The Forest Bathing Institute

What The Forest Bathing Institute does

The Forest Bathing Institute is a UK research, training, and events organization operating in the shinrin-yoku / forest therapy category, incorporated as Holistic Healing Therapy Ltd and headquartered at 71-75 Shelton Street, Covent Garden, London. Founded in 2018 by Gary Evans and Olga Terebenina, the company has built a proprietary nature-therapy methodology branded Forest Bathing+, supported by research collaborations with the University of Derby, University of Surrey, UCL, King's College London, Université de Paris, and Kasetsart University Bangkok, and advised scientifically by Professor Qing Li.

Its product surface spans four streams: (i) online training courses sold through the TFBI Academy — including the Forest Bathing Guide Essentials and Advanced Professional Forest Bathing Guide Training — targeting individuals seeking professional certification as forest bathing guides; (ii) Forest Bathing+ events, workshops, retreats, and corporate brand-activation days delivered in-person in the UK; (iii) commissioned NHS and mental-health charity delivery through funded programmes with Mind and Catalyst plus Surrey Hills AONB; and (iv) published consumer products, notably the 2025 Quarto Group book 'The Healing Power of Trees' and a 50-card Forest Bathing Card Deck in English and French. Go-to-market is hybrid: event-driven awareness via events, retreats, workshops, and an academy, combined with sales-led enterprise outreach for corporate wellness contracts and clinical/NHS referrals.

The business is privately held, founder-owned, and operates with a team of ~11 across England and Wales. Pricing is not publicly disclosed. The company has not raised institutional funding, and revenue is undisclosed. Recognition includes WEF UpLink Forest and Health Innovation Challenge (Davos 2023), patronage by Dame Judi Dench, and earned media coverage from BBC Earth, The Guardian, and NPR.

Name

The Forest Bathing Institute

Legal name

Holistic Healing Therapy Ltd

Website

https://tfb.institute

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

The Forest Bathing Institute is a UK-based research, training, and events organization that delivers proprietary Forest Bathing+ programs — including online guide certification, in-person retreats, NHS/charity mental-health delivery, and corporate wellness — to individuals, clinicians, and employers.

Ownership category

akta.pro rank

Product category

Wellness Education Services

SIC

Services-Educational Services (8200), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Rainforest & Jungle Lodges (THAAAHAD)

Keywords

• Nature-based therapy
• Forest bathing training
• Mindfulness certification
• Corporate wellness programs
• Wellness education

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Training Programs: Online and in-person forest bathing guide training courses including Forest Bathing Guide Essentials course and Advanced Professional Forest Bathing Guide Training. Courses are pre-recorded and online for flexibility, allowing study from anywhere in the world.
2. Events and Retreats: Forest Bathing+ events, workshops, and retreats offered to participants. Gift vouchers also available for purchases.
3. Publications: Sales of 'The Healing Power of Trees' book and companion card deck published by The Quarto Group, available through retailers including Amazon and Artemis (French edition).
4. Corporate Wellness Services: Evidence-based forest bathing sessions and brand activations for corporate clients, delivered as paid corporate programs.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

The Forest Bathing Institute is a research, events and training organisation that delivers science-led forest bathing experiences. It sells forest bathing guide training (online essentials course and advanced professional programme), guided Forest Bathing+ events, workshops and retreats, corporate wellness and brand activation services, and published products including 'The Healing Power of Trees' book and a companion card deck. Offerings are grounded in the proprietary Forest Bathing+ methodology developed by founders Gary Evans and Olga Terebenina and validated through collaborative research with multiple universities.

Product overview

The Forest Bathing Institute is a research, events, and training organisation focusing on forest bathing and nature connection. Their portfolio comprises a unified platform of educational and wellness offerings: the core Forest Bathing Guide Essentials online course and Advanced Professional Forest Bathing Guide Training for those seeking qualifications; Forest Bathing+ Events, Retreats, and Workshops for direct participant experiences; and published products including 'The Healing Power of Trees' book and companion Forest Bathing Card Deck. All offerings are backed by the institute's own scientific research and collaboration with universities.

Differentiator

Problem solved

Functional benefit

Brands

• Forest Bathing+ (FB+): A unique forest bathing system developed by the founders, backed by scientific research from leading universities.
• TFBI Academy

