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Cuddling is a universal way of showing affection.

Whether it’s between a mother and child, two lovers in bed, or a cat lady and her 10 cats, everyone loves a good stroking and a prolonged squeeze.

In fact, studies have shown that we thrive on the soppy stuff, as it relieves stress and anxiety, lowers blood pressure, calms the body’s nervous system, bolsters the immune system, and releases all those feel-good hormones.

This is according to an academic study published in 2017, which also found that gentle touch can reduce emotional pain and feelings of social exclusion.

As the modern world grows bigger, meaner, and lonelier, cuddlers have been slotting themselves in as professional businesspeople to help provide that emotional and physical pick-me-up that so many need.

We’ve heard about cuddling being a legitimate job in places like Japan, but now it seems to have also come to South Africa, thanks to one brave entrepreneur.

Embracing the power of the cuddle, Florence Letswalo started Pro Cuddling SA this year:

Don’t spend the weekend alone if you don’t want to. Please visit our website #cuddling #TikTok https://t.co/RmUk8doErV

— Pro Cuddling SA (@ProCuddlingSa) October 8, 2022

Letswalo said it all began after a tough day at the office, according to her interview with The Citizen:

She said: “I was just held by my partner; we didn’t speak. I was just cuddled and loved for a few hours, and it made the burden I was carrying feel so much lighter.”

It was an a-ha! moment for the 24-year-old business developer. She said: “I realised that a lot of people don’t have that in their lives, whether they are in a relationship or not, nobody is devoid of potentially feeling lonely or just in need of a non-judgmental cuddle.”

The cuddle consultancy offers a no-funny-business, completely platonic cuddle service to craving customers, including hugging and hearty conversations.

Letswalo said that cuddling allows her clients the freedom to talk and open up in a safe, intimate environment:

“I am in the business of making people feel better. But there is more to it than that. It is about mental wellness, too.” She pointed out all the selfies and loud posting that people do on social media.

“People want to be heard; they want to be noticed; they want to escape into their own universes. And for a few hours, a good cuddle and a talk gives you far more fulfilment than a timeline of social posts read by strangers.”

The business has already hired a network of 20 professional cuddlers, called cuddle-mates, primarily based in Gauteng:

Letswalo trains the cuddle-mates herself and has even done the hard yards of researching and compiling a manual of cuddle methodology and conduct.

“Sex or anything sexual is off the table,” she stresses.

She said Pro Cuddling has already had a diverse range of customers, from mothers to bachelors to travellers in need of some TLC.

An extended cuddle session of up to 12 hours (inclusive of a free meal) can cost R3 900 (the max), while an average 90-minute session will cost R900 (the min).

Pro Cuddling is actually looking for more professional spooners to join the team.

Cuddle mates can be of any gender and sexual orientation and must be based within a 25-kilometre radius of Centurion, Durban, and Cape Town to get appointments.

@procuddlingsaWe’re hiring cuddle mates. No full time employees or students please!♬ WE (Warm Embrace) – Chris Brown

It’s a pretty interesting song choice to go with Chris Brown.

Looks like a fun and sweet way to make an extra buck, provided everyone sticks to the rules.

[sources:citizen&procuddlingsa]