Discover: DOSE x Ministry Of Sound Fitness Present RIDING HIGH (London)


LONDON, United Kingdom — UK-based online magazine DOSE is joining forces with Ministry Of Sound Fitness to meet the growing demand for events that cater to healthy hedonists.

RIDING HIGH; a week-long series of immersive fitness classes will feature high-energy spinning, cannabis-infused facials and non-alcoholic beer, in a bid to create a new brand of hedonism for modern times.

With a staggering 42% of 21-37 year-olds quizzed in a recent report by Eventbrite, revealing they are drinking less alcohol than they were three years ago, and one in five claiming they would give up drinking alcohol in order to fund more events, fitness concepts such as these are filling a sweet spot that speaks to the changing relationship between millennials and wellness. According to DOSE Co-Founders Hettie Holmes and Shara Tochia, pleasure-seeking and wellness should go hand in hand and they’re here to prove that it’s possible.

Read More: New Report Highlights Rise Of Health-Conscious Millennials

“We wanted to create a fun, pleasure-filled, ‘hedonistic’ experience to leave our audience on the best high possible – without the hangover,” say the duo.

“Our bodies already contain the formula for getting high. Happy hormones dopamine, oxytocin, serotonin and endorphins are released when we work out to music and socialise with friends so we decided to create the perfect environment for releasing them.”

Taking place from Monday 17th to Friday 21st September, RIDING HIGH will present some of the capital’s top fitness coaches who’ll be joined by live MCs and performers, including hula-hoopers and break-dancers, for 14 immersive performances designed to leave guests in a state of endorphin-induced euphoria.

Morning revellers will be invited to sip on Pukka turmeric gold and majestic matcha lattes, while evening guests will have the option to try Heineken’s 0.0 after each class. Award-winning skincare line Murad will also be on hand to offer attendees stress-busting facials using its new cannabis-infused serum.

“These parties are designed to get your happy hormones firing, where you can get high without the comedown, enjoy a drink without the hangover, all while raving to your favourite tunes in London’s most iconic club,” explains Tochia.

Events like these are aimed at helping people to tap into their pleasure circuits without the use of drugs or alcohol, which if anything, numb us to what’s really going on. It’s all about giving people tools to break down social awkwardness and to help them connect with each other.”

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