Agency Correspondent, Heather Nicholls sits down with Lucy Eden, founder of Be in Your Element, to talk about the agency’s development and its plans for 2025.
In an industry known for its high-pressure environment and fast-paced demands, Be in Your Element, a wellness events company, is redefining what it means to incorporate wellbeing into events.
Founded by Lucy Eden during lockdown, the agency was born from a simple yet powerful realisation—that creativity, nature and human connection are essential to well-being.
Eden, who had been working as a freelance events manager for 10 years and has been in the industry for twenty years, lost all her contracts as a result of the pandemic. During this time, she took up macrame as a hobby, collecting sticks for it on her daily walk. This significantly helped her mental health and wellbeing and she begun sharing her work online on an Instagram page called the “Macrame Army” which quickly gained over 1,000 followers.
Eden says: “It became a space for people to do something creative together online. When events started up again, I realised this community focused, creative activity could bring value to the events industry. That’s when I decided to start an event agency incorporating these elements.”
Since its launch, Be in Your Element has flourished, steadily expanding its offerings. Over time, the agency has built a diverse network by partnering with a yoga teacher, a breath work practitioner, and a dedicated group of “well-being warriors.” Today, with over 60 practitioners, they provide a wide range of wellness experiences tailored to their clients’ needs.
The agency’s core values are deeply connected to the natural elements, reflecting its origin story. Founder Lucy Eden explains: “It all began with a simple walk during lockdown—being in nature, feeling the air, listening to water, and touching the earth. It reminded me how uncomplicated well-being can be. Sometimes, just stepping outside for fresh air can make a huge difference, even at high stress events. The elements symbolise that simplicity and our approach to wellbeing.”
Their mission is to elevate events by making well-being at the heart of every experience. Eden says: “We want to simplify well-being so it’s accessible to everyone. At the core, it’s just about human-to-human connection and making small, achievable changes that don’t come at the expense of business success or staff well-being.”
She continues: “In a world that’s disconnected and more stressed than ever, we see well-being not as an optional extra but as a necessity. Our mission is to be the go-to support for fellow event professionals and the entire industry. We offer support, training, consultancy, fun, engaging sessions, and services—all focused-on health and well-being while sustaining the fast-paced world we live in.”
Eden also discusses how the way that people approach well-being within the events industry is shifting, but that there is still some resistance. She says: “There’s a financial strain across the industry – agencies and clients have tighter budgets, so well-being often gets deprioritised. But we are firm in our mission: well-being isn’t a luxury; it’s a necessity. It shouldn’t be treated as an entertainment budget item; it should be as fundamental as venue costs and catering.”
Now, Be in Your Element is taking its mission even further, launching a new consultancy service to help event agencies and venues prioritise human sustainability. As the industry grapples with burnout, long hours, and financial constraints, Eden and her team are leading the charge in proving that well-being isn’t just a luxury—it’s a necessity.
In 2025, Be in Your Element are turning their focus to what they describe as the most critical challenge of our time, human sustainability. Human sustainability is the focus on looking after people’s health and wellbeing. Eden says: “Human sustainability is about supporting the people in our industry, just as we focus on environmental sustainability. We’re making eco-friendly choices like reducing waste, but we’re not addressing the well-being of the individuals who are driving this work.”
This year, they are launching a new offering of consultancy where they will help event agencies and venues integrate human sustainability into their operations.
Eden says: “This is new for this year, we’re expanding into venues like Regent’s University, offering tailored reports to ensure well-being is prioritised not just for event attendees but for the staff behind the scenes.”
She continues: “Prioritising human well-being is essential for the industry’s future. Human sustainability is about supporting the people in our industry, just as we focus on environmental sustainability. Many in the industry wear a ‘badge of honour’ for working long hours without complaint, but this leads to burnout and health issues. It’s common to go from one event to another without rest, which isn’t sustainable.”
By emphasising connection and well-being the Be in Your Element team, are proving that taking care of people is not just a luxury but a fundamental part of creating lasting success in the fast-paced events world. Their mission serves as a reminder that well-being is essential, not just for the individual, but for the industry’s future.
