Humans are an incredibly social bunch (believe it or not), and even we introverts need some social interaction. There’s no greater feeling than receiving a great big bear hug at the end of a lousy day, but is that feeling worth paying for?
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Florence Letswalo, the owner of Pro Cuddling, the first professional cuddling service in South Africa, created the company after she realised the power of cuddling and platonic touch.
Letswalo said, “My partner and I had dinner plans that evening, and he saw that I wasn’t feeling good. He suggested that we just cuddle instead of watching movies. I felt the weight lifted off my shoulders and forgot about the hectic day I had. It was at that moment that I had the idea of starting such a business as I thought about the thousands of people who do not have someone to help relieve their stress and anxiety. I am fortunate, but plenty of people have shared their problems on social media platforms as they are very lonely.”
Although the concept is still new to South Africa, professional cuddling has become a growing form of therapy that can offer physical, social, and emotional benefits. Platonic touch and cuddling can also improve overall health and release the “feel-good” hormone, oxytocin.
Letswalo says Pro Cuddling started trading in May 2022, and the response so far has been overwhelming, which she did not expect at all.
When asked about the vetting process to ensure the safety of the cuddle mates, Letswalo assures me that there is a process involved before any of her 34 staff members go out to meet a client.
“We always have a telephonic conversation with the client when booking to reiterate the ‘no funny business’ policy. We request any form of identification to verify that the client is who they say they are. The client also provides their address and contact details when booking, so this means that will have the client’s particulars for the duration of the booking.”
For anyone as curious as I was about the whole experience, Letswalo answers my burning questions:
How do the cuddle mates prepare for a session?
“I normally call them and we have a recap on the training. The most important is what to do upon arriving at the client’s house as that sets the tone for the entire session. It is also important the cuddle mate is calm before the session as there is an energy transfer that occurs during cuddling.”
What is the strangest request a cuddle mate has received?
“A mature client called in pretending not to know what cuddling was. He then requested if the cuddle mate could assist with issues he had pertaining to erectile dysfunction. This was an immediate decline from us. We cannot assist with those types of issues.”
Do you have repeat clients who request the same cuddle mate?
“Yes, they will always tend to request the same cuddle mate.”
Have you had an instance where a love interest grew between repeat clients and cuddle mates?
“No this has not happened, at least according to my knowledge. I will be sure to tell you about it should it happen.”
What is the most common reason you receive from applicants wanting to become professional cuddlers?
“A lot of the applicants; just like me; understand what being lonely is like. The world is unfortunately not a kind place and they want to help alleviate the stress and anxiety from everyday life. They genuinely care about other people’s well-being.”
A professional cuddling session starts at R900 for 90 minutes, with the most expensive package setting you back R4500. The company even offers a “Netflix and Chill” option.
For any queries: Pro Cuddling – +27 60 360 3123
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