BMA House is expanding its focus on modern event experiences through a new partnership with Be In Your Element, a wellness brand known for creating interactive wellbeing programs for conferences, meetings, and corporate events.
The London venue announced the partnership this week as part of its ongoing sustainability strategy. However, venue leaders say the focus goes beyond environmental goals. Instead, the partnership centers on what organizers now call “human sustainability” — helping attendees feel energized, focused, and connected during long event days.
The partnership will allow clients hosting events at BMA House to add wellness experiences directly into their programs. Those additions can include guided breathwork sessions, movement classes, wellness lounges, creative workshops, and other activities designed to improve attendee wellbeing.
Wellness Becoming Bigger Priority at Conferences
Conference organizers across the hospitality industry have increasingly shifted attention toward attendee wellness over the last several years.
Long schedules, back-to-back presentations, and increased screen time from hybrid events have created new concerns around fatigue and engagement. Because of that shift, many venues now look for ways to help guests stay mentally refreshed throughout the day.
BMA House leaders said the partnership reflects those changing expectations within the meetings and events industry.
“Sustainability is about more than reducing environmental impact,” said Hannah Robinson. “It is also about creating events that support people, help them feel engaged and leave a lasting positive impression.”
More Than 150 Wellness Experiences Available
Founded by wellness expert Lucy Eden, Be In Your Element creates experiences designed specifically for busy conference and event environments.
The company currently offers more than 150 different wellness-focused activities. Options range from grounding breathwork and mindfulness sessions to puppy yoga, movement workshops, and hot-and-cold therapy experiences.
Other experiences focus on creativity, relaxation, and social connection between attendees.
Organizers said the activities are designed to fit naturally into existing event schedules without disrupting presentations or networking sessions.
As a result, attendees can recharge during the day while remaining engaged with the overall event program.
Historic London Venue Continues Evolving
Located in Bloomsbury, BMA House remains one of London’s best-known conference and meeting venues.
Architect Edwin Lutyens designed the Grade II-listed building in 1911. The British Medical Association has occupied the property since 1925.
Today, the venue hosts corporate meetings, association conferences, weddings, and large-scale events throughout the year.
BMA House has also developed a strong reputation for sustainability programs tied to event operations. Current initiatives include zero-waste practices, sustainable catering options, and carbon footprint tools for clients planning meetings and conferences.
Wellness Trends Continue Growing Across Hospitality Industry
The partnership highlights a larger trend taking place throughout the global events industry.
Hotels, conference centers, and entertainment venues increasingly market wellness as part of the attendee experience rather than treating it as a separate service.
Industry experts say guests now expect conferences to include opportunities for breaks, movement, and mental recharge alongside traditional networking and presentations.
Because of that growing demand, venues continue investing in wellness-focused programming and flexible event experiences.
“We are delighted to be working with BMA House,” Eden said. “Together, we can help clients embed wellbeing in a way that feels natural, uplifting and valuable.”
Partnership Designed for Flexible Event Planning
BMA House said clients will be able to customize wellness experiences based on the size, audience, and goals of each event.
The venue plans to offer the experiences as optional upgrades for conferences, meetings, and day delegate packages.
Organizers believe the added flexibility will help event planners create more balanced and engaging experiences for attendees.
As conferences continue evolving, partnerships focused on attendee wellbeing are expected to become more common throughout the hospitality and events sector.
Business Information
BMA House
🌐 https://bmahouse.org.uk
Be In Your Element
🌐 https://www.yourelementevents.com/
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