Aman’s contemporary re-interpretations of local traditions, the brand offers an eco-system of experiences that extend far beyond a stay, creating a lifestyle and a sense of belonging.

Read the full Brand Innovation Debrief on the ultra-luxury brand.

Aman Kyoto, Japan

The Campaign: Unplugged and Munya Chawawa turn to humour to tackle Britain’s screen addiction

Unplugged x Munya Chawawa, UK

In October 2025, Unplugged, the digital detox brand behind off-grid cabins that lock away phones and reconnect guests with nature, teamed up with comedian Munya Chawawa and agency 10 Days London to launch a playful campaign promoting screen-free wellbeing.

Framed as a parody flight-safety video, Chawawa stars as a ‘digital safety officer’, guiding viewers through the essentials of disconnecting – from enjoying time in nature and reading books to navigating with paper maps and using a cassette player.

The satirical video pokes fun at modern society’s technology addiction, while leaning into what we call the Unhinged Humour Opportunity – using humour as a uniquely human growth strategy to stand out in an oversaturated, AI-heavy marketing landscape.

To find out more about Unplugged, head to our Digital Detox Destinations report, which explores the rise of analogue experiences and tech-free stays in the travel and hospitality sector

The Viewpoint: The New Youth Club

Moot, London, UK

Opened in April 2025, Moot is a membership-based youth space in northwest London redefining the concept of youth clubs for a generation seeking real-world connection beyond screens. Founded by ex-advertising executives Cheryl Calverley and Paul Billingsley, Moot offers teenagers aged 12–17 a safe, inspiring third space to socialise, play games, enjoy pizza nights and attend curated events, open Thursday to Sunday. Membership costs £39.99 ($53.60, €45.60) per month, with each teen allowed to bring two guests.

The co-founders created Moot in response to the decline of traditional youth clubs, which have largely relied on government or charity funding, with 800 closing over the past decade. Moot’s model prioritises inclusion, engagement and social development, helping teens practise face-to-face interaction in a guided environment. Spaces are co-designed with local teenagers, ensuring that décor, activities and programming appeal to their peers.

Moot also challenges negative stereotypes about teenagers, providing an environment where they are respected and empowered rather than labelled as ‘trouble’. By blending mentorship, creative workshops and social play, Moot helps teens ‘find their tribe’ and develop confidence in real-life interactions. The founders hope to expand the concept across London and beyond, using brand partnerships and investment schemes to maintain affordability while delivering meaningful, community-focused experiences.

Overall, Moot represents a fresh model of social wellness for young people, promoting connection, autonomy and personal growth. LS:N Global spoke to co-founders Cheryl Calverley and Paul Billingsley – read the full interview here.

The Space: Mad Swans ushers in a new era for golf and hospitality in the UK

Photo by Jopwell via Pexels

Mad Swans is an innovative countryside destination by Longshot on the Mendip Hills in southwest England that opened in October 2025 to offer a fresh take on sports-focused hospitality.

The centrepiece is a 12-hole golf course designed by architect Tom Mackenzie from Mackenzie & Ebert, which is known for its work on courses including Royal Portrush and Turnberry. The course is designed to be flexible and is playable as six, 12 or 18 holes, to cater for seasoned golfers and newcomers.

Beyond golf, Mad Swans features eco-cabins, a state-of-the-art driving range, padel and pickleball courts, a mini-golf putt patch, darts and a gym. Dining options include The Potting Shed, offering modern countryside cuisine, and The Hangout, serving casual fare and cocktails. Sustainability is a core focus, with initiatives such as rewilding and solar energy.

Mad Swans aims to create an inclusive, social environment where play transcends age and experience to challenge traditional notions of golf and leisure.

As outlined in our Sports Tourism Market and Game-Changers: The Future of Sports Fandom reports, the rise of sports tourism continues to reshape how consumers engage with travel, wellness and leisure.