Breathing for a Price: Are We Being Sold a Bill of Fresh Air?
In a world where even the most basic human functions are commodified, it’s no surprise that something as natural as breathing has become a lucrative industry. Remember the 2012 film The Lorax, where the mayor of Thneedville sells bottled air to a city deprived of trees? Fast forward to today, and the act of inhaling and exhaling—something we’ve all been doing since birth—is now being repackaged and sold as a gateway to ‘unlocking your fullest human potential.’ But here’s where it gets controversial: are these breathwork courses and techniques truly transformative, or are we simply paying for repackaged air?
The rise of breathwork as a wellness trend is undeniable. A quick glance at Google Trends (https://trends.google.com/explore?q=breathwork&date=today%205-y&geo=Worldwide) reveals a surge in interest, with courses, books, and online sessions promising everything from stress relief to profound personal growth. Some even charge hundreds of dollars to teach you—yes, you—how to breathe. But this is the part most people miss: while there’s solid evidence for benefits like stress reduction (https://www.nature.com/articles/s41598-022-27247-y), claims of accessing ‘states of healing most people never touch’ or ‘fostering deep personal growth’ often lack scientific backing.
What Exactly is Breathwork?
Breathwork is a broad term encompassing various techniques aimed at altering breathing patterns to influence physical, mental, or emotional states. Dr. Vince Polito, a senior lecturer at Macquarie University, explains that while there are genuine physiological effects—such as influencing the autonomic nervous system to change mood or stress levels—the field is wildly unregulated. Techniques range from slow, relaxing breaths to rapid hyperventilation, each claiming unique benefits. For instance, diaphragmatic breathing (https://www.theguardian.com/lifeandstyle/2025/may/04/the-big-breath-secret-can-i-improve-my-lung-capacity-efficiency-and-power) has been shown to reduce stress markers like cortisol (https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2017.00874/full), while resistance breathwork strengthens the diaphragm to increase lung capacity. Yet, the line between evidence-based practice and exaggerated marketing is often blurred.
The Wim Hof Method: A Case Study in Controversy
One of the most talked-about techniques is the Wim Hof Method, which combines rapid breathing, breath retention, and cold exposure. Proponents claim it reduces inflammation and increases pain tolerance (https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10276601/), and research (https://www.theguardian.com/science/2024/mar/13/wim-hof-breathing-cold-exposure-method-benefits-study) supports some of these assertions. However, experts like Prof. Mark Hutchinson of Adelaide University caution that such practices are not risk-free. ‘These techniques should always be done under medical supervision,’ he emphasizes, particularly for those with respiratory conditions. Hutchinson is currently studying whether the Wim Hof Method can alleviate endometriosis pain (https://www.adelaide.edu.au/newsroom/news/list/2024/04/24/examining-the-wim-hof-methods-effect-on-endometriosis-pain), but results are still pending.
The Business of Breathing
What’s truly fascinating—and concerning—is the commercialization of breathwork. Polito notes that altered states of consciousness induced by certain techniques can lead to transformative experiences, but these are often uncontrolled and may even be destabilizing for some. Add to that the financial incentives, and you have a recipe for overpromising. ‘Breathing is free,’ Hutchinson reminds us. While specific techniques can harness physiological benefits, they don’t require expensive courses. When hundreds of dollars are charged for unproven methods, it’s time to question the motives behind the hype.
Final Thoughts: Breathe Responsibly
As we navigate the breathwork boom, it’s crucial to separate evidence from exaggeration. While some techniques offer real benefits, others may be selling little more than hot air. And this is the part most people miss: the most effective breathwork might just be the kind you do on your own, without a price tag. So, the next time you’re tempted by a pricey course promising to unlock your potential, take a deep breath—and think twice. After all, as The Lorax reminds us, ‘Please breathe responsibly.’
What do you think? Is breathwork a revolutionary wellness tool, or just another overhyped trend? Share your thoughts in the comments below!
Donna Lu is an assistant editor for climate, environment, and science at Guardian Australia. Antiviral (https://www.theguardian.com/commentisfree/series/antiviral) is a fortnightly column that critically examines health trends and wellness claims.