Products and services

• Forest Bathing Guide Essentials Pre-recorded online foundations course providing science-led training in the Forest Bathing+ methodology for individuals seeking to start a career or side business in nature wellness.
• Advanced Professional Forest Bathing Guide Training Advanced, in-person plus online certification programme qualifying participants as professional Forest Bathing+ Guides, drawing on the institute's university-validated methodology.
• Forest Bathing+ Events Guided group Forest Bathing+ sessions delivering the institute's nature-connection and mindfulness experience to participants, open to the public and bookable by private groups.
• Retreat Immersive multi-day retreat experiences in natural settings providing deeper Forest Bathing+ immersion for individuals.
• Workshops Educational workshops on forest bathing techniques, mindfulness practice and nature-connection skills, offered through the TFBI Academy.
• The Healing Power of Trees Trade book by co-founders Olga Terebenina and Gary Evans, published by The Quarto Group, providing guidance on the health benefits of nature and forest bathing practice; distributed via Amazon and other retailers.
• Forest Bathing Card Deck Companion 50-card deck to 'The Healing Power of Trees' providing guided forest bathing practice instructions; available in English and French editions through retail channels including Artemis.
• Gift Vouchers Gift vouchers redeemable against Forest Bathing+ events, retreats, workshops and training programmes.
• Corporate Wellness and Brand Activation Programmes Bespoke, evidence-based Forest Bathing+ sessions, wellness days and brand activations delivered for corporate clients seeking scientifically grounded employee wellbeing offerings.

Quantifiable outcome

• Statistically significant improvement in 12 areas of wellbeing including safe positive affect, relaxed positive affect, compassion, nature connection, and pro-environmental attitudes
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eleven partnerships are on record, tiered secondary and core.

• Kasetsart University BangkoksecondaryStrategic or Co-development Partner · 1 May 2023Invited to participate in cutting-edge research study and symposium at Kasetsart University in Thailand following hosting of Humanities faculty at Newlands Corner, England.
• Professor Qing LicoreStrategic or Co-development Partner · 1 August 2021World-renowned forest medicine expert and founding figure behind the science of Shinrin-Yoku appointed as Scientific Adviser. Conducts initial UK-based project focusing on specific clinical research with his oversight.
• University of DerbycoreStrategic or Co-development Partner · 1 July 2019Research partnership led by Dr Kirsten McEwan from the Department of Health, Psychology & Social Care. Conducted UK's first published research paper into health benefits of Forest Bathing+ with psychometric and physiological assessments.
• UCLcoreStrategic or Co-development PartnerUpcoming study with University College London to evaluate benefits of 6-week nature immersion funded programmes.
• MindcoreStrategic or Co-development PartnerMental health charity partnership for government-funded forest bathing sessions. Expanding funded programmes to assist greater numbers of people referred through mental health services.
• CatalystcoreStrategic or Co-development PartnerMental health charity partnership for government-funded sessions launched in March 2022 as part of funded programmes for people in their care.
• University of SurreysecondaryStrategic or Co-development PartnerSymposium participation on 'Our Natural Health Service' exploring how nature can improve society's health and wellbeing with Dame Penelope Keith DBE and leading academic researchers.
• Université de ParissecondaryStrategic or Co-development PartnerCross-disciplinary project connecting expertise between Université de Paris and King's College London on 'Valuing Nature' theme.
• King's College LondonsecondaryStrategic or Co-development PartnerPresentation at 'Valuing Nature' symposium as part of cross-disciplinary project connecting expertise between Université de Paris and King's College London.
• Surrey Hills AONBsecondaryStrategic or Co-development PartnerPartnership with Surrey Hills Area of Outstanding Natural Beauty team for funded sessions including transportation to bring work to broader audiences.
• The Quarto GroupsecondaryOthersPublishing partner for 'The Healing Power of Trees' book and companion card deck, with editors Sophie Lazar and Katerina Menhennet.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Forest Therapy Hub: UK-based organization offering certified forest therapy guide training and guided forest bathing sessions. Closest direct competitor on training, certification, and forest bathing experiences in the UK market.
• The Minded Institute: UK-based provider of mindfulness teacher training and professional certification programs. Overlaps on the certified training, professional education, and corporate mental health segments of TFBI's portfolio.
• Wild Awake Forest Bathing: Independent UK practitioner offering guided forest bathing sessions, workshops, and retreats. Direct comparator for the institute's events, retreats, and individual consumer offerings in the UK market.

Broad incumbents

• Headspace: Global meditation and corporate wellness platform offering mindfulness programs to enterprises and consumers. Competes for the same corporate wellness and mental health budget, but delivers digital rather than in-nature experiences.
• Calm: Major meditation and sleep app with corporate wellness division (Calm Business). Broad incumbent in the same corporate wellness, mental health, and mindfulness category, though offering app-based rather than nature-based delivery.

Others

• Forestry England: UK government agency managing public forests. Functions as an enabling partner and venue provider for nature-based activities; relevant as a potential channel for forest bathing sessions on public estate land.
• Woodland Trust: UK woodland conservation charity with extensive forest estate. Comparable as an ecosystem and potential venue partner, and as an authority in nature connection programming complementary to forest bathing.
• Mind (the mental health charity): Major UK mental health charity and existing TFBI partner delivering funded forest bathing sessions. Adjacent ecosystem participant in social prescribing and mental health service delivery.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/tfb_institute
• Facebookfacebook.com/100063644529505
• LinkedInlinkedin.com/company/the-forest-bathing-institute
• Instagraminstagram.com/tfb_institute
• TikToktiktok.com/@tfb_institute

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Forest Bathing Institute